微信获客断流跟谁学面临重大危机

36氪2020-05-29

编者按：本文来自微信公众号“猛兽财经”（ID:mengshoucaijing），作者：猛兽财经，36氪经授权发布。一、跟谁学商业模式严重依赖WeTool香橼、灰熊、浑水接连的做空并没有打垮跟谁学，然而影响跟谁学运营命脉的蝴蝶效应却因其他因素蔓延，起因是5月25日晚20点，WeTool 被腾讯封禁。图1:WeTool公告被腾讯封禁跟谁学因腾讯而崛起，通过微信群运营，建立了低价获客渠道，被浑水成为“...

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韭菜本尊
2020-05-29
韭菜本尊
他还有一万个机器人[开心]

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}\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n微信获客断流 跟谁学面临重大危机\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-05-29 15:00 北京时间&nbsp;&nbsp;&nbsp;<a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202005291501537b0b449f&s=b><strong>36氪</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>编者按：本文来自微信公众号“猛兽财经”（ID:mengshoucaijing），作者：猛兽财经，36氪经授权发布。一、跟谁学商业模式严重依赖WeTool香橼、灰熊、浑水接连的做空并没有打垮跟谁学，然而影响跟谁学运营命脉的蝴蝶效应却因其他因素蔓延，起因是5月25日晚20点，WeTool 被腾讯封禁。图1:WeTool公告被腾讯封禁跟谁学因腾讯而崛起，通过微信群运营，建立了低价获客渠道，被浑水成为“...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202005291501537b0b449f&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"TCEHY","symbol_name":"腾讯控股ADR","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202005291501537b0b449f&s=b","article_id":"2039462216","we_media_id":null,"thumbnails":["https://static.tigerbbs.com/513e912d3990c5772a73ef391367e32c"],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202005291501537b0b449f&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, .wx-sou","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2039462216","pubTimestamp":1590735643,"sourceInfo":{"source_id":"tencent","name":"腾讯"},"weMediaInfo":null,"summary":"编者按：本文来自微信公众号“猛兽财经”（ID:mengshoucaijing），作者：猛兽财经，36氪经授权发布。一、跟谁学商业模式严重依赖WeTool香橼、灰熊、浑水接连的做空并没有打垮跟谁学，然而","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"TCEHY":"腾讯控股ADR"},"translate_title":"WeChat has been cut off from customers. GSX Techedu is facing a major crisis","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"GSX":1,"TCEHY":1},"content_text":"编者按：本文来自微信公众号“猛兽财经”（ID:mengshoucaijing），作者：猛兽财经，36氪经授权发布。一、跟谁学商业模式严重依赖WeTool香橼、灰熊、浑水接连的做空并没有打垮跟谁学，然而影响跟谁学运营命脉的蝴蝶效应却因其他因素蔓延，起因是5月25日晚20点，WeTool 被腾讯封禁。图1:WeTool公告被腾讯封禁跟谁学因腾讯而崛起，通过微信群运营，建立了低价获客渠道，被浑水成为“机器人”的即是社群运营软件-WeTool，目前WeTool广泛被各线上培训机构使用，越是线上业务占比高，对WeTool越依赖，越是起步早，此次封禁造成的私域流量损失越大。图2：WeTool官网客户评价二、商业模式面临失效跟谁学的商业模式严重依赖WeTool。大多数在线教育公司目前的亏损，主要是由于获客成本高，而跟谁学之所以能成为少数盈利的公司，主要是抓住了2018年来的微信群运营红利。其业务流主要依靠免费分享资料-扫码入群-要求分享推广链接-持续裂变获客，完成这一业务流依靠WeTool，根据25日晚微博上刷屏的社群运营人员的吐槽“封禁WeTool后，运营将增加80%人工工作量，工作没法做了，准备辞职”。可见，封禁WeTool后，整个跟谁学的低价获客渠道面临重大挑战。图3.跟谁学/高途课堂社群运营方式：三、销售费用高增长常态化将严重影响盈利20Q1,由于疫情广告战，跟谁学加大了非社群广告投放，销售费用大增，跟谁学20Q1的财报显示，销售费用同比大增660%，达7.57亿元。可见，对于与其他教培机构趋同的广告投放，也趋同的导致销售费用大增。当社群营销断裂，低价获客断流，跟谁学的“盈利”光环将消失，当毛利降低和业务增速降低同时来临，市场对其估值的认可将面临重大挑战。四、微信群获客恢复短期无解根据雪球用户dionysu反映，跟谁学已有1000个微信号被封。虽然未知仍有多少微信号仍在运营，但可以确认剩余账号已解绑第三方运营软件实行人工操作，其整体运营效率已经大幅下降。封禁账号解封周期一年，未封禁账号人工运营，由于效率比软件大幅降低，需要大量招聘社群运营人员才能实现WeTool的工作量。目前企业微信支持部分客户将业务转移至企业微信，但企业微信为通用版，未有针对在线教育进行个性化开发，运作效率低下，这也是前期第三方广泛流行的根本原因。总结：因为WeTool被禁，跟谁学/高途课堂被砍断运营大腿，飞速奔跑的跟谁学将面临商业模式失效的重大挑战。猛兽财经致力于让每一个不甘心的青年人学会美股投资，体验在世界上最成熟最合规的市场里做世界头号公司股东的乐趣和刺激。让每一个青年人有尊严、平等通过美股投资获得自由。","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":951876056,"gmtCreate":1590749690875,"gmtModify":1704193615313,"author":{"id":"3549236493884014","authorId":"3549236493884014","name":"韭菜本尊","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":2,"crmLevelSwitch":0,"authorIdStr":"3549236493884014","idStr":"3549236493884014"},"htmlText":"他还有一万个机器人[开心]&nbsp;","listText":"他还有一万个机器人[开心]&nbsp;","text":"他还有一万个机器人[开心]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/951876056","repostId":2039462216,"repostType":2,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":0,"commentSize":1,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.29.1","shortVersion":"4.29.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2039462216"}

微信获客断流 跟谁学面临重大危机

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微信获客断流跟谁学面临重大危机