This is a serious and equal platform for elite exchanges.

Editor’s note: This article is from the micro-channel public number “ThirdBridge” (ID: WeAreThirdBridge), Author: High Pro Forum Forum.

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Recently, the Forum group of Third Bridge Gaolin Consulting invited senior experts in the audio social field in China (for specific information about this expert, please contact Gaolin Consulting) to discuss with the industry analysts of Gaolin Consulting Whether the logic of American voice social products adapts to the Chinese market, this interview involves a total of 20 questions.

If you need more interview records of the industry involved in this article, please contact the account manager in your area; or leave an email address in the WeChat official account backstage, remarking the name of the organization and other information, we will contact you as soon as possible. For more global industry insights, please visit our official website www.thirdbridge.com.

The core question of this industry interview:

  • The logic behind the popularity of American voice social products.
  • Compared with similar domestic products.
  • The domestic feasibility of the replication model.
  • User retention and content operation.

Elon Musk, the top tech circle, made an American voice social app popular all over the world, and all he did was open a room to chat online.

Directly let this American voice social app that was just born quickly went out of the circle, and even the system overload occurred on the night of Musk’s sharing.

In China, it is not only the users who flock to experience the big guys’ living room, but also the leading Internet companies and investors.

More people are discussing whether this model can be directly moved to China, but products of the same type that are actually on the shelves in China have repeatedly been removed from the shelves. In this interview, the experts shared the reasons for the success of the American voice social app, and discussed whether domestic products adapt to this model.

The success of American voice social products is the inevitable human nature

Experts believe that voice socialization is in the United StatesThe country’s ability to achieve very good results has a lot to do with the epidemic. Affected by the epidemic, everyone is forced to stay at home and unable to participate in group activities, which provides a good foundation for the success of this product. The epidemic situation in China has been relatively stable, and domestic big V currently does not lack a platform for display. If the operation strategy of the big V detonation is copied, it will be relatively more difficult for China than the United States to attract a big V that is enough to attract global attention.

On the other hand, from the perspective of voice chat, most of the voice chat products in the domestic market were mainly show live broadcasts, and there was no equal chat field. From the perspective of social scenes, social networking among groups of people is actually the biggest scene, more and more natural than one-to-one scenes. Therefore, the social products that appeared in the early days of the Internet were text-based chat rooms, and one-on-one communication was conducted after getting familiar with each other. Experts believe that from this perspective, the success of this American voice social product is a human inevitable.

Serious and equal elite communication platform

Experts believe that in a sense, this American voice social product model is an innovative model. Musk’s sharing topics range from the Mars Project, Bitcoin, brain-computer interface, to the incident of American retail investors on Wall Street. Such sharing has laid the platform’s tone. First of all, this is a platform for equal communication, and anyone can set up a topic and open a room to chat. Secondly, this is a platform that gathers global elites and people who want to become elites. Finally, the topics on the platform mostly revolve around high-end topics such as investment, philosophy, and technology.

Compared with other domestic voice social products, it can be seen that there is currently no truly serious and equal elite communication platform on the market. Most platforms are mainly rewarding anchors, and they have developed very maturely, which belong to the Red Sea competition. Its essence is the audio version of the live show, there is no chat scene, and even many platforms have very strong gender characteristics. “90% or even 99% are all going for both sexes. This difference is very obvious,” the expert said in an interview.

There is also a very big difference from the operational comparison. The general voice social platform can use a nickname to enter the room, while most people in this product in the United States use real names and write real resumes. “It’s a bit too serious. There will be great obstacles to getting out of the circle (sinking the market). Everyone will bring a lot of social pressure.” Experts believe that the middle class in the United States has a strong sense of establishing their own professional brand. It is more difficult to implement. For example, products that focus on professional contacts are far behind in China and in the United States.

Compliance is the primary issue for the operation of similar products in China

The success of this product has attracted domestic Internet giants and investors. They have seen the feasibility of this model, and even products launched by directly copying the model have frequently been removed from the shelves. Experts speculate that the biggest reasonBecause it is a domestic policy and supervision issue, the original model has almost no restrictions on the people who open rooms and chat topics, but not everyone in the country can open an online chat event with more than a thousand people, which is very prone to political problems. of.

This is a very big test for the operational capabilities of a platform. Even if AI equipment can be introduced for real-time supervision, it is still difficult for such large-scale activities to be properly handled in time. “Audit is the core competitiveness,” the expert Said that domestic Internet products must do a good job of reviewing.

Under the premise of good compliance, this product form itself can cover high-level and low-level people. Experts estimate that this will be a market with tens of millions of DAU.

The upstream industry chain may also usher in a blue ocean

The cost of providing real-time voice service providers for such products is high, and it is difficult for small start-up companies to stick to it when they are completely free and open. At present, in the real-time voice service market, the services of leading companies have better experience, with no delay in sound quality, smoother and other high-quality services, which are quite different from those of mid-waist companies.

With the popularity of voice social platforms in the United States, experts believe that real-time voice service providers will also usher in new competitors, “because this cake is a very big cake once it is made.” The expert said.

The content of the platform will eventually be reduced to common topics

From the perspective of the big V, the voice chat platform is in the current unstable situation of the epidemic, which made them the choice to maintain a certain degree of popularity. After the epidemic, whether these big Vs will continue to use this product is still uncertain. Unless this product can bring them a real cycle.

At the same time, the information that ordinary people can get on the platform can also be obtained from the book, and even the amount of information in the book will be larger, easier and more convenient. Experts believe that compared to this product as a form of content, it is a weak or cold medium. It has a strong sense of companionship and sociality. After talking about very serious elite topics, more relaxed topics can be continued, such as favorite movies, music, and so on.

For more detailed analysis or complete industry interview records, please contact the account manager in your area, or leave your email address, remarks on the organization name and other information in the WeChat official account backstage, and we will contact you as soon as possible.

The above content comes from:

“Looking at the opportunity of voice socialization in the Chinese market from the logic of American voice social products”-February 2021

The information used in this document comes from experts who participated in the interview with Gao Consulting. Gaolin Consulting has not verified it separately, and does not guarantee the accuracy of the information. The information contained in this document is for reference only, does not have any form of business advice, and has no influence on investment decisions.