Face sprouting, footnotes, magic diffuse camera, Zao and other “explosive models” APP, more and more from the internal incubation of large companies.
Editor’s note: This article is from WeChat public account “Going to the net” (ID: China-Venture) , author: Lin orange.
Today, business companies built on the Internet have changed the way they do business and corporate behavior, and have changed our lives. People are more deeply involved in a consumer society interwoven with the Internet.
We pay attention to the producers of new consumption, pay attention to consumers, and pay attention to the consumer goods themselves. They often shine with creative light, which is the most important driving force for the advancement of commercial civilization.
On the third day of the long vacation, we share with you the stories of several new consumer producers, “Explosives”. In the current situation of increasingly difficult ideas and increasingly expensive traffic, creating a “explosive model” is difficult for large companies; for small companies, it may be a fantasy.
Before the National Day, “Give me a flag@WeChat official” and “I am a witness to the 70th anniversary of the founding of New China” with his face of different ages, and “I love you China” with different national faces, on WeChat Popular in the circle of friends. Quickly “swipe”.
The three “brush screens” all have the same form, upload pictures (avatar or personal photos) through H5, one button to form the desired effect: increase the national flag; become 70 after -00 appearance; experience Different national faces. Among them, He Fan, the director of Tencent News Operations, the planner of “Give me a red flag”, said that the data volume exceeded 100 million in 14 hours.
To some extent, such products are also commonly known as “explosive models.” The last time in the WeChat circle of friends, “apply screen” APP is “ZAO”. After going online on August 30, it quickly became popular in the WeChat circle of friends in just 2 days, and it also rushed to the 1st from the 138th in the APP Store free application list.
“Explosive money” removes special common emotions – such as the 70th anniversary of the National Day, which can be “exploded” on social platforms. A very important factor is its creativity and the convenience of providing gameplay.
The investment network does not fully count the 12 “explosive models” applications from 2013 to the present, including Face Meng, Foot Kee, Magic Man Camera, Zao, etc. They are usually based on the face and can be transformed with one click.How to play. And they have spread, even swiping the screen, and almost through social platforms such as WeChat and Weibo.
The investment in the network also found that more and more “explosive models” applications came from the internal incubation of large companies. The three applications mentioned above were launched by Tencent’s joint partners, while Zao was launched by affiliates of Momo. Others such as Oasis are Weibo incubation projects.
Tricky and difficult traffic
The 12 “explosive” apps organized by Cast.com have different attributes, such as functionality, social or entertainment. They have swept the social platform for a while, but they were quickly replaced by another product.
An investor who does not want to be named tells the investment network that the core of the “hot” app is generally not technology, but creativity, and “it is important to be able to precipitate things.” Many investors and product managers who are involved in the investment network have the same point of view. The product projects will not be directed to the short-lived “hot”, and they are more hopeful to be retained.
The aforementioned investors who did not want to be named said that most of the “explosives” are To C, so it is important to be able to precipitate user tonality. “They want to occupy the user’s mind, let the user think of this unique application, only you, such as face. But, (can precipitate users) will eventually return to the brand.” The investor said.
In fact, a lot of “explosive models” are popular, and they also benefit from the traffic platform. He Fan, the director of Tencent News Operations, the planner of “Give me a red flag”, said that the initial plan was to be a big traffic platform of WeChat. According to the second quarter of this year, WeChat’s monthly active users exceeded 1.1 billion.
In 2018, the Ministry of Industry and Information Technology showed that the number of mobile applications monitored in the Chinese market increased by 420,000, with a total volume of 4.49 million. Basically, the use time of mobile Internet users is basically concentrated in the products of Tencent, Bytes, Ali, and Baidu.
QuestMobile’s data shows that the user’s product usage in Tencent, Bytes, Ali, and Baidu is 42.3%, 11.7%, 10.1%, and 6.3%, respectively, and the remaining 29.7% is other. .
“As the mobile Internet traffic peaks, traffic is getting more expensive.” One of the above-mentioned investors who did not want to be named told the investment network. Moreover, “There are more apps now, and everyone’s time has been occupied. The creativity is very difficult. The best way is to find the one who has always been creative,” the investor said.
Taking the face team as an example, they launched Face and Faceu in 2013 and 2015 respectively. It is one of the few teams that can launch the “explosion” twice. Face Meng was finally acquired by today’s headlines in February 2018, and the functions of related applications were copied to the products of the headlines.
An investor in the education sector told Cast.com that big companies have their own traffic anxiety and they have to be deployed in different product types or areas. According to QuestMobile data, in the second quarter of 2019, the more active mobile Internet devices were 1.14 billion, a decrease of 2 million users. At the same time, the growth rate of user time in June this year also dropped from 22.6% at the end of last year to 6%, and the average daily time per person was 358.2 minutes.
In order to grab traffic, big companies are looking for “creative” or new tracks. Even if your “frog son” – travel frog, this little game is hot, Alibaba also won its game agent in China last year.
The headline system, thanks to the rise of short videos such as vibrato, the user accountancy in the second quarter of this year increased by 1.4% over the same period last year, while the Tencent Department decreased by 3.6%. Moreover, the headline is still in the incubation project. A former headline product manager told the investment network that the secret items that were hatched in the headline were replaced by letters. “24 letters are not enough.” This year, the multiple flashes and flying chats that were launched one after another are just two of them.
Big companies that support creative costs are often
An investor in the education field told Cast.com that the investment in the investment sector was relatively generous in 2015, and there were not so many applications at the time. It is easy to get capital blessings with good ideas.
CVsource data also shows that in the field of cultural investment and financing, the number of enterprises, the number of investment and financing events, and the scale of investment reached a peak in 2016, and 3,178 companies carried out 3,696 investment and financing in this year. The transaction scale reached 901.23 billion yuan. After 2016, the number of companies, investment and financing, and transaction size began to decline.