Under the internal and external problems, the prospect of “hand in love” is not clear.
文/张小旺
Socially, once known as the timeless slogan, from acquaintances to strangers, this track has never lacked competitors.
Time has passed, and QQ at that time, thanks to the simultaneous development with the domestic Internet, quickly became a traffic harvesting machine, and has the basis for commercial realization; but today’s social mediators, when the Internet demographic dividend peaks, Faced with the double dilemma of user loss and difficulty in realizing, but the road to breaking the situation is not good, especially for unfamiliar social.
According to Zinc Finance, we explored the new social products “Hand in Love”, which is the real name system for dating and dating, but it can only be downloaded at Xiaomi, OPPO and VIVO App Store.
Unlike the operational logic of most social products, from the point of view of the users, “hand in love” has been aimed at realizing from the beginning – this product provides users with VIP privileges, the price is 60 yuan / month, 138 yuan / 3 months, 388 yuan / 12 months. VIP users can get more matching opportunities and exposure resources, and can also target users through the three conditions of “education”, “annual income” and “real estate”.
“Hand in Love” page, Map Source Network
He’s on the line will show the members’ paid cards, and the explorations are surprisingly surprising in the entire social world. But in fact, from the official launch in 2014, to the stranger with Mo Mo, to become a leader of unfamiliar social products, and then to be acquired by Mo Mo, exploration has been questioned.
From the front end to the love of love to the end of the marriage industry chain, explore the challenges or bigger challenges. On the one hand, no matter whether it is a stranger or a probe, under the strange social attributes, it is difficult to escape the “about X artifact” of public opinion torture, the lack of part of the public trust foundation, from the beginning has become a stumbling block of “hands in love.”
On the other hand, the marriage and love market is not an ideal place. Before this, Century Jiayuan and Lily Net merged into Lily Jiayuan, and formed a relatively stable platform matrix with Zhenai. Traditional marriage websites also hope to expand their business scope through live broadcasts.
Under internal and external troubles, the prospect of “hand in love” is not clear.
Exploring and struggling
When I mentioned “hand in love”, I had to go back and re-examine the exploration. From the beginning to the selling, the development logic of exploration explored the secret of launching “love in love.”
In the process of exploration and development, the biggest inflection point stems from the “selling” Momo. A series of subsequent changes have also occurred.
On February 23, 18, Momo issued an announcement, officially announcing plans to acquire 100% of the shares with 5.3 million shares of Momo A and US$600 million in cash. But before that, the positioning of the two is not the same, there is no small difference in the style of play: exploration to achieve two-way communication by sliding left and right, more focus on female users, conservative restraint; Mo Mo is constantly expanding the border to live broadcast The video field is radical and adventurous.
Behind the different styles of play, there are different attitudes and choices between the two on the commercialization path of their respective platforms. Wang Yu, the founder of the exploration, has repeatedly said that he hopes that the exploration will be done first and not wide. In his view, the stranger social market is a 30-500 million-day-old plate, and it is not too late to truly penetrate this crowd and then do more commercialization.
But after selling the Mo Mo, the explorer also had some stranger shadows. During the process of commercialization acceleration, controversy and challenges followed.
In the third quarter of 2017, Detective began to test the water fee membership program. At the beginning of the year, it officially began to implement the VIP membership system, but the results were minimal. According to media reports, as early as June 2017, the number of registered mobile phone users reached 90 million, and the number of effective users reached 60 million. Among them, 90% of users accounted for more than 75%, and the daily activity exceeded 7 million. The rate is as high as 75%.
On August 27, Momo announced the unaudited financial results for the second quarter of 19 years. In terms of revenue, in the second quarter of 2019, the net revenue of Momo’s main APP increased from 3.191 billion yuan in the second quarter of 2018 to 3.865 billion yuan, mainly due to the significant growth in net revenue of live broadcast services and value-added services. From the perspective of exploration APP, in the second quarter of 19th, its net revenue increased from 31 million yuan in the second quarter of 2018 to 284.8 million yuan, and revenue also came from value-added services.
However, the financial report also shows that in the second quarter of 2019, the net loss of exploration was 49.1 million yuan, a net loss of 51.4 million yuan in the same period of the previous year. The increase in net revenue did not make the loss more obvious. The narrowing. Behind this, the increase in operating costs is one.In part, public opinion denunciation, policy supervision and user loss are external factors.
Exploration has been rectified and rectified, source network
On April 28, due to the dissemination of illegal and illegal information such as obscenity and pornography, social APP exploration was completely removed from the application market. As a parent company listed on the Nasdaq, it was also reorganized due to exploration. The stock price suffered heavy losses and evaporated 10% in 10 days. On July 11, the APP Special Management Working Group jointly established by the Central Network Information Office, the Ministry of Industry and Information Technology, the Ministry of Public Security and the General Administration of Market Supervision issued a report on the violation of the APP, exploring again. Was notified to rectify.
Ai Media Polaris Internet product analysis system shows that in September 2019, the monthly activity was 3,463,900, a decrease of 2.34% from the previous month. In March, the monthly activity was 38,917,200. The fatigue situation has been highlighted.
Marriage and social dilemma
Or seeing the market performance that is not optimistic at present, the exploration is pressing on the marriage and socialization that is closer to the end of the marriage industry chain, but in essence, this still belongs to the category of unfamiliar social.
This means that in addition to internal and external troubles, this new social product is also facing the test of the unfamiliar social industry cold, knowing that the strange social APP chat, multiple flashes and the previous release on the same day The toilet MT, shortly after the launch, shouted the slogan of challenge WeChat to leave.
From the media reports, this is a serious social software. “Hand in Love” checks whether the user has a fax person’s avatar through a double review of the robot and the manual, and requires the user to fill in the real name and the ID number during the registration phase.
In addition to this, compared with the value of the face, “hand in love” emphasizes the “practical” information of income, education, occupation, etc., highlighting the purpose and utilitarian nature of marriage and love.
But this is not the first time that it has produced a “serious” slogan. In view of the fact that female users are more vulnerable to harassment, explore through the big data analysis, set up thousands of prohibited words (such as: about?), as long as male users use these illegal words during the chat and are reported by female users, explore The audit team will review it as soon as possible, confirming that it is effectiveAfter the report, the male user will be probed for a permanent title.
But from the fact that it has been repeatedly rectified by the regulatory authorities, the results are not obvious, which further exposes the hidden dangers of the strange social itself. Internal supervision is not difficult, but in the social scene of strangers, how to It is not easy to leave the people who are really worried about the secondary filtering of thousands of users.
For a long time, in the traditional domestic concept, strangers are still in the sensitive area of emotional demand. Even if this situation has improved, but in the big Internet environment, users still have certain Preventiveness, which not only limits user growth, but also suppresses the growth of product value.
At the same time, in addition to alertness, from the perspective of the social environment of strangers, how to avoid the spread of pornographic information is a problem facing the entire industry. In the past 19 years, many rounds of industry rectification actions have once again exposed this problem.
At the beginning of the 19th year, the Internet Office talked about the social platform leaders such as WeChat, Chatbao, Toilet MT, and Multi-flash, and instructed the company to travel and improve the security mechanism procedures; February, Hello voice, shimmer and other voice social classes APP was removed from the APP Store; in April, the voice of the stranger social APP of “Music + Social” was also dismissed because of “Yellow”; 9 strangers such as neighbors, chats, secret language, and other languages The social app was shut down by the National Network Office for alleged obscenity.
The strangers on the vent are socializing, and the road under strong supervision is not so smooth.
Survival in the gap
The China Statistical Yearbook 2018 shows that in 2017, the total number of unmarried people over the age of 15 years was 215 million, plus the number of divorcees of 23 million. The size of the single population in China has reached 240 million, even exceeding the total population of Russia and the United Kingdom. Especially in the reality that the trend of single population is getting younger and stronger, the social network of marriage and love still has a lot of room to be explored.
Foresight Industry Research Institute report shows that under the combined effect of many factors, the scale of China’s online dating and dating industry has grown steadily. In 2014, the industry market scale was 2.69 billion, reaching 4.99 billion yuan in 2018, an increase of 24.9% compared with 2017, and the compound annual growth rate in five years reached 16.7%.
