Can Zhang Xiaolong save QQ?
Editor’s note: This article is from the WeChat public account “AI Blue Media Exchange” (ID: lanmeih001) , Author Han Xiaohuang.
“It’s too difficult to use QQ on WeChat.”
Complicated operation and functional ribs
Recently, a small program called “Tencent QQ” appeared on WeChat, and users can view QQ messages on WeChat. According to the information of the applet, its developer is Tencent. The name of the applet was “QQ Space Time Machine”. It was officially renamed “Tencent QQ” in August this year, and related function updates were completed in the past week. .
It seems that the launch of this function can facilitate users to directly use the main functions of QQ on WeChat, but after multiple trials by BlueMedia, the process is not easy.
First, it is not easy to complete QQ login on WeChat Mini Program.
During the trial of Blue Media Exchange, it was found that after the original QQ user entered the account password in the applet, the system prompts that login protection needs to be turned on. According to the guidelines, this protection function needs to be completed on the mobile QQ app.
The complex journey that requires “prove me is me” requires a series of verification actions.
According to the prompt, users must first complete three types of information: basic information, historical data, and friend account to enable verification actions. These three types of information include the user’s real name, ID number, mobile phone number, and previous mobile phone number. , Used mobile phone model, used password, used email and other historical information.
This is very unfriendly to most of the “Q-age” old users who are more than 10 years old, even 15 years old. It is really difficult to get back the historical information in such a long memory.
“It’s like proving your mother is your mother, I have to use all kinds of meansProve that I am myself. “
If the historical information is not complete, the system will determine that the verification has failed, and the user can only choose to enable the friend-assisted verification method, and send the verification request by filling in the real names, QQ numbers, and mobile phone numbers of two QQ friends. At this time, Tencent will send a verification request to a friend’s mailbox, which will then log in to the QQ account according to the prompts and complete the relevant information.
“The whole process is tedious and complicated, and you need to switch between different platforms such as WeChat, mobile QQ, and email, plus the background review time, at least one hour.” Many users admitted to Blue Media.
But the operation was fierce, and I finally found that the function of “using QQ on WeChat” was still not fully realized.
After the successful login of BlueMedia, it was found that the “Tencent QQ” applet can only complete the function of receiving new messages, and there will be no pop-up notifications for new messages. Users who want to reply need to return to the mobile QQ App to operate, and due to WeChat’s strict restrictions on external links, the process of chain skipping is also very complicated.
After all, Zhang Xiaolong has never relented in protecting the integrity of WeChat ecology.
Monthly activity is down, QQ is stuck
Faced with the buggy “Tencent QQ” applet, netizens voiced “OK but not necessary”, “Zhang Xiaolong, forbidden dolls.”
After all, at present, the applet can neither complete an instant response nor promptly receive a message when it is received. The function is very poor, and it is a matter of course that users do not buy it.
In addition, during the process of skipping the chain, it hurts WeChat’s benign social ecology. The launch of this feature is unfriendly to both users and WeChat. The only beneficiary is the mobile QQ itself, but the effect is very limited.
Why do we still insist on “babies”?
For QQ, maybe it was just a helpless move, because the former was not the social giant ten years ago. After being overtaken by the WeChat curve in the mobile Internet era, the status of the two in Tencent has changed dramatically.
On November 13, Tencent releasedIn the third quarter of unaudited financial reports, Tencent’s overall revenue was 97.24 billion yuan, compared with 80.595 billion yuan in the same period last year, a year-on-year increase of 21%, which was less than the market expected of 99.044 billion yuan.
In the communications and social sectors, the combined monthly active accounts of WeChat and WeChat reached 1.151 billion. At the same time as WeChat grew, QQ users continued to decline.
Among them, there were 731 million monthly active QQ users, a year-on-year decrease of 8.9%. QQ’s smart terminal monthly active accounts were 653.4 million, a decrease of 6% compared to the same period last year. QQ Space has 517 million monthly active users, a year-on-year decrease of 2.7%.
The number of users is only 60% of WeChat, and this number continues to decline. On the contrary, WeChat users continue to rise. If QQ does not have an effective method to drive the monthly activities, the gap between the two will become larger and larger.
So, this time, QQ has to look like WeChat, a huge traffic pool, like many external apps. Facts have also proved that once WeChat opens the traffic entrance to a certain platform, it will directly reduce the latter’s customer acquisition cost and get the benefits of real money.
Taking Pinduoduo as an example, before listing in the United States, with the great social convenience provided by Tencent, the customer acquisition cost in 2017 was only 11 yuan / person, and the Jingdong customer acquisition cost of the same Tencent department was 150 yuan / person. Around, and the customer acquisition cost of rival Ali is nearly 300 yuan / person.
Everyone is staring at this huge traffic cake on WeChat.
However, WeChat does not want to make marriage clothes for others easily. Zhang Xiaolong, who has always been concerned about the benign social ecology of WeChat, has become increasingly strict in blocking external links. External platforms want to rely on the “operational means” of the WeChat ecosystem to efficiently obtain traffic The odds are getting lower and lower.
Even if you are in the same QQ, it has been proved that we can’t taste any sweetness here on WeChat.
The process of binding the QQ number of the mini program reveals the urgency of the latter to activate the existing users; the complex verification logic also exposes the security problem that QQ has been criticized for many years and has not been effectively solved.
“After using WeChat, I haven’t heard of” theft “for nearly ten years, and the process of binding the” Tencent QQ “applet has awakened this part of memory.” A user sent to Blue Media Huihui admitted frankly, “Continually prompting me to improve the information verification, retrieve the password account, and invite friends to assist, as if back to ten years ago, I saw myself troubled by” theft “.”
“I have n’t opened mobile QQ for a long time and foundThere are too many functions, it is difficult to find a certain option, and most of the functions on the homepage are not meaningful to me now. “
But if the functions and interface are simplified, QQ and WeChat will become more homogeneous, which is not a good way for the former. Obviously, in addition to relying on the user psychology of “avoiding parents and teachers” after the 00s, as well as the activation method of borrowing traffic from competitors, QQ, an old-fashioned social tool, needs a new way to break the game.