Ali fun with pictures and dating, will you fall in love with “Pushpin”?
Editor’s note: This article is from WeChat public account “ Tech Planet ” (ID: tech618 ), Text | Chen Qiaohui.
In 2019, there are byte-beating “heart maps”, Sina’s “oasis”, and Tencent’s “remembering” … All of them have entered the picture-based social field, and Ali has followed suit. Launched its own picture dating product.
Recently, Tech Planet (WeChat ID: tech618) has learned exclusively that Ali has officially launched a high-quality retouching product “Pushpin”. This product positioning is to express your mood by making pictures. From the product experience, users use templates on the “pins” to create pictures that match their mood, and then share them with other users, use mood pictures to make friends, and also be able to make high-quality pictures.
According to the company’s information, the developer of the pushpin app is Beijing Wallbreaker Technology Co., Ltd. The suspected actual controller is Alibaba Culture and Entertainment Co., Ltd., which holds 90% of its equity.
According to Qimai data, the launch date of “Pushpin” is December 17. Tech Planet found that “Pushpin” is inextricably linked to the “Love” app produced by Ali. “Qingxi” will cease operations on December 31, meaning that Ali will temporarily come to an end in the exploration of love and socialization, and at the same time, some users in love can be transferred to “pins.”
According to the official website of the pushpin provided by the WeChat public account “UC Campus”, users can get to know 15 million college students through the “Pushpin”, indicating that the user group of the pushpin is mainly college students and young users.
Of course, youth groups are also the main battlefield for most products to be promoted offline, because college students are more likely to get started with new products, and they can also cultivate the habits of young users.
Under the circumstances that major Internet companies are involved in picture-based social networking, it is time for Ali to choose to enter the game. The most popular picture social in foreign countries are: Instagram, all domestic products are paying tribute to INS. Although there are well-known products such as Little Red Book, Oasis, etc., this product has not been monopolized by any product. There is also a tendency to fight.
Why push pins for tools?
Tech Planet (WeChat ID: tech618) found that the current product form of “Pushpin” is more like a tool retouching software. Compared with other professional P-map products, it is more simple because the product positioning is expressive. The high-quality retouching product of the user’s mood, so you can use the template that comes with the product to modify the picture and then share it externally.
From the product side, there are classified emotional templates on the top page of the pushpin. Users can choose and switch freely. After selecting the favorite template, they can use this template to create pictures. The quality of the image is really good. In addition, in order to allow users to reduce the use steps and capture the current moment, users can also directly create through the shooting / upload function at the bottom.
In the “Discover” function on the homepage, you can see the excellent works shared by users. For good creative works, other users can apply the template of the original to make pictures that suit their mood. Its like works. The shortcoming is that there is no follow function, and you can’t continue to pay attention to the excellent creators you like. Of course, this “discovery” function can also dimly see the social sharing attribute. According to people familiar with the matter, “Pushpin” is trying to explore the social picture.
In the short term, just like the official introduction of the product, “Pushpin” is more tool-oriented products, the social attributes are not obvious, and the social attributes may be slightly obtrusive, but Ali’s intention to enter the society One spot, since it is known as “table”Friends and Friends App”, it may not be ruled out to add social functions such as circles, chat, and follow-up. After all, the ultimate idea of tool products is to retain users, and socialization is critical to user retention.
What are the parties’ intention to join the battlefield of picture socialization?
When it comes to picture socialization, the first thing everyone thinks of is INS. As the world ’s most popular picture social product, its monthly activity data and income have soared.
In June last year, social media Instagram announced some of their data. The MAU reached more than 1 billion, the DAU was 500 million, and the Stories feature DAU was 400 million. What is this concept? In 2018, the total number of people worldwide was 7.6 billion, and about 1/7 of them were using INS. By the time of the release of the data, INS had uploaded more than 50 billion photos and over $ 7 billion in advertising input.
The above great data also shows that the picture has a bright future. In this regard, some domestic users who have experienced Facebook and INS said that Facebook is like Weibo, and INS is like a circle of friends. Compared to the two, he prefers INS because he can share his mood and appreciation in INS The thoughts of others, while Facebook is often used for official propaganda or initiating activities.
In China, Internet giants also like to try to socialize with pictures. Here we have to mention the industry spoiler-byte beat. At the beginning of this year, Byte Beat launched a social product, “heart map”, which focuses on picture sharing. The positioning of this product is the same as that of “pins”. It still expresses its inner emotions through pictures. The difference is that “heart map” is more Focus on social, the interface is similar to INS, oasis, and interactive attributes are more powerful.
This product was launched in January with “Multi-Flash”, but it uses a cold-start method, which is not as concerned as Multi-Flash, and it seems that it has not received strong support from the headline department in the later stage, and cannot obtain a large amount of Users, eventually stopped operations.
Based on this, the domestic Weibo adjusted its startup strategy. A high-profile online social product called “Oasis” was launched in early September this year. It is understood that Oasis is defined within Sina as “the lower part of Weibo”. “A decade”, the strategic level is very high, and Oasis and INS are more similar in function and experience. Sina also plans to develop Weibo and Oasis as Geminis in parallel.
Not only that, after Weibo launched Oasis, it dumped all available resources, such as opening Weibo and Oasis content distribution channels, and encouraging some big Vs to transfer to Oasis, which is enough to seeThe importance of oasis also shows that the social mode of the 3G picture era can still continue to prevail in the context of 5G.
Tencent also launched its own picture sharing community “You Ji” in November. After experience, “You Ji” integrates the topic attributes of Weibo, and also includes the WeChat circle of friends mode, which is more interesting in gameplay. Because it is in the internal testing stage, it has not been fully opened to the public.
The dynamics of the above parties indicate that picture socialization is still mainstream. Although the existing “Pushpin” is still a tool product, since it has proposed the slogan of “Emoji Dating App”, it is not difficult to see its ambition and desire for social pictures.