Source of head image: worm
Society in 2019 seems to have become a vent again, and it is an all-round vent. Take Tencent, the undisputed leader in the social field, as an example. Taking into account the anonymous emotion chat software “Dengying Dating” released in December this year, Tencent has launched a total of five main social software .
Of course, we have every reason to understand the rekindling enthusiasm of the “social field”-the declining marriage rate, the increasing number of single people year by year, the rhythm of life that is infinitely dismembered by the mobile Internet-countless factors driving product managers We set our sights on “social”, the most frequent behavior in people’s daily life, and investors are also willing to take risks for such a possibility.
But it’s also worth noting here. Since Tencent has “finished” the social battle in the Chinese Internet world through WeChat, every new outlet in the social field has basically revolved around “Strangers + Anonymity” , such as the voice introduced by Ali Emotional anonymous social “Qian Er”, Momo launched AI face-changing anonymous chat “ZAO” in August, and Yingke acquired anonymous social software “Jizumi” for $ 85 million in October; Baidu launched anonymous social networking for school students in November “Handset”; Netease launches an anonymous social “sound wave” of chat …
We can understand this “going around” strategy as the latecomers want to gain a foothold in the market through “differentiation”. It can also be understood that people have sniffed that “stranger socializing” has some room for development, but Numerous precedents also tell us that “stranger socializing” is not a good business-Momo has long been regarded as a “artillery artifact” by public opinion, and it took time to spend the cost of land on the unit. The rise was due to discordant factors and the regulatory delisting-that is to say, the industry is so neat and uniform that it has formed a new trend similar to the air outlet. We better understand the posture may be like this:
People agree that “stranger social” has market potential, and “anonymity” is seen as the product model most likely to activate this market potential. And this consensus is even recognized by the boss in the social field, Tencent, and is willing to invest considerable costs to try.
And this is the most paradoxical place: Is the social moat established by WeChat and QQ not enough for Tencent to have enough sense of security? “Stranger Social” is really soWith great potential, is it worth Tencent to divert certain development costs and operational energy to tackle the problem? Especially under the premise of “stranger social” repeatedly defeated, “Anonymity” has the ability to become a siege hammer that people are optimistic about, and to smash the already end of the “track end” for the people?
Why bet “anonymous”: latecomers’ overtaking in the corner
Before answering the questions, let’s talk briefly about the basic logic of social products. Generally, when we talk about social products, we often further subdivide these products according to the degree of interpersonal familiarity: Acquaintance Social represented by WeChat and Dingding; using Sina Weibo, Medium-acquaintance socialization represented by Twitter; Social networking of strangers represented by Momo and Tantan.
But if we take a closer look, it is not difficult to find that although differently positioned social software has corresponding different modes and gameplay, in the final analysis, they all have the same kernel, that is: let both parties with the same needs complete through their own platform Solutions that “connect” and get the requirements (Yes, solving the requirements is not guaranteed by social software) .
So WeChat can be successful, we can understand that the WeChat team has provided one of the best solutions in the industry for this “proposition”: short-frequency, direct, no more interference factors, and feature plugins around optimization Information transmission efficiency. These characteristics are highly consistent with the “social form” that people can access in daily life scenarios-after all, no one chats in real life and suddenly comes up with “pets” or “hot recommendations today”-so is this The combination was quickly “daily behavioral” and became the preferred alternative for text messages, emails, and phone calls.
Apply the formula we have listed above, that is, The basic logic of social software is “let both parties with the same needs complete the” connection “and obtain the required solution through the platform they built” >, The sufficient cost of WeChat can be seamlessly understood as “the docking of needs in the social scene of acquaintances, which has been fully established.”
In this case, as long as there is no iron, there is basically only a theoretical possibility to re-invert the social field of acquaintances, and it also gives the capital market a reason to fully mature the “stranger socialization”-want I do n’t want to be too risky to eat cake. What do we not invest in this direction?
▲ Source: Investment World
As for why people choose “anonymous” as the product form of “stranger social”, the answer is theoretically more intuitive. For example, from the perspective of a product manager or investor, two factors determine that they have sufficient reasons to try this product form:
On the one hand, compared with the “packaging sense” of traditional social products, “anonymous” mode, which does not reveal more personal information, is more focused on the “social” scene, which brings users plug and play Pleasure, users can also complete a short “rebirth of social networks” under the setting of “anonymous”. The addition of two is very suitable for attracting active users of social networks.
On the other hand, from a business perspective, another factor that can be extended is traffic. According to data from Ai Media Consulting, the number of social users of strangers in China is expected to reach 649 million in 2020. The commercial value and the real hammer of “social just need”, it seems that it is not difficult to harvest a large wave of traffic through “anonymity” to stimulate human curiosity and snooping.
From the data after the launch of “anonymous social products”, it seems that these theoretical answers can indeed be fulfilled in reality.
According to industry report data, after the anonymous social “Accumulation” went online, the daily retention rate of users once surpassed the stranger social giant Momo, and the monthly activity of soul increased from 2.134 million to 1014 in February 18 After the launch of the anonymous social “one jar”, it also aroused great praise from users-in short, people are supporting the birth of “anonymous social” products in the most simple and boring way.
Anonymous social hard to break the ice: misused products and misread users
Is everything going well? Obviously not. Even when we return