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This may be a tough battle.

The social circuit in 2019 is particularly lively and crowded. From the toilet MT, chat treasure and flash in the beginning of the year, to the later flying chat, oasis, byte beat, Weibo and many startups are trying to create new Social platforms challenge the status of WeChat.

Perhaps the crisis is worse than doing it yourself. Since September 2019, Tencent has launched a number of community social products. This includes “cards” that were launched in September, “cat calls” that were launched in early November, “light chats” and “echoes” that were launched in mid-November, “notes” that were pushed in late November, and ” Tencent friends. ” It is worth mentioning that the “Tencent Friends” product was the resurrection of a former QQ alumni and was once abandoned by Tencent. It was also the most popular among the above products during the beta period. There was a beta version of the full man and the app crashed. problem.

The following three answers are from the question “How do you evaluate Tencent friends’ product, what are the innovations?”

1. The biggest challenge is why users are active here

This answer Author: Yang Fan, vice president of the incumbent unfamiliar street, had joined Tencent in 2010, is responsible for product operations “friends network” of.

Friend Network in the PC era, formerly a QQ alumnus officially operating in 2008, the brand was upgraded to Friends Network (Tencent Friends) in 2010. I also entered Tencent this year to take charge of the product operation of this business. Understand that this business is completely benchmarking facebook, and does not want to be limited to campus. The basic idea is to hope that users can establish a connection through a real and credible profile, so the labels and abilities to fill in real portraits, education, and professional experience are more emphasized, but in China, they will indeed face the need to be authenticated, how to authenticate, and how to do authentication There are a series of issues such as scale, so I won’t go into details here.

From 2011 to 2012, in the fastest growing process of Youhao.com, the core competence of the entire business was the mining of relationship chains. Among the more than 200 million monthly jobs, a large proportion were applied for by the new relationship chain, old ones. Brought about by the activation of the relationship chain. So we received a lot of positive comments about finding people very powerful, many years of netizens becoming friends, surprises and so on. But the challenged problem did not work well.The main solution is that the user’s main active scene is not here. Occasionally, there are surprises to talk about, and the content and motivation for continuous use are insufficient, although this is already Tencent’s most like Social Network business.

Since the end of 2013, this business has been substantially abandoned. Although the formal closure has been postponed for a few years, before giving up, we are already on the road to mobile transformation. The mobile APP has 2 million DAUs, but Facebook is used as an example. The product is still too heavy. There is actually no advantage when moving to the mobile end. The development speed is not as fast as other companies’ products. When other products are far more active than us, a feature can do what you haven’t. The team also tried to make a picture-only information flow, including Ross (Liang Zhu, vice president of Tencent’s PCG platform and content business group) also found this product quite interesting, but failed to pass the general office.

It’s quite emotional to see this product being re-taken today, but after all, it’s completely different in the two eras and two businesses. I thought about what I could inherit:

• A nostalgic mood and brand recognition, after all, it is more than 200 million monthly jobs at its peak;

• This brand conveys a real social atmosphere different from QQ / Qzone. Although Tencent already has WeChat, this brand will naturally maintain this tone since it was launched.
  

  But why did I write so many past things before? It is because I feel that if this new product is going to continue, it will go through a similar situation as us: the team is best at mining relationship chains (but today this The version is completely inaccurate here, a bit strange), the realization of the profile. These two points can be improved even if the internal beta version is not effective, and can be improved to a better state. But the question that still faces is why users are active here. In other words, the priority question for the team of friends now is, do I want to be facebook, instagram, a tool for finding people, or an oasis, or a circle of friends? In any case, no one will ask “Are you a real-name version of Qzone?”

  2. Lack of community atmosphere and content construction, it is only a relational query site in the end
  

  This answer Author: small dust has worked in all networks, is one of the main competing products then network of friends (QQ alumni) of.

  When everyone moved bricks, friends (QQ alumni) were one of the competitors.

  Friend attachmentQQ and Qzone resources support the rapid acquisition of a large number of user relationship chains, which also achieves a very good vanity index. But the online launch and growth of the entire friend did not have any impact on everyone. Friends products are too focused on relationship acquisition, without the social atmosphere and content construction of the community, and lack of PUGC output, and eventually become a relationship query website.

  After the growth of WeChat and the function of the circle of friends, all the strong relationship social products were almost fragmented. 2013-2015 was the year for all strong relationship social products. At the time, everyone joe (Chen Yizhou) said with emotion: “I want to do China’s Facebook, but Tencent’s QQ + space + WeChat is too difficult to overcome “, everyone fell off the cliff after the V7 version (the product team lay guns, everyone gave users too much freedom of speech and actions), and” friends “shut down the station.

  At present, the person in charge of Friends Network is a former Qzone person. The road to restart is also tormented. It has been nearly a year until the current beta version. As for what the future holds, everyone can just pay attention to it. PS: The slag wave is a bit ugly. Can Tencent Weibo restart?

  A while ago, many people attributed everyone’s collapse to product design:

  • As a company with a market value of TOP level, Renren has a product technical team in Beijing Neng and Baidu, and the company ’s mid-to-high-level TOP school-enterprise background is great. Baidu abounds on Tencent’s headlines when leaving the company. Subjective rhetoric such as no A / B Test and no rollback strategy without black products.

  • The technical level of Renren’s business structure used to be better than many billions of unicorns with valuations (the same is true of Shanda), although it is now a mess.
    

    3. Expanding contacts is a niche demand, which is usually met offline
    

    This answer Author: Dong Hao Baidu, senior product manager.

    The first reaction to seeing the registration page was, the combination of Renren + maimai? Following the rule of “products that cannot be fired are not good social products”, this should help college students or singles in the workplace to find objects. After entering the home page, the first TAB is met, and the upper right corner is the matching setting … emmm, it seems to be the case.

    So what’s the use of this product if I don’t find anyone?

    I thought about it, it should be of little use except for headhunters, HR and campus agents to post recruitment information / advertising on it.

    Helping ordinary people (non-single people) to expand their contacts through acquaintances, I think it is a false demand. Is it not good for me to play games at home, is it really a small demand, And is usually met offline.

    Or in the direction of community, but based on personal limited judgment, the best community product may be the community product centered on high-quality content. This product is most likely to follow the path of people, not content.

    

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