Another sound about "anonymous socializing": This could be the Internet

A few days ago was recommended by a friend named Crow's spit application, known as "domestic secret, local anonymous social application defender." Adhering to the marketing people want to try new things principle, I still go to download and try a little. Unfortunately, even if I have as much as possible with a positive eye to see the crow, can play a few "heavy taste spit" test, or quickly feel bored down.

Crow, but another face Meng only, the use of people to spy on privacy and pay attention to the external evaluation of the psychological, may be a short-term detonation of transmission, but the lack of long-term vitality, up to a plug-in product.

Just like Sina Weibo after the red Fire, micro-application platform has many mighty development and application, but also ultimately because of the lack of vitality and user stickiness and decline. Anonymous socializing is actually a sign of the internet's backsliding.

When the concept of "anonymous social" was introduced into China, the domestic social network was at a relative bottleneck, while micro-blogs and micro-letters plunged into their own models, while independent application developers struggled to find new subdivisions under the dominance of the Giants. In such a big environment, suddenly from the other side of the ocean came secret Hollywood-style inverted myth, suddenly let the circle of entrepreneurs are overjoyed: Hey, this idea is good, while the domestic has not hurry to copy!

China's Internet development has now fallen into some kind of abnormal ecology: or by the success of the successful experience of foreign countries, in the authentic has not entered China before the first launch of the cottage version, or the concept has been used to pick up a layer of gorgeous gold paint again shelves. Anonymous socializing on the other side of the ocean Yes America is a phenomenon, but in China's social networking circles, it is mostly a cover for investors ' pockets.

Today's mobile Internet circle has been the so-called entrepreneurs have been divided into a stranger social, acquaintances, social, social, anonymous, social, social, recreational, and quirky fields, even on top of the Cross-border, invented the real name of strangers, strangers Anonymous, acquaintances real name, Acquaintances anonymous Blablablabla ... In fact, this is simply a social product in the vertical subdivision, or from the user status of "real name" or "anonymous" concept packaging.

The concept of "anonymity" has been played out long before the traditional internet age.

No matter how magical the Internet is, it is still a tool invented by man, and satisfying demand is its core attribute. For the average person, the need to meet through the Internet is no more than four categories: access to information, problem solving, social communication, entertainment and leisure. On top of this, the Internet is derived from the four major network product categories:

Subscribe Products: Internet media, custom mail, electronic magazine, media, etc., with high-quality content as the core, with the help of the Internet information fast, wide and deep characteristics, break through the traditional media era of communication limitations.

Tool Products: shopping, translation, payment, security, with the user's rigid demand as the starting point, play a fast and convenient characteristics of seamless integration into daily life, in the mobile internet era of vitality is extremely strong.

Social Products: from BBS, blog to today a wide variety of social apps, rooted in human social needs, through the user's spontaneous active production of content, to achieve self-driven operation.

Entertainment products: Games, video sites, in the social media field is a certain game content of the application, such as singing, friends and so on, its vitality embodied in the fun, competitive and updated.

Fundamentally speaking, the network is like the newspaper, the broadcast, the television, is the information transmission channel, the platform, the medium and the carrier. Even the so-called "change everything" mobile internet, is nothing more than the form of the media to move over. Just as the plane newspaper was moved to the Web by the portal, the chat room was moved to the public square by the BBS, blogs and chat rooms were moved to Weibo, Weibo and QQ and Taobao were moved to the micro-mail ... Of course, at any time the development of social science and technology and the changes in people's needs, may every time, in the original deficiencies on the optimization and promotion. But this is just a technical factor and cannot change its intrinsic nature.

Why do you say that the social Internet is a throwback to anonymity? We might as well backtrack on what kind of social products were born on the internet.

The social products of the internet age originated in electronic bulletin boards, which meet the needs of personal information release and light level interaction. Later, due to the delay of the electronic bulletin board and the audience's immediate interaction needs, the network chat room was born. From the perspective of the present, the Internet chat room is an anonymous social product. The classic comment that "You never know the man is the dog" is the best description of it.

But chat room exchange is more casual, and not convenient to save, thus differentiated two more specific product requirements: like to express their views in public and enjoy being onlookers, as well as the people who like to make brick soy sauce to the BBS, in a long-term can be fixed, record, and easy to form a circle of the place to continue happy While another likes to secretly hook up with other users to talk about the ideal of life is an IM (QQ) software first users.

The original BBS also only anonymous form, which is due to people's concern about network security, on the other hand, the majority of the more shy of introverted psychology. Under the cover of anonymous ID can speak freely, cock silk become high and handsome, gain the recognition of the virtual world. But there must be speakers and onlookers, so some of the outstanding speakers become opinion leaders, and when a virtual ID to reach a certain level, by the majority of people understand and identify, the meaning of this ID is almost equal to the real name.

Anne Baby, Li Yu Huan, Ning Mammon is the BBS era "anonymous" Reds representatives, but their "anonymous" too conspicuous, has already assumed the most of the function of real name. Of course, in the mobile internet age This is called from the media. In other words, the virtual ID can satisfy people to vent their gloomy psychology to do things in real life, but also give some truly talented people a chance to emerge.

But the problem is that ordinary users on the Internet have the same need to be identified, and they don't have the time and energy to make so many fine content. So, happy net, such as a group of SNS with real name social concept turned out, rely on consumer users already have acquaintance relationship to open up new areas. The advantage of the real-name system is to transplant the user's own offline relationship into the social network, so that every user has a natural fan circle, even if you do not have any talent, just share and share what you eat to buy what also can get attention.

If the BBS anonymous social let Dick Silk by virtue of talent into Gaofu, and Sina Weibo's real-name social life to give the Gaofu an identity authentication to the user's actual influence moved to social media, and thus increased the authority of the account. Even if the real estate industry, Ren Zhiqiang in the anonymous BBS era may only be a neglected ID, and Sina Weibo's real name allows people to forward daily quotes can also mix Big V every day have tens of thousands of user interaction.

Based on the acquaintance of the replication of successful experience of the micro-letter, SNS in the mode of further, rely on a huge crowd of people to win the world, but it is nothing but moving from the PC to the mobile end of a variety of products, "creative plagiarism" (I'm sorry I can't think of more perfect words, but I really is Tencent fans ah).

And now seemingly fiery "anonymous social" products, such as crows, secrets such as anonymous explosive application, can only carry two functions: either to meet the people's dark psychological vent and burst the short demand for products, or to become a micro-letter such a short game of the thigh plug, without him.

Of course, for domestic entrepreneurs, it is understandable that you have to survive in the shadow of a bat and make some gimmicks to increase your exposure. Can gimmick after all is a gimmick, whether it is the entrepreneur, advertising marketers or VCs should have a sober understanding, don't put yourself into it.

Of course, for marketers and advertisers can be a lot of unscrupulous to follow the investment, because there are users of the place always have the value of marketing; for VCs, in the face of a large wave of anonymous social propaganda offensive, please be sure to stay awake, after all, this is not a monopoly game, you cast out that is true gold and silver.

Social networks focus on "social" two words, and the core need for social networking is relationships, no matter what the gimmicks are, what remains is the satisfaction of demand.

For advertisers and VCs, what is the relationship between a social media, what is the demand behind the relationship, and how the platform itself stimulates and satisfies the demand is the most important attribute of the product. As for the real name or anonymous, but only the painted skin.