A dazzling social application.

Absrtact: Niu Network Liu June 28 reported the global popularity of Twitter, Facebook, so that social networking in the Internet industry, and with the prevalence of mobile Internet, people on the mobile terminal social applications show more interest, for a time, snapped

Niu Net Liu June 28 report

Twitter, Facebook's global popularity has made social networking more meaningful in the Internet industry, and with the prevalence of mobile internet, people have shown more interest in the social applications of mobile terminals, and for a time, pop, MO, pop and so on, based on pictures, lbs and other social applications.

And SNS behind the energy is huge, with the social application of the gradual general, especially in the social field, the user's preferences, personality, and contacts are reflected in the incisively and vividly, behind the huge business chain, which is why even Ali, everyone has been deep into the social field of one of the reasons.

However, social applications can not rely on the firm's strong background to gain a foothold in the market, for example, Ali's contacts, and Renren "to bring users a unique mobile social experience" of the pop and Meimei, on the one hand, in the current market of social application of a large area of Shanzhai, so that users feel aesthetic fatigue, on the other hand, micro-letters, The popularity of Weibo, so that users are tired of shuttling across multiple mobile terminals.

A dazzling social application.

Mo, Pop, PA, Mei ... The name of each of these names shows that these social applications are more just entertainment, compared to the Yu Weixin and other functional social applications, which has become the user holding just "play to see" mentality in the treatment of this dazzling social applications.

However, in this seemingly lively mobile social application market, the phenomenon of the death of addiction has become the normal, the original in the micro-blog on the street to make friends of the marketing unusually hot, but today, the MO has been micro-letter, PA, etc. replaced.

With the rapid development of mobile social networks, users have their own fixed use of mobile social apps, according to the user groups into the circle of acquaintances and strangers circle of social applications, and the most powerful representative is the micro-letter and the mo.

In people's social traditional ideas, often more inclined to the communication between acquaintances, so unfamiliar social is risky, the biggest problem is the user stickiness, while micro-mail and other app also developed a "shake" to add a friend way, greatly reduced the Mo mo to the user's appeal.

Mo The most unique should be to rely on the unfamiliar user group to expand the network circle, if the full convergence of acquaintances and social networking, its competitiveness will not exist.

Mo is also constantly trying to use the revision to the acquaintance social close to get rid of some bad social problems, from the function of the revision added, the Mo Mo just imitate to increase the friend Circle, the message board and so on function, has commented that, the Mo mo to through blindly imitate and the cottage function to realize the market situation two times to open, I am afraid is not very realistic.

And another social application u+, in the implementation of the surge in users, but also escape the tide down the wash, the first is the user does not rise and fall, on the other hand, how to increase the stickiness of users, as well as the commercialization of friends can continue to survive the problem.

On the other hand, in the traditional Internet social field of failure, let Renren rush from the mobile internet field schoolwork back, and Meimei, pop the High-profile launch has not won the favor of users and the industry's appreciation, excessive shanzhai and the lack of understanding of mobile social, so that users and "entrance to the people, graduation say good-bye." "All the net Good-bye."

In the social field, the former has QQ interception, after the microblogging, micro-credit attack, if the social concept of Tencent under the shadow of the shadows can not survive, so the emergence of a picture, sound, lbs and other different nature of social applications, enrich the content of mobile social, but the power of micro-letter is to integrate all the things, Let the competitor only disarm and surrender.

Some analysts believe that at present, based on the mobile end of the social application of the user volume has been close to a smooth, or even a drop in the phenomenon, the user's escape has shown the survival of social applications, on the other hand, the business road is not clear, is to hinder the long-term active social software one.

How to commercialize is also a big problem that puzzles social application, LBS? O2O? However, there are few commercial models for social applications, and the strength of micro-credit is an obstacle that can hardly be overcome.

Social applications that are not to be forgiven

It is understood that the latest version of the 4.0, added a number of new features, first of all in the setting option to add to the application within the purchase, which in the previous upgrade of the MO is the first time. After the upgrade version of the new expression shop, Mo Mo members, the little secretary, and so on, the MO or has officially taken the pace of business model exploration.

And in the new version of Friends, "show field" function to become the biggest bright spot, when the user reached a certain level of charm, you can apply to open the Show field. The show supports a variety of new ways of interacting with the fans, the list of fans, and voice support. Friends and founder Hu Jian Tao more to use entertainment game elements to promote mobile social, using the special psychology of girls to mobilize the overall user's active degree, it is understood that the company's virtual goods sales in one months have hundreds of thousands of revenue. In the area of investment and financing, the company has received a 5 million dollar investment in a round.

Ali's frequent moves in the social sphere also put pressure on the industry. Alibaba, which has been the most active in investment acquisitions this year, has made social applications a must, looking at all the investment projects, from the stranger to Sina Weibo, where Ali wants to take the mobile social control flow portal.

As we all know, Alibaba in the social field to try a lot, from Amoy Lake to mobile Social lake, contacts, but these products do not have a successful job market, carrying the tripod for the task of Taobao drainage. The successful social application of investing in shares is a labor-saving means to control the flow.

However, the power of the 5.0 version, which subverts the traditional function of social applications, is not so much a social application as Tencent's ambition to expand and attempt to use micro-letters to master all the portals of the mobile internet.

Earlier this year, MA, Tencent's chief executive, a delegate to the National People's Congress, had publicly said that the micro-letter would soon begin commercialization and might consider the introduction of mobile social games on the micro-credit platform to achieve the commercialization of micro-credit. In the coming months, Tencent will also launch micro-payment options for taxis and other services on the micro-credit platform.

With the gradual maturation of social applications, commercialization has become a necessary subject. For mobile social applications, how to get rid of the "too Addicted to die" survival status quo, look for the business model, and can have a track to follow the commercialization model, perhaps the best way, but this is also the most difficult to solve the problem.

Conclusion：

The phenomenon of dying of addiction is not only in social applications, it is like a poisonous gas, diffuse in the entire Internet, especially the hot industry, such as the use of taxi, online education, and so on, entrepreneurs to get together, too much of the cottage to enable enterprises to survive, directly led to the entire industry into a "short-lived" curse.