After reading like a Snapchat class burned, why domestic development is not to force

Editor's note: Outside of the country, Snapchat, a burned-in representative, declined $ 30 billion in Facebook bidding after it raised another $ 50 million in round C financing. So far, Snapchat's total financing has exceeded 123 million US dollars. In China, Ali Tencent is also their own move, in their own IM applications added to read the function after burning. Although there has been no turmoil, I think there is one fact that one can not but admit that if domestic start-ups want to burn out after reading, and want to avoid giants, it is obviously not an easy task . This article is from the domestic post-mortem application Kacha Founder & CEO Tony contribution.

At the end of September, less than a day later, the two giants Ali and Tencent have added a post-mortem function to their own applications. One is the type of WeChat Ali application "to and from", the other is Tencent mobile QQ flash. I want to invest a hypothetical question people's favorite is the "BAT also do this if you how to do that?" Well, now in the field of Burn After Reading come true.

Kacha is one of the earliest batch of reading and burning applications in the country. As a founder, I was naturally asked by many people "What is the impact on you? What do you do?"

Often encounter such a problem, I will laugh, Snapchat great success in the United States, will inevitably bring the giants spring up uncontrollable. However, Snapchat's success in the country can be so simple copy, so my response to all "welcome, but do not worry."

Welcome is because there is finally the universal access to local tyrants, "reading is burning" concept, and under the intensive propaganda, there will be more people concerned about and understand the interesting meaning of burning after reading, save us a lot of nurturing users the cost of.

Do not worry, because Kacha has already retreated from the battlefield they entered, and I think there will be no waves in the battlefield after reading it, because the demand from Chinese home users is not there. In short, giants are almost dead-end with bank notes and high-profile Snapchat; or the many apps that copy Snapchat are almost dead ends. We realized this early and adjusted and changed accordingly. The reasons for these changes do require careful analysis.

After all, why Snapchat fires and the domestic reading and burning applications are placid? After all, it is because of the differences in the composition, behavior and Internet development paths between China and the United States.

First, the acquaintance read the fire acclimatized

Snapchat via contacts, Facebook to import friendships, is a typical acquaintance of social applications; followers follow the acquaintance of social ideas released their own products. However, we all overlook the differences in the behavior habits of users in China and the United States.

Americans are open, enthusiastic, and creative. They always tend to show different things in front of their friends. They always think of Faulkner as their surprise partner. They think that immutable is a particularly stupid behavior. This general idea, combined with the fueled match-ups of burning, made Snapchat active, with 400 million photos being shared daily.

On the contrary, we always try our best to maintain the inherent impressions of acquaintances in the face of the acquaintances for fear of a glimmer of hope and a complete destruction of the image, since we were educated to behave in a fair manner and we should not be extremist. We have a natural resistance to change because change makes us feel unsafe. In this national character, we can send pictures, must not be out of line. Even with the reading that is burning, we do not want to go beyond the Weibo, circle of friends can send areas.

Therefore, whether it is the relationship between the acquaintance of people, or the relationship between the semi-acquaintance of QQ, they can only read after burning a gimmick, but can not set off the storm. Regardless of the numerous copy of Snapchat reading that burning after the application, from the root positioning on the problems, of course acclimatized.

Second, the picture sharing defeat

Snapchat message content is very simple, only pictures, as they defined, is a Picture Chatting application. However, in the future, everyone should hear the social application of pictures. It should be a "trap" in China.

Regardless of Instagram, Flickr such as UGC picture applications, or Path, Facebook, such as picture-based social applications are somewhat acclimatized in China, when the Chinese version of Instagram less said there are more than 30, and now who remember?

The reason is very simple, Sino-US users constitute a different. The United States is a mature and developed country, most of its users are middle class, and there is not much difference between them. Their work and living environment are very good, but also have the ability to enjoy all kinds of material, ready to come and go. Quality of life determines that they themselves have a lot of high-quality pictures to share, they are willing to share.

By contrast, only 10% of China's more than 600 million Internet users live in first-tier cities. Even those who live in first-tier cities may not have very high quality of life. Sharing smog every day is not a very interesting thing. Even in the third and fourth tier cities where most people live, their lives are monotonous, with their three o'clock lines a day and their few friends. This has led to the low willingness of sharing high quality pictures and sharing pictures.

Therefore, the picture sharing in China is not a common people's habits, willing to see people who are far more than willing to send more. This is why the main reason to share the picture of the application, most of them can not fire up. And even with the reading that is burning, it will not be much improvement on the situation.

Third, social networking vs instant messaging

Snapchat in the United States to fire, in fact, there is an important reason, many people ignored. When Snapchat was introduced, there was no point-to-point image-sharing tool on the market in the United States, and the need was real and Snapchat took it. But in China, this demand has always been able to be met, whether it is mobile phones

QQ or WeChat, can assume the starting point to point picture sharing function.

The development of the Internet is also path-dependent: the U.S. Internet market places emphasis on social networking and light chatting; on the contrary, China's Internet market places heavy emphasis on chatting and socializing. So in the United States, Facebook fire, ICQ, MSN fell; and in China, QQ, WeChat fire, RenRen down.

This is closely related to the character of the Chinese and the American peoples. Americans are directly and willing to show themselves through social networks. The Chinese are subtle and reserved, preferring to express themselves in vague words. In fact, from an early age, Americans like voicemail rather than text messages, and Chinese people can see it with almost only text messages.

The above three points are the universal differences between the Internet in China and the United States. Many applications can be referred to when China landed. When you look at the scene after reading, you will find Snapchat's cause of fire in the United States, most of which are not established in China, and even hindered. Those products that are completely copyrighted by Snapchat are often unimportant and seem too utilitarian and opportunistic.

However, Snapchat does provide a very good idea - burn it after reading it, but burning it in China after reading it should have its own way of playing. Kacha has been exploring the reading that is burning in China after the game, our current experience is that: In addition to reading the core of burning immortal, everything had to and Snapchat reverse, so as to meet the needs of Chinese users. Facts have proved that, since the latest version of iPhone on the line, user data shows that this play change is not wrong.