Anonymous social product burn to seize the market

DoNews, July 4 (Reporter Dan Shi) A group of acquaintances and strangers social products, such as WeChat and Momo, still can not meet all the needs of users to communicate and play. Anonymous social products represented by Secret and no secret Which became popular in the country.

In the absence of a constant push on the tone of public opinion, the anonymous social originator Secret into China to continue its dominance, and Social Disciples Xu Chaojun also launched its own anonymous social product "Crow", and even the main street network also launched anonymous social " Toast. " For a time, anonymous social hot industry comparable to buy a few years ago the field of "one hundred regiment battle" grand occasion.

Insiders who have been engaged in social product development over the years argue that the value of anonymous social products makes it easier for content creators to be more deeply and authentically emotional in their anonymity, People's curiosity. However, at this stage, domestic anonymous social products are still burning money to grab channels, grab the user's stage, the market structure is not clear.

Competition speculation burn

In the anonymous social market on the evening of June 24, an invisible "war" is going on. Secret Chinese version launched in the channel market promotion, start heavy investment, two hours later, the crow follow-up and increase investment.

The original confusing anonymous social market, because of this channel to defend the war to the two anonymous social market turf companies come out of the water. Weibo practitioners ridicule, "channel promotion market is so expensive, App is also a rich and handsome game ah, Secret has the support of the United States and his father, the crow is like a trench. App which is clearly to defend war."

At present, each social product is still in its early stages of development, there is no clear profit model, and anonymous social networking products closer to the platform, there must be no coexistence of dozens of states, so the current anonymous social market dispute, and more Is real money out, in exchange for channel promotion opportunities, it also shows that the product is still in the early stages of hype promotion.

Giant took the opportunity cards

At present, the pattern of the anonymous social field in China has grown from the previous blossoming to the present "local tyrant" gradually. Last week's channel dispute between "Secret" and "Crow" gave everyone a chance to see their respective strengths. However, it is still too early to determine who is a big brother.

Secret was once confident to enter the Chinese market, but has suffered a domestic team sniper, first non-secret and the market segmentation, and then the crows in the product differentiation and from the campus into the market and quickly based.

Sceret domestic use of authorized operating mode, the partner for a well-known game company. Secret's market value of up to 50 million US dollars, which is sufficient to illustrate its strength, but Secret's question is whether it can make a variety of localized changes to China to adapt to the thinking and behavior patterns are different from the US product model before the Chinese users They?

No secret is the earliest anonymous social application in China, after the pixel copy Secret, the popularity continues to rise. However, with Secret's entry into China, the situation has undergone fundamental changes. After repeated forced evictions, operational content has been dimmed. Early opportunities are no longer there. No secret team adopted a strategy of evasion abroad, although it also joined some such as relying on WeChat API and innovation of the "conference" and other lightweight product improvements, the future remains to be seen.

June 6 just on the line of the crow looks full of stamina. With its differentiated product features and the concept of the proposed circle, it has broadened and radiated a certain number of white-collar workers on campus and diverted a large number of unscrupulous users. This caused Secret to feel the crisis and quickly rework the product. In response to the channel dispute between Secret and the Raven last week, Crow founder Xu Chaojun said crows were only trying on the market but the determination to formally confront Secret was not a playwright.

Although anonymous social prospects are unknown, but the giants seem to be eager to worry about missing card opportunities: Tencent "two hand-grabbed" involved in this market, on the one hand its latest version of QQ space launched a small secret feature, anonymous friend positioning friends, and the other On the one hand, around mid-May, Tencent participated in Whisper's latest round of financing, and news pointed out that Tencent intends to invest 15 million U.S. dollars. Another giant Alibaba's contacts, also introduced an anonymous called "strawberry" get together.

Anonymous social product direction what the attractiveness and potential?

Wang Xiujuan, CEO of Avenue Network, said that anonymous social networking is a product of the continuous evolution of social relationships and reflects the new relationships and needs among people. This market has the opportunity to generate WeChat's platform-like products. Crow founder, CEO Xu Zhaojun also said that for the social networking mobile terminal market is still very large, the market will continue to break down, more vertical. (Finish)