Ding Lei: Good movie in the field of mobile IM has just staged

After its official launch 11 months, the total number of users of the trust finally exceeded 100 million. Netease said that this is an unprecedented achievement; Ding Lei said that the field of mobile IM has just staged a good show; hunting cloud editor Jun said, "Do not blindly copy others and strive to be yourself" is the only way out.

Enlightenment from the three data

Netease at a conference yesterday, announced several sets of very worth considering data.

· The total number of credit users exceeded 100 million, the monthly number of active users is only 30 million, the number of daily active users is only one-tenth of the total number of registered users.

· Each user uses 3.25 mobile IM applications on average at the same time. Yi Xin ranked third in terms of total usage duration and lags behind Q and WeChat;

· The user community of Yi Xin focuses on the young people aged 19-35, which accounts for 74% of the total number of Yi Xin users.

These three sets of figures, not only show us the current development of Yi Xin, it seems Ding pointed out the direction for the future. The enlightenment of the first data is that it is absolutely impossible for Yi Xin to become the second WeChat. The second data implies that the market is not saturated and similar applications such as Yi Xin have the chance to be in parallel with WeChat and take a share. The third The enlightenment of this data is that Credit Suisse is not necessarily a popular application comparable to WeChat from the beginning. As long as you have a firm grasp of those with highly educated, high-income, strong ability to accept high-spending groups, enough to make Yi Xuan growth.

Easy to believe the data a bit "dumbfounding"

Ding Lei's calculations: WeChat has not done yet

Summarizing the above three conclusions as one point is to carry out "differentiation" management. It is crucial to understand what the enemy does and what not to do. Obviously, weChat is an IM based on acquaintances' social relations. To avoid this area, turning to a stranger's socialization becomes an easy choice. From the main question and answer community, "ask a question" to the surface of the car, but in fact strange friends make "easy letter carpool", Yi letter to expand business lines, but also will become a strange social artifact.

When WeChat occupies all the time of the user's communication contact, EY has to do to fill the period that WeChat can not meet. This is also very easy and trustworthy user base is also very consistent. Young, 19-35, who are busy but have seemingly useless boring times, they feel tired but there is always an overwhelming amount of energy, and their economy is often overwhelmed by the amount of money they spend on their favorite things. These people are not satisfied with the social acquaintances, they are hungry for fresh stimulation. They do not like hesitating between acquaintances and strangers because of the same circle of friends. All of these make it easy for Eclat to get involved in stranger socialization and have great prospects.

Eclectic smart: To avoid street unfamiliar, add "social life fresh" coat

Transformation of strangers social, it encountered another unavoidable opponent - street unfamiliar. As of now, the number of registered users Mo Street exceeded 150 million monthly active users up to 53 million. Although far less than WeChat, but for the letter is definitely a "stumbling block." How to avoid confrontation with the unfamiliar street? Yi Xin's strategy is to "strange social" this aging brew, accompanied by a beautiful "bottle."

Ding Yi to the latest definition of Yi Xin is to provide "social life fresh" service. Fresh refers to the experience of the timeliness and surprise; life refers to the real life and entertainment are actually related, valuable services; social networking services are all the foothold. Simply put, easy letter through the introduction of a variety of life service functions, such as asking a question, carpooling, strangers social subtle inculcation instillation. Allow users to enjoy new forms or valuable services at the same time, make new friends.

Ask a question is a question and answer community recently launched by E-mail. Users can ask questions in real time and get answers within certain time limits. All questions and answers are taken crowdsourcing mode of production. Users get valuable information at the same time, you can personal information such as friends and friends to make strangers. Easy letter carpool is to provide users with the nearby vehicle travel to share information. It ostensibly provides users with practical services on life, but in fact allows users to go offline from the line, so strangers from apathy to acquaintance.

Crisis of YiXin: Different from WeChat's problem of "keeping users sticky"

In the view of Hunting Cloud editors, the future development of Yi Shun has to go through at least two very important stages.

In the first phase, Ezekiel must reverse the form of "acquaintance communication" to "stranger social" diversion. Free voice calls, etc., is a way to win over the user, but will never take this to establish user stickiness. The data gap of 100 million and 10 million shows just the shortcomings of these simple and crude but ineffective results. Yi Xin should be based on "strange social" as the core, all kinds of "free acquaintance communication" as a means of user experience value-added.

In the second phase, Ezekiel must rely on a few killer special services and often replace the often new, diverse "surprise" service with the continuous provision of fresh "outerwear" to package the essential functions of strangers socialization. Young people are keen on socializing with strangers, but it's hard to stay loyal in one form. They need fresh and stimulating forms to catalyze the realization of this process.

To sum up, the biggest crisis in Yi Xin unfamiliar social is also the issue of keeping users sticky. Only this issue seems to be not the same as WeChat. WeChat wants users to stay in their own closed platform for a long time, so it will continue to invade various areas: payment, e-commerce, games, in an attempt to create a versatile master key. All partners must enter the WeChat platform, subject to the WeChat order. Yi Xin is not the same, its strategy is more modest. Yi Xin hope to become an intermediary bridge - Yi Yi this platform for more partners diversion. With more relaxed minds coming to Elaboration, "extra activity" will be done with no scruples as long as they allow time and power. For Ease, it does not require the user to stay for a long time, but it must enable users to frequently open the application daily. And to maintain this kind of user stickiness lies in constantly providing "surprise" to users' social ways.

It is noteworthy that the credit team revealed that Ding Lei gave them the final "ultimatum": In the next 3-5 years, at all costs, it is bound to make Yi Xin into a decent mobile IM product. How to break through the WeChat encirclement circle and create a "dojo" enough to support itself in the cracks has become the most important issue that should be considered in such applications as Yi Xin.