Great popularity and unlimited business opportunities in the circle of friends

Preface: Because of a succession of "friends circle I can not go down" and "public number I also can not go down" two articles, I have not only shown myself an IQ-free low-level micro-letter heavy users, how to see so many garbage friends circle information and public number content, And many people have concluded that it is easy to believe or to communicate or associate with the letter to the micro-letter for the annual black.

Folklore, I decided to end the last of the micro-letters, now and in the future to do a one-sided comb, the following opinion full of Zhangxiaolong to the micro-letter to Tencent's deep concern and faint worry, revenge absolutely no, plus December 31, 2013 micro-trust in the micro-trust public platform to publish "micro-trust public platform on the induction of sharing behavior announcements", Enough to prove that I did not receive any of the benefits, to talk about the micro-letter is not affected by Tencent and its micro-trust team any pressure, everything is purely from the hi.

Micro-mail is a ferry, but also a ship

2013 across the 2014-year period, the micro-letter from January 21, 2011 has been born also three years, 600 million of the total number of users to become Asia's largest user group mobile instant messaging software. Anecdotal rumors of the daily active users of more than 300 million, I and many people in the industry exclaimed that micro-letter is a "black hole."

Three years later, we look back on the development path of the micro-letter, which can be said to have appeared at the right time and succeeded in the right way. The demand for social communication in the mobile internet era is in the micro-letter, turning acquaintances (cell phones, QQ friends), light acquaintances (sweep), strangers (shaking, accessories, drifting bottles) all detonated, with Tencent QQ accumulation of China's largest and strongest social relations chain for micro-letter imports a solid foundation of users, after the user, Introduction QQ Off-line message, QQ Mail prompt, public platform (subscription number, service number) information content, enhance user stickiness.

Inside and outside the bold imagination, Tencent feel do a let all network behavior as far as possible in the micro-letter is possible, the 5.1 version of the micro-letter group can be the largest 1400 people, after the QQ annual fee of 6 or more members of the 2000-person authority. There are also a variety of games: playing airplanes, love elimination, rhythm master, fighting the landlord and under of Plants vs. Zombies 2 ...

If the micro-credit game to further increase the user stickiness, then bundled bank cards, cell phone calls, Q-money recharge, buy movie tickets, buy lottery tickets, buy a variety of goods or even a AA collection and public welfare payment behavior can also occur in micro-letter.

More and more people see names and benefits on the platform of Micro-trust. People have no doubt about micro-trust, the people of Tencent to get the mobile Internet ticket and even get a ship can sell a lot of tickets, but also believe that people are consumed in the micro-letter more and more time and energy more convinced.

The Zhangxiaolong of the early years

A man and his three things

The 1994 Zhangxiaolong certainly not foresee the popularity and success of micro-letter, that year he was 25 years old, just won the master's degree of Huazhong University of Science and Engineering, the 1969-born Hunan people came to Guangzhou to do software, 1997 he developed a well-known email PC client foxmail. 2000, Foxmail sold to Broad company, Zhangxiaolong get 12 million and vice president of the company, this year he 31 years old, emerged.

If said Zhangxiaolong to present, the life has made three things, then QQ mailbox is the second thing. March 16, 2005, Tencent acquisition Foxmail software, Zhangxiaolong joined Tencent, as the general manager of Guangzhou Research and Development Department, the overall responsibility and lead the QQ mailbox team. From the foxmail followed by the QQ Mail subscription, and once popular QQ mailbox short message, and QQ mailbox reading space is now the micro-letter of the public platform inspiration, plus QQ mailbox and micro-letter are some drifting bottles. Although the QQ Mailbox product Evolution process has the mailbox broadcast including the surging such product to be integrated into later Tencent Weibo, but overall can say, Zhangxiaolong in Tencent firm heel.

5 years later, Zhangxiaolong 41 years old, he led the Guangzhou Research and Development department to Tencent headquarters to submit a mobile social communication products planning case. November 20, 2010, the plan for the formal project, MA in the Product Planning mail to determine the name of the product is called "micro-letter." Thus, Zhangxiaolong in birthdays opened his life at present the greatest glory, this is the third thing he made, is also the most successful thing at present.

Just the past three years he is how to live, the details we do not know, because Zhangxiaolong rarely interviewed, Tencent interior also rumors he slightly a little accent speech sometimes very shy, more importantly, he low-key pragmatic. He has a 8-hour report in the hit, but little is known about him. In the 2013, with the rapid expansion of micro-credit users and the unlimited expansion of the platform, Zhangxiaolong increasingly mysterious.

In addition to the time weekly chief reporter Li Ying once "hard" to interview him successfully, Zhangxiaolong's latest interview should be "Tencent monthly" asked him to share his internet worldview ("The world View on the product").

When my former boss Mr. Dong Baoqing, my respected Bao in the circle of friends and the father of the micro-letter late-night snack photo, Zhang Xiaorong appears calm and calm, even some ordinary. I understand that he may have known from the beginning that micro-letter is his leading and led the team research and development products, but the micro-letter is not his Zhangxiaolong, nor MA, micro-letter is Tencent. Ma is Tencent's chief product experience, Zhangxiaolong, Tencent's chief product manager, who may have a geek's mind, and Zhangxiaolong himself that "geeks like to drill into the technology, and not act as usual and often do things according to their personalities." But this is not the reality, the reality is the product is the commercial company in the promotion. "Frankly speaking, micro-letter to the mobile internet era Tencent's shares and shareholders to contribute."

Micro-trust this platform, before it is made, Zhangxiaolong may also be able to control and dominate a lot of things, and not even made, Tencent inside and outside have a lot of people wait for no hurry, after the Zhangxiaolong may not have more space to play, micro-letter in addition to social platforms, information platform two platform properties, electric business platform, The platform properties of the traffic platform are increasingly valued by the Penguin Empire and third party interest groups.

Tencent's overall interests and development space in the mobile internet age have been more and more bundled in the micro-letter: Tencent News, Tencent video of the micro-letter plug-ins, a variety of games to promote the micro-letter, Tencent's Xun electricity to open micro-letter "selected goods", upgrade the 5.1 version of the micro-letter to Tencent application treasure download ... Even the "sleep" less active "micro-blog reading" Micro-letter Plug-ins, recently almost 2 times a day in the form of multiple messages, in the user more than 600 million of the micro-letter, shoved Tencent's 8-second short video application-micro-vision.

Micro-letter is a kind of wine heart sugar

App-sharing service provider SHARESDK data show that in the first half of 2013, social platforms in the app share ratio, the highest is the micro-trust friends, accounted for 25.51%, the return rate of 84%, followed by Sina Weibo, accounting for 23.29%, reflux rate of 117%; Accounted for 19.47% of the share, the return rate of 186%, of which users share content to Sina Weibo is almost equal to the number of Tencent Weibo + QQ space to share the sum. It can be believed that the micro-trust friends to do two things: 1, so that users will be sent to the micro-blog content sent to the circle of friends, 2, so that many people who originally do not need to use micro-blog to share content in the circle of friends. The conclusion is that the circle of friends has robbed Weibo users and absorbed more new users.

Because of the great popularity of the circle of friends and unlimited business opportunities, there are personal micro-trust friends more than 20,000, 340,000 or even 650,000, more people in the circle of friends to buy cosmetics, clothing, jewelry ... The innovator recently said a man named Fu Jun sold 100,000 pounds of chestnut rice in a micro-trust circle for 3 months.

Just a circle of friends of micro-trust, it has such value. What about the micro-credit game? What about micro-credit? What about micro-mail? In Tencent, even QQ space such as the 2012 end of the month active account has reached 603 million of the big kill device, but also in front of the aura of micro-letter eclipse. For why not QQ+QQ space but micro-letter + friend Circle robbed the user this problem.

Sing it. Chen that QQ space and micro-trust Friends Circle is no difference, but QQ now become a business communication tool, micro-letter into an acquaintance of the day-to-day communication tools, mobile phone QQ original positioning is difficult to change, finally QQ friends on the other hand slowly become smaller. When the micro-letter took the user 60% or even 70% of the time, chatting, reading, sharing, commenting, interacting ... There are beer and skittles, the future even clothing (clothing) food (food) live (real estate, hotel) line (tourism, transportation, automobiles, etc.) are likely to occur in the micro-letter closed-loop behavior.

It seems that micro-letter is a kind of wine heart sugar, eat very sweet, eat more intoxicating, eat more sweet to let people sad. When the pace of life in this world is getting faster, we have forgotten the fast pace is to pursue their own slow, everyone's time has become unprecedented fragmentation, mobile internet ferocious attack, we have become unable to extricate themselves from the mobile phone party, micro-letter is exacerbated by this bad situation.

British drama "Black Mirror" second quarter of the second episode of "White Bear World", no one cares about the lives of the woman, just take a mobile phone photo shoot video, really want to happen in the real world, will be human advocates for many years of instrumental rationality of the anti-wisdom sorrow. So we see, even Zhangxiaolong and his micro-letter team are willing in the micro-letter 4.2 version of the boot interface put a: less micro-letter, and more friends to meet.

User experience, Tencent inside how many people even VP and EVP secretly envy Envy Zhangxiaolong and micro-letter team? Using Tencent's one-line beauty employee, penguins are cutting their heads and trying to get a ticket. The mobile Internet ship has to have the time cost of queuing. Tencent outside, easy to believe, and so on, and so on the same quality of the competition in micro-letter here is worried and injured. Mobile internet age No second, only first, the same domain products can get more than 80% users.

This reminds me of a year ago, domestic mobile, unicom and telecommunications operators such as telecommunications and the fear of micro-letter and various remarks, because of the 2013 Spring Festival, the message of the letter sent a general estimate of 2.6 billion, 260 million yuan, so by July 30, 2013, Guangdong Unicom, the joint micro-letter issued a "micro-card", Even if we do not know how the micro-credit card sales are now, telecoms operators are exposed to micro-credit concerns.

More deeply, the micro-trust team itself has concerns. The internationalization strategy of micro-credit has been on the way for some time, but the results are not obvious. The expansion of South-East Asia has some effect, but Europe and the United States are like tough, so far no bite down. "We are doing internationalization and we are finding that infiltration into Southeast Asia may be relatively easy, and it is very difficult to penetrate into Europe and the United States," Zhangxiaolong said in an earlier report to Tencent in 2013. What is the reason? Of course, the easiest way is to boil down to cultural factors.

From the phenomenon, it is easy to penetrate the strong culture to the weak culture, for example, Facebook and Google products are used by people in many countries all over the world, which really represents a more advanced culture and represents the future. "And internationalization is more superficial worries, deep worry, is the micro-letter bigger and stronger, from Tencent and other business groups and general office and the board behind the kidnapping, may bind the micro-trust team's ideals and feelings." This has a subtle and important impact on micro-letter team dynamics and product optimization.

Is there any other possibility beyond the micro-letter?

Micro-letter so that Tencent, so that users, so that the third party marketing team have tasted the sweetness, because it in the human nature of the talk, communication, greed, laziness ... And so on desire, but also as far as possible to meet the needs of all parties. Never worry that Tencent underestimates the IQ of Internet users, but has always feared that Internet products overestimate the rational consciousness of internet users. Micro-mail is no longer a tool or product, but a platform, a mobile internet platform with unlimited potential. When the micro-letter product evolved to the platform, in addition to guide users to use the habit of rational consciousness, such as not the public number of content marketing to induce users in the circle of friends to expand marketing behavior, more need to avoid the platform itself design risk.

Pop Xu Chang and I use a black hole analogy to the micro-letter, he believes that when the micro-letter absorption of all the equivalent demand, the unequal demand is still, the opportunity is far away from the black hole in the place. "Why we didn't do the pure picture, because this part has been done by the micro-letter, in the black hole." Xu Chang says, "Socializing now is about looking for a vertical opportunity in a peer-to-peer network." ”

and any Internet product is a life cycle, like the death of the normal, micro-letter is now heavier than before, to deep, clumsy. How long can it be a star or how long it lasts? Ma, Zhangxiaolong may have a sense of crisis. For Tencent, there is no other than the possibility of micro-mail? Perhaps Tencent will have to use more and better projects to test, we will have to use more than two or three years to prove.

But, out of three boundaries, from the micro-letter of the black hole lucky to take a moment, we will see a lot of people do not have to micro-letter, micro-letter There are many mobile Internet products. Yes, micro-letters are just a way of life, but there are many ways to choose this way of life. Micro-letter This wine heart sugar, eat a lot of bad. After all, there are more wonderful and richer life beyond the micro-letter.