In this week, Le Vision enjoyed a fair share of the same Internet media spotlight as bat.

Anyway, this is not the first time QQ space as a platform for the electric business, before this has the success of millet precedent. From the official video of the poster screenshot, the message released within 48 hours of QQ space booking number of more than 1 million people. However, veterans noted that the number of certified space fans, in fact, less than 38,000 people. Equivalent to an average of 26 reservations per fan, so the proportion of such a miracle is easy to doubt whether there is false suspicion. There are three possibilities, one is to make the most of the booking of users from the music to see the official website of the propaganda channel is not QQ space, the second is the QQ area users do not pay attention to the video of the authentication room; third, the number is really suspected of forgery.

On the second day of the launch of the QQ space video, cool send new products great God in the QQ space, 7.7 million user reservations, 300,000 mobile phones all sold out, cool school certification fans have 5.47 million people, and in the QQ space alone eat soup millet cell phone, its fans are now more than 30.03 million. In contrast, veterans are more likely to believe the first two possibilities. This shows that the QQ space of the marketing function is very strong, and the electric quotient of the ecology is not complete-although it seems that a large number of users in this completed sales.

Why do these popular electronic products choose QQ space to start? This is obviously with the QQ space deviation of the crowd positioning and in the flow, active degree, user stickiness and so inseparable. Relying on QQ in the social field more than 10 years of Seiko agents, QQ space to build a mature and stable acquaintance of the chain, users in the QQ area to obtain information through the QQ instant chat tools quickly from point to face spread, smart businessmen will naturally not miss so valuable marketing channels. QQ Space open Red meter booking 3 days booking number of 5 million, even lei in micro Bo sigh: "QQ space is too active!"

For a weak interactive products, QQ space tenacious vitality is indeed a miracle.

But after 9 years of hard work over all sorts of external rivals, will it be able to hold on to the next 9 years in the face of the rise of micro-trust, a powerful mobile social product within Tencent?

In the first quarter of 2014, QQ space month active account number is 644 million, increase 3% than last quarter. To look at the micro-letter, the "micro-letter and WeChat" of the combined monthly active account number reached 396 million, up from the previous quarter 11%. In other words, QQ space of the monthly live users than micro-letter 248 million. In the 24 hours of New Year's Day in 2014, QQ space content published more than 1 billion times, which said 200 million times, comments back 300 million times, point praise 500 million times.

Of course, this only represents the past data, to the current growth trend of micro-letter, if the QQ space does not exert force, the future of micro-letter overtaking QQ space may only be a matter of time.

QQ space of the past and present life

QQ Space Prosperity in 2005, this year also was the birth of Sina blog and 51.com. 9 years later, Sina blog has become a dust-laden history, 51.com has long been reduced to a game platform, and QQ space this year 51 photos in one day upload volume is 510 million, if per capita upload 3 photos, daily active users is 170 million, this is at least Sina Weibo active users of the number of more than 3 times times.

QQ space is undoubtedly one of the most classic products of Tencent ecosystem, and the study of the history of Internet products should be regarded as a case study. Sina Blog before and after, 51.com, happy Net, Renren (network), such as a variety of domestic social upstart continued to stand under the fierce attack, and so far to maintain a high degree of activity is not easy, it is also the current global Internet social field of the most exotic products, It is almost a collection of popular social products in a variety of functions in one: on the PC-side QQ is similar to a strengthened version of the microblog, the space log is equivalent to hit's blog, while the Space album is more like a foreign Instagram photo sharing platform, And when the QQ space grafting in the mobile phone QQ It has assumed the function of the PK micro-letter Circle of friends, QQ area for the introduction of the certification of the store is a little bit of the public number of micro-letter taste.

QQ Space vs Micro-letter: The Family and light forward

To analyze the QQ space and micro-letter competition, we have to understand the entire Tencent's revenue system. We take the first quarter of 2014 earnings as an example, we can see that its current main source of income is divided into three, one is value-added services revenue, including online games, QQ members, micro-blog members, Blue Diamond diamonds and other diamond products, Value-added services revenue reached 14.413 billion yuan, accounting for the first quarter of 2014 total income of 78%, of which the net game income of 10.387 billion yuan, and the second is the network advertising revenue, the first quarter income of 1.177 billion yuan, accounting for the total income of 6%. Third, E-commerce transactions revenue, the first quarter to 2.524 billion yuan, accounting for the total income of 14%.

From the whole revenue system of Tencent, we can see that Tencent's income is highly dependent on value-added services revenue, the most important income is game income, these value-added services through QQ, mobile QQ and QQ space, QQ members, QQ show and other products for the flow of cash, these products are subordinate to Tencent's SNG business group, They form the foundation of Tencent's income. The competition between QQ space and micro-letter is actually the competition between SNG career Group and WXG (micro-credit cause group), one represents now, one represents the future. Tencent put more resources in the future of the micro-letter, is still in the siege of the stage, not in a hurry to carry out business, so the burden of supporting the family fell to SNG, IEG and other business groups.

For the need to survive QQ or QQ space, they are tied to the Tencent high-speed cars on the train, want to stop can not stop. So QQ space and micro-letter product evolution, like a turtle and the rabbit race story, carrying a heavy shell of the turtle can only slow forward, and micro-letter is like a small white rabbit without any constraints and burdens, two different species of species, different growth environment PK from the beginning is doomed to the end is different.

Incomplete Business ecological chain

QQ space is the only sng at present to contend with the micro-letter products, but its current biggest problem is not to build a complete business ecological chain, that is, the lack of business this ring. In an Internet business eco-chain, platforms, businesses, users are the three indispensable resources, businesses in the interests driven for the platform to create content to attract traffic to help the platform to retain customers, businesses rely on the platform to provide marketing tools can also bring advertising revenue for the platform. At this point, both micro-blogging and micro-letters are moving in this direction.

Back to the QQ space, so many years in the commercial eco-chain to build but fell into a dead cycle. At present, the main flow of QQ space is the value-added services revenue, game revenue, and a small number of wide-dot advertising. Despite being known to have more than 600,000 open users, exclusively is a game merchant, with very few games developers. With the growth of QQ space users, if not provide more games outside the value-added services for smooth transition, when the old users across the game age, the future of the QQ space will become dangerous (on the other hand, a lot of new users are born in the micro-letter, mobile end grew up).

In spite of the introduction of QQ space model, try to explore the new path of the commercialization of QQ, and through with cool, music and other brands of the first cooperation to the outside world to pass the value of QQ zone, but basically just stay in the category of brand marketing hype, and did not guide businesses in the certification space precipitation These businesses with the QQ space cooperation is basically one-time, really like millet, Shang home with the same daily operation QQ space business few. The important reason why businesses are unwilling to operate the authentication space is that it is extremely cumbersome and complicated application process, many businesses also do not know that there is a certification space so the second is the lack of space diversion of the entrance, the business is difficult to commercialize the commercialization of the third is the entire authentication space experience to do extremely bad, and more and more closed, And there is no open space interface permissions, the merchant has no way similar to the micro-letter public number two times to develop the space, conversion rate is too low.

Remember that in the micro-trust friends in the circle to see Tencent SNG people complain about micro-letter released a new feature can always attract spotlights, and SNG released what products and functions have been ignored. Veterans want to say is, QQ space such as not decisively change their business model, still like a turtle as fast as a turtle crawling, QQ space tomorrow may be today's decline Tencent Weibo. On the other hand, for the Penguin Empire, it is better to bet on a variety of products than to bet on a product.

Wen/electric Business veteran Matador