Is it a distraction or a monopoly in the social sphere?

Now, people have been inseparable from the computer and mobile phone with the company, the exchange of people gradually from face-to-face into the Internet communication, that the Internet in the end how many social software, who is the boss?

Mo Mo says "I have 150 million users", Easy letter sings "The user breaks billion only to use 11 months" ... This is not ten years ago, not even three years ago, the youth of Renren, happy net and micro-bo, even in the recent period of time recognized as "micro-letter King" of the social era, but also by the controversy from all sides, then the question is-the Internet really has the absolute significance of social hegemony?

Micro-mail--three years to sit on 600 million users, to get the "mobile internet times the biggest ticket", but even so, the micro-letter really occupy the market?

At least once the Overlord QQ lonely, for the mobile internet Tencent, mobile phone QQ functions of the evolution and expansion in fact do not lose micro-letter. As recently as the Mo, the data controversy caused by the letter, in the user dimension, micro-letter, the listing on the agenda of the MO, aggressive Ishin, contacts or has landed on the Nasdaq Sina Weibo is still making a sound. The average user still uses 3.25 mobile social products at the same time, according to Shinfoyu, general manager of Shun market.

3.25 is an interesting data, which means that there are still more than two positions available outside of the micro-letter. But market watchers point out that social tools that appear on users ' phones at the same time as micro-letters are unlikely to be too similar to micro-letters, and are just the future of other social tools.

In fact, the most common users can have a clear definition of the location of the mainstream and popular social tools from the big concept. For example: micro-letters, Renren, Ishin, the same "social & real familiarity" type, micro-blog belongs to the "Media & Real Familiar" type, the strange and the adjacent belong to "social & virtual unfamiliar" type, know that belong to "media & virtual Unfamiliar" type, and the new anonymous social product secret, The toast and beep are very special, just at the intersection of all the attributes.

In fact, whether it is social, media attributes, or real familiar, virtual unfamiliar, there is no complete comparison between the pros and cons, if the function of the hero, in fact, is committed to "all users into a class of people" target group error.

Of course, micro-mail is basically the ability to encompass everyone, but does not exclude some users to install a second or even a third social tools, so as to form a more focused social group. For example, students choose Renren, and white-collar may go to install easy to believe.

Looking back at the development of social networks in China, from BBS to QQ, to Renren and other social networking sites, the domestic social network product form is becoming richer, social network ecosystem and the pattern of continuous improvement, to provide users with Multi-angle, All-weather network social life. may have been popular microblogging, everyone, even the Tianya, watercress has no longer, but it is there, and increasingly show complementary than the competitive market attributes.

where users go

Spoiled by the user of the product, in the user's fresh vigor after retreat, have to go through the fall, bottlenecks and even trough period. The cusp of the micro-letter was praised at the same time as a reflection of the benchmark. This time, is the competitor is playing "rational return" banner poach the perfect opportunity.

Case most can explain the problem, Sina Weibo because of micro-letter and was sung decline, still listed and began to profit; the establishment of eight years of Renren through the peak period, but also many times encounter a surprise attack, but still as "fight undead cockroach." In many questions, everyone remains the most powerful social platform rooted in the campus and youth community, even if it is not convinced.

Social Network research experts, the starting point of social networking is e-mail, BBS, the emergence of the network to promote social progress, from the simple point to point of communication cost reduction, pushed to the point opposite the exchange cost reduction. Then, instant messaging and blogs are like an upgraded version of email and BBS-instant communication enhances instant results and simultaneous communication, and blogs begin to reflect an increasingly strong sense of individuality. Then, social networking sites have made great strides with the concept of entertainment. Micro-blogging has opened the era of micro-information social networking, which combines micro-messaging with mobile features such as location-based services.

Today, online social networking has been moving from "incremental entertainment" to "constant life" to a real-life need. This means that the real life of the crowd how to divide the network life of the crowd how to flow. The Research Center's report defines it as "four times"-the early days of social networking, the era of recreational social networking, the age of information and social networking, and the application of vertical social networking.

At the moment, China's social network can be divided into four components: basic function Network, core network, subdivision network and value-added derivative network. The basic function network mainly covers online questions and Answers (know), online encyclopedia (Baidu Encyclopedia), blog (Sina blog), document sharing (Baidu Library) and so on, the core network includes social networking sites (Renren), micro-blog (Sina Weibo), instant Messaging (QQ), mobile social (micro-letter), forum (Tianya); The value-added derivative network includes social games (everyone game), Social Electric quotient (Mushroom Street) and so on, and the new network has online tourism (poor tour), picture sharing and so on.

From imitation to speaking of myself

In the era of homogeneous competition, internet companies like to imitate more powerful competitors, as the Chinese Internet companies to the U.S. listing story, the most important thing is to clarify that they are "China's xx."

But now social warfare needs to be "from imitation back to self", Renren, Weibo and micro-letters coexist, but each resolves or improves a social function and needs. The micro-credit circle of friends is hot, but it is only a social network dimension, social networks need more dimensions of content to meet people anytime, anywhere, situation and context of social needs.

Some analysts point out that the difference in the past few years has been a stampede to certain functions, and now social tools are consciously looking for their own stories. For example, Weibo still adheres to the value of media dissemination and has irreplaceable status in this field. And Renren, after many rounds of social-boom baptism, still occupies an important part of the social network-the campus market.

"Students graduate, the school's canteen will not open it?" This is a rhetorical question from the industry to describe the positioning and future of Renren in schools. "Every year, students graduate, but every year there are new students, so renren coverage of young people and student groups like a pool of living water, a steady stream." ”

CEO Chen has repeatedly stressed that the future will be "focus" on Renren and "Young" youth groups. The focus of the business, will let Renren to the audience, the user's research and understanding more in-depth. The integration of these mature understanding into the product, it will better increase user stickiness. At the same time, the strong forces of "the students" and the characteristics of student group behavior, so that Renren master of college students related behavior, interest and other data have a deep excavation and the value of Cross-industry application. This makes those who do not know "the" and the new generation of business owners, advertisers, there is no doubt the quality of the data reference.

The release of products such as Ishin, beeps, and Toast also proves that some social needs are not achieved by micro-letters. Together, they confirm that the social needs of Chinese netizens are growing in diversity, and that no one can satisfy all the social needs of all netizens, so there must be a variety of social products on the market.