M-Chat Differentiated search: Focus on subdivision areas or combined with hardware

Mobile phones, MIUI, rice Chat, was once seen as the start-up of Millet "troika." But while the hardware business is relatively downwind, the rice chat seems to be shrouded in a growing shadow of rivals. So, there will always be someone asking: why is it that the rice chat was first sent to the end and was completely suppressed by the micro-letter? For such a problem, often by the Millet co-founder, responsible for rice chat vice President Huangjiangi attributed to two companies background differences, and appreciate Tencent in the social field experience accumulation, less detours. At the same time in private, rice chat staff will be slightly envious of the talk, micro-letter a year's promotion fee even more than millet financing. And when this week's 5.0 version of the micro-letter was released on the iOS platform. Another old question was thrown again: What about the rice chat? In fact, the answer is very simple, rice chat can do only differentiated competition. Therefore, how to put the differentiation of this strategy into practice, is the biggest aspect of the future development of rice chat. Focus this year, rice chat quietly changed its position. Prior to the chat is a social communication tool for all users, but now rice chat is described as "enthusiasts gathering place." This is a very practical strategic contraction. As of this July, the number of rice chat users exceeded 40 million, daily active user breakthrough 4 million. Among them, millet mobile phone-driven rice chat new user ratio, more than One-third. And all over the rice noodles with the city and other organizations, are also using rice chat as a tool for mutual communication. Millet found that the original cell phone for the common hobby of rice noodles, in the rice chat and because of their different interests, was again organized together. Huangjiangi on the back kitchen, open source hardware group, such as diving, looking back at the experience he said: "I realized that rice chat as long as the user groups to take care of millet enough, let them find like-minded people." Rice chat that the use of this way, can naturally be followed by the rhythm of millet growth. This becomes also the key to the further focus of rice chats. The upcoming new edition of the rice chat will focus more on guiding the dimension of interest. Rice chat content Operations director Lan revealed that the new version of the rice chat will provide more convenient interest groups to find, share and activities. This concept is similar to that of the question and answer community, which guides the user to a combination of interests and expands the social sphere based on different interests. Huangjiangi said the new version of the rice chat compared to six months ago there will be a big difference, or even two different products. At the same time, unlike the micro-letter to more domain expansion, rice Chat is still focused on chatting, group experience. In a way, rice chat wants to find the "pain point" of the micro-users, and then the targeted to improve. Hardening but staring at micro-letters, or becoming a supplement to micro-letters, will never bring rice to talk about the future. The history of the past, especially on the PC Internet in the field of instant Messaging development process, all the time to remind the rice chat, want to really go to their promised land, need to find a truly differentiated path. "We should not put our own success on the assumption that someone else is making a mistake and that this is a dream," Huangjiangi said. But the stone of his mountain, perhaps not far from the side. Why the millet hardware development smoother, while the rice chatRelatively bumpy? If said, millet can pass in the original hardware domain, introduce the Internet play to obtain corresponding success. So in turn, can rice chat in the original Internet domain, the introduction of hardware play, get another kind of return? Rice chat theoretically can be more closely with the Millet cell phone, miui binding, but Huangjiangi said this way may be with the user needs to do, in practice is not feasible. "We haven't given users anything that's really valuable," Huangjiangi said. However, this does not mean that the rice chat is not in the beginning of exploration. In the exchange of technology with Sina, Huangjiangi also hinted at the idea of "hardening" rice chat. Millet insiders also revealed that the recent Rice chat team is still expanding. In the Millet hardware list, there are boxes outside the phone, and TV and other products will be released. What will the rice chat do? It's hard to guess now. In any case, only in accordance with the output of millet mobile phone year-on-year projection, rice chat this year's registered users will be close to billion class. How to do "more and more not like micro-letter" is a big challenge of rice chat.