"Escape from the circle of friends," the new WeChat can produce

"Students do not want to share a friend circle with their parents, white-collar workers do not want to share a friend circle with the boss," Netease market general manager Yuan Fo Yu said yesterday at a time when China Mobile's social networking software subtle node: Yi Xin announced billions of users , Come and go offline social, and veteran Fragrant 饽 饽 WeChat is experiencing a "big discussion." Yesterday, Yi Xin released the "YiXin 100 million user white paper", officially announced the number of users exceeded 100 million mark. Since August last year so far, come 11 months, Yi Xin experienced Ding Lei Netease CEO to play the trough of zero after the final successful promotion Mobile App "billion-level club." Yuan Fo Yu also said that the next 3-5 years, Netease and China Telecom will be fully committed to the development of credit at all costs, there is no profit considerations.

Hundreds of millions of users "back to life"

"It's almost impossible to get 100 million users within 11 months, but it does." Nguyen Nguyen, General Manager of E-mail, understands the complexity of the mobile chat market.

Since August last year, formally entered the field of mobile social networking, the credit team has not appeared for a long time, despite Ding personally stand in the pile, the pressure of the credit team but even greater. You know, the last time aroused widespread heated discussion of the industry or the end of last year, "Yi letter echoes Ding Ding zero points."

Speaking on the Internet in China, the number of users with a single product of over a billion is a benchmark event, which means to a certain extent that the product is far away from the death line and has a good foundation for further development of its fist.

As a joint venture between Netease and China Telecom two giant companies, later than the competitors Yi Xin has high hopes, but also encountered many questions. In accordance with the conventional logic, easy letter to challenge the powerful WeChat is almost only a dead end.

WeChat from the social family, has a proven gene of success. In this area, M chat, you (Shanda) and other rivals in the same period of WeChat have not yet caused waves.

However, the market situation is different from a year ago. For a month or two, the discussion in the industry on "Escaping WeChat Group and Friends Circle" has been continuously fermented.

Some agencies said 47.3% of people think WeChat blurred the boundaries of work and life, and 32% think WeChat lost their personal space. There are more paragraphs to describe: parents occupy WeChat; leaders sit wait and see; chicken ads Qi Fei; there are business talk war ... ...

Although the WeChat group and the circle of friends flaws are inevitable double-edged sword results of any platform-level social tools to some stage, but the spillover effect for users opportunities for competitors.

Yuan Fuyu introduction, Yi Xin is currently second only to WeChat, QQ's third-largest mobile chat applications. The increase to 100 million users and more from "spontaneous user growth," basically did not use NetEase account backflow, carrier channels, pre-installed mobile phone market means. "But with a base of 100 million, we will implement a marketing strategy in the second half to seek faster growth."

The same challenge of playing the role of WeChat does not disclose the current number of users, but its interest in community features - more than 1 million people across the city get together. The pace of internal and external delivery is to engage in user activity.

Easy to break the gap between the letter of credit

"Xunxin's differentiated strategy has achieved remarkable results. It has achieved the desired results in various fields such as mobile social networking, mobile games and voice communications. E-Mail will also release the strategy of 'socializing in new life' to continuously meet the ever-increasing number of users' social needs. As mentioned in the opening paragraph, according to Yuan Fo Yu's statement, ETS blazed the siege, mainly to avoid WeChat, seeking differentiation.

Nguyen Van replies to the Beijing Commercial Daily correspondent Yi Xin this year changes in thinking: just on the line of function, the interface to maintain the similarities and WeChat, so that users will not cause the migration and use of the threshold, but in detail Better than WeChat, such as high-definition voice, free expression, no limit on the number of groups.

"But in the later period, we strengthened the free texting, free calling (including international calls), asking (social quiz based on geographic location), car sharing and other neglected social needs by WeChat." Nguyen Thi Honestly, the turning point is that Ding Lei last year 11 Month of gunfire letter "Yi Xin zero points."

Shelling fuse is Ding Lei is not optimistic about the social model of Yi Xin imitation WeChat acquaintance, but should go strangers interested in social differences in the route. Asked afterwards, carpooling and other features as well as on-line encounter modules this month, are implemented Ding Lei's intentions.

It is reported that, since the date of its introduction, 828,903 questions have been accumulated and the total number of replies reached 8996201 times. On average, each question has more than 10 replies. The carpooling function since July 8 for the country since the opening of the total route of more than 50,000.

Coincidentally, the past six months has been the main push together to subvert the original "WeChat microblogging, pull people everywhere," the high-flying mode.

Jack Ma, the chairman of Alibaba's board of directors, is the biggest advocate of getting together. Many important pieces of information about Ali and himself are released. In recent days, more exchanges have taken place in Shenzhen, the first city to get things together and infiltrated into offline social areas, including making friends, traveling, gathering, fitness and other topics, pre-dating and localization.

Related parties told the Beijing Commercial Daily correspondent, which can be called O2O social, the purpose is to increase user activity, although competitors are also very easy to launch a similar topic online, but these users is difficult to guarantee activity, offline activities is necessary, and Combined with Ali's retail (Intime cooperation), catering (Amoy point) and other O2O business, to better stick together users.

It is learned that cities and towns coming and going in other cities across the country will also get together according to different forms and cities in 20 cities such as Beijing, Shanghai, Guangzhou and Hangzhou will get together in succession.

WeChat challenge the future geometry

Ding Lei has said that E-mail is a very important strategic product and will make a big investment in the next few years in the hope of making E-mail the flagship social product on the most successful smart phone in NetEase.

"Yi Xin team office and Ding Lei's door to the door in Hangzhou," Ruan Liang told Beijing Commercial Daily reporter some of the details felt, after the internal letter of criticism Yi Xin, Ding almost every day punch time to get off work.

This back from the side of the outside suspected suspect "Ding Lei play votes" speculation, but the challenges of the way the WeChat still far away. Yuan Fuyu frankly, easy to believe that the active users in about 10 million, so the team still has a lot of work to start.

Ruan Liang believes that strangers social this is a higher market threshold areas, the initial cost and to develop user habits is a step by step process.

Stress is not an exaggeration, despite the unfamiliar street, 9158 and other strangers social pioneer, but this business is not the mainstream in China Internet, practitioners have also been controversial. Even though WeChat is so powerful, its shake, nearby people and other strangers social function is not the main direction.

But there is always someone in the market to expand. "Flowers without Hundred Days," said Liu Xingliang, dean of the DCCI Institute for Internet Research. There is a possibility that the social software industry should be eaten in the PC era. However, there will be no eternal hegemony in the mobile era. WeChat subversion QQ can prove this.

For the future, the future of easy and trustworthy, Liu Xingliang that more opportunities than the PC era, the mobile interface is limited, a software can not take care of all social needs of users, but the mobile terminal is easier to separate into large-scale segments of social groups .

"Positive against WeChat is not feasible, differentiation is necessary.Such as the same city get together mode, in fact, is the line to go offline integration, not only requires powerful online products, but also requires the availability of line resources and business matrices with, to the user Seamless convergence of experience at this latitude, Ali's greatest advantage, this is the market blank. "Liu Xingliang believes that E-letter may also find opportunities in the strangers dating market, if the street, YY, 9158 can kill Out of a living, easy to believe, can move between the resources more advantages.

Another analyst boldly speculated that get together and even hope there is even hope for independence, and become the most social activities with Taobao O2O business synergy.

Commercial value to be developed

As user-level "Escape WeChat" spillover effect, in the business value level, the impact should not be underestimated.

As we all know, from the 5.0 version, with the development of such functions as WeChat payment, WeChat store and my bank card, WeChat is making every effort to match its commercialization path. Commercial docking is bound to be business and users, for businesses, the attractive micro-channel business opportunities also lurk the Red Sea of ​​Taobao competition.

"The resources will inevitably be given priority to some enterprises, and the improvement of WeChat commercial standard interface means that enterprises should start to deal with tens of thousands of competitors." One public account operator, who declined to be named, believes that the original users Began to over-resent the marketing of enterprises, and now they have to face more and more competitors snatch, dilemma.

Eggs can not be in the same basket, the truth anyone understands. Jingdong, WeChat to the second choice outside the enterprise Taobao, and this choice also applies to easy letter, and from. Ruan Liang introduction, E-mail is indeed also using public accounts, value-added services (facial expressions, etc.) to cooperate with the brand, it can be sales-oriented enterprises, it can be stars, movies, especially the latter two cultural aspects of business cooperation especially young Fans of the favorite.

Another opportunity comes from resource collaboration, trustworthiness, and pay-as-you-go services. Yuan Fuyu said Netease and China Telecom have not yet released the enterprise-class service capabilities on the Yi Xin, such as dependence on traffic and big data advantages, you can start the business management, training and even recruitment business.

Cite a more simple example, the mobile Internet is king, but the multi-terminal and cross-platform collaboration is the trend.Weixin has the historical burden of QQ, the basic does not expand the PC business, but easy to believe, not between the concerns, but can even more Well with the two companies with traditional business cooperation. "Some observers so judgments.

It is reported that E-mail has indeed launched the PC version, but before the function and WeChat web version is not much difference. And coming and going also waiting for Ali communications virtual operators business scale outbreak.

For the future, according to Ding Yi's tone on the letter: the next 3-5 years, Netease and China Telecom will be full of costs regardless of cost, and now there is no profit considerations.

Beijing Business Daily reporter Zhang Xu Wang / article