Self-redemption of Chinese social products

[Core Tip] It may not be long before China's social product will usher in a singularity, but whether it is a good singularity or a bad singularity, it depends on their ability to redeem themselves.

If we look at the overall Chinese Internet products, it is clear that many of these products are copy over, but social products have become more and more characteristic of China over time, and perhaps in the near future, Chinese social products are about to usher in a singularity, but will it be a good singularity or a bad singularity? , it depends on whether they can complete their own salvation.

To say what we call the Chinese style, first of all, we have to start with two social products that are relatively hot recently.

One is the anonymous social app--"" (in fact, the name sucks). " Although this app is from the United States Secret original engraved products, but there is no doubt in the accompanying period of operation, no secret has now begun to fully show the Chinese characteristics of the product temperament.

The following is the view of the @ Deng, I think it is accurate to say:

The popular secrets of "secret" are basically from the United States, mostly for some small, quiet joy, quiet sadness, life goals, small mischief, God turn, let people have a small problem of empathy, the inner paradise. For example, I.T. sync I music to coincide with lift-off (i sync my musical and Airplane Take-off), as if in the soundtrack of their own life, sounds full of fantasy, but this inner matter in daily life is not worth mentioning, written in " secret"in the right.

The top secret of "secret" is basically a variety of spit, life pressure, to deal with colleagues boss coup, the rural city settlement problem, named female star is green tea table, homosexuality out of the ark difficult, regret did not happen love, there are the most is the treaty and the gun, the topic of the related topics (exposing himself about, almost be wrapped in China's " Moral taboo ") ... It is worth mentioning that two days have seen two of the secret of their anonymity, seems to be embarrassed to open their own, but hope to be affirmed and praised.

OK, another product is known, along with the user has an order of magnitude leap, now know that facing the so-called Big V crisis in fact should also be a Chinese-style product crisis, the source of the crisis is a large number of slander, abusive, ignorant libel criticism and letters.

Back to the theme, summarize the characteristics of Chinese social products, do not distinguish between acquaintances and social networking and strangers:

1. Excessive Entertainment

Some people say that the knowledge of the crisis originated from the founder on a blind Date entertainment variety show, so that the number of users of the site has an order of magnitude of growth at the same time significantly reduce the user's quality level.

In fact, it is true that the entertainment actually comes from the operation strategy of the word itself, when the Internet began to fill the marketing jokes of teasing and teasing, it was true that the hand-door of the micro-blog and the end of the world was attracted, indicating the fall of a specialized community in China.

But this step, in China, may be a step to be sure to take

2. Insecurity

The Chinese are born with a great sense of insecurity because of their living environment, and the Chinese social network has achieved a word-"human flesh", will this insecurity expanded, in this case, on the one hand, we in micro-BO micro-letter and so on the platform on the sun, bask in the children, bask in love, at the same time in the Secret spit groove, gossip, said Heart tired, Talk about true love.

3. Missing group intelligence

"The mob" says that swarm intelligence is less than individual wisdom, while Chinese social networking is far less than. The transmission of chicken broth and the spread of various rumors in the micro-credit circle of the Friends of the group proved this, the principle of which is very complicated, perhaps the greater the wisdom of the community is lower?

There is a sentence called "See Not too big", why should the replies to maintain formation, why others point praise you do not look at the point of praise, perhaps because of the need to give a sense of security, less IQ how?

4. Flat Living Content

Open Facebook, you will find colorful life outside the wall, various vacations, various sports trips, various party. The content of social products stems from life, when our life is relatively monotonous, the social network can be expressed on the flat, not to mention that on the basis of the laws and regulations we can not say things

5. Lingering Benefits Chain

Where there are people, where there is business, where there is a chain of gray interests. Purchasing, dusting, zombie, soft ad and so on are basically in every social network

6. Hidden Individualism

People need a sense of accomplishment to support the spiritual world, such as online games, such as yy to send flowers, and then against those social networks against the Big V, behind the social network, hidden individualism is irrational

I think if you want to keep the balance of social products, you might want to start with the following two areas:

1. Relative isolation between user and user

This I think Baidu Bar and watercress do relatively good, as far as possible through the product level of the user attribute division, so that the relative isolation of different groups, the advantage is to try to ensure that the same group of people together, to minimize the number of individual groups, and to operate themselves, while can greatly reduce the operating burden of the platform.

2. Professional verticality of the community

I have always thought that the entertainment of social products is the demand of the masses, but our life not only includes entertainment, professional community is the trend of the future, but also the biggest possibility of social products, no one will pay for the jokes, but they will pay for valuable content.

At the same time, such a model can ensure the positive cycle of a community growth, rather than consumers more and less contributors.

Social products with Chinese characteristics can only be characterized rather than flawed because they do meet the many psychological and social needs of the current user in China, so we as social product managers do not need to change the world, However, we need to ensure that within the scope of the use of our products for each user can better get the product happiness, minimizing user damage.

Lee Colling said after YY to know how big China's market, so we need to do a lot!