Survival in between: a chance to move a social entrepreneur

Wen/Guxiaopo in Tuesday, Suning released news to do a similar micro-letter social app, which has recently been in a state of anxiety in the mobile social market to add a fire. Mobile IM lake has been very busy: micro-letter alone, easy letter two months to harvest 30 million users, with NetEase and telecommunications resources Challenge micro-letter, the Japanese line began in Shanghai advertising, to "about Cannon" started in the transformation of the MO, Rice chat Pianan enthusiasts market, between Ali up and down strong push, ... What's a good thing about mobile socializing? Nothing more than acquaintances and strangers, the big guys and the pioneers have thoroughly digested. But until now, there has been a new "silly X" back into the flames, to remove the pure and innovative products, there are some independent logic and positioning of the products appear, for "micro-letter" and other obvious problems, these products entrepreneurs have a clearer thinking. Perhaps one day they will become cannon fodder quickly forgotten, but their thinking about the product and the value of innovation, may be far more valuable than a successful social product, NetEase technology mining some "small" mobile social entrepreneurs, currently their users are not millions, but their social thinking and practice of the value generated , perhaps far more than success or failure itself. Besides, who says there must be no chance? The two-degree network logic of So-and-so is viewed from today's products, "so-and-so" is not a too good product, the user opened So-and-so, look at the recommended person, click on "about her" issued an appointment invitation, if the other side accept, both sides can also carry out instant communication, and the way of communication is already flooded-after reading that burn. In addition to the burn after reading, this product looks and the MO not too many differences, the user is not more than a stranger, you can hardly understand why the original Xiaoping will look at such a project, but also gave it a name, it is difficult to understand why its co-founder Ye Wenjia to give up the million annual salary of overseas investment banks to join such a team of cock silk. "We're a two-degree network." "Ye Wenjia refers to this word when it comes to the difference between the micro-letter and The Stranger, which is the logical starting point of certain products." Two-degree network is a friend of friends, QQ has been on the PC through the "You may know people" to do this relationship, but the micro-letter did not dig this relationship chain, and the MO is entirely a stranger relationship. "Online socializing is either a micro-letter, a one-time network, or a stranger to strangers, and the most effective way to expand your network is to be a friend of friends, which is a two-degree network opportunity." "The two-degree network is a niche market," says Ye Wenjia. At present So-and-so will be through two-way attention, interaction frequency, active degree and other information through the algorithm to recommend the date to the user, this date is the user two-way attention of the micro Bo Friends friend, Ye Wenjia introduced, in the next step, users will be able to see two of people who are the common friend, At the same time, the introduction of the account system can be accurate personal information, and micro-bo "common friends" have a difference, users can see themselves through which friends know each other, at the same time through the work, school and other information for more accurate matching. Although availableThe choice of a lot less than the MO, but in Ye Wenjia view, two-degree contacts just solve the problem of the success rate of the MO communication. When the sex of men and women does not match, male users are generally not responding to messages, while half of the two-degree network isolates some of the "about cannon" requirements, and on the other, increases the probability of a two-way communication due to the "friend of Friends" relationship. However, the open platform account, "So-and-so" also faces a problem-the elasticity of the micro-bo relationship, many users do not really know their own microblog friends, not to mention friends, in fact, this layer of relationship has been close to the relationship between strangers. While the micro-letter of acquaintances does not have an open chain of relationships, Ye Wenjia also hopes to have a strong relationship platform like Facebook open to entrepreneurs, but the microblogging relationship is not as unfamiliar as it might seem. "Two-degree network communication success rate will be much higher than pure strangers, and then how weak a weak relationship, but also more than complete unfamiliar relationship strong." "Ye Wenjia said. Face: 2o2o? Reporter in Aliyun's developer meeting met face, although had experienced this product before, but until face product director Pushije Detailed introduction, reporter also didn't understand this is a what kind of product. On the one hand it is a social product, users can locate their specific location, such as Grandma's Restaurant, the Aliyun Developers Conference, or XX community, and then by shaking the way to join the group of these locations, which is somewhat similar to the year of "Meet" and "here", the former has been abandoned, The latter is also largely abandoned after sale. Of course, users can also directly choose the "city" to see the city friends-similar to the mo. On the other hand, it is a CRM (Customer relationship Management) software, merchants can through it to the store user-oriented push information, including preferential discounts, food recommendations, special dishes, etc., and the user's operations recorded to the background. And its founder, a 1995 and Ma Yun founder of the Chinese Yellow pages of what a soldier, as well as the Eastern Communications President, the first letter CEO, Yintai Treasure CEO and President of the Zhou Minghai. In Pushije's words, this is a O2O2O product, users to join a specific offline scene, through face transfer to the line, the merchant through the online way to manage and track users. This sounds iffy, with 2C of social networking and 2B CRM, you can look like a stranger to see nearby friends, can be as nice to meet or to join in a specific activity to expand the network, but also like the street in a place to sign in and view consumer information and even order. However, Pushije said, the face of the logic is not complex, the user accurately delineated in a specific location based groups, users can communicate with each other, the business can accurately push the information to the people who are now in this place. "The first MO only shows this person in the vicinity, but does not show where, face hope through the constraint of the scene to let the communication back to the line, now we go out to the party on the rise will build a group, but go back toThen it was useless, but it became harassment, and in fact our relationship remained only under the line. The second micro-letter public Account no difference in the push information to the user constitutes harassment, whether the standard of spam information is accurate, face resolution is to help businesses find now in this mall users, and to them rather than all users accurate delivery information. "Pushije said. At present, face face only in Hangzhou to do large-scale promotion, its problems are also obvious, 1, O2O is a very heavy cement business, if you want to go to the country, will consume a lot of push costs; 2, if the user does not reach a certain density, the concept of a particular scene social will not be achieved-users can not find people; 3 Easy to eventually degenerate into "accurate" about the gun software, O2O become a castle in the castles. Pushije said the group purchase battle left outsourcing team can be low-cost way to handle the merchant, and the user volume of the problem will be online and offline large-scale promotion to achieve, through the Zhou Minghai relationship, face in the capital is not too worried. The little sit-up is a failed social product, the concept of which is to help users discover and get to know and take on the same bus/subway/plane/train. Sitting in February this year, the main features include discovering, focusing on and interacting with a particular line, adding "dynamic" to a particular line, and posting messages, viewing business offers and offline activities based on a single line. At present, similar products are also called "platform". lbs+ scene + social logic sounds very good, but its founder Wei Zhicheng finally found that the pain point is actually a little perfunctory. At the moment the team has shifted their energies to another product, while the sitting is only normal maintenance. Wei Zhicheng This summary: 1, this social way needs some education cost, the user has not heard, the subway and so on scene signal is also unstable, the experience cost is high; 2. location-based socializing can have other alternatives, and users need to be more straightforward, like Angry Birds, shooting out and feeling wrong and starting over again, If it helps you analyze the last parabola, what's wrong with it? Many people are intimidated, users do not care what line does not line, they just want to look at the eyes of people chatting, bus, subway restrictions have become a burden; 3, online social products once encountered O2O, conversion rate on the miserable, Sitting at the beginning is directed to O2O, want to provide users with consumer sites, to help users complete about dinner or about activities, but the user's needs are just chat, rather than consumption. Sitting in the original intention is a location-based social, guide users to consumer products, but finally found that the user is only through it to find a stranger, chat two--this demand and Mo is no different, spelling line, sitting is certainly not the opponents of the mo. So Wei Zhicheng and his team turned to another product, Vera. Vera: The man stops. Zuckerberg created a social-networking site to mark a beautiful woman after failing, and it turned out to be Facebook today, and after a few years someone went back and created a manPoints of the site Lulu, and its scoring standard is more naked, in addition to appearance, humor, tolerance also includes bed kung fu. A part of Vera's products are similar in shape to Lulu, only for female users to register, you can import Sina Weibo friends, in which to see their own attention to the men's comments on the information, of course, all comments are anonymous, perhaps you can see their boyfriend on the top by a lot of people on the bed Kung fu good, but you can not know who those people are. The second part is the community, such a female community in the app is not uncommon, aunt, spicy mom help and other products have, but the big aunt in favor of health, spicy mom to favor the novice mother and expectant mother, and the topic of EU-honey is biased towards both sexes and emotions. The third part is the boudoir circle, the user can set up the upper limit of 5 people's girlfriends circle, and like the "Together" in the Circle to publish multimedia information. Vera will automatically identify the user in the registration of micro-blog fill in the Sex and the male user screen out, of course, users to change the micro-blog can also login, but if the report will be sealed. Wei Zhicheng said that any product added to the more people will have a private problem, so the upper limit of the number of Girlfriends Circle 5 people. On the other hand, the circle of Friends, micro-Bo is a pan-social products, can not serve the privacy, although the microblogging group, but users can not be serious to manage the flow of information, and micro-letter is all friends common contact tool, the boudoir honey needs a more intimate product. Comments and the community are the breakthrough point, Wei Zhicheng said that what the EU honey really want to do is a boudoir relationship, this is a long-term precipitation of things, users may be after settling down to do value-added services, such as recommending girls like consumer information or products. For domestic users, even if it is anonymous, like the comments on the merchandise, the men still appear too open, in order to avoid return to a "0 points" results, EU honey star Big V also counted into the object, and the comments are more fans. But this has deviated from the Lulu male comment route, Wei Zhicheng says the future will separate stars from ordinary users. Perhaps, like a sitting, a seemingly established logic is eventually overthrown in the face of abusive user needs, some of these products may suddenly disappear one day, but also may be a group of users small rich that Ann, regardless of the outcome, in the current intense environment can think clearly and have the courage to kill into the social field is still worthy of reverence, And if they fail in the end, their social efforts are a huge asset to the successor or the entrepreneurial team itself. NetEase technology will continue to focus on the hot business areas of interesting emerging products, a spark may not have to start a prairie fire, lighting a torch to illuminate a road, is also a kind of existence as a prairie fire.