The more likely, the more constrained

As early as September this year, the micro-letter announced that users in less than two years has exceeded 200 million, for Tencent internal, and even the entire Chinese Internet industry, some subtle changes in mentality have begun to ferment.

Inner growth and external expectation

Inside Tencent, the micro-letter is obviously not an increment but the future of Tencent's important foundation soil. Although Tencent relies on the existing desktop Internet product network to maintain a decent profit in the future, the desktop Internet platform is in sight. In fact, an increasingly flat growth curve is the nightmare of internet companies, Tencent's future growth line of the inevitable slope, will be closely related to micro-letter.

In the external, micro-letter rapid rise and some of the platform of the experiment, began to trigger the external "imagination bursting." It makes time seem like the 2010-when Sina Weibo, like the early morning sun, has begun to recognise the value of the platform, from Weibo marketing to the open platform of Weibo, a rapid surge of gold rush behind a new frontier, Sina Weibo itself is also in this trend under the belief that the product's unlimited imagination space, so a variety of product layers of "endless", a variety of operating layers of the "gallop."

The precedent of Sina Weibo

Is this internal and external "imaginative resonance" for a product to be a good or bad thing? At least from the development of Sina Weibo is worth exploring. Sina Weibo began to "commercialize" almost immediately after it began to enter the fast lane, relative to Facebook and Twitter, where the value of users went far beyond the value of the business. Micro-Bo marketing and has not been poor "micro-products", the product of its user value dilution and product focus of the fuzzy has a direct impact. The result is that some external forces gain rapid gains, but the user value of the microblogging product itself has not been greatly increased by the prospectors.

When everyone cheered Alibaba's share of Sina Weibo, would anyone worry that Weibo, once so imaginative, could lock up its business logic prematurely? Is there anyone who sighs too early and too eager for a commercial impulse that would have the opportunity to influence the Chinese business community in the next 10 years, closed the growth space?

Sina's own portal traffic and micro-bo flow of the right hand-hand relationship, coupled with its advertising model and the limits of revenue capacity, it is likely to cause "too anxious" deep reason. But for Tencent today, such a "Doubt hand" is a chance to avoid.

Challenges facing micro-trust

While the micro-letter is in the midst of a platform trial and commercialization experiment, does it quickly become a "universal platform"? The answer must be no. Today, micro-credit has no rivals in the domestic product, but its platform has a strong opponent-that is, "user habits."

The mobile internet is ignited by intelligent terminals, and the intelligent Terminal app's vertical application and information acquisition has become a user habit like touch and slide. Although this habit is not necessarily the final state of evolution, but now it is time to challenge this habit, in an application of the component "universal platform", to solve from social, communication, reading, retrieval, to consumption and payment, and so on "infinite possibility", it is inevitable that a product quickly become heavier, and thus to other people leave opportunities and space.

For micro-letters, a "user-loving tool" is better suited to today's positioning than the "imaginative I/O system". There's a lot of micro-letters in communication tools and social networking that need to be compacted and constantly explored. Such a teenager, too early to load too much expectation and the pressure to come out, will inevitably let it slip from genius to mediocrity, and even after the gold miners to reap the benefits, the face of the messy environment alone and difficult to recover the value of the user reduced.

Follow the footsteps of the user

Micro-letter will be the future of Tencent's new soil, such as Ma and other Tencent executives at the internal meeting said that the micro-letter is not incremental but a migration. But that is why, today, it needs to be careful to look for user habits, user values, and a delicate balance that expands with its own imagination. For example, careful introduction of brand marketing, careful construction of third-party content to promote each step into the user value rather than their own value, so that users follow the habit of micro-letter changes, each step is a positive loop rather than excitement after the attempt of anger and complaints.

One such as QQ to release the value of ten years of products, the more the face of infinite possibility, the more to restrain their imagination. To do this, Tencent is a more formidable force, and will certainly have a more remarkable future.