Weixin Road firmly not to take the letter

(Left for Netease Yuan Fuyu, general manager of the market, the right is easy to believe general manager Ruan Liang)

Text / Ji Yong Qing

July 16, by NetEase and China Telecom jointly launched the social application of mobile chat "easy letter" announced that the total number of credit users exceeded a billion. 11 months after the release of the product, E-mail finally joined the "billion-level club" of the mobile app.

From the observation of LaoJi, YiXin was able to develop to 100 million users in such a short period of time, which is to a large extent the study and catch-up of WeChat. For example, the main menu of WeChat has three major functions of chat, discovery and address book, plus the "My **" function in the upper right corner. The main menu of YiXin is also the message, discovery, address book and four functions of me . WeChat has a voice call, YiXin will make the voice more clearly; WeChat has a public number, YiXin's public number also comes with a fan base; WeChat group chat, YiXin also has a larger number of group chat; WeChat has free And pay for the map, easy letter there are more types, including Hello Kitty, including free stickers ...

In short, Yi Xin followed the giant behind this move, trying to do better on each segment. When people become more familiar with WeChat, there is no obstacle to using it. At present, average Chinese Internet users use 3.25 mobile IMs each at the same time. In addition to WeChat and mobile QQ, Electrolux has a chance to squeeze into 3.25 of them.

Follow the strategy with the full promotion of Netease and China Telecom, "rich second generation" easy letter to rapid growth. With 100 million users topping, Yi Xin possesses the basic conditions for survival under the shadow of WeChat. However, the current gap between Weixin and WeChat is still huge: there are only 30 million monthly active users in Weixin, and over 400 million monthly active users in WeChat, both of which are not in the same order of magnitude.

As Yi Xin, general manager of Nguyen Liang said, easy to believe both to do the same products and WeChat, Weixin also do different products. Therefore, when Yi Xin already possesses most of the basic functions of WeChat, the next step must be focused on "different products from WeChat."

Old Ji think, to make the product, the positioning of the core users is crucial. When the boss has taken away most of the users in the winner-take-all market of the Internet, the saved players have the same space of survival if they are able to define their core users more accurately and develop products for them. In the past few years, YY has positioned its core user as a gaming crowd. The unfamiliar street is defined as a "stranger," and survives even tenaciously under the pressure of QQ and WeChat.

So, the core user of the letter where? According to the old Ji understand, mainly two types of people, one is college students, and the other is white-collar workers. Given that both types of people are the current or future mainstay of the Internet, if Ezine can hold them firmly in their hands, there is hope to open up their own sky.

In recent months, ETS has launched several differentiated product modules, in fact, in order to further enhance the stickiness of these core users:

The first is "Ask a Question." Anyone can ask questions on E-mail and anyone can answer the questions above. According to the user's geographical location, YiXin can find good city problems and help users to find new friends in the city. In addition, YiXin divides the questions into various interest sections such as love, workplace, campus, health, tourism and movie to facilitate users to find More interested in their own content. Such as the old Ji saw a problem "to give ordinary male friends gifts! What to send?", The following has a very active answer. In fact, many times users do not necessarily seek the correct answer, but through such problems to complete strangers social.

Yi Xin also introduced a new feature is "carpool race." Users can look for help with carpooling by checking "nearby owners" or "nearby passengers." This function was only open to the whole nation on July 8th. At present, the total number of "car sharing" has exceeded 50,000 and the largest number of car sharing routes is Jiangsu, Shandong, Henan and Hebei respectively.

In addition, according to Yi Nguyen, general manager of Yi Xin revealed that on July 24 Yi Zhuo Yi Zhuo will release another social module "encounter", then IOS version will be on the line. From this name I think we already know that this should be a stranger or WeChat "nearby people" stranger dating module.

Old Ji feel that these differences in the function is still in line with the current core user needs of the letter. If you let the old Hebei purely from the user's point of view, easy letter at least the following "three ax":

The first hatchet is simple. Recently, the old Ji WeChat more and more cards, and sometimes for no reason exit, asked a few friends around, a lot of the same high-end phones with similar problems. Obviously, after carrying too many functions and modules, WeChat has been overwhelmed. Next, Yi Xin needs to resist the temptation to expand and adhere to the principle of "less is more". If the letter has always maintained a simple interface style, giving users a quick and practical experience, will win more and more WeChat users.

The second ax is interested. Since the current micro-channel grouping is basically based on acquaintances or relationship based on the task, the letter can not be creative, vigorously develop group based on location and hobbies exchange? From the current point of view, easy letter is based on the public number of fans, this approach is still relatively stiff and unnatural. If the future of "ask a question" after the number of users large enough to set up interest groups directly above may be more natural.

The third ax is cross-platform. Since Yi Xun hopes to become a mobile Internet platform, it must also be cross-platform to attract enough resources. Old Ji found that CreditEase has introduced the easy-to-credit PC client version very long ago, but its function is very limited, basically similar to the WeChat version. Old Ji feel that there is no easy letter and Tencent QQ's burden, why can not the function of easy PC client version do the same with the mobile client rich? This will increase the trustworthiness of the activity and, secondly, be able to import more PC users into the handset client.

Of course, these are purely personal thoughts above, I believe that the letter will have its own product rhythm.

Not long after the introduction of easy letter, Netease CEO Ding Lei had hit zero for their own products, and now he felt how? It is understood that after the release of last year's Yi Xin, Ding asked the product development team to move easily to his office next to Louis Vuitton handbags, louis vuitton handbags, louis vuitton handbags, louboutin, Big energy main product. Old Ji believe that in the "product manager" under the supervision of Ding Lei, Yi letter should have more room for growth. It is said that because of the recent product has been relatively satisfied, Ding began to go abroad to do other things went.

At present, Credit Suisse has done Simple in "Simple, Strong, Surprise", and the next step must be Strong enough to bring us more surprises. .

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