Where are the 100 million users of Yi Xin?

First in a row in Hangzhou "City" repeatedly issued five ads ironic WeChat, and then again around the World Cup to advertise, promote their own red envelopes, with a few months before the low profile stance, the action of this easy letter How much seems a bit abnormal.

However, if this series of marketing activities and easy to believe quietly on-line game distribution function, perhaps everything is not difficult to explain. Yi Xin on the line a year later, both users and influence are difficult to satisfy all parties. NetEase first hope that the game through the game first cash, which is also the most adept at NetEase and the most important business, but for game import users first need is a large user base, which registered users 80 million, the number of active users has been still holding pipa The easy letter is a big test.

The premise of channelization is diversified

Earlier analysis of the believe that the letter is to relinquish the social efforts, and instead go all out to game distribution, from socialization to channel, in my opinion not always true. In the case of the user base is not yet stable, rash to accelerate the game is obviously not a tricky thing, the user is very difficult because of the game as a mobile IM application of active users.

So before that, through a variety of ways to achieve the growth of the number of users, to do more for the laying of channel is the letter needs to be done. From the recent push by the letter to the World Cup red envelope activities, the play and WeChat red envelopes or a far cry from the social chain to expand the number of users probably is its focus.

As for the five version of the direct "challenge" WeChat, followed by the concern of advertising is also the hope that the way to attack the pain points of opponents users to attract users to transfer to easy to trust. For the time being, the social relations based on the address book, as the basis for the development of Yi Xin, will obviously not be put aside in the short term.

However, pure social certainly will not let the letter overturn WeChat. In the IM market, the Matthew effect and network effect will lead the advantages of the leader to expand, the marginal cost of acquiring new users will continue to decrease until it reaches the margins.

However, for the easy to trust, the contacts, the good news is that wechat seems to be reaching the margins. At the end of last year, Weixin, the number of users breaking 600 million, has been achieved. It is precisely because the subscriber growth rate dropped to 5% in the fourth quarter of last year. The first quarter of 14, "WeChat and WeChat" monthly consolidated consolidated monthly account reached 396 million, an increase of 11% growth, but this growth comes more from WeChat gamers, rather than social users.

This growth ceiling also makes WeChat in the 14 years will be commercialized priority, combat set like and circle of friends, stake in Jingdong, cut into the O2O Comments, and even limit the number of user buddies and the closure of MS Small ice, all mean Weixin, already an independent business group, is opening a commercial Pandora's box.

History has long proved that centralization and closure are clearly the way to maximize the benefits. This is also the tendency of any boss or field owner in charge of an industry. WeChat is equally unaffordable.

When the leader plunges into a closed circle, as a follower of the Yi-Xin, the exchanges and interviews, all they can do is to be as open as possible, to have a layout in every function, to unite all forces that can be united and to capture Live a certain possible outbreak. The first growth point of WeChat actually came from the addition of the function of "nearby people," while the most recent explosion point came from the WeChat Red Packet that was not initially valued.

Ezekiel, who obviously have never had such a flashpoint, and open diversification is precisely to cultivate such a potential outbreak, this will not necessarily be successful, but not impossible to have a chance.

Such a diversification can come from the Internet, such as the recent announcement of acceptance of Microsoft ice, also can come from operators more familiar line, relying on telecommunications outlets, easy to test the local life service ability is at least stronger than Although coming and going, while Alipay from hand to hand, but Ali in the section of the Festival of Life encountered various problems also showed that its online at the next weakness.

However, the problem of local living in Yi-Xin lies in the fact that Telecom, as a major shareholder, has the capacity and awareness to do local services, which will determine whether E-Credit can sink the product.

Where are the 100 million users of Yi Xin?

From the previously released data, Telecom accounted for up to 73% of the shares in the joint venture, while the main operation is completed by NetEase, which also makes the focus of the pre-credit or is based on the line, failed to operate The role of business relatives son to play out.

I remember last year, when the easy-line users broke millions in 24 hours, less than a month to more than 10 million, three months to achieve the number of users 30 million, but then plunged into a sluggish growth some weakness, breaking the billion User goals, until now are not completed. In addition to the overlap between the function itself and WeChat, which leads to the user's second choice, the choice of marketing object is equally detrimental to the growth of the credit users. This time frequently choose to do paper media marketing, in addition to creating a topic point, but also has the intention of target audience transfer.

Prior to the letter will be more targets on the line (mainly Netease products users) and telecommunications campus market, but did not realize their free SMS, free voicemail these features for many white-collar Internet users, Internet users and students in depth, , Is not enough to make up for the cost of their platform migration because they have already completed the social chain settling in WeChat. Naturally they will not leave YiXin.

However, in the third- and fourth-tier cities that are more familiar with telecom, even the rural market is not the case. Due to the co-opetitive relationship with Q, the penetration of WeChat into this market is mainly due to the natural growth of users based on the network effect, Left to the opponent does not seem to see much room for development. For these users, perhaps many of them do not lack that call, but long-standing consumer habits will prompt them to try trustworthy. Ezekiel settles these users based on the social characteristics of contacts.

These new Internet users in recent years, especially new Internet users who access by mobile Internet, their user habits have not yet formed, it is easier to guide.

In this even Jingdong, Taobao ran to the rural era of brushing the wall, the overall sinking of the Internet is an inevitable trend, many of these people are reeling as users, in fact, is the main force in the game, the novel consumption. They tend not to pay huge client games for a single pen, but are willing to pay for a penny novels, a dime for a game of gold.

If Yi Xun can compete for these users, it can not only revitalize local life services, enhance user activity, but also take advantage of the opportunity to enhance channels, do game distribution business and promote NetEase's own mobile games. After all, O2O, e-commerce or more concepts, the real money is still the game. But the problem is still there. In this market, even with the natural growth of users, WeChat's network effect is strong enough and the time window left to the wanderers is getting smaller and smaller.

Tencent's quarterly online game revenue was 10.387 billion yuan, an increase of 23% over the previous quarter, accounting for more than half of total revenue. The main force driving growth was the growth in hand-travel business brought by the WeChat distribution channel. NetEase game business in the first quarter chain growth of only 2.2%, but slightly higher than the total amount of one-fifth of Tencent. The rapid growth in the mobile game market, the lack of mobile portal traffic, but extremely dependent on its own channels (allegedly up to 95%) of NetEase, the future status of the trust is self-evident, seeing a year, The exam soon, my heart is not impatient naturally impossible.

For them, in fact, do not really need to let Ericsson overthrow or defeat WeChat, as Ding Lei said, as long as it can occupy the 20% -30% that WeChat has not touched enough to support its game distribution business. Not every product must be tall enough to change people's way of life.

Yi Xin is very far away from WeChat, but if it is not on the same track, it seems any further down anyway.

This may be the logic of followers.