Zhang Xiaolong on the micro-channel innovation, these three sentences have to see

Recently, Zhang Xiaolong accepted an interview that was very popular with the People's Liberation Army, an interview with Xinhua News Agency, and a topic of Chinese dreams. But the topic around WeChat, around the product, Zhang Xiaolong answer is very direct and sharp. For "WeChat Entrepreneurship and Innovation," the biggest outlet in 2014, the three words of Zhang Xiaolong have to see:

1, how to simplify? Zhang Xiaolong commonly used method is to classify, many products contain hundreds of thousands of features, how the phone so small screen allows users to easily find these features is the role of classification. In addition, whether it is driven by the product itself or by means of operation to drive users? Too many people put energy in the back of the direction, to be a product immediately through the operation or marketing of the user to pull up, and I also hope that The product itself, so that users drive their own users.

2, WeChat launched a point-to-point revolution, the traditional business is a positive. Every business has its own client, who needs the power to communicate or connect with their customers. In the past, this kind of association could be established in many ways, such as texting and calling, but the experience was not good. And WeChat offers a way I think it is better to experience, richer in content and more diverse in interaction. Currently, this platform is very open, and we welcome all businesses to come in.

3, WeChat will become the first ID of an individual or organization. The phone number was once a personal ID outside of the ID card, which was once the operator's largest resource. But in the mobile Internet era, this ID can solve more and more unexpected problems in life. For example, in the past, when you had a restaurant call, you would only call past when needed. With a single function, restaurants and individuals can interact in public numbers after the same scene is moved to WeChat. Although it is no longer necessary to call, But communication is richer than telephone. This is a new way of life, a new trend.

Let users drive their own users, Internet thinking is the first hand, you can start it?

=== Zhang Xiaolong's division line ===

Oral: Zhang Xiaolong Source: Xinhua News Agency

First, the micro-channel how to simplify - "abstract the complex needs of the most basic context, allowing users to drive their own users"

After simplifying the back of a set of methods, most people rely on product experience, there are some ways to sum up, such as classification. Many products contain hundreds of thousands of features, how to make it easy for users to find these features in a cell phone so small is the role of the classification.

For example, WeChat "Circle of Friends" covers the complicated theme of social networking. It covers most of the online social activities of Chinese people. Users are also very active. There are hundreds of millions of photos uploaded every day, hundreds of millions of comments generate ... But its use is still very simple. This requires abstraction of complex needs as the most basic context, the technology context that users find it natural and acceptable to express. Failure to do this can result in complex products or functions.

What is driven by the product itself or by means of operational means to drive users? Too many people to focus on the direction of the back, to be a product immediately through the operation or marketing method to pull the user up, and I would prefer to first product Itself well, allowing users to drive their own users.

In traditional industries, the user must be made aware of it by advertising after making a product, but the Internet itself has allowed users to connect and everyone needs to interact with their friends over the Internet. Therefore, most Internet products, you can use the interconnection of people factors, allowing users to have a chain reaction, or even a viral, contagious response, which would cost a few hundred million more than advertising to get better results.

Second, WeChat is a competitive product - "Only competition can produce a better product, welcome all enterprises access come in"

Some people think that with monopoly resources or marketing resources can do better, which is true in a particular environment. However, the Internet is open and transparent with full competition. Even a very small-scale product needs to create the best user experience to be accepted. If the user experience itself is not good, even if the short-term rely on the pull to bring users, once a better experience of the product, the user will still escape.

In fact, Tencent is also competing with many products, such as QQ and MSN. WeChat is a competitive product, maybe we only see WeChat has a strong resource cooperation, but do not understand WeChat itself is the product of competition with QQ, but this is an internal competition.

If WeChat is not Tencent in other companies, this competition still exists. Only competition can produce better products.

QQ and WeChat are essentially IM communication tools, facing the target user base is also very similar. However, the footholds of the two products are different: QQ is a product of the PC Internet era, and WeChat is a new product originally born from the handset.

In the era of PC, QQ solves the appeal that everyone can communicate with others through the PC network. In the mobile era, such appeal has been enlarged and the dialogue scene has also changed. For example, in the past two people had to turn on the computers online before they could talk to each other. After chatting QQ, everyone usually said goodbye and entered two "8" s, but now the phone is something that everyone brings with him everyday , People can send messages to friends anytime, anywhere, friends can always reply to the message, there is no concept of chatting. This is a change in the way of communication.

Third, micro-channel ecology: open or monopoly?

WeChat public platform open interface, so that any third party can access come in, this is our biggest open point.

The previous communication covered people, and we hope this communication ability can also cover the business. Every business has its own client, who needs the power to communicate or connect with their customers. In the past, this kind of association could be established in many ways, such as texting and calling, but the experience was not good. And WeChat offers a way I think it is better to experience, richer in content and more diverse in interaction. Currently, this platform is very open, and we welcome all businesses to come in.

Fourth, WeChat open a new way of life - "I do not have a sense of crisis on the WeChat itself, worried about their own building too slow"

If the original WeChat to meet the basic communication demands, then the bottom of the communication is a person's account or ID. Just as people in the real world have an ID card, WeChat ID can identify individuals, the logo can not only communicate, you can do a lot of other things. WeChat can replace your wallet. For example, ID and bank card can be paid after the association. The nature of payment is the ID's performance, so making payments based on ID is a very natural process and a source of great competitive pressure on other payments.

The phone number was once a personal ID outside of the ID card, which was once the operator's largest resource. But in the mobile Internet era, this ID can solve more and more unexpected problems in life. For example, in the past, when you had a restaurant call, you would only call past when needed. With a single function, restaurants and individuals can interact in public numbers after the same scene is moved to WeChat. Although it is no longer necessary to call, But communication is richer than telephone. This is a new way of life, a new trend.

Therefore, WeChat will certainly cover more and more layers, of course, this will not be a loose, cluttered product functionality aggregation. We do not allow WeChat to become a hodgepodge, a monster.

To be honest, I do not have a sense of crisis of WeChat itself because it is still developing rapidly and there is no end to the path of development. We are worried that we are building too slowly.

Of course, there are always new products that meet the needs of users from your unexpected perspective and become disruptive products. This is a crisis, but hard to predict.

Five, WeChat is not C2C - "copy a simple copy of someone's product is difficult to be successful"

Some people define Chinese products as C2C, I do not agree. A similar ancestor can be found in any one function or product, which is the way of human knowledge transmission. Innovation is also based on the past. How to apply the previous knowledge or accumulation of our predecessors to the current social environment properly to make the products that meet the current needs is an innovative ability.

WeChat payment, social, had a similar product before, but how to find the most suitable form in WeChat, which is very difficult, reflects the product's skill. Only the people who truly make products know how much hard work needs to be done to achieve this. For example, the social circle of friends, looks like facebook, instagram is very similar, but the circle of friends defined as "private social" is that other products have never done before. This gives users a sense of security. So many products look very similar on the surface, but in essence can be said to be completely different. The real C2C, the simple copy of someone else's product, is hard to be successful.

Six, to allow overseas to accept WeChat - "China Mobile Internet is more advanced, Americans are still keen to send text messages"

At present, we have more than 100 million users overseas, but their development abroad is not as easy as that in China.

Our goal is that some overseas countries and regions can use most of Weixin, which is a good opportunity for Tencent products to go international, and we have hardly seen such opportunities before. And such opportunities I think will appear in the new Internet era, which is the current era of mobile Internet.

From our understanding, China's mobile Internet is more advanced. We have a huge population base, a large number of people live in metropolitan areas, and the popularity of smartphones is even higher than in the United States, which allows smartphone-based applications to quickly roll out. For example, the United States does not have a Weixin-like software yet. Americans are still keen to send text messages, so I believe there is a huge opportunity waiting for us.

The biggest challenge overseas markets: First, the environment is different, and second, social preferences are not the same. For example, we would like to invite a large group of people to come and chat at any time and again. This kind of general need is not yet available to the Westerners. In addition, letting Western countries accept a Chinese product has some cultural barriers. However, these challenges are very interesting and not insurmountable. That is why we need to continue our efforts.