Zhangxiaolong: Imitation is easy, copying is difficult

Recently, Zhangxiaolong received an interview from Xinhua news agency, the Chinese Dream Project. This topic revolves around the micro-letter, around the product launches, Zhangxiaolong answer is very direct and sharp. For "micro-credit entrepreneurship and innovation," one of the biggest topics of the 2014, Zhangxiaolong said three concluding words:

1, how to simplify? Zhangxiaolong commonly used methods are classification, many products include hundreds of thousands of features, how the mobile phone so small screen to allow users to easily find these features, is the role of classification. In addition, depends on the product itself to drive the user or rely on the operation of the means to pull users? Too many people put their energy in the back of this direction, do a product immediately through the operation or marketing methods to pull the user up, and I would like to do the product itself well, so that users to drive their own users.

2, micro-letter start-up is the point of the Revolution, the traditional enterprise is a positive. Each enterprise has its own customers, they need a communication or connectivity capabilities, and its consumers, this association in the past can be established in many ways, such as SMS, telephone, but experience is not good. and micro-letters provide a way that I think is better, richer and more diverse. At present this platform is very open, we welcome all enterprise Access.

3. The micro-letter will become the first ID of a person or institution. The phone number used to be a personal ID outside of an ID, and was once the largest resource for the operator. But in the mobile internet age, this ID can solve more and more unexpected problems in life. For example, when you have a phone call from a restaurant, you will only call when you need it, function single, the same scene transferred to the micro-letter, restaurants and individuals can interact in the public number, although no longer need to call, but the communication behavior than the phone more rich. This is a new way of life and a new trend.

Let users drive users themselves, is the first hand of Internet thinking, you can launch it?

= = = Zhangxiaolong Split line = = =

Dictation: Zhangxiaolong Source: Xinhua

How to simplify the micro-letter--"to abstract complex needs into the most basic thread, so that users can drive users themselves"

There is a whole set of methods behind the simplification, most of which depend on the experience of the product person, and some methods can be summed up, such as classification. Many products include hundreds of thousands of features, how the mobile phone so small screen to allow users to easily find these features, is the role of classification.

For example, the micro-credit "circle of Friends" covers the complex theme of social networking, including most Chinese online social activities, user activity is very high, hundreds of millions of photos uploaded every day, hundreds of millions of comments produced ... But its use is still very simple. This requires the abstraction of complex requirements as the most basic thread, the technical context of a user feel very natural, acceptable behavior expressed. Failure to do so can lead to complex product or functionality.

Is it relying on the product itself to drive the user or by operating means to pull the user? Too many people put their energy in the back of this direction, do a product immediately through the operation or marketing methods to pull the user up, and I would like to do the product itself well, so that users to drive their own users.

In the traditional industry, to make a product must be through advertising to let users perceive it, but the internet itself has made users interconnected, everyone needs to interact with friends on the Internet. Therefore, most of the Internet products, you can use the factors connected to people, so that users have a chain reaction, or even the virus-type, spread-type reaction, which will be more than spending a few billion to play ads better results.

Second, micro-letter is a competitive product-"only competition to produce better products, welcome all enterprises access to"

Some people think that the use of monopoly resources or marketing resources can be better, which is true in certain circumstances. But the Internet is open and transparent, competitive, even a small scale product, to create the best user experience to be accepted. If the user experience itself does not do well, even if the short-term rely on the pull to bring the user, once a better experience of products, users will still flee.

In fact, Tencent is also competing with many products, such as QQ and MSN. Micro-letter is a competitive product, perhaps we only see the micro-letter has a strong resources, but do not understand the micro-letter itself is with the QQ competition products, but this is a kind of internal competition.

If the micro-letter is not Tencent in other companies, this competition still exists. Only competition can produce better products.

QQ and micro-letter are essentially IM communication tools, the target user base is similar to the face. But the foothold of two products is different: QQ is the PC Internet age products, and micro-letter is from the phone end of the original birth of new products.

In the PC era, QQ solves the demand that everyone can communicate via PC and others, in the mobile era, this kind of demand has been enlarged and the scene of dialogue has changed. For example, the previous two people have to open the computer online, in order to have a dialogue; After chatting QQ everyone also usually say good-bye, enter two "8" to express; but now the mobile phone is everyone every day with things, so that people can send a friend anytime, anywhere, friends can reply to the message at any time, there is no chat over the concept. This is a change in the way we communicate.

Third, micro-trust ecology: Open or Monopoly?

Micro-trust public platform open Interface, so that any third party can access, this is our biggest open point.

Previous communications are covered with people, and we hope that this communication capability can also be covered by the enterprise. Each enterprise has its own customers, they need a communication or connectivity capabilities, and its consumers, this association in the past can be established in many ways, such as SMS, telephone, but experience is not good. and micro-letters provide a way that I think is better, richer and more diverse. At present this platform is very open, we welcome all enterprise Access.

Micro-letter to open a new way of life-"I do not have a sense of crisis on the micro-letter itself, worried that I was building too slow"

If the original micro-letter to meet the basic requirements of communication, then the lower level than the communication is a person's account or "ID". Just as people in the real world have an ID card, the ID of the micro-letter can identify the individual, this identity can be communication, but also can do many other things. Micro-letters can replace your wallet. For example, the ID and the Bank Card association can be paid. The essence of payment is the performance of IDs, so it is a natural process to make payments based on IDs, and it is also the reason why other payments have a great competitive pressure.

The phone number used to be a personal ID outside of an ID, and was once the largest resource for the operator. But in the mobile internet age, this ID can solve more and more unexpected problems in life. For example, when you have a phone call from a restaurant, you will only call when you need it, function single, the same scene transferred to the micro-letter, restaurants and individuals can interact in the public number, although no longer need to call, but the communication behavior than the phone more rich. This is a new way of life and a new trend.

So, the micro-letter will certainly cover more and more layers, of course, this will not be a loose, messy product function aggregation. We do not allow micro-letters to become a hodgepodge, a monster.

To tell you the truth, I do not have a sense of crisis on the micro-letter itself, because it is still in rapid development, the road to development can not see the end. What worries us is that we are building too slowly.

Of course, there are always new products from your unexpected angle to meet the needs of users, become subversive products, this is a crisis, but it is difficult to predict.

V, micro-letter is not c2c--"imitation of the simple copy of other people's products, it is difficult to succeed"

Some people define Chinese products as Consumer-to-consumer, I disagree. Any function or product can find a similar ancestor, this is the way of human knowledge transfer, innovation is based on the previous things made. How to put the previous knowledge or the accumulation of predecessors, apply to the current social environment, make to meet the current needs of products, this is an innovative ability.

Micro-credit payment, social, have similar products before, but how to find the most suitable form in the micro-letter, it is very difficult, reflecting the ability to do products. Only people who really do the product know how hard it takes to do this. For example, social networking in a circle of friends looks similar to Facebook and Instagram, but the circle of friends defines "private social networking" that other products have never done. This gives users a sense of security. So many products look similar on the surface, but in essence they are completely different. A real consumer-to-consumer, a simple copy of someone else's product, is hard to achieve.

Vi. let overseas acceptance of micro-letter-"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 the development abroad is not as easy as at home.

Our goal is that some countries and regions overseas can have a majority of people in the use of micro-letters, this is Tencent products to the international good opportunity, in the past we have hardly seen such a chance. And this opportunity I think will appear in the new internet age, the current mobile internet age.

From our understanding, China's mobile internet is more advanced. We have a huge population base, a large population of people living in big cities, and smartphones that are even more pervasive than in the US, making smart-phone apps quick to roll out. America's mobile Internet development lags behind China's, for example, America does not have a similar micro-mail software, Americans are still keen to send text messages, so I believe there is a huge opportunity waiting for us.

The biggest challenge in overseas markets: the difference between the environment and the social preference. For example, we will be able to pull a large group of people to chat, the general demand Westerners have not. In addition, the western countries to accept a Chinese product, there is a certain cultural barriers. But these challenges are interesting and not insurmountable, and that is why we need to continue our efforts.