"In fact, in addition to WeChat, penguins are not able to do everything. Li Nanjun said: "On the first day of the new year, seven products were issued in a row, and the cat called for video socialization...... The main light chat of love and dating...... The picture circle of friends has a record...... Semi-acquaintance workplace social friend ......"

"Look at ...... again in just half a year"

"Half dead!"

Shen Feng scoffed, social products are especially like bars on Hengshan Road and Sanlitun, all social products with good names are very easy to promote and accumulate hundreds of thousands of users.

It's not hard to get off to a good start, but it's hard to stick to the operation after the launch and keep the users.

For the little brother who owns it, he is still tirelessly spending money to develop new social products every year, as well as the low and terrible survival rate, which fully proves that the explosive three points depend on hard work......

Seven minutes are destined!

In particular, the life cycle of social products that focus on new gameplay and new scenarios is difficult to exceed half a year from the development and launch to the silence, and many of them do not even have the opportunity to enter the public eye.

Some users quickly try it out and leave after a burst of popularity. The difficulty of breaking through in the Red Sea is also increasing year by year.

Not to mention, at the beginning of the year, Zhang Yiming sent three consecutive multi-flashes, toilets and chat treasures on the same day, only multi-flashes relied on the huge traffic of Douyin to survive, Wang Xin's first product after his comeback, the toilet and Luo Yonghao's personal platform chat treasure were quickly cool......

Momo's subordinates are he, Cue, and Hertz, and most users may not have even heard of it......

The fox friends released by Sohu can only rely on Zhang Chaoyang's personal charm to maintain operations......

Whether it is endorsed by celebrities or produced by giants, it is not easy for cold-started social products to get out of the circle.

Of course, the penguins are not bad for money, nor bad for traffic, they are obviously playing with stones to ask for directions, and there are dates without dates to play two poles.

The release of social products in the form of social attributes including semi-acquaintances and strangers, as well as pictures, voices, videos, etc., in a short period of time is not a complete horse race, but to test the demand for new products and the potential for user growth in different social scenarios.

Li Nanjun took out a research report and explained: "If simple video social networking, voice social networking and other forms cannot be combined with specific application scenarios and specific groups of people, their living space will become smaller and smaller. ”

For example, the voice social product "Echo" and the video social product "Maohu", which focus on strangers, were strategically abandoned soon after their launch, and they have never been implemented in specific scenarios. ”

"I think all the forms of social that have hope to be out of the circle in the future will essentially be scene social!"

Shen Feng browsed the report, and the survivors can be roughly divided into two parts.

The first is an independent version of the original functions of Tencent's products, such as the Lantern Encounter and the Pure Circle of Friends that focus on the concept of drifting bottles, which can be seen as a natural continuation of the existing mature social model.

The social scene they face has been verified by functions such as Moments and drifting bottles, and is also familiar to users.

The other part is products with clear functional directions, such as love social app light chat, video blind date app happy encounter, and semi-acquaintance workplace social app friends all belong to this category.

Light Chat focuses on love and socialization, users can use a left-right swipe mode similar to Tantan, and can post pictures and other content on their personal homepage to show their own image more comprehensively. E-Book Workshop

In fact, this model has long had a product prototype in foreign countries, called Bumble, and there are countless imitators at home and abroad. Tencent's so-called micro-innovation is that users can authenticate their companies and schools, helping to improve the credibility of personal information.

To a certain extent, the product jumps out of the category of stranger socialization and becomes a social mode between strangers and semi-acquaintances.

Friends with a more professional-oriented style go further, allowing users to fill in information such as hometown, work experience, education experience, etc., to help find more acquaintances.

After summarizing all the survivors, Shen Feng couldn't help but sigh:

Socializing never sleeps!

When the boundaries between strangers and acquaintances become blurred, and forms such as pictures, audio, video, and even live broadcasts are gradually integrated and concentrated, the existence of social products will become more segmented, scenario-based, and specific groups.

For giants, social networking is always an area that cannot be abandoned. No matter how high the cost, no matter how many failures, no matter how few returns, we must move forward bravely......

Why?

Nowadays, it can no longer be explained simply by traffic thinking.

For example, NetEase's Heart, whose producer is NetEase's NetEase Cloud Music. Because of the strong interactive atmosphere in the comment area and frequent user communication, in this scenario, users also have strong social needs, which requires a social app to fill it.

For Ding Lei, meeting the real social needs of users can also help the main app NetEase Cloud Music better enhance the attractiveness of users.

Although large manufacturers have created a container to undertake social needs for almost every subdivision of the social field, there are also strong and weak needs and scenarios, high and low frequency.

Moreover, not every scenario needs to be solved with an app on the mobile phone.

Early products occupy the minds of vertical social users in advance, which is the second major problem faced by these products. Even if the new challengers have the support of giants behind them, it is difficult to turn the sky around in a short period of time in the face of the market structure that has already taken shape.

Time accumulation is the most awesome moat!

Not to mention how to monetize profits, which is a far-off problem.

In these years, as long as you are willing to deepen a certain field, no matter how niche it is, you can thrive to the extreme.

Look at Blued, which serves the LGBTQ crowd, and has achieved the ultimate in subdivided scenes, is it also a successful IPO?

As long as the effort is deep,

Sharpen the iron pestle into a needle!

The subdivision has always been their favorite investment direction, after all, there is a golden finger, there is no cost of trial and error, as long as you choose the right direction, choose a good leader, and spend money and traffic......

Nothing!