From text to voice, the way people socialize is changing all the time.

In the next step of social relations from voice to video, video will become the next social subject mode, which is undoubted, and many Internet companies have not yet found the way forward.

However, the form in which the video can win the favor of users has become the main reason for the success of the subversion.

The mobile phone video call function has existed for a long time, and QQ video has always existed, but now the mainstream communication methods of mobile phones are still phone calls and text messages.

There are many reasons such as expensive traffic and 4G signal is not popular, but the introverted personality of most Chinese people is also a reason that restricts the development of video socialization, and the idea of moderation leads to many people who are not willing to show themselves too much on the platform, which is also one of the reasons why video social has been in a bottleneck state.

These days, Song Yuanpeng's team has been revising the positioning of its own social software.

From the beginning of the video social software, there is a time difference with WeChat, to the current 'neighbor' - a social tool for young people, the positioning of the middle ** has changed many times, and it is not until this time that it is determined.

What Neighbor wants to seize is not the battlefield of middle-aged people that has been captured by WeChat, it is aimed at young people who have just reached adulthood or have not yet reached adulthood.

Through nearly 10,000 questionnaires, Song Yuanpeng found that the vast majority of young people are hoping to find a social platform away from their parents and the adult world.

Do young people need an app that can show themselves to others and communicate with the world?

The answer is definitely yes!

Regarding the modification of the product positioning of his team, Song Yuanpeng told Wei Kun at the first time.

To modify the product positioning, it is necessary to make a certain degree of modification in the function, and the product positioning determines the focus of the software.

At a regular R&D meeting of Song Yuanpeng's team, Wei Kun acted as an observer, did not speak during the whole process, and listened carefully to the arguments and discussions of these people throughout the whole process.

"I don't think LBS Social is a must-have feature for our software. ”

During the discussion, someone raised objections to Song Yuanpeng, who was not very enthusiastic about social functions based on the user's geographical location.

LBS obtains the location information of mobile end users through the radio communication network (such as GSM network and CDMA network) or external positioning mode (such as GPS) of the telecom mobile operator.

For example, the nearby people on Momo and WeChat can be regarded as a solution based on LBS, which makes full use of the advantages of solomo and conforms to the "mobile" characteristics; Because they are all "nearby", the "possibility" of translating into offline relationships is greatly increased; It fully satisfies people's desire for snooping and curiosity, and makes people more excited, more expectant and imaginative.

"There are big disadvantages to this option, for example, the nearest person around is 7 kilometers, and a little further away is 152 kilometers...... There are also cases where there are so many beautiful women around, hooking up and hooking up, and then the night passes, and no one responds!"

"For example, in Babaoshan Cemetery, I feel so cold today, the cemetery is empty, and when I look at the people nearby, wow, all are beautiful women!"

Hearing his words, everyone present couldn't help but laugh out loud.

Hearing everyone's laughter, only his face was serious, "Don't laugh, everyone, these situations are very common, and I really analyze the disadvantages of this function." ”

When everyone finally held back their laughter, he continued to analyze.

"The most pitiful aspect of the LBS-based solution is that it has extremely high requirements for "cold start", which must be based on a large user base, or at least a high user density in a certain area. Otherwise, all the expected "magic points", whether they are encountered by chance anytime and anywhere, or whether they call someone for help anytime, anywhere, will become "seriously decoupled from user expectations and actual experience". ”

"If the user density does not come up, then the product experience can not be effectively delivered, on the other hand, the product experience is not high, how can the user grow - this is stuck in a dead loop! In short, as long as there are more people using it, whatever story you say can form a phenomenon and become a trend, but the key point is still the user. ”

His concern is not unreasonable, the user density can only be pushed hard, but for some start-up companies to burn at all.

Ali once launched a function on Alipay 'in place', in fact, many product managers can think of that idea, but in the end, only Ali's magnitude can play well!

After he said this, everyone fell silent.

This is indeed a difficult problem in front of the fight at the moment, how to find that tipping point of the software?

"In the face of young people in China, can we come up with the LINE set?" said someone who raised his hand and put forward his own idea.

"LINE's stickers have been very popular in Japan and other regions, so can we learn from them?"

This provides a new way of thinking for everyone, but it is still far from enough.

If foreign emojis are a bit single, and LINE's emojis win in Japan with cuteness, then domestic emojis rely entirely on the brains of netizens. Because with the popularity of online social networking, the production and use of emojis have become popular, and netizens are more and more fond of making the avatars of many characters in hit dramas into various emojis.

These emojis are far more interesting, diverse, and down-to-earth than those in LINE's emoji store, why do Chinese people prefer some down-to-earth emojis, but they don't have such a popular effect abroad?

Compared with the straightforward personality traits of foreigners, they prefer to express their emotions directly in person, while Chinese people are relatively introverted and like to express their emotions through emojis.

Their discussion in the conference room reminded Wei Kun of a software that had topped several major APP malls in China - Face Meng.

Face Meng is a face-fighting APP that focuses on the "cute" attribute, even if users can't draw, they can easily make exclusive cartoon avatars through the software.

Young users who love to try new things and are deeply influenced by the "cute culture" quickly became fans of the face after the face was launched, and the cute cartoon avatars generated by the face Meng APP began to be widely spread on WeChat, Weibo and other social software, further boosting the number of downloads.

The good times don't last long, and the single-function face Meng can't maintain user stickiness for a long time, and as the curiosity and sense of taste fade, it is quickly forgotten.

Isn't this the tipping point to attract young users?

Thinking of this, Wei Kun waited until everyone's discussion was over before speaking.

Originally, he didn't want to disturb everyone too much at the meeting, but the idea still made him a little excited.

Seeing Wei Kun get up, everyone looked at him with some doubts, every time they heard him speak, everyone was more or less distrustful, the main reason was that the interlacing was like a mountain, you started as a browser game, how in-depth can you have in the face of social networking?

Even if there is some social system and content in the web game, it is not as sticky as the social networking of the terminal game, and several people seem a little careless about what Wei Kun intends to say next.

'Cartoon custom avatar', Wei Kun wrote his own concept on the whiteboard.

After writing down his own concept, Wei Kun began his own analysis, "Everyone just mentioned stranger socialization, many times everyone analyzes others through avatars, beauties or handsome guys? But many times, to a large extent, everyone does not want their identity information to be completely unfolded to strangers, and non-real avatars will give people a sense of security, so cartoon custom avatars come in handy." ”

"The social way of Chinese people is subtle and introverted, which is the main reason why WeChat can be popular, because if you don't know the other party's WeChat ID, then everything about her will not be open to you. ”

Wei Kun's words made several people immediately sit up straight and began to listen carefully.

They were just discussing how to open up new ways to socialize with strangers, but Wei Kun's idea immediately provided them with a new direction.

"Mr. Wei, can you talk more about the 'cartoon custom avatar'?"

Someone in the conference room immediately raised his hand and asked.

"I just thought of this idea, and there isn't much I can talk about, so let's talk about it!"

Hearing Wei Kun's words, the faces of several people immediately changed, this idea was just come up with?

Lie!

Listening to Wei Kun's speech just now, it is obvious that he has already studied the social habits of the Chinese people in depth, and has his own unique views on the social habits of the Chinese people, and it is obvious that this conclusion can not be reached in a day or two.

Not everyone can be a product manager, and behind the conclusions is often the painstaking data collection and collation.

In the next half hour, Wei Kun mainly analyzed the function of 'cartoon custom avatar' with everyone according to his own memory.

To put it simply, this function will be embedded in the 'Neighbor' app in the future, rather than becoming an independent app like Face, and what this function needs to do is to detonate hot topics and user diversion for 'Neighbor'.

The characteristics of the face of the cute, light, easy to operate, entertainment and interactive social are the key to the popularity of the product, but after all, the face of the avatar can not contain the characteristics of all kinds of people, and the applicable population is also limited, and the popularity is affected by the trend.

There are many reasons why the face once became popular and took a sharp turn, the main reason is that most young people just want to taste something new, and the application is thrown aside when the freshness passes.

Wei Kun does not allow this phenomenon to happen, the addition of the "face cute" function is to conform to the positioning of the product "young", and the main way of promotion and diversion is still cash rewards.

Cash incentives are a very effective way to retain users, stupid but effective.

。 m.