In the second half of February, plus the whole of March, the social product department of Fuji Xun Company has been in the adjustment period after being shaded. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

It took just a month and a half to patch up the previous loopholes in the reconstruction of Tencent's Weibo ecosystem, eliminate the negative impact of the outbreak of zombie fans, and restore the number of users who were lost by coercion.

But it was during this short truce window that when Fuji Xun finished filling the wound and replenishing the blood, and came back to his senses again, he found that "First Sight" relied on this time difference and sprinted forward fiercely.

These days, along with Tencent people, there is bad news that pops up every once in a while.

"The long-term impact of the artists of the two major factions of Jewell Music and S-M Entertainment after they collectively withdraw from Weibo and switch to the Chujian official account may cause the Weibo ecosystem to lose 15 million followers and reverse the 'capital enemy' of more than 20 million - this process will continue to be completed in about half a year."

"After the first official account used the cash purchase policy, a total of more than 6,000 big Vs were paid to open the 'first public account' within 45 days, with a cumulative expenditure of about 400 million yuan in promotion expenses, an additional 27 million fans, and 8.5 million new 'first users'."

"The first time to shake the function was launched for a month, and it successfully drove 2.7 million users to register new 'first sight' accounts. And led to the additional sales of more than 80 million units of 'Chuxin' Android mobile phones and more than 30 million additional sales of HTC-HERO. ”

"In terms of Hatsune Network Technology, on March 10th, the PC version of the 'First Sight' patch was upgraded, and under the 'User Search' interface, search terms such as 'people nearby', 'you may know', and 'your mutual friends' were added in one go, and new features were actively pushed and promoted on major channels. Due to the threshold effect of the shake function in the mobile version, a large number of urban white-collar users with poor mobile phones but long computer office hours have been diverted in a large number of targeted ways.

Fortunately, because urban white-collar workers have been absorbed into the SNS community system of "Chujian Network" by games such as "Chujian Farm", "Friends Slave Trading", and "Parking Space Grabbing". The absolute number of new users brought about by this revision is not considerable, and the cumulative number of effective users in 20 days has been 1.5 million. However, Chujian has successfully cultivated the user class of urban white-collar workers in China, and the stickiness is expected to be further improved in the future......"

Although these three or five small measures are small, each of them has attracted the most new users for the first time is only seven or eight million, and the least is only one or two million. But if you calculate carefully, the total amount adds up to nearly 20 million.

Considering that QQ has more than 300 million users, this wave of offensive has at least increased the proportion of users compared to QQ by more than 5%.

The improvements brought about by the technical revisions of "people nearby" and "people you may know" are in waves, and they are not sustainable. The sustainability of "Shake It" is slightly better, and it will gradually become prominent with the continuous sales of high-end Android machines. The choice of sides by big V artists will have a long-term impact.

In the face of the harsh competitive situation, Fuji Xun's internal evaluation department held repeated meetings and obtained a relatively conservative estimate.

If neither side has a decisive new move, perhaps the number of users who "first met" will really exceed 200 million before the summer vacation.

The situation is very serious.

……

Washing away the negative problems of Weibo, Ma Huateng, who can stabilize his position, has no time to relax.

At the end of March, after urgent preparations, he again summoned Zhang Zhidong, Zhang Xiaolong, and some former Sina technicians to carry out a strategic deployment against the "first sight" offensive.

The meeting venue was chosen in the Ma Huateng office of Tencent headquarters 3901, because there were not many people attending, so there was no need to go to the large conference room.

Ma Huateng's secretary, as usual, pasted a bunch of charts on the whiteboard wall before the meeting. What is marked above has always been the "bad news" that needs to be alerted to every manager in the company.

January 1, 2009: QQ has 352 million valid users and 97 million daily active users, and 147 million active users and 45 million daily active users.

March 31, 2009: QQ has 372 million valid users and 102 million daily active users, and 186 million active users and 63 million daily active users.

July 1, 2009 (estimated): QQ effective users: 390 million, daily active users 110 million, initial effective users 230 million, daily active users 85 million;

Zhang Zhidong and Zhang Xiaolong, looking at these data, were a little heavy, but no one tried to pretend to be wrong and felt that the strategic evaluation department was pessimistic.

First of all, according to the current status quo. "First Sight" seems to be catching up every quarter at a rate of 20 million more people than QQ, only a little more.

Second, since 2009, the number of Chinese Internet users has increased significantly, and it seems that the total number of Internet users will increase by more than 20% every year.

(Note: Historically, there were 380 million Internet users in China in 2009, 420 million at the end of the year, and 460 million in mid-2010.) The book is set because of the butterfly effect of the protagonist, the construction of the domestic network has been slightly accelerated, and the overall trend is no more than half a year. ）

And "First Sight" obviously did not suffer any loss in this wave of mobile Internet expansion.

Although before entering this wave, its basic disk is more than half smaller than QQ. But in the process of new netizens joining, it is almost how many new netizens QQ has captured, and how many new netizens can also be captured by "First Meeting".

Wave after wave of students who have just been promoted to the first year of junior high school, the first year of high school, and the student party who has obtained the right to buy a mobile phone, wave after wave of office workers who are persuaded by the juniors in the family to change to a smartphone that can access the Internet, it seems that when they get the first smart phone in their lives, the machine will be installed with QQ and Chujian software at the same time.

Especially after the launch of the Chujian Official Account and a series of new features of the matching "Chujian Circle", it seems that no one feels that it is a trouble to activate two "chat software" on their mobile phones at the same time.

Maybe it's because, in the hearts of most new netizens, Chujian and QQ are originally two things, and each has a function that the other can't replace for the time being, so it has to be pretended.

This kind of mentality, just like netizens in parallel time and space, will not uninstall Weibo just because QQ is installed on their mobile phones - because these are two things at all.

At first sight, it has gradually grown out of the irreplaceable function of QQ, which is the most terrifying.

Back in 2007, "First Meeting" was rushed online during the National Day holiday, and it was still under the name of "Telecom/Unicom version of Feixin" to avoid head-to-head confrontation with QQ. Relying on the support of the two major operators, it has reached the user scale equivalent to 12%~14% of QQ in just three months.

Then, in May 2008, before the IPO financing of "Hatsune Entertainment", it grew to more than 20% of QQ's scale. In the last 7 months of 08 years, it relied on the integration of the school intranet + YY voice + happy web game and a series of actions, which skyrocketed to 40% of QQ.

This year, according to the current trend, after the first half of the year, there should be no problem in seeing the initial rise to 60% of QQ's scale.

Taking history as a mirror, it seems that since the first time it was launched, it has not pursued a blockbuster step in place. But it can rely on a series of clever tricks to launch a wave of combination offensives every six months, and then rapidly grow new users equivalent to 20% of the scale of QQ. Then use the next few months to digest users and consolidate the results.

If we can continue to deduce this trend in the future, could it be that at the end of 2009, we can grow to three-quarters of QQ's volume at the first sight? By the end of 2010, it will even match or even surpass?

From birth, to more than QQ, the plan for the first time is "three years to sharpen a sword"?

This possibility makes every QQ person shudder. An opponent who continues to grow and cannot interrupt its rhythm no matter how you deal with it will make everyone in a high position have a strong sense of psychological oppression.

Fortunately, as a number of high-level executives of Teng Xun, Ma, Zhang and others all know that regret for history is meaningless, and they still have to look forward to doing things.

After analyzing the heavy current situation, Ma Huateng finally accumulated enough aura, and said to Zhang Xiaolong: "The follow-up update and development of Weibo products, you can let it go, and hand over the task to the original colleagues from Sina to be responsible......

"Okay, I understand...... Zhang Xiaolong's expression darkened, thinking that Ma Huateng was going to hold him accountable for the problem of zombie fans being detonated. But fortunately, Ma Huateng's next sentence saved Zhang Xiaolong's mood again.

I only heard Ma Huateng say solemnly: "The 'WeChat' product that you Guangyuan was tinkering with at the beginning, let's work hard to make it again." QQ's functions are already too much and messy, and now the development is a bit sluggish, and Weibo can't have more social attributes.

After WeChat is made, I will not give you additional support, and you don't expect to direct QQ's user activity to WeChat. I can only give you a recommendation entrance, as for whether the follow-up is good or not, it depends on our own internal competition. Promotion resources can be billed internally at a discounted price. ”

"WeChat's positioning and QQ overlap to a certain extent, won't it cause internal friction for your own people to fight your own people?"

Zhang Xiaolong has not yet interfaced, and Zhang Zhidong, CTO of the group, preemptively raised his own concerns.

"Times are different, if I go back more than half a year, I definitely won't be so decisive. Apple has not yet entered the Chinese market, and Android has not been released at the beginning. At that time, the mobile phone software was basically solidified, and it was very troublesome to install new applications.

Including up to now, in fact, we can see that the original 'first meeting' shook and came out, and decided to enclose more users. But they didn't do it because there aren't enough smartphone users now.

Smartphones have such a clear advantage in software flexibility. In the future, in addition to 'Chuxin' and HTC, other Android brands will definitely spring up, and Apple will also try to officially enter China. Therefore, within two years, smart phones will definitely be able to occupy the domestic mobile phone market.

In the era of smart phones, users don't care if there is more APP and less APP for an enterprise's products. We don't need to pursue minimalism in the number of apps - for example, Li Yanhong's family, we heard that Baidu is now developing an Android version of the app, 'Baidu knows' to get an app, '' is another app, and even 'Baidu search' is eager to cut an app out, don't use the browser to search directly.

In that case, why should we pursue the simplicity of the number of software? One more channel, one more exposure. Multiple apps can reference each other, but there is no need to merge them into a single portal. ”

Zhang Zhidong pondered Ma Huateng's decision for a while, and did not say anything more.

Zhang Xiaolong knew that this matter would be passed.

"I understand, after I go back, I will concentrate on doing a good job of the 'WeChat' app, and it only supports iOS and Android, as well as Microsoft's Win-Mobile three major systems. In the field of traditional non-smart phones, I will not touch it, so as not to hurt the inherent market of mobile phone QQ, so as not to have internal friction. ”

Ma Huateng smiled with rare relief.

"If you are willing to think so, it means that you understand the essence of the promotion of smart phones, and I won't ask about specific things - how long will it take for this product."

Zhang Xiaolong's eyes rolled quickly, and he gritted his teeth and made a military order: "Give me another three months, and the summer vacation will definitely be launched." ”

"Okay, just summer vacation. What I hope to see is that the new mobile social functions that the mobile version has for the first time, as well as that circle, WeChat must have. When you first see new features coming out in the next three months, you should also follow up in time. It would be even better if it was possible to have several points of its own. ”

"I won't let you down." (To be continued.) )