In business competition, you can never disdain to use a trick because it is used by the enemy. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 info Doing so is definitely a bad act of giving away the opportunity.

Although Teng Xun is known for being a copycat, he was really forced to come up with dry goods, and Gu Mojie also had to study modestly.

After listing the unique dry goods that Zhang Xiaolong took out in WeChat, Gu Mojie asked Wang Qingming, the technical person in charge of "First Meeting", by name.

"Marking the number and long-pressing the quotation translation - these functions just mentioned, we are on the first meeting, how long can we imitate it?"

The big boss personally intervened, which made Wang Qingming feel unprecedented coercion. He quickly calculated, gritted his teeth, and gave a point in time.

"This ...... There are a lot of control structures involved, and it must be too late in the summer vacation, so it is necessary to imitate it well, at least when the school starts, it is best to delay it until the 11th National Day. And to be honest, Zhang Xiaolong's trick is still quite novel, if you study it well, you can open up a lot of similar function points, if you give us a little more time, the interface is reserved at one time, maybe you can make a better product than WeChat experience. ”

Gu Mojie was accurate with understatement: "Then you will be allowed to eleven, we are not in a hurry." Isn't it just a word translation and saving phone book, without this thing, the sky can't fall at first sight. ”

Following up with the enemy is only the first step, to counteract, the key is the follow-up unique tricks.

"Well, everyone understands the current situation, and the maintenance measures have been implemented. Next, let's ask Director Lu to talk about the future confrontation strategy according to the planning of the user experience department in the past few months. ”

Gu Mojie said a word and threw the right to speak to Lu Wenjun.

……

Lu Wenjun has become more and more accustomed to the role of UX director. Vision, learning, an open brain that accepts new things and new ideas, and the comprehensive thinking of arts and sciences influenced by Gu Mojie, in just over a year, this 24-year-old girl has been tempered into a master of this way.

Who made the Internet a new thing? Who made UX come up with a new model that was only a few years old as a work-in-service? Whether it is a top student or a scumbag, they are starting from scratch in this field, and no one can accumulate experience in advance, and no one can rush ahead.

Being talented and learning quickly is far more important than hard work and knowledge accumulation.

Lu Wenjun spoke very angrily.

"Since April, our user experience department has foreseen the possibility of today's situation, and has been making plans for how to continue to deal with Fuji Xun's counterattack in the next stage. During this period, according to Fuji Xun's reaction and changes in the market, we adjusted our strategy several times.

However, today, before preaching 'how to compete with QQ/WeChat for the first time in the next six months or even a year', I think it is necessary for us to unify the consensus.

First of all, we must make it clear: the competition between Chujian and QQ/WeChat, to this point, is already a situation where no one can eat anyone. It will definitely be a protracted battle in the future, and everyone must be mentally prepared for this.

We don't have to be the same as back then, Ma Huateng is overly afraid and responds immediately to every new countermeasure; But we can't think that after our user volume surpasses Ma Huateng, QQ and WeChat will accelerate their collapse. Neither the theory of defeat nor the theory of quick victory is advisable. ”

One might ask: why is this happening? When Chujian and QQ crossed up, wasn't the garbage of Feixin quickly eliminated? Isn't social product a field of heavy vertical competition?

None of these words are true.

But we have to see that at this point, whether it is Chujian or QQ/WeChat, it is no longer a pure IM and SNS product.

Why do pure social products, which occupy the second place in the market, die so quickly? Because of pure social products, all content comes from the user's spontaneous originality. Platform companies don't need to intervene in the content, and the users themselves will generate enough content and inquiries to keep them engaged.

Facebook's market capitalization is about the same size as ours, but they only have a team of more than 1,000 people, and almost no one cares about the content, and the content is all up by the users themselves. Taobao does the same traffic, which requires n times the content management personnel to screen and edit; Weibo and official accounts do the same traffic, and they need more than n big V and self-media.

That's the difference between native content and distributed content.

Teng Xun's Weibo, our official account, has improved user stickiness to 'pay attention to both spontaneous native content and pre-edited content sent to your door', and the acquisition of these contents has become a habit of domestic netizens.

Therefore, even if we exceed the number of QQ/WeChat users in the future, customers will not cancel the QQ number or delete the WeChat APP, they will only spend more and more time on the first meeting every day, and spend less and less time on WeChat, reducing the activity of WeChat.

From the launch of Fuji Xun's Weibo in January this year, to the later launch of circles and public accounts, and now to Teng Xun's WeChat. What is at the heart of all this competition? It's that we're both scared, 'If one day our user base drops, are we going to lose our stickiness very quickly?'" ’。 After more than half a year of layout, both we and Fuji Xun avoided this terrible prospect, but it also brought some side effects-"

The other technical men and the person in charge of planning and operation who attended the meeting had already been a little impatient to listen. What is the point of Lu Wenjun's long talk?

If it weren't for Lu Wenjun's identity, based on her age and qualifications, I am afraid that she would have been choked up a long time ago.

It wasn't until Lu Wenjun appropriately mentioned that "it also brought some side effects" that the hearts of the people who were in turmoil quieted down.

Be patient a little more.

"This side effect is that under the cross-competition between us and Teng Xun, Chinese netizens have entered the era of 'content oversharing' ahead of schedule."

As soon as these words came out, the audience was silent.

No one agreed, and no one explicitly expressed confusion.

"Content oversharing? What the hell is this? I've never heard of this concept. Mr. Lu made up his own name, right? ”

"Is this over-sharing? Americans haven't heard of this concept either. Aren't we all staring at what the United States has on the other side, and then discarding the flaws and taking the doctrine? ”

A real whisper.

Gu Mojie listened expressionlessly, and didn't intend to interject at first. It wasn't until someone below swept into his ears that his eyes widened and his gaze coldly looked in the direction of the murmur.

Immediately there was silence, and no one dared to say such a thing anymore.

Gu Mojie didn't plan to pursue it either.

He coughed lightly and supported Lu Wenjun.

"Who said that in the Internet field, the United States has not had a problem, and we in China cannot have it? The problem of oversharing has been discussed repeatedly by Director Lu and me, and there is enough big data support for user behavior. In my opinion, this situation exists.

As for why there has been no 'content oversharing' or 'social oversharing' in the U.S. so far, I think it has something to do with the competitive situation of social products in the U.S. market in recent years.

The SNS sharing development in the U.S. market is on average three or four years earlier than that in China. Our market pattern in '08 is similar to that in '05 on their side.

At the beginning, Facebook also had a serious competitive threat, and the veteran blogger shared Myspace, which had been pressing the rookie Facebook in 04 and 05, and it was not until 06 years later that Facebook completely left MySpace behind.

Then in 07, Google finally pulled out of the confrontation with Microsoft and Apple, and found that SNS and all the social sharing fields were dominated by Facebook, and Lali Page quickly turned around and got 'Google+', which once caused a lot of trouble for Zuckerberg.

But soon Zuckerberg announced a publicly available Facebook API and allowed vendors to share in the benefits of Facebook's open platform by placing ads on specially designed Facebook pages. The move has won the response of thousands of widget developers, and Facebook has taken the lead in social features thanks to its vast alliance of open vendors — a move that is actually a common move with Apple using iOS to share benefits with app developers.

Zuckerberg's new trick successfully sniped the invasion of 'Google+' and stabilized the situation in just a year or two.

So, we saw that by the end of '08, when the financial crisis broke out, SNS and all other social sharing areas in the U.S. market were in the monopoly of Facebook. It is at such a point in time that the U.S. market has entered the era of iOS and Android joining forces to wreak havoc and deploy smartphones.

Therefore, when it comes to social content sharing in the United States, there is no exogenous acceleration push that far exceeds market demand - anyway, Facebook is the only one to play with itself, and it doesn't matter if you run faster or slower.

So far this year, the situation in China has been quite the opposite. We and Fuji Xun are at the peak of the bloody battle. During the war years, the rate of scientific and technological progress and the excessive supply of resources were certainly much stronger than in the peace years.

If there is only one, it may take two or three years to complete the road, and when the two families are bloody, you may be over in a year. So we entered the era of 'oversharing' earlier than the Americans, and I don't think there's anything logical about it." ”

Gu Mojie's words can be described as far-sighted, and he clearly determines the next few years.

Historically, Sina Weibo has been in a state of "oversharing" due to the lack of strong competitors and it took two or three years to force domestic mobile netizens into a state of "oversharing". That's what history is supposed to be, and the speed at which it should come out when a family walks around alone and looks at the scenery along the way.

Now that the two males are biting, everything has accelerated exponentially.

Now the key is: oversharing has appeared in advance, what kind of new generation of differentiated services should be provided to free users from oversharing and get a better user experience? (To be continued.) )