1 thought on “QQ interest tribe: social treasures that are more valuable than relational chains”
Wayne
As of June 2014, more than 300 million users are using mobile social software every day. Compared with the PC Internet era, Baidu Post Bar, "Jia Junpeng, your mother calls you to go home for dinner", a weekly post of 300,000 attracted the attention of the media and was hyped. In the interest tribe, there are more than 100,000 comments every day, which is far better than the Baidu post that year. At the same time as the social link of the relationship between the relationship has been set, interesting socialization has become a new blue ocean, full of opportunities and challenges. The Tencent Huidang Posterior House adheres to the concept of "sharing light sharing, talking about dry goods", and invited Thomas Wang Jianwei, the person in charge of the QQ Interest Tribe, to share with you the ideas and ideas about social interaction.
The following is to share dry goods. If time is limited, you can read only the following core points and orange parts to obtain summary.
Is we have been thinking about what kind of changes have brought about the Internet. The Internet is a way of connection, connection between people, connections between people and objects, and connection between people and equipment. Either QQ or WeChat, there are many social products that are constantly connecting people. It seems that the market is already very saturated. However, with the changes of users, changes in equipment and changes in trends, there is actually a very large market in the connection between people, which is interest and social.
How is the field of interest and socialization? Why do we want to be interested in socializing? Today China's Internet is talking about the post -90s. We found that 52%of QQ users belong to the post -90s. This data shocked us. When a social network has half a market share by a generation, the demand of these people will be very demanding It is important, so we have to try to understand what kind of person is the post -90s generation and what kind of user demands they have.
The post -90s is like this. First, they are rich, and the post -90s home is rich, so they do not have to worry about excessive life; second, the popularity of the Internet between them is very high, they believe they believe The world is flat, pursuing the way of communication and lifestyle that cross -space and regional restrictions; third, they are lonely, and the post -90s need to be recognized. More importantly, we found that the biggest change in Internet users after the 90s and 15 years ago is that Internet users 15 years ago were facing a scarce Internet era, and post -90s users faced a post -90s user facing a one is a post -90s user facing a one is a post -90s user facing a one. Wealth can even be said to be an Internet era of cognitive surplus.
It simply, in 1999, you can only connect to the Internet with only 7.73 million, and he may not necessarily use it online, not necessarily daily. Today, nearly 200 million people using QQ users every day are post -90s. Fifteen years ago, the device was mainly PC. It was very remarkable to log in two or three hours a day. Now, both PC, mobile phone, or iPad can ensure that more than 24 hours a day is online. The attributes and personal characteristics of users in this era have not changed much. Multiple information, your way of existence has become more and more diverse. It can be based on geographical location, based on an account, based on a real identity, and even your relationship chain becomes a special location.
Is we think this is the post -90s world: there are many friends and many classmates in the crowd, but no one understands themselves, no one is worth communicating. The lack of people around the post -90s, what he lacked was the person he recognized, and he was willing to communicate with people with the same lifestyle with him. The appeal of the post -80s is to find the people around me. The post -90s appeal is to find the same kind. This is the biggest difference and the biggest opportunity for interest to socialize.
. Before this product is projecting, there is a problem that has been around us. Many comments believe that Tencent is difficult to become interesting social, because Tencent is a very strong company with acquaintance networks, and there is no way to do social interaction in acquaintances. For example, you may like traveling offline, but your circle of friends or the relationship chain is friends and colleagues. You are not convenient for you to show your photos traveling outside during work. Later, we found that such concerns were superfluous. Since the official release of interest tribes in mid -June, in two months, our activity has increased by nearly 4 times. Users' awareness and acceptance of interests and social networking are very high, and they are rapidly popularized.
What should I do socializing? Our platform traffic is indeed very good, but the traffic is not universal. Although mobile QQ has more than 300 million daily updates, it is very difficult to help users find his interest. By analyzing all user behavior and product data, we found a treasure: we have tens of millions or even hundreds of millions of QQ groups. These QQ groups contain users' hobbies. What kind of group he likes to join, what labels does the group have? In any group, he can help us quickly understand what users look like and what interests he likes. In addition, the degree of miscellaneousness and coverage of user interest far exceeds our imagination. We need to let the hidden interests surfaced and make the information islands such as a group of information.
In the PC era, the group is a powerful killer, because the PC does not need to consider traffic or electricity, so users are willing to add countless groups. There are dozens or hundreds of each group. Thousands of people are chatting crazy. However, the behavior habits of users in the mobile era have changed. The electricity is limited and the traffic is valuable. Users are no longer willing to receive a large number of crowds of group chats with mobile phones. Content.
The user's demand for data is getting stronger. Data two years ago showed that a user would add a few points of the same interest in a few points. One year later, the data exploded to four o'clock to four o'clock. A few are close to five. The demands of people who are pursuing similar interests in the mobile era are becoming more and more intense. He needs to know more people with the same interest, and hopes to learn more information. During the investigation, we found the president of the association of Luneng Taishan Fan Club. He added more than 20 Luneng Taishan football groups alone. We asked him what it means to add so many groups. Watch the ball together offline. This group has economic strength to go to different places to watch the ball. This group is specifically used to buy a ball uniform. With different types of purposes, he has various demands, and a separate group cannot meet all the demands. Based on this situation, we can meet the complex needs of users through a more open community and a more open forum.
The mobile phone QQ hopes to integrate a group of strong interaction groups and weak interaction, strong seductive discussions, and provide a set of solutions for post -90s users and even all Chinese Internet users. It is used to satisfy users' content production, searching and consumption.
The users in the era of mobile Internet have become more active. They have enough fragmented time to help we carry. What they need is valuable content to let them participate and interact. The tribe has been operating for two months, and there are nearly 20 tribes of millions of fans, which have solved a large part of user demands. Take a selfie tribe for example. After the era of mobile Internet, the user's behavior habits have changed significantly. The mobile phone has a selfie function, and users love beauty. The selfie tribe is opened, hoping to understand how strong the user's demands are here. What shocked us was that only 15 days of the tribe sent out more than 5 million fans. Compared with the PC Internet era, Baidu Post Bar, "Jia Junpeng, your mother calls you to go home for dinner", a weekly post of 300,000 attracted the attention of the media and was hyped. In the interest tribe, there are more than 100,000 comments every day, which is far better than the Baidu post that year. We once believed that many people pretended to use users to send photos on this platform for some adverse purposes. So our product manager goes to the goddess who posted photos in this tribe every day to see her QQ space and judge whether the user is a good user. As a result, more than 90%of users are really university students who love beauty and love to take pictures and are very active on social networks, or small white -collar workers who have just entered the company. This group of users has a very strong demand. Based on this scene, we may build a community to meet women's social and sun -exposed photos with Meitu Xiuxiu and Mei Sha.
The products in Tencent We cannot do without the resources of various departments. We will combine application treasures, QQ music, videos, literature, games and Star Shadow Alliance. Scenario -class interests are stronger. The linkage of related products in the QQ music and game halls has a great opportunity. The Star Shadow Alliance held a press conference some time ago. The joint platform formed by the formation of our brothers and Huayi Brothers will try to fully roll out through interest tribes in the aspects of stars, TV series, online literature, and game communities to meet the different interests of these vertical internal users. Conditions.
For a long time, the Internet is popular in China to call friends relationship chain. Many people think that Tencent games and mobile games are strong because Tencent has a very strong relationship chain. Users users. Users. Users. You can share the game with your friends and let them surpass. But our latest research and analysis found that the strongest interaction is not between friends, but between people of the same type. When the user's use of a game is getting deeper and deeper, what is pursuing a performance beyond the limit. The user began to compete with the king to PK and communicate with them. At this stage, the value of the game community began to truly play, and began to transcend the value of the transmission of real relationship chains, circle of friends, and QQ space. The vitality of this community based on similar games and their future pulling mobile games will be far greater than the share -based sharing community.
The interest of mobile QQ also has many external partners. What we provide to them is free traffic. Taking Anton Honeycomb as an example, Anton is a domestic tourist guide and exchange website. Tourism is a low -frequency product. The position is not forward. However, the apec -honeycomb hopes to find breakthroughs and opportunities in mobile strategies, so we cooperated with Anthew Wo to do a interesting tribe on QQ. Here he can get hundreds of thousands of PVs every day, which means more than more than more than more than. The sum of all other platforms and mobile PVs before the apel honeycomb. This platform brings a very high -value mobile strategy and a place where a user gathers. Initially, the Money hoped that all the posts could be linked to his official website and left the traffic on their own platform. However, it was operated to the present stage. The forum, and its data increased very quickly.
The market share and sales ratio of Levi´s have been falling in recent years. One of the reasons is that jeans have no longer become a culture, especially in Chinese everyone thinks that jeans are a one Planting pants, not a very tide, cool symbol, represents the spirit of wildness and freedom. Therefore, international brands like Levi 的s are more pursuing to gather jeans enthusiasts and slowly precipitate community culture. Brands like Nike and Adidas have become increasingly not pursuing selling a pair of shoes. If you cultivate customers' habit of running every day, do you still worry that customers will not buy shoes? The most afraid of is that the customer wore a pair of leather shoes every day and work at the 9th to fiveth in the third ring. Then he will never become Nike's users, or the frequency will become lower and lower. The whole trend has begun to move towards interest and cultivate users' lifestyle, because a good lifestyle can maximize the sales and output of goods, greatly increasing the user's brand loyalty.
I we are still pursuing more partners. After in -depth communication with more than 20 partners with more than 20 selected partners, we believe that this model is worthy of development. Mobile QQ hopes to make people, groups, and forums into a packing connection, and make interest tribes a powerful platform for pushing high -quality content. We have a public tribal original ecology with platform traffic value. It will become easier to operate fans and add content on this platform. We hope to establish the connection between high -quality content and groups, and to attribute tens of millions of groups on the platform according to different interests. As long as you have high -quality content and high -quality cultural atmosphere in your community, we can help you push the content to our platform, establish a connection between people and interests, and solve the problem of users' return.
Is will also open more capabilities. When cooperating with the Huayi brothers, we will open the customized TFBOYS module to help them spread the fan economy; Management tools, attract everyone to operate better in the tribe, and get better realization at the same time. We hope to make this platform a commercial export of interest and socialization, so that real interest enthusiasts can not only recruit their own kind here, but also rely on his diligent management and operation to obtain corresponding cultural and interests.
. Finally, the support resources that QQ can provide is the traffic. At the same time, we will connect and closed the content and information system of the QQ group and the person, so that users can spread broadening for their interests on QQ. We will also provide some prizes and funding appropriately for every interest event. We hope that the interest community will rely on every interesting enthusiast and sponsors to build and improve together. We hope that users can find their tribes on their mobile phones, which are more active among them.
As of June 2014, more than 300 million users are using mobile social software every day. Compared with the PC Internet era, Baidu Post Bar, "Jia Junpeng, your mother calls you to go home for dinner", a weekly post of 300,000 attracted the attention of the media and was hyped. In the interest tribe, there are more than 100,000 comments every day, which is far better than the Baidu post that year. At the same time as the social link of the relationship between the relationship has been set, interesting socialization has become a new blue ocean, full of opportunities and challenges. The Tencent Huidang Posterior House adheres to the concept of "sharing light sharing, talking about dry goods", and invited Thomas Wang Jianwei, the person in charge of the QQ Interest Tribe, to share with you the ideas and ideas about social interaction.
The following is to share dry goods. If time is limited, you can read only the following core points and orange parts to obtain summary.
Is we have been thinking about what kind of changes have brought about the Internet. The Internet is a way of connection, connection between people, connections between people and objects, and connection between people and equipment. Either QQ or WeChat, there are many social products that are constantly connecting people. It seems that the market is already very saturated. However, with the changes of users, changes in equipment and changes in trends, there is actually a very large market in the connection between people, which is interest and social.
How is the field of interest and socialization? Why do we want to be interested in socializing? Today China's Internet is talking about the post -90s. We found that 52%of QQ users belong to the post -90s. This data shocked us. When a social network has half a market share by a generation, the demand of these people will be very demanding It is important, so we have to try to understand what kind of person is the post -90s generation and what kind of user demands they have.
The post -90s is like this. First, they are rich, and the post -90s home is rich, so they do not have to worry about excessive life; second, the popularity of the Internet between them is very high, they believe they believe The world is flat, pursuing the way of communication and lifestyle that cross -space and regional restrictions; third, they are lonely, and the post -90s need to be recognized. More importantly, we found that the biggest change in Internet users after the 90s and 15 years ago is that Internet users 15 years ago were facing a scarce Internet era, and post -90s users faced a post -90s user facing a one is a post -90s user facing a one is a post -90s user facing a one. Wealth can even be said to be an Internet era of cognitive surplus.
It simply, in 1999, you can only connect to the Internet with only 7.73 million, and he may not necessarily use it online, not necessarily daily. Today, nearly 200 million people using QQ users every day are post -90s. Fifteen years ago, the device was mainly PC. It was very remarkable to log in two or three hours a day. Now, both PC, mobile phone, or iPad can ensure that more than 24 hours a day is online. The attributes and personal characteristics of users in this era have not changed much. Multiple information, your way of existence has become more and more diverse. It can be based on geographical location, based on an account, based on a real identity, and even your relationship chain becomes a special location.
Is we think this is the post -90s world: there are many friends and many classmates in the crowd, but no one understands themselves, no one is worth communicating. The lack of people around the post -90s, what he lacked was the person he recognized, and he was willing to communicate with people with the same lifestyle with him. The appeal of the post -80s is to find the people around me. The post -90s appeal is to find the same kind. This is the biggest difference and the biggest opportunity for interest to socialize.
. Before this product is projecting, there is a problem that has been around us. Many comments believe that Tencent is difficult to become interesting social, because Tencent is a very strong company with acquaintance networks, and there is no way to do social interaction in acquaintances. For example, you may like traveling offline, but your circle of friends or the relationship chain is friends and colleagues. You are not convenient for you to show your photos traveling outside during work. Later, we found that such concerns were superfluous. Since the official release of interest tribes in mid -June, in two months, our activity has increased by nearly 4 times. Users' awareness and acceptance of interests and social networking are very high, and they are rapidly popularized.
What should I do socializing? Our platform traffic is indeed very good, but the traffic is not universal. Although mobile QQ has more than 300 million daily updates, it is very difficult to help users find his interest. By analyzing all user behavior and product data, we found a treasure: we have tens of millions or even hundreds of millions of QQ groups. These QQ groups contain users' hobbies. What kind of group he likes to join, what labels does the group have? In any group, he can help us quickly understand what users look like and what interests he likes. In addition, the degree of miscellaneousness and coverage of user interest far exceeds our imagination. We need to let the hidden interests surfaced and make the information islands such as a group of information.
In the PC era, the group is a powerful killer, because the PC does not need to consider traffic or electricity, so users are willing to add countless groups. There are dozens or hundreds of each group. Thousands of people are chatting crazy. However, the behavior habits of users in the mobile era have changed. The electricity is limited and the traffic is valuable. Users are no longer willing to receive a large number of crowds of group chats with mobile phones. Content.
The user's demand for data is getting stronger. Data two years ago showed that a user would add a few points of the same interest in a few points. One year later, the data exploded to four o'clock to four o'clock. A few are close to five. The demands of people who are pursuing similar interests in the mobile era are becoming more and more intense. He needs to know more people with the same interest, and hopes to learn more information. During the investigation, we found the president of the association of Luneng Taishan Fan Club. He added more than 20 Luneng Taishan football groups alone. We asked him what it means to add so many groups. Watch the ball together offline. This group has economic strength to go to different places to watch the ball. This group is specifically used to buy a ball uniform. With different types of purposes, he has various demands, and a separate group cannot meet all the demands. Based on this situation, we can meet the complex needs of users through a more open community and a more open forum.
The mobile phone QQ hopes to integrate a group of strong interaction groups and weak interaction, strong seductive discussions, and provide a set of solutions for post -90s users and even all Chinese Internet users. It is used to satisfy users' content production, searching and consumption.
The users in the era of mobile Internet have become more active. They have enough fragmented time to help we carry. What they need is valuable content to let them participate and interact. The tribe has been operating for two months, and there are nearly 20 tribes of millions of fans, which have solved a large part of user demands. Take a selfie tribe for example. After the era of mobile Internet, the user's behavior habits have changed significantly. The mobile phone has a selfie function, and users love beauty. The selfie tribe is opened, hoping to understand how strong the user's demands are here. What shocked us was that only 15 days of the tribe sent out more than 5 million fans. Compared with the PC Internet era, Baidu Post Bar, "Jia Junpeng, your mother calls you to go home for dinner", a weekly post of 300,000 attracted the attention of the media and was hyped. In the interest tribe, there are more than 100,000 comments every day, which is far better than the Baidu post that year. We once believed that many people pretended to use users to send photos on this platform for some adverse purposes. So our product manager goes to the goddess who posted photos in this tribe every day to see her QQ space and judge whether the user is a good user. As a result, more than 90%of users are really university students who love beauty and love to take pictures and are very active on social networks, or small white -collar workers who have just entered the company. This group of users has a very strong demand. Based on this scene, we may build a community to meet women's social and sun -exposed photos with Meitu Xiuxiu and Mei Sha.
The products in Tencent We cannot do without the resources of various departments. We will combine application treasures, QQ music, videos, literature, games and Star Shadow Alliance. Scenario -class interests are stronger. The linkage of related products in the QQ music and game halls has a great opportunity. The Star Shadow Alliance held a press conference some time ago. The joint platform formed by the formation of our brothers and Huayi Brothers will try to fully roll out through interest tribes in the aspects of stars, TV series, online literature, and game communities to meet the different interests of these vertical internal users. Conditions.
For a long time, the Internet is popular in China to call friends relationship chain. Many people think that Tencent games and mobile games are strong because Tencent has a very strong relationship chain. Users users. Users. Users. You can share the game with your friends and let them surpass. But our latest research and analysis found that the strongest interaction is not between friends, but between people of the same type. When the user's use of a game is getting deeper and deeper, what is pursuing a performance beyond the limit. The user began to compete with the king to PK and communicate with them. At this stage, the value of the game community began to truly play, and began to transcend the value of the transmission of real relationship chains, circle of friends, and QQ space. The vitality of this community based on similar games and their future pulling mobile games will be far greater than the share -based sharing community.
The interest of mobile QQ also has many external partners. What we provide to them is free traffic. Taking Anton Honeycomb as an example, Anton is a domestic tourist guide and exchange website. Tourism is a low -frequency product. The position is not forward. However, the apec -honeycomb hopes to find breakthroughs and opportunities in mobile strategies, so we cooperated with Anthew Wo to do a interesting tribe on QQ. Here he can get hundreds of thousands of PVs every day, which means more than more than more than more than. The sum of all other platforms and mobile PVs before the apel honeycomb. This platform brings a very high -value mobile strategy and a place where a user gathers. Initially, the Money hoped that all the posts could be linked to his official website and left the traffic on their own platform. However, it was operated to the present stage. The forum, and its data increased very quickly.
The market share and sales ratio of Levi´s have been falling in recent years. One of the reasons is that jeans have no longer become a culture, especially in Chinese everyone thinks that jeans are a one Planting pants, not a very tide, cool symbol, represents the spirit of wildness and freedom. Therefore, international brands like Levi 的s are more pursuing to gather jeans enthusiasts and slowly precipitate community culture. Brands like Nike and Adidas have become increasingly not pursuing selling a pair of shoes. If you cultivate customers' habit of running every day, do you still worry that customers will not buy shoes? The most afraid of is that the customer wore a pair of leather shoes every day and work at the 9th to fiveth in the third ring. Then he will never become Nike's users, or the frequency will become lower and lower. The whole trend has begun to move towards interest and cultivate users' lifestyle, because a good lifestyle can maximize the sales and output of goods, greatly increasing the user's brand loyalty.
I we are still pursuing more partners. After in -depth communication with more than 20 partners with more than 20 selected partners, we believe that this model is worthy of development. Mobile QQ hopes to make people, groups, and forums into a packing connection, and make interest tribes a powerful platform for pushing high -quality content. We have a public tribal original ecology with platform traffic value. It will become easier to operate fans and add content on this platform. We hope to establish the connection between high -quality content and groups, and to attribute tens of millions of groups on the platform according to different interests. As long as you have high -quality content and high -quality cultural atmosphere in your community, we can help you push the content to our platform, establish a connection between people and interests, and solve the problem of users' return.
Is will also open more capabilities. When cooperating with the Huayi brothers, we will open the customized TFBOYS module to help them spread the fan economy; Management tools, attract everyone to operate better in the tribe, and get better realization at the same time. We hope to make this platform a commercial export of interest and socialization, so that real interest enthusiasts can not only recruit their own kind here, but also rely on his diligent management and operation to obtain corresponding cultural and interests.
. Finally, the support resources that QQ can provide is the traffic. At the same time, we will connect and closed the content and information system of the QQ group and the person, so that users can spread broadening for their interests on QQ. We will also provide some prizes and funding appropriately for every interest event. We hope that the interest community will rely on every interesting enthusiast and sponsors to build and improve together. We hope that users can find their tribes on their mobile phones, which are more active among them.