This article is written by the author ID: Weixizhibei, a senior advertising product manager, who is committed to analyzing the basic logic, ideas and skills of Internet advertising.
1, the introduction
Product person Zhang Xiaolong wechat textbook product evolution path incisively and vividly embodies three words – “ruthless, accurate, stable” :
- 1) “ruthless” represents the attack of wechat, social, payment, content, advertising, games, e-commerce, operating system wechat comprehensive attack;
- 2) “accuracy” is reflected in the fact that every shot of wechat is quite sharp and rarely misses;
- 3) “stability” is reflected in the fact that even with the support of so many fields and functions, wechat can still ensure the simplicity of the interface and the basic disk of the main functions, and do not move mountains.
2. Related articles
Technical past: wechat valuation has exceeded 500 billion, Lei Jun had the opportunity to incorporate Zhang Xiaolong and its Foxmail
Behind QQ and wechat’s ferocious growth: The years of Tencent’s network infrastructure
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2017 wechat data report: The number of daily active users reached 900 million and 38 billion messages were sent daily
How much money did Tencent spend developing wechat? Is the technology really that difficult? Where is difficult?
Technology past: Tencent in the early stage of business – 16 years ago in the winter, who moved ma Huateng’s code
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Deep analysis of QQ status: do you still think QQ has been defeated by wechat?
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QQ and wechat are stagnating, which means the second spring of instant messaging and social app entrepreneurship has arrived?
3. Failed function 1: wechat intercom function
What’s more, the in-between state of real-time intercom comes with some other experience costs:
- 1) First of all, compared with voice messages, what it says cannot be saved, and neither it nor the other party can be hard of hearing;
- 2) Second, initiate real-time intercom in a group, and everyone in the group will be reminded. In a sense, it is a kind of harassment;
- 3) Third, compared to voice calls, because of its discontinuity, many people have to repeatedly confirm “Hi, can you hear me? Can you hear me?” when using live intercom.
4. Failed function 2: Emoji store
Why did the sticker business model that was so successful in Japan fail completely in China? Analysis of the reasons behind, the following three points are unavoidable:
- 1) Line in Japan is not the only one trying emoticon business. Katalk in Korea, wechat and Momo in China, and Facebook in the United States have all tried emoticon business. However, only Japan has succeeded.
- 2) The only explanation is that it is directly related to the deep-rooted animation culture of Japan and the culture of “daily oppression and unrestrained heart” of Japanese people. An example is that in the era of BEeper before the popularity of mobile phones, a pager launched by NNT that could send the simplest emojis accounted for 40% of the market share.
- 3) before WeChat expression shop online, the Chinese Internet community has formed rich and colorful folk expressions actually subculture, in the expression of Chinese community, the most commonly used is the expression of these strong expressive force, grassroots production package, and these expressions in WeChat official is hard to see in the shop, such as yao Ming the expression it is impossible to shelves WeChat store, Because wechat regulations — real person emojis must obtain the authorization of his portrait rights;
- 4) Chinese users paying habits and paying willingness to itself is weak, many domestic users will only pay for the pain and usually not paid for itch point, these years iQIYI soaring, tencent video membership largely stems not to advertising, but from the sole series, for a lot of seduction, advertising can endure, can’t see you from the stars will not endure, Memes are largely just an itch point.
5. “Failure” function III — The “Fundamentalist Version” of wechat
6. Failed “business” iv — wechat internationalization
7, failed function five — subscription number assistant
- 1) First of all, it overlaps seriously with the mini-program “public platform assistant” in functions. The mini-program has already realized the interactive function of the homepage of the subscription assistant — replying to messages and leaving messages. In the data analysis part, the mini-program is even more powerful than the assistant APP.
- 2) Second, its other major publishing feature is incomplete — you can’t edit a draft saved on PC to mobile, you have to publish it directly. The draft saved on the mobile terminal can not be seen without editing on the PC terminal.
- 3) Registration, modification of profile picture, and modification of ID of public account are functions with very low utilization rate, so there is no need to do mobile terminal;
- 4) Another high-frequency function for the author of original articles — opening the white list of reprint, has not been realized.
8. Other “failed” functions of wechat
- Shake a picture, wechat launched a function browser plug-in function, can put the picture on the web page by shaking the way to the mobile phone, in fact, for wechat this national application, “browser plug-in” five words on behalf of this function can not be widely used, the function was eventually early offline:
- This function was launched on wechat in 6.6.6 in 2018. After it was launched, it received a lot of ridicule. The main reason was privacy protection, so wechat quietly removed this function two months later.
- Press and hold to add friends (radar to add friends), wechat used to push press and hold to add friends in version 5.2. When two offline people press and hold at the same time, they can identify and add. This function was quietly offline when adding friends online in two-dimensional code, obviously two-dimensional code scanning is more intuitive, so wechat also quietly offline this function;
- Wechat paid knowledge subscription product, which is a business developed by wechat. On February 14, 2017, Internet big V Keso launched its own paid knowledge column on 36krypton platform, and Ma Huateng commented on his wechat moments:
9. Inspiration to us
9.1 Why wechat has so few mistakes and detours?
Wechat has fully completed multiple nuke-level layouts of Tencent in the mobile era:
- 1) wechat itself solidifies the chain of communication relationships in the mobile era, while helping Tencent penetrate the aspirational high-end demographic (which was always a worry for Tencent in the pre-wechat QQ era);
- 2) Moments consolidate social time in the mobile age (equivalent to building a Chinese Version of Facebook from scratch);
- 3) wechat Wallet puts Tencent on an equal footing with Alipay (Tenpay has been working for years without getting to the point);
- 4) wechat public platform enables Tencent to successfully enter the content closed loop and enterprise market; Now small programs hold up the operating system imagination.
9.2 Can Zhang Xiaolong, who does not embrace algorithms, continue to avoid failure?
From the circle of friends to the public, from wechat pay to small programs, the algorithm in the territory of wechat has been at the edge of the state, even if it is heavily dependent on the algorithm of advertising, wechat first launched is not so high on the algorithm of brand advertising rather than advertising effect.
Zhang Xiaolong does not embrace the algorithm can be seen from two examples:
- One is that there is only one sort of order in the circle of friends, which has been born for six years.
- The second is the birth of five years of public number is still concerned about the time order, the only way to change the order is to mark the star or top, and the algorithm has no relationship.
9.3 How does zhang Xiaolong without limits and wechat with boundaries continue to be a perfect match?
Appendix: More highlights
[1] More feeling and thinking
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Wechat programmer entrepreneurship summary: How to improve the efficiency of Android development
How to be a qualified iOS Team Leader
Programmer midlife crisis: What can save you, my thirty-five
Three years as a Mordor programmer: From programmer to CTO
Why is instant messaging social APP startup a pit?
To Github, where we can never go back…
Self-statement of a second-rate college programmer born in the 1990s: How did I go from “rookie” to “hot chicken”
Three years as a Mordor programmer: From programmer to CTO
Choice Is More Important than Effort: How did I get from assembly line worker to programmer?
Programmer’s choice: Must leave the imperial capital — because what else is there to live for?
Instant messaging business must-read: decrypting wechat’s product positioning, innovative thinking, design rules, etc
From barbershop boy to Alibaba P10 tech giant
Programmer god job-hopping strategy: When should jump? What do you prepare for? Where can I find a job?
Insights to share: Eight years in Tencent, my growth path and career thinking
Mischievous Programmer: The story carved into the Linux kernel by the Father of Linux
Lao Luo recently released the “bullet message” this IM, the main social contact can be on the standard wechat?
Confused in the forward: a specialist dregs rookie’s understanding of programming entry
Take stock and reflect on mobile IM apps struggling to survive in the shadow of wechat
Deep analysis of QQ status: do you still think QQ has been defeated by wechat?
Opportunity is not for the unprepared: An Android programmer’s tragic experience of failed recruitment
Laughing with tears of the code farming past: three days into the office was opened, the company to 100 pieces call me to leave, have I miserable?
Ali technology sharing: The arduous growth path of OceanBase, a financial database developed by Ali
The chicken rib function developed by wechat in those years, and the thinking it brings to us
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[2] QQ and wechat team technology sharing:
Technical challenges and practice summary behind 100 billion visits of wechat circle of Friends
Tencent technology Sharing: How Tencent dramatically reduced bandwidth and Network traffic (photo compression)
How Tencent dramatically reduced bandwidth and Network traffic
Wechat team share: wechat mobile terminal full text retrieval polyphonic word solution
Tencent technology sharing: Android version of mobile QQ cache monitoring and optimization practice
Wechat team share: iOS version of wechat high-performance universal key-value component technology practice
Wechat team share: iOS version of wechat is how to prevent special characters caused by the explosion group, APP crash?
Android handQ thread deadlock monitoring system technology practice
Wechat team original share: iOS version of wechat memory monitoring system technology practice
Making the Internet faster: A new generation of QUIC protocols shared in Tencent’s technology practices
IOS background wake-up combat: wechat receivables to account voice reminder technology summary
Tencent technology sharing: the evolution of bandwidth compression technology for social network pictures
Wechat team share: Super-resolution technology principle and application scenarios of video images
Wechat team share: Decryption of the technology behind wechat’s daily 100 million real-time audio and video chats
QQ Music team share: Android image compression technology in detail (part 1)
QQ Music team share: Android image compression technology details (part 2)
Tencent team share: mobile QQ face recognition in the cool dazzle animation effect to achieve detailed explanation
Tencent team share: a hand Q chat interface picture display bug tracking process share
Wechat team share: wechat Android version of the small video coding filled those pits
Wechat mobile terminal local data full text retrieval optimization road
Enterprise wechat client in the organization structure data synchronization update program optimization combat
Wechat team revealed: wechat interface stuck super bug “15…” The ins and outs of
QQ 18 years: Decrypt 800 million months of QQ background service interface isolation technology
How does the super IM wechat with a monthly life of 889 million carry out Android compatibility test
Discussion on “Light Application” in MOBILE IM by Taking MOBILE QQ as an Example
Get wechat open source mobile database component WCDB everything!
Technical interview with wechat Client Team leader: How to start client performance Monitoring and optimization
Design practice of time-sequence-based cold and hot classification architecture for massive data in wechat background
Wechat team original sharing: Android version of wechat bloated trapped and modular practice road
Wechat background team: sharing the optimization and upgrade practice of wechat background asynchronous message queue
Wechat team original share: wechat client SQLite database damage repair practice
Tencent original share (a) : how to greatly improve the mobile QQ picture transmission speed and success rate under the mobile network
(2) How to greatly reduce the Traffic consumption of APP in mobile Network (Part 2)
How to greatly reduce APP traffic Consumption under mobile Network (Part 1)
Wechat Mars: network layer encapsulation library being used inside wechat, which will be open source
As promised: Mars, a cross-platform component library for wechat’s mobile IM network layer, has been officially open source
Open source Libco library: the foundation of background framework supporting 800 million users of wechat
Wechat new generation communication security solution: MMTLS based on TLS1.3
Wechat team original sharing: Android version of wechat background to keep alive combat sharing (process to keep alive)
Wechat team original sharing: Android version of wechat background to live combat sharing (network to live)
The evolution of wechat for Android from 300KB to 30MB
Wechat’s technical evolution from 300KB to 30MB for Android
Speech by technical Director of wechat on Architecture: The Way of wechat — Avenue to Simplicity
Wechat Technical Director’s Talk on Architecture: The Way of wechat — Avenue to Simplicity (PPT presentation)
How to interpret “wechat Technical Director on Architecture: The Way of wechat — The Road to Simplicity”
Background system storage architecture behind massive wechat users (Video +PPT)
Wechat asynchronous transformation practice: background solution behind 800 million monthly live, single machine 10 million connections
Wechat Moments of mass technology PPT [Attachment download]
Technical Experiment and Analysis of wechat’s Influence on Network
A summary note of wechat background technology architecture
The way of architecture: 3 programmers have achieved 1 billion daily releases in wechat Moments
Fast Fission: Witness the evolution of wechat’s powerful background architecture from 0 to 1 (I)
Fast Fission: Witness the evolution of wechat’s powerful background architecture from 0 to 1 (II)
Android memory leak monitoring and optimization tips summary
A comprehensive summary of iOS version wechat upgrade iOS9 encountered a variety of “pit”
Wechat team original resource confusion tool: reduce your APK by 1M immediately
Android source obfuscation tool: AndResGuard
Android version of wechat installation package “weight loss” combat record
IOS version of wechat installation package “weight loss” combat record
Mobile IM practice: iOS version of wechat interface lag monitoring scheme
Technical difficulties behind wechat’s “red envelope photos”
Mobile IM practice: iOS version oF wechat small video function technical scheme record
Mobile IM Practice: How to greatly improve the Interactive performance of wechat on Android (I)
Mobile IM Practice: How to greatly improve the Interactive Performance of wechat on Android (II)
Mobile IM practice: To realize the intelligent heartbeat mechanism of wechat on Android
Mobile IM practice: Analysis of heartbeat strategy of WhatsApp, Line and wechat
Mobile IM Practices: A Study of Google’s Push Messaging Service (GCM) (from wechat)
Mobile IM practice: Discussion on multi-device font adaptation scheme of iOS version wechat
Walk through the APNS pit on iOS10 together
Tencent carrier pigeon technology sharing: ten billion real time message push experience
IPv6 Technology details: Basic Concepts, Application Status, Technical Practice (Part I)
IPv6 Technology details: Basic Concepts, Application status, Technical Practice (Part 2)
Original work of Tencent TEG team: Ten years of experience sharing on MySQL based distributed database TDSQL
Wechat multimedia team interview: audio and video development learning, wechat audio and video technology and challenges, etc
Learn about iOS Push: The most comprehensive overview of iOS Push technology ever
Tencent technology sharing: wechat small program audio and video technology behind the story
Tencent senior architect dry goods summary: one article to understand the design of large distributed system aspects
Interview with Liang Junbin, wechat multimedia team: Let’s talk about audio and video technology I know
Tencent Audio and video Lab: using AI hacking technology to achieve ultra-low bit rate hd real-time video chat
Tencent technology sharing: technical thinking and practice of communication between wechat mini program audio and video and WebRTC
Teach you to read Android version of wechat and hand Q chat records (only for technical research study)
Wechat Technology Sharing: Practice of generating serial number of wechat’s Massive IM Chat Messages (Algorithm Principle)
Wechat Technology Sharing: Practice of generating serial numbers of wechat’s massive IM Chat Messages (Disaster Recovery Solution)
Tencent technology sharing: GIF animation technology and mobile QQ dynamic expression compression technology practice
Wechat team share: Kotlin is gradually recognized, Android version of wechat technology taste fresh journey
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