1
On November 27, 2010, at 11:30 PM, Zhang Xiaolong, who was still working overtime, could not help Posting a message: how many functions should be added to a product before it becomes a garbage product?
Zhang xiaolong wasn’t the father of wechat yet, and the famous Allen was still chasing after him. Before him, it was Talkbox, Kik, Whatsapp and even Meicchat.
The latecomer wechat can strike after strike, rely on the function optimization to perfect. In a sense, Mr. Zhang is right that these competitors are moving too fast without getting the balance right. If there are too few features, users will love new ones, but if there are too many features, the product will become bloated and eventually abandoned by users. Wechat’s early success was a triumph of ambition and restraint.
Unfortunately, I don’t know whether Today’s Zhang Xiaolong can remember another joke he wrote: What you strongly oppose must be what you also have.
2
Tencent has been annoyed lately.
This morning, National Press and Publication Administration announces to swim to net again adopt total control. Tencent’s shares fell again. Tencent has stayed in its comfort zone so long that someone posted a speculating post that Zhang xiaolong spent half of last year playing golf abroad. It was a rumor that everyone believed.
But that grace, or the grace that had been displayed, seemed to have been lost overnight.
On August 24, Wuzhao, CEO of Dingding, said in a speech at a summit that none of the top Internet companies, didi, Toutiao and Kuaishou, allow wechat to work during working hours, and even Tencent does not allow wechat to work during working hours.
There’s no big problem with what the sentence itself means. Most enterprises have their own office collaboration systems, and the bigger the enterprise, the more it needs a set of corporate social tools, not just wechat. Although no recruit expression is not rigorous enough, but probably not bad meaning.
Only strange is, such a statement on the error, actually attracted Tencent’s response and chase dozen. For the first time ever.
Nail nail provocation wechat, long this is not a new thing. From the time it was born, the company was threatening to revolutionize the social world. To this end, Nail nail package under the front page of the newspaper advertising, mocking wechat group chat is not safe, but also designed to provoke wechat creative posters, all the way to Tencent downstairs.
It’s not the first time Wuzhao has spoken out on its own initiative. Over the past few years, Wuzhao has repeatedly said in public that wechat is spiritual opium, inefficient, unsafe, and undermines focus and innovation. None of these statements was more pointed than this slip of the tongue. But Tencent and wechat never took up the fight.
But it is this expression, let Tencent a little sit.
3
Zhang Jun, a public relations boss, reacted angrily on wechat moments and Weibo. “Do we have such a rule? Why haven’t I heard of it?”
Then, the official wechat account “Tencent wechat Team” also reposted Zhang jun’s moments in a rare way, asking, “Is it a bunch of fake colleagues who visit me every day?”
How weird is this retweet? When was the last time this account tweeted? June 1, 2016. In 2016, the account posted just two tweets.
The wechat team, which has always been calm, was actually blown up by a careless interruption. When the position is stable, everyone is calm and magnanimous, but when the position is unstable, you will be eager to defend.
This time is different. Today, Tencent is struggling with weak product innovation and declining revenues in games, headlines are a big force on the content track, and social, traditionally the most secure space, is now a big force.
Take bullet text messages. A small change in the chat function of bullet messaging is instantly enough to go viral. With the size of bullet message today, it is still a little far to challenge wechat ecology with several functional improvements, but if bullet message is regarded as a communication topic. So, the user psychology behind this is worth pondering very much.
4
A friend used this sentence to describe the wechat situation behind the bullet message: People all over the world have suffered from wechat for a long time.
Cheetah Mobile 2018 Q1 report shows that compared with last year, since 2018, wechat weekly activity and weekly per capita open times have decreased significantly. The monthly activity of QQ and QQ Space has continued to decline since 2016.
Wechat was once a revolutionary product, but today, wechat has grown into a bloated ecosystem. It is not clear whether Mr Zhang realised he was becoming the man he once railed against: too many features and bloated products.
With the rise of the enemy, danger lurks everywhere. In addition to bullet messages, netease cloud letter also joined the crusade army. Huawei, OPPO and Vivo have also launched social networking products on their phones, while Xiaomi has quietly updated its version of Micchat.
And of all the current challengers, it is Dingding who is leading the charge. In August this year, China Unicom Big Data released wo Index mobile App ranking, And Dingding surpassed QQ Mailbox, ranked first in business office software with 52.51 million daily activities.
If ecology is the ultimate social product, Dingding is undoubtedly the most threatening challenger. There are two preconditions for social products to challenge wechat :(1) low cost of user migration; (2) reproduction of real social scenes to generate effective interaction.
Dingding’s choice of business social track just solves these two problems. Office and business are frequently interactive scenes, which can even occupy more than half of modern social interaction. Starting from the enterprise end, it is enough to solve the problem of user migration.
This kind of play, quite some copy the meaning of wechat back road. Acquaintance social, business office social needs, at least to account for half of the country. Imagine, if everyone only talks about cooperation in Dingpin, do you really need to add so many groups and strangers on wechat?
5
We like to discuss Tencent investment strategy mistakes. One of the key points is that Tencent’s strategy in recent years has been to be a company that feeds its own investments with traffic and access resources, while letting others cut corners with other giants.
This is rather a kind of permanent meaning. But the truth is, in the world of the Internet, only war is permanent. Wechat is the product of the war, is the ultimate winner of the social war, but sit on the top, Tencent wants to rely on wechat traffic from the Great Wall, this seems not in line with the national conditions.
Because the Internet has no Great Wall, and to fend off competition, you can’t count on local forces to fight it out. War brothers, this is the irrefutable truth.
Unfortunately, Tencent investment strategy, but make their own team fighting weak. Everywhere you look, the local armed forces are being invested. Instead, they have turned their once victorious team into a wandering army. Enterprise wechat today has been completely not nail nail opponents, wechat themselves are also fat disease, and in the content of the race, flow battle, combat capacity is not the same as the headlines.
The speech without a recruit is not about the gain or loss of a word at all, but about the ambition and wildness of the continuous war. It’s no good jumping up and screaming when someone else’s horse comes up. At least for now, it seems that Tencent’s public relations team will be the first to fight the all-out war. But you can’t win a war with an art troupe, can you?
A loud voice is a note of anxiety in troubled times. War is imminent, saliva advance, I hope Zhang Xiaolong has not forgotten his oath in those days: elder brother love is not the product, is the war.