Editor’s Guide: Although everyone is calling themselves “social terrorists”, those who are afraid of society also have to socialize. Social products have always been a huge traffic field, and there are many stories of giants breaking and rising here. However, with the popularity of offline activities such as escape room and script killing, the potential of offline social interaction is slowly unfolding. The author of this article has analyzed this and shared it with you.
Editor’s Guide: Although everyone is calling themselves “social terrorists”, those who are afraid of society also have to socialize. Social products have always been a huge traffic field, and there are many stories of giants breaking and rising here. However, with the popularity of offline activities such as escape room and script killing, the potential of offline social interaction is slowly unfolding. The author of this article has analyzed this and shared it with you.
Socialization has always been one of the most critical directions of the Internet. It seems that whoever catches the social network is equal to the traffic, and can lay out more and larger stories. However, I think that the current social networking on the Internet is still limited to online scenes. Virtualization and peer-to-peer forms continue to change. I think the biggest social opportunity in China in the past 10 years is the combination of active, on-site, and group-based online and offline social interactions.
- Current situation analysis
At present, online social software is mainly divided into two types: social acquaintances and social interactions with strangers. The social software of acquaintances is mainly WeChat, QQ, etc. that everyone is most familiar with. This type of software has become a necessary communication software for everyone, and it has become a tool software. There is also social software for strangers, mainly including Momo, Tantan, soul, etc., each of which has its own characteristics, some of which are mainly interested in social interaction, and some promote soul making friends. But in my opinion, their common core point is to make friends with men and women as the core, and other characteristics are to better serve the core purpose. In this fast-paced era, this demand is of course just needed, but online social software is also There are many problems that are difficult to solve.
The first is the problem of customer retention. Most social interactions with strangers will eventually turn into social acquaintances, which will result in the loss of most customers, and some users will automatically fail to get a good experience on the platform due to their own personalities and communication problems. Drain. Most of those who have existed on the platform for a long time regard the platform as a second unfamiliar circle of friends and long-term “old players”. Now some platforms have added live broadcast functions. The fundamental reason is that the original model is not enough to support continuous user growth and retention, and other functions can only make up for it.
The second is the issue of profitability. Doing business still has to make money. In the early stage, you can rely on publicity subsidies to drive traffic, but in the middle and late stages, you have to look at your own hard skills. But from the current point of view, needless to say that social software for acquaintances with a large user base can lie down and make money by relying on their own traffic, but social interaction with strangers is still fierce.
According to the social platform Momo’s 2019 financial report, the data showed that the company’s net revenue reached 17.011 billion yuan, and the net profit attributable to Momo’s parent company was 4.493.3 billion yuan. In terms of revenue composition, Momo said that revenue from live broadcast and value-added services remarkable growth. In 2019, the total revenue of Momo’s live broadcast business reached 12.45 billion, and the annual revenue of value-added business revenue was 4.11 billion. For the whole year of 2019, value-added services accounted for 24.13% of total revenue, and live broadcast revenue accounted for 73.16% of total revenue. Throughout 2020, Momo’s net revenue was RMB 15.024.2 billion, down 11.7% from RMB 17.011 billion in 2019; net profit attributable to Momo was RMB 2.8972 billion.
As of December 31, 2020, Soul’s revenue was 498 million yuan, compared with 70.7 million yuan in the same period in 2019, an increase of 604.3% year-on-year; Soul’s total costs and expenditures were 987 million yuan, an increase of 165.09% year-on-year; operating losses 489 million yuan, a year-on-year increase of 62.1%; a net loss of 488 million yuan, a year-on-year increase of 62.9%. It can be seen that it is not easy for stranger social software to make a profit due to huge operating and publicity expenses. At present, it is mainly based on member value-added services and live broadcasting as the main revenue method. In fact, it has deviated from the essence of socialism. And if you analyze it from a larger social scope, the current social Internetization also has big problems. The first point is that more and more social interactions are currently concentrated on the Internet, but most companies currently use more drug-like algorithms for user growth and retention. Let us only look at what we like, agree with, and stimulate our nerves. The consequences of doing so will create relatively independent thinking cocoons, making people in various circles more unfamiliar, intensifying contradictions, and solidifying the ascending channel. The second point is that Internetization will make people virtual. When we can entertain, socialize, and manipulate tools only by moving our fingers, or even using our brains, our physical bodies seem to have no value in existence. Some people especially pursue this goal, but I think that when the comprehensive ability of human beings has not reached this level, if the pursuit of this state is unlimited, it will be like now, more and more people are addicted to the Internet and ignore the reality of social interaction. This is not Evolution is a kind of degradation, so we need to start from the fundamental needs and look for breaking points. 2. Demand presentation According to Maslow’s hierarchy of needs theory, social needs are our third layer of needs. When people meet basic physiological and safety needs, they will pursue social needs. But at present, our social status has changed from the previous passive collectivization. Because of the development of the Internet, it has gradually transformed into a way that everyone can make more like-minded and similar friends according to their own wishes. This is certainly a good development, but there are also points that can be optimized. As a product manager, you first need to start from demand, whether it is white-collar workers in first- and second-tier cities or young people in small towns. In fact, there is a strong need to break through the inherent social circle. Many young people are exhausted from work during workdays. When they go home, they play two Kings of Glory. Finally, they stay at home for one day at all times on weekends, and then workdays, day after day. . Is it because they don’t want to go out and socialize? In fact, it’s not all. People are social animals and have a natural social instinct, but there are too few channels at present. Many people don’t know how to make more like-minded friends or join a circle of interest. They can only stay at home or in their own lives. Spin inside the inherent small circle. If you can have a software, you can learn more about the circle’s story on it, and you can easily personally contact the circle of interest, go from online to offline, and you can conduct self-organized activities, have the opportunity to become a circle leader, and Use the software’s traffic to gather more interesting souls. Would you give it a try? 3. Future prospects So I think that in the next ten years, the biggest opportunity lies in the integration and upgrade of social methods. We need to gradually return from online to offline, real physical contact can create more intimacy, break the circle, and collide with different sparks. In fact, the hot offline social venues are gradually beginning to corroborate this fact. For example, script killing and werewolf killing are linked to social interaction through games; music festivals and livehouse are linked to social interaction through music; reading salons and mountaineering groups are linked to social interaction through hobbies… In fact, people are still social offline. There is a strong demand for users, but the current online social software integration of resources in this area is not doing well enough. This is a huge opportunity. We can organically integrate offline resources through Internet tools, with the main purpose of going from online to offline, team socialization, and hobby activities as the starting point. Users can choose to participate in activities of interest, and can organize online communication to facilitate activity consultation and break the ice in advance. At the beginning stage, we can introduce mature event organizers in the market to create high-quality events, and then we can self-organize events and support individual organization events to increase the overall richness and attract more users. For c-end users, it is possible to solve the problems of high time cost and difficulty in finding new ones in pure offline social networking through online; for b-end users, it can attract traffic, so that boutique activities and circles can grow rapidly, which is of great value for both ends. . At present, the main difficulty lies in the early cold start, activity richness and safety. If these can be effectively solved, the market is immeasurable. The last thing I want to say is that human beings are different from other animals in that they use tools to make up for their physical limitations. But we must always be vigilant not to be backlashed by tools, and not to allow tools to infinitely trigger our inner sins. Instead, tools should be used to reduce costs and improve efficiency, close the distance, create consensus, and everyone speaks out to make the world a better place. This article was published by @阿博原It’s a product manager.Reprinting without permission is prohibited The title picture comes from Unsplash, based on the CC0 protocol
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