Wen / withered leaves
Source: Everyone is a product manager (ID: woshipm)
I started my first social product venture under the story of Facebook, and he had some special meaning for me. When I learned that Zuckerberg decided to learn Weixin, I felt a lot.
Just share some of my analysis with you.
At that time, focusing on the design and strategy of overseas products was what a professional product manager had to do.
Because of the rapid development and the cruel competition in the market, overseas products have no way to provide us with good reference standards; we began to walk our own way, start to leave the example to explore, out of our own characteristics and achievements.
This time, Facebook's declaration of learning from Wechat is essentially the outcome of positive competition between two giants who can represent the country's Internet strength.
User stickiness is an important data index for products. It is objectively expressed as the frequency of users'use of products. The higher the frequency of use, the stronger the stickiness, and vice versa, the weaker the stickiness.
Wechat is undoubtedly the most sticky product in China.
According to Erie Mobile's social report, users use Wechat more than 14 times a day on average, with more than 50% of users spending more than 90 minutes a day, while Facebook users spend an average of about 50 minutes a day.
Apart from IM, Friendship Circle and Wechat Payment, other businesses seem to be overlooked actively by users.
You may wish to think about a proposition with me:Under what conditions will we ignore its business coverage?
If I take you to Guangzhou, you will be blindfolded on the way. In other words, you don't know where I'm taking you. How do you find out that this is Guangzhou?
How much impact will user stickiness have on corporate strategy?
For every 100 times we use Wechat, we may use one time to pay for it; for 500 times, we may only use a third party service once; and for two consecutive times, we may use the same third party service for more than a few days, maybe more than a thousand times.
In fact, I think that the core reason why Weixin can carry a number of services is that Weixin itself is very sticky to users and has a clear grasp of the boundaries, so that it can be totally free from the negative effects of the expansion of the number of services.
Small programs around the scene, through the scene to provide services for users.
There is another meaning behind it:Once out of your scenario, users no longer belong to you.
In order to avoid the small program developers to let users stay and transfer outside the scene, until now, Wechat has not fully communicated the small program with the public number.
These chaotic functions do not affect the user's understanding of Wechat, and do not affect the user's perception of Wechat. They not only do not reduce the user's stickiness, but also enhance the user's stickiness of Wechat.
Now, you can try to make a big and complete application:
We can assume that Wechat has 1,000 functions, and the application you're going to build has 10,000 functions.
It can be said: Weixin has, you have; you have, Weixin has not.
Nevertheless, you still have no way to succeed.
The fundamental reason lies in:Lack of extremely strong user stickiness, lack of core sticky business enough to allow users to ignore other functions.
The huge sticky gap is the absolute advantage of Weixin. Even if Facebook learns Weixin, opens more services, and even mobile payment, the gap in user stickiness makes it difficult for Facebook to become the second Weixin.
In an open letter, Zuckerberg said:
But nowadays, people are more and more eager to have private connections in the digital world, which is equivalent to having intimate conversations with 35 friends in their living room. When I think about the future of the Internet, I believe that privacy-centric communication platform will replace today's open platform.
When Facebook was born, the times were closed, and people's information was closed. So until the open letter, Facebook took making the world more open as its mission, constantly bringing new information, new people and new stories to users.
This open letter reveals an atmosphere of change in the times:
Compared with 2004 (Facebook online), today's era is open enough, we have even reached the age of screening information and exploring precise matching.
When we are in an era of information scarcity and closure, we naturally want to know what is happening in the outside world; at this time, our demand for information exists and is strong.
But if we are in an information-rich and more open era, do we still have the same demand for information, or is this demand still so strong?
That's the status quo of Facebook.
Facebook's privacy disclosure problem, if it happens on Wechat, can you leave Wechat?
I'm afraid it's hard unless your partner, your family, your classmates, your colleagues leave with you.
This is like Baidu, although there are various negative news, but for most people, Baidu is still inseparable.
Because they don't know there are other options.
On the other hand, the user's demand for information is declining. Our demand for information is getting higher and higher. From the quality of information and the accuracy of information, we begin to accept information selectively rather than exploring information.
Great changes have taken place in the times.
Man is a social creature. When you know a new message, are you eager to tell it to some people?
When this era is full of more and more open information, there is another chemical reaction: we want to show off the information we have got, and we want to share it with some close people.
In the process of dealing with children, we will find that the performance of children is very obvious. Whether it's sad or happy, whether it's injured or getting something, they are eager to find their little partners and parents to seek care or praise at the first time, but they refuse to share with strangers.
This is what I call human nature:
First, we have the psychology of showing off. We are social creatures.
Second, it's not blind, it's about showing off what we think is intimate.
What we want is actually specific feedback from certain people.
In Zuckerberg's open letter, Weixin represents 35 friends in his own room, and Facebook represents open information.
We can't say that Wechat is stronger than Facebook, but we can be sure that Facebook is the social empire of the previous era, and Wechat is the social empire of our current era, with Facebook ahead and Wechat behind.
The times have changed and people's demands have changed.
As Zuckerberg commented to Jessica lessin, if Facebook had noticed a big change four years ago, it might have completed a radical change.
Four years later, Wechat has gradually overtaken Facebook today; there is no doubt that Facebook is going through its security cycle and heading for the storm zone.
We have witnessed the rise of the social empire. We are amazed at its great power. In the European and American markets, we may also witness a summit confrontation between the two empires.
I summarize the views of this article as follows, hoping to help you read.
China's Internet products have surpassed overseas in some markets. We are no longer copycats of the Internet in Europe and the United States. We have our own ideas and characteristics. In some markets, China's Internet has become a learning object of overseas Internet.
MARK ZUCKERBERG A Privacy-Focused Vision for Social Networking
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