Welcome to follow the WeChat subscription account of "Sina Technology": techsina
By Huang Yiting
Source: Wired Insight (ID: lxinsight)
"Friend, do you want to expand?", "Do you want to keep fire?", "Do you want to deal with CP?"
This is the most popular social language of social apps at present, and it is also the language of communication after 00.
The post-00s are becoming one of the most active social groups.
As early as 2016, according to the data of Tencent Jiaotong University, the mobile Internet has developed rapidly after the new generation of "00", accounting for more than 20%; In 2020, according to the statistics of the Media Development Research Center of Wuhan University and the Social Sciences Literature Press, the Internet penetration rate of the post-00s is nearly 95%, surpassing that of the post-80s.
Whether Tencent Ali or Station B Express, the giant's tentacles have already reached after 00.
Half of QQ members are post - 00s; In the quick group chat, various post-00s communities are increasingly active; Station B has always focused on the trend culture of young people, and is praised as "the spiritual home of Generation Z".
Even Ali is emphasizing "winning the world after winning 100", setting innovative business as a separate business group, and launching social apps for young people such as Singing Duck.
However, it is hard to be "won over" after this year's "00".
Tencent has tried dozens of social applications other than QQ, all of which ended up being "tepid"; Soul, the favorite "soul social" software of the post-2000 generation, has a net loss of 601 million and 410 million in 2020 and Q1 2021; Ali nail was "attacked" by primary school students during the epidemic, and the score was below 1.5 points
So, how difficult is it to compete for the post - 00s? Who will occupy the mountain?
QQ Grasps the Life Saving Straw after 00
The 25-year-old poplar suddenly remembered that he had not opened QQ for half a year.
As a standard "996" migrant worker, her relationship with QQ almost ended when she stepped into the society. The world of migrant workers is full of WeChat, nail, long and short video apps, but there is little room for a "fancy" QQ.
QQ is the memory of poplar adolescence. There are many unknowable words, unknown concerns, broken friendships, and many "black histories" that she would not look back on. But after work, QQ space, talk, space music, which she used to like most, are no longer useful.
The case of poplar is not an exception. Relevant data shows that in the past two years, 100 million people have become "zombie users" of QQ. They no longer interact with people, or even forget their passwords and no longer log in.
The post-90s abandoned QQ, and QQ turned to others. After 00, it became QQ's lifeline.
According to the Report on Social Behavior Data of Users After 00: After 2019, released by Tencent in May 2019, half of QQ members are after 00, of which 71% are male. Tencent commented that "even young, they are aristocrats".
These "aristocrats" gradually change QQ.
Mark, 20 years old, is a senior member of QQ. When the "expansion" was just launched in 2019, she secretly applied for a trumpet to use this function. "There are too many large acquaintances, and she wants to exchange the small for a personal device to make new friends", she told Wired Insight.
The so-called column expansion means "expanding QQ friends list", which allows users to enter the setting interface to modify their "column expansion declaration". The declaration is like a personal business card, showing your interests, hobbies, personality and other information. After clicking the expand column button, QQ will also actively push friends with the same preferences.
Mark is a fan of online literature. In her "Expansion Manifesto", she listed several beloved novels and noted her own preferences.
Mark shared that she added several like-minded friends with Dilei. "For a while, we had a lot of fun talking every day, and even conceived and wrote novels together."
But Mark's novel just started, and her gang broke up because of the small things. After experiencing the "three minute heat", Mark thoroughly "hacked" this function after being harassed by more and more ill intentioned uncles and friends under the banner of "like-minded".
"Now 8 of the 10 people who add me are all inexplicable people, and expanding this function is very messy," Mark commented.
In addition to the controversial expansion function, QQ has other new tricks.
"Cultivating fire" is one of the most popular functions of QQ, and it has become the unique social currency and personal charm of the post-00s.
Fire maintenance sign, source QQ App It is a set of interactive signs to show the degree of intimate relationship between friends. Unlike the one-way operation of WeChat manually placing people on the top, the "fire keeping" function is to judge the intimate relationship between the two according to the number of users' real chats, and different degrees are displayed with different signs. The best friend will receive a "giant ship" logo.
"The younger post-00s may need to prove themselves by comparing their intimate relationships." Mark, a college student, has never experienced "cultivating fire", but he understands why it is so popular.
In the space, there are many new patterns added by QQ.
In the "like" function area, QQ has provided Huang Zuan members with personalized like animations such as "scatter dog food" and "start school", and personalized like demand after "please" 00;
Talk about the function area. If the user selects an expression and presses it for a long time, a series of expressions will fill the screen when the "× 83" number appears;
In the QQ group, group interaction has also added "Dragon King", "Group Talk Fire", "Group Talk Flame" and other signs on the basis of the original traditional functions such as "diving" and "bubbling".
Talk about emoticon comments, source QQ App A person close to QQ once told TMT New Watch, "Compared with the speed of WeChat updating only 8 large versions in 10 years, QQ will be updated once a month in 2020, and more often, it can be updated 4 times a month."
A generation will eventually grow old, but there will always be young people. At the age of 22, "senior" QQ is making more and more efforts to please young people.
Fast hand, station B hunting after 00
After 00, they are making friends happily.
Enter "post 00" in the search box, and there are various groups here: "CP group", "singing group", "empty nest group"... all of them reveal the vigorous social desire of post 00.
The quick chat group is very personalized:
The maximum number of group members here is 200, and group membership needs approval. The group introduction covers the most interesting information such as "number of girls", "active number", and "average age";
In the chat interface, in addition to basic options such as voice, text, emoticons, photos, etc., you can also send your favorite quick works;
On the left side of the input column, Fasthand has set a separate button for the "Beat Heart" expression pack;
Game options are also set up in group chat in a unique way. Users can launch games and invite group friends to participate.
Compared with QQ, there are no options such as "Find Chat Record", "Send File", or "Complete Group Task". The chat function is more pure.
Fasthand chat group after 00, source app In a post 00 CP group, Wired Insight found that the group remained highly active from more than 6 a.m. to 1 a.m.
New group members often "go straight to the topic". After introducing basic information such as age, constellation, coordinate address, etc., they send the signal of "seeking friends" and "waiting for the destined person".
At 10:00 p.m. in the CP world, they played a "dice roll" game similar to the "big adventure with sincerity". At which number, they had to complete the corresponding task target until the task matching person sent a private letter "successfully paired".
CP game after Fasthand 00, Tuyuan chat group after Fasthand 00 One of the post-00s students in the group told Wired Insight anonymously that he likes to make new friends in quick group chat about "casting nets", and then pull them to QQ friends to talk about "key fishing" privately.
"There are teachers and parents in QQ, and they often have to learn to complete tasks. They always feel 'tied hands and feet', but no one knows me at fast hand, so they can enjoy themselves and chat," he said.
According to the data of Fasthand 2020, "love life" is the favorite of the post-00s. They seek love up and down on the road, and together with the post-90s, they constitute 200 million fans of related writers.
Some post-00s are busy in love, and some post-00s are already out of business.
According to the online Insight statistics, among the top ten online celebrities of fast hand, the number of fans of "Tian Xiaoye" who ranked first reached 2384.6W, and the number of fans of "strawberry jam ox" who ranked tenth also reached 209W.
According to Tian Xiaoye's public speech, when she was a junior, she had an opportunity to interview MCN interns and set up the staffing of "Tian Xiaoye", a story blogger, which has become popular ever since.
As an online celebrity, she revealed that it is common for her to work overtime until one or two in the morning every day when filming, and it is even more common for her to stay up all night. However, her personal message comments, chat and interaction with fans are the biggest driving force for her work.
The post-00s love the short video app, but they also haven't forgotten the station B.
Douding is a senior member of Post 00 Station B. According to her introduction, she has liked to upload her cover works on Station B for self entertainment since junior high school, and she belongs to the category of "irregular updating of Buddhist UP master".
One day when she was a sophomore, she noticed that a netizen frequently left messages under her video, cheered her on and encouraged her. They talked with each other when they came and went. Due to the similar music interest style, Douding and this male netizen's relationship heated up sharply and finally developed into a couple.
In her eyes, Station B is a high-quality "social tool" without the risk of mixed social software, but it can also make friends with like-minded people.
Young people are seeking social interaction at Station B, which is trying to get closer to social interaction.
In October 2020, Station B launched a new function of "making friends in the same city", which allows users to open the location in the same city on their mobile phones and upload UGC videos, articles and other content.
Local interface of Station B, source of pictures Mobile App of Station B Recently, according to Tech Planet, Station B is testing the function of sending red packets again. Users can click the "Send Red Packet" button in the chat box, set gold coins (virtual coins in Station B), and click Send to form a red packet in the chat interface.
According to the rules, the amount seized by each person is random, and the unclaimed red packet will be returned to the current account of the user who sent the red packet 24 hours later.
Although at present, Station B's "Local" column and "Red Packet in Projection Room" function are still in the stage of internal testing, and only some users are invited to test, this is undoubtedly Station B's "breaking circle" attempt in social networking, giving users more opportunities to interact.
From making friends, entertainment to learning, video software is infiltrating into the life of the post-00s in many ways. They strive to create another world belonging to the post-00s beyond the old giant QQ.
Who can please the post-00s?
Sequoia Capital once described the characteristics of this generation as follows in the Report on Post 00 Pan entertainment Consumption:
Their parents have good educational background, and 45% of them have bachelor's degree or above, which makes them have a high level of intellectual development and strong independent decision-making awareness and ability;
Nearly 80% of the post-00s saved more than 1000 yuan. They are more open-minded about money, advocate independence, and are the "richest generation";
94% of the post-00s have their own smart phones, and they have a very good habit of paying for products. Among them, 59% of the users prefer to pay on demand or times, while 5% of the users have annual paying members on more than three platforms
00 post payment habit, source: 00 post entertainment consumption report To sum up, they are "independent" and "rich and capricious", which makes the post-00s excellent user profiles of social media.
However, it is too difficult to please the post-00s.
Take Tencent as an example. If you can't figure out the preferences of the post-00s, you can use the "spread the net" strategy and never miss any possible social outlet. In 2019 alone, Tencent has launched more than 10 social applications, including cat, chat, echo, happy encounter, etc., or focusing on pictures, beauty, or strangers.
According to Wired Insight statistics, so far, apps such as chat, echo, and happy encounter have disappeared from the Apple App Store.
There are not a few examples of a flash in the pan.
In 2015, the first "face to face action chat" app, "Pinzhai", was once popular among the post-00s, known as "new generation social networking". However, within three years, the software disappeared and went offline.
The "Yinyu" app launched in 2018, targeting young people mainly after the 90s and the 00s, focused on "music+social networking" and once reached the second place in the social app category of the App Store, but less than a year later, the news that "the whole network is off the shelves" came from the "Yinyu" app and disappeared in the Jianghu
Initial Capital research shows that after 00, the willingness to download "non famous" apps other than Top1000 is 1.3 times the average of all ages, higher than 29% of the average of all ages, but at the same time, the speed of liking the new and hating the old is also higher than that of other groups. After 00, they will suddenly unload apps, and there is nearly 50% chance that the original products will not be loaded.
It is too difficult to guess the preferences of the post-00s. Even Ma Huateng once said: "We were young when we were doing QQ, but as we get older, we find that many young people like to play. We can't understand."
The giant who has been exploring hard failed to monopolize the market, leaving room for other platforms.
Last month, Soul's IPO application prospectus showed that in just one year, the number of monthly average paid users of Soul increased from 268900 in 2019 to 1.7 million in Q1 2021. Among its tens of millions of DAUs, 73.9% were post 95 and post 00 users. Through the "personality test" to match users with "soul mates", it gives young people a fresh feeling.
In addition, according to the statistics of Tencent's Jiaotong University, flowers bloom and fall, volcano videos, exploration, etc. are also the favorite social apps of the post-00s.
For social software manufacturers, it is a core problem that how to avoid self entertainment on the cultural track that is too small, and how to maintain a "unique" tone for the post-00s. In this regard, the giants do not take the lead, and small platforms are also rising. The battle for post-00s social networking has just begun.
