On December 8, Momo launched a new social product called "Kaka". It is an instant messaging product. It mainly promotes "Photo Chat" and is a social product for acquaintances and semi-acquaintances.

According to Tech Planet, Kaka is an independent team that reports directly to Momo CEO Wang Li. The vertical user portrait is users in first- and second-tier cities aged 18 to 25. It is currently available in the app mall.

It is understood that Kaka’s main focus is “camera text messaging”, and it mainly recommends sending photos, animations or video messages. During chatting, the dialog box will give priority to the shooting interface. On the "Personal Home Page", you can see fragments of your friends' lives, and you can also see how many *** friends/group chats they have with each other. If you have *** friends, you can start a conversation.

In addition, in the "Kaka Moment" interface, you can share your daily life, comment and interact, and you can see all the comments and likes under your friends' moment updates, so you can get to know your friends' friends, and you can directly enter your personal profile. Add friends on the home page, or enter a temporary conversation.

It is understood that Momo has launched six social products this year. In addition to Kaka, there are also short video social APP Duiyan, video dating software Duidui, and makeup imitation APP Duimang. Western, real dating software? Moduoduo.

Different social products have different groups of people, different group attributes, and different user relationships and forms of expression. They are probably the soul of the product. Users directly constitute the tone and soul of the product. Users It also determines the business model of the product; the user composition and user relationships of social products are different, and we can divide them into stranger discovery products with the core purpose.

This type of product is mainly based on the stranger discovery scenario, which is also the scenario with the most intense competition among social products. In this scenario, the user composition and user purpose are different from the previous two categories. Driven by hormones, this is also the scene closest to money;

Because of the user group and user relationship, instant messaging tools are far away from money and can only generate revenue through indirect methods. To put it simply, The wool comes from the pig. For example, WeChat’s advertising, games, and financial services do not charge users directly. But it is also because the relationship between users is relatively close, and users stay for a long time. With the user's stay time, it also helps many content creators to build platforms and establish a stable, reliable and trustworthy huge traffic platform. With traffic, Therefore, there are many profitable platforms such as Guangdiantong, WeChat Games, O2O and finance. These are profit models that can only be achieved through social networking with acquaintances of giants.

With the physiological needs of strangers, the business model is more diverse. There are almost every Internet business model you can imagine, but here it is more inclined to games or live broadcasts. This type of user is mainly composed of the young new generation. They mainly focus on discovering strangers, adding friends or relieving loneliness. They have entertainment needs as well as erotic needs (see the previous article for details, which explains the details of social networking. *Emotional needs and entertainment needs). With the existence of entertainment needs, many business models such as games have been developed, such as props and decorations, gift rewards, etc. With the *emotional needs, there are members. Various models such as charging and paid services. The charging targets for this type of products are more towards TO C, which is a model where wool comes from the sheep.