Although more and more outsiders comment on WeChat and QQ in this way, it also reflects the authenticity of the situation from the side.
Users' love and hate can best be reflected in social applications. With the rapid development of Internet in China, it is not surprising that new scenes, new forms, new consciousness and new technologies may force new social apps or new forms of social tools to appear in the future or in the near future.
There will be no substitutes in the future. The advantage of QQ and WeChat lies in the social relationship chain (everyone uses it, so you have no reason not to use it). Unless there are subversive new social applications in the future, it is almost empty talk to shake Tencent's social status.
As we all know, Tencent's main income comes from various value-added services, including social networks, online games, corporate services and online advertising.
Tencent Q3 financial report this year shows that the combined monthly active accounts of WeChat and WeChat reached 1 1.5 1 billion, a year-on-year increase of 6%, and the daily activity of applets also exceeded 300 million. The monthly activity of QQ decreased slightly.
In fact, Tencent's social and other advertising revenue accelerated this quarter, reaching 654.38+0.47 billion yuan, up 32% year-on-year and 23% quarter-on-quarter. The advertising revenue of WeChat friends circle increases with the increase of advertising inventory and exposure, and the advertising revenue of WeChat applet also increases. It can be seen that the advantages of Tencent's social traffic are still there, which is not comparable to other companies.
Now we seem to have the same cognition. Instant messaging software is not directly related to the Excellence of the product itself, but depends on whether there are a wide range of users around. Obviously, QQ and WeChat firmly grasped this huge advantage.
As far as QQ is concerned, it is actually the evolution of the relationship chain between strangers, which can be said to be the epitome of the relationship chain between strangers. Instant messaging tool+virtual commodity sales platform not only meets the needs of real-time communication, but also is a good tool for online delivery.
Needless to say, WeChat is the largest national social product in China. It can be said that a complete social relationship chain is its most powerful moat!
Admittedly, at the functional level, QQ and WeChat are not irreplaceable, but the cost of user migration will become the biggest obstacle to emerging social media. Not long after, many social software similar to WeChat, such as multi-flash, toilet MT and chat treasure, rushed out. And its ending is probably the consistent "depression and death."
The underlying logic of traditional social interaction and Internet social interaction is the same. In the traditional social era, the address book is king. The advantage of Internet socialization (relationship socialization and scene socialization) lies in overcoming the problem of poor participation of traditional social users.
Typical representatives of social relations can be QQ and WeChat. As far as WeChat is concerned, it is a strong relationship+strong topic attribute. From the content production scale of WeChat official account (content consumption) to WeChat circle of friends (memory record), to omnipotent WeChat applet. Wechat is triggered from specific scenes, which firmly solves the specific needs of users.
The difficulty of internet socialization lies in the control of four dimensions: traffic, content, scene and interaction. How to effectively form a long-term mechanism for user growth is the most important. For future social applications, functional imitation alone is obviously not enough to shake the status of QQ and WeChat. In the absence of subversive new social applications, all this seems empty talk …
Will there be a dating software instead of QQ and WeChat in the future? Why? I have also thought about your question. I think there will be better and more popular social software than Tencent in the future, which will inevitably replace QQ and WeChat.
The world is ever-changing, there are no evergreen trees, and there are no social applications that stand at the top of the pyramid forever. The development and progress of human civilization are always regular. When the green leather train appeared, no one thought that it could be replaced by high-speed rail. When Nokia mobile phones swept the world, they didn't expect that they were strangled by Android and the market. QQ itself didn't expect that Tencent launched WeChat to steal most users, just like Taobao, and the rising stars of e-commerce shopping platforms, JD.COM and Pinduoduo, also stole more than half of their users.