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QQ pet will be shut down next month. It is never WeChat to defeat Tencent QQ.

via:博客园     time:2018/8/27 14:32:08     readed:698


On February 16, 2005, the number of Tencent QQ online users exceeded 10 million for the first time.

On June 6 of the same year, “QQ Pets” was officially launched. In just one year, the maximum number of QQ pets online at the same time exceeded 1 million, making it the largest online virtual pet community.

This cute pet accompanied by a generation of QQ users grew up, but also witnessed the heyday of QQ.

Today, this cute pet will completely withdraw from the historical stage, and it will officially cease operation on September 15, 2018.

Coincidentally, in 2018, it is destined to become a year in which things can't be remembered. On July 17th, Yahoo MSN was shut down, and on November 30th, Netease blogs will be shut down. This means that the blog era is gradually coming to an end.

Some people say: "The Internet does not have a permanent product, and the brilliant products have their own life cycle. ”

According to Tencent's financial report data, the number of active users in QQ in 2017 dropped by nearly 100 million compared with 2016. The 2018 semi-annual report showed that QQ monthly active users fell 5.5% year-on-year in 2017, and QQ space fell 9.5% year-on-year.

Most of the products that have been active and brilliant on the PC side are coming to the end. How long will the QQ life cycle of the 19-year-old be? In 2003, Tencent launched the mobile phone QQ, why is it that WeChat first became the mobile social king, who is slowly killing QQ?

How long have you not landed in QQ?

“Now there is almost no QQ, and all social activities are basically on WeChat. We often use WeChat with friends, colleagues, and family members who are in constant contact. Occasionally opening QQ is just a file transfer, or when you use a computer, you will log in to QQ to use the screenshot function, because the screenshots of QQ shortcuts are especially convenient. ” In 1993, media person Xiao Liu told reporters.

“I will use it when talking to customers, but sometimes it will be done on WeChat. This is related to the habits of customers. The frequency of use is similar, but I almost never use QQ in my life. & rdquo; 95 years of Internet practitioners Xiaoshi said.

After 90, it was the main force of QQ users. Once upon a time, this batch of 90s was to upgrade a few suns than friends, and privately hangs QQ from morning to night. In order to dress up the space to buy yellow diamonds, and then use cool space to dress up to show off yourself is a yellow diamond aristocrat.

“When you walk, you will be scattered.” Unknowingly, QQ and the majority of the 90s gradually drift away, and even after 95, they are far away from QQ.

“ Our school group notifications generally use QQ notification, but I personally use more WeChat, because there are more people using WeChat, but some friends will still use QQ to contact, but the big trend will still be transferred to WeChat. & rdquo; 98 years of college student Xiao Feng said.

Why did people who used QQ 10 years ago 10 years later, "Abandoned as 敝屣"?

“QQ This product works in a gamified way, in line with the habits of people ten years ago, nothing, time is rich, while playing can also complete social activities. & rdquo; Internet analyst Ge Jia said. “But now people’s time is getting more and more precious, they need to be more pure and straightforward to complete socializing. ”

So instead of QQ, the user's needs are changing, and QQ is still young.

Unlike WeChat's “restriction”, QQ has been doing additions to cater to younger users. QQ show, cm show, interest tribes, face-changing effects, video chat filters and other entertainment-oriented tools have been changing. young people.

In 2006, Xiao Yang was in junior high school. She said: “I generally use WeChat more. Now my friends use WeChat more. Using QQ is to watch comics and visit interested tribes. ”

According to Tencent's 2018 semi-annual report, as of June 30, 2018, QQ smart terminal monthly active accounts increased by 7.0% year-on-year to 7.086 billion. According to Tencent, this is mainly due to the introduction of new entertainment features and content that appeal to younger users. The smart terminal monthly active account and daily active account of users aged 21 or younger achieved double-digit year-on-year growth.

However, the Blue Whale reporter found that QQ's active account fell sharply between 2016 and 2017, compared with nearly 100 million accounts, by comparing Tencent's QQ monthly active account data for the past five years. According to the 2018 semi-annual report, QQ monthly active users fell 5.5% year-on-year in 2017, and QQ space fell 9.5% year-on-year.

Nowadays, there are countless entertainment-oriented apps on the market. Vibrato, fast hands, Weibo, etc. can cover almost all the functions of entertainment-oriented tools provided by QQ, and the QQ, which is struggling to entertain, has solved this urgent need, but Is it really a long-term solution?

It’s not that WeChat killed QQ, it’s this era.

On March 5, 2010, at 19:52:58, QQ also reached 100 million online users.

On January 27, 2010, the world's first iPad was released, and in June of the same year, iPhone4 was released. The era of mobile Internet has quietly arrived, and the Internet landscape has undergone earth-shaking changes. BAT reshuffled, Tencent stepped into the mobile Internet with WeChat, and Ali also grabbed a seat with mobile payment. Baidu lost the team in this wave, and TMD unexpectedly caught up with the Internet.

In the era of mobile Internet, everything is changing rapidly.

On March 29, 2012, WeChat's online number exceeded 100 million at the same time. At this time, WeChat was only 433 days online. Breaking through this number, QQ has been used for nearly 10 years, Facebook has been used for 5 and a half years, and Twitter has been used for 4 years.

As we all know, Tencent launched the mobile phone QQ in 2003, but the ultimate attack on the mobile Internet is the small software WeChat that Tencent did not pay attention to at the beginning.

According to Wu Xiaobo's "Tencent Biography", WeChat started as a KIK-like product on November 20, 2010. KIK was a social software for mobile phone contacts at the time. On January 21, 2011, WeChat was officially launched. However, China's first product to imitate KIK is Xiaomi's rice chat, and WeChat launched a month later than rice. Mi talks first introduced Android followed by the iPhone version, while WeChat first released the iPhone and then Android and Symbian.

According to "Tencent Biography", for more than 10 years, QQ's main consumer groups are middle and high school students and the city's young and low-income groups. WeChat users are the mainstream of the society, including almost all social classes, from senior white-collar workers, entrepreneurs, intellectuals to civil servants. The release of the iPhone version may also be an important step in the market for WeChat guns.

At that time, mobile QQ is still the most important social tool for Android users.

“Mobile QQ is an extension of the idea of ​​QQ on the PC side. There are many functions of QQ products, including membership, QQ show, etc. Many functions are available, but it is not suitable for mobile internet. ” Insiders said.

WeChat is the product of the mobile Internet. It is a product specially designed for the mobile Internet. QQ's product design is no longer suitable for modern social characteristics.

“The initial bandwidth of the mobile Internet is very small. WeChat is a minimalist product. It removes most of the functions of QQ, so it runs more smoothly and the experience is better. As the bandwidth increases, the performance of mobile phones increases, and the function of WeChat is gradually increasing. However, it has caused QQ to miss the opportunity of people's habits during the mobile period. ” Internet analyst Ge Jia said.

Therefore, even if it is not WeChat, there will be software such as Mi Chat and Gu Tan to replace QQ's social status, because the mobile Internet era needs a product for the mobile Internet. WeChat grew faster and more solidly through the diversion of QQ's social relationship chain.

Walking on two legs is more stable? QQ WeChat gap is gradually increasing

Before 2008, mobile QQ has been a continuation of the PC, retaining all the qualities of the PC. After 2008, smartphones with touch screens changed the way of human-computer interaction. QQ zoomed in on the mobile phone interface, the visual design was more concise and clear, the function design was more centralized, the window accumulation was reduced, and the functions were displayed in a patchwork. However, PC traces still remain on the mobile phone QQ.

Around 2013, mobile QQ is closer to the experience of mobile terminals, can share geographic coordinates, can pay online, can replace voice calls, and so on.

On April 1st, 2014, Mobile QQ added QQ wallet and officially launched the mobile payment field.

At 9:11 pm on April 11, 2014, QQ's online account exceeded 200 million at the same time, including more than 70% of mobile accounts through mobile phones such as QQ and QQfor Pad.

Ma Huateng issued Tencent Weibo: "Congratulations to QQ, the number of online accounts at the same time exceeded 200 million for the first time tonight! The hand Q contributed a lot, the post-force is still strong, and the WeChat complements each other, there is competition and cooperation, each has a mission goal, and the two legs walk more stable. ”

Wechat's thigh is getting stronger and stronger, and QQ's leg can still be stable but not yet known.

According to Tencent's 2014 financial report, QQ smart terminal monthly active accounts increased by 33% year-on-year to 567 million. Tencent has fostered the ecosystem of QQ mobile users by integrating O2O and other new services and launching QQ mobile wallets. By enriching the payment scenarios and launching activities, QQ Mobile Wallet and WeChat Pay have a total of more than 100 million bank card accounts.

According to the 2015 financial report, QQ smart terminal monthly active accounts increased by 11% year-on-year to 642 million at the end of 2015. According to Tencent, QQ wallet payment service is very popular. During the 2016 Spring Festival holiday, the number of red packets sent and received through QQ wallet in only 6 days is about 6 billion.

According to the 2016 financial report, QQ smart terminal monthly active accounts increased by 1.7% year-on-year to 652.50 million. QQ attracted 250 million users to open 2 billion sponsorship red envelopes during the five-day Spring Festival. In 2017 and 2018, Tencent's financial report did not mention the QQ wallet.

It can be seen from the data shown that in 2015, QQ mobile terminal monthly active users rose by nearly 100 million. In 2016, mobile terminal monthly active account growth tends to be weak, rising only 1.7%.

“Red envelope activity is just a promotion of QQ. This promotion has not made QQ users continue to rise, but has declined. This shows that social relations are shifting from QQ to WeChat. ” Insiders said.

The same is social software, why is WeChat able to make mobile payments, but QQ is not?

“ Alipay is to pay, is for the purpose of payment. WeChat first socializes and then makes payments in the social field. QQ Today's social relationship is no longer a strong relationship. Many friends are strangers, so the amount paid will not be much. & rdquo; Ge Jia said.

WeChat registration can only use the phone number, and the associated address book, the friends originally added are relatively close. Therefore, WeChat is more private and more personal. Compared with QQ, users will be more secure and more conducive to the promotion of WeChat payment. And the life tools such as mobile payment have enhanced the user's stickiness for WeChat, and inadvertently changed the user's usage habits.

“The inertia of action is a common syndrome. There is no constant success equation, inertia is the biggest enemy of business growth. ”Donald · Saar's remarks may explain why QQ is going downhill.

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