Attracting 85% of primary and secondary school students, how can the mature QQ maintain a young ecosystem?

QQ has always been the "main base" for the youngest and most trendy people, and it still is. So how does it capture young people? Follow me to see!

According to Xinhua News Agency, the "China Children's Participation Status Report (2017)" jointly released by the China Children's Center and the Social Sciences Academic Press stated that the proportion of primary and secondary school students in my country who own dedicated mobile phones reached 75.9%, and 85.5% have QQ numbers.

The information directly revealed by the figures in the report is that more than 80% of primary and secondary school students are active on various QQ platforms every day, and their every action and every choice on QQ secretly reveals QQ's solid layout in the youthful ecosystem. QQ's youthful ecological layout mainly includes three social sections: content, communication, and payment, and these three have each extended into a rich business section.

1. A content ecosystem with younger attributes

1. Gathering a large number of QQ highlights of the second dimension

At the Tencent Global Partner Conference in 2017, Yang Dazhi, General Manager of the Content Platform Department of Tencent's Social Network Business Group, introduced: As a product with 70% of users being born after 1995 and 2000, QQ Kandian has successfully captured a large number of young fans.

Judging from the high-weight keywords extracted from QQ Kandian, discussions on keywords such as anime and the second dimension are very intense, and other niche in-depth content is also active on the platform, such as the ghost animal master Billy and the white ghost courtyard Rinrindie; they are particularly keen to try new games , such as the new heroes of Honor of Kings and the chicken-eating game; they are also full of curiosity in the field of science and technology, such as artificial intelligence , hacking technology, and the latest robot videos; they are eager to learn about strange things, such as "unsolved mysteries of the world" and "the most terrifying tourist attractions"; there are also other popular campus keywords such as the coolest notes, Chinese school uniforms, and real photos of university dormitories. Based on this, QQ Kandian has created a variety of content formats and has become a high-quality content consumption and interactive platform loved by young people.

(II) QQ red envelopes that can be played

As far as the entire industry is concerned, red envelopes are inevitably a form of entertainment that everyone will participate in during festivals and holidays. Based on this, QQ continues to upgrade and optimize the red envelope function and add fresh gameplay. For example, the password red envelopes that were ruined by the post-95s generation have also evolved into a new form in the new version - voice command red envelopes.

In order to get a red envelope, users need to read out the corresponding password through voice. Therefore, various interesting ways of playing by voice, such as tongue twisters, uncommon characters, and teasing words, are constantly being developed. Voice command red envelopes further expand users' entertainment and social methods and meet their social needs. The characteristics of those born in the 1990s and 1995s who like new, lively and funny things have further fueled the popularity of QQ voice command red envelopes.

Do you think that using voice commands to send red envelopes is the limit of what the young group of QQ can do? In January 2018, after the mobile QQ was upgraded to V7.3.5, a new "Video Call Red Packet" function was added. When users are on a video call with friends, they can select the red packet function in the special effects interaction and complete the payment. They can then send red packets of random amounts to their friends and can also choose to "change the amount." After sending the red envelope, the other party will make corresponding expressions based on the dropped emoticon package to obtain a score and a red envelope of corresponding proportion, and the remaining amount will be returned to the user who sent the red envelope.

(III) NOW Live Broadcasting that can flirt with "Uncle Ma"

Statistics show that the online live streaming market is estimated to be worth hundreds of billions of yuan, and the total number of users on live streaming platforms has exceeded 200 million. Live streaming has become a trend, and the youngest generation will not miss it. QQ will naturally not miss it either, and will use the NOW live streaming "green screen technology" and other new ways of playing to satisfy their needs.

Some time ago, a French guy who praised Tencent on the Internet for bringing Chinese technology to a new level joined Tencent NOW Live. On the evening of January 16, "Gundam" (his nickname) aired for the first time and attracted 250,000 viewers. During the live broadcast, in order to express his deep love for Chinese technology products, "Gundam" once again called out to Ma Huateng from afar on NOW Live. He not only said that NOW Live is a very amazing software, but also hoped that Uncle Ma could watch his live broadcast.

4. Interest tribes, a gathering place for post-00s

Founded in April 2014, QQ Interest Tribe is the largest interest-based social platform in China and an important part of the content ecology of QQ's youth section. It is based on mobile QQ and has complete mobile interest-based social attributes. The hottest stars, the most popular works, and the most interesting gossip can all be found on QQ Interest Tribes.

From the demand perspective, QQ realized from its huge database that the "interest" category is huge and can be mined, and it can segment and filter the population, communicate with different values, and create cohesion. Secondly, with the natural advantage of the large number of QQ users, a celebrity tribe can easily have hundreds of thousands of followers and generate huge resources. Through various forms of star-fan interaction, we have achieved an all-round upgrade of star-fan interaction methods in the mobile Internet era, activating the huge " fan economy " market.

2. Social communication with new AI features

The era of rigid text + emoticon communication has passed, and young people today prefer to "move around". In the past, QQ launched various two-dimensional gaming modes such as picture fighting, daily traces, and centimeter show, which have already triggered a wave of pursuit among young people. Today, with the support of AI technology, mobile QQ has also launched functions such as "Smart Map" and "High Energy Dance Studio".

Taking the novel "High Energy Dance Studio" as an example, in summary, it is a new short video social gameplay launched by mobile QQ. Users can record short dance videos and score them according to the screen prompts. Dance videos can be shared and interacted through the QQ social relationship chain. "High Energy Dance Studio" is a short video format that integrates human posture recognition technology into a trendy format. This gamification method meets the social needs of young people who want to release themselves and interact on online social networks.

It is understood that this function is realized based on the "body motion tracking" technology exclusively supported by Tencent AI Lab Computer Vision Center. It is the first to implement the real-time and high-precision detection technology of 22 key points of the human body on mobile terminals, adding more personalized content to young people's social interaction.

It can be said that the "High Energy Dance Studio", a new way of playing that has never been seen in the industry, fully reflects QQ's accurate grasp of the changes in young users' habits and interests, and the subsequent predictions and improvements.

3. Let those born after 1995 and 2000 fall in love with payment

Tencent and Alibaba have been fighting fiercely in the field of payment for a long time. However, in an unnoticed moment, QQ has already expanded payment to the youngest user group - those born after 1995 and 2000.

What's more, whether it is the social communication layout or the content ecological map, from a holistic perspective, the payment system is needed to support the business closed loop. Under these conditions, QQ Wallet is naturally the heavyweight layout product that comes to the fore.

In the hot search index rankings of several major search engines , the popularity of QQ Wallet is generally on an upward trend, with most contributors being young users. In addition, many schools have also found that students have begun to pay tuition mainly through QQ Wallet. QQ Wallet has even replaced school cards in some campuses and has become the mainstream payment method on campus. According to Tencent's previous survey report on college students' consumption concepts, about 30% of students have an average monthly consumption expenditure of more than 1,500 yuan, far exceeding the consumption level of the previous generation of college students.

In addition, as a product targeting young users, the biggest feature of QQ Wallet lies in its personalized payment method - such as skin design, payment code, payment page, payment sound, etc., all of which adopt a unique design method. When you enter the password, there will be a sound when the payment is successful. QQ Wallet is even called "the wallet that can speak."

With a sector layout that closely grasps the pulse and dynamics of young people, solid support from cutting-edge technologies, and a rich and diverse business cluster, it is no wonder that QQ has always been the "main base" for the youngest and most trendy people.

The author of this article @木子 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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