Why has QQ Space remained popular for 11 years?

QQ Space is an accessory of QQ. Without the dependence of QQ, it is basically not a successful product. To be precise, it is a supplement to QQ. She became independent by relying on the relationship of QQ. QQ provides a traffic entrance for QQ Space, whether it is mobile or PC.

1. From the perspective of demand:

QQ Space meets the needs of users

1. Record 2. Social 3. Short video 4. Personalized dress up

Meeting QQ's needs

1. Circle supplement 2. Product distribution 3. Diamond business

As for QQ Space itself:

• The design of QQ Space itself meets basic needs, but there are no expected needs.

• QQ Space is becoming more and more commercialized
• Always adding

2. From the perspective of the target population: optimize functions according to user needs

The "Post-95s New Generation Social Network Preference Report" released by Penguin Intelligence stated that among the active users of QQ Space, users born after 1995 accounted for 32%, exceeding the number of users born between 1990 and 1994.

Among them, most of the users are males born after 1995, and 30% of them are college students.

Next, let’s focus on analyzing what optimizations QQ Space has made for this target group:

• Personalized Dress

QQ Space focuses on personalization, such as cover decoration, card decoration, avatar decoration, short videos and quick comment expressions, which are consistent with the desire of post-95 users to express their individuality. For example: In 2015, QQ Space launched the offline activity "Give You Space to Do Trouble".

• Willing to share

The photo application can be said to be the key function that keeps QQ Space alive. On the one hand, QQ Space has optimized pixel design and upload speed; on the other hand, the most commonly used functions such as uploading photos and posting comments have been made into plug-in mode to optimize the mobile terminal. According to the survey results reported by Tencent, users prefer to share their daily moods and life photos.

(The left is the report, the right is the QQ space page)

QQ Commercialization

Tencent’s financial report in 2014 showed that the number of monthly active users of QQ Space reached 654 million. On May 1, 2015, the peak number of photo uploads in a single day reached 650 million. What commercial activities does QQ have?

• advertise

• Value-added Services

Personalized dynamic background, colorful bubble sayings, interesting space pictures, yellow diamond watermark, real-life portrait expressions, sign-in expressions, etc.

• Social Marketing

The 4.0 version of QQ Space has added a new "Reading Center" section, inviting more than 30 official media accounts to join, and it may become a super portal in the future. Redmi mobile phone, LeTV S40, Coolpad Dasheng F2 and other products were first launched on QQ space, and the number of reservations exceeded 10,000.

So it is said that good things last forever. Without QQ's strong traffic entrance, without the fine polishing and commercial operation, QQ Space might be like Renren back then.

@Ball Lightning ———— Product Manager

Speaking of QQ Space, this product is actually quite a failure. Of course, when I say failure, I don’t mean that it wasn’t done well from a product perspective. What I want to say is that, from the perspective of business layout, Tencent failed to introduce the concept of time sedimentation into product design early on, causing it to lose a very important strategic chess piece in the future.

At the same time, because it is too powerful, almost no one in the industry has the interest and confidence to create a new Internet space product, resulting in the evaporation of Internet memory of Internet users born in the 1980s, 1990s, and even now those born in the 2000s.

To describe it metaphysically, the user's time in QQ space only exists in the present time, and has no value in the past dimension or the future dimension. In short, you may have used QQ Space for ten years and invested a lot of time and emotions in it. But as these times and emotions occur, they completely disappear. It has not been deposited into memory and has no guiding value for the future.

From a certain stage in the future, people will become extremely nostalgic. People have a strong need to find traces of existence and a sense of belonging from the past. Before the age of 40, people only see the future; after the age of 40, people only think about the past. This is a need that comes from human nature, and now those born in the 1980s are already in their 30s.

The pressure of life, the pain that accumulates over time, etc. have increased their needs for a sense of recognition, belonging, and existence. Elements of past attributes such as nostalgia, traces, and trajectories will be fully favored by people.

The elements of QQ Space such as logs, chats, photos, classmates, etc. are the best entry points for products when social sentiment becomes nostalgic. But unfortunately, many people born in the 80s and 90s cleared out all the content in their QQ space after no longer using it. A product can actually lead people to waste energy deleting past memories (most people on campus just ignore it). At least from this perspective, QQ Space is short-sighted and a failure. Once you miss an opportunity, it will never come back.

As for its long-lasting popularity, if you have the ability to lower its page exposure priority again and again, it will probably be completely forgotten.

By the way, let me say something at the end that may make some people confused. If one day banks change from being information-driven to being commercial-driven, the data they possess, the personal relationship chains, etc., will be enough for them to create a product that integrates important elements such as social networking, e-commerce , and payment. The company that can make this product will become the new giant in the next Internet era.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article is @PMCAFF Community and it is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!