QQ promotes QQ public account platform, things you must know!

Quietly, QQ launched the QQ public account platform (mp.qq.com). Upon hearing the news, I quickly got up from the bed. It is really easy to fall into the land of gentleness. According to the Baidu snapshot results, mp.qq.com was originally owned by Tencent App Store , and was recently updated to the QQ public account platform. The Haosou snapshot results show that the snapshot date of mp.qq.com is June 14, 2015, and it is now possible to register and apply using a QQ account.

Tencent's Q1 2015 financial report showed that the number of monthly active QQ accounts reached 832 million, down 2% from the same period last year. The number of monthly active accounts on QQ smart terminals reached 603 million, an increase of 23% over the same period last year. The combined monthly active account numbers of WeChat and WeChat are 549 million. In terms of size, WeChat has fewer users than QQ, and QQ is also stronger than WeChat in terms of user reputation and user breadth. In many remote areas, QQ can be said to be "deeply rooted in the hearts of the people."

Logically speaking, WeChat and QQ are in direct competition with each other and are both social tools. It is impossible for both to grow big at the same time if they were two different companies. The reason why "there is a reason for their existence" is that QQ and WeChat are both part of WeChat, and many of WeChat's early seed users migrated from QQ. Tencent officials have also stated that the two are not in a competitive relationship and that they have different user attributes.

A familiar public account platform

In terms of login methods (author’s WeChat public account : Guo Jing’s Internet Circle), users can log in using QQ number, email address, and mobile phone number. After logging in, the user needs to select the account type, namely subscription account and service account.

The main bodies of subscription accounts are divided into three forms: media, enterprise, and individual, which is exactly the same as the WeChat public platform .

For operators , one mobile phone number can register 5 accounts. In the early days of WeChat public accounts, one mobile phone number could only register two accounts. Later, the number increased. The QQ public account platform learned from this lesson and directly registered five accounts.

The third step is the public account information, including name, ID, introduction, avatar, etc., which is exactly the same as the WeChat public platform . After completing the information, click to confirm the information. The system will prompt "The review results will be sent to your mobile QQ". Then just wait for the review results.

Although the account is under review, when I open the homepage, the system will directly open the backend page (what a big BUG...).

From the sidebar in the above picture, you can see the user's background, which includes fan management, material management, data statistics, etc., and the functions also include public account authentication.

Overall, the QQ public account platform and the WeChat public platform are "familiar", and the selection of registered entities, background pages, etc. are very similar. However, one is pushed to WeChat users, while the other is pushed to QQ users. This is the biggest difference between the two.

Is it worth going down the mountain?

It has to be said that even though the user attributes of WeChat and QQ are different, for self-media, the cost of platform migration and conversion is very high. Many people fail in this conversion and migration for some reasons. A common example is the transition from Weibo to WeChat. Many self-media are unable to adapt to the changes in the environment and fall behind in the WeChat era. What awaits them is the gradual decline of Weibo on the one hand, and the entry into the post-bonus period of WeChat on the other. It is extremely difficult to enter again, and the attributes of fans are different.

In addition to WeChat Public Platform, similar platforms such as YiXin Public Platform and LaiWang Public Platform are emerging in an endless stream. However, for self-media, the effects brought by other platforms are incomparable to WeChat Public Platform. They enter with hope and leave with disappointment. So, is it necessary for self-media to "go down" from the QQ public platform at this time? Will it face a similar fate as other platforms such as YiXin Public Platform and LaiWang Public Platform? What is the value of QQ public platform? I think this is everyone's question.

I think there are two aspects of value:

(1) Preemptive registration. During the Weibo era, many corporate and user accounts were registered, so during the WeChat era everyone learned to be smart and started registering WeChat public accounts. Especially after WeChat authentication was opened, many companies and individuals began to "barbarically" register popular names, and if the original owners wanted to own them... maybe they would have to trade.

The biggest value of QQ public accounts in the early days was registration. Self-media certainly don’t want their accounts to be registered by others, and business owners don’t want them to be occupied by others. Even if the value is not great, registration is necessary. When Weishi was launched, many users began to register.

(2) Acquire different fans (I personally don’t like the term “fans”). All self-media people hope to achieve the same result - to obtain a large number of high-quality readers who are suitable for them. However, the user attributes of QQ are completely different from those of WeChat. If self-media people open QQ public accounts, they may be able to acquire a "new" batch of users and benefit new users. This is very attractive. Moreover, in terms of content, the content of WeChat public accounts can be completely matched with QQ, and another resource of QQ, QQ Space, can be connected. It is impossible that it is completely worthless.

For businesses, QQ public accounts are a big test, and the WeChat public platform itself is a big test. The establishment, registration, review, and development of the platform is a huge project, and many businesses do not make any profit on the WeChat public platform. As far as I know, some businesses have strategically given up on WeChat official accounts. On the one hand, it is because they cannot play the game of WeChat official accounts, and on the other hand, it is because they cannot provide the great value that businesses want. For small and medium-sized businesses, they prefer to see visible benefits, which obviously cannot be achieved by WeChat public platform.

After the launch of WeChat public platform, WeChat launched enterprise accounts, which was another "Internet education" for merchants. QQ public accounts are similar to WeChat public accounts in many aspects, and merchants have to undergo a new "Internet education" again. It is obvious that they cannot bear it. The most important thing is that they cannot see the future, and they will inevitably feel conflicted. As for companies that rely on third parties for their livelihood, they are happy because they can make a lot of money from development fees.

Continue the value of QQ

Even though WeChat has 549 million active reading accounts, it is impossible for Tencent to give up the QQ system. A very important feature of Internet products is continuity. This feature is very important even in terms of hardware, and even more so when it is integrated into software. The so-called product continuity means that the product has a life cycle like a person, and can continue endlessly, with characteristics that attract users to use it for a long time.

QQ was launched in 1999. Many Internet products launched in the same year have already disappeared, but QQ is still the product with the highest active Internet users in China today. Among them, QQ launched games , QQ Space, QQ Show and many companion products of QQ to help the product achieve continuity and allow users to stay on QQ for a long time. Renren, Kaixin001 and others lost a large number of users due to insufficient continuity, and users obviously cannot do without QQ.

In recent years, more and more products have begun to lag behind in continuity, or have not thought about continuity at all. We have seen too many popular products, such as Faceu, Baidu Magic Photo, and Zuji . Even if users will use the product for some reasons in the short term, what happens after the entertainment? What's left of the product? Perhaps, the product designer only designed it for a "one shot", and once it becomes popular, it will be completely annihilated. QQ obviously will not go down this path.

Therefore, I believe that the launch of the QQ public platform is precisely to extend the life cycle of QQ and prevent it from going downhill, while allowing users to stay on QQ and allow users to have fresh "interesting points" on QQ. Of course, another important point is to connect to the QQ smart hardware platform and make QQ a powerful connector.

If a reporter asked a senior executive of Tencent how Tencent would treat the QQ public platform and the WeChat public platform? They will definitely answer, "I hope both brothers are well." Faced with a large number of "barbarians", I weakly chose to register the trademark even though I knew it was useless because the contents were the same and no self-media person would create different contents on two similar platforms. "One source of water for the world" would be fully reflected on the QQ public platform and WeChat public platform. Since the contents are the same, it seems unnecessary for users to subscribe to both WeChat and QQ. Moreover, in the era of information explosion, users are no longer excited about content, and it would be difficult to reach a climax even if there were ten more platforms.

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