Is the increasingly entertaining QQ intended to defeat WeChat?
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Recently, QQ and WeChat have been continuously updated. Tencent Experience Center has welcomed the release of the third maintenance experience version of QQ8.9.1. From the update list, QQ's recent updates are focused on entertainment. For example, the update of this version includes video call fun chat, dynamic widgets, interactive expressions, etc., but the direction of WeChat's update seems to be very different. Tencent's attitude towards these two products is also different. Is there any mystery? From the content of QQ's updates, QQ focuses on entertainment social networking. From the built-in GIF gallery, dynamic widgets and interactive expressions in the chat window to the conversion of video photos into GIF animations, they are all to meet the user's demand for "fighting pictures at the slightest disagreement". WeChat's updates are mostly to improve the user experience, such as the launch of the demand of "only showing friends the circle of friends in the past three days". There are very few "fancy" products, which are relatively low-key. In fact, the difference in the update direction of QQ and WeChat is related to user positioning. QQ was first created on the computer side. Most of QQ's users are young people who can focus on chatting and interacting at a fixed time and space. WeChat was launched when the mobile side was emerging. Most of its users are mobile-oriented and are white-collar workers who have difficulty in having a fixed time and space to surf the Internet. In the mobile era, WeChat does not have the concept of "online", which highlights the fragmentation of time and space compared to QQ. However, in order to welcome the mobile era, mobile QQ came into being; in order to facilitate user use, WeChat also launched a computer side. WeChat and mobile phones can both make voice and video calls, and there are circles where dynamics can be posted for interaction; on the computer side, both can transfer files, and chat records can be synchronized with the mobile side. It seems that the difference between the two is narrowing, but is it really so? Mobile QQ is an extension of computer QQ on the mobile side, mostly used for instant chat and video communication, and the chat methods are also more text, group chat, and pictures; WeChat is tailored for smart mobile terminals, similar to the SMS function of mobile phones, with more voice and text, and no rush to get a reply, so the attributes of smart mobile terminals are stronger. Although WeChat has launched a computer version, unlike QQ, WeChat is more for intercommunication with mobile phones and is mainly used for business operations and sales. WeChat integrates the mobile phone address book and the QQ address book. It is a social networking among acquaintances, and only has some stranger chat functions (lbs, shake, drift bottle). Compared with QQ, WeChat is relatively weak in group social networking and interest social networking. Due to the different user groups, WeChat has filtered most of QQ's leisure and entertainment users through the medium of smartphones. Although it has gradually begun to integrate from social attributes to group interest attributes and released public platforms, paving the way for a mobile platform and entrance, its influence is still limited. In terms of group social networking and interest social networking, the advantages of PC QQ groups have been inherited by mobile QQ. In the third menu "Dynamics", mobile QQ highlights the social function, putting QQ space, stranger social "nearby people" and group social function "interest tribe" at the top, magnifying the advantages of QQ, allowing more users to participate in the content of interest and increase their own social interaction. A careful comparison of the functions of the two will reveal that QQ's functions are better than WeChat. For example, chat history synchronization. Once WeChat is logged in on another mobile phone, all chat history will be cleared, and the previous mobile phone chat history will not be visible when logging in on the computer. However, QQ has a cloud migration function. Whether you change your mobile phone or computer to log in, all chat history will still be synchronized. Or file storage and forwarding. QQ supports offline and online file reception, automatic storage for 7 days, and can receive files whether you log in on a computer or a mobile phone. It also supports one-click forwarding, but WeChat's operation is much more troublesome. Although it seems that QQ has more functions than WeChat, many people still prefer WeChat. In fact, WeChat emphasizes the social attributes of acquaintances, while QQ has richer functions. The two just have different focuses and overlap with each other. There is no difference in essence. They are just two similar software used by Tencent to deal with different user groups. QQ represents an entertainment society. Whether it is the direction of youth, entertainment social strategy, or scenario-based communication, QQ's gameplay in the mobile Internet era is gradually becoming clear, and its relationship with WeChat is also becoming clearer. WeChat represents a business-oriented acquaintance society. The two social platforms are gradually evolving into a system. Tencent has made the Penguin Empire go further and further by improving the ecosystem of the two major social platforms and planning the overall layout. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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