Why is Mac QQ different from all the QQ you have seen?
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I have talked a lot about the process of QQ's "cuteness" and its reasons, but the feedback from Mac users is usually "No way, you are lying." This is also the interesting part of Internet product design: based on very different scenarios, products need to prioritize the mainstream needs of users. The reason why Mac QQ - or most software in the Mac OS environment - stands like a silent boulder in the noisy water, completely unlike the same products competing for beauty in Windows, is simply because the development of the Mac version has long been a convention. In order to integrate into the ecosystem provided by Apple, those market-oriented and entertainment-oriented elements must be abandoned and the principle of " efficiency first " must be followed. There was a joke that read like this: PC users have three treasures: patches, skins, and registry. Mac users have less trouble: hot keys, touch, and do not disturb. Therefore, even though they are both QQ software, its "double-sidedness" is quite meaningful, and the unique logic of Mac QQ begins with the user's natural definition of the Mac usage scenario: this is a work terminal. Just last week, the new version of Mac QQ launched a feature called "minimalist mode", which halved the size of the QQ panel that originally occupied 2/3 of the entire screen, allowing Mac QQ to be displayed with work documents in a 3:7 split screen structure. In order to achieve this effect, Mac QQ continued to slim down. In addition to retaining the necessary communication windows, most common QQ functions - such as group avatars, message summaries, buttons for various value-added services, etc. - were weakened or even cut. The final result is the cleanest and simplest QQ in history. QQ conversation window in "minimalist mode" This is not the first time Tencent has tried to simplify QQ. Senior netizens should still remember the product called "Tencent TM". TM was actually the office software launched by QQ when it was competing with MSN. It is essentially an extreme communication tool that removes QQ's advertising, dating and entertainment functions. Tencent hopes that TM can be applied to office scenarios to make up for the maturity and quietness that QQ does not have. The last documented version update of TM was in 2012. In other words, TM has completed its historical mission and provided users with alternative choices to a certain extent, while maintaining the market share of Tencent products. However, the decisive factor that enabled TM to "retire successfully" was the strength of QQ itself. After monopolizing the domestic IM industry, Tencent can also calmly redefine the territory and boundaries of each product line. In recent years, the counter-cyclical growth of Mac shipments has created an eye-catching industry miracle, and Apple has also benefited from it to become the world's fourth largest PC manufacturer. It is deeply loved by professionals such as engineers and designers in the Western market, and the elegance and ease of use of Mac OS have contributed greatly to this. However, from the perspective of the four million Mac users in China, the top three reasons for choosing Mac are: appearance, screen and performance. This report from Tencent ISUX Research Center also shows that more than one-third of Chinese Mac users have installed Microsoft's Windows system on their Apple laptops. This behavior is often ridiculed by loyal Mac users who think they are pure-blooded as "rustic", with the meaning of "you are not worthy of Apple", but what really drives the "infidelity" complex is largely because mainstream domestic software lacks support for Mac. Because the absolute value of the Mac user scale is not high, and the Mac environment does not allow software to execute various pop-up ads under Windows, various reasons have led to the fact that free software developed based on Chinese logic for Mac versions often end up losing money. In fact, Apple also encourages developers to put software on the App Store with clear prices for sale, cultivating users' habit of paying for software, which has further hurt the nerves of the Chinese market. Over time, it has become increasingly difficult to find perfectly compatible top domestic software on Mac. This is certainly not a problem for senior Apple fans - most of them are quite skilled in finding niche but useful alternative products - but for those consumers who really buy the machine just for the beautiful appearance and good brand of Mac, it is also a last resort to bear the pressure of being ridiculed and install the Windows system with serious heat generation on Mac. Therefore, the Chinese ecosystem of Mac actually needs the intervention of companies like Tencent that are "not short of money" , to include Mac users in the scope of attention with a strategic layout, and to contribute high-quality software to Mac OS regardless of short-term returns. Of course, this expectation still seems a bit unrealistic. The sales growth of Mac cannot hide the overall depression of the PC industry. The development of PC software itself can be called "luxury", not to mention tailoring it for Mac OS, which is much smaller in scale than Windows. Just like Windows Phone, no matter how hard it tries, it cannot convince developers to make a version for itself after making iOS and Android versions of the App. The cost determines that developers can only choose the last elimination. For Mac users, the price of enjoying an elegant system is to force themselves to become "experts" and learn the process from tuning to conquering. 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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