逃離微信,陌生人社交圍獵00后

發布日期:2019-10-17

WEN/ZHAIWENTING

LAIYUAN:LANDONGSHANGYE(value_creation)

HULIANWANGJIUXIANGJIUJING。NIXIANGDUCHU,TAHUIRANGNIYUELAIYUEGUDU;NIXIANGSHEJIAO,TAHUIRANGLIANXIYUELAIYUERONGYI。

RENMINLIBUKAIWEIXIN,RENMINSHITUTAOLIWEIXIN。

ZHEGEWENTICHUANGYEZHEZHIDAO,ZIBENGENGSHIZAIYONGJIAOTOUPIAO。NAPARUJINHANDONGGUOJING,YIRANDANGBUZHUDABIZIJINYONGJINSHEJIAOZHETIAOSAIDAO。

剛剛過去的8月,先是脈脈拿到2億美元D輪融資,后上線七天的子彈短信進賬1.5億元,陌生人社交產品Soul據說也拿了一筆大錢,只是并未對外公布。一位投資人透露,近期大概20家左右的社交App拿到不同量級的融資。

TOUZIRENMINGLIANLIZHENGDUODEYICHANGJILIE。

YIKUANREMENSHEJIAOCHANPIN7TIANSHOUDAO8GETS(TOUZIYIXIANGSHU),YIXIANMEIYUANJIJINHEHUORENQINZISHANGMENDUREN,ZHIWEIQUEBAOBUBEIPAICHUZAIWAI。SHOULUNRONGZI,GUZHIGUOYIYUANDEAppBIBIJIESHI。

據說,張小龍團隊一位核心成員離開微信,打算做一款類似instagram的社交產品,名字還沒想好,就拿到一筆投資,而且數目不小。

LUOYONGHAOGENGSHIGAODIAODUIWAIXUANGAO,ZIDANDUANXINZAIDUANDUAN6TIAN,51JIAVC、7JIAKEJIJUTOUZHANLVETOUZIBUGENJINGUANZHU。

“2018SHIYIGESHEJIAODANIAN”,BUZHIYIWEITOUZIRENRUSHIGAOSULANDONGSHANGYE。

DANJIBIANRUZIDANDUANXINDACHUTIAOZHANZHEDEQIHAO,XIANGHANDONGWEIXINSHURENSHEJIAOYIRANBUKENENG。JUYIWEICHUANGYEZHEFANKUI,TAYUZIDANDUANXINTOUZIRENTONGQUN,DANBINGMEIKANDAOTAPINFANSHIYONGZHEGEXINPIN。SHENZHIYOURENWENJIQUNNEIMEITIANCHANSHENGDUOSHAOTIAOXIAOXI,TADOUHUIDABUCHU。

XINJIHUIGENGDUOCHUXIANYUMOSHENGRENSHEJIAO,HUOZHESHUOKAIFANGSHISHEJIAO。RENQUNDIEDAI,XINXUQIUCUISHENGXINCHANPIN。

不過這個領域并非空白。今年年初陌陌收購探探,陌生人社交被認為已無老二。

從遺棄到爭奪

HENCHANGYIDUANSHIJIAN,SHEJIAOZHETIAOSAIDAOSHIBEIYIQIDE。YITAIZIBENDEHOUTAICENGGEISHEJIAOCHANPINYILVDABIAOQIAN,“FANGXIANGBUHAO”。

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LIANGGEYUANYIN,SHEJIAOBENLAIJIUSHIZHOUQIXINGCHANPIN,JIHUMEIWUNIANHEXINYONGHUFASHENGYICIDIEDAI,ZUIZAOYIPI00HOUKAISHIDUDAXUE,XINSHENGDAIDESHEJIAOXUQIUGEIXINCHANPINJIHUI。

DANGRAN,NIANCHUMOMOSHOUGOUTANTANBENSHEN,YIDINGCHENGDUSHANGCIJILESHEJIAOCHUANGYEZHEDESHENJING。ZAIBUJI,ZUODAOYIDINGLIANGJI,JUTOUYEKENENGHUISHOUGOU。

這波社交產品的新奇之處在于,算法讓陌生人相遇和匹配效率大大提升。

ZUIJUDAIBIAOXINGDECHANPINSHISoul。ZHEGE2015NIANCHUANGLIDEAppZHUDAJINGSHENJIAOLIU,SHOUYEDE“XINGQIU”FUZELINGHUNPIPEI。DIAOXINGWENYI,BEIRENWEISHIDANGQIANSHIDAIXIADEDOUBAN。ZHEKUANCHANPINRIHUOYIJINGDADAO120WAN,HUANZAIJIXUZENGCHANG。

SoulZHIHOU,LEIXINGQIUGAINIANDECHANPINCENGCHUBUQIONG。YIQIANSHEJIAOCHANPINKAOYUNYING、KAOGUANXILIANFENFA,SUANFAFUYUDASHUJURENGE,ZHEBEISHIZUOYIZHONGXINDEFENFAJIZHI。

BIRU“YIGUAN”,NIYEKEYIBATALIJIEWEISHIWEIXINDEPIAOLIUPING,JIEJUENEIXINQINGSUWENTI。YIGEXIANGMAOPUTONG、JINGJITIAOJIANYIBAN,MEISHENMECAIHUADEPUTONGREN,ZHESHISHENGHUOZHONGDEDADUOSHU。ZAIMOMO、TANTANZHAOBUDAOCUNZAIGAN,DANNEIXINKEWANGBEILINGTING。

YIWEIKANGUOGAIXIANGMUDETOUZIRENBATAZONGJIEWEI,XIAOTOUMINGGENXIAOTOUMINGZHIJIANDEJIAOYOU。YIGUANMUQIANDEDAUZAIJISHIWANJIBIE,TAPANDUANHENKUAINENGGUOBAIWAN。

ZIBENZHENGDUOJILIEDELINGWAIYIGEXINPINSHIflow。ZHEJIAYOUHONGSHANZIBEN、YUNJIUTOUZIDEGONGSI,JIAGEYIJINGHENGUI,YIBANXIAOGUIMOJIJINDOUNANYITOUJIN。

flowCHUANGSHIRENDENGPEILINZHIBEN00HOUQUNTI,WUQIJIUSHICONGTAMENZUIXIHUANDEDONGXIXIASHOU。BADIANYIN、GUFENG、JIETOUWENHUADENGLINGYUDEKOLXIYINGUOLAI,XINGCHENGSHEQU,PEIYANGYONGHU,ZAIMANMANZUOSHEJIAO。ZHESHITADELUOJI。

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00后的秘密

RUGUOSUANSHANGZUIJINNADAOJINGWEITOUZIDETiming,NIDAGAIZHUYIDAOLE,ZHEXIESHEJIAOCHANPINDEMINGZIDUOWEIYINGWEN。BUSHIQQZHEYANGDEJIANDANFAYIN,YEBUSHIMOMO、TANTAN、MOMOZHEYANGDEDIECI,JIUSHIDANCHUNDEYINGWENDANCI。

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TAMENDUIQINGGANHESHEJIAOSUQIUQIANGLIE,KEWANGDEDAOGUANZHU,TONGSHIXIWANGYOUDULIDESHEJIAOSHENGHUOQUAN。94%DE00HOUDOUYOUZIJIDEZHINENGSHOUJI,ZUIZAIYIDECHANPINTEXINGSHISHEJIAOXING、CHAOLIUXINGHEGEXINGHUA。

RUGUOSHENJIUTAMENZAISHEJIAOPINGTAIDEBIAOXIAN,ZUIAIZIPAI。SUISHISUIDIJUQISHOUJI,YIJIANFAGEIPENGYOU,FENXIANGDAOQUN,HAOBUZAIYILULIANZHEJIANSHI。

云九資本有個不成文的投資規律,圍繞攝像頭做布局,“這是一個持續被開發,會產生越來越多內容的工具,視頻、照片、AR等都是攝像頭產生的內容,借此可以發現下一步的趨勢。”沈文杰告訴藍洞商業。

00HOUDUISHEJIAOCHANPINDELINGYITESHUXUQIUSHILIANMAI。TAMENXUYAOPEIBANGAN。BUGUANSHIXIEZUOYE,HUANSHICHIFAN,DOUXIWANGYOUYIGERENPEIZHU。

YIWEIYUSoulGUANXIJINMIDETOUZIRENTOULU,ZHEKUANLINGHUNPIPEICHANPINDELIANMAIPINGJUNSHICHANGJINGREN。“WOBUNENGSHUOJUTISHUJU,JIUSHIFEICHANGCHANG,YOUJISHIFENZHONG。”

XINYIBOCHANPINHUANYOUGEGONGTONGTEZHENG,DOUSHINIMINGSHEJIAO。

CHAOJIXINGXINGCHUANGSHIRENTIAOTIAOYOUGEGUANDIAN,SHEJIAOYIJINGSHI00HOUDEQIANGXIANG,ZAIBUTONGDESHEJIAOPINGTAISHANG,TAMENQINGXIANGYUYONGBUTONGDERENGEBIAODAZIJI,CONGXIAODONGDERUHESUZAOGENGJIATAORENXIHUANDEXINGXIANG。

要么成,要么死

社交行業特殊,壟斷特征明顯,死亡率高,被遺忘速度快。要么成,要么死,沒有中間狀態。

GUOQUJINIAN,WEIRAOMOSHENGRENSHEJIAODECHUANGYEYUTOUZICONGMEIYOUJIANDUAN。ZHISHIDADUOWUGONGERFAN。

NEIXIEYONGXIANGMOMOSAIDAODECHUANGYEZHE,BUXIANGXINYIGEWANJIAKEYIBAZHANSHEJIAO,YOUQIZAIYIDONGSHIDAI。MOMODEJUEQIGEILETAMENXINXINHEYONGQI。

2013NIANZHONG,OUYANGYUNLIKAITENGXUNZHANLVEBU,YUZyngaQIANZHONGGUOQUZONGJINGLITIANXINGZHIHEHUOCHUANGLIPENGPENG。ZHEKUANMOSHENGRENSHEJIAOCHANPINDEZUIDATEDIANSHIYISHEJIAOYOUXIZUOQIERUDIAN,TIGAOPOBINGXIAOLV。YINIANDUOSHIJIANNAXIA600WANYONGHU,YI90HOUJUDUO,SHEQUFENWEIPIANERCIYUAN。

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HENYIHAN,QIWANGMEIYOURUQIERZHI。HOULAICHUANGSHITUANDUIZHUANXINGZUOWANGHONGJINGJI、ZHIBOPINGTAI,PENGPENGZHUJIANLUNWEIJITUANYIKUANZAIPUTONGBUGUODECHANPIN。

LINGYIKUANDAZHANGQIGUGENSUIMOMODESHIWEIJU,CHUANGSHIRENJIAOYIZAINADAOLIXUELINGDETOUZIHOULIKAIYY,XIWANGZUOMOMODIER。YONGHUKEYIZHIJIEYUEHUI,KUAISUPIPEIZHOUWEIGANXINGQUDEREN。TAMENYIDUZAIGUANGZHOULOUPANDIANTIDAMANGUANGGAO,“XIANGMOMOZHIJING,NIKEYIANXINDEXIAGANGLE”。

ZHEZHISHIWUSHUSHIBAIANLIDELIANGGESUOYING。YUEHOUJIFENDENGSHUNSHISHEJIAOGAINIANSHANXIANGUO,MOLI、TASHEQUZHEYANGDECHANPINRENAOGUO,DOUHENKUAIBEIYIWANG。

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CHUANGYECHENGGONGLVYEJUEDINGZHUTOUZIMINGZHONGLV。XIANGBIQITAXINGYE,VCTOUZISHEJIAODENANDUYEGENGGAO。

SHEJIAOKEFENXIDENEIRONGBUNENGLIANGHUA,YEMEIYOUBIAOZHUN。CHENGGONGJINGYANDADOUSHISHIHOUFENXISUODE,MEIFATIQIANYANZHENG。HENDUOCHANPINDAHUO,CHUANGSHIRENDOUBUYIDINGZHANGWOBEIHOUDEYUANYIN,GANDAOMOMINGQIMIAOHENZHENGCHANG。TOUZIRENXIANGTIQIANKANMINGBAI,GENGJIAKUNNAN。

“看懂50%就必須出手,選牛人,在公司早期進入。等到完全看懂就晚了。”一位過去幾年都在看社交項目的投資人說。

JINGWEICHUANGTOUDEWANGHUADONGFAXIANBINGTOUZIMOMO,YIZHANCHENGMING,LEISIDEZUHECIHOUNANZAICHUXIAN。

兩大命脈

SHEJIAOCHANPINNANCHENG,ZHENGJIEZAILIANGDAMINGMO:LIUCUNHESHICHANG。

MOMOSHIDIANXINGYIGONGNENGSHEJIAOWEIBAODIANDECHANPIN。TASHOUYIYUYIDONGSHIDAILBSGAINIANDESHENGXING,XUNSUJIEJUEQQSHIDAIWANGYOUYIDIJIANMIANNANDEWENTI。

ZAONIANJIAN,TANGYANSHENZHIPAICHICHUNXINGQUSHEJIAODAOXIANG。“PINGCHANGRENDEXINGQUDOUHENPUTONG,JIAOWANGDEQIANTIJIUSHIDOUHENJIN,DAJIAZAIYIGEXIAOQULI,DOUXIHUANKANQIU,OUZHOUBEILEYIQIXIALOUKANQIU,ZHECAIYOUYIYI。”

DANTAHENKUAIYISHIDAO,RUGUOBUNENGJIEJUESHIYONGSHICHANGHELIUCUNWENTI,ZHEGESHEJIAOPINGTAINANYICHANGDA。

唐巖的原話是,只有功能屬性的開放式社交平臺,非常不好搞。天天找陌生人聊天,持續性動力是問題,如果你匹配不上,挫敗感就會很強。沒有內容消費,你總不能把聊天記錄當內容吧?

MOMO4.0DAO8.0,TANBUSHANGDIANFUYUGEMING,DANJIHUMEIGEBANBENDOUGAIDONGFUDUHENDA。ZAI2015NIANZHUMINGDE6.0BANBENZHONG,TARUOHUA“FUJINDEREN”RUKOU,ZENGQIANGLIAOTIANSHIDENGSHEJIAOGONGNENG,SHIWEIGUANXILIANGOUJIANZUOZUIDANULI。NEIGEBANBENBUDANMEIYOUJIEJUEWENTI,XIANGFANRANGMOMOYONGHUXIANRUZENGCHANGTUISHI。

SHENWENJIEPINGJIAMOMOZHECIGAIBAN,“NIHENNANSHUOQINGCHU,SHIXIANYOUCHANPINHUANSHIXIANYOUYONGHU。ZAOQIKEYIZHENDUIYONGHUTUISONGCHANPIN,TIAOXUANYONGHU,DANYUEWANGHOU,YONGHUJIUBAIZAIMIANQIAN,NISHITIGONGFUWUZHE,ZHESHIHOUJIUHENBUYIYANGLE”。

DANGSHI,TANGYANZHENGGOUSICHANGJINGHUASHEJIAODEJIANSHE,ZAISHEJIAOGUANGCHANGZENGJIANEIRONGXIAOFEI,ZHESHITAYUANSHIXIANGFA。DANZHIDAO2016NIAN,TACAIDENGLAIZHIBODEJIHUI。

CIHOU,MOMOMAUJIBENWENDINGZAI9000DUOWAN,2018NIANQ2POYI。DANGJIZUIXINCAIBAOXIANSHI,YONGHUMEIRISHIYONGSHICHANGJIAOQUNIANTONGQIZENGCHANG11%,QIEZHIBOCHENGWEIMOMOZUIHEXINDESHANGYEHUAXINGSHI。

ZHEJIAGONGSICENGYUDAODEWENTIHEKUNHUO,YESHIXINYIBOSHEJIAOCHANPINBIRANYAOJINGLIDE。ZENGJIALIUCUNHEYONGHUSHICHANGWUFEIJIGELUJING:

ZENGJIAGUANXILIAN。CONGMINGDESoulGULIDIANDUIDIANHUDONG,SUIZHULIAOTIANSHICHANGZENGJIA,SoulmateZHE8GEZIMUBEIZHUJIANDIANLIANG,TONGSHIJIESUOYIGEGONGNENG。RUTONGYOUXIGUOGUAN,YESHIBIANXIANGDIJILIYONGHULIUCUN。

DANYEYOUBIDUAN,ZHEZHONGJINGSHENJIAOLIURONGYIXIANRUSHENDU,ERSHIQUGUANGDU。LIAODEHENKAIXINDELIANGGERENRUGUOTURANZHONGDUANLIANXI,XUYAOCONGLINGKAISHI。SoulMEITIANDEYONGHUSHIJIANGOUCHANG,QIANZAIFENGXIANSHIPIPEIJIANLIDESHENDULIAOTIANGUANXIBUGOUDUO。

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問題是,陌生人社交市場本身天花板就擺在那里。甚至有投資人明確地說,到今天完全可以下結論,陌生人社交做不大。

SHENZHIDADUOSHUMOSHENGRENSHEJIAOXIANGMUMEIYOUBANFAZHAODAOYIGEJINGZHUNDEDIANQIERU。ZHIYOUMOMOHETANTANYI“YUE”DEMINGYI,XIANGYIBALIDAOQIEDAOYIGEZUGOUDADERENQUN。RUGUONENGGAOXIAOJIEJUE“YUE”DEXUQIU,ZHEGELINGYUDECHUANGYEZHEDOUBUYUANCUOGUO。

DANTAMENZHIDAO,RUGUOZHIZUOXIANGYUXUQIU,JIAZHITAIXIAO,SHURENGUANXILIANYOUMEIFAQIAODONG。

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出口

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BUGUOHUASHUOHUILAI,MOSHENGRENSHEJIAOZENYANGSUANDACHENG?

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“GENJIHUANSHIYIJIASHEJIAOGONGSI”,SHANGSHUTOUZIRENCHENG。TAFANWENDAO,FacebookYOUXINXI,YOUZIXUN、XIAOFEI、YOUXIHEIM,TADAODISHIJIAZENYANGDEGONGSI?

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YIYUZHONGDE,TAMENGUORANXUNSUGENJIN。

背后的邏輯并不復雜,雖然唐巖看到陌生人社交的脆弱之處,很難有一個東西持續滿足用戶需求,但也只有保持社交屬性的根基,引入更多場景豐富內容,這才是一個好生意。

CIWAI,TASHENZHIMOMOZHEYANGDEHULIANWANGGONGSIBUSIBATJIEJUEDESHIJICHUCENGMIANDEWENTI,YIZHIBO、YOUXIWEIDAIBIAODEYULEHUADENEIRONG,HUOXUKEYIRANGMOMOGENGJUWENDINGXING,ERBUSHICHUYUGUOSHANCHEDEZHUANGTAI。

ZHISHAOZAIZIBENHECHUANGYEZHEYANZHONG,MOMOYONGSHIZHIZAIGEIYUTAMENXIWANG。“KENENGMOSHENGRENSHEJIAOBUSHIYIGEQIANYIMEIYUANDEPANZI,ZHISHAOSHIBAIYIMEIJINDEJIHUI。”

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DANZHEJIACHENGLI7NIANDEGONGSIWEIXIANZHICHUZAIYU,Soul、YIGUANZHEYANGDEXINCHANPIN,ZHENGZAIGENMOMOYIYANGXUNZHAOXINRENQUNGENGGANGXINGGANGGAOPINDEXUQIU。

SHENGZHEJIANGHUISHIDANGQIANMOSHENGRENSHEJIAODEYINGJIA。