Chapter 754 Dumbbell Strategy

"Why do you want to cancel common words? Because this is a typical entertainment function, with an obvious label of entertainment software. However, in the general direction of entertainment, QQ has achieved the ultimate, combining pets, game platforms, and QQ space. , the correlation is the best."

Zhou Buqi is not trying to overpower others to destroy his own prestige.

QQ is the best product in the market. MSN has teamed up with more than a dozen peers to form an "anti-QQ alliance", but the result is disgraceful.

If you do not recognize the greatest strengths of your competitors, you will surely fail.

It is not advisable for the needle point to be on the awn.

Especially when the opponent is already a giant in the industry, and Ziweixing is just a challenger.

We must avoid the advantages of the other party and form a certain product differentiation.

Zhou Buqi went on to say: "With QQ, there is no chance in the direction of entertainment. The failure of MSN also shows that there is little opportunity in the direction of business. From this, we can find a reason why MSN can't beat QQ? The most essential reason , is product positioning. MSN is for business, and its audience is doomed to only white-collar workers and some college students. How many people are there? Now is the era of entertainment, and QQ has a genetic advantage in product positioning.”

"Then what is our product positioning?"

"Don't do verticality, do connectivity!"

Boss Zhou's request made everyone confused.

There is a specific vertical direction, and the product is designed well.

It is often the most difficult to grasp to make a comprehensive general product for all classes.

This decision was not made by Zhou Buqi, it was deliberated and decided by him, Zhang Yiming and Guo Pengfei.

Zhang Yiming said slowly: "First of all, we need to understand what our products are for. We want to open up the relationship between the chat software, Youyou.com and Toutiao. Youyou.com has friend updates and Happy Farm. Toutiao has hot news and Rich and diverse content. These two directions can meet everyone’s online needs. More importantly, we have a gold coin wallet system!”

Guo Pengfei smiled and said: "Making money is the commonality of all people! Taking advantage of small advantages is also the inner motivation of everyone. Not only can we send text messages for free, but we can also receive gold coins for sending text messages. Log in to Friends.com through the chat software client. You can receive gold coins. This is the biggest attraction."

Fu Sheng pointed out sharply, "But QQ's relationship network is already very mature. Unless we can graft it as a whole, it will be difficult to form a replacement."

Zhou Buqi waved his hand, "Don't think about replacing QQ. The first step is to replace MSN and win over white-collar workers and college students. With Youyou.com and Xiaonei.com, it's not difficult to do this. The second step is to avoid QQ and expand the market.”

"Avoid QQ?"

"Yes, the latest data shows that there are 650 million registered users of QQ, and the actual number of users is about 170 million, which is comparable to the latest number of domestic Internet users announced by CNNIC. In other words, almost every Internet user has their own QQ account. The data is very Scary. But in fact, QQ has only about 60 million active users. They are mainly teenagers.”

As soon as these words came out, everyone understood what Boss Zhou meant.

QQ has more than 60 million active users, which is still an unimaginably huge number. The number of registered users of Friends.com has just exceeded 60 million.

Among the 170 million Internet users, 60 million are loyal users of QQ.

In other words, there are more than 100 million users who are not so loyal!

They log in to QQ less frequently and are less keen on chatting online!

Zhou Buqi suddenly turned around, and asked with a smile, "Qianli, tell me, why do many people have QQ accounts, but don't like online chat?"

Luo Qianli blushed and looked embarrassed, "Maybe... Maybe it's because I don't like it."

Zhou Buqi nodded, "Well, there are indeed some people who don't like it. But this part of people is very small. Online chatting is still very interesting, unless you are tired of chatting. Da Liang, tell me?"

Fu Hongliang said slowly: "Nowadays Internet users mainly use the Internet to play games, chat online, watch news and watch movies...watching movies. Among them, chatting online and the other three categories are not contradictory. As long as you can surf the Internet, you can You can have online chat space. The reason why more than 100 million users are not active in using QQ is that I think it is a matter of personal skills.”

Luo Qianli blinked her eyes, not understanding.

Zhou Buqi laughed and said, "That's right, it's a question of skills. Although we don't have exact data, we can make such a basic judgment through logical analysis. Typing with a keyboard is also a technical job. For some low-end netizens Said that they can only type with two fingers, and may not be able to reply a sentence in a minute, and technical reasons will of course greatly affect the online chat experience.”

Zhang Yiming bowed his head, looked at the document, and said in a calm manner: "CNNIC gave a piece of data. In 2000, 44.1% of my country's netizens had a bachelor's degree or above. By the end of last year, Netizens with a junior high school education or below have accounted for more than 40%. Netizens with a junior high school education or below have a bachelor’s degree or less accounted for more than 45.8%.

Guo Pengfei said: "Education is not equal to ability. However, education is basically equal to ability. Cut off the head and tail, and the normal distribution."

Zhou Buqi said with a smile: "In addition to academic qualifications, it is also related to age. Youth is wealth, and we have caught up with the good times. Nowadays, elementary school students generally have computer courses and can type. Compared with some older college students It’s even more powerful. Young people are the main force of active QQ users. And older netizens are precisely the largest group who can’t type.”

Zhang Yiming said: "About middle-aged people between the ages of 30 and 50. The number of netizens in this group exceeds 80 million. Most of them have a bachelor's degree or less, live in third-, fourth-, and fifth-tier cities, and have a stable family. After get off work every day, go home and surf the Internet for fun.”

After such a data argument and logical analysis, the answer is ready to come out!

This part of middle-aged people with low education is the sinking market!

It is the blind spot of QQ!

It is the most likely target of Ziweixing!

Guo Pengfei further said: "The middle-aged people in these small cities are most fond of taking advantage of small things, which fits with our gold coin wallet system. These people use QQ, that is, occasionally video with their children, or play QQ games .Their relationship with QQ is weak and sticky, and they are the easiest to attract.”

Fu Hongliang raised his hand to signal, and after getting permission, he said with a smile: "There is another phenomenon, QQ's income mainly depends on value-added services, selling Q coins, selling green diamonds and yellow diamonds and so on. But these middle-aged people with low education , do not understand online payment, so the entire group is not a paying user of QQ. This will lead to a phenomenon that QQ will become younger and become more and more pleasing to young people. Because only young people are the main source of QQ income.”

Zhou Buqi agreed, "That's it!"

Then, Zhang Yiming brutally stated a social reality, "For this kind of middle-aged group with low education, judging from the current network environment, it is very difficult for them to actively consume. However, it is more difficult to passively convert them into profits." Young people and highly educated groups have more advantages. As far as Internet advertising is concerned, young people and highly educated groups have experience and will try to avoid them. Middle-aged groups with low education are often the best advertising customers. This part Middle-aged people with low education, QQ looks down on them, but they can become the biggest source of advertising revenue for Youyou!"

Guo Pengfei added, "There is also Toutiao."

Zhou Buqi secretly sighed.

These two sentences can be regarded as stripping away the old background of the Internet.

It must not be publicized to the outside world, and the influence will be bad. In internal discussions, everyone naturally speaks freely.

From the PC era to the mobile era, the revenue scale of Internet companies has increased by dozens or even hundreds of times!

Why?

Has the number of Internet users increased?

Yes, but this is just an appearance.

The intellectual class and young people, from the PC era to the mobile era, are all netizens. This part of the revenue growth is very limited. It is impossible to harvest high-skilled groups; it is difficult to harvest young people... young people have no money and will resist.

The main growth point is middle-aged and elderly people with low education.

From Kuaishou, Douyin, Toutiao, Pinduoduo, WeChat Moments, live streaming, etc., the most important income contributors are these people.

Whoever can satisfy the preferences of this part of the group will easily become bigger and stronger.

Restricted and influenced by the times, the way of thinking and personal preferences of this group of people is the easiest to grasp clearly, and they have been cultivated by the state for unity. Unlike young people, young people change every day, either Buddhism or mourning, and they may even lie flat, which is too difficult to control.

It is still easier to reap the middle-aged and elderly people who have been influenced by national public opinion year after year and harvested crop after crop by the state machine.

The discussion ends here, and the basic product positioning ideas are almost the same.

Ziweixing's social software should avoid the edge of QQ, focus on differentiation, and look for different groups!

And this part of the different groups is divided into two parts.

Some of them are white-collar workers, college students and other highly educated groups.

Some of them are middle-aged groups with low education in the third, fourth and fifth tiers.

These two groups are weakly sticky to QQ.

For social groups, it's like a dumbbell, only go for the lead.

The middle group first gives way to QQ.

Fight simple battles first, and then conquer more difficult hills after you are successful.

For this strategy, Zhou Buqi named it the "dumbbell strategy" of social products.

Guo Pengfei also joked: "Dumbbells are good. With the same weight, is it easier to lift a dumbbell or an iron ball? This is called the balance of force! This time, I will see how heavy the dumbbell we can lift !"

Zhou Buqi waved his hand, "Okay, that's all for the idea of ​​product positioning. Think about it after you go back, and design specific product details according to this idea. It can't be too entertaining, and it can't be too commercial. Simple Easy to understand, concise and clear is the best. Well, let’s talk about the name next, what is it called?”

The topic is not easy to expand and write, just click to stop.