Chapter 755 Naming is learned

In terms of product positioning, it is easy to reach a consensus.

Avoid the core group of QQ.

It mainly focuses on the dumbbell strategy, targeting high-skilled groups who look down on QQ and low-end Internet users who do not know how to use QQ.

This positioning makes it difficult to name the product.

Is it a cold name? Or take a popular name?

If it is too cold, the people at the bottom will not accept it; if it is too popular, the high-skilled group will feel that it is too low, which will lead to rejection.

This is crucial.

Names like Tianya and Douban have a high and cold style in their bones, which can easily form a strong stickiness among loyal users. More intuitive names such as Baidu Tieba, Youyou.com, and Qzone have a wider audience and less stickiness.

There are counterexamples.

Li Yanhong, for example, often ridiculed the name "Google" for being too popular. The song of harvest looks very beautiful, but most of the mainstream netizens are white-collar workers, college students and teenagers, who cannot understand the joy of harvest. Therefore, from the perspective of many users, they refuse to use the word "Google", but directly use google instead.

How to choose a name that is not rejected by high-end netizens and that low-end netizens can understand is not an easy task.

Of course, Zhou Buqi already had a draft.

The answer is WeChat.

This name can be called a god level!

Especially considering the time point when Penguin named it in the previous life, it can better reflect the power of the word "WeChat".

At that time, Fetion was threatening QQ, and Weibo was killing the Quartet. Free texting on mobile phones has become a major demand for users, and Michat has emerged in China.

The name WeChat has gained the popularity of the three terms "Fetion", "Weibo" and "SMS", without losing the dignity of product naming, and it can be widely understood by the public, and it is easy to complete the sinking.

So much so that when the WeChat product was in the research and development stage and hadn’t been launched yet, with just these two words, Xiao Ma dared to assert boldly that the threat of Fetion and Weibo was over.

Names like Momo, Maimai, and Paipai can only belong to young people in their genes, and it is difficult to sink.

Names like Yue X, Papa, and Secret Love are really disrespectful, and they are worse than Momo and Maimai. Who can download such an app on their mobile phone? Isn't this the same as revealing your old background?

Only WeChat is neither low nor easy to understand.

However, Zhou Buqi was not in a hurry to propose his own plan.

Instead, let three product managers make their point.

Internet operations should be done from the bottom up, and if there are no major problems with the solutions at the lower levels, the opinions of the lower levels should prevail. If you don’t do well, you can modify it and replace it with the upper-level plan.

Because the higher you go, the more you are separated from the user, and the lower you go, the more you understand the user.

The first person to speak was Fu Sheng, vice president of the software business group and former product director of 360. Zhou Buqi was stunned when he spoke.

"I only offered one plan, WeChat."

"Depend on!"

Zhou Buqi blurted out.

Oh shit!

Robbed?

what's the situation?

Boss Zhou reacted in astonishment, arousing everyone's curiosity.

It was Guo Pengfei who understood him better, and said amusedly, "What? Lao Zhou, don't tell me you also think about WeChat."

Zhou Buqi laughed, "What a coincidence!"

Hearing that his ideas coincided with the big boss, Fu Sheng was also very happy, and explained with a smile: "The name WeChat has many advantages. I will say three points. First, we have Weidian and Weizhi. Products such as WeChat and Weichat are in line with Ziweixing’s consistent approach and have continuity in name. Second, Fetion, Uxin, and Kuaixin can all send text messages to mobile phones on the mobile phone. Let’s make a WeChat, which can be regarded as rubbish. A wave of enthusiasm. Third, WeChat has a flat structure, and it is easy to read, which is better than Weichat.”

Guo Pengfei didn't give any face, and immediately shook his head and said, "I don't think so!"

"Um?"

"First, the name WeChat can indeed form continuity in the name of Weidian and Weizhi, and is easier to be accepted by users. But precisely because of this, this name cannot be used. This time, our competitor is QQ, which is A Big Mac. The probability of failure is very high. What if it fails? Will it be a blow to the way the series is named?"

The decision-makers had already discussed it. Fu Sheng didn't know about it, but Guo Pengfei did.

Next year, Ziwei Star will launch a new project, the name has already been determined, called Weibo.

This market is blank.

With Ziweixing's resources, many materials obtained from Twitter, and Boss Zhou's deep relationship with the entertainment industry, he can quickly attract a large number of celebrity platforms.

There is almost no chance of failure in making this product.

This is the continuation of Gen Zhengmiaohong's naming of micro-points and micro-knowledge.

Once WeChat fails, won't it affect the next Weibo strategy?

Without waiting for Zhou Buqi to speak, Zhang Yiming agreed with this statement, "Well, it is right to think about failure before thinking about victory. The impact of product failure must be controllable. We can bear the loss of a nuclear bomb explosion, but we cannot bear it. Nuclear radiation after the outbreak."

Zhou Buqi was a little speechless.

Before he could speak, Guo Pengfei and Zhang Yiming decided on sex.

Being in a high position, Zhou Buqi couldn't restrain the inferiority of human nature, which caused some doubts.

Will there be tricks?

The three project teams, Fu Hongliang's team from Xiaonei.com, and Liang Rubo's team from Youyou.com, are all direct descendants of Ziweixing and veterans of entrepreneurship.

Fu Sheng is different. He came here halfway, and used to be an executive of 360.

Could it be that Zhang Yiming and Guo Pengfei secretly conspired to hold this social project in their own hands, instead of falling on the heads of "outsiders"?

Zhou Buqi remained silent.

Guo Pengfei went on to say: "Second point, why do we want to take advantage of the popularity of Fetion, Uxin and Kuaixin? What are those products? It is not an exaggeration to say that they are shoddy. If we are called WeChat, this is a self-deprecation."

Zhou Buqi didn't think so, "This reason is too far-fetched."

Guo Pengfei stretched out his third finger, "The most important point is that I don't think Chinese characters should be used for the name, and a more open and inclusive vision should be used. We see that the names of these social products in China are mainly in English. POPO, YY, QQ, lava, CC, UC, including MSN. This is the naming habit of chat software for so many years, and it is the attitude that best represents the mainstream after market screening. We should not challenge user habits. Maybe in a few years, the country It is getting stronger and stronger, and the nation is confident that we can freely use Chinese characters for naming, but now the mainstream of various industries is still English."

This is true.

For domestic brands such as Anta and Li Ning, the logos on their clothes are all in English. Another example is domestically produced cars, all kinds of symbols and signs are also in English.

It seems that only English is taller and easier to be accepted by the public.

After a few years, the country will become stronger and stronger, and the situation will gradually change.

Liang Rubo was a little embarrassed, "I'm even more embarrassed to speak when you say that."

Zhou Buqi smiled and said: "It's okay, let's express our opinions, what plan do you offer?"

Liang Rubo said: "I gave three names here, black hole, statement, and asteroid."

Zhou Buqi shivered, "It's cold enough!"

The names are all good names, full of room for imagination, similar to Tianya, Douban, and Xici Hutong. Wen Qingfan is full, and the audience must be very small.

Liang Rubo was embarrassed, "The market positioning is not accurate. But I personally think that the name of asteroid is quite good. The company's goal is to create a Ziwei galaxy, a Ziwei galaxy cluster, and a super purple star with Ziwei star as the center." Cluster. In this process, we need an asteroid to play the role of a needle in the huge organizational structure. Social software has such a function. Just like QQ for Penguin’s product ecology.”

Guo Pengfei smiled and said: "It's a wonderful idea. This name can be kept. If we develop niche products in the future, we may be able to use it. This time it will definitely not work, it's too cold."

Zhou Buqi nodded, "Da Liang, what about you?"

Fu Hongliang has lost weight in the past two years, not as fat as in school, and after losing weight, he is quite handsome, "I also came up with three names here, um...all in English, Helo, Falo and Zalo."

Everyone is dizzy.

What the hell!

None of them are serious English words.

Guo Pengfei coughed lightly, "Falo and Zalo are definitely not good, and non-English speakers can't understand it. After all, we are making a domestic chat software, and the name can't be too westernized. Well, but Helo is okay, it's quite similar to Hello, like It's a greeting, and it means chatting."

Fu Shengdao: "According to our discussion just now, Helo is very suitable. It is foreign style, popular, and has a relatively clear direction. Is it not called Hello because it cannot get a trademark?"

Fu Hongliang smiled and said, "Yes, you can't get a trademark or a domain name. You can use Helo."

Fu Sheng seems to be very optimistic about the name, "I think Helo is better than Hello, lively and smart, and concise and clear."

Zhang Yiming frowned, "Helo is very nice, with good implication and directivity. It will be liked by teenagers and high-end groups. But for low-end netizens...it doesn't fit our market positioning."

Guo Pengfei said: "I don't think there is any need to worry. Low-end netizens are easy to master. In the short term, we have the strong attraction of "Happy Farm" and the allure of the gold coin system. Helo can sink."

Zhang Yiming shook his head, feeling that the name was too challenging.

Zhou Buqi couldn't forget WeChat in his mind, squinted his eyes, and said, "I have a compromise plan, maybe it's feasible."

"oh?"

"Bundle Helo with WeChat."

"Bundle?"

"The Chinese version is called WeChat, and the English version is called Helo. As Guo Pengfei said, the current name of WeChat is not suitable. Once the product fails, the risk is uncontrollable. You can first name it with Helo and try the water. If it fails, it will fail. If it is successful, it can be promoted to overseas markets. At that time, national self-confidence will also improve, and Chinese names will become the mainstream, so we have a reason to change the name. The overseas version is called Helo, and the domestic version is called WeChat.”