What are the difficulties faced by the transformation of tool products? Can the social dreams of the American chart be realized?
At the recent finance meeting of the US chart, Cai Wensheng, chairman of the United States, declared that Meitu Xiu Xiu would have a plan to transform into a video social platform, and that the new product was called the social circle. The new product will be built in the original APP, which is expected to start the product survey in May. Since then, CEO Wu Xinhong, the founder and Wu Xinhong of the United States, also declared at a party at Meitu Xiu Xiu 10th anniversary that the United States will be extended socially in the next ten years, and that beauty and society will be the two most important strategic directions in the future of the United States map.
Now, we recall who is the “overlord” of the last transition social tool product. Naturally has a leading position in the field of payment of alipay. Hundreds of millions of users and cater to the mass precipitation payment rigid demand of Alipay, has also been on the field of social overweeningly ambitious. According to Alipay’s vision, reached the social field should be natural, easy.
Unfortunately, after the “circle” event, “professional blessing” event, Alipay finally brakes. In March last year, ant gold dress high top form, said that the biggest advantage of ants lies in business and financial management and understanding, rather than the pursuit of social and high frequency, return to finance and commerce to become the future direction. This also means that Alipay to abandon the “social dream”.
The reason why Mito is now choosing to enter the social sphere is forced to do so. In 2017, the company reported that its revenue was dependent on sales of smart phones. Last year, the company contributed 3 billion 740 million yuan in revenue, accounting for 82.6% of its total revenue. The ability of the Internet business in the United States is still weak, and it has not attracted the interest of investors, even in the last year, it encountered the embarrassing of massive investors’ withdrawal.
In addition, according to the 2017 financial report, the total number of active users in the United States fell 7.6% year on year, and the decline in beauty camera and beauty beat was 23% and 13.8%, and only 14.8% of Meitu Xiu Xiu grew. In the overall trend of declining user activity, the United States naturally put the spoon on Meitu Xiu Xiu. And the social domain with broad potential for development has naturally become the force of Meitu Xiu Xiu.
But Meitu Xiu Xiu, a tool product, is not easy to extend in the social sphere. Although Meitu Xiu Xiu APP has become a necessary user repair software for many users, it is not easy to get rid of tool attributes and add social attributes. From the Meitu Xiu Xiu itself, its original overweight mapping, beauty attributes, and social interaction with a huge social cut – the user’s retention rate is very low after the mapping.
At the same time, from the external environment, the domestic social sphere has been completely divided. QQ, micro-blog, WeChat, unfamiliar street and even many hot short video platforms will be Meitu Xiu Xiu’s strong rivals. It is difficult for Meitu Xiu Xiu to complete the transformation of attributes when these rivals are in the social sphere.
And from the social environment, there are great differences between China and abroad. Like foreign pictures, social networking app Instagram is hot, but there is no fire at home in social networking. In this regard, CEO, founder and CEO of the company, believes that the lack of “better traffic sources” is lacking in domestic picture social applications, and that the US has already had a large number of users, getting almost “zero cost”.
But if traffic means everything, the Alipay as early as in the field of social success. The key reason for the existence of pictures and social interaction is that there is no such social environment in China, and the public will not accept it.
I hope Meitu Xiu Xiu will bring different colors to the current social field. (new discoveries in science and Technology) Constantine /