Who's Who Moved The Cheese A Millet Talk With The WeChat War

After Xiaomi's cell phone was successful in the market, facing the tense press of Tencent, it was now the turn of millet, one of the triathlons. It is precisely because of Xiaomi's exertion on the rice chat that the relationship between him and Tencent is more subtle. After the mobile terminal competes for users, it is now back to the desktop. It is not difficult to find that in order to snatch the market share taken away by WeChat, Michao recently established Xiaomi IM Lab and acquired the MSNLite team to launch the PC client. These measures can promote the development of rice chat to a certain extent. In the tide of shifting Internet products from the PC to the mobile, Xiaomi has “contrary” to the operation. No wonder there are industry analysts. The highlight of this mobile social war is actually behind.

Desktop version of rice chatter contrarian airborne

Although MSN has been subject to user criticism and complaints, it still has more than 40 million active users per month. As a number of familiar voice IM applications in China, the total number of users in Momo just exceeded 10 million, and the users of Ms. Chat were only 17 million. No wonder NetEase had moved through swallowing MSN.

However, the acquisition of MSN is obviously not a dynamic idea can be completed, it is better to taste the taste of third-party development tools by MSN, may also be a good choice. So today, Xiaomi has realized this idea. On August 8th, Xiaomi announced the acquisition of the R&D team of MSNLite, which received high praise in China. Lei Jun also stated on Weibo that the rice chat will soon release the PC version, and believes that the PC version still has many opportunities for innovation.

According to reports, Xiaomi redeveloped the new version of Michao and conducted 126 product updates. The core of the new version is to strengthen the dating function. In this regard, Xiaomi co-founder Huang Jiangji said that after the MSNLite team joins the rice chat, it will focus on the development of the rice chat PC client. By then, the rice chat will realize the exchange of information between the mobile client and the PC client. communicate with.

In fact, MSNLite does not have the largest number of users in the country, and the number of millions cannot naturally be compared with the sales of Xiaomi's mobile phones. However, Xiaomi now values ​​the development strength accumulated by the MSNLite team over a long period of time in chat tools and the accumulated users. Word of mouth.

However, some analysts believe that there are various forms of terminals for users to access Internet services. The desire to have more users needs to be satisfied through the improvement of services. The success rate of Xiaomi's other instant messaging software on the desktop is not high. After all, competitors have obvious advantages and Xiaomi does not have a realistic user base. The introduction of desktop products is more of a supplement to mobile products, improving the user experience. That being said, it will take time for Xiaomi to win more users in the desktop market.

Tencent WeChat grab market

Just a few days before Xiaomi announced the acquisition of the MSNLite team, Xiaomi also set up the Xiaomi IM Lab, which aims to use the Internet to make products. The general view of the market is that Lei Jun is obviously trying to have greater "ambition" in the IM market through the chat.

However, Xiaomi wants to make a difference in the IM market. The first thing to face is the enormous challenge from the Tencent Corps. According to the latest data, the number of active accounts in the domestic IM instant messaging market in the second quarter was 395 million, and the top three were mobile QQ, mobile Fetion and WeChat. And as the direct opponent of rice chat, Tencent WeChat, the number of users has exceeded 100 million, and there are market views that the number of users of WeChat will surpass 200 million in 2012.

We know that the rice chat was officially launched in 2011. As a free social communication tool designed specifically for smartphone users, in a short period of time, the rice chat quickly spread on the mobile side. Once, Lei Jun admitted at the Global Mobile Internet Conference that the first question they thought about when developing rice chat was what Tencent did if it was done. At that time, his judgment was that Tencent needed 6 months. As a result, Tencent only spent 2 months. Months Wechat launched. Soon after, WeChat formally went online. In the following year, the number of users exceeded 100 million, while the active users of the rice chat were only 13 million.

It is worth noting that WeChat launched the desktop version before Michao, because it has a large user base of QQ on the desktop, and it can create more user potential on mobile platforms through Tencent's platform and resources. However, not only did Xiaomi have a lot of experience and advantages on the desktop platform, but Mi Jing never had any advantage for himself on the desktop.

"The gap lies mainly in the user base." For the gap between the Michao and WeChat, experts analyzed, "Especially in the field of instant messaging, rigid communication needs determine the user's stickiness to the industry, but the level of technology and product experience is flat. In the future, there will be obvious advantages for products that have a user base, because this means that in the hands of manufacturers, there is a ready-made social relationship that can reduce the communication costs of users. In addition, the current user experience of WeChat is indeed more user-friendly in terms of details. ”

Future segmentation competition

It is not difficult to find out from the relationship between Mi Chat and WeChat hostility that in the current mobile social APP market, a war based on “segmentation” has already begun.

Analysts believe that “there is a dominance in this area is inevitable, most of the Internet's products have a monopoly, users do not need two WeChat.” After the rise of WeChat, the survival space of other similar products will be increasingly affected by Extrusion, unless it is completely differentiated from WeChat's positioning products.

A closer look at the current mobile social applications, a large number of user base is an irreplaceable foundation, then in a sense, this has laid the dominance of WeChat. However, in the subdivided market, there are many opportunities.

For example, "love only strangers" has always been a slogan for many mobile social applications such as unfamiliar faces and encounters. From the download data of multiple markets, many Internet companies have already focused their attention on LBS (location-based services) + strange friends.

It is also a means to integrate QQ friend relationships, Weibo fan relationships, alumni, and colleagues. After WeChat integrated a variety of social relationships and began to load more applications, the Friends of the network client into various types of deep integration of the battlefield of the relationship.

In addition, last year, Pinterest led the flow of waterfalls (arranged images of various sizes and sizes according to certain rules). The domestic imitator, Mushroom Street, and Beauty also quickly gained success. They also got a share in the social field.

It can be seen that mobile social networking emphasizes the integration of simplicity and practicality. From the perspective of subdivision, it is to accurately locate like-minded people and provide them with more experiential services. However, from the current point of view, this is not The biggest problem in front of mobile social eyes. At present, many Internet companies regard mobile social applications as an entrance to occupy mobile client terminals. However, how to make profits is the difficult problem facing most social applications, including WeChat and Me.

Written in the final: At the moment, Xiaomi is against Tencent who has more than 700 million QQ users. However, there are many similarities in functions between Michao and WeChat. However, users do not need two mobile instant messaging tools with the same function. In the future, there will be only one single player and the other will be marginalized.