Lei Feng network press: Author Chi Jianqiang, this article debuted its public number: Mac Talk, Lei Feng network has been authorized.
Topic: From Zoommy
Countless people have written this topic and I often use this question to communicate with them when I interview product managers. After siestaing on Sunday, Dr. Zhu Xi of Airbnb suddenly asked this question on WeChat. I tried to write my own intuitive feeling without looking at any information.
The success of WeChat has two major premise. The first is Tencent's product, and the second is Zhang Xiaolong's work. Without these two points to understand WeChat, it is one-sided and biased. In Tencent internal projects, as long as the official release of the product, basically 10 million or millions of users of the volume level. If you do a product, only 20 million users are embarrassed and say hello to others that he is Tencent's product manager. Zhang Xiaolong, after experiencing the personal software peak of Foxmail and the baptism of QQ e-mail, has become a success. In the product area, Zhang Xiaolong has become a wise thinker and practitioner. He needs a great product to realize his ideas.
In the past two years, I have read a lot of books and mountains, passed through the valley of death and the source of sin, and now I can finally sit down and gasp. - Zhang Xiaolong
In 2010, WeChat approved the project.
In my opinion, WeChat 1.0, 2.0, and 3.0 all belong to the process of finding direction, trial and error, and breakthrough. At this stage, WeChat launched free news, voice communication, video, and viewing people nearby. Tencent is based on QQ and QQ. E-mail and other internal resources were strongly promoted. WeChat users began to increase at a rate of several hundred thousand per day, and the number of users exceeded 100 million.
If WeChat embarks on the road to functionally stacked communication tools, then it cannot be a platform and an ecological system, and it will not be WeChat now. Why WeChat did not become an enhanced version of the rice chat? Because WeChat has Zhang Xiaolong.
Many people say that the turning point of WeChat is voice. It is to look at people in the vicinity. In my opinion, these are not breakthroughs and innovations. The real innovation comes from WeChat 4.0. In this version, WeChat launches social networking based on acquaintances. "Friend Circle" feature, this feature has not appeared in any other product form. Since then, WeChat began to enter the path of self-innovation and transformation, becoming very confident, and in the social field, no one can match with WeChat.
Zhang Xiaolong led the WeChat team, like an isolated master, and began to explore the ultimate mystery of products and human nature. And other companies and people can only look back.
The circle of friends is completely different from Weibo. This is an area in which acquaintances socialize. As long as there are friends on WeChat, you can publish information, display photos, and get praise, comments, and greetings among friends. The original idea of ​​the circle of friends did not come from anywhere. However, after reading the thousands of pieces of information published on Zhang Fanlong's meal before and after 2011, I felt that he was playing with the mood of a circle of friends instead of microblogging. . Concerned about gzallen only dozens of people in this account, in addition to his friends, no one knows that this ID is the famous Zhang Xiaolong.
Although the idea is good, it is extremely difficult to really create products. Sometimes you can only stand like a helpless captain on the bow and watch the waves of unknown seas cross over and over, but do not know where the correct course is. There is no way to re-doubt the mountain, but only the moment of waiting for sparks. Tony (former Tencent CTO Zhang Zhidong) described the birth of a circle of friends in his article "The Power of Restraint":
Restraint on the one hand is to respect the user, on the other hand is to let the product team, in every detail requires more beautiful and more reasonable. Working in a restrained team will definitely not be easy and will not be easy to succeed. When the WeChat team designed the experience of a circle of friends three years ago, a team of a dozen people tangled up on many days and nights, tried dozens of versions, and the internal version number was exhausted from A to Z. There were numerous pains. Afterwards, I polished a good work that my friends liked.
After the circle of friends came out, WeChat has completely established the product orientation of the lifestyle of the mobile Internet era, but real innovation has not yet begun.
People use WeChat messages, voices, and videos to communicate. Through the circle of friends, they show their lives and thoughts. People are accustomed to reading and writing 140-character text messages. Is there any possibility of writing and reading fun?
In August 2012, the WeChat public platform was formally launched, and through the methods of WeChat, subscription, and push, the author's social writing path was restarted. In September of the same year, the grapevine news became almost the public number of the first technician. In December, MacTalk joined the platform. Then a large number of people who love writing and reading settled in the WeChat public platform. The public number connects the writer's and reader's emotions through a strong connection, which was not achieved by any software in the past. An excellent original author who writes an article receives hundreds of comments. This interaction is particularly valuable in the age of this information fragment.
More than that!
The WeChat public platform subsequently launched a service number and an open platform. WeChat has almost become an operating system. Each public number is a self-contained software that senses users, gives feedback, develops itself, and connects everything.
Since then, WeChat has been penetrating and has swept the world!
In 2014, WeChat launched the payment function almost as if it were necessary. In the Spring Festival of 2015, the WeChat payment joint merchants sent out a cash bonus of 500 million yuan in the form of a “red envelopeâ€, which laid the foundation for WeChat’s status in the payment field and told Alipay, saying, “Brother, I'm here.†So far, whether or not it is recognized, WeChat payment is the only payment product that can compete with Alipay.
After the circle of friends, the public number, and payment, the groundbreaking innovation seems to have come to an end. WeChat entered the micro-innovation era.
It can be said that WeChat is one of the greatest Internet products of this era, which changed people's lives and changed my life. As an in-depth user, I was very lucky to witness the growth of this product and thank WeChat team.
There are many external factors in the success of WeChat, but the main source of motivation comes from WeChat's internal innovation, control, do not bother users, and silently stick to it. People who have been socializing and reading products know that in our time, a good product will be likened to castration, and hammer notes will not be spared. I think it is not easy to trust enough patience, intelligence and rules to maintain the integrity of the product.
WeChat has a very terrible team. They believe that they are doing great things. Just like the undercurrents of the icebergs, they are endless and full of energy, and they are pushing the WeChat iceberg slowly forward. At any time, I have encountered any trouble with WeChat and its derivatives. As long as the person looking for WeChat, they will pull a WeChat group to solve the problem immediately.
Any time!
If you're complaining that your product isn't doing well, then you'd better think about what you did, didn't do, do what's right, and do something wrong.
Note: The success of WeChat is a big topic and you can write a book. I just wrote a few of my deepest feelings from the perspective of the user. Poorly written is certain, if you have a better idea, send it to the message.
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