Tencent QQ launched 17 years: QQ Show, was the most important means of making money – Tencent, QQ, MA-IT information
Note: the original deletion.
And Facebook of anxiety compared, Tencent in China market of situation may better some, it and no so worried young fled of problem--even exists occurred probability, that also just from QQ migration to has micro-letter, belongs to "internal circulation"--and those with with runway of competition opponents, as Mo Mo, and hold hold and In, products, also are hardly have Shang on Tencent caused has real meaning Shang of challenge.
In his SNG before General Manager of value-added products, Liu Xiankai served in the QQ member products, products now includes members, such as QQ Show and all kinds of diamonds privileges, this is also origin of Tencent value added business, especially the QQ Show, dabbling in gaming areas, and SP business is Tencent's two most important revenue "vascular".
About is from 2006 began, to QQ Show for representative of virtual commodity sales performance began by peak fell, Liu Xiankai later memories then of internal debate continued has near one years, eventually of conclusion is user of interest and property occurred change, but only is operation commodity--and is virtual commodity and non-real commodity--insufficient to moments followed up this changes, so to will operation object from "commodity" to "crowd".
In Liu Xiankai seems, this is risk very high is big was success of a war, dang those virtual commodity of purchase from units paid into members monthly zhihou, QQ members replaced has piecemeal of paid project, a jump became Tencent value-added business of trunk road, so far of user scale has over 50 million, and to QQ members for Center, it to around open branch bulk leaves grafted past of game, and paid, and music, and television, products, more is get has a huge of flow entrance.
Liu Xiankai summing up: "press ' a ' sale of goods, the trading relationship between you and the user is purely, ' (member of the QQ) ' match product, your relationship is one-to-one and user services, the biggest difference between them is that emotions have no. "Careful planning, members of the hierarchy, data on positive feedback to Liu Xiankai and his team have benefited, they realized in specific populations a label, use this tag to do in-depth management, able to achieve a multiplier effect.
After this incident, QQ's entire value-added business, also was delivered to Liu Xiankai hands, but with a broader view of QQ users, he needs to run a label called "young".
QQ this paragraph products does not young, it has 17 age has, this in Chinese Internet of history Shang belongs to rare of "senior", in face "younger" of subject Shi, QQ internal also produced had differences, was think QQ caught not old user is to to pursuit teen age of children, this is escape difficult, also was insisted young symbol with future and mainstream, cannot contrarian and for .
Ultimately, driving product decisions not discussions, but data: by 2015, QQ users, more than half is after the, if the generation, the amount of these groups accounted for more than 80%, in such clear features point to the next, and the young company to become QQ only option.
On the other hand, choose young, also means that may be long in the so-called "despised chain" and raw materials.
United States sociologist manniuer·kasiteer think "network society" is not on the horizon, there's a social structure, but only social structure, that is, all age dating and strata, as well as mirror, staged in the Internet world.
Therefore, people-management bodies, including Facebook and Tencent's Internet giants, are redefining the nature of their business: using dynamic rather than static scene to accommodate different levels of users, to give up "a clean sweep" ideals.
"Walking on two legs" Tencent, QQ and the letter, the former is responsible for orientation, all young Internet reception new tenants, cater to their fanciful, which serve "adult". "One school, one unit, both Tencent products, almost human life, are going to circle", in the know, and this assessment today of Tencent .
While in the company of "connectors" strategy, QQ and the app's performance is different, micro-loyal users detest those to the letter--personalized bubble dress, complex community functions, push-the-package are QQ users to digest.
So Liu Xiankai now consider of not only is how will QQ of flow oriented those vertical direction of business, also has will user series up formed specific into path of problem, like a QQ of user in using QQ account play Shang a paragraph hand tour zhihou, he can how found this paragraph hand tour of players QQ Group and interest tribal, and how to reading hand tour set using of original network paper, dang game to user gift theme expression posted paper zhihou, he and can how of in QQ chat in the smooth using, if he game level special badly , Can have a competition earned him the honor?
Like science fiction in our supply of trust businesses of all human laksa, QQ also want a full range of life into young people's networks.
Liu Xiankai, three aspects are summarized his understanding of QQ users:
"First, they focused on entertainment, are generous with exclusive, but has a very strong will, and let people to come and play with;
Second, what they like is deeply involved in, such as adults like to play mahjong, but apparently they say will have any depth of exchanges and mahjong, but young people are not the same, we have a lot of users would draw illustrations for the heroes of the glory of the King write novels, is very popular in circles;
Thirdly, it is their propensity to consume more strongly than in the past, and also respect for copyright and creation of payment mechanism. ”
2016 according to Tencent Q2 earnings report shows that in the structure of value-added services, revenues reached $ 8.556 billion from social networks, this is in addition to games, Tencent strong cash II engine.
In 2013, the MA has a forum mentioned his views on Snapchat: "young people now like things on the Internet, the more I don't understand, this is my biggest concern. Now United States a platform for sending photos of the fire, but I don't find it funny, I would have done this, but I feel boring, but 12-18 girls really like to play, especially popular. ”
And I believe that is, if the pony now feel the QQ, he isn't able to understand Carnival of fun for young people, and these people don't understand, on the right.
腾讯QQ推出已经17年：QQ秀曾是最重要的赚钱手段 -
腾讯,QQ,马化腾 - IT资讯
注：原文有删节。
与Facebook的焦虑相比，腾讯在中国市场的处境可能要好一些，它并没有那么担心年轻人出逃的问题——即使存在发生概率，那也只是从QQ迁徙到了微信，属于“内部流通”——而那些与其同跑道的竞争对手，如陌陌、抱抱和In等产品，也都很难说得上对腾讯造成了真正意义上的挑战。
在担任SNG增值产品部总经理之前，刘宪凯服役于QQ会员产品部，变现产品包括会员、QQ秀和各类钻石特权等，这也是腾讯增值业务的发源之地，尤其是QQ秀，在涉足游戏领域之前，它和SP业务是腾讯最重要的两条营收“血管”。
大约是从2006年开始，以QQ秀为代表的虚拟商品销售业绩开始由顶峰下滑，刘宪凯后来回忆那时的内部争论持续了近一年，最终的结论是用户的兴趣和属性发生改变，但仅是运营商品——且是虚拟商品而非实物商品——不足以时刻跟进这种变化，因此要将运营对象从“商品”改为“人群”。
在刘宪凯看来，这也是风险极高却大获成功的一战，当那些虚拟商品的购买从单位付费变成会员包月之后，QQ会员取代了零碎的付费项目，一跃成为腾讯增值业务的主干道，迄今为止的用户规模已经超过5000万，而以QQ会员为中心，它向四周开枝散叶嫁接过去的游戏、支付、音乐、影视等产品，更是获得了一个庞大的流量入口。
刘宪凯事后总结：“按‘个’售卖商品，你和用户是纯粹的交易关系，按‘人（QQ会员）’匹配商品，你和用户是一对一的服务关系，二者的最大差异就是情感的有无。”在精心规划的会员等级体系下，数据的乐观反馈让刘宪凯和他的团队受益匪浅，他们意识到在给特定人群一个标签之后，用这个标签来做深入管理，能够取得事半功倍的效果。
经此一役，QQ的整个增值业务，也就都交到了刘宪凯手上，而在用更加广域的视角来看待QQ的用户时，他发现需要运营的标签叫做“年轻”。
QQ这款产品并不年轻，它已经十七岁了，这在中文互联网的历史上属于罕见的“高龄”，在面对“年轻化”的课题时，QQ内部也产生过分歧，有人认为QQ抓不住老用户却要去追求十几岁的孩子，这是逃避困难，也有人坚持年轻象征着未来和主流，不能逆势而为。
最终，推动产品决策的不是讨论，而是数据：截止到2015年，QQ的用户有超过半数都是90后，如果再加上80后，这些人群的总量占到了80%以上，在这样明确的特征指向下，与年轻做伴成为QQ唯一的选择。
而在另一方面，选择年轻，也就意味着可能会长期位于所谓“鄙视链”的下游。
美国社会学家曼纽尔·卡斯特尔认为“网络社会”不是即将出现的一种社会结构，而是唯一的社会结构，也就是说，所有的年龄断代和阶层分化，都将如同镜面一样，在互联网的世界里上演。
因此，包括Facebook和腾讯在内的以人为经营主体的互联网巨头，都在重新界定它们的事业性质：通过动态而非静态的场景来收纳不同层次的用户，放弃“一招通杀”的理想。
“两条腿走路”的腾讯，QQ和微信，前者负责迎新，接待一切年轻的互联网新住户，迎合他们的天马行空，后者服务“大人”。“一个是学校，一个是单位，腾讯这两款产品，几乎把人的一辈子，都给圈进去了”，在知乎上，有人这样评价如今的腾讯。
而在腾讯的“连接器”战略里，QQ和微信的表现则是迥异的，微信的忠实用户深恶痛绝的那些内容——个性化的气泡装扮、复杂的社群功能、各种礼包的推送——都被QQ的用户消化。
所以刘宪凯现在考虑的不仅是如何将QQ的流量导向那些垂直方向的业务，还有将用户串联起来形成具体转化路径的问题，比如一个QQ的用户在使用QQ帐号玩上某款手游之后，他能够怎样找到这款手游的玩家QQ群和兴趣部落，又怎么去阅读手游设定使用的原创网文，当游戏向用户赠送主题表情贴纸之后，他又可以怎样的在QQ聊天中顺利使用，如果他游戏水平特别厉害，又能否有一项赛事让他获得荣誉？
就像科幻小说里常有的供应人类一切吃喝拉撒的托拉斯式企业，QQ也想全方位的渗透到年轻人的网络生活中。
刘宪凯从三个方面总结了他对QQ用户的理解：
“其一，是他们注重娱乐，不吝于独享，而是有着非常强烈的意愿，让别人来和自己一起玩；
其二，是他们喜欢深度参与，好比说成年人喜欢打麻将，但他们显然说不上会和麻将有什么深度的交流，但是年轻人不一样，我们有很多用户会为《王者荣耀》的英雄画插图写小说，在圈子里很受欢迎；
其三，就是他们的消费倾向比过去更加强烈，也能够尊重对于版权和创作的付费机制。”
根据腾讯2016年Q2财报显示，在增值服务业务的结构中，来自社交网络的收入达到85.56亿美元，这是除了游戏之外，腾讯第二强劲的现金引擎。
2013年，马化腾曾在某场论坛上提及他对Snapchat的看法：“年轻人现在在互联网上喜欢的东西，我越来越看不懂了，这是我最大的担忧。包括现在美国一个非常火的发送照片的平台，但是我用起来觉得很没意思，我本来就干这行，但是我都觉得没意思，但是12到18岁的女孩子非常喜欢玩，特别火爆。”
而我相信的是，如果马化腾现在去感受一下QQ，他也不太能够看得懂年轻人的狂欢乐趣，而这些人的看不懂，就对了。