Recently, the Tencent QQ interest tribe and the Chinese Academy of Social Sciences National Survey and Big Data Research Center released the first "China Interest Report," a comprehensive analysis of "interesting social media" through big data. According to the big data, 95% of Chinese people think they are interested, and 62% think they have a wide range of interests. Among them, Zhengzhou, Beijing and Chengdu are among the top three cities with wide interest, Shanghai, Shenzhen, and Guangzhou are respectively located. From the fifth, seventh and tenth, it can be seen that the interests of more developed urban residents are not more extensive.
Tencent also surveyed the user's point of view in the survey. Everyone thinks that it is necessary to satisfy the three points of “being happyâ€, “can improve themselvesâ€, and “willing to continue investing†to be truly interested. Therefore, the proportion of Chinese who truly have three major standards of interest has dropped sharply to 14%.
Of course, this is a more stringent standard, but it also reflects that the definition of interest of the Chinese people is also relatively vague.
Then take a look at the interest map of the Chinese people.
From the map we can see that people’s interests are still very broad, and music, sports, and reading are among the top three of the people’s interests.
First of all, the number one "music" is the most popular interest among the Chinese people and is also the most active type of tribe in the tribe.
Sports is the second most popular interest for the Chinese people. Everyone’s health awareness is constantly increasing. Wu Qisheng, deputy general manager of Tencent Instant Applications, shared an interesting data: “In the Rio Olympic Games this year, the people’s attention and participation in the sport have greatly improved.†The Olympic tribe has grown more than 187 times, even sports tribes Both increased by 47%. Among badminton and Chinese women's volleyball teams, they increased by 1.1 times and 1.8 times respectively.
Tencent Instant Communication Application Deputy General Manager Wu Qisheng
The survey respondents were QQ users with a total sample size of 3,079. The data matching rules were based on the distribution of gender and age of the Internet users in the Statistical Report of the 37th China Internet Development. The data is based on the Tencent UR survey platform questionnaire data.
Why did you publish the China Interest Report?
Tu Yuanzhi: We are doing such a report that we want to understand what exactly interests are. How do you think about it? We hope that many people will have such knowledge. Interested tribes From the very beginning of the trial to the current popularity, we are always on the path of being young users. This report tells us that we will continue to follow the young people’s path and expand the interest of users. Through technological change, we can Put different content and soon distribute other live content to users interested in this content. This is what this report means to us.
The report said that 95% of people in China think they are interested, and only 14% of the targets are met. Why is the other 81% not up to the standard?
Tu Yuan Zhi: What do you think is of interest? I said that I love sports. It's hard to say that this is an interest. For example, I love to run marathons. This is the interest, the specific choice of a particular interest. We have done a lot of big classes in the tribes of interest. Some people like backstroke. Some people like breaststroke. In fact, they can't communicate together. Sports can't summarize their interests.
What is the next step in the tribal interest? Will it be adjusted based on the interest report?
Tu Yuanzhi: There are several points about the future of the tribe of interest. The first point is to continue to make connections and distribute the content to those who like to see these contents. The second point is to achieve people-to-people connections and individual connections. We want to do this thing in the hope that we can connect the same good people together, including adding friends, including the same people who are interested in interest, and leave a message. We began the exploration of tribal groups and hoped that through the screening of the crowd, the same person could be more easily connected and then interacted in real time.
Are tribal interests considered content-oriented products? Is there any marketing work currently?
Wu Qisheng: We are more cautious with marketing. We are doing platform products, and we are not purely content-driven. We do not define content products. We define them as community products. Content is always just a topic. If it is just for consumption, then We are worthless, you can go to Tencent video, such as Daily Express. Based on the topics raised by such content, such as the Olympics, we made a topic out and everyone participated in the discussion. For example, participating in the discussion of facial expressions and participating in the discussion of Sun Yang's experience was more concerned with what the interaction was like here. For marketing, we have been cautious and we don’t want to be too commercial. This will turn into advertising, and it’s all about commercialized soft papers. This is more affected by community products, so we’ll go for flexible controls, such as seventh. Article 8 inserts social advertisements, but it must be done without disturbing you.
What are the current profitability points for QQ interest tribes?
Wu Qisheng: At present, no profit is required. We are a platform department. The purpose of the platform department is to maintain the sustainable and long-term healthy development of the platform. It is because more users are willing to use it spontaneously to produce high-quality content. My requirement for Justin (Tencent's QQ interest tribe product manager Tu Yuanzhi) is very simple. How high the user's retention rate is, how much premium content can be produced, and only the platform has value, only the motivation to use the platform continuously. Revenue does not have much value for us. If they are too commercialized, they will not come and they will change places to chat. This will have no value for the long-term development of the platform. We will always care only if the user is satisfied here and whether it is used continuously. Instead of engaging them through activities, the user is willing to come through advertisements and pass word of mouth. But the second time it must be to see if the platform has any Value, this is the core competitiveness, their team positioning is the platform product team. QQ itself does not charge money unless it is opened for membership because of the use of value-added services. QQ itself does not make money, derived services, we contribute to the company billions of revenue each year, we are in other ways, not to damage the short-term interests of the platform as the premise.
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