Why Ma Huateng wildly smashed three billion to support the micro-vision can not do jittery?

In recent years, a large number of short-video applications have come out, short-video content creation has shown explosive growth, compared with the traditional graphic, voice, short-video has a powerful attribute of information dissemination and entertainment attributes, in which the most representative APP is the "jittery voice", "jittery voice", "jittery voice", "jittery voice". The most representative APP in this is "Jitterbug", "Jitterbug" was launched in September 2016, as of December 2018, the daily active users of Jitterbug exceeded 150 million, and the monthly active users exceeded 230 million, which can be seen that "Jitterbug" is very popular.

As the big brother of the Internet Tencent naturally also saw this big cake, naturally also want to share a piece of the short video field to taste the sweetness. 2013 September Tencent he launched the micro-vision short video app, but in April 2015 to April 2017 two years, micro-vision but stopped updating, but based on the Tencent dad's huge financial advantage, angrily smashed three billion subsidies micro-vision, the micro-vision. It must be said that the money is still still used, a large number of short video professionals to join the micro-vision, of course, a large part of it is to subsidize. What Tencent never expected is that the 3 billion subsidies also failed to make microvision fire beyond jitterbug. By the middle of this year, micro-vision is once again in a deadlock.

Why has the natural social attributes of micro-vision and huge financial support micro-vision fire not up?

First of all, the product positioning problem, from the product positioning, in the end is to do "full coverage"? Or the main "segmentation + vertical field"? Microvision has not yet found a clear product positioning. Shake the beginning of the target is a young group, with cool, high value content to attract users, fast hand is aimed at the daily life of the third and fourth tier people, the two are in the completion of the original accumulation of users and content precipitation, before the start of multi-disciplinary development.

Weishi is "rich and powerful", so at the outset to do "full coverage", but because there is no user base and content precipitation, simply to do Jinyin imitators, the final effect is not ideal. From the point of view of promotion, Weishi's previous strategy relied on money "traffic stars + content subsidies", which has the advantage of quickly expanding product content and attracting users in a short period of time. But most of the traffic attracted by the wool party, so when there is no subsidy can leave how many users it!

Secondly, product innovation, functionally speaking, Tencent's R & D capability in technology is unquestionable. However, nowadays, the pattern of short videos has been framed by giant platforms such as Jitterbug and Racer, from which Tencent wants to open up new roads is by no means an easy thing.

In response to Jieyin, Tencent utilized its own powerful traffic to restrict the forwarding of Jieyin short videos on WeChat and QQ, hoping to bring Tencent's user base into the micro-vision. Perhaps a moment may have an effect, but in the long run microvision can not let the user have a sense of freshness, in function or content, microvision take what to leave the user? So there is no innovative function is able to be very difficult to retain users.

The last point is the APP naming problem, because the name can give the first impression. Microvision means microsoft video, or tiny video? So, the name of Weishi are not even positioned to the most core features of the software, and do not give people a very trendy and avant-garde fresh feeling.

Come back and look at the name Jitterbug, the feeling is different. Because the app produces video content, so many companies focus on the design of the "video" above, which is much more mediocre. But it focuses on the "sound" above, all of a sudden to make a distinction also has the so-called freshness, plus a "jittery" word can give people a very fresh and trendy feeling. Look at the app icon of jittery voice, it is really a jittery note, the name and the icon are combined to complement each other. That's why Jieyin is awesome. Microvision from the name of the mediocre and at a glance know that the Tencent department of the product makes people feel no sense of freshness.

In the end, micro-vision wants to catch up with jieyin only content and APP new features of these two aspects, because the naming can not be changed, positioning has also been determined. So micro-vision not only to ensure the quality of the core content, but also to introduce new features to break the existing pattern, so as to subvert the short video industry in order to catch up with the jittery voice.