Maybe Tencent didn't expect that Douyin would make a comeback

Douyin has used Tencent’s unique skills...

This time, he used Tencent’s best spear to attack his shield - social networking.

Tencent’s social barriers are as solid as a stolen, why does Douyin still have to do the operation of hitting the stone?

01

TikTok social networking makes a comeback

This time, Douyin is about to expand its territory!

In January this year, Douyin launched a client product - Douyin Chat Desktop Edition . Compared with the WeChat MAC version, the experience is almost no different.

Not only that, the style of this product focuses on ultimate and pure social chat, and does not include complex functions such as short videos.

However, compared with the audience on the mobile side, the client is far from comparable. Therefore, Douyin has realized the mobile version of Douyin chat by iterating the old version of "Duo Flash".

Regarding the old version of "Duoxia", it is Douyin's first attempt to enter the social field in 2019. It retains the strong attributes of short videos and was once very popular. In the month after its launch, its daily active users reached 10 million.

However, success is Xiao He, and failure is Xiao He.

Because short videos account for too high a share of the old version of "Double Flash" and lose the simplicity of social interaction, how to say it, if you take too big steps, you will easily fall.

Later, after some iterations of the columns, the new version of "DuoFlash" grasped the core of instant social interaction and weakened the attributes of short videos. At the same time, the bottom navigation bar also has sections such as chat, friends, address book and personal center, which are highly consistent with the layout of WeChat.

Seeing this, netizens called him a good guy. Under Tencent’s nose, TikTok learned the essence.

In fact, Tencent once sued the WeChat user information of Douyin for the reason of unfair competition because it violated the triple authorization principle of "user authorization + platform authorization + user authorization" and shared Douyin's WeChat user information, and was sued by Tencent for unfair competition, claiming 2.9 million yuan.

In addition, the old version of "Duoyun" was short video social networking, but failed to get out of the circle, and returned to the Douyin business model, leaving the market sadly.

Now, Douyin has once again launched a new round of impact on social giants with the new version of "Duo Xing".

02

Douyin, is it going to take Tencent’s job?

From the first version of "Duoxia", to Feichao, and then to "BeReal", Douyin has put in a lot of effort and has never given up opening the door to socializing.

On January 15, 2019, ByteDance launched the "DuoFan" of "short video + social networking", investing a lot of resources, such as 100 million cash red envelopes and multiple platforms exposed.

With Duoshan launched, the iPhone end reached 450,000 downloads in one month, with great momentum, but insufficient momentum, and the market used cruel reality to wake Duoshan up.

Duoshan's defeat did not extinguish Byte's ambitions.

Once upon a time, Chen Lin, the CEO of Toutiao, said:

"Socialization is definitely our focus. I said on WeChat Toutiao that I have ideas about socialization, and Duoshan is just an idea, and there may be another idea after the Spring Festival."

In May 2019, Byte launched a new social product - Feichao, which is based on interests and hobbies. Users do not need to add friends to send messages to strangers they don’t know, attract, communicate and collide with their common love.

On the second day of its launch, it created a peak of nearly 200,000 downloads, but not long after, Feizhan followed DuoShan's footsteps.

One difference is that after the failure of Duo Flash, Douyin was included in the ecological system, while Feidao was completely removed from the shelves and sank into a long river of time.

Later, the popularity of overseas social product "BeReal" brought new hope to Byte.

Douyin launched a close friend moment similar to "BeReal", which was later upgraded to Douyin moment, focusing on limited-time social networking.

At the same time, after the functional optimization of Douyin, the new version of Duo Flash has been entrusted with important tasks.

From "short video social" to pure social, Duoshang has adjusted its strategic direction and strengthened the social relationship chain.

Every attempt by Douyin is undoubtedly a challenge to Tencent, especially the emergence of the new version of Duoxia, which in everyone's opinion is more like another version of WeChat.

Is Douyin trying to lose Tencent’s job frequently? Or is it another meaning?

03

There is only one underlying logic behind social interaction

Douyin’s “Duoshan”, Luo Yonghao’s “Chat Treasure”, and Kuaibo’s “Toilet MT”, that year, social networking started a big melee mode, and the heroes competed for it.

However, even with the support of major manufacturers such as JD.com, Baidu, and Alibaba, it cannot capture Tencent's "city gate". These products, like the wind, come and go quickly, and have never caused great storms.

What kind of treasure is behind social interaction that is worth these big companies joining them one after another?

The one who has the most say in China must be Tencent, a giant that made a fortune by relying on social interaction.

From QQ to WeChat, Tencent holds not only users, but also a source of wealth. In many giants such as Pinduoduo and Meituan, Tencent is behind it.

However, these are just the tip of the iceberg of social treasures.

Once the social pattern changes, a new round of wealth distribution will appear. Whoever has social interaction will have the right to speak.

This is what big companies value. Douyin increases its social networking and wants to create a strong ecosystem, break through inherent restrictions, and achieve performance improvement.

The essence of social interaction is human links, which will not disappear and are extremely difficult to replace.

Of course, although the mainstream social product now is WeChat, it is not a worry-free place.

The trend of the times is rolling forward, and new social media will inevitably appear in the future, subverting existing social habits.

There are new opportunities hidden in the changes, especially for the e-commerce industry, because behind social interaction, it affects traffic acquisition and private domain precipitation.