CATDOLL: The first China Mobile Community Conference was held, Tencent QQ connected the "three horses"

On August 6, the first China Internet Mobile Community Conference was successfully held at the Beijing International Convention Center with the theme of "Having a Group, Having Fun". At the conference, Tencent QQ released a new mobile community ecological strategy based on the trinity of QQ groups, interest tribes, and QQ public accounts, and jointly released the "China Mobile Community Ecology Report" with Penguin Intelligence. Through multi-dimensional big data insights, it comprehensively outlined the current status of the domestic mobile community ecology and pointed out that at a time when mobile, open, social, and connected have become the mainstream context of the industry, the community has entered the 3.0 era of "connecting everything". Tencent's senior executive vice president Tang Daosheng, Tencent's vice president Yin Yu, Tencent's vice president Peng Jiaxin and other Tencent representatives, as well as financial writer Wu Xiaobo, Tsinghua University professor Shen Yang and many other corporate and industry leaders attended the event, and more than 3,000 people participated in the event.

"The history of China's Internet is a history of the evolution and change of communities. From the earliest BBS and QQ groups to Tieba, Douban, SNS, Weibo, and now WeChat, QQ interest tribes, etc., the power of communities has never stopped." Tang Daosheng said, "Mobile QQ plays the role of a connector in Tencent's mobile community strategy. We not only want to connect people, but also connect communities with services to create a broader business ecosystem. There are already many successful community operators in the mobile community ecosystem of mobile QQ. Combining QQ groups and tribes with offline business services is the most down-to-earth O2O model. Through the open platform, we hope to work with content providers and application developers to provide different communities with richer content and tools, and jointly explore the new blue ocean of community commercialization." It is reported that this is also the first move by the BAT Big Three to make strategic layouts in the field of mobile community ecology.

Tom Tang, Senior Executive Vice President of Tencent

Mobile social networking power explodes: entering a golden age

In 1993, sociologist Rigold first proposed the concept of "virtual community", which means "a group of people connected by computer networks who break through geographical restrictions, communicate with each other, share information and knowledge through the network, form a special relationship network with similar interests and hobbies, and ultimately form a common sense of community and community sentiment." In the PC Internet era, online communities were the main battlefield for user social interaction. With the rise of mobile Internet, real-time online and communication in a fragmented state have become the norm. Concepts such as fans, fan economy, mobile communities, and community economy are becoming a new wave of hot spots in the industry.

Financial writer Wu Xiaobo said: "The core characteristics of the community are 'self-organization' and 'reproductivity'. We must adhere to the operating principles of 'content with attitude, circle-based interaction, and mutual benefit in sharing'. In the era of mobile communities, product-based communities, interest-based communities, brand-based communities, knowledge-based communities, tool-based communities, and mutually integrated community ecosystems have also sprung up like mushrooms after a rain. The scale, gameplay, and power of mobile communities are about to usher in a big explosion, and there are a lot of unknown opportunities here." It is understood that the Wu Xiaobo Channel Book Club has currently established QQ groups in 81 cities across the country, and class committees have been elected in 30 cities. The total number of QQ groups exceeds 30,000, of which the number of people in Beijing, Shanghai, Guangzhou, and Shenzhen has exceeded 4,000 respectively. In the past year, the Shanghai Book Club has conducted more than 300 offline activities around the five interest groups of entrepreneurship, financial management, outdoor, travel, and reading, and has tried to conduct profit experiments with Meng Jinghui Drama, Morning Glory Stationery, and Tiantian Orchard.

Financial writer Wu Xiaobo

The 36th "Statistical Report on Internet Development in China" recently released by the China Internet Network Information Center (CNNIC) shows that as of June 2015, the number of Internet users in my country reached 668 million, of which 594 million were mobile Internet users. The proportion of Internet users using mobile phones to access the Internet increased to 88.9%. With the large-screen mobile terminals and the continuous improvement of mobile application experience, the trend of mobile phones as the main terminal for Internet users to access the Internet and social interaction has become more obvious.

In Tang Daosheng's view, with the upgrade of the mobile community era, there will be more ways to play mobile communities and more business opportunities. Tencent's open platform strategy will enter its fifth year, with cumulative revenue exceeding 10 billion yuan and creating more than 10 listed companies. With the opening of the QQ community system, this will mean a new round of innovation and business opportunities are coming, which is a new opportunity that community operators and application developers must seize.

Tencent Vice President Yin Yu said: "The development of online communities has gone through two historical periods: one was from 2002 to 2005, when QQ groups, Tieba, Renren and Kaixin were born, ushering in the golden age of PC communities; the other was from 2012 to 2015, when WeChat groups, Tieba groups, Momo groups and Interest Groups were born, ushering in the golden age of mobile communities. In the wave of mobile communities, Interest Groups has accumulated more than 200,000 tribes and hundreds of millions of monthly visiting users in just one year after its launch. QQ hopes to seize the golden age of mobile communities together with partners and third-party companies through strategies such as commercial openness, and fully participate in this feast."

QQ Group Open Platform Strategy Leads the Mobile Community System 3.0 Era

It is understood that since Tencent launched the QQ group chat service in 2002, the number of monthly active users of QQ groups has reached 380 million. There are already millions of mother-and-child groups and industry exchange groups, tens of millions of classmates groups, and sports groups have covered tens of millions of sports enthusiasts. Office groups cover 300,000 companies, 10 million users use group file applications every day, and there are more than 500,000 group video conferences. Behind these large-scale groups, there are huge business opportunities. Every day, 100 million shopping links are shared in QQ groups, and hundreds of thousands of games are downloaded every day.

Tang Daosheng said that the QQ mobile community system has been constantly upgraded. The mobile community system 1.0 is mainly based on QQ group + group application, such as group announcements, group files, group albums and other applications, which meet the needs of group owners and group members for information sharing in different forms; QQ's mobile community system 2.0, on the basis of 1.0, adds an open community of interest social networking to form a model of group + group application + interest tribe. Among them, the interest tribe makes up for the original QQ group's limited number of people and closedness, and also becomes an ideal scenario for group owners to promote their own QQ groups; with the upcoming launch of QQ official accounts, QQ's mobile community system will enter the 3.0 era, creating a new ecological system of QQ group + group application + interest tribe + official account. With the goal of connecting everything, it is not only the aggregation of people, but also the connection of information, services, content and commodity carriers. Today, the launch of the QQ group open platform makes it possible for large-scale commercialization and monetization of mass applications based on vertical scenarios, batch and long-tail community operators and developers.

It is reported that in the future, Tencent QQ will support partners in application services, monetization channels, traffic support (100 million yuan for Guangdiantong traffic support), Tencent Cloud basic technology solutions, etc. through the QQ Group API open policy. At present, there are more than 30 applications serving tens of millions of communities every day, and this number will increase exponentially in the future. It is particularly worth mentioning that in terms of monetization, Tencent has also launched a QQ community partner profit plan: access to QQ wallet payment, zero share of the group application payment platform, all revenue belongs to the developer; access to Guangdiantong advertising, and share advertising revenue with QQ community partners.

In the mobile community ecosystem built by Tencent QQ, the social relationships between users are diversified. The "semi-acquaintance and semi-stranger" relationship derived from the traditional clear-cut "acquaintance relationship" and "stranger relationship" has gradually become the mainstream. At the same time, in terms of information communication and interaction, one-to-one, one-to-many real-time or asynchronous and multi-person real-time synchronous or asynchronous make the information flow in this ecosystem rich and complex; and in terms of scenarios, QQ groups have a natural vertical attribute. Moms, games, classmates, industries, sports, offices, etc., who are labeled with various tags and keywords, have similar interests or interests that bring users together, driving the blowout and explosion of mobile communities.

At present, in the community world of interest tribes, selfies, TFBOYS, Tiantian Kupao, Hua Qiangu, and post-90s are all very popular tribes, with millions or even tens of millions of users following and topics. It is worth mentioning that this interest-driven community power is moving from online to offline. Zhao Jian (net name: Dangwang), the chief of the Beijing tribe, is a witness and practitioner of the transition from online interest social networking to offline mature business. At present, the Beijing tribe he manages has 1.56 million followers and more than 120,000 daily visits. The Beijing tribe has become an important community platform for users to meet new partners and understand Beijing life. At the same time, he also founded the "Autumn Wind Outdoor" club and obtained a steady stream of customer input from the Beijing tribe. With the completion of the layout of the three carriages of QQ groups, interest tribes, and QQ public accounts, the imagination space for the commercialization of mobile communities will be opened up.