Metaverse social gel and Xiyang hits are coming out one after another. Is Tencent panicking?

Can Metaverse Social Shake Tencent’s Social Overlord?

Unexpectedly, the 20th anniversary of Tencent’s Super QQ Show’s debut was stole the limelight by a little-known product.

On January 15, a social app called “Jelly” quickly became popular in various Internet social circles, causing a heated discussion among young people about this virtual social app.

According to the preliminary experience, “Jelly” is a 3D virtual character social platform. As long as netizens create virtual character identities in the Jelly App, they can socially interact with other netizens. The shape of the entire product is similar to the Metaverse game platform “Roblox”, so “jelly” is also regarded by the industry as a Metaverse social product and has attracted much attention from the industry.

According to the data from Qimai, the downloads of “jelly” began to show an obvious upward trend on the 7th day after the App Store was launched. By February 11, its daily downloads reached a peak of 494,966 times, reaching the top of the App Store. The daily download peak is close to the highest daily download peak of Byte’s social product “Multi Flash” within the same time period, and the estimated total downloads of Jelly in the past month also reached 2.27 million. Second, it can be seen that the data performance of this social product in the early stage is quite dazzling.

Metaverse social gel and Xiyang hits are coming out one after another. Is Tencent panicking?

Source: Qimai Data

But there are many people who are popular. Just as Jelly was making great strides along the way, there was a news on the Internet that “Jelly App exists to use users’ WeChat, QQ account and other private information”. Jelly’s official statement on the evening of February 11 stated that the news on the Internet was not true. On the 13th, Jelly officially took the initiative to remove the product. 

Although the turmoil has come to an end for the time being, this phenomenal form of social networking has deeply attracted many Internet companies. Just in January, Byte was also revealed to be testing an immersive virtual social product “Party Island”, which was regarded as a Metaverse social concept by the outside world, and Tencent also seemed to feel the threat, just as Jelly came out of the circle. , its virtual social function “Super QQ Show” was also officially launched on QQ, and it also launched the XR business layout of the real Internet. 

The influx of virtual social products and features has reignited the social wars in 2022. Some people in the industry joked that if you count Baidu’s “Xiyang”, then “Xiyang”, “Party Island” and “Jelly” are like “Toilet MT”, “Bullet SMS” and “Multi-flash” in 2019, which will Challenge Tencent’s social status again, but compared with 2019, Tencent, which felt the pressure, sent new virtual social products to challenge. 

In this new social war, whether it will change Tencent’s social dominance as always and usher in a new social pattern is worth the expectation of the outside world. 

01 How did “jelly” from a non-big factory become popular in the social circle?

“Jelly” is produced by the media information company “Dianxin”. It is not what the outside world expects. It is built by other Internet companies that can subvert Tencent’s social dominance. It’s surprising, but if you look closely, you can find the reason why it’s out of the circle. 

There are several factors for the jelly to suddenly become popular. On the one hand, a “Metaverse” wind is blowing at the moment, especially after the appearance of “Roblox”, which claims to be a Metaverse game, many people regard it as a game. The advertised Metaverse game/social product makes most people think that as long as the social product contains 3D virtual character interaction, then it is a Metaverse social product and will be the next generation of disruptive social technology. 

Through experience, it can be found that Jelly is a virtual social platform where users can use various avatars to communicate with others. You can discuss various topics and make like-minded friends. In this regard, the gel clearly fits that bill. 

Metaverse social gel and Xiyang hits are coming out one after another. Is Tencent panicking?

Source: Introduction to Gel App 

In addition, the gel also contains other functions that have been popular in social circles, such as LBS positioning, which is a social gameplay based on geographic location. 

Metaverse social gel and Xiyang hits are coming out one after another. Is Tencent panicking?

Source: Network

Jelly supports friends to share real-time maps, and you can choose 24 hours or permanent sharing time. This function is the LBS-based social product “Spot” that has been popular for a while. 

In addition, the gel also has the QQ show’s face-pinching properties. I believe that many post-80s and 90s have played the QQ show, and the killing of Matt was also carried forward by the QQ show. 

Once upon a time, the QQ show has become the fashion direction of the Internet, and this is fully reflected in the gel. 

Of course, there are other wonderful details of this product, so I won’t list them one by one. It is under the trend of the Metaverse, coupled with the innovation and integration of products in some functions, as well as users’ desire for new social methods, that made Jelly popular in a short period of time. 

A former Tencent product manager told Tech Planet that the product came out of the circle by surprise. He believes that some small interactions in the product still have bright spots, which are worthy of reference for product managers. A wave of curious users. 

However, its shortcomings are also obvious. He believes that although Lily uses the concept of Metaverse hotspots in its promotion, there is currently no interactive gameplay with avatars in the scene in the App. There is only one avatar, and it lacks connection with the overall content. It is still far from social interaction in the Metaverse; in addition, the way of wearing avatars is not new, and there is no core differentiation in this aspect; except for technical issues such as performance and LBS, the overall product structure is not divorced from the past. There are countless dead social product cores and no core user retention function. At present, it seems that it is difficult to retain users for a long time. 

02 bytes Baidu closely follows the virtual social outlet, and Tencent does not want to miss it

In addition to Jelly, Baidu and Bytes of the Internet giants are not idle. Among them, Baidu’s social product “Xi Rong” launched in November last year took the lead in bringing Metaverse social networking to the forefront. 

Compared with gel and “Roblox”, the originator of Metaverse games, this product is more refined in terms of picture quality, allowing netizens to feel that they are in an immersive scene. 

Users only need to create a virtual character image and nickname to generate a unique virtual character in the virtual world. Then you can enter the virtual world constructed in the Xirong App, and then use the joystick on the screen to move in the direction. If you encounter something you don’t understand in the game, you can use the “Small Voice” on the top right of the screen. ask. 

Metaverse social gel and Xiyang hits are coming out one after another. Is Tencent panicking?

Source: Screenshot of Xiyang interface

At present, in this virtual world, users can access three small scenes, namely “Feng Tang Art Layer”, “Baidu World Conference”, and Fresh Milk Experience Hall. 

Through the official introduction, we can learn that in Xiyong, users can communicate with customers and partners in real time through virtual identities. 

Although this product is exquisite in workmanship, its data is not very good. According to the data of Qimai, the estimated download volume of Xiyang in the past three months is only 343,556, which is not as good as the estimated amount of Jelly in the past month. Estimated total downloads. 

In this regard, an Ali product manager believes that the appearance of Xiyong is to allow Baidu to demonstrate the next-generation VR technology. There are not many interactive scenes and social functions in the product, which cannot make users stay for a long time. What Xiyong brings to users is only Technological freshness. 

Of course, Xiyang is not excluded, and it is also ready for Baidu to build a Metaverse ecology in the later stage. Among the underlying technologies of the Metaverse, virtual reality technology (VR/AR/MR/XR) is indispensable, and Baidu has begun to deploy VR since 2016. At present, Baidu Metaverse-related products and technology accumulation are mainly concentrated in AI and cloud computing. and VR field. Ma Jie, vice president of Baidu, pointed out that the infrastructure chain related to the Metaverse is very long, and Baidu is currently only participating in a part of it, and the society needs to carry out ecological co-construction. 

In addition to Baidu, Byte has also keenly sensed the trend of virtual social networking. As Byte has experienced the failure of two social products such as Duoshan and Feichao, the “Party Island” App launched this time is obviously prepared. Come. 

Tech Planet learned that the party island was completed by the Toutiao team, and the project was established in September last year. After nearly half a year, it was launched on the App Store in January this year, but it is still in the state of internal testing and requires an invitation code to experience it. 

According to the feedback from the experience of “Party Island”, it adopts the form of “3D avatar + social interaction”, with the concept of Metaverse social interaction. For example, its online music party function is similar to Tencent Music’s Metaverse concert “TMELAND”. The virtual person of the user’s avatar can enter the concert. In addition to seeing the music played in real time at the party, users can also interact with Chat with other users. 

Metaverse social gel and Xiyang hits are coming out one after another. Is Tencent panicking?

Source: Party Island App Introduction

In addition, users can also socially interact with users who have turned into virtual characters in some other immersive virtual scenes. 

Since Party Island is still in the closed testing stage, it is impossible to evaluate this social product intuitively from the data, and it needs to be officially opened before it can be reflected. 

After other factories began to invade Tencent’s social hinterland, Tencent also responded, and recently officially launched the “Super QQ Show” in QQ. The Super QQ Show can be regarded as an upgraded model of the 3D version of the centimeter show. 

Metaverse social gel and Xiyang hits are coming out one after another. Is Tencent panicking?

Source: Official introduction of Super QQ Show

The Super QQ Show is essentially different from the QQ Show in the PC era. On the one hand, it is upgraded from 2D to 3D, and on the other hand, the avatar is turned into a virtual character, and social interaction can be carried out in some scenes of QQ, which enhances QQ. of fun. 

An industry person also pointed out that it is not accidental that large factories have intensively launched these virtual social products. Compared with the previous graphic and text social networking across mobile phones, today’s users prefer to pursue a real immersive social experience. The best identity for socializing in the virtual world, virtual socialization may become the development direction of the next generation of socialization. 

03 “Three British” and Tencent, will the social overlord usher in an opponent?

Back in 2019, on the same day, the luxury social product Tiantuan, consisting of Wang Xin’s “Toilet MT”, Luo Yonghao’s “Bullet SMS”, and Byte’s “Duo Shan”, announced their debut and officially challenged WeChat. 

However, the mighty social declaration did not create much waves, and the fate of the three social products was as expected, and they all eventually failed. 

The wheels of history are always strikingly similar. Today, a new “social group” composed of Baidu’s “Xiyang”, Byte’s “Party Island” and Yidianxing’s “Jelly” has once again made the industry boil. Compared with the social war 3 years ago, this time, the direction and strategy of the multi-party offensive and defensive war have been greatly improved, and the highlights are full. 

In this social war, everyone is aiming at the virtual social direction, and building a new social concept through virtual characters and virtual scenes. Whether it is Tencent, Byte, Baidu and Yidian Information, they are all in the social track. on the same starting line. 

As the attacking party, the “social group” all use independent apps to attack Tencent’s social hinterland, and they all use immersive social gameplay in function. In addition, these new products have adopted a fusion model in terms of functions. For example, the previous functions such as LBS and face pinching are combined with the concept of the Metaverse, which makes the products show diversity in social gameplay, which is beneficial to User retention. It avoids the embarrassment of the three social products in 2019 being “dumped after playing” by users. 

As a defender, Tencent is not as aggressive as the other three, but adds a virtual social function “Super QQ Show” on QQ. The advantage of this is that it can use the huge social resources in QQ to complete the “Super QQ Show”. “Trial and error in part of the gameplay, while improving the “Super QQ Show”, prepare user portraits and data for the next social product. 

Of course, Tencent is not just focusing on this virtual social function, but has a deeper layout. 

According to Sina Technology, Tencent has recently launched a new business, the XR (extended reality) business, and has recently started recruiting internally. Tencent said that the XR business is a brand-new business that the company is vigorously building in response to the true Internet. The goal is to build a world-class hard technology team under the leadership of industry leaders and compete for the next ticket in the era of hard technology. The true Internet is the The final form of the Metaverse. At present, Yao Xiaoguang, the head of PCG’s social business, is leading the team to build new Metaverse products. With the help of XR technology, it may help Tencent’s virtual social network to move towards the real Metaverse social network. 

At present, Byte and Baidu are the ones that have the ability to compete with Tencent in Metaverse technology. Byte acquired PICO, a VR equipment maker, in a big way last year, while Baidu has been researching VR/AR/XR/MR for many years. Nowadays, the virtual social networking launched by many parties is just an exploration and attempt, and it cannot meet the social needs of most people like WeChat. 

Whether it is Tencent, Byte, Baidu and Yidian Information, the newly launched virtual social products are all explorations of the next-generation social direction. It is not ruled out that there will be billion-level social products among them, but their ceiling is Like Momo’s status in the stranger’s social arena. 

However, for now, Tencent’s social status will not be shaken by these new products for the time being, but it will also make this social giant feel anxious because of the endless emergence of Metaverse social products. 

Posted by:CoinYuppie,Reprinted with attribution to:
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