Social networking, e-commerce, Metaverse… Which new products of major manufacturers can kill the blood in 2022?

There are more and more apps available today.

Recently, 360 launched a Metaverse social product “N World” , which refers to the Chinese version of “Discord” , a virtual social platform with over 200 million monthly active users abroad.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

N world page

Social networking, Metaverse, e-commerce… With the intensified competition in the market stock, major Internet giants are gradually extending their tentacles to other businesses, exploring new products on different tracks and looking for new growth points.

Among the new products launched by major manufacturers in the past six months, there are Byte’s “Knowing Area” and Taobao’s “Friends” in the social field ; Ali’s “Status Stick” and Byte’s “Douyin Box” in the e-commerce field In the Metaverse field, there are 360’s “N World” , Baidu’s “Xiyang” ; in addition, Sina’s “Hobby” , Byte’s “Soda Music” and so on.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

After experiencing the 6 new products in the picture above, we briefly analyzed their features and gameplay, hoping to provide some reference for content practitioners who are looking for new opportunities.

Interests in social networking: know the area, what friends

Knowing the area – RSS revival and de-algorithmization

At the beginning of this year, before and after Toutiao opened the “Close algorithm recommendation” button, ByteDance launched an interest social product “Knowing Area”, and the official Slogan is “Define your reading universe” .

At present, the knowledge area is still in the invitation beta test stage, and one user can only generate 3 invitation codes, which has formed a craze of “one code is hard to find” in the Internet product circle.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

After entering the invitation code, the introduction page of the identification area will be displayed.

The homepage “Knowing Area” is similar to the Douban group, only members can comment and interact within the post, as well as publish new posts. The content contains pictures, texts and videos, and supports adding external links.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Through the sidebar navigation of the “Identification Area” page, users can switch and search for more identification areas. At present, knowledge areas such as life, art, business, and humanities are ranked at the top, and popular knowledge areas such as “Western Philosophy Cafe” and “Business Deep One” have 9,057 and 6,326 members respectively.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Most of these identification areas are created by users themselves. It is worth noting that in addition to the UGC model, content production also supports RSS subscriptions , a retro information aggregation model.

When a user creates an identification area, the system Bot (robot administrator) will automatically match the feedaccording to the entered keywords , grab relevant accounts and content from Toutiao , and also support the district chief (creator) to manually add third-party sources, automatically Define content filtering rules and manage them through the web.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

This means that the content of the knowledge area is jointly generated by users and Bots. On the one hand, it lowers the threshold for creation and ensures the content update of new products. A new distribution channel is provided.

In addition, the recognition area supports “global reading mode”. After opening, the layout of posts from third parties is concise and uniform, and swiping up and down can quickly browse other posts, highlighting the immersive reading experience.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Although there are Bots to assist in crawling content, the presence of the algorithm for identifying areas has been greatly weakened. RSS subscriptions allow people to focus more on content, and filter and distribute information according to their interests . Therefore, the content of the “recommendation” module of the district is more diversified. You can see other posts “lit up” by the district chief, and there is no obvious information cocoon effect.

It is mentioned in 0.3.3 of the product update log of the ID area that the highlighted content will get a higher recommendation weight in the ID area information flow, and it will be easier to be seen by the members of the ID area.The light-up function is equivalent to likes and favorites, and the lighted posts will be kept in the “light-up” module for easy reading again.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

In general, Shiqu broke the product form of ByteDance centered on algorithmic recommendation, and tried to de-algorithmize, drive content and social interaction with interests , such as the collection of “Douban + Tieba + Instant”.

What specific form will develop into, the knowledge area is still groping. According to the observation of the editorial department of Xinbang, in terms of social interaction, there is currently no function for users to follow each other and chat privately, and they can only communicate openly in the community. In terms of content, most of the content captured by Bot is high-quality native content.

In the absence of creative incentives, the attraction to content creators is relatively limited, but it can be used as a new platform for content distribution and drainage, and there is still some room for imagination in the private domain community in the future.

Friendship – an extension of Taobao shopping

In February 2022, Taobao launched the app “Friends”, an interest community that can grow grass , and Slogan means “what is there to study.”

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Yousha’s version information shows that its predecessor was the “Laying Ping” app launched by Taobao in 2020, a home life platform. Now it has added other content sections, and it has been revised to a community that leverages social and grass-growing interests. At present, Youhan is in the internal beta, and you need an invitation code to experience it, but one invitation code can be used 30 times.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

“Kitchen Goods Research Institute”, “Ski Players Club”, “Illustration Art Gallery”… Around good things in different sub-fields, Yousha has formed a circle of interest called the Research Institute, and you can see the recommended items when you enter the “Home” Dynamic content posted by other users, and supports keyword search for related content.

After joining the institute, Youhan will guide new users to pay attention to “director”, “deputy director” and “senior researcher”, and encourage users to post and comment more with the help of different identity rights . According to the observation of the editorial department of the new list, some directors’ data show that they are Taobao users for 16 years, and nearly 600 updates have been released on Yousha.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

When posting a post, users can add products purchased on Taobao through the “Show Me” function, and plant good things for others, and support one-click jumping to Taobao for purchase after posting . In addition, some research institutes have set up a “Q&A” section, where users can also post questions.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Compared with Knowing the District, Friendsha has done a more complete social function. The “My” profile page in the navigation bar is side by side with “Home”, “Follow”, and “News”. The “My” page is similar to Xiaohongshu, with an additional column for added research institutes, and supports private message and group chat functions.

Judging from the product characteristics of content planting grass, the Friendship launched by Taobao this time is obviously aimed at Xiaohongshu. Although there is already a “grass planting machine” on Taobao, the data shows that its monthly active users have reached 250 million, but the content is still attached to e-commerce transactions. As a separate planting app, it is hoped that the content will come first, and what kind of users will users be friends with? After the grass, go to Taobao to pull the grass.

We believe that relying on Taobao is the advantage of Friendship over Xiaohongshu. The link of consumption conversion is short and smooth, but there is still a long way to go in the creation of community atmosphere and high-quality content. At present, the official launch of a The series invites new and active operation activities, and new creators may have the opportunity to grow rapidly.

Trend e-commerce: Status Stick, Douyin Box

Status stick – connecting trendy brands and young people

At the end of March, Alibaba began internal testing of an independent e-commerce app called “Status Stick”, whichfocuses on the trendy cultural community for young people . An invitation code is currently required to register and log in.

From the visual style and functional design, we can feel the obvious youthful characteristics . The main tone is mostly black, fruit green, bright blue and other high-saturation colors, and the page style is simple and fashionable. The state stick itself is homophonic “too great”, and state also refers to attitude, advocating personalized expression.

According to the official introduction, Status Stick is a lifestyle app for Chinese young people. The homepage shows 7 consumption scenarios that are close to young people, such as “Invincible Bomb Street King”, “Traveler Camp” and “National Trend New Power”.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

On the product page and store page, users can “express their position”, that is, send a barrage evaluation . In the “Attitude” section, the like and disapprove buttons have become more personalized “stick” and “heh” for content posts posted by users.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

In addition to targeting the Z generation, the status bar also focuses on local trend culture , Slogan is “created in China with attitude”. Since the status bar is still in the testing stage, it has not yet opened up businesses to enter on a large scale, but many new Chinese designer brands have been invited, and the homepage will regularly recommend “status shop”.

Similar to Youhan, the status bar is connected to Taobao, and merchants with Taobao stores can transfer the original product data to the status bar platform with one click, including baby evaluation, users can place orders directly on the status bar, the shopping experience is the same as Taobao, but Order information is not synced. In addition, content publishing also supports adding products and stores that have been purchased or expressed.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

For brands, the status bar provides a face-to-face DTC model with consumers. Target users can chat and interact with the fashion brand manager, and realize a closed consumption loop from grass planting to weeding in one platform.

At the same time, the status bar has set a brand relationship level , which is similar to the membership system, but more emphasis on equal acquaintance relationship. The more consumption, the more familiar the relationship, and the more cost-effective the welfare discount. Recently, the “State Stick Wednesday” big promotion day has been added, and the manager will give the acquaintance welfare price.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

At present, State Stick has entered the trendy e-commerce track through community interaction and content planting, andis incubating content creators among college students . However, there are Dewu and Xiaohongshu before, and the status bar has not yet found its own unique trendy cultural characteristics. It is not enough to have a fashion brand manager to settle in, and it still needs patience to cultivate user stickiness.

Douyin Box – E-commerce that is difficult to be independent

In December 2021, Douyin e-commerce’s first independent app “Douyin Box” was officially launched, which also positioned itself as a trendy e-commerce company. In this regard, the relevant person in charge of ByteDance said: “The Douyin Box focuses on fashion and trendy products, which is one of our scene explorations.”

When Douyin was first launched, it invested a lot of resources to promote and build momentum. However, more than 4 months later, the volume of Douyin box failed to bring the expected surprise.

Douyin Box seems to be independent from Douyin, but it is actually closely related and has many similarities in content settings and entrance design.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

The official business strategy shows that the video and live broadcast content of the Douyin account can be interoperated and synchronized to the Douyin box . The “recommendation” column on the homepage basically continues the information flow mode of Douyin, and users can swipe to various beauty and wear videos and live broadcast rooms with goods; the “shopping” column is similar to Douyin Mall, mainly promoting hard-core subsidies, every Japanese trendy stores, popular models rankings, treasure live broadcasts and second-hand luxury.

We observed that the current Douyin boxes are not all trendy brand products, and there are also many white-label fast-moving consumer goods. For example, searching for snacks, tissues, and mobile phone holders will show some low-unit-price products. This may mean that the pace of Douyin Box will not stop at trendy e-commerce, but towards a comprehensive e-commerce of all categories . Competitive products are a bit scouring apart from Xiaohongshu.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Initially, the potential early dividends of Douyin Box attracted the attention of many brands. Through one-click access to Douyin Store’s e-commerce services, merchants hope to increase new customer acquisition channels and exposure .Bloggers are also watching the traffic pool of Douyin Box and the effect of content planting, but in fact, the number of fans of the account is not synchronized, and the interaction data between the two are far from each other.

For example, the blogger “Cheng Shi’an” has over 27.14 million followers on Douyin, while the account with the same name in Douyin Box has only 2,093 followers; the same Big Eye Tutorial was on Douyin’s hot list, with over 2.4 million likes, while in Douyin Box Only one like.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

The left is the Douyin homepage, the right is the Douyin box homepage 

How to solve the contradiction between e-commerce business and content ecology, whether to reduce the impact of live streaming on user experience, or continue to integrate with content, Douyin’s operation strategy for this is still unclear.

In March of this year, Douyin added new functions such as “e-commerce membership”, “repurchase coupons”, and “my favorites” in addition to the first-level entrance of “shopping” on the homepage. The industry believes that Douyin is constantly accelerating its layout in the private domain.

In other words, the Douyin e-commerce system is still being perfected, and it is still difficult to support an independent Douyin box. But what is certain is that content will be a big killer of platform competition.

Metaverse: N World, Heeyang

N world – the core is social interest

Recently, Qihoo 360’s Metaverse product “N World” has been put into trial operation, and is positioned as a “young people’s interest Metaverse, a multi-person immersive interactive community” .

According to sources close to 360, the company attached more importance to this product internally, and gave “N World” a “n.cn” domain name worth tens of millions of yuan as its official website.

During the first experience, new users need to create an avatar first, and can randomly choose a nickname and a pixel-style avatar.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

On the “Discovery” page of the N world, you can see that it consists of “interesting worlds” created by users , such as “Glory of the King” for games, “White Cat Happy Base” for leisure, and “Painting” for animation. The bad guys in the rivers and lakes”. Worlds can be set to “Want to be featured”, “Allow to be found” or “Not allowed to be found”.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

After creating their own world, users can create channels and invite friends to join topic discussions, including four types: “Discussion Channel”, “Voice Channel”, “Post Channel” and “Metaverse Channel”. The platform provides some channel templates and usage scenarios, and you can choose a variety of interactive gameplay such as graphics, voice, and video.

Among them, “Metaverse Channel” is located in a virtual space of pixel wind , which restores the life and entertainment scene of a real house. Users can interact with other users who are online at that time, but the items in the scene have no interactive design.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Speaking of the Metaverse, I have to mention “Discord”, which has grown from a game voice tool to one of the largest virtual communities overseas. N World and Tencent’s “NokNok” have more or less “imitation” its gameplay. Its core is anti-algorithm, which puts more social autonomy in the hands of users, and jointly builds a highly open and free virtual community .

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

Discord webpage, source “Game Tea House”

In general, N World gathers like-minded people with interest, and integrates a variety of community interaction methods, not limited to “QQ + Tieba + SOUL”. At present, most of the worlds that can be discovered are games. Although the concept of the “Metaverse” is used in the concept, no subversive community system has been observed, and there is no more action in terms of commercial realization.

Hiron – version number is negative

At the end of 2021, Baidu launched the first domestic Metaverse App “Xi Rong”, and held the 2021 Baidu AI Developer Conference in it. According to reports, this is a virtual world that “crosses virtual and reality, perpetual existence, and multi-person interaction”.

First, users can create their own avatars by taking pictures, pinching their faces, and describing in one sentence.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

After logging in, you can see that Xirong’s current scene has a strong sense of the future . Click the map in the upper left corner to automatically navigate to the specified location. The overall picture is relatively smooth, and sometimes there will be lags and bugs. The content and functions that can be experienced are relatively limited, mainly Baidu World Congress, Feng Tang art layer and observation deck.

Social networking, e-commerce, Metaverse... Which new products of major manufacturers can kill the blood in 2022?

According to reports, the main functions of Xiyang currently include virtual space customization, full-human machine interaction, and business development platform. There is no UCG content for the time being. From the perspective of product form, Xiyang and similar NetEase “Yaotai” are actually virtual scene conference systems.

Ma Jie, vice president of Baidu, said that Xiyang’s version number “is still a negative number”, there are still many imperfections, and there is huge room for growth. It will take about six years from the current version to the goal envisaged by Baidu.

“The first share of the Metaverse” Roblox defines the eight elements of the Metaverse in its company prospectus as identity, friends, immersion, low friction, diversity, Anywhere, an economy that calls itself a system, and a civilization.

According to this standard, apps that claim to be Metaverses such as N World and Xi Rong can only be regarded as semi-finished products or prototypes. Currently, they are mainly explored in social interaction, and they still need to be iteratively optimized.

Nowadays, relatively mature products have appeared in various tracks such as short videos, content farming, and trendy e-commerce. Most of the new products launched by Internet giants have gradually disappeared. Some lack experience and moats, and some lack teams or resources.

Defense or offense, App makers can’t seem to stop the competition. What do you think of these new products?

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