腾讯重新启用另一款老应用,以对抗字节跳动
Tencent Resurrects Another Old App to Counter ByteDance

Tencent Resurrects Another Old App to Counter ByteDance

腾讯重新启用另一款老应用,以对抗字节跳动

Tencent (OTC股票代码:TCEHY) still rules China's mobile messaging market with WeChat, which grew its monthly active users (MAUs) 6% annually to 1.15 billion last quarter. But in recent years, Beijing-based ByteDance has become a thorn in its side.

腾讯(OTC: TCEHY) 现在仍然用微信(WeChat)控制着中国移动通讯市场。微信的月活跃用户(MAUs)年增长率为6%,上一季度达到11.5亿。但近年来,北京的字节跳动(ByteDance)已经成了它的眼中钉。

字节跳动拥有短视频应用“抖音短视频”(TikTok),其在中国又称“抖音”;新闻应用“今日头条”(Touitao);企业合作平台“飞书”(Lark);移动通讯应用“飞聊”(Flipchat);视频聊天服务“多闪”(Duoshan);以及短视频应用“火山小视频”(Huoshan)和火山小视频海外版(Vigo)。

抖音短视频(TikTok)去年有超过5亿的月活跃用户,而字节跳动称,其旗下所有的应用目前已有超过15亿的月活跃用户。R3研究公司最近的报告称,今年上半年,字节跳动的年广告收入已经翻倍,并成为仅次于阿里巴巴(纽交所股票代码:BABA)的中国第二大广告平台。腾讯则远居第四。

字节跳动威胁了腾讯的发展,因为它利用自家的新闻应用,将较低收入的互联网用户拉拢过来。基于每个用户的偏好和阅读历史,其新闻应用汇集了“更为轻松浅显”的内容。字节跳动还借助抖音短视频等其它短视频应用吸引了中国的“95后”用户。

腾讯采取各种手段、多次尝试与字节跳动抗衡,包括推出短视频应用、投资字节跳动的竞争对手,甚至重新启用老款应用。这些举措都没能遏制字节跳动的增长——但腾讯最近宣布,将重新启用另一个被停用的应用“朋友”,以此来挑战日益壮大的竞争对手。

微信面临着代沟

腾讯面临着与脸书(Facebook) (NASDAQ股票代码:FB)相同的问题:更为年轻的用户正在远离其核心平台。今年早些时候,研究公司极光(Jiguang)发现,中国“00后”用户中只有15%的人每天在微信上发布更新,而“60后”的用户与之对应的比例是57%。

据《南华早报》报道,很多年轻的用户都避开了微信,因为他们的父母也使用微信。他们中的一些人还退回到腾讯老款通讯平台QQ和抖音短视频等对“95后”友好的平台。

因此,13%的QQ用户年龄在21岁以下。然而,由于腾讯专注于移动设备上的微信生态系统的发展,QQ月活跃用户的总数每年仍下降10%,上季度其月活跃用户降至7.31亿。相比之下,1995年后出生的用户占抖音短视频受众的51%。

微信是一款无所不包的“超级应用”,它可以让用户支付账单、订购产品、叫车等等……但它仍然被视作成年人的“工作”应用。“微信已经成为默认的办公应用”这个标签最近在中国的微博(NASDAQ股票代码:WB)上疯传,用户们抱怨微信过于偏重工作,其设计也不适合个人社交。

"朋友"会弥补这个差距吗?

为了回应这些抱怨,腾讯了重新启用了“朋友”,这是一个社交网络平台,最初发布于10年前,但于2017年停用。

朋友最初是QQ的拓展,名为“QQ校友(QQ Alum)”,学生可以相互联系、组织活动,就像最初的脸书。2011年,它改名为朋友(Pengyou),并扩大了受众范围,但在社交网络市场上,它难以跟上微博的步伐。腾讯同年推出的微信也冲击了朋友的通讯功能。

仅限受邀试用的新版与脸书的照片墙(Instagram)相似,但它将用户分成三类:朋友、同事以及住在同一城市的人。

它还要求用户上传个人证书,以验证他们的真实姓名,这将防止企业向平台大量投放广告,也能确保用户与真人互动。朋友还允许经过验证的用户选择约会对象——这与它新出的约会应用轻聊(Qingliao)相辅相成,表明它可能会在中国的线上约会市场上与陌陌(Momo)(NASDAQ股票代码:MO)竞争。

对抗字节跳动的又一次尝试——这将无法达成目标

这不是腾讯第一次重新启用一个旧的应用。去年,腾讯重新启用了它的短视频应用微视(Weishi)与抖音短视频竞争,微视于2013年推出,2017年停用。微视在对抗抖音短视频方面没有取得多少优势,而朋友可能遭遇类似的命运,原因有二。

首先,中国的社交应用市场已经高度饱和。作为QQ的延伸,腾讯仍在运营其“QQ空间”(Qzone)社交网络,该社交网络在上季度有5.17亿的月活跃用户。拥有近5亿每月活跃用户的微博,今年早些时候推出了类似的名为“绿洲”(Oasis)的应用。其他主要竞争者包括社交商务平台RED和陌陌约会应用。

其次,对于更为年轻的用户而言,他们已经在抖音短视频或者字节跳动旗下其他应用上与朋友建立联系,因而没有真正的动力让他们加入腾讯的朋友。结果,新版朋友应用可能会惨败,而腾讯在“95后”市场上依旧难以与字节跳动抗衡。

Tencent (OTC:TCEHY) still rules China's mobile messaging market with WeChat, which grewits monthly active users (MAUs) 6% annually to 1.15 billion last quarter. But in recent years, Beijing-based ByteDance has become a thorn in its side.

ByteDance owns the short video app TikTok, also known as Douyin in China; the news app Touitao; the enterprise collaboration platform Lark; the mobile messaging app Flipchat; the video chat service Duoshan; and the short video apps Huoshan and Vigo.

TikTok topped 500 million MAUs lastyear, and ByteDance claims that its entire family of apps now reaches over1.5 billion MAUs. Research firm R3 recently reported that ByteDance's ad revenue more than doubled annually in the first half of the year, making it the second-largest advertising platform in China after Alibaba (NYSE:BABA). Tencent ranks a distant fourth.

Image source: Getty Images.

ByteDance threatens Tencent's growth by pulling away lower-income internet users with its news apps, which aggregate "lighter" content based on a user's preferences and reading history. It's also pulling away China's Gen Z users with TikTok and other short video apps.

Tencent repeatedly tried to counter ByteDance by launching short video apps, investing in ByteDance's competitors, and even resurrecting old apps. None of those efforts curbed ByteDance's growth -- but Tencent recently announced that it would resurrect another discontinued app, Pengyou (or "Friends"), to challenge its growing rival.

WeChat faces a generational gap

Tencent faces the same problem as Facebook (NASDAQ:FB): Younger users are pivoting away from its core platforms. Earlier this year, research firm Jiguang found that just 15% of Chinese users bornafter 2000 post daily updates on WeChat. By comparison, 57% of users born in the 1960s did the same.

Many of those younger users shunned WeChat because their parents also used the app, according to the South China Morning Post. Some of those users also retreated to Tencent's older messaging platform, QQ, and Gen Z-friendly platforms like TikTok.

As a result, 13% of QQ's users are under the age of 21. However, QQ's total MAUs still fell 10% annually to 731 million last quarter as Tencent focused on the growth of WeChat's ecosystem on mobile devices. By comparison, users born after 1995 account for 51% of TikTok's audience.

WeChat is an all-in-one "super app" which lets users pay bills, order products, hail rides, and more -- but it's still considered a "work" app for adults. The hashtag #WeChatHasBecomeTheDefaultOfficeApp recently went viral on Weibo (NASDAQ:WB) in China, withusers complaining that WeChat was too work-oriented and poorly designed for personal social connections.

Image source: Getty Images.

Will "Friends" bridge that gap?

In response to those complaints, Tencent revived Pengyou, a social networking platform that was initially launched a decade ago but discontinued in 2017.

Pengyou was initially an extension of QQ called QQ Alum, which allowed students to connect to each other and organize activities like the original Facebook. It was renamed Pengyou and expanded to a wider audience in 2011, but it struggled to keep pace with Weibo in the social networking market. Tencent's launch of WeChat the same year also cannibalized Pengyou's messaging features.

The new version, which is being tested on an invite-only basis, resembles Facebook's Instagram but splits its feed into three categories: friends, colleagues, and people who live in the same city.

It also asks users to upload personal credentials to verify their real names, which will prevent companies from flooding the platform with ads and ensure that users are interacting with real people. Pengyou also allows verified users to opt-in to dating matches -- which complements its new dating appQingliao and indicates that it might be gunning for Momo (NASDAQ:MOMO) in China's online dating market.

Another stab at ByteDance -- which will miss the mark

This isn't the first time Tencent has resurrected an old app. Last year it rebooted its short video app Weishi -- which was launched in 2013 and discontinued in 2017 -- as a TikTok competitor. Weishi didn't gain much ground against TikTok, and Pengyou could suffer a similar fate, for two reasons.

First, the Chinese market for social apps is heavily saturated. Tencent still operates its Qzone social network -- which had 517 milion MAUs last quarter -- as an extension of QQ. Weibo, which hasnearly 500 million MAUs, launched a similar app called Oasis earlier this year. Other major players include thesocial commerce platform RED and Momo's dating apps.

Second, there's no real incentive for younger users who are already linked to their friends on TikTok or ByteDance's other apps to join Pengyou. As a result, the new Pengyou will likely flop, and Tencent will still struggle to gain ground in the Gen Z market against ByteDance.

Tencent (OTC股票代码:TCEHY) still rules China's mobile messaging market with WeChat, which grew its monthly active users (MAUs) 6% annually to 1.15 billion last quarter. But in recent years, Beijing-based ByteDance has become a thorn in its side.

腾讯(OTC: TCEHY) 现在仍然用微信(WeChat)控制着中国移动通讯市场。微信的月活跃用户(MAUs)年增长率为6%,上一季度达到11.5亿。但近年来,北京的字节跳动(ByteDance)已经成了它的眼中钉。

ByteDance owns the short video app TikTok, also known as Douyin in China; the news app Touitao; the enterprise collaboration platform Lark; the mobile messaging app Flipchart; the video chat service Duoshan; and the short video apps Huoshan and Vigo.

字节跳动拥有短视频应用“抖音短视频”(TikTok),其在中国又称“抖音”;新闻应用“今日头条”(Touitao);企业合作平台“飞书”(Lark);移动通讯应用“飞聊”(Flipchat);视频聊天服务“多闪”(Duoshan);以及短视频应用“火山小视频”(Huoshan)和火山小视频海外版(Vigo)。

TikTok topped 500 million MAUs last year, and ByteDance claims that its entire family of apps now reaches over1.5 billion MAUs. Research firm R3 recently reported that ByteDance's ad revenue more than doubled annually in the first half of the year, making it the second-largest advertising platform in China after Alibaba (NYSE: BABA). Tencent ranks a distant fourth.

抖音短视频(TikTok)去年有超过5亿的月活跃用户,而字节跳动称,其旗下所有的应用目前已有超过15亿的月活跃用户。R3研究公司最近的报告称,今年上半年,字节跳动的年广告收入已经翻倍,并成为仅次于阿里巴巴(纽交所股票代码:BABA)的中国第二大广告平台。腾讯则远居第四。

ByteDance threatens Tencent's growth by pulling away lower-income internet users with its news apps, which aggregate "lighter" content based on a user's preferences and reading history. It's also pulling away China's Gen Z users with TikTok and other short video apps.

字节跳动威胁了腾讯的发展,因为它利用自家的新闻应用,将较低收入的互联网用户拉拢过来。基于每个用户的偏好和阅读历史,其新闻应用汇集了“更为轻松浅显”的内容。字节跳动还借助抖音短视频等其它短视频应用吸引了中国的“95后”用户。

Tencent repeatedly tried to counter ByteDance by launching short video apps, investing in ByteDance's competitors, and even resurrecting old apps. None of those efforts curbed ByteDance's growth -- but Tencent recently announced that it would resurrect another discontinued app, Pengyou (or "Friends"), to challenge its growing rival.

腾讯采取各种手段、多次尝试与字节跳动抗衡,包括推出短视频应用、投资字节跳动的竞争对手,甚至重新启用老款应用。这些举措都没能遏制字节跳动的增长——但腾讯最近宣布,将重新启用另一个被停用的应用“朋友”,以此来挑战日益壮大的竞争对手。

WeChat faces a generational gap

微信面临着代沟

Tencent faces the same problem as Facebook (NASDAQ: FB): Younger users are pivoting away from its core platforms. Earlier this year, research firm Jiguang found that just 15% of Chinese users born after 2000 post daily updates on WeChat. By comparison, 57% of users born in the 1960s did the same.

腾讯面临着与脸书(Facebook) (NASDAQ股票代码:FB)相同的问题:更为年轻的用户正在远离其核心平台。今年早些时候,研究公司极光(Jiguang)发现,中国“00后”用户中只有15%的人每天在微信上发布更新,而“60后”的用户与之对应的比例是57%。

Many of those younger users shunned WeChat because their parents also used the app, according to the South China Morning Post. Some of those users also retreated to Tencent's older messaging platform, QQ, and Gen Z-friendly platforms like TikTok.

据《南华早报》报道,很多年轻的用户都避开了微信,因为他们的父母也使用微信。他们中的一些人还退回到腾讯老款通讯平台QQ和抖音短视频等对“95后”友好的平台。

As a result, 13% of QQ's users are under the age of 21. However, QQ's total MAUs still fell 10% annually to 731 million last quarter as Tencent focused on the growth of WeChat's ecosystem on mobile devices. By comparison, users born after 1995 account for 51% of TikTok's audience.

因此,13%的QQ用户年龄在21岁以下。然而,由于腾讯专注于移动设备上的微信生态系统的发展,QQ月活跃用户的总数每年仍下降10%,上季度其月活跃用户降至7.31亿。相比之下,1995年后出生的用户占抖音短视频受众的51%。

WeChat is an all-in-one "super app" which lets users pay bills, order products, hail rides, and more -- but it's still considered a "work" app for adults. The hashtag #WeChatHasBecomeTheDefaultOfficeApp recently went viral on Weibo (NASDAQ: WB) in China, with users complaining that WeChat was too work-oriented and poorly designed for personal social connections.

微信是一款无所不包的“超级应用”,它可以让用户支付账单、订购产品、叫车等等……但它仍然被视作成年人的“工作”应用。“微信已经成为默认的办公应用”这个标签最近在中国的微博(NASDAQ股票代码:WB)上疯传,用户们抱怨微信过于偏重工作,其设计也不适合个人社交。

Will "Friends" bridge that gap?

"朋友"会弥补这个差距吗?

In response to those complaints, Tencent revived Pengyou, a social networking platform that was initially launched a decade ago but discontinued in 2017.

为了回应这些抱怨,腾讯了重新启用了“朋友”,这是一个社交网络平台,最初发布于10年前,但于2017年停用。

Pengyou was initially an extension of QQ called QQ Alum, which allowed students to connect to each other and organize activities like the original Facebook. It was renamed Pengyou and expanded to a wider audience in 2011, but it struggled to keep pace with Weibo in the social networking market. Tencent's launch of WeChat the same year also cannibalized Pengyou's messaging features.

朋友最初是QQ的拓展,名为“QQ校友(QQ Alum)”,学生可以相互联系、组织活动,就像最初的脸书。2011年,它改名为朋友(Pengyou),并扩大了受众范围,但在社交网络市场上,它难以跟上微博的步伐。腾讯同年推出的微信也冲击了朋友的通讯功能。

The new version, which is being tested on an invite-only basis, resembles Facebook's Instagram but splits its feed into three categories: friends, colleagues, and people who live in the same city.

仅限受邀试用的新版与脸书的照片墙(Instagram)相似,但它将用户分成三类:朋友、同事以及住在同一城市的人。

It also asks users to upload personal credentials to verify their real names, which will prevent companies from flooding the platform with ads and ensure that users are interacting with real people. Pengyou also allows verified users to opt-in to dating matches -- which complements its new dating appQingliao and indicates that it might be gunning for Momo (NASDAQ:MOMO) in China's online dating market.

它还要求用户上传个人证书,以验证他们的真实姓名,这将防止企业向平台大量投放广告,也能确保用户与真人互动。朋友还允许经过验证的用户选择约会对象——这与它新出的约会应用轻聊(Qingliao)相辅相成,表明它可能会在中国的线上约会市场上与陌陌(Momo)(NASDAQ股票代码:MO)竞争。

Another stab at ByteDance -- which will miss the mark

对抗字节跳动的又一次尝试——这将无法达成目标

This isn't the first time Tencent has resurrected an old app. Last year it rebooted its short video app Weishi -- which was launched in 2013 and discontinued in 2017 -- as a TikTok competitor. Weishi didn't gain much ground against TikTok, and Pengyou could suffer a similar fate, for two reasons.

这不是腾讯第一次重新启用一个旧的应用。去年,腾讯重新启用了它的短视频应用微视(Weishi)与抖音短视频竞争,微视于2013年推出,2017年停用。微视在对抗抖音短视频方面没有取得多少优势,而朋友可能遭遇类似的命运,原因有二。

First, the Chinese market for social apps is heavily saturated. Tencent still operates its Qzone social network -- which had 517 million MAUs last quarter -- as an extension of QQ. Weibo, which has nearly 500 million MAUs, launched a similar app called Oasis earlier this year. Other major players include the social commerce platform RED and Momo's dating apps.

首先,中国的社交应用市场已经高度饱和。作为QQ的延伸,腾讯仍在运营其“QQ空间”(Qzone)社交网络,该社交网络在上季度有5.17亿的月活跃用户。拥有近5亿每月活跃用户的微博,今年早些时候推出了类似的名为“绿洲”(Oasis)的应用。其他主要竞争者包括社交商务平台RED和陌陌约会应用。

Second, there's no real incentive for younger users who are already linked to their friends on TikTok or ByteDance's other apps to join Pengyou. As a result, the new Pengyou will likely flop, and Tencent will still struggle to gain ground in the Gen Z market against ByteDance.

其次,对于更为年轻的用户而言,他们已经在抖音短视频或者字节跳动旗下其他应用上与朋友建立联系,因而没有真正的动力让他们加入腾讯的朋友。结果,新版朋友应用可能会惨败,而腾讯在“95后”市场上依旧难以与字节跳动抗衡。