"xxx, you have a mobile contact person who sets you as a 'secret lover' on Tantan. Since you did not use Tantan, your contact person sent a text message notification. If you also have a crush on him, you will be successfully matched." I believe many people are impressed by the co

"xxx, you have a mobile contact person who sets you as a 'secret love partner' on Tantan . Since you did not use Tantan, your contact person sent a text message notification. If you also have a crush on TA, you will be successfully paired." I believe many people are impressed by this type of text message content. This is the symbolic method of Tantan activate users. Tantan, as the spokesperson of SWIPE social networking in China, has influenced the lives of many people. Today, let’s take a look at the development history of this product with the author. What is Tantan and how to use Tantan? I won’t be popularized here.

This article focuses on exploring how Tantan has established itself in the domestic market in the social red ocean. I hope readers can clarify these issues after reading it:

• Why Tantan is worth studying
• Before the birth of Tantan, the midfield war of strangers social
• Tantan and Momo What are the similarities and differences in the understanding of strangers social
• Why Tinder can make money, Tantan was acquired
• talk about the potential market of Tantan (the author's fantasy)

1. Mobile social empire

Introduction to the background of the birth of Tantan, you need to find the historical coordinate system as a reference. This part of the content cannot be omitted, otherwise it will be impossible to deeply understand Tantan's development logic.

In October 2010, the Canadian "kik" APP launched the Apple APP Store. Its functions are extremely simple: based on the user's mobile address book, directly chatting with contacts with free text messages.

Its biggest innovation is to enable users to establish relationships based on address books. 1.5 million users were added within 15 days after it was launched. At that time, the iPhone had not completely replaced the feature phone. This result was already very amazing at that time.

The Chinese market is still in the Copy To China stage, so many free communication products immediately emerged. Among them, two of the most eye-catching players are: MiTalk and WeChat:

MiTalk , and Lei Jun 's team released the Android version in December 2010. The R&D time was only one week, followed by iOS version in December. However, MiTalk's biggest advantage is not free text messages, because the telecommunications fee at that time was already very cheap. If a product wants to open a new market, it requires a leap-like experience improvement, and it is not enough to save a tiny fraction of the cost. The biggest improvement of

meter chat is to add voice and picture functions to communication, which meets the needs of users in the 3G era for multimedia and diversified communication.

months, the number of MiTalk users increased from 0 to 4 million. With the support of mobile dividends, a very beautiful introduction period curve has been formed.

WeChat, an IM product launched by Tencent on the iOS platform in January 2011. The research and development time lasts 4 months, slightly later than MiTalk. The core of WeChat version 1.0 has done two things:

1. supports free sending of pictures and text (this is the foundation of IM)
2. supports QQ registration and inviting QQ friends (I hope to use the huge traffic base of my own QQ to rewind WeChat and complete cold startup)

This product is more like a demo, not even an MVP (because IM's idea itself has been verified), and the product itself has no advantage.

Because MiTalk did it earlier, it accumulates more users (more friend relationship chains are barriers themselves), and has richer chat functions, so WeChat is not as good as MiTalk at this time, and the online data results of 1.0 have also verified that this is true.

then launched address books, chat emoticons, blacklists, and friends through email in versions 1.1 and 1.2. During the entire 1.0 period,

laid the necessary functions of IM, allowing users to do simple chats. The turning point of

is in version 2.0. WeChat’s version 2.0 has completed an epic iteration: the voice function was launched in May 2011. The voice of

Micha was launched in March, with 10 million users at this time, and WeChat's voice was launched in May, with only 4 million users at this time.

Both were inspired by TalkBox (a voice IM product, voice IM is a huge innovation breakthrough because it solves the problem of high threshold for IM use. Even people who are not good at typing, disabled people, and busy people can easily chat with people). After it was launched, WeChat's growth has obviously become faster until it surpassed MiTalk.Why does

have this difference? It is mainly because of four words: "User Experience" .

MiTao was launched two months earlier than WeChat. Its advantage is that the user relationship chain has accumulated more. In terms of product functions, the two are not much different. They both support sending free text, pictures, and voices, and import friends from address books. Among them, the impact of importing friends from QQ is not great. WeChat version 1.0 launched QQ registration and invitation functions, but it does not grow faster than MiTao.

Therefore, both products are better than traditional text messages, but these two products themselves are similar, so they are more of a competition at the basic user experience level. If the product always goes down, disconnects and is disconnected, and when the user migration cost is not high in the early stage of the IM market, users will still go to a place with a better experience. The characteristic of

IM product is that it has high frequency and requires very high basic user experience. After all, I send 50 messages a day, and half of them failed to send them, and they were disconnected 3 times a day. This experience is devastating.

is the most preferred at this time. WeChat far exceeds MiTalk in this regard. When WeChat makes voice function, it shortens the time for voice encoding and decoding while controlling the call quality acceptable.

Because the internet speed was not that fast at that time, it not only saved traffic but also reduced the waiting time for voice sending. Therefore, WeChat proposed to do one-third of the traffic of TalkBox to achieve the same sound quality indicator. (Objectively speaking, the reason why MiTalk did not do it was not that it simply did not want to do it, but that at that time, the only companies in China that had the ability to support tens of millions of users to online and send information at the same time were Tencent and YY voice , which was also the reason why TalkBox first launched voice but fell behind quickly).

then launched two functions in version 2.5, ending this competitive game:

1. Video function

also compresses the traffic transmission volume while ensuring picture quality and sound quality, further reducing the threshold for chat use. It can be said that the user experience of almost every feature of WeChat is better than that of MiTalk.

, and MiTalk launched the "Friend Graffiti" function during the 2.0 version. This function expands the way of playing friends socially, but the problem of basic chat experience is not solved, which is equivalent to losing the original city.

The mobile social market at that time was a blue ocean market. New users tended to choose WeChat with simple, convenient and stable chat functions when the migration cost was extremely low.

2. Nearby people

WeChat is a relationship chain based on the address book, belonging to acquaintance social networking, and nearby people belonging to acquaintance social networking, which reflects WeChat's thinking on the social field. As social animals, people always socialize from the process of strangers - weak relationships - strong relationships - acquaintances.

There are new users on WeChat, so it must be that they have a realistic relationship chain on WeChat. For example, my friend is on the user WeChat. In order to keep in touch with them, I use WeChat. This logic is the logic of social interaction among acquaintances. I moved offline relationships online, but this is still the dissemination of acquaintances.

The starting point of social interaction starts with strangers. If I can meet more strangers on WeChat and convert them into my acquaintances, then I also have a motivation to use WeChat. People nearby cover such a scenario, that is, the transformation from strangers to acquaintances connects the entire social process.

.0 version has launched a drift bottle and shake. Combined with nearby people, it has created three tricks for strangers' social interaction. In addition, it has experienced the ultimate basic functions of acquaintance chat, and user growth + retention are guaranteed. Since then, WeChat has abandoned MiTalk and other competitors and occupied the position of social overlords, and has been to this day.

Moments, official accounts, and mini programs are all later stories.

insert a topic, which is the enduring "Why do Tencent still need to do WeChat if it has QQ?" This question is actually not difficult to answer, because Tencent QQ is an IM software based on PC devices. Later, with the popularity of feature phones and counterfeit phones, it took the opportunity to launch a mobile version of QQ. However, the problem with mobile QQ is that: the core scenario of

1. is still centered on the PC side, giving priority to meeting PC side functions. Its communication function cannot be easily transformed, and it can only do some edge things, such as doing news sections, WAP, games, markets, etc.
2. computer QQ and mobile QQ are made by two teams, mobile QQ's focus at that time was on feature phones and counterfeit phones mainly based on MTK solutions. The team's main work was to adapt various models, meet a large number of user needs, and obtain a huge SP share from the operator. The profit model was very good. There was no need to take the initiative to revolutionize the lives of partners. The QQ team was scattered in five or six cities, with low efficiency. At that time, the competition speed of the IM market was counted in days. The efficiency problem of large teams was a flaw. At this point, Tencent's decision-making layer decided to develop IM products based on the 3G mobile phone operating system from 0 to 1 to seize the market based on the development trend of the mobile Internet.

   2. Rise of stranger social networking

   From August to October 2011, WeChat successively launched three tricks of stranger social networking, but looking at the market at that time, it was actually accompanied by a fight. During those three months, a new stranger social networking app was born almost every day.

   The greatest effect of stranger social interaction made by WeChat is to help it win the blue ocean market. After all, WeChat is positioned as acquaintance social interaction. The label of stranger social interaction gradually fades with iteration and competition (for example, stranger social interaction is largely tied to the concept of pursuing short-term male-female relationships. WeChat is destined to become a national product, and this negative title cannot be memorized), and a stranger social overlord - Momo was born in the cracks.

   Momo's story actually inspires many people, that is, your positioning in the market is clear enough and you can seize the market of giants.

   Momo did not plan to do acquaintance social networking at the beginning, because WeChat has already done it, and as a latecomer, he has nothing to do, so he focused on the field of strangers' social networking (this decision is logical from the data point of view. At that time, the mobile address book of feature phone users was only 27 people on average, that is, the majority of mid- and low-end users lacked social objects)

   is Momo's positioning, but there are also many competitors under this positioning, and it depends on the idea of ​​ iterating .

   Momo 1.0 version mainly solves the problem of matching efficiency between strangers' social interactions, which means that the experience of meeting strangers on this new product is much better than that on the PC side.

   In the PC era, you need to sit next to the computer and enter the type of stranger you expect to meet. At this time, someone else needs to sit next to the computer, and it also happens to be the type you expect to successfully establish a connection. Therefore, Momo needs to instantly kill the PC side in terms of matching efficiency.

   Therefore, the solution given by Momo is: LBS.

   The first LBS service provider to do LBS services was Foursquare, a mobile service website based on user LBS (geographic location information), which encourages mobile phone users to share information such as their current geographical location with others. Unlike other old-fashioned websites, the Foursquare user interface is mainly designed for mobile phones to facilitate mobile phone users.

   Its iPhone app was officially unveiled at the SXSW conference in Austin. It allows you to explore a city by signing in restaurants, bars and other brick-and-mortar venues, competing with your friends for badges and mayoral positions. Just like the early Twitter, the app caused a sensation at the exhibition and soon became a popular app that was widely imitated.

   Since 2010, domestic LBS sign-in apps have emerged one after another, including Street, Cheke , Digu, Kaikai, Liurenxing, NetEase Bafang, Sina Micro Territory, Renren. In one instance, as many as 20 or 30 LBS sign-in apps compete for user attention.

   Although these apps, including Foursquare, were eventually lost due to the insufficiency of the business model, LBS, as a basic service, became the "standard configuration" of mobile Internet products later. The obvious rule can be seen in

   , that is, the change of technology brings new production factors :

   • For example, with three-axis gyroscope on smartphones, someone made mobile phone somatosensory games and Sky Map;
   • has a "shake" operation method for accelerometers; after the emergence of
   • NFC technology, mobile payment has a larger imagination space;
   • OTG makes information transmission more convenient; and the mature geolocation of smartphones has given birth to a big opportunity about LBS, which are not available on the PC side.

   August 3, 2011, Momo was launched. On the same day, WeChat added the "Discover People Nearby" feature to the iOS version.

   Momo was an app based on LBS strong strangers at that time. Due to the convenience of smartphones, users can be online at any time. When you turn on the matching status, others are also matching, which greatly improves the matching efficiency. After the

   .0 version was launched, the main problem of cold start was to solve the problem. Initially, Momo's promotion strategy was to adopt conventional channels such as 91 Assistant, Weifeng.com and other forums. Later, after the results were not good, he switched to social platforms, such as QQ space , Renren, and Douban, but this effect was still not good and he would be often banned by the platform.

   So Momo began to rethink the promotion strategy and how to accurately find the target users: the main driving force of strangers' social interaction is men, and the scarce one is women, which is in line with the evolutionary laws of mammals. Therefore, whether there are enough female users is the key factor in determining whether male users are influx. (In fact, traditional bars use this logic, that is, girls bring their best friends to drink for discounts or free, so that they can attract more male customers to consume).

   Therefore, finding a place for female users to gather is the key to breaking the deadlock.

   At that time, the platform with a high proportion of female users was Sina Weibo . For the point that female users like to read love stories, Momo's operation team created a lot of emotional and funny jokes through cooperation with a large number of jokers and grassroots big Vs, and implanted the element of Momo.

   The standard for measuring whether a channel is a reliable source of growth is to look at the cost of acquiring customers. At that time, the output cost of these jokes was not high, and the traffic was very wide, so the cost of acquiring customers was very low, so Momo began to increase its promotion efforts.

   shows that at this stage, Momo has won operations. has tried and missed a high-efficiency and low-cost growth channel based on its own user characteristics and understanding of strangers' social interactions. The cold start of

   .0 has been solved.

   Next is to polish the product. After all, retention can determine whether this product truly meets user needs.

   Momo's core idea is very clear, that is:

   • 1.0 version first realizes point-to-point communication
   • 2.0 version completes group function
   • 3.0 version makes deep precipitation of content

   logic is like this, match efficiency is the first step for strangers to make friends, and this is the foundation.

   The second step is to guide the stranger to weak relationships, especially in a more implicit social atmosphere like China. After the first match, both parties may not know what to talk about, which will become very awkward and uncomfortable. The group function allows users to familiarize themselves with each other in a relatively comfortable and relaxed scenario, and further improve matching efficiency through groups.

   Finally, when a stranger transitions to a weak relationship, he will eventually develop into a strong relationship until he gets acquainted relationships, which is equivalent to diverting traffic to WeChat (this is the biggest dilemma faced by all social products in the future). Therefore, the 3.0 version of Momo launched the LBS community, adding functions such as "Message Board" and "Friend News".

   Momo has not stopped working on product iteration, but has not stopped operating growth. For example, trying to spread funny videos on Weibo , which has a good effect. The most admirable thing about me is: Momo is very good at using negative tags.

   Due to early user cognition and media rendering, stranger social interaction is equivalent to hookups, which makes users unwilling to spread because many people do not want to be labeled as frivolous and slutty, and also makes many users refuse to use it because they are afraid of being deceived and tricked.

   Momo understands it as a double-edged sword, because pursuing short-term male-female relationships is one of the original needs of human beings and is determined by genes. Therefore, this negative label almost equates Momo and stranger social interaction. After the user's mind is firmly formed, it is difficult for later stranger social products to cross the mountain of Momo.

   and Momo's operation used many banter, suggestive, and self-deprecating copywriting to trigger oral communication from users. As the strictest network supervision target, Momo itself has imposed strong restrictions on violations within the platform, which has made the atmosphere within the platform clean, which determines the retention of female users.

   can be summarized in this way. When the outside world puts a negative label on me, I picked up this negative label with my backhand to neutralize it and put it on myself, and used it in moderation to consolidate the user's mind

   3. The era of SWIPE social

   Tantan was born in 2014. At this time, social products on the market had already become rampant.

   Tantan's product idea is not original, it draws on the American stranger social app - Tinder, which is called "Spark". The innovation of

   Tinder is that its matching method is more accurate and efficient, far better than previous stranger social products.

   This is a very classic case of redefining products with interaction. The interaction method of

   Tinder is to swipe left and right to filter the other party (that is, the SWIPE meaning of the article title, swipe left means like, and swipe right means not like). As long as both parties like each other, even if the match is successful, why does this interaction improve the matching efficiency:

   1. is super convenient and has a low threshold for use. My full screen is a photo and information of the other party. I just need to decide whether to swipe left or right.
   2. It doesn't require me to be online all the time. When I swipe, the other party doesn't have to be online. As long as we like each other in the end, it will automatically match and I will see it when I have time to open it next time.
   3. It makes my matching result more in line with expectations, because the first impression that humans first met on the Internet is to look at the image. If a person who is not within my aesthetics is randomly matched, I need to re-match a few times. Tantan's large-screen interaction makes the image a filter, and the one I like in the end match.

   Tantan team was working on a street photography community called P1, which is a niche trendy men and women community with high user quality (high appearance and many social resources). Tantan's seed users are diverted from P1. Speaking of this, many people will think of the classic product growth model. The model used by Zhihu Weibo is the model of the first sheep, the leader sheep, and the wolf in . After the

   P1 user entered Tantan as a seed user, the entire product was full of boys and girls with great appearance. The success rate and satisfaction of the users matching each other were very high, and the retention rate was also very high.

   This group of high-quality users is the first sheep. With innovative interaction and high-quality seed users, Tantan achieved a record of exceeding 1 million users in 8 months.

   heads are female users and some high-quality male users. After all, female users are always scarce resources for strangers’ social platforms. Therefore, Tantan’s iterative direction has always been to launch a product mechanism for preventing harassment by female users, which has won unanimous praise from female users.

   until 2018, the male-female ratio of Tantan users was about 1:1, which is a very rare balance. Momo's male-female ratio is 3:1, and it can be seen that it has always used female user retention as the core indicator.

   4. Tantan's iteration process

   Tantan received a round of financing in January 2015, indicating that the product experience can be officially targeted at more users at this time, with the number of users exceeding 1 million in February.During

   .0, Tantan's iteration focuses on the chat section, such as supporting sending emoticons, voice and videos, optimizing chat interface design , clicking system notifications to directly enter the chat interface, adapting to apple watch and other devices, supporting personal information editing, etc.

   In addition, it has been optimizing the stability, interaction fluency and privacy functions of the product. For the start-up period of 1.0, polishing the product experience and improving the user's interaction rate after pairing (the improvement of the pairing rate belongs to the category of algorithms), it is the focus of Tantan's iteration

   • will launch membership services in April, launching the commercialization process, verifying the business model, and preparing for large-scale expansion
   • in June, the number of users exceeded 2 million in June, and successfully obtained the B round of financing in July, and began to expand on a large scale. Of course, expansion requires two conditions: high-new + high retention. In order to enable users to retain better
   • In January 2016, Tantan 2.0 added a "Friends Function" to view the dynamics of friends you like, so that the user's relationship chain can be deposited on Tantan and improve retention rate. In May, the C round of financing represents the gradual clearness of the business model
   • In November 2016, Tantan had more than 5 million DAUs alone
   • In June 2017, Tantan received a D round of financing. In November 2017, Tantan received a real registered user exceeding 100 million, and the number of effective users exceeded 70 million. Continue to explore the business model
   • In January 2018, it launched the "Tantan VIP"
   • In February 2018, it exceeded 20 million monthly active users, and was immediately acquired by Momo

   . Unlike Momo, Momo is a strange social product born in the budding period of the mobile Internet. Product, Momo's development history has the special characteristics of the times:

   1. In that era of crazy land encirclement, as long as the product experience is in place, you can enjoy the dividends of the times
   2. Momo's operation team worked tirelessly and seized the opportunity of Weibo's rise, which triggered a lot of dissemination. On the way, because of a marketing video, Momo was named the title of "hooking artifact". Users grew rapidly. High-frequency product iterations of
   3. were launched, and various functions such as groups and message boards were launched to ensure that users retain

   At this point, driven by the dual-wheel drive of high-speed growth + continuous retention, Momo completely took the top spot in the field of strangers' social networking.

   The era when Tantan was born is already the mid-term of the mobile Internet, and the social field has become a red ocean. Tantan relies on:

   1. 's early high-quality seed users, successfully completed the cold-start
   2. 's innovative minimalist product experience, lowered the threshold for users to use, ensure that users add the social atmosphere of the
   3. platform, improve user stickiness

   5. Deconstruct Tantan

   As mentioned earlier, Tantan's direct reference object is Tinder, and its positioning is based on LBS's strange social products. The user's main interface is the stranger's photos + basic information (optional orientation), swiping right means like, and swiping left means not like. This is an interaction method specially created for mobile terminals.

   If the other party happens to like you, that is, swipe right to each other, the match will be successful, and then both parties can chat and communicate. When further communication goes smoothly, you can have an offline date.

   Tinder is a mobile unfamiliar social product under Match Group. This company focuses on products in the field of marriage and love. It has formed its own product matrix very early, and its profit model is clear and stable. Among them, Tinder is the highlight of revenue, and it can be regarded as the highest paid product in the world in addition to gaming products. The ratio of male to female users on

   Tinder is roughly 1:1, concentrated in the group of students aged 18-35 and singles in the workplace. Tantan male and female users account for about 59% and 41% respectively. The gender imbalance between Momo users is more serious, with men accounting for about 75% and women accounting for about 25%.

   , but Soul, who also targets strangers' social interaction, has a more balanced ratio of men and women, accounting for about 55% and 45% each.

   Tantan meets the social needs of urban youth to expand their dating circle and seek romantic relationships.

   As a young man who comes to a big city to work hard, your social circle is limited and you don’t have much free time to integrate into various circles to get to know more of the opposite sex. You only need to open the Tantan App in your spare time and swipe right to the opposite sex card you like, because there are young people like you who want to get rid of emotional loneliness on the platform, so you are likely to meet your sweetheart.

   Since it meets the needs of love, the core goal of the product is: matching success rate .

   The match here is successful when two strangers meet and lovers finally get married.

   This is actually a relatively long link:

   

   1. Fill in personal information and set matching preferences

   This is for new users and is used to understand user information in the system, thereby improving matching accuracy.

   2. SWIPE

   Swipe left, right, and up, are good interaction methods for the user side, but in essence it is a standard feedbacker. Each slide of the user will guide the algorithm to continuously improve its self-learning ability, so that Tantan can better become a bridge to connect social relationships

   3. Bidirectional matching algorithm

   Stranger social networking is a typical bilateral market with network effects. The core here is the matching strategy. The purpose is to obtain the best match in a limited number of exposures. This includes several dimensions of match quantity, quality, and sorting. It is difficult to see from the interaction, but many practical issues need to be considered:

   This requires first describing an ideal social scene, that is, in a region, there are sufficient male and female users with a ratio of 1:1, and the appearance and conditions of male and female users are uniformly distributed with high and low. The user's goal is to get to know the opposite sex type they like, and have the motivation to develop into a romantic relationship. Each card recommended by the system happens to be mutually liking. After the two paired up, they immediately started chatting through ice and finally made an appointment to meet offline.

   This is an ideal situation, but the reality is affected by many factors, and algorithms are needed to help adjust and reduce the impact.

   has many factors, which can be roughly divided into two categories, one is the user factor and the other is the system factor.

   User factors are judged directly based on the user's behavior and characteristics. For example:

   • profile perfection: the higher the profile perfection, the more accurate the
   • user's current geographical location. Similarity between users (content filtering): Users who all like pets may like each other's behavioral correlation (collaborative) (collaborative) (content filtering): filtering): People who like user A often like user B
   • User quality: education, work, industry, income, paid user
   • authentication status: blue check, whether face recognition
   • real name status: golden check, whether ID card authentication
   • Photo information: quantity, label (photo richness, selfie, landscape photos and other different photo features), sexy degree, etc. sort
   • user popular degree
   • user activity
   • user behavior reliability: one all right-hand data is equivalent to invalid data
   • machine learning: behavior-based user portrait
   • user tags: explicit and implicit tag
   • complained Number of times: Bad records
   • User provides UGC content: For example, the status posted in the square
   • User subjective preferences: If users who meet a certain similar feature swipe to the right, then the user subjectively forms a rule, which can be used as an algorithm reference
   • page stay time
   • whether to open to view details

   System factors consider more dimensions:

   (1) Low-quality users swipe infinitely right, want to strengthen the most opposite sex

   Imagine, assuming that user A is a user with poor conditions in all aspects, and the most likely way to find a partner for the first time is to relax the standards and slide one right, so that the number of matches can be expanded through the cardinality. The

   platform also recommends all high-quality opposite sex to Xiao Ming, but Xiao Ming finally gets very little feedback. There are so many high-quality opposite sexes, but no right-swipes do not slide right by themselves, which will seriously damage the enthusiasm of users and even doubt the authenticity of the platform, so this user is likely to be lost.The reason for this problem in

   is that this process is not one-way matching but double-phase matching. The most effective strategy for double-phase matching is to recommend users of the opposite sex suitable for Xiao Ming based on Xiao Ming's preferences and conditions. It does not necessarily have to be of high quality. And Xiao Ming happens to be within the category of the other party's favorite type, so the matching efficiency will be greatly improved.

   (2) How long does it take to swipe from the other party right to the other party right?

   If a user A likes user B, but this user B is also liked by many people at the same time, who should I recommend to user B at this time, and then determine who to recommend who to whom? It is very likely that user A is not on the recommendation list at all, or user B suddenly has something to do when he is about to swipe user A, which will also affect the matching efficiency.

   (3) A user matches many people, but few people actually chat

   If user A matches many people, but because he is too busy and has limited energy, or has ice breaking obstacles, the match will be invalid. After all, only after the match can the real chat and recognize him really generate user value. So is it necessary for users with low replies to allocate to more users, and can we provide exposure opportunities for other users?

   (4) The number of users is particularly small when launched in a region

   has the perception that LBS-based products are within an interactive range (interactive means that the geographical locations of the two do not exceed one threshold), daily active users need to reach at least 2,000, and the 7-day retention must be at least 40% before they can be considered that the network effect of this product is initially formed. Otherwise, there will be situations where the user cannot match people on it or no one can match it soon.

   If it is a remote area with a small population and a small population density, then even if the interaction and fun functions are done well, according to the core experience that matches the opposite sex, users will still lose quickly because they cannot find people. Therefore, for this type of product, it is naturally suitable to launch promotion in concentrated areas of densely populated and open-minded high-level cities with high-level intensiveness and open-mindedness dynamic balance

   (5) Dynamic balance of gender ratio

   Stranger social interaction is originally low-frequency compared to acquaintance social interaction, and users need to generate motivation in a specific time and mood. When the user finds a suitable opposite sex on Tantan, they will switch to WeChat. Then it is very likely that they will temporarily uninstall Tantan and don’t know when they have time to come back. On the other hand, new users every day will affect the ratio of men and women. No matter which factor will cause a proportional imbalance and damage the network effect.

   (6) Supply and demand relationship

   cold start stage, women prefer the supply side. From the data, it can be seen that for every 100 photos the user sees, the right sliding rate of girls is only 6%, and the right sliding rate of boys is 60%, which is in line with the psychological difference between the two genders. Boys naturally want to meet more women, and girls naturally pursue safety and comfort, so they should be biased towards the female perspective in product design and algorithms.

   (7) User weights of different values ​​are different

   Give an extreme example. If the platform is full of low-quality male users and high-quality female users, with a ratio of 1:1 for men and women, then this platform is also worthless. The real balance is a balance under the same quality, not a balance simply on digital. In the view of the platform, users who contribute different values ​​should need to be treated differently.

   (8) Head effect affects long-tail users

   High-value male and female users are not short of likes not only online, but also in reality. It is easy to cause these users to become the top users of the platform. The gathering of resources on a small number of top users is not conducive to ecological balance.

   On the one hand, too many matching messages will not only disturb these head users, but also cause low response rates due to limited energy; on the other hand, this will not fully expose users at other levels. Therefore, the algorithm needs to be decentralized and try to take care of most users.

   (9) New users retain

   New users come to the platform with a try-making mentality. If the platform can successfully match new users in the shortest time, it will greatly improve the retention rate of ta. Therefore, the duration of the first match and the waiting time of chat are all indicators to pay attention to.

   (10) Aesthetic anchoring effect

   Many aesthetics are obtained through comparison. There are three photos, 1, 2, and 3 correspond to ugly, ordinary, and beautiful, and are divided into two groups to make scores.

   The first group is to look at ugly first and ordinary, and the second group is to look at beautiful first and then ordinary. The result is that the first group gives ordinary scores higher, which is similar to the price anchoring effect in the retail industry. The ordering of the algorithm in the same batch of cards recommended to users can affect the number of right-swipe times of the user.

   (11) Men and women's preference for choosing a spouse

   According to evolutionary psychology, male users pay more attention to appearance and image when judging whether they like women. When evaluating men, female users will comprehensively consider various factors such as occupation, education, social status, appearance, hobbies, material resources, etc., which is the comprehensive optimal rather than the single optimal.

   (12) Age difference

   Users are affected by social culture when choosing the opposite sex, and they will consider a certain age difference. They may not consider it outside this range. There are clear boundaries, and each person's standards are different. It is the best to give the user to choose

   4. Icebreaker chat

   5. In-depth communication + dynamic interaction

   6. Prevent violations

   6. Tantan's commercial dilemma

   Before Momo acquired Tantan, the dilemma that Tantan faced in the direction of commercialization was first revealed.

   At that time, someone would have such doubts. Tinder and Tantan have such similar product forms and functions. Why can Tinder become a money-making beast, and Tantan finally chose to be acquired (the author does not think Tantan is completely unprofitable, but the profit pressure is relatively high, and its imagination space is difficult to support the IPO).

   Tinder, as the main revenue force of Match Group, accounts for more than 50%.

   For Tantan, there are several factors that limit it, like Tinder learning profitability:

   1. Domestic strict regulatory policies. With the breeding of illegal information in the industry and the indulgence of minors, the Cyberspace Administration of China has interviewed many times and removed strange social software such as Billy, Chat, Tantan, etc. This is an extremely unfavorable for Tantan, who wants to form a stable business model. The difference in payment habits in the Chinese and US markets is a cliché topic. The mainstream payment willingness in the domestic market is still lower than that of the US market. , and payment for functions and membership are Tinder's main sources of income
   2. Tinder, as a pioneer in SWIPE social networking, is another American company. It is ahead of Tantan in terms of global promotion experience and timing. Tinder's largest market is in North America, followed by Europe and the Asia-Pacific region. Tantan, as a latecomer, expands overseas from China. The market sizes of the two have are different.

   Momo has a very outstanding understanding of the commercialization of strange social networking, and the facts also prove that the original decision was reliable. Tang Yan, the founder of Momo, understood this way:

   "Everyone comes here to meet new friends on the Internet, but there may be some trees and several stools in this square. Can people be kept? It may be kept, but it should not be kept for too long. It's like an old man going to Shanghai People's Park to help his children find a partner. After a few rounds, he left.

   pan-entertainment strategy is to have more entertainment content construction in this platform. Live broadcast is such a thing, which is that we hope we will build a Disneyland-like thing, which has many entertainment facilities."

   pan-entertainment platform will accumulate short-term and one-time unfamiliar social needs into long-term entertainment needs. Therefore, live broadcast has become Momo's commercial ace. In addition to live broadcast, there are also various interactive games to help users break the barriers with strangers.

   Facts have proved that the live broadcast function is indeed a monetization method that is very suitable for the Chinese local market, but the pan-entertainment function requires that the product iteration and innovation must be maintained at a certain frequency.

   7. Tantan’s potential market

   Stranger social networking has the characteristics of low-frequency and urgent need. With the rise of the "Generation Z", more efficient and diversified products are needed to meet users.

   The interests and tags of the new generation of users are more segmented. It is difficult for acquaintances to have so many segmentation needs. Then it is undoubtedly a good place to find like-minded friends and relieve loneliness on unfamiliar social platforms.

   Therefore, with the development of the industry, each segment has considerable growth space:

   1. Tantan can still expand from hormone-centered to more social entertainment to meet the social needs of segmented users. For example, college students, LGBTQ groups, Hanfu circles, middle-aged and elderly groups, etc.
   2. stranger social networking is more sensitive to technological innovation, and the meta-cosmic virtual human social networking driven by the rise of web3.0 will be a disruptive new market. In fact, this rule has long been revealed. In the 1990s, web technology emerged and dating websites were born. Influenced by their pairing methods, users paid for each pairing; LBS technology driven by the rise of smartphones in 2007 was widely used, and "people nearby" became the standard social configuration for strangers; after 2011, 4G maturity, video chat and live broadcast became the rookies of strangers' social interaction; every technological innovation will bring new growth engines and business models to the industry, and 2022, as the first year of the meta-universe, may become a new social trend
   3. social short video (not short video social). Through short videos as the main force of social interaction, with the reduction of traffic costs and the further improvement of transmission speed, the way of displaying personal images and personal expressions based on pictures and texts in the past can gradually shift to a more richer short video form, including the use of short videos for communication in private chats, which can create an experience that cannot be provided by text and voice communication.

   This article was originally published by @WIPO on Everyone is a product manager. Reproduction of

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