Behind all social, there is loneliness and interest.

People are born to be social animals.

The emergence of the Internet has provided us with a richer social channel and information source.

The philosopher Zizek used the “world inside the toilet” to describe an unknown “where” – we watched the water flow “to the side” here, and the press of the flush button will go to The place is indeed like a virtual network world.

The virtual world has no boundaries. It gives us an experience that transcends everyday experience. At the same time, it also enhances our social efficiency and reduces social costs.

There is a lot to say about socializing. Today we talk about socializing and talking about the social entrepreneurial dream that affects billions of people.

First, social carnival
Every year, a group of people ask: Is there a chance for social entrepreneurship?

To answer this question, we can ask ourselves first, the technology is developing at a rapid pace, can our social needs be fully satisfied?

1. Intergenerational business phenomena and trends

Forty years of reform and opening up, the entire society has undergone tremendous changes in terms of organizational form, ideology, and economic culture. Each generation has been branded by the corresponding environment of the times.

Individuals of the same generation can easily form a commonality of a generation because they grow in a similar background. However, with the rapid development of society, the time interval of intergenerational differences has become shorter and shorter.

For each generation, they all have unique social ways, and when we talk about intergenerational differences, the essence is to talk about changes in the form of demand satisfaction.

The use of QQ has certain intergenerational differences. It can be said that many people have grown up with QQ. Although the development of QQ has not surpassed WeChat, the use of these two softwares is completely different.

According to the report, after 90s, they paid more attention to QQ’s entertainment and life functions, 74% use QQ space, and 29% use QQ games.

After the 80s, they paid more attention to the use of QQ. 63% use QQ mailboxes, 56% use the transfer file function, and the ratio of using QQ space and games is lower than that after 90s.

After 90, the chat mode using QQ is also more entertaining, 76% use expressions, 66% use pictures, and the proportion of expressions and pictures used after 80s is slightly lower, but also uses a lot of expression packs, 68% use expressions, 60 %Use images.

The academic community refers to the expression package in social networks as “meme”, which can convey cultural and emotional information more vividly and vividly. It transcends the limitations of language and characters, leaving more space for creation and imagination for users. Big, both entertaining and critical. For the more contemporary young people who are pursuing individuality and diversity, the “network aunt” is the best tool for expressing themselves.

For QQ, it has done countless attempts and trade-offs in the past 20 years, in order to better meet the social experience of different generations.

Even in the case of WeChat and QQ unified social rivers and lakes, there is no wave of social entrepreneurship. A very important reason is that the difference in intergenerational social needs is objective, which is an important reason for social entrepreneurship to follow.

In the major application malls, search for the keyword “social”, there are at least hundreds of social software that jumps out.

According to statistics from third-party organizations, Chinese social app users are younger in 2018, especially for exploring strangers’ social apps, and users under 24 account for more than half. In other words, after the 95s, users are becoming the main force of socialization. These new generations with ideas and more autonomy have social needs different from those of their predecessors.

If you divide the social software on the market into two categories:

The first category is a wide-area social platform: strong social interactions with acquaintances, such as facebook, WeChat; weak social interactions with strangers, such as Momo and Weibo.

The second is a vertical social platform: social networking of interest based on stranger relationships, watercress, knowing; innovative social interaction in the form of interaction, snapchat, secret; socializing to the crowd for specificity, blued, lala garden, etc. Wait.

The changes in the two major factors of people and technology directly contributed to the changes in social products.

In the past two years, many third-party organizations have been concerned about a group and believe that they are the future and main engine of the economy. They are the Z generation.

The Z generation mainly refers to the Internet generation born in 1995-2010. They are the “indigenous peoples” of the mobile Internet world and grew up in a deep digital environment.

The Z generation has obvious characteristics of the times. They are not only the first generation that has fully grown up in the maturity of digital technology, they are also the most typical “one generation” in Chinese society – the data shows that the number of children in Chinese families fell to 0.94 in 2000 – basically, the Z generation is The only child in the family.

The Z generation is becoming more and more popular. Today, they have become the world’s most populous group, with 1.9 billion people, accounting for 25% of the world’s total population, while China, a populous country, contributed about 265 million people to Generation Z.

Therefore, in recent years, brand owners will also try their best to make the brand younger, so as to win over the Z generation. Because they found that the majority of Z-generation buying channels and motivations come from social circles, the primary purpose of brand consumption is to socialize.

Almost every Generation Z consumer behavior research report points out that the consumption motives and channels of the Z generation are mostly from social interaction.

For the Z generation, the consumption behavior is “social currency”. With consumption, it is equivalent to the “tickets” that they hold into a social circle. 65% of the Z generations expect to have a common language with their friends.

According to Tencent’s “2019 Generational Marketing Practice Manual” report, the typical consumption attitude of the Z generation is to integrate the brand consumption into the circle, maintain the social circle, and secondly to create a distinct personal design. Compared to the predecessors of “brand pragmatism”, the brand-driven consumption of the Z generation is driven by social motives.

A careful analysis will reveal that the Z-generation “consumption is social” behavior is divided into two types – breaking through social barriers and maintaining self-circle.

Today, many girls are also keen to buy basketball shoes. On the one hand, they are influenced by the aesthetic and fashion trends. On the other hand, they find that this may help them open a new social world.

According to the data from the Z Generation Consumer Power White Paper, 60% of Generation Z expressed the hope that through consumption, they can better integrate into the social circle, buy resonance and attract the same good. There are also 57% of Generation Z representatives who say that consumption can help maintain social relationships. The trend of consumption in a certain field may be the social passport and discourse system of this group. The Z Generation Consumer White Paper stated that “Z generations have the same things as their companions, create more common topics, and are not outdated. To better maintain social relationships and not be excluded.”

When the Z generation becomes the market leader, both social products and brand owners need to be redefined.

2. The tuyere may have been there all the time.

As the saying goes, “The traffic has flowed out since ancient times,” this explains why every product manager has a social heart. Every website and app has a social dream.

The three components of social interaction: people (relationship chain), information, interaction.

The relationship chain is the premise that promotes social interaction between the two parties. The user establishes a relationship chain on the platform and lays a foundation for socialization. The more, the more complex and mature the relationship chain is, the higher the user’s sense of belonging and stickiness will be.

Information has many forms of expression, text, pictures, video, audio, and more.

Interactive scenes are divided into public scenes and private scenes. For example, we share new things on Weibo in public scenes. People who are acquainted and unfamiliar can see them, but one-on-one chat with others is private. Interaction under the scene.

Every combination is socially possible.

In 1967, American social psychologist Stanley Milgram proposed a “six degrees separation” theory.

According to the theory of six degrees of separation, when each individual’s social circle continues to expand, it finally constitutes a vast network.

Later, according to this theory, some people created Internet services for social networks, and through the “acquaintances of acquaintances” to network social expansion.

The earliest SNS social networking sites in China were based on such logic.

In 2011, Tencent launched WeChat. WeChat is a social product of Tencent in the era of mobile Internet, focusing on acquaintances. Today WeChat has more than 1 billion users across all ages.

Why can WeChat be an acquaintance social? One of the reasons is that Tencent has already held QQ, a “national-level” instant messaging application, before WeChat took off. Tencent passed the QQ to WeChat user guidance, quickly defeated the rice chat in the early stage, and then beat the letter, travel, etc., and grew into a national instant messaging application.

In recent years, with the popularity of animation, light novels, short videos, etc., many platforms are currently trying to cut a piece of cake in the social field from the content.

It is worth noting that on January 15, 2019, Wang Xin, Zhang Yiming, and Luo Yonghao chose to release “Toilet MT”, “Multi-flash” and “Chat Po” on the same day. They were all killed by micro-envelopes. The move was interpreted by the social rivers and lakes as the “three-game war” of Lu Wei, and the siege of Guangming, although the results were not satisfactory.

This incident illustrates three points:

First, in the era of new media, socialization is just a need, and everyone can’t live without it. Mobile social software can bring benefits to people by providing convenience for people’s socialization.

Second, the 5G era is coming, social scenes and mobile applications will be more abundant, and the potential of mobile social software is huge. Each latitude may hide huge business opportunities, and each vertical channel may enclose many users;

Third, after the “shared economy” slogan, there is no shortage of entrepreneurial talents. “Mobile social” has a lot of delusional space and has the potential to become a new wave of entrepreneurship.

Second, social, why is it a new entrepreneurial dream?
Today, almost everyone spends a lot of time on mobile social networking.

According to statistics, there are currently 3 billion people in the world using online social software, which accounts for about 40% of the global population. The average person spends 2 hours a day using social software, which is equivalent to 1/12 of a day.

Some time ago, # added a new friend, talked a few words and no whereabouts # on the topic of hot search, there are 150 million people browsing, 12,000 people to discuss.

Many netizens have said that this is not what I am saying.

In the dinner of a group of friends, people exchanged phone numbers that they would never call or who did not remember who they were in the blink of an eye. After the meal ended, they said goodbye with their mobile phones.

What happened to social today?

1. Technology iteration opens the door to social diversity

American journalist and economist Friedman described the major changes in the world today in the book The World Is Flat:

Due to the advancement of technology and communication technology, the gaps and barriers between people have been gradually smoothed out, and people all over the world are close to each other.

Advances in communication and technology have had a profound impact on social interaction. Technology and communication itself are technologies without any emotional color and social attributes. Anyone can use it, but what effects and levels are used depends on your own abilities. .

Take social media WeChat as an example. In theory, we can use WeChat address book and WeChat group to get to know anyone who wants to meet or get acquainted by anyone. But the reality is that some people don’t want to add, some people can’t add it. Some circles don’t want to enter, some circles you can’t get in.

In the circle of friends management, the information we post and forward is revealing our profession, age, taste, who you are shielding, who you care about, who do you like, who to leave a message, how many comments you can get, how much you like, Reflect what kind of circle you are in real life.

Facebook CEO Mark Zuckerberg first introduced the concept of social graphs in 2010 – a map that connects people to different things. The social graph is a network map that shows “I know you”. And this social graph is being buried by the “circle” movement of the Internet.

The circle layer originally refers to a group with strong social connections and similar social attributes. It is now used to refer to a group of people with the same interests and hobbies. The unique and rich culture inside is called the circle culture.

The culture of the circle has original, young, active and sticky attributes. Therefore, the dissemination of culture is dominated by content, and the scatter is expanded to form fission, which is the circle effect.

The circle layer consists of two levels, one is a circle and the other is a network level.

Under the impact of the Internet, all walks of life, all walks of life, and everyone have their own “circles.” In the era of mobile Internet, the classification of circles is more obvious.

People often say that friends around you have decided on your level.

This is not unreasonable. The development of a person has a lot to do with the circle he is in. The circle determines your position.

Take the initiative to link people, choose to go with stronger people, and you will be stronger and stronger.

And when you are strong, you will react to you and promote your development. This is a benign cycle.

Although the obsessed fast-handed person looked at the cute girl of the B station, and looked at the novelty, but could not understand, can’t learn. But the rapid changes in technology are accelerating the convergence between different layers.

The value of circle integration has been proven in Japan, where the culture of the circle is mature.

In 2010, Japanese animation company Sunrise, Kadokawa Bookstore magazine “Shock G’s magazine” and record company Lantis jointly launched a two-three-dimensional multimedia project called “LoveLive!”.

The project is highly sought after by fans and is a frequent visitor to the top of the Oricon list in Japan. The derivative group μ’s final performance of BD sales reached 71,000 in the first week, which is the fourth in the history of Japanese female singer music BD sales.

Behind the success of “LoveLive!”, in addition to its unique “Reader-involved idol planning” model, it is an accurate analysis of the needs of the planning team for the users of the circle culture.

Japan is the world’s largest sub-cultural gathering place. The media channel of “LoveLive!” covers all aspects. At the same time as the promotion and promotion, the idol correspondence and the three-dimensional idol correspondence are used to attract idol houses and game houses. The people of the circle culture, such as the animated house and the music house, successfully gathered fans from different cultural backgrounds and finally realized the convergence of two or three yuan.

The “China has a hip hop” that exploded in 2017 is also the first counterattack of the circle culture in the country.

Taking the “Hip-Hop”, which was originally considered to be a niche, as a starting point, the total amount of play after four hours on the line broke through 100 million. Wu Yifan’s sentence “Do you have Freestyle?” On the Weibo hot search. From the beginning, the show attracted hip-hop circles and tutor fans. Later, after the players’ songs were on the music platform, they swept the list and successfully pushed the hip-hop culture from the minority to the public. The final program was perfect with nearly 3 billion broadcasts. Close.

The circle culture seems to be a niche, but it is not. Its development has gradually surpassed its own circle and influenced the mainstream culture.

2. Everyone is looking for their own “village”

In the 2017 graduation season speech, Yale University President Peter Salove said that this is an era in which people can chat with hundreds of people on social media at the same time by tapping the keyboard. However, more and more people’s lives are Around the Internet, the more social the more lonely.

Psychology master Rogers has also proposed a concept called “basic loneliness”, which means that we have loneliness that we can’t get rid of and can’t be comforted.

Succinctly, we have many such times in the interpersonal relationship. We clearly understand that the two sides are communicating with each other, but we are always “not motivated” and feel that we have not felt the meaning of this communication, at least for us. Did not reach the meaning we want to achieve. Even if we are clearly in a busy city, even if we are friends and friends, we still have a sense of loneliness that cannot be cured.

Why are we alone?

1 Existing social media seems to be lively but not completely true

In the final analysis, we can’t do without physical contact with temperature and strength, and these, social media can never give.

2 The relationship between existing social media is more controllable and colder.

Whether it’s an acquaintance socializing or a stranger socializing, on social media, black, delete, visible settings, etc., this kind of social control can make people’s relationship become indifferent.

3 friends circle, true and false

On social networks, we can choose to “see” or “not be seen”. In order to be “seen”, the circle of friends became the stage, the sun was happy, the sun was loving, and the luxury mansion of the car… Once it was not responded, it fell into a huge loss or anxiety.

4 Group loneliness under the information boudoir

Indulge in social networking, ignore the interpersonal communication in real life, be obsessed with online games, and become a dependent of emotional robots. This situation is called “group loneliness” under the information squatting room.

Social “group loneliness” will make people more obsessed with the Internet environment, and the heart will compare, this bad attitude will make their life more lonely. “Group solitude” will also affect the cultivation of people’s rational discernment ability. For those who are social “group loneliness”, their demand for respect and love is virtualized, and one-sidedly thinks that strangers like for themselves. It is a kind of care in interpersonal communication.

More and more people are caught in this social loneliness and anxiety.

How do we get rid of this state?

1 Find the best measure of social

Socialization can have an optimal scale, whether it is offline social or online social, you must take the initiative.

Facebook-based research has found that when actively initiating some behavior on social networks, happiness will be higher and positive emotions will be more.

2 Clear need

Identify what you need to get through social networks. For example, you need information support or need emotional support.

3 The essence of social tools

Seeing the nature of social tools helps to better manage social relationships.

In Susan Pink’s Village Effect, the author calls for us to “face to face”. A balance should be struck between face-to-face social and virtual social. It is necessary to re-establish close contact with family and friends, and to share common interests with neighbors, colleagues or others. This can effectively improve the quality of life and emotions of individuals and enhance people’s happiness.

3. The nature of social has never changed

Mr. Feng Hui mentioned in the article “The Nature of Socialization” that there are two kinds of socialization, one is empathy and the other is utilitarian social.

Sympathetic socialization refers to social behaviors that result in emotional connections and emotional experiences, boring, or having a common interest.

This kind of socialization does not involve the exchange of interests, and the social behaviors generated by most people from childhood are derived from the needs of this kind of empathy.

The root cause of empathy social existence is that when a person’s mind is not mature enough in a certain aspect, or when his life is not satisfactory, he needs to obtain emotional connection and support from friends.

Utilitarian socialization refers to the social behavior that is generated in order to achieve a certain purpose or to obtain benefits from the other party.

With the improvement of one’s mind and the improvement of his social status, he will pay more and more attention to the effectiveness of social interaction.

There are two basic prerequisites for utilitarian socialization:

The first is the interactive delivery of “effective” information.

This information is generalized, and interpersonal relationships such as language, emotion, material, and knowledge can be included in the scope of this information.

The essence of communication is the transmission of information. Effectiveness is an essential element of utilitarian social interaction. Before people generate utilitarian social behaviors, they basically have a certain purpose. When I socialize with you, our communication should be valuable, not meaningless chatter and waste of time.

The second is the level of value that is more “equivalent”.

This level of value does not just refer to social status. It is based on specific circumstances and individual criteria.

The fundamental purpose of utilitarian socialization is to be able to obtain certain benefits or help from the other party. If the gap between one person and one person is great, it is clear that the other person cannot bring the slightest benefit in the future life, then This social relationship is worthless, so it will be abandoned instinctively.

The essence of business conduct is profit-seeking, and socialization ultimately has to return to the essence.

I remember when the new version of WeChat was launched, the page appeared like this: “Because you see it, so it exists.” This may be the social dream of social empire founder Zhang Xiaolong.

Finally, what the future social products will look like, we don’t know, but we always look forward to it.

China’s social product development path

In 1994, the first Internet BBS in mainland China, Shuguang Station, was launched.

In 1995, Ma Huateng set up the site in Shenzhen, named Pony-soft.

In 1996, Qiu Bojun set up the “West Line” BBS station in Zhuhai, and Lei Jun set up “West Point” in Beijing. In the same year, Ding Lei joined Guangzhou Feijie, set up a BBS based on the public network, and met Zhou Zhuolin; Wang Yan and Li Yibo joined the four-way Lifang, and Lifang was established online, and successively opened up the forums of “Talking to Heaven” and “Sports Salon”.

In 1997, the China Internet Forum emerged. That is, this year, “cat flutter” came out.

In 1998, Xiqiao Hutong (comprehensive online community) set up a historical record of thousands of people online in a single section due to the discussion of the “911 incident”.

In February 1999, QQ was launched. This instant messaging software featuring penguins coincides with the great development of China’s Internet in the past. Its convenient and fast features have attracted the attention of the Chinese public and swept across China in just a few years.

In August 2002, the blog China was established.

In December 2003, Baidu Post Bar, the world’s largest Chinese community, was launched.

In 2005, Wang Xing, Wang Huiwen, Lai Binqiang, Tang Yang and other college students founded the intranet (later renamed Renren). In the same year, Yang Bo founded the community website Douban.

In 2006, the intranet and 5Q network were strong and strong, and finally successfully occupied the campus market; through the breakthrough of acquaintances, SNS finally found a way out in China.

In March 2008,, which was positioned in the white-collar circle, was established, and in the following two months, it launched a friend trading and parking space application. The social fission model similar to the friend circle game appeared on the SNS website for the first time.

In August 2009, Sina Weibo was launched.

In the fourth quarter of 2010, QQ space users exceeded 480 million; at the end of 2013, QQ space was ranked as the world’s third, China’s number one social networking site.

In May 2010, Tencent Weibo was launched.

In October 2010, an app called “kik” landed on the App Store and Android Market, and more than 1 million people registered for download in just 15 days.

On November 20, 2010, on the day of the official mediation of the 3Q war by the Ministry of Industry and Information Technology, the “WeChat” project was officially launched. On January 21 of the following year, WeChat was launched.

In 2011, Mo Mo was on the line.

At 4 am on March 29, 2012, WeChat users exceeded 100 million, lasting 433 days. This is almost a miracle in the history of the Internet: QQ online users exceeded 100 million for nearly 10 years, Facebook spent 5 and a half years, and Twitter used for 4 years.

On April 19, 2012, the circle of friends was launched. WeChat completed the upgrade of communication tools to the social platform. The social circle of acquaintances based on mobile phones officially appeared, and Weibo and everyone were hit hard.

In October 2013, China’s real-name business social platform was launched.

In 2014, exploration was on the line.

In September 2016, the focus on young people’s music short video community platform was on the line.

On January 15, 2019, Wang Xin, Zhang Yiming, and Luo Yonghao chose to release “Toilet MT”, “Multi-flash” and “Chat Po” on the same day. The “Toilet MT” was shut down for 1 hour.