The Number of Monthly Active Users of Wechat Has Exceeded 1 Billion for the First Time, but Why Do S

Recently, Ma Huateng said in an interview that the number of monthly active users of wechat (combined with wechat) in the world exceeded 1 billion for the first time. In fact, as early as the end of September last year, there were 980 million wechat monthly activities.

Now, when people lament that "I participated in a big project of 1 billion people", they have to face a fact: the growth of wechat is weak. Behind this is the exclusion of wechat in overseas markets, and even some countries do not use wechat at all.

Geographical advantages did not make it easier for wechat to promote in the markets of Asia, South Korea and Japan. It was also launched in 2011. While wechat is seizing domestic users in China, line is also seizing domestic users in Japan and South Korea. In the end, they cover all age groups of their respective markets with an overwhelming advantage.

Why line instead of wechat? This is more or less a problem. Line, known as "wechat in Japan", is not much different from wechat as an instant messaging tool. When describing line, domestic media may attach a label: line is wrapped with expressions. Even if he Jie, head of investment in line Greater China, made it clear that "this is not exactly the case", he somewhat pointed out a direction.

For Japanese and Korean users, the attraction of line comes from these chat expression maps. More than 250 kinds of expression maps greatly meet people's needs. Line has achieved extremely successful IP operation. The officially designed expression packages such as steamed bread man, Kenny rabbit, brown bear and James are also very popular and have become an element connecting other products of line.

Limited by geographical factors, it is easier to produce some subcultures in countries such as Japan and South Korea, and even despise the mainstream culture. Play your own culture, culture generates subculture, and then die to play subculture and reproduce subculture, which goes on and on. Social software that is popular because of "expression package" is more or less familiar with it. As an external social application, wechat missed the market.

Russia: wechat is not the only one blocked

We don't know the share of wechat in the Russian social market. But it is quite certain that wechat has indeed made a mark here. How many people still remember that Russia banned wechat last May. When people are indignant, they may ignore a fact: Russia bans not only wechat, but also similar products such as line and BlackBerry Messenger.

Obviously, Russia did not deliberately target wechat. They are only targeting foreign social software, and wechat is just one of them. Russia's reasons for banning wechat are also deliberately vague. Some media broke the news because they violated "any communication product information must be registered with the Russian network communication and mass media administration", while others pointed out that it was because they "failed to submit user information in accordance with relevant regulations".

The quite strong mass media authority has banned more than 50000 websites in eight years since its establishment in 2008. The most controversial is that it banned Wikipedia and GitHub - the former for involving drug synthesis steps and the latter for sharing "suicide documents". The powerful mass media authority required content service providers to use local servers and submit user data, and wechat had to lie down with a gun.

For wechat, this problem may be very easy to solve. The question is, how will the Russian people who originally pursued privacy and turned to foreign social software choose when they can't get protection. This may not be known.

Europe and America: strange entrants

Liu Yi, former overseas operation director of Tencent international business, gave a speech on "things about wechat internationalization" in 2016. Wechat, which once ranked first in the social ranking list of 98 countries, ended up only in the local area and continued to be the first. It shows that wechat has limitations.

On the official website of statista, the world's leading statistical Internet website, the number of monthly active users of instant messaging social software Facebook messenger and WhatsApp can be compared. As early as last April, the number of monthly active users of Facebook messenger exceeded 1.2 billion, and WhatsApp exceeded 1.5 billion at the end of last year. Although wechat has broken through the 1 billion mark, it is obviously far behind.

We have to mention Liu Yi. In his speech, he compared WhatsApp, which started at the same time, with wechat. While wechat remained in the doldrums, WhatsApp made a qualitative leap. The reason may be that "wechat is too heavy". As an instant messaging tool, convenience should be the core element. Wechat from China is doing things according to the logic of Chinese privacy protection, but it has led to defeat. Of course, WhatsApp also has other advantages. Wechat, as an unfamiliar instant messaging software, is too heavy.

In addition, there seems to be some deviation if wechat is only regarded as an instant messaging software. After all, social networking is still the main focus of the circle of friends, people nearby and shaking. However, wechat's social networking seems a little acclimatized in the West. Zuckerberg, who built a social network, built a communication tool Facebook messenger on this basis. Just as wechat was originally imported by QQ, Facebook messenger was also drained by Facebook. Competing with social giants for a firmly controlled market will undoubtedly lead to failure. Moreover, in 2014, Facebook acquired WhatsApp for $19 billion.

Write at the end

Wechat has indeed gone abroad. However, it seems that there is still a certain distance from becoming a successful international product. After all, in the eyes of Chinese people, the so-called internationalization should be oriented to the mature European and American markets, not just Southeast Asia. The overseas market does not even exclude wechat, which will make the path of wechat internationalization more difficult. Ma Huateng once said with infinite vision in 2013 that wechat "may be the only product that can be internationalized and successful in Tencent's life". I wonder if he still thinks so now?

The Number of Monthly Active Users of Wechat Has Exceeded 1 Billion for the First Time, but Why Do S 1

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