It is said that to seize young people is to grasp the future business password. The post-95 and post-00 generation Z generation people are becoming the main force of consumption and the new leader under the wave of market consumption, and the concept of focusing on self-please, interest exchange, and social sharing has also had a non-negligible impact on the social market.
The 2023 Xiaohongshu Annual Life Trends defines contemporary young people as a generation that "socializes with lifestyles". They use social networks to find users with similar life philosophies and hobbies, forming interest circles.
As the "creator" of TT voice, the head social platform in China, the relevant person in charge of Qumaru Technology said that social products should continue to innovate from the basic psychological needs of users, and the company is also actively exploring a new model to help users establish a moderate social relationship based on interests and hobbies, so as to better solve the social pain points of contemporary youth.
In 2014, as a member of the mobile Internet entrepreneurship wave, Fun Pill Technology launched an interest social product - TT voice. In just a few years, the number of registered users of TT voice products has exceeded 200 million. On the basis of the huge scale of users, Qumaru Technology has made a choice for the future, and has chosen multiple and in-depth tracks such as e-sports and artificial intelligence to deeply explore business value, becoming a representative case of successful "touching" the path among those Internet start-ups.
To summarize its success, in addition to catching up with the development of mobile games, "respecting the interests of young people and providing a platform for expression" is the key to its standout, and it is also the business password for the platform to win the favor of Generation Z consumers in the context of increasingly fierce competition in the flow of traffic. In the context of new technology applications such as artificial intelligence and the metaverse, which are increasingly accepted and loved by young consumers in the new era, the market is also looking forward to the sustainable growth of interest social products represented by TT voice.
Technology empowers, interest links to social.
The explosive growth of Gen Z's demand for gaming, e-sports and social networking has determined that products should firmly grasp the key handle of user experience and feeling. TT Voice has always carried out product iteration through innovative product research and development, audio service technology improvement, and high-precision user research, so as to continuously create new gameplay, new scenarios, and new value for users' high-quality experience.
The jungler can enter the opposite jungle area, and I have prepared a vision ...... in advanceThere is a lack of people on the opposite side of the lower road, and you should be careful not to be caught. This is the content of TT Voice's communication in the dark room of a League of Legends mobile game, and the assistant "Huanyu" (pseudonym) skillfully communicates with his teammates, and under his command, the whole team quickly relies on efficient teamwork to achieve a collective advantage in map resources.
As an employee of an Internet company in Guangzhou, it has become an important way for Huanyu to relax after work by organizing two games on TT voice every night, sometimes by making an appointment with friends to open the black, and sometimes by matching teammates on the platform to participate.
Tiannan Haibei has never known each other from BP (ban pick game character ban and selection) to start communication, in the game to run-in, sometimes talk about a stalk that everyone can get and laugh, for those of us who work in the office every day, it is a very interesting social experience. Huanyu said.
Thanks to the platform's precise matching function, after the user selects the game, rank, good position, game role and other information to use, the platform algorithm can accurately calculate the user's game and social needs, and match the most suitable "black playmate".
In the "PIA play", another functional section of TT voice, another group of young people is looking for their own "paradise".
The spring breeze disturbs the horses and the swallows on the ancient road, and the eaves are around, and the light smoke outside the fence separates the world. This is a voice room of "PIA Opera", several fans are playing the singing segment in the script "Queqiao Immortal", and several lovers of ancient culture and script are bringing in their respective roles, interpreting the love and hate of the characters in the script.
It is often difficult to gather the required characters for this activity offline, but after moving to the online voice platform, it is easier to choose the book, and we can easily match the same people who communicate and participate together. The initiator of this "PIA play" room, "Piao Piao" (pseudonym), told reporters.
It is understood that based on the self-developed user tag portrait system, TT voice realizes the big data processing of tens of billions of user behaviors and thousands of behavior characteristics of a single user, and with the blessing of artificial intelligence feature aggregation computing and management capabilities, it is possible to create feature hobby aggregation scenarios for tens of millions of people.
Provide matching channels for users with the same interests and social preferences, achieve rapid ice-breaking and real-time communication, and associate the big data analysis and hobby scenarios of hundreds of millions of users, and only a few leading enterprises in the industry can achieve the same scale of social data processing capabilities by technical means. The above-mentioned TT voice related personnel said that large and comprehensive data, detailed and accurate analysis capabilities, is the biggest support for TT voice to stand out in the field of interest social networking and gain more than 200 million registered users.
Focus on interest socialization and create a diversified interest platform.
As a generation that has grown up in the environment of rapid development of online multiculturalism, Generation Z has shown distinctive consumption preferences such as self-preservation, interest exchange, and social sharing, and the cultural attributes of products and services have been incorporated into the entertainment habits and consumption preferences of Generation Z as an important added value.
In this context, whether we can grasp the interests of the new generation of consumers and design business models around them has become the key to the competition for the commercial market in various fields. According to the "2022 China Interest Consumption Trend Insights***" released by iiMedia Think Tank, the demand for personalized and diversified consumption is increasing day by day, and studying consumers' interests may be able to find a direction for brands and industries to adjust and optimize supply.
However, on the basis of grasping interests, how to generate value from interests and transform young people's interests into the driving force behind the value logic and industrial development of the new generation has plagued many companies that think they "show a posture close to young people", but have not really won market and social recognition.
As Justin Kan mentioned in summarizing the Twitch entrepreneurial philosophy, "maybe we should stop creating our own content and let users create content instead", there is no shortage of content producers chasing young people's hobbies in the Internet era, and letting users participate in communication and acquisition is the key to the platform to capture users and realize value.
The product understands the user's interests is the foundation, and the key lies in how to provide a novel way to meet the needs of users to express, communicate and share their interests. The relevant person in charge of TT voice said that by cutting from the huge traffic pool of the game, it has created its own 100 million-level user pool, and with the help of the diverse interest characteristics of game users, it has linked the pan-entertainment circles such as ACG, e-sports, and **, and opened up incremental value space.
Taking the e-sports industry module and national event system created by TT Voice as an example, based on the in-depth operation of the platform's e-sports audience, TT Voice has been able to grasp the interest needs of e-sports users, and its layout of the e-sports industry has blossomed in MOBA, FPS, racing and other fields, and it is the only interest social platform in the industry that has the official cooperation identity of the five leading e-sports professional events such as League of Legends Professional League (LPL), King of Glory Professional League (KPL), and Peace Elite Professional League (PEL).
In addition, TT Voice cooperates with cross-border brands such as King of Glory Official, major universities across the country, and real estate to create low-threshold, high-professional popular e-sports events. In total, more than 250,000 young people have been provided with the opportunity to travel to the professional arena of esports.
In the face of online anchor talents, TT Voice cooperates with the guild to carry out targeted training programs for three groups: new anchors, mature anchors, and subdivisions (**dubbing, etc.). At the same time, it will provide traffic support and participate in professional events to encourage the growth of anchors and comprehensively improve their business level.
Let the interests of the new generation be discovered and recognized, and even allow them to create value for the society through their interests, which is the original intention of our brand proposition of 'interest creates value'. The person in charge of the above-mentioned TT voice said.