After decades of in-depth development, the Internet social platform has shown a pattern of in-depth development, the subdivision field continues to differentiate, and various major manufacturers are exploring innovative social models such as picture communities, video walls, and entertainment interactions.
Although the status of WeChat and QQ in the social field is still unshakable, since the second half of 2018, new products in the social field have emerged in an endless stream, such as multi-flash and fly chat on byte, as well as the new diary mode and group multi-person call function of Douyin in the App, and the social competition in the Internet industry is becoming increasingly fierce.
Today is QQ's birthday, as Tencent's first epoch-making social product, it has successively launched revolutionary innovative products such as QQ group, QQ show, QQ space, interest tribe, cm show, etc., and during this year's Spring Festival, it has preemptively tested the super QQ show and explored more possibilities for virtual image socialization. This time, the familiar 2D version of the QQ show is fully 3D, and new experiences such as AI face pinching, virtual homes, virtual scenes, and entertainment experiences have been added.
So, from the perspective of product design concept, what are the core upgrades and transformations of the super QQ show? With the return of the upgraded QQ show, where is the next social layout of QQ?
The inheritance and transformation of the super QQ show
QQ Show was born in the PC era at the beginning of the 21st century. Initially, users can purchase virtual goods such as hairstyles and clothing, and dress up the avatar that appears on QQ on the PC side.
Early QQ show
With the development of mobility, in order to fit the young market, QQ Show launched an upgraded version of the centimeter show, and later the 3D virtual image social product "Ka Pu", which has achieved good results.
Ka poof
So, compared with the predecessors, what are the breakthroughs and changes of the super QQ show?
Of course, the most intuitive change is the overall visual design of the product, whether it is the effect of pinching people's details, or the clothing matching is more in line with the aesthetics and current trends of the Z generation.
At the same time, the Super QQ Show also seems to present a new product design concept.
First of all, relying on modern technologies such as face capture, motion capture, and expression recognition, users can generate virtual images with one click through instant photos, which greatly reduces the threshold for creation.
Secondly, QQ chose to integrate the super QQ show into the entire dynamic interactive experience, and the user's avatar has a richer application scenario.
Rich scene templates for two people to interact with
And all this is to make the super QQ show form a unique co-creation model.
Co-creation tools: DIY is available to everyone
In this digital age, whether you choose traditional text, or voice, images, videos... You can use your mobile phone to record the moments of your life anytime, anywhere. With the rise of mobility, both large and small Internet manufacturers have launched a variety of DIY creation tools on the mobile side.
For example, in the field of mobile editing, there are must-cuts launched by Station B, cuts from the face and seconds cuts from Tencent, which all hope that users can easily produce videos with satisfactory results without fear of professional words such as editing and storyboarding.
Tools greatly simplify the complex creative process, everyone can create (Source: Tencent Seconds Cut)
The upgraded version of the super QQ show also adheres to the same product design concept, creating the same easy-to-use creation tools for users, greatly improving the user's participation and creative initiative, so that everyone can easily become a creator.
The pinch operation of the super QQ show is intuitive and simple, and the options for pinching people and clothing are rich and diverse, and users can easily pinch people without experiencing tedious parameter adjustment. At the same time, it also provides deep customization options, with more than 50 adjustment points on the character's face alone, enough for each user to pinch out their own avatar.
Rich pinch options with adjustment points
And now manual pinching people is no longer the only option, the addition of AI pinching face makes the pinching process more convenient. Users can generate avatars with one click just by facial recognition.
Relying on the technology of face capture, expression capture and motion capture, the super QQ show realizes the dynamic synchronization of real people and virtual images, reducing the cost of setting up live avatars; on the other hand, the convenience of tools is also conducive to creating a co-creation ecology.
The co-creation attribute of the super QQ show is also particularly reflected in the design of the nest.
Everyone has their own virtual nest, which can be freely decorated to create a personalized home for their avatar, and there are hundreds of pieces of furniture with different styles in rough statistics, but how to collect them is more social and sharing skills.
Furniture stores are the main way to get the decoration of the nest. Every morning at 5 o'clock, Xiaowo will randomly brush out 3 furniture stores with different themes, such as the "Xueba House" with a knowledge atmosphere, or the cute style "Starlight Magic House". The theme and furniture of the furniture store on the day are different for each person, with a large randomness.
Of course, users can also visit other people's nests and buy the same furniture in other people's nests, which is undoubtedly a boon to the collection party. Presumably, after the official opening of the Super QQ Show, there will be many users who are keen to share and exchange specific furniture every day, or exchange special decoration skills, and work together to create their favorite homes.
Visit a friend's home
Obviously, Super QQ Show is well aware that the essence of content production is inseparable from users, and creating feature-rich and easy-to-operate tools for users is a necessary condition for content production, and they are important players in this world. Users can choose to open their nests for others to choose furniture in their own homes, easily creating content while also gaining a sense of accomplishment and stimulating each other's creativity.
For the super QQ show, with a good co-creation tool, the next step is undoubtedly to expand the boundaries of co-creation content.
Co-creation content: IP linkage and personality expression of multiple scenarios
IP co-creation and linkage is an important trend in the development of Tencent's business in recent years, covering social, technology, film and television, entertainment, tourism and other fields.
For example, the "Forbidden City + Tencent" innovation laboratory established in 2017, as well as the "Glory of the King" into commercial complexes, scenic spots, exhibitions, and museums, and the development and extension of offline scenes, including the joint launch of cultural and creative skins with the Baiheliang Underwater Museum, and the Ip co-creation plan of the Chang'an Event opened with the Department of History of Peking University.
Judging from the current layout, the Super QQ Show will undoubtedly be linked with various IPs under Tencent, including but not limited to social, entertainment, design, education, technology, tourism and other fields; for example, regularly launch theme-related clothing, dynamic and static themes, shoot the same model, interior design, furniture, architecture, virtual scenes and social interaction and other content.
For example, the super QQ show can cooperate with local museums to launch scene architecture with local characteristics, or restore antique historical furniture, allowing users to travel through the past and feel history in virtual nests and scenes; it can also reproduce the setting of film and television entertainment works, so that users can experience the same set on the set and meet the wishes of senior fans.
Watch the documentary in the New Year House in the public area limited by the Spring Festival, and the IP linkage can also be opened on the big screen in the future
Of course, not limited to IP linkage, the co-creation design of the super QQ show at the level of clothing and scene action is also promising.
Instead of choosing a fixed set of collocations, through the open co-creation tool, the power of free collocation is left to the user, and everyone can become their own "dream designer", which will stimulate the motivation of players to create and share on their own.
Perhaps, users will soon be able to put on the works of independent designers on the super QQ show and show their personality through their unique design and conceptual creativity; maybe dance gods, martial arts masters or other professionals upload their own scene movements and successfully go out of the circle with professional and amazing abilities; or you find that your friends are actually hidden erchuang gods, who can produce countless new creations every week...
A wealth of dance templates are provided in the same section, and if you open up the creation tools to users, you can also create wonderful secondary content.
This kind of co-creation content makes the Internet a carrier, expands the boundaries of content creation and dissemination, and uses the mass influence of the product itself to feed back the culture, so that it can gain more attention from users, especially young people.
Co-creation experiences: Upgrades and extensions of real-world social networking
In the forum era, users need to fill in a lot of text to show themselves, and the visual elements are only a single choice of avatars. The original Internet social identity simply gave the user a simple virtual identity: user ID, avatar, nickname, personality signature, etc... It is not difficult to see that the social experience at that time was still relatively fragmented, and it was difficult for users to feel the extension of real-world social networking online.
However, with the development of hardware devices and image technology, users began to slowly enrich their social profiles, gradually adding real identity information. Whether it is a beauty selfie, a sand sculpture emoji, or a voice business card, online self-presentation and offline life have begun to be closely linked, and the edge of the real and virtual worlds has shown a trend of integration.
Thanks to the advancement of technology, the Super QQ Show has made the display and experience of avatars and virtual worlds more perfect and realistic.
On the one hand, the Super QQ Show provides a wealth of co-creation activities such as pinching system, shooting, virtual home, virtual scene, entertainment experience, etc., inviting users to participate in the content construction and experience of this virtual world.
Marina Music Plaza, a public area in the Super QQ Show
For example, the virtual home supports friend visits and scene actions, relying on simulated construction and operation as a model, attracting a large number of users to create their own nests. The virtual scenes that support users to chat in real time and play online focus on the themes of realistic festivals, dances, entertainment, etc., and integrate more realistic elements into them, allowing users to join the co-creation of super QQ show virtual scenes in communication and exploration.
This not only builds the relationship between the platform and the user, but also becomes a bridge between the user and the user, making the world of the super QQ show more complete.
On the other hand, the Super QQ Show is also constantly trying other innovative forms, such as each user can use the same set of avatars to experience all the interaction and entertainment.
Especially in the post-epidemic era, the isolation of real social networking has spawned a new model of online office, learning, and social networking, and some people even call this crisis a "time shuttle to the future.". It is not difficult to imagine that the super QQ show has a good chance of becoming another entrance to the virtual world, further upgrading and extending the social network of the real world.
Where is QQ's next social layout?
According to the statistics of "00 Later Attack - Tencent Post-00 Research Report", the post-00s are in the technology environment of mobile Internet and content explosion, and a large number of social platforms have emerged during this period. Compared with the PC era where the post-90s are located, the post-00s have more time online and the content of the experience is more abundant.
The post-00s have several obvious characteristics: equality and tolerance, the desire for a sense of belonging of their peers, the willingness to invest time and energy in areas of interest, and a strong sense of community.
For the social world, the most important point is that in the minds of the post-00s, content = social tools.
Understanding is self: Post-00s tend to represent themselves with the depth of knowledge in the field, and even creation. 72% of respondents said that "the insights and achievements of individuals in a certain field are more representative of themselves";
Use content as an interaction: Post-00s are more accustomed to communicating their ideas with anyone, and even if they have different opinions, they can accept the differences between their peers and themselves. 60% of respondents said, "I will post some content to friends on social platforms to stimulate interaction between us", and 50% of respondents have a similar view, "I will publish content on social platforms to show that I am proficient in certain areas".
Emphasis on avatars: In the post-00s cognition, now "as long as you use the App to create content, you can control your image on different platforms." Unlike the previous era of offline social networking, creating an image relies on the instant behavior and appearance of interaction."
In fact, from the perspective of the mode of content creation and dissemination, these characteristics of the post-00s are the reasons for the rise of the Co-creation model of the Internet today, and this is obviously the focus of QQ's next social layout.
Behind these changes, it reflects the development trend of the Internet industry's transition to content co-creation.
To put it simply, co-creation means that products work together with IP to create disseminatable content with users. Its biggest feature is that the brand can guide the creation of Dahong, allow hundreds of millions of users to exert their own creativity and inspiration, and form a popular two-creation and three-creation... N Tron. These achievements can feed back the industry, achieve the effect of "fueling the waves", and bring richer content to promote dissemination.
As mentioned above, Super QQ Show also adds creative design tools, so users can easily create content and share it.
Over the years, more and more industries have emerged this co-creation model, users can not only have a variety of experiences on the platform, but also be able to use the tools created by the platform to create various types of creations, from passive recipients of value to co-creators of value, and the transformation of this power and role of users is particularly prominent in the virtual world.
QQ's monthly active volume exceeds 500 million, coupled with the previous precipitation, sitting on this user-level super QQ show can obviously create a more diversified and vibrant co-creation ecological platform.
Overall, the upgrade and new positioning of the super QQ show just conform to the core needs of Generation Z users. The upgraded QQ show is not only a connection tool, a "canvas" for users to express themselves, but also provides QQ users with enough tools, content and scenes to precipitate and maintain relationships.
QQ has promoted the development of China's Internet through continuous innovation, and now it is equipped with Unreal Engine 4 to try to explore more social possibilities, Lin Yu, a brokerage analyst who has long been concerned about the Internet field, said: Unreal Engine official speculation QQ built-in Unreal Engine 4 There are many considerations behind this decision. If it is only for the super QQ show to have a better 3D art performance, it may be a bit of an overkill, maybe we only see 1% of the content of the super QQ show now, and there will be 99% imagination in the future.
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