36Kr learned that the stranger social product "PicoPico" completed two rounds of multi-million dollar financing in 2020, with investors including SIG, BAI and other US dollar funds, with Vision Capital as the long-term exclusive financial adviser.
Launched in 2020, PicoPico is a stranger social product for urban youth, which is one of the social products under "Qingniu Customs Exit". Qingniu customs outlet focuses on pan-cultural entertainment social products, targets urban youth target users, and has formed a QQ mini program social matrix based on the Pico Pico Stranger App and tonight's love.
Wang Xinmi, founder of Qingniu Customs, told 36Kr that urban youth refer to people aged 16-35 who live in third-, fourth- and fifth-tier cities, and compared with people in first- and second-tier cities, their working hours are shorter, their entertainment time is longer, and their consumption ability is strong, which is the main force of Internet entertainment consumption. In the survey, the team found that urban youth have a stronger sense of loneliness, eager to make friends, they are more active in socializing, they are willing to pay higher disposable income for entertainment, and they are more eager to meet the needs of self-expression, friendship expansion, and emotional companionship from social networking. Therefore, urban youth groups need a product with an organized and content consumption scene, and PicoPico can provide a community with a sense of intimacy for this demand.
picopico
In order to avoid the rapid consumption of passion under the rapid matching, PicoPico wants to guide users not only to participate in the scene of "passion" and "heartbeat", but also to develop the relationship of "intimacy" and "identity". With the concept of "family" at its core, PicoPico allows users to freely join a family based on keywords of interest, forming a group that starts with 15 people and gradually expands in size. And set up an identity growth system for the family, users will be assigned specific identities and responsibilities, and after completion, it will enhance the influence of the family. The establishment of long-term family relationships complements the sense of intimacy and organizational belonging outside the passion, which is conducive to long-term retention. With the blessing of the family scene, the long-term retention of PicoPico can reach a state of 50% and slight decay in the following month.
At the same time, unlike traditional real-time matching, PicoPico uses "asynchronous voice Q&A matching" as a complement to the 1-to-1 matching scheme. The product features the love co-production function, which looks very much like the vibrato co-production video playback interface, the user sits in a virtual identity, selects "want to hear you say sweet words to me", "want to get a good night", "understand your personality" and other channels, the right will appear to match the user and speak, the scene is like two people are in a co-production dialogue, its essence is an organized asynchronous dialogue. In terms of recommendation, PicoPico will not only consider identity information such as geographical location and age, but also consider the user's online popularity, feedback rate and other indicators, making the 1-on-1 chat scene more exciting. Due to its attributes of content consumption and entertainment interaction, it greatly improves the online time of the product, and users can reach an average daily online time of more than one hour in Pico Pico.
Founder Wang Xinmi said that PicoPico's current community atmosphere is more "sand sculpture" and more earthy. Although this kind of culture is difficult to rise to the height of refinement and literature, it is actually a more warm and sincere social demand, and PicoPico wants users to "see sincerity and life" itself. Behind this choice is the concept of the social camp: with the whole people on the Internet, the era of social division of the camp by pure function has passed, and the era of dividing the camp by crowd circle has begun.
It is reported that PicoPico currently has about 300,000 DAU, and its revenue mainly comes from virtual props and virtual gifts, with a monthly income of more than one million. The QQ Mini Program Matrix includes tonight's love, CP at the same table, broken thoughts and couple achievements, and the DAU reached 2 million. Founder Wang Xinmi said that the essence of social products is to serve the emotional needs of the crowd, and the team will strengthen services in the future on the basis of meeting the needs of group self-expression, emotion, and social interaction. Family clubs are the focus of Pico Pico's next development, and it plans to develop a product form between podcasts and group rooms.
Qingniu Customs Clearance Team is located in Beijing, the core members of the team are from Baidu, Meilishuo, Xiaomi, Didi, Tencent; founder and CEO Wang Xinmi was once a joint creator of Meilishuo and is a serial entrepreneur.