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8月5日,中国移动互联网行业的明星产品微信推出了全新的5.0版本,同一周内,日本的同类移动软件Line发布了今年第二季度的财报,这款2011年6月上线的社交应用席卷了全球2亿用户,并已成功商业化:2013年4月到6月,Line集团总共创收1.32亿美元,同比增长高达348.9%。

因为比Line要“年长”5个月左右,加上背靠中国庞大的人口基数,微信目前手握的4亿用户比Line要足足高出一倍。但是如果放眼全球市场,Line的扩张性比起微信则似乎更胜一筹:除了日本本土之外,Line在包括台湾、泰国、新加坡、马来西亚在内的东南亚以及个别欧洲国家(如西班牙)市场都取得了领先的市场份额。

Line的诞生创意诞生于日本2011年“3.11”大地震,在抚平灾难伤痕的过程中,感叹“生命易逝”的日本民众开始产生蓬勃的移动社交需求,而Line则先发制人的满足了用户对于“无限沟通”的渴望,进而势如破竹、一举千里。与微信、WhatsApp等功能性产品不同的是,虽然走的也是熟人社交的路子,但是Line不仅仅只是一款社交应用序,更是一种带着时髦味道的现象,其独特之处在于:在社交这一刚需之外,用户使用Line的动机更多是因为“好玩”,令人目不暇接的表情贴图、妙趣横生的游戏应用、与明星与商家近距离接触等,都是Line俘获用户的高招。

贴图是Line最大的特色,其运营团队会主动寻找在年轻用户族群当中流行的动漫形象,购买版权而将后者纳入Line的贴图商店中销售——总计已有上千种之多,除了少部分免费之外,大多数都会由用户挑选买单。中国用户或许不以为然,认为“谁会为区区几张表情图片付钱呀”,但是在日本(或者说整个海外市场),即使是在互联网上,购买虚拟商品同样需要掏钱,已是毋须反复培养的常识。由于贴图品类繁多,Line的贴图商店在供人挑选时可以称得上是琳琅满目,加上贴图又多以年轻人熟悉的动漫、影视及网络热门原创形象为主,收藏几套贴图,当作替代文字抒发情绪的表情,用于和好友聊天时使用,已是由Line引领的独特文化。

Line的首席营销官舛田淳认为,情感是PC互联网与移动互联网共有的社交基因,不必强迫用户使用语音和文字进行沟通,更轻量级的贴图可以表达“用语言难以描摹的细微情感”。有台湾网友也曾表态,在捷运上对着手机屏幕讲话实在很蠢,WhatsApp等主打语音通讯的手机软件其实并不适合东方用户含蓄的表达方式,比如美国人所不了解的“情书”文化,就是东方的典型产物,Line通过贴图这种中介来迎合用户的沟通习性,相当受欢迎。同时,Line也不惜重金的将知名的贴图形象搬上电视、互联网等媒介,借此吸引潜在的新用户。

微信在5.0版本的时候也模仿Line推出了表情商店,但是很快就被业内质疑是在东施效颦——微信目前提供的表情更像是为了销售而销售,皆为原创形象,不仅毫无知名度,而且连基本的故事背景都没有建立起来,远未学得打动用户的精髓。反观Line的贴图商店,分为最热、最新和免费三种排序方式,可以看到怪物大学、轻松熊、初音未来甚至还有鸟叔PSY的卡通造型,几乎每一套贴图背后都有着流行文化作为溢价,这让用户在聊天时使用贴图来表达心情时能够相互“会心一笑”,互动体验非常舒适和自然。

满足用户的超预期需求,是Line的贴图文化赢取人心的最大原因。所谓超预期需求,指得是在必要需求之上的次要或者边际需求,对于移动社交应用而言,跨平台的语音通讯属于必要需求,很多相应产品在这个上面投入很多精力,却甚少关注用户在更上层的超预期需求:社交的个性化。Line在可视社交这一需求上做了极大的挖掘和优化,Line不仅要与手机短信形成巨大的差异,同时也要和竞争对手建立差异鸿沟,而丰富的贴图,正是Line寻找到的突破口,在功能产品的基础上增添了文化的附加值。

贴图文化既是Line的市场商业策略,也是其用来建立收入通道的增值服务项目,然而,Line的野心并不限于一款通讯工具上——“得用户者得天下”的思路在Line身上同样得到了表现,依托极快的用户拓展速度和极高的用户停留黏性,Line也意欲建立一个基于移动端的平台。

除了贴图之外,Line在应用程序里内置了以“Line”为前缀的多款旗下附加应用,其中包括多款手机游戏、拍照应用、工具应用、贺卡应用、笔刷应用、音乐下载应用以及新闻阅读应用等,而这些应用由Line进行了连通和协同,形成了一套能够满足用户不同需求的矩阵体系。通过Line,用户可以邀请好友一起在手机上体验游戏的乐趣,也能够拍下好玩的画面,经过美化、恶搞等处理之后,制作成贺卡发给朋友,而对方则可以在照片上直接用笔刷涂鸦,直接回应始作俑者。更夸张的,Line旗下还有一款名为Line tools的工具应用,集成了尺规、指南针、秒表、手电筒、计算器、水平仪甚至意大利面计重器等功能,为用户解决日常琐事提供便利。Line通过这种量变迎来了质变,2012年年底的一份调研报告显示,Line成为了App Store中最赚钱的社交应用,同时也是Google Play里最赚钱的非游戏类应用。

不遗余力的商业化尝试让Line始终保持多线作战的习惯,日韩的互联网企业缺少开放平台的概念,将业务大包大揽控制在自己手里更符合资本方的期待。所以,Line在产品下游表现出了强烈的“通吃”意愿,比如Line在日本还推出了名为Line Fortune的占卜应用,里面邀请了一些占卜师或星座写手,用户可以付费咨询个人问题,而Line则从中抽成。

Line的目标是希望成为用户在移动互联网里的一站式服务供应商,当用户的时间分配不可能百分之百的留给社交时,Line就顺着用户的行为模式延伸自己的触角,确保用户以Line中心开展活动。当然,与社交关系密切的游戏属性,始终是Line在打造“一站式”体验当中最为重视的产品,除了基于好友关系驱动用户与朋友“比拼”之外,Line还在游戏规划上做了一些技巧性的设计,比如要是用户在游戏中闯关失败而耗尽机会时,可以在Line中向好友发送请求“送心”,让好友分享其游戏机会给自己。通过这种捆绑,Line能够整合碎片化的产品,以Line帐号为通行证,支撑用户的行为流通。

Line也有类似微信公众帐号的“官方帐号”提供给企业和明星用户开展推广行动,但是相比人人皆可申请但是规则复杂的微信公众帐号,Line对于“官方帐号”的设计目的十分明确:这就是Line给出的营销产品——“一个移动广告平台”,会去分摊使用者在营销上的预算。以台湾地区为例,Line官方帐号的准入制门槛除了开通需要支付的20万新台币(约为6690美元)的费用之外,购买者还得根据自身需求每月向Line支付服务费,粉丝数大于60万、选择每月可以推送30条信息的官方帐号,每个月付给Line的服务费是50万新台币(约为16719美元),如果官方帐号的粉丝较少、同时选择每个月仅推送15条信息,服务费则会相对低一些。另外,官方帐号还需要为从粉丝那里收到的信息付费,约为每条0.1新台币左右。尽管在收费项目有些名目繁多,但是Line的官方帐号有着管理用户与群发信息等营销特权,愿意为此支付相对高昂费用的企业也不在少数,还是以台湾为例,7-Eleven、全家、松下、雅诗兰黛等品牌都开通了官方帐号,同时Line也积极拉拢艺人进驻Line,主动向后者赠送官方帐号的使用权,用来提升影响力,滨崎步、张根硕、潘玮柏等东亚明星都开通了Line的官方帐号。

由于源自商业市场成熟的日本,Line在建立商业模式的过程中显得轻车熟路,这亦是发达互联网地区的特征,目前,Line的用户中只有30%来自日本本土,其余皆为海外用户。从2013年第二季度的财报来看,游戏业务是Line最大的收入来源,为5370万美元,收入占比高达53%,占比次高是贴图商店,为Line贡献了2740万美元的进账,最后就是企业营销投入(包括企业定制版贴图和官方帐号)。当然,由于中国市场环境的特殊性,Line在中国的运营仍然比较小心,除了组建了一支十余人的运营团队和挑选了360作为合作伙伴之外,Line并未真正投入到中国市场的运作里来,舛田淳曾对媒体透露,俄罗斯、印度、非洲以及南美市场都是Line的目标扩张区域,而中国市场则仍在评估当中。

而在推出Line之后,其韩国母公司NHN Corporation股价上涨了超过40%,当Line在用户规模上成功超越NHN在韩国同类型产品Kakao Talk之后,NHN也果断将Line拆分为旗下控股的独立公司,做好了上市的铺垫。所以对于Line的市场推广,NHN可以说是“不吝金玉”,尤其是在媒体的采购上,借助NHN注入的资本,Line的表现也称得上是阔绰。韩国明星崔始源、日本艺人石原里美以及台湾演员桂纶镁,纷纷都被Line签下拍摄电视广告,并在各自国家及地区市场进行轰炸性的投放,对Line寄予厚望的NHN要求后者尽快达到5亿至10亿的用户规模。

日本是一个极善以小见大的国家,并且在思想上始终认为亚洲文明并不逊色于西方文明,而亚洲文明的璀璨,则汇聚于日本。日本19世纪末的美术家冈仓天心写过一本书,叫做《茶之书》,从茶道说起,娓娓道来的讲“一旦我们的同理心,能够跨越种类的樊篱,艺术,自然也会成为一种普世皆宜的沟通语言”。这个理念同样贯彻到了日本的商业进程中,面对全球化的互联网浪潮冲击,日本在文化输出上仍然表现出了强势的冲击力,包括Line在内的许多日本互联网产品独树一帜,在风格上与硅谷有着极大的差异。对于Line而言,这是竞争力上的优势,同时也是机遇上的风险——过于浓烈的文化风格与平易的普适性是天平的两端,一旦取舍不当,很容易在全球用户市场顾此失彼。美国一档娱乐节目曾将日本的萌元素展示给美国的青少年观赏,结果得到许多“无法理解”、“看起来太蠢了”的回应,这让Line或多或少背负着一定的不可预知的风险。曾将创业公司卖给微软、在美国互联网行业浸淫多年的日本风险投资人斋藤浩幸也认为全球化的市场会形成类似“势力范围”的产品分布,尤其是在社交应用领域,一家韩国公司的日本子公司很难取得全面胜利。

话说回来,移动社交应用之间的竞争,吃的还是用户红利,朋友们都在使用哪款产品,影响并决定了用户的选择。Line曾在突破1.5亿用户的时候在台湾地铁站购买了极大的广告牌,宣告这一数字的辉煌,而微信(在台湾叫WeChat)则默默买下了这块广告牌旁边的位置,写上WeChat的用户量超过3亿。而在全球市场,无论是Line还是微信,最终都要迎面撞上10亿级用户规模的Facebook,到了那时,才是战争真正开始的时候。


58条评论

  1. 推广小助手官网最新更新的是2011年 9月份的 版本号码:4.9.9

    为什么从2011年9月份官网软件不更新了,因为这个公司新开发了1套软件,公司主要精力放在这个软件上面。软件名字:尚科推广专家,大家可以百度一下,软件大概从2011年10月开始内部测试,我是最早的内部测试用户,最开始的几个版本,只有几个模块,不限制每天发送数量,可以发帖,也可以回帖,那个时期可以是黄金推广时间,24小时开机发送,可以发送几万个广告,这个免费推广效果
    持续了大概1个月,中间更新了几个软件版本。

    到了2011年11月份,软件版本更新了,官网提示,免费用户每天发送限制数量,根据软件登陆后在线时长,1个模块,在线1个小时,10个广告,软件开始商业收费了,软件版本开始频繁更新,云端也几乎天天更新,版本号码从最早的版本:V1.0一直到2013年8月份最新版本:V2.0.1.42 。

    这套软件云端技术国内独家,技术是不错,只是价格稍微贵,第二年收费首年购买原价30%,这个收费规则和虫虫营销助手一样,不同的是虫虫营销助手用的是JAVA环境,是用外国芯片加密狗加密软件。

    同样的是他们软件更新也很频繁。

    我从2011年10月到现在,一直用的是推广专家免费版本,用的是论坛模块和博客模块,慢慢累积广告吧,效果还不错的。

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