China Social APP：Soul

There is no end to social.

"The only way for strangers to socialize is Online Dating. The ultimate direction is‘ Add a WeChat ’”In the past, such views were mainstream. Human nature is the sum of all social relations. The advent of the Internet has allowed this social relationship to unfold at a tremendous speed. As an efficient tool, WeChat has precipitated most social relationships. The emergence of Momo and Tantan cannibalized strangers. Many entrepreneurs use stranger social networking as an entry point, constantly repeating functions and simply optimizing the interface. They have not found new needs, new outlets, or even online Dating. They ca n’t even do a good job in the social field. Already.

Although most of the social products are overwhelming, if we continue to look at the social industry with our original point of view, it will be a bit arrogant and lazy. Another phenomenon is that this year's social market is very lively. Internet giants such as Alibaba, ByteDance, Baidu, JD.com, and NetEase have successively launched social products. As a social hegemony, Tencent has recently issued continuous encounters with friends, echoes, and cat calls Seven social products, some people found that many of these products and Soul have similar functions. Represented by Soul, more and more social upstarts have emerged in front of more people. We may be able to keep asking: 

• Where are the social opportunities?

• Does the relationship between different generations change with the development of technology and society?

• Are our social needs and relationships fully met?

• Is intergenerational a topic worth discussing? 

Human beings are social animals. The essence is to solve the dialogue with the world and eliminate the loneliness. Since the essence remains the same, discussing whether intergenerational is meaningful, everyone has read Jiang Jie's "Yu Meiren · Tingyu". The young man listened to Yuge upstairs, and the red candle fainted. In the middle of a strong boat listening to the rain, Jiang Kuoyun is low, and the broken goose is called the westerly wind. Now listening to the monk, I have already starred. The sorrow and joy is always ruthless, and it drops to dawn before any order. "Listening to the rain", the sadness and joy of the same person in ancient times at different times in their youth, middle age and old age are reflected in the sound of the rain, and they feel completely different. "I want to buy sweet-scented osmanthus with wine, but it's not the same, the youth tour" also expressed the same situation, no longer the heroic spirit of the youth.

Therefore, intergenerational will always be meaningful and there will always be opportunities. The essential needs of people haven't changed, but the same person's feelings at different time stages vary greatly. It is conceivable that people of different generations solve loneliness in different ways, and need different products to meet the needs of young people. With the rapid development of society, even if the underlying needs of the bottom have not changed greatly, with the advancement of science and technology, social development, and changes in people's ideas, generations have products chosen by generations.For many non-young or young products, the user data is falling. Only a high proportion of young people's products will grow. Many things are undergoing intergenerational changes. For example, young people are now pursuing personalized brands and products. To win the love of the next generation, you need to find new product trends. According to Mob Research's "White Paper on Crowd Insight after 85, 95, and 00", the post-95 generations aged 18-24 are the new growth force of China Mobile Internet users, with a total number of nearly 200 million, accounting for 15% of China's total population. The characteristics of this group are worth We study it carefully. With the rapid development of China's economy, the increasing degree of mobility and informationization, and the widespread popularity of education, people have become increasingly lonely and have a spiritual pursuit. Especially for post-95s and post-00s, the need for in-depth communication companionship is becoming increasingly apparent.

The post-95s and post-00s have the following characteristics:

• Stronger loneliness

• Pursue yourself more

• Wide interest

• Internet active crowd

Post-95 loneliness is stronger than in the past, and I hope to socialize with my peers. After 1995, they have experienced tremendous pressure for further studies and academic burdens, or they are about to enter the workplace and become North Drift and Shanghai Drift. Faced with the huge living pressure in big cities and the re-establishment of social circles, the loneliness of empty-nest youth is difficult to resolve. Due to the limitations of the region and daily social interaction, real dating is restricted. According to the "Gen Z Social Report" released by Soul, more than 70% of Gen Z users have a narrow circle of friends, and nearly 89% of users hope to expand their circle of friends through social software. In addition, the ten years of rapid development of mobile Internet, from 2009 to 2019, just covered the growth period of this group of young people. With the economic development of Chinese society, the post-95 life is superior to the previous generation. In family education, parents are also willing to listen to their children's opinions more, so the whole will appear as the Gen Z crowd and pursue themselves more.

The information age has also opened up more areas of interest. As a generation who grew up on the Internet, their daily entertainment is basically in the virtual world, but real life is narrow. They are both consumers of entertainment content in the virtual world and active creators. According to the "Generation Z Social Report" released by Soul, about 40% of post-95 users as Internet aborigines spend at least 6 hours a day online. The information age has opened up more horizons for young people, and is more tolerant of new things. There is only one way for strangers to socialize? Many people think that stranger social is hormonal social, there are no other possibilities. This is a very narrow understanding. It can be considered that stranger socialization may be due to gender, but the final form is not necessarily hormonal socialization. The purpose of stranger socialization is to eliminate loneliness, and gender is an important way. But there are many ways to achieve this. For example, when you were young when you were playing QQ, stories such as "Light Dance Flying" and "Waiting for Roses" were not full of hormones, but also love and beauty. At that time, you may start from the perspective of knowing the opposite sex, and hope to be accompanied. You shared and interacted in QQ, gained a lot of friends, met more people, and they spent time with you for different periods. Time.

In addition, loneliness is the eternal proposition of human beings, and there are many ways to accompany it. Some people hope to solve it through social appointments; some people want to show their social capital, such as talent, value, money, to get more attention or to form a different relationship for the final development; some people want to see a larger world outside, because Ta You ca n’t see these in the real world; some people treat strangers ’social purely as tree holes because of the pressure of acquaintances’ social interaction. But after getting older, as incomes get higher and higher, less time, likes more and more direct, and more and more do not understand young people. They will inadvertently seem to ignore the needs of some groups, such as young people, such as people who seem to be less successful in real life. They have a lot of time, they have a lot of energy, they have a lot of interest, and they search for ways to accompany. In Xiao Cao, Shanghai, the company recently shut down the computer after overtime during the layoff period, and returned to the house tiredly. I met a taxi driver in Soul to accompany each other to relieve the recent pressure. Xiao Chen, who was in college, was doing his homework. I often turn on voice matching to connect strangers in the distance, but they do n’t speak. Xiao Chen said that she felt that someone was doing her homework with her and was not alone.

It has to be said that Soul, who has been imitated, at least satisfies the desire to show himself after 95, see a bigger world, and release pressure. How to achieve true deep communication? For the post-95s who have grown up smoothly, there is nothing more important than being a real self because of the misery of various social roles in reality. Post-95s tend to look for truth in virtual society. Reality is not only true in information, but also obeys the heart. Users hope to release their true interests and hobbies in virtual society, to reflect a higher degree of true self, and to recognize fellows. In the past, most social forms could not effectively solve the problem of loneliness. The first is that acquaintances can socialize, communicate with a large number of familiar people, and precipitate relationships. However, social reality is highly utilitarian and social pressure is too great. In China, WeChat has turned on visible features in January. Social stress has also been proven abroad. On November 11, Instagram CEO Adam Mosseri announced that Instagram would hide the like feature. Facebook has also implemented a policy of hiding likes for Australian users after Instagram. From these changes, we can see that people are facing strong social pressure.

Secondly, social networking is based on strangers with unique values. Generally, they can quickly expand the circle of friends based on their geographical location. However, most of the users are highly targeted and the quality of users is uneven. It seems that there are many choices, but the cost of selection and communication is high. . In many social software, a lot of fake users who have produced or sold for marketing purposes have been formed. We often encounter such situations in our daily lives. We are obviously chatting with people, and we always feel that something is wrong after the end, it has no meaning, and we cannot get resonance. In these social modes, post-95s can't find people who can talk to themselves efficiently, although seemingly lively, the spiritual and emotional needs have not been well met. In the preface of Liu Zhenyun's "One sentence top ten thousand sentences": "All plot relationships and character structures, all community organizations and family harmony, and even sexual love, are related to whether people can talk to each other, whether the right words can touch the heart, provide warmth, resolve conflicts, and stimulate passion. . "

Feeling lonely is an inherent problem for everyone. Seeking identity and loneliness are accompanied by a lifetime. Everyone wants to have the same emotional connection. Compared with utilitarian acquaintances, this emotional connection has not been well received. Good content. The gradual maturity of big data and AI technologies has given birth to Soul's rise. Launched in November 2016, Soul provides a true social experience for tens of millions of young users. Soul allows users to get rid of the bondage of acquaintances' social relationships in reality, without solidified identities and personal settings, freely recording their real mood moments in a virtual space, communicating with friends who agree with the three perspectives, and communicating in an equal and kind-hearted community , Stress-free socialization, feel the warmth, and gain the beauty of understanding. Soul has improved the user's "soul model" to push users with consistent three views and high similarity. After the user is registered, the system will guide the user to perform a soul test, and the user can find their own planet. In a stress-free social environment, users have a high degree of openness to the test and the authenticity of the data is high. The results and content recommended to users can naturally be recognized, forming a virtuous circle.

Highly matched users will be recommended on each other's square homepage, and users' preferences for content sharing and content consumption on the square, such as likes, comments, and active browsing, will enrich user portraits, thereby continuously improving the matching accuracy. Improve social efficiency and meet the communication and emotional needs of users. What is the status of real young people? According to the "Gen Z Social Report" published by Soul, more than half of young people record their lives and moods on Soul. According to statistics, post-95 users' posts contain a large number of artistic labels, such as photography, movies, and guitars. After 1995, users have a large number of cute pets, cats and dogs have become just needed by young people. In addition, animation is also a hot topic on Soul. Talented young people have created many excellent dubbing works, theme song covers and paintings, and displayed them on the square.

These fragments left by users, or carefully prepared talents, or trivial, messy, accidental, improvisation, but all are true, covering all aspects, but also more beautiful with real beauty. These snippets are very important for every user, and can also provide users with a more interesting social experience, thereby providing companionship on the virtual social platform and healing loneliness. On Soul, there is also a tacit understanding among users. The friend who talks well is called Souler, and the friend who has a deep relationship is called Soulmate. Many Soul users were pleasantly surprised to find their own three-dimensional soul CP on Soul. The netizens Jiuxian from planet met a good brother who likes the same hotpot dipping sauce; and small fans such as stamp collecting and postcard collection can find fellow fans. Ordinary heroes such as firefighters, police, doctors, etc., also recorded their daily routines in Soul.

The dreams of young people burst into reality. The three talented students of the China Conservatory of Music formed the folk music group "New Strange Voice", and the users erhu, flute, and flower chambers hit the new soul of traditional folk music. After the release of Xinguaiyin's work on the Soul platform, it has its first fans since its debut. The band members said: "We want more people to hear the sound of the national instrument and discover her personality." Life trajectories also change because of encounters. Some Souler found her playmate when she was 11 years old, and Zhu Ma friendship became a hand-in-hand company; some Souler resigned frustrated, and found the boss of the next job here ... Every day, some people encounter those depths in their lives Resonating people and things. In Soul, life is good, bad, laughing, crying, sweet, bitter, beautiful, ugly, proud, downcast, brave, cowardly, willful, convergent ... .Soul treats every user fairly. Soul hopes that users and content will be exposed and connect similar people to each other. Because it is stress-free, real, because real, users can get more efficient social matching, more interesting social experiences, and deeper social connections, which also makes Soul's current social ecology. Thousands of stories happen every day in Soul, the cost of user socialization is reduced, lonely souls warm each other up, and the beauty is touching. Regarding social, there is a consensus that there is no end to social. Throughout the history of social development, it always gives you a sense of the end at some point, and at some point lets you see the rise of new ways. "Lonely people are shameful," Zhang Chu's 90s songs, everyone's desire to eliminate loneliness has not changed. Each generation has its own social form and cultural characteristics, and the way to eliminate loneliness is different. Such changes may cause subversive effects at any time.