Judging from the data, except for products that are irrelevant to women, other products give people a feeling of emptiness and loneliness, and there are very few people posting and responding to them. A search HE Tuber on Xiaohongshu shows that the number of notes is 6.65 million+. Judging from the existing research, the combined data performance of all tie-in products is less than 1%. The prospects for tie-in products are still not optimistic.

From the perspective of monetization, most products have no attempts to monetize, and a few have added virtual currency, paid chat gifts, or display advertising. Some products even create a set of mini-programs, then change the name and present the same content again, just to display more ads.

From the perspective of product operations, there are fundamental differences between hook-up products and previous offline activity registration products (such as rough doors, ganging, etc.). Although for users, some activities have a high degree of overlap. The hide-and-seek game can be initiated on the Tiezi platform, or in a rough door or with a group.

However, offline activity products add a layer of club organization role between the platform and users. Clubs are better than individuals in terms of professionalism, credibility and activity continuity. Moreover, event registration will be promoted through the club’s private domain, so these products appear to be relatively professional and user-participating.

As analyzed, offline event registration products play too little role in the entire event process, so their development is now severely restricted. So has the online celebrity trend of Tazi social networking brought more improvements to these products?

No, because the activity platform emphasizes the link between individuals and club organizations, rather than the link between individuals.

From the previous analysis and articles on various types of hookup social interaction, the author has compiled everyone’s evaluation of the hookup phenomenon as follows:

The advantage of partnering once again proves everyone’s desire for social interaction. The post-00s and post-90s generations who initiated the hookup culture are mainly only children. Coupled with the isolation of the epidemic, young people’s contact with people is concentrated at home. The more contacts they have, the more conflicts there will be. In addition, without the comparison of other social contacts, young people feel that their families of origin are all at fault. This is also a view highlighted by the epidemic in recent years.

Family is no longer a channel of positive support, but what about other aspects? Fear of marriage and childbirth has become an obstacle for young people to establish small families. Relatives are the villains who put pressure on you during the Chinese New Year. Colleagues are competitors in the workplace. The constant flow and long distances prevent friendships from lasting.

When all traditional stable relationships are demonized, people turn their attention to strangers they have never met. Expecting strangers to provide positive emotional support not only reflects problems with our current concept of physical social interaction and social relationships, but also reflects confidence in the overall higher quality of the Chinese people.

Most people use hookups as a preview of friends. The "2023 Young People's Hookup Social Report" states that nearly 50% of young people have maintained a "tagrading" relationship for more than two years, and more than 80% of young people have upgraded a "hookup" to a friend. , because friends are more stable existences and are crucial to people's mental health.

This view is accepted by social psychology. If a person has positive emotional support (encouragement, celebration, sympathy, etc.) from multiple friends and family members, he or she will be more optimistic about life than a person who only relies on one person to provide this support. satisfy.

Among the Tiezi products, some software have recognized the importance of making friends and designed related functions. However, there are also some softwares that believe that after meeting a partner, they will maintain contact through WeChat, and do not pay special attention to it. After all, it is too difficult to shake WeChat's chat status.

All matching software products are based on the above-mentioned individual-to-individual interaction. But do we really just want a few friends? Just imagine, if you are in a war-torn era, do you really want to be a high-ranking warlord, or do you want a safe and stable society? If you were an animal, would you want a few trees, or a whole lush forest?

The reason for socializing is because people feel lonely in the real environment and hope to find like-minded strangers in the crowded Internet and further develop into reliable and trustworthy friends.

So can we think differently? How about we create a friendly, true and reliable social atmosphere where people can select like-minded people and develop them into trustworthy friends, and then further consolidate this friendly atmosphere? Neighborhood socializing can be done.

When looking for a partner, you are originally looking for friends nearby who you can hang out with, so it is more reliable to find someone from your neighbors. Because they are neighbors and have the influence of real identity, physical distance and real public opinion environment, people will regulate their behavior, thereby reducing the occurrence of deception and abduction. The emergence of neighborhood friendships makes people feel that the community atmosphere is more friendly and they are more willing to socialize more.

Ideals are beautiful, and the Internet has not tried neighborhood social networking, but they all failed because of too few users. For example, Youlin, which was established in 2014, was offline in 2019; Dingdong Community was also renamed Dingdong Maicai in 2017. In the next issue, we will continue to analyze these former neighborhood social pioneers and their operating models, so please continue to pay attention.

Reference article:

"2023 Young People's Hookup Social Report", Just So Soul Research Institute, June 2023;

The "tie" is almost ruined, fixed focus One, September 2023;

Young people in this generation don’t have to fall in love, but they must find a partner. New list, April 2023;

China Youth Daily article: Don’t let the blind box of “travel partner” become “Pandora’s Box”, Zhou Ran/China Youth Daily, September 2023;

Exchanging specialties and playing tricks, when will the young people's "picking up" game end? , Zinc Scale, October 2023.

This article was originally published by @武NZumei on Everyone is a Product Manager. Reprinting without permission is prohibited

The title picture comes from Unsplash, based on the CC0 agreement

The opinions in this article represent only the author's own. The Renren Product Manager platform only provides information storage space services.