Never give up, can Alibaba's social dream come true? At 10:39 p.m. on November 21, 2013, Jack Ma (ID: Feng Qingyang) posted a voice content of 36 seconds on Laiwang. For 8 consecutive days, Ma Yun checked in on Laiwang, and Ma Yun settled in. Let the exchanges quickly become popular, and Alibaba's mobile social network has also been opened. However, the challenges to and fro were not successful. On November 18, 2015, the name was changed to Dian Dian Zong, and the status of WeChat remains the same. For a long time since then, social-related topics have not appeared on Alibaba.

Until September 2019, the topic of Alibaba's social networking became lively again, and the DingTalk business unit restarted the "Reciprocal" project and launched a new campus social product, Real Like Me. Facts have proved that Real, like me, is only Alibaba's first show in the social industry, and Alibaba will never give up the opportunity of the social market. According to Tech Planet, Alibaba has once again launched a new social product, the " Pushpin" app, which is an app that focuses on making friends through pictures.

The picture comes from the App Store According to Guo Jing's observation in the Internet circle, the Thumbnail App began its internal testing on December 10, and the Android version was officially launched on December 12. It is currently available for download in app stores such as Wandoujia, App Store, and Huawei App Store, and the iOS version is online. on December 17. People’s general impression of the social industry is WeChat, QQ, and Weibo. In fact, the social industry is also divided into four categories: chat, community, marriage, and communication. WeChat and QQ are typical chat social products, and the other three.

There are also many products in large categories, and without the competition of WeChat and QQ, the industry opportunities are larger. The "Pushpin" application is a typical community product. Benchmark Meitu Xiuxiu The Slogan of "Pushpin" is "a high-quality image retouching software that understands emotions - an excellent image adding tool". It supports WeChat, QQ, and Weibo three ways to log in. At the same time, it requires mobile phone number binding verification, and does not support Taobao/ Login with Alipay account.

This product emphasizes tool attributes rather than social attributes, mainly in: Users can edit images directly without logging in; The slogans introduced by the app include, "Help you become popular in the circle of friends, and get more likes more easily", "the first source of photo materials in the circle of friends";Private chat is not supported; It is not supported to share content in the community to social networks such as WeChat, QQ, Weibo, etc.;The relationship with other users is limited to liking, and does not support comments, sharing, and favorites;In the personal data, only the avatar, nickname and description are included; The picture recommended by the homepage feed, the user can only use this template to edit the album picture.

The picture comes from the pushpin App If users want to view the "Pushpin" content published by other users, they need to click the "Earth" icon in the upper right corner, which displays a collection of content published by other users, and click on the picture details to enter a user's work page. To sum up, "Pushpin" is more like a picture editing application, such as Piczoo, Spicy Picture Editing, Tiantian P Picture, etc., but it also has social expectations. The pictures edited by users in the logged-in state will be saved by default to "" Pushpin" ID, these content are likely to be recommended to the "Discover" channel for other users to see.

The product strategy of “Pushpin” is very similar to that of Meitu Xiuxiu, which is a photo editing application, but last year, Meitu Xiuxiu changed its operation strategy from tools to “beauty and social networking”. Xiuxiu puts more emphasis on social roles. When users use Meitu to edit pictures, the system will continuously induce users to save pictures to the Meitu Xiuxiu community. On the Meitu Xiuxiu app, the button for "beautify pictures" is very hidden, but community content takes up a lot of space. Applications such as Piczoo, Spicy Retouching, and Tiantian P-picture are purely editing applications and have no social attributes.

Therefore, "Pushpin" is more like targeting Meitu Xiuxiu. Of course, the existing products of "Pushpin" are definitely not as powerful as Meitu Xiuxiu, but the paths of the two are converging. In fact, the product "Pushpin" is immature. For example, the picture editing function is very rigid, only providing template editing, and the system does not have many templates; there is no basic picture editing function, and users want to crop and edit pictures. , mosaic and other functions are not available, which means that users need to perform basic editing on the picture in other picture editing software in advance, and then go to the "Pushpin" to retouch the picture according to the template; LBS function is not supported.