No matter what kind of social product it is, its ultimate goal is to help users build links. Since the development of social products, the form has matured. Among them, relationship chain, interaction and content are the core elements of social products. This paper analyzes these three key elements, hoping to bring you some inspiration.

After working in an outsourcing company for more than two years, I joined a startup company and started my own exploration in the social field as the head of its overseas social application. In the following time, I will summarize my exploration experience in writing regularly and share it with you.

I’m not very knowledgeable. I hope everyone can learn something from it.

If we want to make a good social product, there is no doubt that the first thing we need to know is: What is social?

According to the definition of Baidu Encyclopedia, socialization (that is, social communication) refers to the social activities in which individuals communicate with each other for material and spiritual exchanges under certain historical conditions.Because the essence of animal society is the sum of all social relations formed on the basis of material production and labor, social communication is the inherent requirement of animal nature to a certain extent.

In the past, people’s social activities included offline salons, blind dates and even chatting among friends, and the Internet brought new social ways, and social products such as WeChat, Soup and soul emerged one after another. People have met their needs for material, information and spiritual communication in various ways.

However, just as a successful person owns a house and a car, we cannot define that success equals a house and a car.Whether it is the exchange of materials or the exchange of information and spirit, it is only the appearance of social interaction to a certain extent. I think the essence of social interaction is linking.. Based on the link, one person, a group of people, established contact with each other, thus having the possibility of exchange.

At the same time,The formation of links is limited and influenced by time and space. Based on different link subjects, media and forms, various types of social products that we are familiar with have emerged.

For example, distinguished by the main body of the link, it links the social application WeChat of acquaintances of relatives and friends, and links the social product soul； of strangers who have no contact with strangers; Differentiated by link media, there are interest-based social applications and LBS social products based on geographical location. In terms of form, there are audio social products Hertz, video social products HOLLA, cat call and so on.

butNo matter what kind of social product it is, its ultimate goal is to help users build links.

Relationship chain is one of the core elements of social products, which refers to the connection between people. The network formed by the combination of multiple relationship chains is what people often call relationship network.What is human nature? Marx concluded that "the essence of human beings is not an abstract thing inherent in a single person, but in reality, it is the sum of all social relations". In our daily life, no one can get rid of "relationships". Relatives, friends, classmates and partners have various relationships, strong and weak.

Different types of social products often have different entry points for the relationship chain.

Cut in with a strong relationshipWechat, which everyone is very familiar with, is a social product based on strong acquaintances, not only WeChat, but also most IM products such as WeChat and QQ. The key to acquaintances’ socialization lies in whether they can successfully transfer the offline relationship chain of users to online, thus making the communication between acquaintances more convenient. Once the relationship chain is successfully migrated online,The strong relationship between acquaintances is itself a very powerful moat for acquaintances’ social products.In my opinion, this is why it is difficult for new acquaintance social products such as Duoshan to shake the dominance of WeChat in the social field of acquaintances.

At present, there are still new social products coming into the market, such as soda and other products that I brushed recently when I brushed Tik Tok. Most of them areCut in from the perspective of weak relationshipSocial networking products for strangers. At present, the more successful social products for strangers in the market include Momo based on LBS, soul with three views matching as the selling point, Hertz with the main voice socialization, Douban with interest dimension, Post Bar and so on.Weak relationship is the starting point of strong relationship. Compared with strong relationship, the establishment cost and migration cost of weak relationship are much lower.This is why it is difficult for a monopoly giant like WeChat to appear in the field of strangers’ social interaction, and why there are always new products coming into the track of strangers’ social interaction.

butDue to the low credibility of weak relationships, most social products of strangers have to improve their credibility through various channels to realize the core value of the products.For example, social products with heavy value such as Momo and exploration will require users to authenticate with real people, while soul, which focuses on soul socialization, provides users with psychological test questions.

The strength of all relationship chains may fluctuate with time. For the same relationship, such as partnership, the feelings of couples who stay together every day may continue to heat up, and couples who have been separated from each other for a long time may become unfamiliar. The fluctuation of relationship strength is inseparable from the interaction between them.

Interaction is also the core element of social products.

Interaction refers to the process of interdependent behavior between individuals, groups and groups in society through language or other means to spread information.It takes two hands to clap, and one person can’t interact.

Users who establish relationships can interact, and the interaction between users in turn affects the stability and strength of the relationship chain. The key is thatInteractive mode, intensity, frequency and value..

Taking the common Internet social products as an example, in most products,Common interactive behaviors include chatting, liking, commenting and forwarding.And different interaction modes correspond to different interaction intensities. For example, the interactive intensity of comments is greater than that of likes. And the same is chat, the interactive intensity of video chat is generally greater than that of text chat.Under normal circumstances, the greater the intensity of interactive behavior, the easier it is to enhance the closeness of the relationship between users.

For the same kind of interaction, the higher the interaction frequency, the closer the general relationship. But this is not absolute, because whether user interaction is effective or not, there is also a very important key point, that is, the value of interaction.

There are a thousand cups of wine for every bosom friend, and more than half a sentence for lovers. In our daily life, we may encounter such a situation. For example, at work, some colleagues have worked with you for a long time, and you are still familiar strangers after work for a long time, while some people have become friends through a few supper after work, even though they have not known each other for a long time.The reason for this difference lies in the difference of interactive value.The communication with old colleagues may stop at work. These exchanges are conducive to the smooth development of work, but they can’t make you know each other better. However, chatting in different places during the string talks makes you have a basic understanding of each other’s hobbies and values, thus becoming friends.

Interaction is the key to the generation and change of the relationship chain between users, but a good interaction can’t happen out of thin air.When posting a comment, there must always be someone to comment on and chat with others. The key is to talk about what won’t lead to embarrassing chat.The key auxiliary information is the content.

Content is auxiliary information to help users interact, which refers to the information that users disclose to others.In the early days of the Internet, limited by the network technology and network speed, the content display among users was mainly in words, resulting in pure text social products such as BBS, blogs and IM tools. With the maturity of the processing technology of pictures and audio and video, various types of content such as pictures, audio and video began to participate in social activities in a richer form.

For any social product, the content supply chain is basically composed of three main links: content production, content distribution and content consumption, and how to optimize the content supply chain is particularly important for all social products.

To guide users to output valuable content, we can refer to the concept of value proposition in economics and encourage users to output content with internal or external value, which can be in the form of spatial dynamics, photo wall and so on.For products with sliding pairs such as tinder or Explore, they encourage users to upload more personal photos and update more real personal information, which belongs to the content produced by users. Of course, how to recommend suitable users to each other is what tinder and explorers need to consider in the content distribution. For products such as Tik Tok, Yikan and Weibo, which focus more on content socialization, besides personal data, they will try their best to let users publish more dynamic content, such as providing them with tools for editing pictures and videos, lowering the threshold for dynamic publishing, and providing material or spiritual incentives for high-quality content, thus encouraging users to produce content. With sufficient content sources, content distribution has become a top priority. For example, Tik Tok is famous in the Internet circle for its extremely powerful content recommendation algorithm.

Of course, we can’t be anticlimactic. On the consumption side of content, how to help users consume content better and encourage users to interact with content producers based on content is the key ending to complete the whole social closed loop.

In subsequent articles, I will further discuss the content supply chain, so I won’t expand it here for the time being.

This is the end of the article, hoping to play a role in attracting jade.

Aaron, WeChat official account: In Aaron’s cabin, everyone is a product manager columnist. Head of social products at sea, an internet observer who is keen on sharing.

This article was originally published in everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

1905 movie network news At 12: 52 on September 5th, an earthquake with a magnitude of 6.8 struck Luding County, Ganzi Prefecture, Sichuan Province. Huang Xiaoming, Zhao Liying, Leo, Chris Lee, Lin Yilun and other literary and art workers donated money and materials to support the disaster area at the first time.

China Film Report contacted Huang Xiaoming for the first time. Huang Xiaoming said: "My first thought was that Sichuan definitely needed our help. We should take action. Our people and materials arrived in Luding at the same time today (September 5). When our Sichuan compatriots suffered such a big earthquake, I was really very, very uncomfortable, but there was a kind of heroism in the people of Sichuan and Chongqing. I believe they will be very open and strong, and I also believe that our Sichuan people will definitely tide over the difficulties. "

It is reported that Huang Xiaoming Tomorrow Love Fund sent the first batch of relief materials to Luding earthquake-stricken area, including 150 tents, 100 damp-proof mats and 500 emergency lights. Chris Lee Corn Love Fund sent 100 tents and 1,000 outdoor camp beds to the earthquake-stricken areas overnight. Lin Yilun donated 500,000 yuan for earthquake relief.

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Donation method for disaster relief

In addition, many filmmakers have taken action. Yang Mi, LAY, Cyndi Wang, Dilraba, Karry, etc. also posted on social platforms for the first time to pray for the compatriots in the disaster area, wishing everyone can be safe.

After the earthquake of magnitude 6.8 in Luding, Sichuan, the rescue is still going on, and the earthquake rescuers have worked hard. Pay attention to safety! United as one, we will tide over the difficulties together! Come on, Luding Come on in Sichuan!

　

Xinhua News Agency, Beijing, May 20th Question: About one out of every five primary and middle school students has a "chubby" student. Pay attention to these.

Xu Penghang

The quality of life has improved and the level of nutrition has improved, but there are more and more "chubby piers" around. Nutrition and health is an eternal topic during the growth of children and adolescents. May 20th is China Student Nutrition Day. What is the nutritional status of Chinese students? What harm can overweight and obesity bring? How to eat to be healthier?

Grow taller and gain weight.

The Scientific Research Report on Dietary Guidelines for Residents in China (2021) (hereinafter referred to as the "Report") shows that the nutritional status and physique of Chinese residents have improved significantly, the dietary quality has improved, the food structure has changed, and the nutritional deficiency of residents has been fundamentally improved. The growth retardation rate and low body weight rate of children under 5 years old have dropped to 4.8% and 1.9% respectively, which has achieved the preset goals of the 2020 plan. The anemia rate and vitamin A deficiency rate of children and adolescents have decreased significantly, and the nutritional status has improved significantly.

With the improvement of nutrition level, the height of children and adolescents in China has increased significantly. In the past 30 years, the height of boys and girls aged 6-17 has increased in all age groups, with an average height increase of 3cm every 10 years.

However, there are more "chubby piers" around. The data show that the overweight and obesity rates of children and adolescents under 6 years old and 6-17 years old in China reach 10.4% and 19.0% respectively, which is equivalent to nearly one "chubby pier" for every five primary and secondary school students. The problem of overweight and obesity of children and adolescents needs urgent attention.

The consumption rate of sugary milk drinks is 30%, which is one of the "culprits" of obesity.

Statistics show that the sales volume of sugary drinks is increasing year by year, and the consumption rates of sugary milk drinks and drinks for children and adolescents are above 30% and 25% respectively.

The report shows that although the intake level of added sugar among Chinese residents is not high, as the main source of added sugar, the proportion of consumers of sugary drinks and their consumption are on the rise rapidly. The consumption rate of sugary drinks among children and adolescents is higher than that of adults, which should be paid enough attention to.

Experts suggest that high sugar intake has become the main risk factor of obesity and diabetes in adolescents, and controlling sugar intake in adolescents is the key to promote the healthy growth of adolescents. According to statistics, the prevalence of hypertension in obese children and adolescents is 4.0 times of normal weight.

Balanced diet with reduced oil and salt

Chronic diseases are closely related to long-term dietary imbalance and excessive intake of oil and salt.

The data show that high salt intake is still widespread in China, and the average salt intake for household cooking is 9.3 grams per person per day, which drops by 2 grams every ten years, but it is still higher than the recommended value of < 5 grams.

In addition, high fat intake is also an important factor causing overweight and obesity. According to a survey conducted by the Nutrition Society of China, the top 10 dishes that are often bought for eating out and selling out are mostly fried food and animal dishes. People who mainly eat out and eat out for a long time have the problems of excessive consumption of oil and salt and unreasonable dietary structure.

Ding Gangqiang, vice chairman of the Nutrition Society of China and director of the Institute of Nutrition and Health of China CDC, suggested that reasonable diet, reducing the intake of livestock meat, smoked meat, salt, oil, added sugar and alcohol, and increasing the intake of whole grains, vegetables, fruits, eggs, seafood, milk, beans and nuts are beneficial to health.

Increase physical activity to achieve "eating balance"

Exercise plays an important role in human energy balance. To maintain a healthy weight, we should not only have a reasonable diet, but also strengthen exercise and maintain a "balance of eating".

The report shows that insufficient physical activity can lead to excessive weight gain, and more physical activity is not only conducive to maintaining a healthy weight, but also to reducing the risk of cardiovascular diseases, improving brain health and improving attention.

"Exercise is not a dietary suggestion, but it plays an important role in energy balance and weight maintenance." Ding Gangqiang said.

Ding Gangqiang introduced that most countries recommend exercising for 30 minutes a day or 150 minutes a week, and some countries (such as South Africa) also believe that each exercise should be no less than 10 minutes.

It is reported that the "14th Five-Year Plan" and the outline of the long-term goal in 2035 specifically propose to implement the nutrition improvement plan for preschool children, effectively control children’s obesity and myopia, ensure school physical education class and extracurricular exercise time, and carry out national physical fitness monitoring and intervention with emphasis on teenagers.

　　On September 10, the latest sales data of new power brands in the Chinese market showed that in the past week (September 2-September 8), the ideal, ask the world, and zero run continued to occupy the top three; followed by polar krypton, NIO, dark blue and other common players. Last week, the long-term value accelerating zero car not only continued to consolidate the new pattern of "reason ask zero" with the results of 6,300 cars, but also continued to narrow the gap with the ask world, and the weekly sales reached almost two Xiaopeng. Facing Xiaopeng and NIO both cut into the 150,000 market, industry analysts analyzed that the zero run car that has been deeply cultivated for many years and has run through the price band is no small challenge for any latecomer.

　　It is worth mentioning that in the past August, Zero Run car delivery reached 30,305 units, a record high, an increase of more than 113% year-on-year and a growth of more than 37% month-on-month; among them, Zero Run car SUV family delivery accounted for more than 72%, Zero Run C16 delivery of more than 8,000 units; with strong product strength and steady development strategy, Zero Run quickly became the third monthly sales of 30,000 units of new car manufacturing forces, up more than! In the fourth quarter, Zero Run will debut the first product B10 of the new platform at the Paris Motor Show. The car is aimed at young consumers around the world and is expected to become the next popular model in the Zero Run and new energy industries.

　　With its highly competitive configuration performance and value advantages, Zero Run’s latest flagship product, the ultra-comfortable intelligent 6-seat SUV Zero Run C16, is on the market and sells well, and drives the sales of Zero Run. As the flagship model under the LEAP 3.0 technical architecture, Zero Run C16 is equipped with the industry-leading "four-leaf clover" central integrated electronic and electrical architecture, which is a real software-defined car product; high-end driver assistance system with Orin-X + lidar hardware, all series are equipped with Qualcomm SA8295P flagship smart cabin chip as standard, and the rear ceiling screen and 21 Yang Dolby Atmos luxury audio are introduced in the audio and video entertainment, realizing the cockpit intelligence and luxury experience second to none in the same market. It can be called another dark horse in the new energy household SUV market. The C16 has now been delivered nationwide, and is expected to become a weapon for Zero Run to further increase its sales in the second half of 2024.

　　Whether it is the recent MONA M03 launched by Xiaopeng or the Ledao sub-brand launched by NIO, the two new power car companies intend to enter the 150,000-level market through the second brand. However, an indisputable fact is that focusing on one market, the Zero Run cars that have launched popular SUV families (C11, C10 and C16) in the past three years have already run through the 150,000-level market. In August, Zero Run sales broke through 30,000 units first, while NIO and Xiaopeng stayed at 20,000 and 10,000 units respectively; obviously, Zero Run has established a significant advantage in the 150,000-level market, and is also known as the "Little BYD" among new forces.

　　Zero Run is not only a new power brand in the same echelon in terms of sales, but also a symbol of the financial performance of the car company "Lizi". According to the second-quarter financial report, Zero Run is better than Xiaopeng and NIO in terms of net loss control and year-on-year revenue growth. It not only demonstrates its excellent cost control and strategic advantages, but also is expected to become the second new power car company in China to achieve profitability after the ideal.

　　It can be said that NIO and Xiaopeng, which began to develop the 150,000 market in the second half of 2024, are somewhat sluggish compared to the zero running that has been deeply cultivated in this field for many years. In a word, with the early layout, accumulated a strong user base and word-of-mouth, and established a "good but not expensive" product image, the zero car has "led" 150,000 yuan-level new energy vehicle market, which is no small challenge for any latecomer.