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关于昨天微信新功能的几点思考：微信＝社交金融？还是别想太多了！
时间：2016-01-27 11:05:00
文章发布：
原创作者：未知
来源：互联网

昨天，微信又一次“出其不意”地推出一张图片的限时功能，瞬间被用户刷了满屏的朋友圈，紧接着红包“摇一摇”上阵，一波，两波……对于我这种红包活动已“免疫”的人，我更喜欢斟一杯酒，品味微信的那种“既羞又骚”的情绪。

或许是因为微信在上次的公开课pro尝到甜头——在没有通知用户的前提下的“突然袭击”，可以让用户体验到惊喜的感觉，并为之而冲动，所以，这次微信推出的一张图片限时功能，同样采用了这种方法。

效果如何？不否认，应该取得了微信官方的预期效果。但对比那天的公开课pro，其实还是存在一定差距。除了这次开放时间比较少的原因外，更重要的原因是用户“惊喜感”在降低。

很难想象，在连续多次使用这种“突然袭击”策略的时候，还有多少用户在跟着玩。其次，也是重要的，如果微信没办法解决很多小的缺陷问题，恐怕下次再玩这些，还是会被人利用，此话后讲。

接着前面提到微信“既羞又骚”的情绪，其实在这次也不例外。微信掌门人张小龙多次提到注重用户体验感，无论是对广告，还是这种大规模活动，都是极为谨慎，并把这种“谨慎”全部浓缩到产品设计上，只有一个原则，不破坏既有的体验感。

但显然，还是出问题了。比如，一张图片红包产生的涉黄行为，这也是导致这次活动提前下架的关键因素（原定是在八点下架）。

我在想，在产品设计之初，微信到底有没有想到会出现这种情况？我给我自己的答案是：没有的。

当微信醉心于那些设计时，有时候真该反思一下，你已经不是一个小的社交工具，而是拥有数亿用户的平台，任何一个改动都会产生无限的放大效果。包括上次的公开课pro，怪用户缺乏智商？不，那只是部分用户在秀“优越感”，真实情况是微信官方的产品设计缺陷，整个页面都缺乏明显的标识。

不得不感叹，这真像是上了床，还扭扭捏捏，死活不愿把腿张开的那种。

在我看来，如今的微信依旧活在乌托邦的世界里，像昨晚连续几波的红包“摇一摇”，数量多，单个红包份额却很小，除了能引来一堆谩骂，也不剩下什么。

甚至可以说，人们在睡醒过后，压根不会记得你出现了什么红包“摇一摇”，只会想起昨天下午微信有一张红包图片。

换句话说，用户其实更需要新的刺激点，但显然这点的红包是无法替代的。当然，我也参与第一波红包“摇一摇”，给我的感受就是“怎么摇了那么久，红包还那么多？！”

由此产生“身份”的尴尬，当支付宝在大肆宣传发红包的时候，没人会说它，也没人会反感，因为它本身就是一个支付工具，“发红包”其实是理所当然的事。但微信不同，它是一种社交工具，“发红包”不过是副业，并非主业。两者对比起来，差距一眼明了。

当然，数据也自然有，支付宝依旧占据移动支付领域的七八成，微信支付基本无法撼动。

再往深点说，是微信不对吗？那倒不是，相反，微信已经做到“仁至义尽”，但我想的是，微信越是在社交金融领域开放，会“中毒”越来越深。微信从来不是为金融而生，它真的是很单纯的社交。

不过，也是因为如此，现在有一种说法，腾讯不懂得如何玩互联网金融，要不然就不会老是拿微信试水。

我并不认同。这取决于腾讯的态度，相对于阿里、京东的直接切入，腾讯更多的是侧面迂回，也就是“守好自己的一亩三分地，然后给你提供流量”。这是腾讯对于互联网金融所表现出来的态度，更加温和。

至于微信，无论从公司文化，还是从产品特点，它都不是一个玩互联网金融的好工具，能做到现在这样，纵使漏洞百出，其实也看得出尽力了。

最后，再补充一点，“社交金融”实际上并不成熟，仍然是一个很虚幻的概念，所以，微信＝社交金融？还是别想太多了。

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