Rongyun Insight: Building a social metaverse, starting from "understanding the post-00s"

No one can live out of the "post-00" slang. Follow [Rongyun Global Internet Communication Cloud] to learn more

yyds, xswl, zqsg are widely spread abbreviations, maybe you can get them with a little surfing on the Internet. So, what about cqy, nss, dd, mz?
"Post-90s" have Martian characters, and "post-00s" have abbreviations. Different generations have their own language systems, which also form their unique social passports.

The reasons behind it are the imprint of the times and group needs of young people in different growth environments. The so-called "those who win young people win the world", especially in the social field.
Facing the future market, we must understand the social demands of "post-00s" behind "seeking for expansion, warm talk". After all, the popular Facebook of the previous generation started in schools, and QQ also started in schools and is still the most important social position for a large number of "post-00s".

From another perspective, it is the changes in social needs of young people from generation to generation that have prompted the continuous iterative replacement of social products and the exploration of communication cloud capabilities.

Read "After 00"

1. Growth environment

The "post-00s" grew up in a period of rapid economic growth in China, which shaped their individual characteristics and their spiritual pursuits on a material basis. At the same time, they are the natives of the mobile Internet, and their growth process is accompanied by the explosion of mobile Internet and content.

"Post-00s" grow up in "4+2+1" families, and are rarely restricted by traditional family norms, but more exclusively enjoy the care from their families. Their independent consumption awareness and ability are strong, especially in resource acquisition and utilization, in-depth learning and thinking, multicultural absorption and tolerance, innovation and entrepreneurial spirit.

2. Population characteristics

self generation. The simple family structure makes the "post-00s" more self-conscious, and they are used to making their own decisions. They will be more trendy on social platforms, pay attention to individual expression, and prefer a strong interactive communication method.

Circle culture. As the youngest generation, they want to explore the unknown world, they hope to expand their circle of friends through online social networking, and they want to meet more interesting people. Groups and interest circles share life with strangers and seek spiritual belonging and identity. The honor of "family" is higher than that of class. The abbreviations that are popular on the Internet now come from the "post-00s" fan circles, which are the social currency for them to identify each other and exchange for recognition.

(Fan circle culture, representative of "post-00s" circles)

Entertainment comes first. According to Sequoia Capital data, more than 80% of the "post-00s" in the country have experience in using social networking, audio and video, and game applications, especially those in first-tier cities. In terms of entertainment consumption, the "post-00s" are hard-core groupies who are willing to give idols kryptonite; in terms of text reading, they pay the most attention to online novels, and even go to the end to write directly and become great authors. To sum it up:

• Interest-driven, independent, emphasizing spiritual satisfaction and identity
• Strong sense of innovation, independent decision-making, multicultural absorption and tolerance

The social needs of "post-00s"

Post-00s rely more on social networks to connect with others than pre-00s. According to Deloitte data, 52% of "post-00s" use social networks every day, of which 48% use social networks 10-20 times a day, and they prefer to express themselves by posting photos and videos.

In addition, "post-00s" who are "addicted" to social networks also show unique social needs.

1. Decentralization

For the "post-00s", the virtual identity of the digital world outside the real world may be more important, and more energy and emotions have been poured into it.
Virtual kingdoms such as fan circles, language C (language cosplay) and even virtual companies, each has its own social rules and complete form. They expect more fairness, respect, and listening that the real world lacks here.

In traditional social platforms with good looks and positioning, only people with high value and good looks will give priority to users’ attention. Therefore, high-quality users are easily disturbed on the platform, while ordinary users are rarely concerned. The resources of the platform will continue to be concentrated to the users in the central position, and the centralization of the social platform is serious.

Most of the "post-00s" are currently in their student years, or they have just entered the society, and they are full of beautiful visions and expectations for the future. What they need is to find their own circle on social platforms, and integrate into it, constantly connecting with people who can resonate with them.

(Post-00s prefer decentralized social forms)

2. Image Virtualization

Among the "post-00s" young people, animation culture is favored by more than half (51.9%), second only to games (57.2%). Due to the pursuit of animation culture by "post-00s", the second dimension is definitely not a niche culture in their group, but a mainstream culture.

At the same time, 56.1% of the survey respondents have virtual idols they like, and virtual idols have also become an emerging marketing method to increase favorability between brands and users. 78% believe that virtual idol endorsement can increase brand favorability; 79% prefer virtual idol endorsement, indicating that it can increase the possibility of purchase.

(Liu Yexi, a virtual beauty expert on Douyin)

"League of Legends" virtual girl group

Whether the content created with avatars is popular is determined by the user's personality and imagination. Compared with real photos and videos, virtual images can reduce users' social pressure and reduce the risk of social centralization. Therefore, avatars and their creative content are very common on social platforms that focus on "post-00s".


(The avatar in the social app)

3. Diversified communication methods

Internet terms: Influenced by the two-dimensional culture, "post-00s" all bear a deep Internet imprint. The "post-00s" who are flooded with Internet language love the language expression under the two-dimensional culture, and think that Internet language is relatively friendly, and they are keen to laugh at themselves and "play tricks" with friends.

Pictures, videos, emojis: Younger generations of users are more likely to send pictures than text when communicating. Shooting a video is a better way to interact with the other person than text. In addition, emojis (Emoji) also allow users to express more content with less text.

Voice-based: Voice can express personality, emotional attitude and other information better than text, and it is more in line with the communication characteristics of "post-00s" groups who prefer strong interaction. More and more social platforms are trying to replace text with voice in some functions, such as small notes and message boards.

Capability Mapping for the PaaS Layer

The social needs of "post-00s" are reflected in the capabilities of the PaaS layer, mainly in the following aspects.

1. Virtual image <br>Including overall solutions such as face pinching, facial capture, body recognition, virtual background, and spatial sound effects, it is also the direction that Rongyun is currently investing in research and development.

2. Scene switching <br>Because social networking, audio and video, and games are favored by "post-00s", a single theme space often cannot meet their needs, and it is necessary to support free switching of multiple RTC scenes and multiple IM message types. Meet their diverse communication methods.
Using Rongyun RTC+IM+X full-scene solution can perfectly solve complex space scenes.

(Meet the diverse scene preferences of "post-00s")

3. Community groups <br>More and more young users are looking for their own circles in community groups, communicating with strangers with similar interests, and expressing their thoughts and opinions. Large groups, individual expression and real-time interaction are their core demands.

Rongyun Super Group is the industry's first native super group PaaS service. With unlimited number of users and diverse real-time interactions, it has become the first choice for building a real-time community social form that "post-00s" love.

In the real-time community, users can freely create and manage their own social circles, with multiple channel types such as text, voice, and posts, to meet the needs of the new generation of social users to create functional groups and interest circles.

(Real-time community concept map based on Rongyun super group)

At present, there is still a lot of room for innovation in social products for "post-00s", and this market is in need of a new product with appeal and leadership. A good proof is that the gel became popular in a very short period of time after it was launched.

This is also a potential area for the next explosion. Discord, which started as a game communication tool, has benefited from its popularity among students. Its decentralization, semi-openness, and multiple social functions have attracted a large number of students. Going into Discord to create a server, learning related is one of the first three types to be recommended. Under the social distancing management of the epidemic, Discord is even used by many schools to set up study groups, which shows its influence among young people.

The growth performance of young users is also one of the important reasons why it has become the darling of capital.

Now, an interesting proposition has been handed over to domestic social products, that is - who will win the "post-00s" Chinese social metaverse explosive products?