Mctalk's entrepreneurial voice - erudition and discernment: be interested in socializing, and provide a "small and beautiful" space for old friends before and after retirement

Every era has its own melody , Innovation and entrepreneurship are unchanging themes in the changing times . From the industrial age 、 Information Age , To the age of intelligence , There is no shortage of brave pioneers , Some people rise up with the trend , Some people are disappointed , Some people still wait for the next one with full expectation after missing a tuyere . Their experience is getting richer and richer 、 More and more knowledgeable 、 The will is getting stronger and stronger , Obtained all-round quenching .《MCtalk Entrepreneurial voice 》 It's a new column launched by Netease smart enterprise , Designed to focus on changes in all walks of life 、 Focus on innovation and entrepreneurship leaders . Through dialogue, star Entrepreneurs , Share their entrepreneurial stories and insights into the industry .

This is a 《MCtalk Entrepreneurial voice 》 Of the 05 period

The root of loneliness of the elderly mostly lies in some form of “ Lose ”, And emerging social applications “ Leisure Island ” Fighting it , Help those 50 to 70 A multi-year-old 、 Middle aged and elderly people who are crossing the retirement barrier , Find a way to make a smooth transition , relieve “ Loneliness and oblivion ” The psychological burden of , Start a happy second life .

“ Leisure Island ” The behind the scenes team is Beijing boxue Mingbian Technology Co., Ltd , The founding members are from Baihe , Focusing on Internet social products for more than ten years .2019 year , The team saw “ Old people socialize ” Market gap and general trend , What I want to do is still to connect people through the Internet , Make life better , Try to be number one on the track . This column invites liuxiaoduan, one of the founders of erudite discrimination , Talk about the re entrepreneurship stories of social veterans .

Social restructuring after retirement 「 At a loss 」

“ My father is like this , Full of expectation for retirement life before retirement , Finally I can stop working , But really retired and fear and anxiety . In the first half year of retirement , There is no decline .” Liuxiaoduan mentioned , later , The father slowly began to have deeper communication with his children , Play with your grandchildren 、 Tutoring assignments , Gradually formed the law of companionship .

Another net name is “ Time passes quickly like a white pony's shadow across a crevice ” Liu Xiaoduan was deeply impressed by his uncle in Beijing . The owner of the account is already a star old man in Xianqu island . He is over 60 years old , Ride a motorcycle , Like photography , Often share travel notes , Both talent and personality .

however , This kind of cool life , In fact, it also covers the loneliness in my heart . In an article , The old man recalled the day when his first love died , He went to see her off for the last time . Like many aging peers , My uncle is also experiencing separation from his family and friends , Even Yin and yang are separated . In order to avoid , I will even take the initiative to cut off some contacts .

Liuxiaoduan mentioned , When she read this article , crying . In the past , She saw the confusion and loneliness of retirement from her family ; And in the process of entrepreneurship , She is more likely to go deep into the life of the elderly , It calmed her down and made her feel , It has also become the leisure Island team where Liu Xiaoduan belongs , Firm and deep ploughing “ Old people socialize ” Important reasons .

After retirement, , The elderly will have a slow process of behavioral and psychological adaptation , Especially when the children are not around , Many old people are not only lonely , Will encounter many challenges .

“ People are getting older , Will not only face the visual 、 The gradual decline of physical strength and memory , It will magnify the negative impact of this change on psychology . Because their role in society is weakening or even disappearing completely , And the death or alienation of acquaintances , Disrupting the original social rhythm , All these have aggravated the spread of loneliness and self denial .” Liuxiaoduan shared her insights .

The data of the seventh national census of the State Council shows that , China 60 The proportion of the population aged 15 and above reaches 18.7%, among 65 The proportion of the population aged 15 and above reaches 13.5%. One criterion is ,60 People over the age of account for% of the population 10%, That is, entering an aging society . At present , China has completely reached “ An aging society ” Standards for , It will even enter a moderately aging society at the end of the 14th Five Year Plan period , That is, the proportion of the elderly exceeds 20%.

chart | Changes in the number of elderly people in China

" We hope that the elderly who are approaching retirement , Even without children , You can also find peers , Develop common interests , Chat or relieve boredom , Let the Internet become a supplement to the original life , This is one of our original business intentions .” Liuxiaoduan said .

Social life provides for the elderly “ Multivitamins ”, They can learn to face new things and make new friends . Good social intercourse can provide them with emotional sustenance 、 Trust and care , Effectively prevent loneliness .

Now , Leisure Island gathers millions of middle-aged and elderly people before and after retirement . For the elderly , The community is like a paradise , A group of like-minded people live together , Gossipers often compare skills with each other , And for young people , It is like a mirror , Young people will be faster 、 See some thoughts that you may have when you grow old .

Looking for delicate product expression  

Community building capacity , It wasn't built in a day

“ First , Starting from the product itself , Old people are very different from young people , Whether it's in usage habits , Still physically .” Liuxiaoduan said , The eyesight of the elderly group decreases , Color font 、 Information transmission mode 、 Function presentation framework 、 You can't use the popular social software to operate gestures and other directions .

“ For most older people , They are not born with internet genes , Will not take the initiative to look for... Like young people , I need you to tell them , Even put things in the open , Put it at hand , They just click , Try it once , In fact, this requires a delicate product expression .” Liuxiaoduan pointed out .

So , The team also had a big debate in the early days of entrepreneurship , The final conclusion is , Make emotional social products , There can be no lack of real feelings .“ It is a way of thinking , It would be really hard to do without this way of thinking .” Liuxiaoduan said ,“ Design should be more proactive , The emotion is more delicate ”.

With this thinking , During the epidemic, Xianqu Island quickly launched the live broadcast section . Affected by the epidemic , There are many restrictions on offline gatherings in Universities for the elderly , More elderly people will shift their social entertainment scenes to online . Leisure island will be filled immediately , Users come online spontaneously , Organized a variety of free courses , Like Pipa 、 guzheng 、 Sing a song 、 Recitation 、 Calligraphy, etc , Give full play to their strong points .

During the outbreak , Online groups are busy , There are tens of thousands of chat rooms every day , Even hundreds of thousands of chat records . The old people found people nearby 、 People of the same age , Or people with common interests , We are talking about delicious food 、 tourism 、 Photography 、 Past stories , Free and inclusive .

“ In reality , Some old people may be introverted , But the Internet dispels all kinds of concerns , This is the same as our young people .” Liuxiaoduan accidentally found .“ What we can do is to keep the basic functions , Help the elderly to adapt to the impact of the epidemic , Satisfy the need to talk and be needed .”

Around the chat room 、 live broadcast 、 Community square plate , Leisure island is still opening up new functions , The standard of function selection is that the user thinks it can be used easily . With “ Old photo restoration ” Function as an example , Many old people may have faded photos in their homes , Although it is old, I still want to treasure it , Because every photo carries a memory .

Liuxiaoduan also introduced , The existing functions have been relatively rich , Product teams often notice hot spots in the market at the first time , Like the meta universe 、 Artificial intelligence , Let the elderly have the opportunity to contact with the new generation of trendy technology , Open your eyes . Next , Short term goals , Is to continue to optimize the existing functions , Focus through functions , Highlight the functions that can meet the core needs of users , Put it in the right place .

Focus is an advantage in itself  

Even though , As a new social media, wechat has been accepted by the elderly , But many old people only use it as a tool to contact their children or acquaintances , The social sphere is still limited to a small circle , Wechat users are still young .

This May Day holiday , Liuxiaoduan was surprised to find , When a user broadcast a saxophone performance live in the park , I made a simple “ Billboard ” To recommend “ Leisure Island ”APP. In the live , The old man praised the leisure island with enthusiasm , I hope that in the days when I don't go out to perform , We can also communicate with more fans online .

Saxophone is one of the user's hobbies , adopt “ Leisure Island ”APP, He has made many good friends who share the same ideals , I also gained a small group of fans . This also shows that , There is no doubt that the elderly have social needs other than small-scale private friends , At present, the social intercourse that the elderly yearn for is no longer limited to offline , The emergence of leisure island has supplemented this market gap , More deeply meet the spiritual needs of the middle-aged and the elderly .

2019 In the first half of , The erudite and discerning team began to think about this problem , Social applications for young people are emerging in endlessly , However, there are few middle-aged and elderly groups , Helping older people socialize is not only important , Or the future trend . therefore , In the second half of the year , The team formally started to build community products .

Erudition and discernment entered the early stage “ Old people socialize ” A group of enterprises in the commercial track , Accumulated first mover advantage . Now , A large number of users are APP Share your life in , Talk for hours every day .

When many Chinese Internet products started , There are mature product references overseas , Then it will be optimized according to the Chinese behavior . But three years ago , There are few in the market “ aged ” Social applications created by this group , The team can only touch the stone to cross the river .“ We don't have much to refer to , This is a challenge . It also pays a high cost .” Liuxiaoduan said .

At first , The team positioned the product in the family 、 The application of mobilizing children to care for the elderly . Nearly a year after this product was launched , The team found that this path may not be the best , Or not the most direct , Although the care of children is just needed for the elderly , But compared with the need for peer dialogue , This kind of rigid demand is not expected to be so high .

“ The communication of the same age becomes a kind of law in their life more naturally .” Liuxiaoduan pointed out . With the experience of long-term social products in the past , The team quickly found a new model , While keeping the positioning of the crowd unchanged , There are some changes in the entry point .

After the product logic changes , Leisure island is positioned to serve the leisure people who are about to retire and have already retired in China , Help the elderly develop “ Interested in socializing ”, Provide learning improvement 、 Activities / party 、 Record / Share 、 Chat / Interaction 、 dating / Group and other service functions , Covering vocal music 、 calligraphy 、 painting 、 dance 、 Recitation 、 health 、 English 、 Tourism and other areas of interest , It provides a “ Interest driven ” Social templates for older people .

At the end  

In the digital age , The connection between the elderly and mobile phones is obviously increasing day by day , But they are still cautious about the Internet , Usage habits are still being cultivated , Both the elderly market and the elderly users are in a process of continuous change and development .

Regarding this , Liuxiaoduan talked about , The team is trying to make the social environment of the product as safe and reliable as possible , Provide various risk tips in time , It also cooperates with third-party security risk control manufacturers such as Netease Yidun , Do a good job in risk control , Let the middle-aged and the elderly reduce some tension when using mobile phones , Dispel all kinds of concerns .

“ On the basis of safety , The acceptance of the middle-aged and the elderly will be higher and higher , Users have enough trust in your products , Will go deep into the use of , Will be willing to recommend to the people around you by word of mouth .” Liuxiaoduan felt ,“ How much budget do we make in the market , How much does it cost to advertise , Can't compare with the people who sincerely help us to do propaganda .”