QQ What is it? ？
It's a goose ？ It's a doll ？ It's social software ？ It's the product ？ It's quadratic ？ It's the trend. ？ It's ecology ？
answer ： All are ！2020 year 11 month 20 Japan ,2020 QQJOY The carnival was held in Shanghai National Convention and Exhibition Center, which has just finished the Third International Fair .
As QQ Annual fashion and cultural interactive exhibition ,2020 This year's theme seems to have a hidden theme of the big environment —— use “ Before the tide ” It expresses the brave attitude of young people in the face of challenges .
“ fearless ” This is a fashion attitude , This year, QQ Twenty one years old , stay QQ in , Many interesting and unique young cultures are being bred and spawned .
QQ Young communication , It's not just young people who communicate ,QQ On the way of communication 、 The content of communication is young , stay QQ On the interactive exhibition of fashion culture, the second-dimensional culture loved by light people 、 Trendy goods 、 A new generation of stars are waiting to be performed together , In front of young people .
Younger and younger QQ It's aiming at the pulse of the youth , And pay more attention to the younger ecology , Continue to improve the ecological layout of young content , Young people are welcome to join us Enjoy This happy world QQJOY.
Forever young “ Inverse growth ”
In the time scale of China's Internet ,QQ Through all the stages of the whole industry from scratch , The user base it serves , It has gone through many generational changes , from 80 after 、90 After the 00 Even after 10 after .
from 1999 So far this year , from QQ Show to centimeter show , From stepping on each other in space to being warm , From watering the flowers to keeping the fire ,QQ Several iterations , But the upgrading of products and playing methods are all around young users , This makes QQ Wantonly “ Inverse growth ” get up , And become a platform for young culture —— A forever young “ penguin ”.
Take the centimeter show as an example , The predecessor of CM show is QQ Show , In those years when the entertainment and social ecology was not rich ,QQ Show is a user in the network world a visualized variable logo , A hairstyle 、 A suit of dress , All of them show the cool of that era , Even become the trend enlightenment of many young people . And now in the centimeter show , Grooming is still one of the most popular features for users , Combined with this QQJOY, Cm show has also launched a virtual dress up with participating brands , The new design is more youthful and energetic , But there is also a trace of respect for the youth of that era .
“ The circle of ten thousand circles ”
American sociologist Manuel · Castel thinks “ Internet Society ” It's not an emerging social structure , It's the only social structure , in other words , All the age and class divisions , It's going to be like a mirror , In the world of the Internet .
And it's constantly being studied 、 Under analysis , The salient features of the new generation of young people have long been summed up , That's the pursuit of novelty 、 Personalization and interest first .
In new media 、 Short video 、 Secondary yuan 、 Under the impact of the collision of fan circle and other cultures , The unique expression of vertical interest circle is becoming the trend of the younger generation .“ Interest in ” It's always been QQ Create a guide for young content Ecology . The introduction of social links on the basis of interest , Let users integrate into the diversified cultural ecology .
For this generation of young people , Social culture is one circle after another , For example, language C circle 、Pia Drama circle 、 Shoe ring 、 Pen circle 、 Skate ring, etc , There are even more avant-garde baby circles 、 Valley circle 、 Animal circles and other circles .
stay QQ In the world of , Anyone who has a hobby can use the same kind of “ World language ” communicate , And find your own share of happiness .QQ It seems to be worthy of “ The circle of ten thousand circles ”.
for example QQ The group gathered over a million favorite words C Young people of , They use language C In a way that mimics a character you like , And the main position is the group , Members communicate with each other, understand their roles and evaluate each other's plays 、 Play and social interaction .
In the language C In the group , They play 《 A dream of red mansions 》《 Water margin 》, Also play 《 Fairy sword legend 》. language C It satisfies the young people's strong desire to share and “ persona ” demand , Through words C A new interpretation of culture , Young people are recognized by others in certain circles , Get more spiritual satisfaction .
In this year's QQJOY The scene , Skateboard 、COS Cartoon characters 、 Young people in Hanfu can be seen everywhere , They're here for the first time 、 Grab the tide and play the new co branded style 、 Play with the giant egg machine , Users from different circles can gain a sense of cultural identity in an immersive emotional environment .
As the most important social platform for young people in China ,QQ Continue to welcome and absorb young lifestyle , To cater to young people's social interest 、 Gameplay 、 The demand trend of content . Tide culture has become a common context for more and more young users ,QQJOY Provide a platform to extend users' emotions offline , And give users more interaction and expression space .
Different from the previous orientation of dimensional exhibitions , This year's QQJOY A new upgrade ,QQ To the role of the platform to enter the fashion market , It brings together a series of young interest elements .
One side QQ Hand in hand with many fashion brands , On the other hand ,QQ Also launched a series of self-made products , Try to pass through “ Platform aggregation + Self made products ” These two means to break through the industrial chain , create IP Closed loop of ecological industry . meanwhile , Users can also go online QQ Applet “QQJOY App main venue ”、“QQJOY The official surrounding mall of the Carnival ” Purchase the relevant brand and game products at the same time .
QQJOY The scene ,QQ The starting line-up QQ21 Anniversary of the QQJOY Limited tide geese 、QQ Chinese food blind box 、 Brother is a goose （GODISQ）、 QQ×KAKAO FRIENDS Wait for the tide to play . actually , In recent years QQ Around the penguin image launched a number of QQ Doll , And officially launched the sale this year , Sales are booming , There was even a “ goose ” Difficult scenes .
Besides ,QQ And Venom、DC Known as IP Co branded Dolls , It is well received by the public . at present ,QQ The film has been co branded 、 Comic 、 game 、 Variety show 、 Celebrities, Superstars 、 Sports Events 、 Fashion trends 、 Special planning and other eight series of systematic planning .
Besides the doll ,QQ Also with Zhou Shengsheng 、Moleskine、 BMW mini To launch a number of cross-border cooperation products , And this year, we will release the trend branch line QQ COOL LAB, And BE@RBRICK、FAEMER BOB、 Return force and other fashion brand cooperation , make “ Trend culture , Liancheng brand ”.
from 11 month 20 The date of , Current QQJOY Will continue 3 God .QQJOY Fashion night also invited Alfred Gini 、Code-A、GALA philharmonic orchestra 、 Meng Meiqi 、 Penicillin 、 Qin Xiaoxian 、 Fruit planet 、Tizzy T、Vogue5 Wait for the guests , Work together to create influence 、 Fashion stage with attitude .