2019年12月30日,北京多牛互动传媒股份有限公司(以下简称“多牛传媒”)推出全新的“人人”APP版,恢复了人人网时代围绕同学关系为核心的社交网络定位及其功能,正式回归社交市场。

on december 30,2019, beijing doniu interactive media co., ltd.(hereinafter referred to as \"doniu media \") launched a new version of\" everyone \"app, restoring the social network positioning and its functions around the core of the student relationship in the era of renren, and officially returning to the social market.

一度,许多80、90后都曾是人人网的拥趸。公开资料显示,最辉煌的时候人人网注册用户曾达到亿,在学生群体中广为流行。2011年,人人网赴美上市,迎来它的高光时刻,市值一度突破90亿美元,在当时国内的互联网公司中仅次于腾讯和百度。

At one point, many of the 80s and 90s were fans of renren. Public information shows that the most brilliant time Renren registered users have reached 100 million, widely popular among the student community. In 2011, renren listed in the u.s., ushered in its highlight moment, with a market value of more than $9 billion, after tencent and baidu among domestic internet companies.

2018年11月14日,在几次转型尝试依然没有摆脱发展困境后,人人网以整体对价6000万美元(2000万美金 4000万美元股份)卖给多牛传媒。

On November 14,2018, after several transformational attempts still haven't got out of the development dilemma, Renren sold it to Doniu Media for an overall consideration of $60 million ($20 million in shares).

如今,人人网卷土重来。但时过境迁,曾经的老用户已经由学校走向职场,他们还愿意回归吗?而新一代年轻用户又能否接受这个完全陌生的APP呢?

Now, renren is back. But time has changed, the old users have moved from school to the workplace, they are still willing to return? Can a new generation of young users accept this totally unfamiliar app?

2018年底多牛传媒收购人人网的时候,就开始着手对人人网进行调整。2019年10月,多牛传媒开始小范围测试,将人人网的社交网络与直播分拆成两个独立业务。

At the end of 2018, when the media bought renren, it began to make adjustments to renren. In October 2019, Do cattle media began a small range of tests to split Renren's social network and live into two separate businesses.

直播业务以“人人直播”APP单独运营,社交网络独立成为全新的“人人”APP。在彼时的官方介绍中写着,“人人APP,重新出发,从此社交不再单调,让熟悉的人不再陌生,搭建你我之间灵魂的桥梁”。

The live broadcast business operates separately as \"everyone live\" app, and the social network becomes a brand new \"everyone\" app independently. In the official introduction at that time,\" everyone app, start again, social no longer monotonous, so that the familiar no longer unfamiliar, build a bridge between you and my soul.\"

此次全新的“人人”APP延续了人人网的定位,是一个以同学关系为核心的实名制社交网络。APP也延续了原有的蓝色配色,保留一些经典功能,如用户实名制、校园主页、聊天(原站内信)等。

The new \"everyone\" app continues the positioning of Renren, is a student relationship as the core of the real-name social network. App also continues the original blue color matching, retaining some classic features, such as user real name system, campus home page, chat (original in-site letter) and so on.

用户的历史数据,按照时间线的顺序被完整的保存和延续下来。用户成功登录以后,曾经的照片、朋友都将以熟悉的方式展现,也可以发布各类新鲜事、评论、转发、一如既往的参与讨论。

The historical data of the user, in the order of the time line, is completely saved and continued. Once the user has successfully logged in, the photos and friends will be presented in a familiar way, and you can post all kinds of new things, comments, retweets, and participate in the discussion as usual.

与之前内测版相比,人人APP取消了针对学生学习的入口,此前这一入口包括PPT、电子书、论文、兴趣学习等,并且在兴趣学习中还提供了一些付费课程。

compared with the previous internal test edition, everyone app cancelled the entrance for students'learning, which included ppt, e-books, papers, interest learning and so on, and also offered some paid courses in interest learning.

此外人人网还推出了一些新玩法,诸如附近的人、光速加好友、面对面建群、人人运动等带。在官方的表述中“人人”APP将在社交网络方向不断创新,更多新的玩法也将在后续版本中陆续推出。

In addition, Renren has introduced new ways to play, such as nearby people, speed of light plus friends, face-to-face group building, everyone sports and so on. In the official statement,\" everyone \"app will continue to innovate in the direction of social networks, and more new tricks will be introduced in subsequent editions.

与此同时,全新的人人APP也试图借助人工智能技术,将海量内容与用户连接起来,从而使得用户更容易从海量内容中发现自己感兴趣的内容,参与热门事件的讨论,也去发掘更多志趣相投的朋友。

At the same time, the new app is also trying to use artificial intelligence technology to connect mass content to users, making it easier for users to find out what they are interested in from mass content, participate in the discussion of popular events, and find more like-minded friends.

根据APPStore数据显示,截止2020年1月3日,“人人”APP目前在免费APP总榜排名第9位,社交免费排行榜第1位。移动推广数据分析平台七麦数据预估,在2019年12月27日-2020年01月02日人人APP下载量超过47万。

As of January 3,2020,\" Everyone \"app currently ranks 9th on the free app list and 1st on the social free list, according to app Store data. Mobile promotion data analysis platform Qimai data estimate, in December 27,2019-January 02,2020 everyone app download more than 470,000.

针对为何要在此时上线人人以及后续运营规划等,《商学院》记者向多牛传媒发去采访函,截至发稿并没有得到回复。

The business school reporter sent a letter to mr. dou's media in response to why everyone was on the line at the time and plans for follow-up operations.

人人网成立于2005年,前身是美团点评创始人王兴所创办的校内网,在2006年被陈一舟收购,并更名为人人网,记录了许多80、90后的青春。

Renren, founded in 2005 and formerly known as the campus network founded by mr. wang, founder of the group, was acquired by mr. chen in 2006 and renamed renren, recording a lot of post-80s youth.

但面对微信、微博的强势崛起,人人网逐渐衰落。陈一舟曾在《人人网被骂太多,关于未来想听老用户的意见》一文中提到,“我们没能抵抗住微信的压力,我们的大学生用户时长从该用户大学毕业以后就开始逐步减少。”

But in the face of the strong rise of WeChat, Weibo, Renren gradually declined. Chen yizhou has been scolded too much, about the future want to listen to the views of old users,\" we have failed to resist the pressure of wechat, our college users from the user graduated from the university began to gradually reduce.\"

为了自救,社交功能日益衰退的人人网曾经历了多次转型。从涉足游戏领域,到转型互联网金融,再到开展直播业务,人人网的颓势却始终没有得到扭转。

The declining social network has undergone several transformations to save itself. From dabbling in gaming, to transforming internet finance, to running a live broadcast business, Renren's slump has never been reversed.

据陈一舟公开透露,2011年到2014年及以后几年,因为和腾讯、新浪等社交巨头的酣战,烧掉了至少三亿美元的现金。随后陈一舟的态度也发生了变化,他一再对外表示自己已经不适合做社交产品,最终以6000万美元的价格将人人网卖给了多牛传媒。

From 2011 to 2014 and years after that, at least $300 million in cash was burned as a result of a deep battle with social giants such as Tencent and Sina, according to Chen. Mr. chen's attitude then changed, repeatedly saying that he was no longer fit to be a social product, eventually selling renren for $60 million to mr. duo.

有意思的是,多牛传媒的前身DoNews创立于2000年4月,在2005年它被卖给了陈一舟所创办千橡集团,也就是人人网的母公司。直到2014年,多牛传媒才完成管理层收购,正式从人人网独立出来。根据天眼查信息显示,从2014年至今,陈一舟还一直担任着多牛传媒的董事。

Interestingly, DoNews, the predecessor of DoNiu Media, was founded in April 2000 and sold in 2005 to Mr. Chan's company, the parent company of Renren. It wasn't until 2014 that Do cattle media completed the management acquisition and officially emerged from Renren. Since 2014, mr. chen has served as a director of the multi-cow media, according to the celestial eye survey.

艾媒咨询CEO张毅在接受《商学院》记者采访时表示,之所以此时上线人人网,主要是用户对微信的审美疲劳以及5G技术的发展,可能让多牛传媒看到了新机遇。

In an interview with the business school, mr. zhang, ceo of ai media consultancy, said that the reason why renren is online at this time is mainly because of the user's aesthetic fatigue on wechat and the development of 5g technology, which may let dou niu media see new opportunities.

在他看来,人人网瞄准校园社交的方向并没有错,“因为学生依旧是社交应用中最活跃的群体。”他同时指出,由于微信已经形成了强大的熟人关系链,越来越多的大公司也参与到校园社交的竞争中来,人人网必须要做好打长期战的准备。

In his view, Renren is not wrong to aim at the social direction of campus,\" because students are still the most active group in social applications.\" At the same time, he pointed out that because wechat has formed a strong chain of acquaintance relations, more and more large companies are also involved in the campus social competition, reren must be prepared to fight a long war.

近期,互联网巨头不约而同地把目光放在了校园社交上。百度上线“听筒”,阿里巴巴重启来往推出“Real如我”,再早时候,京东数科测试梨喔喔,字节跳动投资Summer,一场校园社交的战争已经打响,人人网面临的竞争势必更加激烈。

Recently, internet giants have been looking at campus socialism in unison. Baidu's online \"receiver \", alibaba restarted the launch of\" real like me \", and earlier, jingdong digital test pear oh oh, byte beat investment sumer, a campus social war has begun, the competition is bound to be more intense.

问题的关键是,人人网的老用户已经从校园走向职场,这一群体曾经是人人网的主力用户,他们又该何去何从呢?互联网分析师葛甲向《商学院》记者分析,人人网没有改名,甚至还保留了用户之前的账号,那就证明它是想抓住这一群体的。

The key to the problem is that old users of Renren have moved from campus to the workplace, a group that used to be the main users of Renren, where should they go? Gejia, an internet analyst, told a business school reporter that renren didn't change its name and even retained previous accounts, proving it wanted to capture the group.

针对这一矛盾的定位,人人网并没有回复记者的采访请求。但在葛甲看来,人人网需要在获取新用户的同时,要挖掘老用户的潜力,找到他们共同的兴趣点。

In response to this contradictory positioning, Renren did not respond to requests for interviews. But in Gejia's view, Renren needs to tap into the potential of older users and find common points of interest while acquiring new users.

“因为人人网想发展成为微信、微博这样的通用型社交产品,机会肯定是渺茫的,但如果专注兴趣社交可能是有机会的。”葛甲进一步表示。

\"Because Renren wants to develop into a universal social product such as WeChat and Weibo, the chances are certainly slim, but there may be opportunities to focus on social interests. Ge Jia further indicated.


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