The Analysis of Tencent's Mainstream Social Products - Take WeChat and QQ as Examples

While WeChat is one of the top instant messaging software in China in terms of daily active user and active user, Tencents other messaging program, QQ was fading into obscurity. However, Tencent still retains the normal operation of QQ, even though it is not as welcomed as it was first launched. Therefore, this paper analyzes the operation of QQ through functions, user groups, positive competition and revenue generating. In addition, it provides explanations of Tencents product management (seven principles for product creation) and innovation strategies (imitative strategy, collaborative innovation, independent innovation, and diversification) by literature review and theoretical analysis. Tencents choice to retain QQ is related to the companys strategy, which can be reflected in two aspects: product management and innovation. In the process of development, companies need to retain the prior market and innovate by learning from the failures of the current base. In addition, the current users and products of the enterprise provide a wide range of market research basis, which is one of the enterprises resources and can provide enterprises with better product innovation and management of the platform.