多闪“起死回生”，字节找到了社交赛道的正确姿势？

Core Insights - ByteDance's social app "Duoshan" has made a surprising comeback, topping the social app rankings in the App Store after a long period of obscurity, indicating a strategic repositioning within ByteDance's social ecosystem [1][3][4] Group 1: Product Evolution and Strategy - Duoshan was initially launched six years ago as ByteDance's first independent social product, aimed at challenging WeChat, but failed to gain traction and faced multiple product iterations [3][16] - In 2025, Duoshan underwent 31 product iterations, suggesting that ByteDance has finally identified its positioning after a period of stagnation in 2024 [8][10] - The new strategic positioning for Duoshan is to serve as a social interaction platform for TikTok users, facilitating instant messaging and sharing daily life [10][18] Group 2: Marketing and User Engagement - ByteDance's marketing strategy for Duoshan has shifted from a high-profile launch to a more subtle approach, utilizing TikTok for targeted promotion and user conversion [11][13] - The introduction of the "Chat Spark" feature on TikTok has significantly enhanced user engagement, encouraging users to interact more frequently and fostering stable social habits [11][19] - Promotional videos on TikTok have effectively guided users to Duoshan, emphasizing a simplified and distraction-free chat experience [13][22] Group 3: Competitive Landscape and Future Outlook - ByteDance's iterative strategy for Duoshan reflects its broader social strategy evolution, moving from ambitions to create a WeChat competitor to focusing on internal social ecosystem dynamics [14][17] - The integration of AI features, such as the "Little Fireman AI Spirit," aims to enhance user interaction and engagement within Duoshan, indicating a shift towards AI-driven social experiences [19][21] - The competitive landscape is expected to heat up as WeChat may respond to ByteDance's renewed efforts in the social space, suggesting an impending social battle in the AI era [22]