月活下滑，QQ能否靠“情怀”再讲出新故事？

Core Viewpoint - Tencent's QQ has announced the return of the QQ Show feature, which has sparked nostalgia among users, but faces challenges due to competition from WeChat and short video platforms [1][2][9] Group 1: QQ Show Return - QQ Show returned on January 24, 2026, coinciding with its 23rd anniversary, allowing users to create AI-generated avatars and interact in group chats [2] - The announcement led to significant public interest, trending on social media, with mixed reactions highlighting nostalgia and concerns over AI integration [2][4] Group 2: User Engagement and Challenges - QQ was once a dominant social platform with nearly 900 million monthly active users, particularly among the 80s and 90s generations, but began to decline in 2019 due to the rise of WeChat [5] - Monthly active users dropped from 647 million at the end of 2019 to 552 million in 2021, reflecting a continuous decline [6] - Users have criticized QQ for becoming overly complex and not meeting their expectations, leading to dissatisfaction with new features [6] Group 3: Business Adjustments - Tencent announced a "slimming" plan for QQ, discontinuing its short video service to enhance user experience and focus on core strengths [7] - Despite these adjustments, QQ's monthly active users continued to decline, with 517 million reported by September 30, 2025, a year-on-year decrease of 8% [8] Group 4: Market Competition - The rise of short video platforms like Douyin and Kuaishou has intensified competition, with the short video industry reaching 1.129 billion monthly active users by September 2025, further straining QQ's user retention [8] - Tencent's efforts to rejuvenate QQ through nostalgia and AI have had minimal impact on reversing user attrition [9][10]