Interview: food sharing in kitchen

The kitchen is also such a food-related website where users can query and share recipes and discuss with each other in the food community. The following kitchen advocates that users walk into the kitchen to cook their own dishes. The temperament in the eyes of users is full of love and warmth. The pictures and carefully developed recipes are full of human feelings. AI fan er interviewed Wang xusheng, one of the founders, about why he chose a food field to start his own business in the kitchen. The two founders of the kitchen have previously worked in Douban, and the website style is concise and fresh.

The following kitchen is such a food-related website. Its website was launched in March this year and has formed a community of tens of thousands of food lovers. Android apps won the pods Design Award, and iPhone apps were released less than a week ago, log onto the top 2 free projects and top 11 free projects.

CHEN Yin and Wang xusheng, two founders in the kitchen

Reporter: As a former Douban designer, why should I choose to start a business and create a kitchen website to enter such a field related to food?

Wang xusheng: In Bei's words, choosing to start a business may be determined by my character. Based on previous experiences, the entrepreneurial field should be in the information or social field. The social risk is relatively high. The food choice is based on information, and the risk is relatively low. My personality is conservative in adventure, while conservative in conservative and risky.

When you create a kitchen, you should be "optimistic about this market" more than "fond of cooking ". There are two types of food markets: dining out and cooking in person. The public comment satisfies the former, while the latter has a chance.

Reporter: How big is the market related to recipes, photos, and interactions derived from cooking? What are the current user volume and active users in the kitchen?

Wang xusheng: This issue needs to be separated.
The number of users who want to find recipes is tens of millions. Currently, Baidu is the main portal for users. The demand for photo sharing and interaction is much smaller, but for the kitchen, this is very important. Maybe 1‰ of users produce content that can be consumed by tens of millions of users. Besides, recipes are less time-efficient than other information. This is a market that needs to be accumulated and requires patience.

The current number of users and activity in the kitchen is better than expected. In less than half a year, there were 0.2 million favorites, and about 30 thousand people visited the kitchen database through webpages and mobile phones every day.

Reporter: There are already competitors in this industry, such as dougo.com. Where do you think there will be further development and unique advantages?

Wang xusheng: douguo is not much earlier than the kitchen. In comparison, it is similar to the food world, food Jie and other websites. They have worked in this field for 6 or 7 years and accumulated a wealth of content. However, we believe that the content is not a barrier to competition. The data of 20 thousand million recipes can meet the demand of 90% million recipes.

This field may be more like Douban and public comments, and the mobile Internet may change the market landscape. These requirements may be higher for products and technologies, and our team should be competitive in this regard.

Some existing websites are very popular with users and have a good understanding of the content. However, "people in the industry" often think that they are doing a lot of work and are not concise. This is 1.0 of website practices, but I would like to say that whether it is 1.0 or 2.0, meeting user needs is important.

It is difficult to make the kitchen better in a short time. In terms of information organization, we will have our own ideas to organize the content well and keep it concise. These websites provide us with a good foundation and exploration. For example, we didn't plan to use regional cuisines for classification, which seems a little far-fetched in cooking in person. No one will think "I want to cook Sichuan food when I go home today ".

Website members cook their own meals from time to enjoy their cooking pleasure.

Reporter: What types of food-related users can users use for their purposes? What are their proportions? The number of people who create content is different from those who view and share content. How do they organically gather in the kitchen website?

Wang xusheng: provides some data.

There are currently 25 thousand recipes in the kitchen, more than 30 thousand registered users, 0.2 million collections of records, and 10 thousand active image uploads. There are tens of thousands of interactive data such as messages and posts.

Reporter: At first glance, I think the kitchen website is concise and small, fresh. Is it influenced by the Douban style?

Wang xusheng: Haha, I just came out of Douban. I should not say I copied it.

Early Douban was a mentor and friend of the user, helping the user "Discover". The book audio and video gave the user a spiritual level, and the kitchen was designed to pursue the feeling of "warmth" and "home. I like everyone to call the kitchen a "watercress" product.

Simplicity is the goal of Internet design. For example, the size of facebook, twitter, and google outside China can still be kept concise.

Reporter: How does one classify food ingredients? Is manual or machine divided by tag?

Wang xusheng: It's self-contained in recipe data. We have edited and intervened components.

Reporter: What is the scenario for users to use the mobile Internet version of the kitchen?

Wang xusheng: Our Android app was launched only one month ago, And the iPhone was just launched. Many users are still trying to try it. The current data sample is not enough to prove the real situation.

In my opinion, the "shopping list" is applicable to mobile usage scenarios, so that users can easily purchase food. The "photo upload" feature makes it easier for users to record work. These are not possible on the web page, and more suitable mobile scenarios will be designed in later versions.

Reporter: What kind of product design or Community operation inspiration have you found from the real market? Those are inspired by the details of real life.

Wang xusheng: the classification of food ingredients, many of which are designed based on the actual food market layout, may be more in line with the user's mental model.

How can this problem be solved in turn? Are there any designs in the kitchen that are not inspired by users? I will bravely Answer: No.

Reporter: Where will revenue come from?

Wang xusheng: In foreign cases, brand advertisements and membership fees are mainly used. Of course, it may be difficult to charge Chinese users. Integration with e-commerce is a road worth exploring, but there is no such plan in the kitchen.

Reporter: When you encounter difficulties and fatigue during your start-up, you may feel hard to give up. How can you adjust it at this time? Is there any way to "restore blood?

Wang xusheng: We haven't met this moment yet. The development may be too smooth and not very good. Although our team is young, we believe that we can afford this moment.