Bottom mobile Internet Picture Community: 7 cases, 4 trends

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

I black Horse Note: In October 2012, Facebook announced a 1 billion-dollar purchase of only six months of online photo-application Instagram to let the world know the real value of the mobile Internet image community.

The picture community has been popular in the mobile internet for nearly two years. Compared with the previous PC community more text-oriented, mobile phone is naturally suitable for the photo, and the photo exchange because the expression is more intuitive, concise and increasingly become a social mainstream way.

The following is the "entrepreneur" I Black Horse summed up, China in recent years, the emergence of two representative picture community cases, and trends:

First, the Chinese version of the Instagram:nice from the young and the trend of the United States to cut, for the picture "dozen labels"

I black horse note: Instagram in China has a large number of "imitators", but the most successful is probably nice. In just six or seven months, successive successful completion of a, B, a total of 28 million U.S. dollars financing, the establishment of less than a year mobile end of the company's Beijing technology and its products nice has become a hot spot in recent ventures.

By tagging the pictures and airing them out to share the interactive model, Nice has gathered a large number of young people in the country, and the proportion of overseas users has reached 11%. As one of the few original Internet products in China, Nice is accelerating the development of the larger goal of the international photo exchange.

Can mobile communities, based on the "Picture + tag" model, really become a new application for global users?

Three startups

Nice is the founder and CEO of the company after the failure of the first electric business restructuring.

Zhou was born in 1984 in Beijing, from 1997 to collect the first pair of Jordan shoes so far, has been mixed in the trend of the pioneer culture circle.

Zhou's obsession with limited-edition Jordan shoes, Nike shoes and trendy apparel has not been supported by parents. A pair of avantgarde sneakers at a cost of one thousand or two thousand yuan, but also perennial to buy new styles, which for a common civil service families, is really a random spending.

In order to avoid parents pay for shoes when nagging, since the beginning of the week, the first learned a small business-selling shoes. The goal is simple, with the money you earn to buy your favorite shoes. As for sourcing, most of them from cycling around Beijing's foreign trade shoes franchise store income, buyers are with this good shoe friends.

In 1999, Zhou began buying shoes and selling shoes from abroad with the help of an ebay platform.

In the summer of 2002, he entered the Beijing Institute of Technology Software Engineering major, busy all the year round and play sneakers and participate in various circles, four years of professional courses are basically deserted. Sophomore second half, Zhou first since built a website ajshoes.com, franchise jordan shoes. Supply is still a wide variety, there are small shops, there are online bought, useful own collection of shoes in exchange for.

2004, ajshoes.com Annual sales of nearly tens of millions of yuan, pure profit of more than 1 million yuan. Only Zhou and one of his college classmates were in charge of the site.

It is from this time, the first week of concern has been extended from simple sneakers to clothing and other more diverse trend-like products. He has gradually become a variety of international first-line, such as Japan Bape, the earliest contact in the country, the earliest to bring it to sell enthusiasts.

Although the return is generous, but Zhi not here, ajshoes.com later because unmanned management, gradually by the user abandoned. By 2010, the site no longer exists.

Big Three o'clock, Zhou first into the space-time media under the "Size size" magazine internship. This is the first domestic footwear magazine. After graduating from university, Zhou and when the editor Cheng together, job-hopping to another small trend magazine "Shake Type" do edit.

A year later, as he intended to study abroad, Zhou resigned to leave.

Back home, after applying for foreign schools and coping with various exams, August 21, 2008, the first week of the launch of their own personal blog kidulty.com. During that time, whenever you see a fun trend of products or information, he will feel the article published to the above.

What makes Zhou first quite surprised is that this daily only has more than 400 people browsing the small site, unexpectedly in April 2009, ushered in the Andy Clover actively cast 100,000 yuan advertising.

Zhou first passed the message to generations Zhu Dabin the first time.

Zhu Dabin, a friend of Zhou's father, has previously been a senior executive at GE, McKinsey, SoftBank and other multinationals. By the introduction of his father, in 2002, Zhou first met this he particularly admired the returnees pioneering predecessors, and thereafter every entrepreneurial kind of problems, he will call Zhu Dabin, or go straight to the office to consult.

This is going to please Zhu Dabin for studying abroad to write a letter of recommendation, the results in the clover advertising, after the notice, Zhu very happy to suggest that he gave up the idea of going abroad, to try a business in the field, the reason is, even if the venture failed, and then go to school not late.

Not only that, in May 2009, Zhu Dabin introduced Zhou to his friend Xiaoping. A year later, Xu decided to invest in the kidulty of the week.

At the end of 2010, Kidulty became a platform for electric business. Xiaoping in the early 1 million yuan, and then cast 400,000 dollars. In the second half of 2011, Xiaoping friend Wang Qiang pulled in, the latter invested 500,000 of dollars.

Due to decision-making mistakes, by the end of 2012, Xu, Wang two people nearly million dollars into the loss of light.

January 2013, when the company's employees from 70 to only 10 people, by Zhou Shouli invited, has served in Sina, Baidu and other Internet companies and in the mobile end has a pioneering experience Cao Dapeng joined in, and become the company's new project co-founder.

June 2013, Kidulty in the main business outside, the introduction of a new product "KK shopping." This is a focus on the brand Men's shopping guide pure mobile applications.

It turns out that this is another unreliable bet: first, at that time the mobile end of the shopping tide has not formed, it in the total net purchase accounted for only 6.8%. Second, users click on merchandise information, jump to the more Taobao, the latter is very strong, often change the strategy, once in a while, mobile end of service in a dilemma, such as users click on the link after the appearance of a blank page.

Transformation Jianzaixianshang.

Nice birth

September 7, 2013, the new version of KK Shopping with tag sharing function is online. October 21, the label sharing function was highlighted as an independent product online, KK Shopping officially renamed Nice.

At the same time, after Xiaoping and other shareholders agree, Zhou first gave up the initial venture project Kidulty, entrepreneurial team and new application Nice together from the original company stripped.

Soon after the establishment of the new company, the Nice team will be the office from the east straight door of the Sunshine City, to the Sanyuan East Bridge Tianyuan Port Center.

At the beginning of 2014, Nice moved again-from the 140-square-metre site in block B to a new space of more than 500 square meters, thanks to a team expansion. The current number of nice staff has increased from 10 to 33 people.

Nice co-founder Cao Dapeng said that the current team members after 88, 89, 33, nearly 20 people responsible for products and technology, nearly 10 people responsible for market operations and brand promotion, most from the domestic first-class internet companies.

Nice is still recruiting. Cao Dapeng revealed that by the end of 2014, team staff should be developed to 50 people, the current senior engineer and the market promotion category of talent is the most scarce.

Cao Dapeng, who was born in 1984, a few months earlier than Zhou, graduated from surveying and mapping engineering in South Central University in 2007. Cao has been involved in Baidu music Baidu, Baidu to listen to the development of Ting and other products, after the resignation of entrepreneurship. Cao's failure to start a business, is actively seeking the next breakthrough, Zhou will be the occupation of the phone call him.

Compared with the early days of the line, Nice has a lot of adjustment in product form. For example, the earlier period is only open to male users. Later, Zhou first learned that some female users have changed their microblog settings by logging in to Nice and joined the exchange, he decided not to limit this, the proportion of male and female users has been reduced from 8:2 to 2:8; pictures can be shared to the micro-credit circle, microblogging and other platforms, in addition to brand products can be labeled, location, Characters and other information are also allowed to be labeled as a content to be raised;

Compared to the current large number of image applications, Zhou said, and Instagram, the United States and other Mito to provide landscaping features, nice through the image tag, to achieve is to allow users to share the current lifestyle and personal interests, to allow the picture to tell their own stories.

In addition, in the head of the week, it is more convenient, more clear and more personalized to label the picture than to write it under the picture.

At present, nice users are more than 30 years old, in college students accounted for nearly 40%, is one of the largest user groups. Zhou said that the number of users and user activity of these two indicators of the monthly growth rate of more than 50%, but the specific data is inconvenient to disclose.

In the development of the user level, nice to adopt the industry Star Talent demonstration and Word-of-mouth communication approach. In addition, in the actual operation, in order to be able to lead to the formation of new users, the community has been a number of active users focus on operations.

Nice co-founder Cao Dapeng said the team's development goal for the next 18 months is to increase user activity by continually improving product performance, rapidly expanding the user's size.

Business Prospects

At the end of 2013, Jingwei Venture voted for Nice with the first 1.5 million dollars.

However, according to the founder and CEO Zhou, the round of financing, for various reasons has not been completed. By March 2014, Morning Hing Chuang joined, and with the Jingwei venture together, an additional round of investment, the investment and the 1.5 million U.S. dollars together into a round, and finally landed on June 16, before and after a total of 8 million U.S. dollars.

At the beginning of June 2014, at the end of a round of financing, H Capital and VY Capital had come to discuss the B-round financing with the Nice team. June 26, by the capital of H-VY, Jing Jing, Jing-Jing, Chen Xing Venture investment with the investment of the B-round financing amounted to 20 million U.S. dollars in place.

Up to now, almost all well-known VC, has been with the Nice team contact and exchange of financing matters.

Last week, the four investors were chosen, mainly based on the following considerations: First, Jingwei venture to Nice is not the highest valuation, but it in the mobile Internet area, has a lot of resources and experience, very important for nice early growth, and second, Zhou and Chen Hing Venture partner Liu, has known for more than 3 years, is also a generations , he appreciates Liu's thorough understanding of the mobile Internet and related products, that Liu can help him; third, H Capital founder Chen Xiaogong, former Tiger Global Fund China general manager, proficient in Internet entrepreneurship, in the field of electrical business has a deep network, resource accumulation, which is very precious to Nice; its four, VY Alexander Tamas, founder of Capital, a former DST partner who has dominated a large number of big-name internet companies, such as Google, Facebook, Twitter and Groupon, has been instrumental in the globalization of Nice.

In fact, NICE has no shortage of money after completing a round of financing, and so far there are still 26 million dollars on the nice account, in other words, Nice's spending is small.

In addition to the development strategy, there is another reason for this financing is that the Zhou first felt that if the company's account does not have much money, really good engineers can not dig, and they go out to dig people also have no confidence, because the other side mostly worried about the start-up company will not last long.

In Cao Dapeng's view, as a genuine Chinese original Internet product, without any foreign promotion, poor English version of the situation, NICE's overseas users have developed to 11%, and 7% of the users are foreigners, it is entirely possible to become an international product.

Of course, if only from the picture to label this interactive form of judgment, Nice is not the world's first, also not the only one, there are a variety of similar applications abroad, such as Swaag, Tagbrand, and in the early days of product development, the Nice team did learn from the Swaag UI design, But from the product core, Nice is still unique.

It is not difficult to find that after Nice, there have been nearly 20 similar applications in China, such as Pinco, Yohoshow, in and so on.

In this regard, the weekly response said, these "plagiarism" nice products, do not good, not worth paying attention to, and if a product was copied away, defeated themselves, it can only explain their team is not good, execution is not strong, thinking is not clear.

As for BAT's potential threat, Zhou said that no one can stop rivals, but that older companies may not necessarily have an advantage, or that the world's biggest internet company should be AOL or Netscape, while small companies may be able to complete subversion of big companies, such as Millet in Nokia.

Talking about Nice's business model, Zhou said, at least on the surface, electricity, advertising, value-added services, O2O, CRM, and even games are feasible, and of course there is another possibility, which is to create an unprecedented new model, but these are not clear.

Second, beautiful said + Mushroom Street: Picture community created huge electric business opportunities, two valued 1 billion U.S. dollars company was born

I black Horse Note: Beautiful said with the success of the Mushroom Street, picture community, especially the main object-sharing image area, is a natural with good property of the electrical quotient.

Beauty says: Women based on the community are still vertical electric quotient, a successful case of the combination of community and electric quotient

Xu Yijong founder "Beauty said," cover because of the discovery of Taobao commodity types and sellers are too rich, so that online shopping for the girls addicted to the girl also need a long time to find the favorite clothing.

To this end, beautiful said to build a share of clothing, shoe bags and beauty of the topic of the community, in the formation of user stickiness attracted a large number of Taobao merchants to this release information, guided click, jump to Taobao's merchandise page to complete the purchase.

2013, Beauty said to Taobao brought the turnover of more than 3 billion yuan, but only to get tens of millions of Yuan Commission split. Even so, the face of PC-plus mobile end of the beauty of up to 5 million, said Ali is still suspicious, worry about upstream flow is controlled, put forward a stake in the request.

Ju material, in the case of similar bids, Xu Yijong chose Tencent (according to GGV Capital partner Jenny introduced, this is because beautiful said the main flow has been by QQ and QQ space contribution), Taobao immediately blocked from the beautiful said outside the chain.

However, the company has already done a transformation of the Consumer-to-consumer electrical business preparation.

CEO Xu Yijong has a master's degree in computer science from Stanford University, an IBM technical expert who has a deep understanding of the big data, and vice President Vanvia and vice president of Operations Du Guowei are all from Baidu and experienced.

With half a month of time, beautiful said to develop a business trading system, the original advertising team into the operating team, from long-term cooperation, on the platform to put ads on the tens of thousands of Taobao merchants choose the best quality of thousands of, to help its beauty in the open shop, conditions than Taobao more generous, such as the first year of commission free, Within the chain each click price low to 3 cents.

Yantang, it's better to pay. Ali simply put the beautiful said pay treasure completely shut down, the results of the latter with micro-letter payment full docking, in the mobile phone end of crazy exerting power, have acquired the day product network and God shake, integrated mobile end of the supply chain.

According to a December 2013 report, the female fashion type vertical electric quotient, Beauty said that the app monthly coverage of 8.74 million, only a few 40,000 than the first only, and more than the third mushroom street more than 2 million, is the fourth poly-Mei excellent products nearly twice times.

According to the beauty of the published data, its app installed capacity of more than 75 million, from the mobile end of the order volume accounted for 70%.

March 20, 2014, Beautiful said launched a period of 7 days, including blouses, skirts, trousers, shoes, bags and accessories six categories of "Spring Carnival", with "micro-letter payment to reduce 10 yuan" concessions, coupled with the spokesperson Exo-m (with a large group of male brain residue powder combination) Members Xiumin birthday, especially on the line of "beautiful planet Xiumin Birthday zone", activities accumulated turnover of more than 100 million yuan, one-day order breakthrough 180,000.

3 months later, "6.18 years of Big promotion", the same is more than 100 million yuan turnover, this time only a day.

For quality businesses, Xu Yijong announced 1 billion yuan support policy. He introduced that the sales of beauty said this year to achieve 3 billion yuan, next year to do 7.5 billion. By then, it has gone through a round of 2 million dollars (Lan), b Round 8 million dollars (Sequoia) and the C round of 20 million U.S. dollars (GGV capital) to finance the beauty said, the market value will reach 5 billion dollars.

Eric's data show that by 2017, China's female fashion vertical electric dealer's industry sales scale will break through hundreds of billions of dollars, beautiful said the development space is very imaginative.

"Mushroom Street: Community + electric Quotient compounds"

Mushroom Street, the C round of financing more than 200 million U.S. dollars, the valuation reached 1 billion U.S. dollars.

Mushroom Street founder Chen always firmly believe that the community or entertainment of Internet products can be combined with the electrical business. Therefore, when he started his business, he first made a roll of beans, positioning in the general community and the bridge between the electric business site.

But he soon found that the basic do not know how to do the community, and then in person to play: "The first venture to do is the middle of the dumbbell stick, found not to start their own one end of a ball, the other end of the ball is the electric quotient." At that time we thought, whether Taobao or Jingdong, as long as you sell things, I will give you traffic. ”

However, the community did, the shopping guide to do, the rest of the link in the electrical business site, so that Chen want to dig in the user experience, immediately found that not managed transactions can not be achieved. In addition to Taobao High-profile last year blocked from Mushroom street and beautiful said traffic (two platform once every day to import 5 million UV), the latter has been put into the bosom of Tencent, the former want to be immune to the transformation.

Chen look at the direction of the vertical electric operators, seize the 20-year-old, customer unit price of about 120 Yuan girls this group, and clothing retailers in the Mushroom Street to complete the transaction.

Up to now, Mushroom Street mobile end of the month active users have more than 35 million, with more than 10,000 sellers produce more than 300 million yuan monthly turnover.

Due to enough subdivision, only women's fashion consumption, such as clothing and bags, even with Taobao competition is indifferent. In Chen view, the Mushroom street merchants count less than 1% of Taobao, backstage management team is almost all hundreds of people, so they can make services deeper and finer. He takes commodity sampling as an example: "Our sampling now is 20%, may reach 80% by the end of the year." In addition, we also pretended that buyers to buy, if found that the actual sale of the sample does not match, will be severely punished. But a similar thing Taobao can not do, the whole category, too big. ”

Different from "Shopping destination", Mushroom Street want to do is "shopping origin", impress the classroom boring brush mobile phone play little girl: "I do not want to buy anything, but I may point into Mushroom Street to see what the latest popular." "So the focus of work is to make this street look pleasing, to provide social elements, entertainment elements, the picture p to be like the magazine, to improve the conversion rate."

Chen that, Ali's play is to operate first, product matching. And Mushroom Street Play is the product priority, such as also do for the exchange of the buyer and seller IM tool: "I will never push ads, but will analyze what they say, if the inside about the size, express and other words appear high frequency, then can prove or customer service is not trained, or the product is not described well, the Customer Manager will immediately follow up, Analyze problems and improve service. This is the product priority, operation cooperation. ”

From the shopping guide to the electricity quotient, Chen the biggest feeling is mushroom street by "The limited improvement product" to become "the Infinite Improvement product": "Like tonight Hotel special price and the farmer spring, are the limited improvement type." Either they can not do the whole independent, or the product itself to improve the space is not small, was acquired is a better choice. And like Uniqlo, selling basic clothes, it seems to improve the space is limited, but it is constantly innovating, sold as Japan's richest man. Electric business is a long chain of industry, each link has a lot of things to do. ”

Mushroom Street, the C round of financing more than 200 million U.S. dollars, the valuation reached 1 billion U.S. dollars. Chen said he wanted to clear up the two things about the vertical electric dealer: first, whether the consumer has a more differentiated experience with you, or whether the business has made money with less cost and higher efficiency.

Third, the sharing of beautiful picture needs, can also form a community: Clothing assistant + beautiful nail + beauty Beauty Makeup

I black Horse Note: Photo, especially female users, there is a big demand is to share the United States, and the sharing of beauty maps is also very easy to form a special kind of picture shop area.

Dressing Assistant: The gradual road of community electric quotient

Dressing Assistant is Guying Cherry's second venture. "Compared with the initial venture, this time, their resources, contacts and experience are much richer." I will choose the area that I am good at and interested in. ”

Still reading the Big Three o'clock, Guying Cherry as co-founder of Hangzhou Pan-City Technology Co., Ltd. was founded. The company produced in 2008 the MMORPG Web Game "Magic School", the market value quickly billion. At the end of 2011, Guying Sakura, who returned from the United States, found that the mobile Internet was starting to exert itself at home, and she decided to seize the trend.

"Mobile phone is more suitable for the purpose of browsing, experience characteristics are stronger, female users stay on the phone longer." As a woman, I want to do what I am good at and more able to simulate the user, so I chose the female field. The last time I started my business was on the PC side, I knew the cost of the user on the PC side, and the cost of the mobile side was relatively low, so I chose the mobile end. ”

Clothing assistant online So far, product positioning experience from the self-portrait community-fashion from the Media Center-shopping guide platform-Community electrical business such a gradual path. In Guying Sakura's view, the product is believed to be data-oriented, fast iteration, which is an important factor in the maintenance of rapid growth of clothing assistants.

In this fashion from the Media Center stage, clothing assistants have encouraged users to share experience, community genes began to form. This stage of the formation of the user group and style positioning, but also for the transition after the foreshadowing. Although several models in the iterative process have reference samples, in the course of each pattern development, the dressing assistants have deliberately innovated and differentiated operations.

For example, as a shopping guide, because in the fashion since the Media Center accumulated a large number of users with Taobao shop, such as Guying Cherry said, "Clothing assistant natural and sellers have links", the pictures are produced by sellers, which is different from the traditional shopping guide.

In order to control the transaction flow and sellers quality, dressing assistants in the May this year to transform into a mobile electric platform, the shopping mall before the merchants become settled, "in the investment has hardly encountered pain points." In this step, the dressing assistants did not blindly develop the number of merchants. The platform for the merchant's request is that the first should have the fashion from the media characteristics, in the wearing have their own unique ideas, and to match the way to sell clothing, will only sell single goods or stolen map business excluded.

Guying Sakura believes that PC terminals have a large number of structured data, users search can find their own thinking of the goods, and the mobile end is more suitable for the purpose of "shopping", which requires a shopping platform to provide pre-sale services, clothing assistants are provided is about the way the service.

Compared to the traditional shopping platform to highlight the model of goods, clothing assistants more emphasis on the seller behind the merchandise. Taobao merchants can be divided into four layers, one is brand merchants, the second is "Amoy brand", the third is the style of buying hands, four is ' pure selling '. Most of the shopping platform is starting from the fourth floor into, slowly upward infiltration, and dressing assistant's initial position is the second to third layer, which is related to our fashion from the media origin. ”

Up to now, the number of clothing assistant users has reached 20 million, daily active users more than 1 million.

Volume in the continuous development and growth, clothing assistants still adhere to the content-led community electric business this positioning. In Guying Sakura's view, do not sell clothes, do popular layout, but to attract fans, which can avoid advertising-oriented model of the damage to quality content.

"We believe that the future must be the content, content, advertising, that is to say, all content must have reading value." "Gu said.

"Beautiful armour: To do the United States Nail Ecological Circle Flow Distribution Center"

Yi Wenfei is a "pure man", but chose a female application to start a business. ' It's a rational judgment, ' he said, ' that a beautiful app would be a business.

Beautiful A founder team members four people, in addition to Yi Wenfei, Cai, Jinson and Zhangjingyi have been Baidu Philharmonic live soul figure. Beautiful A originally also just Philharmonic live interior hatch of an obscure product, currently has accumulated user nearly 1 million.

At the beginning of 2013, Philharmonic live transformation is imminent, when the Cai CEO of the Philharmonic to find also in suning work Yi Wenfei to explore the future road. Yi Wenfei Read all the Philharmonic live products, only interested in beautiful armour, "nail is a noun, but see it as a verb, I saw the business opportunity." ”

Yi Wenfei has done a lot of research, found that the market size of the nail industry is rapidly expanding, has been from the original beauty salon industry subsidiary, developed into a Chi market, the current market share has accounted for the entire "beauty" industry One-fourth.

September 2013, four founders will be beautiful A from the Philharmonic live stripping out, in the register set up the company, officially began to start a joint venture.

After the new line of beautiful armor, the product logic is brand-new. In the past, the beautiful armour was simply used to share the photo of the community, the function is "show". Yi Wenfei but grabbed the "nail" word of the verb attribute and extended, will "show" this c-end behavior behind the nail industry, that is, the B-terminal attracted.

"Beautiful armor is naturally socially-designed to be seen by other people," he said. Users in the community show a pattern, immediately someone asked where to do, will naturally attract businesses to come in, but also someone asked who gave you to do, the nail teacher attracted to the people, but also asked how to do, the United States nail training institutions also came. "Yi Wenfei believes that beautiful armour has now become a distribution center for the beauty Nail ecosystem, and all women's needs related to the nail can be met here."

In Yi Wenfei view, beautiful armour and and line nail shop can form a benign interaction, can for the line operation brings flow and source. In turn, the nail shop will also take the initiative to recommend the app to the user, to become beautiful a salesman. In the absence of any push, the current number of users of beautiful A has more than 10 million, the next day retention rate as high as 40%. The nail shop has reached 100,000 home.

"Mobile Community +O2O Diversion", beautiful a business model has been very clear. Yi Wenfei also said that beautiful armour can be cut into the trading link at any time, but the core task is to do the community well. "It's a question of whether to have a chicken or an egg first." I can first get through the transaction, so that users here to book a nail service, you can also first of the beautiful to become China's largest photo distribution center nail. If it was the former, I would always need someone to guide me. ”

At present, the merchant settled in beautiful armour, all for free. Yi Wenfei said the commission would be charged when the user level reached a certain level. "Although the nail is a highly profitable industry, we cannot directly kill the Red Sea, otherwise all nail shops are your competitors," he said. We do community diversion and then charge commissions, which are complementary and mutually beneficial business models. ”

For his first venture, programmers, and later the transformation of products, electricity and O2O Yi Wenfei said that the past more than 10 years of accumulated experience is now used in the beautiful armour, "feel very cool."

Beauty Beauty Makeup: The future of the community

Zhang and her "detachment" team are particularly prominent among men's most female application founders.

Two years ago, Zhang resigned from Tencent to start a business. Compared to men involved in the field of women's utilitarian, she chose beauty beauty makeup for entrepreneurship is with a strong personal feelings. Zhang said that the first is to change women's perception and understanding of beauty from the heart, followed by the evaluation of the business model.

Beauty Beauty Makeup first focus on beauty makeup, photo tutorials to attract users to communicate and discuss. Since April 2014, the community began to wear, nail, hairdressing and other sections, from a number of fashion section to meet the needs of the United States.

"In fact, I will solve the user's two pain points, the first how to become beautiful, the second where to become beautiful." The previous pain point brings the user together, and a pain point attracts a large number of businesses related to the United States. "Zhang said.

Zhang that structured communities are a unique advantage of beauty, this is mainly reflected in the following two aspects: first, the user mentioned in the speech of some kind of beauty makeup products, beauty beauty makeup system will be automatically recognized, and then associated with the background product library, so that other users will know "where the product comes from." In order to better product promotion, beauty beauty makeup has formed a team of 15 people, lasted one year to improve the product library. Second, the beauty of beauty makeup pioneered the structure of the blog, that is, for make-up tutorial features, blog is set to a step-by-step release mode. In the past, the PC Age makeup tutorial was to put together a few steps and then ask the user for a conversation. Because the mobile end is not suitable for reading long text, users will lose interest in the long tutorial. Structured blogs, by make-up steps, split the content into several parts, making it very rhythmic to read, and users can comment on any part. At present, this technology has applied for patent.

Online just over a year, the beauty of beauty makeup has been made by the morning Hing Venture cast 20 million U.S. dollars B round financing. Up to now, the total number of beauty cosmetics users have reached 40 million, the daily active users close to 1 million.

The current electric business platform to sell cosmetics mixed up, in order to help users to buy authentic genuine goods, beauty and beauty makeup to strengthen the entry of the Business Certification audit: First of all, the brand of certification. Qualified to apply for certification, only the brand flagship store or official website, as well as the brand China General agent. Second, the on-line "up to the people recommended", only to reach a certain level, accumulated a large number of fans of users, can be recommended in the community at ease shop. In order to prevent merchants to brush credit, once the recommended business is verified fraud, the user accumulated credit will be all clear zero.

Talking about the future profit model, Zhang Beauty makeup as a funnel, from the community to obtain traffic, in the funnel cleaning and screening, and then directed downstream partners, as long as the downstream of a deal, the community has a profit.

Zhang said, in fact, this model is not beautiful beauty makeup original, TripAdvisor and so on on this basis has achieved commercial success. Through the flow of the downstream air tickets, hotels, restaurants and other tourism-related vertical trading platform, TripAdvisor lucrative, and has been listed at the end of November 2011, the current market value of more than 15 billion U.S. dollars, is the world's largest tourism community.

Iv. picture record: Bread Travel, the community born from the travel picture record

I black Horse Note: The record is human nature, and using mobile phone photos to record the bit of travel is the best way of mobile internet age, which is very easy to form social.

Bread Travel: acquisition of travel agents

April 2014, the bread Travel announced a wholly-owned acquisition of Beijing Shanshui Holiday Travel service. A two-year line of travel records, sharing applications, the acquisition of 13-year history, annual revenue of 180 million yuan travel agencies, bread travel O2O exploration can be successful? Bread Travel founder Peng said that sooner or later, the line will go to the line, one plus one will be greater than two.

Offline resources are just needed

The bread travel was launched in May 2012 to allow users to record and share their travels in a convenient and complete way, with the slogan "Take Bread and travel." The app can automatically give users photos with location tags, generate travel trails, and put them on the map and share them with other users via Twitter. August 2012 and September 2013, respectively, the bread travel peak and broadband capital accumulated nearly tens of millions of dollars in investment, the current mobile application activation has exceeded tens of millions.

Peng, founder of Bread Travel, said that the first thing to do is to make bread travel a O2O. In the 2012 Thanksgiving, bread travel and on the road travel industry to launch a ticket to the user activities, called "A Walk on the trip", the activities of good response. Peng found that offline resources are just needed, but also the lack of bread travel. "It takes time to accumulate resources online, not two days a day," he said. ”

The advantage of the line is easy to build brand and get fans, Peng think bread travel and millet do things are the same: first to achieve the ultimate product, and then let fans do word-of-mouth spread. "We can do the best except to build hotels and airplanes," he said. "Peng want to do have their own brand of travel products, to create an ecological closed-loop system." In the ideal tourism industry ecological circle, users can look at the map, share, can also obtain travel information, what is missing is nothing but landing. "The essence of tourism is the service industry, and the most important service is the user experience." "The eco-system that bread travel wants to build is to bring the best travel experience to the user," Peng said.

What do competitors do in a market where the threshold is not high?

Peng answer, the first is the resources. "My things are better than you, the resources are more than you, the price is cheaper than you, this is the hard condition." ”

The second is brand, brand means trust. "The opportunity cost of choosing a travel product is high, and if it's wrong, it could ruin your holiday." Peng said that if bread travel can give users a sense of trust, users may stay for a long time.

This is the incentive for bread travel to buy a travel agency. With travel agencies, you can achieve a lot of online and offline resources docking. Peng introduced, bread Travel recently made an island party, in fact, is half free line mode. Tourists can get airfare and hotel basic configuration through travel agency, while bread travel can provide colorful activities. The user can go to play together, also can free activity, this is between the team tour and the free line service.

"Bread travel consists of three parts: record, share, experience." Peng said, "We take the record as the cut-in point, the sharing as the engine, the last harvest in the experience--why is this model successful?" because it's a c2b2c. "Users tell the demand for bread travel, bread travel to customize the demand for products, and then give back to users, the greatest extent to play the advantages of the Internet." "We are thinking of how to make you play well." ”