Business record: A recipe for one person

Current interview: Bean and fruit cuisine

Moderator: Zong

Founder Wang Yuxiang

Bean net

"Life is a dish and then another dish." "The mobile phone user opens the bean fruit delicacy, will see this sentence."

"We chose a more correct direction and did not make too many mistakes in the right direction," he said. We have a clear judgment on our own strengths and advantages and disadvantages, and we are rarely disturbed by external factors. Wang Yuxiang, founder of the Bean Network, evaluates his entrepreneurial experience.

The bean-fruit net was created in 2008 and really ushered in a massive increase in 2011 years. This year, the Bean fruit Net launched a mobile phone client "bean fruit Gourmet."

At the beginning of 2011, bean Fruit Net got the grand venture capital 10 million yuan, the official commercial operation. February 2011, the Fruit Gourmet Android version of the online, May, the iphone version of the online, and then the Bean network launched the Android Pad version and the ipad version. Registered users are now close to 500,000 and app downloads are over 2 million.

In the Gourmet field, there are already many food websites and communities, there are food magazines such as shellfish kitchen, there are food websites such as gourmet world, there are many gourmet blog, from the user's point of view, access to a recipe is very easy. From the point of view recommended by the restaurant, also has been like the public comments Web site has begun to take shape.

Why Wang Yuxiang in this seemingly Red Sea food field to create a bean fruit network of living space?

Wang Yuxiang found that in the first-tier cities, because of food safety and income levels and other reasons, 70% of people choose to cook their own, which is actually a large user market.

Through the user survey found that people generally cook the law is from the demand, the bean fruit choose to take food as a guide to cut. This is what makes peas different.

Then, the bean food in personalized to do the article, first in the client to add personalized recommendations and intelligent look for vegetables and other functions, beans and fruit food more and more towards the community development. Recently, in addition to the increased interaction, the bean-fruit Gourmet 3.0 has an interesting feature called "Reminders."

"We found that there was a mobile Internet peak at about 10 o ' clock before bedtime at night." During this period many users saw a dish would think, I think Saturday do this dish, but if you turn off the phone application you will find that by Saturday you completely forget this matter. So we did a "reminder" feature. The user can set a time and will remind you to cook by that day. Wang Yuxiang said.

In addition to personalized functions, in product design, the bean Fruit team by comparing the domestic and foreign people's cooking habits, but also decisively shed a lot of impractical functions, such as shopping carts, timers and so on.

Wang Yuxiang hopes to continue on the personalized path, such as the ability to further subdivide the diet to make personalized recipes for diabetics, such as sharing the selection and preservation experience of the ingredients.

Because the early operation of low input, Wang Yuxiang seems to be in a hurry to profitability. He already has his own idea about the unavoidable problems of the start-up.

Unlike the mobile client version, the bean-fruit cuisine is currently taking the ipad version of the charge strategy. In addition to user-facing charges, he plans to work with some vendors to make a profit.

"Profit is not necessarily a charge to the user, we can pay to the user before the charges, can also be charged." But there is a fundamental factor is that you all charge users, must be based on the site base is large enough, the user size is large enough to be possible. ”

This gives the maximum power to Wang Yuxiang busy users. He hopes that by 2012, the number of visitors to the industry first. and an ideal target, UV can reach million, PV at least in tens.

For entrepreneurship, Wang Yuxiang said, entrepreneurship is divided into two stages, the first stage is the direction of exploration stage. The second stage is to adhere to the stage, and he has been through the groping period, the start of the protracted business.

"When I find a pattern that matches me very well or fits perfectly, all you do is stick to it." "Wang Yuxiang said. (Xiu Qian)

The following is a transcript of the interview:

Moderator: What motivates you to make the application of the bean-fruit net and the bean-fruit gourmet?

Wang Yuxiang: Watch the Internet and eat the relevant platform, can actually divide into two kinds. One is to let you eat outside, recommend which restaurant is delicious. The second is to encourage you to do it yourself, there are a lot of such sites.

This group of us is a group of people who have a good food hobby and are interested in dealing with food. It has something to do with our own hobbies.

We have always wanted to be a community, and we want to be a community that binds to life. Then look at the community combined with life, food and clothing is the easiest to think of the four parts of life-related. Wear, there are already so many electric business websites. Live, there are also search rooms, such as residential property sites are also many. Line, there are travel sites, car rental network. Eat, this demand from the essence is a user's rigid demand, but there is no particularly good mature model of the product out, so we think this place is a market space can do.

Moderator: Do food class website should have some people who can cook, are you?

Wang Yuxiang: I can cook but the level is very general. In fact, I am a more like to eat people. But I have a team of experts who can cook. Some people are good at baking, and a few partners will cook and eat food.

In addition to our team itself, there are many of our users, starting from the Sina blog Food Grassroots, can share the production of food strategy.

Moderator: What do you mainly do in the whole website operation?

Wang Yuxiang: Before I was in China Mobile (Weibo) 12580 products, has been doing internet products.

Perhaps I am more concerned about to put some food hobbies, using the Internet product form to show, how to build a food website, a gourmet community.

Bean Fruit Net Since 2008 set up, early 2011, this project got a grand venture capital of 10 million yuan, began large-scale commercial operation, I left from 12580, to concentrate on making beans fruit net.

In February 2011, we launched the Android version of the Fruit Gourmet, launched the iphone in May, and later launched the Android pad and ipad version.

Moderator: How many people are there now?

Wang Yuxiang: The registered user is now close to 500,000. App downloads up to 2 million. Before we went to 100,000 users, many platforms, including mobile phone, do not require user registration. Users can collect and share directly. Now on the mobile side gradually joined the interactive function, driving user registration. On the other hand, web traffic is growing. Moreover, the bean food is also Sina's third party application, the microblogging user active degree is very high, also lets the user through the micro-blog browsing.

Moderator: One of the main characteristics of the bean-fruit cuisine is to make recipes based on ingredients.

Wang Yuxiang: We have a heavier performance on the ingredients. From the design of bean products, it is a community based on female users, we have done a lot of user research and analysis in the early stage. We found that the general rules of cooking from the demand, for example, I would like to eat ribs, definitely to search the recipe for ribs, so the most start with food as a guide to do.

However, we have now realized the function of intelligent food search, the intelligent matching of ingredients. Users embed keywords such as eggplant and potatoes to match a recipe.

Moderator: There is another possibility, such as whether to provide users with the recommended functionality. For example, what is already available, but what is missing, can give users a suggestion, you can buy something to make these dishes.

Wang Yuxiang: That's a good idea, and we can consider gradually implementing this feature at a later stage.

At present, the website also has the function of personalized push. After users log in to the community, you can guess what you like to eat, push some recipes to you, you are based on this recipe to see if you like to eat, and then feedback.

Because the bean Fruit Food 3.0 version just on-line, the new Edition has the edition to recommend, also has according to the user's hobby to push sends. Users gently shake the phone, you can update a new menu, through such a choice, you can let the client guess the user likes to eat some things, the user may do according to it.

Moderator: What are some of the most interesting features of the bean-Fruit Gourmet 3.0 version?

Wang Yuxiang: Currently only the Android version is online, the iphone version needs to wait around January 10.

We've added a lot of new features, one of which is called reminders. We found that there was a mobile Internet peak at about 10 o ' clock before bedtime at night.

We often say that "eating late at night is a danger to society". A lot of users see a dish think, this thing is really good I want to do it in Saturday, but if you turn off your mobile app you'll notice that by Saturday you've forgotten about it. So we did a "reminder" feature. Users can set a time, and that day will remind you that cooking is very good for the user.

In the new version, has added a lot of interactive features, users can easily go to comment, to share.

Moderator: There are many food websites, what do you think you are better at?

Wang Yuxiang: We pay more attention to the needs of users, will do a lot of user research. For example, compared with the relatively rigorous European and American people, Chinese users rarely write a shopping list according to the list to buy. Some of the food applications have "shopping cart" applications, but we find that this application is completely unsuitable for Chinese users.

There are also some applications to do "timer", this is not suitable for Chinese users, because Western food is very standardized, the process of cooking relatively standard, and Chinese food is relatively vague.

Moderator: What kind of users will be the high viscosity bean fruit food users?

Wang Yuxiang: A report last year from the Academy of Social Sciences showed that in the first-tier cities, although the proportion of people eating out of the country is increasing, in fact there is no more than 30% of those who dine outside, that is, 70% of the users are mainly cooking at home. Food safety problems, the gap between people's wages and CPI growth, are not enough to support your eating out every day.

Because our users have at least 40% users, the activity is relatively high, they are really like to make food people. Maybe he just wanted to do something, and he was willing to share it with you.

There are also "experts" in the client section, and some of the users are real gourmet experts. We also from the user to dig some users out, these users are like to cook, like to do food, slowly become a gourmet expert.

Moderator: What about the Profit model?

Wang Yuxiang: Suppose there are now 30,000 users, I would like to rely on these 30,000 users to profit is very difficult, but if I have 30 million users, a person received 3 yuan, is a billion.

At present, our ipad version has some value-added features, gourmet pictorial, menu display form, and mobile phone version has a completely different experience.

However, our profit is not necessarily to the user charges, we can to the user before the charges, can also go to the charges. Whether you go forward to charge or after the charge, there is a fundamental factor is that all of you pay users, must be based on the site base large enough, the user size is large enough to be possible.

Moderator: So now you're emphasizing UV and PV?

Wang Yuxiang: An ideal target, UV can reach million, PV at least in tens of millions.

Moderator: If you want to do this user base, but also to cover what areas?

Wang Yuxiang: For example, kitchen ingredients can be subdivided into vertical dietary needs. such as diabetes, the diet of hypertensive patients.

We found that some users have the ability to be a diabetic, and what he shares is useful for people with diabetes. Starting from the ingredients, not just recipes, but also do a lot of things, such as the selection and preservation of ingredients.

We think that this subdivision, may be accurate to the user marketing or user needs to grasp more directly. What we need to do is to pick or choose what we are fit to do, or what we can do here.

Moderator: feel that you are particularly aware of the location of the site, not too vulnerable to all kinds of temptation?

Wang Yuxiang: From the very beginning, we spent a very small amount of input, and now it is the most valued company in the industry. Why we spend very little money, but to achieve such an effect, to a large extent, first, we chose a direction we think is more correct.

Second, we have not made too many mistakes in this right direction. Unlike some of the Web site recklessly in the push, today to do gourmet class games, tomorrow I want to do the public comments, the day after tomorrow I want to do recipes. Always in the jump, we have a clear judgement of their own strengths and advantages and disadvantages, adhere to their own direction, rarely interfered by external factors.

But this does not mean that we are more stubborn, does not mean that we, for example, inflexible. We change quickly when we really need to change.

To start a business or choose a direction to do it, I think it's two stages. The first stage is a direction of the groping stage, in the direction of the stage, there is a timely or flexible response ability I think is very important. What I'm going to do is probably not very clear, but by constantly trying, constantly groping, constantly hitting the market and finding a way to fit me. The second stage, is a persistent stage, when I found a very good match with myself, or very suitable mode, you do is to insist on doing it. Maybe I'm just in the second stage of persistence.

Moderator: A lot of entrepreneurial team, will be how much of their own investment as a measure of the index, how do you think of this matter?

Wang Yuxiang: For entrepreneurship, money is just a means to help you develop quickly, not everything. If your own ideas do not think clearly, your basic products do not do a good job, actually take how much money is not used. I think most applications, they all belong to the previous stage, so getting the money may not have made him think clearly that he must be doing it in this direction.

So you will find that a lot of people do things, I do a, is by a take the money, but get the money you find he is doing B, he does not do a market.

Moderator: What are the goals in 2012?

Wang Yuxiang: Now is the industry second, hope to be able to do browsing volume industry first in this year. We want the user to cook after you go straight to the Beanstalk. Because we are the most complete, the recipe data is the website with the highest quality of recipes on the internet.

In the mobile Internet Gourmet application, our installation quantity is the first place, wants to maintain this advantage.