Not every company can jump from small to mass

"Small fresh" watercress style has been questioned. The following article detailed the Internet industry in the 5 Wenqing companies, so that everyone carefully see why the literary and artistic look can help them start to win a good reputation and users, but in the end was shirtless the cock silk to dry down.

What kind of an internet company can make money now? A lot of people are sure to answer: "Cock Silk" route must be true. Do not believe you can see, from the yy, MO to Beautiful said, Mushroom Street, the most recent years the hottest site all can not be separated from the cock silk, is called the cock silk of the world. However, there are so a group of literary and artistic youth do not buxinxie, their own way. This is not, the recent slow company, small fresh, famous watercress, also after 9 years of unprofitable, was the original fans questioned, urged: can not so light, can not so old-fashioned, can speed up the mobile end? Users and peers have already crossed the river, why is the watercress still slowly touch the stone?

Not only watercress, the Internet lake in fact has always been such a Wenqing company in the wild. They either have the founder of a literary or artistic youth, or aim at the literary and artistic minority, and the field of communication is limited to specific users. Unfortunately, however, the development of these companies is not very successful: Some have been merged "married to other women", and some are difficult to exit sadly, and, like watercress, while accepting the outside of the urge and questioning, while looking for a way out ...

Entrepreneurial State number 5 Such companies, let us look at, "literary", why can help these companies start to win Word-of-mouth and users, but eventually but shirtless's dick Silk.

1. Watercress: I am really indifferent to fame and fortune

Date Created: March 6, 2005

Founder and CEO: Yang Bo (north)

User size: Registered user 75 million, day PV2.3 billion (2013)

From the founder, staff to the user, watercress this platform is attracted by the Chinese younger generation with "petty bourgeoisie" life taste of the literary youth. Founder Yang Bo "not deliberately commercialized" the idea also let watercress has been very far away from the money, retained the inception of the Pure.

Watercress commercial attempts, but also many of its literary and artistic flavor combined, as far as possible do not trace: paid watercress reading works store, watercress movie ticket "online selection" function, watercress Radio's paid version of the Watercress FM Pro, as well as try to split into business of the commercial watercress things. Even the site's advertising page design, but also carefully integrated with the entire site, so that the ads become one of the content of the site.

But the market for these does not seem to buy, watercress or the leisurely art of the company, the establishment of 9 years has not been profitable; The user is also the group of literary and artistic youth, they have been trained watercress has been "not to eat human fireworks."

A familiar with the watercress industry has commented that the plight of watercress is how to find a large-scale way to profit, and when the outstanding cooperation to sell books, or sell film tickets to the Commission after all, and the watercress of the literary and artistic fan of the advertisers to its prohibitive. Then, mobile internet "Fast Times" coming, watercress application split into 10 independent app decentralized style, but also let watercress missed the phone in the big opportunity.

No profit means that watercress is still burning investors ' money. But in the eyes of investors, they worry that maybe 5 years from now, no one will be playing computer. Watercress can live, but like literary youth, can only live in a specific circle.

2. Customer sincerity Goods: "The Great Leap Forward" sequela

Date Created: October 2007

Founder and CEO: Aged

User size: More than 70 million registered users, purchase more than 30 million users (2013)

Different from the spotless watercress in the literature, aged from the beginning of the creation of the business strategy, is to create a customer to become China's largest Internet clothing brand. That is to say, every guest has been aware that he is to make money.

At first, every guest aimed at some of the civilian arts and Literature youth, to operate the price is not high, fresh style men's shirt, polo shirt two main categories, and some of the style of clean and simple women's clothing. In the 2010, the "every object" in the subway, light box on the overwhelming, Han, Dan on behalf of the way of life and attitude inspired a lot of young people, they have contributed to the silver, put on "for their endorsement" of every guest, of which a few men's shirts even set a record billion sales.

This greatly stimulated the desire of the aged--literary youth is after all the niche market, and every customer to take down the entire Internet in men and women. Then, every customer's line of business expands rapidly, product types have also developed to men's, women's wear, children's clothing, shoes, home, accessories, cosmetics, and several major categories; later, where the customer is from the vertical electric business to become a platform, the introduction of other clothing brands, such as Amoy brand Han Mishe and so on.

However, a short period of crazy expansion caused a series of problems, directly led to 2011 years after the loss of talent, internal control, inventory backlog and financial constraints and so on crisis. Since then, every customer has been hurt, and began to go downhill. Every customer's product is inferior to every guest's packing box, even becomes the industry to every guest product quality most image ridicule.

Singing decline of the voice gradually loud, the original consumer groups are also away from every guest, leaving the addition of fans, as well as "cock silk"-they do not fancy the brand, but those cheap 29 t-shirts, 59 canvas shoes. But when the existing users are also gradually out of the ranks of the cock, there will be people who remember the guests?

3. Dots and POPs: just Fun is not enough

Creation Time: February 2011 (dots); 2012 (PA)

Founder: Xu Chang

User size: Dot users more than 18 million (2012), blog number 18.19 million; snapped users over 20 million (August 2013)

"Dot" is a light blog products, in the early days of the establishment was placed high hopes. Convenient multi-image release, fresh and literary personalized template, so that a point of time to become a literary youth, fashion to gather the people. But the Giants are also aware that the text is the picture, the light blog is likely the next future. Soon, hit the point of Sina, Shanda, NetEase, Phoenix and other enemies of the pressure. Sina, in particular, relies on Sina Weibo to kill into the light blog's territory, not only to shake the growth of the foundation, but also directly disintegrated the first batch of the most core user population.

In order to rob the market, the point of continuous marketing, personnel expansion, resulting in a complete net outflow of funds. But subsequent developments have also proved that light blogging is not a big market in China. In micro Bo, QQ space of the attack, Dot dot network difficult to make a breakthrough, sadly retreated to the corner.

So Xu Chang shifted his energies to the mobile internet and launched a "snap" of social applications that combine voice and picture. He thinks that making a mobile Internet product requires more consideration of the "human" dimension. Pop is to take a literary way (voice + pictures) to solve the fragmented era of human "loneliness." But he ignores the problem that all social software is actually going to solve the problem of "loneliness."

On the other hand, Xu Chang that if a mass-oriented mobile product wants to be done, it needs to be "fun" in the market, quickly gaining word-of-mouth and user base. But in the early days of users, the number of stars stationed more than a day, Circle day by day, the influx of new users to make the content difficult to control, including color/sentiment content or even red/naked/naked about/cannon. Snapped by an interesting tool into a complex community, like a simultaneous opening of the inlet and outlet of the reservoir-new users are attracted to register to join, the old users lose interest to choose to leave, one to go, the pool of water is still so much.

In 2013, Xu Chang admitted that only "fun" products could not sustain long-term vitality, and that it had to be "useful" to have a long-lasting vitality.

4. Street side: What is the value of check-in?

Date Created: February 2010

Founder: Liu Davei

User size: Registered user 3 million, attendance total exceeding 50 million times (May 2012)

2009, Foursquare caused by the lbs big hot blow to the domestic, Liu Davei saw the opportunity to venture, created the street, and early bound Sina Weibo, watercress, happy and Renren platform, soon attracted a part of the spirit and literary flavor of the user's attention.

Once, regardless of the number of users and visibility, the street has been in the forefront of the domestic independent lbs website. However, several of the business models Liu Davei had failed to succeed: cooperation with the brand more for free, the maximum amount of cooperation is only 50,000-100,000 yuan; most companies are also very ambiguous and conservative in their attitudes towards independent lbs sites, and are often more willing to collaborate with a number of sites to cover more user groups, It also frustrated the street's desire to sign exclusive deals with clients. At the same time, the virtual check-in also has the Business KPI's examination problem.

In the following years, the other with a large number of users of map applications, public comments, micro-letters, microblogging clients, etc. also put lbs as a "standard" function to join, so that the street so simple lbs check-in application appears very "superfluous."

New users can not win, the original users are gradually losing interest. When a product does not provide more value, the idea of maintaining user stickiness and loyalty becomes empty talk. Street from the establishment until now has not solved the problem is that, in addition to using "I am here" to record the life bit trace, check-in to the user what value? Once the user in the street "get medals, Rob landlords," the freshness of the past, even if the landlord, what will keep him continue to use it?

It is no fault to choose specific requirements into the market, but it is important to ensure that users always have such requirements in the product and will lead more people to join.

5. The Phantom of the Family: The force can not be lost, pretending in the literary

Date Created: March 2003

Founder: Zang

In the 2006, Zang saw the MP3 player industry's decline, so the desperate to give up the charm of the rise of the MP3 business, to join the smartphone market.

An open secret about Zang is that many of his furniture is made by himself, and the furniture's manufacturing experience naturally extends to mobile design. In the design of mobile phone profile, he will use his furniture plane polished a lot of molds, from which to choose a size most suitable to the best hand to the engineer, and then the engineer will be based on this wood model to create a steel mold.

The founder's personal incarnation of the Craftsman's story makes the Phantom mobile phone full of "force". Unlike Millet's open-door policy, the Charm clan FlyMe OS only can use, add FlyMe OS small fresh interface as well as "the house is silent" the Charm Clan big environment, the color black and white of the Phantom Family mobile Phone no time not to express "lofty, small, exquisite, literary" these adjectives.

Even in the face of the strong impact of millet and its eco-circle, the Charm clan is also a "love how to" appearance, stick to their own three-acre, no initiative to change, continue to maintain a mobile phone rhythm. Many feel this is the Zang "overconfident" character, he currently has 100% of the group's shares, and resolutely do not accept venture capital.

In Innovation Valley founder, former Huawei Internet business President Zhu Bo, Zang's mentality is to do an entertaining closed-end, he does not need to do too much, in China to occupy a small market enough. J.wong "Do not do China's apple, to do the world's charm clan" rhetoric still in the ear, but the user is slowly millet such a brand attract, gradually lost.

Some people say that the charm is not really literature, but has always been a gesture. Since the force can not be casually lost, it can only be lost market.

Conclusion：

Apple is arguably the world's most successful art and literature technology company, its initial users are also a small audience with specific needs, through the appearance of design, performance configuration, price strategy to continuously narrow the target users. After grasping this group of people, Apple began to expand further, creating a product chain suitable for the masses.

The process seems simple, but it is full of accidents. Not every company has been able to jump to the masses, and more founders, CEOs are looking for a successful methodology for the success of the apple carving process.