The founder of Zhang Yi: the development of social electric quotient

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Entrepreneur: Zhang Yi

Start-up companies: Heap sugar

Venture Place: Shanghai

Business model: Interest map + deep Social

Financing records: Angel Investments that had been Wang Yu

Reorganize personalization

Most of the sugar-heap start-up team comes from Alibaba. In addition to me, there are two co-founder, a proficient in the background technology to ensure the background development of the system framework, another proficient in the foreground technology to ensure that users have a smooth user experience. A balanced team ensures that there are no short boards for products, technology, and operations.

Entrepreneurial team can not put each node do a good job, our approach is fast trial and error, fast online, to ensure that it can be used, and then constantly improve the user experience, and ultimately to achieve is to push personalized content to the user to achieve precision marketing to the merchant.

It is generally thought that Pinterest is a picture-sharing society, but I don't think the candy is "photo Exchange". Heap sugar is social media (social m edia), social can be translated into social, but social is not necessarily for making friends. In the heap of sugar there will be people to communicate and share, but the purpose of the user is to point to content.

In other words, the biggest value of the heap sugar is personalized content, we have to do is based on user preferences, to allow users to receive personalized content.

On the heap of sugar, there are two key nodes, which are the things people and users like. The flow of information is from people to things, and then to people, which allows us to rearrange human relationships and reorganize information, and the purpose of reorganization is to produce personalized content.

From the product plate, users will find that the heap of sugar there are several large channels, such as home life, clothing accessories, tourist scenery, and so on, it is in accordance with the normal standards of things or content reclassified and reorganized. Secondly, there are group plates on the pile of sugar, which is to group the content from the human dimension. In addition, there are thematic sections. The topic is actually a more liberal topic form that users can classify according to their own customized themes. For example, home food, clothing accessories are common language, but users can use more personalized language from the definition, such as fashion touch, icing on the cake.

In the final analysis, the planning of these products, the starting point of consideration is actually the dissemination of efficiency. Information on Weibo is very fast, and today's hot spots may no longer spread tomorrow. But there are several dimensions in the heap of sugar to precipitate information, such as people, groups, topics and other dimensions, which leads to the possibility of multiple-cycle transmission of information.

In short, the future of the heap of sugar is not the "Pinterest". However, the heap sugar also has learned from the Pinterest, for example, the picture waterfall flow display way.

But the pile of sugar is always China's local products, we have according to the Chinese reality of product form. For example, the heap of sugar is not "pull not the end" of the picture waterfall streaming display, but the Drop-down four times, users can also customize the Drop-down times. Because the "pull not in the end" form is easy to make the browser crashes, users are also very easy to create a sense of uncertainty.

Another important localized form is that the heap sugar is based on the tab (label) classification. Each information unit, each graphic unit can add a tab, the Final tab will be merged into a category, such as home, accessories, tourism and so on. Although the user is slightly cumbersome to use, but the future of the heap sugar Data mining established a foundation.

The end of the heap of sugar to do is the user personalized content based on precision marketing, which is actually very imaginative space. Because it can achieve large-scale profitability, mainly because commercial advertising can be integrated into the information users need.

To a certain extent, the heap of sugar is also towards the social electrical business, but not limited to selling things, it may be advertising, marketing. Implementation of the way is diverse, such as banner ads, keyword ads, brand advertising, etc., can also be C PS sales split.

Community Vitality

Some users will describe the candy heap as "little fresh." I think it's really hard to define a bunch of sugar. And once defined, it is easy to label. The heap of sugar is actually a pluralistic community, just as I am a wide-loving person myself.

The group of users of the heap of sugar, 30% users from the first-tier cities, the user identity diversity, female users accounted for 70%-80%, more young users. Their common denominator is the high quality of life, the wide range of interests, which can be seen from the content of the heap of sugar, users to share the theme of life-related content.

But to produce content in UGC mode, it is difficult to pull it by interest alone, because sharing the picture, discovering the picture itself is not a requirement, we need to analyze the needs of the users. In this regard, I think the most important thing is to provide users with information of interest and create a good community atmosphere.

For this reason, the heap sugar first is from the product level to guide and the partition user. Users can define what they care about, and he can make sure that he sees what he likes, not the noisy information.

The second is to use High-quality users to continue to attract other users. The sugar heap defines active users, such as superior sugar, who have higher social status, whose content will have higher weights on the algorithm and more exposure.

In addition to product guidance, we also focus on operational aspects. The theme of the sugar-heap community is a good life, and we hope to attract more talent who love life and enjoy life. The pile of sugar is organised every one or two weeks and is combined with the current theme of life. For example, spring is coming, there will be some activities related to the spring theme.

In addition, we stimulate high-quality user groups to create content. On the one hand, some virtual incentives. We also have some gift-style rewards, but only a handful of them can get.

In a way, we are in the community. "Find a Good Life", "heap of sugar, heap my Good Life", which is our value positioning. We have established these ideas from the beginning of last year and have launched these slogans. Although many sites have played a "beautiful" argument, a bit homogeneous, but I can only regret to say that the heap of sugar was the first "beautiful" concept, and later appeared a lot of followers.

We were fortunate to have met Pinterest, but unfortunately. Fortunately, the rise of the Pinterest has helped to understand the sugar heap, and unfortunately, it is easy to overlook the characteristics of the sugar-heap in China. (Xu Xian Jade)