How do I run a female community?

What is the difference between a female perspective and a male perspective?

As the female community in the founder of Shimizu Sister said, "You will talk to me about the atmosphere, but the male reporter will ask me, the structure of your product is what, because he can not see the content of this." ”

From financing 100 million in, to a small red book that bursts into a circle of friends, to a more segmented vertical beauty community, the female community is becoming a new vertical category that goes into public view.

Compared with the more male-viewing community, the difference is obvious. Women's communities are content-based, non-structural, caring about the atmosphere and tone, not the use of the tools, but rather the emotional, rather than the rational, you can hardly describe the difference in a specific language, but it's clear that this is low and that's cool.

This is a new pain point for the community around the learning, experience and self-perception of women, but it is often difficult to meet in an integrated community. These demands have spawned a new community – more than $11 billion Pinterest has been valued by more than 70% users of women's photo-web sites abroad.

They also have some kind of commonality: they are not through "point" or "gimmick" to attract users, in the early days of the brand, they also refused to throw money in the channel or promotion, the core of the transmission path is through high-quality content and good interaction between the user to form a word of mouth.

"The real need for social relationships is ' I ' exist."

Originally heard in is a friend from a fashion circle. She said, "In our company, a little bit more fashionable girls are playing in." ”

Open the app, the homepage is the editor of the recommended content, exquisite hand-painted works, gorgeous scenery, fashion of the talent street, as well as a carefully laid dishes of food. Feel free to open a hand-painted teacher's comments, many users in the following message, "I Like You", "you draw very good."

In the eyes of the founder Shimizu, in helping many lonely artists to complete their self-expression. "For example, Hong Kong-based hand-painted division Pizhon, before he and the crowd to communicate the way is to sell the paintings, in the above he by sharing his creative process to gather a bunch of fans, his design for in the Halloween sticker was Rene forwarded to the microblog. ”

In June 2014, Shimizu's team launched in, a "picture + tag" mobile app. After one months of online, in the number of users has broken million, a year later, in announcing the number of users broken 30 million, of which more than 90% of women.

Summarize in the characteristics of the Community operations, mainly divided into three dimensions. First, when a new user begins to use it, the visual representation she feels is full of beauty and does not require any social barriers.

A user like Pizhon is the main content producer on the recommended page. In the default page of in, the editor distinguishes the channel according to the different dimensions, "cute", "in-Hop", "gourmet" and so on, the model leaves the street shot, the photographer Po out of the view, in the operations team will be screened out in which the visual expression of the excellent image to recommend.

When users establish a certain degree of familiarity, in order to encourage more expression, in the operators will explore the relationship between users and ecology, as a basis for planning different topics and activities of interest.

In has launched an online theme called "Am I a photographer, about?" "The cause is in the photographer user frequently" is about ", often have user message," You are very beautiful, I want to be you shoot. " As a result, in initiating this activity, lets the user take the initiative to come out the photographer to photograph, for the photographer, also can find own expression space. In addition, in-line activities are organized to allow photographers and users in the city to interact with each other.

But in the final analysis, the decision in the core is the value: in advocating the user to focus on the good side of life, in the social relationship to feel the existence of self.

"There is a great need for the people in the social community to be ' me '. Not only see themselves, but also see their relationship with others. "Shimizu believes that the relationship between people is a lot of ways, such as pure dating, looking for objects, complaining type, but she felt more long-term, let everyone live healthy and happy." This will allow users to be willing to precipitate their lives in the above, feel that my life is more and more beautiful. This is also sustainable for social platforms.

Therefore, in the slogan to the basics--"My Life in mind."

"Sadness is beautiful, too." You feel a lot of pain today, record it, maybe five years later you come out, you will find that the pain of youth is also good, because they make the present of their own. This expression actually precipitates their imprint and experience, and finally I became me. What we want to do is to help the user achieve their own. ”

"Women don't have that much logic."

Although the investors identified as "e-commerce Guide", but in fact, Little Red Book is not entirely-little red Book Welfare and the small Red Book Community does not have a direct relationship between the diversion.

At the beginning of the launch, the small red Book cut into the scene just for the overseas shopping crowd to provide a sharing platform, in other words, "Overseas shopping guide sharing." At that time, this brand-oriented sharing platform, the market is completely blank.

And another well-known strategy to share the site "What is worth buying" difference is that the little Red Book completely adopted a feminine perspective.

What is worth buying the product form from hard information, the main category for the digital 3C, through discount information driven, for example, the camera previously sold 5000 now sell 3000, it has the above advantages, it is worth buying. But the Little Red Book is experience-driven, I bought it, this thing is good, so should buy.

"Our logic is completely different from the scene. For women, buying things without so much logic, I like, I want to buy. Miranda, co-founder of Red Book, said, "When you imagine a girl drinking afternoon tea, you don't list the reason why you want to buy it 12345, you just think about it, its look, feel, and ambience." ”

This experience-based and word-of-mouth product form also led to the central operation of the Little Red Book. And what is worth buying, Little Red Book's operations editor only for content to do two dimensions of filtering: First, the information is true and complete, not including advertising, two, good-looking.

At the same time, the editor of the Little Red Book in the screening of the content of the weakening "people" factor, completely based on the "content good bad" judgment, sometimes, the editor to explore some of the content of the proposed potential, will push a message to the user, encourage them to fine-tune a piece, for example, to brighten the background, or improve the

Therefore, the small red book has not yet opened the function of private messages, the user's interaction is more around the product produced.

Little Red Book has experienced a burst of user growth in the early days. When the beta was on the line when Christmas and the New Year's exit peak, in the "overseas shopping" scene, the small red Book quickly accumulated the first batch of users and content.

2014 years later, the small red Book began to make adjustments: "We found that the user is not only in the departure time will buy things, in the domestic search for purchasing, sea Amoy are possible, and a lot of foreign things in the country can also buy, but the price is higher. When we do not have the boot, the user has automatically expanded a lot of scenes. ”

So the small red book will expand the scope of sharing. "Maybe originally you said to go to Japan to buy what Ah, friends recommend you to see the Little Red Book, but you came back from Japan and found that although I no longer go, but I still like these things ah! "Miranda said.

Before the anniversary, Red Book users have broken through 12 million, and after the anniversary of this round of activities, the small red Book again in the crowd to re-expand a new batch of seed users.

It is noteworthy that only 40% of the users of the Red Book come from the North and Canton and the rest are from two or three-line cities.

"This structure is very reasonable, we may misunderstand that our users are mainly in the first tier of the city, actually not." "Miranda explains that users of one or two-line cities have more access to information, and they also like our products, but three or four-line city users are really unsanitary environment because they are too weak to get information through the people around them.

"I think, people who like to shop around, the quality of life has the pursuit of people, is our seed users." Behind the shopping, in fact, is a way of life. "Miranda said.

"Tone is the soul of a woman's community."

Exclusively is a model-born Operation team. In the office in Xiamen, there is a special leisure area, when the weather is good, the operation team of the girls on the sofa to bask in the sun, drink afternoon tea.

The operation team's work is a bit similar to the broker, they dig up the resources of the beauty makeup video on the net, mainly includes three parts, one is the local model of Xiamen, the second is already well-known beauty makeup person, through the exclusive signing and the admission fee invite, three is also in the initial stage the beauty makeup video producer.

This soon-to-be-on-the-go beauty community was born out of a Chinese online cosmetics brand, PBA, the founder of Zhang Hong, who previously operated the cosmetics brand community, a purely female forum.

He found that, from the perspective of Community operations, the number of users who produce content is always a minority, the biggest killer is relying on "new posts top old posts." Some well-known communities rely on a dozens of-person editorial team and a large number of writers, and a valuable post has to be sunk after a period of time and no longer worth digging.

But at the same time, the problem is that the PGC mode makes it difficult for users to interact, "once there is no interaction, it is difficult to create a tune." ”

As a result, the beauty of the United States is the use of the model is a boutique content-driven, through a more direct live make-up video to form an interactive relationship. On the one hand, the beauty of beaver beauty encourages beauty to earn income through the production of excellent content, in addition to the occupancy fee, as well as the monthly guaranteed income and reward mechanism, novice users can search in the content Library of their own needs of the tutorial, on the other hand, it invites people to live online, "The live process users can always ask questions, You just painted the eyebrows that place again, a bit like yy voice of the host, forming a new point of interaction. ”

"The community is not like a tool, it needs to be culturally tuned and requires a lot of content to precipitate." Zhang Hong said, "We analyze a lot of platforms found that in fact, competitors in the past the problem is too utilitarian, too want to go to cosmetics shopping Guide this business direction." But in fact this is not necessarily the user's pain point. ”

Zhang Hong that women's communities are still at a potential excavation stage. Unlike rivals, which start with the UGC model, he argues that women's communities should initially orient their content to the high end.

"We are now strictly limited, only the contract can be published content, but I think the platform will be a step-by-step evolution, for example, I myself cultivate a part of the people, the community of some users into the people, the future of this opening threshold will be reduced, will have a more three-dimensional vitality. ”

But before the pattern matures, don't be hasty. "Some people also say that it is not possible to brush the amount of users, but it is useless to really build a community atmosphere. ”

How do I run a female community?