web2.0 website: How Yang Bo Create a circle culture

Web|web2 from a person, 200,000 yuan, a year quickly to Douban do more than 400,000 registered users, is recognized as the pioneer of the Chinese web2.0 era.

Next to Beijing's 798 Art district, there is a red business building. The front is noisy downtown, behind is a quite small crowd of art community, Yang Bo and his team here cultivate their "watercress" is growing.

The bean seedlings in the Grimm's Fairy tales, Jack and the Beanstalk, climbed into the sky overnight, and Douban seemed to have such magic. From a person, 200,000 Yuan Angel Investment started, in a year time quickly put Douban do more than 400,000 registered users, this collection of books, movies, music reviews and recommended sites, has been recognized as the pioneer of China's web2.0 era. Douban founder-Yang Bo, also became the man of the web2.0 era.

Active challenge, "turtle" ashore

Yang Bo, a Han Chinese in Shaanxi Province, graduated from the Department of Physics at Tsinghua University and received his Ph. D. in physics Department of California. The "more than 30-year-old" young man, the net name "Ah bei". The internet is a head wrapped in red cloth anger, but face-to-face, he exposed the true colors: look younger than the actual, tall but not sound, gentle and even a little shy, typical science students appearance, artistic youth heart. Three years ago, he lived in a watercress alley near Chaoyang Gate in Beijing, often haunt the nearby Starbucks, holding a paint off the apple notebook, frantically compiled a bunch of people do not understand the program-Douban half of the program is written in Starbucks, the name is from the Watercress Alley.

The turtle landed on shore only because he was too stable to work for IBM in the United States. "I can imagine a few decades later, my own job, pay and benefits," I closed my eyes. But the people around me are spirited to talk about the return of entrepreneurship. With visions and challenges for the future, he sold his car and furniture and resigned from IBM.

After returning home for the first time to test water, is to join the "trot Easy", serving as chief technical officer. Like many companies with lofty ideals, the goal of "trot" is to become China's most important logistics networking solution provider. But after the process of financing and burning money, the ' trot ' failed to move further towards the goal. "The biggest lesson he gets from the trot is that he's at least doing what he likes." So no matter what the outcome, the process is happy.

The people who gather "like-minded"

Yang Bo determined to do his favorite website.

At first, he chose to travel. The page was just half done, and Yang Bo found the plan too small. In busy China, very few people will spend a lot of time, smashing into a lot of money, on the map backpack tourism, so marginalized site is difficult to gather popularity.

Yang Bo turned to books, reading is more popular than travel. He is a love of books, but like many people, he despised the rankings of books and editors of the media, preferring to go to the nooks and cranny, looking for a smaller number of non-mainstream books. "If there is such a website, there will be similar to me, we can communicate with each other, know what is the better things now, and can write to share feelings with you." For me at least, this is a useful website. ”

March 2005, by a person to develop, the operation of the book review, film reviews, music commentary website Douban, began in the network World "wandering." When Douban first appeared on the Internet, quite a few "raised in the purdah people do not know" loneliness. Yang Bo A sweaty stare at the monitor and constantly brushing the screen. A name "boring" net friend in Douban left the first series of footprints, let him realize what is called mixed feelings, as if the father heard his children's first cry.

Douban's position is to help you find something you like. How do you do that? Yang Bo is inspired by the real life. "A bunch of people chatting, you said a book, a colleague jumped out and say that I have read." You'll talk, and you'll meet other books. "The most effective impact on most people, often from friends and relatives and colleagues, is a random one or two-word recommendation that not only conveys their own true feelings, but also includes a judgment of your taste and a selection of what to do with it."

Now Douban expands the recommended group, allowing strangers with similar tastes to come together. Douban No editorial writers, no special articles, here all the content, classification, screening, sorting by the registered members of their own generation. Once you register as a "bean friend", you can upload your favorites, recommended books, music, and movies on your own page, and through the technology behind the site, you can tell how many strangers are reading the same book, watching the same disc, their evaluations, their preferences. By clicking on their avatar, you can add him as a "neighbor", gradually forming a small circle, "which can be understood as a network of specific objects such as books."

"If you are a bookstore, there is a problem with inventory limits." You don't have any books you've purchased, but you don't have them in the database. But Douban is not the same, as long as someone has seen, you can add, and its space without cost. "There are 800,000 of books on the Douban, databases and when, excellent, Amazon docking, you can also add some old books by users themselves." "For example, the book of the last century 80 's, when, excellence absolutely will not have." "Yang Bo Live demo, find the Netizen" small Wind also "Douban homepage, above has a" lone raft oceans ", the first was 1981 Hunan Publishing house, 2005 Chongqing Press reprint. Such an old book often surprises people who love books.

What person is reading what book, what person likes what music, Douban now has accumulated thousands such record. Here, you can soon find "like-minded" friends, building a flock of birds of a feather flock together.

Like all Web 2.0 sites, Yang Bo claims that users are "always free".

"Bean Friends" become employees

Recalling the two years of the road, Yang Bo very sigh: they almost did not spend a penny in the promotion, Douban can be as widely known as today, "rely on the word of mouth of users."

What impresses Yang Bo most is the massive book review that revolves around the 84th search warrant cross Street. This book, known as the "Book of Love of the Bible", is published in Chinese, "as it is tailored for douban." On the Douban, the Chinese translator of the book has been interacting frequently with the "bean Friends" on the translation experience of the book. Since then, more and more book authors and translators have joined Douban, and people have found that Douban is like a stage where they can perform on their own and watch below.

At the same time, Douban provides a link that allows users to buy the books, DVDs, and music CDs that they have long wanted and have been able to use directly on Dangdang and online excellence. In this way we are helping businesses to do marketing, so it will be a split. "At present, the main income of Douban is from and when, the outstanding split, Yang Bo said 10 links from Douban will happen once purchase behavior." In the future, Douban another means of profit is advertising.

Experienced the failure of the Yang Bo, now very clear their positioning and goals, will not be anxious, do not follow the swaying. When people question the Douban, petty bourgeoisie, he has his own understanding: the so-called minority, that is, tens of thousands of individuals, everyone's interests are different, these things add up and the most mainstream things of the scale is quite, and will be more and more big. The diversity of society means more personalized, and Douban is catering to this most personalized needs, so vigorous vitality.