100,000 the birth of women's wealth management community how to grasp the financial needs of the perceptual people

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

According to statistics, women are in charge of 70% of the household expenditure, they are not only the main household consumption, but also the head of the investment, unfortunately the current wealth management community are too "masculine" (such as stocks bar, snowball and other current popular wealth management community), completely did not take into account the women's financial psychology and needs.

She is on the right track, focused on the women's wealth management community, understanding women's low risk appetite, willing to listen to public opinion and other characteristics, has accumulated 100,000 of users.

Her money founder Che Yong, originally also do the media, 2000 entered the "Internet Weekly", has been the editor-in-chief of the Post, then embarked on the road to entrepreneurship. She was a Che Yong second venture, and he founded me in 2006 with a network, a technology-led web site, primarily to provide users with the server and the corresponding customization, collection, and theme sharing services platform.

Che Yong founded her money in 2012 when she was in China to create capital and talk to colleagues about the financial services industry. There is a foreign learnvest (the United States at the time of the women's wealth Management website, after the transformation of the Financial planning site) is very fire, inspired by this, 2012, Che Yong began to recruit. Build your own team. Therefore, her financial management is a domestic incubator project.

In Che Yong's view, women's financial management is different from the male, has its specific attributes.

First of all, the female risk preference is lower, the guarantee first, the income second;

Second, women's financial management is more to achieve the goal of life, rather than simply accumulate wealth;

Third sex is willing to listen to expert advice, often follow relatives and friends to carry out the same investment or financial management activities, willing to entrust financial management, and men are more inclined to independent judgment;

Finally, women tend to have family consumption and investment decision-making power. At the same time, basically regardless of the male female, all want the finance to be able to be easy to understand, rather than be excluded by the professional terminology. In addition, women who manage money tend to be more independent, active and optimistic in their life, more responsible, and show healthy positive energy in speech. Therefore, it is very meaningful to let the female users learn more about their financial affairs and share and encourage each other.

Everything is hard at the beginning, and throughout the 2012, she spent her money on trial and error. This year, Che Yong with the team blindly do too many things, lack of verification, serious loss of focus. So the first 10,000 users came in unusually hard. Until last year, through the strengthening of the financial log, the other functions of folding hidden, coupled with the balance treasure Enlightenment Public finance awareness of the East wind, and finally the community into a clear upward channel, to get the first 100,000 users a lot faster.

Most of her clients are 22-35-year-old career women. Because of the life stage and the gradual accumulation of their own wealth, financial management is becoming more and more their just need. They want money, but because of the threshold of money and knowledge, they do not know where to begin.

In addition to learning and sharing financial knowledge and experience in the community, they especially need professional and reliable counseling services. The traditional financial institutions, for these limited group of people are largely ignored. The balance treasure has brought some changes, but it is far from enough. Financial management is a kind of complex demand, which involves many aspects such as income and expenditure arrangement, financial guarantee, asset allocation and risk management. Each person has his or her present and future life goals, and in finance, it requires a proper combination of arrangements. These, not by buying one or two of the amount of the rate of return (the risk of unknown) products can be resolved.

So from the beginning of last year, she spent more than a year on financial management, research and development of the domestic initiative of online Financial planning services-"good planning", through the Internet and intelligent algorithms, to want to finance but feel that the young struggling people, to provide tailored financial planning and asset allocation program, and personalized advisory services to continuously interact with users. For this reason she managed to buy the "guihua.com" independent domain name with six digit funds.

Online, make a financial planning cost in thousand yuan above, and can not find acquaintances can not do, made to still do not understand, the power of interpretation in the Financial Division (in fact, sales Manager) hands. And in good planning, personal financial planning can be done free of charge.

At present, she is mainly in two business, which seems to be contrary to the so-called "focus" principle. But Che Yong felt that things could not be so dogmatic to see. For the Internet of service industry, "Community + service" is an ideal model, both can promote and support each other. Stay focused on the company's mission and vision level.

In the area of financial management, from community to service is a natural extension. Whether it is a women's wealth management community or the Internet, in the vertical area, the depth of everything, must be cut into the vertical industry value chain of the core link, forming a closed loop. Simple community, change is always a headache, said that the industry is not a problem, it is because the core of the industry value chain is too far away.

Therefore, she finances the current business closed loop can be simply described as: build her wealth management community, accumulate and precipitate users, establish a good planning, to provide users with financial planning model. Later by recommending the corresponding financial products for the user to charge a certain fee.

Done for more than two years, also because of the capital support, she has always insisted on a "slow company" rhythm, patiently build products and services, patiently build barriers, patiently set up the current financial and Internet integration of the first-class team; do not be vain indicators, do not rely on traffic to survive, At present, her wealth management platform on the financial content has caused other platform concerns, and already have some platform to reprint cooperation needs.

Che Yong said: "We can not do fast success, too many people crowded on the road of rapid success." We just stick to the right direction, team Trust, the day arch a stroke, we can see the road under the foot. ”

Community Type: Female Interest Community

Founder: Che Yong

Online Time: August 2012

Region: Beijing

Team Size: 48 people

Financing situation: Investment of the Angel of China creation

She has certainly managed to capture one of the branches of the financial community-women, who provide them with the needs of women's financial people and form communities. It is always easy to study a group of people to provide services to them quickly. Her financial management is one of the successful practitioners of "small social".

The "Small Social" series begins: "The small social Era opens:" The air of the secret

1995 msn,1999 years of Oicq,2004 's Facebook, and then MySpace, everyone ... From the late 90 until 2010, the Internet has been on the fast-growing stage of large social networking platforms.

But from the beginning of the past two years, the entire internet world to Silicon Valley as a starting point, a "small social" trend. Private social applications more than 20 million of the path users, valued 1 billion U.S. dollars; Facebook spends 1 billion of dollars acquiring photo social apps Instagram; Burn After reading "Application Snapchat rejected Facebook and Google's 3 billion-dollar takeover offer, and the knowledge-question community Qura valued 900 million dollars ...

The big social networking platform is getting silly?

The internet has been in the process of rapid development. With more netizens, large social networks are increasingly overloaded, the most representative of Facebook now has 1 billion users, QQ has 800 million users.

On a large social networking platform, a person's interpersonal network will gradually become jumbled, it is difficult to distinguish between boundaries, and gradually lose the real sense of community. In real life, many people think they belong to a variety of groups: Literary Enthusiasts, program apes, anime enthusiasts, travel enthusiasts, parents and so on.

But now the big social networks are so large that they feel "empty", people are on social networks to maintain real social relationships, or to find the social relationships they need, but on a huge social network platform, hundreds of millions of people are generating too much information, beginning-the explosion. When everyone wants to find the information they really need, they have to pay a high price, or if they need to find the information they want, the information is already flooded by the ocean of information.

Rishon, Spinnakr market leader at the U.S. real-time data analysis platform, said:

"As a marketing person, Facebook and Twitter are essential ingredients for my job and they still have a lot of clout." But as a normal person, what I want is a more humane thing. I long for the interaction and attention that the Internet originally advocated. There is no doubt that the network has brought us great communication energy, but why should we waste it in brushing each other's life trivial updates?

The bifurcation of social networks has emerged. It's either big or small and beautiful – and for the entrepreneurs who do social networking, chances are small and beautiful.

In several cases I have contacted, many entrepreneurs have started experimenting in small, beautiful social networks, and they have summed up the idea of taking the jumbled relationships and information of large social networks out of their own design labels and then designing products to meet the needs of the population.

The key point, however, lies in the ability to extract social labels and the ability to meet the needs of the tagged social network.

Here are some of the cases I have contacted.

Social tagging: Scenes?

Secret, Tataufo, quilt music, know ...

Quilt Music is last year's Black Horse contest final eight strong contestant, at that time Zhou, Yan evaluation Quilt Music, said: "Although we the old person does not understand, but the demand of the race is very wonderful, as long as the product is liked to have the future".

The founder of the quilt, DK, in the creation of the quilt music, the scenario is a person nest in bed to see the text to listen to music, everyone together UGC text, choose Music, warm each other.

Similarly, the secret, the knowledge is also pulls out the social scene, specially makes a social product. The scene of the secret preset is that everyone in a circle, do not know who is who the case of the Secret (spit), know that the sharing of professional knowledge of the scene out, with the form of questions and answers presented.

The dating application Tataufo, which originated in two universities in Tsinghua University, is to recommend an appointment to the user every 10 o'clock in the evening.

The setting of the scene can strongly stimulate the user's social behavior, as well as the driving force. It is very easy to assemble a user with strong social needs.

Social tagging: interest?

Bread Travel, master, blued ...

Shuai, founder of the Master, said: "Small social is a necessity, the big social system is unable to meet the majority of user segmentation demands." Especially for the highly targeted, they are naturally more interested in the precise social things. Shuai participated in this year's Black Horse competition TMT Tournament, he created a master app is "based on the interest of fragmentation time knowledge sharing application", users can share the knowledge according to their interests, and find the same interests with the field of knowledge of the talent.

Bread travel is more accurate, cut into the "travel" this interest tag. Bread travel, which only runs for a year, gathers more than tens of millions of travel enthusiasts, and the potential is enormous, and the tourism products sold on them are often robbed and emptied.

Of course, there are "homosexuals" interested in community blued, as well as the accumulation of millions users. They only received tens investment two months ago and are currently valued at $100 million. Small social interactions tend to be more monetization than social networking, and this is more pronounced in the "social function" model of social tagging.

Socially labeled: social function?

Baby Tree, geek College, spicy mom Help, CSDN, Segmentfault, Love defeated Mother ...

Industry insiders to I revealed that the hot mother to help vertical community, although only millions users, but the size of the revenue has been able to reach tens. And Csdn, Geek College, Segmentfault and other programmers-oriented communities have also received good cash flow.

With a simple estimate of each user value, the business value of small social networking is much higher than that of big social platforms. Sina Weibo after the listing, the market value of about 4 billion U.S. dollars volatility, with 500 million users, and the simple average down, each user value of about 8~10 dollars. Twitter has 700 million users, with a market capitalisation of around 22 billion dollars per user worth about 30 dollars. Facebook is worth 150 dollars per user.

Let's look at small social applications. China's gay social blued users million, valued at 100 million, each user worth 100 of dollars. When Facebook spends 1 billion on Instagram, Instagram users are 30 million and each user is worth 300 dollars.

In other words, in China and America, the value of each user is at least a few times higher than a social one. This is not difficult to understand, because small social more accurate, user action is also stronger.

Social tagging: XXX?

There are a number of tags in social networking that can be pulled out to do a variety of small social applications, the key is to look at the level of extraction, and the ability to achieve this social label. The most wonderful social application tag I've ever seen is "beard", where the user is a beard lover, exchanging information about the beard. Of course, practice succeeds. The user stickiness and monetization capabilities of this segmented social application are extremely strong ...

In fact, Tencent's social products and Microblogs have told us that huge and never-falling giant social networks will go 1. Traffic entry; 2. Marketing tools. For precision advertising, electronic business and O2O, small social networking is the best tool.