18-month-old products with what to have 30 million cock wire users?

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Quick tooth This product is special enough.

First of all, its users are very special, under the enviable high growth curve (the average per quarter is one times higher than in the previous quarter), the majority of the more than 30 million users are not from the top-tier cities, but from Guangdong, Hubei, Henan, Sichuan, Hunan, the students, migrant workers in the province, Access to the user including factory workers.

Although the product user group enough cock Silk, the team is not cock silk. The team is very wonderful, there are traditional communication veterans to do CEO and technology, have standard literature and art products manager, as well as the market operation in the field of game.

How do they create a product that reaches the white class and has 30 million users? What's the story behind them? I interviewed the CEO Wang Frank this weekend and wanted to answer for these curiosities.

What is a quick tooth?

The current audience and our readership is not the same, so it is necessary to introduce here. Last June, the official line of the fast tooth, in short, is a near-field mobile phone transmission tool. Its special place is, the use of mobile phones to build a WLAN hotspot function, fast teeth can be in the flow, do not need WiFi environment to help mobile phone between the application, video, music, pictures and other documents transmission. According to the official, the speed of the fast tooth transmission is 50 times times that of Bluetooth, which means 1 minutes can transmit 120 photos or 30 mp3.

Although it is a technology-driven company, the development of people should not be unfamiliar with these technologies. More than 10 followers have appeared behind the fast tooth in more than a year of launching this innovation tool. And fast teeth in the lead state, has become other companies want to close to the user of cock silk a big way.

Why are there 30 million users?

In fact, Frank has no coherent answer to this question, and he and I share the process of getting the user from 0.

In Frank's view, the fast-tooth is a highly cohesive product, it is especially suitable for students who gather in one classroom (but not have a good class) and those who do not have more recreational activities after work and rent a group dormitory, and they can quickly complete the sharing of mobile content in the group through quick teeth. If a class of students because of a Korean drama 20% of people with fast teeth, fast teeth will soon be the whole class development. This natural viral transmission, Word-of-mouth transmission attributes, to a large extent, to promote the volume of downloads.

In the beginning, as with other products, the first thing to do is to attract geeks by way of forums (these people are really the core users of fast-tooth products, because they are often the most often asked to have something interesting to share). But after a while, they found out from the data that the product is also popular outside the geek market, which allows them to slowly shift to this mindset in the market and promotion. Up to now, the rapid tooth user structure in the geek has been "marginal person", North Canton is no longer the first echelon of the user group, most users are even using more than 1000 dollars under the mobile phone. Can do these markets, their summary, is that they do not create demand, but the user's own needs.

Cock Silk User's environment, doomed the mobile phone between the content transmission will become their just need. During the investigation of the factory in Dongguan, Frank found that factory workers were very close to the big screen phones because they usually had only a few people with computers, and their most important first screen, which was not the same as the average mobile phone user in terms of frequency and use. But the use of high frequency does not mean they are willing to spend a lot of money on mobile phone broadband, the transmission between the mobile phone has become a very important channel.

In addition to external environmental factors, the way and the angle of the rapid tooth promotion and other products are different. In many products generally to promote their own technical advantages, in the game of the Red Sea in the market leaders who have thought of is to think of "cock Silk's just needed." Cock Silk In addition to some video consumption just need, the biggest demand is to save money. In this kind of thinking, the rapid teeth in the publicity also become different, thinking from the content of the dissemination of traffic, and thought from the flow into the bill, and then the phone to fold into the equivalent. In the end, the student "cock Silk" will be seen in the quick-tooth ads, entertainment sharing after the roommate shouted: "I share the material you have enough to buy a sea rendezvous tickets!"

In addition to product attributes, market operation direction of the different, fast tooth team in the attempt to develop cock silk users in the process, but also some firsthand experience:

Channels are complex, and there is no direct channel for you to reach this type of user on a large scale (until the quick tooth has this ability), from their research results, to reach the target users before the transmission chain is not short, so micro Bo, QQ space Publicity, registration after the application of the socialization of diversion are worth doing.

The threshold of mobile internet is not imagined low, even if the core in product technology, the market operation of this leg can not be lame. The fast tooth team has 10 people to do the market and the operation, moreover is willing to spend the money in the reliable promotion. Fast teeth in microblogging marketing when and some micro-blog account Cooperative Learning, "leave a few hands" also gave them to shape the stingy, provincial flow of people with "fast tooth" impression, this money at that time worth spending.

Although the push is effective, it is still too slow for pure Internet products. And the way in which the first-line users are pushed is eventually turned into a way for them to investigate the user, which helps the product evolve.

Next level rockets--get a grip on the transmission network:

In late September, the fast-tooth team came online with a second product, "Quick take", which is also the second-level rocket in Frank's heart.

It's a "genetic mutation" for Frank, and most of Frank's previous experience is related to communications, but in the minds of the communicator, there may be some peer-to-peer scenarios.

"Peer-to-peer Spirit is that everyone is equal, direct communication is the right to be gifted, and I want to do this (break our usual transfer of things on the slow state)." At that time I was thinking, peer-to-peer network structure can do mobile phone up-the initial attempt is the shape of rapid tooth, but also on this basis to think of a lot of SNS things. ”

and the pure tool of the fast tooth is different, quick take can let the user through the active way to obtain content. Through geographical location and social relations, download to non-users around the initiative to share content. The fast tooth mechanism of near-field transmission is also placed inside, near-field users can still do private content sharing.

Frank believes that the fast-taking of strong relationships is more scalable, not just for the user base, but also for the business value. Although a little socialized to share the feeling, but the quick take does not intend to do their own application store, but want to aggregate through their own channels.

He envisions that, in the case of the user to circle, the core value of the quick will be a network of interpersonal communication, transmission path can be data perception, you can see some people are particularly strong communication, and even can lead 1 million of entertainment content spread. And they have a way to activate the network. In addition, for games, star activities, when the first-tier cities have been activated almost, they will need to pass the fast tooth, fast to take such a transmission chain to do propaganda and data reference. "Now the most famous stars are not sure where their fans are, if he can understand that there are hardcore fans in the other 234-line cities to do a lot of content spread, they have the opportunity to go to the concert there." ”

Frank very agree with Lee Colling, a company if 2, 3 years of growth, not be chased by people is very happy. Fast teeth in the beginning, probably by large companies despise, do is near-field transmission, and most of the product scene is not the same, it seems that the frequency is much lower. In the muffled expansion of technical barriers, so that other start-up companies can hardly surpass themselves, they also deliberately low-key, so that large companies can not see clearly and understand. 360 is also 1 years later to do similar functions.

And until the quick tooth becomes a big channel, it is the first stage rocket, has helped to push them to have more idea the quick take. ' The alternative is to quickly iterate the new product, ' says Frank, ' to keep the lead, except to make it clear in the early stages. ' He revealed that they will have a 3rd class rockets in the future. And fast teeth, there will be a new play.