Bean-Fruit Cuisine: Looking for style on the edge of literature

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Guide: "I do not have time to cook ah!" When reporters asked if they were cooking their own meals, Wang Yuxiang, the CEO of the 7-year recipe website, said. There are usually two motivations for starting a business: Founders ' preferences and founders ' opportunities. Many of the second founders are not enthusiastic about their products or content, but they don't stand in the way of success, like singing, like peas and berries.

Bean-Fruit Cuisine: Looking for style on the edge of literature

There are usually two motivations for starting a business: Founders ' preferences and founders ' opportunities. Many of the second founders are not enthusiastic about their products or content, but they don't stand in the way of success, like singing, like peas.

"I don't have time to cook!" When reporters asked if they were cooking their own meals, Wang Yuxiang, the CEO of the 7-year recipe website, said.

This year, the Beanstalk moved to the Galaxy Soho in the two ring, less than 5 kilometres from Tiananmen Square. Wang Yuxiang said that the fruit is still exploring the business model, but from the income perspective, the commercialization of the fruit has been formed, the current lack of beans, is a unique "style."

"I'm an opportunity investor."

2007, when Wang Yuxiang, China Mobile 12580 product director, began to brew a new venture, plan with a few brothers to make a community website to earn some money, at that time the most fire community is renren and happy net, but for them, and lack of money and people, let alone two big websites in the former, this road is obviously not pass.

So several people began to sum up the basic necessities. Clothing is too complex, the industry chain is too long, real estate play, try a little online travel found also not good at, and finally decided to eat hands around, so the birth of the predecessor of the Bean fruit Net "I vegetable net."

Food is the best choice in basic necessities, but also very passive choice, because a few big men will not cook, with Wang Yuxiang words: "If we do the dishes, the estimated site soon closed." ”

Wang Yuxiang's approach is to dig people from the blog, because my Vegetable Web page is designed for recipes, content publishing and reading experience is far better than general-purpose blog, some bloggers began to try to publish content in my Food Network, of course, the blog is still their main battlefield.

A turnaround is the rise of Weibo in the 2009. Food Tatsu people found that the blog is not, if you want to spread in the microblogging, more professional recipes site is a better choice. So a group of gourmet people began to deep in my vegetable network "vegetable", and their fans followed, become the early users of the bean.

"They are pure, and they are not the same opinion leaders who brag about the tech circles, they are really writing their own lives and writing feelings." "Their articles are like prose," Wang Yuxiang said. ”

So the bean-fruit net started to grow, 2011, the Bean Fruit net obtained the grand 10 million Yuan investment, the website began formally to operate in the company mode, and Wang Yuxiang also formally resigned the original work to devote oneself to the bean fruit, that year first edition bean Fruit Food app on-line, became the earliest domestic food community around the menu spread app.

"Literary youth's money is hard to earn"

Recently, Wang Yuxiang in a matter of worry is the "tone of the fruit", more bluntly, called "force lattice."

For some users, the bean fruit food lacks a kind of modulation, it is too common, fish fragrant shredded pork, steamed perch, braised ribs, nothing more.

I opened another gourmet app "Uniqlo Recipe" and Wang Yuxiang Exchange, which is a beautifully designed, experienced excellent and enough style products, behold Wang Yuxiang asked: "Do you usually use?" A word made me choke back the rest of the conversation.

This is the problem, many products high enough to force, in the circle of friends, Weibo widely praised, users are even willing to deliberately open to friends to recommend or show off, but in fact users do not really use them, because their users are literary youth.

"Literary youth are mostly concentrated in the field of new media, traditional publishing, Internet industry, men Wenqing men, women Wenqing, the rest of the pack cock silk." Wang Yuxiang said, "Most of these people do not cook, they install an application, show off everywhere, but they actually do not need." ”

"Literary youth's money is hard to earn. "he said. Wenqing are willing to use products to convey their temperament and taste, but their real life is not necessarily related to this product. Wang Yuxiang want is to have time and mood to watch recipes learn to cook, and buy recipes recommended pots and pans, refrigerators oven users.

Wang Yuxiang still hope that the beans and fruit food can have some labels, even with a bit of literary and artistic, at the end of last year, in recognition of this issue Wang Yuxiang Senior Media He Feng into the under the under, hoping to break through the operators of excessive technology and product thinking.

"I don't know O2O."

In his early years, Wang Yuxiang wrote the internet industry's comments on the blog, and the language was sharp and straightforward, not pompous or disguised, and he still maintained that style.

"O2O?" I always think people like to fry the concept, you do not know what is O2O bar. "When everyone is taking the O2O concept to whitewash their own, open the chain closed ring, Wang Yuxiang said."

The fruit is also working with the shopping malls such as Cade Mall and some restaurants for offline activities, also through the Bean app for the kitchen electrical products with sales, but not the part of the line is called O2O, Wang Yuxiang does not seem to care about this conceptual problem, he said that the fruit of the focus of the above, more positioning online food community.

At present, the main business model of the fruit is the original life, Shun Fung optimization, such as fresh electricity business diversion, kitchen and bathroom appliances manufacturers advertising, although the income has been stable, but Wang Yuxiang said that the current bean fruit is still exploring business model.

In Beijing, Shenzhen, Guangzhou and Hangzhou, Bean fruit opened the line "Experience Pavilion", on the one hand for the kitchen and bathroom product display experience, on the other hand through the form of culinary training and user interaction, although this is not a bean fruit business model, but the extension to the line to the future of the bean fruit to create more space for imagination.

Last November, the fruit won the high Ling capital of the C-round financing, Wang Yuxiang did not disclose the specific amount, but the investment will help the Bean network to consolidate the lead, in the past year, the Food menu application has not been the capital of the heat.

Before the founding of the Bean Fruit Network, Wang Yuxiang has been "Yau Vision Network" product director and China Mobile 12580 product director, in 2009 Wang Yuxiang met Zcom, 7k7k former vice president Zhu, plus another two founder, formed the bean fruit Net The earliest founding team.

June 2011, The bean Fruit Net announced to obtain the grand capital million level investment, November 2012, the bean Fruit Net completes the Jiyuan capital to lead the 8 million dollar round of financing, last November, the bean fruit obtains tens of millions of dollars of C round financing.

At present, the team has no more than 100 employees, bean fruit NET registered users 6 million, bean fruit Food Day active users 2 million.