Case: Deep understanding of Japan's largest recipe sharing UGC Community Cookpad

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Editor's Guide

Cookpad is Japan's largest recipe-sharing UGC community, offering a real-time variety of recipes by capturing women's "What to eat Tonight" mentality. Most of the recipes are shared by housewives themselves. What made this UGC community? How does it make a profit? What inspiration can we get for the domestic food community?

Who's Cookpad?

Let us understand it first, Cookpad implement Membership system, now monthly active number of more than 1500w, 20-40 years of age between women accounted for 44.6%, in other words, Japan's twenty or thirty-year-old women must have a cookpad users. They have no controversy is the city's most purchasing power, from the flow data, the daily peak of PV visit in 16:00-17:00, in other words, cookpad profoundly affected the Japanese women "do what to eat tonight." Another noteworthy data is from April 2012 traffic, 15.21 million of the UV 1069w from the PC, and 451w from the mobile browser. Imagine a young girl came to the supermarket after work, using a mobile phone on the Cookpad web search recipes, buy ingredients, go home to do the dishes and then share on the Internet, needless to say, UGC era, so high viscosity, high conversion rate of the business model left us how much imagination, you understand.

Cookpad Flow Data statistics (data from Cookpad official website)

User analysis, (data source: Cookpad official website)

How to make a profit

Cookpad's profit model is clear, and in 2009 the young company, founded in 1997, successfully listed on the Japan-Tokyo Stock Exchange Gem (code 2193). T, No.1 in the NEXT50 index as a growth indicator, is a very small topic in the Japanese capital sector, as it was when the global stock market was in a downturn, just like Gree, which was listed earlier.

Cookpad August 1 close to 2092 yen, the market value of 34.198 billion yen (about 438 million U.S. dollars)

Advertising sales + recipe Publishing + membership fee + E-commerce constitutes a cookpad profit model.

#1 Advertising Sales

One of the most important sources of profit is undoubtedly advertising. In addition to the traditional banner ads, a variety of brand topics, offline experience test (or trial) activities, flexible marketing mix to meet the diverse needs of advertisers. The most core, and most users like the number of monthly contest, for example, August contest, is a "Japanese food research" sponsored delicious meat contest, the requirement is to use the "late Restaurant" series of sauces, staple materials are a variety of meat, cooking delicious dishes to upload personal recipes will have the opportunity to award. This kind of competition is particularly popular with Japanese housewives, if the opportunity to win is certainly a kind of glory, if not also can be used as a workout, to know that in Japan, good cooking is one of the core criteria to measure housewives, especially in the Japanese housewife's cooking level is generally higher, the public affirmation and the potential need for self-improvement are strong, Especially when a certain kind of food has become the topic of the near future, but it is not ready to cook, it is a very shameful thing. Once there are Mizkan will be the winner of this month contest recipes published in the newspaper, and even printed into a brochure placed in the supermarket shelves for others to read, if the award-winning may also become the cookpad of contract cooking experts, out of books, television programs, the development of personal brand of cooking tools ... Cookpad offers a platform to showcase culinary dreams, and vendors are willing to interact deeply with consumers.

January 2008 Nielson Online adreleavance expenditure statistics, the Japanese network banner advertising rankings, Cookpad ranked No.10, advertisers 32, the number of banner more than 100, now the data is unknown, but from July 2012 Yahoo Japan (long occupied by the Japanese Network advertising volume of the No.1 site) has reached a cooperation agreement with Cookpad, Further collaboration will be carried out in advertising and content.

#2 Recipes Published

Cookpad Red A large number of culinary people, but also attracted a lot of already famous "cooking home", Cookpad attaches great importance to content quality, has a dedicated editorial team and "talent" communication, very popular talent, Cookpad will be published for its special electronic recipes, in recipe Store ( Http://cookpad.com/recipe_sets) member can buy 10-20 courses, the price 500-600 yen (about RMB40, 50), the author of course can be divided according to the amount of download. In addition, the printed version of the Cookpad series of recipes in the physical bookstore sales are also good, in the very high reading rate in Japan, Cookpad as the birth of the Internet brand, itself has a large number of enthusiastic fans, physical books are very popular with young urban women.

PS: I bought one in Japan, the price is 1260 yen, Amazon Japan can also buy.

#3 Membership Fee:

Registered as a member does not charge, become a senior member will be 294 yen/month, privileges have the right to search recipes in popular order, you can subscribe to the best recipes in the season, and so on, these value-added services seemingly simple, but attractive, after all, the price is not expensive, only one of the 2011 years ago in the three quarter to contribute 60% of the revenue. ps:2012 April ipad version Cookpad app landed in the Japanese app Store, paying members to increase quickly, may be a better reading experience.

#4 e-commerce

Early July, with a strong community platform Cookpad launched the Cookpad Shop channel, to sell vegetables and rice, cookpad to build a collection of "good quality" "stories" of the agricultural sales platform, the first time wading electric trader also appeared very cautious, chose a small risk farmer cooperation mode , now settled in the various regions of Japan have been small well-known "farmers", each product is not much, the basic package mainly, the price of 1680 yen, the origin of direct delivery, logistics outsourcing by the farmers themselves.

Taking the settled Hug Mart For example, this is a head office located in Sapporo agricultural products shop, small scale, but good reputation, choose and cookpad cooperation is not the first electric shock, should have a certain network sales experience, perhaps at this stage Cookpad only focus on earning a reasonable profit, the future of the electric business road is still in exploration. In the "residential economy" highly developed in Japan, people are keen on a variety of fresh ingredients, often do not eat is the absolute creed, to see the season's popular recipes, while at home Point Mouse can buy the origin of vegetables and melons, can imagine the space is still very large, perhaps a naïve can buy Cookpad brand vegetables.

Written in the last words

Under the kitchen, the bean fruit, the gourmet Jay who will become China's Cookpad? Chinese recipes based on discovery, sharing, and interaction are still in their infancy, but at this stage, reducing the food, returning to the kitchen, returning home is becoming a trend when cookpad has begun to consider how to attract single, After graduating from the University of Men's eyes, China's imitators may be more to study the psychological needs of women, through their own platform to convey what kind of emotional value, is healthy and happy, or warm and harmonious or independent self-confidence, this is more important than blindly competition recipes quantity.

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This article is from @socialbeta's contributing author @ glutinous Dad's contribution.

The author introduces: Glutinous father is now working in Shanghai Bo Report Hall Advertising company, wife @amie Ami is a senior food lover, food writer, by its influence is becoming a unprofessional cargo.

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