Child Community Case Study: Product recommendations for rice Rice school Bus

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I have observed several cases of children's community in a few days, Obi, Box World, Beval net. It is found that the only school-bus family that really wants to be a primary student community. The above several also remain in the field of view of Moore Manor. Larger scope, 4399 and Tencent have a lot of resources to do the primary and secondary school community. Tencent can include the whole age of the child's growth, not the problem that the child will never grow up. And 4399 has this resource. So there are 2 problems to be solved for rice washing rice.

1, to do the primary and secondary school community, so what are the primary and secondary school students?

2, these children grow up after 5 years, Rice school bus users net loss, how to leave the children grow up?

Let's talk about these 2 questions first.

The first question, I think, is that kids come here to play games? If so, there is no need to emphasize the community, but to emphasize the game, can join the community factors to do. For example, 4399, you can set up a personal information page, to play the game's various dynamic information and some personal display. That Rice Rice school bus can become a game-oriented, community-supplemented products, socialization through the user play the game process, so that the relationship between users, dialogue has a place to show it. In this way, you can assign some games according to the age level, and solve the second problem, when the children grow up, they can also come to the rice to play some older games.

So the key words are: game, content, growth, interactive relationship

Case: Beval Network to obtain tens of millions of dollars in investment, because of its high content originality. Provide quality pre-school products and services to children and parents. The Rice school bus can be used as a platform for absorbing the products and services in the network.

The second question, if the primary and secondary school dating site, the children went to high school, university, will go to Renren, go to Weibo. Then the school bus faces the risk of user loss. School bus has been a site of about 7 million users. The core of the problem is how to do product positioning: Do children care about each other's relationships? If children are less motivated to share their lives than to play games, they don't have to play social networks with socially weak children. The basic observation is that children do not make friends, they do not know the needs of strangers. They care about the content, the good-looking, the fun, and the show. Here you can learn about social Douban. The social nature of watercress did not do, but to do the content.

Do a child like to see, like to read, like to say the place on it. Making a strong friends community will make you live very tired.

Keywords: do not locate the primary and secondary school dating site, targeting the youth interest community.

Case: Douban, when Renren, net growth is weak, the user was micro-Bo snatched, Douban has been rising.

In view of the above 2 questions and my own observation, it is not the relationship between primary and secondary school students, because their relationship is constantly changing, is unstable. Should be the interest of young people to grasp, to meet their entertainment, learning, hobbies, friends and needs. And let the entire content development of rice company has an excellent Word-of-mouth publicity site. Children grow up long word-of-mouth, can be passed down from generation to generation.

Therefore, I think that the school bus now product form can not imitate candy, if the community, would rather imitate Facebook. Can be positioned as a teenager's interest group, film, video, games, such as the city community.

So the second step, positioning into the youth interest groups, film and television, games, such as the city community. How to do it?

Why is it possible to wash rice?

1, resources: Rice has books, there are games, movies, cable activities. Lack of Word-of-mouth channels!

2, demand: Rice can use the community to make the above content, to do small-scale testing. Do Word-of-mouth channels!

So the next thing to integrate is what rice can see, not invisible relationships, from visible content to form the largest youth community.

What if you do it?

1, product form, you can start from the game, children's film animation content, so that children can play games, you can see the film animation recommendations, information, and city publicity activities.

2, operation, the operation of interest groups, the city activities, film books and other content recommended. The formation of community brand and content precipitation.

3, foreign cooperation, and micro-Bo and other platforms to cooperate, the content of children's favorite transmission out, so that parents see, and then affect parents consumption.

Strengthen a few points:

1, with a larger platform of cooperation, account landing, transport activities, content distribution

2, the establishment of youth Internet content database

In short, targeting the internet life of young people services, but also to maintain the interaction with the parent network. These require the support of corporate resources, and the value of children's communities is not in relationships, because relationships are immature, changing, and social needs are low. It is not possible to form a consumer Word-of-mouth community, content referral community, to guide consumer consumption. (similar to the simple theory of giving appropriate content to the right person.) )

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