Excellent scholar Net: Business SNS is the gold mine that the internet does not reclaim

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Editor's note: What's your network? Compared with the originator of business SNS, how do you know more about China? In the future, do you do the high-end crowd club, or to the white-collar population expansion? This interview, the CEO and co-founder of Luhansen, CPO and co-founder of Builded, will give the answer to the problem.

The picture is the CEO and co-founder of Luhansen (TechWeb with map)

The picture is CPO Net and co-founder Builded

"TechWeb Report" in the view of the network, business SNS is still a gold mine has not been reclaimed.

Excellent network was founded in 2010, starting at the high-end crowd, not the first business SNS website in China. As early as 2004, 2005, the sky, if the adjacent business SNS Web site, but ultimately failed to establish a brand.

Luhansen, co-founder and CEO of the network, said: "You are answer to LinkedIn instead of imitating and cloning LinkedIn." A team that used to imitate LinkedIn has failed. ”

What is the best scholar net? Compared with the originator of business SNS, how do you know more about China? In the future, do you do the high-end crowd club, or to the white-collar population expansion? This interview, the CEO and co-founder of Luhansen, CPO and co-founder of Builded, will give the answer to the problem.

What is the best scholar net?

The co-founder of Luhansen, Builded is the founder of business SNS LinkedIn senior users, deeply business SNS bring value. They found that in China, the entertainment industry has a renren, happy net and other well-known brands, but there is no good brand, for business people to provide services.

See the potential value of the market, the network in 2010 in Shanghai, founded by the founding members of the 100 industry elite composition, and the implementation of the invitation system, invited members can be registered in the network.

In the network registered users, will have two files, one is the standard file in the station, registered users can see, the second is public records, unregistered users can see, search engines can be included, users can choose to open the public file or closed.

Some people believe that the network is positioned in the high-end crowd. The fact is that the network from the high-end crowd, the target group is 40 million of China's white-collar workers. This is a "top-down strategy".

In a business SNS ecosystem, need high-end, middle, young user. "We found that a business social network must be an ecological circle, not made up of 100% high-end people, and that would be boring." If only the high-end people, will only form a small club. "Luhansen said.

Luhansen said that the network is not imitation, cloning LinkedIn, "domestic and foreign cultures and markets are different, can not use the same products to different markets." "There are a lot of differences between you and LinkedIn: New platforms, mobile versions, virtual currencies, etc.

What's the value?

Builded introduced that the network has two characteristics, one is the tool to meet business needs, the second is the community, to meet people's desire to communicate.

In the network, users can establish, expand business and network relationships, to help users solve a variety of business problems. For example: Entrepreneurs looking for investment, companies looking for new entrepreneurial projects, HR search for senior talent, talent to find better opportunities, sales promotion products, marketing staff to expand the network to find business opportunities.

The data provided by the network show that there are more than 12,000 CEOs, more than 5,000 CTO, covering 75% of China's VCs. "I am excited to see a lot of entrepreneurs looking for investment here, and they want to offer valuable services to more people in the future." "Luhansen said.

Builded said that the hope to become China's 40 million white-collar business contacts to expand the basic platform, on the one hand to provide valuable services, on the other hand, China's business social efficiency improved.

How to make a profit?

At present, the basic services provided by the network is free, the use of value-added services to pay. In the future, we will explore a variety of profit models, such as recruitment services, advertising and so on.

"The value of LinkedIn ads is much higher than that of general SNS, such as Facebook, because the quality of the user is higher and the information is relatively perfect." "Builded said.

Luhansen, the CEO of a U.S. recruiting website, said that the same users and ads have a lot more clicks on LinkedIn than other ad sites. "Those people who are on LinkedIn are thinking about one thing, their business and their careers, while on other sites, users may be watching basketball, paying attention to other people, thinking about something else, and not focusing on commercials." ”

But the center of gravity at this stage is not income. "The company's mission is to provide white-collar users with the basis of the business platform, the key is to provide users with valuable services, income is the case." "Builded said.

Competition of the same kind: resources are not terrible

As a subdivision of SNS, you also face the competition from micro-bo, peers.

At present, Renren is preparing for the listing, some of its users have risen from the students to white-collar workers, the user has been billion; Happy net since its inception was aimed at the white-collar users. The goal of 40 million white-collar users group, whether with happy net, Renren formation competition?

builded that, happy Net, Renren to meet the entertainment, easy to maintain the social needs of contact, and the network is to meet the needs of people professionalism, this is not contradictory. "In America, with Facebook and LinkedIn, many users manage life and career relationships on different platforms," he said. ”

Luhansen explains the impact of Weibo with the same reasoning. Sina Weibo is a SNS. But Sina Weibo and the network are very different. High-end people using Sina Weibo, but also using the gifted, two goals, can solve different problems. ”

Not long ago, the Thousand Oak group launched a business SNS Jingwei network, or will integrate Renren user resources. In the opinion of the network, this matter is not terrible. "Resources are small. There are a lot of big companies to do the new product is not very successful, Google will also turn off some of the failed products. Yahoo, the largest internet company in Japan, made a business social network in 08, but has now turned it off. It is not necessarily who has the most resources who will win. Who has the best team, who understands the user, in order to win. "Luhansen said.

"SNS has a lot of basic work, such as how to choose the initial user group, how to cultivate the user group, so as to further expand." No matter how good the foundation in the past, in the new field, all need to put aside the original things, cultivate new business. Small companies can do more in-depth and flexible understanding of user needs and implementation. In fact, the latitude and longitude network in the flow of advantages are relatively low. "Builded said.

Not long ago, Raffles Network launched a recruitment channel to further enhance business value. And 51jobs, such as recruitment site positioning is different, you are more inclined to recruit more senior job candidates.

"With the increase in user qualifications, recruitment site usage will be reduced, job search will be more biased in favor of headhunting, through friends and other channels." Even if we do not exist, this phenomenon exists. "We're not a recruiting site, but a networking site," Builded said. But it just caters to the change of the user's professional growth focus. ”

Chinese business SNS has not been popularized

In the United States, more than 50% 3-5 years of work experience in the crowd, can be found in LinkedIn files, which has become a habit or consensus.

But at home, business SNS is still in the initial stage. "2004, 2005, the first batch of business SNS is too early, some imitators are eager to move this model to China." A good model, in the unsuitable time to enter, not necessarily successful. ”

This mainly has two reasons: first, China's Internet lags behind the United States, the Internet in the business crowd in the penetration rate was not high enough, it is difficult to achieve a certain user base; second, the user's real-name social acceptance is not high.

In 2009, a survey conducted by Christie's network showed that the target group was aware of less than 20% of LinkedIn, Skyline, and neighboring brands.

"Users have this requirement, but the requirements may be latent and do not know what needs to be addressed." This is a huge untapped gold mine. If you can inspire the potential needs of users, the potential is very large. ”

With the development of China's Internet for several years, SNS market is mature enough. You have more than 230,000 registered users, the target is 40 million. Luhansen says the main difficulty at the moment is user awareness. "80% of the target audience is not very understanding of the value of good, we need to attract them, education market." In the process, the invitation is the best way. "Luhansen said.

Facing challenges: maintaining ecosystems

Luhansen said that the biggest challenge for the network is how to make a system, in this system, to get whatever, without being disturbed. "Some high-end people, more conservative than 100 people a day to ask him questions, but some relatively young people, the need for help." ”

"There needs to be a good system to solve this problem. The present invitation system is to maintain a good ecological environment. In the future there are millions of users who will consider using a different system, probably not an invitation system. "Luhansen said.

Builded said that when there are millions of users, the market is more diversified, the system may be more complex, the challenge is how to do a strong system to meet the needs of different people's business.

"Project success or failure, ultimately in the team"

"In my opinion, the success of a project depends on the team, the team or the team." "In social media, the ability to manage a product is most important," Luhansen said. ”

At present, the network has 45 team members, the first version is developed by the top 20 members. These employees, who worked for the Luhansen network, another company that was initiated by the firm, do not need much cost in terms of teamwork.

The World Friend Network is a social network created for people who like to travel, make friends and learn languages from a global perspective. So far, the world Friends Network has more than 220 countries and regions of more than 3 million users, and with more than 250 global such as Japan Yahoo, Tencent International and other well-known brands have carried out in-depth cooperation.

Chief product Officer Builded has more than 10 years of experience in the Internet field, has been involved in the creation and operation of Appleap, and successively in the Yahoo China, Horizon Network and other Internet companies in charge of product architecture design of senior management positions. Kexin)

Note: Talks interview series, focus on the development of innovative teams at home and abroad, including but not limited to culture, media, music, movies, the internet, mobile internet and other pan-Internet-related areas of innovation.

Interview Contact: email:leikun@techweb.com.cn; gtalk:sunleken@gmail.com or email or gtalk:kexin@techweb.com.cn; Email or gtalk:jinglovegrape@gmail.com.