Capture the user beauty said the shopping community needs to first layout iOS

The domestic mobile Internet development momentum is strong, the study of enterprises specific combat cases, will be able to give practitioners and want to dabble in this field of reference to the people.

> Beauty is the largest female fashion community in the country offers the most beautiful fashion shopping experience with best Internet technology beauty says more than 35 million registered users, more than 3.4 million daily active users Span style= "font-family:arial, XXFarEastFont-Arial, serif", more than 18 million mobile users More than 1.15 million daily active mobile phone users; more than 10 female ios and Android > Two big mobile platforms, It is one of the Internet companies with the fastest growing must focus on every detail of the user's product experience, and then react quickly, which is one of the great feelings of the electronics business Shopping Guide Beauty said wireless end in the product operation.

November 19, 2011, 7:40 in the evening, Beijing new central Guan building beautiful said office.

The face of a user to reflect the beauty of the iphone version of the waste flow problem, beautiful said wireless product owner Hu Song in the first time with the user to communicate: "We have been submitted in the latest version of the app Store to improve, will identify your network environment automatically switch to the provincial traffic mode." For the huge amount of traffic you are consuming, you can letters inform the telephone number, we will recharge your 30 yuan as compensation. ”

It's just a detail of what beauty says about wireless-side operations. In foreign Pinterest mode increasingly popular now, as a Pinterest model in the domestic a major variant, Beautiful said the wireless end of the operation of the experience for the post will undoubtedly have a certain reference significance.

Product positioning to do subtraction mo imagine user needs

The father of positioning theory Ais Riss once said: "Brand is a rubber band, you stretch a variety, it is more than a weak." And beauty said that the wireless end products in the initial product function positioning also took the same detour:

March 2011, Beautiful said in the traditional PC end has been steadily developed, and its start to develop wireless clients, extending the industrial chain. Beauty says the first edition of the wireless side is based on the WebKit kernel, which is developed using HTML5 to try Cross-platform solutions. In the specific product page design, beautiful said that the early version of the client includes "My concern, hot, share, clap, find a friend" and other content components.

And now beautiful said wireless side has been photographed, looking for girlfriends and other functions cut off, and the selective use of HTML5.

"In the beginning, the research and development ability is not strong, we use HTML5, hope to be able to cross platform, save cost." But later, after the launch of the product found HTML5 immature, a lot of interaction, such as the call camera read files, gesture recognition and other HTML5 does not support. "Hu Song was in trouble at first.

Later, the beautiful said wireless end development team, take HTML5 and local code in the way, the operational content with HTML5, not the operation of the local code to do. And this has become a lot of mobile app development and production strategy.

Hu Song said that the first to do products, want to meet the needs of all users, but a good mobile product but the opposite, need to do in the functional positioning to do subtraction. "Be sure to understand the core needs of users." ”

Beautiful said the wireless end began to do "together" photo-taking function. This idea originally originated from foreign Instagram. "In early 2011, we studied Instagram. We think women love to flatter themselves, there is the need for image acquisition, everyone bask, can form a community relationship. Later operations proved that the photo can indeed be a daily contribution to the beauty of the number of pictures, the highest peak of 120,000 a day, but did not form a community. ”

And in beautiful said wireless end "find a friend Honey" function launched, is completely the research and development team imagined user needs. "We think users have girlfriends here, they can hang out with their girlfriends, and the user experience is even more satisfying." But the reality of mobile applications, women do not have much demand for this. This function needs to set a scene, and then guide users to find, simple to find a close friend is blunt. ”

To this end, the beautiful said wireless end will "find a friend" home location cancellation, and choose buried in other functions, in a suitable scene to launch, feature retention, so that users most need when pushed to the user.

In reality, the shopping community has added the function of parity. In this regard, Hu Song that the parity will lead to the interruption of shopping links, pick like to choose the price is cheap, the industry chain itself has been distorted.

Right now, the whole female shopping community in addition to beautiful said, active in the first camp also has Mushroom street, the latter also launched the wireless end. For the user positioning in the industry, Hu Song recognized the media before the induction: Beautiful said positioning of the urban white-collar, Mushroom Street positioning of the young girls, beautiful said to do vertical microblogging, focus on content operation, Mushroom Street pay attention to shopping guide and the achievement of the transaction.

iOS platform layout needs to be based on high-end models

The entire mobile internet platform in China, 2007 and around the basic Symbian platform, after several years without competition, 2009-2010 WAP version still occupy the mainstream, 2011 is based on the iphone iOS system and Google Android system of the world. And right now, Microsoft's WP platform has also killed the power to enter.

Mobile Internet entrepreneurship is different from the Internet startups many years ago, they must be aware of the Giants ' strategic structure, or they will be cut in the cradle.

For platform selection, Hu Song that the female shopping community must first layout iOS platform. "The most difficult thing about Android is that the size and color of the screen are not standardized, and the version of Android itself is different," he said. and the iOS user base is more typical, fashion from top to bottom, so the fashion-oriented female shopping guide should do first iphone, and then adjust. But for some general-purpose utility applications, you have to do the Android platform first.

To sum up, the user data containing the wireless side of the shopping guide community contains the following major laws:

First, several platform end users, WAP end users small white, see cheap things easy impulse consumption; iphone users have a strong consumer capacity, not too sensitive to prices; Android users are the most stingy, consumption is not much, but the ads click rate is a few times iOS--everything curious, try everything, just don't pay.

Second, the female shopping community needs to be based on high-end models, the ipad has the most purchasing power, low-end models of the screen experience difficult to do well.

Third, the user composition, the use of more than 2000 models of users occupy 80%,ios users and Android similar, but the former total revenue is the latter 2-2 5 times times.

Four, the specific user data sharing, the user's favorite action is "like", the collection of their own appreciation, daily average, but altruistic "sharing" is less people do.

Earlier, Mushroom Street insiders have disclosed that 22% of users are authentic, only 3% of which are reliable quality of sharing. And Hu Song revealed, Beautiful said on the real credible nearly 50%. At the beginning, in order to stimulate users to share enthusiasm, beauty said pay a considerable fee to the special talent, to surging share. But after the user increment reaches a certain stage, the cost is cut off.

In reality, many entrepreneurs in the mobile internet field have been worrying about promotion. Hu Song said that the official version of iOS developed rapidly, largely thanks to Apple's recommendations.

How can a product get Apple's recommendation? "Design to be sophisticated, consistent with the quality of the feeling, Apple special value design, new applications easy to recommend, imitation is difficult." Hu Song so stressed.

In addition, Hu Song even use the personal microblogging not beautiful said client marketing. "I send you each five Yuan charge ~ ~ Now use the iphone to download beautiful said client, register beautiful said, input my mobile phone number, you can get 5 dollars!" "In November 2011, Hu Song wrote on Weibo.

Vertical shopping business experience category to enrich the formation of trading closed-loop

According to the data of March this year, Beauty said that its mobile client installed capacity reached 6 million, the daily active amount of more than 600,000, mobile clients every day for Taobao take orders 1 million yuan.

How to create a good product manager, so that the product quickly capture users?

Hu Song concludes: Need to lay down professional high posture, the user as an idiot to research, products before listing, first find one or two unrelated product managers to the product, and then modify, rapid iteration. The specific design of the essentials, Hu Song think, Beautiful said the mobile client design principles are two: First, an app only do one thing, and the second, let the user achieve the content of want not more than three steps.

Hu Song said: "2G era, we are the content of the Shang and filtration, with the speed of mobile Internet upgrade, but also to spell technology, the competition who responds faster." ”

Prior to the industry disclosed that the iOS client an ad-click fee of 3-5 cents, from the click to download conversion rate of about 1.5%, from download to activated conversion rate of 90%, from activation to registration conversion rate of 40%, from registration to active conversion rate of 50%. This means that it costs at least 150 yuan to get an active user through a CPC ad.

For people like beauty said this kind of community shopping guide mobile app Gets the user's specific cost, Hu Song said, beautiful said this kind of mobile end and tool class, game class is different, the game class CPC conversion rate 10%, 3 yuan to obtain a user, the public comments 5%, and beautiful said this kind in 1–2%.

It is worth mentioning that at present, in addition to the field of clothing, including snacks, home and other fields, there have been various types of "beautiful said" mode.

Whether this kind of vertical class "Beauty said" can go to success. Hu Song did not give a definitive answer. But he believes that this type of vertical shopping guide, the category of goods must be rich enough, and can form a closed loop of trading. The premise is that the user must be accurately identified with the scene to determine the direction of the product.

"Female fashion is the closest, some food, car class, because the picture itself is difficult to express content, and the frequency of demand is low, I do not like it tomorrow." "In Hu Song's view, there are opportunities in the field of toys." Finish）

Excerpts from a wonderful dialogue:

1, Tencent Technology: If the successor to do similar to the beauty of the Community shopping Guide when the mobile version, how to choose a different platform?

Hu Song: Beauty says the wireless side because does the female class the shopping guide, needs to do first the iphone The iOS application end, then adjusts. The iOS user base is more typical and more in line with fashion positioning. Fashion is from top to bottom, so first iphone. And for some general-purpose mobile applications, you need to first base on the Android platform.

2, Tencent Technology: How to effectively promote a wireless end products?

Hu Song: Now brush screen and other methods are no longer effective, beautiful said wireless end users grow rapidly, mainly iOS version, got the recommendation of Apple. The design of mobile Internet products to be excellent, because the Apple special value design, some accord with the quality sense, innovative new application is easy to recommend, imitate difficult.

3, Tencent technology: Beauty says this kind of community shopping guide mobile app get user's cost is how much?

Hu Song: Beauty says this kind of mobile end and tool class, game class is different, their CPC conversion rate 10%, 3 yuan money obtains a user, the populace reviews 5%, but Beautiful said this kind in 1–2%.