Sing it. Not fade: In the direction of the billion-level users

Sing it. App was launched last May 31. One time, Tencent vice president, micro-letter leader Zhangxiaolong to Barber, found that the barber is playing sing it. When he met, he asked Chen, did not see the singing bar advertising, in what way to cover such users? Chen reply, "Use product form to realize viral transmission". In the 2012, "China Mobile internet first Year", sing it to become a tens of millions of user-level tools social applications. Sing it. August 2012 over 10 million users, November over 30 million users. Chen said, sing now in to the billion-level user volume into the self-proclaimed "most fashionable mobile phone KTV" manufacturers-sing the CEO Chen in fact neither fashion, nor love K song. He wears striped shirts and jeans. He grabbed a vertical microphone presented by a user with a slight shyness during the photo shoot. But that doesn't prevent him from making a cock-and-pop phone K-song software at the age of 34. As an Internet veteran, Chen has a large company experience, worked in Microsoft and Alibaba search research and development department, but also in the PC era to engage in tourism search business Cool News. and Mo Mo founder Yantan, Xu Chang founder, Chen is also able to quickly find users need entrepreneurs. Today, the mobile Internet entrepreneurial environment is not the same, BAT (Baidu, Alibaba and Tencent) and even 360 of such reserve giants are layout mobile end of the portal, leaving Chen less space. More than that, the greater pressure comes from the invisible: How not to be abandoned by users, become a short-lived "phenomenon-class products" to overcome the parabola-type product cycle, almost the mobile era of product developers face the "day ask." How the app will reach the other shore, and how to get there, now maybe even the Chen have not a complete and clear road map. Chen admits, singing a lot of action is to do while thinking, "We have 1 million users when thinking about 10 million, we must have a product structure to accommodate so many people, otherwise the user ran away." "The number of users who sing now reaches tens of millions of, and about millions of active users every day." And Chen is still "singing while walking". The most dangerous moment Chen don't think it's time to sing. The most dangerous moment, the real danger is last August. At that time, seven or eight competitors emerged from the market, every one is not small: Innovation Workshop investment, Kai-Fu Lee is a good name for love singing application, Millet launched K song Application meter, Lee Colling yy made a micro-sing, Renren launched everyone love to sing, 9158 also launched a similar mobile phone K song products. This is a normal phenomenon. In the mobile era, a red application, the followers of the road must follow. For a duet, the 15-month tunnel period may be wiped out by new opponents, "That's the most dangerous time to sing." "Chen to Chinese entrepreneur". At that time, the user has only millions of, has not established a foothold, if the competitor in a particular function of a particularly large innovation or special strong promotion, users are very likely to abandon the singing, switch to new app. At that time, Chen and engineers wereIn a humble office, "if I were a competitor, how many steps would it take to kill and sing?" "The result of their repeated discussion is: add seven or eight new features that you haven't had time to do." Chen faces a dilemma. Sing it. Four months before the launch, the user experience on a number of unsatisfactory places, such as the Android system to sing the application often appear flashing phenomenon, there are users complained of voice and accompaniment to the problem, netizens in response to these problems post spit slot, scolded badly. Is it to meet the needs of the user to improve the experience, or to go ahead and add new features before users and other products? At that time, the team that sings is only 11 people, now also only 30 people, can only do one thing. Chen chose the latter: "If the first effort to solve the quality problem, stability is stable, but the others developed a new function, the user ran, the loss of greater." I would rather not go to the flash to do new functions, and so they can not beat me, I go to engage in internal problems. "The deduction ends and the fortress is rebuilt." In the September, the Chen team added a chorus function to the singing bar. Sure enough, a few days later there was this feature in the competitor's product. People familiar with mobile Internet development know that Apple's censorship is cyclical, and if Chen is not a month or two ahead of the idea of developing this feature, other products may have been first. November 2012 to sing the user volume breakthrough 30 million, Chen was relieved. After that, the team spent several months solving the product stability problem. Fortunately, Chen did not choose the wrong, the end of many imitators of the user size only to sing a few one-tenth, like yy similar products micro-sing, finally or offline. Viral transmission in the mobile era, a product only virus-type transmission mechanism, in order to quickly overwrite a large number of mobile users. Sing it. The team first identified the rigid needs of Asian users (K song is an important way of Asian entertainment culture), use the mechanism of the list to stimulate participation, at the same time, make the rules of the game--------------------------------------All users must Now sing. Users can share the work to QQ Group, QQ Space, Sina Weibo, micro-letter, friend Circle, Tencent Weibo, Renren, SMS. Chen think, sing the tool attribute is K song, most of the tens of millions of users are in order to use K song function, but also have millions of users is to fame to play the list. Most of the users are 20 years old, love beautiful, consuming ability, have star dream girl, they not only strive to sing also will try to pull fans. Sing it. It was this group that started to spread quickly, and they were the core drivers of the development. Sing it. To do is the mobile phone "Super Girl" contest, through the game, play list constantly activating these core users of the need to become famous, so that users in the continuous promotion to find a sense of achievement. The Gobi investment that has invested many app development teams Dong Bright to "Chinese entrepreneur" said, pure stand-alone tool class application is very strong, only the user formed the relationship between the formation of the community, user tools generated content in the cloud, viscous will enhance。 Sing it, MO Mo, PA This kind of tool software is a combination of tools and social products. The community must address the relationship between Big V and grassroots users. Singer Han, actor Dan, host Li, Crown, Wu, etc. in the singing bar to publish their own K-song works to sing it brings a lot of popularity, but the Chen for such a similar to Sina Weibo "Big V user" role relatively cautious. It's not until the first anniversary. The forwarding function, which is different from Sina Weibo: Anyone can forward the work of others, but cannot comment on forwarding behavior, must return to the original song publisher comment. The lesson of Sina Weibo is that random forwarding leads to more and more users unwilling to write original. For example, Kai-Fu Lee in Sina Weibo turned the Chen of the post, all the fans in Kai-fu Lee Weibo comments chat, but sing it hope that the flow will return to the original post. Singing in the community, the singer must be higher than the Star Scout position. Forwarding more people can play a similar "scout" role, for others to find a good voice, otherwise the singing of the less people. Chen believes that all he has done is to make this community more flat, scattered, scattered, and then scattered, to eliminate the Sina Weibo central forwarding large phenomenon. "Flattening the result is that everyone will have their own fans, the more flattened we can accommodate the more stars, if everyone is only concerned about the one hundred or two hundred people, certainly not play, the quality of the community will decline." "Chen that the more flat users, the larger the size of the user capacity." After the user reaches tens of thousands of orders of magnitude, sing the team will be the latest upload of the list of works to show the new uploaded works, based on the position evenly scattered everyone's exposure, so that more new users to increase exposure opportunities. "Position is the best way to break up", Chen that this has been a more flat mo mo reasons. Never off the air Super Girls do sing after the Chen become happy and relaxed many, "before the electricity business how bitter ah, now at least half a foot into the entertainment circle." He's trying to build a music industry chain for singing. Nearly a year, Chen often run all over the country, by singing the list of selected players sent to the Chinese sound, dream voice, the strongest sound and other entertainment programs. Recently took part in the college entrance examination of the singing bar Reds "thousand change flower" phone to Chen: "There is no chance of television?" "The child was one of the most popular singers to sing, and earlier this year Chen took her to Hunan TV's" Up every Day ", and Odie and other Taiwanese artists sang with Taiwan. Let's go. One of the folk music girls, called Yang Yi, now has 1 million fans, and each song has tens of thousands of audition, tens of thousands of gifts and hundreds of reviews. The Chili group that followed her had 8 QQ groups. Last year, Chen helped her to join the spring concert and sing with the feather spring. "I was making star-building platforms, and it was a super girl who never stops playing. It's just that our platform can't keep up with the public influence of television, but I think in a few years, the stars will be just like the traditional stars. "Now sing it, someone has a record, someone has a concert, the entrance fee is tens of thousands of yuan." August 2012 to sing the user volume breakthrough tens of thousands of bottlenecks encountered,Hits the list attraction to drop, some old user loses, the new user quantity climbs slowly. After team research found that the number of users reached tens, only one national list was not enough. Most users will not be able to go to the list, the sense of achievement and satisfaction would decline, or even choose some small K song application to find a sense of achievement. Sing it. Soon launched the city list, with the regional list of the way users scattered. Now, sing it. There are already three hundred or four hundred cities on the list. In fact, in a small county is not the need for national stars, in the local famous enough, local fans will form interactive, but also can sing a local drama, or local language songs. The effect of the cyclic iteration blocks the new small application. Because when a user passes the city list again on the national list, he will find that there is a surge of fans, this is the other platform can not give the aggregation effect. Chen has not studied psychology, and his past ventures, such as search and group buying, have nothing to do with socializing. He also seldom sings K, he often sings in the KTV one song is "the same table of you". But since doing it, he is actually slowly learning to figure out the user's psychology, he opened the phone to me to see the popular players, "you see this is a bit false Niang, but many users just like him." "To find the user feel, Chen must find a balance between making money and ensuring fairness," he said. The user layer of the list process is also derived from the singing of a profit model-virtual goods. But when the list mode is too intense, into a vicious circle-the proliferation of zombies, Taobao thousands of sellers singing bar of the "flower", Machine registered "zombie" account was sealed, and appeared manually registered. Sing it. The staff of the national list in the song a song to listen to what looks similar to the brush list, or even in the middle of the night batch sealed tens of thousands of accounts. To hit the list, they had to set dozens of parameters for the ranking and constantly revise the program conversion method. Sing it. To be a clean community, "Why everybody come to sing, is because everybody thinks sings is one to be able to discover the good sound the place, if said that someone brushes the flower to brush the list, the fairness did not have, to the user's attraction is drops, the product vitality has dropped, this is must balance. "Just sing it. Recently added video functionality, but Chen thinks that singing must maintain a clean, positive, sunny brand image, do not allow any pornographic things, let others feel a little girl next door to use to sing and be able to make the list is proud, not to hear her on the internet show, feel strange. If Tencent makes class singing products when the user community accumulates, commercialization is not difficult. In addition to Chen, businesses and Giants are also trying to tap into the value of their users. O2O the most fire times, sing the value of the user was first found in KTV. May 31 this year, the first anniversary of the day, the line of 110 KTV joint singing bar to engage in "wheat PA Festival" Activities-hand-held sing app, free of two-hour bag room rate, the effect is good, many KTV so full. Chen said that the nature of such activities is to sing their own users to KTV, for KTV users will generate additional consumption costs, some people like singing will also do membership cards, so KTV very much like. In addition, Gao, Toyota, GM and other brand companies also found to sing it, hoping to name the cooperation singing contest. At first Chen thought that this kind of singing enterprise propaganda song activity Some excessively commercialized, some rejects. But later found that some well-known brands of incentives, and did not cut user enthusiasm. The first dozens of of the big ones are very enthusiastic. And such a title cooperation can generate hundreds of thousands of of advertising revenue. Chen has been in the homeopathy, he is not afraid of the Giants, and even to some extent embraced the Giants. For example, sing bar never support users to sing on the registration account, but only with Sina Weibo, QQ account and Renren account login. It was a process of embracing each other. Sing it online soon after, the micro-trust team to use their own official Weibo account to promote it. Sing it with Baidu, Alibaba, Sina also has the cooperation. Sing it. On the first anniversary of the line, Sina Weibo gave a free banner advertisement for the whole day. And Chen know, can get the giant support reason is to sing it also bring users and traffic, "we can provide very good content, many small white users like to sing this expression, they forward to micro Bo, Space and friends Circle, interaction with fans, increased stickiness." Sing it now. There is a large share of Weibo. "What if Tencent does a song?" Chen that this possibility has not been eliminated, because Tencent is too big to know which department will do so. He felt it was no use worrying, the key is whether can always make new things, build a new fortress, can keep users. "Big companies are not so scary, they are not willing to concentrate on fighting with you," Chen that focus is the advantage of small companies, "we have this product, a lot of people say you will do something else?" No, just this one. "Chen has turned off the most Amoy nets that have been developed before. For the purchase of large buyers, Chen calm. "There is no need for me to do a thing for decades. I will sing it today, have a large income, can be listed, or can be merged into a larger platform, is a good thing, not that I have only this product for a lifetime. "Look at Ma Yun," he said, "It's retirement, and it's starting to do new jobs." ”