Golden Wrong knife Dialogue: "No secret" can break the red curse one night?

No secret founder Lin Chengren although has been pioneering 5 years, but also has a "foreign" taste, after all, he lived and worked abroad for many years, the core team from the Amazon. The beginning of our dialogue is how to grow in China, he spit a lot of not adapt, for example, very not adapt to engage in relations. However, Lin Chengren has begun to grow savagely on the mobile internet, and he has made a explosive product--no secret. No secret is not the first person to eat crabs in the anonymous social market. But it is China's first introduction of the anonymous mechanism of acquaintances products, early through the main "circle of Friends anonymous explosion" detonated the internet circle, gay circle and media industry, the latter around the online anonymous and anonymous group chat function, so that user activity increased nearly twice times, At present, no secret user has reached tens. The core of this venture case dialogue is: One night's red is a very common death trap on mobile internet, can the secret of breaking the magic spell of one night be broken? Lin Chengren Product Manager rule: "Do not from the user's point of view to do the product is basically difficult to succeed." The following is Lin Chengren's dictation and dialogue: One Night behind the red: the explosive is the pain. How did our top 1000 users get here? Our first user is our employees, we are not yet open, because we are still in the audit of Apple, there is no online, at that time with a business certificate version, is that you can, But not in the App Store, so we ourselves, and also during that week I was testing, and that version spread out, one to his circle of friends. The whole internet was detonated one day. The first to detonate is the Internet circle, the internet people love to explode the material. The second obvious is that the gay circle, the activity is too high, far more than the Internet circle is taller than several levels. In China, there is no good product to meet that demand, there are a lot of heart words have no place to speak, and very just need. At that time, the basic audit but also sealed a lot of numbers. The third wave is the media circle. The Forth wave is the bat circle, suddenly you discover, above all is Alibaba, Baidu's bursting material and the gossip. The five waves are the campus circle, Peking University, Tsinghua University, etc., constantly detonated. In the anonymous social market, the secret is not the first to eat crabs, the product was based on strangers, such as Whisper,whisper slogan is "Free expression", I think this is not the Chinese user's just need. The real need is the industry has opaque and valuable gossip, users want to through effective channels to understand the insider, but the status quo is not a platform to fully present. No secret is China's first introduction of the anonymous mechanism of acquaintances products, acquaintances anonymous social and anonymous social interaction between strangers there is a huge difference, the former user stickiness is significantly stronger than the latter. Users only mix in the circle of acquaintances, relying on their own relationship chain, the circle of friends will show colleagues, friends, peers, such as the release of various information. At that time we made the most risky decision is the product positioning in the explosive material, the main "Circle of Friends Anonymous", whether the Prophase product design or later product operations are focused on the explosive material. There's something inside the industry,It may be usual, for example, that 4 of us know that others do not know, and now through our platform, he will expose the information. There are some people may not be acceptable, there are some personal privacy was dug out, when the media is very shocking. In addition to resolving the user's anonymous burst of pain point, no secret also help users achieve anonymous publishing. With the increase of micro-trust friends, a lot of information users are not easy to publish in the circle of friends, the need for an anonymous platform to publish daily dynamic. We hope that no secret play to create a user trust with friends to exchange any topic anonymous platform, not only limited to the material, but the development process is more tortuous. Turning point: From the detonation of an IM last April without a secret set off the first wave of download frenzy, May the most popular when Apple was officially under the shelf, one months down the user can not find the secret, the next frame caused us to lose a large number of users, Android and iOS completely fractured, to know the peak day added hundreds of thousands of users, we were extremely suffering. But the advantage is that we really sink the heart seriously do products, team expansion after the rapid iteration speed, this is the late no secret quick rally important reason, other companies do not keep pace with our product iterations. At present, no secret users have reached tens, the average user stay close to half an hour, generally read more than 40 pages of content. After the bursting of the material function, the biggest turning point was the expansion of IM function last June. Previously users can only post secret access to comments, the overall use of the frequency is not high, online anonymous after we have been observing the user behavior, in the high degree of activity based on the introduction of anonymous group chat, it is based on the circle of friends and companies/schools to create groups, users can choose to join group chat, group chat function on the line to increase user activity nearly twice times. We are an iterative past, we have letters at the beginning, that is to send a secret, you can give the landlord to send a letters. Through letters look at these user behavior, what they are doing, for example, we first in the secret can send letters to nearby people, and then found that post, a lot of people in this post, so we have to do a nearby people to meet this demand. By constantly iterating, you observe the user's behavior and see how you can go in that direction. As we do anonymous group chats, one of the requirements behind it is that I'm often curious, for example, the big guys I know, what kind of group they are in, in the micro-letter, but I don't know, I was curious, came in some group chatting, but you can not see, because the micro-letter can not let you see, It's a matter of privacy. But anonymity is just enough to meet that demand. Entrepreneurial pits: Existing resources are baggage by virtue of the previous experience of doing the Amazon recommendation engine, we tried to make the Chinese Internet personalized through technical means, that is, users visit any website can analyze their interest and make accurate recommendations, no relevant articles plugin came into being, covering 20多万家 website , the major scientific and technological media such as Phoenix Technology, NetEase Technology are using the plug-in, but the PC era easily touch the ceiling. Later we found that, both social media and traditional media, information was growing at a geometric level, throughTechnical means to help users to filter information to become a product trend, so the transformation do not find reading, the main personalized recommendations. Unfortunately, we did not catch the first wave of mobile product outbreaks in the competition against today's headlines. I concluded that there are two major reasons for failure to read: First, the product is not grounded gas, deliberately higher end of the route, not aimed at the public concern news. Second, the lack of funds to promote not to force, in the key period of product promotion, regardless of line online, today's headline promotion is far more than we. Before the official establishment of the secret, we reflect on the previous several pioneering failure of the lessons, profound understanding of two: first, the content recommended accuracy depends on the platform to collect user data, if no user behavior data, products can not do content recommendation, and through a simple news ranking, to extend the user browsing a single article time, It is the value of data that is embodied. Second, the PC end into the bottleneck, often use the existing resources and thinking mode to create the next product, itself is limited by the rules and regulations, because not from the user demand point of view to do the product is basically difficult to succeed. The vast majority of companies have historical baggage, the original thinking mode of thinking products easily restricted. When we decide to do no secret, everything from zero start, the code, the product completely from the beginning of conception, we even give up the PC end completely, even the most valuable Baidu drainage are given up, but to seize the highest point of the product priority, full force mobile end, only to do based on their own circle of anonymous social platform. Golden Wrong knife: magic diffuse, face Meng after the explosion of red user activity continued to lower, how do you view this phenomenon-level mobile products? Lin Chengren: I think the direct driving force of product explosion is the transparency of information. Before the famous product is extremely difficult, must rely on the strong promotion of traditional media, now products as long as meet the user just need, micro-letter, micro-Bo and other social platforms for product dissemination to facilitate the spread of Word-of-mouth very fast, face Meng by helping users quickly change the image of the rapid leap red head. As for the sustainability of product heat, depending on the demand itself, if only to meet the needs of the user's taste, rather than the sustainability of demand, the shape of the product will not be able to maintain long-term hot. Golden wrong knife: Social Battlefield is a fierce competition in the market, how do you think of MO and micro-letter competitiveness? Lin Chengren: I think that the success of the stranger behind the product-driven, to meet the needs of users to continue the opposite sex, the potential risk is that the user from the unfamiliar relationship slowly to the acquaintance of the relationship after the transfer to the micro-letter, After all, most of the current social products are working for micro-letter, the most urgent task is to think about how to keep users on the existing platform. Micro-letter firmly grasp the user daily communication just need, almost impossible to be overturned by competitors, but the circle of friends there are many unresolved problems, the most obvious is that the user relationship chain complex after the update frequency decline, but for anonymous social platform to provide development opportunities. Golden wrong knife: no secret to find the user pain point of the most core method is what? Lin Chengren: I think the best way to find the user pain point is to continue to iterate, Im online is also the product of iterative results. After the decision to do IM, we first provide anonymous features, and then carefully observe user behavior, such as the user wants to send anonymous letters to nearby people, through monitoring, analysis to facilitate the "nearby people" feature launch. The product continues to iterate and observe user behavior to determine the direction of future products. For example, users are curious about what group to join, anonymous group chat is a good solution. At the same time, enterprises must establish the mechanism of finding pain point, in order to continue to innovate. "The Innovator's Dilemma" mentions an interesting point big companies have the advantage of non disruptive innovation, they can continue to iterate through the app test, startups are hard to contend with, but this is also the burden of large companies, forcing them to try subversive innovation, only the start-up companies can subvert, this is an eternal contradiction. In the case of no secret, continuous iteration is the effective mechanism of finding the pain point at present. (Interview: Zheng gold wrong DAO channel Edit)