I'm sorry, I only live 1%.

"Sorry, I Only live 1%" is undoubtedly the best marketing event of the December 14. Online cartoonist "great Anne" on December 13 on Weibo published this article, "1% life" theory quickly spread in micro-blog and micro-letter. Less than 24 hours, its micro-blog reading volume of 60 million, the text of the promotion of "quick Read Comics" in the Apple App Store's free Application rankings topped the list, download more than 300,000.

Before that, another founder, Yu Jiawen, had also taken the spotlight on social media. As the founder of the super timetable, Yu on the CCTV program to "the goal is to profit 100 million to staff dividends", "the high-profile remarks, such as the million-dollar investment in Alibaba and the" users breaking the millions ", have attracted a lot of attention, and then shared their product strategy, marketing and corporate management business" dry goods "in public speaking. Even with other micro-broad v directly set off a curse war, the initiative to provoke and "old fellow" of the war.

Yu Jiawen is not worried about the overwhelming negative and questioning, but feels "gratified", because the Super curriculum once ranked the Apple App Store for free Application fourth place, the education category first. According to the titanium media to monitor 91 and 360 app stores, the download volume of the super timetable has soared after every Yu Jiawen speech, and before that, there has been little growth, as shown below:

(Drawing: Lai Good News)

The following is the Titanium media editor intercepted Baidu index change chart:

Social and community

Yu Jiawen said that in the first few days of being scolded, he did not respond by "advertising with free resources", because "the people who scold me have helped me to turn 30 times times." And they are working with the team to improve the product, hoping to retain the new users. Throwing away the curse and the marketing, the super timetable is this product able to retain users? Yu Jiawen said that the application of the super timetable in May this year has been tens of millions of students, but the proportion of registered users and active users is not yet known. In addition to the start of the curriculum review and reminder function, but also introduced the "Pass note", "Class chat" and other functions, the intention to weaken its tool attributes, increase dau and user time, and ultimately commercialization.

"Class Chat" is similar to the Baidu Post bar and microblogging plaza and other content communities, "pass note" is based on the same course of strangers social/light social. So the question is, is the super class social or community, or two-take-all? The super timetable gives itself the location of the campus social software, so let's take a look at the "pass note" first. Yu Jiawen to this function design scene is to take the same class students to send letters, discuss the work, and encourage users to rub lessons, more to make friends. But most users of the super schedule don't fill out their real names, and it's obviously not practical to talk to a stranger about their work. As for strangers to make friends is even more difficult, because the user not only blank the real name, and will not be as active as a stranger to upload their own real head. It is much more convenient to ask the students directly to meet the beautiful girls in the front row. To realize the discussion of learning, the purpose of meeting new friends, micro-letters and Mo is a better option.

and "Class chat" is divided into two sections. "School" area similar to the university as the unit Baidu Bar, "playground" is the national students can speak of the micro-Bo Plaza, are based on the user post replies generated by the interaction to create stickiness. Taking the hottest Peking University in the super timetable, for example, the two plates are not active, "school" hourly number of posts in 10 or so, the number of replies to only single-digit digits or even not; to self-portraits and pictures of the main "playground" posted about 100 per hour, most of the content for no topic points, no clear object of the brush screen, A handful of responses also come from anonymous "some classmates".

For "More than tens of millions of users," the super timetable is still a tool-type application that turns off for three seconds. Not having a nutritious add-on, or spending too much time running your own social network--and who would deliberately open it up to meet new people?

arable land and navigation

If the community software as a sea voyage, relying on high-quality or hot content to attract a wave of users to participate in the discussion, then do social networking is more like arable land, the early days to hard and patiently accumulate users, until a certain base and then slowly harvest.

The core of Internet products is the time to occupy users. If the content explosion is not sustained, users will quickly lose. It makes no sense to rely on a large number of small grassroots to produce content, because they have no right to speak, and no one cares what a passer-by eats or goes to. But the explosion point is not every day, when the average user post quality drops, new users a fresh effort, the time spent on the above will be greatly reduced. If Yu Jiawen is going to keep financing opportunities for the future, he needs to make sure he has enough new increments to prove to investors that the super schedule is an active community.

Unfortunately, the Community software, which is more successful than the super timetable, has been slow to move forward in the commercialization of the Tianya. By posting to become friends and continue to produce a desire to express the situation is not no, but compared to strong social type of micro-letter, QQ and Mo, the probability is much smaller. From this point of view, socializing is a more pleasant story.

But the accumulation of users is not only a hard work, but also to fully tap the weakness of human nature. Free speech allows micro-credit users to quickly abandon the SMS and telephone, "cheap" satisfaction is really hard to resist; beautiful photos let Mo three years to do the United States listed, Mencius said earlier, "The color of food is also"; Instagram users over Twitter, this is to meet people's lives to spy on others, The "envy and envy" of better food, even if it is known to add a filter. In this way, the social relationship created by a timetable is very fragile.

Cursing and fighting did help Yu Jiawen earn enough eyeballs. But after the dust settles, the super timetable is to sail the sea or bury the hard work, Yu Jiawen still have to ponder carefully.