Mobile app Sprint 1 billion Dollar club secret rule: Human nature, connection, focus, Ultimate

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The mobile internet has brought new great opportunities. I share this article from the Tencent Instant Communications Department of Business Deputy director, in the process he witnessed the development of the whole course, and from several of them broke 1 billion dollars, the outbreak of growth in mobile app, see some secret laws.

Entrepreneurship, two words, a horizontal vertical; wrong, fall, right; stand.

Since 2011, I have turned to QQ open platform business, witnessed the second wave of China's Internet the most wonderful entrepreneurial dividend tide, accompanied by hundreds of of the entrepreneurial team from the dim to bright, or from the Tomb of Rebirth. Today, looking back on this three-year course, there is a point in time from a user's behavior habits of latitude, divided the Chinese Internet new pattern, this time point is June 2012.

The new pattern is a growing and ambiguous situation that belongs to mobile internet entrepreneurs. Among the founders I saw several products that had exploded and broken the blur, with companies breaking 1 billion of dollars, while others were fast marching to the 1 billion dollar club.

1. The MO

Established in August 2011, the number of registered users in 2012:22.5 million, 2013 registered users: 84.23 million, the number of registered users in 2014:120 million.

This is a big bat such as the envy of the merchandizing tongue of the number, and in the capital market, last year, also estimated hundreds of millions of dollars in the Mo, this year has been valued 2 billion U.S. dollars, is said to be an IPO.

Behind this series of wonderful numbers, what are the rules of the mobile internet explosion?

One rule: The supremacy of human nature

From the perspective of Tencent platform to look at the street, really feel the mobile Internet shuffle-type change-understand the human nature of products will erupt.

A lot of people will like to label unfamiliar products, the biggest tag on the street is "about Cannon", but the label is only explicit cognition, the real value is its insight into the weakness of human nature. Here we recommend a movie "Seven sins" about human frailty, the story clue of the movie is spread around the seven original sins of gluttony, lust, greed, laziness, arrogance, jealousy and anger.

These human weaknesses in Mo's products have a strong penetration: sexual demand is just a primer, so that the opposite sex sparks, so that the same sex between arrogance, jealousy, anger, and laziness is the internet to bring young people the most terrible subversion, the stranger makes it easier for young people to find common interest in people, nearby people, and even use "roaming" function to achieve random dating; again, this is a lot of young people to release the secret of stress, but also in the community atmosphere is the easiest to get rapid transmission.

Two days ago and Zhouhe Investor Chat, the other party joked to, feel the habit of QQ users eat weeks black duck, MO mo user more love to eat haha mirror, because the latter younger, more group, more lazy, even downstairs to store all feel trouble.

2. Drop a taxi

This legend I guessed the beginning, but did not guess the end, because it is too legendary.

Last March, when I walked into Zhongguancun e world a less than 100 flat office, which is crowded with more than 30 people, voices, 70% of people in a loud call, a listen to know in and the CAB communication, answer FAQ. The other 30% computer screens are full of data, reports, and code. Sitting in a small conference room, I saw several details: a full glass of sticky notes (full of brain storming) and a large blackboard.

When it comes to exciting places, drip operators run directly to the blackboard to draw the interaction between the two sides of the interface, between his words I feel his passion and meticulous. When I put forward a few product experience suggestions as a drop-user, he recorded all of them and repeated and I confirmed the details-amount, time, location.

At that time, I suddenly felt that "non-interference" inside the lines of Shu Qi is very in place: between people is a taste of attraction, only to the taste, can like-minded. This reminds me of more than 10 years ago, when QQ also called Oicq, A8 Music chairman Liu Xiaosong in the introduction of NetEase Ding Lei, came to Tencent to discuss investment matters. He was pony, Tony's data mining and user experience of the ultimate pursuit of shock, and finally voted Tencent.

Drop a taxi in two years less than the time to get 100 million users, the value of 1 billion U.S. dollars, it's the law of the reverse attack?

Rule two: Connection unknown

Every business has its own genes or destiny. Beyond the genetic range of exploration is costly and wasteful.

BAT face O2O are ambitious, but the offline pattern is unpredictable, not suitable for the large system under the slow roast whole sheep strategy, but should be barbaric growth, happy enclosure.

Drop-A-taxi just knows the secret, and most of their core teams come from bat, and it's hard for them to follow quickly, and the rapid growth of mobile internet and data barriers make them more convinced that they need to be aggressive in expanding their turf.

Last year to this year, the big Internet big guys are stressing "connection", and drop a taxi such a O2O platform is connected to the unknown area of the Giants.

Drop the first break information asymmetry pattern is a business model innovation, and the back based on LBS data analysis is its 1 billion U.S. dollars to connect the unknown business model innovation.

3. Pomelo

April 2013 on line, as of June 2014, the 14-month user volume exceeded 50 million.

This number shows efficiency comparable to Sina Weibo, but don't forget that Sina Weibo promotion has portal diversion, PC migration, advertising, star effect.

And grapefruit is just a mobile internet products, and CEO Chen Fangyi is still a 85 after the handsome boy, how he put the female app into the capital favored sweet cakes, valued billion dollars? What's his rule for winning the hearts of women?

Rule three: Focus + Extreme

Many people say that the internet is female, where there are women, where there is business opportunities-the electric business basically rely on female chop hand clan; social products as long as the Bai Fumi can attract a lot of cock silk male; it can attract a lot of clicks as long as it has a female picture video, even the game products are more female servers, male users more active.

Has anyone ever done a female app community product before pomelo? I believe there is, but the insistence on not allowing men to pour into the community seems to be not much, this extreme demanding is the best protection for female users and a deep understanding of women's needs insights.

Women have a very strong group identity needs, such as women like to go to the toilet, which is a social way to express their closeness.

In psychology, the level of language attention of men is designed to be a contest, while women's language concerns are associated with the intention of expressing intimacy. This is the reason why Pomelo develops the community after focusing on the analysis of women's social characteristics.

Today, millions of of the female users in the grapefruit production of more than 2 million posts on the content, the formation of hundreds of millions of browsing, these data continue to grow, to bring the value of the market can be imagined.

1 billion dollars for many entrepreneurs seems to be a distant future, even languish more than 10 years after the Thunder IPO is not the market value.

But in the new pattern of mobile Internet, to achieve the supremacy of human nature, connection unknown, focus + extreme, less that is more these rules, you can overtake in the shortest possible time, to achieve the legend of cock silk reverse!

(the author of Tencent Instant Communications, deputy director of Commerce.) The article is a personal point of view, does not represent the company's position, micro-letter public number: Little Q tease you to play. )