"Brand Filter" nice transition from shopping guide application to interest picture community

Photo sharing application Nice just got 8 million dollars of investment, they also quietly removed the brand filter hat, began to define themselves as a brand, location and interest of the label of the picture sharing community. In the newly updated version of 2.0, Nice has added a private chat feature and started to expand its social properties. Pingwest interviewed Nice co-founder Cao Dapeng, who shared the considerations of good in every transition and functional iteration-why not a masculine version of beauty? Why do you choose to intervene at the beginning of the line and now you have to go against it? Why is the entrance to the private chat feature a user-shared picture rather than a personal homepage? Nice team's original intention is to do a shopping guide products--kk, they want to brand as the core, to connect brand-sensitive consumers and brand merchants, to do a shopping guide class application. From the first edition of KK Shopping, we can see some of today's nice shadow: Let the user upload photos, input brand text tags, these can be recognized brand pictures directly connected to the electric business platform. Nice's co-founder, Cao Dapeng, said that in their initial vision, male users were more susceptible to the brand, while women valued the style, so KK shopped wanted to recommend costumes through brand and tidal influence, making a male version of beauty. But soon after the product was tested, Cao Dapeng quickly discovered the problem--male users tended to make quick decisions about buying, rather than taking this behavior as a major move like beauty and female users on Mushroom street, and the difference between the two made the male version beautiful. In addition, the partner Taobao guest for Third-party cooperation policy is always in a state of change, these factors prompted the Nice team to start the first transformation. Although it is a transformation, the Nice team has not changed their core philosophy-through content to influence consumption decisions. And brand is still the primary factor that affects young people to buy a decision, so, the brand feature is extracted, and join tag play of Nice on October 21, 2013 on-line. Recalling the first edition of Nice, Cao Dapeng said, they were very much involved in the operation of the content at the time--in addition to their own background-built brand page, users can not create any brand labels themselves. At the same time, Nice also has a home page for these brands, and in addition to the company profile, the home page will aggregate all the photos shared by users who use the brand label. The early restrictions on brand label, to a large extent, take into account the UGC content control. And as data accumulates, Cao Dapeng realizes that this restriction is also a constraint on nice--if it's limited to the brands they set, it's hard to meet the demands of a large number of users and become a small niche product. So, in later versions, Nice begins to loosen the right to generate tag for the user, and the user community begins to expand from the Boomers to the young groups that are keen on sharing their material lives. The brand tags in--nice are just fullThe ideal medium for these young people to show off their minds. The nice one is already a picture community based on brand, location interest, and living conditions. Brands are just one of many interests, Cao Dapeng said. After defining nice as a community, the good team's next step is to find ways to increase the stickiness of the user and increase the communication between the users. And they found this feature from social products: private chat. In fact, another pan-image community,--instagram, also chose to offer private chat to its users a few months ago. The most important update since Cao Dapeng, known as Nice, has appeared in the latest edition of Nice. However, Nice's private chat is not just for the user to add a Text dialog box to each other, it's a set of rules around Nice's product core--Tags: users can't launch private chats through personal pages. The way that users upload a private chat is by tagging the photos When receiving the reply, both sides will enter into the private chat text box state for this mechanism, Cao Dapeng explained that the user can not be directly letters, not only to protect the privacy of users, but also filter the community spam information. Forcing users to respond to images is based on the control of the exchange of content, and they don't want nice to break away from brand and picture content into a social platform without a theme. Next, nice to do is to center-in the past, the Nice team in order to solve the product on the cold start after the launch of the problem, add the push function and manual editing intervention. And with 2 million users, they think it's time to get nice back into a completely user-led UGC Discovery community, using a Community mechanism screen to select content, and the operations team to simply refuse to process information. In the previous version, they reduced the functionality of the product's main interface to three modules of feeds, followers and friends, and the recommended content dropped sharply compared to previous versions. Cao Dapeng recalls that when the number of users was just over 200,000, there was a brand requirement to talk about cooperation cases, and although the team eventually turned down the invitation, they found the opportunity to become a community model. Nice is now aiming at the gold mine, based on a certain number of users, can affect the decision of the brand consumption of data, and just won the Jingwei, Chen Hing and the investment of 8 million U.S. dollars financing, they said, at least 2014 before the end of the commercial. All cooperation with the brand will only be considered from the point of view of whether the other party can bring brand promotion to Nice.