Sing it. Chen: How to create the mobile internet products of billion-level users

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I dark Horse: 2014 Chrysler Cup and other fourth session of the Black Horse competition culture and creative competition in Qingdao held a final. In the afternoon of August 22, the entrepreneurial media to join hands with Red Bull to host the pre-competition training activities, sing the app founder Chen as one of the guest instructors, for everyone to do the theme of sharing, the main "How to build billion users of mobile internet products", the following is a live speech transcript finishing.

Sing It is a very fast growing product, sing Bar app is May 31, 2012 online, 5 days to become China's first free app, no promotion, completely by Word-of-mouth, listing 2 years four months, there are hundreds of millions of users, there are some know-how to share with you here.

Everyone wants to find a good direction for millions of users. We thought that singing is a more characteristic direction, it has so several characteristics: the demand is in the real life; The game is familiar to the user; the demand is long term. Music demand is always there, singing the play, KTV play is not to sing the app created, but itself exists, which makes its vitality more lasting. So in entrepreneurship, we need to find a good direction, when this direction to solve the real life compared to high-frequency demand, this opportunity will be relatively large.

Potential users are very large.

Maybe each entrepreneur's expectations are not the same, as I do in the Internet business, I hope that such a direction is billion users in the direction of the above, I do the best time may be more than 10 million of the scale, do hundreds of thousands of, millions of body mass is very large. You do small vertical field is also very tired, sing it all people will play, the demand has not been a full satisfaction. There are many KTV in the real life, want to make an appointment in advance, invite some friends, take a long time to catch a taxi to complete the demand. Real life ordinary users how to sing? There is nothing to sing a song at home, this demand is not fully dug out, before is to a bunch of people singing, a person can not sing.

Smartphones are not the same as previous PCs, and smartphones are born with a lot of hardware, microphones, microphones, and location information that makes the phone much more powerful than the original PC. The direction of the whole singing is the demand, play not I created, I just want to move to the demand and play on the platform of smartphones.

The three major user groups constitute a solid user base for singing. Sing it. Similar to many communities, there are basically three groups of users: Pyramid users, star users, all kinds of tatsu people. There are a group of fans below, the most mainstream user groups are tools of the user community, to solve the basic functions. The basic function of singing is singing, when you come, you don't interact or do anything else. This is a very large proportion of people. Mainstream people are tool-type user groups, attracting a person to come in, attracted to become a person.

Sing the brand positioning in the logo. Slogan This brand is also more interesting, called the most fashionable cell phone KTV. This simple, is strong tools, we have been talking about karaoke is KTV, you really use the time, will find it is not just KTV. than the phone KTV more image, more real, this is not a tool, why foreign speaking is the tool? Because tools are the easiest to spread, the easiest to accept.

When we install this tool, we need a chat tool, a movie tool, a cool outfit, a singing tool, and a song to sing. The community is very difficult to spread, when a user think this is fun, he told friends when it is difficult to explain, if you tell him that I played a phone inside the KTV is very fun, you want to install a? You can understand that the rate of transmission can come up.

This logo is to find a good feature, mobile phone has a lot of apps, how to ensure that your logo the brightest eye, red background white is the most bright eye, you will find a lot of applogo to this trend. If you are a relatively small start-up company, you should be in your icon up and down, if we put your phone away from a meter, turn your mobile phone screen, you can turn to the logo of your home, your logo is more conspicuous. Sing It is a display of products, mainly the pursuit of a sense of achievement, sing it provides a square head, I can more large area to present their own head.

Sing the features of the layout design. Sing it. Emphasizing the content of our user consumption, the user came to sing the main goal is two: the first is singing, the second is to listen to music. One platform 20% users are creating content, 80% users are consuming content. Sing it. Most of the content is listening to music. The remaining 20% is done by the person who created the content, so we put the key to the song in the middle. The rest is the dispensable function. The core value of a platform is related to your user layout. A platform can only talk about one or two functional points, the need to spread a large pile of buttons in one application, will distract the user's attention.

Self-propagating ability in product design. The most important thing is the dissemination of a product, after a user has used this product, it is easy to tell everyone around, the first is the tool properties, you know I bought a new cell phone, I need a function in the phone, he installed this feature he will tell people around the "I have this function, you do not have this function", You will be able to install this product.

The second function of the dissemination of social attributes, with a third party account login, we provide a list, a user after singing a song, very lonely, you can share a key to the social platform, pull your friends listen to your songs. I've provided some lists, and you want to be on the list to pull a lot of people in, this is a spontaneous, completely free of the ability to spread.

Brand Building

Sing it. The promotion of this product is mainly in the station to promote, you let this platform become the majority of users can accept the platform is very important. Let everyone in the inside play more cool, so that the entire platform to become a popular user can play a place.

Communication channels and other products are similar, on the one hand in the content of the operation, and also with the outside media cooperation, such as with the "good voice of China," These TV programs, these are the market team should do something.

In terms of social communication, the first two years is a very good social marketing point of time, now good to do a lot of the previous two years Weibo is very hot, we find some grassroots in micro-blog large, with fans shout Rap bar is a good product can be installed, fans will run to install. Fans will think "I like the tuba feel good", he went to install, is false spread. Now micro-letter to find thousands of, tens of thousands of friends, let him give you spread, two years ago will be much better, now very laborious.

Application Marketing

Product details on a number of considerations: with the PC products very different, mobile end product pursuit of simple, beautiful, the use of the lower the threshold of the better, not previously registered, recently we have to open registration. As times change, the behavior of the user is changing, two years ago, users do not want to leave mobile phone number in other apps, Sina Weibo, micro-letter two years ago, there is no one can not login to share the function, now very easy to solve this problem, now we have to solve how to let users use this product is very simple.

Up to now we have been insisting on a bit very positive, only praise, no tread. How do we solve this problem? Then we took a positive approach. I sing a song can be completely no one to pay attention to, but no one scolded, good things many people praise is good. In addition, traffic depends on the use of the product scene, if the compressed traffic can affect your experience is another matter.

No strong operation on product strategy

Most platforms are not very strong, because it is very painful and your operators and users have different tastes. Our mainstream user base is mainly 95, how do I understand them in the 70 's? We will build a platform to support the good content of the rules, you listen to the song for a long time, listen to a lot of people, we will choose a good product, we do not necessarily have to understand your users to operate well, there are many people to support this, Let's get him on the list.

Singing is the core of the competition is singing play, action, all kinds of interaction. Each product to find the core competitiveness, to achieve the ultimate, competitors are difficult to challenge you.

There are many product managers, especially technical product managers, is the heap function. We hope that the less the better, many features are really used to reason, but probably only 5%, 10% of the people use. If not more than 50% of people use the function should not do, otherwise it will make this product more and more stupid, more and more heavy. We want to make the function as simple as possible, less is better.

Not necessarily hands-on on the run

From the perspective of the whole company operation, the entire internet and entrepreneurial circle, the industry division of labor is very much, not necessarily to do their own, can let others do things must let others do, will do better. I made a small mistake when I created my last company, we thought we were very skilled, we had to make the product statistics very well, so we let two engineers do the statistics, and finally we cut off the statistics, we found that the third party's statistical technology is stronger. We must seize the core competitiveness, the peripheral things can let others do, let others do. Now basically everything is being done, you let others give you service, you 1.0002 billion a year, not too much, that is, two engineers a year's wages.

We screened in dozens of directions at the end of 2011 to do the "Sing it" direction, we are in these dozens of directions to find the largest market, not too strong competitors, in product technology to find innovative points, have the ability to communicate, the future of space, the last choice to do "singing" is indeed very difficult, The time point card is better, in the mobile internet in the middle of the rush out also has part of the luck component.