Sing it. The Secret of success: simple, flat and efficient

May 31, 2012, the establishment of the singing bar, is about to usher in their two-year-old birthday. As a social mobile phone K-song app, in the first release just 5 days to jump to the 1th place in the App Store, the last three months in the App store in China free Top 5, online less than half a year to break the number of users in the 100 million mark, by the industry known as "not to replicate" the miracle. Two years through the continuous optimization of product version, sing it is undoubtedly the best mobile phone K-Song software, the report on the singing is not uncommon. Recently, the reporter came to the singing bar headquarters in Beijing, face-to-face interview to sing the CEO Chen, trying to more simple and direct details to unlock the success of the secret.

Simple, it can be said to sing the first impression of the visitors left. Reporter came to sing it is located in the vicinity of Sanyuan Bridge office location, in addition to the simple logo, the office almost no decoration, even the CEO Chen's office is only a simple two plants, the bookcase is full of various awards trophy. Chen, who left Alibaba in 2011, began his second venture, when he had not conceived of a "sound filter" product, but had made it clear that it was the big direction of mobile internet. 2012 years the traditional Internet giants also aim at mobile Internet, deploy each node, make mobile Mobile client, bundle user. This time, the mobile internet prospects are quite optimistic about the Chen not disappointed, he told reporters: "Sing the Entrepreneurial, is more classic case, the use of the mobile Internet in recent years so hot timing, become a relatively shiny star, rushed up." "140 million, is to sing the number of active users currently. This huge number confirms that singing is a powerful user attraction.

Products, products, or products

In recent years, the mobile internet has grown even more rapidly than anyone predicted for its size, and it seems that there will never be an accurate user number on the Web, because it is multiplying every moment. The rapid growth that has never been seen in this history reflects the rapid rise in human demand for mobility and information as times and technologies evolve. Mobile Internet is gradually infiltrated into people's lives, work in various fields, profoundly change the information age of social life.

The rapid development of mobile Internet is inextricably linked to the popularity of smartphones, and every gadget on the smartphone, such as cameras, microphones, gravity sensors and even headphone jacks, means a huge market opportunity. Instagram, which was bought by Facebook for 1 billion dollars, has a variety of filters that make it possible for ordinary people to take pictures of art and share them with their friends, which is what the camera has to offer. Simple understanding, sing it is a "sound filter", the use of built-in reverberation and echo effect, you can modify the voice of ordinary people to beautify. In addition to the application of the accompaniment, but also provided accompaniment of the corresponding lyrics, K song can be synchronized display, and can be like KTV, can be accurate to each word. In addition, it also provides an interesting and intelligent scoring system that can be shared with friends.

In addition, users can record their own MV, support recorded songs uploaded to Micro bo, QQ, micro-letter, such as nine social platforms. Sing it. In addition to the powerful K-song function, more innovative K song and social sharing into one, so that more users on the platform to sing to the members of the song. Users like, send flowers, comments, sharing and other functions to form the interaction between netizens, and netizens or personality or lifelike singing as well as personal photos more promote the interaction of active. In the field of music and entertainment applications, sing it accurately grasp the current user for K songs and Friends of the demand, so that users can also enjoy KTV at home karaoke fun. Now sing it. Also regularly launched competitions and other activities, better mobilize the user's active.

To make a product is not difficult, it is difficult to do a product that can attract users. Whether it's the answer to "How to increase user stickiness?", "What is the core competency of singing?" Or "How to deal with peer competition?", Chen's answer is only one: "Product, or good product." "In the design of the product experience, Chen and his team put a lot of thought into the details." For example, when the line is just on the line, many people feel the eyes a bright, "this product is not the same as in the past." Before singing, rarely will the user's avatar to occupy two-thirds screen so big. Chen think that singing is a show-style products, the user came here is to hope that the most beautiful side can be displayed, so users need a big picture, large enough to occupy the user's perspective. There are emoticons, you can see a lot of people on the nickname, with a number of strange icons, this is singing it just on the line, Chen and his team spent one or two weeks to modify the database, in order to compatible with these emoticons. Because the target audience is very young, like to show off and play, they do not feel that the name must be composed of Chinese characters or English words, may be a variety of pictures strung together things, so sing it gave him this choice. In the song, the interaction between users can send flowers, a bit of praise, but there is no option to throw eggs. In design, Chen want to give users a sense of respect, "no one wants to come to this platform to sing a song and throw eggs." "In small details, Chen will stand on the user's point of view, seize the user's psychological points, let him feel that singing is very comfortable, is respected by the onlookers." Share the scores of the photos to enjoy their own songs, because "singing is much harder than taking pictures." "Chen is very clear about this, although many people like to sing, but do not want to be heard by familiar people." Sing It is a virtual society, the user does not want to expose his true identity, also do not want to publish the work immediately by the familiar people know, is a point of praise or forced to the acquaintance of the praise, users would like to use the song to Conquer Strangers, so sing it and no binding user network, do not give users pressure.

"Create a product that will be popular with tens of millions of of users, get users quickly with the product, and then charge for value-added services on top of the product." "Chen think so. The current need to focus on is still doing some product changes and user experience," sing it is actually a recreational product, we still more emphasis on the user in the entertainment experience. Today we have more than 100 million users, we are wondering if we can circle more users? Profitability is not my biggest goal. ”

The product and the user quantity is the Chen repeatedly two words, "If you go to the Tencent today, it will also say that the most important thing is the product, not the income." I think the internet company's characteristic is this, is the product is the king, if your product becomes bad, your user will lose, after the user loses, no matter how good profit pattern also can make the money. ”

Although the ability to improve the product is considered to be the top priority, Chen still believes that the biggest difficulty in singing now is the ability to improve the product. He admits: "A product improvement, is very very difficult, you can not stay, a product improvement direction may have dozens of kinds, what is wrong, sometimes can be called gambling." There is no foreign to sing a reference case, the domestic is a bunch of people in the copy sing it, sing it what he copied, and then we think about what we want to do. So the most difficult place is, how we improve our products, make users more like, viscous larger, can grow into a larger platform, this judgment is actually a very difficult judgment. ”