Six ask decryption slow company: What is the watercress in the end?

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[Guide] watercress is not often seen in the mainstream media, in addition to know that this is a natural growth of the "slow company", obviously we want to know more.

What is the profit of watercress? How to select customers in watercress? Has the emergence of micro-bo caused the impact of watercress? How to plan the mobile products in watercress? Has the watercress been ready for the whole market?

These problems are so much attention, in the early watercress announced a one-day visitor over billion, is expected this year's revenue 80 million close to profitability, more in-depth understanding of watercress is particularly important. This ad to the Watercress team will answer all your puzzles.

China's social network has entered a new paradigm since Sina launched its microblog products in 2009. Before the popular Renren, happy net in the face of the impact of micro-Bo also made corresponding strategic adjustment, refine, grasp their unique products and platform advantages. And a unique positioning of the community site, Wenqing and small fresh gathering place, still in accordance with the "self" route calmly forward, indifferent industry vicissitudes.

In the 7 years since its inception, Douban has always been less present in the media. But this does not prevent the industry to the various speculation of watercress, especially in today's micro-Bo wind, other SNS scale stable state. Many people ask the watercress: what profit do you rely on? There are also senior Watercress ER article analysis of its profit model for the industry to understand research. But is this the real watercress? Advertising portal site dedicated to visit watercress, looking for the real survival rules.

One floor of the Watercress office area, staff density than a year ago significantly increased

What exactly is a watercress?

Watercress in Beijing's office is located in Jiuxianqiao, the departments are distributed in an orderly manner in two-storey office area. Bright, elegant environment, is a very pleasant place to work. The two-year watercress in the low-key as always, the scale has been a large expansion. Up to now, watercress North wide three employees have reached more than 250 people, business orderly development, and constantly carry out a new attempt and exploration.

Compared to other real-name SNS, half open watercress currently has registered users more than 60 million, unregistered users more than 50 million, the monthly coverage of independent users have more than 100 million. In the number of users and traffic as the standard ranking, watercress in China is the top 20, in the world is the top 100. The above data is just an industry standard to judge the value of an internet company. In fact, any user familiar with watercress know that the real value of watercress is not these numbers, but the depth behind the numbers. The tens of millions of active users of the corresponding group are highly concentrated high quality urban youth. From the outset, it was branded as an interest map. Users do not require the most, the user stickiness is always concerned about and explore the matter.

What exactly is a watercress? This topic is very interesting to discuss. Set up 7 years of watercress than Renren, happy start early, but both the rapid development of China's SNS industry in the last two years a piece of fiery. Douban is also commonly played on the label of SNS. But in the eyes of Douban's team, watercress is unique, and it does not belong to any website. Even, they think the watercress has no direct competitors.

Whether it is 7 years ago or now, in the founder of the North Heart of the blueprint, watercress is always a person and things, the relationship between human and Internet products. According to the current watercress products, now the watercress is a half open, commenting type of interest-integrated social networking site. Team members of the biggest sense of achievement in watercress, from it is not a Chinese version of Facebook, not the Chinese version of Twitter, because it is watercress. From the original platform concept, construction to today's planning and progress, watercress to maintain their lineage, guarding their own imprint.

Watercress reading, watercress music and watercress film is a representative product of watercress, but also the development of the earliest products, here naturally become the world of literary and artistic youth. This is the biggest feature of the Internet users quickly to the watercress and renren, happy to distinguish. Later watercress gradually opened up a watercress with the city, Watercress FM, watercress Station, 9 points, Alpha City and other new products, a variety of products so that it gradually towards a life-like Internet service product positioning. Watercress Department of Commerce VP Liang told us: "Now the watercress to products, technology as the core, to provide users with life and cultural services." ”

It is worth mentioning that no matter whether the representative products of watercress or new products, and the future development of products, there is a very uniform standard: all products In addition to the idea of innovation, must be based on the needs of users to create the starting point. Here, do not expect the company to the staff of the Magnificent "three-year Plan", "five years", development needs patience and focus. From this point of view, watercress is called a truly respectable internet company.

What is the profit of watercress?

You can look at those articles that analyze the profit patterns of watercress, but the results of that nowhere are not worthy of your scrutiny. We start from the watercress products, understand the profits of watercress.

Watercress traditional profits from the watercress reading. It for when, excellent Amazon and other electric operators to import a certain amount of traffic, thus bringing a certain share. Recently as an E-commerce channel in the profit model has joined the Watercress film This product, by providing online ticket selection function, users can buy in watercress film more than 10 cinemas in Beijing movie tickets. With more cinemas to join, watercress is expected to grow in this area of income. In addition, the introduction of the watercress earlier this year to read, you can allow users to choose their favorite article books, pay to read, watercress and the author according to a certain proportion of the split. This is the first direct charge to users of watercress products.

Almost two years ago, Watercress launched its own advertising products, mainly including display type ads, brand small station and the audio ads in Watercress FM. Display ads directly reflected in the Watercress page, the user through the watch or click Ads to understand the brand and product information. Brand Station refers to the brand to commercial official station form into watercress, free operation, release content, and through a series of interactive activities to attract users to participate in the way. The audio advertisement in the Watercress FM utilizes the space and potential of the online music product. When online radio is gradually becoming the mainstream of listening, audio advertising in the future will be like today's video ads, as the advertisers of another network media delivery options. Something

To the present, watercress has cooperated with nearly 200 brands to provide them with customized advertising programs. These brands across the automotive, fashion, IT, home appliances, tourism, luxury goods, cosmetics, FMCG and many other fields. In the watercress view, the cooperation of the customer is not the world's top 500 is not important, the core principle is the positioning of the brand with watercress users highly fitting.

Because the long-term adherence to their own principles, watercress income and the current other SNS compared with the natural is much inferior. But this also reflects the watercress not anxious profit. Founder Anto once said: As long as no longer put into the development of products, the month can be profitable. Watercress revenue has reached tens of millions of levels last year, we have reason to believe that it is really focused on the development of more products to provide users with a better experience.

Watercress and customer cooperation in the way and standard:

Based on the characteristics of youth, individuality, creativity and strong user, watercress not only needs to be in cooperation with which brands, even if it has been achieved cooperation, how to show the advertising program still need to devote a certain amount of effort. Under normal circumstances, in the Watercress brand promotion by the watercress, the brand and the agency tripartite discussion, together determines the final plan. But there are also special circumstances. For example, watercress "ideal youth" is a small watercress on an original activity, hope to be able to dig out some active in the watercress has the ideal, talented youth. It is a coincidence that this activity was soon Lenovo's ThinkPad Edge brand Fancy, because the brand temperament and audience of the height of the match, the ThinkPad edge brand with their own way to have the ideal of youth to provide a certain support, become a small station sponsor and collaborators, will be "ideal youth" The station has become the communication platform of its own brand information.

Another classic case in watercress is the "most beautiful place" that Land Rover found 4 this year, the "Discovery is endless, China's most beautiful 24-hour" event. This activity calls on the netizen to spread oneself thinks the most beautiful place. After the event, a total of nearly 2100 users received the work of spontaneous upload. This figure is not only supporting the effect of watercress platform, but also the brand and the user is compatible with the validation.

The establishment of 7 years, advertising services only launched two years, it is not difficult to see the watercress in advertising on the trade-off and choice. In the face of high-quality users, even the outside world is also worried that watercress will not because of the profit by advertising and affect the user experience, or even the loss of users. For such questions, Liang said: "Compared to other sites, users will find little ads in watercress, or even most of the page is not advertising." This is also since the establishment of watercress has been adhering to an idea-the user experience first. Our request is that each screen can only display a display class ads, and can not appear mandatory type of advertising and dynamic advertising. Perhaps watercress is the only one in the industry to do static class display ads site, such as window, full screen, rich media, and even flash such advertising form watercress has not done. On the other hand, the brand screening is very strict, watercress will reject a large number of customers every year. We will evaluate whether the brand or product is suitable for the users and styles of our website, if it is not suitable, we will not cooperate with any more money. ”

Watercress to advertisers also have insisted-to use the language of watercress and users to communicate. Watercress Business Team for each brand customers must undergo a certain study, according to the characteristics of watercress users to make customized publicity programs. Of course, more of the situation is the customer actively participate in the Watercress program discussion, in the most appropriate way in the watercress to promote the spread of the brand.

Does the rise of Weibo have impact on watercress?

Almost every Internet user has witnessed the rapid popularity of Weibo in China. 3 years of time, Micro Bo is in the long-term and mature stage of transition, become a hot SNS. Does striking's microblog have any impact on the watercress?

Liang told us: only homogeneous media will be impacted, and watercress from beginning to end, are their own research and development products, go their own way. Homogeneous products accounted for a very small portion of watercress, the impact is not small, users and traffic are maintaining a steady growth. In addition, the emergence of micro-bo actually for watercress on the daily production of a large number of high-quality content from users to provide a new way of transmission. No wonder watercress has such self-confidence. Look at any product, watercress has a place to be proud. Early watercress and watercress films in today's Internet circle has a very high visibility and reputation, even from the total structure of the split out of the independent operation, the market and the future is considerable. and the function buttons such as "like", "recommend", "want to read", "want to see" and so on in the watercress are very forward-looking, even earlier than the similar function of Facebook. With these products you can see that all of its core competencies are focused on original products and extraordinary creativity.

Watercress face mobile internet tide of the move:

Mobile Internet is the trend of the future, Apple's mobile terminal products quickly promote the development of mobile Internet. Faced with the trend of mobile internet, watercress has already timely made a corresponding response. Currently, Watercress has introduced several mobile internet products for different systems and terminals.

These mobile internet products, like Douban, do not require real-name or registration, not watercress users can also enter the product application. For example, Watercress movie Video inquiry, release information, Watercress FM public MHz and so on, it is for all mobile internet users, as long as you have the demand.

Ready to go public?—— let it be.

Renren has already logged on to Nasdaq, although not anxious, does watercress have this plan in the near future? Talking about here, serious for a long time Liang smiled, leisurely told advertising portal site: Let it be natural.

Indeed, in the history of watercress, all things are done in a natural state of mind. Products to do good, how can worry about the commercialization of the return? "A North has in the media interview that" Watercress will always grow into a big platform, and why do you now force it into a platform? " Around, or back to the most important position: focus on providing users with better experience and services. At present, the eye of watercress only this big thing.

We may as well shun its natural, static to the new trend of watercress, the new direction, with it to continue to wait for this simple and dedicated.