Slow June watercress to change, this time really must hurry to go

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2009, when the user scale of watercress into the tens of the moment, watercress experienced in the history of the most intense "line of contention", the controversy finally reached a unanimous end. However, no one realizes that the future form of watercress is thus inevitably set in the direction.

Titanium Media Note: 2014 of Watercress Annual meeting, Watercress CEO North admits Watercress missed 3 years time. In the PC era, watercress once won many people's joy with its slow pace. Unfortunately, the mobile internet era, watercress is gradually falling behind, causing many people sigh. Previously, the titanium Media site has two articles on this phenomenon expressed their views, readers can move to read "watercress users voice: watercress You go quickly" and "slow June watercress, Mo Mo is moving end erosion you." This article is to continue the discussion, the full text by the Titanium Media Editor:

In the 2009, when the user scale of watercress entered the tens moment, watercress internal experience in the history of the most intense "line of contention", the left is now sweeping the global SNS craze, as well as the Watercress group of the active heat of the raspberry, operation for the first, the right is watercress to start the media gene, to books, Movies and other products to connect users, the algorithm is the decision.

Controversy finally to reach a unanimous end, in the Spring festival holiday is about to come to work off-season, Yang Bo personally fencing Watercress official blog, wrote a book titled "The Metamorphosis of watercress" log, he said: "We have also been concerned about the highly active community of Shuying service content possible interference, Interpersonal conflicts in the community, for example, can spill over into comments and entries, affecting tens of millions of of non-community users. After the reorganization, the watercress community was aggregated into the main station, through the flow of information-that is, the dynamic update of social friends-to maintain the user's adherence, while the books, movies, music, the three modules are independent out of the sub-station (or channel) position, as a commercial product to operate.

This distortion, naturally caused by the regular rebound of watercress users. However, in a noisy sound, who also did not realize that the future shape of watercress, but also inevitably set the direction. The most obvious testimony is that watercress in any want to go into the social field of products-such as the once highly valued Alpha City-are plunged into mediocre inaction, and as long as the extension of interest and excavation-such as watercress reading (extension of reading), Watercress FM (music extension)-but also appears to be full of tension.

In short, watercress users between strangers and acquaintances, the direct extraction of the value of the relationship is limited, so in the user's business, watercress does not have too many ways to change the way, the curve to save the most, on the other hand, because the platform is unique, watercress relative to micro-bo, micro-credit and other new products Thinking of the reflective arc far wins execution, which also caused the watercress "slow company" the origin of Fame. I used to say, watercress is like a living in the time beyond the jurisdiction of the eternal product, it witnessed the forum, blog, SNS, micro-bo, such as generation after generation and rise and fall, but they reside in the space and time stagnation, quite "two days of mountains, the world has been thousands of years," the Enlightenment style.

Watercress on the "slow company" This argument holds an noncommittal attitude, from a positive point of view, this "chongrubujing, see before the court flower Blossom Fall" evaluation, not only on the watercress "quo" of the leisurely praise, can also disguise help to resist the pressure from the management. But to pay attention to the rapid iteration of the mobile era, watercress found that "slow company" has gradually become a near epitaph of the mantra, lest avoid.

Watercress mentality change, in fact, and the Mo very like, the original Mo was dubbed "about Cannon artifact" famous Sihai, MO team is very happy to see product exposure with the virus topic spread, but when the stranger into the right track, began to plan to go public, "about cannon artifact" and become a brand of negative assets, was trying to wash the white- Even especially hard to call the media to plead not to use this keyword.

The reality is such a capricious and dramatic mockery of everything just from the times swimming into the countercurrent of the lone boat.

When the Internet peers are beginning to "leopard change", watercress want to change the speed of efforts also see know micro.

The most controversial, when the watercress in the mobile end of the sudden outbreak of the app assembly line. Since 2013, watercress has been dismantling the user's interest type, one by one to meet the needs of the application of subdivision, it appears to be everything-for example, just reading this type of interest, it is divided into watercress reading, watercress purchase books, watercress notes three application--in other Internet companies are trying to create killer class star products, Watercress is constantly trying to break up its business in the mobile market.

It seems that watercress is trying to replicate the "sub-station cluster strategy" it chose five years ago, with a multi-center model to digest the huge 82 million user base, but, watercress in the PC can do so, because there is the main station platform as a unified support and connect users, belong to the café open the idea of the packet, but to the mobile end, App-specific island effect is very easy to disconnect users, so that the original user stickiness platform advantages disappeared.

But, in another way, this is the watercress in the "to practice martial" before forced "must first from the palace" of the Let go, because its positioning and volume are no longer "small and beautiful", at the same time in the mobile internet, there are too many real "small and beautiful" products-like once in the watercress-the current form of watercress "world siege" situation.

As said before, watercress has always been not afraid of "big guy", however, when the Mo (and watercress Competition), Cat's Eye movie (competition with watercress film) and so on a lot of the so-called "single point breakthrough" products frequently contend for odd Dou Yan, watercress was dragged into their most not good at the rainforest: is the scene, rather than interest in determining the user's use habits.

PC Internet set up in the focus of the scene, users can fully follow the interest-oriented, to complete the use of various network services, to feel the excitement, then open the game icon, saw a movie trailer, can immediately seek to play or download the address, read a funny joke, You can go down to the author Weibo to spy on the history of his footprints, it is therefore, watercress's interest in social skills such as a magnet for the gravity of the invincible.

In mobile Internet, the user's "purpose" is erased, focus is also replaced by debris, deciding that they are not interested in the mobile phone screen, but by a number of specific can not be predicted in advance of the scene to manage: Sleep, wait for people, on the subway, eat alone, meetings ... These aimless scenes, is the natural enemy of interest, but also watercress for their own "slow" pay the most expensive price.

So the watercress begins with a split interest, want to start from the rhythm to find a "fast Company" feeling, and, facing the mobile end of the competition, it seems, watercress strategy is-if the "face" value is "point" dilution, then simply remove the "face" as "point", since the needle on the ripened.

In the process of constructing the app matrix, watercress also shows the plot for independent users: In addition to the database has a shared relationship, Watercress does not pursue the distribution of users, applications and applications perpendicular to each other, only to serve a small number of users after the subdivision, and users each open watercress under one of the application, Also see the high level of the scene of the single function.

Based on the quick response of the scene, is a banner movement of watercress, in addition, the fragmentation of the light reading revival, so that watercress did another thing it in the past is not at all interested in things: test water media. Watercress wants to use the mobile end of the habit of change, matching a variety of focus on the scene of the app, to complete the new content integration and brand education.

There was a comment that impressed me: "If a website has thousands of new content created every day, it is hard for its operators to resist the desire to be a media." "This is the best annotation of the UGC model, and it is also an important reason for the proliferation of new Media." Watercress has the best quality content reserves in Chinese Internet, but how to make these content produce commercial value has always been a goldbach conjecture problem.

The network has been widely circulated "where the object", "Du Fu is Busy", "The Unbearable childhood photos" and other popular events, the origins are in the watercress, but the final fire up the place, but in Sina Weibo. Sina Weibo is also a UGC platform, but by the impact of Sina's media culture, Sina Weibo from the beginning of the configuration of a professional editorial team, used to capture the spread of the front-end at the same time with explosive potential of the topic, and then use the resources in the station to fully promote, to maintain the user's trust in the quality of the content. This is the common problem of Chinese UGC platform, even by focusing on the system gives users the highest level of freedom-letting them decide what they can see-but many are not good at digging or judging quality content sources, and they are apt to miss out on the wonderful things they don't see. So from blogging to Twitter, mass users want to access to high-quality content, are extremely dependent on the editorial team's manual recommendation, although watercress believe that the power of the algorithm, but the objective algorithm recommended in some cases is more than subjective intervention, especially in the finishing touches, the person's experience is still superior to the machine program.

Or that sentence, the role of the media can not be directly replaced by money, but the attention of the economy, is fastidious is Shing, especially in the area of limited mobile phone screen, using PGC means to activate the content of UGC, it is conducive to the user to carry out a coherent brand education.

Watercress recently released a "moment" app, it is considered by the industry as the starting point and the daily knowledge of the same, is also the strength to edit the daily selection of UGC Community quality content, and reduce the user access to its threshold, so that a completely unknown/watercress why the novice, Can also find a paradise from the Promised land.

The official introduction of "moment" is very brief, even its use of the scene spread out specifically to the copy: "Open reading anytime, anywhere, to pass the free time, such as seats and other dishes, such as bus subway, bedtime, etc.", it has a very strong momentum, published less than a week, it occupies the list of the App Store book Classification first place ( The highest ranking to the top 16th), which is not only after the change of the watercress to bring their own benefits, but also proved that watercress in the reserves of the content of data, there are many can be refined value.

In the Watercress lab--I happen to be inside users of experimental products like nine hearts--there's news that there are also many focused on the scene of mobile applications waiting for the line, when the "point" of the breakthrough trajectory interwoven into a network, the "face" of the outline again surfaced, if the watercress in the mobile end of the content reorganization in the future into the mature stage, It may also try to integrate these feeder products in turn.

Watercress seems to be trying to prove to the public, it is not hasty by the slow change, the change of composition is greater than the composition of the strain, and, to watercress in the mobile end of the performance, it has a lot of potential can be excavated.

"The author of a micro-letter public account: Techread" article source http://www.tmtpost.com/121511.html