The commercialization of Watercress: High force and High force

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Wen/Childe is not satisfied

Since the establishment of watercress, Yang Bo with a fresh and artistic temperament attracted tens of millions of of users, but also attracted the Sequoia and other VC tens of millions of of the U.S. knife, in recent years, watercress is gradually beginning to commercialize the attempt. In addition to the traditional advertising, in the watercress provides services in each subdivision area watercress has one to several commercial attempts, but I also optimistic. In addition to the user's innate exclusion (which largely stems from the "cultivation" of watercress), there is also a very important reason is that watercress tries to commercialize the field scale itself is very small, or even subdivision area of the field.

1. Watercress Reading & watercress Music

Watercress reading and watercress music profit model is nothing more than electric business shopping guide. In his article, Seung-chul said that the Commission is quite low, so low commission income obviously can not carry such a large volume of watercress. At the same time, the record market itself is a shrinking market, the rest of digital music and rampant piracy is to make the record market worse, Watercress Commission I even think can be ignored.

However, there is also a limit to this part of the rare Commission income. Watercress temperament congenital exclusion of a portion of traffic, read "Hundred Years Lonely" listen to soda green Zhang Hang people may click on the right link to buy a book to buy CDs, but read "teach you how to become a Warren" listen to Hu Wangxu QQ music Three Jay's people will not necessarily through the link to buy, or even watercress on whether these product introductions are problems.

2. Watercress Reading & Watercress FM

Watercress reading and Watercress FM is based on the study and the formation of watercress music products, not only product form, in the profit model are the watercress embrace change embodiment. But the profitability of the two is also not optimistic, although it represents the future trend.

First talk about watercress reading

One important point, even the most important point, China's current digital reading market, the biggest winner is grand, the content mainly to fantasy, romantic novels mainly, watercress reading is congenital rejection of this piece of oil and fat, reason I want to know.

Two. The digital reading market is fiercely competitive. In addition to many years of deep deep, there are Baidu, Tencent and other giants, as well as hardware and software integrated Amazon Kindle.

Three. The quality of the content is not guaranteed. With the market value of highlighting the current publishing side of the digital will remain very low, and the writers of the quality of the work is uneven, I read a part of the writer's work, more is the watercress literary youth-like whining, reading the value of almost no.

Four. The cliché is that piracy and the willingness of people to pay will be strong. And although the price is high, but the prices of paper books is very low, when the Beijing-east again from time to price war, the desire to buy electronic books is really not very high.

Talking about the FM of watercress

A lot of people have overlooked a point. The public prefers the standardized music form, although the Watercress music has the detailed music classification, but does not provide the audition and the downloading, the Watercress FM is more like a random broadcast. So many users will still choose shrimp, Baidu, Tencent, and do not say how their user experience, at least here you can easily audition and download a whole album.

Two. Watercress FM is the form of streaming media, this form does not have any innovation, the user experience improvement is very limited. Now not only the giants of the music software added to this function, Himalaya, Jing and other independent music software has done very well.

Three. To find the old problem again, the Chinese people willing to spend money?

Therefore, in the current standardization is still the mainstream (itunes more money than Pandora), Watercress FM also faces a large number of streaming media players, the scale of the profit is not possible.

3. Watercress City & Ticketing

This is the last chance to realize a large scale profitable field, with the city is very grounded gas, very suitable to do O2O, but the temperament of the watercress decided the city activities of the limitations are very strong. Point open watercress with the city, nothing more than drama, exhibitions, concerts and so on, so the watercress can only sell tickets to continue to do divided into the live, because the activities naturally gathered in the north-canton and other first-tier cities, which is limited the income of watercress.

On the other hand, the real money of the catering, entertainment (such as KTV, spa, etc.) Local life services, watercress and because of its own temperament reasons do not want to dabble in, the market is not the burden of group buy class, comment on the type of site to take. Especially in the current local life service to move to the end of the trend, Baidu maps and other applications seem to have more advantages.

4. Display Advertisement

First of all to admit that the watercress ads do very carefully, the transformation effect is very high, but there are two restrictions on the development of watercress advertising business:

One, watercress advertising must fit watercress community culture and temperament, which rejected the majority of the "ordinary temperament" advertisers;

Second, watercress high quality advertising needs a high human cost, including screening and design, to a certain extent diluted the revenue of advertising.

Watercress this subculture, anti-commercial temperament accumulated tens of millions of of the user, but also weakened the commercial potential of watercress, directly said that the watercress kidnapped himself. There is also an embarrassing place is that watercress to choose the field of commercial trial market size, but many of the areas of the watercress is a subdivision of the field of subdivision (such as Watercress FM in the music market), which makes its commercialization cast a shadow.

Therefore, although watercress has a very strong moat, but it seems only to maintain the status of meager profit. Product success and money in the watercress here is inconsistent, is the so-called into the high force lattice, the failure is also high force. Perhaps, this is only a utopia that the students of the north are willing to build, but it is hard for those VCs.

Finally, say a nonsense, watercress is a good product.