The "Great Leap Forward": Kai-fu Lee helped a lot of busy 1 million users do not call the matter

Remember those red apps? Many of them have fallen like meteors across the night sky. A single product, to live a good, difficult. We will launch the app explosion after the series of reports: "Sing it Not Fade: Do star-building platform", "Mo Mo Weaving Network: Forget about cannon artifact", "Pop" "Great Leap Forward": "Ben billion" ideal and reality "... The underlying problems of exploding red mobile products are not the same--how to turn fragmented and short-term social behavior into a long-term, stable community, in different ways: The MO is to stabilize the user through social transformation to the group, so that one-to-one social interaction becomes a one-to-one plus group community Sing it is through the list and with the line of the draft combination of the way to stimulate the user's original, to create the line of "super female voice"; After the burst of red will go? More exciting content, please pay attention to. "How to make popping from fun to more useful" is Xu Chang's new engine for dramatically increasing the number of users after a burst of red. "A product can easily get 1 million users," Xu Chang asked me, "but how about 1 million users?" "February 2011, Xu Chang from the Grand winger Chairman and President of the resignation of business, personally experienced the first product Sheng extremely and decline." This is a light blog called Dots, which has accumulated 1 million users in two months. But eventually failed. In October 2012, he created the second burst of red products, PA (PaPa), is a "picture + Voice" vertical Community class mobile products. With PA, Xu Chang at the end of 2012 in the mobile internet first wave of the last bus, the May this year, the number of users have been tens of millions. The underlying problems of exploding red mobile products are not the same--how to turn fragmented and short-term social behavior into a long-term, stable community, in different ways: The MO is to stabilize the user through social transformation to the group, so that one-to-one social interaction becomes a one-to-one plus group community Sing it is through the list and with the line of the draft combination of the way to stimulate the user's original, to create the line of "super female voice"; After the burst of red will go? At first, Xu Chang's tactics were to stimulate users to share actively by running interesting activities. Now, for example, Pop will launch daily activities such as "basking in the Goddess of God" and "the best food around my house", ranging in volume from thousands of to tens of thousands of. But now, Xu Chang wants to bring the PA into the "Billion-class club", which is not enough. Judging from the number of users, compared to sing, MO, the road of the street seems to be more difficult, from tens of millions of billions is almost a "great leap forward." Xu Chang insists that this is the only direction, "mobile internet dividend is really big, if not 100 million, I think is not very pass." He told the Chinese entrepreneur. To that end, Xu Chang and the team spent three or four months researching and starting new attempts to expand the content organization and consciously extend the properties of the pop entertainment media platform. For example, with the early film publicity and cooperation, to become one of the conference broadcast platform, to attract film companies such as the emperor to enter, become itsOne of the channels for online publicity for its artists ' offline activities. Simply put, if everyone is only their own UGC, it is difficult to form a public effect, and movies and stars than small fresh theme activities more likely to produce word-of-mouth and content aggregation effect. But the effect has yet to be validated. Or is this really going to be the engine that pops into the "billion club"? Interesting back to useful May 2013, when the users have been tens of millions of Xu Chang, the question: A app in the end should be interesting or useful? The snap is red for fun. The clap is very simple, the mouth + pats, lets the photograph be able to speak. There are also users of the word "pa" is some kind of behavior of the onomatopoeia. It doesn't matter, viral transmission, Word-of-mouth marketing is almost one of the several essential elements of app explosion. These associations have inadvertently promoted the popping of red. Of course snapped red, Xu Chang Investor Innovation Factory CEO Lee Kai-Fu has helped a lot, he used his own pop, several times a day to send voice photos to tell everyone where they are, what they are doing, breaking the serious image of the past, interesting and even a bit of funny, and his public influence to this product has brought a certain degree of word-of-mouth dissemination effect. In fact, before doing the PA, Xu Chang Once wandered: do a useful product, or do an interesting product? At first Xu Chang thought they should do a useful product, such as classifying photos or making photo clouds. But in July 2012, he saw Zhangxiaolong's product experience sharing, which says that useful products are hard to form a word-of-mouth effect. Xu Chang felt that mobile products should first be interesting. He later openly expressed the view that mobile Internet products should be "fun" rather than "useful". Xu Chang The first taste of interesting fruit, but not a good thing. At the end of 2012, 3 months after the launch, many people did not play with the fresh momentum, the user's relationship chain did not settle down in this community. For this reason Xu Chang and his investors discussed the coffee shop in Tsinghua Science Park for four hours. The investor asked, "What do you mean, what is a snap?" Xu Chang's answer is, "It's a community, it's social." "He thinks, the PA solves is this my demand, solves is the user's loneliness." In fact, he had realised that the fun was not enough, and that it could not support the user-growth curve that continued after the explosion. In the forum, there is a comment on the industry said that fun can make an application in a short period of time to obtain a huge amount of attention, but before the fun dried up, developers need to find the point of demand, so that products become useful. Xu Chang felt that the snap could not allow the user to grow naturally, this is very dangerous for a app, you must find a new breakthrough, so that the PA into a 100 million users can use the product, "Pop is still interesting, but also useful, but not as useful as micro-letter, this is our problem to solve." Now Xu Chang found the answer. For example, the film "A romantic Thing" has its own PA account, the above release publicity activities, and upload the actress Angelababy scene photos and sound. Recently, PA also with "a romantic thing" test water a relatedTalk about the best words you've ever heard. In the movie "Small Time" time, actress Yang in her pop account to send a photo of herself and Amber, participate in "bask in your good sister" activity. Many film companies have come to see the snap, and they found that it was a good position to make movie trailers and early publicity. In addition, PA is trying to gradually open some radio account and star account for more than 90 seconds of voice recording permission. This August, singer Shabaoliang registered a POP account, starting his own new song on the PA-he and Huang Bo Chorus's "Man is difficult" official version, the song was nearly 5 minutes. It is said that the open scope of such permission will gradually expand, the PA will be based on past content assessment, to some original ability of the grassroots account open. They also operate through activities to run the fan economy, to Jay Chou's new film "Tiantai Love" as an example, they launched a # One person a Jay's ticket activities, participate in the topic and singing Jay Chou song users have the opportunity to enter the new film Jay Chou "hundred people viewing group." The film party also through the PA recruit Beijing premiere of the pop anchor. Today's pop seems to be paying more attention to the combination of offline activities than the early themes of the snap. "Just as Steve Jobs did itouch and ipods, it was a success, but someone didn't buy it, so they made the iPhone, it was definitely more than the people who listened to the music, and our team was thinking about what our ' iPhone ' was, so we thought about how 100 million users were going to do it. 100 million in order to let the PA better survive. "Xu Chang to Chinese entrepreneur". Xu Chang is going to spend a year trying to realize all of his ideas, and now it's the 2.0 version of the pop, he believes the user will have a new breakthrough at 3.0. Now, crazy guess such application burst red no longer let Xu Chang echocardiography, he felt an app more important or to find users just need, otherwise "the tide will soon recede will be crazy." "What is useful, useful is more general adaptability, just grab an old lady can also use, vitality longer." "And the innovation pop, Xu Chang always thinking, PA stepped on the point, but how to expand market share?" How to get more users? Will the share of products be maintained first after the advent of homogeneous product? This is the common problem that the red app faces. Xu Chang also has no clear answer, the only thing he can do is continuous improvement on the product, small steps run, continuous innovation. For example, in the three-month pop online has updated 6 versions. "We this team, including myself, before the PA, do a little bit of human network, may be no continuous innovation ability, do not know how to innovate." "He studied jobs and Apple and found that innovation is not about inventing new things, but about" blending ". Jobs ' iphone, for example, is the "hop" of a Nokia phone and laptop, and makes it simple enough. His ipod is also "MP3", with itunes, which is not an ordinary MP3, behind the philosophy of products. He thinks it's a "fit", a PVC.The combination. But at first the integration was not good enough. Qiming VC Donshau has invested in many mobile internet companies, and at the end of last year I had communicated with the bottleneck that snapped, and his view was: "Everyone has to take the time to listen to other people's comments, what to listen to and what not to listen to, the mechanism will be problematic." At first people were curious. There is not much interest after listening. "In other words, the main obstacle is that the UGC release cost is higher and the interaction efficiency is lower." In his view, the ultimate improvement of this limitation may be that the Xu Chang team may also be someone else. Of course, now the PA in addition to the voice response function, but also increased the function of text comment. In fact, the first PA community function did not good enough, the user's UGC content scattered in the net, can not form a network of communication, the United States Light blog site Tumblr through the tag index and tag subscription to solve this problem. Pop on line after a few months also began to add tags to the photo function or the topic function, through the topic can let the people of the same interest together, so that you can find people who have the same interest to discuss the same topic. After popping, Xu Chang gradually found that most of the most active are female users, while women prefer to send photo comments and add sound. In addition, from the geographical distribution, more big cities, such as Guangdong is the first, followed by Beijing. Age is usually between 15-30 years old. The earliest Xu Chang said that the PA is to solve the loneliness, and later found that loneliness is a more generalized spirit of loneliness, compared to women more sensitive and more likely to feel lonely. To conform to this trend, Xu Chang The operators of the official account. Or women know women better. After the direction is determined, many questions need not be entangled. For example, is the main interface blue or red? The answer is obviously red, because blue attracts men, and red is more attractive to women, as well as propaganda and advertising, which should lead to women, "we have to learn to look at everything from a feminine perspective." Now, developers want to find more rigid user needs, make more differentiated applications more and more difficult, even many vertical areas have lost the opportunity to rob users. For example, acquaintances have been robbed of the opportunity to socialize, micro-letter has completed the accumulation of 300 million to 400 million users, and the accumulation of 80 million users overseas; In the social field of strangers, the MO also has been moving forward, has accumulated 50 million users; For example, the Weather field, a small application of ink weather, Also accumulated more than 100 million users. In the short term Xu Chang does not intend to do other products. No energy, no good chance, he felt a little bit of thinking. He once asked a friend to ask Zhangxiaolong how to see the PA, Zhangxiaolong said there is a chance ah, space is very big AH. This gave Xu Chang a lot of confidence. Compared to Chen and Yantan, Xu Chang into the Community field much earlier, he also served as the head of Renren, but he thought that mobile is a new platform, can not copy past experience, no one can call himself a Montana. Not long ago, when the media claimed that app was dead, it was sensational, but the app model was a real bottleneck, and now the big company's products and grassThe polarization trend of root entrepreneur products is more and more obvious. For example, the micro-letter 5.0 version of A, two-level menu of many functions directly replace some of the homogenization of the application. The bigger challenge is that the aging speed of mobile products is accelerating, app developers must race with this aging speed, and continuous innovation ability becomes necessary. Although the ideal and reality of "Ben billion" has a goal of running billion, Xu Chang is more of a realist than Yantan. He is not shy about the commercialization of pop, even think that the team should actively adapt to changes in the industry, to exercise their ability to commercialize. "The future industry is going to change, and your team will progress with the industry, and know how to do better products, better marketing, and a better commercial exploration." "In the course of Ben billion, he tried to commercialize. The set page of the PA is divided into three sections, the top is interactive marketing plate, the middle is the theme activity plate, the bottom is the basic function of the setup bar. Xu Chang believes that the advantage of the PA is still sound, but also a community, so based on the sound to do some online interactive marketing is the only they can do in China. PA also become more treasure after the "China Good Voice", sing it and so on after another interactive marketing position. They have jointly held a copy of the Chinese Good Voice host style competition, Gado tongue twisters and "You Rob single I pay" and other activities. The final part of the work is more than 5000. This kind of cooperation is the Gado through the good Yes active contact. Each activity has a income of hundreds of thousands of yuan. Xu Chang that the first wave of mobile internet needs three abilities, first, product capability, that is, the capacity of the user, the second is the ability to commercialize, do not harm the user experience to do some commercial exploration, if one months to earn millions of, for the company is very healthy, will make employees more confident; The third aspect is financing ability. Little-known is the 35-person team that snapped now, and more than 30 people are engaged in game development. "The game is our reality, PA is our ideal, I did not think snapped can so quickly have advertising revenue." Xu Chang told The Economist that one of the team's partners was in charge of the game, with both hands going in order to keep the company alive for a while. Xu Chang's ideal for snapping is still the product of making it a Shi-level user. 1999 Xu Chang to Chinaren cartoon chat room and a small game products into the Internet field, the 14th year. Making Shi grade products is still his ideal. Of course, he is also a deep understanding of the meaning of the PA-Pa. First, the PA is a community, with 100 million users can become a popular platform; second, only in the first wave of mobile internet to accumulate billions of users in order to temporarily grasp the opportunity in the second wave tide. The second wave, he says, refers to the commercialization phase of mobile Internet. After entering this stage, the threshold of app-accumulating users will be higher; third, without accomplishing such goals, both the product and the team will become second-rate, and will fail when the second phase arrives. Experienced the internet several rounds of cycle of Xu Chang firm "must run to win the market." Although the ideal is lofty,Xu Chang, who experienced a bit of failure, is returning to reality. The biggest change he made after popping was no longer high profile. He learned to do a little bit of the lesson, early High-profile publicity, leading to the Giants and other developers quickly catch up. He remembered that after the launch, the media reported that "PA is false or legendary", the author's conclusion is false. Such reports, he argues, are a slap on the umbrella, because only entrepreneurs will see it. When the "Dot" came online, "light blogging is a big social networking opportunity after Weibo," he said quickly, "and the company that did not share the micro-blog was head-on, including Sohu, NetEase, Shanda, Phoenix, including Sina itself." He later thought that good products do not need to be affected by the it circle, they are not the first wave of target users, the real advantage is "even more than a competitor to launch three months before the benefits." Like Sina Weibo launched one months early, Tencent will take a year to catch up. Xu Chang's second change is to give up the dream of the platform, forget the social relationship and account. He believes that there is no chance for entrepreneurs to make platforms. To do so, he even gave up his chain of relationships, and until now, users can only log on through existing social media accounts. "If Tencent Weibo and QQ and even micro-letters have done the relationship chain, then why do I need to start from scratch." "Xu Chang is gradually abandoning the big corporate mindset of the past. "From the whole industry, the big platform has been produced, do not need you to big platform, today's Beijing-bearing high-speed has been repaired, you do not need to repair, it is not economic, insist that the economy will punish you." "He gave us an analogy, the micro-letter is a Big Mac platform, but pop is a vertical voice image community," It is like building a resort near the highway, users need highways, also need resorts. This is a coexistence. "He thinks micro-letters are hundreds of billions of dollars in business, and the entrepreneurial team can do 1 billion dollars has been very happy." And this is the time to give him the opportunity to developers so much, "if China's entrepreneurs have 100 1 billion dollars, that is not hundreds of billions of dollars?" "Xu 1.1 to change the PA, PA is also changing the Xu Chang." 2011 Xu is doing a little bit, and the United States group, such as a group of websites encounter everyone net blocked. He bitterly, in the knowledge of emotion "forever and such a website say Good-bye". Today, Xu Chang said, did not think, change the point of view, public and private separate: to Chen, Renren is personal feelings, and from a commercial point of view, Chen a boat in that position has the power to do so. "After all, I will not fail because of this, and others will not succeed in suppressing me." "Xu Chang said.