The Nutshell CEO answers the Netizen question, elaborated the Nutshell future development

According to recent public information, in July 2010, the Nutshell media has won the capital of 1 million U.S. dollars Angel round, and in the November 14, 2010 Shell Network officially on the line; in the spring of 2011, the shell media has been the letter of the capital of 3 million dollars of a round of investment, And in the early 2013 shell get B round of financing. So what's next? If you want to continue to finance or develop, what story will the shell tell? This is the Shell net CEO Ji the latest in the "Nutshell Question and Answer" answer the reader, and in the reply he elaborated the shell next will have several kinds of play. But at the same time, he deliberately put it into the tiger Sniff, authorized to publish, and hope to be able to communicate more widely.

In the former, the shell network will be the media brand "theme Station" revision for the new brand "scientific people", and some of them asked a question: "The Shell Café ' theme Station ' changed into ' scientific people ', then in the site content and input resources will have any changes?" and how does the husk network continue to develop?

The following is written in response to this question, and colleagues also answered for a long time outside of the shell model of some problems.

I don't know when the internet industry likes the word "beginner".

"Scientific communication" is the beginner of our team.

In the 2004, I published my first work in the Newton Science World, in this field for a whole decade. The chief editor of the Shell Network, from the commentary author turned into a scientific editor, also has ten years; Coo Liade, an Internet graduate from the Department of Chemistry, made a contribution to me six years ago ... Over the past four years, colleagues from all walks of life have flocked to this ideal. Those who have been with us for many years, recognize the same reason.

To the user, the science spreads this matter, what is the essence?

My answer is: Bring the advanced lifestyle to some people.

Whether it's a rational choice of cosmetics, or looking for their own fitness methods, spend time practicing the Pap brushing method, through the most popular online learning resources to improve their own ... You are aware of the more advanced lifestyle and change yourself. As an entrepreneur and a science disseminator, my challenge is how to find the development model while preserving beginner.

At first, the shell network wanted to build a community through a pan-scientific discussion. Soon faced with the problem: to choose to become a growing, more and more users of the community? How about 10 times times bigger?

Historically, none has spared the high quality content community once it starts to run for flow and content, it is far from the original adjustment. A community with a strong temperament, like a nutshell, will face even greater shocks. Are we really willing to do a miscellaneous site? Try to go for a long time, change the train of thought. Our answer is: no longer simply by accelerating the expansion of user volume to cash out, but in the content of the redevelopment and user cluster value to do deep digging, intensive cultivation.

To realize effective realization, only by stacking content is not enough, must sink into the industry. Scientific communication has not yet become an effective industry, we must find specific industries. After getting a B-round investment early last year, the shell began to deploy a sinking strategy.

The preferred industry is online education. From the nutshell community hatching child brand "Mooc College", a year, gathered the online education era of the best quality of a group of audiences, as the global online education content of the Chinese user portal, docking more than 20 international online education website, and some platform to establish strategic level of cooperation. I call this model "studying in the online age", and the next path is not hard to imagine.

With high-quality content and social media layout low-cost access to high-quality audiences, the establishment of a potential energy brand, and then sinking to specific industries to solve the problem, this is the shell of the answer. As a scientific disseminator, the way of communication is more abundant; as an internet entrepreneur, I see opportunities to segment the industry from a professional perspective. Play a lot, suddenly enlightened.

Faced with another problem: the shell of the media attribute heavy, UGC not pure, investors do not like.

Because, most of the time, science facts are anti cognitive instincts. Science is not the decision of most people, can not rely on voting to forward the election, adhere to a scientific conclusion often means challenging day-to-day cognition. Therefore, the shell presents a distinct value, media attributes heavy.

Work is also more and more "heavy": in order to ensure the scientific nature of the output, we set up a professional editorial and external experts team; In order to report the most comprehensive research progress, we should deep into the field of scientific research, connect with the scientific research institutions, universities, government departments; Before each case to determine whether to stand on the science of the feet, to this end refused a lot of cooperation.

But to do so, the shell became a respected, resounding brand. There may be very few early Internet brands that can work with international agencies and 500-strong companies in such a high frequency. A brand marketing predecessor said to me, "Nutshell is a rare, temperament good brand, have outstanding personality attributes, occupy a category, this very rare."

The result of good temperament is that the user recognition is high. There are 500,000 of users in the community talking about the knowledge and technology behind beauty care, and 300,000 of users ' lingerie groups discuss "Finding the best bra for every sister" ... Wait a minute. This is "Science in life".

Temperament good result is, the netizen and our spiritual connection is very strong. Beginning last year, the shell tried to line activities, "million young stewed" open source management, the effect is very good, now every week there are 2-4 hundreds of people in different cities to organize activities, completely by the Netizen planning, organization. In Shanghai, a number of schools in the Pilot million Youth Association, affiliated school Youth League, but also stable operation.

Because the brand temperament is good, the user recognition degree is high, a large number of first-line commercial brands actively seek our cooperation, this year this part of the expected income is very good. Next we'll try a lot of fun playing in the brand and the fan economy.

Many years of Internet users to my message,

"You have changed", "You are becoming more and more like a businessman."

How to say, this is the first choice this road must face the change AH. I began to realize that personal ideals are worthy of respect only when the ideal of an enterprise is realized synchronously.

Be patient and watch these things get better, no more shouting.

Go back to the "beginner" question that you started talking about. Because in the choice of the mode of ploughing, now, we have the opportunity to return to the original point, to do a valuable, textured scientific communication brand.

In the nutshell "Good big Disk Chess", "The Science person" This new brand, is not changes the name and the layout is so simple. Since last year, we have established cooperative relations with Nature,science two major international academic journals, and the speed of global scientific media looting, increasing the proportion of direct dialogue scientists ' articles, and the Chinese Association of Science and Technology to try to collaborate on "face-to-face with the scientists and the Media" project, aimed at opening up the communication channels of top scientists Let the scientific community sound in the first time without losing true to the reliable media.

Obviously, the "Science Man" Brand is a tribute to the Scientific American, and we will invest more in the international line of brands. This may require more enduring patience, and many experiments have been repeated. "Every forest in the family history, there have been flashes of fire," a Web site is the same as the ecology.