The once-bitter community business may have stood up for mobile internet!

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The beginning of the mobile Community series: Community people stand up

Absrtact: If the internet has changed China extensively, the community on the Internet has brought more profound changes to the Chinese people. The mobile community allows the Chinese to really have their own "organization" in their daily life, and people can speak, communicate and reach consensus at any time and anywhere in the group. With the help of the mobile Internet, the Chinese accidentally found a path to open society.

Once-bitter community business, this round may be because of mobile internet and stand up.

Do the community are the Ashes level enthusiasts, but in the PC era, they have done very bitter, very tired, Lishi often have more than ten years of history. But China does not have the same community of Facebook as the US. Renren, once known as China's Facebook, was once listed at $7.1 billion trillion in market capitalisation, but its share price has been ugly for a year and is now worth only 1.3 billion dollars.

Once in the white-collar "stealing vegetables", "Rob Parking" frenzy of happy net now also quietly, is said to play in the sound of the wealth of the game. The famous Tianya was founded in 1999, 2007 to obtain the scale level income. The end of the Earth only two rounds of financing, the amount is not tens of millions of dollars this level. And by the impact of new social methods, the end of the earth is basically not the opportunity to go public.

Into the mobile internet era, everything is different.

The king of the portal before Sina in the blog, video, games and other directions to explore, but never its door, by virtue of Sina Weibo-China's Twitter back to China's Internet first camp, the April 2014 Sina Weibo to the U.S. listing, the market value of more than 3 billion U.S. dollars.

The August 2011 online, in July 2013 began to try "prudent commercialization", within six months that is accounted for about 8 million U.S. dollars. In the spring of 2014, the value of the stranger has reached 3 billion dollars. Of course, the tens of billions of-dollar valuation of micro-credit will not need to be discussed.

Sina Weibo, Mo Mo is just mobile community become a popular field of a microcosm. Mushroom Street valuation has reached 1 billion U.S. dollars, Snowball's valuation has reached 500 million U.S. dollars, the star wardrobe value of more than 200 million U.S. dollars, the value of the tenderness reached 100 million dollars.

The amount of financing is shocking enough for companies with unknown valuations. Clove Garden won Tencent's 70 million dollars, love to shoot the original won the Asia-rich Asian-led 38 million U.S. dollars, Grapefruit won the Haina Asia 35 million dollars, Nice won the H Captial received 20 million dollars ...

If the entrepreneur's judgment of the mobile community was a "big bang" two years ago, the big numbers and the mainstream companies, though not proof that the commercialization of mobile communities is done, at least means that the slow and bitter edge of the community is finally in the mobile age, and as a group.

In order to show the breadth and depth of the phenomenon to the readers, the September cover of the "entrepreneur" was the first to interview 70 mobile community startups, and to tease out the nine main points in the development of mobile communities.

1. The original intention of the entrepreneur is to meet their own needs, the founder is a heavy user. So that he can attract high-quality seed users, and the product direction is very clear.

2. The common platform has no chance. The logic is the same: the PC age has bat, the mobile age has the micro-letter. General platform can not accurately and deeply grasp the needs of small groups of people, so in the vertical field, the entrepreneur can be bigger.

3. The core issue of Community products is: what kind of person you want, what you're doing here, why he's coming. What is the user's behavior because of the irreplaceable value you offer?

4. Mobile end users have little time for the community and low tolerance. This means that the mobile end will not give you to set aside the Tianya, watercress as long growth time, to quickly obtain scale-level users.

5. Because the cost of acquiring users is too high, the positioning of Community products can not be biased. Once people don't know what the community's operators want to do, they go and never come back.

6. The initial product architecture is highly scalable. Once the community product to find the outbreak point, the rapid influx of huge users will often result in product technical problems, and then the loss of brand power and users. So design the product architecture that will support your outburst.

7. Compared to the PC Internet, mobile internet will not invent any new business model, or the old four: advertising, electricity quotient, value-added services, games. But the path from the product to the old four will change.

For example, to rely on advertising, you can not go "content → advertising", but to go "content → user → relationship → marketing" path; want to rely on the electric trader to cash out, also not in the community outside the page of another electric dealer page and then diversion volume selling on the line, and to rely on the mobile end tool to improve information transparency, their "number of users" into "data" To sell goods or services in the form of O2O.

The business model of the community is strictly in accordance with the characteristics of your community users. Mobile community users, is no longer the PC era IP address, but a mobile phone number, a living person.

8. The establishment of the community, in the user's psychology to create the desire to consume, guide the user consumption. If a user had a free purpose in the beginning, it would be difficult to move from the community to commercialization.

9. The weight of the vertical is the future. Because the entrepreneur to the minority users have in-depth insight and experience, and set up a huge operating system, so it aggregates the user's precision and stickiness are very high, but also more easily with the user "together" touch out the path of the realization. Yantan said that the issue of the game is because the user raised the request.

To a certain extent, we should thank the wave of mobile communities behind the hands of the push-and-go, innovation workshops and other investment institutions. Because they began to invest in mobile community at the beginning of China Mobile Internet, so we no longer as in the past, according to the unit or occupation of the crowd, but in accordance with interest, hobby aggregation together, at any time can be completed at the mobile end of communication, publicity personality. In addition to increasing the life dimension of the Chinese people, the community will inspire more creativity.

Inadvertently, everyone around you has joined a community.

Photo: Popular Mobile Community Yellow Pages