The threshold of intracavitary is getting higher.

The threshold of intracavitary is getting higher. "Circle of Friends", the dinner of the senior restaurant so that people even point praise are hearted, personally cooked and set a chic, filming meticulous food to win applause, under the kitchen is becoming a fashion life and social way.

But I have not been to the new Oriental chef, only can cook instant noodles at most how to add eggs? In the age of mobile Internet, all the needs have been first thought for you.

2011, out of its own love of food, designer Wang Xu left work 2.5 of watercress, created a menu application "down the kitchen." Now, "under the kitchen" team from the initial 2 people to 12 people, in Beijing Huilongguan rent a small villa, outside the garden vegetables, the first floor to cook dinner, the second floor office meetings, underground sports fitness, the environment than most start-up companies are comfortable, very consistent with their product adjustment. "

As a Web2.0 version of the menu application, "Down kitchen" to meet the multiple needs of a cargo; find the inspiration for what to eat tonight; Replace the food in the fridge with fresh recipes; You can check your purchase list at any time on your phone by just collecting recipes. Different from the one-way spread of cookbook books, here, you can also show their learning results, but also to become a new recipe creators, teaching both sides can communicate with each other, spread cargo between delicious social.

Since September 2011 on the line, "under the kitchen" mobile end application has 13 million of the installation, day active user 300,000, the user produces a hundred thousand of recipes. You know, the hottest dish is "sweet and sour pork ribs", the first dish to break through 10,000 people who have "done" (after teaching recipes to upload study works).

In this "food for the people" of the country, and "eat" of the entrance always have a huge imagination space. In front of the red "kitchen" lies two difficult questions: keep telling the user what to eat and find out what they are earning.

The tangle of tools and communities

What's the most annoying part of the kitchen? More than one person replied: It's a search.

Fuzzy search is not supported and cannot be sorted manually. Its own sorting method, not according to the menu score, popularity, timeliness, relevance, such as a single index ranking, but the comprehensive index. Users often have to flip several pages to find the recipes they want.

After accumulating a hundred thousand of recipes, the "Down Kitchen" next helps users find the recipes they want. Search as the most typical content discovery path, is Wang Xu and his team focus on the most, but also the most tangled place. Technical problems can be overcome, the key in search, tools and community often have contradictions.

"The sort may not be complex. But we want to be able to provide users with accurate search results, rather than a highly operational sort. What the user needs is to reach the content rather than control the sort. "Wang Xu said.

To improve the first screen hit ratio of the search, according to the ranking of popularity is certainly the most reliable, new users a search, out of the most classic, the highest rate of prescription. But this will create a Matthew effect, and the new recipes are completely out of the way to influence the creative enthusiasm of the new authors. The old recipes with Heat are getting hotter, and old users always see these, and they will lack freshness.

"The new recipes into the community, without any social relations, we have to like the government, to support the new author, given a certain amount of resources, first to 5,000 exposure." In the search list, there is a location for the new recipes. "It also causes users to complain about new recipes that jump in front of the queue," he said.

"Down kitchen." The latest update highlights the instrumental and community-change game. In order to strengthen the Community stickiness, has been focused on the content found in the "kitchen" home, after the revision began to emphasize the full display of people. Not only in the prominent position added "kitchen Friends", and "popular menu" began to emphasize the producers, the bottom bar to increase "under the kitchen friends." This is not a popular change for users who use the "Down kitchen" as a tool. The tempting food images are minimized and replaced by kitchen friends you may not be paying attention to. But for those who are enthusiastic about cooking and playing in the community, the kitchen is more interesting.

"People can make content have a sense of labeling." "Wang Xu said. In the "Next Kitchen" community, the most dazzling is the "small white Vegetarian", "June", "Sunny Little Superman" these cooking up people. However, in Wang Xu's view, the core value of recipes is actually the followers of these people. There are not many teaching works, but there are many works to learn how to cook. This is like the most core of the public comment is the user evaluation.

"How many people have done and uploaded their own works is the key, and we are far ahead of all the recipes." The value of the work allows users to know which recipes are most popular at the moment, and to draw on others ' experience is easier to succeed. It can also help us figure out what is the most popular thing to eat today, and improve our ability to help users find content more efficient and quality than editing. "Wang Xu said.

To attract users to participate in the release of their own works, "under the kitchen" constantly adjust product design. At first, the study is in accordance with the "praise Times" to sort, but users see others do so good, often embarrassed to upload their own works. They then changed it to "chronological" order, the user saw this recipe is really hot, a few hours ago, someone did, and seemingly do not how to do, there is confidence to upload their own works.

The key to the community is to make every user feel equal, in order to attract more people to participate in the content system. "Under the kitchen" first of all to let the production threshold lower, simplifying the recipe generation steps, deliberately guide users, to the user confidence. On the "Down Kitchen" platform, the content of five-star chefs may not be popular, as ordinary families do not have the training and equipment to do so professionally.

The second is to make the threshold of interaction lower. It is easy to give compliments to the kitchen friends, the kitchen friends pay attention to each other praise, but also form a variety of circles, detonated new recipes. The ecology of positive feedback makes the creators of recipes Happy, creators write a prescription, a lot of people follow it, it will be very fulfilling.

"It's easy to get out of the community." Users to find content, user production content, distribution in the middle, are we want to solve the problem. "Good tools and good communities, Wang Xu are still weighing the adjustment."

Value of diversion Platform

All said, "Standing in the tuyere, pigs can fly up", now O2O Fire is a mess, the catering industry is lead. "Public comment", "American Regiment" pointing restaurant Jiangshan, "Hungry" driven by the trend of foreign sales, are real gold and silver, mano of the main battlefield. Counter-View "Home Cooking" menu application, although have a lot of fans, but a little too small, less than the money slightly away.

"Down Kitchen" the first group of users are friends of team members, through these communication nodes, "under the kitchen" can be widely disseminated in watercress and Weibo. Although most of them are not "down the kitchen" users, but let a lot of people notice the application, "kitchen" investors are also attracted at this stage.

The second stage, "under the kitchen" began to have Word-of-mouth users, these people are watercress and Weibo users. It is their temperament that determines the "next kitchen" temperament, "under the kitchen," the small fresh label, in fact, is the user group label.

The channel lets the homogeneous user gather, and the product style lets these users not turn away. Remove the clean and clean interface design, the "Kitchen" copy is also praised. The daily slogan of the homepage are often collected by users, "who is from the Lake of mountains and rivers, but confined to the day and night, the kitchen and love," family food is not deliberate "," those lonely and Happy Cook "," New Year old Taste "," taste to thick when the hometown "and so on. It's a small, soft heart of young people. However, "the kitchen" in 2011 to get the early angel investment, no more capital for the favor.

2013, the "Next Kitchen" income is only 1 million yuan, mostly from category ads. The categories advertised in the "Down kitchen" include ingredients, spices, cookware, cabinets, and even supermarkets. Both the home page banner advertising, there will be spices, cooking utensils embedded Recipes "brand recipes." But there is a problem in brand advertising, like Sina Weibo, the popular blogger can fully use the "kitchen" platform to advertise themselves, brand manufacturers are more willing to cooperate with them, the platform finally for others to do wedding clothes.

Like most people with no wealth app, the "Down Kitchen" explores business models. The initial attempt to the "No. 1th Shop" diversion, but the effect is not ideal. "User habits are not to go online to get soy sauce. "Wang Xu said. Most people go to the supermarket to buy things when they read the recipes, and the value conversion takes place at the supermarket, not the "kitchen" thing. Soon they gave up.

August 2013, "under the kitchen" on the line of the Fresh Electricity Business Project "a bit of field", with more than a few organic farms around Beijing, sales of farm year card, packaged vegetables. Wang Xu hope to use this product to verify the user's online buying habits, but the result is a low conversion rate, or even less than the advertising value. Now, the "Down Kitchen" has hidden the "little field" entrance, and the attempt to diversion of the ingredients has been suspended.

"Before we thought too aggressively, now we want to be relatively clear." "In Wang Xu's view, the recipe for the use of money is tied to the future of fresh electricity dealers, together to provide family table solution."

Recipes application and fresh electricity dealer, like "Beautiful say", "Mushroom Street" and Taobao. Recipes site is difficult to sell their own things, fresh electricity dealers are also difficult to build a new community, the two have a natural binding point. and the fresh electricity supplier has the prominent regionalization, the localization characteristic, causes its brand to be also the regionalization, thus has highlighted the diversion platform the value.

In Wang Xu's view, the media value is not only affecting the user's decision, but also can help businesses to standardize goods. Commodity units can no longer be a tomato, but around the recipe to organize eggs scrambled tomatoes, beef stew, tomato pasta and so on. "Under the kitchen" can tell those not very determined user "Eat this best Now", on behalf of its thinking, selection, packaging, and can help the fresh electricity manufacturers to establish standardized, centralized SKU, reduce wastage.

The menu application relies on the fresh electricity trader to cash in, but the fresh electricity merchant itself still strives to cultivate the user to buy the food habit on the internet, and has two dislocation with the recipe application.

The first is regional dislocation. Although the popularity of bloggers from the first-tier cities, but the menu to apply real users in the two or three-line city, the first-tier city cooking demand is actually much smaller. But the fresh electricity dealer starts from the first tier city, only this year began to expand to the two or three line city.

The second is product end dislocation. Recipes used in mobile end than the PC end more convenient, but the fresh electricity business mobile shopping has just started, very inconvenient.

"It's just a matter of time. I also said to Wang Xu, after two or three more years, you will be out of your head. "The original Life Operation Center deputy general manager Sheng said." He believed that the fresh electricity business and the menu application cooperation is not limited to diversion, should have a deeper form, such as joint office activities, do common landing, CPS and so on.

According to Wang Xu introduction, "Under the kitchen" user pay, delivery address and other interfaces are open, is waiting for products. "We still need to expand our user base and establish our content value." When the trend of the fresh electricity quotient comes, change the way of work and the company gene to adapt. Before we want to influence the market prematurely, but this market development determines the strength is not in us. ”