Tough community business because mobile Internet life is better?

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I: January 2012, "The Entrepreneur" magazine used "social Big Bang" as the cover, depicting the MO, micro-letter-led mobile social application of the outbreak, 3721.html ">2014 in the second half of the year, the Mo is likely to sprint listing, the market value should be able to exceed 2 billion U.S. dollars." So, the history of the bitter community business, because the mobile Internet to combine the community with lbs, easier business to cash out, the day better? The answer is not certain.

Traditional community, such as Renren, Tianya, Mop, day more and more sad, and once rage net, 51.com has become a game platform.

January 2012, "The Entrepreneur" magazine used "social Big Bang" as the cover, depicts the MO, micro-letter-led mobile social application of the outbreak, in the second half of 2014, the MO is very likely sprint listing, the market value should be able to exceed 2 billion U.S. dollars. So, the history of the bitter community business, because the mobile Internet to combine the community with lbs, easier business to cash out, the day better? The answer is not certain.

The September 2014 issue of "entrepreneur" magazine will launch the mobile community cover, more than 120 pages, the domestic large and small mobile community start-up companies almost sweep. We have also formed a mobile community founder Micro-group (want to join? First Gathen 15910687353) to become the largest online organization of the founders of the Chinese community.

August 31, "Entrepreneur" magazine, the first mobile Community founder Salon in the Black Horse will be the second floor of the Global Roadshow Center successfully held. Several founders and investors discussed key issues in mobile communities. Dark Horse will move the Community branch also on this day formally established.

What is the nature of the community?

Fang Sanwen (founder of the Snowball): What is the mobile community? I think it is difficult to call a community without a very stable user relationship, and without a very strong user ID relationship that can approach the Address Book. Don't be misled by the concept of community, most of which is not enough to be a community. Even though there will be some user reviews, interactions and UGC, most areas are far from the community.

Community, interaction, or UGC, these are means not ends. As an example of what we are doing in the area of investment communities, the goal is certainly not the community itself, but the investment in making money, which is valuable.

Wang Huadong (Jingwei Venture partner, Investment Mo let him First war fame, salon scene incredibly have three is his investment company, we guess which three?) : There are two main categories of community. First, the community is dominated by relationships. Second, the community initial relationship is not the main, but UGC, all kinds of information. In my definition, not all Community products have a strong relationship, the community is just a point to enhance the internal activity of the product. There are many different ways of interacting, just the things that users spend on them.

Jia Tong (Dog NET CEO): and then east China just said, I think there is another type of community, that is, interest-oriented, this relationship is not the kind of micro-letter strong relationship, is a weaker relationship. For example, our community gathered a lot of dog-keeping people, the interaction between these people is divided into three kinds: one is to help each other, two is blueprint, three is gossip.

Wang Shiguang (founder of Beval Network): I think the community is divided into two kinds of situations: one is the MO, Zank such social products, to solve the problem of communication between people. The other is a community that is like a snowball, knowing that content or information is the aggregation point.

Beval Children's songs at the beginning or the content of the aggregation, we through the content of information to attract parents and kids to our platform, the next step to achieve communication with users.

Yi Wenfei (founder of Beautiful Jia): We do not do the community to do the community, but in the process of doing involuntarily formed a community. We need to be clear about what the mainstream users of the industry are doing now, and what kind of application they want to solve. The community that is formed under this kind of thinking can really help you solve the most difficult step in the future-business model problem. For us, the most desirable thing for a user to do a perfect job is to have a tool to help her express, that is, show. To meet the user's first rigid demand, and then further down to realize the business model is easier.

Wang Xu (Next kitchen founder): My definition of the community is a more generic definition, the more people consume, the more people use, the greater the value of the product provided. For example, tool products or media products, the value of a person is equivalent, but the value of 100 people will not stop to enlarge 100 times times.

What is the hardest part of being a mobile community?

Wang Huadong: Different forms of Community products and user feedback are actually different, so the problems encountered are completely dissimilar. From my personal experience, there are a few more important things:

First, the comparison of the core is the product positioning. The biggest problem with being a community is the difficulty of giving accurate positioning. Especially in the early days, because you are positioning once the deviation, the cost of acquiring users is very high, we do not know what you are doing.

Second, the community to find a good point will find the outbreak point, then will encounter technical problems, the initial product structure can support the rapid growth behind you, this is a very important issue.

Third, quickly get the number of users in the industry with security levels. Mobile End and PC end, the mobile end will not give you too much time to grow slowly, it requires you to quickly acquire a large number of user groups, otherwise users will soon forget you.

Finally, find a business model that matches the characteristics of community users.

Tin Wei wins (the founder of the Net Loan Day eye): The net Loan Day Eye Community establishes first is to solve the investor and the financial person information symmetry question. After the information is symmetric, investors can see a lot of the information they want on your website, which will gradually form a circle.

What is the biggest problem now? Many investors and financial managers, that is, our users may not be able to easily reach our community, we do some of the content is mainly to attract these users to settle on our platform to reduce the cost of acquiring users.

Cao Dapeng (co-founder of Nice): There are two core problems in the community: First, the cold start problem at the product level, you just have to solve the two basic questions of "What kind of person is your user" and "what is he doing here", and the community is not going to die; second, commercial, business model problems. And the big problem is that if you put the commercial stuff in the community, it's bound to affect the user experience.

Wang Xu (Next Kitchen founder): The most important shift from the PC end to the mobile end is the problem of traffic acquisition. There are a lot of Web sites in the PC side that are in the guise of community, which is actually a lower cost of social media. On the PC everyone talk about the community many people will think of BBS, its threshold is relatively low. But go to the mobile side will encounter a problem, although the mobile end will have some kind of BBS usage, but in fact it is far from the PC end of the definition of the community.

Does the community cut from the content or from the tool?

Wang Shiguang (founder of Beval net): Why do we cut from the content? We found that the content of younger children is scarce, but the actual demand for this part is very strong. Beval the content of the children's songs after the online playback is very large, which shows that the user's demand is to facilitate the gathering of this part of the important reason.

Jia Tong (CEO of Dog Network): As a pet community, we cut more from the content. The number of people who visited the dog net last year was about more than 35 million, and I was surprised to see it because the number of dogs in China was more than 70 million. 8 years after the establishment of the Dog network, the collection of content is very rich, can almost answer all the problems of dog-raising people.

Venus (founder of the new Oxygen): The PC side of the community basically no tool to say, nothing but BBs and SNS. But the mobile side has a lot of possibilities, including connecting the camera and entering the content is very convenient. Tools are means, content is the result, the two are combined, can aggregate many users, produce a lot of content, which is very competitive for the community.

The new oxygen reshaping has made a tool--the user reshaping the calendar, recording the various symptoms of the reconstructive recovery period. The user cannot communicate with the doctor every day after the operation, but he hopes someone can help himself. Our tool, like a calendar, tells users what symptoms they will have every day. Users also take photos and share them with the community every day.

We use such tools to help users do a lot of content records, the content of the records gathered together for other people is valuable. So the tools and content are combined, one is the means, the other is the result.

Feng (huaxing Capital Analyst): I think if you cut the tool first and then turn to the community, the cost is very high and the user will not pay. So I think the effect might be better when you cut into something that isn't particularly strong, like sharing things.

Why is it that the PC community does not have a lucrative company and how does the mobile community profit?

Wang Xu (Next Kitchen founder): From a business model, I have no answer. It is important for a community to provide real value to users, because I have previously done a watercress group this product, the site may not produce real value and revenue, and the user has generated value conversion. For example, we all communicate in the same community, trust each other, then rent or trade, this is through the precipitation of trust to produce value transformation.

Fang Sanwen (founder of Snowball): Now the net is successful in selling financial products and funds in the community, and the sales are frightening. UGC play a big role in it, and finally put these UGC structured, affecting the transaction, you can earn money.

Zhao Jing Wen (founder of the manual): We are the original to do the electrical business, the above accumulated user experience is very useful. The users of our electrical services are craftsmen or independent designers, so when we do mobile communities, they can quickly import high-quality manual tutorials. In this way we have accumulated a lot of pure manual enthusiasts, in the above transaction is actually the case. When a user sees a particularly good tutorial, hang a link behind you can buy the appropriate tools, take a few steps can be done; there are also a number of tutorials for you will not do the raw materials, but through the tutorial you'll know the difficulty, where the time spent, why the finished product worth so much money, So there will be a link to buy the finished product.

In our new version, we try to play the rewards function. When you learn my handiwork, can you give me two flowers? And not too much money. The other is live, the country will have hundreds of people at the same time in accordance with the timing of the line, we pay a few cents to be able to have a lesson.

Ling-Zank founder: In the user is not particularly many cases, there are businesses to find our cooperation. For example, a Spanish immigration agency found us doing an activity some time ago. Because Spain allowed same-sex marriages, we promoted him for two days, the event was attended by 50 people, and finally 5 people decided to go to Spain to buy a house. Later business said, we must long-term cooperation, you this way really good, similar activities have done a lot, but there is no such a large volume.

So we can do a lot of things around this group. Our users do not feel that this is too commercial, they will feel that there are so many businesses to provide services for this group, and they feel that the community is still a little tall, not only to gather people can also provide related products.

Finishing: Lou Moon