Two big problems with red "down kitchen": What to eat? Earn what?

The front of the Red Kitchen "has two difficult problems: keep telling users what to eat" and find out what they are earning. 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, can only cook instant noodles How to add eggs? In the age of mobile Internet, all the needs are first thought for you. 2011, out of its own love of food, designer Wang Xu left work 2.5 of watercress, created a recipe for the use of 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, the next kitchen "to meet the multiple needs of a cargo; find the inspiration for what to eat tonight; Replace the stale ingredients 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, which is the first dish to break through 10,000 people in the kitchen. In this country of food for the people, there is always a huge imagination about the entrance to eat. The front of the Red Kitchen "has two difficult problems: keep telling users what to eat" and find out what they are earning. The tangle of tools and communities under the kitchen "what is the most unpleasant place for you?" answered the man. 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 next Kitchen "will help 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. Sorting 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 new authors.Creative Passion. The old recipes with Heat are getting hotter, and old users always see these, and they will lack freshness. 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. Under the 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 under the kitchen "home page, after the revision began to fully emphasize the display of people." Not only in the prominent position added to the kitchen friends ", and the popular menu" began to emphasize the producers, the bottom bar to increase the kitchen friends. " This is not a popular change for a user who uses the kitchen as a tool. The tempting food images are minimized and replaced by kitchen friends you may not be paying attention to. But for the enthusiastic in the kitchen "show cooking, play community users, the kitchen" 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's ", 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 most critical, and we are far ahead of all 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, the next kitchen "constantly adjust product design." At first, the study is based on the number of praise "to sort, but users see others do so good, often embarrassed to upload their own works." After they 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 make the threshold of production lower, simplify the recipe generation steps, deliberately guide users, to the user confidence." On the lower kitchen platform, the content of five-star chefs may not be popular, because ordinary families do not have that kind of professional training and equipment. 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 community, Wang Xu still in the right to repeatBalance adjustment. The value of the diversion platform is said to stand in the tuyere, pigs can fly up ", now O2O Fire is a mess, the catering industry is lead." Public comment ", the United States Regiment" pointing restaurant Jiangshan, hungry? "driven by the trend of foreign sales, are real gold and silver, mano the main battlefield." Back home to cook "the menu application, although have a lot of fans, but a little too small minority, away from the money a little far. Under the 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 under the kitchen "users, but let a lot of people notice the application, the next kitchen" Investors are also attracted in 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" 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 next Kitchen "copy is also praised." Home daily update slogan is often collected by users, who came from the Sea 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 next kitchen "in 2011 to get the early angel investment, no more capital favor." 2013, the next Kitchen "income is only 1 million yuan, mostly from category ads." The categories advertised in the next 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 popularity of bloggers can be fully aided by the kitchen "platform of their own advertising, 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 kitchen "has explored a lot of business models." The initial attempt was to "diversion" to shop No. 1th, but the effect was unsatisfactory. User habits are not to go online to soy sauce. "Wang Xu said. Most people will go to the supermarket to buy things when they see the recipes, and the value conversion takes place in supermarkets, not in the kitchen. " Soon they gave up. August 2013, under the kitchen "on the line of fresh electricity Business Project a little field", with more than the organic farm around Beijing cooperation, 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, under the kitchen "has put a little field" of the entrance to hide, the food diversion of the attempt to declare a moratorium. Our ideas were too radical and 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 business, like beautiful say ", Mushroom Street" and Taobao. Recipes site is difficult to sell their own things, fresh electricity business is also difficult to buildThe 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 now eat this best", on behalf of its thinking, selection, packaging, and can help the fresh electricity manufacturers to establish a 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 the 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. ”