Watercress accelerates the development of profitability

Abstract: How to maintain a small fresh temperament, as well as more and more fees and channels to distinguish between the real user-centric, is the next test of the key to the victory of the Watercress strategy is reported that watercress will enable the Douban.com/show sub-domain name launched electric business shopping products

How to maintain a small fresh temperament, as well as more and more charge items and channels to distinguish between the real user-centric, is the next step to test the key to the victory of watercress strategy

It is reported that watercress will enable Douban.com/show domain name to launch the Electrical business Shopping guide products. At present, the watercress this social electrical service is still in the testing stage. It is understood that this electric business shopping guide products will still be based on user relations.

To spring the literary and artistic fan, but also do not forget the real gold and silver income, this is now Douban.

Accelerate the development of profitability

Since its inception in 2005, Douban seems to have grown slowly, known as the "slow Company" of the internet industry. The Douban that we are familiar with is born of a wave of Web2.0, which has always been viewed as a website for reviews (book reviews, film reviews, commentary). It allows the general public to express themselves on this site like a critic. This may be why it initially attracted users.

In fact, it also provides users with bibliographic recommendations and a common interest in a variety of services such as friends, so that it is more like a blog, friends, groups, collection in one of the perfect community network. This allows watercress to have tens of millions of registered users. According to 2012 data statistics, watercress users have more than 62 million registered users.

Perhaps precisely because douban to the user demand sincere attention, only then lets Douban have the strength to take the literature and art fan to bow to make money. Moreover, the slow company watercress seems to be speeding up its own profitability.

March 2012, the new advertising page of watercress, to provide brand customers based on the interest map and UGC content of the interactive marketing program.

May 7, Watercress read the introduction of paid works stores, the official sale of works. Support for the web, IPad, Android, Kindle and other platforms, there are more than 400 works sold in stores.

May 17, Watercress Film also launched the online selection of ticket function, on-line 2 months or so has been connected to the domestic number of cities in nearly 30 cinemas.

Charged FM

Stable user groups to let watercress can be a solid creation of wealth. But sometimes watercress is like an idealist in its special temperament. Earlier this year, the Watercress FM announced a paid version of the Watercress FM Pro, priced at 10 yuan/month.

Watercress, through a public press release, says paying subscribers can now enjoy high quality and advertising services, and that the pro will open more, more interesting features and more valuable services in the future. Watercress also claimed: "For non-paying users, watercress FM can still be used normally." ”

This is in line with the development dilemma of free radio stations, thus triggering a lot of public doubts about watercress charges. "This choice is based on digital music ' online listening ' rather than ' downloading '," said the director of watercress. He said, watercress in the guarantee of higher sound quality while also taking into account the network fluency.

They declared: "Watercress wants to bring you a perfect listening experience, but the cost of copyright and bandwidth makes it necessary to digest it through commercials." Higher quality and no advertising, of course, is a more perfect experience, but it also means higher bandwidth costs and copyright spending. Based on this, we have launched the Watercress FM Pro. ”

The bottom of the watercress still comes from its huge user community. But the number of users who have high quality listening needs, or how many people are willing to pay for the alternative fees of watercress? Perhaps the sentimental die-hard fans: the use of Watercress FM, willing to spend 10 dollars a month to experience the small and beautiful music products. What they think is good, not only good quality, no advertising, but also the good experience of the bean-paste FM algorithm-It's probably more important to hear the right music at some point than to sit in a huge music library. Of course, more important is the brand-they feel that the use of watercress music services than the use of Tencent or Baidu's related services cooler.

With the improvement of value-added services, including more choice of music rate, larger music, and even more related offline services, it is believed that more people will choose the fee version. Of course, the answers to these questions have yet to be resolved by time and reality.

As for the rumor that: watercress radio charges, is to eliminate the long-term cost of free pressure, Eric Consulting Interactive entertainment industry analyst Zhou that this is because of the literary positioning of watercress, and the misunderstanding. No music web site can escape the business model of "charging users with value-added services". Watercress is no exception.

Zhou said, for watercress, in fact, its user capacity has formed a certain scale, they through value-added services to collect fees is actually part of the enterprise strategy. Watercress is not the first to do the internet to pay people, QQ music, shrimp and other Web site users pay the way has been very mature. The market on the watercress radio charges sensitive main reason is watercress users are more special. In addition, this kind of reference foreign way in domestic or relatively novel, through such a new model to achieve a commercial model, in fact, is subject to market attention.

Shopping Channel

For the present, watercress will open a shopping guide channel, the reporter through the Mail contact watercress, but as of press, has not received the official response from watercress.

The current beta version can be seen users to share the goods, watercress gave three buttons, want, own, buy. From the online users given the page to see, the purchase of links to the main point to Taobao and the day cat.

But watercress is still in the testing stage of the social electric service.

Watercress's profit planning blueprint is increasingly clear in front of the public and users. Perhaps how to maintain a small fresh temperament, but also to more and more fees and channels to distinguish between the real user-centric, is the next step to test the key to the victory of watercress strategy.