Watercress is not slow just too messy

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I am in "Red Peach Nine" to see the user spit out the "Rose" to give a person's feeling is very strange, because, it is very likely that you have not heard of "Red Peach Nine", but also did not hear of "Darcy."

Rarely in the operational level to do a strong promotion of watercress, so one after another to "throw" their products, waiting for the user "self-growth." As a result, there are products like "moment" that have been downloaded in one months of time, and "high cold" products like "the Hearts of nine" and "The Luo", whose names are quirky and have been tagged with beta tags.

There have been many experimental products in the history of watercress that are interesting but have no fire at all, such as Alpha City. The rare company that started out as a "Copy-to-china" have been experimenting with new areas in their own way, and their test of the "impassability" standard is often the "lost" of a product, and they think that as long as the user really needs the product, it will always be used.

So, you can see like "Watercress Notes" product, since the date of birth is a "foundling", years of not updating (history only updated 3 times, the latest update in two years ago), like the watercress forgot the same. But according to watercress official rhetoric, "reading notes" has been a relatively stable user groups-although the user volume no longer have any growth, but people like this product has been used.

So the "content-settling" company, which has a more loyal user base than other social media, has the capital to try all sorts of bizarre ideas, although in recent years the new products that have finally been on the main navigation section are "things" and "things".

Watercress is also in their own "garden" outside the opening up a new world-"and the Red Peach Nine" have a separate domain name, and you can not directly from the main station jump to the two products of the respective pages. Even watercress does not force users to use their own account system, users can choose Sina Weibo login to these two new products. According to the official data, last year, the number of active users of watercress doubled, independent visitors reached 200 million people, you have been very difficult to put on the body of Watercress "minority" label. Yes, the "slow company" that many people see is still growing at a high rate after nine years of its creation.

In addition, we will find that watercress in the product aspects of the movement more frequent:

November 2013, "things" began testing, 3721.html ">2014 year April into level two navigation;"

January 2014, the user began to invite users to the beta;

May 2014, nine Hearts began to invite users to test;

May 2014, Watercress moment on-line app;

June 2014, the Watercress Release app;

July 2014, the Watercress FM 4.0 Release 4.0 version of App, is the largest ever revision.

So, no matter from the user growth, or the rhythm of the product release, watercress is no longer a "slow company", but at the same time, the high growth of watercress in the mobile end encountered some trouble-perhaps they started, they chose the wrong way.

I mean, they judge the shape of the watercress in the moving end. In a previous interview with Pingwest, watercress clear on the mobile side of the strategy-"an app only do one thing," the judge from their user's behavior data-watercress more than 100 million times a month of users landing, most of their behavior in the 1~2 thing, only some heavy users do more things. Therefore, in the Watercress product team's setting, this based on "the interest" community, only needs to let the user according to own interest, uses own matching mobile app to be good, this practice can make each app very simple, the light quantity.

But the problem is that the watercress set the scene too scattered.

For example, in mobile products, the "watercress group" has become a separate function, which seems to make it easier for users to view and discuss group topics. The problem is that while the group is a UGC, it's also a social platform--looking at the user's personal pages, paying attention to them, or sending soy oil, is a frequent user behavior in this scenario. In addition to the recent addition of soy oil function, watercress does not do well in these areas-although the Watercress group iphone app has finally increased the album and the user's attention function after several recent updates, but if you want to see the user's Watercress homepage, still need to jump to the page version in the application-- This means you may need to log in again on the Web page, and you have to say that the experience is pretty bad. Similarly, there is too much fragmentation in the use of scenes and functions in watercress movie apps: Until now, you still can't search for the shadow on the Watercress movie app, and the low fault-tolerant rate of the search feature makes it impossible for you to find the movie items you need.

In other words, watercress in accordance with the function, in the mobile end of the cutting into more than 10 mobile app, the user's use of watercress scene is completely fragmented between the--apps, the function of each other difficult to jump.

Meanwhile, Watercress met his opponent for the first time.

I said "Mo Mo". Watercress from the birth to date, has been relying on the interests of the UGC content to build their own kingdom, with similar interests to meet each other, composed of small groups, spontaneous production content, continue to grow ... Such a cumulative process, so that few people can replicate the success of watercress. But not the same, it is more than watercress a "geographical location" attributes-to help you get acquainted with the same space, have the same interests and hobbies of people. It crosses the virtual, remote interpersonal boundaries of Douban, and brings users together more directly.

For example, in the recent Mo Mo also launched a similar "watercress with the city," the same city activities function. But the biggest difference with watercress is, in the MO, you can not only sign up for activities, you can also see the distance of other applicants, if you are very close, you can invite him to go together. And we also see that the MO is a comprehensive "copy" watercress based on interest in the establishment of the product form---mo----watercress group, activities vs watercress with the city, books vs watercress reading, film vs watercress film ...

So, maybe watercress is the time to stop some experiments, the energy back to the most important products, comb its messy mobile apps, let them in the operation experience and jump connection more closely, so that watercress in the mobile end, but also more like a whole.