What do women's app businesses do: community or tools?

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No one will deny that the female market is huge, and no one will deny that women are more sensitive than men and are more willing to become the main force of consumption, regardless of where she is spending money.

But in the mobile Internet field, phenomenon-class products abound, but ultimately let users "precipitate" down to achieve success is not much. Therefore, many entrepreneurs have said that the user's heart, such as the wind catkins elusive. And this phenomenon in the field of female app more obvious, "Woman Heart Needle", to grasp the needs of female users more difficult.

Women's markets are more likely to divide market segments than other areas, menstrual tools have great aunt, Mei Pomelo, shopping guide market has beautiful said, mushroom street, beauty makeup market beauty Makeup, beauty makeup experience, nail market has a beautiful nail, beaver home, plastic market has new oxygen plastic surgery; pregnancy market pregnant orange, happy pregnancy Each market segment has a specific group of users. But it's amazing how many women's app start-ups are predominantly male, and this has made it a common practice for women entrepreneurs to understand women better than women.

How does the initial user of a female application get? Tools and communities who can increase the stickiness of users? What are the business models for female applications? NetEase technology on July 26 held five women's app Salon, the founder of female app and investors together to explore how entrepreneurs should enter the female application market.

Female application: Community or Tools?

The female market has certain particularity, for example menstruation application must record each month's menstrual time accurately, and forms the convenient control; for weight loss applications, users need to record the calories they consume each day, the calories they burn, and the weight they weigh every day to gauge their weight loss. On the other hand, women are more willing to share and discuss than men, and want to compare with others, which also gives developers a fight for community or tools.

In beautiful a CEO Yi Wenfei, women are born with the "show" demand, so that they become beautiful in addition to "Yue himself", but also for "Yue people." Pure tool software has a natural problem, the lack of traffic access, only users need it when it will open, so app open frequency is low. Persuading users to often use the need for incentives, and through the concept of community, users will repeatedly, infect to help you do what you want to do, forming a public opinion field, can help you promote the transaction.

Beauty and beauty of the CEO Zhang chose a structured blog-style community, initially only the introduction of the beauty scene, then gradually increased the nail, hair, clothing and other scenarios. In Zhang's view, the fan economy is a great magic weapon to run the community, beauty beauty makeup of the community a total of three categories of people, the first category is headed by Niu Taiwan, the mainland teachers; the second category is grassroots people, they will be free of all kinds of community platform to build their own big V, fans, to do some soft wide implants and so on, The third category is the exclusive star makeup artist. In the community, ordinary users to the Big V message, more than 50% will be a large v reply, which strengthens the user's use of stickiness.

Venus, the CEO of the new oxygen surgeon, emphasizes the security and interactivity of the community. Because of the particularity of plastic surgery groups, such users are often lack of security, very much hope to communicate with the same people and communication, but the same crowd often do not exist with her around, the new oxygen provided by the community to have cosmetic will or have plastic surgery users to provide a safe, equal exchange atmosphere, Users can bask in the new oxygen on their own recovery diary, for others to reference and discussion, lack of worry will be ridiculed, which also makes users more dependent on the community.

In the eyes of Venus, plastic users have a common psychological curve, when the user initially wants plastic surgery, in the excitement of the period, so low anxiety; users will then search the Internet for relevant information, but she often found a lot of negative information, this time he is more anxious; but out of the heart of beauty, the user finally chose the plastic surgery , and in the recovery period after the end of plastic surgery, users also reached the peak of anxiety, because the plastic area will swell, even worse than before the plastic surgery, when users can see other users in the new oxygen community hair of the plastic paste, you will understand that everyone will undergo such a stage of plastic surgery, anxiety will ease, This has also helped users to release new cosmetic diaries on new oxygen, helping other cosmetic users to ease anxiety.

But in big Aunt? Archo, co-founder of the community itself, is also a tool, and the community is large and not competitive, and must cut into a conventional rigid demand. But in the area of health, there is no need for users to discuss, and there is no point in doing the pan-health community, where developers cannot commune for the community or waste the user's time.

How do early adopters of female applications get?

Now the distribution channel is very expensive, similar products are also very many, user habits are difficult to cultivate, app first 100,000, 200,000 users should get?

The new oxygen-shaped Venus uses the besieging method, because users generally think that the effect of Korean cosmetic surgery than China, so Venus initially hired some Korean students, they understand Chinese and Korean, they are from many Korean plastic web site translation of the latest plastic consultation, knowledge, articles, Venus put these things on the new oxygen platform, Many users search for these articles, including in micro-blogs, micro-letters to find such content, found the new oxygen this side, slowly gathered into the first batch of new oxygen seed users, the back of this kind of users more and more, the new oxygen products also turned into information, interactive things, slowly reuse the community means to activate the user, This forms the basis of initial user accumulation.

Beauty beauty makeup of the seed users from the campus, Zhang cultivated a number of campus ambassadors, with them to help beauty beauty makeup to promote, spread, the formation of Word-of-mouth effect, the current user has more than 20% or from Word-of-mouth, the girl's word of mouth saved a large part of the promotion costs.

Due to the combination of the characteristics of the soft and hard orange, Dan selected the way to promote small-scale, due to the current pregnant Orange also belongs to the development of the initial stage, not enough funds for large-scale promotion, because do such a big promotion is to burn money, pregnant orange or want users to take out money to buy products.

In the Indus-Tree Capital Founding partner Dong, if the product in the initial not to throw money to promote the situation can not attract the core users, spending instead is the deputy effect. When the product is retained, 7th retained, the month retained to achieve a certain stage, to invest money, so angel round investment or product-oriented, a round, B round is product-oriented and operation-oriented.

What kind of business model should be adopted for female applications?

In the five guests to share the view, the current female application has not entered the hot stage of competition, so the main entrepreneurs are now more focused on the horse-race enclosure, to attract more users, so did not consider the business model, but in the future, the business model is mainly to the big B charge, to the C-

In Dong, there is still a gap between female users and female users in the United States. Women in the United States are the middle class, have a very good education, and have the money and leisure of some housewives propped up, but China did not. Health may be the needs of all people, including manicure, including beauty makeup, in fact, many people have this demand, but their level, the use of the product unit price has not yet to that stage, so the United States and China still very big gap.

China's GDP is already very high, after the United States, but to speak of GDP per capita, just broken 6000 dollars, 6000 U.S. dollars in the United States is 1975, 1976, our Chinese per capita consumption level is probably equal to the United States 70, of course, our first-tier city has more than 10,000 U.S. dollars, but the In China, we start a business, whether it's male or female, mainstream users, really or so-called cock silk user groups, relatively low user groups, you want to big market, how to target the mainstream user groups do things, of course, I can now layout earlier, see five years later, China's real middle class grew up, To become the backbone of rugby, can now do, early can do, but the time gap is still very large.

And talk about the profit model, to the big B receive money, big B to buy your services and to the user fees, the model is not much different, the entrepreneur needs to really understand women, human nature of some things. Women generally have the mentality of showing off and comparing, after the comparison there is a kind of gossip psychology, what is the corresponding? Women are willing to look for all kinds of information, to spread some of the information she thinks is good, so women are in fact a very active user in the community, because she has gossip psychology, then women more impulsive than men, More willing to spend, a lot of the front end actually corresponds to a point is consumption, women are actually more likely to consume, the other is love, mother and child, we even make the mother and child into a specialized category, from her preparation, pregnancy, childbirth, raising the child growth, in the middle of about 20 years, which she has no reason to not love their children, So she is willing to spend for him, consume a variety of products, so it is best to let women users to consumption, consumption is the core of female users.

What kind of female entrepreneur do investors prefer?

Tong said that the early Angel investment, the direction is very important, summed up in fact, is the right and the people are the most important, but the front can not be ignored is the weather.

The first is the timing, this mainly includes doing this thing market space and the opportunity to enter the market is good enough, including big aunt, including beautiful armour, when the mobile era arrives, only when you can record, share, see information, such products will be good.

The second is the geographical location, whether these entrepreneurs have their own core competencies, entrepreneurs if they can ensure that their current products and previous experience is closely related to the higher probability of success, this is their core competitiveness, and why they can win in the Red Sea market.

The third is people and, in general, I personally prefer that the CEO is a product manager, his products, users have a particularly keen grasp, such product managers are often many from the technical background, understand some technology, but later turned into understanding products, because he is very very understanding of users, the user has an unmatched demand to grasp, Let him really grasp the company, this is a CEO. And then you need to have a very good CTO, this CTO may be a strong backend, because a mobile product from 10,000 users to 1 million users to 10 million users, very fast, if you do not have the experience of encountering backend server problems, users will lose a lot, so there is a backend CTO very very important, Then have very good coo or CNO, have very good operation experience, have very good channel conformity ability, can obtain the user's ability at low cost, such a triangle combination is my personal to early team comparison tendency.

In Dong, the most terrible is an entrepreneur told me that I have a special cow idea, you just give me the money I can find the cow with me to do, really not. A CEO's core competency is to let a bunch of people follow you, not because you are rich, but because of your charisma, because of your charisma, there must be one or two good partners around you who are willing to go with you for many years, this is your core competitiveness.