Why do you insist on being a slow company for 10 years?

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Lead: When all internet companies rely on the fast wins, the poor network but choose to be a "slow company", why Alibaba will invest it?

Poor network in the 2011, in the microblogging SNS heyday of the era, access to a good opportunity for development, the user generated an explosion of growth. It also gained strategic investment from Alibaba last year.

What kind of company is a poor tour? Poor swims the netizen is what kind of a group of people, is what power in drive them to write so long raiders? Why would Alibaba invest in a slow company when all internet companies rely on a quick win? Not long ago, with this series of questions, I visited the poor network of COO Cai Jinghui, to see the core of the poor network of the old Cai is how to view the development of a decade of poor tourism.

Poor travel experience all forms of the Internet, but beginner unchanged

People familiar with the history of the poor travel network know that the 2004 Shao in Germany to study in the dormitory in the establishment of a poor travel network. The original form or BBS. At that time, there are many overseas students forum, but most of them are talking about renting, cooking, gossip, some life trivia, only poor network is talking about travel, tell you how to play better. In the poor network just founded, only Shao individual, even the moderator did not. Football critic reporter born Xiao different sense of smell is very sharp, good at discovering points of interest and information integration, and the integration of information will produce media effects. Poor travel network began in the students word of mouth, there are some students are very positive also willing to share content, these people later became the core netizens, slowly formed a virtuous circle. For a community, the most important is the first batch of seed users, the first group of people decided the poor network of genes.

and Cai Jinghui to join the poor travel network is in the poor development of the second stage, that is, SNS booming era. The Cai Jinghui, who worked in Australia's Lonely Planet (Lonely Planet) in 2006, searched for information about outbound travel, and eventually returned to the poor network, finding the site quite powerful, sparking his continuing interest.

When Cai Jinghui was traveling in Antarctica in 2010, received a message from an old friend Shao, hope to get a as a traveler from the South Pole back from the blessing, from the South Pole back about the meeting a chat, Shaw also just want to make the poor swim big, we think the direction is very similar to each other also recognized the concept of poor travel. In 2011, Cai Jinghui not hesitate to join the poor travel network, the site was only 4 people.

Join the poor Travel network Cai Jinghui initially feel that micro-blog is a particularly good opportunity for poor travel, because the poor tour was originally spread by Word-of-mouth, and now this mechanism is also exist, but it will be very slow development. and microblogging spread the effect of word-of-mouth spread, we all know, Micro Bo to create influence must rely on events and opinion leaders, they then through the "star" way of word-of-mouth dissemination. If you say the poor tour brand is certainly more abstract, but you can take the community "star users" to carry out, he may be an ordinary person, but made some unusual things, such as thank you and vegetables, they are a pair of young couples resigned to travel around the world, spent 40,000 of dollars, walked a lot of countries, many stories happened. The 2011 tweet about them was forwarded seventy thousand or eighty thousand times in one day, and then their story was about Lu Yu, the major media are rushing to report, their story also on the English test in Sichuan province. And then there are backpackers, "I just want to stop to see the world," author Xiang, and so on.

Poor network through the excavation of these people's story, the brand gradually set up, they advocated the lifestyle and attitude of life in the community caused great repercussions, has been widely disseminated, in this phase of the poor users of the network in the absence of any advertising in the case of an instant surge.

Poor tour users are more character, the character of these users ultimately constitute a poor network of values. Therefore, the poor tour is through the establishment of a group portrait, shaping the image of the poor tour, creating a value. Everyone is ordinary, each person through a number of opportunities to do something unusual, and then these people gathered in a community, they want to become a part of this.

For the mobile internet now in full swing, Cai Jinghui that although the media has changed, but the core of things have not changed. It's just a way of conveying information and organizational form, but neither content nor value has changed. Poor travel Network form is not a formality, not a BBS, nor an app, it is a cloud of a lifestyle and information base integration. As long as the user is in, the core content can be implemented in any environment. For example, they can be present in the BBS, is now the poor network, can also be presented in micro-BO, can also be mobile client rendering.

In the mobile internet age, the product shape will certainly change, mobile client's small screen determines to be accurate to help users pick information. Poor travel network through the processing of large data, to help users save the cost of decision-making, this is their position, as for your access, can be micro-letter, can be micro-bo, can also be a PC, can also be a client. As long as the poor network can affect you, eventually you are poor users of the network.

The core values of poor travel communities are mutual assistance and collaboration

I have always been very curious, what is the common characteristics of the net users of the poor network? Tens of thousands of words or even 100,000 words of the tour guide is how to complete? What forces drive netizens to spend so much energy generating content.

Cai Jinghui feel that poor users and their staff generally have two characteristics, one is free, one is curious. At first, the students were playing in Europe because they felt that a poor trip would bring freedom. Until today, not so poor, still want to be free. The second is curiosity, curiosity is a particularly important thing. You always have to have curiosity, you are willing to explore, willing to try new things. For so many years, the core of poor tourism has not changed, because human nature is unchanged. Starting with the user and serving these people, these are the most fundamental. The so-called brand, people and emotions are combined, is not others.

Cai Jinghui's answer is "love". He said that poor users of the network particularly grateful, many netizens to share the content, because he had been here before, Cai Jinghui said this is the poor network of mutual aid genes. As for why you write so much, it is because someone keeps forcing you to write. There are comments that the landlord you write too good, you continue to write it, you will have motivation to write, and then completed the "masterpiece", they will be very fulfilling. These content quality is also very high, the final content is very essence content, because everyone's eyes are discerning, more general, the applause is less, will sink down. In Black horse view, the poor network community is a collaborative economic paradigm, netizens are both readers, but also content generation, or editor, Friends of the joint collaboration finally let the community to produce high-quality content.

The future commercialization of poor tourism depends on large data

Weibo in the Ali strategic investment after the flying Taobao ads so that users dislike Weibo, many people are disgusted with the excessive commercialization of micro-blog, after Ali investment last year, the poor network will also have excessive commercialization of the problem? Cai Jinghui said that Ali to talk about the cooperation of the people is also a loyal user of poor tour, There is a deep understanding of the business model of poor travel. He knows what the value of poor travel is, that is, to provide information to help others make decisions. He believes that this must be a team-independent development, must not be exerted outside pressure. He promised to be completely independent operation, how to develop your own how to develop, signed the time is so, now is so, the site has no Taobao ads. The business model of the poor travel, the big direction is the information directs the consumption decision, finally produces the consumption comission.

Cai Jinghui said that the first message from the first day is a Dutch hotel 1 euros can stay, such a thing users can get the hands of direct consumption. The commercialization of the poor tour will always revolve around the information-assisted decision-making, just as the platform's different bearing mode has changed. In the future, the poor travel network will use large data means to match the consumer behavior and travel services accurately. In order to match more accurately, one of the most important aspects of their current work is to structure and fragment information. For an example of structured information, now there is an introduction to the Seine, I want to go out to play, they will put the Seine in your itinerary, this fragment can directly connect to a service, is the Seine cruise service. He's going to tell you there's a cruise on the Seine, and you're going to go 12-euro, and you're going to take their vouchers or two-dimensional code, 8 euro. In fact, from 11 to now, the most important thing to do is to make data structure, now is the time to restructure. Commercialization in Cai Jinghui's eyes is a very smooth act from user demand to product experience, not a store selling things, which is a old-fashion way. The key is that the front-end needs to be more accurate. There is a lot of room to imagine, the hotel is just one ring, there are many other needs. How to combine these needs better to recommend to consumers, which is the core business value of the future of poor tourism.

For the poor travel network at present, such as selling T-shirts, concerts, open cafes and other business activities, Cai Jinghui that they do the main purpose of the line is to gather popularity, will be poor brand landing. Everyone has been talking about the poor tour of the brand, this brand is also very like. In fact, a brand needs texture, need to fall into the physical embodiment. In addition, there is a need for users in the community to think that this thing can produce stories. Why not? Take a poor tour of the T-shirt for example, we go out to play wearing such a T-shirt, will increase the number of people meet the story. Because a T-shirt, you think you and he is a kind of person, can talk with you, there is a sense of closeness, there is an emotional awareness. From the brand speaking, it is through this can let the brand landing, let the brand image. Originally sold T-shirts, just sent a microblog, put a link, do a very simple page direct sales, the first day because the number of buyers too much collapse. They do concerts and the party is the same, the online virtual into the line of people gathering. Cafes are also, many people on the line to discuss the hope that there will be an offline party place, the end of the café is thus made.

In Black Horse's eyes, the poor tour of the net this kind of unintentional business behavior, the future may also become a poor network of income sources. With the long tail effect of further release, based on the poor network 40 million users, some of the original seemingly not make money C2B personalized products, the final superposition is also a small business income, in the future may be a new model of community tourism power generation.

PostScript：

Ten years time, say long not long, say short not short. In 10 years time, how many websites produce, how many companies disappear.

And poor swimming in the last 10 years, and other pursuit of fast internet companies, poor network but insist on doing a slow company, starting from personal websites, and eventually become a 40 million users of China's largest overseas tourism community. For ten years, their community operation experience is worth learning, their brand promotion means is worth to learn, they are worth respecting in the commercialization exploration.

For the next 10 years, what the world will become, the poor network will eventually go, it is too early to say, but the key is that you have to be on the road, can be farther and further.