Xu Yijong share Beauty said core value

In recent years, beauty is becoming a mecca for the exchange and discussion among thousands of women in China, especially welcomed by young women. In fact, the idea of beauty is simple, it is today a large number of white-collar girls gathered social network, the main crowd is white-collar girls, their main behavior here is to share dress up, beauty care, and all the things related to beauty, just like its name, all for the sake of beauty emerged.

The beauty of the core organization is very simple, we are social media plus social shopping, you can think of it as a community. The community is organized in a way that is similar to the way Weibo is organized. It is not the traditional way of BBS organization, but people and people pay attention to each other, if I find this girl's dress style and I like, I can pay attention to her. How does that feel? It's like she's picking my clothes or following her to buy clothes.

Here to share a little story. In the fall of 2009, we were thinking about what we should do, One direction is certain, that is, the key word social fashion.

We know that there are many things we can do in the field of women's fashion, and we don't think the ultimate product form in this field will stay in the Portal and BBS form, and in turn we don't know what idea we're going to do in this thing.

I remember very well that we were at the end of September in 2009, may be number 27th, before the National Day holiday, we and girls brainstorming, at that time in a western restaurant, food is more unpalatable, I suddenly have an idea, I said I give you a thing, do you want to know what your friends are buying now? Because we have a habit of doing the internet before, I want to observe the behavior of the user line, and then move the behavior to the line, online imitation of online behavior.

In the mall, you will find a lot of girls stroll around, basically have some company, pick each other to pick. They are often lonely online, a person on the computer to see, the process is not cool. So it's possible to have this behavior: she sees the good stuff copying that link, then opens her chat tool, finds her good friend, then opens the window, copies it, and loses a question. "Do you think this looks good?" I feel a little clumsy in this process.

She said it was kind of interesting, I said, I'll make you something, you can make a plugin in your browser, you can open a small sidebar on the left side of the browser, you and your friends are logged in, you can see what she is picking, she can see what you are picking, a bit like two people together in shopping. With this idea would like to start doing this thing, one months or so we did a plug-in, then the name called Stroll. Later we knew that this thing was a very bad product and the reason was clear:

1, not necessarily everyone is willing to install this plugin;

2, installed will not be treated as poison to kill the anti-virus software?

At that time we saw a pattern of attention on Weibo, then came up with a new play, I took a look at this plugin and my site to get through, the idea was in 2010 around January, when we did a website, the site looks like Sina Weibo, but there are a few things are not the same:

1. The color of this website is pink, not blue, not green;

2. All the friends in the stroll out of things, can automatically sync it to such a website, and retain it;

3, we are a natural extension of a step, once retained here users can be logged on the site, others can also be seen on the site all the people have been shopping. Although some privacy considerations, but later found that it does not matter, entrepreneurship, this thing can still do.

March 2010 We on the line, on the line, we quickly found that in fact, browser plug-ins are not necessary, for what? The user can directly to her interested in the link copy of merchandise, not to her chat tool, also not to send to our original assumption of the stroll, but directly to the Web page on it. We set up a publishing box, as long as a link in the release box, we can use reptiles, the instant grab the price of the page, information displayed to the site, it will become a picture plus price information, and even the title of it can be cut word. We know it may be a dress, a dress or a high heels, which can be cut out.

The change may seem small, but it is very large. Such a simple disposal of Weibo, you can share links and prices, changes are very small, but the user will find that its experience is much higher than the traditional BBS or the traditional way of other organizations, why? Because you can imagine, I send a share in the BBS link, the real main is HTTP followed by some letters, Point open Find not I like, very tired. And it's very comfortable here, moreover, everyone here to pay attention to each other, I think this girl's taste is good, similar to me, I can pay attention to her, so that these people can take me to go shopping, take me to find, found particularly good in line with my interest, my taste of fashionable goods.

So you can see that the idea is different, after three months, probably in July or August 2010 we made another change, we put all the users to share the fashionable goods, the machine into a library, this library is a very standard commodity library, can be divided into categories, such as clothing, shoes, bags, Accessories can be divided into style, retro or Japanese and Korean, can be assigned to the keyword level, such as this is a dress. From August to November of that year, we had a big cut in traffic.

The idea is quite simple, and we think there's a new solution to helping girls dress up and get prettier. Beautiful said domain name is 2010 January registered, we can see this domain name we think of this matter. Beauty is needless to say, because we want to help girls become beautiful. Why use "say"? Because you are expressing, we want girls to express their beauty in every place.

Also because of this, we do not want to make the beauty of the search engine, we think it basically solves the needs of girls to become beautiful, rather than a search engine products. If you are concerned about the past ten years of shopping and search experience, you can realize that beauty is not a search-form product from the first day of departure. In other words, the behavior of the men and women here is very different, men will buy things, but women will shopping. Shen-Yin rushed to the supermarket, must buy a razor to go, but girls will be very like to stroll feeling. So, when we first decided that the user's behavior was not to come here and find this thing and walk away, but they or a group of people, according to their interests divided into large and small categories, these people can pay attention to each other, can stroll together, enjoy the process, we hope that she stayed in this site for a long time, She can continue to send the content of the goods here.

Beauty said 2010 the end of the year if summed up a word is called "stroll", if summed up three words is called "stroll together", this is a very simple summary. And because of that, we decided from the very first day that this was a community-level approach, and then we learned that there was a concept called social shopping. It is also because it is a community form, so we from the first day, we are refusing men, do not let the boys register, so that girls will feel more comfortable. But I was asked if I had to register. Do you want to verify my ID? I say we don't have the strength to verify your ID. But this is the same as the female bathhouse, you have to be hard to enter. The behavior of men and women is really not the same, I think most men do not live this thing, because in the find too many people interested in me, he will run out, so we do not have to identify who is a man and who is a woman. There are a lot of people in the industry who pretend to be women, which we see.

I found that all the beautiful said above with beautiful women to do the head, the basic are male. Like using Fan Bingbing to do the avatar, the basic is male, 99% is affirmative, so everybody later go into the investigation time do not use Fan Bingbing, change a bit better, because the picture that the girl likes is compares oneself good-looking angle, or the sun's pet, rather than the portrait of Yan Xing, this is impossible.

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There are some things very interesting, I very much agree with Mr. Liu's human nature of this point, why? Because I think people are not machines, I did beautiful said after 2.5, I found some things are really very surprised. Let's say I give you an example.

What do you think Jianjiang wears? Most men answer the question by wearing a dress, but women are not, and many women will answer that stripe. A woman's eyes see the elements inside. The same street shot map, the man sees is a beautiful figure is also good, but the woman looks different, she sees that diagram brain to be able to come out more than 10 keywords, for example she looks is the high heels, above is the jeans, what what, but the man is not to see these things, therefore very interesting.

You're going to ask a man, what's the blue Harbor? The question is too good to answer, the mall. And women do not say so, there are cinemas, and Starbucks, she will show all things, like painting, women see is the picture. So, two girls chatting together, communication is very smooth, but a male and female communication is very difficult. Between men and women is still very interesting.

Shopping this thing, ten years ago from the United States to China, especially with the development of offline and online electricity, shopping has become mainstream, no doubt. Along with the online shopping, Google2000 years ago there was a product called Fu Dog, last week I talked to this person in charge, it is the whole human behavior of the assumption is that it is the search behavior, come up after you want to search, after the search you go. But, in turn, this thing has not developed very well in my personal investigation over the past ten years, and why? It may be that the intensity is too thick, when you stand on the satellite 100,000 feet down, you will find that all the people on Earth are long, he tried to solve the problem of shopping search at that level, what is shopping? Buy a ticket to call shopping, buy a clothes also calculate shopping, buy a car, buy a house also calculate shopping, this thing is quite complex. In fact, any single search engine can solve this problem, because ultimately we still want users to be able to buy things. But things and things are different, when you use a simple thing to generalize it, they have only one common denominator is the price, all goods have prices.

So, from the start of shopping search, all this type of shopping search more or less developed into a parity engine, because it only the price is common. But many goods are not price is a single determinant, so it does not provide the ultimate needs of users. In turn, I think this is a question from the experiment of beauty, in the past two years, we've decided that this thing needs to be broken down. We believe that the people we serve are white-collar girls. We believe that their main category is fashion-related, clothing, shoes, cosmetics, bags, including the extension of home. We find that the behavior here is different, we do not unify this behavior in price comparison and search behavior, we are unified in the behavior that we discover and stroll together, our whole position becomes that we are not comparing the price, but we tell the girl we can help you to pick out the most beautiful things in the whole web, You can easily find here that the ultimate can make you more beautiful, so there is interaction and communication, will form a community. We will also think that the beauty of this kind of organization, and finally generated the whole topic, content, girls are more like.

Large general-purpose platform, I think there are more ark son, maybe men prefer, but girls do not necessarily like. Beauty says about 7.2 million of the installation on the phone, downloaded and activated. The interesting thing is that its peak is at 11 o'clock in the evening, about 24-26 minutes, what does that mean? The half hour before the girl lay asleep in bed is basically to say to beautiful. We have a larger size on the PC, daily traffic between 3.0035 billion, independent users. We also found some interesting things, such as the volume of mobile phones is very large, estimated by the end of this year, the number of traffic on the phone may exceed the number of visits on the PC side. In the current statistics, our PC end and handset side overlap is very large, mobile phone more than 7 million of the users of which 30% of the users also use the Web, the remaining 70% of the user is basically mobile phone users, so mainly through mobile phone mainly, even she is first through the mobile phone app found Beautiful said, And then gradually extend to the PC side. This behavior will become the night 11 o'clock in the place of the fun to play beautiful said, when playing the collection, collection, forwarding, forwarding, the next day to the office to publish.

We have more than 700,000 of devices every day to visit the beautiful said app, in which we counted roughly 80% of the equipment is actually ios,iphone or ipad,iphone accounted for a little bit smaller, because our ipad version is this year after the Spring Festival hair. Miss Liu also talked about the trend of Apple, my personal observation is similar, because there is a more obvious trend, our users on the iOS is clearly more active than Android users. In addition, we went to the United States this time, and found that many of the U.S. app is this trend, last year to this year in the entire wireless terminal significant phenomenon, Android is not as fast as imagined, a large number of Android users migrate back to iOS, this is a big change, This change may mean that future iphone users will use the app more, but Android users are more inclined to use the iphone and call it, which is a very interesting phenomenon.

In addition to this site's data, we are in other large open platforms also maintain a very good official account, our own positioning is such, beautiful said is a vertical network community, mainly concentrated in the female fashion category, every day we will produce a large number of quality within. Beauty says there is a classic functional plate called "Turn Magazine", which allows the opinion leader to classify the goods he likes to organize together, such as it can do a magazine is retro painting, can do a magazine is sweet, this content is very much. So far, we have about tens of thousands of quality magazines, which can fully meet the different tastes.

For example, today's beauty says that there should be a large number of "Sen-female" communities lurking above. Sen female "is the last two years in Japan, the community, the whole look like the forest out, probably the appearance is said to use the material is cotton, hemp mainly, there are many green decoration, This group for the domestic roughly we estimate that there may be more than 200,000 of the group, in the beautiful said there are big and small magazines are this group, if who is interested in this you can go up to pay attention to, sweet, retro such magazines too much, we can go up to pay attention to.

These things are quality original content and we'll put them on other big open platforms, for example, Sina Weibo, Tencent Weibo, Tencent space to do share, so in the past 1 years or so, we have accumulated a large number of fans on these platforms, Sina Weibo has about 3.6 million fans, Tencent space on 1600, 17 million fans, the main crowd is girls. And it's all real, we don't have no meaning to brush the powder.

According to my observation, through Sina Weibo to the beauty of the crowd, opinion leaders will be relatively more, because these people are relatively mature, like to talk. And in the QQ space, the active participant will be more, the attention person will be more. In the past, we think that the QQ space gathered many high school students, but now we found a large number of second line, three-line female QQ space.

At the end of 2010 we had community and commodity libraries, roughly the last spring when we started using such a good search platform on Sina Weibo. At that time, we obtained the earlier mainstream opinion leaders, divided the users, about 5% to 25% of the main crowd, contact the site relatively early. Last year we do this crowd in the QQ space, the number of fans also basically indicates that the number of opinion leaders and more ordinary users will have a ratio. So our entire development of this curve, the leftmost is 2010, and earlier.

(Eric Net)

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