Thunder emperor net is carefree reported on April 16
Qu Fang of author of little red book summed up 3 keywords that community develops a few days ago, agree with namely, participate in and attributive, say " self-identity feeling, share feeling and attributive feeling, if had these 3 character, you are true community. You are true community..
Qu Fang thinks, the content with powerful operation is not the main purpose of little red book, the account that community maintains high speed to grow depends on regarding the core of community as the person, to the person's organization and operation, and to the user " 3 feeling " compose is built.
Data shows, growth of MAU of little last year red book is 4 times closer, content grows 7.2 times, user body measures a breakthrough 220 million. Making last rapid growth community while, little red book also is in with " the change that urges generation life vivid means " upgrade for the brand direction, rebuild user acknowledge.
The gather that community is a person reads little red book through heating up a word
Qu Fang expresses, "Community is the person's gather, so should of operation is the person inside community, is not the content inside community, the content with all support head powerful operation may be little red book not so adept thing, but little red book precipitates,the content that come down can become very significant with value, cannot replace. Cannot replace..
The idyllic times declare of ground of horse race circle ends, prospective increment depends on refine operation to the person's essence. Qu Fang thinks, community depends on to the person's stickiness the user is agreed with in the identity in community, the interactive level in tether passes in community, and the attributive feeling to community itself.
It is self-identity feeling above all. Qu Fang explains so, "Be in for oneself community is medium and this is proud, agreeing with it is self-identity with this batch of people in little red book. " little red book is done the earliest abroad shop share, gathered together a batch of users, they are in to kind of rough a type of literature consisting mainly of short sketches of high grade product offer referenced value for new user while, also affecting the identity self-identity of the user.
"The self-identity that had an user is insufficient still, he must get the act him himself, take his own data route in this. " Qu Fang thinks, after completing primary group, the user can be enjoyed through cent, behavior and the other such as assist of transmit, dot are interactive, build relation chain in community thereby, this also is the user participates in the main source of feeling. Qu Fang expresses " the constituent form of content has been professional media no longer. Qu Fang expresses " the constituent form of content has been professional media no longer..
The user of little red book not only the content that likes for oneself and person undertake polling, also was gifted the influence that expresses him love. In little red book everyday newborn takes notes 3 billion times in exposure, UGC is occupied than achieving 70% .
Of user energy release what promote community concern catenary further to form. Look from data, every month produces little red book the attention of 150 million, the note of 170 million nods assist, and 200 million note is collected.
Visible, little red book not only offer information value for the user, more the user accumulated gregarious capital to provide a room.
At present the interest of user of little red book and demand also cast off onefold electric business setting already, any social heat be able to exposure, the discussion that gets an user and share.
"Not be Li Jiaqi, su Dajiang just is heat of community of little red book rises the fastest word " , qu Fang in order to heat up drama " Dou Ting is good " for exemple, "Little red book has had the user of 220 million to share their way of life here, so any socially the hot word that heat can become little red book go up, it is everybody only no longer the trend trend of the lipstick in memory, perhaps be in cross condition buy buy buy these setting inside. Perhaps be in cross condition buy buy buy these setting inside..
"You may be from a clew and setting of a demand the dot goes in, but what you see is a real person, those who see is his life. " Qu Fang is to this explanation, community is the person's gather, and the person's interest and demand are extensive and multivariate. The diversity of user of little red book expresses the content increment that drove community itself directly and range. On little red book, number of science and technology, fitness, pet, music multivariate the backside of interest label is aggregate many user expression, among them each category achieved the growth of 10 times last year.
In the process of the precipitation of information value and gregarious capital, user itself also is opposite in aggrandizement the affection of community is attributive. Qu Fang expresses, "They may come from a demand that becomes beautiful, but the square field surface that they live themselves slowly falls from the line move to the line. Our content had broken perpendicular territory early now, realized faster growth quality. Realized faster growth quality..
From Survive (live) to Thrive (thrive) lifestyle is entering first half
From " the good thing that finds a whole world " arrive " the change that urges generation life vivid means " , small Gong Shubao maintains rapid growth, also offer new value for the user. The backside that its brand upgrades results from the part that place of little red book acts and its value view.
Go 5 years, of the growing course of little red book and lifestyle change to keep synchronous from beginning to end. Cut 2013 cross view of condition cable market, cross the first year of an era or the reign of an emperor of condition cable business to build the warehouse that keep tax after two years, used time of half an year to achieve the growth of near 100 times only. "This backside is the effort of the group not just, the revolution be caused by that also is lifestyle " , qu Fang thinks, little red book is the witness person of changes of lifestyle of the whole people. A direct example is, 2018, little red book travels kind of note growth 5 times, fitness kind note grew 12 times.
In future, little red book should model new value position, urge the change of generation life vivid means. To lifestyle, qu Fang has his understanding, "Lifestyle is not basic necessities of life, buy buy, it is view of a kind of value, the interest interest that has an individual and value orientaton place decide. " Qu Fang is with drink exemple, although from the function character, traditional tea drink and coffee, tea with milk contains coffeine, but different to having however different crowd value connotation. And little red book is right the greatest value of the user, providing a room that arouses life inspiration at it.
Qu Fang states the position of user of little red book respectively with Survive and Thrive, "These two statements are very interesting, myself likes very much, one is I should come down alive, I should satisfy my daily requirement hard, another is prosperity in my memory actually, with respect to the thing that can a lot of want to do, the lifestyle inspiration that has a lot of needs to be ignited. The lifestyle inspiration that has a lot of needs to be ignited..
In fact, little red book provides information value and product link for the user not only, help user finds wanted good thing, also offer value for the user through portraying way of life, establish the user trust to community itself thereby.
Qu Fang says, "Arrive from the life when the demand of people lifestyle, from when living to upgrade to development, can explain the person that has a few ten million everyday can come back ceaselessly little red book, go igniting the passion in their life here. Go igniting the passion in their life here..
Last year, active user of 4 lines city grows small Gong Shusan 4.3 times, active user grows the male 6 times, this also sinks for little red book the market, increment is extended to lay next foundations in fractionize domain. Qu Fang expresses, "Because our community is the person's gather,be, the gather of this person it is had grow quality, one year our MAU user went up last year 3.6 times, near 4 times. Near 4 times..
The operation that core depends on a person from beginning to end is small red book runs an independent circuit
Mobile Internet times, almost all company is eager to changing commerce to regard first class as the important matter now, and small Gong Shuneng grows lack of power period generally to come true to grow considerably in this quite, paying close attention to at regarding core as the person, this is small Gong Shuneng run quite the key of independent circuit.
In fact, little red book to independent circuit appeal to beg be not do sth unconventional or unorthodox painstakingly. Current, ceiling of mobile Internet experience already was become finality. In A, Tecent announces to organize a framework to upgrade, change an industry to Internet.
This year, newest money newspaper shows in A, battalion of Wu of core cable business closes to be compared last year 57% of the corresponding period, and go up quarter 56% , all present the evidence that glides apparently.
The user gross that national class socialization uses small letter is achieved 1 billion, permeability has been achieved 97% , face the awkward situation that adds fast stop a car.
Although two big C carry circuit of Internet of tycoon switch industry, but what do not mean Internet of consumptive level shift is terminative. Fractionize domain is put in market opportunity forever.
Look from the structure that consumes brunt crowd currently, 80 hind, 90 hind and 00 hind, each generation has different value orientaton and consumptive demand. Although the community such as road of small letter, road is faced with growth stall, but the demand that the rise of the burgeoning community such as immediateness, Soul is showing to happiness of user and other join, pursuit lives exists from beginning to end.
With respect to oneself character, little red book had had the user body amount of a platform, huge content pool, and commercialize a system. relatively at interest perpendicular kind of community, little red book serves what the system can assure an user more perfectly to be stationed in stay with growth. And relative to the platform at the head character, the more of content production mechanism of little red book is from bottom to top.
Fragrant place of Qu of no less than says, UGC of little red book is in of note gross occupy than achieving 97% . Be based on public free opinion exchange, more the precipitation of can incentive user in community, also can establish the user trust to community more.
Compare with head platform photograph, little red book was not eager to pursuit commercializing change now. What user growth remains everything is essential, and commercializing more is an user from content demand to the link that trades to transfer naturally. The user that the core advantage of little red book depended on collecting high value group, and long-term prep above is other when their use kind of product.
Qu Fang thinks, little red book serves as the person's gather, wanted to collect a person only, can more and more zoology grow initiatively come out. The outside looks, it is OK that little red book has been found hard in home the object to mark, and the Instagram that abroad has an appraise to had been worth one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two dollars can make reference slightly.
Look in Qu Fang, the core that small Gong Shufa exhibits depends on the operation to the person from beginning to end. To the future of little red book, qu Fang expresses, "The business that actually little red book does is company generation person, exceeded a youth, exceeded sexual distinction, it is the person that lives in this times, adopt the product form of lifestyle community, go up too the life that they want, this is the direction that we did not want go " .
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Thunder emperor touch net establishs by Lei Jianping of senior media person, for the head the autograph makes an appointment with an author, if reprint,mention expressly please origin.
