Lei feng's network (search for "Lei feng's network" public attention) by writer Xin (micro signal: callme4004008), a famous merchant trader, zoomlion group COO. YSL iPhone 5 Case
Happy new plot can say a word out: it has successfully transformed into a profit good tour company, previous Cheng Binghao, founder shareholders and exit, a Shenzhen-listed games for smart will become the controlling shareholder of the company, Zhou bin who actually controlled the new company.
Compared to this I believe is a happy eight years of more valuable, can almost see those eight years China social downs, history. Can not help but thought-provoking: where does happy net gains and losses? Give us what to think?
In the eyes of its own people happy is what?
I read an article before, Xiong Jiagui memories are in the article, happy original hot seems easy, "didn't feel how hard or how great we are, the site is so popular. "
The Chinese chief architect and first user of kaixin. Happy was able to rise in his eyes, is the first that more than 10 people to come together from the Sina team as early as Sina had accumulated enough technology and product capability, so there was not much trouble developing happy.
I believe Xiong Jiagui part can explain the success of happy, after all the social network is not the Blue Ocean. But it does not cover many of the discussions about the current product, user experience, business models, and many other technical reasons cover of this invisible linear reason.
Social networking in the field of cold start and "friend's law"
For two years I run medical and finance two projects in the field, I used an example of comparison with the accounts.
September 2014, a medical APP from a community in transition to management of doctor-patient communication tool began to develop doctors ' groups. After 4 months, nearly 70,000 doctors registered with the APP. Data analysis shows that interaction between the doctor, the first medical doctor referral information, be able to affect 12 other than doctors ' groups. Social network to cover, each user can directly affect the image of friends (such as relatives, friends, classmates, colleagues) is called 1 degree, social network theory of 6 degrees in the past, through any of 6 people can be found. 12 degree means that friends influence outside the chain has been passed to the 12 people.
This picture is the result of users to share and transform data analysis
Through the returned data after seeing doctors in social network friends into the number of users continues to grow. Users are more and more "lazy" in action (such as subscriptions and open an account), rely more and more on a friend's recommendation (shared is the recommended one) to make a judgment. Saving time, you put one of those friends in recognition of outstanding applications and services. And impact of these changes make big waste becoming the norm.
Looking back at happy, happy not only to limit the number of friends, also set a must after you agree to link everyone concerned me, I must check it to confirm. When my friend reached 10,000, every day I receive hundreds of games from friends push information and hundreds of confirmed to me through friend requests. I not able to see friends I want to focus on the regular information. Home all these friends a variety of messy post. I want to be concerned about, but I also want to see the people I'm interested in the post only.
Waste everywhere in the social world. User mass-consumption and mass-wasting message appears in front of you, a large number of messages across, there is no chance to stay, now the app, for some of the information within the group are no longer open. Set off events that are accompanied by the same phenomenon: social information flow on the network are "crowding the screen", a large number of users quickly flocked to a product, produce vast amounts of information-sharing. This is the social field to our dividend, for example some time ago a friend circle was the fire of "personality label" test, detonated within a short time the entire circle of friends, soon reached the best results of cold start, but a lot of the same information would drive the user reaction.
Today, this phenomenon has been fully realized in full and overflow of information, users taken speed-reading, instantly with your fingers across the dozens of information is the norm. If a piece of information is worthless, you will directly be ignored.
This is why many users open the late happy Home found a lot of friends are sharing the same content, but in the PC era, as finger quickly across the mobile social experience has not led to a large number of users in open Home chose to shut off after a few seconds, because there is too little content value, or to find valuable content costs are too high.
Below is an application last year set off users to share data before and after a month, this time happy to quickly heat and rapid decline curves are almost identical. This need to examine whether the fast fading phenomena in the field of social trail to follow, rules can be found?
By happy social "fast fading" phenomena and the law
2010-2012 is happy in the course of eight years perhaps the most worthy of questioning and analysis time, which all the opportunities and all the missed opportunities, has happened in these two years. If happy eight years had an "n" type development curve, then, from 2010 to 2012 is n the middle of the slash. Happy running in two years to develop a variety of new products, fully committed to innovation. Developed a number of new products, "Beta is very general, stopped some beta is good, has stopped, I don't know why. "Zhang recalled.
Then why do two years ' time, at a technology team has developed numerous applications but do not rekindle happy new round detonated it?
Two words are important in the social field: one is the "short" and a "new".
Short law: refers to user input cost less time, more easily detonated. Includes using the services of the clicks, understanding the brain power of the services, from a service (including applications, activities, etc) take pleasure in enjoyment, or to solve a practical problem. For example, kaixin's first steal food, users can easily experience the entire process. In a social network, time is the most important cost and payment currency. YSL iPhone 5 Case
Below is a short law of cost in subdivision.
New law: refers to the play the new set faster. We change the question could be: "such applications or products to solve problems, to let people enjoy consuming, experiencing, sharing of mouth." This is a basic question.
Happy is a species of the PC age, early teams are also based on the PC side. But happy to realize mobile was contested in fact quite early. In addition to the social platform migrated to outside of end in itself, the company is also developing a number of purely based on mobile, standalone product. For example, a very similar app products--flying bean.
Flying beans and rice talked, the app almost simultaneously. But as far as I used to fly around and bean who recalls do neither play nor useful, wonder happy doing so looks like SMS products are several meanings. Before long fly beans disappear. Until then used the app, it's "flying bean" meant.
Micro letter may not be the first or the best, but it is only a continued rapid iterative improvement of. This is finally running flying bean, rice talked and all the similar products of reason. Happy on the mobile side was never formed and building up the core and the outstanding technical and product development capabilities, this is the happy Mobile products are the reason for the failure.
We can use short and new law to ask Chinese innovation, ask yourself several issues in development of products now?
1, the present development and application of the sharing of related information, service will contain powerful sharing, diffusion, all sharing and interaction in social networks? Whether this will lead to the phenomenon of crowding the screen appear (friends issued within a certain time on a certain application or service information filled in front of users). We meet the psychological needs of users which will lead to the application or service that with the rapid proliferation of information?
2, just information sharing through applications or services, managed to see the information of friends into. To do so friend only see the information be transformed quickly, obviously have more factors to reference and reflection. It should be how to do? Whether user costs low enough? Contact application is new enough? Because not all of us at dinner have a companion in play and can be attracted to the same table.
3, our products solve problems, can make people happily consume and experience. Can everyone do "big fish in a small pond" ripple?
Finally a thought: whether it is happy or micro-or initially did "start tipping point" best, but micro-viral spread of zero cost, kaixin is bigger and bigger, more and more heavy. Growing in deviation from the track, why is that? You are now engaged in the product the same way?
I dedicate this article to commemorate past happy eight years.
This article released by everyone is a product manager in Lei feng's network. Unauthorized, illegal reprint.
