Editor's Note: the Lv Jinjie is seen for the first time in 1 year ago Tencent on open platform of the General Assembly, was panned his mind operating in the Tencent platform, an e-commerce shopping platform. I was just in the way you, happy camp, not belong to you and other platforms see plainly street brand appearance, I didn't think this younger guy after 85 have been successfully transformed. And for a long time before he retreats do not accept any interviews with the media, and its low-key plainly street brand, the year he left the Tencent platform, do their own independent Street APP--delicate, and spent half a year in Yiwu, and made a Crown Taobao sellers.
Lv Jinjie Internet 3, China has experienced an important period of change, from individual owners, Facebook open platform to the mobile Internet era, he started from undergraduate sustainable business, is China's first wave of social application developers, the first big fans, but also the first Ali Taobao mother of a group of people.
From individual owners accumulated 2 million UV to the Facebook era in the age of 4, 50 million users, Tencent QQ space 50 million fans, and then to accumulate 40 million users for more street within 1 year, this "math + financial" professional young entrepreneurs have a unique reflections on user operations. This article is plainly Street CEO Lv Jinjie own reflection on the user.
Individual owners age: read logic flow into thinking.
I was born in 1986 and 2003 College began in 2004 at the University of Internet start-ups. This time most of the business is doing grass-roots owners. From undergraduate to study, I had 4 individual owners.
Exercise during the individual owners of the experience was that a website, domain name, hosting, CMS, code maintenance, SEO, make money, all these processes are done by myself.
Individual owners have no thought, and because traffic distribution system, determines the individual owners of "profiteering" in pursuit of the flow. In order to make it easy for Baidu search to you, a person even want to do more than 10 to dozens of Web sites, forms a group. I do the Olympic Games publicity of China's English website, movie site, a wide variety of content. More traffic from the QQ Group, Baidu. Dozens of Web sites amounts to 2 million UV per day.
The biggest shortcoming of this process is that you can't focus on the user, because energy is spent on the details of 95% and on the steps, real products probably only 5% of energy into it. 300,000 of the individual owners, few of today's successful transformation, apart from CAI Wen WINS individual Godfather of individual owners, most webmasters, because doing so mixed, gradually declined.
Now the Internet is not needed, products, operations related to users is important. Good product financing, user growth, cloud services allow enterprises to reduce technical and human input.
In 2008, there was the first open platform – Facebook, "steal" these games make friends for sale hot. What is the open platform? Facebook has gathered tens of millions of users, with thousands of employees, but that thousands of employees fully in support of system architecture, research photo albums, forums, and other functions. Tens of millions of users need 100,000 different kinds of applications, Facebook never could have done so much to develop, it is necessary to establish a mechanism of opening to the outside people to do it. This is an open platform, open platform to third-party users, third-party to provide open platform products, open platform to third-party payment for all beans, third parties can benefit through all beans, or by advertising. Xiaonei's thousands of employees through an open platform for 300,000 people the company does things. Baidu only music at that time, paste it, and several other products.
Era of open platform opens, allowing developers to focus on products, because so long as they do it well, we will be able to be disseminated.
Facebook fan by my contract, refused to 3 million per month
My first feeling that this is a turning point in the era of grass-roots owners, even though most individual owners are not "go".
In 2008, I give up all sites all, specially made on the Facebook application, develop product thinking on social networking platforms. There was a particularly large benefits, I was a student, surrounded by the user directly to see what users like, reading didn't have much pressure, by 2010, the development applications total has 4, 50 million users, Facebook also has 4, a total of 50 million users. Websites 6 of the top 10 applications I made with different names. This is the era of individual owners of accumulated experience, don't put all your eggs in one basket and prevent the blocking of Facebook.
During my application has a lot of development, including constellation, IQ tests, when Facebook fire on "personality test", "name" is what we do. I do it on Facebook first game--Tricky Brains, only 3 months I will not do, because the user has gone up so fast, to more than 1 million users a week, 1 million visits a day. Now 20 people doing a game, I was the only one. From the early years of Web hosting to VPS and Windows Server technical capacity is not going on, users are not open Web page, access is too large. There was no cloud services let users so much, not open Web pages. That's why I always prefer to do, one of millions of users is not a problem.
In 2011, Facebook launched a personal page, I was through the development of guidance on application to the home page of 16 million fans, the large number and very pure fan, just use a 2 million followers account to send a message, views are more than 500,000. With 2 million followers account to send a Ali Mama ads can earn 20,000 Commission, which means that brings to the company behind 400,000 volumes. Top 6 number of Facebook fans is mine, and is far behind second place.
09 when an ad made by each account every day, I'm making $ 3 million a month. But coming from the era of individual owners, I know every 10,000 UV gets is a very difficult thing, a message can lead to 30, 400,000 UV, the values behind this is unlimited. If advertising is the goose that lays the will hurt users turn users off.
I decided not to make the 3 million.
A year miss out on SINA weibo, how can we know is a blessing
Even though I'm sure they must be entrepreneurial, but when you graduate, I wanted to find a job.
I got 4, 50 million users, 20 million fans, give site-UV is no problem. But then immediately start, I may become a loner, many of individual owners are one person, they can buy a House, a car, money but no team, and entrepreneurship is a team, one more Bull than than a team.
I decide to make a career in the future, and fresh out of College don't know the what, must learn to formalize corporate culture. I spent a year at a consulting firm, as an Assistant sorting out thousands of interviews, up to the large State-owned enterprises to small private enterprises, up to the big boss, down to the front desk. Every day write research reports, training industry thinking. Grassroots entrepreneurship Institute is focusing, whereas thinking is to look at the height of the ceiling, establish a broad framework.
Just this year, 2010, my first encounter with Sina weibo, was the largest grass-roots fan size with 100,000 fans, I have 16 million fans on Facebook, I did an experiment, online and invite everyone in the school concerned about my Sina weibo account, up 20,000 fans a night.
Under it, if my week if each account every day to send a message, please look at my Sina weibo account, so fans up to the top 10 of Sina weibo account may be mine. However, I just tried this one. Study and SINA weibo opportunities, I can only select one.
Today, the year's biggest gains are passive dodged the crisis that weibo, if the sink is really stuck, they will be financial index, rose pink bundle, completely without extra effort, and also might miss the next opportunity--I Tencent's open platform.
From once gave up to volume over Pats
Miss I caught up with Tencent Sina weibo open platform.
Four years ago, today we operate more street register APP, chuchujie.com and beautiful said, mushroom Street at that time exactly, some people refer to this model as "social shopping" is actually a large Taobao (Ali Mama advertising marketing mode, go back in by Taobao, earn commissions). But unlike many of its peers are, we only develop 1 month, operation 2 months just gave up.
Plainly Street when visits were 400,000 UV a day, with only 200,000 daily UV beautiful said, mushroom Street. Give up, because this is a capital for the game. Now-I was when after the 4 years ago industry vision for people of this age of entrepreneurship is a strange. Same thing, others can get 10 times the money, we were the size of financing for mushroom street or beautiful says boss, to 10 million are no problem. The industry allows only the first place to live, even second place is very difficult. This venture was more than 50 companies, today most have failed.
Gave up on the surface, but we are not giving up, and just told myself not to go inside, you want to take a detour. This curve is on the Tencent platform development and e-commerce applications to do not and we had 8, 9 months, Wu、liushikuan, up to 100 million fans. If the ad, 1 50,000, up to making $ 10 million per month. Because of Facebook and micro-win experience, we didn't make a point of it.
Short-term gains and a more promising future, can't have your cake and eat it too, because once you get into short-term gains will only think of making money every day, no energy to do things in the long run.
Came on June 12 had turned up. Prior to this, Tencent and Taobao are at daggers drawn, simply do not allow shoppers there, however after 3Q war, Tencent mind-opening, gradually opened to all, just a few days ago to meet with Ma, he also emphasized an open mind. After the company opened, the real challenge--if not short-term cash, what are we going to do that?
My way definitely shopping guide on the business, as has 50 million fans, chuchujie.com, can reach 1 million traffic every day. But beautiful that mushroom Street for 1 year, and do not show too much advantage. We are afraid to break the delicate street brand, Amoy went ahead with joy and 9 9 for posting 2 brand, specializes in choice of products and operations. Only half a year, double 11 earn 3.87 million Commission on the same day, behind this means tens of millions of transactions. At that time of a turnover higher than Pat day, Tencent us b-round investment.
Only mobile: bet 4 times after the abandoned Tencent flow
Doing shopping in six months time, we run into most of the users Advisory question is: How do registered Taobao? how PayPal transfer? we give you the money you send us the goods!
We suddenly realized that we treasure to new users.
Last year, Alibaba, Taobao prospectus disclosure in 14 to reach 270 million active users, the number 12 is 200 million. When QQ space 700 million active users, means that 200 million Taobao users completely overlapping the QQ space. Just from the QQ space "catch" a user, five-sevenths is never used Taobao. With beautiful talk much be Taobao users accounts, because of sorts, only with a beautiful selection of fine selected things. Made large aircraft delivered by the end of next
Actually, Taobao lacked most of Tencent's users, or after the user.
The reasons behind this are obvious. After the user often at 4, at the age of 5 with the QQ, QQ space, at the age of 23, 24, QQ, QQ space has no need. 10 years Qian Taobao on established, 10 years Qian with Taobao of user absolute not $literal, because they in that when no computer, 10 years Qian has computer most of are is $literal, $literal in 07, and 09 gradually graduated, and rose wage, and health children, Taobao of goods also with with this generation people from 10 Qian of clutter poor, to has pursuit quality--Amoy brand, line Xia big, international brand, maternal and child brand.
The past 10 years, Taobao's rapid growth and this generation of people, Taobao why rapid growth over the past 10 years? in the past 10 years is a generation between 22-30 years of age, income, consumption rapidly rising stage. After Taobao seize 80, but most users must be after the deficiency.
Plainly Street caught the wave of user passively, now Taobao user is after the 20%, Beijing East, and we 75% after the, many after the first shop devoted to us.
Voted in our 12 Tencent, Tencent Board decided to give us 4 times times as much traffic, but we made a decision to not only not Tencent's flow and open throughout the company Tencent platform and guide service on the PC side, only mobile. Sense the same as abandoned before earning 10 million, Tencent to four times times the traffic to make money right away, but after you move out, this point is very subtle, and early advantage not too much, later died.
Do have to focus on is the experience of the past, why not focus on mobile, PC throw up, seize the future, short term lose a piece of fat meat. For the next 2 years 3 years interest is very large, beautiful still, said mushrooms Street today and put it down.
Mobile end user habits, cut 50%PC end is not cut off 50%, but the users directly to the PC end of the remaining 50. So the company can concentrate more on doing things, PC and mobile is a 2 set system should do that and future trends to see out.
At a time when business is booming, Tencent invested in us and want to give us 4 times times the traffic. When we refused.
We have decided to give up the PC end, only mobile, from e-commerce shopping site really make a business platform. First half of 13 painful years technology product line, 5 June make a macro to determine if get to 1000 by the end of the user, we are sure to die. Since moving to a 14-year-end user acquisition costs will be higher, no free users. Luckily, by the end of 13, under the team + external work + Tencent, we saved enough for 10 million users.
Platform means there are 2 parties, users and sellers. Do a platform too few users, merchants sell things, businesses and ran off. Users found no businesses, also ran. We were too few users, businesses will not come.
Secondly, the platform is different from shopping guide 90%, shopping is soliciting, platform related to site selection, logistics, decoration, design, purchase, accounting. We lack experience in e-commerce, capacity, and there are no logistics and product capabilities.
So, first half of 14, I took a partner to Yiwu for half a year. Starting from rented the basement warehouse, opened a Taobao shop engaged in home supplies, decoration shop called at a House, to buy goods to sell shipping, I played more than 10,000 multiple packages, the post Express, about 5,000 customer service, to the last automation, warehouse management processes as a whole half a Crown.
Right now, Beijing found 3, 40 million users a year; together with partners the ability to experience the shortage of 90%. Our system of Taobao, merchants and suppliers understand, back in transition.
Before January 15, all media, we are not permitted, without a PR draft, for Taobao is to avoid notice, if announced six months ago, is bound to be so blocked Taobao off guard.
We also use "9 9 packets of mail" confused everyone's concept has too many 9 x 9, this concept is like supermarket eggs and rice, money earned, but you still have to buy other goods. New users buy 9 9 for the first time, buying other things the next time.
Why do we really make a business platform, and after the is our target audience. First of all, look at Taobao, where Beijing East future? shopping crowds across the country are now more than 300 million, Taobao and Jing dong occupies about, future potential 1 billion Internet population in China and the remaining 700 million was their future.
The remaining 700 million is nothing more than two latitudes, one is not smart phones, such as not network users into Internet users, is the second child is older. Taobao and East of Beijing's rural strategy, Yes, 700 million of the subject must be in the countryside, but the 100 million likely to be after the, but after the part must be the forerunners of the user. 700 million to 600 million, 500 million, it must have been after the lead.
Secondly, after certain patterns will be leading the next 5 years, the next 22-28 years to 5 years after the average age, wage growth and life-changing time.
Treasure all the way down, and volume is very large, a 30,000 staff it is difficult to support 1 billion e-commerce needs of Internet users, unless the Taobao's rapidly expanding staff to 1 million, but Alibaba's organisational structure decided it was not possible, cats of days employees have not only this year.
Jing dong, vipshop, Ju mei excellent products and an increasing number of new e-commerce platform will be treasure of the cake.
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