[Case] ​​How did her community achieve 40 million users in a year?

In the past six months, many mobile community apps that received large amounts of financing have gradually become silent, and more and more people have begun to question whether mobile communities are a pitfall. Is it feasible to build communities in the mobile era?

But there is an exception called Her Community APP.

In August last year, her community soared to the top of the App store's rankings and ranked first in the lifestyle list, with 200,000 new users added every day, exceeding the number of new users of Meituan and Taobao mobile versions, but she has been repeatedly questioned by the industry for cheating on the rankings. After just 10 months, her community announced at the end of March this year that the number of registered users had exceeded 40 million, with 3.2 million daily active users, 12 million monthly active users, and more than 2 million daily posts. It has always been at the top of the life list and the overall list, which is undoubtedly the most powerful response to the previous doubts.

What exactly is Her Community and how did it achieve rapid growth? We interviewed Her Community co-founder Wang Hongda and gained first-hand core operating experience.

"When everyone was competing for users in Beijing, Shanghai, Guangzhou and Shenzhen, Zhou Jie found that the needs of users in second- and third-tier cities and even lower-tier cities were far from being met," said Wang Hongda. "Especially female users. I didn't realize that in 2015 and 2016, there was still such a huge demographic dividend for mobile Internet. It was like an untapped treasure mine."

Her community was created for this group. From product positioning to community operation, a completely different social world for young women is rapidly unfolding.

1. As a purely female community, it is very important to create a closed and safe community atmosphere. Her community will never allow any male to enter and participate in community interactions. For this purpose, she has built a review mechanism that is assisted by system automatic identification and netizen reports (operators handle them immediately) to prevent the appearance of male users. Let female users not only have fun but also feel at ease playing in her community;

2. Positioning itself as a social platform for young women with strong content and weak relationships, so as to better meet the niche needs of long-tail users. Allow high-level users to create new circles according to their own demands. Her community already has 6,000 different circles and 1,300 circle owners. In 2016, the total number of circles is likely to exceed 10,000. Different interests and different population attributes are carried by "circles", forming a unique female circle culture;

3. There are 50 official activities every day and more than 150 circle leader activities are carried out at the same time. These online theme activities not only drive the activity of the entire community, but also bring a large amount of high-quality content. After a period of accumulation, the massive amount of high-quality content has greatly satisfied the users' reading and interaction needs, firmly sticking them to the platform and laying a solid foundation for the rapid growth of the community. As of March, the highest number of posts in her community reached 2.08 million per day, with an average of 25 posts read per person and an average stay time of 40 minutes per person.

4. Develop an effective mechanism to ensure that those users who contribute good content can get adequate rewards (more readings, more comments, more points rewards, higher levels);

5. Constantly adjust the algorithm for recommending posts to create personalized pages for each user (each user sees a different feed information page) to better meet the different reading and interaction needs of each user;

6. Powerful word-of-mouth communication and secondary sharing by loyal users. On social media, her community users share more than 2 million posts and pictures every day, bringing in more than 100,000 new users, accounting for more than half of the total daily user growth.

7. A complementary team of founders. Zhou Jie is good at products, R&D and channels; Wang Hongda is responsible for content and operations; Li Li, as the only female among the founders, is not only the face of her community, but also has very strong process management experience. She has established a complete circle owner management system that can easily manage thousands of circle owners and has great scalability, and can support the management of tens of thousands of circle owners in the next year.

In mid-March this year, Zhou Jie, the founder of Her Community, was awarded the Most Socially Responsible Person of the Year 2015 by Internet Weekly along with other entrepreneurs including Kai-Fu Lee and Yuan Yue. As the first time to be named Person of the Year by Internet Weekly, Zhou Jie said: It is the great vision of Her Community to allow all young women to have completely equal voice, to express themselves through the mobile Internet, to free themselves, and to share all the happy and beautiful things. (Editor: Su Qiang)

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About Her Agency

On April 7, 2015, the Android version of her community was launched

On June 28, 2015, her community was listed in the top ten of Tencent App rankings for the first time.

On August 6, 2015, her community won the first place in the App Store Lifestyle category for the first time

On September 28, 2015, her community ranked first in the Tencent App Ranking Community Social

On December 23, 2015, her community won the Donews Annual Niuer Award for Best Application

On January 27, 2016, her community won the annual most popular female application award jointly awarded by the Internet Society and Beijing Daily

On February 25, 2016, her community rose to the third place in the App Store rankings.

On March 11, 2016, Zhou Jie, the founder of Her Community, won the 2015 Person of the Year Award from Internet Weekly.

Founder

Zhou Jie graduated from the Department of Computer Science at Tsinghua University. After graduation, he went to the United States to study and obtained a master's degree from Yale University. He is the CEO of Langtaojin (Beijing) Technology Co., Ltd. and the founder of Daily New Styles and her community. He once worked for Google in the United States and is the youngest Chinese director in Google's history.