Exclusive revelation from Zuji Operations: operational experience and reflections behind popular products!

Preface:

Many people are curious about why Zuji suddenly exploded. Ms. Yu Wen will share her experiences and lessons below. You may be very much looking forward to getting the tips and shortcuts here, but I would like to remind everyone to pay attention to the efforts of the Zuji team itself on the product. It is nonsense to talk about promotion through communication theory without considering the product itself. The gameplay of Blockbuster Movies is very innovative and very much in line with the current user needs for self-creation and personal expression. Next, the blockbuster movie model should become the standard for image applications. It doesn’t matter if it is imitated. We have all seen the gains of the Zuji team as the original creators.

Zuimei App is very happy to have helped Zuji in its early days, because Zuimei's users are the most active among mainstream users. Unlike geeks and industry insiders, these users are often better able to represent the opinions of mainstream users and can serve as nodes to spread information to mainstream users. After recommending Zuji, we soon saw enthusiastic responses from the most beautiful users. Usually this represents a trend among mainstream users, so it is not surprising that it spread rapidly through various communication nodes later. The ultimate goal is to help users discover valuable applications and establish standards for online products and services. Being interesting and fun is a kind of beauty in itself. Being simple and easy to use, combined with actually bringing value to users, is the most beautiful. Zuji undoubtedly meets this standard very well. This is just the first step for Zuji, and I believe they will do better in the future. come on!

—— Ma Li, CEO of Zuimei App

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When my aunt started looking for Zuji to write about its operating experience, Zuji was just beginning to show signs of becoming popular, ranking ninth in the AppStore's travel category rankings. Everyone knows what happened next. In just 5 days, it suddenly topped the overall list.

The popularity of Zuji was definitely an unexpected event both for the public and for our team. But if you think about it carefully, it can also be considered as cleaning. This version with blockbuster mode was launched in early February. We recommended it to some of our friends and attracted several friends in the film industry through our friendships. These friends brought in some behind-the-scenes staff from the crew of "Never Expected", so the crew of "Wan" entered Zuji very early. Even the famous singer Yi Xiaoxing and the goddess Kong Lianshun have used Zuji and even posted on Weibo, and the official Zuji Weibo also reposted it.

However, it can be said that although their posts have a high number of comments and reposts, and user participation is good, the growth they have brought to us is relatively limited.

There are two reasons. Even if the "blockbuster mode" is a trigger point, one picture is not enough. Only when ten pictures are seen consecutively on Weibo or WeChat Moments can it attract the attention of ordinary users. At the same time, if the content itself is not attractive enough, it will be useless even if you hook up with Weibo celebrities.

2. The most important communication node: "The Most Beautiful Application"

Zuji had a small leap for the first time, jumping from 738th to 156th in the AppStore category list, because it was recommended by the most beautiful apps on February 8th. We once thought about cooperating with Zuimei App, but because the product was not yet perfect, we never actively contacted them. But I didn’t expect that they would take the initiative to report and recommend Zuji. At that time, our slogan was “Travel with Movies”.

The most beautiful application has fully experienced the functions of each module of Zuji and written an experience report that amazed us all. Their coverage not only brought in thousands of new users each day, but also attracted two of the earliest film partners.

Later, we made a special trip to thank Ma Li, the CEO of Zuimei App, and tried to understand how Zuji was initially discovered. He said: "We have nearly 10,000 applications a year, and there are many application enthusiasts who experience it with us." Thank you! Support us when we are so immature.

Due to the effect of the most beautiful application, some other APP recommended public accounts and communities also recommended Zuji. More and more students are using the blockbuster mode, and more and more pictures are being shared on WeChat Moments. Some early users reported that because they continuously shared blockbuster movies on WeChat Moments, they attracted many friends to inquire about the app, and often one person could bring in dozens or even hundreds of users.

3. The most unreasonable communication node: all real users

Then things started to get out of control. As the number of users increases, technology and Internet-related accounts on Weibo and WeChat, such as "I am Dongdongqiang" and "Zhang Xiaobai Amy", which have a relatively small number of fans but high quality, have begun to recommend Zuji.

Believe it or not, they really wrote it on their own initiative. Let the products speak for themselves, which is always the truth.

On Saturday, March 7, the number of new users exceeded 10,000 for the first time; on March 9, the total number of users exceeded 100,000 (yes, we really were such an inconspicuous new application. Because it was so new, we were too lazy to even increase the number of users); until yesterday, March 16, the daily number of new users exceeded 1 million.

If we must find a reason, it is that we are very lucky to have found a very relevant, brand new and very easy-to-use way of processing images, and guide users to share them on social platforms.