From the popularity of Fenda, let’s look at the operations behind it!
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Recently, Fenda has become very popular on WeChat Moments. Just over twenty days after Fenda was launched, its founder Ji Shisan announced on WeChat Moments that Fenda had received Series A financing with a valuation of 100 million US dollars. Many people are surprised that this APP, which has not been fully launched and has only been online for more than 20 days, has a valuation of 100 million US dollars. In fact, there is no need to be surprised, because this valuation is a joint valuation of Xing and Fenda, and Xing, which gave birth to Fenda, has been working on it for more than a year. But in just about 20 days, Fenda's popularity and influence have surpassed Zaixing, which has been operating for more than a year, which shows its explosive power. Baidu index of Fenda, Zaixing and Zhihu in the past 90 days The answer is above "Fenda" was launched by the knowledge and skills sharing platform "Zaixing". Therefore, before analyzing the operation of Fenda, we can first briefly talk about Zaixing. After all, many of Fenda’s operating strategies are in line with Zaixing. Zaixing claims to be a leading knowledge and skills sharing platform that provides one-on-one appointment services with experts. The product initially imitated Airbnb, and all the photos of experts were taken by professional photography agencies. In general, it takes a high-end approach, which also lays the tone for the entire product. Zaixing has done a good job in operation and brand promotion, for example, its cooperation with Uber, the one-yuan appointment event with celebrities such as Haiqing and Chen Yanxi, and the expert special topic. And because the unit price of expert appointments is too high, Zaixing also promotes orders through price subsidies. In terms of brand promotion, the company was featured on CCTV twice, and was interviewed and reported by many mainstream media. Its SEO work was unmatched, and its publicity on Zhihu was also very effective. In short, the company’s products, operations, and promotions are all good, but the results are not ideal. This is related to the current product model. The model is too heavy, emphasizes offline appointments, and has a relatively high unit price. For users, the cost of trying is too high. Later, the bank made adjustments and launched online voice chat, but the effect was not improved. Later, it was said that it also tried the "squeak" mode, but the effect is unknown. It was not until April this year that the "scratch card" launched by Zhihu, perhaps giving inspiration to the Zaixing team, and soon Zaixing launched Fenda, which perfectly solved Zaixing's problems and quickly became popular. Now let’s take a look at the product Fenda. Products We have to admit that a good product can greatly improve operational efficiency. Fenda and Zaixing are examples. With the same operating team and the same strategy, in terms of short-term results, Fenda is far more successful than Zaixing. Here are some of the major advantages of this product: 1. The knowledge sharing model is easier, with online questions and voice answers within one minute. The threshold is very low and the answerer has no pressure; 2. The product model benefits multiple parties, breaking the closed relationship between questioners and answerers, allowing others to participate; 3. Based on WeChat official accounts , development costs are reduced and update iterations are fast, which is especially important for start-up products.These features enable Fenda to spread quickly among friends. In addition, Fenda’s product updates and iterations are extremely rapid, with new features constantly being introduced. Overview of Fenda iterations, compiled by operations control In addition, the Fenda team has considered everything very carefully. Here is an example: After answering the voice, the Fenda product only has a thumbs-down button, which represents "haha". At first I didn’t quite understand why there was only “haha” but no “like”. Logically, “like” would be more motivating for the answerer and make him or her more motivated to answer questions more actively. After careful consideration, I think the purpose of split answering is to improve the quality of the respondents' answers, because no one wants to be laughed at. Answering questions can be motivated by the amount of money earned or the number of eavesdroppers, but how to ensure the quality of the answers? Here, "haha" is used to warn respondents to prepare carefully and improve the quality of their answers. From the product model and product details, it can be seen that its products have the foundation to become popular. FenDa Operation Let’s take a look at Fenda’s operations and the clever operating strategies it uses. 1. Celebrity Effect You may have known Fenda through Wang Sicong, or through Luo Zhenyu , or through a Zhihu celebrity in your circle of friends. Fenda has accumulated the earliest respondent for them through its strong BD capabilities and the accumulation of thousands of experts in the industry. Big stars all have their own fans, and many industry celebrities have begun to promote their Fenda QR codes on Weibo, which has brought a lot of users to Fenda. This is very similar to the early days of Weibo, which was also driven by celebrities. In my opinion, people's contact with celebrities goes through three stages: Information → Weibo → Fenda, During these three stages, the distance between people and idols has been constantly shortened, from initially learning about idols' movements through paper magazines or information websites, to being able to see the idols' own updates and participate in the interaction, and then to being able to directly ask questions to idols through Fenda. The distance has been constantly shortened, and the understanding of idols has become more and more in-depth. Just look at some of Wang Sicong's answers to this question. What kind of scene will it be if more and more celebrities join in? Of course, this will deviate from the original intention of Fenda's knowledge sharing, but this is something Weibo can consider. This is difficult to achieve without extremely strong BD capabilities and resource background, of course, provided that the product is interesting enough. 2. Content Operation Looking at the popular recommendations on Fenda’s homepage, there are now three lists, namely the question list, the new list and the talent list. Home The reason why the question list is placed at the first place is that in the early stage of the product, there are mostly new users, and one question and one answer is the basic form of the product. Questions and answers are directly displayed to new users so that they can quickly understand the product. The free listening that joins later and is pinned to the top allows new users to experience the product with zero threshold. The New List is set up for new answerers. Here, sufficient recommendations can be given to new celebrities and big Vs to allow them to gain exposure and ask questions, so as to encourage them to answer questions and stay. The Talent List is a recommendation for popular answerers on Fenda, allowing popular answerers to have more exposure and income. Let’s look at the people section of the discovery page. The expert topic is used here to classify different respondents into different topics for easy searching. Several celebrities in different fields are highlighted and recommended to show the diversity of the respondents. What’s interesting here is that the pinned topic is about institutions. There are not many institutions at present, but the existence of institutions may have profound meanings, which shows the ambition of the Fenda platform. Then the top-ranked topics are all related to current hot topics, which is in line with the general practice of content operations. Fenda Discovery Page Character Column There is also a question column on the discovery page, which selects many wonderful answers. This is the content that users can truly consume, and it is provided for users to view through selected answers. The selected answers to the questions are also considered from the perspectives of hot topics, fun, and practicality. Question section of the Fenda discovery page In addition, Fenda’s product model is very lightweight and has a low threshold, so everyone can open their own Fenda. In fact, it is not very valuable for ordinary users to open a Fenda account, because usually no one will answer. Fenda’s solution is that for newly opened Fenda accounts, the official account will ask three questions. The questions do not involve professional knowledge, and most of them are interesting and open-ended questions. In this way, someone who has just opened Fenda can get a feel for answering questions, and after completing the answer, there will be a prompt to share. 3. New media operations Fenda’s new media operation is a continuation of Zaixing, or in other words, it is a continuation of Guokr.com just like Zaixing. Fenda immediately opened its official Weibo and WeChat public account (the WeChat public account was renamed from the original Zaixing service account to Fenda). On the one hand, the official Weibo account is used to interact with Weibo celebrities and share the wonderful content on Fenda, which can attract new users. On the other hand, the latest news of Fenda is announced on Weibo, which can provide users with the most convenient feedback channel, collect feedback on the product, and listen to the voice of users. You can also conduct some public topic activities on Weibo, which can also enhance your influence and expand your popularity. The WeChat official account will organize the wonderful content into long articles, continuing the content-first nature of Guokr and Zaixing. In addition, it will also popularize some Fenda usage techniques for product promotion. The use of these new media also contributed to the popularity of Fenda. 4. Brand promotion Fenda continued its strong performance in brand promotion and was soon reported by many media outlets . The Series A financing was revealed by Ji Shisan’s circle of friends, and the formal press conference will be held in a while. This time difference is very clever, as it can trigger a sensation again when the product is cooling down. In addition, it also placed Fenda advertisements offline. Summarize The product Fenda is excellent in terms of product, operation and brand, and has a good sense of proportion. There are many possibilities regarding the future development of Fenda. With the popularity of Fenda, a large number of followers will emerge in China's entrepreneurial environment. The most powerful one among them is Zhihu, which is owned by Zhihu. Zhihu attaches great importance to this product and is making every effort to promote it. By the way, Zhihu only relies on Zhihu's strong traffic and Zhihu's so-called big V users to promote it, and its operational capabilities are slightly weak. At present, Fenda has the upper hand. Fenda now has to quickly build competitive barriers based on its early advantages in order to stand out. How Fenda will develop in the future and the competition with its competitors will bring us a big drama and will also provide operators with more learning cases. Let us wait and see. 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