Zhou Sun Shoes Trigger Nice Entrepreneurship, Social Marketing Will Be The Starting Point In The Future

When Nice When three rounds of financing were completed in less than a year, almost no information was found in Baidu search.

Zhou said he was a typical Chaozhou. He once collected more than 400 pairs of shoes, and even attracted the attention of girls by high school shoes. Despite the fact that after the first week, everything can't be separated from the word "Chao", but it never occurred to him that he would develop his understanding of "Chao" and his passion for "sun" into a social product.

In 2013, Zhou didn't expect that nice would change from a men's shopping guide platform to a social App nowadays. At the same time, Zhou also did not know what the specific form of nice would be in the future. But it is certain that Zhou would like to extend the nice's antenna to the bottom line, which really has an impact on the life of the users, not just letting users bubble on the line.

Tide App and tide people

Before the interview, Sina Technology launched a small survey of nice in the circle of friends. In more than ninety percent of the 80 and 90 friends, "Chao App" is an extremely high rate of evaluation. Compared with Instagram, nice users are obviously more concerned with the tide cards that appear on photos.

Zhou is very sure about this result. In his view, "Chao" is a label for nice. Also at the head of the week's assistant, colleagues and partners, tide "Zhou is also a label.

However, nice was not the first venture to start. From college, he began to make his own website and sell balls on his website. shoes 。 According to his own experience: in order to get more limited edition shoes and "to avoid the nagging of parents buying shoes," Zhou toured the shoes and clothing shops in the city of Beijing, and then made use of the eBay platform to make all kinds of sneakers.

In the second half of sophomore year, he built his own website, AJshoes.com, which specializes in Jordan shoes. At that time, Zhou's wish was to make his own fashion brand.

And Zhou's first Internet venture project still takes "tide" as the first driving force, but nice is not an online or current mode. "Our team's initial development of app is called KK shopping, which is a shopping guide for brand men's clothing. Users can test their most suitable brands, track the wear of celebrities and recommend products worth buying."

Before Zhou Zhou made the trend media and e-commerce website, in his view, the mobile terminal is the right direction, and shopping guide is one of the areas closer to money.

But in KK shopping online less than three months, beautiful said, Mogujie.com The news of Taobao's blockade of traffic came one after another. In addition, male users tend to make decisions on the user's behavior quickly, so that they can not see the prospect of male shopping guide, and even have the idea of selling the company.

"In the circle of friends and micro-blog, I am most concerned about the clothes they wear, and because of the trend magazines in the past, they instinctively ask" what brand is it, "where," and so on, "Zhou said. Under their own experience, KK shopping cut the previous shopping guide function and transformed it into a picture social application that allows users to label and share photos.

The first user test results after this transformation made Zhou first and her team excited. "At that time, KK shopping was not yet open to female users, but after adding the sharing function, some female users changed the sex settings of micro-blog account, and wanted to use it." Zhou Shou said. In the following month, KK shopping cut off all the functions except photo sharing, leaving only the tag function and opening to female users.

In the interview, apart from watching mobile phones, one of the most important things that Zhou did was to bend over and take care of shoelaces, and on his feet were a pair of brown known as visvim, Japan's first wave brand. leather shoes It has been worn for two days, but it is spotless. Every night, the capital will take a picture of itself, sign the brand and send it to micro-blog through nice. Through these photos, we can see that this man's pursuit of the ultimate clothing brand.

In order to make their shoes have local sun and at the same time get insiders' comments, Zhou is the original intention of nice.

In addition to tide, "sun" is another label for nice. Chao men once collected more than 400 pairs of men's shoes for the first time. "I like to dry shoes, but I can hardly get a response in the circle of friends and acquaintances who are full of colleagues and partners, and also need to maintain my professionalism in front of them."

In order to make his shoes have local sun and at the same time get comments from insiders, it is Zhou's intention to do nice, though nice is not what he originally imagined, but it doesn't prevent it from appearing at last. Today, nice has tens of millions of users and millions of daily lives, but only 20% of the picture labels are brand names and more are eaten by food brands.

Nice, the founder and former Sina micro-blog product manager, once said, "Luckily, we have caught a strong stream of user demand. They may not even think that users are so eager for a new social content publishing tool.

Many people believe that the pursuit of brand is to win vanity and self-confidence. "Chao" is also a kind of pursuit of appearance. It can make others feel that they have a special face, and nice, a social software based on photo sharing, is active in a large number of such people.

But in Zhou's eyes, the word "Chao" is not simple. People who pursue "tide" are people who love life, because tide is a pursuit of brand and a challenge to aesthetics. By deepening the recognition of brand, we can improve the quality of life. "Only those who truly love life will pay close attention to quality and pursue brand" in all aspects.

Zhou believes that the meaning of nice is not just drying out its own brand clothes. Users can label and share pictures, and they can also convey users' taste for brands and their use of products, so as to help more people find and understand some good brand products and "make their lives more fashionable".

Zhou first defined himself as a typical nice user, sharing the brand he likes and touches to nice every day, satisfying the demand of "drying out", and discovering some more interesting contents. When discovering content, he can get new content by establishing social relations, and then share the new content with the community to form a social closed loop.

However, Zhou doesn't want users to soak in nice all day. "Extending the experience on nice to offline is what our team really wants to do." Because of the natural brand tag nature of nice, Zhou hoped that users of nice would not only get one thing in the Internet community, but get something through "drying" something.

For example, users can get the discount coupons or preemption rights from the brand of Nike, or nice is now working with Okamoto to launch the nice custom condom. Zhou will not be very clear about what to do in the future, but it is a big direction to extend the nice experience to the next line.

Investors are more willing to cooperate.

For the general Internet start-ups, financing is more than three times a year, which is a very high frequency. Money shortage? Zhou said, "we don't spend much money. Until the C round, almost 95% of the money has not been moved."

In the choice of financing, Zhou is very headstrong. In general, venture capital financing can not be separated from two reasons: money and common sense. Most people prefer the former, but Zhou Shou cares more about the latter. "Nice spent more than a year on team building. Before the C round, we didn't spend 90% of our money."

As a senior shoe collector and editor of the trend magazine, Zhou believes that his understanding of target users is deep enough. "Nice is a place where people can gather tidal waves. As long as the product experience is good enough, with the sensitivity of the tide people, there is basically no need for promotion."

Nice sometimes promotes with some cooperation. Zhou Shouceng made a statistic of the brand tag on nice. He found that Chanel, Nike, I.T and ZARA are the most frequently used labels in Nice now. In June this year, I.T co worked with nice for a single activity. Users can take photos of I.T products and get the discount of I.T shops, which has brought good communication results to both sides.

Zhou said frankly that there is no special need to spend money on nice in the near future. For the promotion, I.T will still be chosen as the tide card. It will be carried out under the offline activities, so that users can maintain their natural growth as far as possible. "However, it will never be limited to clothing brands," Zhou added.

The reason why nice frequently raises money without spending money or not is that Zhou thinks that the other side can make up for the short board of nice's existing team so that products can be continuously optimized. Take nice's A round investor, Jingwei China as an example. Its investment in the Internet has invested 2/3 in mobile terminals, and unfamiliar street is one of the successful cases in its hands.

"They really know how to socialize, and they can bring some guidance and inspiration to my team". That's why Jingwei's valuation to nice is neither the highest nor the earliest contact with nice.

In the future, Zhou will still spend most of his money on digging talent. "In the past year, if there are enough talents, the details of many products can be handled better." Now, the interview has almost become the main task of the first week. In the half hour before Sina Technology interview, the people who interviewed and waited for the interview occupied almost all the corners of the nice office area, and even once there was no way to find a quiet interview space.

Zhou believes that although nice and Instagram are both social like pictures, they also have the function of tagging. However, the location of labels in the two products reflects a completely different experience pursuit.

Prior to the launch of nice, the experience of brand tag on photos has already had more mature cases abroad, such as swaag (a special sneaker sharing community in the US). Plus last week's first fascination with shoes, many people think that nice copied the swaag model. Some people even asked Zhou Shoulai to answer the question of "nice is not copied swaag?"

Zhou head admits, "Ni