"Planting Grass" platforms like "Little Red Book" and "Poison" App have mushroomed. Among them, the number of "planting grass" apps in life, shopping and social activities is mostly.
In addition to the emerging "planting grass" App, there are some "old products" such as "public comments" for life, "Taobao" for shopping and "hornet's nest" for tourism. We also tried to use the concept of "planting grass" based on user sharing to realize higher activity and economic transformation of product users.
Not long ago, the sneaker trading platform "Poison" App completed a new round of financing from DST after receiving tens of millions of dollars of financing from Gao Rong Capital, Sequoia Capital China and Pusi Capital on 20 18. At present, the "poison" App has been valued at one billion dollars. Seven wheat data shows that in just one year, the download volume of "Poison" App (ios) exceeded 2800w W W.
Previously, the male market has been neglected and underestimated. The emergence of "male planting grass" products represented by "poison" App has revealed the great potential of the male market, and "other economy" has gradually been valued by the market.
The representative work of "alternative economy": fashion brand sports shoes
In recent years, street brand culture has become popular in China, whether due to the rise of economy or the rendering of popular variety shows. Every time the new shoes are released, there must be a long queue in front of the brand store, and even the shopping malls are blocked. At the same time, the demand for online purchases is growing. In this context, "Poison" App, as a trend single product trading platform, backed by the largest sports community in China, has a unique advantage in content, and it is also one of the platforms for early contact with sneakers, which can meet the needs of male users to plant grass and buy trend single products and sporting goods, so it has become an essential tool for male users to buy shoes.
Judging from the download volume (iOS) of the "poison" App in the past year, there is still a clear upward trend. The maximum download volume per day exceeds 28w, which is more than three times that of similar products.
Earlier in "The Rise of Sports Tide Brand! In this article, it is mentioned that although there are many apps for street shoes, there are not many that perform well. In the competition of similar products, the head app has obvious advantages and serious polarization. In fact, this just shows that there is still a lot of room for development in this market. Now more and more capital enters the market, which also proves this point.
Just last week (May 7th), I switched to the online sneaker appraisal trading platform "Chek" in the App Store, taking this as a symbol, and began to set foot in the appraisal trading field of trendy goods such as sneakers and fashionable clothes. "His economy" has awakened, can the "poison" App still stay in the first place? Or a latecomer? It's hard to say, after all, this market has just emerged.
Will the transplanted "man planting grass" live longer?
At the beginning of this year, Zhihu launched an App called Chao, which was described as a community where boys grow grass. Similar to the "poison" App, "Chao" also has the communication function of "sneakers", but this is only a part. Just like Zhihu is a hodgepodge, the content of Tide is miscellaneous, and there is no specific emphasis on one item. At present, the content of App interested in men is mainly divided into seven categories: selection, play, wearing, sneakers, daily life, technology and video, mainly in the form of pictures and words.
There was a little red book as an example before, and then there was Zhihu's strong drainage and content support, but the development of this little red book for men was not satisfactory. At present, "Chao" has been on the shelves for five months, during which the number of users increased significantly in February, but the performance after that was not ideal, and the ranking of the list was tepid, while the little red book, which also focused on "Planting Grass", stayed on the social list (free) Top3.
The ranking trend of "Chao" since the update of 10/6.
The Dilemma and Breakthrough of "Male Planting Grass"
In fact, whether it is the "poison" App mentioned above or the "tide" in the exploration stage, there are some problems in the application of "men planting grass".
Identity is distorted and the authority of the platform is in doubt. As an appraisal platform for head shoes, Poison App has been questioned many times, and "knowing goods" and "looking good" have also been negatively affected, which will greatly reduce users' trust in the platform, and the effect of "planting grass" will also be greatly reduced.
The comprehensive "male planting grass" App generally did not form its own product characteristics. Through the experience of using this kind of App, it is not difficult to find that the functions of this kind of App are basically the same, and it cannot bring unique services to users, so the user retention is poor.
"Planting Grass" itself has sharing and social attributes, but the popularity of "Male Planting Grass" App in the development stage is not enough. So there are problems that the content needs to be enriched and the social attributes are not obvious.
So, where is the breakthrough of the development dilemma of "male planting grass"?
First of all, we should establish the bright spots of products and form our own product advantages. Taking "Poison" App as an example, focusing on the identification and trading of sneakers can do better in similar competitions. As long as someone wants to buy tide shoes, the first thing that comes to mind must be "poison".
Secondly, the successful operation of Xiaohongshu, the originator of planting grass, has certain reference significance for "planting grass for men", but it should not be copied. As a content community, the content of Little Red Book is very huge. Set shopping, tourism, beauty, fitness and so on as one. Users only need to search for a keyword, and they will have a lot of related experiences. At this point, directly copying the "Male Grass Planting" App that is still in the development stage will not bring users to the product, but will cause negative effects such as increased operation and maintenance costs. Therefore, when the product is still in the development stage, we can focus on the key functions, form a certain user base, and then add new functions appropriately, so that it is more secure step by step.
In addition, based on the special attributes of men, such as emphasizing quality and efficiency, we should seek more exploitable fields. "Men plant grass" not only pays attention to sneakers and fashion brands, but also many fields that men are interested in, such as high-end travel, outdoor brands, cars, watches, wine and so on. Many new directions are waiting to be discovered.
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Have market sensitivity and enhance the hard power of products. The "other economy" has developed well in recent years, and products such as "Poison" App have accurately captured the psychology of male users' extreme love for brand sneakers. Early entry and early attention are a key to their growth.
At the same time, after having a certain user base, the post-maintenance of products still has a long way to go. In the street brand App with sneakers appraisal as the core, it is the key to establish an efficient and safe closed-loop online transaction, after-sales service and high-quality appraisal team and system in the future.
In addition, products should maintain a stable update frequency. Especially in the early stage of product development, developers need to fix product vulnerabilities and introduce new functions in time according to user feedback and market changes. This will not only keep users fresh about the product, but also make the product develop more comprehensively.