Douban's group has always been known as a gathering place for eating melons, but in fact it is far more than entertainment gossip. On Douban, there are nearly 30 categories of groups, and each category has nearly a million members. Whether it’s hobbies, food, drink, work life, or even a strange idea, you can find a corresponding group. Communicate and find common ground in the group. As an in-depth user of Douban and a PM who has worked in the community, I would like to share some thoughts and suggestions on the group with you today.
1. Douban business distribution
From the perspective of revenue business, Douban mainly relies on traffic monetization business (advertising, platform diversion), followed by knowledge payment and e-commerce business (Douban peripherals, paid audio, courses, books, etc.); As an entry point, combined with interest communities, increase the traffic in various vertical fields in the community.
The mobile version of the Douban group was launched in March 2015. It has been 6 years since everyone was talking about the decline of the country email list traditional community. The Douban group still maintains its vitality. The Douban community takes UGC, content recommendation, and social interaction as its development direction, and gathers users with similar hobbies in life to discuss and share life in the group.
In the ranking of comprehensive community apps, Douban ranks fifth, and there is still a certain gap between the number of active users and the top ones. Although it is ranked in the same comprehensive forum community, but from a closer look, Douban is quite different from these apps:
Douban, Xiaohongshu and Zhihu have completely different business models. The content of the Douban community is mainly UGC, and people are gathered through content; although Xiaohongshu has transformed from a cross-border e-commerce to a content community, the content form is still dominated by PGC, and the content is distributed through the establishment of social relationships and algorithmic recommendation; and Zhihu's core business is a question-and-answer knowledge community.
The OPPO community is for OPPO mobile phone users, and its core business is to provide membership and purchase services for OPPO users.
Baidu Tieba, which also started as an interest community, has a community business similar to Douban, but its declining user scale and community content that is out of touch with the market are not the objects of our study. I think the only thing Douban can learn from is not to make its mistakes. the way.
Therefore, in the Chinese Internet market, the uniqueness of Douban makes it have few clear competitors. While everyone is looking down on traditional interest communities, Douban has not only not declined, but has even been growing. Based on its uniqueness, I think It is more valuable to analyze Douban's own data.
2.2 Data performance of Douban
The monthly activity and usage time data of several time nodes of Douban from 2017.12 to 2020.07 have been sorted out. The data comes from Analysys Qianfan: