Jin Xing, founder of the "Solar" community, shared: How can the Focus Community accumulate content and motivate users?

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I don’t know when I started, but I joined the ranks of Teacher Zhou Shuolun (https://www.facebook.com/adam.chou1), Secretary-General Shary Lai (https://www.facebook.com/Sharylai) and many other seniors. I would stay in front of the computer before nine o’clock every Saturday morning, waiting for the online course of “[Chaos University Research Society] (http://www.hundun.cn/)” to start.

The expert who is here to share with students today is Teacher [Jin Xing] (https://www.huxiu.com/article/235926.html), the founder of the “Soyoung” community. The topic he talked about was “Content Community: Product Selection and Operation”, which happens to be a topic that interests me.

In order not to affect everyone’s enjoyment and emotion of learning, I am not going to “spoiler” too much of the content. I will simply share some of the touches and inspirations I got from Teacher Jin Xing’s 90-minute speech.

Speaking of the community, in fact everyone is familiar with it, especially for people like me who have been in contact with it since BBS and MUD, it feels particularly cordial and familiar. But when it comes to community operations, everyone knows that it is not an easy task to make a lifeless community dynamic or to make “divers” members willing to actively share and participate.

In particular, how can professional-focused communities attract the public to produce high-quality content? This has always been a difficult problem to solve, but today I saw a glimmer of light in the sharing from the founder of the “Soyoung” community Jin Xing.

Mr. Jin Xing, who comes from well-known Internet companies such as Maopu, Renhe and Tencent, is also a senior community operator and product manager. The “Soyoung” community is the third entrepreneurial venture of Mr. 金星. Thanks to the guidance of angel investors, he learned from the development of Korean medical aesthetics and finally succeeded in creating a new situation.

For Taiwanese netizens, they may be relatively unfamiliar with “Soyoung”. This website, founded in 2013, can be called the largest medical beauty community in China, with nearly 90% of its users being women. “Soyoung” covers 80% of the regular plastic surgery hospitals in China. It has recently completed the D+ round of financing, and the number of users has reached 25 million. Its most valuable asset is its 3.3 million plastic surgery diaries.

When it comes to the nature of community, Mr. Jin Xing believes that content has a life cycle, and the presentation and application of content in the community must take into account the precipitation and timeliness. This is why he believes that traditional text-based BBS is more difficult to use and apply today.

Teacher Jin Xing summarized several steps related to running a community, which can be divided into:

👉Cold start

👉Create atmosphere

👉Lower the threshold

👉Build an ecosystem

Although everyone knows the importance of UGC (User Generated Content), it is indeed difficult to encourage user-generated content. Especially on topics as sensitive as plastic surgery and beauty, most people are even less willing to take the initiative to share without a strong motivation to support them.

Teacher Jin Xing pointed out that content production in the community has a 1:10:100 rule. That is, 1% of users publish articles, 10% of users comment and interact, and 90% of users are just content consumers. As a community operator, no matter what method you use, you must find the most important 1% and motivate them.

Teacher Jin Xing also used a chart to show the psychological change curve of plastic surgery users. The most critical thing is the “swelling period after surgery.” Plastic surgery users at this stage have just undergone surgery and their wounds are still recovering, so they often suffer from bruises, swelling and other physical and mental discomfort. They especially need the care of relatives and friends, and even the comfort and experience sharing of people who have experienced the surgery.

Therefore, “SoYoung” has launched a post-operative plastic surgery diary unit. Users only need to type a few words and check options related to pain, scars, etc. to automatically generate a plastic surgery diary. Users can quickly produce a piece of content without too much effort, and for the management team of the content community, this is undoubtedly a manifestation of “lowering the threshold”.

After the “New Oxygen” community gradually got on track, it began to add e-commerce modules, which is to follow the Taobao model and let doctors and hospitals open online stores. Moreover, users’ plastic surgery diaries are directly related to the medical beauty industry. For example, the more relevant diaries generated by users and the better the reviews, the better their business will be!

Teacher Jin Xing believes that a successful community relies on its grasp of human nature. From his experience in running the “New Oxygen” community, he also understood that groups with greater external pressure tend to be more cohesive, making it easier to form a community.

★ Vista Reading Club March Special: “[The Era of Resumption of Business is Coming] (https://www.accupass.com/event/1803140753116515393830)”

★ Content Hacking Lecture Series (CHL6): [How to use presentations for content marketing] (https://www.accupass.com/go/chl6)

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”

★ Photo Credit: “Soyoung” community home page capture

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Further reading

• Plan social content strategy, starting from building a content calendar and setting target audiences

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