This article totals 3827 words and is about 10 minutes to read
Author ✎ Zhang Chengfu
i Dark Horse & Matchbox News On March 5, Youyang announced the completion of a round of financing of 60 million yuan, invested by Twin Lakes Capital. Previously, Youyang had received angel round financing from Feng Bo, Sharing, Honey Bud and pre-a round financing from Zhen Fund. Zhou Zhou, founder and CEO of Youyang, said that the financing will continue to build a parenting education system and upgrade the content matrix construction of parent education.
Speaking of Mi Wei, the public is more familiar with Ma Dong and "Strange Story". Similarly, compared to Yang, Zhou Zhou and "Tear-Resistant Parents" are also more familiar. Zhou Zhou introduced that the positioning of parenting is China's first content platform focusing on parent education, leading the upgrading of a new generation of parenting concepts and parenting methods through systematic original parenting videos and personalized parenting knowledge services.
Founder of Youyang: Zhou Zhou
In his bones, he is an entrepreneur
Nike founder Phil Knight is a running maniac, he once wrote in his autobiography "Shoe Dog": "Don't care what others say about your crazy ideas, just move forward, don't stop, no matter what you face, don't stop." 」 ”
In the 7th episode of the online comprehensive "Tear-Resistant Parents", Mao Daqing, a former Vanke executive and founder of Ucommune Workshop, was a guest in that issue. Zhou Zhou asked Mao Daqing, "Entrepreneurship is really so busy." "Are you busy or not," Ma Daqing said with a smile, "you just ask you."
And Mao Daqing is also the Chinese translation of the aforementioned "Shoe Dog", and like Mao Daqing, Zhou Zhou also loves to run. Whether it is a marathon or an entrepreneurial road, they choose "no matter what they face, don't stop". Even, before deciding to start a business, Zhou Zhou chose to use a marathon to make his entrepreneurship more ritualistic.
Beijing Marathon, September 17, 2016. Facing the hot and dry wind, Zhou Zhou completed a 42.195-kilometer long-distance run, which lasted 5 hours and 40 minutes. "What were you thinking when you ran a marathon?" I asked. "I can't be ashamed, I have to run down, and I've always wondered if my son will wait for me at the end," Zhou Zhou said.
This ritual marathon is a dividing line in Zhou Zhou's life. Prior to that, she was a CCTV host and producer.
Zhou Zhou is a native of Nanchang, Jiangxi, and stayed at Jiangxi TELEVISION station after graduating from university. In 1995, she participated in the National Television Presenter Competition and won a gold medal in the children's category. This gold award also opened her CCTV career.
Children's programs such as "Big Windmill", "Childhood", "Big Hand Holding Small Hand", "Happy Bus", "Baby Family" and other children have accompanied generations of children, and Zhou Zhou has also accompanied the program and stayed on CCTV for 21 years. "I witnessed the whole process of CCTV's children's department to youth department and then to children's channels, and also witnessed the development of Chinese television to glory and then decline," Zhou Zhou recalled.
"If I don't quit my job, I can still do it for 20 years, and I can see the state of retirement at a glance," Zhou Zhou said, "What I have experienced in this year, the people I have seen, are richer than in the previous 21 years, and now a day is like a week before." ”
Zhou Zhou is an entrepreneur in his bones.
Love tosses is her evaluation of herself. He entered CCTV at the age of 20, began to work as a director at the age of 23, and began to work as a producer at the age of 25.
"That would lead the senior director to report the program plan, and I also applied for a program plan, pay for the sample film at my own expense, and then become the youngest producer at that time." That program program was later "Childhood." In the children's channel, Zhou Zhou served as the producer of three programs at the same time when he was busiest
In 2014, when the TV station did not have too many programs, she dragged eight hosts from the station to do children's dramas across the country. "For 3 consecutive years, our children's dramas are the top ten at the national box office," Zhou Zhou said, "My biggest pleasure is not to perform on stage or curtain, but once sat with the audience, watching the stage and performance i created, just like watching my own children." ”
Although Zhou Zhou is quite suitable for starting a business, she did not understand the matter of entrepreneurship at first.
When he first started his business, Zhou Zhou found Feng Bo, a venture capital of Ceyuan, "I want to start a business, isn't Taobao directly selling things, I make short videos in the form of short videos, put short videos on top, sell things below, is this different from others?" ”
Feng Bo smiled and said where did the traffic come from? What do I mean by traffic? Where do users come from? What do I call a user? In this way, Zhou Zhou did not understand anything from before his founding, and studied little by little.
Of course, Zhou Zhou remembered most deeply a sentence that Feng Bo said, "Old dogs don't plan new jobs."
2016 is Zhou Zhou's 21st year as a children's program on CCTV. Gladwell once proposed the law of 10,000 hours in "The Alien", working eight hours a day, five days a week, and becoming an expert in a field takes at least 5 years. And 21 years of experience in children's programs has honed Zhou Zhou into an absolute expert in the field.
Naturally, when starting a business, Zhou Zhou naturally chose projects related to children's growth.
The parenting needs of the "new generation of parents"
In entrepreneurship, there is a new track - parenting education.
The concept of parenting education can be traced back to the 30s of the last century in Western countries, and has a history of nearly ninety years, in the United States and Europe, basically every community has a parenting education institution, and hospitals in Singapore and Hong Kong will also set up special parenting education outpatient clinics.
At that time, China's parenting education was very imperfect, and the construction of a parenting education system also became the focus of attention in the industry. Youyang hopes to build China's first parent education content platform. Parenting is parenting education, which is considered to be a profession that requires study, training, and even examinations. For more than a year, Youyang has continuously built a parenting education system suitable for China.
The horizontal dimension is the child's age, and the longitudinal dimension is the child's growth and development problems, such as physical health, parent-child relationship, learning ability, etc. Each interweaving point of the abscissa and vertical axes will form a key word, and there are currently more than 500 keywords. And each keyword will have "what, why, who", and then based on these keywords to produce content, the content can be precipitated into a variety of parenting education products.
As mentioned earlier, parenting education is still a brand new track in China, and the "new track" means unlimited opportunities and represents immaturity. But Zhou Zhou judged that the time had come.
The audience with support is mainly post-85s and post-90s, who are "new generation parents" with obvious characteristics.
First, they are the first generation of the nets. From the PC in childhood to the mobile side when they grow up, their channels for obtaining knowledge and information will choose the internet.
Second, they are the most core only children in China. For a long time, they have been questioned and criticized by society, but now the former "little princess" and "little emperor" have also established a family, married and had children.
Third, they are the most core two-child family in China. With the liberalization of the two-child policy, many of them will consider having a second child, so their family structure and child structure will change dramatically from before.
The "new generation of parents" places great importance on education and has a huge demand for parenting methods, and they are naturally accustomed to finding answers through the Internet. However, the status quo is that compared with western developed countries, China's parenting education system is not yet perfect.
Therefore, there is a nurture that comes into being.
The content matrix is initially formed
Youyang was founded in August 2016, and when live broadcasting was at its hottest, Youyang grasped the traffic dividend of live broadcasting.
First of all, Zhou Zhou and the team planned the "Zhou Zhou has a nurture @ the United States" scene live broadcast program, going to the United States to visit local students, such as MIT postdoc He Jiang, and both twin sisters who were admitted to Harvard. After returning to China, he broadcast live in Beijing "Zhouzhou Youyang @ Beijing" and "Zhouzhou Youyang @ Youyang Headquarters". Three seasons of live broadcasts, a total of 17 episodes, a total of 35 hours, online viewers more than 20 million.
After that, there was a hope that the content could be precipitated, so he planned and launched a network variety show, positioned in China's first growth view show - "Tear-resistant Parents".
Youyang and Tencent Video reached a strategic cooperation agreement to jointly build a mother and baby channel, and "Tear Resistant Parents" is the first project of cooperation. Jointly produced and invested by Youyang and Tencent Video. The first season consisted of 12 episodes, each about 40 minutes long, accumulating more than 500 million views.
There are many reasons for the success of "Tear-Resistant Parents", in addition to the authoritative parenting views, the guest lineup is also a highlight of it. The program invited He Jie, Wang Xiaofei, Su Mang, Scarab, Mei Ting, Wang Lin, Ye Yiqian, Tao Hong and other star parents to work together to promote the concept of parenting education, each issue of the topic deeply excavated the needs of the audience, solved the pain points, very personal views of the tear-resistant officials, tear-resistant experts with in-depth observation of society, and eight tear-resistant parents in the same station, with the star parents, to discuss the hottest parenting topics, tear off the wrong concept of parenting, so that growth has no regrets. Generate a strong influence on the post-80s and post-90s parents and gain huge target user traffic.
In the content matrix, the eye-catching "Tear-Resistant Parents" network comprehensive created by product thinking is like a "megaphone", which uses entertainment marketing to create traffic entrances, drain the flow of educational content products for adoptive parents, and greatly enhance brand value. This year, the second season of "Tear-Resistant Parents" will be upgraded and launched, and the new season of the program will focus on the most typical "social diseases" of contemporary life, revealing and tracing the hidden problems of the original family and parents' education. The program will introduce dimensions such as "fresh meat" representing the child's position, "star parents" representing the parents' position, and "big v observation group" representing the views of the self-media, etc., through the diversified collision of different positions, the values of parents are exported, and the attention of the whole society to parental education is triggered.
In fact, it is not easy to invite the right guests.
"I have used my resources in CCTV for more than 20 years, and even friends who have never been in contact with my mobile phone have tried to invite." More than ten years ago, when recording "Childhood", in order to invite Olympic champions Tian Liang and Guo Jingjing, she would stay at the door of the General Administration of Sports. More than a decade later, the plot staged again. Zhou Zhou even joked to the production team: "Don't write that I am the producer of this show, write that I am the artist coordinator." ”
The content matrix of Youyang also includes short videos, and through many pgc content, Youyang has built a content platform focusing on parenting education. Including "100s with yang", "yes or no", "Yu Gakuen is the most nourished" and so on. At present, Youyang has released nearly 260 original short videos, and the cumulative playback volume of the whole network has exceeded nearly 400 million.
Next, Youyang will also deepen the creation of some content payment products.
"We think every day about what kind of products users will pay for?" "It's to solve their anxieties and solve their needs."
Zhou Zhou also said that the future of content paid products will strictly grasp the quality control, "the successful knowledge payment product formation process is very natural, which involves the user's precipitation, word of mouth dissemination, the value of the platform, but the most important point is that their quality control is very good." "If we do content-paid courses, we will definitely be master classes, real parenting masters," Zhou Zhou revealed.
When it comes to entrepreneurship and competition, Zhou Zhou also has his own ideas.
She said that whoever says entrepreneurship is particularly tiring, don't be intimidated by these words. We have to enjoy the business of entrepreneurship, all the pain and anxiety is normal, anxiety at least shows that there is still something to do.
She said that entrepreneurs should bless each other and hug each other to keep warm. Because in an industry, only if everyone gets better, individual companies will have more opportunities.
"I've always believed that the moment people die, they look back on their lives like movies. What I want my movie to flash through scene by scene is: my son is very good, I sat off the field to watch that children's drama, had support to help a lot of parents, and even completed the day when the bell rang. ”
*This article was originally created by Matchbox, written by Zhang Chengfu (WeChat: 18710037601), edited by Wei Gong. For reprinting or seeking coverage, please contact the author and matchbox (id: huochaihejiaoyu).
This article is from Matchbox Observation, authorized by the entrepreneurial family, slightly edited and modified, the copyright belongs to the author, and the content only represents the author's independent views. [ Download the Entrepreneur app to read about China's 7,000 most profitable businesses ]