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How long does a magazine go out? There are ten years of far-reaching publications. The speed of the publication of the ten-year period is completely “Buddha”, and the evolution of the content also has the mark of the times. There is a weekly semi-annual publication, and the fast-changing content records our current life, art and culture.

Fashion Bazaar’s e-newsletter is more flexible, although there are also publications and release dates, but its content has more possibilities than paper. Shortly after the tencent of Tencent Variety “Creation Camp 2019”, fashion Bazaar launched its e-newsletter for the debut group R1SE, and 12 e-newsletters listed at the same time also received strong support from fans. The 12-phase electronic magazine sold nearly 1.5 million, and fans have worked hard to contribute sales. Electronic publications that broke the time and quantity limits of publications also received recognition and support from fans.

The electronic journal and the paper media are two distinct publications, and their presentation and content are more singular. Relative to the diversity of paper content, electronic journals usually have only one protagonist. Of course, in addition to paper content and images, it also has a variety of expressions such as audio, text, and content.

At this time last year, the fashion Bazaar e-newsletter was launched, and the WeChat applet quickly became one of its main sales channels.

Now, all major fashion magazines have their own e-newsletter, chooseThere are also more and more magazine media that use small programs to host electronic magazines.

One year, fashion Bazaar registered on the vibrato platform, and the short video related to the cover characters can directly jump to the e-news purchase page. They also launched an e-newsletter VIP member, which continues to “stick” users with cutting-edge content.

A year after the launch, Fashion Bazaar has released 45 issues of electronic magazines, 35 of which are for sale in the first half of 2019. In the first half of the year, 4 million electronic publications were sold, which increased by 256.15% from 2018. At present, the total number of users of Bazaar has reached 1.826 million, and it can be filled with more than 20 Bird’s Nest stadiums.

As a pioneer in the small program e-newsletter a year ago, he has sold millions of e-news industry leaders today. From WeChat to Vibrato, what do they think of the small program? What are the principles for the production, operation, and design of small program electronic journals.

To this end, the program was talked about the fashion Bazaar e-reading director Liu Jing and the fashion Bazaar new media operations director Zeng Rong, together to see how the million-volume electronic magazine, how to make it.

Know the program: Bazaar should be the first fashion magazine to make a small program e-newsletter. It has been a year now. Why do you want to make such a product, and why is it a small program?

In 2018, China’s online users were around 800 million, and the penetration rate of digital reading rose to 49.9%, which means that the number of users of digital reading exceeded 400 million. As the more famous high-end first-line magazine, the Chinese version of Bazaar is particularly suitable for porting content to online reading in this media environment. At the same time, in the process of our content production, we will present the most cutting-edge visuals and fashion trends, as well as exquisite dynamic videos and celebrity interviews, how to present diverse media forms on one product.It is what we always wanted to do.

The choice of small program is first because WeChat’s monthly active account is 989 million, covering most mobile Internet users. In January 2017, the WeChat applet was released, and the monthly active account of the small program reached 303 million. Moreover, the fashion Wechat public number of Basha has more than 1.5 million users. It can be said that the application of the small program in Basha is relatively mature.

Secondly, fashion Bazaar has always been brave in innovation. As an important part of the fashion media industry, we have the responsibility to contribute to the transformation of digital reading in traditional magazines.

Once again, the applet does not need to download the app to reach the user’s needs at any time, and the user-friendly reading method is considered worthwhile.

Know the program: After you, there are also many fashion magazines that have tried in the small program e-newsletter. What do you think of Doom’s attempts in e-newsletter?

We are very pleased that this attempt has been recognized by peers. The model that can be recognized by the industry will have continuous vitality. We hope that this model can promote the healthy development of the entire industry. Once you are on the cusp of innovation, the only way to move on is to continue to innovate. In this process, accumulating experience is the driving force for continuous innovation.

Know the program: From the first issue of the electronic publication to today, what are your experiences in content production that you can share with us? What kind of content do you think is more suitable for dissemination in the WeChat/Vibrato applet?

The electronic form of this content is definitely not simply moving the contents of the print magazine to the mobile phone. E-newsletter is a way of communicating directly with users, and the distance from users is really face-to-face communication. It is a kind of publication customized for users, because there must be early planning, mid-term execution and publicity, as well as post-customer service. This is a closed loop of products and gradually upgrade the functions of the products. Content and products are equally important and indispensable.

Know the program: You have recently launched a vibrato applet. What do you think is different from the WeChat applet? In what ways has it created a unique value?

The main features of the vibrato applet must be combined with the product features of the vibrato. The music creative short video is the main means of promotion, and the product suitable for the platform product features is a good product.

Know the program: How is the current sales of the vibrato applet? What is the data of the WeChat applet?

The vibrato platform applet is not yet technically mature on WeChat, and is still in the process of fixing bugs.

Know the program: We know that your e-newsletter is available on different platforms. Do you have different operational strategies for different platforms?

Bazaar in App is our official launch platform, and we will socialize our e-newsletter in the future. The WeChat applet and the vibrato applet have some differences in the promotion form.

The fashion Bazaar has been promoting the WeChat applet on all platforms (including WeChat public account, Weibo, Taobao, etc.) since its launch, and it has gradually formed for users of electronic journals. The habit of buying. At present, the fashion Bazaar and Bazaar in the public number are kept in the obvious position of the electronic bulletin in the menu bar, which is convenient for users to touch. In addition, each issue of the new issue will also produce a corresponding public number article, and will guide the purchase after the article.

In comparison, the vibrato started late in the small program, and there are not many media businesses currently used, and only the Android side is visible, so many users with vibrato are relatively unfamiliar with the vibrato applet. In the promotion of the vibrato, Bazaar official vibrato provided an electronic magazine purchase entrance in a prominent position. Secondly, a small video of the purchase tutorial for the vibrato platform was also produced, which was purchased from the user. In addition, for the content characteristics of the vibrating platform itself and the user’s viewing habits, special video content is produced for each issue of the electronic magazine, such as beautiful large-scale video, or exclusive star-studded footage, interviews, etc. Buy the entrance to the e-newsletter to attract fans to watch and buy.

Know the program: Do you customize the content for different platforms? For example, will vibrato consider vertical screen on video content? Will WeChat have more considerations on the shared page image?

Vertical videos are what we have been trying. The feature of vibrato is actually a short video of creative music, we will upgrade our product features for this feature. The WeChat applet highlights the shared functions. At present, from the data point of view, there are not many people who import through friends. More people tend to take the initiative to become members of the fashion Bazaar electronic magazine to buy and read.

Know the program: The small program e-newsletter also has a full year/semi-annual subscription price like paper, and is there more to subscribe to VIP members? What is their user portrait? On several platforms, which platform has the most users to buy members?

At present, our membership card is only sold on the WeChat applet. The proportion of female users is over 90%, nearly 70% at 18-29 years old, and the top five users in Nanjing, Sichuan, China. The number of users of the applet and Bazaar in App is similar.

Knowledge program: 64 minutes per person online screen, each stage of electronic magazine sales, and even an idol group electronic magazine for development. E-newsletters have always been related to celebrities, hot searches, fans, etc. How do you see the relationship between e-newsletter and fan culture? Will there be attempts by non-star artists in the future?

The e-newsletter is not a product tailored for fans, it is a customized presentation of all-media content. We have tried art specials and beauty specials before.

Know the program: Is there any difference between users of paper magazines and electronic magazines? Have you ever compared the user portraits inside?

The papers and e-newsletters are mainly female users. The paper magazines are mostly urban white-collar workers over 25 years old. The users of e-newsletters will be younger and 18-25 years old.

Know the program: How did you choose the cover character? From the “Bao Jun Yi Xiao”, “Yun Ji Fang”, “巍澜” to the cover of R1SE, what kind of consideration do you have in choosing the cover characters?

The majority of users of the e-newsletter are 90 after the mobile phone does not leave. The content selection is also younger, with the latest, the most popular and the fastest reporting method. This is also an aspect that is different from the magazine’s long-term production. Our production cycle can be completed in one week at the earliest.

Knowledge Program: What are the principles you have in the function and product design of the e-newsletter?

The first principle is of course that the user is fluent and easy to use. At present, there are hundreds of models in the mobile phone market. We try to test them as much as possible so that users can read them smoothly. Because each user’s mobile phone is in a different state, we will try to balance the picture quality and video audio capacity.

is the follow-up customer service feature. The smoothness of the content is the first, and the second is the smooth communication and communication after purchase. We recently opened a small program customer service, 24 hours one-on-one service, to solve the user’s problems at any time. In the future, we will also consider doing homework in the interactive community.

Know the program: user size, retention, revenue… What important data indicators do you think the e-newsletter has?

For us, we must first have good content and products as the basis, then the number of users, and finally the amount of reading and the frequency of opening. A year ago, the e-newsletter, as well as users will go online to send a bullet-screen interaction, which allows the user to recollect the content to reflect its more full value.

Know the program: You think about Bazaar like thisWhat role does the e-newsletter play in top fashion magazines? Is it actively catering to fan culture? Does it affect the branding of the magazine?

Fashion Bazaar is a media brand, and electronic magazines and magazines are just carriers. The magazine presents flat content, and the electronic magazine presents multimedia content.