Clubhouse Case Study (China)

Author
Jenny JiangCiel Zhao
Related to Product List (Reports)

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This template is for reference only, and is originally based on Jackie Bavaro's advice (co-author of Cracking the PM interview). Feel free to add/delete sections as you see fit.

Value Proposition

  • A content sharing channel . 社区(content based)+社交(social network)
  • speaker (KOL/podcast/professionals)
    • speak (sharing)
    • connect
    • influence (扩大品牌影响力)
    • advertise
  • guest
    • listen
    • connect

Features

  • Club
    • Room
      • private room
      • social room (follow host)
      • open room
      • room created by the club

Why it is popular/Doing well

  • 早期VC圈关系链优势,自上而下传播
  • 早期用户质量高,邀请制度导致用户相似度强
  • Low barrier: easy to join and leave
  • 早期policy健全: 邀请制、连坐制
  • 名人引流
  • 疫情
  • simplicity of the product,促进早期engagement
  • excellent product design
  • 用声音填补的需求还有大量空缺,(喜马拉雅,podcast,得到)
  • multitask
  • Broaden social reach

Not so Well

  • room临时,内容不留存 (是否一定是disadvantage?内容不留存降低了创作的心理压力,促进engagement和整体愉快的氛围)
  • 关系链无法沉淀,用户流失到别的平台,e.g.微信
  • 无录音功能
  • 音质有需改善
  • 主持容易被打断
  • 运营规则简单,无法承受大陆复杂的知识付费生态
  • 信息茧房 (个性化推)
  • room size limitation
  • speakers repeatedly ans
  • wer questions answered before
  • room rules/guidance unclear
  • mic mute is not smart

Business Perspective

Industry and Competition

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What are the competitors? How is the industry evolving in general?

  • Competitor
    • Podcast (以内容为主)
      • Podcast以内容为主;clubhouse以内容+人为主
      • Podcast: PGC (Professionally-generated Content); Clubhouse: UGC (User-generated Content)
      • Podcast内容篇幅大,创作门槛高;Clubhouse内容篇幅缩小,创作者门槛降低,内容创作成品降低,内容质量降低,“内容平权”
    • 递爪
    • YY (声网系原YY成员创业)

Monetization

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How does the company monetize the product? (Selling ads? Charge through consumers/enterprise?)

  • Not placed monetization yet
  • Future monetization
    • private club(membership fee)
    • Product lunch and AMA

Promotion

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What's their marketing strategy?

  • Potential marketing strategy
    • marketing channels for event
    • information sharing
    • entre
    • recruiting
    • common interests

SWOT

  • Strength
    • High quality
  • Opportunities
    • COVID
    • Endowment from celebrities/KOLs
  • Weakness
    • Server stability
    • Lack of Android users
    • Uncertainty in quality
  • Threats
    • Copycat
    • Post-COVID