靠听的商机,Clubhouse成得了事吗?

他们的产品被形容为是“耳朵经济”与“眼睛经济”的一场较量,产品面市只有一年,估值已经冲上40亿美元!

看似潜能无限、前景明亮的Clubhouse,在去年3月全球爆发疫情之际推出,占尽了天时、地利、人和的优势,用户只有1500人时已迅速崛起成为独角兽。

最离奇的是,像Elon Musk 等科技大咖都为Clubhouse站台,使Clubhouse用户人数在一年后的今天达到 1000万人。它更以40亿美元估值,成为硅谷里的其中一颗耀眼新星。

但是天底下真的有那么容易的事?Clubhouse背后的商业逻辑到底是什么?

不算深交 各自精采

先从Clubhouse两位创始Paul Davison及Rohan Seth谈起,这两位史丹佛毕业生认识了很久,不算深交,却各自精采。

Paul曾经创造了一个让偶遇人们相互辨识所在位置的app,叫“Highlight”。他也创造了另一个叫Shorts的app,让用户可以把自己手机相册内的照片全展示予人;后者后来于2016年获图片分享社媒Pinterest收购。

而Rohan也来头不小,曾在谷歌里任职,也是协助研发谷歌用户定位的工程师。之后Rohan也创造了一个叫Memry Labs的app,让用户可以创造、记录并留住美好回忆。Memry Labs后来也脱售给Opendoor,而Rohan在售出公司后,留任至2019年底才离开。

Paul(左)与Rohan皆是史丹佛毕业生。

直到2011年,Paul与Rohan在共同朋友的聚会场合上重遇,聊起两人过去多年在初创路上的经验,发现彼此有很多共同兴趣与理念。比如两人之前创造的app都跟“联系人们”或者跟社交媒体有关系。

于是两人很快就决定要一起共事,虽然还没有具体头绪要做些什么,但最讽刺的是,两人当时信誓旦旦协议好,不要再做社交媒体app……但最后还是出了个Clubhouse。

用耳朵来社交

原本取名“Talkshow”的Clubhouse,简单来说,就是一个用声音来沟通的社交媒体,跟传统电台最大的差别是,用户之间的互动是即时的,可以马上参与自己感兴趣的任何一间直播间的话题。

用户可以是听众,也可以找个话题开个直播间,马上变成主持人,这种随时可以切换身份的特质“让人人都可开电台”。

Clubhouse只推出iOS版本,并且采用邀请制,意思必须是获得现有用户邀请,新的用户才可加入,这种制造神秘感的手段非常有效,大家都产生好奇心很想了解这个“用耳朵来社交”的新app,到底是什么回事。

于是这种好友邀请好友的方法使Clubhouse以“病毒式传开”,刚刚火红的时候,Clubhouse的邀请代码一度在eBay叫价400美元!

让我们来看看Clubhouse这只崭新独角兽的天时、地利、人和赢在哪里?让它火速靠耳朵就博取了全人类视角,走出了新高度。

天时:百年罕见大疾情

2019新冠肺炎把全世界人类被迫宅在家里,愈发郁闷的时候,突然出现了Clubhouse这么一个新玩意,不管你是穿着睡衣、有没有刷牙洗脸、躺着耍废、在做饭又或者在做运动,都可以随时打开这个音频社媒,随时有人陪,永远不孤单。

这种陪伴的感觉让用户的粘度升高。而且直播间里头的内容录音不留存,直播结束大家就散了,走过却不留痕迹。

地利:手机播音配备功能

如果Clubhouse是10年前推出,会像现今这般成功吗?答案是可能不会。毕竟现今智能手机普遍化、播放器音质大幅提升、手机配备像无线耳机等的广泛度及网速等,都是造就Clubhouse便捷使用的因素。

而且在大家都无法面对面社交时,Clubhouse够单纯直接地只让用户专注而极致去做一件事,就是听与讲,放慢节奏慢慢聊。

在这里无法发照片、无法发即时状态、无法看视频、无法留言、无法发帖子,那用户就好好听吧!

人和:社交货币心态

首先,要靠邀请代码才进到Clubhouse,再加上看到硅谷大咖都出现在直播间,提高了用户想要加入的迫切度。

人的心态在跟上潮流后会觉得有虚荣感,跟名人在同一个直播间觉得自己突然也升级了,这些都可归为社交货币的心态,让大家都想刷一刷这种存在感。

截图自己与名人在同一直播间,再发到面子书,觉得很有面子;自己比朋友先发邀请代码,也觉得很有面子,社交货币产生的荣耀感让人趋之若鹜。

为何大咖爱站台?

话说回来,为何有那么多的科技大咖都爱挤进Clubhouse?难道他们还需要社交货币或荣耀感?而且他们哪有那么容易请到啊?

Clubhouse于2020年3月推出时,用户人数并不多,直到去年底,用户人数为60万人。但在2021年1月,特拉斯创办人Elon Musk及面子书创办人 Mark Zuckerberg却在Clubhouse开起直播间,引起高度注意。

Clubhouse用户人数因此马上飙升,在2021年2月15日,下载用户人数急升至810万;在3月份更增至1000万用户。

幕后神助力

与其探讨Clubhouse为何有本事吸引科技大咖来参与,倒不如看看Clubhouse背后的风险投资公司是谁。

去年5月份,意即Clubhouse才面市了2个月,即在A轮融资中,获得美国知名风险投资公司Andreessen Horowitz  (AH Capital Management)注资1200万美元,当时估值1亿美元。

Andreessen Horowitz 的老板Marc Andreesen(上圖左)和Ben Horowitz来头非常大,很多年前已经活跃于投资涉足流动装备、电玩、社交、电商、教育、云计算、软体即服务(SaaS) 类的初创与成长型公司。

随便捎来成功案例包括面子书、Instagram、 Pinterest…都是知名的啊!

有了Andreessen Horowitz  这样的神助力,不难联想到为何Mark Zuckerberg会出现在Clubhouse。

今年4月份,推特有意向Clubhouse发动收购,唯最终未谈成,较后Clubhouse再启动C轮融资活动。

各路英雄来争锋

各大科技公司眼见Clubhouse火红,当然也密谋在自己的平台上推出类似的音频产品,比如收购谈不成的推特,宣布推出功能相似的Twitter Spaces。

面子书也在4月份推出Hotline App、Spotify推出聊天App “Greenroom” 、Reddit 推出Reddit Talk、Telegram推出语音功能,及Slack已公布也将推出类似功能产品来抢滩。

靠什么活下去?

就算撇开不谈来自竞争对手的挑战,只有一年多岁龄的Clubhouse,也需要多策谋自身的长期竞争力及生命力。当用户不再有新鲜感,Clubhouse靠什么活下去?

Clubhouse最核心的价值是音频,但音频社媒,真的会被人们长期接受吗?

有人会形容Clubhouse是内容社交App,但事实真的如此吗?许多直播间的话题,真的提供了高品质的内容吗?讯息密集度够不够高,也是值得思考的问题。

再来就是,Clubhouse目前对用户的推荐机制更是大有改善空间。

天之骄子还是无疾而终?

Clubhouse的崛起被视为是耳朵经济向眼睛经济发起的一场革命。

那Paul及Rohan可说是幸运儿吗?答案可以或许“是”,也或许“不是”。

在Clubhouse以前,两人在科技路上跌跌又撞撞,20年后才创造了Clubhouse这个爆红的产品。

也许人生就是只等待那么一次对的时机,而之前累积的错误与失败经验,就只为等这么一次成功的机遇。未来挑战重重,Paul及Rohan最后是天之骄子还是无疾而终,且拭目以待吧!

Clubhouse教会我们的事

  1. 强大USP :Clubhouse最强的独特销售主张(USP)就是建立于耳朵,当大部份社交媒体都在“用眼睛”为主要触觉,Clubhouse大胆另辟蹊径,避开红海。
  2. 大佬坐镇:有句话说“technology know how不如technology know who”,意思大概就跟“懂投资不如懂投胎”差不多一样,有风投大佬坐镇,让Clubhouse赢在起跑点,第一炮都已经成功打响,接下来哪会让它凉啊?
  3. 硅谷MVP模式:Clubhouse的模式被分析为硅谷最典型的Minimum Viable Product(最简可行产品)。意即从天使轮融资筹得初始资金,然后先创造一个最简可行产品,经过多轮来来回回测试与迭代,不断优化产品及用户体验,然后再进行融资并扩张。

Living alone VS living with family? Whatever your preference, #YouBelong by EcoWorld has it

A home is a place of respite, comfort and safety. To some, home is where the heart is, where family is. To others, it is a sanctuary where one can truly be and express oneself. In order to truly understand what Malaysians think, EcoWorld collaborated with Newswav to carry out a poll to find out their living preferences.

The poll ran for a week and gathered over 10,000 responses from Newswav users of all walks of life. The results are both insightful and interesting:

  • Prefer to live alone: 14%
  • Like living with their parents: 27%
  • Choose to live alone but close to their parents: 53%

Some respondents even left behind amusing and honest comments:

  • “Alone is the best! Peace and quiet.”
  • “Alone but close enough to my parents so then I can just magically pop up whenever hahaha”
  • “Love my parents but walaowei my father snore[s] damn kau. Stay separately better”
  • “If you stay with your wife[,] better stay alone away from parents/in-laws. They can be near but not same house. Why? #happywifehappylife”

Regardless of your living preference, #YouBelong by EcoWorld has the solution.

duduk by EcoWorld: Urban vertical living with semi-furnished trendy units

The duduk concept entails a 1,000-sqft squarish layout designed to be simple yet modern with the concept of the common living areas. It comes with 3 beds and 2 bathrooms, allowing for maximum use of space so that the bedrooms are large enough to fit queen-sized beds – a rare possibility in most modern apartments. 

duduk units have long and wide balconies that are great for soaking in an evening panoramic view from up high, or for urban gardening enthusiasts. It is a great option for individuals who just started looking for their first home and prefer to live on their own and enjoy their privacy with a beautiful view. Of course, it’s for anyone and any lifestyle.

The price of a duduk unit is very attainable, starting from only RM393,000*. Included in this price are furnishings such as lights, fans, air-conditioning, L-shaped kitchen cabinet and countertop, cooking hob, 2-in-1 washer dryer, water heater and built-in cabinet in the master bedroom.

duduk products are now available at Huni D’ Eco Ardence in Setia Alam and Se.Ruang D’ Eco Sanctuary in south of Kota Kemuning, both of which are located in Selangor.

You can now book online by clicking where you prefer below:

  1. Huni D’ Eco Ardence
  2. Se.Ruang D’ Eco Sanctuary

ErgoHomes: Communal living with passion area and private garden spaces

The ErgoHomes concept involves three to four L-shaped 2-storey units that are joined to encircle their 15 feet private garden spaces, the first of its kind in Malaysia. Each ErgoHomes cluster is literally surrounded by greenery without directly facing the main road, so it is safe for families with kids. 

Units come with large sliding windows to create an airy and bright feel inside. What makes ErgoHomes even more one-of-a-kind is its flexi passion area. Intentionally designed to offer complete flexibility to suit the owner’s personal taste, the flexi passion area can be transformed into any kind of design you like, you can turn it into a yoga area, home office, or anything else depending on your lifestyle. 

The size of the units range from 1,833 to 2,290 sq ft, come with 2 beds and 2 bathrooms and are priced from only RM560,000*. This makes ErgoHomes ideal for those who enjoy living with their parents in the same home. Every member of the family will have plenty of breathing space. You can install a home office at the passion area and your parents can also grow their favorite plants at the side garden. A truly innovative and spacious layout that’s just like a corner unit for a very attainable price!

For very large extended families, ErgoHomes can be an even more attractive choice. Imagine your own family in 1 unit, your parents in another, and your sibling’s family staying in the other. You have your own little close-knit community. Of course, it is still attractive for individuals, young couples and small families who like a spacious living lifestyle with a multipurpose passion area. 

The freehold ErgoHomes is now available at Hazelton @ Eco Forest in Semenyih, Selangor. 

You can now book online by clicking the hyperlink below:

  1.  Hazelton @ Eco Forest 

Co-Home: An urban eden surrounded by vistas and lush gardens

Surrounded by beautiful parks and roundabout treatments, developments under the Co-Home product give residents the sense of community living and the urge to take out their phones to capture some amazing landscapes that EcoWorld has to offer. 

Co-Home units consist of 2-storey terrace houses that have 2 separate and self-contained units – an upper floor and a lower floor. These units are sold separately, which allows them to have dedicated main entrances and their own side-by-side parking spaces. 

According to the poll, the majority like to have their own personal space but still want to remain as close as possible to their parents. For this group of people, EcoWorld’s Co-Home would be perfect. Parents can stay on the ground floor, then the young family can live on the 1st floor. Hence, you will be able to stay and take care of them closely yet enjoy privacy with your spouse and kids. Co-Home is the perfect home for your lovely parents and family.

The built-up is close to 1,000 square feet, each unit consists of 3 bedrooms, 2 bathrooms, 2 side-by-side parking spaces and is priced from only RM368,000*. The Co-Home product is available at Regent Garden @ Eco Grandeur in Klang Valley and Camdon @ Eco Horizon in Penang.

You can now book online by clicking where you prefer below:

  1. Regent Garden @ Eco Grandeur 
  2. Camdon @ Eco Horizon 

What else does #YouBelong by EcoWorld offer?

1. Move-in Ready Units

#YouBelong also offers other residential and commercial products that are completed and ready for purchase in Klang Valley, Johor and Penang. Units are available for immediate move-in upon purchase.

EcoWorld’s townships are developed with its signature DNA (design, nature, art) elements, making them the perfect living environment while meeting the needs of current lifestyles.

2. My EcoWorld Property website for easy online purchasing

With the pandemic still raging, most people prefer to avoid physical contact whenever possible. My EcoWorld Property allows you to compare all the available units and book your homes online. The website also tells you which direction your unit of interest faces, its layout, price, floor, lot status and unit type. 

3. All-in-One EcoWorld Neighbourhood App

This app is designed to give buyers all the conveniences of living in an exclusive EcoWorld township. You can get updates of community events , check-in your visitors through the app and even make bookings for facilities at the clubhouse.

This well thought out application also provides for smart and safe living through EcoWorld My Insurance, where you can choose insurance plans for your home, maid and smart home devices with the convenience of on-the-spot approvals.

4. Business Solutions Via Bina Bersama 2021

Bina Bersama 2021 offers entrepreneurs who purchase or rent a commercial unit at EcoWorld a total of up to RM1,000,000* worth of digital media advertising, putting their businesses on the radar through 7 prominent online media platforms. Collectively, they will be able to reach 5.9 million users!

So what are you waiting for? Offering a home for every need, check out #YouBelong by EcoWorld’s properties at https://ecoworld.my/youbelong/.

*Terms and conditions apply