“CHAO”的命名可以理解为“草”，即种草、分享好物的社区。也可以理解为“潮”，已有的内容中包含大量潮流单品的分享，整体风格偏时尚。
The name "CHAO" can be understood as "草"(“cao”in Chinese, means grass in English), that is, a community that celebrities or influencers endorsement of the product and sharing good things. "CHAO" can also be understood as "潮"("Chao" in Chinese, means fashion/trendy), the existing content contains a large number of trendy items in posts, designed in chic style.
跳脱出单纯的种草，CHAO试图建造泛生活方式的分享社区，并以真实的UGC内容营造信任感，为后续的KOL带货做准备。
Regardless of the regular promotions ("Zhong Cao", celebrities or influencers endorsement of the product), CHAO tries to build a community that shares different ways of life and builds trust with real UGC content to prepare for the next KOL.
在为包罗万象的问题提供答案之后，知乎开始为男性用户种草了。
After providing answers to all-encompassing questions, the China Quora "Zhi Hu" began to "Zhong Cao" for its dominant male users.
近日，《新商业情报NBT》（微信公众号ID：newbusinesstrend）发现知乎正在内测男性种草社区“CHAO”。目前，用户尚无法在苹果App Store中通过搜索“CHAO”找到该应用，而是需要搜索“男性种草社区”。另据36氪报道，知乎在站内根据用户使用行为投放了少量定向广告，以供*载下**。知乎方面向36氪证实，该产品目前处于小范围内测阶段。
Recently, "New Business Trend NBT" found that the "Zhong Cao"community "CHAO" is under inner-test. Currently, users can't find the app by searching for "CHAO" in the Apple App Store, but instead need to search for “男性种草社区”（search words of "men's Zhong Cao community"). According to the 36Kr report, a small number of advertisements were placed for download direction within Zhi Hu app based on user's usage behavior. Zhi Huconfirmed that the product is currently in a small-scale internal testing phase.
强生活气息
Strong Vidality of Life
App Store中的应用介绍显示，目前的帖子由“推荐”和“生活”两部分组成，推荐页面中包括好物推荐、潮品及数码产品测评，包含智能音箱、Gopro、潮鞋等。
The app introduction in the App Store shows that the current post consists of two parts:“Recommendation” and “Lifestyle”. The Recommendation page includes products recommendation, trendy products and digital product reviews, including smart speakers, Gopro,and sneakers etc. .
如果说这是男性社区的常规配置，具有浓厚生活气息的“生活”部分则是CHAO的特色。在tab栏的生活方式、吃喝玩乐页面中，能看到大量撸猫、旅游、健身、聚会等生活化场景。
If this is the normal configuration of a men's community, the "life" part with a strong sense of vidality is CHAO's tag. In the lifestyle, gourmets, dinning out and entertainment pages from the tab bar, you can see a lot of interesting scenes such as cats, travel, fitness, and parties.
该产品的形态与小红书类似，同样采取信息流模式，分享方式包括图片和视频。用户可以在图片中标记物品、位置以及添加贴纸。点开单个内容后，还可以刷出更多内容。新刷出的内容并不全部来自相同品类。比如，“随手拍新年”标签的内容下，相继出现了穿搭和音箱测评的帖子。
The form of the product is similar to that of RED, and the information flow mode is also adopted. The sharing methods include pictures and videos. Users can tag items, locations, and add stickers in images. After you click on a single item, you can also brush out more. The new content is not all from the same category. For example, under the content of the label"随手拍新年" (“shooting for new year”), there have been posts of outfits and reviews of audios.
知乎并不满足于只把CHAO做成男性种草社区，而是丰富的日常生活，这也是小红书正在努力的方向。
Zhi Hu is not satisfied with only making CHAO a men'scommunity, but a book of life guide, this is also the direction that RED is working for；despite of the fact that, RED was precisely positioned in "beauty community" and extends its community scale gradually to a "virtual city".
知乎之所以选择男性社区切入，做成“男生版小红书”，或许与男性消费市场的崛起有关。近年来，随着男性网民经济实力的提升，以及自我认知和消费观念的变化，男性在电商上的消费力逐渐得到证明。
Zhi Hu's choice in men's community shows its determination of cutting a pie from RED's market, by providing a men's version of RED, or, perhaps which is related to the rise of the men's consumer market. In recent years, with the improvement of the economic strength of male netizens and the changes in self-cognition and consumption concepts, the consumption power of men in e-commerce has gradually been proved.
虽然如此，此前市场上却缺乏集购物和种草为一体的男性消费平台。
Despite of this, there was a lack of men's consumption platforms that included both functions of shopping and “Zhong Cao” in the market.
除了小红书，类似的app还有虎扑出品的毒和识货，虽然在潮鞋、数码用品、玩具等品类上表现良好，但这在很大程度上出自虎扑社区的特性和品牌背书，在其他品类上则不见扩展；试图发展社区的电商平台XY，虽然辟出单独的“晒物”页面，也并没有积累足够的社区热度，即使是平台推荐的热门用户，晒物量也只有20个左右。
Besides RED, another 2 mainstream community (and for men) are Poizon and Shihuo under Hupu group; although they performed well in the categories of shoes, digital products, toys, etc., but this is largely due to the characteristics and brand endorsement of Hupu community, but not in other categories. The community's e-commerce platform XY, although creating a separate "晒物"(users share what they bought) page, did not creat any big noise, even the most polupar recommended users by the platform, the amount of their "晒物"sharings exposure were only about 20.
这或许是CHAO尚未上马电商业务的原因。在国内男性社区电商平台还不完全成熟的情况下，做到内容社区和电商业务的结合，是CHAO很快要面临的问题。对于问答社区出身的知乎来说，真正的挑战可能正在于此。
CHAO has not yet launched any e-commerce business. In the case that the domestic men’s community e-commerce platform is not fully mature, the combination of content community and e-commerce business is a problem that CHAO will soon face. For Zhihu, a Q&A community, the real challenge may be here.
Please excuse us for inappropriate wording due to English is not mother language.
To contact us, please email: enquiry@findingsyeah.com