社情说 | 她领军豆瓣时间，做最优质的内容付费 Meet Yao Wentan from Douban

本周，我们采访了裸心社很独特的会员——豆瓣副总裁和豆瓣时间的首席制片人姚文坛。作为一名前记者，以及原优酷土豆集团文化中心首席制作人，她对强大文字的力量坚信不疑。她构思的豆瓣时间，是一个精心打磨付费内容的新未来。

We interviewed an unique member - Yao Wentan, who is VP at Douban and Chief Executive Producer of Douban Time. She herself is a deep believer in the power of strong content, as a former journalist and also formerly Youku Tudou’s cultural centre chief producer. Heading the Douban Time project, she envisions a new future where paid content is crafted, curated and concise.

“豆瓣时间是互联网多年进化的精华产物。现在人们愿意为内容付费，可能是为了精选的内容，或是专业知识，甚至仅仅因为喜欢这个老师。”

“Douban Time is the culmination of years of the internet evolution. People are now willing to pay for content; whether it’s because of the curation, the specialised knowledge or just because you just like the teacher.”

豆瓣总部在北京，有一个他们自己的裸心社办公室，空间足以容纳他们300多人的大团队。

Based in Beijing, Douban takes a whole site of naked Hub in Beijing to accommodate their large team of over 300.

互联网一路走来已经获得了长足进展，一些内容比如音乐和电影，过去是免费的，也会一定程度上继续免费。而坐拥海量用户的豆瓣是众多最终走向商业化运作的平台之一。

The internet has come a long way since its early days, particularly in China where content like music and movies has been, and continues to be, freely available. Douban Time is one of a number of platforms that is finally monetising their huge user base.  

豆瓣和裸心社从概念上看是如此相似，都把重心放在社区和互动上。我们都致力于创建杰出的用户体验，鼓励社区合作，关注达成共同利益。

Douban and naked Hub are conceptually similar, with an emphasis on community and interaction. We both focus on creating a great user experience, partly by encouraging the community to both co-operate and focus on common interests.

裸心社的氛围对我们很重要，花在工作上的时间这么多，在一个好环境里工作当然必不可少。

naked Hub’s ambience is also very important for us, we spend so much of our time at work, that it’s incredibly important to be in a good environment.

豆瓣时间是一款付费产品，用户能从不同领域的专家获得优质的互动内容，范围覆盖了心理学，诗歌，小说，历史等等。它定时更新，形式有图文、音频、视频等。不仅内容质量特别高，用户也可以和专家互动，获得全面的体验。我们相信豆瓣时间是很棒的产品，因为它省时、互动性强且高质。

Douban Time is a paid product where users get access to interactive premium content from authorities in their field, from psychology to poetry, to stories to history etc. The content updates regularly, in the forms of articles, audio, videos or a combination of the above. Not only is the content particularly high quality, but users can interact with the content creator for a rounded experience. We believe Douban Time provides a great product because it’s time-saving, interactive and high quality.

围绕着音乐、文学和电影三个核心，豆瓣已经走过12年了。它长期基于UGC（用户生成内容）。开始豆瓣时间，是因为我们看到了PGC(专业生成内容)的需求，这样内容更加有针对性。简单来说，“少即是多”。精挑细选内容后，我们能给社区一个更好更高效的体验。给一个产品付费自然会筛掉一些用户，而用户也会把付费本身作为一种质量筛选。免费的话，用户可能不会那么欣赏这些内容。

Douban has existed for 12 years, around the 3 cores of music, literature and films. It has long been based on UGC (User Generated Content). With Douban Time, we see the need for PGC (Professionally Generated Content) because the content is more targeted. In a phrase, ‘less is more’; by curating and selecting information, we can give our community a better and more efficient experience. Paying for a product will naturally filter out some people, but users see payment itself as a qualifier for quality; they don’t appreciate the product as much if it’s not paid for.

如我们所见，趋势每两年左右便会改变。在现在的PGC趋势之后，我们希望能看见UPGC (用户和专业一起生成内容)。人们时间越来越少，收入越来越高，他们愿意为这种便利买单。最后，这靠海量用户是不够的；更重要的是用户足够忠诚，并且参与其中。

We see trending changes every 2 years or so. After this current trend of PGC, we expect to see UPGC (User & Professionally Generated Content). People are increasingly time poor but cash rich and they’re willing to pay for the convenience. Ultimately, it’s not just about having a large user base; it’s more important that the user base is loyal and engaged.