Chapter 642 Douyin Plan
Gao Wenhui and Wang Haini felt more and more comfortable lying down in Jeju. They usually helped Ms. Yuan Youqin with housework, and when they had time, they would go for a stroll with Feng Nanshu.
Jiang Qin called Feng Nanshu every day to warn him not to study recklessly anymore.
Wang Haini is so scary, she really dares to teach. Feng Nanshu is one of those famous teachers who produce outstanding students, he really dares to come.
Jiang Qin felt that it was acceptable for a good friend to eat and drink for free, but it was a bit unfair to do it when he was drunk.
"Hawangni, you'd better behave yourself in my house and don't teach the little rich woman too many good things!"
"Don't worry, Mr. Jiang. I came to Jeju this time to cultivate my body and mind."
"Don't talk about sex. I can't listen to it."
Feng Nanshu returned the phone with a cold expression: "Jiang Qin, when will you come back to visit me?"
Jiang Qin felt relieved when he heard Feng Nanshu's voice: "Probably at the end of the month, I'll go back before school starts."
July of the summer vacation has passed. The competition in the takeout market has led to the continuous expansion of the business scope of group takeout, while Ele.me is becoming more and more exhausted in coping.
The first is that the financial sponsor does not support them, the second is that they are really passive when being chased and attacked, and the third is that the strategic partners of the Linchuan business group are really everywhere.
Throughout July, more than 200 cities, large and small, were ravaged by hunger.
After the user base in each city was cultivated, group food delivery followed. It seemed to be a step late, but it actually came at the right time.
Zhang Xuhao: I am so damn strong, I have lived another day! During this period, some targeted videos began to be circulated online, such as group-buying takeaway riders playing the piano in the mall, helping users write code, helping the master drive the excavator, helping foreigners order food in English, and helping the DJ play music in the bar, which deeply explained what it means that there are masters among the people.
Then everyone also discovered that every delivery rider who came to deliver food recently had a pair of small yellow ears on his helmet, which looked cute.
Many people will take photos of the group-buying delivery guys they meet and upload them online.
It is this kind of subtle publicity that has gradually made the image of delivery riders become tall and approachable in the minds of consumers.
Even the rate of negative reviews from group delivery riders has dropped to a very low level.
There were some people who wanted to work part-time as food delivery riders but were afraid of being laughed at. However, their concerns were gradually dispelled by this wave of public opinion.
Because everyone knows that the person who delivers food might be a master.
For people in the Internet business circle, what they see is not the food delivery riders, but the unilateral declaration of victory in the competition by group buying.
The battle is indeed still going on, and the speed of decline is getting faster and faster, but the other side has already started to have the leisure to paint Peppa Pig on the barrels of their guns. Isn't it obvious who will win and who will lose?
Group-buying food delivery has shifted its focus to brand promotion and business development, making it clear that it no longer considers Ele.me as a competitor.
And this kind of marketing of "Crouching Tiger, Hidden Dragon" and "Little Ears" really proves that saying once again.
Jiang Qin is the legend in the marketing world.
But Zhang Xuhao's team did not give up. They still wanted to seek financial support and launch a counterattack.
Alibaba is now reluctant to support Ele.me in its non-money-burning operations, mainly because Boss Ma is afraid that the group-buying supply chain will "forcefully borrow money" to expand across the country.
But without Alibaba's support, Ele.me still has a second shareholder, which is Tencent.
So on the day when the dog days of summer came to an end, Zhang Xuhao brought his team to Shenzhen and met with Tencent's investment manager Peng Sheng, hoping to raise more money.
"Mr. Zhang, I can't make the decision on the additional investment. After all, the development of Ele.me in recent times is indeed not optimistic."
"That's because we underestimated the enemy, but we also gained something. At least I have understood Jiang Qin's tactics."
Peng Sheng's mouth twitched: "Group buying, rider subsidy war, market subsidy war, you have underestimated the enemy three times."
Zhang Xuhao showed a sincere expression: "Boss Peng, Hungry can't hold out for a year under the pressure of Pintuan. This is the strength of Hungry. When the group buying war was going on, who was not like Hungry? Who fought Pintuan for such a long time?"
"How about this, Mr. Zhang? I'll go back and ask our boss for instructions and then let you know."
“…”
Zhang Xuhao didn't even make a PPT presentation of the next development plan before he was persuaded to go back by Peng Sheng.
Watching the Hungry Team leave, Peng Sheng grinned, thinking that in the past, only the winners dared to say they had strength, but now it has become that those who persist for a long time are also considered strong...
But the key issue is that it was not because it was hungry that it could not persist for long, but because the policy saved it.
Peng Sheng also attended the last conference in Shanghai. He heard a big shot in charge of market supervision take the stage and make a speech, in which he clearly stated that the Internet is not a lawless place and that anti-monopoly laws and other regulations for the Internet will be introduced as soon as possible.
Otherwise, with the fierceness of Pintuan in chasing and beating Dianping, Lashou, Nuomi and Wowo, it would be difficult for Ele.me to retain a 32% market share.
Mr. Zhang, Mr. Zhang, you have come at the right time.
Peng Sheng threw the paper cup in his hand into the trash can. On the way back, he met Liu Zhongping, the head of Tencent Video. The two looked at each other and nodded to each other.
In fact, when Alibaba suddenly invested in Ele.me and became its largest shareholder, Tencent also had plans to increase its holdings, mainly to compete with Alibaba.
At that time, Ele.me’s market share was on par with Group Buying, and it was very worth investing in.
But later, Ele.me suffered a series of setbacks and the investment was shelved, and the money was taken away by Tencent Video.
After the Internet Development Conference, the entire business community has made sufficient preparations to plan for the 4G era, and Tencent Video is a very important part of this plan.
As we all know, 4G is the era of video. There is a company called iQiyi that has raised 2.8 billion yuan just after entering the angel round. Alibaba is also very interested in Youku, and Tencent certainly cannot fall behind.
With BAT all gathered together in the video track, Peng Sheng couldn't help but wonder whether group buying would also make some moves.
However, when this thought came to his mind, Peng Sheng was immediately shocked.
Are you kidding? How can group buying stand with BAT?
Right…? In fact, Pintuan recently held a video project meeting, but the direction was different from that of the three BAT companies.
The video sections of Zhihu and Tonight’s Headlines have been updated, and a video upload function has been added to the creative background. With the support of incentive funds and traffic, the ecosystem is almost complete.
Without deliberate guidance, the content in the video area is diverse and the quality varies.
In order to attract more traffic, they specially planned some dance videos, featuring people wearing black stockings, Hanfu, JK... The beginning was a sweet attack, setting an example for other creators, and these videos unexpectedly became popular for a while.
This proves that there will never be a threshold for viewing the art of the old perverts.
As the president of Pintuan, Jiang Qin only needs to control the general direction of the company, but he also often goes to the grassroots level to work as an ordinary producer in the dance video group.
He said he likes to get to the front line and mingle with ordinary employees.
"Our videos can only be uploaded for 15 seconds. Is this too restrictive for creators? It feels like nothing can be done with this length."
"Fifteen seconds is enough. What we want is the most eye-catching video content in the shortest time."
Videos uploaded to Zhihu and Jinye Toutiao can only be fifteen seconds long. This is a hard requirement set by Jiang Qin when he officially launched the "Tik Tok Project".
This requirement actually made many employees in the content group confused, because they were used to watching TV series with more than 40 episodes or movies of more than an hour and a half, and they did not understand what kind of commercial value a 15-second short video could generate.
However, there is a creed within group buying that the boss’s decision is always right.
If it's wrong, then there's something wrong with the world.
However, because everyone had a lot of doubts in their minds, and it would not be conducive to the work if someone raised these questions from time to time, Jiang Qin specially organized a 15-second short video discussion meeting.
A very popular movie called "Lost in Thailand" was released this year, with a box office of 1.2 billion yuan. Jiang Qin specially used this movie as a demonstration for them.
"Look carefully, this man is called Xiao Shuai, and he loves to make scallion pancakes..."
“…”
After a while, the employees in the content group blinked their eyes and suddenly realized that the 15-second short video seemed to be able to produce a lot of interesting content.
Jiang Qin sat at the front of the conference room, leaning sideways, and said, "In the next few years, the Internet will become more and more developed, and people will have more and more channels to receive information. Those who cannot capture users in the fastest time will only be eliminated, because the future market will definitely be a battle of time."
"Why did Weibo replace blogs? Because it is short and fast."
"The workplace is getting more and more competitive, and everyone's life is getting more and more busy. How can so many people have time to watch TV series? Therefore, 15 seconds, which allows people to watch a complete short video at the moment of breathing, is our development strategy."
"Think about it, when you happily volunteer to work overtime until late at night, resolutely refuse taxi fares and overtime pay, and then return home feeling very fulfilled, would you still be in the mood to turn on the TV? Watch a TV series until the early morning?"
"No, you will open the short video, happily watch dozens of 15-second videos, and then fall asleep peacefully with a good mood and go to work tomorrow."
"The next day, you get on the subway and can't wait to work for the company, but you can't even watch a movie during this commute. What will you do?"
"Yes, you will choose to open the short video."
"During the two-hour lunch break, you have to eat, go to the toilet, and take a nap. You have to keep yourself alert and continue to do the work you like. What can you do with these fragmented time?"
"Watch TV? Watch a variety show?"
“No, because you can’t finish watching it, so you will still open the short video.”
"Besides, given the nature of the three major operators, even if they say they want to slash data rates, would you be willing to use data to watch a TV series?"
After hearing this, the content group employees sitting in the conference room fell silent.
They understand the principle of short videos, but where can they get jobs that make people full of hope and happiness? Jiang Qin waved his fingers and continued, "Everyone has countless fragmented time for eating, entertainment, or waiting for the goddess to take a shower. This is what we want, because the future of Internet business is not about the number of users, but the time users spend using it."
The content team employee on site picked up a pen and quickly wrote two lines on the notebook.
"Mobile phone memory has become larger, and all kinds of software can be installed. I can use WeChat, Weibo, shop online, and watch videos. So the software that users can open the most is the biggest winner."
“This is the core development concept of the Douyin plan.”
“We will also make medium-length or long videos in the future, but you must remember that the core of Douyin’s plan is always to occupy more users’ time in the name of saving users’ time.”
"The longer users use the app, the more monetization opportunities there are and the greater the commercial value, so we need it to be short but also exciting."
Jiang Qin finished speaking and knocked on the table: "Get to work."
As soon as he finished speaking, all the content team members in charge of the TikTok project stood up, without any more questions.
The period from 2012 to 2014 was a period of rapid development for video websites, with iQiyi being one of the best. However, long videos were meaningless to Jiang Qin.
He needs to be one step ahead, plan out short videos in advance, carefully polish out a mature short video business model, and use traffic to build the entire group buying.
(End of this chapter)
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