Top of the Great Era

Chapter 1690 Giant Mentality

Boss Zhou has expressed similar arguments many times on many occasions.

In fact, it means "walking through the narrow gate".

To do things with a threshold, the higher the threshold, the stronger the added value and the stronger the vitality of the industry.

College students are more picky than primary school students, so Helo, derived from Xiaonei.com, has more added value than QQ; the rich are more difficult to serve than the poor, so luxury goods have more vitality than fast-moving consumer goods.

A low threshold will displease some high-net-worth users; a high threshold will reflect the high quality of the product itself.

Like Hulu and Netflix.

Who has a higher threshold?

Of course it is Netflix, because Netflix is ​​only open to paying users, which is equivalent to Netflix actively installing a high threshold for its own products, excluding low-income people.

It's similar to the logic of micro-knowledge.

The higher the product quality, the higher the user loyalty.

Zhou Buqi remembered something, and looked at Guo Pengfei, "By the way, you seem to have told me that the editor-in-chief who had a good start a few years ago was poached, and took a group of top writers to other websites. "

Guo Pengfei smiled, "Yes, it caused a panic. But the time was short, and the market share of the starting point came back. Hmm... It's very similar to your point of view of pursuing long-term value appeal."

Zhou Buqi clapped his hands, "Yes!"

"Qiandian's online novels are subscription-based, and reading itself has a cultural threshold. When Reading Together was first established, it did win over many readers, but most of them were pirated readers who used to join in the fun. Really belong to Qidian Paid readers have not really been lost, which is the main reason why Qidian can continue to support new top-level writers. Without readers, no matter how good the work is, it is useless."

Guo Pengfei was good at summarizing, and immediately connected with Boss Zhou's thoughts.

The literature business department is no longer under his management, but after all, he has managed it for two years and has some understanding.For example, if a new author publishes a book, even if it is well written, it is often difficult for the new work to achieve great success.With the accumulation of readers in the first work, it is easy to explode when it comes to the second work.

And this group of readers are mainly genuine paying readers.

Paying readers have higher loyalty and are more willing to follow the author from old books to new ones. Novels in the "free + advertising" mode earn a lot of advertising fees, but readers' loyalty cannot be cultivated, and the accumulation of previous works will greatly reduce the explosive effect of subsequent works, which is far less direct than paying users.

Zhou Buqi said: "Yes, there is a common sense misunderstanding here. Many people think that high-quality content attracts users, whether it is literary works or film and television works. This is correct, but not comprehensive. There are too many, how to understand this? In order to be successful, high-quality content is not enough, users must support it! In contrast, the pursuit of users plays a greater role than high-quality content. Let’s go to the society to see how many Old artists are alone, but those traffic actors who are famous for their superficial hype have become the protagonists of the industry. Whoever is popular is the star! High-quality content...here refers to the product, whether the product is excellent or not, this is the foundation Conditions are the best efforts we can do. But the most critical factor for success is to see whether users are in pursuit. Of course, we have many psychological marketing methods to achieve this goal, but this is a short-term method and should be used as little as possible. .From a longer-term perspective, it must be to cultivate user loyalty, just like Tom Hanks and Al Pacino.”

Huang Juncai raised his hand, and when he received Zhou Buqi's gaze, he said, "Yes, I agree very much. I have calculated the data of JD.com and Taobao. JD.com's products are more expensive, more profitable, and more loyal." High. Users go to JD.com to place an order and buy whatever they want. It’s very straightforward. When shopping on Taobao, they often have to compare prices on many e-commerce platforms. Users lack loyalty to Taobao, and what they pursue is high quality and low price. If you find a shopping platform with better quality and lower price than Taobao, a large part of users will choose to leave.”

Zhou Buqi gave him a thumbs up, "Definitely!"

Guo Pengfei went on to say: "In the past, many novel websites were free, relying on advertisements to make profits, but they basically didn't work anymore, and they all began to transform towards a paid subscription system."

Zhou Buqi said: "Yes, just like Hulu and Netflix. I'll leave my words here. Everyone will wait and see. Sooner or later, Hulu will also transform and switch to a paid subscription system. It's not that the advertising revenue cannot meet Hulu's operating expenses. , but the free system has flaws in mind and logic.”

Guo Pengfei said: "The higher the fee, the higher the threshold, and the higher the loyalty. But we must balance the fee and loyalty. If the fee is too high, the loyalty is high, but the user base is too small."

Meng Houkun said carelessly: "To put it bluntly, it's human nature's intolerance to stop losses, just like a partner. In a relationship between a man and a woman, whoever pays more will care more about the relationship. If the dog licks constantly..."

Zhou Buqi said: "Shut up!"

Meng Houkun laughed, "I just gave an example."

Zhou Buqi waved his hand, and said seriously: "Okay, that's about it. To sum up, the risk of Internet companies is too great. It's only been a few years, and the three major portals back then are not very good. The changes in this industry are too fast. If Ziwei Star has a longer vitality, it must focus on businesses with long-term value."

Zhang Yiming didn't say much, he was immersed in the business thinking of boss Zhou, and he was basically persuaded, "Indeed, Ziweixing is no longer the stage where it was trying to survive. If you want to have a longer-term plan, you must focus on it. for high-threshold businesses.”

Zhou Buqi said: "Our thinking is unified, whether it is to reduce the degree of competition with Baidu and Penguin in the security product industry, or not to participate in the video website industry. It's not that these industries are bad, but the threshold for free system is too low. Even if If we win the competition, how many more years can we live? I have always wanted to be a video website, but if we want to do it, it must be like Netflix, which is a pure subscription system and refuses to open to free users and refuses all advertisements. 1 per month One yuan can make money without losing money year after year, and it can also be recognized by high-net-worth users.”

"100 yuan..."

This made Zhang Yiming, Guo Pengfei, Ji Zian and others feel a little heartbeat.

This is too exaggerated!

He Yang said solemnly: "We are a worker-peasant system, and the fee of 100 yuan is too oriented to the elite. The United States may do it, but it may cause great criticism in China."

"The country will tacitly allow piracy..." Zhou Buqi waved his hand, "Forget it, let's not mention this for now, anyway, Ziwei Star has no plans to make streaming video in a few years. This time, it is similar to not buying more games. . YY live broadcast must also be free, and it must be open to all classes, with no threshold and no loyalty. It is not impossible to engage in the live broadcast industry of long-form video mode, the premise is the Netflix model, and it must be a fee-based model.”

"Paid live broadcast..." Guo Pengfei was worried, "Paid live broadcast with healthy content, the threshold is high! This mode of live broadcast is mainly for the middle and lower class groups, and at most it is to add some student parties who do not have the pressure of life. Let this group It is almost impossible to spend money to watch regular live broadcasts.”

Zhou Buqi said with a smile: "What are you worried about? It's not really going to be done. In today's meeting, we want to unify our thinking, and then make some commercial assumptions under this thinking structure."

Zhang Yiming said: "Paid live broadcasts are mainly aimed at high-net-worth users. The content of live broadcasts must have high value and professional knowledge."

He Yang added with a smile, "For example, business consultants, business consulting, etc. Many companies in fourth- and fifth-tier cities, because there is a lack of excellent business consulting companies in the local area, may be able to find similar services on the Internet."

Guo Pengfei's eyes lit up.

Zhang Yiming said: "However, such high-net-worth users are usually very busy, and I'm afraid they don't have time to pay attention to the live broadcast regularly."

Guo Pengfei quickly replied: "Then record and broadcast, record the content, put it on the platform, and users can watch it at any time."

Zhou Buqi said with a smile: "The video mode is also unnecessary. This type of users pay attention to knowledge, not the appearance and voice of the host. This can reduce the pressure on the host to appear on the scene, and also allow users to make better use of Fragments of time to gain knowledge."

Zhang Yiming said: "Weizhi can do this. Weizhi has the largest number of professionals and high-net-worth users, and can provide paid questions and answers."

Zhou Buqi hurriedly said: "Don't worry, wait for the market to grow first. Next is the era of our mobile Internet. There are many directions. We can't do everything. We are a media platform with a strong We have to control our own size, so as not to cause unnecessary worries. Just do some high-threshold industries, integrate high-threshold products, and separate out low-threshold products.”

Zhang Yiming added: "A high threshold does not necessarily have to be a high fee, free is also possible. Products based on social relationship chains such as Youyou.com, Helo, and Weibo also have a high threshold. Products that have already formed brands such as search and Xiaonei.com, It's also a high bar."

Zhou Buqi said: "Yes, in short, you can't do some low-end things. If you have them, then share them out. For example, Youku, you have to spend money to do it. The brutal and rough style of play is meaningless. Even if If it is done, it will also cause a huge waste of funds and the jealousy of others. It is better to distribute it and let investors' funds do it. We must focus on high-net-worth and high-value-added businesses."

After a pause, he continued: "The squirrel wants to cross the river by stepping on stones. It stepped on a stone, and then looked left and right to find the next stone. If it was a man, he would just walk on the bridge. If it was a giant, he wouldn't care at all." Whether it’s a bridge or a stone, it doesn’t matter how you walk, just step over it with one foot. To become a giant, Ziweixing must first have the mentality of a giant. In the era of mobile Internet, there are many stones, and we must firmly set a bigger goal , don’t be blinded by the flowers.”

(End of this chapter)