Top of the Great Era
Chapter 2278 The Empire That Never Falls
Chapter 2278 The Empire That Never Falls
Zhou Buqi called so many executives to Los Angeles, not to let everyone study movies.Instead, it takes the film industry as an entry point to explain a traffic gameplay that should be developed in the era of mobile Internet.
Especially at the moment when Helo launched Moments, Ziwei Star International and Facebook are going to compete head-on.
The main profit model of this social platform is advertising.
First, the product attracts users, and then advertisers place advertisements, so that these users can pay attention to their own products.
What products are advertisers favoring?
Large user scale is not the core element, the most important thing is high activity.
One product has a user base of 1 million, but its daily activity is only 10; the other product has a user base of 1000 million, but its daily activity has reached 50.
From the perspective of advertising effect, it is obvious that the latter has more advantages.
If the DAU is low, it means that the attractiveness of the product is declining, and users are gradually moving away; if the DAU is high, it means that the product is very attractive and is deeply loved by users.
For products that are deeply loved by users, the advertisements in the products will of course have a better promotion effect.
In the concept of "daily activities", there are also finer divisions.
For example, some products are used for an average of 3 hours a day, while others are only 30 minutes; users of some products have to open them 10 times a day, while others only open them once a day.
The longer the product is used and the more frequently it is opened, the more it is loved by users.
If users love it, advertisers will love it even more.
Behind these concepts is actually "flow".
Which product has more traffic means that users prefer it, which means that it can compete for more advertisers.The competition between Ziweixing International and Facebook is, in the final analysis, a competition for traffic and a competition for advertisers.
One of the most important reasons for Yahoo's decline in recent years is that advertisers have all run away, and they have all gone to Google and Facebook to advertise.
From the perspective of user scale, Yahoo is actually similar to Facebook in North America, but the frequency is too low, which means that the traffic is too low.
Many Facebook users, who may log in a dozen times a day, revel in the constant interaction with their friends.Yahoo does not have such a function. There are only so many Yahoo news. After reading it, you will finish it. There is no need to visit it.
Therefore, there are three core ideas for transforming Yahoo: first, start with users and transform Yahoo into a popular product; "Endless", no matter how you look at it, you can't finish it; third, start with the recommendation mechanism, you can't arrange news by timeline, and always recommend news or old news that you haven't seen to the user.
Therefore, you can come up with the core ideas in an outline.
Zhou Buqi said: "How to make our products surpass Facebook in terms of traffic? While attracting more users, we must also allow those existing users to increase the frequency of product use. For mobile products, the largest traffic often comes from fragmented time .In this limited fragmented time, we should try our best to let users open and use our products instead of other people's products."
Everyone is sitting in Fandango's conference center.
a bit small.
With the air conditioner turned on, everyone sat in a circle casually, which seemed relatively leisurely.
The topics that can be discussed are not idle at all.
Zheng Xiaoli was a little newborn when she first arrived, and she took the initiative to speak, "For mobile products, whoever can grasp the fragmented time can stand out. In the fragmented time, it is impossible for users to watch a 2-hour movie on Netflix. It is also impossible to play a big game for an hour. There must be more detailed content. For example, watch the news for a while, watch a short video of 1-2 minutes, play a small relaxing game for a while, and browse Moments , or reply to a few friends’ messages.”
Lu Qi agreed deeply, and nodded, "Actually, it's not just a mobile product. Facebook can make such a large scale in just a few years and successfully go public, essentially because it has seized the fragmented time on the PC side. use."
"That's right!"
Zhou Buqi is a friend of the network, and he knows what's going on.
In the past PC era, surfing the Internet was a relatively difficult thing to do.If you want to surf the Internet, you have to dedicate a few hours of free time.
It is almost impossible to surf the Internet for 5 minutes and then get off the plane.
So on the computer side, you can make some long-term application products, such as 3A large-scale games, such as streaming media platforms such as Netflix.
Friends.com and Facebook have broken this barrier, grasping the "fragmented time" in the PC Internet era.
In the early days of Friends.com, the main users were college students, white-collar workers and civil servants.
why?
Not only the content orientation of these products, but also the concept of using fragmented time.
Many young people go to Internet cafes when they go online.
Paid to surf the Internet, time is tight and tasks are urgent, so you have to hurry up and get down to business.
College students, white-collar workers, and civil servants are different. They can surf the Internet in their dormitories and offices, and usually have their own affairs, such as studying, working, or drinking tea, reading newspapers, and chatting.
Just be busy with whatever you should be busy with.
When you have some free time, go to Moments.com to see what your friends are up to, or steal some food in "Happy Farm" and simply interact, it won't take too long.
Then, take time to get down to business.
In this way, you can spend the main time on business, and spend some fragmented time on platforms such as Friends.com and Facebook.
Grasping the entry point of fragmented time, the traffic suddenly increased.
Yahoo can't keep up with the times, and it's just falling behind in this respect.
When many users visit Yahoo, they usually set aside about 10-20 minutes to browse through all the news today.Once you've seen it, it's over.
After watching for 20 minutes, I visited Yahoo once in total.
If it’s fragmented time, even if you don’t introduce third-party news sources and only watch Yahoo’s self-operated news, users will watch it for 2 minutes at a time, and then go to do other things; Already... by the time I've gone through all the news, maybe 2 visits to Yahoo.
This traffic has been greatly improved.
And every flow means income!
When you open Yahoo once, you can only see Yahoo’s main advertisement once, which is not very impressive; if you open Yahoo 1 times, you can see Yahoo’s main advertisement 1 times, and the impression can be continuously deepened, and the advertising effect will come out. .
Zhou Buqi went on to say: "The reason why Facebook can surpass Yahoo is because it has seized the entry point of fragmented time. Another reason is that Facebook is richer than Yahoo."
Lu Qi agreed with this too much, "Yes, there must be richer services. Facebook is not only a social platform, they also have an open Facebook platform. On this open platform, users can play games, watch videos, and even Watch the news here. Many young users go to the news channel of Facebook’s open platform to watch the news, which further squeezes Yahoo’s space.”
Zhou Buqi said: "Let's not talk about other products, we must make Helo a super app! If Helo is just an ordinary social app, it will be eliminated by the market sooner or later. Only relying on user relationship, we can't develop it for a long time. To continue the vitality of a social product, there must be more strongly bound supporting services.”
This is the foresight.
Such as QQ.
Many people have all their social networks on QQ, but later on, many people gradually stopped using QQ.Even from the perspective of traffic, QQ's traffic is not as good as Taobao.
Because of the emergence of a more powerful social product - WeChat.
WeChat is not just a social product.
Users can do whatever they want through WeChat, which greatly improves the activity of WeChat.
Take WeChat payment for example, many people can stop chatting or socializing online. After a long time, he may give up WeChat.However, he always has to go offline to the mall to go shopping in the supermarket, right?You must use WeChat Pay.In this way, he will be bound as a WeChat user almost forever.
This is the strongest competitiveness.
If any similar social apps appear in the future, it is not a one-dimensional product at all. How can it compete with WeChat?
In the previous life, in the social field of overseas markets, many social products appeared.
All kinds are welcome.
The very important reason is that the dimensions of these products are relatively low, and they only focus on social interaction.There are so many forms of social interaction, and everyone is working hard on their own territory.
In fact, the essence of social interaction is the same.
It is to connect people with each other through an Internet product.
The new social products are more interesting, and the old social products are replaced.On the one hand, this is the lack of innovation of the old social products, and on the other hand, it also shows that the moat of the product itself is not enough.
It's easy to make a social product.
A small team of a few people can do it.
But if you want to make a super app, the collaboration of hundreds of people is not enough. It may be a super large team of thousands of people.This must be a technology giant to have such strength.
For example, Ziweixing International wants to transform the film industry and introduce it into Helo, which is equivalent to importing all the traffic of the film industry into Helo.
This kind of big event is not something that small companies and small entrepreneurial teams can do.
If a small company wants to do it but is unable to do it, it will be the biggest product moat of a big company's super app.
This set of concepts was developed domestically.
Later, Silicon Valley giants followed suit, such as Facebook. In order to achieve this goal, they integrated Instagram and even fired all the members of Instagram’s entrepreneurial team.The so-called metaverse also integrates all Facebook's products into one super app.
South Korea's kakao is completely copying the domestic model.
Including Musk's acquisition of Twitter, the reason why he is so motivated is that he wants to transform Twitter, imitate some domestic super app ideas, and make Twitter a super app.
Only a super app is an unstoppable empire.
(End of this chapter)
Zhou Buqi called so many executives to Los Angeles, not to let everyone study movies.Instead, it takes the film industry as an entry point to explain a traffic gameplay that should be developed in the era of mobile Internet.
Especially at the moment when Helo launched Moments, Ziwei Star International and Facebook are going to compete head-on.
The main profit model of this social platform is advertising.
First, the product attracts users, and then advertisers place advertisements, so that these users can pay attention to their own products.
What products are advertisers favoring?
Large user scale is not the core element, the most important thing is high activity.
One product has a user base of 1 million, but its daily activity is only 10; the other product has a user base of 1000 million, but its daily activity has reached 50.
From the perspective of advertising effect, it is obvious that the latter has more advantages.
If the DAU is low, it means that the attractiveness of the product is declining, and users are gradually moving away; if the DAU is high, it means that the product is very attractive and is deeply loved by users.
For products that are deeply loved by users, the advertisements in the products will of course have a better promotion effect.
In the concept of "daily activities", there are also finer divisions.
For example, some products are used for an average of 3 hours a day, while others are only 30 minutes; users of some products have to open them 10 times a day, while others only open them once a day.
The longer the product is used and the more frequently it is opened, the more it is loved by users.
If users love it, advertisers will love it even more.
Behind these concepts is actually "flow".
Which product has more traffic means that users prefer it, which means that it can compete for more advertisers.The competition between Ziweixing International and Facebook is, in the final analysis, a competition for traffic and a competition for advertisers.
One of the most important reasons for Yahoo's decline in recent years is that advertisers have all run away, and they have all gone to Google and Facebook to advertise.
From the perspective of user scale, Yahoo is actually similar to Facebook in North America, but the frequency is too low, which means that the traffic is too low.
Many Facebook users, who may log in a dozen times a day, revel in the constant interaction with their friends.Yahoo does not have such a function. There are only so many Yahoo news. After reading it, you will finish it. There is no need to visit it.
Therefore, there are three core ideas for transforming Yahoo: first, start with users and transform Yahoo into a popular product; "Endless", no matter how you look at it, you can't finish it; third, start with the recommendation mechanism, you can't arrange news by timeline, and always recommend news or old news that you haven't seen to the user.
Therefore, you can come up with the core ideas in an outline.
Zhou Buqi said: "How to make our products surpass Facebook in terms of traffic? While attracting more users, we must also allow those existing users to increase the frequency of product use. For mobile products, the largest traffic often comes from fragmented time .In this limited fragmented time, we should try our best to let users open and use our products instead of other people's products."
Everyone is sitting in Fandango's conference center.
a bit small.
With the air conditioner turned on, everyone sat in a circle casually, which seemed relatively leisurely.
The topics that can be discussed are not idle at all.
Zheng Xiaoli was a little newborn when she first arrived, and she took the initiative to speak, "For mobile products, whoever can grasp the fragmented time can stand out. In the fragmented time, it is impossible for users to watch a 2-hour movie on Netflix. It is also impossible to play a big game for an hour. There must be more detailed content. For example, watch the news for a while, watch a short video of 1-2 minutes, play a small relaxing game for a while, and browse Moments , or reply to a few friends’ messages.”
Lu Qi agreed deeply, and nodded, "Actually, it's not just a mobile product. Facebook can make such a large scale in just a few years and successfully go public, essentially because it has seized the fragmented time on the PC side. use."
"That's right!"
Zhou Buqi is a friend of the network, and he knows what's going on.
In the past PC era, surfing the Internet was a relatively difficult thing to do.If you want to surf the Internet, you have to dedicate a few hours of free time.
It is almost impossible to surf the Internet for 5 minutes and then get off the plane.
So on the computer side, you can make some long-term application products, such as 3A large-scale games, such as streaming media platforms such as Netflix.
Friends.com and Facebook have broken this barrier, grasping the "fragmented time" in the PC Internet era.
In the early days of Friends.com, the main users were college students, white-collar workers and civil servants.
why?
Not only the content orientation of these products, but also the concept of using fragmented time.
Many young people go to Internet cafes when they go online.
Paid to surf the Internet, time is tight and tasks are urgent, so you have to hurry up and get down to business.
College students, white-collar workers, and civil servants are different. They can surf the Internet in their dormitories and offices, and usually have their own affairs, such as studying, working, or drinking tea, reading newspapers, and chatting.
Just be busy with whatever you should be busy with.
When you have some free time, go to Moments.com to see what your friends are up to, or steal some food in "Happy Farm" and simply interact, it won't take too long.
Then, take time to get down to business.
In this way, you can spend the main time on business, and spend some fragmented time on platforms such as Friends.com and Facebook.
Grasping the entry point of fragmented time, the traffic suddenly increased.
Yahoo can't keep up with the times, and it's just falling behind in this respect.
When many users visit Yahoo, they usually set aside about 10-20 minutes to browse through all the news today.Once you've seen it, it's over.
After watching for 20 minutes, I visited Yahoo once in total.
If it’s fragmented time, even if you don’t introduce third-party news sources and only watch Yahoo’s self-operated news, users will watch it for 2 minutes at a time, and then go to do other things; Already... by the time I've gone through all the news, maybe 2 visits to Yahoo.
This traffic has been greatly improved.
And every flow means income!
When you open Yahoo once, you can only see Yahoo’s main advertisement once, which is not very impressive; if you open Yahoo 1 times, you can see Yahoo’s main advertisement 1 times, and the impression can be continuously deepened, and the advertising effect will come out. .
Zhou Buqi went on to say: "The reason why Facebook can surpass Yahoo is because it has seized the entry point of fragmented time. Another reason is that Facebook is richer than Yahoo."
Lu Qi agreed with this too much, "Yes, there must be richer services. Facebook is not only a social platform, they also have an open Facebook platform. On this open platform, users can play games, watch videos, and even Watch the news here. Many young users go to the news channel of Facebook’s open platform to watch the news, which further squeezes Yahoo’s space.”
Zhou Buqi said: "Let's not talk about other products, we must make Helo a super app! If Helo is just an ordinary social app, it will be eliminated by the market sooner or later. Only relying on user relationship, we can't develop it for a long time. To continue the vitality of a social product, there must be more strongly bound supporting services.”
This is the foresight.
Such as QQ.
Many people have all their social networks on QQ, but later on, many people gradually stopped using QQ.Even from the perspective of traffic, QQ's traffic is not as good as Taobao.
Because of the emergence of a more powerful social product - WeChat.
WeChat is not just a social product.
Users can do whatever they want through WeChat, which greatly improves the activity of WeChat.
Take WeChat payment for example, many people can stop chatting or socializing online. After a long time, he may give up WeChat.However, he always has to go offline to the mall to go shopping in the supermarket, right?You must use WeChat Pay.In this way, he will be bound as a WeChat user almost forever.
This is the strongest competitiveness.
If any similar social apps appear in the future, it is not a one-dimensional product at all. How can it compete with WeChat?
In the previous life, in the social field of overseas markets, many social products appeared.
All kinds are welcome.
The very important reason is that the dimensions of these products are relatively low, and they only focus on social interaction.There are so many forms of social interaction, and everyone is working hard on their own territory.
In fact, the essence of social interaction is the same.
It is to connect people with each other through an Internet product.
The new social products are more interesting, and the old social products are replaced.On the one hand, this is the lack of innovation of the old social products, and on the other hand, it also shows that the moat of the product itself is not enough.
It's easy to make a social product.
A small team of a few people can do it.
But if you want to make a super app, the collaboration of hundreds of people is not enough. It may be a super large team of thousands of people.This must be a technology giant to have such strength.
For example, Ziweixing International wants to transform the film industry and introduce it into Helo, which is equivalent to importing all the traffic of the film industry into Helo.
This kind of big event is not something that small companies and small entrepreneurial teams can do.
If a small company wants to do it but is unable to do it, it will be the biggest product moat of a big company's super app.
This set of concepts was developed domestically.
Later, Silicon Valley giants followed suit, such as Facebook. In order to achieve this goal, they integrated Instagram and even fired all the members of Instagram’s entrepreneurial team.The so-called metaverse also integrates all Facebook's products into one super app.
South Korea's kakao is completely copying the domestic model.
Including Musk's acquisition of Twitter, the reason why he is so motivated is that he wants to transform Twitter, imitate some domestic super app ideas, and make Twitter a super app.
Only a super app is an unstoppable empire.
(End of this chapter)
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