return to bolang life

Chapter 171 I will give you this market, you have a share

In June, the south of Lingnan has basically entered the summer climate.

The weekend of doing nothing is somewhat hot and boring.

The entanglement between the two Weibo platforms and Xiaochengshu "lived up to expectations" emerged, which made netizens very happy.

Xiaochengshu's simple but domineering response ignited the emotions of many netizens.

Some good netizens sorted out the information one after another and participated in one discussion after another.

Soon, a lot of statistical data with reference value appeared on the major social platforms one after another.

For example: A certain good thing’s technical master counts the traffic of a certain period of time, and finds that compared with the data of a third-party traffic statistics website, the number of visits to Sina Weibo has dropped by 38% compared with the same period yesterday!

For example: Compared with yesterday, there is a huge gap between the number of newly posted posts on Sina Weibo and the actual retained data.

For example: the traffic of Xiaochengshu increased by 21% year-on-year!

Some popular discussions will inevitably be on the Xiaocheng Book Hot List.

The quickest to occupy the space are some simple comments.

"Little Orange Book doesn't seem to be doing anything, but I actually feel like I can't keep up with eating melons?!"

"Add me one! Earlier, we were discussing whether the two Weibo platforms would jointly target Xiaochengshu. A few minutes ago, I saw Xiaochengshu break 1 million. Now everyone is saying 'I'm going to eat shit', and I'm dumbfounded. "

"Don't worry, squat @晚风如云, and squat @一海沙砖."

"..."

Soon, the active ID named by @call came out by itself

Yihai Sand Sculpture: "Thank you for the invitation, I will leave the analysis to @晚风相云, and I will sort out the process in chronological order:
Sina Weibo promotes a more comprehensive starlight plan, intending to erode the market share of Xiaochengshu's advertising business;
Goose Factory Weibo, which is not developing smoothly, stepped forward to help;

Xiaochengshu officially announced that the number of registered users has exceeded 2 million (I think this has something to do with the various actions of the Weibo platform);
Xiaochengshu issued a community announcement for all users. In order to protect the online property security of each user, it temporarily blocked the discussion content related to Weibo——

(There is nothing wrong with this, the 1 million support plan of Weibo is still vivid in my memory, and Xiaocheng Pay has only been launched, so it is a necessary concern);
According to incomplete statistics, after Xiaochengshu temporarily technically blocked related content on Weibo, the traffic on Weibo plummeted.

above. "

Genius girl Xiaoqi: "Just in time for this round of melons, I can only say that it's a beautiful job, and it's a bit interesting."

The evening wind is like a cloud: "Thank you for inviting @一海沙砖, hospitality is hard to come by, a brief analysis;
Summarize the process in one sentence first, and finally waited until the day when Xiaochengshu can also block traffic, and it did not disappoint.

According to my analysis, at present, if the two Weibo platforms are combined to compete with Xiaochengshu, the outcome should be [-]-[-].

Xiaochengshu has already won two points in the first hand, and has the qualifications to crush it. The times have really changed.

Everything else is repeating the same old tune, so I won’t say more. Please refer to my comprehensive analysis of the last article. "

Jiu Ai: "I just want to say one thing, Weibo doesn't work either."

……

For the first time, Xiaochengshu implemented the blocking strategy through technical means, and the effect was outstanding.

Even Li Ze was taken aback.

Soon, soon he shared the good news with Wen Liang and others online.

I used the work group chat function of the internal beta version of Xiaochengshu that has not yet been officially released.

Aze: "Look, look, I can feel the comfort and elegance of those big Internet companies that easily dominate the public opinion. It's so cool, Weibo traffic has dropped by 38%!!!"

Xiao Chen'er: "No wonder big factories use this trick."

Old Tang: "The limit of traffic is here, and it is a competing product. If there is one less entrance, there will be a lot less. People are lazy."

Bowen: "The effect is too good, I don't know what Mr. Jia thinks."

"..."

Everyone had a heated discussion, and Wen Liang also interjected: "Mr. Ze, if you have time, you can call Mr. Jia to see if you need anything."

Ze: "Put some smoke bombs?"

Li Ze quickly understood what Wen Liang meant.

With the influence and scale of Bolang's products in the Internet industry today, not to mention Wen Liang, everyone has the confidence to communicate directly with CEOs of peer companies.

This communication is not necessarily unnecessary.

It is not bad for both sides to set off smoke bombs between high-level officials and release some true and false signals.

After all... soldiers never tire of cheating.

In fact, if Bolang didn't have a short development time, didn't attend industry summits, and didn't raise funds, there should have been various communications.

Anyway, unless it is a larger BAT, or the business is too core, even competing products do not exclude communication.

A ready-made example, WeChat still regards Xiao Chengshu as a deadly enemy, and Liu Chiping still takes the initiative to talk to Wen Liang.

……

Soon, Li Ze contacted Mr. Jia.

Although Bolang's executives have very little communication with their counterparts, it is still very easy to get a phone number.

As soon as the call was connected, Li Ze announced his name with a smile: "Hello, Mr. Wang, I am Bolang Li Ze."

"Mr. Li, Mr. Li." Mr. Jia also responded with a smile.

Li Ze's greeting skills have improved again in this February, he exchanged greetings in a slow and unhurried manner.

Half a day later, Li Zecai said, "Did Weibo have some other ideas for making such a big move this time?"

Mr. Jia grinned and responded: "There is nothing, we just hope that Xiaochengshu can let it go."

"I'm just kidding, isn't that true? We are a small family and a small business, and we really need Weibo to be proud of you." Li Ze said with a helpless look.

Before Mr. Jia answered, Li Ze said again; "Isn't the 2 million support fund a bit exaggerated, why don't we each take a step back, peaceful development and prosperity."

Mr. Jia believed in a ghost, and first agreed with all his mouth: "It's okay."

Then he said bluntly: "Then you, Little Orange Book, should withdraw that temporary technical protection first."

Li Ze made a haha: "I have to ask Mr. Wang to forgive me, Xiaocheng Payment has just been launched, so I'm afraid of loopholes."

"We are walking too fast, and now we are really stretched. Take it easy, Mr. Wang."

Mr. Jia also quickly complained: "We are under a lot of pressure, you are chasing too fast, I also want to slow down, because I am afraid that the slowdown will disappear."

Li Ze also said: "User advertising is not easy to do, and we have only developed a few thousand active brand partners so far."

"Take your time, don't worry." Mr. Jia laughed.

The two played Tai Chi for a long time.

But both parties are very clear about what they said on the phone, first of all, they are all farting, and second, they have to pay attention.

This is the routine of true and false, and there are indeed some real news in it, and it may be more important.

If it's all farting, it's really possible to miss the point.

Anyway, this phone call made Li Ze understand that Weibo must be done, and the motivation behind it is greater than he imagined.

……

Mr. Jia has even more headaches.

He really felt that the times had really changed.

Whether it is Xiaochengshu's traffic blocking that directly affects the dominance shown by Weibo's visits, or Bolang Li Ze directly contacting himself now, it is a testament to the words "times have changed".

"Everyone thought that Bo Lang would die of old age and not communicate with the outside world, so they came to set smoke bombs on me."

"It's difficult, don't you think that Bo Lang's riding all the horses in the past was just pretending?"

"Bolang refused to take the initiative to invest three times in a row, and even the goose factory also analyzed that Wen Liang regarded capital as a scourge..."

"Wonderful, don't you have strong confidence in the company's development?"

"Last month, international capital believed that the valuation of Bolang was in the range of 17 to 19 billion US dollars. Now that the registered users of Xiaochengshu have exceeded 2 million, the threat has been greatly enhanced. It is estimated that it will be raised again. I am afraid that it will be higher than the valuation of more than two months ago. One more 0!"

"Fuck!"

Thoughts flashed in Mr. Jia's mind, and he had more and more bad premonitions.

From this point of view, the call Li Zeyi Wen Liang arranged to make had achieved the desired effect.

Because Mr. Jia has to think more now.

Sometimes thinking too much can be harmful.

…………

On Monday morning, Wen Liang went to school for a class, and arrived at the company before 10 o'clock.

Soon, Wen Liang initiated a regular meeting.

All department managers attended the meeting.

Including Wen Liang, there are more than 20 people.

Wen Liang has always been a person who doesn't talk too much, glanced at the audience, and said straight to the point: "Everyone should have heard about what happened yesterday."

Everyone present basically nodded.

Wen Liang also said: "There is a conflict of interests between Xiaochengshu and the two Weibo platforms, and there is no need to find any reason."

Speaking of this, Wen Liang paused for a moment, and raised his right index finger: "One request, I need Weibo to decline from the root."

As soon as the voice fell, there was a little commotion in the meeting room.

Everyone was a little surprised by Wen Liang's sudden firm attitude.

But there is always a quick recovery.

For example, Li Xia quickly caught up with the train of thought and echoed: "The efforts of Weibo last month did not have an actual impact on Xiaochengshu, and the number of users of Xiaochengshu still increased significantly. Weibo is in decline.”

After Li Xia spoke first, everyone contributed their ideas one after another.

Soon, an oral draft was formed.

There are opinions from the perspectives of operation, operation and maintenance, public relations, legal affairs, products, and R&D.

Wen Liang made the decision directly: "Lizhu will submit the draft to me as soon as possible, and that's it."

After finishing speaking, Wen Liang left the meeting room first.

After the direction has been arranged, the work of guiding is done, and the rest is naturally left to everyone.

……

With the existing background of Xiaochengshu, it is not impossible for Weibo to decline.

When Wen Liang made the decision to force Weibo to decline in the near future, most of the preliminary plans formed last Friday were cancelled.

In the afternoon of the same day, Xiaocheng Shujian officially announced that 101 big V users with 20 followers on Weibo have collectively settled in Xiaochengshu and signed contracts as brand partners.

Simultaneously publicized that the negotiation volume of Xiaochengshu's self-built advertising trading platform exceeded 10 billion.

The former is part of the achievements of Li Ze and the others in May. At that time, they said that they would hollow out Weibo's core non-entertainment star users, and they were not aimless.

It's just that there are too many Weibo big Vs with more than 10 followers, and the line with 20 followers is very interesting, so I chose this way.

However, if we go back to the source, it is not what happened in May, but what happened at the end of last year.

The latter is to further demonstrate the prosperity of Xiao Orange Book's advertising ecology.

These two pieces of news were generally interpreted by the outside world as Xiaochengshu's direct slap in the face of Weibo's 2 million incubation fund.

Think that Weibo can't even maintain its existing big V users. After the announcement of spending money, high-quality users still leave in large numbers.

More data shows that the number of big V users who left the Weibo platform has exceeded 50% of the total!

Also talk about incubation funds.

I also think that Weibo's market share in the advertising business is very inconspicuous, and the data is good because it directly counts the resources of entertainment stars, so it makes a lot of money.

There is even a more radical view on the Internet that:

"To this day, the dominance of the public social platform advertising market has long been Xiaochengshu's plate. You can eat whatever you want. The market is basically on Xiaochengshu's side. It is willing to divide it out so that other platforms can have a mouthful of soup. "
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(End of this chapter)