Rebirth declares war on the honest

Chapter 487 481. Set sail
"Thank you for the invitation. I'm in Beijing. I just got off the plane. Although I came here very suddenly, the brothers seem to welcome me. I will host this biweekly meeting."

In Dou Le's capital headquarters, Gu Yun stood in the center of the conference room with a smile and spoke with a microphone.

The average age of the short video company’s employees is surprisingly young, and with the addition of a young boss, the company’s atmosphere is completely different from Jiangcheng’s. Everyone has no sense of strict hierarchy at all, and happily chats with Gu Yun call.

"Then tell me, who will start first?"

As soon as Gu Yun finished speaking, Tu Weicheng, the person in charge of Dou Le's product department, raised his hand and spoke first.

"Judging from the current situation in the recent period, we have received more and more user feedback that minors are too obsessed with Dou Le."

Tu Weicheng turned on the microphone in front of him and projected a video of a face-to-face interview on the big screen.

When Dou Le was mentioned, interviewer Lao Li couldn't help but sigh.

His child is seven years old and has been fascinated by Dou Le since he was in the first grade.

Ask him to put down his phone to eat, and the reply he gets is always, "Wait a minute, I'll be here soon", and then he keeps dawdling, and when he encounters something funny, he just "giggles" and giggles.

Brushing at home after school, before going to bed at night, and when eating, "It would be great if brushing your teeth was so self-conscious," he said in the video.

This is indeed a problem faced by some parents today.

Addicted to short videos, how to extricate yourself?

"I've been worrying about this," Lao Li told Dou Le's user interview team. Just this summer, children can hold their mobile phones and scan from morning to night.

He didn't want to be a strong parent and confiscated the phone directly.

I have tried tactful methods several times, such as reminding the child of the time by knocking on the sidelines when she is playing, or taking a step back and telling her that she is a young adult and needs to learn self-management, but the results are not satisfactory.

What parents are most worried about in the video is that their children are not yet fully equipped with the ability to think independently, and they are in the growth period of imitation, so they are easily influenced by the bad information on the short video.

"My cousin is 13 years old this year. He is in the second grade of junior high school. He watches videos of luxury cars, bungalows, young ladies, and travel bloggers every day. Now he is clamoring every day that he wants to start a business in the future."

In the middle of the video, another user sighed.

According to users' reports, their children are addicted to vibrato, some imitate the exaggerated movements in the short video, some wriggle around with heavy makeup on the video, and some add dozens of advertising groups, part-time jobs, etc.

I enjoy interacting with all kinds of people every day, and even started a "business", reselling small toys.

Some parents found that their children were induced by friends on DouLe to download a chat app Tanhua and transfer money to strangers.

At the end of the video, there is a statistics chart.

On DouLe’s backstage complaints, the keyword “minor” was searched, and 822 results appeared, most of which were related to minors mistakenly recharging Doucoin and rewarding anchors, with the highest amount reaching 10,000+ yuan.

"Mr. Gu, I've mentioned this question several times before, but with the crazy growth of data, everyone thinks it's nothing."

After Tu Weicheng finished speaking, some of the executives in the conference room began to curl their lips.

Different standpoints lead to different perspectives on issues.

Even in the same company, the thinking between product and market, product and operation is very far apart, and they cannot even understand each other.

Products may consider the impact of the software itself on users, while operations and markets focus more on data growth. Doesn’t every product have such details?
Are there not many children who are addicted to playing games, watching anime, and reading novels?

Dou Le has just set foot on the expansion territory. Is it really necessary to spend time and energy to solve these small things?

According to the usual practice, the issues at the biweekly regular meeting will be discussed first, and then they will speak separately, and finally the solution will be voted out.

In the previous biweekly meeting, Tu Weicheng had already reflected this problem, but most of the people present felt that he was making a big deal out of a molehill.

This time Gu Yun attended the regular meeting in person, and Tu Weicheng didn't restrain himself anymore. In front of the big boss, he wanted to come up with a solution again.

"Information addiction is a very big burden for adults, let alone minors."

Facing Gu Yun's gaze, Tu Weicheng explained to Gu Yun, "Mr. Gu, short videos need to be frequently stimulated to the brain to ensure that people watch the content and have a spreading effect. Our brains react after seeing these stimuli. Response, not rest, but a heightened state of work."

He went on to say that the consequence of this is that when a person really enters a state of rest, a kind of cognitive confusion will appear in the brain, making it difficult for people to "study" or "work" that cannot acquire a lot of energy in a short period of time. Putting more energy into stimulating things makes it easy to feel anxious, upset, or even distracted when studying or working.

"This will definitely have adverse effects on minors."

"Isn't it the same for other software or games?"

The colleague next to him felt a little annoyed and said loudly.

In his eyes, the biweekly meeting is like a war. The first thing to solve is the offensive problem of the frontline soldiers, horses and soldiers. Why study the placement of prisoners so early?

Gu Yun heard everyone's noise, and made a palm-down gesture to signal everyone to stop speaking.

"This matter is indeed very important. How about this, the technical department will launch a youth anti-addiction system later, and use Dou Le as a pilot, and put an extra interface into it."

The person in charge of the technical department nodded, and quickly recorded Gu Yun's thoughts in his notebook.

The anti-addiction system means that when you open the App, a reminder will pop up, prompting you to choose to set the "Youth Mode" without logging in.

In this mode, users can only use it for no more than 40 minutes a day, and cannot use it from 22:6 pm to [-]:[-] am the next day.

At the same time, in terms of product settings, weighted recommendations are made for popular science and traditional culture content, and the interface is simple.

Only the like function is left on the homepage, and the "Friends" column on the bottom interface is replaced with "Discovery". The discovery page is classified according to "Humanities and History", "Animal World", "Space Odyssey", etc.

For minors, social related functions such as messages and subscriptions cannot be used.

In fact, sometimes, the company still needs a slightly domineering leader.

Without Gu Yun's decisive decision, there is a high probability that this issue will be slowly coordinated between the two departments, and it can basically be declared a failure.

Until one day, the country launched a large-scale rectification and interview, and forced to introduce rectification measures for the problem of adolescent addiction. At that time, it actually affected the brand image.

Since it has to be rectified anyway, it is better to take Dou Le as a pilot first, and maybe it will be established as a conscientious enterprise and a benchmark.

"Mr. Gu, the work progress of our operation team is as follows, please watch the big screen."

Dai Yajun, the person in charge of operations, opened his own ppt. Starting from the adjustment of key positions in Dou Le, every key indicator has been boosted.

Relying on operations to achieve growth is one of the typical characteristics of domestic Internet products.

In Western technology companies, the task of user acquisition often falls to marketing, sales or development teams, who tend to systematically achieve user growth through highly scalable data and technology methods.

The same goes for DouLe's operations team, who are often active throughout the day maintaining relationships with external stakeholders, including users, creators, and promotional partners.

The ppt is concise and clear, and Gu Yun can see at a glance that Dou Le's daily activity has been increasing at a high intensity almost every day in the past few months.

Behind this rapid growth, Dai Yajun, the head of operations, had a great idea: college students from art colleges.

Under her command, the DouLe team went deep into art schools across the country, looking for good-looking students as its users.

In all, the team convinced hundreds of such students to join the platform, promising to help them become popular online.

Facts have proved that this method is very effective.

The influx of a large number of users has helped the platform to establish a library of original content, and established a cool and fashionable tone for the popularity of Dou Le.

Because young people make up the majority of the team, and knowing that young people are very concerned about their personal image on the Internet, Dou Le has established a dedicated program team to create first-class beauty filters and special effects.

This lowers the barrier to entry for content creation, giving users the confidence to shoot videos without makeup.

In mid-2013, a song called "Mi Mi Mi" became popular on Dou Le.

It is undeniable that this song from Russia is easy to remember, energetic and infectious.

However, it was the novel dance moves that Shen Qingcheng wrote and performed to accompany the song that made the song a hit video background track and dramatically magnified its success.

As a result of these moves since the beginning of the year, Doule has topped the app store download charts.

According to various reports and data, from the Spring Festival to the students entering the summer vacation, the number of daily active users of Dou Le has easily increased by tens of millions, and the number of fans of some Dou Le celebrities has quadrupled.

With its huge user base, DouLe has officially started to attract the attention of digital marketers.

In the eyes of some brands, DouLe, WeChat and Weibo are all social media platforms that brands must compete for.

The "two giants" commonly known in the Internet marketing circle have quietly become the "three giants".

"After our summary, looking back at Dou Le's success, we can find five reasons."

The DouLe team meeting is completely different from most ineffective and lengthy meetings. The main focus is an efficient iteration, solving problems, and allowing the team to summarize the rules and make progress.

This style of play has been applied in management as early as when Gu Yun first started his business, and it never fails.

As the person in charge of the operation team, Dai Yajun naturally has to summarize the effective rules of travel and promote it to other middle stations.

"One, I think, is infrastructure.

First of all, what we need to admit is that no matter what Dou Le has done or not done, just because it stepped on the opportunity of the first year of 4G to start a business, Dou Le has more favorable conditions for success.

By 2013, the fast, cheap, stable and ubiquitous 4G network has been widely popularized in China.

A video-focused mobile application like DouLe can only gain mainstream user acceptance once the appropriate network infrastructure is in place.

In addition, other supporting technologies have also been born that can greatly enhance the video viewing experience.

There are mainly four factors, namely HD, music, special effects filters and personalized recommendations.

The second is the support from the mothership.

Being independent from the parent company, but also having access to the parent company's professional technology, capital and infrastructure systems, and gaining huge benefits, this is a good condition that most start-ups dream of.

The third is the recommendation algorithm.

Previously, the Musical.ly team wasted a lot of time and effort by mistakenly thinking that their app was first and foremost a social network.

With Dou Le, the original technology stack and supporting products of Paradise and the true value of the content platform can be said to be in line with each other.

In a content-based community, content matters more than people.

The Paradise Group is full of experts and has a very powerful algorithm system that can even identify high-quality videos posted by unknown accounts and distribute them to a wide audience.

One of the big attractions of DouLe and later TikTok is that they gave ordinary people the chance to become famous.

The fourth is positioning.

DouLe has formulated a well-thought-out and systematic strategy to expand the content of the platform to various mid-tail and long-tail content market segments.

Travel, food, fashion, sports, games, pets, each category has rich and varied content to satisfy everyone's tastes.

From signing trendy celebrities who appeal to young people, to quickly accelerating content diversity and building a platform closer to the mass market, they have adopted a lot of promotional activities.

Dou Le's original slogan was "Let worship start here - a music short video community focused on the new generation".

After the beginning of the year, the slogan became simpler and more neutral, that is, "record a beautiful life".

Finally, the business model.

Marketers quickly discovered that shooting ads in a raw and less polished way could easily fool people by being mistaken for videos created by ordinary users.

Otherwise they will immediately skip anything they think is an ad.

The easier it is to make money on Doule, the more effort people will put into creating quality content and building an active community.

Once an account has gained a certain number of followers, creators can add e-commerce links to their videos to allow viewers to purchase items, which presents a huge opportunity.

In the second half of the year, we plan to officially launch Dou Le e-commerce, so that creators can get positive feedback in sharing life. "

Different from the questions raised by the product department, the work summary of each operation can always give people a bright feeling.

Not only did they do it beautifully, but they also spoke beautifully.

Even Gu Yun, who was used to seeing strong winds and waves, became excited after listening to the report.

What the future of Dou Le will look like, I am afraid that no one among the elites here knows better than him.

Setting up a shopping interface and opening up Dou Le live broadcast e-commerce is undoubtedly the first step for this giant ship to officially set sail.

(End of this chapter)