Completed Salted Fish's Self-help Strategy

"Even if others ask, do you ask?" Chu Yuan Xi was shocked. "I'll help you to remember. Let's just forget those little villages. Let's pick up the important numbers. Did Penguin search fail? It's all in Sogou. E-commerce, in the end, ends up investing in goudong and pinduoduo. "

"You're talking about penguins attacking Shanzhai and then failing." Yuan Muli is straight and strong, "dasouhe e-commerce is not a Shanzhai at all."

"Okok, microblog, daily express and micro TV, are these three Shanzhai products miserable? If you have to say that microblogging is not a Shanzhai, the last two are still in front of you. Yuan mu, have you been sleepwalking since 2016? "

is actually not just tragic. Every day, it's fast to match the headline APP and the tiktok. The two wars are so bad that the penguins are full of anxiety, which makes the morale suffer a great blow. It also exposes penguin's core business, the game, to the headlines. In fact, once the headlines become No.1 in the distribution platform, making money from games is the obvious option.

, especially the high-quality game that can be extended to national level, is easy to eat the basic plates of the pesticide from the dead through the spread of the tiktok engine. The basic disk and vibrato of the dead are very overlapping. This is no longer a matter of worry. It is a matter of imminent despair.

Yuan Mu Leng Leng, "even if the daily express, micro vision is not a failure?"? Last month, dau rose by 25%, a quarter of the growth in a month. "

, "tiktok DAU is 300 million, and micro vision has been in the market for over a year. DAU is only a few million. Is it meaningful to talk about growth? Big penguin has concentrated half of the group's resources, and it's just a matter of using dead pesticide to guide micro vision. What's the point of never giving up in this way? "

"But the penguins haven't handed in their guns yet." Yuan Mu said with a strange smile.

"If you don't hand in your guns, it's nothing more than expanding losses. If you put in a lot of money, it's not effective. It's just not willing."

At this time, someone outside the door said: "for me, I am not reconciled."

A person turned to come over while speaking, Chu Yuan Xi fixed one's eyes on seeing, lie trough, Xu Xin came! Yuan Mu is a wicked smoker. Why didn't Xu Xin inform him when he came? How can I blow it down? He looked at the time, "boss, it's so late. Why are you here?"

"Hey, it's only eight o'clock. I never go to sleep before one o'clock at night." Xu Xin went into the door at random to find a place to sit, "I just went to your well-off stores to investigate, we'll talk about it later. I'd like to ask you what is the reason for the failure of micro vision and what you can do if it's your turn. "

"Why? It's a long time to say that. "

"Say it briefly."

Chu Yuan Xi scratched his head. It's hard to sum it up. The problem is that I have just finished blowing the bull force, so I have to continue to blow it, otherwise I will lose the force? Xu Xin said "consult", which can not be ignored. So the main contradiction changed from guiding the work of the Ba people group to how to keep the force.

Chuyuanxi thought and said: "first, where is the problem of micro vision? Tiktok and Kwai are 80%, 40% for tiktok only, 1/4 for users. Why is it so miserable? Because the content is not good, UGC has almost no atmosphere. Tiktok:

, we have a deep understanding of this aspect, because we upload the content of the micro view here, especially for the sake of shaking, and the sound is passed and thrown tiktok. This is very difficult to create a community atmosphere, users can naturally feel.

This is the direct reason why micro vision can't work. So why? We have to analyze it. Let me first draw a conclusion. In my opinion, penguin has been using the experience of ten years ago, and it will fall behind without innovation.

Don't penguins have enough resources? It's very big. The budget of micro vision is guaranteed. It's digging INS's algorithm to attack the City lion and expand the team. However, it's not qualified to let the headline Department face up to it and involve some energy. Only when it started, it made Zhang Ming nervous and triggered a war of words with pony. Then I found out that it was the paper tiger.

Do you think it's too late to restart? It was not too late to restart in early 2018, when the tiktok didn't exceed micro-blog, but the way of starting was wrong. This way of starting has won countless times in the past, but in the battle of graphic information flow, it has been defeated in the face of headlines.

Daily Express failed, Penguin news see installation data is OK, has been unable to catch up, but has been chasing. But in fact, if Penguin news doesn't have wechat's powerful promotion of almost rogue means, it can't do the same. Now it only has a good number of installations, which accounts for far less time than the headline app.

So penguin is anxious. It pursues short-term effects in a hurry. It can't think of a way patiently. It still copies the past experience, which has been completely defeated in the daily express once. Why are penguins so stubborn? Because this experience is a combination of penguin's past proud product capability and group combat capability. It is a successful experience.

but because of the success of this experience, penguins see the product as the idea of oil hammer. They must first see the width of the track, feel tiktok enough, and have enough commercial space to do so. So penguins started giving up the short video, and even when the 2017 sound came out, it didn't even attract attention.

But now entrepreneurs don't think like this any more. Starting a business now is a way of thinking. First, we should see whether the product itself is good or bad, and then we should study how far the market can be brought by the product. That is to say, the track can be widened, and how wide it is depends on our own efforts.That's why Suhua and Zhang Ming chose to make short videos, but pony didn't think it had a market. When all the three short video products in the headlines reached the tens of millions level dau, they thought of taking action.

If it were me, I would give my full support to Suhua. I would exchange resources for equity. I don't require control, but I said Suhua must cooperate when necessary.

Kwai Kwai is not penguin is personally out, the fast hand thrown aside, Penguin Department of all traffic entrance only to the fast hand retained the application treasure, the rest to the exclusive exclusive. So the fast tiktok also took a long time to go on and then became self-reliance, but gradually slowed down in the second half of the year, but Kwai Chai had been overtaken by the trembling sound.

If penguins end up in a single battle, it's OK. But penguins are defensive. They're inflexible in defense, they're not well organized, and their playing methods are old-fashioned and old-fashioned. It's a shame that they can do it. "

Chuyuan said so much in one breath, and his heart said it was so reasonable and well-organized. Should he be able to keep the force grid when he opened his mouth? As a matter of fact, these problems are not exposed in one day or two. The short video happened to be the main battlefield of penguin last year. After fighting for more than a year, of course, penguin has deep experience. After all, at the beginning, I thought that micro vision could have some better wool to collect, but it turned out that there was no use for eggs, which was a pity.

Did not expect Xu Xin to quit, "you said this too many people have said, you can not ah, too superficial! In fact, I've been listening outside secretly for a long time. Why on earth are you not afraid of penguin pixel level Shanzhai? What's the deep reason for your confidence? Come out with some dry goods. "

"Er..." Chuyuan Xixin said that what he said before was quite sure. He was dry goods to others, but he was almost to Xu Xin. The problem is that everything else is my own feeling, there is no real hammer.

"Dry goods, in fact, penguin's idea of starting micro vision in 2018 is still in the era of traffic, not upgraded to the era of content, so it puts content in a relatively low priority, lower than traffic, or even lower than the internal management process, and does not reach the level of cross process, which is very difficult for penguin, a multi department giant enterprise. So you understand? "

"I Do you understand? " Xu Xin is not sure, but she immediately thought of one thing in her mind. For a long time, micro vision had to get traffic from Penguin. Penguin is the distribution center of penguin's internal traffic and content, so it also controls financial power. For example, if micro TV wants to sign MCN, it needs penguin to approve money.

This is not around, Penguin light to flow does not control the cost is impossible, but the fight is also such a fight. The micro Penguin complained that the penguin didn't suck up the contents. The penguin considered that there was a problem in the algorithm of the micro vision, so he wanted to sign MCN for himself. Tiktok Kwai,

, is quite distinct from each other. The ecology of short videos has been defined by the jitter and the fast hands, and there is a clear community atmosphere, so the two can absorb free MCN. But the underachievers can't. They need to pay for it. This is the reason why Zhang Ming was heartbroken when he cut down the connotative jokes. Originally, the jokes can also attract people, and the community atmosphere is very bright.

But after 2016, the whole mobile Internet has entered the era of content. Let's take individual examples. It's said that bat is now lagging behind B, which has not been said before 2016. How did B fall behind so fast? The answer is very simple, because there is no content gene, only flow thinking. So they do a hundred is really sincere, traffic dividend is very sufficient, open the search page, home page is a hundred slowly.

But does it work? Only the flow has not been able to do now, 100 is very typical.

Why do I say that we are not afraid of full pixel level replica products, even penguins? Because penguin's way of playing is nothing more than to take a high-quality replica and invest in traffic and resources. In the early years, penguin had such a simple and crude success for many times, including mobile QQ, and directly copied the PC version without any thinking.

However, since 2016, this set of Shanzhai's tactics of playing authentic products have been out of order, and the point-to-point hard to hard play has failed continuously. This is to enter the enemy's preset position, even if the penguin comes, it will be bitten off two bites of meat

As soon as Chu Yuan Xi stopped, Zhu Xiang immediately clapped, and there was a warm applause in the conference room. Chu Yuan looks at Xu Xin in the evening and says that he has made a contribution to Zhu's memory. It's actually very good and the key!

Xu Xin also followed the drum for a while, "ah, what you say is good, then if you are a penguin, what do you do? If we don't say Kwai, we should say "slight."

"The restart of micro vision is equivalent to starting from scratch. If I dominate penguins My way tiktok was to take a long time to replace himself in the pony and Martin positions. Then I said, "I first sue the jute, infringe on the copyright of our games, and kill the tiktok, which is the most popular game of the dead. Then - "

" wait, what are you doing breaking the game content? " Xu Xin was really stunned this time, "Penguin did, but I didn't understand."

"Dig fire ditches to limit the development of each other. Penguin did it, but it was late, half a year late. You can see how Ali deals with the challengers. When goudong came, Ali didn't stop goudong from making 3C products and big household appliances. Instead, he stopped goudong from making women's clothes and restricted goudong to the field of men's products. Jack is not in a hurry to put out the fire, first dig the fire ditch, the first step is to stop loss. This is called know advance and retreat, first with you row River and rule.Penguins are not. Penguins have to eat all of them, so penguins have to chase wherever the fire goes. No matter where it's the opponent's home court or not, can't they be exhausted? If Jack goes to knock on the door-to-door installation, can he compete with goudong's service? The wise man will keep his home court first

"Well, you have a point. And then what? "

"Then at this time point after the Spring Festival last year, I did the following five things. First of all, it is allowed to micro view cross process, find people who understand the content to take the helm, give money to resources, delegate power, sort out the product with content thinking, and adjust thinking. Content must be the king, and you can sign in if you want to dig any MCN. "

Xu Xin interrupts again: "this thing Penguin also did."

"But it was a year too late to sign in my favorite MCN. Tiktok has become a huge monster for a year. So what a year of change is the year of the critical year? What do you think of it? Anyway, I think of Baidu. "

Chuyuanxi immediately picked up the words, "what is the beginning of Baidu's decline? It's said that the emergence of mobile Internet has thrown off Baidu, not that, but that after the emergence of mobile Internet, it can't catch up with the turning point of the key information revolution, and it always gets up early to catch up with the late market. Penguin better than Baidu is that Baidu does not seem to know what it has missed, so it makes mistakes again and again, using different postures to miss the new year of history. Penguins know exactly what they're missing, so it's especially painful

"Wait a minute." Yuan Mu suddenly said, "the way you said about digging people is not the same as the way that the headline app dug the author? According to your own words, this is the practice of the age of traffic. Isn't it the age of content? Can we still do this old way? Don't you always despise penguins and follow the old way? "

"Are you stupid?" Chuyuan Xi was stunned, "headline app dig know who is concerned about high dig who, that is the practice of the age of traffic.". If I'm at the helm, I'm going to dig at the content.

I don't care how much traffic they have and how many fans they have. Anyway, penguin has a lot of traffic. I just need the target MCN to make the content categories I need. Same operation, different way of thinking, understand? My operation of digging the bottom of the wall requires the front-line commanders and fighters to have strong content recognition ability, instead of digging one by one into the ranking list. How can you think it's the same? Content first means that the content atmosphere in the community is regarded as the KPI, and traffic first means that the growth data of users and dau is regarded as the KPI, which is so simple. "

Yuan Mu made a gesture to continue.

"The second thing is to hold a meeting for the group leaders above the vice president level, emancipate their minds and put down their positions. What do you mean? It means, in the past, when we penguins were the boss, how did others challenge us? How did you steal chicken? You can go, you can go, you know?

Don't think about what industry hegemony you are. Baidu has been the overlord. How fast is the decline? Taking advantage of the fact that the social throne at the bottom has not been shaken, we should put ourselves in the position of challenger to do things and challenge upward, instead of thinking about filling the uneven pit with resources without me. This idea can exist before the first defeat, and should be abandoned after two defeats.

The essence of it is not to enter other people's home court to play. And the key point is that all units in the organizational structure work together and don't divide up any more. The pursuers are not qualified to fight inside. They all keep their own KPIs. The result is a great waste of resources. "

"The penguin did it, too." Xu Xinxin said that your co-operation is to do what penguin has done in advance, right? Aren't you a typical hindsight?

"No, they didn't do it right. Penguin only made structural adjustments, but it was at the end of September, still half a year late. Moreover, it's useless to just change the structure. The key is that in terms of ideology, penguin is undoubtedly powerful. But is the headline a dish force? The headline Department tries its best to fight as much as it wants. If penguins don't have a clear internal arrangement and can't unify their ideas, they will give up the short video game and lose. "

Xu Xin clapped: "OK, the third one."

"The third is to guide micro vision to focus on short videos of games, excavate high-quality MCN, attract dead and chicken eating anchors to make short videos, and dig directly when meeting good ones."

"The game?" Xu Xinxin: are you addicted to playing games? "Kwai tiktok is very rare in video games. Can this kind of short video attract users? "

"Lack of guidance is rare, but now it is. The first to eat the chicken's anchor is to make a large video with a short video on the chicken and then go to the tiktok. Before the rise of Tuan Tuan, who knew that the short video of eating chicken could be like her? The results were very popular. It can be seen that this category has great potential.

What's more, big penguins are far more than dead people and chicken eaters. There are a lot of games, and there are more materials to make. This is called developing strengths and avoiding weaknesses. Playing games is the core competitiveness of penguins. It is in line with penguin's genes. This is the most stable line.

is the novel and animation. Penguins are tiktok in the two fields. They are all the first, they are the content carriers, and are very convenient to convert into short videos. There are also clear barriers to copyright. They can not do anything if they want to shake them up. The rise of the tiktok violated numerous copyright rights, including the most serious infringement of the big penguins.