Chapter 642 Douyin Plan

Gao Wenhui and Wang Haini were more comfortable lying down in Jeju. They usually helped Ms. Yuan Youqin with housework, and went out with Feng Nanshu when they were free.

Jiang Qin called Feng Nanshu every day to warn him not to learn nonsense.

Wang Haini was too scary. She was really brave to teach. Feng Nanshu was a famous teacher who had a good student. She was really brave.

Jiang Qin thought it was justifiable for a good friend to cheat for food and drink, but it was a bit of a loss to come when he was drunk.

"Hai Wangni, you'd better behave yourself in my house, don't teach the little rich woman too much good things!"

"Don't worry, Mr. Jiang, I came to Jeju this time to cultivate my character."

"Don't talk about sex, I can't listen to it."

Feng Nanshu returned the phone with a cold face: "Jiang Qin, when will you come back to sneak me?"

Jiang Qin felt relieved when he heard Feng Nanshu's voice: "Probably at the end of the month, I'll go back before school starts."

July of the summer vacation has passed. The competition in the takeaway market has made the business territory of group takeaway continue to expand, and Ele.bu is getting more and more tired to deal with it.

First, the sponsor does not support, second, it is really passive to be chased, and third, the strategic partners of the Linchuan business group are really everywhere.

Throughout July, more than 200 cities, big and small, were circled by Ele.bu.

After the users in each city were cultivated, group takeaway followed. It seemed to be a step slower, but it was just in time.

Zhang Xuhao: I am so fucking strong, I have lived another day!

During this period, some targeted videos began to flow online, such as group-buying takeaway riders playing the piano in the mall, helping users write code, helping the master drive an excavator, helping foreigners order food in English, and helping DJs play music in bars, which deeply explained what it means that experts are among the people.

Then everyone also found that the takeaway riders who came to deliver food recently all had a pair of yellow ears on their helmets, which looked cute.

Many people would take pictures of the group-buying takeaway guys they met by chance and upload them to the Internet.

It is this kind of subtle publicity that has gradually made the image of takeaway riders in the minds of consumers become tall and approachable.

Even the negative review rate of group-buying takeaway riders has dropped to a very low value.

There were some people who wanted to work part-time as takeaway riders but were afraid of being laughed at, but they gradually dispelled their concerns in this wave of public opinion.

Because everyone knows that the person who delivers food may be a master.

For people in the Internet business circle, what they saw was not the delivery riders, but the unilateral announcement of the victory of the competition by Pintuan.

The battle is indeed still going on, and the speed of sinking is getting faster and faster, but the opponent has already started to paint Peppa Pig on the barrel of his gun. Isn’t it obvious who will win and who will lose?

Pintuan delivery has shifted the focus of its business to brand promotion and business construction, which clearly shows that it no longer regards Ele. as an opponent.

And this kind of "Crouching Tiger Hidden Dragon" and "Little Ear" marketing really confirms that sentence again.

Jiang Qin is the myth of the marketing industry.

But Zhang Xuhao's team did not admit defeat. They still want to ask for another round of financial support and fight a counterattack.

Alibaba is now reluctant to support Ele. not to burn money to fight, mainly because Boss Ma is afraid that Pintuan supply chain will "forced borrow money" to expand across the country.

But without Alibaba's support, Ele. still has a second shareholder, that is Tencent.

So on the day of the end of the dog days, Zhang Xuhao brought his team to Shenzhen and met with Tencent's investment manager Peng Sheng, wanting to raise another sum of money.

"Mr. Zhang, I can't make the decision on the additional investment. After all, the development of Ele.bu in this period is not optimistic."

"That's because we underestimated the enemy, but we are not without gains. At least I have understood Jiang Qin's way."

Peng Sheng's mouth twitched: "You underestimated the enemy three times, including the entry of group buying, the rider subsidy war, and the market subsidy war."

Zhang Xuhao showed a sincere expression: "Mr. Peng, Ele.bu can't persist for a year under the pursuit of group buying. This is its strength. When the group buying war was going on, who was like Ele.bu, and fought against group buying for such a long time?"

"How about this, Mr. Zhang, I will go back and ask our boss, and then notify you."

"..."

Zhang Xuhao didn't even make a PPT presentation of the next development plan, and was persuaded by Peng Sheng to go back.

Watching the Ele.bu team leave, Peng Sheng grinned, thinking that in the past, those who won dared to say they had strength, but now it has become that those who persist for a long time are also considered to have strength...

But the key issue is that it is not that Ele.bu didn't persist for a long time, but that the policy saved it.

Peng Sheng also attended the last meeting in Shanghai. He heard a big shot in charge of market supervision speak on stage and clearly stated that the Internet is not a place outside the law. Anti-monopoly laws and other regulations for the Internet will be introduced as soon as possible.

Otherwise, with the fierceness of Pintuan chasing and beating Dianping, Lashou, Nuomi and Wowo, Ele.bu will not be able to keep 32% of the market share.

Mr. Zhang, Mr. Zhang, you are in good time.

Peng Sheng threw the paper cup in his hand into the trash can. On the way back, he met Liu Zhongping, the head of Tencent Video. The two looked at each other and nodded to each other.

In fact, when Alibaba suddenly invested in Ele.bu and became the first shareholder, Tencent also had plans to increase its holdings, mainly to compete with Alibaba.

At that time, Ele.bu's market share was on par with Pintuan, and it was worth investing.

But later, Ele.bu suffered setbacks one after another, and the investment was left unfinished, and the money was taken away by Tencent Video.

After the Internet Development Conference, the entire business community was fully prepared to prepare for the 4G era, and Tencent Video is a very important part of this layout.

Because everyone knows that 4G is the era of video. There is a company called iQiyi, which raised 2.8 billion just after it entered the angel round. Alibaba is also very interested in Youku. Of course, Tencent cannot lag behind others.

On the video track, BAT gathered together, and Peng Sheng couldn't help but wonder if there would be some action in the group fight.

However, after this idea came up, Peng Sheng was immediately shocked.

Just kidding, how can you stand with BAT in a group fight?

Right...?

In fact, Pintuan just held a video project meeting recently, but the direction was different from the three BAT companies.

The video sections of Zhihu and Toutiao have been updated, and the video upload function has been added to the creative backend. With the support of incentive funds and traffic, the ecosystem is almost ready.

Without deliberate guidance, the content in the video area is varied and the quality varies.

In order to attract more traffic, they specially planned some dance videos, including those in black stockings, Hanfu, JK... The beginning was a sweet crit, giving the creators a look, and these videos are not surprising at all. It exploded unexpectedly.

This proves that there will never be a viewing threshold for Lao Se Pi's art.

As the president of the group, Jiang Qin only needs to control the general direction of the company, but he often goes deep into the grassroots and works as an ordinary producer in the dance video team.

He said he likes to go deep into the front line and mingle with ordinary employees.

"Our videos can only be uploaded for fifteen seconds. Will this be too restrictive for creators? It feels like nothing can be done with this length of time."

"Fifteen seconds is enough. What we want is the most eye-catching video content in the shortest time."

Videos on Zhihu and Toutiao can only be uploaded for fifteen seconds. This was a rigid requirement set by Jiang Qin when he officially launched the “Douyin Project”.

In fact, many employees in the content team do not understand this requirement, because they are used to watching more than forty episodes of TV series, or movies of more than one and a half hours, and they have no idea what kind of commercial value a fifteen-second short video can generate. understand.

However, there is a creed within the group that the boss’s decision is always right.

If it's wrong, then there's something wrong with the world.

However, because everyone has quite a lot of questions, and it is not conducive to the work to be raised from time to time, Jiang Qin organized a 15-second short video discussion.

A very popular movie was just released this year called "Awkward Journey to Thailand", with a box office of 1.2 billion. Jiang Qin specially used this movie as a demonstration for them.

"Look carefully, this man's name is Xiaoshuai and he loves to make scallion pancakes..."

"..."

After a while, the staff of the content team blinked and suddenly realized that a fifteen-second short video seemed to be capable of producing a lot of interesting content.

Jiang Qin sat in front of the conference room and spoke sideways: "In the next few years, the Internet will become more and more developed, and people will have more and more channels to receive information. There will be no way to capture users in the fastest time. They will only be eliminated because the future market will definitely be a time war.”

"Why can Weibo eliminate blogs? It's because it's short and fast."

"Today's workplace is becoming more and more complicated, and everyone's life is becoming more and more full. How can so many people have time to watch TV series? Therefore, fifteen seconds can allow everyone to watch a complete movie in the moment of breathing. Short videos are our development policy.”

"Think about it, when you happily voluntarily work overtime until late at night, insisting on not paying for taxi fares and overtime pay, and then return home feeling very fulfilled, are you still in the mood to turn on the TV? Watch a drama until the early hours of the morning?"

"No, you will open the short video, watch dozens of 15-second videos happily, and then fall asleep peacefully with the good mood of going to work again tomorrow."

"The next day, you take the subway beautifully and can't wait to contribute to the company, but you can't even finish a movie during the commute. What will you do?"

"Yes, you will choose to open the short video."

"Take a two-hour lunch break. You eat, go to the bathroom, and take a nap. You need to be energetic enough to continue doing the work you like. What can you do with these fragments of time?"

"Watch TV? Watch a variety show?"

"No, because you can't finish it, you will still open the short video."

"Besides, based on the poor behavior of the three major operators, even if they say they will cut the price of data, are you willing to use the data to watch a TV series?"

Hearing this sentence, the content team employees sitting in the conference room fell silent for a while.

They understand the principle of short videos, but where can they get a job that makes people full of hope and happiness?

Jiang Qin waved his fingers and continued: "Everyone has countless fragments of time to eat, have fun, or wait for the goddess to take a bath. This is what we want, because the future Internet business will not compare the number of users, but the time users use. "

The on-site content team employee picked up a pen and wrote two lines on the notebook.

"The memory of mobile phones has become larger, and any software can be installed. I can play WeChat, Weibo, online shopping, and watch videos. So the software that allows users to open it the most is the biggest winner."

"This is the core development concept of the Douyin plan."

"We will also make medium-length or long videos in the future, but you must remember that the core of the Douyin plan is always to occupy more time of users in the name of saving time for users."

"The longer the user uses it, the more opportunities for monetization and the greater the commercial value, so we must be short and short and exciting."

After Jiang Qin finished speaking, he knocked on the table: "Get to work."

After the voice fell, all the content group employees responsible for the Douyin plan stood up and no longer had any questions.

From 2012 to 2014 was a period of rapid development of video websites, and iQiyi was one of the best, but long videos were meaningless to Jiang Qin.

He had to take a step ahead, plan short videos in advance, and polish a mature short video business model in detail to build the entire group with traffic.