Lei feng's network (search for "Lei feng's network", public interest) by: Zhang, founder and CEO of Shanghai handsome up technology, founder of the siensi Institute.
2016 already more than half of mobile Internet market as a whole did not appear stunning new products, capital winter far from dissipating, a pair of "shackled and be sad" 's eye. In the desert at the same time, the industry "people" on an unprecedented high, "net red" became similar to that year's product (APP, public) as God exists, entrepreneurs began to speak the Web red, as red as long as the net flow, began to run out of money to fall from the sky.
In this context, our net red boring killing time in the Studio, in the reticulocyte page secretly listen to their questions and answers about the privacy of their own, and mapping and a burst of fire in the first half of two products.
"Luo Pang Ying live! Ma Dongdong fouling release day! "
"Wang Sicong favorite Pa Pa Pa position is like? True voice of PAPI sauces exposed! "
People run, while these two products become the headlines of social networking, maxed out at an alarming rate circle of friends, like a sponge absorbing the flow, but what is more important is that controversy and criticism in the industry, came a signal: the two platforms can make money! Online Red has been sent! Anyone questioning will earn a lot!
In addition to the real estate economic winter is unlikely to do anything to make money, nothing is more powerful than the chicken blood and an aphrodisiac. "Reason together" they have questioned the sustainability of this model of low and at the same time, reflect and reply have made enough eyeballs and money, has completed a number of competitor for many years, but no goals--good profits, said his blood!
Some would say, are reflected live show, answer is knowledge exchange, both companion, why do you want to compare them?
Very simple, as long as we have a layer of myField analysis of nature, you will find that the internal logic of these two products have striking similarities, or clear said the two businesses to make the same money. The mainstream of Internet business logic is undergoing rapid changes, can be represented as:
Past, the website bigger platform concept of the PC age; now, more hand techniques in depth into the product, after all, the game is one of the most profitable Internet products. Note that says here is "game" tactics, rather than playing games, maybe this product and game companion, but when you break it down, will find that he is, in essence, a game.
The past, the pursuit of scale and volume; now, the pursuit of conversion rates and profitability.
The past, relying on free feature experience into markets with low price and high efficiency, to capture the cock wire now started selling "social currency" and "crush cock wire rush".
The past, more purely personal doing business; now, more business targeting individuals in a group pressure.
The past, the pursuit of fast-burning money expansion has become the dominant platform; now, the pursuit of quick profit blood may one day sell platform.
It seems very abstract, following one by one down.
First, what are they selling
Present burst of fire is not "broadcast as a next-generation platform" dream, but live as "net online nightclub red show," quick liquidity. In such a scenario, the supply and demand so long as both sides stick to the "night club" a topic like this, there will be a good experience and satisfaction.
Anchors and brokers: quick money at low cost to establish a personal and fan coil flow pool, enjoy the stars the pleasure of being surrounded by the opposite sex.
General users: eliminate boredom kills time, anchor with the Gao Yan, without pressure, tried to flirt, General program participation.
High paying users: enjoy a bunch of gay pleasure by anchor focus popular attention, "crush cock wire" find yourself down in the pleasure and sense of place.
So what is the answer? Some say answer is knowledge, and share trading platforms, but more review articles have pointed out, of sell reply is not knowledge, knowledge is unlikely to actually deal was, at best, of a knowledge cover celebrity information (impact) platform. In General, our information can be divided into four categories:
1. purely academic knowledge. Common in university libraries;
2. processed "dry goods" of knowledge, such as commercial bestsellers, as well as show Luo Pang, is characterized by easy to understand memory operable, weakness is machining process to avoid "distortion", the reader lose spontaneous thought step by step the process;
3. In conclusion, one of applying knowledge to solve practical problems, given the programme of action, is commonly found in a variety of consultation.
4. information, tools or entertainment, such as Wang Sicong like gestures and the like.
So, what type of information the most fire? Follow the order happens to be hot 432,1 hardly exists in the answer.
Why are people willing to answer questions, the root cause is not pure knowledge, but a cheap pleasure of eavesdropping on celebrities ' private lives, is the famous highlights and expect to make money quickly. The logic is very simple: Givenchy iPhone 6 Plus
For answered problem of network red for, I only with 1 minutes not need too more mind, on can quickly with onlookers of digital and notes proved I of influence, like storm General of digital soared, even than up I of normal income for this money fundamental not is what, but this fast feedback, and proved influence of process also is too cool has (game in the common of heart flow experience).
Questioner and audience of onlookers, took me 1 to listen to celebrity gossip, you can quickly see desires immediately cool; but it took me 1 to listen to certain kinds of knowledge, may not be speaking person knows, listening to people who may not be able to understand, understand it may not be immediately useful.
Now the General knowledge-sharing models, low willingness to pay for knowledge on the one hand, requirements are too harsh, but always strong, full of mistrust and on this far can not let knowledge holders have sufficient power, often worried about expectations could not be, end feel like wasted time, knowledge has been sold. 1 Yuan to 1-minute celebrity gossip privacy, this product would be a "good deal".
Answering a star: the crowd numbers and money quickly to prove his influence of pleasure.
Eavesdropping on users: low cost (compared with the questioner seems to be picking up cheap) to satisfy curiosity about celebrities looking lust.
Hon high paying users: exchange opportunities with celebrities (celebrity, after all, not every answer) may be potential and expected to make money.
OK, let us recall the Luo Pang fan system design, from a non-member member of the hardcore fans to ordinary members, there's no point feeling? They are common!
Second, they have in common
Analysis-map and a simple answer products and business models, we find that a lot of things in common:
1. focus on "net red" theme
And Twitter, know, "star-making platform", these platforms tend to import already has traffic based on celebrity and reticulocyte, direct their traffic to ignite platform, direct their traffic to make money now. First is to network the Red can make money on those platforms platforms, network red can have a more stable flow of platforms, monetize content platform makes it easy for network red creation.
2. gossip and walking a best selling
Sex and glimpse desires of power has never are is simple gross, and quickly powerful of, than up heart planning a document has content quality of live program, more simple of approach is let wearing hot of network red are on with phone screen various tease loaded forced, than up seriously detailed to explained a professional problem, more simple of approach is with 1 minutes, a everyone are wants to snooping of privacy.
3. one to many continued to trace transactions
One-on-one trade is more like the traditional sense of "sales" or 2B products, even if profit is high, we need to devote the time and energy cost is very great.
Reflecting mainly broadcast all onlookers to answer a answer all eavesdropping, a number of transactions is more like the traditional meaning of "marketing" or 2C products, margins maybe one time, scale and income on a continuing basis, however great, spend much less time and effort.
4. the level of consumption system
Such a business model must be pyramid-shaped, net red is absolutely central and Spire, willing to pay was fortunate enough to receive "favors" wall arch in all, pays little or only willing to free ordinary people only in the following cornerstones and cannon fodder.
Need description of is, this system maximum of features is ensure high paid who and network red of "total win", you Ken out more of money, I let you get of far than general people more have more, from reflected guest of was anchor ambiguous favored of opportunities, to points answer was celebrity ignored, and and may through "eavesdropping" earned money of expected, this on "grade privileges" no Shi not carved to concern, precisely is game money mode of focus.
5. There is a used to "tell a story" track
Mapping fire, a bunch of people advocating "network has entered the era of live, do you see Facebook doing live"; for home fire, a bunch of people advocating "knowledge exchange day finally came! Sharing economy is the outlet! "Actually carefully analysis we on will found, these story are is pulled light, is to ladaqizuohupi flickers out a article false of" track ", let only will imitation of entrepreneurs are and lack judgment of buyers man are of Flock Dang cannon fodder, once pig suddenly to a place gathered, more of pig will thought there really of is outlet, pig are in", wind to "does. Is it a bit like a guy on the street suddenly looks down as if to pick up what was then followed by people bow their heads.
Such of story does not fresh, in and nice fire of when, media Shang every day flickers "China version of instagram" to to has, make has half is more has both beauty figure tool; shortsighted frequency just fire of when, media Shang also flickers video times to has, and everyone will is Director, results last you found everyone are is Director just "everyone has very low of May is Director". Ladaqizuohupi's goal is to prove that this is a long track, there is a huge market space, with explosive growth potential, I'm not short-burst fire, fast realisation that simple Oh, I ... ...
Also what? Later, things we all know, the pigs were the long eye.
Three, to their bottlenecks
Almost everyone questioned reflects sustainability and reply. In my circle of friends, on the live how to scalp wash pictures spread around:
Network red brokerage companies a large number of recharge to the broadcast platform, a 50 percent discount. Spend 20 million top-40 million, and reticulocyte spends 40 million virtual currency in its accounts. 40 million of revenue and 55 into the live platform, and a profit of 20 million. Brokerage firm helped popularize the reticulocyte, live platform to get a large amount of water can give a VC a decent data. Meanwhile on the relationship between Wang Sicong and answer deep Grill also surfaced.
Well, and both reflect and reply burst fire, are real products get to market and business model of the g-spot, booing or get a group of line up up in the restaurant attracted people curious to follow this business model to be effectively continued and extended, will face three core issues:
1. supply side Dynamics problem
Network red is the soul of these platforms and core flow, serve them well and let them willingly, were fans watching consumption is the key. Current situation, reflecting passenger carried a strong flow of resources, stolid announcers have for the grid formed a "bargaining advantage", follow the map I have meat to eat, naturally this issue is self-evident.
For answer, however, celebrities answering income than their routine source of income it is a drop in, even if initially people spend listening to bring strong stimulus, only to reproduce them in the sense of life is concerned, once this feeling soon weakened, newness is no longer, how they would like to stay here an honest answer, becomes a problem you need an honest answer.
2. demand threshold issues
Today's consumers are too impetuous, easy fatigue, each a successful stimulation, means that the next time you must select more fresh, more intense stimulation, the pressure is enormous. Once people came to this content without the sense, or are attracted to other new patterns will result in fewer onlookers join in person. Onlookers join in fewer, higher paid people a sense of accomplishment quickly lower also are less willing to pay a lot of money. The end result as we can see, the whole platform "evaporative cooler".
3. moat problem
As mentioned earlier, because most of these platforms are directly imported and red with network traffic already and cannot generate a new chain and fan circles, whose moat became a glaring problem. Because many people transfer cost is not high, so long as there is a flow is not too shabby, experience, and to better highlight their (old platform easier to bury the Internet too much red, and later) platform for more money, they can migrate, or "with". Platforms in order to avoid this problem could only be contracted network red, while continuing to burn money getting traffic surge, with a view to forming a monopoly of large scale network advantage, pulled the Red people's migration costs. Meanwhile, bandwidth costs, the costs of regulation and policy risks are constantly rising, business became a must be fast, can't stop top.
Is there a feeling of bubbles?
4. the logic behind the
Back to the beginning, the business logic is changed. You Niggaz is the economy in the past, are free and even paying money, because imagine the day when you have tens of millions of people and even hundreds of millions of people for major platforms, how to make money. But then people began to discover the model is too difficult to go through, on the one hand you can free money people can post for free money, finally, capital money game. Other interests buy cock wire rather than the product features of the platform hit the pain point, once interest is no longer available, cock wire will immediately "milk is mother" ran to the other platforms of interest to, the scale of such flows are not sticky, but "Bo died suddenly" must die hang in the prisoner's dilemma.
Now everyone told of is "fast variable now", is earned is said to have China is formed of 100 million middle-class of money, is through spread full ceremony sense of "consumption upgrade" story to mass are wash brain--buy I's, buy I you on consumption upgrade has, buy I you is middle-class has, buy I you on has forced grid and distinguished of label has, buy I you on can and General of cock silk distinguish open has.
Send a Ferrari, anchor beauty you do recognize Andie in front of everyone!
Asked Wang Sicong a question, maybe you are the next rich wonders!
This story coupled with the "limited-time limit" and "Privacy special" stimulus becomes attractive Dahlias. Consumption escalation is not stupid, but people are more willing to spend money, but spend continues to be based on a "value" on the basis of logic, because constant brainwashing make whatever cock wire are middle believe that it's worth the money and the people who can pay for this kick-ass. Consumption escalation occurred not only in traditional areas of consumer goods, also appears in the Internet content and consumer products. After all, the world of business actually has two focuses on:
A focus is selling "purely personal", such as the efficiency of the basic necessities of life, tools, hardware, terminals, infrastructure communications pipes. This position was at the heart of universal (cock wire economy), rigid and strong price/performance needs.
Another a focuses on is sold "groups in the of personal", like brand luxury, and IP of around, and live of playing tours, core is sold attached in commodity on of "social currency", is sold a identity label, and exists sense and social advantage, this points on pseudo in the produced, and in the produced in the lower and lack style, and not know how has style of upstart are special effective, its core logic is reds endorsement, and content wash brain, and groups environment produced of ceremony sense, and not buy on was groups abandoned isolated of sense, and quickly cash of social superior or belonging experience.
From this point of view, the reticulocyte economic or community economic or live up to answer, in fact, are in a group environment to create a Center, superior to the high bidder for a different experience, to quickly make their money.
It's like the difference between games and online games. Single game more because the game itself is fun and addictive, so he makes money, is that while subsequent levels of difficulty, while selling value-added services, allowing the player to play through value-added products easier and more readily. Online gaming is not only fun and more passed busy killing, then the player is not only a game you have already purchased the "simple" Niggaz are rolled wire, surrounded by kneeling licking pleasure.
Because of this, dogs considered indicators of new model there are three major considerations:
1. Group environmental stability. Most cock wire is crushed, but still willing to continue watching, was paid by high consumption.
2. the Group KOL tribal Center are reaping the benefits of continued power, and lower production costs drive the entire business operation.
3. high bidder access to stable, not lower-than-expected experiences meet, different levels of pay, and graded back flow. Givenchy iPhone 6 Plus
One capital winter, bubble burst, nude swimming who countless, more people from Blockbuster, and idealism of "big pattern has feelings", return to has gradually pursuit commercial value of nature, but pursuit moment interests and Bo eye of short-term behavior also began rife, yesterday also in PR draft in care entrepreneurs are, and full feelings of investment people have remove camouflage, local capital face of speed than actor also fast, let people sob lamented, More sad is that many entrepreneurs were playing chicken blood is still live in the Internet's booming prosperity and 6 minutes TS dream did not return to God.
Need to be aware of is that short-term profiteering and burst fire, if it is built on the scalp and operated on the basis of, then follow-up once the lie was exposed, disk access is probably no worse than those of telling stories, teasing out a false track project.
But no matter how the weather is changing. "Premature charges will hurt the user experience" false dichotomy that ended only inappropriate making money is not smart, simple and crude is repugnant. We should usher in an era, ideas from the outset, and test model, with a smarter way to get the core users are willing to pay for. We have already seen, the world is divided into a small tribe of a centralized, each level had his tribe's value proposition, who can become the most build-up, the most popular gathering places, who will win the future strategic channels, who captured the mining of these different levels of value propositions, who can earn the most money.
Clues are gradually clear in the future, who is going to become the era of tribal leader, paste it? QQ Group? Weibo? Know? Direct-dial? …… Also are you doing secret weapon?
This article published by everyone is a network product manager Lei feng, without permission, may not be reproduced.
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