Today's headline gradually becomes a yellow flower tomorrow?

"Core Tips"

The Tencent Express was suspended, derived from today's headline and lost the "headline"?

Internet manufacturers have reduced costs and efficiency, and some of the business that lost the ventilation gradually became abandoned. The nearest one was Tencent's "Highlight Express".

From July 18th, Tencent's "View Express" APP announced the stopping operation and removed from major app store. As the pioneer of the "Head Teng Wars", the "Daily Express" (the predecessor of the Express) was launched in June 2015. It was a personalized recommendation news app launched by Tencent at that time to snip today's headline.

At that time, today's headlines have emerged in the field of domestic information. It has set off the trend of recommending personalized content based on user interests, which has reduced portals to traditional media, and also stress Tencent. The express report came into being in this background. At the beginning of 2016, the daily newspaper daily survival reached 87 million. At that time, it was second only to Tencent News and today's headlines.

However, this era has changed too quickly. With the advent of the short video era, the "today's headlines" who had been able to snatch the market were now fatigue. Bottlenecks for many years.

In November last year, in the new round of architecture adjustments, as a former arrogant, the headlines were incorporated in today.

The removal of the Express is an iconic event where the Graphic Information APP is declining. As the leader of graphic information, how does the headline find the next growth curve today?

Once the byte arrogant

Once, today's headlines are byte beating, and byte beating is today's headlines.

Before August 2018, the only brand LOGO hanging from the facade of the global headquarters building is today's headlines, which is a symbol of today's headline status that has been in today.

For a long time, the perception of the bytes has been at the "headline today". Due to the high degree of user recognition, even many byte employees claim to be "headlines". The byte app matrix has been ranked first today.

The status of today's headlines comes from the glorious record. In October 2012, today's headlines were launched. At that time, the domestic traditional news and information field was already a red sea, but today's headlines recommend high -heat content to users with their interest algorithms. They just knocked on a solid information market.

In just 3 months, the number of registered users today exceeded 10 million. Five years later, its daily live data reached about 120 million, which was almost half of the total number of daily living in the Chinese information market at that time. Today's headline successfully relay the connotation paragraph, and found a new growth curve for bytes.

Looking back now, the success of today's headlines is inseparable from the decrease in dimensions of contemporary news information products. At that time, although there were also many mobile information apps, they did not get rid of the routine of the PC era: the user passively accepted the content arranged by the platform, and the amount of information updated every day was limited, which can no longer meet people's needs for fresh information and personalized content.

Today, the headline realizes the personalized display of "thousands of people and thousands of faces" based on the recommendation engine, and ensures that users can "follow the brush" to obtain information.

The founder of byte Zhang Yiming revealed in the book "Boiling New Ten Years" that "with brush" is strategic and overwhelming everything. In order to ensure that the user's use is more smooth, today's headlines even designed signals in signaling in signal today. Caches the information of the place to continue the mechanism of "follow the brush" where there is no signal. This opened the market for today's headlines, and also made today's headlines a "public enemy in the industry".

In 2014, in the face of the mighty today's headlines, traditional media started a counterattack with copyright as a weapon. In June of that year, Sohu launched an infringement lawsuit against today's headlines and claimed 11 million yuan; in the same month, the Guangzhou Daily sued today's headline infringement; the Beijing News and many other media have demanded that today's headlines stop infringement and compensate for losses.

This should be the biggest crisis encountered since the establishment of today's headlines, or byte beating.

Zhang Yiming later said in an interview with the media: At that time, the traditional media and portal websites that were not very dazzling used today's headlines as opponents. At that time, the headline valuation reached 500 million US dollars, and it would naturally stimulate some people.

Today's headlines have become catfish that stirred the interests of traditional media and portals. However, the power of the ultimate trend allowed the two sides to achieve compromise and reconciliation, and jointly participated in the news change initiated by today's headlines.

After the market opened, today's headlines became logical to become the most "chicken with golden eggs".

Today's headlines have been exploring information flow advertising business in 2013.

At the time of the beginning of the mobile Internet, many companies were still concerned about advertising on mobile phones, thinking that the screen of the mobile phone was too small to advertise. However, today's headlines have opened up the information flow advertising channel, among one of the most profitable Internet factories in China, and become the object of imitation of many latecomers.

In this sense, like Baidu's promotion of bidding advertisements, today's headlines' status of rivers and lakes also benefit from its pioneering attempts to a certain extent.

In that day of spring breeze, today's headlines are slightly siege, playing the role of the incubator internally. Understanding APPs such as Emperor Emperor, Watermelon Video, Goku Q & A, etc., are the incubation from today's headline car channels, headline videos, and Q & A communities.

The "money bag" was drum, and today's headlines are quite generous. Lin Zhe, a senior media person in Beijing, recalled to "Leopard Change": At that time, the headlines had a great support for these new projects. When Goku's question and answer first went online, not only Zhang Yiming personally set platforms, but also invited many large V to join. After completing a certain number of Q & A content, you can get more than 3,000 yuan awards. "This should be the time of the headline ecology." Lin Zhe said.

The headlines that gradually fell out of favor

With a hundred days of red, with the advent of the short video era, the glory of today's headlines is gradually gradually replaced by the vibrato in the byte system, as well as the fast hands and B station.

Beijing AVIC Plaza is a global headquarters. At the top left of the building outside the building, there was a huge "today's headline" logo. In August 2018, a yellow lift car sent a worker to the top of the building. Today's headline logo was demolished and replaced with "byte beating".

Outside of the AVIC Building today, today's headline LOGO/Picture comes from the Internet

In the same year, Zhang Yiming attended the International Summit of the Innovation and Development of Young Entrepreneurs held in Shandong as a byte beating CEO. For a long time, his titles have always been the founder and CEO of today's headlines.

Bytes of "headline" have a sign as early as a few years ago.

In 2015, the short video content on the headline app accounted for more than 60%. After today's headline redefining graphic information distribution rules, short videos have become the next object of being transformed, which only has the subsequent watermelon videos and vibrato.

With the rise of short videos, today's headlines inevitably give up the C position.

The decline in commercial value is the most intuitive evidence of today's headlines. Many commercialized employees told "Leopard Change" that few customers would take the initiative to ask for headlines. Now as long as they are not in Douyin, the traffic is difficult to get up.

Su Qing has worked in the byte e -commerce business line for four years. He told "Leopard Change" that the e -commerce business of bytes starts from today. "At first, the headline e -commerce business was called" rest assured to buy ", and the form of goods and payment. At that time, it was very fragrant with pictures. You could directly order the order without videos. When it was the best operation, many customers made money. Because many people don't know how to return the goods. "

"Few customers now ask for headlines, and basically come to Douyin." Su Qing said.

A number of e -commerce practitioners who deeply cultivate bytes also said that short videos are now the air outlet, and people who watch pictures and text are decreasing. "Headlines are loyal fans, but they are too old. Generally, in the age of 40, young audiences are getting less and less." The above person said.

In addition to the merchants who abandon the headline, there are also content creators. Chen Huai began to start a business content five years ago, and I felt intuitive about the attenuation of headline traffic. He said that the reading of articles published on the header number is generally not high. Generally, there are only dozens or hundreds of reading, which can exceed 1,000 even if it is good.

Chen Huai's headline background shows that in recent years, a total of 248 yuan has been obtained from today's headlines, and the subsidies in recent days are between 0.01-0.03 yuan. Around 2015, sometimes a burst manuscript, the traffic subsidy was hundreds of yuan.

"Now I do n’t pay much attention to the effect of the header number. I post it when I send it. Copy and paste it. The reading volume is mainly to see the content and topic of topics." Chen Huai said.

Today's headline employee Zhang Yang recalled that at a CEO face -to -face meeting in mid -2019, Zhang Yiming once bluntly stated that as an information app, today's headline will touch the user's "ceiling". Millions of DAU.

"Kelly (Douyin CEO Zhang Nan) also mentioned internally that the growth is not unlimited, and you have to work hard." Zhang Yang said.

Today's headline lost headlines

Commercial frustration made the headlines lose position in the byte system.

In November 2021, the byte announced a new round of organizational adjustment. The status of Douyin in the byte system has been further improved. The "Douyin" BU has become one of the six major business sectors. Today's headlines and watermelon videos are incorporated into Douyin.

In May 2022, the byte was officially renamed "Douyin Group". Compared with the steaming of Douyin, today's headlines gradually become yellow flowers.

When the times abandon you, you won't even say hello.

After the "View Express" APP announced the suspension, a industry person lamented: "Originally, the first newspaper was going to be targeted today's headline. Now the target target is almost possible, and there is no value that exists."

Zhang Yang believes that the current situation of headlines is okay. After all, it is a relatively independent product, and the contribution of income is okay. It is just that the information APP ceiling is limited. In the current environment, it is difficult to have a very eye -catching growth in the future.

In the outside world, many users have expressed concern about the growth of headlines in the future. In the workplace social APP pulse, many users have posted whether the offer for the headlines is worth going. In this regard, there are users who have certified bytes jumping employees say: Isn't it worth it, is there an incremental amount?

Today's headlines, which are squeezed out of headlines, are urgently needed to find the next growth curve to avoid marginalization.

Today's headline choice is to hold the thigh of Douyin.

Information from all parties shows that today's headlines are accelerating the vibrato ecology, hoping to break through the bottleneck of their own traffic through service. Now there are many contents of today's headlines in searching information in Douyin.

Content entrepreneur Chen Huai said that the reason why he still insists on headlines because he can search the headlines on the Douyin, hoping to diversify his content through Douyin. In addition, the e -commerce business is also the persistence that the headlines have not been put today. Generally speaking, the main income of information app depends on advertising, but the ceiling is very low. After the Douyin BU is adjusted, the e -commerce business may bring a trace to today's headlines.

On May 12, the headline announced today that the live broadcast sector will be upgraded as a whole, and the live broadcast service after upgrading will be provided by Douyin. This means that today's headlines need to be diversified for Douyin, and they can also be split from Douyin's live broadcast income.

"Leopard Change" saw today's headline "Live" channel that the top of the page is some media headline live room. After that, it can be brushed to a large number of live broadcast rooms with "from Douyin", accounting for about 90%.

In a women's live broadcast room, "Leopard Change" click "Little Yellow Car" to pop up the "Douyin E -commerce" logo. After trying to place an order, the payment page shows that the "Douyin Pay" will be paid. After the order is successful, today's headline will be made. You can also view the binding Douyin accounts in the APP all e -commerce orders.

However, the content platform is not easy to do e -commerce. Xiaohongshu, Weibo, etc. also tried to have e -commerce, but the results were unsatisfactory. What's more, today's headlines are "making wedding dresses" for Douyin e -commerce. After "blood transfusion" to Douyin, whether today's headlines can rely on e -commerce to "make hematopoietic", it remains to be tested by time.

Before the rise of Douyin, today's headlines have been doing addition, incubating new businesses, exploring new models, and launching new channels. The "overweight" interaction affects the user experience to a certain extent. Today, Douyin has played the role of "test field" today's headlines. Local living services, social, grass, and malls such as Douyin are carried out. Today's headline participation is not high.

Today's headlines no longer do addition, maybe they can create a more pure development space for themselves, but the time does not wait for people, leaving no time for today's headlines.

Source | Leopard Change

Author | Chen Fanshan

Edit | Zhang Zirui

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