Is the ending of Vue the fate of all tools apps?

Sacrifice of the horse racing mechanism.

Recently, the mobile VLOG community and editing tool Vue Vlog announced that it will stop registering new users from July 1, 2022. It will be fully suspended from October 1 this year, while closing the server and the official website.

According to Sky Eye Inspection, Vue Vlog has experienced 3 rounds of financing, and has received 12.7 million investment of Zhenge Fund, BAI Capital, Jiuhe Venture Capital, and Yue Capital. In September 2020, it was acquired by Tencent at a price of $ 50 million. However, Vue Vlog announced that it was closed for less than 2 years after Tencent.

Founded in 2016, VLOG, the founder, walked out of the pea pods and shifted Vue Vlog from a simple editing tool to creating a content community. During the peak, there were more than 100 million users.

The same type from the tool to the community is like a fast hand, and has entered the commercial stage, and why did Vue Vlog stop the shipping in just 2 years after being acquired by Tencent? Is the Vue Vlog that focuses on creating the VLOG community as a cocoon self -binding, and restrict the target user group too narrow? How is the Vue Vlog revenue in the past two years, what kind of attempts are the road of commercialization, and why?

Starting: Shin from tool -type app to creating content community

Vue Vlog was founded in 2016. At that time, the short video track had beautiful shots, seconds, and fast hands. Vue Vlog was further subdivided into short video tracks. The first batch of loyal users with interactive operation pages.

In 2017, the Tudou.com of Alibaba Entertainment Group was fully transformed into a short video platform and invested 2 billion yuan to create a "big fish" plan.

In July of the same year, Tencent resurrected micro -view, and micro -view became a short video creation and sharing platform. Baidu online short video aggregation platform-good-looking video. At this point, the short video industry has officially ushered in the first year of the outbreak, and more and more users, content creators and platform media have crowded into the short video industry.

As a tool -type APP, Vue Vlog also takes the short video of the first year's shareholder style to further grow users. During the peak period, more than 1 million daily lives, and the high -quality UGC video generated by users is more than 50,000 per day.

In 2018, Ouyang Nana began to release her VLOG on the social media platform to share her life while working while working. Since then, it has brought a short video form of VLOG. year.

Following this hot trend, in the Spring Festival in 2019, Vue Vlog achieved the double growth of the number of active users and the length of user use, with a growth rate of 40%month -on -month.

Driven by the number of active users and the growth of the user's usage, Vue Vlog decided to transform the content community.

Regarding the future of commercialization, Kun Fei is not worried. Based on the user portraits provided by VUE at that time, 70%of users were women, and 90%of users were between 18-35 years old. 70%of users lived in large cities. They had a relatively high level of income and education. share.

Crisis: Cheng also vlog, defeated also vlog

With the popularity of VLOG short videos, Vue Vlog further promotes the building of the community and its commercialization.

In addition to the platform's own brand advertisement and effect advertising, it also opens the realization channels such as rewarding and opening the selling materials from individuals.

According to the concept of Kwai Fei, the advantage of Vue is different from platforms such as Weibo, today's headlines, and station B. The advantage of Vue is to provide the maximum traffic to ordinary Vlogger on the platform and cultivate more Vlogger.

"What we can undertake is ordinary users and users who have developed into the middle waist on other platforms. The user base of these people is large and the cost of training is low. On the one hand, they need traffic distribution, and I hope to get social attention on the platform."

However, because VLOG needs a certain theme and story, it is impossible to shoot like a few seconds of short videos. It is necessary to perform a certain early content planning and later content editing, so there is a certain creative threshold.

At the same time, because VLOG is a record of life, most of the content is about food and travel. It is difficult for ordinary users to ensure that their lives are interesting and rich, so the frequency and quality of the work update cannot be guaranteed. At the same time, due to limited themes and serious content of content, it is difficult for the audience to break through the circle. Stars bring their own traffic, while ordinary users are difficult to start.

On the other hand, the monetization of short videos at that time was not only in the exploration stage of major platforms, but even major brands were watching and watched. The Vlogger that could be used by shooting VLOG monetization was limited to the first generation of the head of the head, such as Jingyue, bamboo, bamboo, and bamboo. , Stephen, etc., not to mention support and cultivating ordinary users and mid -waist vloogers need a lot of funds.

There is a mature business monetization model behind the foreign VLOG video platform.

Taking YouTube as an example, when a creator's channel reaches a certain scale, YouTube will open an advertising value -added service for it. It is estimated that when YouTuber's subscription volume reaches 100,000 or more, the basic life can be guaranteed. In addition to the platform division, there are product promotion, selling surroundings, and so on.

Vue Vlog wants to reach the dimensions and markets such as YouTube, and there is still a long way to go. The platform has insufficient hematopoietic ability, and it is difficult for creators to stay on the platform for a long time. In September 2020, Tencent stretched out the olive branch of M & A to VLOG. 3. Discover: After all, make wedding dresses for others

Vue Vlog was incorporated into the WeChat business group after the wholly -owned acquisition of Tencent. The team staff supported WeChat video numbers more, leaving only some personnel to maintain the basic operation and maintenance of Vue Vlog. "".

With the popularity of short video platforms in recent years, mobile video editing tools have also emerged endlessly.一类是第三方视频剪辑工具如小影、乐秀和快剪辑等等；一类是头部视频平台推出的剪辑工具，如b站推出的必剪、抖音推出的剪映、以及快手推出的快Cut and so on.

On the one hand, Vue Vlog's community operation is thin. On the other hand, the editing tools on the content platform rely on a large number of accumulated users to drain themselves, and Vue users are further eaten.

The growth of users has stagnated, and the community operations have not improved. The personnel in the WeChat business group are developing "seconds shear". The suspension of the Internet manufacturer that focuses on cost reduction and efficiency seems to be an inevitable trend.

In recent years, the growth of most Internet companies has slowed or even stagnated. The new markets and new businesses and new opportunities have become less and less, and even disappeared. The direct consequence of this is that the company no longer needs so many people.

Just Tencent, there were 112,700 employees at the end of 2021. In the past two years, in public and non -public places such as financial report meetings and internal exchanges, Tencent executives have mentioned that they should "reduce costs and increase efficiency", "optimize costs for losing business", and "focus on core business".

On the short video editing product track, Vue Vlog is actually not the earliest product to be abandoned.

As early as 2018, another video editing software "Cat Cake" has been acquired by Tencent. The encounter of cat cake is similar to Vue. After becoming a product of Tencent The app is completely deserted.

Under the trend of cost reduction and efficiency and focusing on core business, Tencent is now vigorously developing the WeChat video number business. From the actions of a concert in a domestic and foreign superstar video line, you can glimpse Tencent on the video number. New and monetization ambitions.

In contrast, the survival of Vue Vlog is not so important.

After all, Tencent is a business company rather than a charity company, and this ending has been written as early as the day when the acquisition was acquired, but it was a matter of time sooner or later.

After all, it is also a probability issue to survive under Tencent.

Reference materials:

Data source: Tianyancha

Image source: network

Reference materials:

Three words and finance: Vue is going to be suspended, the first farewell in 2022

Snow Leopard Finance Society: Hunter Douyin defeated, short video has no new king

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