Dare to blow!Technical monetization of 600 million yuan and target listing. Where does these media come from?

Original: Li Guoxun

This year's media integration has entered the ninth year, and many media have found the way to make money. However, the relying on selling technologies to obtain less than hundreds of millions or as many as hundreds of millions of yuan a year. It feels like bragging!

The cowhide is not blowing, and the train is not pushed. The Zhejiang Daily Group, cover media, Hualong.com and other media have turned the technical department of burning money into a "hen for eggs", with an annual income of up to 600 million yuan. How did they do it? Can you copy with it?

1

Make the "Monkey Drough" turn "printing machine"

Since the integration of media in 2014 to the national strategy, the media that lack of technical genes had to spend money to buy technology. The central kitchen, media system, and media Zhongtai ... After calculating, the later operation, maintenance, and iterative update must continue to "burn money", which is simply a bottomless hole. Technology is a catalyst for media integration.

However, some media can transform this "banknote" into a "printing machine".

Taking the Zhejiang Daily Group as an example, the "Tianmu Cloud", which is only independently developed and used by the self -developed and used media, has served more than 100 municipal and county -level financial media centers in Zhejiang Province, and more than 100 government, enterprises, colleges and universities. Home units can bring 20 million yuan in revenue each year. The collection of various technical forces of Zhejiang Daily Group "Zhejiang Diger Intelligence", with annual revenue of up to 600 million yuan!

"This year's expected technical income reached 60 million yuan, with an expected 80 million yuan next year, and the target was 100 million yuan in 2024!" Li Chunyan, secretary of the party committee and chairman of Hualong.com, said loudly.

It turned out that Hualong.com has built party and government clients in 39 districts and counties in Chongqing since 2014. In the past few years, major projects such as the Chongqing Municipal Government's intensive platform, Yudukuku Office, and Yukang code have been successively established to provide technical services for more than 200 customers.

If these media have deep technical accumulation and mother ability, then the seven -year cover media has more reference value.

"In early June, the" Municipal Rong Media Center solution "released by the cover media technology is the core result of the cover 'intellectual media" 5.0. Our goal is to go public! " Xiao Xiang's confidence was from 2019 to 2021 that digital -related businesses brought the impressive achievements to the cover media. "In the next 3 to 5 years, digital business will become the main business of cover media technology."

In fact, many media have also further released their own integration capabilities. Through solutions, products, services, etc.

For example, the Volkswagen Newspaper Group provides services for the Shandong Federation of Trade Unions, the Shandong Provincial Women's Federation, the Shandong Branch of the Construction Bank, and the Liaocheng Public Security Bureau. Zhuhai Media Group also provides services for Dongguan Daily, Suining Media Group and some county -level media Essence

Just as Ren Haiping, deputy chief engineer of Zhejiang Daily Group, said, "In addition to the media integration and transformation meets its own needs, there are certain technical precipitation and industry mature application examples, and a certain economic benefits can be obtained through capacity output."

Huang Chuxin, director and researcher of the Digital Media Research Office of the Chinese Academy of Social Sciences: "Today's integration media construction requires experienced summary of business integration, structured adjustment, and direction guidance and route planning. The plan can help other media reduce trial and error costs, but also bring economic benefits. "

2

How does "hen who can lay eggs" grow?

Rome was not built in one day, and technical output is not a day. These media can make the technical department that spend money spending into a "hen who will lay eggs", and what are the commonality behind the golden eggs that produce several media fusion solutions?

1. In the planning, the victory is thousands of miles away

The media fusion of making money is a hooligan. Some media often only care about the integration requirements of mechanical counterparts, and on the equipment and systems, they lack long -term considerations for economic benefits.

When the cover media, Hualong.com and other media have considered the realization of realization when doing corporate strategic design, do the top -level design, clarify the strategic positioning and path, so as to achieve the effect of half the effort.

"From the establishment of the cover media in 2015, to the establishment of the cover media technology company in 2021, it has been anchored the ecosystem of 'technology+media+culture', and provides government -oriented fields for pan -culture, pan -content, pan -media, and general dissemination. Exclusive solution. "Xiao Xiang said.

"First of all, we must clarify their strategy, make a clear positioning, understand the business model, and then clarify the strategic path, match the team full of market vitality, so that technical services can truly land, and the market and benefits naturally come." Li Chunyan said.

Hualong.com's strategy is to adhere to the industry as the leader, technology -driven as the core, big data application as the basis, and the "Internet+" industry as the driving force to create a new type of media group that builds a modern communication system and big data artificial intelligence.

To this end, Hualong.com first upgraded the platform's technical architecture to launch the "Hualong Xinrong Media Management Platform" to empower the compilation system of the government affairs cloud platform; secondly, promote the development of the platform to the business direction of news+government service business to create an open and fusion of integration. Technical platform; Finally, improve the comprehensive service capabilities, and provide a complete set of solutions in the integration model of "content+technology+operation".

This view was affirmed by Huang Chuxin. "The solution that can output output is the first to deeply cultivate the top -level design policy, take policy trends as a vane, and control the industry's dynamics from a macro -fixed adjustment. Add a long tail effect. "

2. Turn non -standard products into standard products suitable for output

Not all milk is called Telun Su, not all successful experiences can be copied directly. To make money with the technical ability of serving its own integration, it also needs to open up a link -to turn personalized non -standard products into universal standards.

The technological development path of cover media technology can provide some reference.

Xiao Xiang introduced to the media tea that the original self -developed technology of the cover was originally served for its own transformation. It has some customized and personalized functions. After a series of R & D and transformation, the external output is achieved. "Specifically, there is a need to have a system of systematic system, a set of mechanisms with market docking, a team of a system, and a carrier."

The first is standardization. Today's cover intelligent media cloud system has formed a huge ecosystem covering more than 80 modules and more than 800 functions. It is standardized through a series of market research and product research to develop universal product modules.

The second is componentization. The huge system of cover intelligence media is not available for every module and functional customers. Through systematic transformation and software development, it transforms it into a building block and disassembly at any time, so as to cope with the needs of different industries and users.

The third is systematic. That is, customization on the basis of standardization, combined with the needs of service objects for personalized transformation, adding parts that exceeded pure technologies, such as custom -saving after -sales service solutions, training plans, and even the mature media operation mechanism and management mechanism of the cover media into a system. Output.

The fourth is brand. By promoting related products and businesses, every product and solution can be widely aware of.

"Standardization, component, and systematic aggressive relationships. The primary premise of standardization and componentization is technical autonomous and controllable, and systematization requires the media to have a deep understanding of the industry and have a relatively complete digital ecology." Xiao Xiangyi The key to the words.

3. Technical ability entity

The above mentioned "requires a carrier". This "carrier" may be a separate technical department or an independent company. In fact, it is also an extension of "branding".

In 2021, the cover media split the market and technology departments to set up a separate cover media technology company. "The purpose is self -evident, in order to better realize the technology transformation." Xiao Xiang said.

Why is it physical?

On the one hand, it is the requirements for better implementation and separation of operations, and on the other hand, it is conducive to media utilization technology to achieve systematic realization. This is like re -packaging the eggs and sticking it with a brand. The value is naturally much higher than ordinary eggs.

For example, "Hualong Digital Zhi", a technical company of Hualong.com, and the Zhejiang Daily Group's "Zhejiang Digital Intelligence" technical brand, the purpose is to further coordinate the development of the group's technical resources and enhance the overall technical service capabilities.

"These solutions are both generally applicable and can be integrated and empowered. Combined with the media's own advantages, they refine and comprehensively solve the various problems of the media transformation platform." Huang Chuxin further analyzed that on the one hand Provide direction guidance, actively interpret policy connotation, analyze the technical direction, so that it can reduce trial and error costs, retain the original advantages, and maximize the benefits of media transformation; on the other hand, it can also take itself as an example, the right medicine, and the need to overcome the transformation of the transformation. The media solution of technical barriers and structural problems during the reform process.

In Li Chunyan's view, "service power" is the greatest common. "Services are not only good business public relations and the basic needs of customers, but also include the media's market analysis, planning innovation, product research and development, production and production, resource organization, business model, etc. of the media's industry. ","

3

What kind of family can raise "hen who will lay eggs"?

Before Zhuyu, can the experience in these media be replicated?

"You can copy it!" Huang Chuxin gave a positive answer. "This needs to learn the mature experience of other media according to local conditions to meet the needs of their own transformation needs, and to continuously debug the solution."

So, what does the media need to have to rely on technology to monetize?

Xiao Xiang believes: "The most critical point of the solution to the media output is to solve the key pain points in the digital transformation of the media or other industries, and at the same time, it must have certain industry leaders and technology leaders."

"It has content advantages and technology, and can connect to a variety of revenue industry chains, which is the basis for the media output solution." Huang Chuxin concluded.

In his opinion, the media needs to form a relatively complete full -process integration media paradigm. It has both characteristic schemes and universal strategies, which can provide technical and experience support for other media. This is necessary to establish a mature "experience library", which can communicate and share with other media with the formation structure of integrating media construction and media integration.

In fact, from the personalization of supporting its own media to the universalization that can serve the industry, it is the threshold for many media to be difficult to cross.

"Three points need to cross this threshold. One is to have a deep understanding of the digital transformation of the media and the digital business of pan -media.. "Xiao Xiang said.The picture of this article is provided by the petals beauty

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