More than 60 APPs are densely removed, and there is no product myth on the Internet?

Source | Tech Planet

Wen | Chen Qiaohui

Less than 10 days after the announcement of a popular game product "QQ Flower Teng", which was quite popular, Tencent announced another announcement of another game product.

On August 29, the official website of "Adventure Island 2" announced that as the agency agreement between Tencent and the "Adventure Island 2" game developer is about to expire, after a friendly consultation with the developer, Tencent will be 1122 on November 2, 2022 11, 1122 Point officially stops the operation of "Adventure Island 2" in mainland China.

In addition to the above two products, the TECH planet statistics found that Tencent has announced that the products (including gaming categories) have been released this year have been close to 40 models, with an average of 5 products removed each month. In sharp contrast, Tencent's new products officially launched this year are just a handful of new products, and it is difficult to see a new product online even a month.

Not only Tencent, the Internet manufacturers are welcoming the tide of the APP.

The bytes were released not long ago, and the grassy planting products "Ke Song" that they attached importance to the parties, and the internal importance, Baidu removed more than 10 products such as WONDER, watching Duoduo, Magnetic, One Board. Three products including Bao, You, and Li Fa Fa, JD.com also removed the Youth Edition of Jingdong Financial APP.

The densely removed of the product reflects from the side that the Internet giants who have been singing all the way have stepped on the brakes, and they are no longer attached to the "boundaryless" expansion, but are more concerned about the key figures on the profit sheet.

On August 22, Huawei internal forum launched an article entitled "The Operation Policies of the entire Company must shift from the pursuit of scale to the pursuit of profit and cash flow". The business shrinks and closed.

Focus on the main business and explore innovative business and edge business shrinkage into an industry consensus. The Super APP factory has become a past.

More than 60 products from 8 months off the shelves

Tech Star Comprehensive Seven Mai data and public information combing. According to incomplete statistics, there are more than 20 non -gaming products from various Internet factories from January to August this year.

After combing, it was found that Tencent has the most products, reaching 11, followed by Baidu, with 9 products, followed by bytes, Ali and JD.

Among the products that are removed, most of the products that are marginal and exploration and error, such as the "party island" of byte interactive community products, Tencent's e -commerce product "Little Goose Fighting", etc., there are also "bytes of beating "Ke Song", this product was considered to be a key product of the benchmarking red book at the time.

A person close to Tencent revealed to the TECH planet: "With the changes in the times, in the future, Tencent will have more products to optimize and iterate."

In addition, game products have become the hardest hit area for being removed from the large factories or shutdown.

According to statistics from the new game, as of July this year, Tencent has removed more than 28 such as "QQ Hall", "QQ Lianlian Watch", "QQ Beauty Find Find", "The National Cutting Immortals", "Fishing Comes", etc. Model game. Among them, there are more than ten years of history, "QQ Lianlian Watch" and "QQ Beauty Find Find", and there are also "Fishing Coming", which has already landed on the 3rd place in the iOS free list, and the classic game "" " "QQ Hall", after the official launch, quickly obtained the number of registered users. The maximum number of online users once reached 220,000 at the same time. The total number of registered users in the entire operating cycle exceeded 300 million.

Tech Planet found through Qimai data that as the domestic game market TOP2 NetEase Games, this year has also been launched on 6 products including "Black Tide", "The King of Hunters", and "Moon God's Maze". Among them, Shortly after the launch of "Black Tide", the cumulative number of new people reached 5 million.

The game new star byte beating has also been removed from a number of medium -weight games and leisure games this year, such as "Art Art", "All -Star Fighting", "Dartman", etc. These games that are highly hoped for bytes have not brought about it The results you want are even in TAPTAP (a recommended high -quality mobile game sharing community).

In sharp comparison with the products for the off -shelter is the new situation.

Since the second half of 2021, these Internet manufacturers who have created APP myths seem to have entered the dormant period. Not only have no more phenomenon apps, but also the figures that are explored and error are difficult to see.

After entering the second half of 2021, there are fewer and fewer attention new products. Tech Star Statistics found that there are only three new products launched by Tencent this year, namely the group purchase tool "Goose Enjoy Group", the game social product "Beeping", and the e -commerce product "Penguin Hui Bu". It is known as the bytes of the APP factory. Compared with the past, the number has also decreased. So far, only 6 products have been launched this year. The new products launched by Kuaishou, Baidu, and Ali this year are also a handful of new products.

If a few years ago, the Internet manufacturers continuously deployed new products to fight for users and dates by launching a large number of products, then the contraction of products now reflects that the large factory is reducing the exploration of new fields and starting to gradually gradually began Substalline business front.

A fast -moving product manager told Tech the planet that Internet manufacturers have strictly controlled the cost of the project. The unnecessary products are either suspended or closed to reduce the substantial exploration of some new areas. Essence

Save money on the Internet manufacturer fancy

The era of "lying down and making money" on the Internet is gone. The growth of mobile Internet users has slowed down, and the dividends are topped. According to the "China Mobile Internet Development Report (2021)", in 2020, my country's mobile Internet users have steadily increased, but the growth rate continues to slow down. The average monthly growth rate of monthly active users in 2020 has slowed from 2.3%in 2019 to 1.7%. Domestic Internet users are about to top, and many major markets have long been divided up. It is difficult for new players to have a chance to break through.

This means that the competition between large factories today is more to snatch stock user resources, rather than developing a new market. In such an environment, it is necessary to strategically abandon new exploration and marginal products, and reduce unnecessary expenditure.

After the release of Tencent's financial report in March this year, CEO Ma Huateng once said: "We are actively adapting to the new environment, reducing costs and efficiency, focusing on key strategic fields, and striving for long -term sustainable growth." Essence

On August 17, Tencent announced the financial report in the first half of the year. In the second quarter of 2022, Tencent achieved operating income of 134.034 billion yuan, a year -on -year decrease of 3 %, and net profit was 28.139 billion yuan, a year -on -year decrease of 17 %.

Such achievements have cut off some non -core and marginalized businesses, tighten marketing expenses, and reduce the operating expenses of many businesses.

User growth is topped, and the enthusiasm of advertising in large factories has decreased sharply. In the second quarter of this year, the marketing and marketing costs of Kuaishou decreased by 23%year -on -year; Tencent's sales and marketing expenditures decreased by 21%year -on -year; while JD.com, Ali, Xiaomi, etc. have disclosed the second quarter financial reports, their marketing costs have been disclosed in the second quarter financial report. There are different degrees of decline.

At the same time, the large factory is also lighter to the organization. The shutdown of marginal products and the reduction of personnel will be reduced to a certain extent. Tencent's second quarter financial report showed that its general and administrative expenses decreased by 2 % to 26.2 billion from the previous month, because the optimization of personnel configuration and controlling employee costs.

Alibaba's financial report is more obvious. According to the Q1 quarterly financial report of 2023, as of June 30, 2022, Alibaba had 24,5700 employees, and as of March 31, 2022, it was 25,4941, a decrease of 9,241 from March 31. In the first half of the year, the total number of Alibaba employees decreased by 13,616.

A fast -moving product manager told Tech the planet: "Now the product is very high. Take our team as an example. The monthly cost of 30 people has reached a million levels, and the cost is mainly from the labor cost. Development. In addition to production, these two are big heads. To what extent can a product's DAU and commercialization be earled back? In addition, the market is not good now, exploring new tracks, making new products is not the best nowadays is not the best nowadays. The choice. At present, the team members are half less, and three of them have been optimized by people with high vocational titles. So far, they have not found a suitable job. "

The bytes of "strong miracles" are no exception. According to the interface news, in the latest OKR of the byte beating CEO Liang Rubo, one is that byte beating will update the manpower plan according to the business situation, significantly reduce the recruitment plan from 2022-2023, reduce the growth rate of the organization scale, and improve the efficiency of the organization. According to LatePost reports, the educational and game business of bytes beating have started significant layoffs. Among them, about 80%of the educational business layoffs, and the team size is about 1,000 after layoffs.

Concentrate the advantages of strength and focus on the main business

After giving up the marginal business, after adjusting the organization, the Internet manufacturers are now focusing on the main strength and resources, focusing on the main business, and refining their own star products. I hope that star products can bring greater benefits.

Typical is byte beating. Douyin has been testing new functions and businesses this year, such as novel channels, e -commerce first entrances, and group purchase distribution. Relying on Douyin's traffic, these functions and business can better enter e -commerce and local life. Today's Douyin is transforming from a short video product of entertainment to a comprehensive product with service attributes. Douyin may become the next super app.

Douyin product manager told Tech Planet: "The current company's mature business is the top priority. After all, the mature business is the revenue head, and the profit margin is the best solution at the moment. Keep cash, waiting for the capital market If you recover with the market, you can have a turnaround. "

Ali CEO Zhang Yong has publicly stated this year that, based on the changes in the macro environment, especially on the basis of the milestone of the 1 billion annual active consumers last year, the focus of work on the consumer side is from the increase in the size of the absolute number of users to transfer to the increase to the number of users to to transfer to to transfer to to the transfer of the number of users to to transfer to to the transfer of the number of users to to transfer to the increase to the size of the number Be able to serve existing users, do a good job of layered classification operations, and enhance the share of each layer of users.

To this end, Ali began to add multiple C -terminal functions to the Taobao APP, such as testing order number protection functions, internal beta WeChat payment, etc., and the user's service experience has been optimized. In addition, Taobao also launched its own business "Cat Enjoy" , Explore the new e -commerce direction based on Taobao.

The same is true of another Internet giant Tencent. Its ace product WeChat is carrying increasingly important functions. The embedded video is regarded as the best exit of Tencent's short -videos.Sound compete, but the video number also began to undertake part of the monetization task.At present, the video number has launched information flow advertisements to sell advertisements in basic contracts. At the end of August, the bidding method will be added to release more advertising spaces.According to the forecast of CITIC Securities, after the video number is opened to the information flow advertisement, the video number advertisement in 2023 is expected to reach 37 billion yuan in revenue.For Tencent, this is also a small income.

The Internet manufacturers, which have expanded around, are shrinking their fronts. They are becoming more cautious about new products, but they have become more aggressive.Leaving enough food is becoming a new theme of the big manufacturers.

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