Raider the "Giant Mask" of the Internet "Big Factory"

The advantages of the Internet "big factory" in terms of manpower, material resources, financial resources, etc., convinced the outside world that the Internet "big factory" will make any new products. There is no power to return, as well as the facts. E -commerce, games, news information, short videos and other fields, in the end, only "games between large factories" are left. Therefore, as long as Tencent, Alibaba, byte beating, etc., any wind blowing grass will be regarded as "a big job" in a certain field.

However, the success path of the Internet industry cannot be continuously applied. The number of roads in the PC era is completely useless to get the era of the mobile Internet. The number of roads five years ago is definitely not practical. The business rules, traffic models, consumption habits, and user groups of the Internet industry have changed. Five years have changed to three years and one change. Even the "big factory" of the Internet, in the face of changes in the mobile Internet industry, is extremely panic and panic, often "falling" in a certain field.

It's time to pull off the "giant mask" of the Internet manufacturer to look at the movement of new products of "big factories".

Douyin's online grassy app "Ke Song", benchmarking a small red book

Qi Mai data shows that on July 7, Douyin was launched an app called "Ke Song". Douyin did not directly mention "planting grass", but instead used the content community to define "Ke Song". However, from the perspective of the product, "Ke Song" is very similar to Xiaohong's book. The FEED stream is displayed in double columns. The first half is only different in the "area" section. The bottom "Ke Song" replaces the "Shopping" channel of Xiaohongshu with "search". It may be because "Ke Song" has not yet opened the e -commerce section. The APP has no "application in -purchase" function.

The account system of "Ke Song" is opened with Douyin. After logging in to the former account, the user's follower list and fans will automatically go to the ID of "Ke Song".

The reason why Douyin launch "Ke Song" may be due to two reasons:

First, "slimming" for Douyin. On the goal, Douyin can be among the top five of the domestic apps. According to data released in May 2022, Douyin showed that Douyin Daily Households have exceeded 600 million. With such a huge amount of daily goods, Douyin is of course very happy. But behind the huge daily work, it is the bloated side of the product. Douyin is not a app that can only watch short videos and live broadcasts. More and more functions such as e -commerce and games are loaded on Douyin. This It means that it is not convenient to find a function on Douyin.

Almost all large apps in China face this problem, including WeChat and Alipay. On the one hand, users cannot do without them. On the other hand, more and more functions are dazzling. In fact Payment tools.

The launch of "Ke Song" can reduce the bloating of Douyin to a certain extent.

Second, complete the puzzle of Douyin e -commerce. Wei Wenwen, president of Douyin E -commerce, revealed that in the past year (2021), more than 10 billion pieces of goods have entered millions of households through Douyin e -commerce. Obviously, Douyin e -commerce is still in the rising cycle and there is room for improvement.

The outside world is not optimistic about the e -commerce business of short video platforms such as Douyin and Kuaishou. However, this does not affect the rise of live e -commerce. In the Q1 quarterly financial report of Kuaishou's 2022 Q1, in the first quarter, Total E -commerce transactions (GMV) reached 175.1 billion yuan, an increase of 47.7%year -on -year. There is still such a high growth rate that is lower than the Douyin, and the higher Douyin e -commerce company will obviously not be weak.

Data from the National Bureau of Statistics show that from January to May 2022, the national online retail sales were 4960.4 billion yuan, a year -on -year increase of 2.9%. Among them, the online retail sales of physical goods were 4271.8 billion yuan, an increase of 5.6%, accounting for 24.9%of the total retail sales of social consumer goods.

From the perspective of the entire retail industry, the e -commerce retail market is still growing, and Douyin and Kuaishou are not unprecedented in this piece.

Grass planting is not the core project of e -commerce, but it is an indispensable part of the e -commerce platform. Including e -commerce apps such as Taobao, JD.com, Pinduoduo, etc., the grass plant section will be launched. Therefore, if Douyin wants to make the e -commerce business, it will inevitably make up the puzzle of the grass.

As for why you choose the benchmarking small red book, in terms of the previous experience of the Internet, the Internet giants will inevitably choose the best products in the industry if they want to be target.

According to Guo Jing's Internet circle observation, Xiaohongshu is also very hard for the strong "Ke Song". Search "Ke Song" in the App Store, the first is the advertisement of the Xiaohongshu app. You must know that "Ke Song" was not even on the App Store for a week, and the reaction speed of Xiaohongshu was not unhappy. Such search advertising keyword competition is very common in the Internet industry, and some companies have moved with each other.

The Internet "big factory" is facing APP costs rising

Many people may not think of which product is the first domestic news client product. It is neither today's headlines, nor Tencent News, Netease News, and Sina News, but Sohu, which looks mediocre.

At the beginning of the mobile Internet, the mobile APP pre -installed was a completely blank market. Mobile phone manufacturers such as Huawei, Xiaomi, vivo, OPPO, and other mobile phone manufacturers initially asked for some apps to cooperate with them, because some users themselves will have these demand and have these demand and there are some demands. Without WeChat, I can watch the news, and Sohu quickly smelled the opportunity to pre -installed the mobile app, almost near free, and got a large number of users. APPs such as Pinduoduo and Toutiao today also quickly smelled the opportunity of this market, and also obtained a large number of users by relying on low -cost pre -installation costs. After the mobile phone manufacturer understands the value of pre -installed, the cost of pre -installed APP is also rising, even if it is an "big factory" on the Internet, it may have to weigh. Xiaomi's Q1 quarterly financial report in the Q1 2022 shows that in the first quarter of 2022, Xiaomi's Internet service revenue reached 7.1 billion yuan, an increase of 8.2%year -on -year, and the growth rate exceeded the business line of smartphones and IoT and living consumer products.

In addition to the pre -installed road of mobile phones, another advantage of the Internet "big factory" is a third -party app store. In August 2013, Baidu acquired 91 wireless at a price of nearly 1.9 billion US dollars, while the biggest value point of the latter was 91 mobile assistants. Through the joint force with Baidu's mobile assistant, Baidu quickly sat in the throne of the domestic third -party application store.

In July 2016, Alibaba acquired another third -party app store pea pod with a purchase price of nearly 200 million US dollars, which is much cheaper than 91 wireless. However, just like shopping, cheap is not good. 91 mobile assistants have contributed to Baidu, and pea pods did not exert enough value in Ali.

Mobile phone manufacturers not only understand the value of the APP pre -installed, but also fancy another "fat" -app store. On the one hand, mobile phone manufacturers continue to increase the construction of application stores. On the other hand, they expel the location of third -party application stores through the name of mobile phone security. In the application store of mobile phone manufacturers It is shielded, and even if the user is installed with apps such as application treasure, Baidu mobile phone assistant, pea pods, etc., each time the new app is installed, the system will make security prompts and cannot be updated automatically. Under the coercion of the user experience, users may be possible. Simply use the mobile phone manufacturer to bring your own application store instead of using a third -party APP.

The rise of the mobile phone manufacturer's application store has greatly reduced the status and value of third -party application stores. According to Guo Jing’s Internet circle observation, even if Tencent, Alibaba, and Baidu launch new APPs, they do not have much preferential treatment on their own apps. big.

The download and installation right of the mobile app is gradually transferred to the mobile phone manufacturer, and the mobile phone manufacturer does not belong to the Internet "big manufacturer". Pre -installation and application stores are two important means for mobile apps to pull new. Nowadays, the costs are rising, and large factories can't hide.

The problem of "Ke Song"

A few years ago, many traditional companies tried to enter the field of mobile Internet, thinking that they could dig a bucket of gold in the popular mobile Internet market. However, a major growth tip of the Internet industry is the huge amount of users who invest in the circle. As soon as traditional companies spend so much money to pull new users, they start to shrink their hands. In the end, most of the traditional enterprises' Internet projects have ended.

The problems encountered by traditional enterprises were also encountered by the Internet "big factory". "Ke Song" will inevitably encounter the same problem, that is, the number of users and retention rates of the APP, especially the former, is a decisive indicator. For the byte beating that pays attention to efficiency, the ultimate "Ke Song" is the final of "Ke Song". Destiny is closely related to this indicator. Byte beating is willing to invest in how much manpower, material, and financial resources on "Ke Song", which determines its future.

In addition to operating indicators, another major problem of "Ke Song" is the operation of the grass -planting community. Community products are not popular in the era of mobile Internet, and community products such as Baidu Tieba, Tianya, Douban and other community products are not as glorious as the PC era. On the one hand, community products are difficult to obtain a huge amount of users. On the other hand, community products are facing the problem of commercialization of commercialization. Although Xiaohongshu solves the problem of user quantity, it is still not good enough in terms of commercialization.

The easiest way to monetize grass products is e -commerce. If it is self -operated e -commerce, it will inevitably involve cost issues. In fact, the self -operated products of most community products have to give up. In addition, a giant e -commerce APP is created. If it is a non -self -operated e -commerce company, it is equivalent to "working" for third -party platforms, and can only earn zero in the entire retail link.

"Ke Song" can be connected with Douyin e -commerce in terms of e -commerce business. However, how to operate the grass planting community? This is a test for "Ke Song". Different from information distribution and short video live broadcasts can be done quickly, community products are more particular about refined operations, and refined operations mean slow rhythm, it is likely to take several years to make certain results.

It is not difficult to find that the "Giant Mask" of the Internet factory is not difficult to find that the Internet "big manufacturer" is not patient with new products. It takes a few months and two years long. As long as there is no effect, it will be shut down immediately.

In 2020, 360 also launched a "light selection" of the grass -sized APP, benchmarking small red books. However, after less than 100 days of operation, this app was removed from the App Store.

In March 2021, Tencent launched a trendy community APP "嚯", benchmarking and NICE.By the end of August 2021, Tencent announced that the "嚯" of the trend community stopped operation.Tencent has launched a dozen short video APPs and nearly ten social apps. The social product Topping, Real, such as I have launched by Alibaba are launched and shut down quickly.

Therefore, when the "Giant Mask" was torn off, the new product of the Internet "big factory" was not so scary. It is not necessary to hear the "big factory produced" and think that it will win. In fact, the "big factory" failsThere are many products, even within the "big factory", there are various competitions, let alone compete with the current very mature products in the current market.Product power is not the key to determining success or failure, how much money invested, and whether the operating ability is strong is the focus.

- END -