"It's okay if others ask, you also ask?" Chu Yuanxi was shocked, "I'll help you recall your memories, forget those small cottages, let's pick up the big ones." The penguin search was defeated or not? All of them were merged into Sogou. E-commerce, in the end, ended up by investing in Goudong and Pinduoduo. ”

"You're talking about penguins knocking out copycats and then failing. Yuan Yu was confident, "Dasou and e-commerce are not copycats at all." ”

"OKOK, Weibo, Daily Express, Weishi, these three copycats are not tragic? If you have to say that Weibo is not a copycat, the latter two are still in front of you, Yuan Alfalfa, have you been sleepwalking since 2016?"

In fact, it is not only tragic, the daily express is benchmarked against the Toutiao APP, and Weishi is benchmarked against Douyin, these two defeats have filled the penguin with anxiety, which has dealt a huge blow to morale, and also exposed the core business of the penguin, the game, to the guns of the headline system. In fact, once Toutiao became the No. 1 distribution platform, making money through games was an obvious option.

Especially high-quality games that can be promoted to the national level, through the spread of a huge number of engines, it is easy to eat the basic disk of the deceased's pesticide, and the basic disk of the deceased has a great overlap with Douyin. This is no longer a matter of worry, but of imminent despair.

Yuan was stunned, "Forget about the daily express, Weishi is not defeated, right? DAU rose by 25% last month, a quarter of a month's growth." ”

"Douyin DAU is 300 million, Weishi has been engaged in it for more than a year, and the DAU is only a few million, does it make sense for you to just talk about the growth rate? Big Penguin has concentrated half of the group's resources, and it is almost used to use the deceased's pesticides to divert Weishi, so what's the point of you never giving up?"

"But the penguin hasn't surrendered his gun yet. Yuan said with a weird smile.

"Not surrendering guns is nothing more than expanding losses, and a large amount of investment has no effect, isn't it unwilling. ”

At this time, someone outside the door said: "I am not willing to change me." ”

While speaking, a person turned around, Chu Yuanxi fixed his eyes, and looked at it,, Xu Xin is here! Yuan Yuan, who lacks virtue and is smoking, why didn't Xu Xin notify him when he came? How can I blow this? He glanced at the time, "Big guy, why are you here so late?"

"Hey, isn't it eight o'clock, I've never fallen asleep before one o'clock in the night. Xu Xin casually entered the door to find a place to sit, "I just went to your well-off store to inspect it, let's talk about it later." I ask you what is the reason for the failure of Microvision, and if it were to replace you, what would you do. ”

"The cause of defeat? That's a long way to say. ”

"Then you can keep it short. ”

Chu Yuanxi scratched his head, this thing is difficult to summarize. The problem is that he has just finished bragging, and he has to continue to blow it hard, otherwise he will fall off? Xu Xin said "ask for advice", which is not to be ignored. As a result, the main contradiction changed from directing the work of the Ba people group to how to maintain the forced qualifications.

Chu Yuanxi said while thinking: "First, where is the problem with Weishi? Looking at the data, the retention of Kuaishou and Douyin is around 80%, and Weishi is only more than 40%, and the user usage time is only a quarter of Douyin. Why is it so miserable? Because the content is not good, the atmosphere of UGC is almost non-existent.

This is deeply understood by our side, because the content uploaded by our Ba people is all for Douyin, and Douyin is thrown away after it is transmitted. In this way, it is difficult to create a community atmosphere, and users can naturally feel it.

This is the direct reason why Microvision does not work. So why is this happening? Let me start with the conclusion, my opinion is that penguins have been using the experience of ten years ago, and if they don't innovate, they will fall behind.

Isn't the penguin tilt a lot of resources?It's big, Weishi's budget is guaranteed, digging Ins's algorithm siege lion, expanding the team, but, even let the headlines face it squarely, and the qualifications to involve some energy are not enough, only when it was just started, Zhang Ming was nervous, causing a war of words with pony. Then I found out that it was a paper tiger.

Do you say that it is too late for Weishi to restart? In early 2018, it was not too late to restart, at that time, Douyin had not surpassed Weibo, but the way it started was not right. This method of initiation has been won countless times in the past, but in the battle of graphic information flow, it has been defeated in the face of the headline system.

The daily express report is defeated, and Penguin News looks at the installation data OK, and it has not been able to catch up but has been chasing closely. But in fact, Penguin News would not have worked without the powerful and almost rogue promotion of WeChat. It is now only able to install the number of users, and it accounts for far worse user time than Toutiao APP.

Therefore, the penguin is in a hurry, and if it pursues short-term results in a hurry, it can't be patient to find a way, or copy the past experience, and this experience has been completely defeated once in the daily express. Why are penguins obsessed? Because this experience embodies the product capabilities and group combat capabilities that Penguin has been proud of in the past, and it is a successful experience.

But also because of the 'success' of this experience, when Penguin looks at the product, it is the thinking of oil hammer empowerment, to look at the width of the track first, and feel that it is wide enough and there is enough space for commercialization to do it, so Penguin gave up on short videos at the beginning, and Douyin didn't even attract attention when it appeared in 2017.

But today's entrepreneurs are no longer thinking about the problem, now entrepreneurship is sitting in the well and watching the sky thinking, first look at the product itself is good, is good, and then to study the market can be taken by the product to what extent, that is to say, the track can be broadened, how wide depends on their own efforts.

That's why Su Hua and Zhang Ming chose to make short videos, but pony felt that it had no market, and waited until the three short video products in the Toutiao series reached the tens of millions of DAUs before they thought of taking action.

In my words, I will fully support Su Hua, exchange resources for equity, and do not ask for control, but I said that Su Hua must cooperate when needed.

And the penguin is not, the penguin is to go down in person, throwing Kuaishou aside, all the traffic entrances of the penguin system are only reserved for Kuaishou, and the others are exclusive to Weishi. So Kuaishou was also sluggish for a while, and then self-reliant, and gradually eased up in the second half of the year, but it has been overtaken by Douyin.

If the penguin ends up in a one-time battle this time, it can actually be done, but the penguin is defensive, the defense is not flexible, the organization is not high, and the playing style is old and aging, which is hell if this microvision can work. ”

Chu Yuanxi said so much in one breath, and said in his heart that it was so reasonable, well-organized, and he should be able to keep his compulsion when he opened his mouth, right? After all, I thought that Microvision could have any better wool to pick, but it turned out to be useless, and it was a pity.

I didn't expect Xu Xin to do it, "You said this too many people have said, you can't do it, it's too superficial! Actually, I've been listening to it secretly outside for a long time, why are you not afraid of penguin pixel-level copycats, what is the deep-seated reason for giving you confidence? ”

"Uh......" Chu Yuan Xixin said that what he said before was relatively sure, and he was already considered dry goods to others, but it was indeed almost bad for Xu Xin. The problem is that everything else is your own feelings, and there is no real hammer.

"Dry goods, in fact, Penguin's thinking of launching Microvision in 2018 is still in the era of traffic, and has not been upgraded to the era of content, so it is difficult to put content on a relatively low priority, lower than traffic, and even lower than the internal management process, and not to the point of cross-process, which is difficult for a giant enterprise like Penguin with multiple departments. You understand that, right?"

"I ...... Probably understood?" Xu Xin wasn't quite sure, but one thing immediately came to her mind, for a long time, Microvision had to get traffic from the Penguin. Penguin is the distribution platform of Penguin's internal traffic and content, so it also holds financial power, for example, if Weishi wants to sign M, it needs Penguin to approve money.

This is unavoidable, it is impossible for the Penguin to give traffic without controlling the cost, but the fight is also like this. Microvision complained that the content given by the Penguin was not good, and the Penguin thought that there was a problem with the algorithm of Microvision, so Microvision wanted to sign M to produce the content by itself, but the Penguin did not approve the content.

This is the sadness of being one step behind, the ecology of short videos has been defined by Douyin and Kuaishou, and there is a clear community atmosphere, so these two can suck free M. But the latecomers can't do it, and they need to spend money to buy it. This is why Zhang Ming was heartbroken when the connotation joke was cut, the original joke can also be sucking, and the community atmosphere is very distinct.

I only heard Chu Yuanxi continue: "But after 2016, the entire mobile Internet has entered the content era. Let's take a few examples, they all say that BAT is now B is falling behind, this statement did not exist before 2016, how did B fall behind so quickly? The answer is very simple, because there is no content gene, only traffic thinking. So they are really sincere in doing Baijia Numbers, the traffic dividend is very sufficient, open the search page, and the homepage is slowly Baijia Numbers.

But is it useful? Only the traffic can not be done now, and Baijia is very typical.

Why do I say that we are not afraid of full-pixel replicas of copycat competitors, even if it is a penguin? Because Penguin's way of playing is nothing more than taking a high-imitation product, investing traffic and resources, Penguin has succeeded many times in the early years, including mobile phone QQ, and it is also a direct copy of the PC version without much thought, and it becomes.

But since 2016, this set of copycat tactics to play authentic products has been no longer good, and the point-to-point hard-hitting style has failed continuously. This is a predetermined position to enter the enemy, and even if a penguin comes, it will be bitten off twice. ”

As soon as Zhu Yu waited for Chu Yuanxi to stop, he immediately applauded, and suddenly there was a warm applause in the conference room. Chu Yuanxi looked at Xu Xin, and said in his heart that he had to give Zhu Wei a credit, this praise is actually very good, very important!

Xu Xin also applauded for a while, "Hey, what you said is good, so what would you do if you were a penguin? Let's not talk about Kuaishou, let's talk about microvision." ”

"The microvision reboot is equivalent to starting from scratch, if I lead the penguins...... My solution is-" Chu Yuanxi paused for a long time, put himself in the position of pony and Martin, and then said: "I will first sue Douyin for infringing on the copyright of our game, and cut off the content of popular games such as the dead eating chicken to Douyin!"

"Wait, what are you doing with the content of the game?" Xu Xin was really stunned this time, "The penguin did it, but I never figured it out." ”

"Dig fire ditches to limit the development of the other side. The penguins did it, but it was done late, half a year late. You can see how Ali responds when facing a challenger. Goudong came, Ali did not knock 3C products and major appliances, but to prevent Goudong from making women's clothing and limit Goudong to the field of men's products. Jack just didn't start the fire, he dug a fire ditch first, and the first step was to stop the loss. This is called knowing the advance and retreat, and first rowing the river with you to rule.

And the penguin is not, the penguin must be eaten by Lao Tzu, so wherever the fire burns, the penguin has to chase it, regardless of whether that place is the opponent's home field, then it must not be exhausted to death? If Jack goes to the door to install the major appliances, can he fight for the service of the dog east? Smart people first defend their home field. ”

"Well, you have a point. And then what?"

"Then at this point after the Chinese New Year last year, I did the following five things. The first thing is to allow microvision to cross the process, find someone who understands the content to take the helm, give resources money, delegate power, sort out the product with content thinking, adjust the thinking, and the content must be king, and you can sign in if you want to dig which M. ”

Xu Xin interrupted again: "Penguin did this too." ”

"But it was a year late to sign in to my favorite M. One year, Douyin has become a behemoth, such a critical year, a year at the turning point of change has been delayed, what do you think? Anyway, I thought of Baidu. ”

Chu Yuanxi immediately picked up the conversation, "What is the sign of Baidu's decline? It is said that the emergence of the mobile Internet has thrown off Baidu, no, but after the emergence of the mobile Internet, it can't catch up with the inflection point of the key information flow change, and it gets up early in the morning to catch up with the evening every time." The thing that Penguin is better than Baidu is that Baidu doesn't seem to know what it missed, so it made mistakes again and again, and missed the historical New Year with different postures. Penguins are very aware of what they are missing, so it hurts in particular. ”

"Wait. Yuan said suddenly: "Isn't the way you said about poaching people the same as the way the headline app dug up the author of Zhihu? According to your own words, this is the practice of the traffic era, isn't it time to enter the content era? Can you still engage in this old method? Haven't you always despised penguins for using the old method?"

"Are you stupid?" Chu Yuanxi was stunned, "Toutiao APP digs Zhihu whoever pays attention to Gao, that is the practice of the traffic era." If I'm at the helm, I'm going to dig into the content.

I don't care how many fans they have, anyway, Penguin's traffic is more, I just need Target M to produce the content categories I need. The same operation, different way of thinking, understand? My operation of digging the wall requires front-line commanders and fighters to have strong content recognition ability, instead of digging into the leaderboard one by one, how can you think it is the same? Content first, that is, looking at the content atmosphere in the community as KPI, traffic first, that is, looking at the growth data of users and DAU as KPI, it's as simple as that. ”

Yuan made a gesture to continue.

"The second thing is to hold a meeting with the senior management of the group above the vice president to emancipate the mind and put down the body. What does that mean? It means, in the past, when we penguins were the boss, how did others challenge them? How did they steal chickens?

Don't think about what kind of industry hegemon you are, Baidu has also been the hegemon, how fast has it declined? Take advantage of the social throne at the bottom has not been shaken, put yourself in the position of a challenger to do things, and challenge upward, instead of thinking that there is no big penguin to fill the pit with resources, this idea can be there before the first defeat, and it should be abandoned quickly after losing twice.

The essence of this is that you must not go into someone else's home stadium to play. The key point is that all units in the organizational structure work together, don't divide the mountains anymore, the chasers are not qualified to fight, and they all guard their KPIs, and the result is a great waste of resources. ”

"The penguins did the same. "Xu Xinxin said that you co-authored the penguin to do what the penguin did in advance, right?

"No, they didn't do it. Penguin only made structural adjustments, but it was the end of September, which was still half a year late. And it's useless to change the structure alone.,The key is ideologically,The strength of the penguin is undoubtedly strong.,But is the headline system a vegetable?The headline department is doing its best.,You can fight how you want.,If the penguin can't sort out its own internally.,The ideas can't be unified together.,Short video will be handed over in this game.,You will lose.。 ”

Xu Xin clapped his hands: "Okay, the third one." ”

"The third is to guide Microvision to focus on short videos of games, dig out high-quality M, attract the dead and chicken-eating anchors to make short videos, and dig directly when they encounter good ones. ”

"Games?" Xu Xinxin said, are you addicted to making games?" "Game short videos are very rare whether they are Douyin or Kuaishou, right?

"The lack of guidance is rare, of course, but now it is. The first chicken anchor group of Fighting Shark posted a short video of eating chicken on Douyin to become a large number, and then went to Fighting Shark to start broadcasting. Before Tuan Tuan rose up, who knew that short videos of eating chicken could do something like her? It can be seen that this category actually has great potential to be tapped.

What's more, the big penguin is far more than the dead and eating chickens, there are a lot of games, and there are more materials that can be made. This is called promoting strengths and avoiding weaknesses, and making game categories is the core competitiveness of penguins, which is in line with penguin's genes, which is the most stable line.

The second is and animation, Penguin is also the domestic hegemony in these two fields, both are the first, and it is a content carrier, it is particularly convenient to convert into short videos, and there are clear copyright barriers, Douyin can't do it if you want to, and if you dare to touch it, you can sue him. In the process of the rise of Douyin, countless copyrights have been infringed, among which the big penguin is the most infringed, just grasp this point and work hard. ”