The Wall Street Journal devoted a page to analyzing the action of Desire, based on Desire's recent skyrocketing popularity on the Internet, soaring sales, and rapidly expanding sales channels, and came to the conclusion that Desire's $26 million advertising investment would require at least $180 million to achieve the same effect on traditional media.

The price is not a rhetorical statement.

Coca-Cola invests about $3 billion a year in advertising costs to maintain their global exposure, and $3 billion in order to become a real household name on a global scale.

If you want to be as well-known as Coca-Cola, the actual cost is much more than $3 billion, because pet products are still a subdivided vertical after all, unlike Coke, which has such a strong applicability, it is closer to its own vertical users, but it is also farther away from other users.

After this auction, the desire not only became popular online, but also got a large number of traditional media publicity resources offline, so on the whole, the intensity of this publicity is also unprecedented in the entire advertising field.

Even if Coca-Cola invests $3 billion a year in publicity, the $3 billion is only distributed in hundreds or thousands of copies, or even tens of thousands, depending on the media and channels, in at least hundreds of countries and regions around the world.

This simply made Mars regret that he couldn't kill a few executives to sacrifice to the sky, and such a big bargain was picked up by desire under his nose, which not only made Mars regretful, but also made Mars feel huge competitive pressure all of a sudden.

For a while, all accounts with a large number of fans on Weibo Titter have become the choice of advertisers to place advertisements, especially on celebrity Weibo, the price is simply rising, for example, a star with millions of fans, an ad in the morning is still 150,000, and it may be fried to 300,000 in the afternoon.

Moreover, many enterprises and individuals who see business opportunities have also begun to actively operate their own self-media accounts on Weibo, hoping to achieve the effect of quickly gathering fans.

Li Mugang spent two nights with the recording staff of Rolling Stone Records to get all the arrangements for "21Guns", and when he came to Makino Technology the next morning, a bunch of executives approached him, hoping that he could come and preside over a meeting, the core of which was how to deal with the platform's current crazy advertising heat.

In the senior management team of Makino Technology, this issue is divided into two camps.

On the one hand, I feel that we should encourage and promote the advertising market of Weibo Titter, further enhance the gold content of the entire Weibo Titter, and even set up an advertising distribution platform in Weibo Titter.

The so-called advertising distribution platform is because the executives of this camp believe that if the big V is completely allowed to use the Weibo Titter to make money, then the Weibo Titter itself should have a certain share of the income, otherwise it is completely to make a wedding dress for others, which is too much loss invisibly.

For example, it is clearly required that all users must not receive advertisements privately, and all big Vs who want to receive advertisements must first access the advertising distribution platform, and they can only take over from the advertising distribution platform, and the advertising distribution platform itself is actually a middleman who makes the difference.

For example, if a mask brand wants to find Du Wei's personal Weibo to push once, then it must find an advertising distribution platform, and the distribution platform will report an additional 30% to the enterprise according to Du Wei's quotation, and then take a 10% commission from Du Wei, which can basically achieve a gross profit margin of 40%.

On the other hand, people feel that Weibo Titter cannot endlessly cultivate the advertising market, which is likely to make the entire Weibo Titter flooded with ads, which will affect the proportion of high-quality content on the entire platform, and even cause the platform to lose a large number of users.

Li Mu came to the conference room, spent more than half an hour, first listened to the opinions of both sides, and then said with a smile: "Everything must have two sides, the car is driving too fast, naturally it costs more fuel, just like the attitude of our platform to advertising behavior, if you allow them to freely carry out advertising transactions, and do not curb them, the overall advertising volume of the platform will inevitably increase rapidly and affect the user experience, but if you do not allow them to conduct advertising transactions freely, then everyone will not see the way to monetize, and their own motivation will be hit by a huge blow." ”

Li Mu said this, paused slightly, and said: "Before looking at the problem specifically, we must first make it clear that we are a super enterprise that covers the entire Internet and is even ready to cover offline, so in the face of our grand strategy, never consider vertical, once vertical, our pattern will be small, so everything must find a balanced way to deal with it." ”

Kong Lingyu said: "Mr. Li, what about the model of the advertising platform? The better thing about this model is that we can control the advertising volume of the entire platform, just like we have a valve in our hands, which can be opened when needed, and can be turned off or even turned off when not needed. ”

Li Mu said: "The establishment of a dedicated advertising platform, completely controlled by the platform of all advertising business, this is certainly a manifestation of the platform's control, but this kind of platform hegemony is too obvious, we can't take such a path." ”

Kong Lingyu said: "Mr. Li, the platform and traffic are ours, and it is only natural for us to set up such a control unit......

Li Mu nodded and said, "Of course, it is natural for us to set up such a control unit, but if we change to a softer and more open way, it will become a clear stream in the field of Internet platforms." ”

Li Mu hopes to make Makino Technology a large-scale closed loop in the industry, which will make other competitors in the industry look up and be amazed, but he does not want Makino Technology to form a closed loop at the user level.

Platforms want to achieve a closed loop at the user level, and generally speaking, the motivation is to cherish feathers.

I don't want others to grab my own users, I don't want others to use my own users and platforms to monetize, and I don't want them to use this to incubate their careers.

Such a mentality, in Li Mu's eyes, is to cherish feathers too much.

And he feels that any platform that cherishes feathers too much is generally difficult to develop and grow.

For example, to a certain extent, their control of the traffic in their own platform can be said to be extremely strict, their keyword bidding system is to completely link the user's search behavior with profits, and they sell countless keywords, hoping that users can bring them benefits every time they search, so users search for any keyword, and the top ones are generally advertisements, squeezing the potential value of users;

In the product of knowing and sticking it, a certain degree has also set up a very powerful screening mechanism to identify users who send advertisements as much as possible, and they will delete the advertisements posted in their own knowledge and paste bars in seconds, and will permanently ban all users who post advertisements or just suspected of sending advertisements, and try their best to curb other people's drainage in his products, which is a manifestation of extreme love for feathers;

What's even more outrageous is that even the encyclopedia of knowledge products is mixed with huge interests, ordinary users want to create an encyclopedia, and it is difficult to pass the review, but if you choose to spend money, you can get it in minutes.

For such a company, as an ordinary Internet user, or an ordinary Internet entrepreneur, let alone want to pick up his two hairs, even if he loses dandruff, he will take it away by himself, and not let anyone get it, you can get it if you want to, pay for it.

If a company does this, then it is difficult for it to become the leader of this industry, it will only become a slave of money, Li Mu does not want the platform of Makino Technology to take such a route in the future.

Ali and Tencent in later generations, although the platform in their hands is not completely open to users, but it also moderately gives users a lot of freedom, such as WeChat public accounts, so in the huge self-media group, WeChat is basically unguarded against external links, unless the other party's link is a Taobao product link, or a link that violates the law, which proves that WeChat is not worried about its own users, will be snatched away by the official account owner outside the chain, which is also a manifestation of a platform's self-confidence.

Moreover, the WeChat public account has never asked to control the freedom of advertising of all account owners, let alone share from it, which is also a manifestation of the platform's self-confidence, and there are really few platforms that can really do this.

Basically, more than 90% of the external links published by users will be killed by a certain degree in various ways, in order to be afraid that their users will overflow through these external links, and that others will use their users to raise his project and make the money they should earn.

Therefore, Li Mu cannot set up a platform on Weibo Titter to control advertising, he must give users enough autonomy.

Of course, the autonomy space left for users should also be appropriately restricted, otherwise once everyone publishes advertisements without restrictions, the platform is likely to immediately become a gathering place for spam information.

After thinking about it, Li Mu said: "Our Weibo Titter, we must find a middle-of-the-road solution, we must not be obsessed with the income brought by advertising in the future, which will make our platform flooded with a large number of spam ads, affecting our user experience, but it cannot be completely decided by the users themselves, so in my business philosophy, we need to develop a set of reasonable and convincing game rules, everyone plays according to the rules of the game, and each other is safe." ”

After that, Li Mu said: "In this way, my idea is, first of all, to limit the spam content of each Weibo Titter account, for example, the total number of Weibo posts that ordinary accounts can publish per day cannot exceed ten, which actually meets the needs of most normal users;

Secondly, we carry out three judgment logics of algorithm screening, assisted manual review and user complaints, and judge that if the spam content exceeds 10%, 30%, and %, what kind of penalties will be given, such as: restricting publishing, restricting being followed, forcibly deducting fans, or regular bans and permanent bans;

Thirdly, all platforms that receive advertisements must bear certain responsibilities for the products they advertise, firstly, they must not advertise any three-no products; secondly, if there is a problem with the advertised product, the owner must also bear joint and several liability, and the light punishment will be punished and the account will be blocked;

Finally, advertising is only allowed to be spread by the traffic owner, no enterprise, individual, shall not in any way brush the advertising on the major lists of Weibo, we as a platform, presented to users, must be high-quality content!"