Guan Huang naturally didn't know that someone was planning to be a matchmaker and match him up.

Since the two major markets of travel and food delivery have stabilized, he has focused on the expansion of Douyin.

To describe the current pattern in the short video field in one sentence, that is:

Two types, each with its own merits,

Four major platforms with obvious advantages.

The two camps are UGC (Ordinary Users) and PGC (Professional Users).

The former video time is short and has strong social attributes, typical representatives include Kuaishou and Douyin.

The latter video is relatively long, and it is more like a platform for the dissemination of fresh content and information, typical of which are volcano and miaopai (fake).

Four major platforms: Kuaishou, Douyin, Volcano, and Miaopai.

Since its transformation, Kuaishou has chosen decentralization to create a short video community for ordinary people, and in November 2016, the monthly active users have reached 100 million, and the daily active users have exceeded 40 million.

In the content production process, Miaopai encourages influencer users to share their successful experiences and help content creators improve the quality of short videos. In the content monetization process, we help creators collaborate with advertisers to monetize ads.

Aiming at third- and fourth-tier cities, Volcano Small Video attaches great importance to the rural market, constantly trying to explore the commercial value of medium and long-tail creators, and creating a short video application that the whole people can participate in.

————————————

Xiao Wenwen: "Different from other short video apps, at the beginning of our establishment, we cooperated with celebrities and professional production teams to help users shoot "trendy and cool" videos to attract young user groups......

Today is Douyin's year-end report meeting and Spring Festival brand promotion seminar.

Xiao Wenwen, as the boss of Douyin, naturally has to introduce the situation first.

Guan Huang listened for a while and interrupted him, "I understand the general situation, tell me what to do next?" ”

Xiao Wenwen came as soon as he opened his mouth, "Continue to use our star effect to launch some popular challenges, such as touching the navel with a backhand, A4 waist, making you popular in 6.2 seconds, youth is going to be reckless ......and so on."

Speaking of which, I have to thank Guan Huang for his grace and boldness.

Love to make friends and spend a lot of money.

Connections in the entertainment industry, that's called a wide.

On the first day of Douyin's launch, Yang Mi, He Jiong, Wu Yifan, Zhou Dongyu, Guan Xiaotong, Huang Xiaoming, Angelababy, Yang Yang, Chen He, Li Yuchun, Di Lieba and other hottest traffic stars were invited to use the fan effect to stimulate the number of users to climb.

Since then, there has been a special team to make content around the celebrity V.

As for Xiao Wenwen's hot challenge, it is to limit a theme, be creative, and forward and share it to promote users and achieve viral marketing.

Many of the challenges launched this year have more than 10,000 participants.

It can even be said that it is this challenge that has enabled Douyin to increase the number of users significantly in just one year, with a penetration rate of more than 20%, becoming the main force in the second echelon of the short video industry (the first is naturally Kuaishou).

After all, celebrities are just the fuse, and ultimately it depends on whether the app is interesting and engaging.

Guan Huang listened carefully to Xiao Wenwen's report, and then put his mind at ease.

Although the other party is not a brilliant leader, the execution is good.

Most of the requirements put forward by Guan Huang can be implemented.

That's enough.

In the company, there is only one Huang Duoduo, and no more will be unbearable.

"It's all right, but it always feels like something is missing? Lack of heavyweights. ”

Xiao Wenwen didn't understand: "What do you mean ......?"

Guan Huang casually asked the CFO next to him: "How much money can the company maximize the amount of money?" ”

"In addition to the necessary operations, $200 million can be mobilized," the CFO said. ”

Guan Huang said to Xiao Wenwen: "I asked you to make a promotion budget before, how much is it?" ”

Xiao Wenwen swallowed his saliva, "One hundred million in eight days." ”

At that time, I felt that the plan was too radical, so I put it on hold.

Now it seems that the boss has an idea.

Guan Huang: "I mean to take advantage of the Spring Festival holiday to push Douyin hard, everyone is idle for 8 days of the Spring Festival, entertainment is the core, so that the promotion effect can be maximized." ”

Xiao Wenwen: "100 million in eight days? ”

Guan Huang shook his head: "The action is too small, 200 million US dollars for 8 days, all smashed." ”

Xiao Wenwen's face turned pale with fright.

I can't blame him for being so ignorant.

No one has ever made such a big move in the field of short videos before.

After all, Kuaishou, the industry boss, never spends money on promotion.

Kuaishou has a concept: "Spending money to buy promotion is a manifestation of insufficient product power." ”

So, they like to say, "We haven't spent a penny on promotion." ”

Correspondingly, everyone believes that for the short video field, the product is the key.

Promotion is just a trail.

And this is not without negative typical.

Meipai short video spent a lot of money on promotion, because the direction was wrong and the content was boring, and it was short-lived.

Now, the boss actually said that he spent 200 million US dollars in eight days, which is more aggressive than the previous 100 million yuan.

Will it work?

I don't know the bottom of my heart.

Guan Huang saw that everyone was stunned, and said with a smile: "Is there a difference between the quality of our products and Kuaishou?" ”

Xiao Wenwen was very confident, "It's no difference. ”

Guan Huang: "Since there is no difference, the product power is similar, if we resolutely do promotion, and Kuaishou feels that burning money is not in line with their values, so we don't push." So you say, will it widen the gap? ”

Xiao Wenwen groaned: "It should be." ”

Guan Huang: "In the past few years, we have seen a lot of this kind of competition, and the product experience is similar to that of education products and recruitment products. ”

"A founder has the concept of scale, starts to spend money at scale, and then scales users and scales income. On the other hand, the founder has his own concept of cleanliness, and he is reluctant to do it at the window of starting promotion, and he is afraid to do it, for fear of burning money. The gap slowly widened. ”

Xiao Wenwen suddenly realized.

This is the fascination of the authorities and the clearing of bystanders.

Watch others fail and think you can avoid it.

I didn't expect that at the critical moment, the chain was dropped.

Guan Huang continued: "If one party starts to spend money on promotion, it will be difficult for the other party to rely on organic growth to obtain large-scale users, and it is impossible to have large-scale income, and the end can be imagined. ”

Guarding a small scale, unwilling to give up, and unable to move for a long time, it can only be consumed there, slowly dying.

Xiao Wenwen nodded, "Mr. Guan, I know how to do it." ”

Guan Huang: "Don't be afraid to spend money, we are backed by Superman, financing has never been a problem, the news some time ago, everyone should have seen it, Superman has tens of billions of cash in his hands." ”

"Haha."

The whole venue burst into laughter.

When it comes to cash flow, Superman can rank among the top 10 in the country.

In addition to the tens of billions of cash that have just been raised. Not long ago, Superman issued 10 billion asset-backed securities on the Shanghai Stock Exchange.

This not only shows that there is money.

It also proves from another aspect that despite the financing of a lot of money, Superman's financing channel is still unblocked.

More money can always be found if needed.