Yu Chenliang took out the plan and handed it to Fang Hong, who took it over, but did not open it directly.

This detail let Yu Chenliang know that the big boss wanted to listen to him in person, whether he was really doing things with his heart, and after a while Yu Chenliang said: "In recent years, with the rollout of mobile 4G networks, the mainland short video market has entered a period of rapid development, many Internet companies have entered the short video market, and many short video products have come into being. ”

Fang Hong suddenly picked up the plan on the table and opened it to browse, Yu Chenliang also stopped when he saw this, but soon Fang Hong said without raising his head: "What you said is yours." ”

Hearing this, Yu Chenliang nodded and continued: "The first stage of development is to focus on functional development and establish the tone of the product. Douyin has just entered the market for half a month, and the first thing to solve is market positioning, and our positioning is to focus on the music short video community for young people. ”

"At present, the biggest market competitor facing Douyin should be Kuaishou, from the current market structure, Kuaishou, which has been established in 2013, occupies the top spot in the current short video community, Kuaishou has developed to the second year, and its operation strategy has also initially matured, and it has begun to frequently appear on major variety shows."

"In addition, Kuaishou's celebrity MC Tianyou quickly became popular by relying on "One Man Drinks Drunk", and has become the first celebrity in Kuaishou, with more than 10 million fans, with the double blessing of popular variety shows and top heads, Kuaishou's user volume has exceeded 100 million, with a daily activity of 15 million."

Yu Chenliang also glanced at Fang Hong from time to time while telling the story, and found that he was silently flipping through the materials, and he didn't know if he was listening, and there was no response, Yu Chenliang couldn't be sure, so he continued according to his own train of thought:

At this stage, Douyin focuses on the development of product functions and user experience, on the one hand, it pays attention to the improvement of the product's own shooting function, and on the other hand, it also pays close attention to the market reaction, such as whether the original assumed user group likes this product? Do the product features meet their requirements? ”

"After determining the positioning of the community, coupled with the strong support of the relevant resources of the brother company, Douyin will add the function of finding contacts at the end of the year, and open ports such as WeChat and Weibo. Putting the social portal in such an important position emphasizes that the focus of Douyin is not music in the eyes of outsiders, but the community, and the quality of user-generated content is expected to be improved through the diversion of other social software. ”

"Next year, there is a major strategic plan, ready to cooperate with the popular artists of Yixing Media Group to plan the first internal topic, in order to increase the activity and exposure of users, for which the operation team of the plan also intends to hire a large number of college students and professional dancers to contribute high-quality content videos."

"Our team believes that the energy of professional producers is more amazing, so we plan to let Douyin launch a new set of recommendation mechanisms and support plans in the future, that is, the 'centralized operation model', which focuses on giving priority to supporting some users to become popular, and then driving ordinary users by improving the creative enthusiasm and stickiness of top users."

At this moment, Yu Chenliang said clearly while constantly organizing the follow-up language: "This style of play is completely different from the competitor Kuaishou. For Kuaishou, its positioning is more like making a tool-type product for most people who are not concerned. Therefore, Kuaishou does not do any traffic tilt when operating, and I have also seen its head say in an interview that Kuaishou insists on not operating a specific group of people, such as Internet celebrities, and does not sign cooperation agreements with celebrities and Internet celebrity anchors. ”

Obviously, in this PK model in the field of short videos, Douyin chooses a centralized operation model to deal with Kuaishou's free development model.

People will know which is stronger and which is weaker after-for-tat, but Fang Hong, who has the advantage of foresight, knows very well that Yu Chenliang's strategic thinking is right.

An important turning point in Douyin in the previous life occurred in 2017, when Yue Yunpeng, a Weibo big V cross talk expert, forwarded a video with Douyin logo, but this was not a deliberate operation of Douyin, but a user who looked very similar to Yue Yunpeng uploaded his own video and was noticed by Yue Yunpeng, so he forwarded it and quickly became popular.

With Yue Yunpeng's reposting, Douyin officially entered the public eye, and Douyin's search index soared.

The decision to curate an internal topic with the popular artists under the Yixing Media Group is obviously similar, which is also an interpretation of the typical centralized operation model.

Yu Chenliang said: "Product experience is also extremely important, and the Douyin project team is currently further increasing investment in product research and development. It is expected that a new version will be iterated every two weeks or so, in order to improve the speed of demand response, the operation department has specially pulled a technical Q&A group, so that technology and users can communicate directly, and when they encounter unclear problems online, they will directly invite users to come to the office to chat face-to-face. ”

Hearing this, Fang Hong nodded: "This measure is good, in the early growth process of Douyin, early users put forward many opinions on the product, and this group of people, as they grew up with Douyin, have a higher sense of cultural identity with the entire community, so user stickiness is also very strong." ”

With a large number of user feedback, Douyin will also be able to become smoother and more popular with users.

Yu Chenliang continued: "After the expected goals of the first stage are achieved, the second stage is to focus on communication operations and explore profit models. ”

In order to expand the source of users, the team's internal positioning for Douyin has always emphasized its social attributes. At this stage, Douyin will add a new [Nearby] page on the homepage, and users can search for "Nearby" to find locally related videos and users, which can further increase the social closeness and further increase the exposure of Douyin videos. ”

In addition, we will further increase the entry of top stars, and make great efforts to invest money in the entertainment industry, including but not limited to cooperation with Yixing Media. In addition to expanding exposure, the team also tried to explore the profit model at this stage, and the team initially determined the attempt to launch information flow advertising at that time, and then launched the live broadcast function, testing the waters of live e-commerce to bring goods, and seize the cake in the traditional e-commerce field. ”

In the matter of live broadcast e-commerce, Yu Chenliang was valued by Fang Hong because he proposed this model, and he had the opportunity to rise rapidly, which he had already made a detailed report on the last time he met with the big boss online.

Yu Chenliang continued: "When the expected goals of the second phase are achieved, Douyin will definitely enter the precipitation after high growth, and the third stage will focus on increasing the number of users and improving the quality of content. ”

"At this time, we will further increase the tilt of resources, spend a lot of money on chartered advertisements during the most expensive Spring Festival travel period, and the information on mobile movie voting seats will also become Douyin's advertising space."

"At the same time, Douyin has opened channels such as Dibao and Jingdong, and gathered many millions or even tens of millions of Douyin accounts to access e-commerce delivery links, further enhancing the stickiness of the platform's big V......"

……

(End of chapter)