Top of the big era

Boss Zhou has expressed similar arguments many times on many occasions.

In fact, it means "walking through the narrow door."

We need to do things that have a threshold. The higher the threshold, the stronger the added value and the stronger the vitality of an industry.

College students are more picky than primary school students, so Helo, which is derived from the school network, has more added value than QQ; the rich are more difficult to serve than the poor, so luxury goods have more vitality than fast-moving consumer goods.

If the threshold is low, some high-net-worth users will be unhappy; if the threshold is high, the high quality of the product itself will be reflected.

Just like Hulu and Netflix.

Whose threshold is higher?

Of course it is Netflix, because Netflix is ​​only open to paying users, which is equivalent to Netflix proactively installing a high threshold for its own products, excluding low-income people.

It’s similar to Wei Zhi’s logic.

The higher the quality of the product, the higher the user loyalty.

Zhou Buqi thought of something and looked at Guo Pengfei, "By the way, you seem to have told me that the editor-in-chief who had a starting point a few years ago was poached and took a group of top writers to other websites. "

Guo Pengfei smiled, "Yes, it caused a period of panic. But it was short-lived, and Qidian's market share came back. Well... it's very similar to your point of pursuing long-term value appeal."

Zhou Buqi clapped his hands, "Yes!"

"Qidian's online novels are subscription-based, and reading itself has cultural thresholds. When Lingkan was first established, it did win over many readers, but most of them were pirated readers who joined in the fun in the past. It truly belongs to Qidian. There is no real loss of paying readers, which is the main reason why Qidian can continue to promote new top writers. Without readers, no matter how good the work is, it is useless."

Guo Pengfei is very good at summarizing, and he immediately connected with Boss Zhou's ideas.

The literary business department is no longer under his control, but after all, he has managed it for two years and has some understanding of it. For example, if a new author publishes a book, even if it is well written, it is often difficult for the new book to achieve great success. With the accumulation of readers from the first part, it will be easy to explode when it comes to the second work.

This group of readers are mainly genuine paying readers.

Paying readers are more loyal and more willing to follow authors from older books to newer ones. For novels in the "free + advertising" model, even if they earn a lot of advertising fees, reader loyalty cannot be cultivated. The accumulation of previous works will greatly reduce the explosive effect of subsequent works, which is far less direct than paying users.

Zhou Buqi said: "Yes, there is a common misunderstanding here. Many people believe that using high-quality content to attract users, whether it is literary works or film and television works. This is right, but it is not comprehensive. The hidden pearl in the sea is too How to understand this? To be successful, high-quality content is not enough, users must support it! In contrast, users’ support plays a greater role than high-quality content. Let’s go to society and see how many Old artists are alone, while those traffic actors who have become famous through superficial hype have become the protagonists of the industry. Whoever is popular is the cornerstone! High-quality content... This refers to the product, whether the product is excellent or not, this is the basis Conditions are the best we can do. But the most critical factor for success is whether users are popular. Of course, we have many psychological marketing methods to achieve this goal, but these are short-term methods and should be used as little as possible. . From a longer-term perspective, it must be to cultivate user loyalty, just like Tom Hanks and Al Pacino.”

Huang Juncai raised his hand, and after receiving Zhou Buqi's look, he said, "Yes, I agree very much. I have compiled data from JD.com and Taobao. JD.com's products are more expensive, more profitable, and more loyal." High. Users go to JD.com to place an order and buy whatever they want, which is very simple. When going to Taobao to shop, they often have to compare prices on many e-commerce platforms. Users lack loyalty to Taobao, and what they pursue is only high quality and low price. If it appears in the future If you choose a shopping platform that is more affordable than Taobao, a large number of users will choose to leave.”

Zhou Buqi gave him a thumbs up, "Definitely!"

Guo Pengfei continued: "In the past, many novel websites were free and relied on advertising to make money. These are basically no longer viable, and they have begun to transform into paid subscription systems."

Zhou Buqi said: "Yes, just like Hulu and Netflix. I'll leave it here. Everyone will wait and see. Sooner or later, Hulu will also transform and switch to a paid subscription system. It's not that advertising revenue cannot meet Hulu's operating expenses. , but the free system has flaws in the logic of the mind."

Guo Pengfei said: "The higher the fee, the higher the threshold, and the higher the loyalty. But there must be a balance between fee and loyalty. If the fee is too high, the loyalty will be high, but the user base will be too small."

Meng Houkun said carelessly: "To put it bluntly, human nature is intolerant of stopping losses, just like the relationship between a man and a woman. In a relationship between men and women, whoever pays more will care more about the relationship. If the dog-licking continues..."

Zhou Buqi said angrily: "Shut up!"

Meng Houkun laughed, "I just gave an example."

Zhou Buqi waved his hand and said seriously: "Okay, that's enough. To sum up, the risks of Internet companies are too great. It has only been a few years, and the three major portals back then are not very good. . This industry is changing too fast. If we want Ziweixing to have a longer vitality, we must focus on businesses with long-term value."

Zhang Yiming didn't say much. He had been immersed in Boss Zhou's business ideas and was basically convinced. "Indeed, Ziweixing is no longer the stage where we had to work hard to survive. If we want to have a longer-term plan, we must focus on it." A high-barrier business.”

Zhou Buqi said: "Our ideas are unified, whether it is reducing the level of competition with Baidu and Penguin in the security product industry, or not participating in the video website industry. It's not that these industries are bad, it's that the threshold for free is too low. Even if If we win the competition, how many years can we live? I have always wanted to make a video website, but if we do it, it must be like Netflix, which is a pure subscription system and refuses to open to free users and refuses all advertising. 100 per month Yuan can not only make money without losing money year after year, but also gain recognition from high-net-worth users.”

"100 yuan..."

This made Zhang Yiming, Guo Pengfei, Ji Zian and others feel their hearts beat.

This is too exaggerated!

He Yanglaocheng said solemnly: "We are a worker-peasant system. The 100 yuan charge is too geared towards the elite. It may be possible in the United States, but it may cause great criticism in China."

"Does China acquiesce to piracy..." Zhou Buqi waved his hand, "Forget it, let's not mention this for now. Anyway, Ziweixing has no plans to do streaming videos in a few years. It is a similar reason not to acquire Duowan this time. . YY live broadcast must also be free, open to all classes, with no threshold and no loyalty. It is not impossible to develop the long video live broadcast industry, but the prerequisite is the Netflix model and the paid model."

"Paid live broadcast..." Guo Pengfei felt worried, "The threshold for paid live broadcast of healthy content is very high! The live broadcast model is mainly for the middle and lower class groups, and at most it will include some student parties who have no pressure in life. Let this group It’s almost impossible to spend money to watch a regular live broadcast.”

Zhou Buqi smiled and said: "What are you worried about? It's not really what we want to do. In today's meeting, we are going to unify our thoughts and then make some business assumptions under this ideological structure."

Zhang Yiming said: "Paid live broadcasts are mainly targeted at high-net-worth users. The content of the live broadcast must be of high value and have professional knowledge."

He Yang added with a smile, "For example, business consultants, business consulting, etc. Many companies in fourth- and fifth-tier small cities, because there is a lack of excellent business consulting companies in the local area, may be able to find similar services on the Internet if they need similar services."

Guo Pengfei's eyes lit up.

Zhang Yiming said: "However, these high-net-worth users are usually very busy and may not have time to follow the live broadcast regularly."

Guo Pengfei rushed to answer: "Then record the broadcast, record the content, and put it on the platform so that users can watch it at any time."

Zhou Buqi said with a smile: "Video mode is not necessary. Users in this category focus on knowledge rather than the appearance and voice of the anchor. This can reduce the pressure on the anchor to appear on camera and also allow users to make better use of it." Use your spare time to gain knowledge.”

Zhang Yiming said: "Weizhi can do this. Weizhi has the largest number of professionals and high-net-worth users, and can provide paid questions and paid answers."

Zhou Buqi said quickly: "Don't worry, wait for the market to grow first. Next is the era when we will show off our skills in the mobile Internet. There are many directions. We cannot do everything. We are a media platform and have powerful In order to increase our social influence, we must control our own strength and avoid causing unnecessary concerns. We should only engage in high-threshold industries, bring in high-threshold products, and separate low-threshold products."

Zhang Yiming added: "High threshold does not necessarily mean high fees, it can also be free. Products based on social relationship chains such as Friends.com, Helo, and Weibo are also high threshold. Products such as search and Xiaonei.com that have already formed brands, It’s also a high threshold.”

Zhou Buqi said: "Yes, in short, you can't do something that is too low-end. If there is any, then divide it. For example, Youku, you have to keep spending money to do it. A brutal and rough style of play is meaningless. Even if If we do it, it will also cause a huge waste of funds and the envy of others. It is better to divide it and let investors' funds do it. We must focus on high net worth and high value-added businesses."

After a pause, he continued: "The squirrel has to step on stones to cross the river. It steps on a stone, and then looks left and right to find the next stone. If it is a person, he can just walk on the bridge. If it is a giant, he will not care at all. Whether it is a bridge or a stone, it doesn't matter how you walk. You can cross it with just one kick. If Ziweixing wants to become a giant, it must first have the mentality of a giant. In the era of mobile Internet, there are many stones, and we must set a bigger goal , don’t be blinded by random flowers.”