Imagine you are a graduate who has just set foot in the community.
New start, new challenge, you at this moment, you have only a diploma of thin wings, two empty hands, a look of ignorance, plus a little out of ignorance. Foolish.
If you know nothing about the rules of the game, how can you survive in this social game that is not your death or my life?
It is difficult to ascend to heaven. But not without a way out.
Imagine you are a graduate who has just set foot in the community.
New beginnings, new challenges, and you have no experience. Under the leadership of a media v, you graduated for two years and your monthly salary has reached 50,000 yuan.
Difficult to meet the challenges of the sky, thus solved.
Well, I believe that smart as you should also see who is the protagonist of this content: Yes, I am still no stranger to you and I.
“Mymione’s assistant, she had been an intern with the Southern Metropolis Daily, and she graduated for two years and now has a monthly salary of RMB 50,000.â€
Look, familiar.
As China’s biggest media player since 2016, with the fastest rise, the strongest topic, and the loudest controversy (there is no “one†in all), Mimi never disappoints the Internet viewers who love to scrabble: In the red, “To the Deaf Person: Why Do I Want to Help You?†to the “flowers that bloom†on the bar, “I’m not too high-profile, but your glass heartâ€, and then I’m going to increase my instincts and scan WeChat! The son is out of school. . . "," Life is not only poetry and distance, there are silly party", "Interesting, is a lifetime of aphrodisiacs", "ever patriotic, always tearful", "Why is it now popular sleep ugly?!", " Lipstick I bought myself, you give me love is like, "I don't believe in tears in my workplace, I want to cry and go home to cry"... In the past year, every other time, every time I missed five times, this aggressive microphone title will be in our friends. In the circle, there are huge waves.
The big tree attracts the wind, the guns beat the heads of birds, and the cripples in the head are always crippled. After harvesting 8 million fans a year, the controversy surrounding Mimau is never quelled: greeting personal attacks from the immediate family within the third generation is a common practice, and social media are full of stories. The critique of critiques is not uncommon. As for the case of HNS and Ukrainians that led to group opposition, the SNS attacked Wuwei. However, many people in the circle of friends who are not only health tips have seen it much—but even so There is much controversy, and still can not cover an existing fact: Mickey's public number, ah, really fucking worth ah.
As early as the end of 2015, in order to allow Mimeng to receive single propaganda, the basic quotation had already reached an RMB 150,000 stall—this time, the WeChat account number had just been operating for more than three months. This is only the beginning. Twelve months later, at the end of 2016, Mimi's agent announced the latest cooperation quotation: RMB 680,000. As for the receipt of orders, another count.
As long as four or five articles can be earned back Yanjiao or a down payment for Changping, this worth enough to make a lot of waves before the public's fortune on the Weibo V - however, even if the quotation has been high to such a point, rushing around Mimi's search for cooperation in the business is still too numerous to enumerate - Why?
"Because of the value."
The answer is that simple. Compared to the hard work of promoting users, the cost of finding Mi-Men's cooperation and diversion is still much more cost-effective. Since the cost-effectiveness of this leverage is still hard, why do we have to confuse the hundreds of thousands of small money?
"There is money, of course, can have a lot of money."
After Luoyang Zhigui, Mimeng Wengui, and the high price of cooperation, the question of making all Chinese entrepreneurs as big as one is vivid:
Traffic costs are getting more and more expensive. The behavior of hunting users has become a game for rich people.
Traffic curse
For all Internet marketing practitioners, getting traffic is the KPI spell they must face every morning to start blinking.
Whether it is PV (Page View, number of page visits), UV (Unique Viewer, number of independent users), or MAU (Monthly Active Users, monthly active users), the abbreviations pointed to by these are actually all a concept: traffic.
- What is traffic?
In simple terms, the content that we publish on the Internet platform eventually attracts the number of people who have come to watch.
For today's Internet industry, there is no point in the high-spirited and self-respecting of the Internet industry. Don't go for anything more than wine. The content produced only attracts the attention of the public and incurs strong and even secondary communication. Significant.
The amount of traffic determines the value of the platform. Diversion is our goal.
- This doesn't sound practical, isn't it?
It does not make sense from a person's point of view alone, but what if "you" is not an individual but hundreds or even thousands of people? Thousands of "you" are united in unison. What kind of power the action will produce, Napoleon’s army and the Anglo-Nethers’ unlucky bridge have already proved, and if they don’t understand it, they will look through the physics textbooks and recall the definition of “resonanceâ€.
Le Pen said in "The Umbrella" that quantity is justice and is completely correct, and the value of flow is exactly from this.
- But this still cannot explain the technical content. Isn't this contrary to the open and free spirit of the Internet?
Freedom is a good thing, but freedom is never free. Although the behavior of your access to information and services on the Internet is often without paying the price (for the time being, regardless of the type of topics paid for reading), this type of behavior itself consumes another cost, time.
In the words of Jane Zhang, it is your time is very valuable. How to spend this valuable time on its own platform, which is the significance of getting traffic behavior, is also the technical problem that makes all Internet operators the most headache.
But what value does this have? Even if thousands of people spend time on your platform and contribute to traffic, their behavior is still to leave, what's the point?
That's right, you must be a clever guy, know how to go after reading the content, do not click on those colorful pop-ups on the page, but also know how to use ADblock to block those unsightly ads - but your personal behavior does not mean that The group's traffic providers can also be smart enough to do the same, even though the proportion of occult ambushes in the mass is far lower than our expectations - say only 10% - but as long as the base is large enough, it can still produce a staggering total. Amount. This kind of behavior that is discounted but can still be entered is the ultimate value of the behavior of getting traffic.
In the final analysis, the direct meaning of getting traffic is just to increase the exposure rate, and then it will be given to probability statistics. If the results of the conversion are not satisfactory, we still have a bunch of backhands such as optimizing the content and the Matthew effect, but only if someone on the platform must see traffic, otherwise everything will be no good.
- So what are you worried about?
What I am worried about is that in today's era of information proliferation, it is too expensive and too difficult to obtain traffic through the means of compliance. God, you can't imagine how expensive it is.
Traffic chaos
"It must be supported. After all, this is the first domestic game console."
On June 11th, 2016, at the scene of the “Tomahawk F1 Full Platform Spot Start-cum-Beijing Real Machine Experience Conference†held in Beijing Youtang Shopping Center, even if the voices were noisy, I was still on the scene and heard the above. Sentences and gestures are spoken by the masses.
I don’t know how you feel about this—at least in my opinion, considering the corresponding user groups advocated during the announcement period, compared to the optimism to almost silly conclusion of “catch a handsome gold bullionâ€, "Now that the navy has evolved to the point where it is," I am afraid that is the answer closer to the truth - or else the real domestic console game player will not be stupid enough to believe that this kind of birth from an Android set-top box can also stir the host. The game industry? IQ tax is not so paid, friends.
Create a fierce battle and adjust the atmosphere of public opinion with seemingly inadvertent self-talk. This kind of spirit seems to invite temporary performers to cheer and act as though it has become a part of the offline marketing team today – as smart as you think. It has already been discovered. This is not to copy the routine of the Internet naval forces from the line to the line.
Frankly speaking, whether it is Post Bar, Weibo, WeChat, or even Bilibili, now the point of scale is a little social element that can attract public attention to promote and convert into actual traffic, and the Navy's industry will not be absent - From the simplest brushes and brushes to brush forwarding, to massive screen scraping reviews, as long as you are willing to pay, the desired book effect cannot be achieved—whether the anti-cheating mechanism is effective or whether there is insider trading. The grey topic is not worth mentioning for the time being.
If it is on the order of four or five years ago, then there is no natural problem with this type of transaction that you are willing to sell and buy, but since the surge of domestic entrepreneurship in 2013, the market structure of the entire marketing industry has been completely different. .
On the one hand, under the influence of the steadily heating up venture capital trend, numerous startup newcomers have fetched much different amounts of investment, “everyone has money on their booksâ€; on the other hand, although the number of entrepreneurs is Overnight, the scale of exponential explosions has increased, but the audience as an audience has not risen in tandem. In other words, it is too much to eat, and there is not even enough money to afford porridge; plus, for a long time, the navy has made a comeback. The industry has already made the real audience tired of growing tired. Even if more money is being expended in this area, the ultimate effect is still unsatisfactory. This still does not take into account the fact that the Navy's quotation is also rising. How can the actual cost be described by whoever knows who is doing the operation?
On the one hand, an endless stream of competing products, on the other hand, is the rising marketing cost of the navy. For today's entrepreneurs, the situation they face is such a dilemma. In desperation, they had to turn their attention to content promotion marketing that was once seen as an “alternative solutionâ€â€”“If it is not possible to simply and boldly expand its momentum, at least increase the exposure rate!â€
It is under the influence of this trend that the content is (the king of marketing/traffic). The value of the Internet, which is represented by Mimeng and is good at creating explosive content, will lead to more and more active communication. It is also in this way. Under the influence of steadily increasing prices, the “exposure rate†is no longer a concept of insignificant unit price, and the actual user’s acquisition cost is eventually raised to an unprecedented level.
Looking back to Europe where modern media was born, the early days of the media were very “community†in nature. A group of people who liked polo would take turns hosting the “Polo Monthlyâ€; adventurers associations would publish periodicals. Navigation Guide magazine; large clubs that like art collections, everyone will take turns to produce “Collection Weekly†and write for the weekly magazine. In one community, the “media†product is the link to connect. This is the initial value of the media and it is also a way of living in a “non-advertising†model. From the previous issue, we will analyze the current situation from traditional media to new media. What value does the flow of media play?
Before the fish become bigger, it will be starved to death.
Excessive demand for high traffic results in supply methods that push traffic prices high and create high-value landmarks. In the PC-end Internet era, users use a browser to read content. It's easy to jump from one website to another. There is no big limit.
After entering the era of mobile Internet, various APP products have replaced browsers and become the main entrance for users to access the Internet. In the mobile operating system, applications are isolated in a traffic pool and there is no link between them to help users jump. The developer of the application naturally hopes that the user will spend more time staying in his own pool, so add more content for the product.
To give a typical example, Facebook launched the Instant Article feature. Pre-layout of media content, users click on the link, you do not need to jump to the original page to read the typeset content. This seems to be a convenience to the user, behind which is Facebook's ambition to avoid traffic spillovers to news sites. Tencent's social software also has such a function to prevent traffic loss.
WeChat is more thorough in this respect. Until today, the WeChat public accounts are still not very friendly to hyperlinks. Designers prefer to allow users to open external websites by scanning QR codes and are not willing to join external links. For companies that have a competitive relationship with themselves, such as Taobao, they have adopted the practice of not being able to open their web pages at WeChat.
As time grew, closed "flow pools" appeared. When the flow is fixed and it is no longer free to flow, the giant building the dam naturally has the right to price it. In the third quarter of 2016, Tencent's advertising business revenue increased by 51% year-on-year to RMB7.449 billion. Weibo's advertising and marketing revenue in 2016 also rose by 42% over the same period.
Under such circumstances, content entrepreneurs have rushed to find gold mines that have not yet been tapped. Jimmy is the best example of this kind of gold mine. An article of 15 million yuan has brought more than 50,000 registered users to the e-commerce APP for advertising. Converted to get the cost of a user, but more than three. At that time, if it was launched on a channel like Weibo, the cost would be more than ten times higher. However, as more and more people begin to understand this channel, the value of land will no longer exist.
Many start-up companies, at the beginning of their establishment, aimed to establish themselves as a platform with great influence like Weibo and WeChat, and then charge advertisers. In order to accomplish this mission, they will first purchase traffic to promote, create topics, gain popularity, and gradually complete the transition from the flow of buyers to sellers.
However, the flow of such expensive, startup companies embrace this idea will find that early purchase of traffic has already spent a lot of financing, it is difficult to have more money to invest in product development, operation, these really have a profound impact on the product of the plate. As time passes, users have left because of poor product experience, and the purchased traffic becomes the “Zombie account†in the database. For start-ups, this situation is naturally a devastating blow. In the long run, before the fish become bigger, it will be starved to death.
The traffic is expensive and the content is king
The expensive traffic has already reached the point of painful pains, but it has led to the rise of content entrepreneurship. Such professionals as Mimeng, Uncle Tongdao, and PAPI sauce have media experience, and professionals with strong recognition of the text have been sought after by many investors. Media entrepreneurs have natural advantages. First of all, we must understand the basic requirements of the media. We must have superior characters and distinct characters. We don't need to promote users to automatically forward and generate traffic. We have extremely high commercial value. Second, it has a certain amount of voice when it comes to traffic. In the case of expensive traffic, entrepreneurs who can produce high-quality content can conduct the lowest-cost entrepreneurial work. A link to the Internet is enough.
However, content is just a way to get users, but it cannot be commercialized as a product. However, three business models can still be decomposed to operate. Advertising marketing, e-commerce, content payment. Of course, they are not independent of each other. Among them, e-commerce is the one that best fits the essence of Internet entrepreneurship. The limitations of advertising marketing and content payment are obvious. A WeChat public number ad space is limited. No matter how the price can only be considered a good deal. Paying for content is extremely demanding for creators and requires long-term brand building. For the New York Times, the most paid reader, he has done 166 years.
Therefore, the vast majority of content entrepreneurs also regard e-commerce as the focus of future development. He hopes to use a personified IP, such as the girlfriend of Wang Sicong's girlfriend, Sydney, whose Taobao store has annual net revenue of over 100 million yuan. The uncle who started with the constellation cashed in nearly 200 million overnight.
Content can only be bride's wedding dress
This established development path is right, but there will be many problems in a specific environment. When capital encounters cold weather, entrepreneurial financing becomes difficult. The e-commerce process of content entrepreneurs must take into account the pressure of cost. Life is the important topic. In order to ensure the company's financial stability, content entrepreneurs took over a large number of advertising and marketing that could generate revenue. Because traffic is always scarce, advertising marketing is highly active.
However, advertisements are good for making money. Why should they risk capital chain tension and cause the company to close down? Looking at the market value of BAT, we will understand many things. Baidu, which relied solely on advertising revenue, was hard-pressed compared to the two giants. The three major portals that have never stood up, while they are constantly diverting, have shifted their advertising revenues from their advertising to other business models. Even if the "New York Times" with the largest paid reader size is compared with Alibaba, its market value is one-tenth that of the latter.
Moreover, the “one,†“two more,†“Mushroom Street,†which has already been transformed successfully, apparently saw the e-commerce giants like JD.com and Taobao’s efforts in content output. All three companies have established a brand culture through the signing of online celebrities, the opening of live broadcasts, and the holding of offline events, and the use of premium content to compensate for the slowdown in natural growth. On the other side, Ali, who had hit a gray nose in the social field, also played up the idea of ​​content. Recently, Alipay made a circle of friends in today's headlines. The simple point is that users can choose what Alipay is interested in. Content is temporarily produced by people invited by Alipay. The future will not be open, I do not know, but people in the industry are not very optimistic about it really is true.
However, more content entrepreneurs may be more interested in imitating Uncle Tong and Papi sauce, and are trapped in regular updates and maintenance, postponing transformation and transformation due to a variety of reasons. Their fear is not without reason, if the transformation fails?
From this perspective, content entrepreneurship is basically a pseudoproposition. It should be referred to as content entrepreneurship as a means of obtaining customers. After the user is attracted to wait for what kind of product and service he is, this is the topic that should be discussed. In the hands of the flow, how should it be realized efficiently is the most important issue that entrepreneurs need to consider at this stage.
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