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974 turning point(4k)

 Yike’s New Year’s Eve Party concluded successfully.

Official Weibo accounts such as Yike, Yixin, and PPS did not take a break. In addition to posting New Year greetings to bid farewell to the old year and welcome the new year, they continued to repost clips of the party and release rehearsal and backstage footage.

In these days of publicity, behind-the-scenes of the party have always been content that many people are happy to see.

The Yike Gala finally presented 27 programs, including 2 magic, 2 acrobatics and repertoire, 3 dance, and up to 20 songs. Of course, it can also be subdivided into solo, group, rock, and singing. Jump, chorus...

Comparing it to the Spring Festival Gala, there are 11 songs there.

This is due to the different positioning of the two parties. Yike's New Year's Eve party lacks programs such as cross talk, ethnic songs and dances, and children's songs and dances.

Someone commented before going to bed: I used to play the Spring Festival Gala as background music, but this year I played cards while watching the Yike Gala, and this is the background music.

It seems that Yike New Year's Eve Party has found a niche in the competition of "New Year's background music" - "New Year's background music", and more people still give it high praise and extreme envy.

A question posed on Zhihu: "How would you rate the Yike New Year's Eve party on the evening of February 2?"

Some people in the industry have personal feelings: This is either a familiar face, a famous song, or a combination of both, or just hitting people with a classic program... How can others play with this?

"However, it should be noted that Penguin's net profit attributable to its parent company this year is estimated to be 10 billion, and its free cash flow may be around 13 billion. It has spent 2 billion in just two or eight months, while its opponents are made up of Wangxing, E-commerce and other companies have joined forces to share capital expenditures. Before Penguin deducts the traffic moat of the communication track, its capital situation is at a disadvantage. Investment in a short period of time is a problem, but in the long term, that may become a concern."

"The Seven Little Heavenly Kings share the stage for the fourth time!"

"Judging from public opinion and user feedback, Letters from Penguin has become a problem during the Spring Festival Gala this year, and the quality of the Spring Festival Gala programs is also very poor. This may have nothing to do with the fact that this year's Spring Festival Gala has eight chief directors, which is quite abnormal. Wang Xing’s party was a small surprise, as it basically fulfilled the content promoted later, and the artists voted by users also basically appeared.”

The two small giants burned 4 billion in cash, potentially affecting changes in the market value of tens of billions of dollars, and may even be the winner or loser in the future mobile era. However, all this is so gloomily displayed behind the small family, and it has expanded to so few users. It makes people feel more excited.

Well, it seems wrong to show the boss the shock of Xiaojia.

“The stars sing ‘Friends’!”

On the first, seventh, and eighth day of the Lunar New Year, the traffic drainage effect brought about by the bad reputation of the party lasted for eight days before it gradually became good, which also helped Yike's total number of users break through an integer level again.

However, while my number of likes dropped rapidly, there were also some sour comments.

"It's true. The defeat is revealed and the strategy is strained. However, the 'Penguin' has lost half of its resistance to the cold and still has no strength."

Zhang Xiaolong, who has always been high-profile and cautious, could not help but make a statement after the report: After this comprehensive activity, Yike has not yet reached the leading turning point in receiving letters, and your users will become fewer and fewer. If you step back, you will be smaller.

Advantage.

"For those artists, you can be a part of the Spring Festival Gala!"

Fang Kanglun immediately noticed Mr. Wang's developments and couldn't help but make a phone call to prepare for the boss's inquiry: "Mr. Wang, why did he write down 80 million..."

"Looking back now with the whole picture in mind, Penguin's cooperation with the Spring Festival Gala is still correct. It is certain that giving the Spring Festival Gala to Fang Kang will definitely make the letter more passive. However, Wang Xing, who realized Penguin's intention to retreat, actually decided to make a

The gala, that’s what Penguins expected, and the level of the Spring Festival Gala is difficult to change based on the competition among Penguins.”

As for whether there are any problems with the method adopted by Anhui Provincial Satellite TV to interoperate with PPS live broadcast this time... Anyway, the broadcast has been broadcast, and the improvement of relevant regulations may need to take a step back and study based on the actual situation.

Many people want to know what the overnight trends are like "Kaka, Ka", "Jay Chou is offered a job", "Seven Little Kings are gathered", and "New version of "Friends"".

Is it because of Fang Kang's New Year's Eve party? "The gorgeous "Dunhuang Heavenly Man"!"

"From the perspective of investment funds, Penguin concentrated its efforts and Wang Xing less bloomed. However, regardless of the sky-high price of the latter's investment in the Spring Festival Gala, in reality, the capital expenditures of the two giants are about the same."

On a reunion day like the Spring Festival, artists with familiar faces on the screen will always appear more friendly. The selection logic of Chinese programs also goes against this point, and there are even fewer songs that are smaller than people, unfamiliar and without stories or interactions.

Melody takes priority.

It is worth mentioning that Sohu has been very indifferent to reporting on the competition between King Xing and Penguin in the past year, which is actually a trivial matter.

Sure enough, the Penguin General Office, who arrived late, learned the figures as soon as possible, fell silent for the first time, and the leader immediately put forward a strategic reflection.

Here, there is still a problem. The spread of the Fang Kang Gala on media platforms will continue, and the effectiveness of the "card collection" activity will remain until the Lantern Festival. The trend of one ebb and flow is difficult to predict.

"To borrow what Mr. Fang once said to Nokia, there is not much time left for Penguin."

However, Anhui Provincial TV Station downplayed the fact that this was not a Spring Festival Gala, but a "New Year's Eve Party", and responded euphemistically to the fact that this gala had bumped into the CCTV Spring Festival Gala.

"Oh yes, I said that to Sony too."

"So, the most important question is before us. If the letter loses, does Penguin lose?"

As usual, the General Administration will release the official Spring Festival Gala ratings a few days ago, but according to preliminary statistics from the same channel, this year's Spring Festival Gala's ratings have declined significantly compared to last year's 40%.

Compared with Fang Kang’s 10.6 billion and 500 million last year, these two figures are not significantly lower than last year. They still sound very shocking, and the publicity still looks very bad.

Because the letter that Fang Kang faced last year was far worse than the letter that Fang Kang faced this year, and that kind of impact is destined to lead to higher data in that area.

"In the final analysis, the quality of Wang Xing's party was unexpected. From a personal perspective, Wang Xing's original purpose may have been just to bear the pressure for Yi Ke's Spring Festival, but after tonight, Penguin is obviously the one who is more pressured."

The popularity of Fang Kang's program alone was still good on the first day of the new year. The reputation of last night's party continued to ferment as Xiaojia woke up, and it attracted a lot of viewers.

"Are you saying that you didn't expect 80 million during the Lantern Festival? Fang always goes to Spain after the Lantern Festival? You just want to keep writing, and you will write when you wait for the Lantern Festival." Yi Xin said his hard work.

The total number of users lays the foundation for active users, and the growth of active users will further reduce the number of active users.

"This year's Spring Festival Gala is a night of head-to-head confrontation between penguins and kings. After last year's 'training', I am not very familiar with sending and receiving red envelopes. I suspect that next year after this year's 'collection card training', I will be extremely unfamiliar with collection."

Card."

It’s more straightforward and can be modified a little bit. Just let us sing, let us dance, let us share the stage, and the audience will still feel happy!

The latter is almost 2 times the number of letters, and the former is almost 3-4 times the number of letters.

"Solo performances by Eason Chan, JJ Lin, Whitney and others!"

"Judging from the current user competition between Yike and Laixin, although both companies have not continued marketing and grabbing people, but outside of your unlimited observation template, you may not be able to make a bold conclusion. Those two software

The competition hasn’t started yet.”

And, the most concerning result.

According to the company's predictions about competitors, the total number of users who write letters is expected to be around 40 million, and the number of active users may be between 10 million and 15 million.

"Quoting Mr. Fang's words, the mobile Internet is a continuation, but a subversion. Penguin's changes under the mobile IM software are shocking. It must correct its posture and start again as a challenger."

From October of the following year to October of last year, the total number of Fankang users exceeded 50 million.

It was obviously just over 70 million, but after the meeting, I turned around and added another 10 million.

But no matter what, the ratings of the Spring Festival Gala have actually slipped, and there is no risk of falling by 30%. "Queen's Limited Edition "WeWillRockYou"!"

Even though the Wang Xing Party Preparatory Team did a lot of outstanding work such as adaptation, and also used "RockYou" to get very low votes and love, the most intuitive feeling of the industry insiders at the beginning of the party was...

···Rudimentary lineup······

Fang Zhuo heard the song and knew its elegant meaning. He thought for a few seconds and replied: "No."

So, at 12 noon on the seventh day of the Lunar New Year, Weibo CEO Fang Kang updated the news, which was different from my usual speeches. The content that time was extremely concise.

A candid director, a star-studded artist, an extraordinary New Year’s Eve party...

During the Spring Festival this year, the two small giants Wangxing and Penguin competed. On paper, the total money spent in a very short period of time was 4 billion+, and the money given to users alone exceeded 2.3 billion, which is really rough.

In addition to 7 other categories of programs, 20 songs were performed including the Four Heavenly Kings, Wang Fei, Jay Chou, JJ Lin, Liang Jingru, Eason Chan, Stefanie Sun, Lin Yilian, Celine Dion, Richard, Whitney, Queen

Waiting for many small celebrity singers in China.

Qi He, the president of YMS, analyzed the next trend less: Penguin still does not have the trump card of QQ, but the product tone has not yet been established. The entire communication market will be in a state where Fangkang and QQ coexist, and there will be no chance to take a step back in the future.

Cannibalizing QQ’s market space.

Correspondingly, this year's Anhui Province local station, which is the channel for the King Star Gala, has reached a new low in ratings, reaching 43%. It has ranked first except for the local Spring Festival Gala in the past few years.

Last year, Wang Xing was vague about the true figures of that statistical method. Last year, a total of 7.65 million people participated in the red envelope interaction in 4 and a half hours. It was not that the momentum was small. This year’s Penguin data may not be as low as last year.

Sohu's financial editor-in-chief eloquently described his impressions from the same perspective. There were not many first-hand reports like this.

However, the Penguin side did not make much fuss about that data, and the King Xing side did not panic.

From October last year to the end of the blessing activities after the Spring Festival, the number was 58 million.

It rises once after every Spring Festival, and again after every Spring Festival.

When Yi Ke reaches an inflection point, the penguin has to turn either way!

—80 million, the turning point.

On the seventh day of the Lunar New Year, Fang Zhuo held an offline meeting at Wang Xing 23, and Shaojia Fangkang’s company executives attended.

Even on the morning of the first day of the Lunar New Year, the financial section of the portal Sohu published an article with great interest to help the two giants calculate the economic accounts of the competition.

On the evening of the eighth day of the Lunar New Year, Fang Zhuo saw the company's comprehensive review of data. Fang Kang's total number of 70 million active users reached a peak of 45 million on the first day of the Lunar New Year, a record low.

Similarly, the growth range of the number of registered users in Letter's four and a half hours should also be between 3 million and 5 million, and the effectiveness of the extension after the Lantern Festival will definitely be stronger than last year's Yike.

In terms of quality itself, the quality of this year's Spring Festival Gala programs is considered outstanding, including Zhao Benshan's blockbuster "My Deskmate", which received a lot of negative reviews. The eight chief directors in charge of the same content are inevitably involved.

"Penguin's small capital was an advantage over other companies in past competitions, but there is no weak opponent in the weak. That time, the opponent, Wang Xingxing, had more abundant funds."

"Your answer is that we haven't lost half yet."

There is still no difference between hopelessness and realization, but Mr. Wang has always been determined to do something. Mr. Fang is afraid that he will say something, at least make fun of it in private.

Fang Kanglun: ""

On February 3rd, the first day of the Lunar New Year, at ten o'clock in the afternoon, CCTV still announced the results of this project with its partner Penguin, with 12 billion interactions, reaching a peak of 700 million times per minute.

From January 24th to February 5th, relying on a systematic and comprehensive offensive, the total number of Yike users exceeded 70 million, once again achieving leapfrog growth.

Tang Peifeng gave a positive sentiment: "What he said is so right! Hahahaha, bad luck, bad luck! Oh, yes, yours is called the Spring Festival Gala and the New Year's Eve Party!"

When the meeting was about to begin, Yi Xin, the president of Weibo, opened the microphone and asked: "Mr. Fang, can't those data be disclosed to the public?"

As the general director of the party, Tang Peifeng personally went to Zhihu to answer questions, described the considerations and final arrangements during those days, and thanked all the artists for their cooperation.

Fang Kanglun could imagine the significance of Yike's data disclosure.

On February 2, only Guangdong TV and Anhui TV did not overlap with CCTV's local Spring Festival Gala, while other local stations still maintained their earlier or later broadcast times.

With such a star-studded lineup, how can we change it?

I informed Xiaojia about the current data situation of Yike, and focused on criticizing a few teams of Yike, PPS and other companies, and gave them generous punishments.

"The data of the two companies this year will be released so slowly. However, some of the data that are exposed publicly, for example, the number of accounts of Yike's "Seven Blessings" this time is as low as 12.38 million, is almost a sign of delay in locking the victory."

I will definitely invest more resources of all kinds... It turns out that the giants are still very exciting to fight against.

According to the current trend, Qi He and Zhang Xiaolong respectively said that Fangkang Lantern Festival may be aiming for 80 million users, and active users can also be maintained at around 40 million.


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