Seven hundred and sixty seventh chapter e-commerce war
The first World Invitational Tournament of "PlayerUnknown's Battlegrounds" is like an insignificant episode in the entire month of November, and can only be regarded as an appetizer at best.
After men’s brief carnival, women’s madness has just begun. November is destined to be the month of e-commerce carnival, and it is also an exam that e-commerce people are eagerly waiting for.
It is no exaggeration to say that whether the Chinese New Year is full of fish and meat, or clear soup and little water, it all comes down to one battle.
As a platform side, major e-commerce platforms have already secretly used their best efforts to pave the way for the "Double Eleven Shopping Carnival".
Even the popularity of topics related to winning the title of "PlayerUnknown's Battlegrounds" only lasted less than a day, and then completely disappeared from the hot search list, replaced by various promotional content regardless of soft or hard.
It can be said that in the face of the general public's fanatical desire for consumption, e-sports can only be a niche hobby that is surrounded by territory and is not worth mentioning at all.
Of course, from a certain perspective, it can also be regarded as an invisible confrontation between the driving forces behind it. In the face of the interests of a group of e-commerce giants headed by Alibaba, e-sports is naturally not enough.
of.
Zhou Dongsheng was naturally not surprised at all by this. After all, in this three-thirds of an acre of land in China, e-sports only had a small place. In the early years, it was regarded as a "flooding beast".
Until now, the stereotype of "playing with things to lose one's ambition" from the mainstream perspective has not been improved much. It can only be said that there is still a long way to go.
For Zhou Dongsheng, the success of this world event has far exceeded his expectations, and he is already satisfied with it.
After successfully establishing the reputation of the "PlayerUnknown's Battlegrounds" event, many event organizers from all over the world have approached us, wanting to cooperate with "PlayerUnknown's Battlegrounds" and open their own competition areas.
As the saying goes, those who have planted trees are those who will enjoy the shade, and with League of Legends’ leading experience in global competitions as a foundation, everything will fall into place, whether it is cooperation or promotion work.
After all, the popularity of this game is at its peak right now, and a world event has been successfully held. Such a piece of e-sports cake is freshly baked, and it is easy for those who are fast and slow.
In the face of the temptation of Chi Guoguo's interests, it is naturally impossible for a capable person to turn a blind eye.
Therefore, it is not difficult to predict that this year's "PlayerUnknown's Battlegrounds" competition content has been fully concluded, but next year's competition will inevitably be a pattern where all the heroes come together to compete in the world.
In short, it can be summed up in four words: the future is promising.
So if it doesn't work now, it's naturally a reasonable thing. Fortunately for Zhou Dongsheng, even if November is the stage for the gods of major e-commerce giants to fight.
But it doesn't mean it has nothing to do with Zhou Dongsheng. After all, snakes have their own ways, rats have their own ways, and the fight between the gods above has nothing to do with them.
When Pinxixi started friendly cooperation with Douyin, Zhou Dongsheng was naturally not stingy and made a small contribution.
………
The next day, many Douyin users opened the app casually, preparing to watch short videos in their spare time to cultivate their sentiments.
After all, in the face of the unique charm of short videos, this kind of "heroin" in the mobile Internet era has gradually begun to show its ability to attract people.
To borrow a classic quote from Brother Dali, if you don’t brush for a day, you will feel uncomfortable all over.
To use another man's words to describe it, I have to see girls every day just to make myself happy.
As we all know, people cannot fight against their own humanity, so driven by primitive desires, it is natural and reasonable for them to lose.
It’s just that when I opened Douyin today, the first advertisement that opened was an advertisement for Pinxixi E-commerce, and it was even accompanied by a magical advertising slogan.
"Fight Xixi, buy jointly, save a lot, and if you want cheaper, come to Xixi, cheap and good products..." At first glance, it is quite catchy, and this simple and clear advertisement can be remembered in no time.
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Just like the famous melatonin advertisement, the most successful advertisements are often so unpretentious, simple and crude. As long as it can be remembered by consumers, it is already half the battle.
As long as you can remember it, it is a potential consumer group. As time goes by, will it still be far away from real consumption?
Of course, the vast majority of users just brush it off, and at most they say, "Why does Douyin already have ads? It's so annoying!"
Then he swiped his thumb up with interest and cut to the next video content. However, it had just begun.
Nowadays, after completing the integration of resources, Dongsheng Media Department can be regarded as a big business. In addition to a number of leading IPs, it is natural that a large number of small and medium-sized internet celebrities with a certain amount of traffic are also indispensable.
Under the increasingly mature incubation systems of the two major media, small Internet celebrities with hundreds of thousands or even tens of thousands of fans can be said to be everywhere.
Compared with the big Internet celebrities, it is naturally difficult to compete alone, but with the back of a big tree to enjoy the shade, it is enough to form a huge audience group.
If the top Internet celebrities are the golden brand of a media, then these small and medium-sized Internet celebrities are the basic base of a media, and the two complement each other.
In this system, the entertainment industry has already played it clearly, but it is also effective when it is put on the newly emerging Internet celebrity industry.
Nowadays, the entire Internet celebrity industry is waiting for development. Although [Papi Jiang] has successfully monetized through advertising, it has opened up a new way of monetizing traffic for the industry.
However, the market response is always relatively slow, and there are only a handful of people who really dare to try new things, and they will also choose a relatively safe route, which is to mainly cooperate with leading influencers.
Secondly, there is another route, which is the shop-exploring route mainly based on food internet celebrities such as [Big Stomach Prince Mi]. This method of attracting traffic to stores has obviously been recognized by many merchants.
And it can not only win the favor of users, but also creators can benefit from it. It can be said to be a route that achieves multiple goals with one stone. Nowadays, a large number of creators have emerged to follow the trend and are exploring in food cities across the country.
It's like a food hunter in the short video era. At the same time, food classification has become a major content pillar of the short video platform, and it even has the potential to become the "king of content".
After all, it is still the same saying, the principle that food is the most important thing for the people is always simple and crude. No matter how big it is, can it be bigger than the sky?
At this point, it is not only limited to the Douyin platform, but also across the entire Internet, creators in the food category have always firmly occupied the mainstream, which is evident from this.
However, until now, there are still only a very small number of creators who have successfully monetized their traffic and generated income, and the vast majority of creators are still in the stage of "generating electricity for love."
Over time, many people also regard it as a simple hobby. Just like the slogan of Douyin, "Use Douyin to record a good life." It is not bad to think of it as a recording method.
However, as Pinxixi cooperates with Douyin, Douyin's internal promotion platform has issued promotion tasks related to "Pinxixi". There is only one threshold for cooperation: 10,000 fans!
Although the remuneration given is very limited, it has lowered the monetization threshold of the current Internet celebrity industry. No matter which platform it is on, no matter how low the monetization threshold is, it often requires hundreds of thousands of fans.
Even millions of fans can win the favor of the funder. After all, in this first year of mobile Internet, this evil trend of the times has not completely gone crazy.
It’s even more unlike the future where the Xiao Hongshu platform, which takes the “small but beautiful” monetization route to the extreme, will become very popular.
So it is conceivable that the temptation of this promotion task directly caused a wave of implantation craze on the Douyin platform, not just open-screen advertisements.
When countless users began to swipe, creators in various fields, no matter what the theme of the video content, would introduce and promote "Pin Xixi" from time to time.
The only difference may be the difference between cleverness and clumsiness in the technique. No matter how blunt it is, it is still a successful promotion. Under this kind of "indiscriminate bombing" implantation, the effect is naturally immediate.
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"Damn it, this twist is too abrupt, why is it that the Xixi platform has so many advertisements?"
"How much did you charge? This is it. I watched ten videos today, and five of them had advertisements for Xixi. I vomited after watching them!"
"Damn, I'm here to see a beautiful woman. I want to feel happy. Do you understand that I'm having sex for free? I'm not here for consumption!"
"I'm sorry, brothers. Originally I wanted to refuse righteously, but I just downloaded it and it was quite affordable..."
Amidst the overwhelming abuse and negative reviews, there are occasionally a few good reviews mixed in. From a marketing and promotion perspective, this is undoubtedly a typical manifestation of things being screwed up.
But if it is "Pin Xixi", obviously there will be no such trouble. After all, he is also a typical manifestation of black and red. He is not afraid of you scolding or hating you, but he is afraid that you don't know.
What's more, consumers are often upright and honest, and when faced with the word "affordable," most consumers won't hesitate to give it a try.
After all, Pin Xixi's route of "finding a different path" is almost like a sword manual to ward off evil spirits, and it fully demonstrates "not taking the ordinary path".
Among other e-commerce giants, they are going further and further in the pursuit of quality and service. The constantly improving various experiences naturally make consumers more willing to "pick faults".
However, the earth is round. Spending money on quality and service will naturally increase the cost of goods. In the end, we will end up with the same goal, and the wool has to be harvested from the sheep.
However, Pinxixi, which breaks the rules and puts itself out there with the advantage of absolutely low prices, goes in the opposite direction, making consumers feel like they have no way to start even if they want to find faults.
After all, the price is only ninety-nine yuan, and shipping is free. What kind of bicycle do you want? As long as it works.
Of course, there is another most important objective factor in front of us, that is, looking at the entire land of China, the income level of more than half of the population is still below the horizontal line.
However, although this group has a large number of people, it is basically a voiceless group in a society that is running wild. With the popularity of mobile Internet, they have followed the trend of the times and poured into the Internet.
It's just that on the Internet stage that is full of spotlight effects, even if they are on the stage, they are still in the dark and no one cares about them, and no light will shine on them.
However, being silent doesn't mean they don't exist. They just stand there, like sparks of fire, inconspicuous next to the spotlight like the bright moon.
But once they come together, they are also a huge force that cannot be underestimated. It is this force that has become the biggest driving force for Pin Xixi's rapid rise.
In the context of rapid economic growth, many people may have forgotten their original intention of "online shopping", which was just to "save money".
Obviously, Pin Xixi, who adheres to this original intention and even implements it to the end, has undoubtedly taught the entire market and e-commerce field a solid lesson.
The most important point, perhaps one that has been subconsciously ignored by the general public, is that even ordinary people with low incomes also have consumption and spiritual needs.
And such a group occupies half of China's population. The huge market composed of them can be imagined to have great commercial potential.
At the same time, it is these two major needs that have promoted the vigorous development of Pinxixi and short videos, forming the main theme of the mobile Internet.
Now, these two new products have joined forces for the first time, and they have gradually begun to show their challenger posture. They are brewing their own offensive, waiting for the earth-shattering moment.
However, the time is not yet ripe, and the current e-commerce war in November is still a stage where e-commerce giants fight among gods.
The development routes between the two are like two sides of the market. They do not interfere with each other and are distinct. However, given time, there will always be times when they intersect.
When the two new platforms join hands for the first time, the market response may not be ideal, but the performance of the data is often honest, just like sometimes the market response is counter-intuitive.
Over the past few days, due to the e-commerce war, which originally attracted the attention and focus of the entire market, Pinxixi naturally fell into a sluggish user growth situation.
However, with the help of Douyin, the data immediately showed growth against the trend. The data performance was the most violent day, and there was even a million-level new user growth.
The effect can be said to be immediate.
Even for the Pinxixi platform, which has exceeded 100 million users, the number of million-level users cannot be ignored. After all, this is a growth of nearly 1%.
1% seems inconspicuous, but one day is 1%, 100 days is 100%, and one year is a 365% growth...
Good guy, if you put this kind of increase in your stock account, even if you want to surpass the world's richest man, it will be just around the corner.
Of course, the performance of the market cannot be so ideal. Ups and downs, ups and downs... are the norm.
However, this data performance is still enough to make both parties feel the prospects of this cooperation. Perhaps, the idea of establishing cooperation in technology is not impossible...
Otherwise, the essence of any relationship is driven by interests, and only common interests are the basis for cooperation.
Otherwise, even with Zhou Dongsheng as a middleman, it would be impossible to forcibly twist them into one.
After all, to put it bluntly, Zhou Dongsheng is just an investor no matter what, a passenger along the way, not the driver behind the wheel. He can make suggestions, but he cannot "steal" the steering wheel.
In this regard, Zhou Dongsheng is naturally happy to enjoy the success, but the current cooperation is far from the common interests of the two platforms.
In the real future, there is a key word that cannot be avoided, and that is live streaming!
It has to be said that no matter how you look at it, 2016 is indeed the "real first year" in all aspects, at least for live streaming.