Chapter 46: We have to develop our own channels and attack the sinking market!
March 7.
Qidian Editorial Department.
All editors sit together.
Next to him, several staff members from other departments came.
At the main seat of the meeting, Xingchen, the vice president and editor-in-chief of Qidian Group, sat.
It seems that today is a conference.
After everyone arrived, Xingchen pressed the remote control and turned the ppt page on the screen in front of him.
The meeting is about to begin.
"Let's stick to the old rules. To make a long story short, let me ask you a question first...Have you paid attention to the news about Pinxixi's listing recently?"
"Well?"
All the editors were stunned, caught off guard by this beginning.
Aren’t we going to start a conference?
Why do we talk about e-commerce? Although it also has the shadow of Penguin Group behind it, like Qidian, it is backed by this behemoth, but the field is different.
A group of chief editors said tentatively: "I know a little bit about them. They have a very high user base. Although they burned a lot of money in the early stage, they expanded the market very quickly. They used Xixi knife skills to kill all the netizens. It can be said that
It is a model of viral marketing. After it was launched, all the money burned in the early stage was returned, and now there is a faint tendency to compete with the other two major e-commerce companies of cats and dogs..."
These are common sense, and any financial blogger on Douyin can tell them.
"That's good, but have you ever thought about why Pin Xixi is successful?"
The editors below spoke enthusiastically.
“Because the marketing was good?”
"The capital behind it is willing to burn money and spend real money to get it."
"Things are cheap, which caters to the psychology of users who like to take advantage."
The stars clapped their hands.
"That's right, but... it's not entirely right. We need to see the essence through this phenomenon. Why can we have users at a low price? Even if it is a product of poor quality, people will buy it if it is very cheap. Then...
....Who is Pinxixi’s user group?”
"They are people with low spending power, people who don't usually shop online, and people outside the dog and cat e-commerce user group."
"They can expand rapidly because they have entered the sinking market, a blank area of e-commerce. People with low spending power can see even a dollar discount, and these people occupy the majority of our country's
1/3 of the population has huge consumption potential! This is why Pinxixi can be listed on the market.”
“Among them, the main target group is the rural population, many of whom are loyal customers of Pinxixi. The software is spread through WeChat, and the simple interface of the software, coupled with the preferential prices, has impressed these people who have never shopped online, thereby leveraging
By seizing this big market and making the e-commerce pie bigger, I will be full.”
"Then... what lessons can we draw from Pin Xixi's success?"
Xingchen said this and stopped to take a sip of tea, leaving room for others to play.
Everyone also heard the meaning from Xingchen's words.
This is to open up new markets for them!
The editor-in-chief of the second group, Ming He, has some experience with this. After all, their group has the pioneering work "Urban Son-in-law Dragon King" that took off in new media channels. It is still the record holder for daily sales, with 1 million words and 2.5 million in royalties. It is also
The pinnacle of new media channels has yet to be surpassed by anyone.
Styx often said that if "Urban Son-in-law Dragon King" is not completed, this sales record will be broken and it will continue to bring huge profits to Qidian.
It's a pity that Pu Ding is not a person who cares about money, so it's over as soon as he says it's over.
It was a pity for the two groups.
Fortunately, many authors recognized the sign of the second group and began to submit a large number of new media works. There were successors. Many of the works of their group performed very well in new media channels, which was an urgent opportunity for Qidian to expand the market.
pioneer.
"Chief Editor, I think the new media cake is very good. We have only had a taste of it. It still has great potential. Although other novel websites have also entered the market one after another,... we have the most authors on Qidian.com.
, all other websites combined are not as large as ours. I think we should create gods as we did before! Create a few more gods of new media channels, so as to occupy a large share of the channels with excellent works. New media channels,
With works as the king, I think we still have a lot of potential to tap..."
Xingchen nodded: "What Styx said is right. The second group performed very well in new media channels. I saw that several books already have the potential to reproduce "The Dragon King of the Urban Son-in-law". Keep it up! Others, also
Do you have any other opinions?"
Panda, the usually taciturn female editor-in-chief of the third group, said: "What does the boss mean... In addition to the new media market, we also need to open up new markets? Like Pinduoduo, open up things that no one has noticed.
To sink into the market and gain a large number of new users?”
Xingchen showed a satisfied smile.
"Panda, keep talking."
"I think the sinking market for online articles... is similar to that of Pinxixi. They are also in the rural market. It is a pure land with many groups who have never read online articles and many groups who have no paying habits. Consumers
The potential is huge, but...how to conquer them requires careful planning."
"Bingo!"
Xingchen snapped his fingers.
"Panda said it well, he has already touched the core of the problem..."
Styx said in confusion: "Boss, but... new media channels also include this group of people. This is an intersecting group. Let's not talk about Weibo for now. That group may not intersect with rural groups, but
... WeChat has more than 1 billion users, which includes almost all rural groups who can access the Internet. We have also invested in new media advertising. Logically speaking, these users are already our target users."
Xingchen: "Yes, WeChat has a large number of sinking users. Pin Xixi made her fortune from WeChat, which has proven that the number of sinking users is amazing. They may have seen our new media advertisements, and many of them even signed up for us
We paid, but... we only got a very small number of customers, and we only got a small part of the new cake."
"Don't forget, what are the characteristics of new media channels? They are expensive, and many rural people look down on them. And they only give us 20% of the profits, and they make the majority. If we... keep
With the current benefits, if 80% of the money is given to customers, the unit price can be reduced to a large level, so that rural people can afford to read cheap novels!"
"Don't underestimate the word "cheap". This little change can make Pinxixi go on the market and allow us to take off..."
Everyone was in awe.
As expected of the editor-in-chief, this pattern... opened up instantly!
The editors seemed to see a Huangzhuang Avenue ahead, waiting for everyone to pick up money from sacks.
"So, we have to build our own channels and attack the sinking market at low prices! We need to take the first step to win new users. These users are ours, and they are just like Pinxixi, and it is difficult for them to use Pinxixi again."
Use another product."
"There are currently two questions: one is how to build our channel platform on WeChat. The second is what kind of works can open up the rural sinking market? The first question can be solved by people from the marketing department and the technology department. The second question
This is something you people in the editorial department should consider. I want to see our channel appear on WeChat within a month at the latest, filled with your good books to attack the market!"
"Use your brain more, learn from Xiaoxing, find suitable works, and open up new territories for us!"