After The National Broadcast, Where Is The Next Outlet For Mobile Internet?

China's access from 1994

By now, more than 20 years later, China's Internet has experienced early rising portals, BAT rise, e-commerce era, 100 regiment war.

Tide, to the present era of universal live broadcast, it can be said that the speed of development of China's Internet has surprised the world.

In recent years, hundred regiments war, O2O wave, and this year's

The war is to let people earn profits and let the world marvel at the speed of China's Internet development.

Behind this, we can not get away from the influence of a loose policy support, rapid economic development, a hundred schools of thought contention, and other factors peculiar to the mobile Internet.

One, from the hundred regiment war in 2010!

2010 is a year of group buying. It is also a year when China's Internet age turned to the China Mobile Internet era. In this era, the Internet is changing.

2011 is the year of group buying the great leap forward, 2012 is the year of group buying, and the decisive year of group buying industry in 2013.

Until 2014, the group buying market pattern had basically taken shape.

In the past four years, the first round of competition in the group buying market characterized by the chaos of 1000 regiments ended. From the "5000 group buying chaos" in 2011 to less than 500, a large number of group buying websites fell down and a large number of "reborn".

After experiencing the bubble period of burning money game and high capital valuation, facing the impact of BAT giants entry, independent, listing or acquisition became the choice that independent group buying website had to make.

The evaluation of the group buying websites in China was nothing less than the following two crimes:

First, the threshold of group buying websites is low. Basically, they are all "cloned" Groupon in the US, so there are hundreds of group buying websites in China, and homogenization is very serious.

Later, there was a famous "hundred regiment war" under the famous Internet; second, the group buying websites were mixed, some played gimmicks, some were cheating, and many deceitful techniques. Consumers had not formed the self-protection consciousness under the background of group buying, and had been repeatedly cheated, which gave birth to a large number of businessmen who saw profitable businesses.

Comrades, if we can calm down now and consciously observe the "hundred regiment war", we will find that there is no pleasure in it.

First, let's take a look at the market opened by group buying websites.

To some extent, it was a "wasteland" at that time.

In the view of Wang Xing, who founded the US group network, few portals can offer the promotion position to merchants very little. From the distribution of media resources, it is almost at the top of Pyramid.

After the appearance of search websites, many manufacturing enterprises have found promotion channels.

However, a large number of small and medium enterprises that meet the needs of local consumers have long been placed at the bottom of Pyramid, and no suitable media promotion method has been found.

Secondly, if so many group buying websites are classified according to the "family property", the camp is obvious:

"The first group" is a new venture company represented by the United States group network. These companies are willing to buy the group as a fulcrum and try to develop.

However, since the "United States" launched in March 2010, hundreds of websites have emerged in a short period of time.

Among them, those who want to be long-term, naturally attach importance to offline services, and want to do short-term ones. Fraud is inevitable.

The second is the development of group buying businesses in some medium-sized Internet Co. These companies have accumulated over the past 5~8 years, mainly relying on the existing website resources to organize group buying.

The third is "giant", such as Taobao, Baidu, Tencent and other enterprises. Once the existing resources are used, the development of group buying should be fully developed, and its influence should not be underestimated.

The fourth is a number of regional portals, based on the local, plot to develop space.

This is the stage of the group buying website: in a land of unknown potential, the pioneers with different family backgrounds came on the scene one after another in April 2010.

Some people say that a thick family has an advantage.

You think, strong financial support can fully promote the need, if we can make use of the existing resources, we will be more dominant.

However, some people say that the more high-ranking websites are, the less they pay attention to the simple group buying. At best, they only regard it as a "new function" of the existing website.

Some people say that specialization has an advantage, because the group buying website is to attract the same group of consumers. If we can grasp this group of people's "consumption code", they may take over the "Groupon miracle". "On-line half a year later, it will start to make profits. After a year, it has more than 120 employees, and it is expected that the second year sales will reach US $one hundred million."

However, some people say that the lack of interaction between similar group buying websites and the lack of commercial integrity are bound to involve a lot of manpower and material resources, and there are practical difficulties.

In any case, the hundred regiment war started from 2010, and nearly ended in 2015 (actually entered the o2o war), which lasted for 5 years. In the past 5 years, although the total number of surviving deficiencies was 4%, at the very beginning, with the help of policies, the Eastward Development of the Internet and the large number of market participants who went into the group buying market, they enjoyed the sweetness.

Two, the O2O wave is actually a continuation of the hundred regiment war, and also a war between BAT.

The O2O war is actually a battle of burning money. Which platform can win the favor of users behind its strong capital strength? Behind this burning mode is actually the capital strength represented by giant BAT.

Dripping and Uber's hand in hand in August 1st also heralded the burning money war in the travel market for a while to come to an end.

The previous travel market can be very tragic to describe, from the drop and fast burning money, red envelopes flying all over the sky, users do not need money sometimes to earn money, and such good things will only appear in the background of O2O. By February 2015, the two sides held hands. They thought that this was not conducive to the development of the dual mode of burning money, but when the eldest brother was merged, the position of the second place was vacant. Then Uber appeared and a new round of burning money mode was opened.

Until August this year, both sides felt that this way is not the way to hand in hand, this is the end of the drip era and the Uber era, but also the beginning of another era.

Yes, the O2O war will never end, but the mode of burning money becomes more rational.

In addition to fierce competition in the daily travel market, tourism, hotels and air tickets and other O2O markets are also fierce.

In 2014, it was the most competitive year in the leisure and tourism market, and the way cattle and Tongcheng players were fighting hard. After that, the way cattle joined the Jingdong and the same way was won by Wanda in 2015.

But in 2015, the competition for big OTA quickly reached the white hot. The main contenders were Ctrip, where to go, plus the US regiment.

The traditional advantages of Ctrip are in hotel accommodation, but where they go, they depend on their tickets. They both want to infiltrate into each other's field, but there is no alternative but fierce price war. The result is a loss of Ctrip and a bigger loss.

Ctrip has eliminated an opponent after taking elong, strengthened its strength in the hotel area, and hopes to catch up with the Ctrip in the hotel area. The center also has a strong American team, and it is really not a way to fight it later. So Ctrip and where to merge eventually, Ctrip goes into the embrace of Baidu.

It can be seen that in 2014 -2016 BAT had all his own pieces in terms of clothing, food and housing.

Under the background of mobile Internet, capital strength represented by BAT is penetrating all aspects of life.

Three, the live broadcast is the draught pig, no one wants to miss it!

When the O2O wave has not completely receded, another era has arrived -- the era of universal live broadcast.

If 2015 is the year of O2O, 2016 is undoubtedly a live broadcast year, and hundreds of live broadcasting platforms have been born in a short time. Among them, fighting fish, tiger teeth, Ying Ke and so on have raised hundreds of millions of dollars, and millions of daily users, hundreds of millions of people, dig corners, burn money and brush up the volume of news.

The rise of mobile live broadcasting is all about mobile broadcasting.

Live show is not a new concept in China's Internet. YY, as the leader of PC live broadcast, has over 6 billion revenue last year, six rooms and 9158 annual income is over 1 billion.

However, as BAT, games, e-commerce, O2O and other industries completed the pformation from PC to mobile phone, the market of mobile live broadcasting did not really start until the end of 2015.

Unlike the limitations of the PC live broadcast scene, it is nothing more than a girl singing and dancing in front of the home camera.

Now we are going to open up the "Ying Ke", "Panda" and "fighting fish". They are no longer the same type of female anchors on the YY. The following is the live broadcast of their own shopping, outdoor survival, and even live broadcast teaching and live broadcast lawsuits.

The diversification of content and scene has made UGC truly bloom, rather than the pure "show".

Because the mobile terminal traffic has already exceeded PC, viewers can watch live broadcast on the subway, when they eat, and before going to bed. The fragmentation time is being used. Users are no longer the four or five line cities facing the computer, but the white-collar workers and students in the north.

Mobile live broadcast has left the original PC live broadcast on content scene and threshold frequency. Although it seems that YY has a high income on the PC side, it is only a matter of time for the future mobile terminal to earn more than the PC terminal.

There are several reasons for the advent of the live broadcast era.

1.PC's live broadcast in the Internet era is a stage for a few people.

First you have to be good looking or sing nice, and then you need to take a professional set of equipment to finish some simple training, so there is no other job at all, so that you can be a full-time anchor.

The technological progress brought by the mobile Internet has greatly reduced the cost of live broadcast. As long as there is a computer and a microphone, everyone can broadcast live.

Many live shows are performances. Some people do not have the opportunity to go to the big stage. Singing, dancing, playing the piano and telling stories on live broadcasting platforms provide a stage for them to show themselves. The audience outside the screen allows these anchors to satisfy their bright dreams.

Of course, we do not exclude people from being seen by scouts and have the opportunity to continue to develop their expertise.

2. secondly, live broadcasting is not just the interest of the anchors, but many of them can be changed into money.

Live broadcast platforms usually have interactive functions. Fans' rewards and gifts are all the revenue of the anchor.

Moreover, the Internet is an extremely diverse platform, and it does not necessarily have to be talented and attractive to be noticed. Many of you seem extremely bored with live content, and there is no lack of applause.

For example, a sister only slept for three days on the live broadcast, but it attracted many people's watching. The national husband Wang Si Cong even rewarded 70 red envelopes of 1000 yuan for her.

There are all kinds of things that happen in the sky. No wonder many people will rush to it.

Maybe the next one who has been smashed is himself, because the webcast has also created the word "boring economics".

Why do people watch live, many people just because of boredom and loneliness.

Loneliness is a group of people's Carnival.

3, celebrities do not lack stage or money. Why do they still broadcast live? Because the influence of webcast can not be underestimated, and the economic benefits of fans are considerable.

Although stars are not bad money, they can narrow the distance from fans and consolidate the number of fans.

Before you know the star's private life can only rely on paparazzi. Now, even Fan Bingbing has been playing live mask, how can we not let people turn to powder? According to the survey, almost every star who participates in live broadcast, the number of micro-blog fans has improved, and it will also bring commercial value. For example, Angelababy participated in a cosmetics brand endorsement activity, and live in the live broadcast of lip gloss. I did not expect that in just two hours, the lip gloss sold more than 10000.

Now, the webcast platform has become a new choice for many stars to publicize.

Baoqiang Wang took the live filming movie "noisy Tianzhu" to live in the fighting fish, and the number of people online once broke through the 5 million mark.

Variety show "my singer 4" even during the finals by the number of fans in the live room to decide the order of the players.

Four. Where is the next outlet?

Ma Huateng said, "we now feel that the ship has arrived when we have not sat down with this standing ticket.

It is already on the new continent.

So basically, if you don't get on this ship, you won't come. "

After the wind has passed, it can no longer come back.

When the draught comes, no matter big or small enterprises, if we can not grasp the opportunity quickly, if we still want to wait for the "ticket" or "sleeper", then we really miss it.

From the hundred regiments war, the O2O wave, and the direct seeding war this year, we can see that behind the mobile Internet as infrastructure, the establishment of platform connection and human capital, and capital operation will be the same melody for the future.

During the hundred regiment war, the opportunity lies in the blank market of group buying. It is a simple and crude way to establish platform connection and to talk about bridges between merchants and customers.

In the mode group buying mode, O2O is centered on people, and under the operation of abundant capital, it continuously trains users' consumption habits to form their own business empire.

And the live broadcasting platform has caught up with the development of mobile Internet, and the shift of the main force of consumption (the new generation of post-90s) has been all over the world.

When the mobile Internet is used as a tool, people are the fundamental and capital is the foundation. The next era must be a separatist era.

Content entrepreneurship is already a pig on the draught. Now it is not only the era of competition among media players, but also the era when media platforms compete for traffic and compete for high-quality content creators.

When the traffic bonus period has passed, the traffic becomes more and more dispersed and more expensive. It is not easy to get the attention of users. Besides, the number of high-quality authors is small, and the emergence of self media platforms such as today's headlines, daily bulletin, single point, NetEase, Sohu and so on will bring more platforms in the future, and seize the traffic and the author's war will be imminent!

Now the self media platform uses all kinds of ways to retain high-quality users, and the optimization of subsidies, low threshold and reward system is not designed to retain traffic and authors. In essence, retaining high-quality content creators keeps users, and behind the scenes, the power of capital is also strong.

So the next outlet is the platform behind the content entrepreneurship.

I don't know where you think the next draught is.