Shaking The Audio Out Of The New Electricity Supplier Regulation, What Is The Intention Behind It?

In February 23rd, jitter issued a notice prohibiting the diversion of private letters from the home page to the private domain: temporarily dealing with the advertisements and related functions related to trembling, private letters and diversion, including the jitter number promotion, advertising plan prohibition, trail cue 6, customer service private letter lifting function, temporary downline, home page function, etc., and the recovery time will be announced later.

This is another measure to accelerate the ecological reform of the jitter after the 2020 New Year's day, which mainly constrains the behavior of public domain Traffic Oriented private domain. The large number of matrix players and the "flash" players who earn a lot of money are the main optimization objects.

In 2019, since the chattering lowered the threshold of shopping cart, encouraging the vegetarian to cash in through short videos has also prompted the platform to pour into many Amoy customers. There are also some goods on the platform which are not good in quality and good in quality.

A cheat named "I was the world's top five hundred food maker, sold by grilled shrimp," showed a typical "Buyer show VS seller show" consumption experience. The net red product "Kui Er pomegranate protective spray" was exposed to allergies and rotten faces after use, and the product's vigorous anti fog and haze function was even more false. These mixed products affect the reputation of the platform and the shopping experience of the users, so it is urgent to optimize the platform ecology.

Obviously, the platform from the introduction of 6 categories of restricted flow to the regulation of private domain traffic drainage regulations, vibrato in the past year has been constantly limiting the low cost content, and promote the process of standardization of electricity supplier. Judging from the speed and intensity of the reform, the game between the two sides may not be too long to usher in the outcome.

Since the end of 2019, trembling has been focused on platform ecology, such as accounts, contents and functions.

In 1 and December 2019, the function of the modified shopping cart, the chattering commodity link no longer popped the cards, and opened the product links, was not the previous Taobao third party platform. Instead, it added a commodity aggregated page in the middle, with other videos and similar products linked to the merchandise.

In 2 and January 2020, we adjusted the frequency of video release of tram shopping cart. All accounts can be linked to 1 videos per week per day. The number of accounts with less than 1000 accounts for only 1 items per week. The number of fans with more than 10 thousand fans and ~10 is at most 10 per day.

3 and January, the sound of noise began to be re screened from cosmetic products in January 15th, and fresh products were re screened in February 17th. The selected quality goods will be shared by the platform, and the goods of the non reserved shops will not support the sharing. In addition, MCN found that the number of PID binding times was limited.

In 4 and February 6th, the real name system was used to verify the accounts of the electric power providers. They need names, ID cards, cell phone numbers and faces, and a deposit of 500 yuan in the name of a personal window.

In 5 and February 16th, the rule of "sharing the author's hierarchy" was launched for goods display windows to encourage creators to devote their energies to operating windows. For the 4 dimensions of content quality, content influence, fans influence and business influence, the author divides the author into 7 levels. Lv4 above can get the recommended resources such as the list of people, good list, exclusive operation, high star club and platform signing.

In 6 and February 23rd, we made temporary offline processing for advertising and related functions involving trembling, private letters and diversion, including the jitter number promotion, advertising plan prohibition, trail cue 6, customer service private letter lifting function temporary downline, brand home page function and so on.

In 7 and February 28th, Android version 9.90 (Apple was not yet on line) changed the original "city" to "hot spot". Click "hot spots" to enter the recommended pages with classified navigation. The category includes hot spots, games, sports, food, beauty and so on 10.

In a word, the purpose of summarizing these new regulations is to strike down the wool party, encourage content creators, and redistribute the central traffic related to electricity suppliers.

Trembling slightly "radical" adjustment rhythm has also aroused many practitioners to discuss, there is a view that shaking or closing some of the categories, or even gradually close all categories to the station diversion transaction behavior, time in 3 months or so. After that, the supply chain will be raised or the supply chain will be built up.

We will not discuss the long-term plan and strategic plan for the time being. What is closely related to the creators is the attitude of CPS to carrying goods. There is also a kind of voice that thinks that the income of the jitter in the electricity supplier may not cover the cost, which may not be a very cost-effective business.

Since the jitter is a centralization algorithm platform, all traffic inclining costs. Pei Pei, an analyst with state securities, believes that in the whole process of carrying goods, the flow of voice, bandwidth and technical support has been paid, but it can only get the technical service fee of single digit. The biggest benefit is net Hong himself, followed by Taobao / Tmall and other three party platforms, and finally is the jitter. The user time consumed in the live broadcast behavior can be inserted into more advertisements and higher income if used for watching general entertainment short videos.

So far, manufacturing popularity is still the core competitiveness of jitter, which has strong barriers in the marketing level. But just as the new retail industry has undergone changes, the traditional "people looking for goods" have begun to transition to "goods seeking people". The potential of content providers has been activated in 2019, and the trembling sound will not stand idly by.

But the cost of eating this cake may not be less than giving up the cake. The large-scale red man electricity supplier is essentially a red man who endorse his product with his own credibility. The most important thing between the red and the fans is "trust", and users should have the demand for active consumption, or at least low sensitivity to the price. Fans stickiness + consumer motivation, if you want the electricity supplier to bring goods to play an important role in the earnings mode of jitter, these two points may be the problem of shaking around.

And Kathy data is also pleased to find that recent changes in jitter have been linked to the above two claims.

In February 28th, the 9.90 version of Android was released online. In the new version, the original "city" page was replaced by "hot spots".

Click on "hot spots" and enter the recommended pages with classified navigation, including 10 categories: hot spots, games, sports, food, travel, light knowledge, stars, live broadcast, two times, and beautiful makeup. Among them, the content of the hot spots, apart from the jitter, and the original video content from volcanoes and watermelons, active selection is obviously helpful to train users' awareness of active search.

The video under the "hot spot" is arranged according to the volume of the current play. Other categories are similar to the "double row" page of the quick hand, which is different from the experience of the submerged single row skating of the jitter "patent". When you click on a video to watch, you can slide up and down the same category of video, and the same category is still immersive experience.

According to the ID:huoxingyanjiuyuan experience, in February 26th, the contents of the vertical category were painted in December 6th. Besides hot topics, the timeliness of other categories is weaker than that of natural recommendation pages. It can be seen that in the distribution logic of the page, verticality, video data and so on have covered some losses caused by lack of timeliness, so that high-quality content can accumulate more long tail traffic. This is an opportunity for vertical class authors.

It is a good way of cash flow for the vertical class creators. Unlike entertainment accounts, the value of the vertical category is the accuracy of the crowd rather than the large base. This leads to the fact that the mass consumer goods will be more inclined to the high powder size of entertainment. The advertisers of vertical IP are mostly concentrated in their own categories, and have certain limitations. So it is of great significance to build a stable and Matthew effect liquidation mode in the platform ecosystem.

In addition to the "hot spot" function, jitter in the search entrance folding brand hot DOU list, weakening the brand challenge exhibition entrance changes. On the one hand, it purifies the search page and gives users more pure experience; but on the other hand, this product logic may also promote users to turn passive feed into active search. In addition to developing outdoors for small program education, it is also helpful for vertical users to find the content of their own initiative.

If further, the most ideal carrier and presentation way of entertainment content and vertical content is corresponding to the product logic. There are actually not many differences: active VS passive, aimless VS purposeful, entertainment VS information increment. It may also be the precursor of shaking from the ecology to all embracing and letting flowers bloom.