Zhang Qing, A Partner: One Of The Biggest Facilities Is Life Aesthetics

Since the first video was launched on September 8, 2014, more than 3400 original videos have been shot so far.

In the past six years, one has completed three rounds of financing, with investors including Zhixin capital, SIG Haina Asia, Chinese culture and other well-known institutions. At the same time, the business boundary of one line has also extended from video content to e-commerce platform.

In fact, content entrepreneurship is very difficult, and how to achieve a foothold in the industry and successful transformation? On December 20, at the 2020 China brand value management forum sponsored by 21st century economic report and co sponsored by Genyuan Consulting Group, a partner Zhang Qing shared a turning point and thinking in the process of brand building.

Zhang Qing said that an original video is 100% original, because even the music is made by oneself. The reason for this is that the founding team of Yiyi has four veteran media people who have been working in the media for more than 20 years, which also determines the gene of "we have confidence in making high-quality content, and we also believe that good content brings its own traffic".

Resist traffic temptation

Having said that, but in the actual operation process, let a team quite puzzled is that their content has not been recommended by the algorithm as a hit. At this time, do you want to cater to machine algorithms to produce content?

'instead of choosing this option, we chose a more difficult path,' Zhang said. "One needs both traffic and decent content, so every day in the past six years we have been very self abusive. For more than 2300 days, we wake up to zero every day.".

In terms of content, one has had many iterations in the past six years, but has always focused on the circulation of social values as a whole. In this process, the inspiration of content is not to focus on the hot spots every day, and then you can get 100000 + by rubbing it. On the contrary, the production cycle of a piece of content is particularly long, reaching 3-4 weeks. If only rubbing hot spots, the heat of hot spots has already disappeared.

Zhang Qing said that the reason why a piece of content production cycle is long is that the topic selection is very scarce and more and more difficult to find. At first, the topics of one article were all reported by team members in the paper media era, including a small shop owner and a B & B. at that time, no video was taken, so every topic selected at that time could become the video content.

Later, with the passage of time, in order to find the right content, the team's steps also moved from Shanghai to the whole country, and then to the whole world. "In this process, 19 out of 20 topics are basically lost. We have extremely high requirements for each topic, so it is more and more difficult to find them," Zhang said.

From the specific content production link, we can also see a adherence to the content quality. According to Zhang Qing, there is a special music room to make music by oneself, which is actually the spiritual purity of traditional media people for original content.

In addition, for example, make a 3-minute video with 800 words of narration, but the original interview manuscript of a team will have 10000-20000 words. Zhang Qing said that this was because they were not willing to let the guests read the 800 word manuscript, but allowed the guests to present a real communication state.

”After the guests were allowed to speak freely, he might speak for three or four hours at a time. But in the process, a sentence suddenly appeared from him may become the title point of the whole content, and this kind of thing is difficult to obtain without the accumulation of several hours and tens of thousands of words, "Zhang Qing said.

In 2015, the number of fans of one wechat public account reached 10 million. At that time, it was said that one had already achieved the head account, so there was nothing to worry about. But for a team, it's not the case, because in this era, a trumpet that has never published anything can surpass you, so every day of a piece is like walking on thin ice.

Life aesthetics for human

An e-commerce business started in 2016. Before that, advertising was the only way to cash in. But in 2016, a team felt the arrival of a new era, because many fans would ask in the background where the goods in the video were purchased.

Later, it was discovered that they could also do this business. As a result, one has e-commerce business, and by 2018, another has opened offline stores.

Zhang Qing said, "although one is doing content, selling products and opening stores, the underlying logic is the same, that is, only doing everything related to beauty." In fact, one of the biggest human settings is life aesthetics.

For example, to do e-commerce, one is a commission platform, which does not produce its own products. This is because a lot of craftsmen were filmed in the video. For example, a Japanese craftsman, a family of four generations, only made handmade soap.

"There are too many good things in the world. They are generations of people who insist on doing one thing to achieve today's share. How can we compare with them when we do original work?" Zhang Qing said. So, one thing to do is to find these good things all over the world with our own aesthetic genes, and then share these things with more people with a more familiar communication ability.

In 2018, one opened three offline stores in Shanghai, and now there are 17 stores in China. The size of the stores is very large. From the perspective of Ping efficiency, opening a store is not a good choice. However, for a team, they regard offline stores as a platform for face-to-face communication with fans.

According to Zhang Qing, in the past year, more than 100 life aesthetics lectures were held in an offline store. "We think that algorithms can help you get traffic quickly, but these algorithms can't count as human mind, and the most difficult thing to get is the human mind. If you want to be a long-term enterprise, you must grow up with users and let them trust you as a friend. ".

For example, for a new business of "auction" this year, the highest price per customer is a painting by artist Zhang Xiaogang, which has been sold for 1.8 million yuan. However, the users who have taken this painting have only placed one single order, which is a group of more than 20 yuan.

"If the algorithm is used to analyze this user, the machine may be messy. Does he belong to the rich or the poor?" From Zhang Qing's point of view, this is actually a piece that has attracted a group of like-minded people through their daily content. Their pursuit of life aesthetics is similar, so the effect of several auctions this year is very good.

Zhang Qing said that even if there are many choices in life, every choice is hard, so it's better to choose the work that can have a great impact on your mind from the inside out. It can at least let us have a stronger forward force to face the hard day of the world.

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