Rebirth Starts at 7 Million

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The vigorous development of Douyin makes Luo Fan very satisfied. It took 5 years before and after Douyin in the previous life to have 600 million DAUs. Now Luo Fan feels that Xingyuan's Douyin should only take 2 but 3 years to achieve this achievement.

In order to speed up this progress, Luo Fan took out the routine on the daily headlines and watched the video to explode gold coins.

Originally, this plan was already implemented on Douyin when Conan Duanzi was transformed, but Zhou Yuqing did not open this function after discovering that Douyin’s transformation was very smooth.

Now Luo Fan wants to increase the number of Douyin as soon as possible, so he decided to open this function immediately.

Douyin's gold coin system is the same as Daily Toutiao's gold coin system. Users can earn gold coins by watching videos, and more gold coins can be obtained by watching advertisement videos. Gold coins can be exchanged for cash at a ratio of 10,000 to 1.

With the re-use of this routine, Douyin's popularity has ushered in another blowout.

Internet giants are feeling a lot of headaches about Douyin's cash back campaign for watching ads.

Because they haven't thought of a way to deal with this trick for the time being.

At the beginning, Daily Toutiao came up with this trick after realizing Xingyuan's monopoly on the content side.

At that time, the daily headlines already had a very strong foundation. It can be said that they were unable to defeat the daily headlines, so there was no way to crack this trick.

The same is true of Douyin now. Looking at the short video field, except for Kuaishou, which has been rectified, Douyin does not even have a competing product of the same type. How can this be cracked?

Xingyuan's current business has become larger and larger, and it involves more and more industries. Now Internet companies are very clear that Xingyuan's rise is unstoppable. Once Douyin's daily activity exceeds 500 million, Xingyuan is the fourth Internet giant.

Luo Fan doesn't care what these Internet companies think. What he cares about is the speed of Douyin's expansion.

With the investment of Xingyuan's publicity resources, watching Douyin and Daily Toutiao can get cash, which has been known by most mobile phone users.

Before, many old men and women downloaded Daily Toutiao in order to make money, and now they have downloaded Douyin at the same time.

And compared to the daily headlines, Douyin is more suitable for these elderly people, because some elderly people are too old and have presbyopia to stare at the text all the time.

And the daily headlines are dominated by text news.

Although there are some video news inside, but more video-type things are still advertising-based.

Douyin is different. Douyin is all video, so that old people can watch video pictures and have fun, and they can also watch advertisements to make money, killing two birds with one stone.

With the expansion of Douyin's market share again, in order to cash out the cash, new users can only download Xingchao, open Xingyuan payment and bind bank cards at the same time.

The number of users of Xingchao and Xingyuan Payment has also begun to increase significantly.

Even taking a taxi from Baidu in Xingchao also ate a wave of bonuses.

In the Internet industry, it is a very incredible thing.

Because the base of Xingyuan's software is already in units of billions, at this level, it is very difficult to expand rapidly, and generally requires a lot of promotion and a lot of time.

However, the expansion of Douyin has led to the expansion of other large-scale software. More importantly, this wave of Xingyuan is only the operation of a business model, and there is no hard money for publicity. This wave of Xingyuan directly made money.

The expansion of Xingyuan's major apps has made Xingyuan's executives and employees very happy.

And Luo Fan was already thinking about the next thing. This afternoon, Luo Fan asked Su Qing to call Gao Meng and Zhou Yuqing to the office together.

"Boss, are you looking for us?" Gao Meng asked after pushing the door in.

"Well, I have an idea to discuss with you."

"Is it related to Douyin?" Gao Meng asked tentatively.

"Forget it! During the Chinese New Year this year, didn't we hold a five blessing event on Star Chat? I also want to hold a similar event on Douyin, but it should be more direct." Luo Fan replied.

"Boss, what are you going to do specifically?" Zhou Yuqing asked.

"It's very simple, send red packets directly on Douyin."

After thinking for a moment, Zhou Yuqing said: "Boss, the idea of ​​red envelopes may be feasible, but there is no competition barrier for this thing. Even if we launch first, there will be a first-mover advantage, but other companies, especially Penguin, can also directly copy this kind of thing. model."

"Yeah! Boss, after we launched the red envelope function on Xingchao before, Penguin also launched the red envelope function on wx and qq after only a week.

In my opinion, such things as sending red envelopes can easily exist in any social software.

If Douyin sends a red envelope, it will have a first-mover advantage in the R\u0026D cycle. Once other companies conduct similar activities during the Chinese New Year, then the two sides will enter the online head-to-head competition, which is similar to our investment in food delivery and taxi-hailing. What's the difference? "Gao Meng continued.

"You are right, so we must be very quick, and we must make this project popular all over the country in the shortest time. In this way, the advantage of the first mover will become very strong."

Gao Meng said, "Do you use Daily Toutiao to chat with Xingxing? If you do your best to drain traffic, you should be able to achieve this effect."

"Our traffic alone is not enough, and I only said half of what I said just now. Sending red packets is indeed the core idea of ​​my promotion of Douyin, but when to post and how to post the key points." Luo Fan said with a smile.

"Then what exactly do you want to do, boss?" Gao Meng asked.

"I'm going to take advantage of the Spring Festival Gala!"

"Spring Festival Gala?" Gao Meng was stunned when she heard the words, and then she understood.

In the whole country, the programs with the strongest long-term traffic are definitely news broadcasts, but this traffic is definitely not used casually.

Romance free reading

As for a charity project as large as Shuidichou, it has only been reported by the official media so far. As for the news network, don't even think about it.

And in a short period of time in China, the program with the strongest traffic definitely belongs to the Spring Festival Gala.

Because of the special reason of the Spring Festival, almost all TV viewers in China will choose to watch the Spring Festival Gala.

In addition, the Spring Festival Gala itself is biased towards entertainment and will not refuse sponsorship from other companies, which has given countless companies a chance.

Industry giants such as automobiles, electrical appliances, food, liquor, etc., in order to compete for the naming rights of the Spring Festival Gala and other advertisements, they are all smashed and bloody, and the advertising costs of the Spring Festival Gala are also rising.

But it has to be said that the effect of the Spring Festival Gala advertising is also very good. For more than ten years in a row, Midea has won the Spring Festival Gala's New Year's Eve advertisements, and the brand awareness and commercial turnover have been greatly improved by the popularity of the Spring Festival Gala.

After trying to understand this, Gao Meng asked, "Boss, are we going to buy an advertisement for the Spring Festival Gala?"

Hearing this, Luo Fan shook his head: "What's the use of advertising? What I want is the naming rights for next year's Spring Festival Gala."

"Can we get the naming rights for the Spring Festival Gala?" Zhou Yuqing was taken aback and asked in shock.

In Zhou Yuqing's impression, the advertisements of the Spring Festival Gala are the goals that major brands strive for, not to mention the unique naming rights.

In previous years, this naming right has been the goal of major consumer goods brands.

"At present, the naming rights of the Spring Festival Gala can be won by several hundred million. We can't afford this amount of money?" Luo Fan said indifferently.

No matter how high the naming rights of the Spring Festival Gala are, there is an upper limit. The Spring Festival Gala in 2015 in the previous life was the first time for an Internet company to name the Spring Festival Gala.

In this life, because of Xingchao, wx has not reached the height of the previous life, and Penguin has not given this money to a beautiful competition.

Therefore, the 2015 Spring Festival Gala was named after the United States.

This means that the naming rights of the Spring Festival Gala have not yet begun to rise.

The traditional giants are not as generous as the Internet giants, and they are more conservative in the competition for this piece.

Last year, Midea's titled Spring Festival Gala only sold 530 million yuan, and it is estimated that this year will be similar.

If you enter the venue at this time, you can win a few hundred million yuan. If the naming rights of the Spring Festival Gala become a must for the major Internet giants in a few years, the naming fee is estimated to be 23 billion yuan at that time.

With Xingyuan's current financial resources, this naming fee is still affordable.

"Then what should we prepare, boss?" Zhou Yuqing asked.

"From the time we launched the red envelope function on Xingchao to now, red envelopes have become popular all over the country, and sending red envelopes is the biggest transaction method of Xingyuan Payment other than offline code scanning.

You should also know how big the information flow of red envelopes is, and after we title the Spring Festival Gala, the information flow of red envelopes sent by Douyin will only be bigger.

Therefore, the first thing we need to do is to improve the technology of sending red envelopes, and to match everyone's account to ensure that the information can be fully confluenced under the impact of a large amount of data. When it is not reflected, these amounts are actually data, but Because it involves finance, this one must not go wrong.

Second, it is a means of publicity. If you want Douyin to usher in the next surge in the number of users during the Spring Festival, it is not enough to win the naming rights of the Spring Festival Gala next year.

We need to win more golden advertising positions at some important online and offline nodes.

In addition, we will also shoot more Douyin related advertising videos to spread the news as much as possible. "

Zhou Yuqing asked, "Then how do we give out red envelopes?"

"Sending money is also tricky, just like Daily Toutiao pays users advertising fees by watching advertising videos, so that users can cherish the money in their hands. If you send money directly, users may not care, just like before When various Internet companies do group purchases, it is because of this that users don't care if they give more.

Therefore, it is best to associate the red envelopes with the Chinese New Year, which is the same as the collection of five blessings that we used to promote Xingchao. " Gao Meng said.

"Yes, that's what I thought, I plan to send red packets on Douyin through the host's string of words in the middle of the Spring Festival Gala.

Now most users have the experience of shaking, we can directly let users shake it at the specified time.

We communicated well with the Spring Festival Gala program team, set the time, and users can get money by shaking their mobile phones when the time comes.

However, a certain degree of difficulty must be set. The harder the swing is, the more money you get, so it will be more interesting. How to control the intermediate degree is up to you. "

After listening to Luo Fan's words, Zhou Yuqing nodded immediately and said, "Don't worry, boss, I know what to do."

"Then how much money do we want boss?" Gao Meng asked.

"Since red envelopes are to be given out, we must ensure that everyone has money.

By the time of the Chinese New Year in 2016, there will be about 900 million smartphones in China, and it is estimated that 40% of people will download our Douyin at least 400 million yuan.

Just in case, I am going to take out 500 million in cash, and I will also prepare 200 million in cash as a reserve, which can be used at any time if it is not enough. "

"In this case, plus the naming rights company, wouldn't it have to directly take out nearly 1.5 billion in cash? At that time, we still have Xingchao's Jiwufu to do. Is the company's financial situation okay?" Zhou Yuqing asked worriedly road.

It is understandable for Zhou Yuqing to worry about taking out so much money at one time, but Luo Fan is very determined. He smiled and said, "Don't worry! The company's profit this year will definitely be stronger than last year. Last year, we worked with Baidu together. I did Baidu Takeout, Baidu took a taxi, and I invested billions in it, but I didn’t lose any money in the end.

This year, the food delivery market has basically been divided equally between Baidu Takeaway and Meituan Takeaway.

Most of the subsidies on the taxi side have passed, and the rest is estimated to be not much money.

And it's only mid-May, and it's half a year before the Chinese New Year. We have enough time. In this way, we have more chips than last year, and 1.5 billion can be fully taken out. "

"Sister Zhou, don't worry about this, and we don't spend money on Douyin this time, and the purpose is not all to develop Douyin." Gao Meng comforted.

"Mr. Gao is right, the red envelopes sent by Douyin this time, users must download Xingchao and open Xingyuan Payment if they want to withdraw cash. If we can attract one or two billion users this time, our basic plan will be completely stable."

The WeChat of the previous life gained hundreds of millions of potential payment users in an instant during the Spring Festival of 2015 with the help of red envelopes.

Xingchao and wx are opposed to each other, and neither of them has been able to completely win the social market. Therefore, compared to the previous wx in 2015, Xingchao and the current wx are inferior.

But there is one thing, the payment of Xingchao is developing faster than the payment of wx in the previous life.

This is thanks to the four alliances that help each other.

Now Xingchao has gradually transformed from an online social software to a payment software for the daily needs of the public.

If there is another wave of popularity in the Spring Festival, Xingchao will soon become a necessity for people.

Zhou Yuqing is not stupid, she also wants to understand the joints after being mentioned by Gao Meng.

Since this action involves the company's core industry layout in the future, Zhou Yuqing can only fully cooperate with this choice.

"Boss, I understand what you mean. I'll go back and connect with President Wang and ask him about the data flow of Xingchao red packets. I will definitely be able to solve the problem of Douyin in half a year." Zhou Yuqing said.

"Boss, I'm going to prepare for you the bidding events of previous Spring Festival Gala." Gao Meng followed.

Luo Fan nodded to indicate that they could start moving.