Reinventing the Millennium

Yike's New Year's Eve Party concluded successfully.

Official Weibo accounts such as Yike, Yixin, and PPS did not take a break. In addition to posting New Year greetings to bid farewell to the old year and welcome the new year, they continued to repost clips of the party and release rehearsal and backstage footage.

In these days of publicity, behind-the-scenes of the party have always been something that many people are happy to see.

The Yike Gala finally presented 27 programs, including 2 magic, 2 acrobatics and repertoire, 3 dance, and up to 20 songs. Of course, it can also be subdivided into solo, group, rock, and singing. Dance, chorus...

Comparing it to the Spring Festival Gala, there are 11 songs there.

This is due to the different positioning of the two parties. Yike’s New Year’s Eve party lacks programs such as cross talk, ethnic songs and dances, and children’s songs and dances.

Someone commented before going to bed: I used to play the Spring Festival Gala as background music, but this year I played cards while watching the Yike Gala, and this time I played the background music.

It seems that Yike New Year's Eve Party has found a niche in the competition of "New Year's background music" - "New Year's background music", and more people still give it high praise and extreme envy.

A question posed on Zhihu: "How would you rate the Yike New Year's Eve party on the evening of February 2?"

Some people in the industry expressed their personal feelings: This is either a familiar face, a famous song, or a combination of both, or just hitting people with a classic program... How can others play with this?

In addition to 7 other categories of programs, 20 songs were performed including the Four Heavenly Kings, Wang Fei, Jay Chou, JJ Lin, Liang Jingru, Eason Chan, Stefanie Sun, Lin Yilian, Celine Dion, Richard, Whitney, Queen, etc. Many famous singers at home and abroad.

On a reunion day like the Spring Festival, artists with familiar faces on the screen will always appear more friendly. The selection logic of foreign programs also follows this, and more considerations are based on songs than people, familiar and story-telling or interactive melodies. priority.

Although the Yike Party Preparatory Team did a lot of outstanding work such as adaptation, and also used "Rock You" to get extremely high votes and love, the most intuitive feeling of the industry insiders at the end of the party was... luxurious line-up……

With such a star-studded lineup, why can't it be changed?

It's more straightforward, and it doesn't matter if you don't change it at all. Just let them sing, let them dance, let them share the stage, and the audience will still feel happy!

As the general director of the party, Tang Peifeng personally went to Zhihu to answer questions, described the considerations and final arrangements during these days, and thanked all the artists for their cooperation.

However, while his number of likes has increased rapidly, there have also been some sour comments.

"You artists, I can even attend this Spring Festival Gala!"

Tang Peifeng gave a positive sentiment: "You are so right! Hahahaha, good luck, good luck! Oh, yes, ours is not called the Spring Festival Gala, it is called the New Year's Eve Party!"

A frank chief director, a star-studded artist, an extraordinary New Year's Eve party...

And, the most concerning result.

During the Spring Festival this year, the two giants Yike and Penguin competed. On paper, the total money spent in a very short period of time was more than 4 billion, and the money given to users alone exceeded 2.3 billion. It is really simple and crude.

If you add in the investment of various resources... it turns out that the giants are still more exciting to fight.

Even before the morning of the first day of the Lunar New Year, the financial section of the portal Sohu published an article with great interest to help the two giants calculate the economic accounts of this competition.

It is worth mentioning that Sohu has been very keen on reporting on the competition between Yike and Penguin in the past year. It is really just a matter of watching the excitement.

"This year's Spring Festival Gala is a night of head-to-head confrontation between Penguin and Yike. After last year's 'training', everyone has become very proficient in sending and receiving red envelopes. I believe that after this year's 'card collection training' next year, we will also be extremely proficient in collecting cards. "

"From the perspective of investment funds, Penguin has concentrated its efforts and Yike has made more achievements. However, despite the sky-high price of the Spring Festival Gala investment by the former, in fact, the capital consumption of the two giants is almost the same."

"However, it should be noted that Penguin's net profit attributable to its parent company this year is estimated to be 10 billion, and its free cash flow may be around 13 billion. It has already spent 2 billion in just two or three months, and its opponent is Yiyi Companies such as Co., Ltd. and Tesco have joined forces to share capital expenditures. After deducting the traffic moat of the communication track, Penguin's financial situation is at a disadvantage. Investment in the short term is not a problem, but in the long term, this may be a concern."

"Penguin's huge capital has been an advantage over other companies in past competitions, but the strongest has its own opponent. This time, the opponent, Yike Group, has more abundant funds."

"Judging from public opinion and user feedback, Letters from Penguin's lag in the Spring Festival Gala this year has become a drawback, and the quality of the Spring Festival Gala programs is also average. This may be related to the fact that this year's Spring Festival Gala has three chief directors, which is relatively abnormal, and easy Ke’s party was a big surprise, it basically fulfilled the previously promoted content, and the artists voted by users also basically appeared.”

"Now looking back at the whole picture, Penguin is still right to cooperate with the Spring Festival Gala. If it gives the Spring Festival Gala to Yi Ke, it will definitely make the letter more passive. However, Yi Ke, who is aware of Penguin's offensive intentions, actually decided to make a party , which surprised the Penguins, and it is difficult to change the level of the Spring Festival Gala based on the competition of the Penguins.”

"In the final analysis, the quality of the party produced by Yi Ke was unexpected. From a personal perspective, Yi Ke's original purpose may have been just to bear the pressure for Yi Xin's Spring Festival, but after tonight, Penguin is obviously the party more under pressure."

"Judging from the user competition between Yixin and Laixin, although both companies still have follow-up marketing and competition for people, in our limited observation template, we may be able to draw a bold conclusion that the competition between these two software has already it's over."

"The data of the two companies this year will not be released so soon, but some of the data that are on the surface, such as the number of accounts of Yixin's 'Five Blessings' this time, is as high as 12.38 million, which is almost a sign of locking in the victory in advance."

"Then, the most important question is before us. If the letter loses, does Penguin lose?"

"Our answer is that we have already lost most of it."

"To quote Mr. Fang, the mobile Internet is not a continuation, but a subversion. Penguin's changes in mobile IM software are shocking. It must correct its posture and start again as a challenger."

"However, the letter revealed that the defeat was obvious, and the strategy was strained, but the 'Penguin' was cold-resistant and lost most of the battle, but still had strength."

"To borrow what Mr. Fang once said to Nokia, there is not much time left for Penguin."

"Oh yeah, he said that to Sony too."

Sohu's financial editor-in-chief was eloquent and described his impressions from different angles. There are many first-time reports like this.

The two giants burned 4 billion in cash, potentially affecting changes in market value of tens of billions of dollars, and may even be the winner of the future mobile era. And all this is so clearly displayed in front of everyone, and extended to so many users, so that People feel more stimulated.

As usual, the General Administration will release the official Spring Festival Gala ratings in a few days. However, according to preliminary statistics from different channels, this year's Spring Festival Gala ratings have dropped significantly compared to last year's 40%.

Is it because of the Yike New Year’s Eve Party?

In terms of quality itself, the program quality of this year's Spring Festival Gala is not outstanding. Including Zhao Benshan's sketch "My Deskmate" received many bad reviews, and the three chief directors in charge of different contents are inevitably involved.

But no matter what, the ratings of the Spring Festival Gala have really declined, and there is a risk of falling by 30%.

Correspondingly, this year's Anhui Province local station, which is the channel for the Yike Gala, has reached a new high in ratings, reaching 4.43%. This has ranked first among the local Spring Festival Galas in the past few years.

However, Anhui Provincial TV Station emphasized that this was not a Spring Festival Gala, but a "New Year's Eve Party", and responded euphemistically to the fact that this gala collided with the CCTV Spring Festival Gala.

On February 2, only Guangdong TV and Anhui TV overlapped with CCTV’s local Spring Festival Gala, while other local stations still maintained their earlier or later broadcast times.

As for whether there are any problems with the method adopted by Anhui Provincial Satellite TV to communicate with PPS live broadcast this time... Anyway, the broadcast has been broadcast, and the improvement of relevant regulations may require further research based on the actual situation.

On February 3, the first day of the Lunar New Year, at ten o'clock in the morning, CCTV still announced the results of this project with its partner Penguin, with 12 billion interactions, reaching a peak of 770 million times per minute.

These two figures have increased slightly compared to last year's 10.6 billion and 750 million from Yike. They still sound amazing and are still very good-looking in publicity.

However, Penguin did not make much fuss about this data, and Yike did not panic.

Yike knew what the real figures of this statistical method were last year. Last year, a total of 7.65 million people participated in the red envelope interaction within 4 and a half hours. It was just too loud. This year’s Penguin data may not be as high as last year.

Similarly, the growth range of the number of registered users of Yixin during the four and a half hours should also be between 3 million and 5 million, and the follow-up effectiveness before the Lantern Festival will definitely be weaker than that of Yixin last year.

Because the letter that Yixin faced last year was far less strong than the letter that Yixin faced this year, this impact is destined to lower the data in this area.

In addition, there is another problem. The spread of the Yixin Gala on media platforms will continue, and the effectiveness of the "card collection" activity will remain until the Lantern Festival. The trend of one ebb and flow is not difficult to predict.

"The four heavenly kings share the stage for the ninth time!"

"The stars sing 'Friends'!"

"Queen's limited edition "We Will Rock You"!"

"The gorgeous "Dunhuang Goddess"!"

"Solo performances by Eason Chan, JJ Lin, Whitney and others!"

The popularity of Yike's programs alone is still good on the first day of the new year. The reputation of last night's party continued to ferment as everyone woke up, further attracting many viewers.

Many people want to know what the overnight trends of "Ka Ka Ka Ka", "Jay Chou has no job to do", "The Four Heavenly Kings are gathered together", and "The new version of "Friends"" are.

On the first, second, and third day of the Lunar New Year, the traffic drainage effect brought by the good reputation of the party lasted for three days before gradually weakening, which also helped Yixin's total number of users break through an integer level again.

From October last year to October last year, the total number of Yixin users exceeded 50 million.

From October last year to the start of the blessing activities before the Spring Festival, the number was 58 million.

From January 24 to February 5, relying on a systematic and comprehensive offensive, the total number of Yixin users exceeded 70 million, once again achieving leapfrog growth.

It rises once after every Spring Festival, and again after every Spring Festival.

Fang Zhuo saw the company's comprehensive review of data on the night of the third day of the Lunar New Year. Yixin reached a peak of 45 million active users on the first day of the new year out of a total of 70 million, setting a record high.

According to the company's predictions about competitors, the total number of letter users is currently around 40 million, and the number of active users may be between 10 million and 15 million.

According to the current trend, Qi He and Zhang Xiaolong respectively said that Yixin Lantern Festival may be able to reach 80 million prospects, and active users can also be maintained at around 40 million.

The former is almost twice the number of letters, and the latter is almost 3-4 times the number of letters.

The total number of users lays the foundation for active users, and the growth of active users will further coerce more active users.

Zhang Xiaolong, who has always been low-key and cautious, couldn't help but give a statement in the report: After this comprehensive activity, Yixin has reached a leading turning point in the letter, and our users will be more and more, further expanding our advantages.

Qi He, the president of YMS, analyzed the next trend more: Penguin still has the trump card of QQ, but the product tonality has been established. The entire communication market will be a state where Yizhen and QQ coexist, and there will be opportunities to further encroach on QQ in the future. market space.

On the fifth day of the Lunar New Year, Fang Zhuo held an online meeting at Yike 23, attended by executives from many Yike companies.

He informed everyone about Yixin's current data situation, praised many teams from Yixin, PPS and other companies, and gave generous rewards.

At the end of the meeting, Wang Xing, the president of Weibo, turned on the microphone and asked: "Mr. Fang, can these data be disclosed to the outside world?"

Fang Zhuo heard the song and knew its elegant meaning. He thought for a few seconds and replied: "Okay."

Ever since, at 12 noon on the fifth day of the Lunar New Year, Weibo President Wang Xing updated his news. Unlike his usual trivial speeches, this time the content was extremely concise.

——80 million, the turning point.

Liu Zonghong noticed Mr. Wang's news immediately and couldn't help but make a phone call to prepare for the boss's inquiry: "Mr. Wang, why did you write 80 million..."

It was obviously just over 70 million, but after the meeting, I turned around and added 10 million.

"Didn't I say that the Lantern Festival is expected to reach 80 million? Didn't Mr. Fang go to Spain before the Lantern Festival? I wrote it in advance and stopped writing when I waited for the Lantern Festival." Wang Xing revealed his painstaking efforts.

Liu Zonghong: "..."

There is a difference between hope and realization, but Mr. Wang has always been determined to do what he wants. Mr. Fang is afraid that he will not say anything, and at most he will joke in private.

Well, it seems good to show the boss everyone’s shock.

Liu Zonghong can imagine the significance of the disclosure of Yixin's data.

Sure enough, the Penguin General Office, who arrived early, learned the figures immediately, fell silent for the first time, and the leader immediately put forward a strategic reflection.

Yi Xin has reached a turning point, and Penguin has to turn even if he doesn't follow suit!