Source: Operation Research Society (WeChat: U_quan)
In recent months, the author suddenly felt that the despising chain in the Internet field is undergoing some subtle changes.
For example, when people mentioned Taobao before, people could easily associate with counterfeit goods, but recently, the name “Taobao” suddenly became somewhat cute.
For example, before talking about today’s headlines, we say it is pornographic, vulgar, and headline party, but recently it seems to have a bit of the elite.
Taobao has become “reliable” and has made a lot of contributions. Today, the headlines are “refined” by shaking their voice, and the quick hands should also remember their achievements.
If we compare today’s headlines to the news version of the tremor (the logic and the tone of the two are really the same), then we have to talk about the news version of the quick hand – at least the potential fast hand.
The fast hand of this information world is called “fun headlines”.
You may not be familiar with this App. Its style is basically the same:
As you can see, its content is a bit low, so it’s better to think of it as a headline of 50 percent off in content quality, just like the contrast between a fast hand and a jitter.
But you can’t look down on it.
According to the data of Yi Guan thousand sails, the daily activity of the interesting headline has reached 2087W, throwing away the old players such as Sohu, Phoenix, Sina and other players, forcing NetEase news and daily express. Perhaps it can be said that in the eyes of interesting headlines, they are still rivals, leaving only Tencent news and today’s headlines.
Founded in June 2016, it was popular with capital at birth. In March this year, it announced that it had won the $200 million Pre-IPO round of financing from Tencent.
The headlines are reported to be the fastest in the US IPO this year, with a valuation of no more than 3 billion dollars.
If the headline is really successful for more than 2 years, it will break the history of the 3 – and – half – year IPO and become the youngest listed company.
What is so great about the youngest listed company (potential)?
An extraordinary place in the headlines.
The headlines are not so brilliant.
The way it plays is the temptation of naked money. I come here to watch the news, give money, and sign friends to register for more.
Generally speaking, watching a story on funny headlines can earn 1 cents. Obviously, there is no temptation, so it is a good feeling to pack it into 10 gold coins.
The reason is that in addition to the efforts of the platform itself (for example, today’s headlines create a jockey), we can not fail to credit our peers.
The author’s experience is that when 10 gold coins come out, though they know that they do not have much money, they are happy to get nothing.
Of course, this way of making money is very inefficient, and I am lurking into the QQ group of interesting headline players, knowing that even if it is more “diligent”, the user can only earn a few cents a day by watching the news.
What really leads to the rise of interest headlines is its “Apprentice” mechanism. This mechanism is very simple, that is, the registration of people is rewarded – 8 yuan per 1 apprentice, equivalent to 800 news items.
The temptation is just too big. According to the twenty-first Century economic report, the fun headlines are becoming phenomenal products in the 345 tier cities, and many of them are even addicted to Internet addiction.
In fact, “Internet addiction” is not an empty story. In 2017, the number of users in the digital reading industry used to be as high as 73.4 minutes per day – the average level had been so high.
Many netizens find it difficult to understand the behavior of users interested in cheap headlines.
Xiaobian wants to say that netizens in some big cities have underestimated 2 things:
1) underestimate the cost of the “poor” time;
2) underestimated the persistence of the poor in taking advantage of it.
In fact, the middle class in big cities is not superior.
This year, the NetEase drama class and the Miocene marketing course have shown us that even “high-end” white collar workers in the second line city need more than 10 or 20 pieces to pry their madness (and pay dozens of tuition fees first).
In this way, the “low end” of a small town in the sinking market makes a little bit of an interesting headline, and there is no disgrace.
How valuable is the “poor” in the end?
This two years of the Internet world, there is a very interesting phenomenon: a sudden emergence of a batch of service “poor” phenomenon of the phenomenon, such as quick hand, and many other.
For these App and the “poor people” behind them, the netizens began to look out of sight (not heard?), and then did not understand (this could also fire?), and finally looked down on (garbage! Low got one!).
In the opinion of netizens, these App have no social value, and the fire is inexplicable, and they will die out in two or three years.
But the opposite is true – they live well and expand at an alarming rate.
Interesting headlines are also such a product.
In the visual impression of many people, the continuous subsidy of the user’s interest is barely supported by the money. When the day is burnt out, the company should collapse; it is a great pleasure to leave a message under the news and say “it will have today.”
It’s a great misunderstanding, I have to say.
According to 36 krypton reports, the same benefit headlines, in the “DAU from 0 to 5 million of the process, did not use any of the stock of the company, almost the first day on the line began to make money, interesting headlines to convey similar information.”
One close to the headlines interviewed earlier said that the monthly income of interest headlines is between 6000-7000 yuan.
In short, the fun headlines are not as embarrassed as some netizens imagine, but they are also very moist.
So the problem is: the user groups who are interested in the headlines are poor. Why are they so profitable?
There are 5 main reasons.
1) the so-called poor, the purchasing power is not low
A section of an analysis of 36 krypton is quoted.
Wang Huaceng, the managing partner of the innovation plant, said the third wave of the demographic dividend of China’s Internet is the mainstream consumer of three or four line urban families, the so-called “middle age of the town”. They are China’s last 4-5 billion people to enter the mobile Internet, mastering the ability to make decisions on household consumption, without the high mortgage pressure of the people in the second line cities, which are higher than the people in the second line cities.
From the perspective of disposable capital, it is hard to say who is the poor and who are rich, compared with their parents in their hometown.
2) these so-called poor people have a lot of time to control
What is more valuable than disposable capital is the disposable time of the user.
Fun headlines maximize user access in 2 ways:
(1) increase the time they stay in App by using fast food content and reward mechanism.
Second, use the apprentice mechanism to get their time outside App, so that they can become low-cost promoters on the platform.
According to the interest headline CEO Tan Siliang, through traditional advertising, the average cost of the interesting headlines is up to 10 yuan, and the average cost is reduced to 3~4 yuan by the apprentice model.
In short, the poor users not only have a small amount of money, but also have a lot of free time. The platform can squeeze a lot of value on them.
3) these so-called poor people are gradually becoming the mainstream population.
According to Wang Hua analysis of Innovation workshop, the Chinese people access the mobile Internet, which can be roughly divided into 3 stages.
Stage 1: 2011~2012, the main body is urban youth, with a scale of around 300 million. They are the core users of iPhone, Xiaomi, Samsung and Zhi Yu.
Stage two: 2013~2015, the main body for the town youth, the scale of 3~4 billion, they are OPPO, vivo, fast core users.
Stage three: from 2016 to the present, the main body is the middle age of the small town and the size of the 4~ 500 million. They are taking their children out of the smartphone. They are frantically forwarding a lot of cutting – down plug-ins and public health articles in the circle of friends.
Now the people who read this article are basically the first phase of the mobile Internet users, although the force is high, but the size is only about 300 million; the young town youth and the middle age of the small town, although the “Low” in the eyes of some people, but the size is 800 million.
Whose business is more worthwhile to do, businesses have their own plans.
4) these so-called poor people are very low on content consumption and are hungry.
Low demand means that the cost of content procurement is low. According to 36 krypton reports, as long as they are willing to open traffic and advertising, the platform can get more than 100 thousand daily purchases at almost zero cost, covering 80% of the content of consumer demand. If the user’s requirements are as high as know or watercress, the business will not have to be done.
In addition, with the normalization and high end of the headlines today, the small town youth and the small town are in the embarrassing situation of the content consumption.
CEO Tan Siliang revealed that the market penetration of the headlines in the three lines and below has not been more than 20% today, and the remaining 80% is the thing in the headlines.
5) better advertising for poor people than urban youth.
Urban youth and businesses have been fighting for many years, and advertising has long been toxic.
CEO Zhang Yaoliang said:
“The so-called Internet mature users, they get too many channels of information, many times the demand is overly satisfied, you will add some additional advertising attacks to him, in fact can not improve the transformation. However, this group of people we serve, in contrast, may not have so many choices, or that not so many of the service parties are thinking about how to meet them every day, and these people will be more responsive to advertising. “
The data support this statement.
According to the interface news report, the advertising effect of the interesting headlines is very good, the best selling products such as freckle, acne, cosmetics, weight loss and so on, the basic click rate is about 8%, and the cost of clicking is 0.2 yuan. This is just the Arabian Nights in the second half of the Internet with high traffic costs.
Zhuang Mingyuan, the advertising agent for the headlines, said:
“A male hospital in Shandong has advertised more than 150 thousand of our effective hits, and then transformed it into a 40 piece of talent.”
I do not know if the 40 yuan / person mentioned here is the click cost or the cost to the hospital, even if it is the click cost, the single click of 40 yuan is also very cheap.
According to the old news of the curiosity daily 3 years ago, the single click cost of the male family hospital in Baidu is up to 100 yuan, the key words of some oil and water, the single click cost is up to hundreds of yuan.
To sum up, as the late users of the mobile Internet, the young town and the middle age of the small town have the following 5 characteristics: rich, idle, more people, tolerant, and deceiving.
This group constitutes the “sinking market” of today’s fires.