Volume 3: Taking Roots 2016 Chapter 667 Unexpected
Zhou Dongsheng naturally had no idea about the little thoughts in Zhang Dayi's heart . Even if he knew, he probably wouldn't take it to heart.
After all, no matter how much Zhang Dayi takes advantage of Zhou Dongsheng, judging from Zhou Dongsheng's personality, he will not suffer any loss.
At the same time, taking advantage of the popularity of "The Boring Life of Zhou Dongsheng" which has too many elements and is of extremely high quality, it is natural for Zhang Dayi to join Douyin and start her first broadcast.
After all, Zhou Dongsheng had his face, and Yang Luyu was full of hope for the new growth brought by the live broadcast business, so the two sides naturally hit it off.
And they decisively struck while the iron was hot. While the whole network was still talking about it, they released the announcement and publicity without stopping. Zhang Dayi directly issued a live broadcast announcement on her Weibo.
Although Zhou Dongsheng was not mentioned in the entire article, a meaningful sentence was included: "During the premiere, I will answer questions that everyone is interested in. Come to Douyin to find me!"
It undoubtedly successfully aroused the interest of many spectators. Zhou Dongsheng's textbook short video show made the spectators' scalps tingle, and they almost forgot their original intention of eating spectators.
After Zhang Dayi said this, they remembered that their focus was on the scandal between the two of them. Now that they have woken up from their dream, they are naturally full of expectations for the premiere.
At the very least, it is human nature to watch the fun, and on the Internet, which has no geographical boundaries, it is undoubtedly more convenient for everyone to watch the fun.
What's more, in this carefully prepared premiere, Ruhan Holdings behind it did not skimp on marketing expenses, and directly increased its bets on Zhang Dayi, spending a huge sum of money to prepare millions of prizes to be given away in this live broadcast.
A mere million-dollar prize is a negligible marketing expense, whether for Zhang Dayi, who is worth over 100 million yuan, or for Ruhan Holdings, which has just completed a nearly 500 million yuan Series C financing.
In contrast, if we can strike while the iron is hot and make use of this large wave of traffic, wouldn't this marketing cost be recovered in minutes?
Therefore, even if it is for the name of "million-dollar lottery", I believe there will be a lot of people who will not be stingy with their desire to eat melons. If they are lucky, they can not only eat melons, but also get prizes...
Then wouldn’t I have won?
In addition, since the tens of millions of advertising auction of [Papi Jiang], the Douyin platform can be said to have taken advantage of the popularity of [Papi Jiang] to open up a precedent for advertising monetization in the short video industry.
At the same time, many brand sponsors have also noticed this rising platform.
Since that time, many brand sponsors have begun to try to cooperate with Douyin and have chosen to place some advertisements to test the waters.
The response was mediocre at first, but since Zhou Dongsheng personally took action, driven by this unique head effect, Douyin has experienced an explosive growth in both users and traffic.
Until recently, it was officially announced that the platform had exceeded 100 million users. During this process, both Zhou Dongsheng and his two major media companies have made great contributions.
Along with this wave of traffic growth, the effectiveness of the platform's advertising has naturally increased, and the conversion rate has been significantly improved. After tasting the sweetness, brand sponsors will naturally choose to increase their investment.
All in all, it has undoubtedly successfully opened up the prototype of a business model for the platform. At the same time, not only the platform benefits from it, but many high-quality creators also have a direction to monetize their traffic.
Compared to generating electricity for love, the existence of real monetary benefits can fully stimulate the enthusiasm of creators and create more high-quality content for the platform.
During this process, the brand sponsor can also reap the benefits brought by the growth of platform traffic.
Creators and financiers benefit from each other and each gets what they need, and Douyin, as the platform, is naturally the biggest winner.
After a period of running-in, the prototype of such a positive feedback loop that benefits all three parties has been initially formed. At the same time, the platform ecology has completed an initial closed loop, providing a continuous driving force for the development of the platform.
It seems to be a natural and smooth process, but before this, both Kuaishou and Meipai, as pioneers in the market, have been in the exploratory stage in terms of business model.
Especially with the entry of Tenda, the short video field has suddenly been in a bloody storm and fell into a three-way battle. With Tenda's huge investment, Kuaishou and Meipai dare not neglect it.
Therefore, the exploration of these models for commercial profit monetization was shelved, and instead all efforts were made to compete with Tenda in wits and courage. In the end, this battle ended with Tenda's strategic abandonment of the short video field.
Coinciding with the rise of the live streaming industry, the mature monetization model of live streaming undoubtedly made both companies see the possibility of a profit model, so they both chose to move in the direction of live streaming.
It was also at this time that Zhou Dongsheng completed his investment in Wenxue Network, and coaxed and deceived Yang Luyu from the overseas market to the domestic market.
From musical.ly to muse, and then to TikTok's strategic transformation, Zhou Dongsheng participated in the entire process and made an indelible contribution. He is absolutely qualified as a strategic investor.
Now, with the rise of TikTok and the accumulation of 100 million users, the short video field can be said to have once again started a three-way competition, and Kuaishou and Meipai are helpless about this.
Perhaps they did not expect that just after they drove away the giant Tenda, a "Sima Yi" like Douyin would emerge due to their negligence.
Now that TikTok has become a big trend, everyone can only rely on their own abilities.
Fortunately, both Kuaishou and Meipai, relying on their status as industry leaders, still maintain a huge lead in user base, which is still their biggest advantage.
At the same time, in order to fully implement the principle of learning from the enemy and defeating the enemy, the two companies have analyzed the model of Douyin's rapid rise, learned from its strengths and overcome its weaknesses, and continuously improved their own platform ecology.
However, there is a saying called "Dong Shi Xiou Pin". No matter how hard you try, it is difficult to learn the true essence of Douyin. After all, Douyin is the pioneer in the broad road of "music short videos".
Originally, Yang Luyu just wanted to temporarily avoid the limelight and avoid the three-way battle in the domestic short video field, so he chose the research and development direction of overseas markets. In order to gain a foothold overseas, he fully absorbed overseas popular elements.
It then innovated and successfully developed a music short video model that is popular overseas, which is indeed unique.
Otherwise, Toutiao would not have carried out "pixel-level copying" and thus achieved great success in the domestic market. By the time Yang Luyu realized it, it was too late, and he ended up acquiring the genuine product with a pirated version.
But now, Zhou Dongsheng has rewritten this result. This successful model, which has been proven by history, has stepped into the domestic market first...
To some extent, isn’t this a dimensionality reduction attack? And judging from the success of TikTok today, this is indeed the case.
As for how the story will ultimately turn out, it is still an unknown, but one thing is certain: as this trend develops, the acquisition price of US$1 billion will no longer be possible.
After all, Douyin has already seized the domestic market ahead of Toutiao, and it is obviously an easy task for Toutiao to use the "Sharingan" to copy pixel by pixel.
Even if Toutiao "repeats the same mistakes", it will not be able to achieve the original "dimensionality reduction attack" effect. Instead, it may become a clumsy imitator and a true "imitator".
A scene full of evil humor emerged in Zhou Dongsheng's mind.
(Headline: I don’t know why, but I feel like I’ve always lived in his shadow…)
Charlotte is actually me?
Zhou Dongsheng couldn't help but feel secretly happy. He finally realized what it meant to have a happy life that is worse than being a concubine. After all, how could what a scholar does be called stealing?
Just as Zhou Dongsheng was daydreaming, a knock on the door interrupted his thoughts.
Zhou Dongsheng immediately withdrew his gaze from the Oriental Pearl Tower outside the French window and lazily called out, "Come in."
Li Jiana pushed the door open with a swaying figure and said, "Boss, someone is looking for you..." There was an inexplicable meaning in her tone.
"Who is it?" Zhou Dongsheng said indifferently.
An answer that Zhou Dongsheng was somewhat surprised about came out of Li Jiana's mouth, "Wozniacki, the vice president of Rolex Shanghai Branch..."
Zhou Dongsheng stumbled, looking strange, "Did the other party bring a legal team?"
Is this the legendary “lawyer’s letter of warning”?
"No, the other party brought an interpreter and expressed sincerity that he wanted to meet with you for a detailed discussion. It seemed that he wanted to talk to you about cooperation..." Li Jiana said with some surprise.
"Why don't you invite the distinguished guest in?" Zhou Dongsheng immediately showed a bright smile and stood up, almost ready to "make the bed to welcome him".
"Oh~ Zhou~ "
A well-dressed white foreigner, who looked like an old-fashioned gentleman, pushed the door open and walked in. When he saw Zhou Dongsheng, his eyes lit up slightly and he greeted him enthusiastically.
It was not the first time that Zhou Dongsheng dealt with foreigners. Although he did not know the other party's intentions, Zhou Dongsheng fully demonstrated the spirit of "It is a great pleasure to have friends coming from afar".
The two men shook hands warmly, each saying a greeting that the other could not understand, and although they were speaking different words, the atmosphere was extremely harmonious.
"Oh Zhou, your short video this time is really great. The idea of Rolex Man really caught our eyes, so we couldn't wait to come to you..."
With the help of Li Jiana's translation, Zhou Dongsheng finally understood what the white foreigner was saying.
“Oh my old friend, when I heard that someone from Rolex was visiting me, I thought they were here to sue me for infringement. I was really worried for a while…” Zhou Dongsheng joked.
“NONONO! On the contrary, we don’t think your video has defamed or damaged the image of Rolex in the slightest. Instead, it has injected young blood into our Rolex…”
"In this ever-changing Internet era, Rolex has been thinking about one question: how to transform from a traditional luxury brand to a brand that incorporates more young and fresh blood!"
"After all, the objective laws of history have shown that anything that cannot keep up with the trend of the times will be abandoned by the times, even Rolex is no exception!"
Wozniacki spoke methodically and eloquently like an elegant old gentleman, expounding on the brand concept, and the pattern of the world's most profitable watch brand was immediately revealed.
"As early as when you released the first video, we have been waiting and watching until the new video is released. I think we can't wait any longer..."
Wozniacki said seriously.
“We have to cooperate with you. We believe that you can bring a different change to Rolex…”
This result was somewhat beyond Zhou Dongsheng's expectations, but it also made sense.
As a watch brand that enjoys a high reputation in the Chinese market, Rolex's status is absolutely unquestionable. Given its high price and scarcity, most people may be familiar with brands such as Patek Philippe.
But when it comes to popularity, Rolex is definitely the big brother who has the confidence to say “there is no one who can beat it”.
Especially in the Chinese market, Chinese people always have a different feeling for Rolex. It once led the market trend and became one of the symbols of successful people.
As a watch brand that once dominated the Chinese market and took a big bite of the market, Rolex has always attached great importance to its market share in China.
Whether it is marketing or advertising, Rolex has never been stingy, and unlike other luxury brands, Rolex does not like to create an arrogant image of superiority.
On the contrary, it is somewhat down-to-earth. The fact that it claims to produce over one million watches a year and is known as the most profitable watch brand in the world is enough to show that Rolex is not the kind of luxury brand that plays hunger marketing and regards "scarcity makes things valuable" as the truth.
At the same time, in the selection of spokespersons, Rolex’s style is also unique, highlighting the idea of casting a wide net to catch more fish.
Rolex has so many spokespersons that no other watch brand can match it. They are spread across all walks of life, and many celebrities who have made outstanding achievements in their industries are Rolex spokespersons.
In many well-known events, the Rolex logo can be seen everywhere, even the famous award ceremony Oscar is no exception.
It is not difficult to see from Rolex's marketing strategy that it has the confidence of being wealthy. From this point of view, Rolex's brand image is indeed a natural fit with the nouveau riche. No wonder this has become a stereotype of Rolex.
Who makes Rolex so down-to-earth?
The reason why Rolex invests generously in marketing is not only because it is the most profitable watch brand in the world, but also because Rolex is an "ownerless" company.
As a brand operated by the foundation left by founder Hans Wilsdorf, Rolex is not the only business of the Hans Wilsdorf Foundation, and its income may even only account for 20% of the foundation, or even less...
It is precisely because of this wealth that it has created its eclectic marketing style.
Of course, it might be a bit embarrassing to find an internet celebrity as the spokesperson, but Zhou Dongsheng is special because he is more than just an internet celebrity...
