Volume 3: Taking Roots 2016 Chapter 767 E-commerce War
The first PlayerUnknown's Battlegrounds World Invitational is like a trivial episode for the entire month of November, and at best it can be considered an appetizer.
After the men’s brief carnival, the women’s madness has just begun. November is destined to be a month of e-commerce carnival, but it is also a test that e-commerce people are preparing for.
It is no exaggeration to say that whether you enjoy rich food or plain soup during the Chinese New Year, everything is done in one go.
The major e-commerce platforms have already been secretly doing everything they can to lay the groundwork for the "Double Eleven Shopping Carnival".
Even the popularity of topics related to "PlayerUnknown's Battlegrounds" winning the championship lasted for less than a day before it completely disappeared from the hot search list, replaced by various promotional content regardless of whether it was soft or hard.
It can be said that in the face of the general public's fanatical consumption desire, e-sports can only be a niche hobby that is self-developed and is not worth mentioning at all.
Of course, from a certain perspective, it can also be seen as an invisible confrontation between the driving forces behind the scenes. In the face of the interests of a number of e-commerce giants headed by Alibaba, the mere fact of e-sports is naturally not enough.
Zhou Dongsheng was naturally not surprised at all. After all, e-sports has only a small place to stay in China, and it was regarded as a "disaster" a few years ago.
Until now, the stereotype of "being obsessed with material things and losing one's ambition" from the mainstream perspective has not been improved much. It can only be said that there is still a long way to go.
For Zhou Dongsheng, the success of this world event has far exceeded his expectations, and he is already very satisfied with it.
After successfully making the "PUBG" tournament famous, many tournament organizers from all over the world have come to us, wanting to cooperate with "PUBG" and open their own competition zones.
As the saying goes, those who plant trees will enjoy the shade. With the experience of League of Legends as a leading global event as a foundation, everything will be a natural outcome whether it is cooperation or promotion work.
After all, the popularity of this game is at its peak right now, and a world competition has been successfully held. This piece of e-sports cake is freshly baked, and you have to be quick to get it.
Faced with the naked temptation of interests, those who are capable naturally cannot turn a blind eye.
Therefore, it is not difficult to predict that the content of this year's "PUBG" event has come to an end, but next year's event will surely be a situation where many heroes rise up and compete for the world.
In short, it can be summed up in four words: the future is promising.
So it is reasonable that it is not possible now. Fortunately for Zhou Dongsheng, November is the stage for major e-commerce giants to fight each other.
But it does not have nothing to do with Zhou Dongsheng. After all, snakes have their own ways and rats have their own paths. The fight between the gods above has nothing to do with them.
When Pinxixi and Douyin started friendly cooperation, Zhou Dongsheng was naturally generous and made a small contribution.
…
The next day, many Tik Tok users opened the app casually, ready to watch short videos in their spare time to cultivate their sentiments.
After all, with the unique charm of short videos, this "heroin" of the mobile Internet era has gradually begun to show its ability to make people addicted.
To borrow Dali Ge’s classic saying to describe it, if you don’t brush your teeth for a day, you will feel uncomfortable all over.
To use the words of another old man, I have to see girls every day just to make myself happy.
As we all know , people cannot fight against their own human nature, so it is natural for them to be defeated under the drive of primitive desires.
However, when I opened Douyin today, the first ad that appeared on the screen was an ad for Pinxixi e-commerce, and it was even accompanied by a magical slogan.
“Pinxixi, buy together and save a lot. If you want cheap goods, come to Pinxixi, where you can get good goods at low prices…” It sounds quite catchy at first glance. This simple and clear advertisement can be remembered immediately.
Just like the famous Melatonin advertisement, the most successful advertisements are often plain and simple. As long as consumers can remember them, they are already half successful.
As long as they can remember, they are potential consumer groups. Given time, will they be far from actual consumption?
Of course, most users just glanced at it and at most muttered, "Why do TikTok have ads now? How annoying!"
Then he swiped his thumb upwards with interest, switching to the next video content, but it was just the beginning.
After completing the resource integration, the Dongsheng Media Department can now be considered a large and powerful company. In addition to a number of top IPs, it naturally also has a large number of small and medium-sized Internet celebrities with a certain amount of traffic.
Under the gradually mature incubation system of the two major media outlets, small internet celebrities with hundreds of thousands or even tens of thousands of fans can be found everywhere.
Compared with the top internet celebrities, it is naturally difficult to catch up alone, but with the support of a big tree, it is enough to form a huge audience group.
If the top internet celebrities are the golden signboard of a media company, then these small and medium-sized internet celebrities are the basic foundation of a media company. The two complement each other.
The entertainment industry has already mastered this system, and it is just as effective when applied to the newly emerging internet celebrity industry.
Today, the entire internet celebrity industry is in a state of disrepair, although Papi Jiang has successfully monetized through advertising, opening up a new way of traffic monetization for the industry.
However, the market reaction is always relatively slow. There are always very few people who dare to try new things, and they will also choose a relatively safe route, which is to mainly cooperate with top Internet celebrities.
Secondly, there is another route, which is to visit stores mainly through food influencers such as [Big Stomach Prince Secret]. This method of attracting traffic to stores has obviously been recognized by many businesses.
It can not only gain the favor of users, but also benefit the creators, which can be said to be a route that kills two birds with one stone. Now a large number of creators have emerged to follow suit and explore in food cities across the country.
It is just like a food hunter in the era of short videos. At the same time, it also makes food classification a major content pillar of short video platforms, and even has the potential to become the "king of content".
After all, as the saying goes, the principle that food is the first necessity of the people is always simple and crude. Can anything be greater than heaven?
In this regard, it is not limited to the Douyin platform. Looking at the entire Internet, creators in the food category have always firmly occupied the mainstream, as can be seen.
However, up to now, there are still only a very small number of creators who have successfully monetized their traffic and generated income, and the vast majority of creators are still in the stage of "generating electricity for love."
Over time, many people have regarded it as a simple hobby. Just like the slogan of TikTok, "Use TikTok to record your beautiful life", it is also a good way to record.
However, as Pinxixi started to cooperate with Douyin, promotion tasks related to "Pinxixi" were issued on Douyin's internal promotion platform, and there was only one threshold for cooperation: 10,000 fans!
Although the remuneration offered is very limited, it has lowered the monetization threshold for the current internet celebrity industry. No matter which platform it is on, the lowest monetization threshold often requires hundreds of thousands of fans.
Even with millions of fans, one can barely get the favor of the sponsor. After all, in this first year of mobile Internet, this trend of the times has not yet gone completely crazy.
It is even less likely that in the future, there will be popular small red potato platforms that take the "small and beautiful" monetization route to the extreme.
So it is conceivable that the temptation of this promotion task directly triggered a wave of product placement on the Douyin platform, not just splash screen ads.
As countless users began to swipe, creators from all fields, regardless of the subject of the video content, would occasionally introduce and promote "Pinxixi".
The only difference, perhaps, is the difference between clever and clumsy techniques. However, no matter how awkward it is, it is still a successful promotion. Under this almost "bombarding" implantation, the effect is naturally immediate.
"Fuck, this turn of events is too abrupt. What kind of stupid Pinxixi platform is this? Why are there so many ads?"
"How much money did they charge? I watched ten videos today, and five of them had Pinxixi ads. I'm sick of watching them!"
"Fuck, I'm here to see beautiful women, to have a good time, to get a free ride, you know? I'm not here to spend money!"
"Sorry guys, I wanted to refuse it righteously, but I downloaded it and it's quite affordable..."
Amidst the overwhelming abuse and negative reviews, there are occasionally a few positive reviews. From a marketing and promotion perspective, this is undoubtedly a typical sign of a messed up job.
But if it is "Pinxixi", this worry obviously does not exist. After all, it is also a typical example of both black and red. It is not afraid of your scolding or your hatred, but it is afraid that you don't know it.
What's more, consumers often say one thing and do another, and when it comes to the word "affordable", most consumers are often willing to give it a try.
After all, Pinxixi's "alternative approach" is comparable to the Book of the Sword of Exorcism, which fully demonstrates the "unconventional path".
As other e-commerce giants move further and further on the path of pursuing quality and paying attention to service, the constantly improving experiences naturally make consumers more willing to "nitpick".
However, the world is round, and spending money on quality and service will naturally increase the cost of goods. In the end, it will all end up in the same place, and the wool still has to be pulled from the sheep.
However, Pinduoduo breaks the convention with its absolutely low price advantage, going the other way and making consumers feel at a loss even if they want to find fault.
After all, at only $9.90, and with free shipping, what do you need a bicycle for? As long as it works, that’s fine.
Of course, there is also one most important objective factor in front of us, that is, looking at the entire Chinese land, more than half of the population still has an income level below the level.
However, although this group is large in number and powerful, they are basically a voiceless group in a fast-paced society. With the popularization of mobile Internet, they have followed the tide of the times and poured into the Internet.
However, on the Internet stage that is full of spotlight effects, even if they step onto the stage, they are still in the dark and no one cares about them, and no light will shine on them.
However, silence does not mean non-existence. They just stand there, like a spark, inconspicuous next to the spotlight that is as bright as the moon.
But once they come together, it is also a huge force that cannot be underestimated. It is this force that has become the biggest driving force behind Pinxixi's rapid rise.
Against the backdrop of rapid economic growth, many people may have forgotten their original intention of “online shopping”, which was simply to “save money”.
Obviously, Pinxixi, which adheres to this original intention and even carries it out to the end, has undoubtedly taught the entire market and e-commerce field a solid lesson.
The most important point, perhaps one that is subconsciously overlooked in the general public's cognition, is that even ordinary people with low incomes also have consumption and spiritual needs.
This group accounts for half of China's population, and the huge market they constitute has enormous commercial potential that can be imagined.
At the same time, it is these two major demands that have prompted the vigorous growth of Pinxixi and short videos, forming the main theme of the mobile Internet.
Now, the first powerful combination of these two new products has gradually begun to show the attitude of a challenger, and has begun to secretly brew its own offensive, waiting for the earth-shattering moment.
However, the time is not yet ripe, and the current e-commerce war in November is still a stage for e-commerce giants to fight each other.
The development paths of the two are like the two sides of the same coin in the market. They do not interfere with each other and are clearly separated. However, over time, they will eventually intersect.
The market response to the first collaboration between the two new platforms may not be ideal, but the data performance is often honest, just as sometimes the market reaction is counterintuitive.
For several days in a row, Pinxixi attracted the attention and focus of the entire market due to the e-commerce war, and naturally fell into a situation of sluggish user growth.
However, with the help of TikTok, the data immediately showed a counter-trend growth. On the day with the most violent data performance, there was even a million new users added.
The effect is immediate.
Even for the Pinxixi platform, whose user base has exceeded 100 million, the number of millions of users cannot be ignored. After all, this is a growth of nearly 1%.
1% may not seem like much, but if it’s 1% a day, then it’s 100% in 100 days, and 365% growth in a year…
Wow, if you put this kind of increase in your stock account, even if you want to surpass the world's richest man, it will be just around the corner.
Of course, the market performance cannot be so ideal. Ups and downs, rises and falls... are the norm.
However, this data performance is still enough to make both parties feel the prospects of this cooperation. Perhaps, the idea of establishing cooperation in technology is not impossible...
Otherwise, the essence of any relationship is driven by interests, and only common interests are the basis for cooperation.
Otherwise, even with Zhou Dongsheng as a middleman, it would be impossible to force them to work together.
After all, to put it bluntly, Zhou Dongsheng is just an investor, a passenger who is hitchhiking, not a driver at the steering wheel. He can make suggestions, but he cannot "grab" the steering wheel.
Zhou Dongsheng is naturally happy about this, but at the moment this cooperation is far from being in the common interests of the two platforms.
When it comes to the real future, there is a key word that cannot be avoided, and that is live streaming with goods!
It has to be said that no matter from which perspective, 2016 can indeed be called the "real first year" in all aspects, at least for live streaming sales.
