In 2018, the content industry entered a card shuffle, users became increasingly distracted, advertising was becoming less expensive, traffic costs were becoming more expensive and the air was full of despair。
For the media veterans who ate the first wave of dividends, the time of recklessness had passed, and 2019 had to tighten their belts。
Following the diversification and verticalization of content, head accounts, waist accounts and new hand numbers have encountered commercialization challenges。
Content production costs, dissemination costs and user access costs are increasing, and most content brands are under unprecedented liquidity pressure, and contradictions between content production and commercialized liquidity are exacerbating。
After the tide has faded, content marketing has also been hampered by the need for stability among advertisers, for platform and content, and for mcn to survive。
The data show that content start-ups generate only 5 per cent of businesses。
The content market pattern is largely established and how can it be broken
The view of greyscale cognition is that the formal rise of content commerce and the adsorption of traffic with quality content is a future business trend。
Two logics of content entrepreneurship:
One is online content+line closed loop。
The second is online content+line service。
In the first logic, we have chosen the areas of reading, finance, mother and child for case analysis。
Logic one
Line content + line closed loop
Case 1.
Read the new media: 10 o'clock
Positioning policy
Knowledge services for a better lifestyle business
China's biggest cultural media
It's the first cultural reading class in over a million years
Users: 20-35 years old, 70% female users
Business strategy
At 10, mr. Reader produces high quality content ads and then creates a flow matrix and then seeks commercial realization in advertising, electricians and courses。
1. Value of content: the online version readers (presentation book) + coherents (esperate journal) + booksheets (examples) helps readers improve their quality of life and accompany them in their development。
Flow matrix: the ten-point reading has formed a rich self-message matrix centred on the “ten point reader” (2,500 w+) of the twitter-based media, including 10 o'clock class, 10 o'clock good items, 10 o'clock movies, 10 o'clock bookstore, 10 o'clock, 10 o'clock videos, 10 o'clock readings, etc。
3. Product matrix
The mother and child electrician, “ten points”, the content electrician, “ten points good things”, and the knowledge electrician, “ten points class”。
In 2017, there were 30 courses on the 10-point classroom platform。
Of the 21 million users at the time, 800,000 paid customers had accumulated and the marketing funnel had been luxuriously turned. Ordinary users read articles at 10 p. M. And pay clients buy courses at 10 p. M。
Competition results
To date, “ten point read” has reached 50 million users on the internet, and in december 2017 it was invested by pricewaterhousecoopers in round b, with an unknown valuation。
Case 2.
New media for finance: kung fu finance
Positioning policy
National financier promotion
Community financial service providers
User: deep middle class in the north
Business strategy
It's intellectual anxiety that sells it, and wealth anxiety that is mitigated by kung fu。
New media. In the early stages of entrepreneurship, kung fu was positioned as a “new media”, specifically as a content production and distribution platform for financial experts. However, it quickly fell into the trap of having more than 1 million users but earning little。
2. Investor education. An iterative upgrade and a repositioning of kung fu finance is a “national financer promotion”. With financial and economic experts at the centre, the approach to financial investment is translated into a product line of granulated。
Courses in kung fu finance, typically characterized by large particles and high costs, are standardized. The average aurp value for users is $1392, which is already expensive in the area of internet knowledge payments。
3. Social fission. Kung fu has now built more than 60 communities. For example, a teacher's curriculum is bought by thousands of people and the former 1,500 people constitute a community called “the community of mr. Xx”。
Because of the adhesive nature of the financial community, fans favour and interact with scholars to a much greater extent than can be imagined, with high product proliferation and repurchase rates。
Kung fu currently links four types of financial product services: insurance, offshore construction, public fund-raising and smart head equity. Partners include fifth avenue, mercosur, the burgart fund and good wealth。
Business logic
From an early platform for the distribution of financial and economic expertise, to the payment of knowledge, to community finance, kung fu found its own vertical track, providing financial products and asset management methods for “new middle-products”。
Competition results
B rounds of financing were obtained in march 2018 and group a rounds in may 2016. Tens of millions in three years。
Case 3.
New media for mothers and children: mama juice
Positioning policy
A mother's university teaching professional parenting
Mother-to-child content + selection platform
User: mothers aged 25-35 with high education
Business strategy
Mother's university, with the skills of a man, educates and then selects and converts business。
1. Dry content. Unlike traditional merchants, self-solding is a matter of great importance for the common understanding and professional basis of content, as is the case for writing papers。
2. Tool properties. The yearbook mother indexed history articles, and the key words "sleep guide" were broken down into subcategories such as sleeping skills, night milk, etc., supporting a single key search. Many users use the year-o-mother public number as an encyclopedia for childcare。
3. Content matrix. In order to meet the needs of users at different levels and at different stages - mother baked a number of sub-brands such as education, food supplements, preferences, companionship, maternity, and parenting halls, with the main branding of micro-intelligence public。
Business logic
It's the minority that can make money from media start-ups, and mama cake is one of them。
Her selection strategy avoids what traditional mother and child electricians call explosive price wars and carefully screens high-priced mother and child commodities。
Competition results
More than 16 million users subscribe to the internet every year, an average of $60 million per month for electricians and over 52 million for the first year of the knowledge-paying course。
In september 2018, renaissance received several hundred million b+ rounds of financing, which was preceded by angel wheels, a rounds and b rounds from the longitude china and purple cow fund。
In this logic, the common features of the three cases are:
In the early stages, high-quality content attracts traffic, while at the same time actively exploring the presentation of graphics, voice, short videos, etc., to build multi-dimensional competitiveness。
On this basis, a new media matrix has been drawn up, covering all major platform channels and generating power。
Focusing on user operations, familiarizing with the path of community fission, online content + online closed loops are achieved through fee-paying courses and the realization of electrical projects。
In the second logic, we have selected the cases of children's doctors, healthy meals, car services, i. E., medicine, food and business, for analysis。
Logic ii
Online content + offline service
Case 4.
Children's doctor: choi yutao university
Positioning policy
Companies focused on child development and health management
Online content+underline clinic
Business strategy
Choi yutao is a well-known doctor, a typical personal ip-type business。
1. Building personal ips. Choi yutao has 7. 4 million followers on twitter, creating a mother and child authority self-media matrix. More than 60 lectures of 1,000 sizes were given each year, with a very high human quality。
2. Cross-border marketing. Choi yutao, who is known in mother and child-care circles as the “child-friendly men's god”, cross-border participation in the online arts and production of a series of programmes, such as the "marriage of choi", "thank you, dr. Choi" and "advancement of the school" and so forth。
3. App in the schooling park. Provide users with knowledge, tools and recording functions for scientific parenting. Good user viscosity is built through community-based products through quality content and service tools。
Business logic
Online fee-paying membership plus down-line clinics + value-added services for children。
For example, the cui yutao school of agriculture, in collaboration with junkang insurance, has introduced a child-oriented “strategic health insurance for children and young children” and “strategic accident insurance for children and young children”。
Competition results
Established in late 2014. On 5 february 2018, tens of millions of united states dollars in c+ strategy funding was completed, with a sole strategic investment from the new eastern education group。
Case 5.
Healthy catering: good sex pizza salad
Positioning policy
South china's largest margarine user. Group
Sexy lifestyle brand focused on the staple salad
Business strategy
A chaste salad provides the main food salad for the health sciences for the margarine users of the gym。
1. Product iterative. In a marketing strategy imitating fast-forwards, there are 4 fixed products out of 12, and the others are phased out, replacing 2-3 items per month。
2. Content strategy. 30% product content + 60% business operations + 10% product dissemination. In terms of communication strategies, it is advertised for + external pr+ viral transmission。
3. Micro-credit social advertising. For good sex salads, twitter is not just a channel of contact with users and a dissemination tool, but an infrastructure for business and business models. They take full advantage of twitter, with a conversion rate of up to 20 per cent, and the cost of acquiring clients is one fifth the average for the industry。
4. Underline activities. Sexy food research and public classes are launched online, in collaboration with 300 gymnasiums, with 7-8 public classes per week。
Business logic
Content production and offline services based on micro-trust biosphere。
Competition results
The salaf has been online for less than two years, with an annual harvest of 60 million。
In march 2017, rmb tens of millions of were invested in the b-wheel of the hong kong public company hong kong under the banner of hiro yi。
Case 6.
Automobile services: after the car
Positioning policy
Mobile motor home
The biggest car media on twitter
Content + technology + electrician
Business strategy
After cars provide quality content to car-lovers and targeted services to car manufacturers。
1. Content system. Includes original ogc, pgc, ugc。
2. Media matrix. There are three micro-intelligence public signs under the flag, “behind a car”, “going to suv” and “what is worth buying”, covering nearly 20 million vertical users。
3. Social communication. Having a car is the first case in the country to try to advertise micro-trust friends, the first to try micro-trust mutual advertising, and the first new media to advertise。
4. Tool applications. In addition to the contents, since then, functional products such as forums, models, violations and fees have been developed to meet the user's needs for tools from car selection to car usage, which enhances the user's viscosity。
Community operations. With cars, there are 4,000 microcommunicators that gather 1 million car users. Users can find their own communities through a large pool of people in cars, and from the dimensions of regions, cars, themes, etc。
Business logic
Advertising + electrician + data services + underline value added services。
Competition results
There are currently more than 30 million applet users, over 20 million micro-clinic public fans and over 6 million app users。
The maximum monthly income in 2018 was close to $30 million。
D rounds of financing have been secured, valued at rmb 2 billion. It's the only strategic investment in the car media。
In this logic, the three cases have in common:
Online content+underline service double-helicopter drive, online loud and offline. This is a positive example for many traditional industries + internet exploration。
Summary
1. On the one hand, new media start-up is difficult, there is a flow but the rate of conversion is low; on the other hand, the cost of the electricity company's flow is too high and the flow through content adsorption is on the rise。
2. The early content commerce consists of the formation of a closed chain of transactions online, mainly knowledge payments or advertising, or the distribution of traffic to electricians. This track now looks crowded。
3. The future content commerce is for offline service。
Underline services create an in-depth user experience, which in turn provides solutions based on a user's needs or a pain point. This track, it's just beginning, it's worth looking forward to。
With regard to the author: founder of cho, greyscale awareness, focusing on two main engines of growth in business performance: marketing and finance. Focusing on growth in performance, reading technical know-how and broadening cognitive boundaries. (by cao lian)
