Chapter 827 Screening User Groups

Zhou Buqi said sincerely: "Old Zhang, we have known each other for so long, you still don't know who I am? I never cheated you. Opening Sohu's Toutiao account is definitely the most correct choice. You Look, in less than a year, all news websites in China will have to open Toutiao accounts."

Zhang Chaoyang sighed and frowned, "Do you feel that the current situation is not right?"

"how?"

"The portal seems to be less important all of a sudden."

Zhou Buqi said: "The trend of the times, the traditional portal model is web1.0, which is too backward. Today Toutiao has achieved web3.0, is it comparable? And I might as well tell you, next month, today Toutiao will make a big move. Hehe, you will know how powerful I am by then."

Zhang Chaoyang snorted, "Stop talking nonsense."

Zhou Buqi said angrily: "Who is talking nonsense to you? Forget it, anyway, you will know when the time comes. By the way, I heard that Tom is going to quit the news portal field. Is it true or not?"

Zhang Chaoyang was silent for a while, "Well, really."

This has been circulating recently.

After the delisting of the Tom Group, life is still difficult. Recently, there have been rumors in the industry that Tom Online is going to abolish the content department and withdraw from the news portal, including news, games, digital, technology and other channels.

Coincidentally, some time ago, NetEase also had a wave of layoffs, and the game channel was laid off.

"The direction of the wind is changing, Zhang!" Zhou Buqi pointed to him earnestly, "This is the signal. The traditional portal network model is out of date. The big and comprehensive model can no longer be played. Sophisticated model development."

Zhang Chaoyang curled his lips, not paying attention.

Zhou Buqi said: "For example, the car advertisement you mentioned just now. How much traffic can Sohu's car channel get? Sohu's main focus is on entertainment news. How many users go to Sohu to watch car news? Go to a professional like Autohome Wouldn't it be better for a car website?"

Zhang Chaoyang glanced at him, "Today's Toutiao seems to be bigger and more comprehensive than Sohu, right?"

Zhou Buqi said: "That's not the same, the mode is different. Today's Toutiao is a feeding mode. No matter what the user's purpose of surfing the Internet is, as long as he judges that he has a demand for a car, he can place car advertisements on him. Does Sohu have this function? Focus.com and 17173 are doing very well in the vertical field. The former is engaged in real estate, while the latter is a small game. The positioning is very accurate, and the user group is also very accurate. It is equivalent to the algorithm mechanism of Toutiao, and it can be related to its placement. advertise."

Zhang Chaoyang was silent for a while and nodded.

Zhou Buqi drank green tea slowly, bowed his head slowly and said: "Car advertisements, real estate advertisements, and digital advertisements are so hot that they have brought vitality to these vertical fields. Only separate professional websites can Better access to more advertising opportunities than traditional portals."

In a few years, Sohu's elite soldiers and generals will leave one after another.

Instead of making a large and comprehensive portal network covering all fields, we should focus on in-depth research in a certain field, such as automobiles, real estate, games, technology, and finance.

Then, the market value of these distributed "sub-channels" is all higher than that of Sohu.

Why?

Because of the distribution of advertisements for specific user groups.

For example, the vertical websites of finance and economics are targeted at a certain number of users, most of whom are stock investors and Christians. When financial advertisements are launched, of course they are willing to choose the exact user group.

Large websites like Sohu and Sina have high traffic, but the user group is uncertain, and there are all kinds of people, so the effect of advertising is very poor.

Furthermore, vertical websites such as finance, real estate, and automobiles actually use a professional channel to complete the screening of user groups.

The filtered user group has a higher conversion rate.

For example, some self-media say every day that the United States is good, and everything is good. Then a wave of their own fan base is formed, which is the screening of users. After the screening, you can recommend English learning, visas for going abroad, and delivery of American products to designated groups of people.

For another example, some self-media say every day that the motherland is good, and everything is good. You can form a group of your own fans and complete the user selection. After screening, you can focus on patriotism and recommend some patriotic products of domestic brands, and the conversion rate will be very high.

There are some self-media accounts, and the content of the promotion is often particularly ignorant, extreme, and nonsense. It is precisely this kind of self-media that can explode higher sales than entrepreneurs and big stars when they carry out live broadcasts.

The reason is screening.

Through this kind of inferior content that cannot withstand scrutiny, some people with discerning ability can be eliminated, leaving those fools who have no discerning ability and are easy to be fooled. Harvesting leeks, of course, is the easiest way to harvest idiot leeks. After harvesting, the leeks will also feel the love of family members.

It is impossible for any product or advertisement to reach everyone. Even if it is Coca-Cola, some people don't like to drink it; even if it is Porsche 911, some people think it is ugly.

If you want to make money more easily, you need to use certain means to complete the screening of user groups.

Then, it is enough to recommend advertisements to these designated user groups.

If there are 100 million people in the area, it may cost 100 million yuan to advertise for everyone. But if there is a way to accurately capture the designated 10 million user base, give up the extra 90 million people, and only market to those 10 million people, the advertising fee may only need 20 million. The advertising cost is reduced, but the advertising effect is greatly enhanced.

This is why portals such as Sohu, Sina, and Netease will be eliminated by the times - they are large and comprehensive, and lack screening mechanisms.

Although Toutiao is also large and comprehensive, its business model is completely different.

Toutiao has a recommendation engine that can label all users through technical means, and then perform appropriate and complex multiple screening for each user to complete the classification of individual users.

The technical background is why a large and comprehensive emerging website like Toutiao can represent the future.

Vertical websites like Autohome, because of lack of technical support, can only be niche, and are forced to screen through professionalism.

Vertical websites are just small businesses, but Toutiao is big business.

Science and technology are primary productive forces.

It's a pity that, limited by the times, Zhang Chaoyang couldn't understand Zhou Buqi's kindness, so he changed the topic casually, "By the way, on the 19th of next month, Microsoft will hold a web2.0 summit, do you want to go?" ?”

"go."

"Coincidentally, let's go together."

"Are you going too?"

Zhang Chaoyang said: "Didn't you read the list? Rupert Murdoch of News Corp., Bill Gates of Microsoft, Stephenson of AT\u0026T, Meg Whitman of eBay, and Mark Zuckerberg of Facebook. There are also executives from Google, Nokia, EMI, HP, Cisco, and AOL."

Zhou Buqi laughed and said, "What's the matter? With them here, if you join in the fun, you will also be a world-class entrepreneur?"

Zhang Chaoyang snorted, and said lightly: "This is the web2.0 summit, and there will be a lot of cutting-edge thinking, exploration and discussion about this field."

"Huh?" Zhou Buqi raised his eyebrows, realized something, and asked tentatively: "Old Zhang, you don't really want to start an SNS website, do you? That white society?"

Zhang Chaoyang said firmly, "Of course!"

Zhou Buqi didn't know whether to laugh or cry, "What are you kidding? What year is this?"

Zhang Chaoyang glanced at him, "Are you scared?"

"What am I afraid of? What is the status of Friends.com? You really... You want to enter the market two years earlier. Now that the pattern is set, how do you still play?"

"It's never too late for a good meal."

"Old Zhang, you really... you really want to do it?"

"Do it, the project has been approved."

Zhang Chaoyang is in a very unhappy mood now.

A personal relationship is a personal relationship, and a business is a business.

Today, Toutiao has only been online for a month, and it has grabbed several large advertising orders from Sohu in a row. Old Zhang couldn't take it anymore, he wanted to teach this kid a lesson!

Zhou Buqi shook his head and sighed, "I showed you the way and you didn't go, but you just went into a dead end. You are really stubborn."

Zhang Chaoyang was unmoved, "This office building..."

Zhou Buqi hurriedly said: "Stop! This is impossible! Look at the current situation, may I move out? Wait, when the headquarters park is built, I will return it to you, and it will only take more than a year."

Zhang Chaoyang didn't force it either, "Then you will pay for the trip to America this time."

Zhou Buqi laughed, "No problem!"

When Lao Zhang left, he shook his head secretly.

No wonder there are so many talented people in Sohu, and they all leave their jobs one after another. This old Zhang... is really not good. Entrepreneurs must have self-determination and self-confidence, that's right. But it is wrong to be self-willed.

But... What is the dividing line between self-confidence and self-willedness?

At this time, Shi Jinglin knocked on the door lightly, entered his office, looked around, and said sarcastically, "I don't come home at night, it's so beautiful?"

Zhou Buqi looked awkward, "I had something to do last night, it was a special situation, and it won't happen in the future."

Shi Jinglin saw through him with a casual look, and said contemptuously, "Which woman is under the bed again?"

Zhou Buqi didn't want the secretary to hear, so he hurried to pull her, and whispered in his ear: "Go home tonight, I will love you very much. Well... there is a little sister named Jiang Bingjie, who is very good. I will train her later, Bring her to you."

Shi Jinglin's pretty face flushed slightly, she gave him a white look, and snorted softly: "Be careful in the future, you are a family man now. If you forget about it and spend the night outside every day, then don't come back. I will take Teacher Wen and Xiao Yu with you." Single pass. Well, there is also that Xue Baoshan."

Zhou Buqi chuckled, "Sister Bao, don't even think about it, she listens to Aunt Xue."

Shi Jinglin said confidently: "Then I will take Aunt Xue with me!"

Zhou Buqi opened his eyes wide, "Damn it! You are the best, more courageous than me! I just think about it, don't talk about taking action, I dare not even say it."

"what?"

Shi Jinglin looked puzzled, wondering what this scumbag was talking about.

Zhou Buqi coughed lightly, "That's right, Zhang Chaoyang came just now, I think he is a bit headstrong and will bring Sohu into the abyss. Tell me, what is the difference between self-confidence and headstrong?"

Shi Jinglin raised her fair chin slightly, "There is no difference!"

"No difference?"

"Originally, there are two sides of the same body. If you succeed, you are called self-confidence. If you fail, you are self-willed. The winner is a prince and the loser is a bandit."