Win every day

Jiang Fan looked at the two of them: "Did I come here and disturb your normal work again?"

"No no!"

The two quickly denied: "Everyone is very excited that Mr. Jiang can come."

Disturbing is disturbing, but is this acceptable?

You can't admit it even if you kill it!

Jiang Fan looked left and right, and after three years of reception, how could he not know what's going on below, and didn't say anything, it's a workplace rule, and it's unavoidable, so he said: "You can do whatever you want, I'll just take a look at it. look."

Tian Ye said: "There are a few works to be recorded today, why don't Jiang Fan go and have a look?"

Jiang Fan nodded: "Then let's have a look!"

Tian Ye quickly led the way, and Lin Xiaoru took Boss Jiang to a furnished interior room.

There were two other employees by his side, looking at Jiang Fan's back, wondering when he would be able to stand out.

The inner scene room is not very big, about fifty or sixty square meters, and there are quite a lot of things.

It can be adjusted at any time as needed.

A bunch of people were taking videos, and when Jiang Fan entered, he saw a few familiar faces.

PS: What I want to say is below, relatives please come in

Chapter 139 Sweet, Beautiful, Fragrant

A group of cute girls looked at Jiang Fan.

This is the boss of Douyin Technology?

It doesn't feel like, so young.

Jiang Fan is also looking at a few girls, they are green and juicy, each has its own characteristics, no wonder they can become popular, but they all have a face that has never been beaten, no wonder they have convulsions, they seem to be a little dirty, all of them Mistakes of youth and ignorance.

How can people not make mistakes.

Especially when you are young.

Visited the video shooting process and went to the office.

After chatting with Nan Ye and Lin Xiaoru, Tian Ye talked about one thing: "Recently, advertisers and Taobao store owners approached me, wanting to advertise in the works of several popular artists. Down."

Jiang Fan asked, "How do you insert advertisements in a 15-second short video?"

Tian Yedao: "This is indeed a difficult problem. The core of popularity is high-quality content. There are only 15 seconds of video in total. How to integrate advertisements and content to ensure that the content is interesting without making users disgusted is really a test of technology."

Jiang Fan knew what Douyin's advertisements should look like, but he didn't know how to give directions. After all, he had never done it himself, so he gave a direction: "Take some time to think about it. The high degree of integration of content and advertisements is the core of short video profitability. It is also a major trend in the short video industry. It can maximize the conversion of traffic and advertising into benefits. If you master the methods and methods first, you can win the market first. In the future, advertising must also be innovative. It can no longer be a simple advertisement like in the past. Recruit more talents in this field.”

Tian Ye nodded: "The current problem is that it is difficult to convert advertisements, mainly from the platform. Even if the advertisements and content are successfully combined, users don't know where to buy even if they like the products in it. Several Taobao shopkeepers suggested Douyin. The platform provides a direct link to the product on the page, which I think is a good way to maximize the advertising benefits.”

Jiang Fan glanced at him: "Then what does Douyin Technology rely on to make money? Could it be possible to work for you?"

Tian Ye was taken aback, suddenly embarrassed.

I really didn't think about it, I just thought about how to make money.

This line of thinking is correct, but the key is that Douyin technology does not have a dime benefit.

You can't just act as a live thunderstorm for others.

"Wait a minute!"

Jiang Fan finally said: "Douyin Technology is also exploring a profit model, you should try to do it first, and improve your business level."

Tian Ye nodded hurriedly, a little anxious to be honest.

Some of the ladies who signed have a lot of fans. Recently, many other platforms have come to poach people. Although there are contracts, they dare not run away for the time being, but it won’t last long. After all, traffic can be converted into income. .

With millions of fans, but it is too late to get benefits from Douyin, sooner or later they will run away.

In this impetuous era, the income in your pocket is the most real.

The key Douyin has not opened the live broadcast function until now.

A few girls already want to go to Kuaishou to start a live broadcast.

Before leaving, Jiang Fan confessed again worriedly: "It's best to find a political teacher to teach those little girls some basic common sense. It's okay to have a convulsion now, and it will be fine to have a good time when the influence becomes stronger in the future." When you grow up, you should also ask if you have done any stupid things before, and prepare in advance, so don't wait until one day you are suddenly found out and then rush around."

Tian Ye nodded. As a person in the industry, he also has a deep understanding of this.

Since the big bosses attach so much importance to it, let's pay more attention to it.

At night, Jiang Fan still didn't come home.

I didn't return until the next afternoon.

The two secretaries came back early and cooked a pot of mutton for him.

While eating, Jiang Fan asked the two sisters: "Should you two go to Nanhai to see the progress of the house's renovation?"

Pei Shishi said: "I called, but the siding hasn't arrived yet. There's been a lot of business in the store recently, so I'll go back in October."

Pei Wenwen rolled her eyes: "Brother Jiang, do you want to take a break?"

Jiang Fan gave her an idea: "Nonsense, it won't hurt you anymore if you talk nonsense."

This time the blow was quite heavy.

Pei Wenwen was hurt by the knock, she covered her head and muttered: "Then why did you send us away!"

Jiang Fan pretended not to hear it, and couldn't help thinking of the old saying: There are only exhausted cows, but no plowed fields.

I didn't toss around at night, I fell asleep after plowing a field.

Two days later, Cao Guang and Yang Jiachen came back from abroad.

Douyin Technology held a special meeting to discuss the profit model.

Speaking of which, Jiang Fan, who shoots small videos on Douyin and the anchor, probably knows how to make money, and also knows that Douyin has opened an e-commerce store to buy things, but it is not clear how the Douyin platform makes money.

After all, there is no special research.

All I know is that I make money from advertising, but making money from advertising is just a general direction.

How it works is unclear.

It has been discussed before, but I haven't studied it specifically. After all, the product is still being promoted, and the focus is not here.

In the past few months, a lot of money has been burned, and the number of Douyin users has soared, and advertisers are already eyeing it.

It's time to look into this question.

The meeting was held in Jiang Fan's office.

Jiang Fan didn't sit on the sofa, but pulled a chair to sit aside, and asked the question clearly: "Two questions, one is how to make those content creators earn money, recent data shows that the number of users and daily active users of Douyin are increasing. , but the rate of content creation is decreasing. What does this mean? Only a few activities are not enough, and the rich and long-term benefits are the source of high-quality content. The power generation for love will not last long, and the benefits will not be seen. How many of those content creators can persist In terms of creation, how many are willing to put in the effort to innovate?"

Everyone kept quiet and listened attentively.

Jiang Fan continued: "Recently, some advertisers approached Haoyi Media. It is not difficult for content creators to obtain benefits. Opening a third-party platform transfer function can maximize advertising benefits, but the problem is how Douyin Technology itself makes money. This is the second question today. Our traffic cannot be given to people for nothing. How should we make money in the process of converting benefits? In addition to opening screen ads and interstitial ads, do we have other ways to make money? Can we share content? The benefits it brings?"

Everyone is thinking, in fact, thinking all the time.

After all, a sustainable profit model is the fundamental core of a company's sustainable development.

How can you not think.

Xu Feng was the first to speak, apparently well prepared: "Draining traffic to third-party platforms is indeed the best way to monetize, and it is also very easy to implement technically. I think we can build an advertising platform and share advertising revenue with content entrepreneurship. .”

Jiang Fan became interested: "Tell me in detail."

The others also pricked up their ears, concentrating.

Xu Feng introduced the following ideas: "The biggest function of this advertising platform is to put all advertising revenue platforms and diversion entrances on the advertising platform. For example, if a content creator's work becomes popular, if he wants to place advertisements, he must Only through our advertising platform can product links be embedded in the work page, so that we can share the advertising revenue generated by the content."

Chen Yunfang first raised a question: "This idea is good, but how do we grasp the transaction price?"

Everyone nodded, this is indeed a problem.

If you want to get a commission, you must first know what the specific transaction price is.

But this will create new problems.

As long as the advertiser and the platform author connect in private, they can throw Douyin into the ditch. The actual transaction price is [-], but people say [-], and you can save the part of Douyin by just letting it go.

Driven by interests, there is nothing unexpected.

This stuff can't be confirmed.

Xu Feng has long been prepared: "There is a problem with the mechanism here. We can't allow customers to discuss unilaterally, but provide a cooperation platform for both parties. If there are needs and customers, they can choose satisfactory advertising resources on our platform. The transaction must also be completed through the platform, and once the advertisement for offline transaction is posted, it will be taken off the shelves.”

Wu Yanmei found another problem: "There is still a problem. In order to reduce advertising costs, people with advertising needs will contact the content creators offline even if they complete the transaction through the platform. At worst, the transaction fee on the platform will be set lower, and it will be supplemented offline. "

Xu Feng is methodical: "There is a second mechanism here, the advertising fee should be transparent, which can lower the threshold of advertising. For example, someone wants to advertise and orders an advertising copy from a certain content producer. Let's not talk about the production of the advertisement." Cost, we can set a low point for the initial advertising investment. Suppose it starts at 1000 yuan. When the number of views of the advertisement reaches a certain value, the advertisement will be automatically removed from the shelves. If the advertising revenue reaches the standard, the customer will invest money to continue the contract. If the advertising revenue If it fails to meet expectations, the customer can also stop the loss in time to avoid the loss from expanding, and naturally the offline connection between the two parties can be avoided.”

Jiang Fan asked, "Is there any technical problem?"

"no problem."

Xu Feng said confidently: "This is also beneficial. In order to maximize the benefits of advertising, content creators will find ways to create better content, otherwise low-quality content will not produce benefits."

Everyone nodded, thinking that this idea is good.

In this way, as long as the advertising channel is seized, you can sit back and get a commission.

As the old saying goes, I planted this tree, and I drove this road...

Jiang Fan asked again: "Is there any more?"

Xu Feng nodded: "I still have a little idea!"

"Tell me."

"It's a few thoughts on how to better serve two kinds of customers, content creators and advertising demanders."

While pondering, Xu Feng said: "Advertising platforms are just building a transaction system. I think the core is to serve users with different needs. In this transaction process, except for those professional platform companies, most content creators It is not necessarily possible to create high-quality advertising content. Thousands of content creators are our source of traffic. Therefore, we should not only consider those professional platform companies, but also take care of those who rely on one or two people to create content on a mobile phone. Ordinary users, let these people make money, so in this transaction process, advertising customization should also be taken into consideration.”

Qi Liang made a suggestion for the first time: "We can find some professional advertising companies or producers to build a trading platform, and we can even develop a dedicated video advertising editing software, put watermarks on all advertisements, and tie the transaction of advertising customization business to On the platform, this kind of advertising customization business can also be commissioned.”

Xu Feng nodded: "I think so too, but it may not be easy to attract investment offline."

Jiang Fan looked at Cao Guang: "What do you think?"

Cao Guang kept silent. He is the director of operations. These should be things he considered, but he kept silent until Jiang Fan asked. one time."

No one said anything, they were all listening to his immature thoughts.

Cao Guang said: "Old Xu's ideas are very constructive, but I think that instead of diverting traffic to three-party platforms, it is better for us to sell traffic directly. If all transactions are moved online, advertisers will not have much enthusiasm. We will take the initiative to find customers, and if we sell traffic, let them discuss how advertisers and customers should price the deal, so that advertisers will take the initiative to dig out potential customers, and they will need more traffic, so that our traffic can be generated Best value."

Everyone is talking, and they are seriously thinking about the feasibility of this idea.

Cao Guang continued: "The product positioning of Douyin is very clear. I have been thinking about how to efficiently operate content, divert traffic to three-party platforms, and sell traffic to advertisers. It seems that the final result is the same, but the core logic is different. The former is to generate value from content, and the latter is to create value from traffic. I think it is more beneficial to us to let traffic create value, and it will also help us improve our professional content operation capabilities, which will help us build an internal ecology and control the flow of traffic in the future. It's also more beneficial."

Xu Feng raised a question unhurriedly: "Letting traffic create value is against our product positioning."

No one spoke, and the atmosphere became subtle in an instant.

They are all smart people, and they immediately understood the key.

This is a battle of ideas.

It is also the first time since the establishment of Douyin Technology that there has been a battle of ideas on major strategic issues.

Even thinking about it more deeply, it can be said to be a competition between Xu Feng and Cao Guang.

As for what they are fighting for, everyone is tacitly aware of it.

Cao Guang is not indifferent: "There is no contradiction. Content creates traffic, and traffic creates value. These are two concepts. What we need to do is to let creators continuously create high-quality content, keep traffic increasing, and maximize the value of traffic. In this process, as long as the interests of all parties are well distributed, the content is beneficial, and the traffic is valuable, there will be no problem.”

Xu Feng said: "If you blindly pursue the maximization of traffic value, it will inevitably squeeze the creative motivation of content creators."

Cao Guang counterattacked calmly: "Of course there are people who create for love power generation, but the long-term creative motivation comes from considerable economic income, not hobbies. As long as there is considerable income, content creators will not lack motivation. On the contrary , if the content is used to guide the traffic, it is very easy to generate head aggregation effects. Like the current Kuaishou, the huge traffic of the head anchor itself has begun to affect the platform, and even kidnap the platform to a certain extent. This should not be what we want. .Only by controlling traffic in our own hands can we avoid being kidnapped by others in the future.”

Xu Feng is still well-founded: "We can't generalize. Our algorithm distribution mechanism has decided that the traffic should not be concentrated on a few people. It is impossible to produce a big V like Kuaishou. There is no need to worry about this."

Cao Guang said with a smile: "It's not an algorithm problem, but a logic problem. What we want is 1 creators who can create high-quality content, not just a few creators who can produce high-quality content, and use content to guide traffic. , it will suppress other creators who have not grown up, and it will only make traffic gather to the top, is this okay?"

Xu Feng retorted calmly: "Traffic comes from content innovation. Grassroots creators may not be able to create high-quality content. On the contrary, the works of many ordinary creators are very innovative. Professional level does not equal innovative ability."

Everyone was silent, and no one said a word.

Jiang Fan didn't say a word, while tapping on the table lightly, he analyzed the views of the two of them.

After listening for a while, he called to stop: "Okay, stop arguing, you two, think about it carefully later, and see which way is more beneficial to us and more suitable for us. We will meet again next week. Let's see if we can settle down."