RINAPE :: Volume #17

#1645: Do not have self-respect

LNMTL needs user funding to survive Read More

After ORIJEN (long for) takes Li Gouzi (Dog Child) Weibo (Micro Blog) promotion resources, Wall Street Journal used a page layout analysis specially ORIJEN (long for) the movement, the marketing channel that they recently rose suddenly the sales volume of popularity and sudden growth that as well as unfold on internet according to ORIJEN (long for) rapidly, drew a conclusion: Advertisement investment of ORIJEN (long for) this 2600 million USD, to realize the similar effect on the conventional media, at least needs 1.8 hundred million USD to achieve. 在渴望拿下李狗子微博推广资源之后,华尔街日报专门用一个版面分析了渴望的这次动作,他们根据渴望最近在互联网上暴涨的知名度、猛增的销量以及迅速铺开的销售渠道,得出了一个结论:渴望这次两千六百万美元的广告投入,如果想在传统媒体上实现同样的效果,至少需要1.8亿美元才有可能达到。 This price did not talk irresponsibly. 这个价格并不是信口开河。 Coca-Cola invests 30 hundred million USD about advertisement costs to be used to maintain their global sensitometries every year, 30 hundred million USD, can globally trade true well-known. 可口可乐每年投入30亿美元左右的广告成本用来维持他们的全球曝光度,30亿美元,才能在全球范围内换来真正的家喻户晓。 ORIJEN (long for) such brand, to achieve and Coca-Cola is equally well-known, the cost of actual need consumption is much greater than 30 hundred million USD, because the pet thing after all is a segmentation vertical domain, does not have that powerful serviceability like the Cola, it is nearer to oneself vertical user, but also leaves other users to be farther. 渴望这样的品牌,如果想做到和可口可乐一样家喻户晓,实际需要耗费的成本远大于30亿美元,因为宠物用品毕竟还是一个细分垂直领域,不像可乐有那么强大的适用性,它离自己的垂直用户更近,可同时也离其他的用户更远。 But ORIJEN (long for) after undergoing this bidding, not only on online becomes a hit, offline also attained a lot of conventional media to propagandize the resources, therefore synthesized, this propaganda big of effort, was also unprecedented in the entire advertisement domain. 而渴望在经过这次竞拍之后,不但在线上爆红,线下也拿到了大量的传统媒体宣传资源,所以综合起来,这次宣传的力度之大,在整个广告领域也是前所未有的。 Even if Coca-Cola invests 30 hundred million USD to serve as the propaganda every year, this 30 hundred million USD still only at least in the world over a hundred countries and areas, according to the difference of media and channel, big or small is divided into several hundred over a thousand, even several thousand over ten thousand, which are impossible to take to be able resulting in this ORIJEN (long for) publicity alone is bigger. 就算可口可乐每年投入30亿美元用做宣传,这三十亿美元也只至少在全世界上百个国家与地区里,根据媒体、渠道的不同,或大或小的分成几百上千,甚至几千上万份,不可能有哪一份单独拿出来能比得过这次渴望的宣传力度更大。 This makes wishing one could that Mars regrets kill several executives to offer sacrifice to heaven simply, such under big small advantage in the eye hid to be picked by ORIJEN (long for), not only made Mars regret, made Mars feel the tremendous pressure of competition all of a sudden. 这简直让玛氏后悔的恨不能杀几个高管祭天,这么大个便宜在眼皮子底下被渴望捡走了,不但让玛氏懊悔不已,更是一下子就让玛氏感觉到了巨大的竞争压力。 Instantaneous becoming a hit of ORIJEN (long for), making the entire world see the Self Media concealed great value, suddenly, all had massive fans account numbers on Weibo (Micro Blog) Twitter, became the advertisers put in the advertisement the select object, particularly star Weibo (Micro Blog), offer when production costs rise, prices rise too, for example a several million fans star, sent an advertisement simply in the morning is 150,000, might be fried by afternoon 300,000. 渴望的瞬间爆红,让全世界都看到了自媒体隐含的巨大价值,一时间,所有在微博twitter上拥有大量粉丝的账号,都成了广告主们投放广告的选择对象,尤其是明星微博,报价简直水涨船高,比如一个数百万粉丝的明星,上午发一条广告还是15万,到了下午就有可能被炒到了30万。 Moreover, sees the enterprise of opportunity with individual, starts to operate positively own Self Media account number on Weibo (Micro Blog), hopes that can realize gathers the fans effect fast. 而且,许多看到商机的企业与个人,也开始积极在微博上运营自己的自媒体账号,希望能够实现快速聚拢粉丝的效果。 Li Mu just used two evening's time, handles «guns» all to compose with the recording musician of Rock Records recording, next morning will arrive at Muye Science and Technology time, one group of executives then found him, hopes that he can preside over a conference, the core of conference will be, how to deal with the platform present stage crazy advertisement delivery heat degree. 李牧刚用了两个晚上的时间,跟滚石唱片的录音乐手把《guns》的所有编曲搞定,翌日一早来到牧野科技的时候,一堆高管便找到他,希望他能够来主持一个会议,会议的核心内容是,如何应对平台现阶段正疯狂的广告投放热度。 In the Muye Science and Technology top team, about this issue, was divided into two camps. 在牧野科技的高管团队里,关于这个问题,分成了两个阵营。 On the one hand thought that should encourage and promote the Weibo (Micro Blog) Twitter advertisement market, further promotes the entire Weibo (Micro Blog) Twitter gold content, even should in Weibo (Micro Blog) Twitter, set up an advertisement distribution platform. 一方面觉得应该鼓励和推动微博twitter的广告市场,进一步提升整个微博twitter的含金量,甚至应该在微博twitter里,设立一个广告分发平台。 The so-called advertisement distribution platform , because the executive of this camp believes that if the complete ignores big V amasses money using Weibo (Micro Blog) Twitter, that Weibo (Micro Blog) Twitter should receive certain share, otherwise makes the bridal clothes to others completely, this loss imperceptibly is too big. 所谓广告分发平台,是因为这个阵营的高管认为,如果完全放任大v利用微博twitter敛财,那微博twitter自身应该收入一定的分成,否则完全是给他人做嫁衣,这无形中的损失太大。 But the advertisement distribution platform, is all advertisement delivery exits, attains in Weibo (Micro Blog) Twitter own hand, for example, is clear to request all users not to meet the advertisement secretly, all wants to meet the advertisement big V must first connect the advertisement distribution platform, they can only receive work from advertisement distribution platform, but advertisement distribution platform, are actually a middle man that gains the price difference. 而广告分发平台,就是要把所有的广告投放出口,拿到微博twitter自己的手里,例如,明确要求所有用户不得私自接广告,所有想接广告的大v都要先接入广告分发平台,他们只能从广告分发平台手里接活,而广告分发平台自身,其实就是一个赚差价的中间商。 For example, a facial mask brand wants to look for Du Wei individual Weibo (Micro Blog) to push one time, then must find the advertisement distribution platform, the distribution platform acts according to the offer of Du Wei, breaks surface about 30% newspapers additionally to the enterprise, when the time comes takes 10% deducting a percentage commissions from Du Wei again, that basically can achieve 40% ratios of margin. 比如,一家面膜品牌想找杜薇的个人微博推一次,那么就必须找到广告分发平台,分发平台根据杜薇的报价,额外上浮30%左右报给企业,到时候再从杜薇手里拿10%的提成佣金,那基本上就能做到40%的毛利率。 Person on the other hand felt, Weibo (Micro Blog) Twitter cannot train the advertisement market endlessly, as the matter stands, might make entire Weibo (Micro Blog) Twitter be flooded by the advertisement, thus affected the premium content proportion of entire platform, will make the platform therefore lose mass users. 另外一方面的人觉得,微博twitter不能无休止的培养广告市场,这样一来,很可能会让整个微博twitter被广告充斥,从而影响了整个平台的优质内容比例,甚至会让平台因此而流失大量用户。 Li Mu comes to the conference room, with a half hour, first listened to the opinion of pro and con both sides, later said with a laugh said: „Everything had the dual character inevitably, the car(riage) opens quickly, naturally wanted spending many oil, looked like attitude of our platform toward the advertisement behavior, you allowed them to carry out the advertisement transaction freely, did not contain, the overall advertisement of that platform however will surely promote and affect the user experience rapidly, but if you did not allow them to carry out the advertisement transaction freely, everyone could not see the realization way, oneself power will greatly be attacked.” 李牧来到会议室,用半个多小时的时间,先听了正反双方的意见,随后笑着说道:“凡事必然都有两面性,车开得太快了,自然要多费油,就像是我们平台对广告行为的态度,你允许他们自由进行广告交易,又不加以遏制,那平台的整体广告量必然会迅速提升、影响用户体验,可如果你不允许他们自由进行广告交易,那大家看不到变现方式,自身动力又会受到巨大打击。” Li Mu speaking of here, slightly, said: „Before views the issue specifically, we must be first clear, we are one cover completely internet, even prepares to cover the offline super enterprise, therefore in front of the grand strategy, never consider vertical, once were vertical, our patterns were also small, therefore, must find a balanced processing mode.” 李牧说到这儿,微微一顿,又道:“在具体看问题之前,我们要首先明确,我们是一家覆盖全部互联网,甚至准备覆盖线下的超级企业,所以大战略面前,永远不要考虑垂直,一旦垂直了,我们的格局也就小了,所以,一切都得找到一个均衡的处理方式。” Kong Lingyu said: „Chief Li, the pattern of that advertisement delivery platform? This comparison with models good point is, we can control the advertisement mass of entire platform, looks like in our hands to grasp the valve, if needed can open, when does not need can also pass/test little even switch off.” 孔令宇说:“李总,那广告投放平台的模式呢？这个模式比较好的一点是,我们可以控制整个平台的广告体量,就像是我们手里掌握着阀门,需要时可以打开,不需要时也可以关小甚至关掉。” Li Mu said: „Builds a special advertisement delivery platform, is controlled all advertising by the platform completely, this no doubt is one manifestation of satellite platform control strength, but this platform hegemony was too obvious, we cannot take such path.” 李牧说:“建立一个专门的广告投放平台,完全由平台来掌控所有的广告业务,这固然是平台控制力的一种体现,但是这种平台霸权太明显了,我们不能走这样的路子。” Kong Lingyu said: „Chief Li, the platform and current capacity are to establish one such control unit actually are also natural......” 孔令宇说:“李总,平台和流量都是成立一个这样的控制单元其实也是理所当然……” Li Mu nods, said: „We establish one such control unit naturally are natural, but, if we change the gentle and open way, will turn into internet platform domain pure running water.” 李牧点了点头,道:“我们成立一个这样的控制单元当然是理所当然,但是,如果我们换个更加柔和、开放的方式,就会变成互联网平台领域的一股清流。” Li Mu hopes that makes Muye Science and Technology an large-scale closed loop in industry, this closed loop can make industry in other competitors raise the head to look up to and praise to the heavens, but he does not hope that Muye Science and Technology also forms a closed loop in the user level. 李牧希望让牧野科技成为行业里的一个大型闭环,这个闭环会让业内其他的竞争对手抬头仰望、叹为观止,但他并不希望牧野科技在用户层面也形成一个闭环。 The platform wants to realize the closed loop in the user level, generally speaking the motive is because has self-respect. 平台想在用户层面实现闭环,一般来说动机都是因为爱惜羽毛。 Does not hope that others snatch oneself user, not to hope others with oneself user and platform realization, do not hope they hatch their career taking advantage of this. 不希望别人来抢自己的用户、不希望别人用自己的用户、平台变现,更不希望他们借此来孵化他们的事业。 Such mentality, in the Li Mu eye, has self-respect excessively. 这样的心态,在李牧眼里,就是过分爱惜羽毛。 But he felt, any platform that has self-respect excessively, is generally very difficult to grow strong. 而他觉得,凡是过分爱惜羽毛的平台,一般都很难发展壮大。 For example some, they in the control of current capacity to their platform, can speak of the extremely severe situation, their keyword bidding system, is completely the behavior and profit hook that the user searches, they sell the innumerable keywords, is wants user each search to them the taking away benefit, therefore, the user searches for what keyword casually, placed forefront generally is the advertisement, squeezes the potential value of user full power ; 比如某度,他们对自身平台内流量的管控,可以说到了极其严厉的地步,他们的关键词竞价体系,就是完全把用户搜索的行为和利润挂钩,他们卖出去无数的关键词,就是希望用户每一次搜索都能给他们带去利益,所以,用户随便搜什么关键词,排在最前面的一般都是广告,全力压榨用户的潜在价值; In knowing, Tieba (Post It) this product, some also established very powerful distinctive mechanism, goes to recognition as far as possible to send the advertisement the user, they can the second delete the issue to know, Tieba (Post It) inside advertisement post in themselves, all round of advertisements, or is only the user who sends the advertisement doubtful prohibits, to go all-out to contain the others 's drainage permanently in his product, one performance that this has self-respect extremely ; 在知道、贴吧这种产品里面,某度也是设定了非常强大的甄别机制,去尽可能的识别发广告的用户,他们会秒删发布在自己知道、贴吧里面的广告贴、会把所有发广告,或者只是疑似发广告的用户永久封禁,尽全力遏制其他人在他的产品中引流,这就是极度爱惜羽毛的一种表现; What is odder, including the encyclopedia knowledge encyclopedia products, is combining the huge interest relations, the average consumer wants to found encyclopedias, and through verifying difficultly such as to ascend to heaven, but if the choice spends, divides minute to be able to handle. 更离谱的是,连百科这种知识百科产品,都混杂着巨大的利益关系,普通用户想创建一条百科,并且通过审核难如登天,但是如果选择花钱,分分钟就能搞得定。 To such company, you as the ordinary internet user, or ordinary internet pioneer, let alone wants to pick his two root hair, the head leather meal that even if he falls, he can carry off, does not make anybody obtain, wants to obtain still, takes out money. 对这样的公司,你作为普通互联网用户,或者普通互联网创业者,别说想捡他两根毛,就算是他掉的头皮屑,他都会自己带走,不让任何人得到,想得到也可以,掏钱来。 If a company achieves such situation, then it is very difficult to become the eminent of this industry, the slave who it will only degenerate into money, Li Mu does not hope that the Muye Science and Technology platform, will also take some such route in the future. 如果一家公司做到这样的地步,那么它很难成为这个行业的翘楚,它只会沦为金钱的奴隶,李牧不希望牧野科技的平台,在未来也走某度这样的路线。 Ali, Tencent of later generation, platform although in hand thoroughly is not open to the user, but also gave the user to be many moderately, for example WeChat public account number, then in the huge Self Media community, WeChat basically did not garrison to the external links, only if the link of opposite party were the commodity link of Taobao department, or violated the link of law, this showed, WeChat was not worried own user, by the situation of public Lord outside chain will be robbed, this was also a performance of platform self-confidence. 后世的阿里、腾讯,手里的平台虽然没有彻底向用户开放,但也是适度的给了用户很多自由的,比如微信公众账号,那么庞大的自媒体群体里,微信对外部链接基本上是不设防的,除非对方的链接是淘宝系的商品链接,或者违反法律的链接,这就证明,微信并不担心自己的用户,会被公众号主以外链的形势抢走,这也是一个平台自信心的表现。 Moreover, the WeChat public account number has not requested to control all Lord advertisement delivery freedoms, should not be divided, this is also the performance of platform self-confidence, can achieve this point truly the platform, really few. 而且,微信公众账号也从来没有要求管控所有号主的广告投放自由,更没有要从中进行分成,这也是平台自信心的表现,真正能做到这一点的平台,真的没有几个。 However some are different, outside the chain in some are very sensitive existence, over 90% outside chains that basically the user publishes, some will be killed in a variety of ways, for is feared that the own user's outside chain through these overflowed and feared others use oneself user to raise his project, to gain should money of gaining. 但是某度就不一样,外链在某度是非常敏感的存在,基本上用户发表的90%以上的外链,都会被某度以各种方式干掉,为的就是怕自己的用户通过这些外链溢出、怕别人利用自己的用户养大他的项目、赚走自己该赚的钱。 Therefore, Li Mu cannot set up a delivery platform that on Weibo (Micro Blog) Twitter controls the advertisement, he must give the user enough autonomy. 所以,李牧不能在微博twitter上设立一个管控广告的投放平台,他必须要给用户足够的自主空间。 Naturally, leaves the autonomy of user, must add on certain limit appropriately, the issue advertisement that once otherwise everyone does not limit, the platform very probably turns into the trash information immediately the agglomeration. 当然,留给用户的自主空间,也要适当加上一定的限制,否则一旦大家都不加限制的发布广告,平台很可能立刻变成垃圾信息的聚集地。 Thinks it over, Li Mu opens the mouth saying: „Our Weibo (Micro Blog) Twitter, must find a doctrine of the mean solution, in the future cannot certainly rigid in the income that the advertisement brings, such will make our platforms be flooded by a lot of trash advertisements, affects our user experiences, but cannot take responsibility by user completely, therefore in my operational philosophy, we need to formulate one set fair and convincing Game rule, everyone defers to the Game rule to play, each other lives in peace with each other.” 思来想去,李牧开口道:“我们的微博twitter,一定要找到一个中庸的解决之道,未来一定不能执着于广告所带来的收入,那样会让我们的平台被大量垃圾广告充斥,影响我们的用户体验,但也不能完全由用户自己做主,所以在我的经营哲学里,我们需要制定一套合情合理并且让人信服的游戏规则,大家都按照游戏规则玩,彼此相安无事。” Then, Li Mu also said: „ Like this, my idea is, first, must limit the trash content of each Weibo (Micro Blog) Twitter account number, the Weibo (Micro Blog) total that for example, the ordinary account number can issue every day cannot over ten, this has actually met the needs of overwhelming majority normal users ; 说罢,李牧又道:“这样,我的想法是,首先,要对每一个微博twitter账号的垃圾内容进行限制,比如,普通账号每天能够发布的微博总数不能超过十条,这其实已经满足绝大部分正常用户的需求了; Next, we conduct algorithm screening, the auxiliary artificial verification and user to the content sue these three judgment logic, judged that the trash content surpasses 10%, 30% and 50%, what kind of punishment gives respectively, for example: The limit issues and limits is paid attention to and buckled the powder forcefully or prohibits as well as prohibits fixed time permanently ; 其次,我们对内容进行算法甄别、辅助人工审核以及用户投诉这三条判断逻辑,判断垃圾内容超过10%、30%、50%的,分别给予怎样的处罚,例如:限制发布、限制被关注、强行扣粉或者定时封禁以及永久封禁; Again, the platform that all meets the advertisement, must meet the advertisement the product to take certain responsibility to oneself, first, cannot advertize to any " three without " product ; Next, if the product of advertisement has the problem, that Lord must shoulder the joint and several liability, light, then punishes heavily, confers a title upon ; 再次,所有接广告的平台,必须要对自己接广告的产品负一定责任,首先,绝不能给任何三无产品做广告;其次,如果广告的产品出现问题,那号主也要承担连带责任,轻则处罚、重则封号; Finally, the advertisement only allows the current capacity Lord to disseminate, any enterprise, individual, cannot any way rub the Weibo (Micro Blog) major lists the advertisement, we as the even Taiwan, present to the user, certainly is the premium content! ” 最后,广告只允许流量主自行传播,任何企业、个人,不得以任何方式将广告刷上微博各大榜单,我们作为平台方,呈现给用户的,一定是优质内容！”
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