I am also concerned about this issue, what is the endgame.
In the Internet circle, almost every communication group is teaching you how to make private domain traffic when you turn on your mobile phone. The tactics and strategies are full of mountains and plains, which makes people of different classes anxious.
Such as anxiety among giants how to build a large enterprise under closed-loop ecological perspective, to prevent users online time decreased, thereby enabling brands; how small business owners anxious to make users scattered across channels integrated together , forming a small amoeba among the nodes ；
The executives are anxious about how to use the combined boxing tactics, how the middle-level anxiety can make friends with users, and users are concerned about the cost-effectiveness of the experience, the joy, anger, sadness, and the meaning and value it brings.
If the current traffic is compared to a potent medicine, then the private domain is the “Chinese medicine”, which requires long-term and infiltrating operation of users. Now that the major platform infrastructure has been completed, how to manage private domain users? It may seem simple but it is not a simple problem.
Only when the cognition is extremely complicated can you master the general minimalism. From the perspective of psychology, the marketing science is seen. In 1943, the famous American social psychologist Maslow, in Maslow’s hierarchy theory (hierarchical theory of needs), already Tell us the human secrets of private domain management. All of this now seems to be used in different levels of circles.
BAT ( Baidu , Alibaba , Tencent ), TMD (Toutiao, Meituan, Didi) are like the commercial helms of the Three Kingdoms period . Behavioral Atlas”.
Zhiyuan will develop from the three basic constructions of information, e-commerce, and social in the 1.0 era. In the mid-term, small and medium-sized enterprises will emerge to build digital users, the ecological closed loop of different circles, and the four perspectives of “super nodes under the cloud perspective”. From the perspective of the main two dimensions, what is the end of the private domain?
01. The Internet is full of flowers
Speaking of Internet development, it should start in the 1980s. In 1987, “Qian Tianbai”, the father of China’s Internet, used a foreign server to register the domain name CN in China and sent the first email.
The content is: Across the Great Wall we can reach every corner in the world.
This email made China the first link to the Internet and made China a member of the Internet. Who is Qian Tianbai?
It can be said that the father of the Internet in China. According to the data, in 1963, he was admitted to the Tsinghua Radio Technology major with an average score of 93 points in 6 subjects. He devoted his life to computer network research. It is he who made the Chinese Internet have a progress from 0-0.1. .
The rise of the first big Internet giants
Development until 1994, China’s first Internet company was formally established, named “Ying Haiwei”, the main positioning services for information, entertainment, Chinese forums and virtual currency services.
There was also a man of great influence back then. Ms. Zhang Shuxin, who graduated from the University of Science and Technology of China in 1963, returned from the United States through further studies.
Bringing complete Internet product knowledge back to China, unfortunately, the investment circle did not dance in the past, so it missed a good opportunity, but it laid the foundation for several subsequent business hegemons.
By 1992, English teacher Jack Ma established an organization called “Haibo Translation Agency” to make some extra money. As a result, he did not make money but made a group of foreign friends, allowing him to open up his international horizons and also get access to the Western Internet.
During the five-year development from 1993 to 1998, Ding Lei, Zhang Chaoyang, Ma Huateng, Zhou Hongyi, and Liu Qiangdong, the top prize winner, appeared.
Ding Lei was influenced by his predecessor Ying Haiwei to make a portal website called Netease . Although he knows the technology, his mailbox is more complex than his own. The team often asks outside experts for advice. One of them is “Zhang Xiaolong”, the founder of foxmail.
Zhou Hongyi and Zhang Chaoyang were later than Ding Lei and Zhang Xiaolong. In the same year, there was also an expert, former Baidu product vice president “Yu Jun”. He was one of the earliest search engine researchers and promoters, and was also the core leader of Baidu products in the early years. .
It wasn’t until 1999 that the first wave of dividends on the Internet was officially launched. Jack Ma failed to start a business and led 18 Luohan to establish a company “Alibaba” in Hangzhou Lakeside Garden, which was determined to live for 102 years.
In the same year, Internet online chat became popular, and a software called OICQ was launched. These 12 years of development have made China’s Internet foundation a big step forward.
Information, e-commerce, social, local life
According to the history of development, I summarized the development of the Internet in China into four modules: information, e-commerce, social networking, and local life. As long as the time is extended to the present, the four aspects are always inseparable from the user.
The 20th century was the first year when the first generation of Chinese Internet began to dance. The three portals Sina, Sohu , and Netease were listed on the Nasdaq, but the starting point was all portals.
Now it seems that the main business and revenue have undergone tremendous changes. Sina has become an interest square for user content co-creation, Sohu’s development has also been multi-product, and NetEase has become a multi-product collection such as games, music, and Youdao dictionaries.
From the perspective of private domain traffic, Zhiyuan believes that the giants start from the public domain to acquire customers. What is this public domain? I sum it up as television, audio, and paper media. Hundreds of millions of users are slowly creating online giants.
In 2001, Robin Li returned from the United States and founded a search engine company “Baidu” in a hotel in Beijing. In May of the same year, he met his first general, Yu Jun. The two of them worked together for 8 years to defeat the giant Google and developed a search engine. Many products, such as Baidu Know, Tieba, etc.
During this period of time, the Internet encountered the first bubble. The Chinese concept stocks dropped by the limit and NetEase compensated nearly 230 million. Duan Yongping bought 6.8% of NetEase’s shares and encouraged it to play games. In the same year, Duan Yongping also had two mobile phone companies, OPPO and vivo. Thinking of these two companies fighting with Lei Jun bloody 10 years later.
Portal When the Xingshi Internet entered the 2.0 era, except for the accidental domain name, QQ registrations exceeded the 100 million mark at this time, and online social networking became a communication tool for many post-90s generations .
After Taobao went online in 2003 and JD.com appeared, Chen Tianqiao became the richest man in China by virtue of “Legend”. It was not until 2004 that Ali won the largest private placement of China’s Internet of US$82 million and Tencent was listed on the Hong Kong stock market.
It developed all the way to the beginning of the rise of blogs around 2007, and the first batch of text Vs officially appeared. At that time, the most traffic content community was Tianya, Baidu Tieba; three people network, QQ space, Kaixin.com rose in succession, and local life group buying appeared to fight to the end. Meituan won.
Slowly, 3G and 4G are developing at a high speed. Many PC players have begun to pay attention to mobile APP marketing. The earliest tools for occupying users are Weibo and Fetion. Then the mobile social war is about to start, but the only thing that surprises many players It is “Zhang Xiaolong”.
After Tencent acquired Foxmail in 2005, WeChat was born. The second killer product in history appeared. Zhang Xiaolong helped Tencent get a ticket for mobile Internet. By 2009, Yu Jun left Baidu.
In 2012, a person who believed that algorithms are the future trend started an information flow push service. The company’s Bytedance product was “Today’s Toutiao”. In the same year, Suhua started a short video transformation from GIF.
After the mobile Internet is based on the travel track Didi, Kuaishou, Uber has competition, one after another is the rise of shared bicycles, after 4G universalization, Kuaishou has won 100 million users and become the short video king.
But byte’s vibrato also emerge as the main battlefield of young people consume fragments of time, in which case blitzkrieg become a large population of Internet marketing strategy, Ruixin, fight a lot , little red book , know almost killing in the stock.
It can be seen from this that whether it is PC or mobile, China’s Internet power has emerged with the help of “network transformation” and “Maslow demand”. People behind them pay more attention to food, clothing, housing, transportation, eating, drinking and playing. High-frequency just needs to become top Internet players.
02. The emergence of SME owners
The history of development can clearly understand the network map of the Internet, but development is inseparable from trading. First of all, we may wish to think about “what is the basic logic of doing business?”
“I think some people will definitely say that it makes money. I divide the B-end companies into two types: making money for platforms and making money for technical services. What is the essence of making money?
It has three dimensions, namely:
1. Large perspective to solve the information gap
2. Intermediate perspective to solve company needs
3. Small viewing angle meets user needs
Large perspective to solve the information gap
For example, there is a cosmetic brand in Shenzhen that is very cost-effective, but it only has traditional stores. It is difficult to use offline business logic, and it will take a long time to reach other cities. Users who want to buy can only go through provincial, municipal agents and terminals. Retail arrives at the store.
This intermediate process is not only long and the price is very high in the hands of users, so there are online platforms appearing, so what are the platforms?
According to Maslow’s demand theory, there are four types of insights: “e-commerce, life, information, and social.”
Taobao, JD.com, and Pinduoduo are in the e-commerce category. The upstream connects the brand and the factory, and the downstream directly reaches the user; the “timeliness, poor information” is solved.
Users only need to search for the desired product and place an order to meet their needs. Faster means efficiency. The platform’s operating logic is to “shrink the time and space for performance.”
How does the business make money? Entering the platform can generate exposure and transactions through various promotions such as through trains. Therefore, the merchants benefit, the platform is commissioned, and the consumers are benefited from shopping around.
Meituan, Ele.me is a typical user’s life demand platform. Its upstream solves business problems, and its downstream still directly reaches users, but the only difference lies in “delivery.”
The city is like a spider web full of various nodes. Distribution means solving the problem of time efficiency between nodes. The rider is the key in the early stage, so the business model meets the needs of “merchants, riders, and consumers”.
However, the only difference from e-commerce is that it has a dense structure and can reach three kilometers around it quickly and directly, which is compressed based on the time and space of fulfillment.
Why do giants do community group buying? Group buying is not the goal, but opening up the relationship between intermediate nodes is the core. The opening up of nodes means that the supply chain is more efficient. Big data from users can reversely push the supply-side reform of production, such as the daily freshness of the pre-warehouse model.
Life also includes subdivisions such as food, lodging and travel. Many platforms such as Ctrip, Mafengwo, and Qunar also emerged at the time. The core logic is to solve the relationship between supply and demand.
Talking about information, what are the ways for people to access information through the mobile Internet?
In the early years, portal websites (Sohu, Netease, Tencent, Sina), etc.; the production of information is very important. Early people can only obtain information through official media reports, such as Henan, Guangzhou, and Shenzhen. You can see information from different regions on the same website.
Over time, Toutiao and Weibo Douban have appeared, and informatization has also been made into platform logic, that is, UGC producers and readers are composed of two dimensions; the platform is responsible for distribution, monitoring and management, how can the information platform make money?
E-commerce needs more users, and information is the highest point of disseminator, so e-commerce advertises on the information platform to generate advertising profits.
Social is the basic needs of people, including “strangers” and “acquaintances”. From the early days of Skype to Michat, QQ, and WeChat are all solving social problems. There is no doubt that Tencent, the top social player, has grasped in the early years. stranger.
After the mobile Internet, WeChat acquired the address book, QQ import and catch up with 3G, 4G popularization quickly got up, the reason why we can hold billions of users has a huge relationship with early positioning, WeChat is a tool.
Although those strangers’ software has grown up early in the later stage, why can’t they survive for a long time has a huge relationship with the business model and the “time difference.”
So how does the traffic of the above four come from? Zhiyuan concluded that there are three models in addition to the bonus of the times, one is interchangeable, the second is online advertising, and the third is offline advertising.
Intermediate perspective to solve company needs
What is an intermediate perspective? Capital or giants invest in technology companies to serve SME owners and local lifestyle brands.
When the platform becomes more mature, it means that JDP will grow, and the number of merchants will continue to rise. For example, in the 2020 annual financial report of Meituan, the number of active merchants and transactions on the platform will increase by 6.8 million and 510 million, respectively.
This shows that various life services such as catering, beauty industry, leisure and entertainment are still the first choices of many small and medium-sized offline entrepreneurs.
FMCG has always been demanded by the general public. The e-commerce dimension, JD.com, Pinduoduo, Taobao Gome and other merchants are also showing growth every year, and the main force of domestic goods circulation is on the giant platform.
The increasing number of merchants means that they can compete with competitors for time in inventory, and price wars and quality wars will appear.
Price and quality are behind the user stratification. For example, Shenyang users who want cost-effective products often go to Pinduoduo, and want to pursue fast delivery and quality assurance. Tmall and JD Logistics have become the first choices.
If the timeliness requirements are not high, other niche platforms on Taobao have become a top choice, and all of these cores are still solving the “performance efficiency problem.”
The increasing number of merchants will increase the technical requirements of the company, such as whether it can use PUSH push to manage customer relationships through means, and how to scale up the repurchase rate.
How to guide local users from the platform to shop consumption, so various items are managed vertically, and auxiliary tools appear, such as CRM, ERP, AI customers, automatic calls, marketing automation, etc.
Meet user needs from a small perspective
The needs are divided into two types: company needs and consumer needs. The company’s needs include how to digitally manage employees, intelligent attendance, online assistance, etc. Dingding digs into the management of small and medium-sized enterprises.
The number of companies has increased, and the demand for more companies will increase, and we will follow the trend of DingTalk to upgrade to an open platform, and invite more technology companies to settle in (taxation, contract signing, salary checking software) to provide services for the company.
Besides consumers, human nature has deep-rooted demands for social interaction, and all WeChat status has always been difficult to be shaken by other competitors.
The Internet has reduced efficiency, and competition between small and medium-sized brands has begun to lengthen over time. In addition to price, quality, and timeliness, it also has a direct relationship with users.
Small and medium-sized business brands try to find breakthroughs from four aspects, thinking about whether my sales on Tmall can lead users to WeChat to form stickiness, and whether I can also do e-commerce on WeChat, and provide users with after-sales, likes , and WeChat. Union gosling pass is a product of the times.
Some merchants want to do e-commerce in other channels, but cannot do fission in the social ecology. Customers want to do small programs but it is expensive to recruit technical personnel, so as to meet the needs of SME owners from shelf management to user management to social fission. From the ground.
Of course, there are a lot of technical empowerments for a single module in the industry, and there are many tool-type profit models, such as a subscription system, and a 100% commission from the flow. All of these will ultimately solve the “spatial performance efficiency problem” in the Internet structure network.
03. Closed-loop ecology in different spheres
Looking at the Internet ecology from the four dimensions of social, information, e-commerce, and life, the top platforms that can master huge data include Baidu, Tencent, Ali, Bytedance, JD, Pinduoduo, Didi, etc.
So how do they build their own ecology to influence the decision-making of SMEs? Zhiyuan summarized two logics. In the early years, it was about “commodity circulation” looking for people, and now its business was “all user-centered services” looking for people.
Large private domain closed loop under the giant
In order to increase competition barriers to its own platform , it is a normal strategy to adopt investment layout and develop new products within the platform.
Take today’s headlines as an example, based on algorithms recommending other portals for fast corner overtaking, the core of the growth model is to support more vertical category content producers to produce UGC, and to recommend to consumers through the platform, bringing more views into production. Those who come out, cycle in turn.
Then, from a big perspective, fractal innovate a series of new products based on the growth of user volume. In the early years, Volcano Video, Connotation Duanzi, and now Douyin, Tiktok, obviously this is a closed-loop innovation model based on the user side in the main business.
When the number of users reaches a certain number, it needs more intermediate node support like a structured network, and then short video KOLs appear.
Wherever there are users, merchants can go there, and there is also a recommendation logic for people to find goods. In terms of commercial design, in addition to the information flow, it helps merchants to make Douyin accounts to tilt the traffic and open the fan group of small stores. Obviously, all this is based on information. The private domain closed loop.
Now, the most missing part of bytes is the “social part”. Information plus e-commerce plus localization plus social interaction is the most terrifying.
We are looking at Baidu’s products. Baidu knows that Baijiahao, good-looking videos, academics, and maps are all building an informatization ecosystem, but the only gene that Baidu lacks is the “capability of content co-creation.”
Many genes based on the original search are in the cooperative ecosystem, so its stickiness is difficult to match the byte, which has the stickiness of the fractal attribute, which Baidu does not possess.
Therefore, if Baidu wants to keep users staying for a long time, it must attach great importance to content co-creation. Although it seems that there are hundreds of accounts and good-looking videos, it seems to be a little powerless. This piece of cake can easily be swallowed by other opponents.
Although Baidu focused on the above four models in the early years and also involved localization (Baidu Nuomi), e-commerce and other businesses did not go smoothly.
Regardless of its investment landscape, Tencent’s main product, WeChat, seized the first social dividend, which made it difficult for many players to surpass.
Products with more than 1 billion registered users have many fractals, such as search, take a look, Moments; mini programs, official accounts, video accounts, etc. Each opening of a function in WeChat is a huge bonus for small and medium-sized enterprises.
Let’s look at the local life Meituan. What is this ecological closed loop that often plays games outside the border?
After a few years of starting with group buying, it quickly broke through, and began to expand various channels, adding food, takeaway, hotels, movies, taxis, medicine, scenic spots, KTV, pet medical treatment and other diversified categories, making people think of eating, drinking, and having fun. It will be reflected in the brain immediately.
But the most fatal and missing thing about Meituan is “content”, which is still shelf thinking. Douyin can empower merchants with LBS based on content but cannot solve the distribution problem. And all these innate genes of Meituan, as for the future of Byte and Meituan It is difficult to judge whether there are competitions in some businesses.
E-commerce Taobao, Pinduoduo, and JD.com’s original shelf-based model has also changed to “live delivery with goods”. From the user’s perspective, Taobao homepage has become a “waterfall” form, with product attributes gradually weakening, and store live KOLs are the main push.
It’s like going to a supermarket to make consumers feel immersed. All of this is always inseparable from the four dimensions mentioned, “information, social interaction, life, e-commerce”, Xiaohongshu, and Bilibili are also based on genetics. By.
From a high-dimensional perspective, what is the private domain of Xiaomi phones? The Xiaomi community and the mall link everything, and any piece of the territory can be split into a closed loop. Therefore, each large platform is building a stronger private domain covering small and medium-sized business owners.
Closed loop of SME brand owners
From the platform down to the SME brand owner, if the platform is the rule, then the SME brand owner is another node from the big perspective, which is used to link consumers. The SME brand owner has two types of technology and commodities. The technology category is Software features, SaaS, EPR, etc.
Focus on the commodity category, and return to the beginning of the question. How does a single brand build a private domain closed loop?
You will see that there are people in the market asking you to make Douyin, video account, mini program, Xiaohongshu, Bilibili, opening a small shop, etc., these strategies are summarized in two dimensions in Zhiyuan’s view:
1. Make good information channels
2. Do the closest thing to the user
The core of the two is to build a complete “user experience and transaction journey”, and the essence is also to compress time efficiency, so why do we want to have a private domain of many channels? The reason is that users are in different fields and are affected by the development of platform-based brands.
Many people mentioned that Douyin’s cognition stays on live broadcasts and short videos bring goods. If you understand the brand from the platform perspective, this is not the state.
It allows businesses to make Douyin accounts, make content and live broadcasts, and then attract fans to join the community. It is a perfect closed-loop for social interaction. Maybe the future link journey will also include adding fans’ personal Douyin accounts, chatting and other functions, so you don’t need to put users anymore. Introducing the WeChat ecosystem, so it is a huge pool.
Technology companies are an intermediate link. On the one hand , it is to solve a single point of problem and become a part of the large enterprise ecology. On the other hand, it is to help small and medium-sized enterprises to solve current problems.
From a high-dimensional perspective, technology is connecting people to the interconnection, people to equipment, and equipment to the core of society; people, things, things, and the environment become a larger and more complex community, so that all the communities are connected to subsets and the islands are opened up.
From a low latitude, Zhiyuan summarized as process management, data storage, marketing automation, etc. All these are to solve the problems required by the operation of small and medium-sized enterprises brand owners. The data stored behind, and the behavior is pulled to a higher perspective, it is actually creating cloud “people”. Knowledge Graph”.
04. Super nodes from the perspective of the cloud
If China’s billions of people are virtualized online, everyone is a particle in the data, and the storage of these particles stays in “cloud servers.”
Solving user demands through different application software, and understanding behavior is finally used as analysis to become a “knowledge graph”.
The essence of artificial intelligence is a way of artificial intelligence. It automates certain user behaviors and hobbies through data research, and uses algorithms to recommend content you like to you. Many people will say, what is the difference with private domains? relation?
Looking at private domains from top to bottom
The global cloud TOP rankings include Alibaba Cloud , Huawei Cloud, AWS, Microsoft, IBM, etc.
The essence of cloud is a kind of structured network. Tencent Cloud official website can see that it mainly corresponds to artificial intelligence, blockchain, and security, while Alibaba Cloud is relatively in terms of TOC and government use. Huawei Cloud is a TOB enterprise. Although AWS has full coverage, it is affected. Limited development of management and control.
If you look at cloud servers from the TOC perspective , there are PaaS, laas, and SaaS at the core. We are most often contacted by SaaS, such as Zanweimeng, etc. Even if the company is privatized and deployed in China, it basically cannot escape the above-mentioned cloud servers.
So based on this logic, looking at cloud servers from the TOC perspective, there are many “platform entrepreneurs” under the server, such as Pinduoduo, Taobao, Jingdong; Xiaohongshu, etc.; although some companies build their own servers, they also have some choices. Use large company molding technology.
And there are more SME owners (brand parties) under the platform. The more SME owners radiate user data through content and technical marketing, the clearer the user research will become. The essence of viewing private domains from high-rise buildings is “super node distribution”. And management”.
Small and medium-sized enterprises obtain customers through marketing advertisements and settle on WeChat. Ecosystems such as Douyin build strong relationships from weak relationships; server providers attract small and medium-sized enterprises through basic basic services; this top-down form is essentially “granular precipitation of users Data behavior”.
The emergence of a large number of private domains
Behind the private domain management are people, and the touch point lies in “information, social networking and commodities.” When an SME owner has millions or tens of millions of users, there will be emergence; then what is emergence?
For example, when a bicycle interacts with a rider, a smooth forward movement occurs, but neither part can produce this behavior independently. It is divided into two aspects: strong and weak.
What is strong emergence?
Based on the interaction of a large number of individuals based on simple rules, a disorderly “central air-conditioning” can emerge as a whole new order. In a complex system, the most important thing is not individuals, but mutual interactions.
For example, the form of Douyin through the content algorithm square will cause weak relationships to collide, new cultures will emerge, and other phenomena such as commercialization can occur.
What is weak emergence?
It is a top-down awareness of identity and bottom-up autonomy. Simply put, as long as there is a cultural mission in an organization, or through self-referencing, process autonomous decision-making can be achieved. The entire system There will be good consistency and strength.
What’s behind this? The most important thing is to build a cluster (Swarming), what is a cluster? Just like computers, they work together through loose hardware connections.
For example, from a brand perspective, building a private domain is like building a cluster. For example, you do Douyin, WeChat, video account, mini program, enterprise micro community, and draw users together to generate transactions and links.
But why can’t it drive growth by self-fission? The core lies in self-organizing cultural drive and cluster building.
Just like a sunflower, each melon seed is the smallest unit. It seems that there is no connection but there is a link. The APP factory like Zhang Yiming is a typical sunflower model. No matter how it is distributed, there is a “chassis support” behind it, so what is your brand chassis?
What is the end of the private domain? The private domain positioning of each class is different.
Giants are looking at data and ecology to build a digital map ; platforms are integrating transactions and information, and small and medium brands are building channels and links under the platform. When a brand has millions of user groups, new emergence may appear.
The most advanced emergence is the “cultural” link. In the future, every brand may be a “Douban community”, allowing users to participate in the co-creation of brand content, sharing to bring growth, and presenting different amoeba nodes under the giants.
Obviously, it doesn’t matter what the end result of the private domain is, it’s how many private domain users you have and how to make each weak relationship a brand’s hyperlinker.
Part of the reference:
Half-Buddha Immortal: For 30 years on the Internet, there are always people who are young.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/what-is-the-end-of-the-private-domain/
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