How to treat Tencent's strategic investment Aauto faster?

Tencent, a goose factory with long-term topic skills, successfully led a $350 million investment in Auto Fast on the 23rd, hitting a hot spot.

This topic is so informative that Goose Factory just turned off its micro-vision a few days ago. Everyone guessed that it was to concentrate on the rhythm of playing short videos on WeChat. What happened? ...

Recently, Aauto Quicker is a little unnoticed and used to being vulgar. It seems to be completely obscured by the short video image that tries to be professional and vertical and compete with traditional TV stations.

However, you must not ignore that low is also a hot spot, and people will pay attention to it.

Text/Zhang Shule

Come on, who wants to kill someone?

Especially compared with Goose Factory, Aauto can't be smaller, but people have their own talent for topic, and there are always many boos when they appear.

In particular, last year's fake charity live broadcast event has kept it at the forefront and has been stirred up. Of course, by the way, it also brought a lot of "support" (users). Su Hua, CEO of A Auto Quick, once said in an interview with Netease Technology in February 20 16 that A Auto Quick has a daily life of 40 million and uploaded more than 5 million videos.

This development is also due to negative reports to some extent.

This time, the combination of Goose Factory Double Sword and Aauto Quicker brought a cheer. It seems that this represents the Pan Entertainment Goose Factory once again trying to play diaosi card to subvert the big market of live broadcast.

Last time in Weibo, Tencent Weibo, as a strategic containment product, adopted the bottom line rule and formed a differentiated pattern of "Sina Weibo talks about state affairs and Tencent Weibo talks about romantic affairs".

As a result, it developed in parallel with the tall Sina Weibo for a long time, making Tencent endure the birth of WeChat and then throw it aside as an abandoned child.

The purpose of strategic containment is to strive for a longer window period. ...

This time, the purpose lies in this, and it is not the easiest combination of Weibo+second shot+small card show+live broadcast, although the combination of Tencent (WeChat) +Aauto quicks has formed a strong contrast with it.

But in fact, Aauto is faster than the second shot, and the two are not on the same plane at all.

This is what I intercepted on two applications. You can look at the style comparison:

For example, the former is the professionalism of going to magazines, more than 3,000 stars, big V; Media, self-media and PGC creators exceed10000; Covering more than 40 vertical fields, 5000+ content creators, what do you like? An inappropriate metaphor is: Phoenix Weekly and Caijing, taking the road from first-and second-tier cities to young people in third-and fourth-tier cities.

The latter is basically nothing for celebrities. They are all kinds of diaosi who want to take shortcuts. In terms of the number of ways, they play in the direction of "Friends" and "Story Meeting". Strangely, they all play, so there are more and more wonderful videos of electric drills gnawing corn. The focus of the crowd is the rural market in the third and fourth lines, and the style is also dominated by another eye-catching style of killing Matt.

In a word, the former is gambling, winning a full house with superb acting skills; The latter is a fool, constantly labeling himself as a clown, like a giant pill seller, attracting people to watch.

What will happen? I remembered the story many years ago. While watching TV, Xifeng said that she loved reading the social science magazine Story Club, while laughing, and we opened our bosom friends and family ties at hand.

If the camera is tilted a little more, you will see several other books, which may or may not be Sanlian Life Weekly.

Why is there such a strong sense of disobedience? Two explanations:

One is that there is no intersection between audiences. Generally speaking, it is a group of people who watch Luo Ji Thinking and another group who watch Country Love Story. The two products compete for users on different planes, just like the reason that the second shot and Aauto Quicker are not on the same plane.

One is that there is intersection between users, but it does not affect. There are also many people who listen to Luo Ji's ideas and look at the countryside. It doesn't matter. Who says people who like listening to elegant music can't go to bars to listen to heavy metals? Users' own attributes also have different planes, so as to be compatible with completely different styles of products.

However, what I want to say here is that no matter how compatible, I often only need a product of one style. Which is the best one. Now Aauto Quicker's next goal is coming to the fore:

Today's headline is the benchmark between Goose Factory and A Auto Fast.

Today's headlines with good content aggregation are the primary goal of Goose Factory to bless Aauto faster.

Recently, it is another infringement of rights and rights, and it is also a short video of large-scale layout. Tian Tian Express (Tencent), which also wants to aggregate content, especially news and self-media aggregation, wants to rise, which is precisely the biggest enemy.

This is where Aauto Quicker can help, not the WeChat WeChat official account blessed by other video platforms of Tencent. Compared with today's headlines, Aauto Quicker and Tian Tian Express, as well as the built-in QQ public platform of mobile phone Q, and even Tencent News that pops up directly on PC, the biggest advantage is that it is more in line with the demand of diaosi.

Tencent's products, according to various interpretations of Wu Xiaobo's Biography of Tencent, are actually one thing: enough diaosi, falling into the dust, will be invincible.

In the era of TM homogenization, no one can stop white-collar workers from publicly using MSN and secretly using QQ.

Its content aggregation platform coincides with the tonality of Aauto Quicker. If you really join hands with the pat and pepper in the United States, this difference is really difficult to reconcile.

What about today's headlines? This is an awkward position. Now its strategic direction is very interesting: it is mainly engaged in diaosi business, but wants to be a pet of white-collar workers.

As a result, it is inevitable that there will be a little personality tear now. After all, even eroticism, such as playboy, takes a lewd but not lewd middle-class entertainment consumption route, and many people dare not touch it.

If there is no opponent, it is better to say that we can meet an Aauto who resolutely takes a very low route faster, so it is hard to say. Just as Playboy meets Attic, the market for diaosi is no longer extravagant.

Aauto Quicker's biggest crisis: how to get advertisers to spend money on me?

Aauto Quicker with Tencent blessing also has its own crisis. The first is tonality. There is a problem based entirely on diaosi market, that is, the profit model is easy to diaosi. As far as direct advertising is concerned, Rolls-Royce will definitely not come, and Head & Shoulders may ... don't want to.

After all, it is too low, which will reduce the overall taste of your products, gain eyeballs, lose brands and lose money.

This is why both the second shot and today's headlines are trying to make themselves more in line with the brand in tonality. To put it bluntly, advertising on our platform can bring benefits to the brand's reputation.

The gameplay of Secondshot is supported by cross-platform resources on the four platforms of the same company's products, namely, small card show, live broadcast and Weibo, which makes the gameplay span multiple social fields and become colorful. Today's headline is to use background data to achieve accurate delivery of user interest points. Although we can only make a fuss about advertising, at least accurate advertising can still make the brand yearn for it.

On the other hand, in Aauto Quicker, advertisements with very low posture are of little significance, and there are two best solutions:

That is to maintain tonality, on the one hand, continue to live in the old routine of virtual props, and directly take out the user's pockets. On the other hand, we will join hands with the game to promote it. After all, the marketing of games often doesn't mind tonality, as long as it can be converted.

Have you noticed that a large number of diaosi game advertisements are not much different from the content of Aauto Quicker in style?

After all, it is difficult to improve tonality from the taste of diaosi. Although at present, you can still enjoy the demographic dividend of the rise of the middle class in China. After all, most of these people are diaosi, and many people still have the habit of wearing thick gold chains with their fingers.

However, this bonus didn't last long, and the rise of status was always accompanied by the change of taste, which made Aauto Quicker always weak to the users of this group. When it comes to income means, there are many problems.

The overall consumption power of fans is often the key to the fate of the content platform. On this indicator, the second shot took the route above the middle class. Today's headlines are between grassroots and middle class, and tend to be grassroots with taste and demand; The faster space left for Aauto, and his consistent tonality, is to explore the bad habits and bad tastes of diaosi as much as possible.

It is easy to tell whether the consumption power is high or low. Even for a person who uses three platforms at the same time, it is very clear which platform to choose for consumption.

And Tencent, which does diaosi business, will not let Aauto go to the heights faster. There are many video content providers on Goose Factory. For an autobot, it is good to live in a low valley more quickly and calmly.

In addition, the problem about the three levels will also be the problem of faster auto. Criticism of public opinion can't hurt the roots, but it can be advertised. However, don't forget that another generation of "fast" has learned the lessons of the past.

Yes, that's the fast broadcast, just like the logic that Aauto Quicker always likes to mention "technical innocence".

If a product loses its steps from low dimension to high dimension, it may capsize at any time because it can only go to the toilet:

This prospect is really hard to say.