my return 2002

Chapter 254 Core Competitiveness

Hearing what Zhang Zhidong said, Brother Xiao Ma was also moved. In his opinion, YY has the resources QQ also has, and QQ has more users than YY. Since merchants are willing to place blog advertisements on YY logs, they will definitely not refuse QQ.

At Penguin's high-level meeting, executives were also very optimistic about this project, and agreed that this is another revenue growth point for Penguin.

With the support of senior executives, Zhang Zhidong immediately launched the project, and soon the Penguin marketing department began to contact merchants who have been cooperating with Penguin, and these merchants are also very cooperative. Hearing that QQ has a new promotion project, he also expressed his willingness try.

Naturally, bloggers would not refuse this kind of good deed. If there is an extra income, no one would be troubled by money.

Everything is going in a good direction, and Brother Xiao Ma and Zhang Zhidong are also very proud of their "masterpiece".

On the other hand, the actions of YY Log and QQ Log naturally did not hide from the eyes of Sina Blog.Follow up quickly.

And in comparison, the various celebrities on Sina Blog are much more famous than the bloggers of YY Log and QQ Log, which naturally attract the favor of many advertising merchants.

Cao Guowei is also full of ambition: the realization plan that you have spent so much time thinking about, isn't it cheaper for me in the end?

Then a very interesting scene appeared, Zhang Zhidong of Penguin, after learning about Sina's actions, expressed his eccentricity.

"Sina's behavior does not deserve the word [new] at all. It will only pick up ready-made ones and never innovate."

Sina Cao Guowei was furious when he heard it, if Shen Lang said this, it would be fine, why Zhang Zhidong?Did Penguin come up with the idea of ​​advertising alliance?It's not "referenced".

"Hehe, when it comes to picking up off-the-shelf, who can compare to penguins?"

So the two sides published articles on Sina blog and QQ diary respectively, you come and I go and don't give in to each other.

Zhulang Technology, Wang Xing and Liang Han are busy preparing for the YY Awards Ceremony, seeing the behavior of QQ and Sina, they are very angry.

"Mr. Shen, do we have to think of a way? Can't we just watch them steal our achievements?" Wang Xing said indignantly.

Shen Lang looked at their displeased faces and couldn't help laughing.

"Then what can be done? There is no patent on the business model, so if we use it, we won't allow others to use it? You guys, let's focus on the YY awards ceremony. Don't worry, they won't last long."

Wang Xing and Liang Han looked at each other, feeling that what Shen Lang said later was just to comfort them.

A few days later, an incident suddenly surfaced on the Internet. A beauty blogger with millions of fans on Sina Blog made a soft article promotion for a product, and some fans also bought this product through the Internet.

However, after using it, several fans experienced itching and allergies on their faces. Some fans even went to the hospital because of this and were diagnosed with skin heavy metal poisoning.

This incident quickly caused an uproar on the Internet. Before Sina could respond, some fans broke the news that they had read some bloggers' promotional articles and bought counterfeit and shoddy products.

Moreover, not only the Sina blog, but also the bloggers of the QQ log. Some bloggers deleted their blog posts overnight, but they never escaped criticism from netizens, including some celebrity bloggers.

The bloggers also feel very wronged, they also received orders through the advertising alliance established by Sina and QQ, who knew that such a thing would happen?Some bloggers have directly dropped from a million fans to a hundred thousand fans after this battle, and the popularity they have worked so hard to accumulate is suddenly shattered, and the bloggers are full of resentment towards the platform.

"Fuck, I used to trust you so much. For such a small amount of money, I don't even want my face. It's disgusting."

"After reading so many articles of yours, I thought you were such an upright person, but I didn't expect it to be the same. You are full of copper stink, so I canceled it."

That's not to mention, the real trouble is those celebrity bloggers, they all have various advertising endorsements. In the advertising endorsement contracts, there is often such a restrictive clause, that is, bloggers are not allowed to damage the reputation of the brand, Otherwise, you will face high compensation.

This is not a small amount of money, and the compensation they face is often several times or even dozens of times the endorsement fee.

As a result, these celebrity bloggers also began to seek explanations from Sina and Penguin, and some celebrities who were lucky enough not to be recruited also deleted their previous blog posts, and no longer dared to accept orders through advertising alliances.

It's not that they are not short of money, but that the advertising agency on them has made a request.

Sina said overnight that it would take down the advertising alliance for rectification. Unfortunately, after this incident, both users and bloggers of the Sina blog have become disgusted with the promotion of soft articles. If you are single, you will immediately be protested by fans, or even take off your fans directly.

This made Cao Guowei furious, and conducted a thorough investigation of the advertising alliance department, only to find out that because the leaders have been urging the launch time of the advertising alliance, the employees responsible for the review were not so careful, and some fake and inferior product merchants took the opportunity to mix up Come in, and things will go wrong.

Cao Guowei was so angry that he fired all the employees responsible for the review overnight, but how to restore the reputation of Sina Blog has become the most difficult problem at present.

"By the way, why are all the news about us and QQ logs on the Internet? No news about YY logs? Could it be Shen Lang who did it behind the scenes?"

Penguin headquarters.

Brother Xiao Ma and Zhang Zhidong also had the same suspicion as Cao Guowei. They agreed that Shen Lang just dug a hole and waited for them to jump.

"What should we do now? If this matter is not handled well, we will be in trouble." Zhang Zhidong said with a solemn expression.

Brother Xiao Ma sighed: "We were too impatient this time, so we fell into Shen Lang's way. The most important thing now is to restore our reputation."

"It's easy to say, but how can we redeem it?" Zhang Zhidong frowned.

Brother Xiao Ma pondered for a long time: "Why don't we call the police? At least show the proper posture."

"I'm afraid this is not enough. Will our advertising alliance continue to do it?" Zhang Zhidong asked worriedly.

Brother Xiao Ma gritted his teeth: "Let's stop for now, now is the cusp of the storm, by the way, isn't there a similar situation on the YY log? How about we stab him out too!"

Zhang Zhidong smiled wryly and shook his head: "As far as I know, there really isn't one. They have stricter qualification reviews for merchants, and many bloggers will ask merchants to try products in advance. Recommended by fans."

Brother Xiao Ma was a little puzzled: "Why don't our bloggers have this kind of awareness?"

Zhang Zhidong was also puzzled by this question, and for some reason, he always felt that the logic behind it was definitely not as simple as it seemed.

When Wang Xing and Liang Han heard the news, they came to Shen Lang's office immediately, and stared at him with strange eyes.

Shen Lang couldn't help but rolled his eyes: "You don't think I'm doing this behind the scenes, do you?"

"Isn't it?" The two said almost in unison.

Shen Lang said unhappily: "I'm not that free. At most, after the incident broke out on the Internet, it played a role in fueling the flames."

Seeing that Wang Xing and Liang Han were still scratching their heads, Shen Lang put down the pen in his hand and explained.

"Have you ever thought about a question, what is the biggest difference between our YY diary and Sina blog and QQ diary? In other words, what is the core competitiveness of YY diary."

Wang Xing pondered for a moment, and suddenly had an idea: "It's a blogger."

Shen Lang snapped his fingers: "That's right, remember that in any content-related industry, only those who can produce high-quality content can master the core competitiveness."

"Whether it is Sina blog or QQ log, they all focus on celebrity bloggers, and the traffic is also inclined to these celebrity bloggers. However, the content produced by these celebrities must be of high quality? The relationship between them and fans Is the interaction frequency high?"

"It is true that celebrity bloggers can bring a lot of fan traffic, but their fans will only follow their favorite celebrity bloggers and rarely follow other bloggers. Always castles in the air, they lack the underlying infrastructure."

"And our bloggers have room for improvement. They will cherish their feathers more and produce more high-quality content. The frequency of their communication with fans is much higher than those of celebrity bloggers. This is precisely the core competitiveness of YY Log. As long as you keep this in mind, no matter what methods Sina and QQ use, they will not be able to pose a real threat to us."

Wang Xing and Liang Han suddenly realized, but Wang Xing also raised a question.

"Mr. Shen, what if Sina and QQ come to their senses and adjust their product structure?"

Shen Lang smiled: "The product structure can be adjusted, can they adjust the user attributes? The negative effect brought by the celebrity effect is that the user stickiness is poor. These users go online every day just to see if the idol has an update today, and they don't care at all. The prices of grain and vegetables are not as elegant as facing the sea and wearing warm flowers.”

"These users just occupy the mainstream. Neither Sina nor Penguin will take the risk of losing a large number of users to make this kind of transformation. Moreover, their advertising alliances are thundering, and middle-level bloggers can't get benefits. How can they attract high-quality bloggers? What about bloggers? Post money to do it yourself? It’s okay for a short time, but no one can afford to lose money for a long time, and the product data has not increased, and shareholders will intervene. How good it is to dig celebrities, and the effect is immediate.”

Regardless of the various Internet wars in later generations, billions or tens of billions of money were burned at every turn. In 2006, no Internet company was rich enough to provide such a large-scale subsidy.

After finishing speaking, Shen Lang said to Wang Xing and Liang Han seriously: "However, this incident has also sounded the alarm for us. Merchants in the advertising alliance must agree with their qualifications. Don't be taken advantage of by others and watch others fall into the pit." Here, we would be foolish if we still stepped in."

"Well, Mr. Shen, don't worry, we will strictly control it." Wang Xing said.

Shen Lang nodded: "It's good that you know it well, by the way, has the plan for the YY awards ceremony been made yet?"

"It's done. We came here to give you the plan. If you're not happy, forget about it." Liang Han said a little embarrassed.

As he spoke, he handed Shen Lang a plan.

Shen Lang took a look and found that the awards at the awards ceremony were very detailed. The bloggers who ranked top in each category had a share, and there were also awards for Best Newcomer, Best Video Production, and Best Healing.

Shen Lang was a little curious: "What is this best cure award?"

"Oh, this one is for emotional bloggers."

Shen Lang turned to the back and closed the file.

"I think most of your awards are awarded to top bloggers. Shouldn't you also prepare some awards to be awarded to middle-level bloggers? For example, awards for the best endeavor, the fastest number of followers to reach [-], and so on? "

Wang Xing said with a smile: "Well, Mr. Shen has considered everything comprehensively."

"Go, stop flattering." Shen Lang scolded with a smile.

"Also, you have made the venue of this award ceremony a bit too shabby, and there are trophies and certificates, so you can't make it taller. Those who don't know think we are the three best students selected by the elementary school." Shen Lang complained. .

Wang Xing and Liang Han looked at each other, and rubbed their fingers at Shen Lang.

Shen Lang said unhappily: "Okay, I will grant you the funds. For these venues, prizes, trophies, etc., you will customize them according to the standards of the Golden Rooster Award. You have paid a lot of money, and you are still short of this money?"

"Hey, if there is nothing else, we will follow this plan?"

"Well, go ahead, revise the plan, and then hand it over to me. I have to go to Mango TV to try to negotiate it." Shen Lang ignored them as he spoke, and continued to immerse himself in signing the document.

In the afternoon, Wang Xing handed over the revised plan to Shen Lang, and Shen Lang took a flight to Star City that night.

At Xingcheng Airport, Minister Lu personally came to pick him up this time.

"Boss Shen, welcome, welcome, you have worked hard all the way." Minister Lu said so, but in his heart he was complaining that Shen Lang was too impatient, and the plan that was faxed in the afternoon, so it was so easy to get Taiwan to pass it.

Shen Lang shook hands with Minister Lu: "Excuse me, please trouble Minister Lu to come by himself."

"Hey, Boss Shen is offended when he said this, let's get in the car first."

After getting in the car, Minister Lu said to Shen Lang: "Mr. Shen, why don't you rest for a night today, what's the matter, let's go to the stage to talk tomorrow?"

But Shen Lang said: "Minister Lu is telling the truth, I want to finalize this matter as soon as possible, if the negotiation fails, I will think of a backup plan."

Hearing that Shen Lang had a backup plan, Minister Lu couldn't help but feel nervous, and said hastily.

"Okay then, let's go directly to Taiwan, I have already reported to the Taiwan leader."

All the way to Mango TV, the building of the TV station is still brightly lit. In fact, working in a TV station is not easier than working in an Internet company, 996?That's just a trifle, okay, especially for some popular columns, 007 is the norm.

Minister Lu brought Shen Lang to the meeting room of Mango TV, and then went out. About a quarter of an hour later, two station leaders walked in.

After exchanging a few pleasantries, Shen Lang stated his request again.

The two station leaders frowned slightly.

"Mr. Shen, isn't your awards ceremony a little too monotonous? Can you invite some celebrities to perform so that the audience won't feel too boring, otherwise we can't live broadcast the show that can't guarantee the ratings. "

(End of this chapter)