2 Byte traffic business ： Realize as soon as possible 、 Sewing money bags 、All in Selling goods

source ： New entropy （ID:baoliaohui） author ： Ancient twenty edit ： Yiye

As a pole of China's Internet , with App The ByteDance of the factory , The most widely spread by the outside world is the rather mysterious algorithm mechanism and the infinite traffic with Tiktok as the core .

Under the blessing of this aura , ByteDance can do nothing , The business boundary is becoming more and more blurred in the continuous expansion .

however 6 month 17 On the day, some media reported that the games under bytek 、 The two business lines of education are laying off workers , It seems to be in other new business areas besides Tiktok , Start full line contraction .

Some analysts think , There is no liquidity at present , There is no possibility of realization in the future , It is the main reason why ByteDance starts to shrink new services in an all-round way .

obviously , As a business company , Even if organizational capabilities have no boundaries , But the final expansion consideration should return to the origin of realization boundary .

About the liquidity of bytes , The latest data is from Reuters ,2021 The total annual revenue is about 3680 One hundred million yuan . Even if the growth rate is slower than the previous year , But it's also equivalent to a day in 10 RMB 100 million .

What is the level of such liquidity ？ From the flow side , The overall monthly activity of the products under ByteDance is 19 Billion , Equivalent to monthly 2 Users can contribute 1 Income of yuan . It's hard to find an opponent in the same trade .

Some we media have used bytes 2020 The annual revenue has been calculated ： In the same way, we focus on providing free products , In Internet companies that rely on advertising to realize , The revenue of the eighth year of ByteDance is that of Google in the same period 3 times ,Facebook Of 6 times , Baidu 70 Many times .

More Than This , In terms of staffing , The number of ByteDance content teams and commercial teams is almost the same .

As a family 10 Ten thousand company , Bytes currently have more than 2 A formal content review team of 10000 people . Advertising sales team responsible for cash flow , The size of the commercial team, including the huge number of engines, is also about 2 ten thousand people .

If yes App From the perspective of the factory, we can see the borderless capability of bytes , Then we can review the development history of bytes from the origin of realization , Maybe it's not that fresh .

01

Realize as soon as possible

Most Internet companies , Liquidity always lags behind growth , That's why we have to burn money for growth , The global entrepreneurship feature of crazy financing .

As a new generation of Internet startups , ByteDance is not the case . Zhang Yiming's romantic style, which always emphasizes delaying the sense of satisfaction , There is no such thing as liquidation .

2012 Jinqiu home near Zhichun Road , Zhangyiming has millions of RMB investment , With 30 The individual team has started the road of entrepreneurship . At the end of the same year , Byte's first product is on the front page today , A few months later , The team had a brainstorming .

In Jinqiu homeland 6 The office of the building , Zhangyiming calls all product managers and software engineers , The theme is “ Personalized recommendation engine ” The discussion of the . Realization is one of the issues , It was also taken out for further study .

At that time, the whole industry had no confidence in mobile Internet advertising . On the one hand, the mobile screen is too small , The advertising capacity is limited ; On the other hand, they were all Banner、 The conversion rate of integration wall is very low , Advertising forms with poor user experience .

As a result of the discussion , Zhang Yiming believes that the information flow advertising form of personalized recommendation can fundamentally solve the problem . In the end to 2013 year 9 month , Only half a year after the headline was officially launched today , The first advertising business Zhang Lidong found from GOME's Beitaipingzhuang store has completed the direction verification .

When Zhang Yiming shared internally , Compare the joy of running through the mode to jobs 17 His father gave him a car on his birthday , Although the car at that time was very broken , But jobs thought ——But still it is a car.

It was in this year , Baidu, which focuses on search advertising, has surpassed CCTV , Become the largest advertising media in China . At the same time, baidu made two moves , One is 19 US $100 million acquisition 91 assistant , Master the entrance of mobile Internet , However, in the future, application distribution is declining , It didn't become a coup .

The other is to aim at Tencent , Think that the biggest competitor of search advertising in the future is Tencent based on mobile social advertising .

2011 Year time Baidu CEO Robin Lee once explained Baidu in the social era to Wall Street investors , Think Baidu's strategy and plan is to integrate social elements into core products , Instead of developing a social networking site alone .

In this direction ,2011 year 9 month 2 Japan , Robin Li in “ Baidu world ” When the stage releases Baidu's new home page , Guan Xuan: This is one of the signs that Baidu has entered the era of social network sharing . thereafter , Adding social elements to existing products has become the core direction of Baidu .

Not only Baidu , Of the same period BAT They only see each other's competition , They mainly make efforts to socialize 、 Search for 、 Three business models of e-commerce . Maybe no one will realize , In the small screen of the mobile phone ,BAT In the end, they all made mistakes .

globally , Successfully challenge the search advertising model , In the mobile Internet era, it is information flow advertising that has become the mainstream way to realize . Benefit from information flow , In the global market Facebook Competing with Google , In China, it is ByteDance that attacks Baidu 、 tencent .

2016 Today's headlines are ahead of schedule 10 Months to complete 60 The annual target of billion revenue . Advertising investment accounts for GDP The total proportion of is basically constant , When today's headlines rely on information flow advertising to become popular , No doubt he stabbed Baidu in the chest .

Baidu, which has been making efforts in the direction of mobile social networking , until 2016 Information flow was officially launched in the middle of . But it's too late , With the impact of several major negative events , Baidu, which fell behind in the mobile era, had to jump All in The next era of intelligence .

On the other hand, ByteDance began to poach advertising talents from Baidu , Build a perfect sales team , While crazy realization , Spend a lot of money to form a team . At that time, insiders broke the news , Today's headline plan for information flow advertising is 2017 The annual revenue target is 150 Billion ,2018 year 300-500 Billion ,2020 The annual revenue will reach 100 billion yuan .

What is the level of this expectation ？ With 2018 Take the ByteDance revenue for example , Conversion for ARPU（ Single user revenue ） Look at , Today's headlines ARPU about 185 element （ user 2.54 Billion , income 470 Billion ）. Tencent social advertising in the same period ARPU about 40 yuan （ WeChat users 10 Billion , Social advertising 398 Billion ）.

But with 2018 The annual total revenue of ByteDance reached 500 Billion , Another watershed of realization begins to appear . In this year , The core revenue of ByteDance comes from the advertising revenue contributed by today's headlines , from 2016 Year of 50 Billion yuan to 2018 Year of 470 One hundred million yuan .

But according to QuestMobile released 2018 Data for the third quarter of , Department headlines APP For the first time, the proportion of the total use time of . among , Today's headline app 2017 year 1 The monthly number of active users is 1.99 Billion , from 2017 year 7 Since June, the year-on-year growth rate of its monthly living began to drop to double digits , To 2018 year 9 Although monthly live users have reached 2.54 Billion , But the growth rate is only 14.5%.

When the flow of graphic information represented by today's headlines declines , Tiktok, which represents the short video information stream, is in 2018 Years later, he began to walk in front of the stage .

02

The money bag fell to the ground and touched the bottom

If we say that the main opponent in the first half is Baidu, which mainly focuses on search advertising , Then come to the second half , ByteDance has officially stepped into a systematic realization mode . With the rapid rise of short video , A set of realization system with Tiktok as the core has begun to be built .

Launched a series of traffic management platforms , Become the main action to further accelerate the commercialization of bytes .

2018 year 7 Tiktok “ Map platform ”, Mainly connect with brand owners 、MCN company 、 Star talents conduct content trading . Same year 8 month , Today's headlines released in Beijing pangolin League , Benchmarking Baidu alliance , Further consolidate the existing advantages of information flow advertising business .

2019 In, ByteDance released a large number of engines , It symbolizes the official landing of the money bag . stay 2013 When exploring the business realization mode in , As “ Think big and complete , Decided to build a complete system ” The prototype of , The massive engine already exists internally as a kind of thought and goal .

In fact, the massive engine is also a digital console within bytes , Mainly under unified management, including today's headlines 、 Tiktok 、 Watermelon Video 、 Understand the car Timor 、FaceU、 Excited 、 Commercial realization of traffic product matrix such as light face camera .

Rich internal advertising traffic resources , Have 7 Data of yirihuo users , Integration of byte systems outside the domestic Top 100 App Pangolin of the half wall traffic alliance in is also under the banner of the massive engine . stay 2022 year , Even overseas TikTok Flow realization is also included in this unified management portal .

After the massive engine release ,2019 In, the advertising revenue of ByteDance also exceeded 100 billion to reach 1200 One hundred million yuan ,2017-2019 The growth rate of the three years exceeded 150%.

But when the money bag landed , ByteDance the information flow advertising business, which mainly focuses on traffic selling, has also begun to hit the bottom .

stay 2021 Year of 6 Month byte held “CEO Face to face ” The meeting , New post CEO Liangrubo first disclosed the financial situation of the company in the previous year —— Group level overall actual revenue 2366 One hundred million yuan , Year-on-year growth 111%, Operating loss amounted to 147 One hundred million yuan .

About the reasons for the loss , The Group believes that the world is close to 11 10000 employees , The high labor cost is the main factor . Before that, in the era of information flow advertising , The high revenue of ByteDance has been built on the explosive traffic brought by excellent products ＋ The high salary construction is close to 2 Ten thousand advertising sales team .

The lack of information flow advertising has been officially confirmed , Is in 2021 year 11 month 18 Japan , At the general meeting held by the commercial products Department of ByteDance , Publicly claim that its domestic advertising revenue has stopped growing in the past six months .

According to media reports , Income from tiktok has stopped growing. , Another core product today's headlines are even on the edge of loss . Information flow advertising revenue peaked , It also basically announced that the revenue of bytes had bid farewell to the barbaric growth stage .

Therefore, in addition to the unified management of the traffic side , Outside of information flow advertising , Turning to e-commerce to find a new cash flow model has become the main direction of the massive engine . Join the brand advertising marketing realized by e-commerce , Benchmarking with the digital marketing of the Alibaba group, which mainly focuses on e-commerce business, is the middle stage Alibaba mom , Become the new focus of massive engines .

03

Infiltrate every byte of the sale

From advertising of information flow to brand marketing of e-commerce business , Massive engines are categorized as business solutions and technology services , On the list BrandZ 2021 The most valuable Chinese brand award .

As the only marketing service brand on the list , To a certain extent, it represents the stage that the advertising marketing industry has gone from being the king of traffic to being squared up to the importance of brand .

But compared with honor , How to create more new traffic on the basis of existing product user scale , Is what the massive engine pays more attention to .2020 year 9 Monthly full online search advertising service , Back to the traditional search advertising business form of Baidu .

In addition to new traffic , Change the e-commerce business from Tiktok 7 Billion traffic user pool has infiltrated into the byte flag 19 In the pores of every product of billion users , Along with it 2022 In, Tiktok e-commerce was upgraded from an interested e-commerce to a global e-commerce .

The difference between interest e-commerce and global e-commerce , The important meaning is that it represents Tiktok in three years , About short video with goods → Talent live with goods → Three stages of exploration of brand store broadcast and delivery . E-commerce began to walk out of Tiktok short video in an all-round way , Get out of the Tiktok live studio , In the future, it will enter into every information flow product under bytek .

At present, ByteDance's attitude towards e-commerce business , Quite a bit 2011 Baidu's attitude towards social business in . Only Robin Lee emphasized that social elements should be added to all products , Today, ByteDance emphasizes that e-commerce elements are added to all products .

On social products , Baidu aims at Tencent , Finally, it was successfully sneaked away by ByteDance in the form of information flow advertisement . Now in the e-commerce business , When the byte is aimed at Ali , All out All in At the time of global e-commerce , What will the final result be ？

No one can foretell , But it is certain that the ByteDance towards global e-commerce , The information flow starts from “ Content ＋ advertisement ” Two forms , trend “ Content ＋ advertisement ＋ Online retailers ” Three forms of information flow recommendation .

Before that, the originator of information flow advertising Facebook It has failed to deal with the relationship between information flow advertising and social content , And was rated as the worst company of the year by foreign media . I don't know when today's bytes need to be processed ＋ advertisement ＋ Three information flows of e-commerce , Whether it will repeat Facebook Mistakes ？