Tech Planet (WeChat ID: tech618)
Wen | Chen Qiaohui
Cover source | Visual China
Douyin entered the hinterland of the Little Red Book and tested the "planting grass" level entrance
There must be a battle between Douyin and Little Red Book?
Tech Planet exclusively learned that the Douyin App recently tested the "planting grass" first-level entrance, which is located in the original "same city" location of the home page by default. At present, the second level of grass planting is juxtaposed with the entrances of the same city and learning, sharing an entrance.
According to the test chart, it can be seen that the content of the grass is no longer in the commonly used up and down brush mode, but is arranged in the form of a double-column waterfall, and the content displayed is the content recommended by the system according to the user's preference, and the content forms are graphic text and short video.
Previously, Douyin had tested the function of planting grass in the App in October last year, which was designed to add a new pattern of planting grass in addition to live broadcasting, short videos and other grass planting methods, supplementing the way of carrying goods of Vibrato, creating an ecological link of live broadcast + short video + graphics, and then released the graphic grass planting plan at the end of last year, providing support for hundreds of millions of traffic, and the support was no less than that of the previous local life-related business.
In addition, informed sources also revealed to Tech Planet that a project team has been set up within Douyin to study the Little Red Book, and it can be seen that the content planting grass will become a direction for the next development of Douyin.
The vibrato layout planting grass is not a whim. With the douyin e-commerce put forward the concept of "interest e-commerce", planting grass has become an important part of the vibrato interest e-commerce, vibrato has recently increased the number of grass planting functions, revealing its hope to tap the user's consumption desire with content, through planting grass can allow consumers to discover the potential interest, while helping merchants to recommend goods to interested consumers.
In China, the grass planting economy has risen, and the market size has reached 100 billion, attracting many players to join. In addition to the Little Red Book, the e-commerce giant platform Taobao launched the content planting platform "Shopping", Pinduoduo launched the "Connoisseur help you choose" function, Jingdong launched the "Grass Planting Show", just past the double 11, Taobao Tmall handed over a report card of 540.3 billion. Behind this data, more and more consumers are planting grass in Taobao "shopping" and finally placing orders. Planting grass has become an important way for major platforms to convert order volumes.
However, it should be noted that at present, the monthly active life of the head community App Xiaohongshu on the good species grass has exceeded 100 million, and the loyal users have exceeded 300 million, which is ahead of most competitors in terms of user volume, forming barriers, and other platforms including Douyin want to attract this part of the user, the challenges are bound to be not small.
At present, each company mainly trains its own KOLs to stably output high-quality content to attract users, but this practice is only to form a moat on grass content, and cannot have an impact on the small red book in the head position. This time, Douyin carries a huge traffic subsidy to enter, which is bound to have a certain impact on the current grass planting pattern and attract some grass creators above the waist, which will bring certain threats and challenges to Xiaohongshu. Whether the rest of the parties will keep up with the pace of Douyin and release relevant subsidies to compete for limited head KOLs will be a point worth paying attention to.
With more than 600 million daily active traffic, it is not difficult to recreate a function with a small red book shell in the vibrato, but how to create rich grass content and spawn more e-commerce order sales will be the focus of the next need, and the core of grass planting is still content king.
Wang Gang, vice president of Alibaba and head of the autonomous driving laboratory of Damo Academy, left his post
Tech Planet exclusively learned that Alibaba vice president, head of the automatic driving laboratory of Damo Academy Wang Gang has recently left, according to people familiar with the matter, Wang Gang will choose to start a business in the field of clean robots after leaving, and has obtained financing.
According to public information, Dr. Wang Gang was a tenured professor at Nanyang Technological University in Singapore after graduation. In 2017, he came to the Internet from academia and joined Alibaba, successively serving as the chief scientist of the Artificial Intelligence Laboratory, the head of the autonomous driving laboratory of the Dharma Academy, the vice president of Alibaba Group, the head of the autonomous driving laboratory of the Dharma Academy, the director of the Zhejiang Provincial Key Laboratory of Autonomous Driving, and the adjunct professor and doctoral supervisor of Zhejiang University, Wuhan University, and Harbin Institute of Technology.
When he first spent time at Alibaba, Wang Gang served as the first generation of technology leaders of Tmall Genie and the chief scientist of the Artificial Intelligence Lab. In July 2017, Alibaba AI labs released the artificial intelligence consumer product "Tmall Genie X1" using a number of Wang Gang's research results, including the separate research and development of speech recognition - AliGenie, based on this voiceprint recognition technology, Alibaba also launched a voiceprint purchase function, which is also the first commercial voiceprint shopping system in China, and users can complete payment through voiceprint.
In 2017, Wang Gang became the head of the autonomous driving laboratory under Alibaba Damo Academy, and during his tenure as the head of the autonomous driving laboratory of Damo Academy, Wang Gang and his team are working on developing the next generation of embedded intelligent machine visual understanding system, and building Alibaba's unmanned logistics system with this as the core, including unmanned delivery vehicles, unmanned trucks, sorting robots, etc.
On the first day of the Yunqi Conference on September 17, 2021, Alibaba announced an independent robot plan and officially released the first Alibaba logistics unmanned vehicle "Little Wild Donkey", which is a product built by Wang Gang after 4 years, Wang Gang told the media that Cainiao is one of the biggest customers of Little Wild Donkey. Since then, Wang Gang announced that the L4-level automatic driving products developed by THE DHARMA Academy and the terminal logistics unmanned vehicle "Little Wild Donkey" have landed in 22 provinces across the country, with a cumulative delivery order of more than 1 million, and started the research and development of the L4 level unmanned truck "Big Wild Donkey".
Wang Gang's departure this time is another case of what the outside world calls "the tide of scientists leaving".
In recent years, many academic tycoons in the Internet factories have left one after another. Including Wei Xiu, former technical leader of Megvii, who joined a university in Nanjing, and Wu Enda, former chief scientist of Baidu, has established three artificial intelligence-related companies and foundations.
As a super App factory of ByteDance, but also can not stop the academic bulls have left, last year, once the head of visual technology Dr. Wang Changhu left, joined the real estate company Longhu, in August of the same year, ByteDance artificial intelligence laboratory director Li Lei left, joined the University of California Santa Barbara, in the early days, ByteDance vice president, artificial intelligence laboratory director Ma Weiying left the job, joined the Tsinghua University Intelligent Industry Research Institute.
The departure of the technology bull is mainly because the company level overestimates the value of the technology and underestimates the difficulty of technology landing, which makes the employment cost and output of these big cattle not proportional.
It can be seen that the trend of academic talents crossing the industry has passed, and choosing to return to academia and traditional industries will become a new trend in the future.
Byte launched "Jitter Novel" to lay out the paid novel market
Tech Planet exclusively learned that ByteDance is testing the waters of paid novels on a small scale, and recently launched "Tiktvan Novels", and has formed a matrix of paid novel products that have begun to take shape.
Tech Planet Experience found that "Tiktvan Novel" is a novel product featuring genuine high-quality and non-advertising novels. In terms of function, The Dioptic Novel supports a variety of custom settings such as font size, background color and page turning method, and unlike general novel products, the Dioptic Novel mainly divides the categories around the male and female channels to create an exclusive reading space for users.
At present, Jitter novels are mainly online novels, including subdivided themes such as fantasy, history, immortals and cities.
This product adopts the paid novel model, reading the next chapter of the novel needs to pay a certain amount of book coins, and the product also launched the "monthly reading book" function, which is convenient for users to read books for free in the monthly range, creating a variety of payment models for users.
Tech Planet learned that Byte has been increasing the size of the paid novel market in recent times, as of now, Byte has created a matrix of paid novel products that have begun to take shape, including Tikt-Wen novels, frequently read novels, rice novels, idle novels, long-read novels, often read novels, and there are two products such as Cuiguo novels and ice shell novels that have not yet been launched, and 6 paid novel products with the same positioning have been launched in succession, which can be seen that Byte is very eager for the market of paid novels.
At present, Byte's free novel product "Tomato Novel" has steadily won the top spot in the domestic free novel market. Although free novels can rely on a large number of "cool texts" and full texts to attract users for free, and make money through advertising, they are not friendly to the user experience and do not have advantages in content, so it is imperative to launch paid novels.
The advantages of paid novels are twofold, one is that they can bring users a better reading experience, and the other is that they can bring considerable benefits to platforms and authors. Because the domestic paid novel has been laid out for many years, a suitable payment environment has been cultivated, and the willingness of individual users to pay is also strengthening.
Taking Tencent's Yuwen as an example, in the first half of 2021, the average number of monthly paid users on the Reading platform was 9.3 million, and the average monthly revenue per paying user increased by 6.7% year-on-year to 36.4 yuan. If the profitability of byte's paid novels can be close to that of reading articles, it will bring them a lot of revenue, and even become a growth line that runs alongside the free novel business.
In addition, Byte's overseas novel business is also gradually developing, thanks to a large number of overseas users who are loyal to domestic online texts. According to the "2020 China Online Literature Overseas Research Report" released by iResearch, the number of overseas users of Chinese online literature has reached 31.935 million, the overseas market size has reached 460 million yuan, 91.0% of overseas readers will follow Chinese online literature almost every day, with an average reading time of 117 minutes, and the proportion of overseas users who are willing to pay for Chinese online literature is as high as 87.1%.
Byte's layout at home and abroad is also to achieve the dual-track development of the novel business, improve the novel business system, and benchmark the Reading Group. At present, novels have become an important business of Byte, and provide content IP support for its next layout of the pan-entertainment industry, providing imagination space for the development of pan-entertainment.
But it should be noted that although byte with "tomato novel" occupies a place in free novels, but in the layout of paid novel business is not easy, compared to free novels, paid novel users pay more attention to content quality, more willing to pay for boutique content, so compared to the reading of a large number of classic libraries, Byte still needs to continue to precipitate and increase the size in terms of head content, providing more wonderful content for paid users, enhancing readability, and hanging the user's willingness to pay. Let these paid fiction products become the new gold absorbers of bytes.
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