The consumer Internet industry, which has been "lying and winning" for more than 20 years, will usher in "strong supervision" in 2021, preventing disorderly expansion of capital and anti-monopoly increases, so that Internet giants have received huge fines this year. Alibaba's applications began to access WeChat Pay, Tencent ended its 6-year market monopoly of music copyrights, and the high wall built by Internet companies with traffic gradually disintegrated under the wash of the torrent of the times.
"High-quality development" and "common prosperity" become annual keywords, when education becomes a business, when ordinary employees work overtime normalization becomes the unspoken rules of the workplace, the industry chaos that violates the principle of fairness and priority will surely usher in a heavy hammer. In 2021, when "living for a long time" is frequent, whether it is an industry giant or an independent individual, in fact, it has already boarded the giant ship of the times that is turning.
The most out of the circle 1 Internet platform open external links
The "demolition of the wall" of the Internet has become the focus of attention of the regulator this year, but everyone may not expect that the first to act are the two giants of Ali and Tencent. In September 2021, Alibaba's Ele.me, Youku, Damai, Koala Hai shopping, Shuqi and other applications have successively accessed WeChat Pay. Prior to this, WeChat has updated the external link management specifications, supporting external links such as Douyin and Taobao to be opened directly in the WeChat one-on-one chat scene. However, at present, the Taobao APP that everyone is most concerned about has not yet achieved "interoperability" with WeChat Pay, but Ali's "Taote APP" launched the WeChat scan code payment function in October. It can be seen that in the anti-monopoly environment of the Internet, industry giants can only tear down traffic barriers and be forced to end the winner-take-all situation in the past two decades.
Most Out of the Circle 2 Exclusive Copyright Truce
From the exclusive music copyright competition in 2015, to the intervention of the National Copyright Administration in 2017, and then to the resurgence of the copyright smoke of the head singer in the later stage, the competition and game on the exclusive copyright of online music platforms has lasted for nearly 6 years. Just when everyone thought that there was no end in this battle, the State Administration for Market Regulation ordered Tencent to lift the exclusive copyright of online music, officially announcing the official end of the exclusive copyright pattern, and the world's three major record companies have begun to complete copyright authorization in the form of non-exclusive "distribution".
The reshaping of the market order has forced the platform to return from using capital advantages to monopolize copyright to being committed to innovative service levels. However, at present, the platform still does not want to let go of the copyright of the head singer easily, and netizens have repeatedly shouted, "When can you listen to Jaylen last week on other platforms?" ”
The most out of the circle 3 education and training institutions sell down jackets
After the "double reduction" landed, major education and training institutions have chosen to transform. The road of transformation can also be described as eight immortals crossing the sea, each showing its own magic, in addition to quality education, family education, there are more enterprises cross-border to do clothing industry, live broadcast with goods. The head online education enterprise Ape Counseling invested 50 million yuan in October last year to invest in down jacket companies, and last year National Day Ape Counseling has been directly hired by bosses to hang out clothing design positions. Netizens ridiculed ape counseling as "ape service road".
New Oriental, the veteran education and training leader, is led by the boss to do live streaming with goods. In December last year, Yu Minhong tried to help farmers live for the first time on Douyin, and launched the new platform "Oriental Selection" of new Oriental live broadcasting with goods. Although Yu Minhong's live broadcast is frequently complained about by netizens that the price is expensive, in the eyes of many teachers, this is also a hope.
The most out of the circle 4 LeEco announced a full salary increase
Near the end of the year, LeTV, which had been silent for five years, announced a high-profile salary increase for all employees, and it was said that the salary level was directly benchmarked against the Internet factory.
In fact, on the eve of the Spring Festival last year, LeTV also rushed to Weibo's hot search because of "12.2 billion debts". With tens of billions of debts, the founder ran away, leaving only a chicken feather. When the outside world thought that LeEco was crumbling, a letter from all Members of LeEco made the outside world realize that LeEco was still alive and was returning blood, and it was said that "without considering historical debt, the company's operating profit and cash flow have achieved a double balance." Although the salary increase has some "marketing" components, netizens said that everyone would prefer to see more such long-term events.
The most out of the circle 5 Internet manufacturers cancel the "big and small week"
The overtime culture prevailing in the Internet industry has been criticized in 2021, with head companies canceling "big and small weeks" and Internet people ushering in "weekend freedom".
The so-called "big and small week" refers to a single and double rest cycle system with one day off a week and two days off the next week. In the early days of the Internet industry, startups implemented large and small weeks in order to improve efficiency, which subsequently evolved into industry practices. Since last year, many Internet companies such as ByteDance, Kuaishou, BOSS Direct Hire, and Tencent Photonic Studio have successively announced the cancellation of large and small weeks, and the Internet industry is no longer proud of overtime, but instead how to reasonably plan rest time and improve employee welfare protection. The end of the "Big and Small Week" model means the improvement of the employment system of Internet enterprises, and also reflects the transformation of the Internet industry from barbaric growth to orderly development.
The most out of the circle 6 new economy stocks Hong Kong Stock Exchange fancy gong
There are not enough gongs from the Hong Kong Stock Exchange! Last year, domestic new economy companies went public in Hong Kong in batches, lining up in long lines to wait for the gong to be struck. As at 17 December 2021, hkex had 92 IPOs listed on the HKEx, of which 54 were new economy companies. At the same time, the turnover and the results of the first three quarters hit record highs.
Under the influence of the epidemic, the way of banging the gong on the market is also different. The Hong Kong Stock Exchange directly launched the "Cloud Gong" to replace the on-site listing ceremony of the Financial Assembly Hall in the form of online video. The new economy companies listed in Hong Kong have been more creative and integrated into various black technologies in the gong ringing link. Among them, SenseTime's 6,000 people "AR gong", NetEase Cloud Music AI virtual people participate in gong knocking, etc., fancy gong knocking to earn enough eyeballs.
The most out of the circle 7 Internet platforms queue up to receive tickets
With the increase of anti-monopoly, "fines" have become the key word throughout the Internet industry in 2021. In March, the State Administration for Market Regulation disclosed ten cases of illegal concentration of undertakings in the Internet field, and imposed a fine of 500,000 yuan on 12 enterprises involved in the case, tencent, Baidu, Didi, JD.com, Suning and other companies listed; in April, Alibaba was fined 18.2 billion yuan for "choosing one of the two", the largest fine in China's anti-monopoly history was born; in July, the State Administration for Market Regulation announced 22 more cases of illegal implementation of business operator concentration, involving Ali, Tencent, Suning Tesco, Mushroom Street, Xiaohongshu, 58.com, etc.; in October, The METUan ticket landed. In November, the State Anti-Monopoly Administration was officially launched, and the digital economy is still the focus of regulatory law enforcement, which means that anti-monopoly penalties for Internet platforms will also become normal.
The most out of the circle 8 rectify the rice circle, "Krypton" system draft withdrawal from the jianghu
A sensational network-wide milk pouring incident directly ushered in the "storm" of the industry in the idol draft market, and the public saw that behind the bright and beautiful idols, it was the capital and brand parties that relied on traffic to harvest fans and connive at the distorted growth of rice circle culture. The talent show terminated recording, and the platform removed various star lists. The entertainment era that did not have the strength but relied on the fans' crazy "Krypton Gold" easy C debut came to an end.
The cultivation system of drafts withdrew from the jianghu, but the psychological needs of fans to be cultivated by the market may not disappear, and whether the business model of such programs will be changed may be too early to conclude.
The most out of the circle 9 content APP is interviewed in turn
In 2021, the "heavy hammer" of Internet supervision has fallen frequently, and many APPS have been named and interviewed by the regulatory authorities in turn, and special governance has pressed the fast-forward button. Among the apps interviewed, there are social content platforms that violate laws and regulations due to the release and dissemination of content information, such as Sina Weibo, Xiaohongshu, Douban, and Zhihu; there are also e-commerce live broadcasting platforms that do not meet the standards for online sales of goods, such as Taobao, JD.com, Douyin, and Pinduoduo; there are didi Chuxing, which has been centrally removed from the shelves for data security issues; and more than 10 mainstream online transportation platforms that have vicious competition due to a variety of marketing methods.
For these platforms that have mastered massive user resources and traffic, privacy protection, content governance, marketing chaos, and vicious competition are the focus of interviews by regulatory authorities, and law, compliance, and security are becoming the "lifeline" of app upgrading in the next iteration.
The most out of the circle 10 primary school students play the game limited to one hour
The "Strictest Anti-Addiction New Rules in History" was officially released. Since then, minors can only play 1-hour online games from 20:00 to 21:00 on Fridays, Saturdays, Sundays and public holidays. At the same time, short video platforms such as Douyin and Kuaishou have also upgraded anti-addiction measures for teenagers, that is, all real-name authenticated users under the age of 14 have entered the youth mode and cannot quit on their own. In this mode, users can use it for no more than 40 minutes per day, and cannot use it from 22:00 pm to 6:00 am the next day.
The anti-addiction measures that have been increased again have won the "unanimous praise" of game manufacturers and Internet platforms. More insiders described this move as removing the sword of Damocles hanging over the heads of games and related industries, "loosening" the shackles on compliant enterprises, and guiding enterprises to fulfill their social responsibilities more efficiently and with quality.
Producer: Nandu Business Data News Department
Planner: Zhen Qin Tian Aili
Written by: Nandu reporter Xu Bingqian, Ma Ningning, Fu Xiaoling, Chen Peijun, Huang Pei, Wang Chenchen, Kong Xueshao
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