From painting walls to painting mobile phone screens, Internet consumption is sinking | gratis io games, akunbos rtp, bastille pompeii lirik

From painting walls to painting mobile phone screens, it only took four years for Chinese technology companies to conquer the rural market.

Around 2014, the urban Internet demographic dividend gradually disappeared, and the vast rural market became a new battlefield for Internet giants to compete. However, due to many reasons such as the lack of access channels and the low functionality of low-end smartphones (most low-end smartphones at this time still have access to WAP Internet as the main selling point), the first batch of Internet giants to enter the rural market often choose the wall-brushing model that has been previously verified by online games, operators, etc.

However, with the further popularization of smartphones, the sinking of WeChat payment, and the emergence of new companies focusing on mobile Internet entrepreneurship in fourth- and fifth-tier cities, more and more network service content has been transferred from the wall to the mobile phone screen.

A group of startups represented by Kuaishou, Douyin, Qutoutiao, and Pinduoduo have soared from this area at a rocket-like speed and become star startups in the Internet industry in 2018.

Mobile Pioneer

According to a report released by CNNIC in 2013, as of the end of December 2012, rural Internet users accounted for 27.6% of China's Internet users. Half a year later, this number rose to 27.9%, reaching 165 million.

When the urban Internet demographic dividend gradually disappears, the huge number of people in towns and villages is like an untapped treasure land, and almost all companies are coveting this market.

But at this time, China's Internet is in a very complex business format: in first- and second-tier cities, the iPhone that entered the Chinese market in 2009 and the Xiaomi mobile phone released in 2011 represented the pinnacle of overseas and domestic smartphones at that time. The mobile Internet is rising rapidly with the increase in smartphone sales. , and with the popularity of computers, the growth of Internet users has almost stagnated; in third- and fourth-tier cities, the number of personal computers is still growing, but it is far less than the growth rate of smartphones; in towns and villages, personal computers are becoming popular on a small scale, but more users choose copycat mobile phones that can only simply surf the Internet, make phone calls, and send messages.

In the process of migrating from the Internet to the mobile Internet, software and hardware represented by WeChat and Xiaomi quickly acquired the first wave of demographic dividends. When this process ended, Xiaomi hit its first downturn. At this time, some people began to question whether smartphones had reached the peak of development. This is because the growth in the number of mobile Internet users in Chinese cities has basically reached its peak.

The second wave of mobile Internet demographic dividend has begun to appear. Its symbol is that traditional mobile phones represented by OPPO and vivo have entered the vast market below the third and fourth tiers through offline channels. Smartphones have been sold to factory girls, young people in small towns and a wave of older urban people through urban and rural hypermarkets and more sinking mom-and-pop shops. At the same time, Xiaomi launched Redmi and began to capture the sub-thousand-yuan smartphone market.

Data show that in 2016, OPPO, Huawei and vivo became the top three in China's smartphone shipments for the whole year. OPPO's growth rate reached 122%, and 90% of OPPO's shipments were offline.

These mobile phone giants have completely driven the past copycat phones out of the market. Today, in fourth- and fifth-tier cities and rural markets, except for some specially customized phones for the elderly and feature phones, smart phones worth around a thousand yuan have become completely popular. Compared with past copycat phones, new smartphones have larger screens, more complete functions, and faster network transmission speeds.

Some entrepreneurs who smelled it seized this fleeting golden opportunity.

In 2015, Tan Siliang, the founder of Qutoutiao, who had just completed his last venture, was considering his new direction. "The people in third-tier and lower cities already have great value, and it is just in time for the explosion of mobile Internet." Qutoutiao chose to focus on the sinking market. With the dividends of WeChat's explosion, more users began to be exposed to smartphones and mobile Internet, which also became Qutoutiao's initial core users.

In the same year, Huang Zheng’s Pinhaohao and Pinduoduo were launched successively and were integrated into the new Pinduoduo in 2016. On this platform, a large number of users from villages and towns actively purchased. Huang Zheng even publicly stated that he did not understand Pinduoduo within the Fifth Ring Road.

In 2018, Pinduoduo and Qutoutiao went public in the United States, becoming two of the fastest companies to go public in China’s Internet sector.

Kuaishou, another company with a large number of users in townships and villages, also found its own rhythm around 2015: In 2013, Kuaishou, which had just transformed into short videos, dropped to 10,000 daily active users; during the 2015 Spring Festival, Kuaishou’s daily active users exceeded 10 million; in 2018, the total number of Kuaishou users exceeded 700 million. On Kuaishou, it is not difficult to find that a large number of short videos and podcasters come from rural areas, and the improvement of mobile phone functions plays a very important role behind it. Similarly, Douyin, which started to gain momentum after the Spring Festival in 2018, has grown faster than many people expected.

WeChat + mini program, bursting with wings

In the middle of this year, Bai Ya, a veteran e-commerce practitioner and founder of Youzan, once said that if the Internet in recent years is reviewed in five years, there are two major things that must be mentioned: "The first is that the sales of vivo and OPPO exceed Xiaomi; the second is WeChat red envelopes, which allow people who get vivo and OPPO to have money in their mobile phones."

These are two important reasons for the explosion of mobile Internet in towns and villages this year. Data shows that the number of Chinese mobile Internet users and WeChat monthly active users are roughly equal. In addition, mobile QQ has 780 million monthly active users, and mobile Taobao has 550 million monthly active users. Neither of them can compare with WeChat in terms of coverage.

Before 2015, due to imperfect mobile phone functions, mobile phones in some towns and villages could not fully use WeChat functions. The lack of payment scenarios also made red envelopes in WeChat lack shopping channels. Take Pinduoduo as an example. This social e-commerce company that quickly became popular in 2018 relied on the social chain of WeChat to turn the red envelopes accumulated on the mobile phones of rural users into shopping behaviors through trustworthy social methods. These users are those marginalized retailers who have not been mobilized by traditional retail and traditional e-commerce.

The mini programs released by Tencent in 2017 have helped WeChat eco-entrepreneurs explode again this year. "Last year, the disclosed investment in mini programs was 700 million yuan, and by April this year, the investment amount was almost 7 billion yuan, basically a 10-fold increase. At this rate, at least tens of billions will be invested in mini programs in 2018." Zhu Xiaohu, managing director of Jinshajiang Venture Capital, once judged.

Previously, Pinduoduo’s model could actually be called national retail. In the consumption scenario, consumers are not just consumers, but may also be retailers through the behavior of “group-building”, and the benefits in retail behavior are the price discounts obtained after group-building. After the rapid development of small programs, withThe mini program is the entrance, and Pinduoduo relies on users to recruit friends to join groups to quickly acquire new users. New users then recruit friends (for example, using the "social instant bonus" function of the mini program) without interruption.

This explosive user growth rate will of course bring about a reduction in customer acquisition costs. Previously, limited by the economic development and consumption concepts of towns and villages, although the overall consumption potential of the market is very high, the average consumption potential of individuals is very limited. Overall, the cost of new customers for a single user is not low. Higher than the customer acquisition cost is the marginal cost of logistics. Since rural e-commerce logistics is extremely scattered, it is not only costly but also ineffective. Taking home appliances that every household needs as an example, those home appliance chain giants can still only reach fourth-tier cities, and very few of them are really involved in the rural market.

However, Pinduoduo, which adopts the "group-joining" model, has not only reduced relatively high marketing costs, but also can effectively reduce the marginal cost of logistics because the buyers are generally from the same region. Although Pinduoduo’s customer acquisition cost has reached 49 yuan when it was launched, which is significantly higher than the 11 yuan the previous year, but compared with the cost of acquiring new customers for mature e-commerce platforms that has already exceeded 140 yuan, and the customer acquisition cost of some O2Os exceeds 200 yuan, this number is still very low.

Qutoutiao, another company that directly "pays" users to acquire customers, has increased its customer acquisition cost to 6 yuan after its launch. Compared with the 8 yuan to install and more than 10 yuan to activate pre-installed apps on mobile phones, and the nearly 20 yuan in app stores, it is also relatively low.

Lang Chunhui, a partner of Innovation Works, once publicly stated about the sinking market, "The rising consumption willingness and ability of the sinking people does not match the inferior supply, which has given rise to new business models." Lang Chunhui believes that the sinking of the consumer market is an opportunity for the entire industry, and the imbalance of supply and demand will create new opportunities. First, the sinking track can make money for the companies in which it invests; second, as a high-tech company empowered by the sinking, it can provide more employment opportunities. ”

Downward is the main trend

2018 is the year when mobile Internet breaks out in towns and villages, where countless entrepreneurs try to replicate the success of their predecessors in cities and on the Internet.

An angel investor who focuses on this field told "Shenzhen Net" that as long as there are opportunities in cities, there will be similar opportunities in villages and towns.

Take Qutoutiao in the field of information distribution as an example. This is a typical case of information downward trend.

Tan Siliang told "Shenzhen Web" that Qutoutiao is a standard mobile content product, and the key is to meet users' needs for content. In his view, the core reason for the rise of Qutoutiao is that it has captured the people below the third tier who have strong demand for information content. However, this group of people has not been fully satisfied and served before. Qutoutiao has filled this market gap.

After receiving new financing, some commentators believe that the competition in the third- and fourth-tier information markets has ended, and Qutoutiao should move in the opposite direction to first- and second-tier cities. However, Qutoutiao believes that there is still a lot of room for sinking markets such as third- and fourth-tier cities. The stock market of these users is large enough. At this stage, Qutoutiao will still focus on the sinking markets below third-tier cities, because in this market, the penetration rate of top-level platforms is not high, and Qutoutiao still has many opportunities.

As third- and fourth-tier cities continue to upgrade consumption, and as urban construction accelerates, the demand for life, education, and cultureExpenditures will gradually increase, and meeting this demand is a very good opportunity for Internet entrepreneurship. Qutoutiao aims at information services in this field and the resulting advertising market.

According to Qutoutiao’s analysis, compared with first- and second-tier cities, users in third- and fourth-tier cities actually have fewer choices, so these users have more impulses to follow advertising. As more products go down, the advertising market space in this field will be huge.

In fact, as "content entrepreneurship" has been constantly mentioned in recent years, user groups in first- and second-tier cities have more and more channels for obtaining information. However, the channels for obtaining information in cities below third-tier cities are still relatively traditional, and there is a gap between them and the user groups in first- and second-tier cities.

The front view of Qutoutiao makes up for this gap.

Kuaishou is no exception. In an exclusive interview with "Shenzhen Web", Kuaishou founder Su Hua once said that Kuaishou's basic business logic is: "We do not deliberately target any city for promotion. Kuaishou is set up for ordinary people around us. Kuaishou is the normal state of population distribution in the entire society."

It is precisely because of this logic that Kuaishou is even more popular among users in third- and fourth-tier cities. A large number of "ordinary people" in Su Hua's words show themselves to the outside world through this simple and easy-to-use platform, which also allows short videos to "downstream" to towns and villages.

Rural e-commerce is developing more rapidly. 2015 was originally called the first year of rural e-commerce in China. This was because the Central Government’s No. 1 Document clearly stated that we should innovate the circulation methods of agricultural products, support e-commerce, logistics, commerce, finance and other enterprises to participate in the construction of agricultural-related e-commerce platforms, and carry out comprehensive demonstrations of e-commerce in rural areas. The State Council, the Ministry of Commerce, the Ministry of Agriculture, the National Development and Reform Commission, the Post Office and other ministries and commissions have successively issued 13 important documents on rural and e-commerce development. Among them, the State Council has issued 4 documents directly on promoting the development of rural e-commerce. A policy system to support the development of rural e-commerce has been basically formed.

Alibaba, JD.com, Suning and other e-commerce platforms have also successively launched efforts in rural e-commerce. This is not unexpected. You must know that e-commerce competition is fierce in cities. Most e-commerce platforms are in a state of losing money to win the market. They must comply with policies and seize new users. The rural market is of course an important booster that cannot be given up.

However, according to a survey conducted by "Shenzhen Net" in multiple rural areas, although Alibaba and JD.com have well-established brand awareness in rural areas - this is due to the advertising efforts of these platforms on mainstream satellite channels and their efforts to paint walls and promote local products in the countryside. But in addition to these advertising campaigns, the reputation of large e-commerce platforms in rural areas is not good. A small convenience store owner described Tencent Technology as "expensive." And the word to describe Cuntao was: "There are many fakes." Sadly, on the shelves of this convenience store, there are many copycat brands such as "Xiahaojia" and "Yongdong".

These teams built with the core of urban rapid promotion do not understand the current situation in rural areas, nor do they know how to establish their own e-commerce channels in rural areas. They are all replicating the practice of developing urban channels. In addition, e-commerce has become accustomed to price wars, but currently rural groups are too sensitive to the prices of e-commerce, with multiple stores and sales channels competing on the price of 10 or 20 cents. There are two main channels for offline shopping in rural areas: First, the recently emerged village-to-village shopping channelSupermarket project, the second is the traditional market. The common feature of both channels is that the price is cheap, generally lower than the price of urban supermarkets, and even partly lower than the price of e-commerce.

This status quo was not until the emergence of Pinduoduo. Social fission + reverse customization greatly reduced production costs, and Pinduoduo successfully captured this huge market. Huang Zheng once told "Shenzhen Net", "Shanghai, one of the world's top metropolises, already has a very high material business environment. But not everyone needs to replace the soap in their home with French Provence handmade soap." "In poor places, things may be more expensive. The level of consumer prices is mainly due to the uneven distribution of resources. Pinduoduo has made a great contribution to expanding the universality of consumption."

In Huang Zheng’s view: In many developed areas in China, consumption upgrades should be more spiritual than material. This is not the user that Pinduoduo is currently most concerned about; Pinduoduo’s efforts are to level prices in wider areas and make living standards more balanced.

Another giant company that is moving from cities to towns and villages is 58 Tongcheng. In 2017, 58 Tongcheng launched the 58 Tongcheng project, which collects and publishes local policy announcements, agricultural product sales, job recruitment, business promotion, rural travel, rural tourism and other livelihood information, and disseminates it on the 58 Tongcheng App and various social platforms to break "information silos" and promote industrial poverty alleviation by "teaching people to fish".

As of July 2018, 58 Tongzhen has opened more than 10,000 township information sites across the country, publishing an average of nearly 210,000 pieces of information every day, affecting more than 24 million people, including more than 2,800 sites in 832 poverty-stricken counties.

Uplink is still trying

Flaws cannot be concealed. Although the township and village market was extremely active in 2018, the weak upward channel is still a huge challenge faced by practitioners.

A senior rural e-commerce practitioner told "Shenzhen Net": "The simplest truth is that by helping farmers make more money, they will have more spending power and willingness, and only then can an industrial closed loop be created. Unfortunately, in 2018, the vast majority of entrepreneurs are still thinking about how to make money from farmers."

This is not surprising. Some e-commerce practitioners also told "Shenzhen Web", "When farmers feel the power of 'buy, buy, buy' through the efficient mobile Internet, they can naturally also appreciate the power of 'sell, sell, sell' on the mobile Internet."

Take rural e-commerce, the core of the upstream channel, as an example. In China, with the economic downturn and the need for supply-side reform, traditional agriculture is also making a leap into modern agriculture. Building a new pattern of agricultural product market circulation is also an obstacle that cannot be bypassed. E-commerce channels have become an important means of building a new circulation pattern. However, in terms of the upward trend of agricultural products, according to "Shenzhen Net", most e-commerce platforms still maintain their inherent thinking and focus on traffic and hot sales. However, an agricultural expert told "Shenzhen Net" that agricultural products have always had a relatively fixed acquisition system and output, and their own profits are not high. There is no way to do e-commerce promotions of "losing money and making money". Some grain products also need to be related to reserve work, which is not in line with the sales method of e-commerce where sales are king.

Pinduoduo is making some interesting attempts in the rise of agricultural products.

After the release of the third quarter financial report of 2018, Huang Zheng explained Pinduoduo’s layout for the upward trend of agricultural products: Unlike the standardized agriculture in the United States, China’s agricultural production is scattered and small-scale farming. Farmers lack market information and face uncertainty throughout the agricultural cycle. Under this traditional structure, farmers are often forced to harvest produce early or treat it with chemicals to extend shelf life. Not only do consumers have to pay high prices, they also get inferior products. Pinduoduo’s solution is to gather consumer demand through the group-building model and pass it on to upstream farmers. With more market information, farmers can compare prices with their peers across the country and sell their products at the right price and packaging. The win-win result is of great significance to changing agriculture and poverty alleviation.

Huang Zheng announced a set of figures when attending the World Internet Conference in Wuzhen on November 8: "In the past three years, the Pinduoduo platform has helped 139,600 registered poverty alleviation households, generated more than 2.1 billion orders for poverty alleviation and agricultural assistance, sold a total of 10.9 billion kilograms of agricultural products, and related transactions totaled 51 billion yuan." However, compared with China's total agricultural output value of 11.47 trillion yuan, the mobile Internet's help in the rise of agricultural products is still accelerating.

But the good news is that mobile Internet platforms represented by Kuaishou and Qutoutiao are helping farmers monetize their other abilities, such as shooting short videos and becoming registered authors of Qutoutiao.

[Source: Tencent Deep Web Author: Sun Hongchao]