Two key strategies for the K3 campaign: Extreme Edition, Spring Festival Evening Red Packet
文 | 张雨忻
Recently, it was learned from multiple sources that the fast-track “300 million DAU” goal was further clarified and refined.
On June 18th, fast-starter Suhua and Cheng Yixiao expressed their dissatisfaction with the company’s current situation in the internal letter of the company and gave a clear goal of “battle”: before the 2020 Spring Festival, 3 Billion DAU. Since then, a campaign called “K3” inside has officially started.
In the past 4 months, the goal of the K3 campaign has been fine-tuned, and the goal of 300 million DAU has been further split. The DAU peak exceeded 300 million before the Spring Festival, and the DAU average reached 3 after the Spring Festival. Billion.
And, the key strategy of the K3 campaign is also clear: First, rely on the speed version, and second, rely on the Spring Festival Evening Red envelope.
In August of this year, the fast-handed “quick-speed version”, using the online earning mode similar to the fun headline, focused on sinking the market, and reached 10 million DAUs on the line for 20 days, which is growing rapidly.
It is understood that the speed version has become one of the important ways to reach the K3 goal, that is, the speed version of the DAU will be merged into the 300 million target, which will reduce the growth pressure of the fast-hand main app. According to internal data, as of now, the DAU of the Extreme Edition has reached 25 million, but its users have a certain degree of overlap with the quick-time main App users.
In addition, according to the symmetry of the insiders, the fast-handed bidder has obtained the qualification to sponsor the 2020 CCTV Spring Festival Evening Red Packet, with a budget of 4 billion, of which about half will be converted into a red envelope. Since 2016, the Spring Festival Evening Red Packet has become an important battlefield for major Internet companies to launch new products. WeChat, Alipay, Baidu, etc. are the protagonists of the past few years.
It is understood that this year’s quick-handed red envelope for the Spring Festival Evening is a big goal – to ensure retention. The dilemma of the red envelope has always been to bring about short-term rapid growth, but it can not solve the problem of long-term retention. Therefore, this time, the fast-handed emphasizes the content quality of this cooperation in the interior, and hopes to ensure the late retention of the Spring Festival Evening Red Packets activity, and takes the “DAU average of 300 million after three months” as one of the important goals of K3.
For the above information, as of press time, the official does not respond.
Before, the inside of the fast hand has never been 3The target of 100 million DAU has been specifically explained. This time, the target can be interpreted as: the internal peak DAU of 300 million is still optimistic, but also put forward higher requirements, that is, the peak state needs to be stabilized in a short time. .
But actually, the current DAU growth of fast hands is not fast, and there is still a large distance from 300 million.
On May 29 this year, the fast-hand official announced that DAU has reached 200 million. In fact, as early as the beginning of May, the peak value of DAU has exceeded 200 million, but it has dropped back to 180 million in the following period. After entering mid-July, the DAU peak has returned to more than 200 million, and tends to stable. However, in September after the summer, DAU again showed small fluctuations.
It can be seen that the trend of fast-handed DAU changes is directly related to the use of student users: the period from the end of May to the end of June is the time period for students to review and test, which will directly affect the frequency of their use of mobile phones; It is the peak period of use until it starts to enter a small valley again.
According to internal data, after experiencing the above two troughs, the average DAU of the current fast-handed is between 200 million and 210 million, which is only a small increase compared with the data of the official announcement in May. Based on previous years’ experience, the New Year’s Day will enter a high-speed growth stage before the Spring Festival, which will also become an important stage for the fast-handed K3 goal.
Previously, the fast-moving hand with few operational positions raised “operations” to an important strategic position after K3. Rich content, a large number of contracted MCN, event planning and operation, and began to give traffic support are all new attempts in the past six months.
In the second and second tier markets, there are some breakthroughs in fast hands. In July, the official official disclosed that the number of daily active users in their first- and second-tier cities rose from 40 million in January to 60 million.
But at the moment, most of the growth methods are not directly related to the online earning model. Compared with the growth of the main station, the growth of the fast-speed version is much more eye-catching.
It is also to see this point. The vibrato has also been launched in the Android app store at the end of August. According to the data of the seven wheats, the online download has exceeded 18 million. However, according to people who are close to vibrato, the more accurate version of the vibrato is due to strategic defense considerations.
In June, the company’s DAU reached 320 million. It can be speculated that the number of daily users who have so far has been close to 600 million. Is there really a bigger incremental market for short videos to discover? More industry peopleThe scholars tend to think that the vibrato and the fast hand have entered the stage of mutual penetration and mutual attack and defense.
According to data from the Zhisheng Research Institute, the user overlap of fast hands and vibrato has reached 46.5% in May, compared with 18.7% a year ago. In addition, the big V of the two platforms also overlaps deeply. Ma Hongbin, the senior vice president of the fast-handed company, has revealed that 70 of the top 100 big fast players are vibrato users, and 50 of the top 100 vibrato are fast-handed users.
The pioneering of the incremental market has now almost become a game of competition between the two sides in the stock market. For the fast-handed, the completion of the K3 goal not only means to win a bigger market, but also means that the market is not further eroded by the vibrato. Competition has become more and more cruel.