Attacking on all sides, with a brave posture
Editor’s note: This article is from WeChat public account Connect Insight (ID: lxinsight).
Author | Qingsong
Edit | Shui Sheng
After the heavy gold won the CCTV Spring Festival Gala exclusive interactive partner, the fast hand did not relax a bit. It was “truncated” by its biggest opponent, beating.
On the day of the thirtieth year of the New Year, after getting a cooperation fee of 630 million yuan, “Aunt” production company Huanxi Media signed a cooperation with ByteDance to license a series of film and television content including the film “Aunt” Byte Beat is broadcast on platforms such as Douyin, Today ’s Headline, and Watermelon Video.
Byte Beat completed this decision neatly in a very short period of time.
“The battle for Auntie took only 36 hours from making a decision, contacting the owner of the film company, negotiating the price, signing the contract, to researching and developing product feature pages, watching stress tests online, and finally putting the movie online. Most of the work is done online. “Douyin CEO Zhang Nan said earlier in an interview with the media.
From winning the copyright of “Aunt” to the continuous heating up of byte-based games, to the “flying book” that is strongly cut into corporate collaborative office software, byte-beating strikes in this Spring Festival, extending the tentacles of war to more Many areas have also multiplied the suspense of the opening of the Internet business war.
In less than a month, Byte Beat has been deployed on multiple battlefields at the same time. The support behind this is the unique corporate culture formed by Byte Beat over the years.
This company, known as the “App Factory,” entered the mobile Internet market with apps such as today’s headlines, connotations, vibrato, and volcano video, and was once accused of building information cocoons and creating ” Addictive “products.
But it does n’t hurtObstructing byte beats has evolved in commercial warfare. The core competitiveness of BYTE is being transferred from products and technologies to management and culture. In the face of risk and competition, this soft power is pushing the company forward.
“Develop a company as a product.” In 2015, Zhang Yiming, founder and CEO of Byte Beat, left such a sentence on the social platform. He later explained this sentence: “Technology does not always guarantee the competitiveness of a product (company), but a good team can.”
Photo source Zhang Yiming’s personal Weibo
Perhaps at that time, Zhang Yiming was thinking: How can the byte bounce capture the final dividend of the mobile Internet? How does the giant beating mobile Internet battlefield break out?
Today, the battle situation is expanding, the battle situation is escalating, and the byte-beating posture is still brave.
1 Sniper fast
Quick hands need to go up, Douyin wants to sink.
Deepening into each other’s hinterland means that their competition will become more intense, business forms will become more and more similar, users will become more and more coincident, and investment will only increase.
The test of them is not only the level of capital strength, but also who can have the ability to attract new users and retain users in a rapidly changing market.
The Spring Festival Gala is an important new battle for Hurry Up, and for this reason it is almost at any cost.
November 18, 2019, “Late Late” reported the news that Kuaishou won the 2020 CCTV Spring Festival Gala exclusive interactive partner through the bidding. In the list of participating Internet companies, in addition to Ali, Pinduoduo, and the word Section beats.
After the news of Kuaishou and Spring Festival Gala came out, the icon of 2 billion red envelopes was hung on the vibrato page, and “spreading coins” during the Spring Festival is a normal operation.
In addition, Douyin is also sponsoring Spring Festival Gala for other TV stations.
Internet analyst and columnist Shi Tianhao has previously written that according to incomplete statistics, after missing the CCTV Spring Festival Gala, Douyin sponsored and cooperated with eight Taiwan TV Spring Festival Gala at a stretch. The cost is bound to be high.
These are all games played by predecessors. Presumably no one thought that, because the Spring Festival file was cancelled by the epidemic, Byte Beat got cooperation with “Aunt” and won back attention.
![In the beginning of the year, the byte-beating]()
Official Weibo of the source movie “Aunt”
AppAnnie data shows that from January 24th to January 30th, in the top 10 free App Store rankings, Byte Beat ’s App Douyin Volcano Edition, Watermelon Video, Today ’s Headline, Douyin Short Video, and Today ’s Headline Top Speed The editions are on the list, and even from January 25 to January 30, Watermelon Video continued to dominate the list.
But it is also worth noting that, in these seven days, no other products in the byte system except the watermelon video have entered the top three, and there has been a lower ranking. On the other hand, during this period, both the main app and the fast version of the fast player are ranked higher in this list, and their performance is more stable.
The fight between byte beating and fast hand is expected to be more intense. On January 8 this year, the official Wechat of the “Dtreme Volcano Version App” stated that the brand of volcano and vibrato was upgraded, and the original volcano small video was officially renamed “Diving Volcano Edition” and enable new icons.
“After the brand upgrade, Douyin Volcano Edition will maintain independent operation and continue to increase investment in all aspects. The content of Volcano and Douyin will gradually be interconnected in the future, so that users can see richer content and let creators Content can be better distributed. “Guan Wei wrote in a post.
Since the birth of the volcano video, it has always been regarded as a product of byte-beating fast hand, but in the subsequent development, the volcano did not restrain the fast hand, but the vibrato came later, this time, It can be said that it is shrinking the front and is fully attacking fast.
2 Breakthrough of “byte system” mobile game
In addition to attacking in the short video field, in the game field, the byte bounce is already “cutting the cake”.
In 2019, the game layout of Byte Beat has been repeatedly exposed.
This year, the byte bounce will be more internalMany resources are tilted towards games, not only opening up the game special for campus recruitment, but also setting up offices in Hangzhou, Shenzhen, and Beijing, thereby expanding the team.
At the end of June 2019, according to “LatePost”, ByteDance secretly formed a team of more than 100 people to implement the “Oasis Project” and self-developed heavy games.
This is not a good way to go. According to Mob Research data, from 2017 to 2019, the TOP20 list of the Chinese mobile game market presents two characteristics of difficulty in ranking new games and weak liquidity of the list.
![In the beginning of the new year, the]()
In 2017-2019, the 20 favorite mobile games of the nation, Tuoyuan Mob Research Institute
Mob Research stated, “In 2018, there were 7 new games on the list; in 2019, there were only 3 new games on the list. The 12 games on the list have been on the TOP20 list for 3 consecutive years, ‘ It ’s up to 60% of the mobile games. ”It ’s hard to imagine how difficult it is to insert a byte in this field.
But the advantage of Byte Beat is that it has a strong channel matrix like Douyin and Today ’s Headlines, which form the company’s traffic base in the game industry. The advantage of the traffic side is more prominent in casual games.
“Heavy games are content-driven, while mini-games and casual games are not driven by product quality but traffic-driven. This is the advantage of byte beating.” Previously, a Tencent source told Caijing.
In the 2020 Spring Festival, affected by the new coronavirus pneumonia epidemic, Byte Beat beat a gap in the game of a group of games and achieved a breakthrough in leisure mobile games.
For the performance of this Spring Festival file in the field of leisure mobile games, connect to InsIght’s previously published “ Tencent is attracting money, and the headlines are fierce. The mobile game industry has made a good start in 2020 ” mentioned in the article:
The data from Qimai shows that on January 24th, six of the top eight free iOS rankings were casual mobile games, and occupied the top six of the bindings, namely “Little beautiful landlord” and “I “Little Home”, “Brain Hole Master”, “Sunshine Pig Farm”, “I Kung Fu Special Cow”.
Piyuan Qimai Data’s official website
Among them, “Brain Hole Master”, “My Little Home” and “Sunshine Pig Farm” are co-published by Byte Beat; “Little Beauty Landlord” was developed by Yao Ji Technology, and Byte Beat is issued on its own; “My Kung Fu Special Cow” was developed by PeakX Games and released by Ohayoo, a casual game publishing platform under Byte Beat.
This shows that starting from this Spring Festival, the presence of byte bounce in the game field is getting stronger and stronger.
Under the background of leisure mobile games taking the lead, this company’s layout in the game industry is worth studying.
As for the layout of the game industry, byte bounce was more restrained at first.
On June 14, 2018, according to Titanium Media, Today ’s Headline launched a new section called “Game Today” in a low-key manner in those days, and this section was hidden under the wallet menu of Today ’s Headline , Hidden deep.
At the same time, industry insiders revealed to GameLook that it has been six months since the headline opened the intermodal transportation. In other words, starting from 2018, ByteDance began to frequently seek cooperation with various game R & D manufacturers, and cultivated the game soil of ByteApp with the help of platforms such as Toutiao today.
This also shows that Zhang Yiming had already moved his mind about the layout of the game industry, but the byte beat at that time was still in the stage of small steps.
This can also be seen in the strategy of byte bounce in the game industry. According to the Caijing magazine report, Byte Beat’s play is: in its own channels (today’s headlines, Douyin, etc.) to establish user awareness through the operation of game content and advertising; and then through exclusive agency mini games, Casual games to gather and further educate users, and to accumulate user portraits of active gamers.
After the aforementioned layout is completed, this company will not only have the soil for the game, but also the agent and selfResearch the heavy game for market harvesting.
![In the beginning of the year, the byte-beating]()
Tuyuan Feishu Official Weibo
This also means that after the successful break through the Spring Festival stalls in the epidemic, the game layout of byte-beating has just taken the second step. In essence, the two most important products of this company are still shaking. The tone and bytes are beating. Its external label is still an Internet company with information distribution as its core.
It does not have a game gene, and it is not easy to go further in the game market. In other words, for the byte bounce without shortage of traffic, so far, its game journey has only gone through the easiest phase for it. How to go the right way is a tough battle.
However, byte’s strong entry still brings some threats to game giants such as Tencent. “Tencent’s alert to Netease games is at the content level, and Tencent’s defense against byte bounce is that the traffic distribution of Douyin and today’s headlines is more efficient.” A person close to Tencent Games previously said to a reporter from Caijing .
On January 20, some media reported that ByteDance had acquired a number of game studios and purchased exclusive distribution rights for a number of games in the past few months. The news also revealed that the current size of the byte-beating game department has exceeded 1,000 people, and two games will be officially launched this spring.
In this regard, byte skipping said it would not comment. However, it is foreseeable that the days when Byte Beats entered the game field are not far away.
3 “Fei Shu” enters the field of telecommuting strongly
This Spring Festival file, in addition to the game of C-end traffic, in addition to fast gamers, mini games to break through, byte-beating online collaborative office software “Feishu” is also on Tencent’s WeChat, Alibaba, Huawei Welink, etc. Under the siege of the giant, some sound was made.
February 3 is the first day for most Internet companies to resume work online, and remote office software ushered in a peak on this day.
According to the data from Ali Diaoding, on February 3, tens of millions of companies and nearly 200 million people worked from home. At 9 o’clock in the morning, the video conference function ushered in a historical peak. Since then, the network has experienced short-term traffic restrictions.
Corporate WeChat said that millions of companies across the country use corporate WeChat online offices. On the morning of the same day, due to the surge in access to corporate WeChat conference functions, temporary traffic restrictions also appeared.
Data released by Huawei Cloud also shows that in FebruaryOn the 2nd, 15,000 enterprises newly opened WeLink. In those days, the number of newly opened Huawei WeLink services every day increased by 50% on average.
As of now, ByteDance Feishu has not announced the download data and user numbers since the resumption of work, but this rising star, which was officially opened to the domestic market in September 2019, has accelerated significantly.
On February 27, Feishu announced that in order to fight the epidemic, assist enterprises, social organizations and individuals to maintain normal operations. From January 28 to May 1, 2020, Feishu will provide free remote office and Video conference services.
![In the beginning of the year, the byte-beating]()
Tuyuanfeishu Official Website
This product, which started from the internal of byte bounce, is becoming the new entry of byte bounce into the B-end market.
“Dingding is not suitable for headlines, we have to develop our own office collaboration products.” Zhang Yiming said in a face-to-face interview with the CEO in 2016. During that period, the office software adopted by Byte Beat was still nailed.
In the article, Pan Lan, an analyst from the media, analyzed the differences between Nailing and Feishu. The article mentioned that all the functions of Feida are transparent, focused, and flat. The biggest difference from Nailing is that Feishu’s product design is from the perspective of employees, while Nauding is from the perspective of managers.
“Feishu wants to create a working environment with full information circulation and transparency within the company, so that everyone can get as much information as possible. But obviously the broader business owners in China are more concerned about company management and Non-internal collaboration, attendance sign-in and approval for business travel reimbursement are more attractive to FMCG / driving school / factory, and those who really decide what office software the company uses must also be managers. ”Pan Luan analyzes this.
This also determines that, compared to Dingding, corporate WeChat and other collaborative office software, Feishu has a certain gene of byte beating from the beginning, which also contains the company’s corporate culture and management the way.
Byte Beat does not use the division’s organization, but builds a middle stage based on user growth, technology, and commercialization departments, forming a “you have me, you have me” network structure.
Tiger Sniff’s article also pointed out that within the byte beating, the premise of “frank and clear” communication is equal status between the two parties, so two measures have been taken internally, one is to downplay the concept of titles, “only when When they need to speak out, we can see the general management Title. “
The other is to completely disrupt the job number to avoid the breeding atmosphere of seniority. “They like to use a case to illustrate this. In internal cross-departmental cooperation, often one party does not know that the other party is an intern (byte beating requires everyone to call him by name).
This concept is reflected in the tool called Feishu, which shows the perfection of the two requirements of communication and collaboration in byte beating. After repeated attempts and reflections, Feishu has evolved from a single point of communication into a complete office suite.
A deep report mentioned that from the feedback of many users, the biggest feature of Feishu is its high degree of collaboration. Take the document collaboration function as an example. Unlike most online documents, Feishu’s online documents have a comment function, that is, users can select a certain paragraph of text for commentary comments, while other collaborators can reply. Communication is actually integrated into the workflow.
However, the universality of this tool with a strong “byte fan” has been questioned in terms of universality. Whether a flying book with a strong byte beating gene is equally suitable for other companies, many people doubt it. attitude.
In the evening of February 9th, Xie Xin, the vice president of Byte Beat, responded in the Fei Shu online open class: “We export general tools, not our company’s values, management concepts and work. Method. We are willing to share some of our management practices, but we have not solidified it into the product and exported it to other enterprises. In the process of building the product, we have paid great attention to its universality.
But for the byte beating, the battle of Feishu has just begun. How to retain customers after the epidemic is over and how to face the competition from the giants are all challenges for it.
4 The password of byte break Spring Festival file
What kind of company is Byte Beat?
At least in the past Chinese New Year, the rapid response agility, the boldness of rapid concentration of resources, and the coherence of unified internal and external operations are enough to explain that the company’s unique corporate culture And values are becoming an important force driving it forward.
At the headline Bootcamp summer camp in 2016, Zhang Yiming summed up some of his characteristics, including being optimistic about uncertainty, unwilling to be mediocre, and delaying satisfaction. These characteristics of him deeply affect the byte beating.
In addition to attacking in the short video field, in the game field, the byte bounce is already “cutting the cake”.
In 2019, the game layout of Byte Beat has been repeatedly exposed.
This year, the byte bounce will be more internalMany resources are tilted towards games, not only opening up the game special for campus recruitment, but also setting up offices in Hangzhou, Shenzhen, and Beijing, thereby expanding the team.
At the end of June 2019, according to “LatePost”, ByteDance secretly formed a team of more than 100 people to implement the “Oasis Project” and self-developed heavy games.
This is not a good way to go. According to Mob Research data, from 2017 to 2019, the TOP20 list of the Chinese mobile game market presents two characteristics of difficulty in ranking new games and weak liquidity of the list.
In 2017-2019, the 20 favorite mobile games of the nation, Tuoyuan Mob Research Institute
Mob Research stated, “In 2018, there were 7 new games on the list; in 2019, there were only 3 new games on the list. The 12 games on the list have been on the TOP20 list for 3 consecutive years, ‘ It ’s up to 60% of the mobile games. ”It ’s hard to imagine how difficult it is to insert a byte in this field.
But the advantage of Byte Beat is that it has a strong channel matrix like Douyin and Today ’s Headlines, which form the company’s traffic base in the game industry. The advantage of the traffic side is more prominent in casual games.
“Heavy games are content-driven, while mini-games and casual games are not driven by product quality but traffic-driven. This is the advantage of byte beating.” Previously, a Tencent source told Caijing.
In the 2020 Spring Festival, affected by the new coronavirus pneumonia epidemic, Byte Beat beat a gap in the game of a group of games and achieved a breakthrough in leisure mobile games.
For the performance of this Spring Festival file in the field of leisure mobile games, connect to InsIght’s previously published “ Tencent is attracting money, and the headlines are fierce. The mobile game industry has made a good start in 2020 ” mentioned in the article:
The data from Qimai shows that on January 24th, six of the top eight free iOS rankings were casual mobile games, and occupied the top six of the bindings, namely “Little beautiful landlord” and “I “Little Home”, “Brain Hole Master”, “Sunshine Pig Farm”, “I Kung Fu Special Cow”.
Piyuan Qimai Data’s official website
Among them, “Brain Hole Master”, “My Little Home” and “Sunshine Pig Farm” are co-published by Byte Beat; “Little Beauty Landlord” was developed by Yao Ji Technology, and Byte Beat is issued on its own; “My Kung Fu Special Cow” was developed by PeakX Games and released by Ohayoo, a casual game publishing platform under Byte Beat.
This shows that starting from this Spring Festival, the presence of byte bounce in the game field is getting stronger and stronger.
Under the background of leisure mobile games taking the lead, this company’s layout in the game industry is worth studying.
As for the layout of the game industry, byte bounce was more restrained at first.
On June 14, 2018, according to Titanium Media, Today ’s Headline launched a new section called “Game Today” in a low-key manner in those days, and this section was hidden under the wallet menu of Today ’s Headline , Hidden deep.
At the same time, industry insiders revealed to GameLook that it has been six months since the headline opened the intermodal transportation. In other words, starting from 2018, ByteDance began to frequently seek cooperation with various game R & D manufacturers, and cultivated the game soil of ByteApp with the help of platforms such as Toutiao today.
This also shows that Zhang Yiming had already moved his mind about the layout of the game industry, but the byte beat at that time was still in the stage of small steps.
This can also be seen in the strategy of byte bounce in the game industry. According to the Caijing magazine report, Byte Beat’s play is: in its own channels (today’s headlines, Douyin, etc.) to establish user awareness through the operation of game content and advertising; and then through exclusive agency mini games, Casual games to gather and further educate users, and to accumulate user portraits of active gamers.
After the aforementioned layout is completed, this company will not only have the soil for the game, but also the agent and selfResearch the heavy game for market harvesting.
Tuyuan Feishu Official Weibo
This also means that after the successful break through the Spring Festival stalls in the epidemic, the game layout of byte-beating has just taken the second step. In essence, the two most important products of this company are still shaking. The tone and bytes are beating. Its external label is still an Internet company with information distribution as its core.
It does not have a game gene, and it is not easy to go further in the game market. In other words, for the byte bounce without shortage of traffic, so far, its game journey has only gone through the easiest phase for it. How to go the right way is a tough battle.
However, byte’s strong entry still brings some threats to game giants such as Tencent. “Tencent’s alert to Netease games is at the content level, and Tencent’s defense against byte bounce is that the traffic distribution of Douyin and today’s headlines is more efficient.” A person close to Tencent Games previously said to a reporter from Caijing .
On January 20, some media reported that ByteDance had acquired a number of game studios and purchased exclusive distribution rights for a number of games in the past few months. The news also revealed that the current size of the byte-beating game department has exceeded 1,000 people, and two games will be officially launched this spring.
In this regard, byte skipping said it would not comment. However, it is foreseeable that the days when Byte Beats entered the game field are not far away.
3 “Fei Shu” enters the field of telecommuting strongly
This Spring Festival file, in addition to the game of C-end traffic, in addition to fast gamers, mini games to break through, byte-beating online collaborative office software “Feishu” is also on Tencent’s WeChat, Alibaba, Huawei Welink, etc. Under the siege of the giant, some sound was made.
February 3 is the first day for most Internet companies to resume work online, and remote office software ushered in a peak on this day.
According to the data from Ali Diaoding, on February 3, tens of millions of companies and nearly 200 million people worked from home. At 9 o’clock in the morning, the video conference function ushered in a historical peak. Since then, the network has experienced short-term traffic restrictions.
Corporate WeChat said that millions of companies across the country use corporate WeChat online offices. On the morning of the same day, due to the surge in access to corporate WeChat conference functions, temporary traffic restrictions also appeared.
Data released by Huawei Cloud also shows that in FebruaryOn the 2nd, 15,000 enterprises newly opened WeLink. In those days, the number of newly opened Huawei WeLink services every day increased by 50% on average.
As of now, ByteDance Feishu has not announced the download data and user numbers since the resumption of work, but this rising star, which was officially opened to the domestic market in September 2019, has accelerated significantly.
On February 27, Feishu announced that in order to fight the epidemic, assist enterprises, social organizations and individuals to maintain normal operations. From January 28 to May 1, 2020, Feishu will provide free remote office and Video conference services.
![In the beginning of the year, the byte-beating]()
Tuyuanfeishu Official Website
This product, which started from the internal of byte bounce, is becoming the new entry of byte bounce into the B-end market.
“Dingding is not suitable for headlines, we have to develop our own office collaboration products.” Zhang Yiming said in a face-to-face interview with the CEO in 2016. During that period, the office software adopted by Byte Beat was still nailed.
In the article, Pan Lan, an analyst from the media, analyzed the differences between Nailing and Feishu. The article mentioned that all the functions of Feida are transparent, focused, and flat. The biggest difference from Nailing is that Feishu’s product design is from the perspective of employees, while Nauding is from the perspective of managers.
“Feishu wants to create a working environment with full information circulation and transparency within the company, so that everyone can get as much information as possible. But obviously the broader business owners in China are more concerned about company management and Non-internal collaboration, attendance sign-in and approval for business travel reimbursement are more attractive to FMCG / driving school / factory, and those who really decide what office software the company uses must also be managers. ”Pan Luan analyzes this.
This also determines that, compared to Dingding, corporate WeChat and other collaborative office software, Feishu has a certain gene of byte beating from the beginning, which also contains the company’s corporate culture and management the way.
Byte Beat does not use the division’s organization, but builds a middle stage based on user growth, technology, and commercialization departments, forming a “you have me, you have me” network structure.
Tiger Sniff’s article also pointed out that within the byte beating, the premise of “frank and clear” communication is equal status between the two parties, so two measures have been taken internally, one is to downplay the concept of titles, “only when When they need to speak out, we can see the general management Title. “
The other is to completely disrupt the job number to avoid the breeding atmosphere of seniority. “They like to use a case to illustrate this. In internal cross-departmental cooperation, often one party does not know that the other party is an intern (byte beating requires everyone to call him by name).
This concept is reflected in the tool called Feishu, which shows the perfection of the two requirements of communication and collaboration in byte beating. After repeated attempts and reflections, Feishu has evolved from a single point of communication into a complete office suite.
A deep report mentioned that from the feedback of many users, the biggest feature of Feishu is its high degree of collaboration. Take the document collaboration function as an example. Unlike most online documents, Feishu’s online documents have a comment function, that is, users can select a certain paragraph of text for commentary comments, while other collaborators can reply. Communication is actually integrated into the workflow.
However, the universality of this tool with a strong “byte fan” has been questioned in terms of universality. Whether a flying book with a strong byte beating gene is equally suitable for other companies, many people doubt it. attitude.
In the evening of February 9th, Xie Xin, the vice president of Byte Beat, responded in the Fei Shu online open class: “We export general tools, not our company’s values, management concepts and work. Method. We are willing to share some of our management practices, but we have not solidified it into the product and exported it to other enterprises. In the process of building the product, we have paid great attention to its universality.
But for the byte beating, the battle of Feishu has just begun. How to retain customers after the epidemic is over and how to face the competition from the giants are all challenges for it.
4 The password of byte break Spring Festival file
What kind of company is Byte Beat?
At least in the past Chinese New Year, the rapid response agility, the boldness of rapid concentration of resources, and the coherence of unified internal and external operations are enough to explain that the company’s unique corporate culture And values are becoming an important force driving it forward.
At the headline Bootcamp summer camp in 2016, Zhang Yiming summed up some of his characteristics, including being optimistic about uncertainty, unwilling to be mediocre, and delaying satisfaction. These characteristics of him deeply affect the byte beating.
What kind of company is Byte Beat?
At least in the past Chinese New Year, the rapid response agility, the boldness of rapid concentration of resources, and the coherence of unified internal and external operations are enough to explain that the company’s unique corporate culture And values are becoming an important force driving it forward.
At the headline Bootcamp summer camp in 2016, Zhang Yiming summed up some of his characteristics, including being optimistic about uncertainty, unwilling to be mediocre, and delaying satisfaction. These characteristics of him deeply affect the byte beating.