After eager to acquire Li Gouzi’s Weibo promotion resources, the Wall Street Journal specifically analyzed the action of Huineng with a page. Based on the recent popularity of Huineng, its surge in sales volume and its rapidly expanding sales channels, they came to a conclusion: Huineng’s $26 million advertising investment this time, if we want to achieve the same effect in traditional media, it will take at least $180 million to achieve.

This price is not a silly word.

Coca-Cola invests about $3 billion in advertising costs every year to maintain their global exposure. $3 billion is needed to gain a real household name worldwide.

If you want such a brand, if you want to be as well-known as Coca-Cola, the actual cost will be much greater than US$3 billion, because pet supplies are still a subdivided vertical field after all, and are not as powerful as Cola. It is closer to its own vertical users, but also farther from other users.

After this auction, I hope that after not only I became popular online, but also received a large number of traditional media publicity resources offline. So, in total, the intensity of this publicity is unprecedented in the entire advertising field.

Even if Coca-Cola invests $3 billion every year for publicity, the three billion dollars will only be divided into hundreds of countries and regions around the world, depending on the media and channels, large or small, into hundreds of thousands, or even thousands of copies. It is impossible for any copy to be taken out alone to be more powerful than the publicity that I long for this time.

This made Mars regret so much that he wanted to kill several senior executives to sacrifice to heaven. Such a big advantage was picked up by desire under his nose, which not only made Mars regretful, but also made Mars feel huge competitive pressure at once.

The moment of desire became popular, allowing the whole world to see the huge value implied by self-media. For a time, all accounts with a large number of fans on Weibo and Twitter became the choices for advertisers to place advertisements, especially celebrity Weibo. Quotations have risen sharply. For example, a celebrity with millions of fans will post an advertisement in the morning of 150,000, but in the afternoon, it may be hyped up to 300,000.

Moreover, many companies and individuals who have seen business opportunities have also begun to actively operate their own self-media accounts on Weibo, hoping to achieve the effect of quickly gathering fans.

Li Mu had just spent two nights to complete all the arrangements of "Guns" with Rolling Stone Records. When he came to Muye Technology early the next morning, a group of executives found him, hoping that he could host a meeting. The core content of the meeting was how to deal with the platform's crazy advertising popularity at this stage.

In Makino Technology's executive team, this issue is divided into two camps.

On the one hand, I feel that the advertising market of Weibo Twitter should be encouraged and promoted to further enhance the value of Weibo Twitter, and even an advertisement distribution platform should be set up on Weibo Twitter.

The so-called advertising distribution platform is because executives in this camp believe that if big vs are completely allowed to make money by using Weibo Twitter, then Weibo Twitter itself should earn a certain share of its share, otherwise it would be a wedding dress for others, which would be too great invisible loss.

Advertising distribution platforms are to send all advertisements to their own hands and take them to Weibo Twitter. For example, they clearly require all users not to accept advertisements privately. All major Vs who want to accept advertisements must first connect to the advertising distribution platform. They can only take care of them from the advertising distribution platform. The advertising distribution platform itself is actually a middleman who makes the difference.

For example, if a facial mask brand wants to ask Du Wei for a personal Weibo, then it must find an advertising distribution platform. According to Du Wei's quotation, the distribution platform will increase by about 30% to the company. At that time, it will receive a 10% commission from Du Wei, which will basically achieve a gross profit margin of 40%.

On the other hand, people think that Weibo Twitter cannot endlessly cultivate the advertising market. In this way, the entire Weibo Twitter is likely to be flooded with advertisements, which will affect the proportion of high-quality content on the entire platform, and may even cause the platform to lose a large number of users.

Li Mu came to the conference room and took more than half an hour to listen to the opinions of both sides, and then said with a smile: "Everything must have two sides. If the car drives too fast, it will naturally cost more fuel. Just like our platform's attitude towards advertising behavior, you allow them to conduct advertising transactions freely without curbing them. The overall advertising volume of the platform will inevitably increase rapidly, affecting the user experience. But if you do not allow them to conduct advertising transactions freely, then everyone will not see the monetization method, and their own motivation will be greatly hit."

Li Mu said this and paused slightly, and said: "Before looking at the problem in detail, we must first make it clear that we are a super enterprise covering the entire Internet and even preparing to cover offline. Therefore, in the face of a big strategy, never consider verticality. Once vertical, our pattern will be smaller, so everything must be solved in a balanced way."

Kong Lingyu said: "Mr. Li, what about the advertising platform model? The better part of this model is that we can control the advertising volume of the entire platform, just like we have a valve in our hands. It can be opened when needed, and it can be turned off or even turned off when not needed."

Li Mu said: "Building a special advertising platform that completely controls all advertising business. This is certainly a reflection of the platform's control, but this kind of platform hegemony is too obvious, and we cannot take such a path."

Kong Lingyu said: "Mr. Li, it is actually natural that the platform and traffic are both established as such a control unit..."

Li Mu nodded and said, "It is of course natural for us to set up such a control unit, but if we change to a more gentle and open way, it will become a clear stream in the field of Internet platforms."

Li Mu hopes to make Muye Technology a large closed loop in the industry. This closed loop will make other competitors in the industry look up and be amazed, but he does not hope that Muye Technology will also form a closed loop at the user level.

The platform wants to achieve a closed loop at the user level, but generally speaking, the motivation is to cherish the feathers.

I don’t want others to steal their users, I don’t want others to use their users and platforms to monetize them, and I don’t want them to use this to incubate their careers.

In Li Mu's eyes, this kind of mentality is to cherish the feathers too much.

He felt that any platform that cares too much about feathers is generally difficult to grow and grow.

For example, in a certain degree, their control of traffic within their own platform can be said to be extremely strict. Their keyword bidding system completely links user search behavior with profits. They sell countless keywords, hoping that users can bring benefits to them every time they search. Therefore, any keywords they search for by users are generally advertisements, and they strive to squeeze the potential value of users;

In the product of Tieba, a very powerful identification mechanism has been set up to identify users who post advertisements as much as possible. They will delete and post them in seconds. The advertisement posts in Tieba will permanently ban all users who post advertisements, or are just suspected of post advertisements, and do their best to curb other people's traffic in their products. This is a manifestation of extreme care for feathers;

What's even more outrageous is that even the encyclopedia products such as encyclopedia are mixed with huge interests. Ordinary users want to create an encyclopedia, and it is difficult to pass the review, but if they choose to spend money, they can do it in minutes.

For such a company, as an ordinary Internet user or an ordinary Internet entrepreneur, you should not say that you want to pick up two hairs, even if the dandruff that he has fallen out, he will take it away by himself, not let anyone get it. If you want it, you can pay for it.

If a company reaches this point, it will be difficult for it to become a leader in this industry. It will only become a slave to money. Li Mu does not want Muye Technology's platform to take a certain route in the future.

Although the platform in later generations was not completely open to users, it also gave users a lot of freedom. For example, in the huge self-media group, WeChat is basically unprepared for external links, unless the other party's link is a Taobao product link or a link that violates the law. This proves that WeChat is not worried that its users will be snatched away by the public account owner with external links, which is also a manifestation of the self-confidence of a platform.

Moreover, WeChat public accounts have never required the freedom to place advertisements for all account owners, and they have no need to share them. This is also a manifestation of the platform's self-confidence. There are really few platforms that can do this.

But a certain degree is different. External links are very sensitive in a certain degree. Basically, more than 90% of the external links published by users will be killed by a certain degree in various ways, in order to be afraid that their users will overflow through these external links, and to others use their users to raise their projects and earn the money they should make.

Therefore, Li Mu cannot set up a platform to control advertisements on Weibo and Twitter, and he must give users enough autonomy.

Of course, certain restrictions should be added to the users' autonomy space. Otherwise, once everyone publishes advertisements without restrictions, the platform may immediately become a gathering place for spam information.

After thinking about it, Li Mu said: "Our Weibo and Twitter must find a moderate solution. In the future, we must not be obsessed with the revenue brought by advertising. This will make our platform full of spam advertisements and affect our user experience, but it cannot be entirely decided by the users themselves. Therefore, in my business philosophy, we need to formulate a reasonable and convincing game rules, and everyone plays according to the rules of the game and is at peace with each other."

After saying that, Li Mu said: "In this way, my idea is that, first of all, we must limit the spam content of each Weibo Twitter account. For example, the total number of Weibo posts that ordinary accounts can post every day cannot exceed ten, which actually meets the needs of most normal users;

Secondly, we conduct algorithmic identification of content, assisted with manual review and user complaints, and judged that if spam content exceeds 10%, 30%, and 50%, we will give each punishment, such as: restricting publication, restricting attention, forcibly deducting fans, or timely bans, and permanent bans;

Thirdly, all platforms that accept advertisements must bear certain responsibility for the products they accept advertisements. First, they must never advertise any three-no products; secondly, if there is a problem with the advertising product, the account owner will also bear joint and several liability, with the lightest punishment and the worst of the account ban;

Finally, advertising only allows traffic to be spread by itself. No enterprise or individual may browse advertisements on Weibo in any way. As the platform, what we present to users must be high-quality content!”
Chapter completed!