yabo登录

yabo登录

财经

张一鸣选错了对手

题图|视觉中国

与甲骨文合作之后,字节跳动的命运似乎出现了转机。但横亘在张一鸣头顶的那道选择题并未消失: 向外,还是向内?

dangdishijian9yue15riwan,yingguo《jinrongshibao》baodao,zhiqingrenshibiaoshi,zijietiaodongjihuachengliyijiazongbuweiyumeiguodeduligongsi,bingjiangtiktokdequanqiuyewufangzaizheijiaxingongsiyunzuo。jiaguwenjiangtouzibingzhanyoushaoshugufen。gaifanganzhongzijietiaodongjiangjixubaoyoutiktokkongzhiquan,rengshitiktokdekonggugudong。

jupengbosheciqianbaodao,zaizheiyihezuofanganzhong,jiaguwendejiaosegengxiang“jishuhezuohuoban”,leisiyupingguogongsizaizhongguoyouyunshangguizhoujinxingshujuheguidefangan,bingbushejizhiqianmeiguozongtongtelangputidaodeyaoqiutiktokchushou,yebushejitiktokdehexinjishuzhuanrang,tongshihaijiejueletelangpuzhengfujiuzijietiaodongduitiktokdesuoyouquanertichude“guojiaanquan”danyou。

raner,zhengrufacebookanquanzhuguanalex stamoszaitwittershangsuoshuode,“jiaguwenjieguantuoguanerbutigongyuandaimahezhongdayunyingbianhuadejiaoyibuhuijiejuerenheyouguantiktokdehelidanyou。”zijietiaodongjixubaoyoutiktokkongzhiquan,yiranshichongtudexuanwo,yeshiwentideguanjian。

yabo登录zaijiyuzongtongxingzhenglingdeguojiaanquanshenchaqixian(9yue20ri)zhiqian,tiktokdejiejuyijiupushuomili。jiyinduhemeiguozhihou,aodaliya、xinxilan、ribendengguozhengfujinsuimeiguodebufa,jiangduitiktokzhankaidiaocha。

yabo登录haoxiaoxishi,ouzhoushichangzanshimeiyoufachugenjindiaochadexinhao。

“tik tokbuyao(zaimeiguoshichang)langfeishijianle。”yiweitik tokqianyuangongduizimubang(id: wujicaijing)biaoshi,“zhuanzhuouzhoushichangcaishiyanxiazuijinyaodeshiqing。”

不过,也不能对欧洲市场盲目乐观。yabo登录2020年6月,欧盟议会发布了一份关于数字经济未来发展策略的研究报告。报告建议欧盟经济体建立专属欧洲的互联网生态环境。这指向了一个可能的结果,欧盟也想建立一个网络防火墙。

yabo登录yiweijiejinzijietiaodongderenshiduizimubangtoulu,ouzhoushichangduitik tokdetaidufashenglegaibian,“yuanbenhenhuanying,houlaibiandelengdan。”

东南亚或许会是字节跳动下一个关键市场。目前,在人口总数6.3亿的东南亚地区,TikTok的下载量高达3.6亿,一半下载量来自30岁以下用户。

zaitiktokzhaopinguanwangshang,mianxiangxinjiapo、malaixiya、yuenan、yinni、taiguo、yindu6geguojiakaifangle332gegangwei,qizhaopingangweishuliangjinciyumeiguo。

yabo登录raner,dongnanyashichangyijiujuyoujudadebuquedingxing。shangwubuguojimaoyijingjihezuoyanjiuyuanyanjiuyuanmeixinyuciqianzaijieshouzimubangcaifangshijiucengshuoguo,ouzhoushichang、dongnanyashichang,zaishendu、guangdu、guimodoubunenggenmeiguoshichangxiangbi,erqie“tik tokbeifengjingengduoshichuyuzhengzhikaolvbingfeidanchundeshangyeboyi”。

将重心放在国内,依然是字节跳动最现实的选择。

ciqian,zijietiaodongjiuxiangtouzizhebiaoming,gongsijianggengzhuanzhuzaizhongguoshichangdezengzhang,tuozhanxinlingyu。jinqizijietiaodongguoneidongzuopinmichengduyuanchaoyiwang。zaizijietiaodongyewuyineixunhuanweizhudedabeijingxia,jiexialaidewentishi: natiaosaidao,huichengweizhangyimingtuweidefangxiang?

yabo登录genjudouyinguanfang9yue15rigongbudeshuju,jiezhi2020nian8yue,baohandouyinhuoshanbanzainei,douyinrihuoyueyonghuyichao6yi。haowuyiwen,douyinyijingdadaolechaojiappdetiliang,danshizhichengqishangyehuadeyewujiegouyijiudanyi,zhuyaoyikaoguanggaoyuduanshipindaihuo。

zijietiaodong2020shangbannianguanggaoshourutongbizengzhang113%,qizhongdabufenzengzhanglaizidouyinyijijinritoutiao,gongsishangbannianyuqishouruwei500zhi600yiyuan。shujusuiranyaoyan,danneishipingjiedouyinjudaliuliangdashuimanguan,guanggaobianxiandexiaolvhejingzhundubingbunengsuangao。

yabo登录liuliangdejiazhi,zaizhangyimingdehaopengyouwangxingneili,dedaolegengweilinlijinzhidefahui。hedazhongdianpingwangwanquandatonghou,meituandeneirongyujiaoyiwufengduijie,jinhulingjuli。

alibabadongshizhangzhangyong2016nianqixutaobaochengwei“chaojixiaofeizhemeiti”,douyinhekuaishouyongshipinliuliangchongshuadianshangsaidaoshi,zimubangcengjingxieguoyipian《taobaodemubiao,kuaibeizhangyiminghesuhuashixianle?》,dangshiduiyu“chaojixiaofeizhemeiti”zhongxiaofeicedekaochajuxianyudianshang,ranerruguojiangshiyetuokuandaobendishenghuoyabodenglulingyu,yabodenglujiuhuifaxian,“chaojixiaofeizhemeiti”zheigemubiaozaimeituanyijingshiyigejidingshishile,suiranmeituanzaimeitizheiyicezuodebingbusuanhao,rengranzaichidianpingdelaoben。

yabo登录meituanzuizhuyaodeneirongleimu——meishi,qiaqiayeshidouyinzuishouhuanyingdeleimuzhiyi。ermeituandeliuliangyuanyuanwufagenrihuo6yidedouyinxiangtibinglun。meishiduanshipinhenrongyijifayonghudezhongcaobacaoyuwang,duanshipinzhengzaichengweihenduocanyinqiyedepinpaiyingxiao“zhuashou”,dandaomuqianweizhi,douyinbingmeiyouweiraozheiyiyonghuxuqiuchongfenwanshanjiaoyice。zaimeituanlingyikuaizhuyaoneirong——lvyou,qingkuangtongyangruci,douyinjubeineirongyoushi,danjiaoyihuanjiebingbuwanshan。

现在看来,张一鸣很可能选错了对手,他应该发起冲击的对象,不是马云张勇,而是好朋友王兴,以及阿里本地生活yabo登录公司董事长胡晓明,因为距离内容流量更近的交易,不是电商,而是本地生活yabo登录。

douyinciqianzaibendishenghuolingyucengyouguoxiaoguimoshitan。2019nian1yue,douyinzaishangjiayemianzhongshangfaqi5zhecanquan,xiyindouyinyonghujinxingdaodianxiaofei。dangnian2yue,douyinxuanbutuichuyikuan“doudian”dechanpin,zheikuanchanpinshizhuanmenzhenduibendimendiantuichudequyuhuayingxiaogongju,yonghuzaishangchuandouyindeshihou,keyixuanzexiangyingdepoidituweizhi,congeryindaoxianshangyonghuwangxianxiajinxingxiaofei。zhihou,douyinkaishiyudisanfangpingtaihezuo,tuichu “tongchengwaimai”dengyewu,bingweizheixiedisanfangpingtaidailailebushaoliuliang。

yabo登录weilejiejuezuihexindejiaoyihuanjiebuzaipingtaineifashengdewenti,douyinkaishiweiraozishendexiaochengxushengtaihegongnengqudajianbendishenghuoyabodengluwang,jiangzhenggebendishenghuoyewudounaruzishentixinei。

jinnian3yue,douyinshangxianleyikuanmingwei“tuangou”deyingxiaogongju,zhuyaoyabodengluyucanyinye、jiudianye、lvyouyedengxingyedeshangjia: tongguorenzhengdeqiyehaoshanghuchuangjiantuangouhuodongbingtianjiazhishipinzhonghou,jikezaidouyinpingtaiyuyonghujinxingshangpinhuoyabodenglujiaoyi,yonghuliulanshipinshikeyikandaotuangouhuodong,biankanbianmai,kuaisuxiadan(zhichidetuangouleixingbaokuo“wuliupeisong”he“daodianhexiao”liangzhong)。

美团的高佣金模式遭受到了诸多餐饮商家的抱怨,但抖音的“团购”功能直接免佣金,特别是“到店核销”功能,有可能对美团到店与阿里口碑的到店业务构成冲击。

yabo登录lvyouxingyefenxishilaoyunduizimubangbiaoshi,ruguodouyinyouzugoudejuexin,shikeyiqiangzoumeituandaodianyewudeshouru,jiguanggaofei,“shangjiayusuanyouxian,zaiguanggaofenpeishangdouyinduona,meituanzhinengshaonale,danjiaoyiyongjinmuqianhainanyihandong。”

8yuechu,douyinshangjiadegerenzhuyezhong,xinzengtianjia“menpiaoyuding”“jiudianyuding”gongneng,xiadanshikezhijietiaozhuandaomeituan、tongchengdengdisanfangneiqianzaidouyindeyudingxiaochengxu,wuxutiaochuappduancaozuo,zhijiewanchengxiaofeibihuan。muqian,douyinota(zaixianlvyou)yewushijizaitiweixiaochengxu,daiyabodengluzhujianwanshanshengjihou,hennanshuobuhuichongjidaoxiecheng,bijingzheixieyabodengluyizhishixiechengdehexinyewu。

平台往内容化方向发展已经成为一种趋势。yabo登录美团希望将大众点评改造成为餐饮界的“小红书”,然而美团与大众点评的使用场景已经固化,很难提升用户使用时间。在种草的路径上,抖音拥有巨大的流量与大量的KOL,完全可以通过内容激发消费需求。

不过,抖音目前采取的是沉浸式的“瀑布流”的播放形式,想要一边刷短视频,一边点外卖,这样的流程体验并不顺畅。另外,美团与阿里的壁垒在于配送yabo登录,这是抖音入局本地生活短期无法解决的难题。“对于一直做线上业务的抖音来说,线下铺点具有一定困难。”辰海资本合伙人陈悦天对字母榜分析道。

zhengruqianwensuoyan,dianshangxianyubendishenghuoyabodenglujinrulezhangyimingdeshechengzhinei。

2018年,抖音做过短视频电商,在天价大虾风波后暂告一段落,今年,抖音把电商提升到了战略级别。

4月1日,抖音斥巨资牵手罗永浩直播带货,向外界高调表明进军直播电商的姿态。6月18日,字节跳动完成了一轮针对电商业务的组织架构大调整——正式成立了以“电商”明确命名的一级业务部门,此次调整之后,电商被放到了一个重要的位置上。9月6日,抖音要求第三方商家通过星图下单的规定正式启用,而在前一天,罗永浩在直播中上架了53款商品,其中来自淘宝的商品有12件,来自京东的商品有6件,其余链接均导向小店,小店商品占比接近7成,五个月前,罗永浩首播的前23款商品中,大约一半来自淘宝。下一步,抖音将在10月9日下架所有直播中的包括淘宝、京东等第三方电商平台的链接。yabo登录有监测数据显示,抖音上74%的商品来自淘宝。

9月3日,据多家科技媒体报道: 字节跳动获持第三方支付牌照。字节跳动正面回应,此消息属实,确认获取武汉合众易宝科技有限公司支付牌照的信息。这也是字节跳动已获三张金融牌照,分别涉足保险经纪、互联网小贷、第三方支付。

huodedisanfangzhifupaizhaohou,zijietiaodongjiezhifu+douyindianshangwanchengdianshangshengtaishangdebihuan。

yabo登录yigebukezudangdequshishi,shejiaodianshang(kuaishou)heneirongdianshang(douyin),zhengzaishenkediyingxiangzhexiaofeizhedegouwujuece,pingtaidianshang(taobao)zhinengyuzhijingzheng,erwufachedixiaomie。

zijietiaodongconglaibuhuijiangzhengqiandejihuigongshourangren,dandianshangzheichangzhangbuhaoda。chenyuetianrenwei,douyinzuodianshangmianduidezulibingbuxiao,“duidianshangyewulaishuo,qianshedaowuliu、gongyinglian,bileidoubudi。”

从数据也可以看出,字节跳动在电商领域面临激烈的竞争。yabo登录据36氪报道,2020年淘宝直播目标GMV(即总成交额)预计为5000亿元,目前已完成3000亿元GMV;而快手在今年上半年完成1000亿元GMV后,将目标调高至2500亿元;定下2000亿元GMV的抖音上半年只完成了400亿元,下半年仍背负很大的销售压力。

duidouyinlaishuoyigehaoxiaoxishi,douyinzhibodaihuoxiaoshouezai8yuefenyoulexinjilu,bingqieyejiaodonglezhibozhubopaiming。genjuhaitunzhikushuju,zaiqian50mingdaihuozhubozhong,douyinshangbang17ren,chaoguolekuaishoude15ren。

短视频流量逐渐见顶,竞争进入白热化后,中等时长的PUGC内容平台被字节跳动视作下一个流量发动机。

yabo登录jinnianchunjieqijian,douyingaojiacaigou《jiongma》,bujinshuazulecunzaigan,haibeirenweishi“chenggongtouxiaitengyou”。

字节跳动在长视频领域的试探并不是一帆风顺。从2018年初开始,西瓜视频就盯上了直播和长视频。曾经风靡一时的《百万英雄》直播答题开了个好头,到了年中,西瓜视频开始大量招募达人主播,原创作者可以开通直播权限。同年8月宣布,时任西瓜视频总裁的张楠宣布将投40亿元“all in”自制综艺。

zhangnancengjieshi,xiguashipinyonghuduizongyineirongdexiaofeixuqiushifenqianglie,kanwanduanshipinpianduanhouhuizhudongxunzhaowanzhengdezhangshipinneirong,yincixiguazhudongrujuzhizuoyidonghuadezongyijiemu。raner,kouhaohanchuliangnianhou,xiguashipintuichudegeleizongyijiemuqueyizhidoubuwenbuhuo。xiguashipindezhangshipinchangshijihuyishibaigaozhong,zuizhongjiangmubiaozhuanxianglezhongzhangshipin。

yabo登录zaiaiqiyi2019q4decaibaodianhuahuishang,fenxishixunwenaiqiyiceogongyu,zijietiaodongshifouhuiyingxiangdaoweilaijingzhenggejudebianhua,shifouhuitigaozhangshipinpingtaideneirongcaigouchengben,gongyuhuiyingcheng“zheibushiyizhongkechixude、jiankangdeshangyemoshi”。

yabo登录youzhangshipincongyezherenwei,xiguashipinzhendeyaojinruzhangshipinlingyu,haiqueyizhangrumenquan。youmeitijiangzheizhangruchangquanzhixiangleaiqiyi,youwenyuzimeitizhuanwenzhichu,zaitik tokshiqumeiguoshichanghou,zijietiaodongxuyaozhongxinzhuanzhuguoneishichang,aiqiyimianduikuisun、beibeisecdiaochadeneiyouwaihuan,“cishizhangyimingyaoshinenggouweigongyusongshanggengduo‘danyao’,shuangfanglianshou‘kange’huoxuhuiyouyixiangbudaodeshouhuo”。

danxianeryijiandeshishishi: gongyuzuobuleaiqiyidezhu,aiqiyidemingyunliyanhongyigerenshuolesuan——genjuaiqiyizuixincaibao,baiduyongyou92.7%detoupiaoquan,zhanaiqiyizonggubendebiliwei56.1%——zhangyimingyuegongyumeiyouyong。

yabo登录congbaiduyuzijietiaodongguowangdeenyuanlaikan,liyanhongyuzhangyimingshitongshuihuo,ruguojiangaiqiyijiaodaozhangyimingshouzhong,neirobindejingjiejiujiejinyesule,“yourendalenideyoulian,neinijiubazuolianyezhuanguolaiyoutada。”

“从李彦宏与张一鸣多年的针锋相对来看,字节跳动收购爱奇艺的概率非常非常小。”陈悦天对字母榜分析道,“什么时候这个收购会达成?字节跳动价钱足够到位,但是如果连腾讯都给不到位,字节跳动有什么能力给到?如果爱奇艺真的要卖,与腾讯同在谈判桌上,字节跳动毫无优势。”

说到字节进军长视频的收购对象,优酷显然比爱奇艺要现实。

heaitengyiyang,youkuyizhikuisun, 2019cainian,baokuoyoukushipinzaineidealidawenyukuisunewei157.96yiyuan,dandoushiyiyangkuisun,youkubingmeiyouhuodeheduishouxiangdangdeshengliangyukoubei。ali“weiguochenghuanhu,weijieguomaidan”,dawenyuchengguonanchengfengshuo,rangalichixumaidan,waijiedoujuedemianweiqinan。yuzhangshipinweimibuzhenxiangfandeshi,aliduiyuduanshipindexuqiuriyituxian,hezijietiaodongdachengjiaoyi,shuangfanghuxiangchiyou,youzhangyouduan,duiyualilaishuoxianranshizuijiaxuanze。dangran,youkuguanhumayun“double h!jiankang(health)hekuaile(happiness)”zhanlvedelianmian,zhangyimingyebujiandenengqingsongdeshou。

“zijietiaodongyemeiyoubiyaoyidingrujuzhangshipin,zhongzhangshipinshiyigegenghaodexuanze。”chenyuetianbiaoshi,bzhanjishipinwangzhantigongleyigexindesilu,tongguougcqijia,daodayidingguimohouzhujianshixianzizhi(pgc)。“kuozhangdeshihoukendingyaoxuanzexiangduiruodeduishou,zhongzhangshipinmianduideshiyibaiwushiyimeiyuanshizhidebzhan,zhangshipinmianduideshijiaqilaijinwubaiyimeiyuandeaiyouteng,meiyoubiyaoxuanzheimeqiangdeduishou。”

长视频发展不顺后,西瓜视频将路线转向了中短视频,延续头条系凶狠的大水漫灌式风格,不断在强调自己要成为中国YouTube的目标。近两年来,西瓜视频全力狙击B站,疯狂从B站挖up主。在填充创作者基本盘的同时也不断拓宽视频题材,以前,西瓜视频中游戏、影视、体育、三农等领域内容比较丰富,现在财经、科技、文化、美食等内容也扩充了许多。

“以yabo登录对字节跳动的了解,它入局的市场,一般都比较可能产生百亿级别以上的生意,或者自己的流量与产品可以发挥优势,比如说他们认为教育是个大市场。”陈悦天认为,张一鸣的另一个发力点是教育。

2023 年在线教育行业收入规模将达6963 亿元人民币,面对这块肥肉,全球化受阻的字节跳动无论如何不会轻易放弃。而且相比游戏、电商、搜索领域都已经有巨头把持,教育行业目前没有出现一个巨无霸企业,字节跳动进入,有望成为行业的霸主。

yabo登录zaijiaoyuxingye,zijietixiyanxuleziyan+touzidedafa,jizhongquangongsiziyuan,weizijiboyigechuquandejihui。zijietiaodongfangmianciqiancheng,zhengtijiaoyuyewurengzaichuqitansuojieduan,xianjieduanduijiaoyulingyudeguanzhudianjianggengduojizhongzaixiangguandeyingjianchanpinshang。

yabo登录2020nian3yue,zhangyimingzaigongsichengli8zhouniangongkaixinzhongzhudongtanjizheiyiyewu,guanxuanlezijietiaodongzaijiaoyuyewushangdejuexin。zhangyimingzaiwenzhongtidao,weilaitajiangzhongdianguanzhusanjianshi,qizhongdisanjianjiushijiaoyuyewu。

dangyue,zijietiaodongxuanbuquanlijinjunjiaoyu,jiaoyuyewuxianzhaopinrenshukuozhangdaoyiwanren,qingbeiwangxiaojiaoshixinchoushangbufengding。zhihoubannianshijianneishangxianyingyuqimengchanpinguagualongyingyu、shuxuesiweixuexipingtaiguagualongsiwei、aihudongkechanpinkaiyanjiandanxueapp,shougoumengjiaoyuchanpinnipaiyi、bujujiaoyuyingjian。

字节跳动在教育领域一系列的疯狂举动曾一度引起了业内恐慌。然而,字节系教育整体却如同丢入池塘的一粒石子,并没有激起什么水花。“它频繁投资教育领域,是因为到了能力边界做出的选择。”一位曾在业务上接触过字节跳动的投资人分析道,虽然字节跳动不缺流量,但需要不断扩展应用场景,而教育行业非常重运营,简单导入流量在这个行业收效甚微。

zhangyiming8zhouniangongkaixinzhongtanjizaixianjiaoyudebufen

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今年7月,字节跳动教育业务负责人陈林表态,未来3年,字节跳动教育业务不考虑盈利。这被认为是字节跳动对市场疑虑的一种回应。

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