Together with takeaway, web, grass planting, Douyin is anxious?

Author | 拉 Salad sauce

Edit | Muji

From planting grass and takeaway to novels, there are many fields of Douyin's "plugging" in recent times.

The industry has always speculated that bytes want to build Douyin into a "Almighty Super APP", which is also available in the business adjustment of bytes at the end of last year.

In November last year, byte beating announced the adjustment of corporate organizational structure, and the main changes were concentrated on the content traffic platform. After the adjustment, the bytes almost focus on all TO C products in the Douyin business line, including today's headlines, watermelon videos, and headline encyclopedia.

This year, Douyin has accelerated the exploration of business in different fields.

On June 15, the internal test of the soda music of Douyin was officially launched. In July, Douyin began to "group purchase and distribution" in cities such as Beijing, Shanghai. In the same month, Douyin's content grass -breeding community app "Ke Song" has been launched in Apple and some Android app stores. On July 25, it was reported that Douyin was applying for multiple trademarks including "egg flower" and "egg flower novels" to further explore in the field of online texts ...

However, many business exploration seems unsatisfactory. On July 28, it was reported that Ke Song had been removed from the software mall. As of the press release, there was no trace in major mobile phone malls. Xiaguang Society also noticed that Douyin's takeaway business is still at a small -scale test stage, and the order of ordering has not appeared on the homepage.

Nowadays, the major vertical fields of the Internet have already available APPs. Can the Douyin of "Chaos" still realize the vision of the super app?

Douyin business, "bloom everywhere"

In July of this year, the bytes were launched on the content grass platform -Cong.

According to the official introduction, the platform is a content community under Douyin. Ke Song accounts and Douyin accounts are interconnected. Users can log in to Ke Song with the Douyin account and see the videos and collections published on the Douyin. Similarly, the works released by users will be synchronized to Douyin.

From the perspective of the context interface, its main graphic and grass -breeding function undoubtedly coincides with the positioning of Xiaohongshu. Therefore, the industry once heard the sound of Douyin and Xiaohongshu "in the end".

In fact, Douyin's attempts on graphic grass can be traced back to many years ago.

In 2018, Douyin launched the "new grass" that focused on the grass planting, but because the traffic could not achieve high -speed growth, the "new grass" was forced to die less than a year. At the end of last year, Douyin also launched the "Graphic Support Plan" in the APP.

Graphic support plan entrance. Picture source: Douyin

However, the official store was removed shortly after the launch. As of press time, the official did not explain the reason. Internet observer Colin said, "I personally think that the fast launch and removal of this time may be due to the need to debug in the internal. In the future, Douyin's exploration of the business exploration of grass planting will continue."

Not only is the graphic grass, but the Douyin also extended the "tentacles" of the expansion of the business to the local life field.

In July last year, Douyin's internal measurement was called "Heart Takeaway" takeaway business, but after 5 months of launch, the relevant internal test was suspended, and the applet was also removed. At the end of April this year, it was reported that Douyin would build a living service business department in front -line and new first -tier cities in Beijing, Shanghai, Chengdu, Hangzhou.

Subsequently, Douyin takeaway business appeared again. According to the Securities Times Network, in July this year, Douyin began to "group purchase and distribution" in cities such as Beijing, Shanghai, and the delivery service. After the user fills in the address and pays it, the package you purchase can be delivered to the home.

Xiaguang Society searched for keywords such as "Douyin Takeaway" and "Group Buying Delivery" inside the Douyin. It was found that some bloggers have begun to upload the evaluation videos of Douyin takeaway, and their regional scope is not limited to Beijing, Shanghai and other super -tier cities. Essence In the video, some bloggers said that Douyin takeaway price is more affordable than other platforms.

There are also many businesses in Beijing where Xiaguang Society is located on the "group purchase distribution" function of Douyin. In the case of similar contents of the group purchase package, the price of some merchants in Douyin's package is indeed 10%cheaper than the Meituan platform.

In addition to planting grass and local life, Douyin has recently accelerated the layout of the field of network texts.

According to titanium media news, on July 25, Douyin was applying for multiple trademarks including "egg flower" and "egg flower novels". Prior to this, the bytes had a more lapped tomato novel platform, so they were also nicknamed the "tomato scrambled egg" combination.

Douyin is anxious?

In addition to the grass -growing app, its takeaway distribution business is still in the water test stage.

According to people familiar with the matter, Douyin takeaway has not yet built his own logistics team, and still needs to solve the problem of delivery by themselves. The novel business has just begun to expand.

Although Douyin's frequent actions do not seem to have received immediate results, after trying the sweetness in the "interest e -commerce" field, Douyin wants to try more cash can be tried.

Colin said that Douyin is a huge traffic entrance. Its gameplay is to call enough people first and let them pay for things that are interested.

"Douyin eventually wanted to turn himself into a" base camp "where traffic transmission was transmitted, and transmitted it to all kinds of apps based on user preferences." Colin said, "However, this is not an easy task. "

Colin further explained that from the perspective of user choices, the Internet has now appeared in the fields of living in local living, grass, searching e -commerce, and even more segmented tourism, fashion, etc. that have entered the consumer's mind. Douyin wants to rely on traffic and then resume the highlands where the user's first choice is, and the pressure is actually great. In addition to users' choice of preferences, the limited resource allocation within the enterprise also makes many new businesses of Douyin facing challenges.

Beijing's high -level Internet headhunter crystal said that byte beating is a very fast -paced company. After seeing a monetable path, they will quickly use resources to build a team and launch a product test.

"But like any high -speed enterprise, there are not many bytes. Usually a business does not work in about half a year, and this business will be stopped in the interior." Jingjing said, comparison, under the comparison, under the comparison, under the comparison, APPs focusing on a vertical field can invest more time, manpower and capital costs in this field. Therefore, this leads to Douyin that "do everything, and there is no great movement."

The product manager of the Shanghai Byte By By Byte By Byte Speed ​​Telling Xia Guang Society that his project team changed 2-3 middle managers last year. "Most of the middle layers have been" dismissed '. The core reason is that KPI cannot complete or work concepts. "And she also said that frequent replacement of middle managers will have an impact on project advancement.

In addition to the realization, there are reasons behind the development of Douyin's business exploration.

Colin said that Douyin originally started with the content of "short flatness" and attracted strong user entertainment attributes. As e -commerce business gradually developed in the later period, Douyin's goods and advertising content continued to increase, and this would cause the dislike of users who had only used to pass the time to Douyin. Therefore, Douyin tried to establish a separate APP and business line on the one hand to segmented the user group, and on the other hand, it was also the "rebellious psychology" of reducing old customers with strong entertainment attributes.

Zhang Shule, the author of the People's Daily Online, said that the bytes including "understanding the Emperor" and many other sub -items are attempts to divert.

In addition to subdivided users and increasing the monetization channels, the slowdown in the growth of users facing Douyin also allows them to pay attention to other traffic entrances other than short videos.

Ai Media Consultation data shows that 2018 is the highest growth rate of short video users. At that time, the number of Chinese short video users was 501 million, and the year -on -year growth rate reached 107%. However, in 2019, the growth rate of short video users has slowed to 25.1%, and by 2020, the number was only 15.2%.

Picture source: Ai Media Consultation

In the context of the overall slowdown of the short video users, the growth rate of Douyin users has begun to slow.

According to 36 氪, since Douyin announced 600 million DAU in June 2020, the main station DAU has not increased significantly, and limited growth mainly depends on social and live broadcast. At this stage, the growth of the Douyin system is mainly driven by the speed version. In the first half of this year, the high -speed version of DAU increased by about 8%.

According to the semi -annual Internet report released by QuestMobile, the monthly active users of Douyin in June 2022 were 680 million people, compared with the year -on -year growth rate of 645 million people in the same period last year.

Therefore, in the case of both the realization of the monetization channel and the growth of user growth, many attempts of Douyin are not only to accelerate monetization, but also because the ceiling of the single -order inlet of short videos gradually appears.

Douyin's super app dream

Douyin's intention to do "everything you want, what you can do" seems to be self -evident. In fact, it is not just Douyin, but any APP that grows to a certain scale has had similar attempts.

For example, Tencent ’s“ persistent ”exploration of the“ persistence ”of the social field of the e -commerce field and the Alibaba Department’ s “persistence” of the social field ... But after several years of tentative development, everyone seems to have returned to the best field.

"Around 2015, I once thought that the super app is the development trend of the Internet." Senior Internet analyst Xiaoyu said that through the Internet, people, goods, and scenes are integrated to match demand and supply. This is the ultimate form of the Internet.

But in recent years, with the maturity of the Internet form, Xiaoyu's ideas have also changed. "Like the consumer brand, the first app to enter the user's choice is the longest." Xiaoyu believes that this is like the full Jude to roast duck, or Daoxiang Village. The brand I think of. "The same is true for the Internet. Takeaway is Meituan, are you hungry? Erchuang video is station B. Buy things on Taobao and Jingdong. User habit has become fixed."

With the emergence of the subdivision apps such as Pinduoduo and Vipshop, the trend of refined Internet refinement is accelerating, and the flow entrance is just the beginning of everything.

Xiaoyu believes that if Douyin wants to achieve certain results in the field of local life, it will spend effort in layout and manpower transportation management in the fields of distribution, cold chain, and the difficulty of constructing basic disks from scratch. Even in the form of mergers and acquisitions, it can not be achieved overnight.

"Now, I tend to think that the Internet will be further refined in the future, rather than a super app." He said.

Unlike Xiaoyu, Colin believes that the future Internet manufacturers will further open up resources and form a "super network". Colin said that since the Ministry of Industry and Information Technology launched a "interconnection" last year, Internet manufacturers led by Tencent and Ali have begun business attempts. Just 618 this year, Tencent's circle of friends opened the entrance of the advertising traffic for Ali. You can directly enter the Tmall store through the advertisement of the circle of friends. This is a deeper cooperation attempt for Tmall and WeChat.

At the same time, Douyin is also diversion for Tencent's mini -game. "Although the" interconnection and interconnection "everyone is still trying the water in a year, but I think that in the future, the big cooperation between major Internet factories in the Internet is a trend. "Colin said that in the future, a unique super app may not appear, but as traffic, goods, channels and other resources are further open, it will achieve an overall interconnection" super network ".

Zhang Yi, an analyst of Ai Media Consulting, also said that in the environment of the overall Internet users, companies will further seek cooperation between enterprises and find ways to monetize traffic, which may also be a win -win strategy.

*In the text, Kelin, Jingjing, and Xiaoyu are all pseudonyms.

Reference materials:

[1] "Byte beating should make Douyin a" super application "? ", Titanium Media

[2] "Douyin and Meituan want to" change home "? Douyin takes takeaway, Meituan will live broadcast ... ", Securities Times Network

[3] "The appetite of Douyin Short Drama," Tomato "is not full", titanium media

[4] "36 氪 Exclusive ｜ Douyin Adjusting the Organization, DAU Growth Breeding in 2021", 36 氪

[5] "QuestMobile2022 China Mobile Internet Half -year Report", QuestMobile

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