Qilu One point: Fusion and qualitative change based on the underlying logic and top -level design

In 2021, Qilu Evening News • Qilu achieved the "double over 100 million" goal of over 100 million yuan and new media revenue, which reflected the positive exploration and latest results of the newspaper industry. According to Zhang Tianshi, deputy general manager of Qilu Media Group and general manager of Qilu Evening News, we can see the implementation of the national media integration strategy and future development prospects.

"Double Brand Strategy": It is not a simple and old alternation relationship, but an organic whole of deep fusion

Reporter: Qilu Evening News was founded in 1988. It is a evening newspaper brand with a history of more than 30 years. Qilu was born in 2014 and came by the east wind established by the national media integration development strategy.

What are the advantages of dual -brand operation?

Zhang Tianshi: This is the result of a step -by -step advancement of integration and development. When the new media was deployed in the early stage of 2014, we have not really considered brand positioning. After 2018, with the continuous development of Qilu, its brand awareness has also continued to increase, and we have begun to re -examine the relationship between newspapers and new media. At that time, the value positioning of the new media had two models across the country. One was that all resources were transferred to the new media, and new brands were established, such as surging news, etc., and the other was to only use the new media as the internal department and realize it within the brand. New and old media fusion. We realize that the transfer of media positions to the mobile terminal is the general trend. The development of new media is a required answer to integration and transformation. At the same time, considering that the Qilu Evening News has a strong influence in Shandong Province and the whole country. The dual brand strategy, while focusing on cultivating new media, continues to create newspaper brand value.

In recent years, we have made systematic changes based on the underlying logic and top -level design, reforming and innovating with Internet thinking, and fully transferring talents, resources, content, technology, etc. to the mobile terminal, realizing the means The talent team and other comprehensive integration and transformation. In this process, Qilu is the most important carrier: First, the organizational structure that meets the requirements of the new modern smart media is established, and the production of the new media is coordinated with the Internet model. Editing and operating the trinity layout; the second is to organize the content of the content of the mobile terminal. The newspaper only retains one editorial department, and the remaining 98%of the personnel have shifted to the new media, and the product and business are transferred online around the live video. Third It is to strengthen technical support, create a "media+N" melting business model, and continuously cultivate new intelligent media formats.

Therefore, the Qilu Evening News and Qilu are not a simple and old alternate relationship, nor a simple additional relationship, but the organic whole of deep fusion. At present, the Qilu Evening News is an important brand support for integration and development. Qiluyi is a strategic platform support to promote media integration, build new modern smart media, and realize the conversion of new and old kinetic energy. Of course, with the continuous advancement of media integration, I believe that Qilu's influence will continue to increase in the future, surpassing Qilu Evening News.

Reporter: Qilu's land, not only has the historical and cultural influence, but also the media resources are quite abundant. There is a view that "today's media competition is in the final analysis of the competition for society's attention." Among the local and even many competitors in the country, how does the Qilu Evening News ensure their advantages and firmly attract target users?

Zhang Tianshi: The key is to meet the needs of the times and continue to seek new and innovation. As the only provincial Evening News in Shandong, the Qilu Evening News has always been the most issued domestic newspapers in the province's largest circulation, the most advertising revenue, and the largest social influence. The Evening News is a highly market -oriented media. It is continuously developing and growing in the wave of market competition. The fundamental reason is that it is close to the masses and has a huge booking group to effectively reach readers.

In the era of new media, Qilu Evening News has increased its innovation and has become one of the earliest transformation media in the province. In 2014, it began to build Qilu's client, operating the official Weibo and WeChat public account, and attached great importance to connecting with users from transformation. At present, the Qilu Evening News · Qilu Yiying News Network has more than 100 million people, Qilu Yitian has downloaded more than 55 million, official Weibo fans 12 million+, official Douyin fans 10 million+, WeChat public account fans of 1.35 million + +. Compared with the peers in Shandong Province, the number of our users is at the forefront. Although there is still a small gap compared with the head platform, the advantage is that there is a strong regional concentration. , In -depth coverage of 16 cities in the province.

In recent years, we have strengthened the development of party building government affairs sections, and have also formed a strong influence among party and government agencies and enterprises and institutions. Compared with the paper media era, the Qilu Evening News and Qilu cover the crowd is wider and more comprehensive, and more vertical. In key industries, through the cultivation of vertical products and accurately operate users, we have created private region flow pools such as blind dates, public welfare, health, education, food, and sports to form a community matrix. This is an important prerequisite for ensuring the competitive advantage.

"Find a reporter's last point": Let users participate in all aspects, and truly gather users in the main battlefield

Reporter: Seeing an amazing number: Qilu Yiyi has more than 900,000 active users a day. Can you disclose the "secret" of such a huge number of users?

Zhang Tianshi: Many domestic media APPs, including us, are the main functions of news information. The opening rate is generally low, and the user's stickiness is weak. To solve this pain point, it is necessary to build a truly effective connection with users in various ways. Qilu's positioning is to create "well -known domestic media platforms, regional social platforms, and comprehensive service platforms", that is, through platform operation, it is necessary to graft multiple resources, provide multiple services, create ecosystems, and link the majority of users. In recent years, we rely on Qilu to create many platform -level products, gather multiple brand columns, activities, etc., and jointly maintain the activity of users. As early as 2017, we proposed the slogan "Find a reporter's one point". This model should be the first in China, and many media later followed. Let users participate in depth, multi -angle, and all -round participation in order to truly gather users and retain users. Specifically, there are the following two "magic weapons":

The first is content. This is an era of integration. The direction of melting media content is ecological, and the direction of the user circle is also ecological. Qilu is not only the supplier of high -quality original content, but also the highlands of user production content. We launched the "Intelligence Station", which is the core support of the user interaction system. At present, the "intelligence officer" has exceeded 200,000, all over the province's industry. In 2021, the "Intelligence Station" received a total of 1.393 million user intelligence, 1168 online interactive planning throughout the year, and launched the#war -related intelligence officer to return to Wuhan with Yifan live. Interactive topics in the field #, more than 10 of them produced and videos produced by users.

"One point number" is another focusing on user products, which are highlands that gather large V and positive energy to gather positive energy. In 2021, the number of creators in the creator doubled, exceeding the 10,000 mark. Among them, the individual authors reached 6,000, and there were thousands of manuscripts daily. Relying on the one -point number, it has also created activities such as the "Youth Lauret Prose Award", "The Financial Prose Award", and "Shandong Province Primary and Middle School Composition Contest", which attracts more users to register and form a virtuous circle. It can be said that Qilu's content ecology has basically formed, and the two -wheel drive of reporters produced and user -produced.

The second is service. This is an era of service. Only by providing users with real services can we truly win users. Qilu accelerates the transfer of resource lines, integrates cloud exhibitions, cloud services, cloud release, etc., forming a cloud product matrix. For example, "Reporter Online" product, 753 reporters were online, and received a total of 1 million clues; "Ask One Point" column, more than 1,700 experts on the online, including "A little question", "One question", "One question, a little question" 17 sub -columns such as the law; relying on the "one -point blind date" and "Thousand Foshan Blind Date" high -quality guest resources and big data platforms to launch the "a little exciting" on the online dating applet; Qilu volunteers explore "media+Internet+public welfare" In the new model, there are currently 5,500 public welfare organizations or individuals in the public welfare channel; the "one -point gang" creates user interaction and service -type news video name columns, with a number of clicks of over 100 million times; Jingdong cooperated with the "Shandong Agricultural Special Product Museum Construction Project", with a turnover of 1 million yuan; recently, the government service inquiry function has also been added. At the same time, the entrance of various offline activity users is also connected to Qilu. Through the intelligent activity platform, various user data is retained and analyzed. A variety of service products are to make users willing to go to one point and be willing to use one point.

Reporter: It can be said that Qilu Yiyi has effectively solved the "pain points" of many users, so that they can truly retain users and attract more users. Not only the client, the Weibo and WeChat public account update of Qilu Evening News is also very timely.

Zhang Tianshi: New media operations should fully consider the differences in each platform, focus on the needs of target users, and carry out popularization. Following this principle, we divided different sectors internally. Weibo and WeChat were operated by the Dual WeChat Department. Douyin and Kuaishou were operated by the Douyin Division. The materials and products provided by the content of the content, after the second processing of the professional team, distributed to each platform.

Qilu Evening News WeChat has always adhered to "empathy with users, interesting, useful to users, and conforming to user taste." Visible, we have a relationship between "holding shoulders" with users, focusing on personalized expression, and creating the image of "Evening News" recognized by users, like "Too Too! This vaccine slogan comes with BGM, and a large number of netizens can't help singing "." In addition, the WeChat team has also carefully operated many small communities, such as the "weather group". Once the weather changes, users will immediately provide rich and diverse materials, let us get the opportunity in the same city competition.

The Qilu Evening News has many fans and has great influence. It initiates the topic of hot news content and strives to operate to the regional and even the national hot search list. In 2021, we harvested more than 1,000 hot search. The topic selection, expression, and presentation form of the Evening News has always shown a high degree of youthful characteristics, which is loved by users. 10,000 times.

The Qilu Evening News · Sure enough video Douyin has also quickly increased powder since last year. Our requirements are that emergencies must release the newsletter video within 1 hour, and more than 1 hour need to grasp the second point of the news. Most people believe that short videos are difficult to do depth, but we have been working hard to explore short video products such as expressions such as expressions, carrying emotions, and in -depth investigations. For example, the short video of celebrities' viewpoints in the near future is good. Generally speaking, while the media's official account is grasping hotspots and attracting traffic, it is also necessary to clearly pass on the position, attitude, and values ​​of the mainstream media. "All business data, all data business": use big data as the underlying technical architecture to empower the new media platform

Reporter: In the process of promoting the development of integration, big data technology plays a vital role in product construction, content production, user connection, advertising operations, and new formats. Qilu Evening News · Qilu was selected as the list of "Media+Government Service Business" innovation case list in 2021, please share the experience of big data operations.

Zhang Tianshi: Qilu Evening News · Qilu pays special attention to the construction of big data and regards it as a "cattle nose" that integrates and transforms. In 2020, the data is set up to promote the digital transformation of media operations, forming a clear operating path.

The first is to create a new media platform with big data for the underlying technology architecture, and promote the co -construction and sharing of media data resources. In 2018, Qilu Evening News, Qilu, began to build Qilu Zhiyun Big Data Platform to promote digital transformation with "all business data and all data business". Warehouse and cleaning processing, integrating a set of efficient, reliable, standard, and reusable data asset system. As of now, the data warehouse has been stored and managed by Qilu Evening News.

The second is to use big data to empower content production innovation and continuously improve the production and communication capabilities of the media. Not only is it to accelerate the production capacity of intelligent content, to allow big data and artificial intelligence to play an important role in the collection, production, distribution, receiving, and feedback, but also successfully explore the content recommendation system based on the recommended engine. At present, Qilu Yimian Technical Team is building a unique content recommendation algorithm led by mainstream values ​​-one -point AI editor -in -chief algorithm. This algorithm combines mainstream values ​​with personalized services to increase the supply, push and dissemination of positive energy and main theme content.

Once again, big data empowers the innovation of traditional business models, continuously transforms and improves traditional business business, and has formed comprehensive service capabilities such as intelligent advertising, digital car shows, digital high moves, and other comprehensive service capabilities with Internet genes. For example, the "intelligent marketing platform", the accurate distribution and personalized recommendations for advertising have been achieved, and the transformation from thousands of people to thousands of people and thousands of people has been completed from thousands of people. Since the launch of the "One Smart Investment Platform", it has reached cooperation with large e -commerce advertisers platforms such as JD.com, Alipay, and Taobao. Big data offline scenes are also useful. For example, the "smart activity platform" provides strong data support for offline event exhibitions. In the autumn of 2021, the "data report+one -point customer acquisition" packaging mode successfully sold big data reports to many auto exhibitors to realize the business output of data.

Finally, big data helps the media to cultivate new formats. As the "bull nose" that integrates development, big data runs through the three levels of "audience understanding", "production method", and "business model". Condition.

Reporter: The Qilu Evening News attaches so much importance to the investment in technological development, which is actually a manifestation of active participation in social governance.

Zhang Tianshi: Yes. Qilu Yiyi Media Zhongtai is the core starting point of our participation in social governance, including three major aspects: content, data, and technology.

In terms of content, it mainly provides comprehensive content planning and operation for government affairs and business propaganda through integration of Qilu's one -point content production, creative planning, and media communication capabilities. For example, the establishment of the party building Qilu Smart Cloud Platform, opening the Centennial Channel of the Party, and creating the column of "Decisive and Report to the People's Report"; establishing a new media product operation platform, and the "Shandong Reform" of the Shandong Provincial Government's website and the political research room of the Shandong Provincial Party Committee Dozens of new media products such as public account, Shandong Financial Office, Weibo, and public account are operated on behalf of them.

In terms of data, it is mainly through all aspects of social governance through the two products of one think tank and frog eye public opinion. One -point think tank has created the "Network Communication Impact Index" (referred to as INC Index), which can help companies not only inspect the brand value through data insights, but also provide a reference basis for monitoring and evaluating the construction of the brands under government departments, industry associations and other institutions. In 2021, 124 reports were reported to each industry to complete the smart tank communication power. Through big data and cloud computing, the frog eyes public opinion has conducted 24 -hour real -time monitoring, early warning and judgment on the data information of the entire network. At present, it serves more than 120 customers, covering many industries such as government affairs, real estate, finance, and education.

In terms of technology, it is mainly based on the advantages of "media+technology" to provide services to the government and enterprises. For example, the "Internet+Government Services" platform is set up to provide professional solutions for the technical service needs of government affairs. If you build a market supervision and co -governance platform for the Shandong Provincial Market Supervision Bureau, the platform can realize the functions of knowledge popularization, online Q & A, report acceptance, legal aid and other functions, which can greatly improve the efficiency and effect of market supervision. Reporter: In this way, using big data as the underlying technology architecture to empower the new media platform, this road is right.

Zhang Tianshi: Unlike traditional media, technological innovation applications are the logical starting point of modern smart media construction. Qilu has always attached great importance to technical investment, introduced a group of high -end technical talents, and established more than 70 technical teams. Qilu's iterative upgrade completely relies on independent research and development, achieving independent and controllable, which is also rare in the industry. In 2019, we released the "Intelligent Media Intelligent Cloud Intersection" matrix to establish the goal of building a new type of modern smart media. The China Taiwan strategy was released in 2020, and the main position was fully transferred to the online. At present, Qilu Yitian has been upgraded to version 9.8, and it will be upgraded to version 10.0 in the near future. Advanced technologies such as 5G, big data, artificial intelligence are fully applied to media integration, empowering all aspects of content production and advertising operations.

At present, Qilu Media's "Modern Smart Media" construction goal has been initially achieved. Specifically, the following goals are mainly achieved:

The first is online: Real -time online and connecting with users are the distinctive features of Qilu, including previously mentioned reporters online, user online, content online, and service online.

The second is intelligentization: mainly reflected in the five aspects: intelligent collection, intelligent production, intelligent distribution, intelligent receiving and intelligent feedback. For example, the intelligent collection and editing system on the launch can be performed through a point background. Efficiency and quality.

The third is intelligence: Qilu has achieved wisdom recommendation, wisdom leadership, and wisdom guidance. It uses mainstream value to guide the "control" algorithm to comprehensively improve public opinion guidance.

The fourth is videoization: adhere to the video priority strategy, promote the transformation and upgrading of the means of communication, and the transformation method, and build a full media communication pattern with videos as the core. Sure enough, videos have become a well -known news and video brand in China. One point video e -commerce base provides full media marketing, cross -border promotion operations, full type video production, live broadcast and sales, platform account incubation, supply chain management, Internet celebrity economy economy And the seven major business segments such as training can provide a full range of capabilities for the live broadcast e -commerce economy.

Pilot "Double Strike": Activate a composite talent and provide a steady stream of team support for development

Reporter: Content and operation are the two wings of the development of the newspaper industry. Powerful power supports the newspaper industry deeper and more stable.

Technically, the Qilu Evening News has a lot of investment and proves its strong economic strength.

Zhang Tianshi: We always believe that the influence and competitiveness of the media content should complement each other: the operation is not integrated, and it is not truly integrated; if the business level cannot be passed, there is no room for development. It can be said that operations are both the results of integration and development and the basis of integrating development. In practice, a very important part of the media integration is the integration of content and operation, interoperability and collaboration. Of course, in this process, we have always strictly followed the principles of editing and operation. Only through optimizing the system and mechanisms, the integration of personnel and resources between different sectors and the maximum joint force.

The Qilu Evening News started the practice of "integrating into one, integrating into one". In 2016, the newspaper's internal pilot "double -span", the personnel of the content department transferred to the operating department, giving full play to the advantages of content production, and driving business transformation. Health, education, real estate and other departments have benefited from this change, innovative marketing methods, upgrading the marketing strategy of all -media cases, and resisting the slump caused by the decline of newspaper layout advertisements.

The typical case is the premiere of Shandong in the large drama "Confucius". As an exclusive promotion platform, Qilu Yiyi is fully responsible for the implementation of the online and offline publicity and promotion of "Confucius". There are more than 300 manuscripts such as Wen Tu, sound video, and other drafts, which have won the high evaluation of the creation team and widespread praise from the industry and abroad.

Qilu Evening News, Qilu, a pilot of the transformation of operations, driving the entire newspaper's integration and transformation. At present, most of our personnel have manuscript writing ability, video production capacity, planning ability, operation ability, etc., are real all -media talents. In 2021, the new media, which is the main body of Qilu, directly operated more than 100 million yuan in revenue. Qilu Evening News and Qilu's revenue and profits both increased. The new media increased by more than 30%for three consecutive years, which stabilized the business market. It also provides a broad space for deep integration and influence.

Reporter: The concept of "double cross" and practice may be very reference for the media. Please talk about it again.

Zhang Tianshi: "Double Spoke" is our own name. It refers to the person or department of the operation from the editing to the business, which is now called "cross -border". For example, I, from the management of editing and editing to the management work, is what we call "double spans".

The background of the Qilu Evening News pilot "Double Surgery" is: Paper Media is impacted by the new media, the revenue has dropped sharply, and the newspaper is facing great operating pressure. The newspaper layout advertising model commonly adopted by the operation department can no longer meet customer needs and cannot adapt to the development of the times. It must seek change. At that time, the internal editing and operation of the newspaper were not circulating and the resources were not interoperable. Coupled with the big background of the time, the management declined straight, and no one wanted to change from editing to the operation. Therefore, the biggest difficulty of the pilot "double cross" is how to change the concept of employees, how to do their ideological work, and re -understand the importance of media operations. On the basis of doing these tasks, go to the person who is willing to do it. In fact, the "double -span" mode activates the team. With the flow of personnel, some editors to work in the operating department through the replacement or competition of the staff to play their advantages in content production and content planning, and soon launched a number of planning plans to adapt to the laws of media communication to provide customers with more product and service. In this way, the influence in the industry has greatly increased, which has greatly drove advertising. The team has also formed a fusion communication mechanism. Through the flow of personnel, there are or not, obtaining strengths and shortcomings between different sectors, forming a joint force, building a good information communication mechanism and resource sharing mechanism, and excavating greater potential. This can be said to be the first step in the integration of Qilu Evening News.

More importantly, the "double span" not only retains a batch of backbones for the newspaper, but also cultivates a group of dedicated composite talents, providing a steady stream of talent support for the development. Many outstanding employees transfer their jobs, learn new skills, master new skills, and combine the content advantages of editing compilation with the integration advantages of operations to better promote the marketing of the entire media and the operation of the entire industrial chain. With the transformation of traditional media, In -depth integration and advancement, and better improve the integration and innovation capabilities of technology, big data, video, etc.

In recent years, we have created a lot of new media products and the business model model, such as "Media+Advertising", "Media+Video", "Media+Technology", "Media+Big Data", "Media+Cultural Industry", "Media+Party Construction" The format model is beneficial to the cultivation of excellent composite talents, and it has also achieved useful explorations for the "News+Government Services Business" model.

(News front reporter Wu Yanzhen)

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