Wen | Lan Xi
At the end of last year, "ZEALER" posted a notice for rent in the office building of Yungu Pioneer Park in Nanshan, Shenzhen, and was once rumored to be "the son of a bitch boss ran away with his sister-in-law".
Wang Ziru appeared in response, laughing at himself, "Moving to a new home can make news.
Wang Ziru, born in p>1988, is also the best footnote of the old saying "Be famous before it is too late". When he was still in college, he began to post his own unpacking and evaluation videos in major Chinese digital forums, and the explicit feedback from many viewers made him "sit up and take notice" of himself.
△ At that time, "ZEALER" was also called "Tech Messenger"
In 214, the dispute between Luo and Wang was presented to tens of millions of people who ate melons. Luo Yonghao, the founder of Hammer Technology, thought that Wang Ziru had "deliberately smeared" the evaluation video of Smartisan T1, and pointed out that "ZEALER" had a wrong position in the debate.
The incident ended in mutual loss. So far, Luo Yonghao still owes his supporters a "success", while Wang Ziru publicly apologized to his fans and thought that he should not switch from the evaluation circle to the quarrel circle.
judging from the actual situation, Wang Ziru and his "ZEALER" suffered misfortune, but it had little to do with Luo Yonghao. In the days of running like a rabbit, "ZEALER" has been expanded to more than 2 employees, and the e-commerce business, mainly mobile phone repair, second-hand renovation and third-party accessories, has gone hand in hand, with the intention of copying Huaqiang North's online role.
At the beginning of e-commerce products derived from media products, "Zealer" quite had the meaning of "content e-commerce", that is, based on the brand charm of content creation personality, it persuaded users to complete consumption in order to trust this emotion.
△ "Zealer" once provided users with videos of the whole maintenance process.
At first, Wang Ziru misunderstood the conversion rate. "I thought that the broadcast volume of 2 million to 3 million yuan a year was very good, but at that time, the denominator was not taken into account. If you can't monopolize more than 7% of the broadcast volume of the whole network from 5 billion to 8 billion, the diversion efficiency will be very unsatisfactory.
in p>216, "ZEALER" launched a total of about 5 videos, with an average broadcast volume of more than one million. As far as a single CP of science and technology category is concerned, this is an absolutely leading achievement, but even so, it is not enough to support such an expensive stall. In the end, Wang Ziru suspended the e-commerce team and only reserved the core content team for "ZEALER".
Aisa Candler, the founder of Coca-Cola Company, once said, "All the property of Coca-Cola Company suddenly turned to ashes today. As long as I still own the trademark of Coca-Cola, I can definitely announce to you that in half a year's time, there will be a new Coca-Cola Company with the same scale as it is now.
In fact, the registration time between us and Didi is only ten days, but today's weight is more than a hundred times worse. I sometimes feel ashamed, but I really can't force many things. It's better to take a detour at the age of 2 than to meet again at the age of 4. Besides playing with bands in his spare time, Wang Ziru also specially emphasized "cultivating the mind". He said that he didn't understand entrepreneurs' understanding of Buddhism before. "If success can be blessed by Buddha, then everyone can ask God to worship Buddha." "But today I realized that sometimes you just have to rely on some external things to adjust your newness.
if the "ZEALER" project can't be completed until the age of forty, are you willing to do your best for it? Wang Ziru set himself this question, and after getting a positive answer, he decided to start again, "even if he is no longer a teenager when he returns.
if there is nothing wrong with content and e-commerce, but "ZEALER" has not been able to put them together-"just like the axe and wood are there, but you don't have the strength to pick up the axe and slash it"-then the root of all the problems lies in how to continue to expand the influence of "ZEALER".
△ At present, the topic selection of automobiles has accounted for 3% of the original content of ZEALER
, and the marginal effect of the cost structure of the content industry is often reflected in the distribution end rather than the production end. "My team of 5 people can produce 5 films a year. If you want to double it, you must have 1 people. If you rely on increasing the preparation to solve the problem, then the significance of laying off people is gone.
what Wang Ziru envisioned was to integrate small and medium-sized CPs scattered in different areas of the Internet with the help of "ZEALER" as the head CP, and finally use the distribution resources of "ZEALER" to create the largest video brand for the supply of scientific and technological life content.
on average, every month, "ZEALER" can get more than 6 recommended positions in major video websites and applications-"theoretically, it can be more, but my content output is not that much"-and after increasing revenue and reducing expenditure, "ZEALER" has also achieved profitability, and its business team has covered almost all the target manufacturers in East China, North China and South China.
compared with "ZEALER", most of the other video contents that are also devoted to cultivating the technology market are barely enough to drink soup, and they can't compare with Wang Ziru, the "online celebrity", in terms of the quantity of channel distribution and the sales ability of enterprises.
"In the science and technology industry, one million episodes are a threshold. Below this figure, it basically has no commercial value, and its long-term survival is also a problem. Now I choose to share my resources, whether it is distributed to the whole network or docking customers, and even a series of services including evaluation equipment, art design, content guidance, data monitoring, etc., are open to partners.
that is to say, ZEALER is now going to do "MCN" (multi-channel network), which Wang Ziru named "ZEALER X" project.
Generally speaking, "MCN" refers to the content broker, which belongs to the industrial division of labor and is also a partnership scheme of "creation belongs to creation and operation belongs to operation".
in Wang Ziru's view, since "ZEALER" has waded through almost all the muddy waters, its development route, though not perfect, has at least avoided all kinds of pitfalls and is worth taking out to form an alliance.
His first "United Front" targets, even online celebrity, the number one technology in Youtube, became his agents in China, exclusively responsible for distribution, operation and commercialization.
△ Unbox Therapy has more than 8 million subscribers on Youtube
"In fact, the digital ecology in China is very different from that in the United States. Apart from the language barrier, the proliferation of video platforms, news clients and social networks in China is particularly difficult for Americans to adapt to. In the English market, they just need to do Youtube and Facebook well, plus Twitter and Instagram at most, and nothing else.
The cooperation mode between ZEALER and Unbox Therapy is that the latter provides content authorization, and Wang Ziru and his team solve the problems of localization, distribution, operation and sales, which is almost zero-cost work for Unbox Therapy-that is, the production content of each issue is given to Zealer in advance-and then Zealer provides it with a share.
and this is just one of the options of "signing a contract" provided by ZEALER X. It is aimed at those who have a certain traffic and business foundation. In addition, there are two schemes of "investment" and "entry". The former is for newcomers who are willing to accept the growth curve of "ZEALER X" and ZEALER will fully support them in the form of holding shares. The latter is the content whose quality is not up to standard, but also wants to be contaminated with "ZEALER" resources. It can enter the system of "ZEALER X" and grow together. "If it has improved, I can sign a contract with you or invest.
After launching ZEALER X privately and testing it for about two months, ZEALER has hatched five CPs, signed six CPs, and settled in ten CPs. The smooth progress of "Jiang Taigong fishing, who is willing to take the bait" makes Wang Ziru feel quite gratified and strong. "Anyone who cooperates with us must be labeled as" Zealer's production "or" Zealer's production "on the film. "In Wang Ziru's vision," ZEALER "wants to account for 7% of the pan-technology traffic in the future and become the largest technology" MCN ".
Earlier, some users complained that the "ZEALER" was flourishing while the "ZEALER X" was declining. Wang Ziru looked at the whole company and there were few girls. He tried to find some girls to teach him how to be a technology anchor, but the results were very poor. This made Wang Ziru decide to respect the styles and genes of different teams, and made the responsibility of "Zealer X" focus on things outside the content.
at present, the industry of "MCN" can be divided into two types: head-driven type and resource integration type. The former is represented by "Papitube" of Papi sauce or "Get" of Luo Zhenyu, while the latter is mostly a franchise organization of pan-entertainment such as "Mars Culture".
Wang Ziru believes that in the vertical field, the head-driven "MCN" has more advantages. "You must have the professional ability to be familiar with sub-industries and judge the quality of content, not just a connector, and do some superficial things.
more importantly, in order to meet Wang Ziru's requirement for wide coverage, ZEALER also needs these players who are willing to join the tribute system. Today, science and technology is no longer a word full of machinery and daunting. Commodities such as drones, robots and electric cars are increasingly integrated into life, becoming sharp tools for young people to increase their knowledge, absorb knowledge and recast their lives.
In those fields that ZEALER has no time to take care of, Wang Ziru hopes that these new forces can make up for it. "Now we are mainly engaged in consumer electronics, smart homes and car trips. In fact, there are still many gaps in scientific and technological content, including science popularization, software tutorials, lifestyles and even fashion music. They can all join in and get better development benefits.
△ short and interesting is an important direction of the content evolution of "ZEALER"
The only problem is that the role of "ZEALER" will become somewhat repetitive, which may cause some concerns: can we pay the price of reducing the content recognition in order to get the fertilizer irrigation of "ZEALER"?
in other words, this is a fate choice of "whether to be your own big brother".
At present, traffic centers including Weibo, Taobao, JD.COM, etc. are more or less inclined to the "MCN" mode. For example, a master-slave account system is provided to facilitate the unified management and centralized collection of content distribution. Wang Ziru has set himself a time limit of eight months, and he will use these eight months to scan all the scientific and technological video content sources in China-more than 2 are "qualified" according to his statistical standards.
However, the once controversial hardcore evaluation content is no longer the only focus in Wang Ziru's planning. After the successful platformization of ZEALER, the equation that Wang Ziru's opinion is equal to ZEALER's opinion cannot be established. He really doesn't want to be entangled in those accusations that are difficult to prove.
On the other hand, Wang Ziru also thinks that the high homogeneity of smart phones makes professional evaluation a bit awkward. "Just like two bottles of water, Nongfu Spring and Ipoh, on the table now, you can explain the difference in half an hour, but it's really unnecessary. I'll just tell you which bottle tastes better in five minutes.
So Wang Ziru signed a contract with Tencent and made a program called "Relativity of Science and Technology" to talk about his broad views on the science and technology industry in the form of sermons, such as evaluating whether Cook is Apple's sinner or savior, or the history of e-sports, and how far human beings are from eternal life. "I hope to replace the position of evaluation in the future.
In a speech, peter teale thought that a startup company should take "monopolizing a small vertical market" as the best start: "What you should pay attention to is not how big the future market will be, but how much market share you occupy in the current vertical field.
Taking Facebook as an example, he said that Facebook's initial financing achievement was only 12, students of Harvard University, and the market was so small that most investors scoffed. But what peter teale saw was that Facebook showed its ability to get more than 5% of Harvard students to visit the website in 1 days, so there is reason to believe that it can repeat this customer acquisition efficiency in other universities.
In peter teale's eyes, the opposite textbook is clean energy: "In the past 1 years, this industry has poured in huge amounts of money, but now most companies are closed. Every entrepreneur of a clean energy company will say that our market has trillions of dollars, and if our market share reaches a certain level, we will make a lot of profits. In fact, the competition in this market is particularly fierce. You have to compete not only with American companies, but also with China companies. Everyone is a small fish in the huge ocean, and you don't know what you won't meet.
Wang Ziru may not have heard peter teale's bitter words-in fact, according to many entrepreneurs' feedback, only the pit he planted in can be avoided instinctively next time, and others' ear persuasion is basically ineffective-but what he has done is redefining the pace of entrepreneurship.
after layoffs, ZEALER has only two content teams-responsible for its own content and cooperative content respectively-and a business team, with more streamlined reporting procedures and the frequency of meetings changed from daily to weekly, which gives Wang Ziru more energy to think about what kind of career he wants to do.
"Shenzhen is a good place to start a business in China. The survival rate after the A round is still less than 5%. We are still alive after the A round, which is a lucky 5%. I participated in an entrepreneurship program some time ago. There was a poster in it, which was a chair on a cliff with a figure with two legs hanging on it. The copy said,' If you are not in this position, you can't see such a scenery'. I feel particularly touched.
△ Entrepreneurship is becoming a "fashionable" thing in China
When reading elon musk's autobiography, Wang Ziru also empathized with the most embarrassing history of this man who is now close to the deity. He admired Musk's insistence on painting the factory ceiling with white paint when he had only a few thousand dollars left in the company account, and his unswerving implementation of his ideals, even if his life was on the line.
Finally, Wang Ziru said, "We hope ZEALER is not only a video company, but also a lifestyle company, just like NIKE.