At the end of last year, "ZEALER" posted a notice for renting in the office building of Yungu Pioneer Park in Nanshan, Shenzhen, and was once rumored to be "an asshole boss who ran away with his sister-in-law".
Wang Ziru appeared in response and quipped, "Moving to a new home can also become news. 」
Wang Ziru, born in 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 publish his own evaluation videos on major digital forums in China, and the explicit feedback from many viewers made him "sit up and take notice" of himself.
△ At that time, "ZEALER" was also called "TechMessager".
20 14 the dispute between Luo and Wang is presented to millions of people who eat melons. Luo Yonghao, the founder of Hammer Technology, thinks that Wang Ziru "deliberately smeared" the evaluation video of Smartisan T 1, and points out that the position of "ZEALER" in the debate is wrong.
The incident ended in losses for both sides. So far, Luo Yonghao still owes his supporters a "success", while Wang Ziru publicly apologized to his fans that he should not switch from the evaluation field to the quarrel field.
Judging from the actual situation, Wang Ziru and his "fans" have suffered a lot, but they have little to do with Luo Yonghao. In the days of running like a rabbit, "ZEALER" has expanded to more than 200 employees, and the e-commerce business focusing on mobile phone repair, second-hand renovation and third-party accessories goes 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 means "content e-commerce", that is, based on the brand charm of content creation personality, persuading users to complete consumption in order to trust this emotion.
△ "Zealer" has provided users with videos of the whole maintenance process.
At first, Wang Ziru misunderstood the conversion rate. "I thought that the number of broadcasts of 200 million to 300 million a year was very good, but I didn't consider the denominator at that time. If we can't monopolize more than 70% of the 5 billion to 8 billion yuan broadcast volume of the whole network, the diversion efficiency will be very unsatisfactory. 」
In 20 16, ZEALER released about 500 videos, with an average broadcast volume of over one million. As far as a single science and technology CP is concerned, this is an absolutely leading achievement, but even so, it is not enough to support such a high-cost stall. Finally, Wang Ziru suspended the e-commerce team and only reserved the core content team for ZEALER.
Elsa 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 a new Coca-Cola company will appear in the market six months later, with the same scale as it is now. 」
"In fact, our registration time with Didi is only ten days, but today's quantity is more than one hundred times worse. I sometimes feel ashamed, but many things are really not forced. It is better to meet again at forty than to take a detour at twenty. Besides playing bands in his spare time, Wang Ziru also emphasized "self-cultivation". He said 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 need to rely on something external to adjust your freshness. 」
If ZEALER can't do it by the age of forty, are you willing to do your best for it? Wang Ziru set this question for himself. After getting a positive answer, he decided to start over. "Even if he is not a teenager when he comes back. 」
If there is no problem between content and e-commerce, but "ZEALER" fails to put them together-"It's like an axe and wood are there, but you don't have the strength to pick up an axe to cut"-then the root of all the problems lies in how to continue to expand the influence of "ZEALER".
△ At present, the topic of automobiles has accounted for 30% of ZEALER's original content.
The marginal effect of the cost structure of content industry is often reflected in the distribution end rather than the production end. "My team of 50 people can make 500 movies a year. If we want to double it, we have to have 100 people. If the problem is solved by increasing the establishment, then the significance of my layoffs will be gone. 」
Wang Ziru's vision is to integrate small and medium-sized CPs scattered in different fields of the Internet with the help of the head CP of "ZEALER", and finally use the distribution resources of "ZEALER" to build the largest video brand of scientific and technological life content supply.
On average, every month, "ZEALER" can get more than 600 recommendation 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 covers almost all target manufacturers in East China, North China and South China.
Compared with "ZEALER" who eats meat to his heart's content, most of the other video content that is also committed to cultivating the technology market is barely enough to drink soup. No matter the quantity of channel distribution or the sales ability of enterprises, they are not as good as Wang Ziru, a "network celebrity".
"In the technology industry, a single episode of millions of broadcasts is a threshold. Below this figure, there is basically no commercial value, and long-term survival is also a problem. Now I choose to share my resources, whether it is the whole network distribution or connecting customers, even including a series of services such as evaluation equipment, art design, content guidance, data monitoring and so on. , open to partners. 」
In other words, what ZEALER is going to do now is "MCN" (multi-channel network), and Wang Ziru named it "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 the "fanatics" have waded through almost all the muddy waters, their development route is not perfect, but at least they have avoided all kinds of traps and are worth taking out to form an alliance.
His first "united front" target, even an online celebrity, Youtube's number one technology, became his agent in China, specializing in 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 language barriers, the proliferation of video platforms, news clients and social networks in China has made it particularly difficult for Americans to adapt. In the English market, they only need to do Youtube and Facebook, 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 localization, distribution, operation and sales problems, which is almost zero-cost work for Unbox Therapy-that is, the production content of each issue is handed over to zeal er in advance-and then Zealer provides the share.
This is just one of the "registration" options provided by ZEALER X, which is aimed at people with certain traffic and business foundation. In addition, there are two schemes: "investment" and "entry". The former is aimed at newcomers who are willing to accept the growth curve of "ZEALER" incubation, but have not yet been fully released. "ZEALER" will fully support it in the form of holding shares. The latter is not up to standard in quality but also wants to be contaminated with "ZEALER". 」
About two months after the online test of "ZEALER X" in private mail, "ZEALER X" has hatched five CPs, signed six CPs and settled in 10 CP. The smooth progress of "Jiang Taigong fishing, who wants to take the bait" makes Wang Ziru feel gratified and strong. "Anyone who cooperates with us must label the film as' produced by Zealer' or' produced by Zealer'." In Wang Ziru's vision, "ZEALER" will account for 70% of the pan-science and technology flow in the future and become the largest science and technology "MCN".
Earlier, some users complained that "ZEALER" is booming, while its female population is decreasing. However, 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 science anchor, and the result was poor. This also made Wang Ziru decide to respect the styles and genes of different teams, and let the responsibilities of "ZEALER X" focus on things beyond the content.
At present, MCN industry can be divided into two types: head-driven and resource integration. The former is represented by Papitube in Papi sauce or Get in Luo Zhenyu, while the latter is mostly a pan-entertainment franchise such as Mars culture.
Wang Ziru believes that in the vertical field, the head-driven "MCN" has more advantages. "You should have the professional ability to be familiar with sub-sectors and judge the quality of content, not just a connector, but something superficial. 」
More importantly, in order to meet the requirements of wide coverage in Wang Ziru, Fans also need these players who are willing to join the "tribute system". Today, technology is no longer a mechanical and daunting word. Commodities such as drones, robots and electric cars are increasingly integrated into life, becoming a weapon for young people to increase their knowledge, absorb knowledge and recast their lives.
Wang Ziru hopes that these new forces can make up for those areas that ZEALER has no time to take care of. "We are mainly engaged in consumer electronics, smart homes and car travel. In fact, there are still many gaps in science and technology, including popular science, software tutorials, lifestyle and even fashion music. Everyone can 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 recognition of content 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 and JD.COM, are more or less inclined to "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, during which he will scan all the scientific and technological video content sources in China-according to his statistical standards, more than 200 are "qualified"-and sign at least 20.
However, the once controversial hard-core evaluation content is no longer the only focus in Wang Ziru's planning, and when "ZEALER" is successfully platformized, the equation that Wang Ziru's opinion is equal to that of "ZEALER" cannot be established, and he really doesn't want to be entangled in those accusations that are difficult to prove forever.
On the other hand, Wang Ziru also thinks that the high homogeneity of smart phones makes professional evaluation awkward. "Just like the two bottles of water on the table now, Nongfu Spring and Ipoh, it can be explained in half an hour, but it is really unnecessary. I'll 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", in the form of a sermon, telling his extensive views on the science and technology industry, such as evaluating whether Cook is Apple's sinner or savior, or the history of e-sports business, and how far human beings are from immortality. "I hope to replace the position of evaluation in the future. 」
In a speech, peter teale thought that startups should start with "monopolizing a small vertical market": "What you should pay attention to is not how big the future market is, but how much market share you occupy in the current vertical field. 」
Taking Facebook as an example, he said that Facebook's initial financing score was only 65,438+2,000 students from Harvard University, and the market was too small for most investors to sneer at. But what peter teale sees is that Facebook can make more than 50% of Harvard students visit the website within 65,438+00 days, so there is reason to believe that it can repeat this customer acquisition efficiency in other universities.
In Peter Tiller's eyes, the negative textbook is clean energy: "In the past 65,438+00 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 must compete not only with American companies, but also with China companies. Everyone is a small fish in the vast ocean, and you don't know what you won't meet. 」
Wang Ziru may not have heard Peter Tiller's well-meaning words-in fact, according to the feedback from many entrepreneurs, only the pit he planted can be avoided next time, and other people's advice is basically ineffective-but what he did was to redefine the pace of entrepreneurship.
After layoffs, ZEALER has only two content teams-responsible for its own content and cooperative content-and a business team. The reporting procedure is more streamlined, and the frequency of meetings is changed from once a day to once a week, which gives Wang Ziru more energy to think about what kind of career he wants to do.
"Shenzhen is a good place for China to start a business. The survival rate after round A is still less than 5%. We are still alive after the A round, which is 5% lucky. Some time ago, I participated in an entrepreneurial project. There was a poster in it, which was a chair on a cliff with a figure hanging on two legs. The copy says,' If you are not in this position, you can't see this scenery'. I feel particularly touched. 」
△ Entrepreneurship is becoming a "fashionable" thing in China.
When reading elon musk's autobiography, Wang Ziru also felt the most embarrassing history of this man who is now close to God. He admired Musk's insistence on painting the factory ceiling with all-white paint when there were only a few thousand dollars left in the company account, and his unswerving realization of his ideal, even if his life was dying.
Finally, Wang Ziru said, "We hope ZEALER is not only a video company, but also a lifestyle company. Just like Nike, you can put some specific labels on people who wear Nike, and ZEALER also wants to be part of people's lifestyle labels. ZEALER wants to let everyone know that he is not an evaluation company, but a video company. Later, I wanted everyone to know that ZEALER was more than just a video company. 」