Buzzfeed trash can sell out of stock so gold from the content

Make money by content? difficult. In the era of information explosion, only highly differentiated, valuable articles, only received money. To reach that level, you need to build a content operations team, collect exclusive content that others do not own, and build a community of readers who do not. However, too few people are willing to pay for high-quality content, and even if they do, all subscribe to the New York Times.

Make money by advertising? Harder. Outside the country, with Facebook and Google folder attack, territory, microblogging WeChat press harder and harder, people eat meat, you can only drink soup. These media giants use the standardization of services throughout the year, with very low marginal costs to attract traffic, leaving accurate user behavior records and providing advertisers with “large and accurate” advertising services. You also have to hire a group of journalists, editors, photographers, and filmmakers to make content. You do not necessarily earn the same amount of traffic. It is also difficult to provide accurate data and daily operating costs But higher than Weibo, WeChat.

Much worse, more and more companies set foot in the content industry: Michelin is selling tires, but the introduction of Michelin Guide to everyone crazy starry; Away is selling luggage, but introduced to motivate 74-year-old readers to resume travel online and offline Magazine. In the face of all walks of life under the folder and kill, focus on content production of the media by the enemy.

But there are still companies that do not give up trying to break through in such a dilemma. They believe that content can be used not only to sell money and advertise, but also to trigger a chain reaction, collect meaningful “data” and develop new business models. This company is Buzzfeed. In December 2017, Jonah Peretti, the founder of Buzzfeed, announced that Buzzfeed will not rely solely on advertising for its rapid growth in the future. E-commerce and video will be their new growth engine. “Data” is the most powerful secret weapon behind them.

Innovation: Content can not only be used for selling and advertising, but also for collecting meaningful “data” and developing new business models.

1. The establishment of product divisions, digging angle e-commerce talent, gold from the content of the next star product

When selling tires, luggage are sold across the contents of the industry, the content industry can not cross it else? The answer is: of course, as long as you have the ability to gold from the data! Buzzfeed, America’s most watched new media, explores new business opportunities from a host of popular content. Today, Buzzfeed is not only an online media, selling trash cans, Trump photo children’s books, there is a smart induction cooker can automatically determine the temperature of the pot!

Many media cross the e-commerce, but in essence shopping guide – and e-commerce brand cooperation earn a commission. But Buzzfeed’s ambition is more than that: the challenge is designing products, making and selling products, and logistics. From 2016, Buzzfeed is hiring Ben Kaufman, founder of Quirky, a startup that helps start-up teams mold their products, to better manage warehouse management, checkout technology, and customer development talent. They believe that Buzzfeed’s responsiveness to content and the ability to create a reader’s self-identity can help them develop physical products.

The newly formed Buzzfeed Product Lab already has 12 employees. On the one hand, they play security cards: selling Buzzfeed-authorized products or buying products from third parties for re-assembly and selling. On the other hand, they started experimenting with the massive content alchemy from Buzzfeed to find the next best-selling physical product.

A child’s book from the Buzzfeed Product Lab funny (yes, you’re right – Buzzfeed is a children’s book) The President and The Big Boy Truck shows: Indeed contains gold, just to see if you can recognize gold.

On March 23, 2017, U.S. President Trump met with a group of civil society representatives of truck companies at the White House. He boarded a large truck prepared by these representatives and took various positions to photograph the media. At Time, CNN, with its smooth and straightforward news coverage, went straight to Buzzfeed and became a storyline of only 33 characters that went viral online. Trump vivid expression so that Internet users crazy, a series of expressions designed with these pictures wrapped in the network crazy pass.

Some netizens petitioned and volunteered volunteer as follows: “Can I make this news into a children’s book? A picture with a certain word must be very good. I did the same thing for other publishers, and I could have Do this when you are empty. “Noting that this message received not only 926 likes, but also top messages, it caught the attention of Buzzfeed publisher Dao Nguyen. Buzzfeed Product Lab immediately collaborates with printers who can print urgent documents and print a book within 1 day ready for sale.

This accurate identification, decision, rapid implementation, so that this article from the birth of a network of physical books, grab the topic and freshness, sold within 5 days 1,500, a charge of 90,000 yuan.

2. Insight into the psychological behind the interaction between the reader and the content, to create a product that can say the reader’s voice

“We can not go beyond Amazon.When people want to buy something, they are going to Amazon for easy shopping, so when other companies want to make a comeback in the eCommerce industry, they have to deliver unique value: it can be a conversation, A perceptual thing, or a differentiated service that allows consumers to communicate their self-identity through the product, which must make people feel so differentiated that they choose not to buy it on Amazon, But buy it with you. “Ben Kaufman, director of Buzzfeed Product Lab, told AdAge that behind their series of nonsense behaviors, they saw the real business opportunities for the community e-commerce community.

This idea is specifically implemented in their first product – Tasty Cookbook. Facts have proved that the gold from the content, is a good business door.

Tasty, Buzzfeed’s recipes-based website, was founded in July 2015 and now has more than 92 million Facebook fan pages and more than 2.3 billion monthly video views. After accumulating enough fan energy, Tasty decided to release his recipe book. However, unlike traditional recipe books, Tasty’s recipe book allows users to choose from 7 themes and print customized recipes book from more than 1,000 online recipes.

Exclusive recipe ideas are not uncommon, the key in Tasty’s customization can be completely hit your heart, but also sent to your home. This has two key points: First, the data, and second, the production line.

Traditional recipe categories tend to differentiate between “starter”, “vegetable”, and “seafood”, but Tasty uses community thinking and large readership data to classify. They think: “Why do people share a recipe? Why would they find approval on this recipe?” Based on this thinking, they created eight categories, including “Sweet Star”, “Junk Food” , “Busy lazy”, “carnivore”, “omnivore”, “banquet host”, “Tasty selection”, and “designated ingredients.” There are also detailed categories under each category, which are also the result of data screening.

After selecting the type you want, Tasty also lets you type a sentence on the first page of the recipe. This recipe book, gifts for personal use appropriate. And on the other end, Buzzfeed comes in touch with the user’s customized order, immediately upload the PDF file of the specified recipe to the printing factory that can receive the exclusive order, and send the recipe book to the user’s door.

Through the data and grasp of the supply chain, and seize the opportunity to launch in the holiday time at the end of 2016, online ordering of Tasty recipes reached 20,000 in the first week and 200,000 in the first half of the year.

Recipe book ran out of big data can not meet the Tasty, the next step, they continue to play cross-border, introduced a smart cooker – Tasty One Top. Tasty One Top is an induction cooker that can automatically determine the temperature of the cookware, with the functions of frying, boiling, frying and frying.

Not surprisingly, Tasty One Top is the fiercest connection to the 1,700 recipes in the Tasty App. Once you’ve selected the recipe you want, Tasty One Top will automatically adjust the amount of food Temperature, and to help you time, to remind you to do the next step. All you have to do is just drop the ingredients and serve them well in the recipe.

Doing the content to run to sell induction cooker, this sounds a little outrageous. But for Buzzfeed, it’s all about “creating something that can be shared and created more by users.” Food and cooking, are the people most like to take pictures, take the kind of film. Tasty One Top solves the troubles of a group of people who do not cook but wants to save money and get the best out of their circle of friends as they use Tasty One Top to take a picture and take pictures.

3. Use the content to create a topic, blacksmith hot products launched within 3 hours

In the eyes of Ben Kaufman, director of Buzzfeed Product Lab, the three most important retail outlets are: curtailment, story-telling, and reach. And all three, Buzzfeed has it all. In terms of reach, Buzzfeed reaches 500 million users a month, more than Walmart; in terms of storytelling, this is the media’s ability to survive; from a curatorial perspective, Buzzfeed has the ability to Large amounts of data interact with the reader, instantly understanding what the online world needs, and the reasons behind the need.

With such confidence, it is no surprise that Buzzfeed has turned a serious news event into a humorous business opportunity.

In January 2017, just one week prior to Trump’s forthcoming presidency, Buzzfeed News (Buzzfeed’s channel for reporting political and social news) exposed a memorandum between Trump’s team and Russia’s related records, provoking Trump’s inauguration The press conference criticized Buzzfeed as “a failing pile of garbage.”

For the U.S. media, Trump’s scolding is equivalent to winning a Medal of Honor (except for pro-Republican media, of course, Fox), but Ben Kaufman’s current first instinct is: “We have to be a trash can! ”

Yes, trash. This limited edition 100 trash can costs $ 49 (about NT $ 1,500) with a flawless red color that holds 3.5 gallons of garbage and a lid that automatically closes. Most importantly, it took Ben Kaufman only three hours to start thinking about business opportunities until the first production system. He knew very well that he would take the trend of Trump’s issue and sell it sooner. When the trash was officially on sale, it sold out within one month.

The abacus, which creates topics from content and extends business opportunities, hit the film industry.

In 2014, Buzzfeed set up an entertainment division to specialize in popular videos that can cause rapid viral spread on the web. In 2016, the department was given a new assignment: From Buzzfeed’s numerous articles, out-of-the-box articles, and videos to digging into the subject matter of being a movie or TV series.

For example, they are working with Warner Brothers, one of the Hollywood studios, to bring the 2015 Buzzfeed correspondent to the big red screen with a Chinese mobile phone hit by a stray cell phone and the Big Big Bang Theory) starring Sheldon actor Jim Parsons come starring.

Not only funny but also serious news: They also intend to work with George Cronney’s production company to bring Buzzfeed’s investigation into the assassination plans of Russian authorities on the big screen. Buzzfeed’s final plan, is to follow Disney’s content development and IP licensing through the development of the film.

Most people think Buzzfeed is a new media company. But now, more people in the industry agree: content is just the facade of Buzzfeed; the data is Buzzfeed’s real signature. From the content, Buzzfeed gathers key data on how users interact with content, evolving into new business models. Ruminating from content, trash bins, recipes, children’s books all the way up and movies right now, the buzzfeed jumps back to a huge data base, perhaps out of a way that traditional media never imagined.


Softbank Vision Fund’s “small target”: reinvest 40-70 technology companies, the focus of Europe

The world’s most influential Mobile World Congress (MWC) kicked off this week in Barcelona, Spain. In addition to Huawei’s release of the world’s first 5G commercial chipset and terminal and the launch of a new generation of Samsung’s flagship Galaxy S9 series, the financing scale Nearly 100 billion U.S. dollars of Japan’s Softbank’s Vision Fund also attracted much attention.

Its CEO Rajeev Misra on Monday received a number of media interviews CNBC and Bloomberg, the remaining 2/3 of the fund can invest in the target company, heavily invested in the future development of Uber equity, the relationship with the investment circle The combination of ecosystem construction, Softbank mobile phone spin-off listing and other key topics to explain.

Vision fund investment company goal is 70-100, has cast 30

According to the report released by Japan Softbank two weeks ago, the Vision Fund, the world’s largest technology vision fund, has been established for less than a year and has invested more than 35 billion U.S. dollars, accounting for the total fund-raising amount of May last year (93 billion U.S. dollars ), A total investment of more than 30 start-ups, mainly in the United States, India and other Asian countries.

In an interview with CNBC, Misra said that while Vision Fund invests more in the field of shared travel and e-commerce, it is not about thematic investment, but rather about building an “ecosystem,” focusing on bringing efficiency to different industries or Subversive company.

In addition to financial technology and financial services, Vision Fund also invests in cutting-edge insurance technology Lemonade, mortgage and home sales Compass, construction industry Katerra, Europe used car Auto1 platform, Indian low-star hotel online platform Oyo Rooms, office WeWork, a space-sharing company, achieved a wide range of cross-industry investments.

Misra expects the vision fund to target 70-100 investment companies after the first round of fundraising, with the usual investment in industries that have disruptive leading companies such as Uber, which invests in Uber in the United States and invests in China , Ola in India and Grab in Southeast Asia. These companies may have some business overlap with Uber, but usually do not invest in competing companies.

It will build the ecosystem of the companies it cast and promote the internal cooperation within the portfolio

Earlier, Bloomberg quoted people familiar with the matter as saying that after Uber’s $ 9 billion stake in Uber, Softbank has asked Uber to withdraw from individual Asian markets, saving the local leaders the cost of price competition and gaining market share, as well as improving Uber’s Uber is also discussing with Grab and Ola about possible cooperation before the IPO IPO in 2019.

However, in an interview with CNBC, Misra denied that the Vision Fund was “directing” Uber management’s actions, stressing that he was very satisfied with the new Uber management many times, that Uber would maintain its position as a global company, the IPO process in 2019 Steadily moving forward In his opinion, Uber’s future is not limited to the shipping industry. It also includes such auxiliary businesses as food distribution, insurance and car rental. It truly becomes a multinational platform and maintains its leading market share in Europe, the United States, Latin America and Australia.

Misra emphasized that Vision Fund has built an ecosystem in less than a year of investment and will have an indexing effect on the companies it casts to help them develop their global businesses. Funds also help companies that cross-sell, such as Auto1 selling used cars to Uber drivers or WeWork employees, and Lemonade selling health insurance to shared-economy employees.

In fact, the ecosystem has become one of the industry’s attractive forces for vision funds, and they are patient, long-term investors and strongly support entrepreneurs’ creativity and ambition to achieve hyper growth. The companies they invest in the next five years, “any time” can apply for adequate capital, and get more support from Softbank. Therefore, “a lot of start-up companies with a huge amount of financing, the first call always hit the vision fund.”

And the wind circle “a high degree of habitat”, is “seriously consider” mobile phone business IPO

Quite a few foreign media also asked about the relationship between the Vision Fund and the venture capital circle. Previously, venture capitalists questioned the high level of investment made by Softbank, which in turn caused the startups to overvalued or they were willing to delay listing in the privatization stage for a long time Etc., the valuation is too high also makes it difficult for other venture capital investment. For example, Softbank invested $ 4.4 billion in WeWork in 2017 to make it valued at up to $ 20 billion. However, when WeWork wanted to win Softbank’s investment in early 2015, the stock index “only” had $ 5 billion.

In response, Misra said that the Vision Fund and the Venture Capital Circle are highly co-located relations, rather than hostile. The Vision Fund also really benefited many early venture capital agencies. In addition to investing in the early stages of technology start-ups, Softbank will also invest in the high-speed development stage of 3-4 years after the first round of financing, which will provide liquidity to VCs that want to withdraw early. For example, when the Vision Fund invests in Uber, some VCs get an exit price that is 100 times the original investment.

Misra did not make any comment on the news first disclosed by Nikkei in January that Softbank plans to spin-off its mobile handset division, one of its core businesses, and invest a further $ 18bn in financing into its vision fund to boost investment in science and technology More explanation, but that the relevant plan is still in its early stages, but “Softbank seriously consider this option.”

According to Bloomberg News, Vision Fund has a huge potential for investment in Europe with only $ 563 million being invested in Germany’s online used car dealership, Auto1, and a planned $ 502 million investment in London-based virtual reality startup Improbable Worlds. Misra also said in an interview that he was looking for European investment targets and hoped that the companies in the same industry could finally share the fruits of R & D.

Google will restart failed Google Glass implant augmented reality

It is reported that Samsung Electronics, Apple and other companies are developing smart glasses, and in this area, Google is undoubtedly the originator of the industry, but its “Google Glass” products have failed. According to foreign media latest news, Google executives recently said that in the future is still interested in developing smart glasses products, will be implanted in the latest augmented reality technology.

According to the British Daily Telegraph website reported that the head of the hardware business of Otero said in an interview a few days ago, high-tech glasses is still a very attractive project for Google, but he also said that smart glasses to become a Mass market products, there are many years.

Google is a pioneer in the smart glasses market. In 2014, Google Glass began to test, this kind of glasses is actually a smart phone worn on the head, the device can be networked at any time to get rich information, the other can take pictures and so on. However, when the introduction of Google Glass, the industry has not yet set off the concept of virtual reality or augmented reality, Google Glass promotional materials, but also has nothing to do with the reality of virtual reality.

The new invention of Google Glass sparked a great deal of attention from the global media and public opinion. Unfortunately, this product has been questioned for violating personal privacy, because the wearer can quietly take pictures of the surroundings. Some cinemas, bars and other institutions around the world openly declare that the use of Google glasses is prohibited.

Subsequently, Google terminated this project, Google Glass is also considered a Google Google product completely failed. Later, Google transformed this product as a business unit, but it has nothing to do with the consumer.

However, the passage of time, from 2016 onwards, the concept of virtual reality, augmented reality began to appear, and the function of the development of Google glasses that year, just belong to today’s promotion of the concept of augmented reality.

In the field of enhanced display, Nintendo’s game Pokemon GO popular worldwide, giving consumers a most powerful augmented reality introductory education. Subsequently, Apple and Google two companies, ready to combine augmented reality and mobile phones, have launched a development interface.

Outlaw, a Google hardware leader, said that in addition to smartphones, Google is considering future development of other products that provide an augmented reality experience.

He said that Google is considering a variety of sizes and appearance of the hardware devices, a variety of internal research, but Google can not release smart glasses products.

Otero said that smart glasses and augmented reality technology will take years to mature, and Google will invest time into research.

In the combination of smart phones and augmented reality, Apple is at the forefront. In the iPhone X handset launched last year, Apple embeds a three-dimensional identification sensor that identifies and models the surrounding space and objects, allowing users to measure their surroundings with a cell phone or to simulate furniture.

However, it should be pointed out that augmented reality has not become a major selling point for Apple’s mobile phones. The iPhone X sales are so poor that Apple’s mobile phone sales in the fourth quarter of last year once again fell into an embarrassing decline. US media reports pointed out that the interest of third parties in developing iOS mobile augmented reality software has dropped significantly.

There are voices that the future of smart glasses will have a lot of augmented reality features, such as the user to see a business, glasses will show their specific information, hot items, recent promotions, and even consumer comments.

However, the small size of glasses, smart glasses, software capabilities, interface design is also facing enormous challenges.

In addition, as Google glasses in the past suffered encroachment on personal privacy controversy, the future of smart glasses to market, but also need to face the supervision of national laws, such as whether to allow the launch of shooting in a specific occasion and so on.

It is worth mentioning that, in recent years, Google’s growing interest in the hardware business. At present, a large number of hardware products are introduced, including smartphones, laptops, smart speakers, smart home products and video playback devices.

Earlier this year, Google spent $ 1.1 billion to acquire the foundry business of Taiwan’s handset maker HTC, gaining 2,000 engineers. Google will also utilize these engineers and the Taipei R & D center to develop various new hardware products.

After Google, Chinese manufacturers have pushed 80 US dollars ultra-cheap mobile phone

In the past two years, there has been a wave of price increases in the smartphone market. Samsung Apple has pulled the price of high-end handsets to thousands of dollars. Chinese companies such as Xiaomi and Huawei have also raised their average sales prices (China’s mobile phone market has dropped sharply, Price some relationship).

However, the price increase is not the only theme in the mobile phone market. According to the latest news from foreign media, several Chinese handset makers recently introduced an ultra-cheap mobile phone with a price of about 80 US dollars under the call of Google.

As we all know, Google developed Android is the world’s largest mobile operating system, occupy Jiucheng share. Last year, in order to promote the mobile phone market in Asia, Africa and Latin America, Google introduced a lightweight Android “Andrews GO”, this system significantly reduces the hardware requirements for smart phones, which means Android phones will further reduce the purchase cost .

According to the U.S. technology news website ZDNET, under the auspices of Google, at the World Mobile Communications Congress in Barcelona, ​​Spain, including ZTE, TCL and Nokia brands (Nokia brand operators are Foxconn Group and HMD with Chinese capital background, in fact Is a Chinese cell phone), have introduced ultra-cheap phones less than a hundred dollars.

Last week, Google said it would appear in Barcelona with an ultra-cheap handset for the Android 8-light version, with some products priced at about $ 50, or about $ 350.

Recently, three ultra-low-cost handsets were released in Barcelona, ​​including the Nokia TCL Alcatel 1X, ZTE’s Temp Go, Foxconn and HMD Nokia 1.

TCL’s low-cost handsets are priced at about 100 euros, equivalent to 120 US dollars, will be on sale in April, the phone uses a MediaTek processor, the configuration of 1GB of memory, flash memory is 16GB, support for memory cards.

This product is equipped with a 5.3-inch screen with a resolution of only 480P.

ZTE cheap machines in the United States unlock the price of only 80 US dollars, using Qualcomm Snapdragon 210 processor, 1GB memory and 8GB flash memory configuration.

HMD and Foxconn introduced a low-cost mobile phone Nokia 1, priced at about 85 US dollars, using MediaTek processor, memory flash memory configuration similar to the ZTE products.

In 2017, the world’s smartphones experienced a year-on-year decline. China’s mobile phone market plunged more than 10%. In the face of mobile phone market saturation, almost all first-tier brands except Huawei and Xiaomi have shrunk. In addition, many of China’s second and third tier Mobile phone out of the market, or suffered a financial crisis, business executives were indicted, was frozen assets.

However, in some countries in Asia, Africa and Latin America, there is still potential for growth in the handset market. For example, the statistics show that the Indian smartphone market grew by 14% last year and the number one growth in the world, while Chinese companies gained half of the market. In addition, many consumers in India still purchase ancient feature phones due to their weak spending power, which means that there will still be a vast market for smartphones in the future.

A few years ago, Google had introduced one of their own cheap mobile phone plans “Android One”, that Google subsidies, and multinational handset manufacturers to launch cheap phones at a price of 100 dollars, Google is responsible for all system and application software upgrades. However, the plan basically failed, mainly due to the low price of mobile phones launched by Google and partners, poor performance and difficult to compete with the Chinese company’s products.

After occupying half of India’s market, Chinese companies began to expand into Southeast Asia, Africa, Latin America, the Middle East and other markets to continue to expand sales, which means that Google’s own low-cost mobile phone living space is increasingly narrow.

After the launch of the lightweight version of Android, whether Google’s low-cost mobile phone strategy has changed, whether to completely stop selling this year, is still unknown.

In addition to the above vendors, the audio-video company in Shenzhen, China is a very low profile in the industry, but has become the leader in the smart phone market in Africa and monopolized the market with Samsung Electronics. The mobile phones of the company also use the Android operating system.