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pastelcheckereddreams · 1 year

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Four Seasons Manor (四季山庄): Set Layout!

If you’ve been following my descent into madness my research progress for my next set design project, you’ll know that it immediately became impossible for me to work out the layout of Siji Manor from screenshot studies of the show alone. To backtrack to about a year ago: it quickly became clear that the exterior shots of the manor’s first courtyard and the birdseye view we see in episode 24 is not located in the same set, or possibly even film base, as the “interior set”. Unfortunately, that secondary set is where many of the indoor scenes take place (with significant rooms, such as Wen Kexing’s bedroom being redressed to be used for other scenes in the show), and is where the secondary courtyard is located. I soon realised that I had to do three things in order to create a Four Seasons Manor for my project that feels as authentic as possible to the one we are presented with in the show. First, find the full film base on Google Earth (which has the most up-to-date satalite imagery I can find); second, identify all the buildings to create a “complete” Manor and confirm the secondary set isn’t just another part of the first; and third, find the secondary set in order to correctly map its layout and marry it with the birdseye view. Friends, I have achieved two of those three things. The second set still evades me. But so far, I have finally managed to correctly and completely identify the film base that is presented to us as Four Seasons Manor:

(Full research breakdown under the cut.)

This is one of two full manor sets on Hengdian World Studio’s No.1 Mountain in the ‘Spring and Autumn Tang Park’ filmbase. In anticipation for the birdseye plan in my set design project, I’ve gone ahead and mapped it out faithfully to the satalite image:

As you can see, there's five distinct areas that make up this manor: three courtyards (labelled 1,2,4) and two gardens (3,5). The first courtyard will be familiar to everyone who has watched Word of Honor:

It is the main courtyard of Four Seasons Manor. Likewise, the fifth area will also be familiar to you all, although you may not realise it yet. It's Sanbai Manor:*

*With the exception of the main gate. The main gate of Sanbai Manor is actually from another set in the Spring and Autumn Park filmbase - the Tang Palace. There is fantastic drone footage of that set here. The Sanbai Manor gate is at the rear of the set, but you may recognise the opening shot of this clip as another place we see in the very first episode of WOH 🤫 Edit: I forgot I had a second douyin clip for the Tang Palace set.

These are the main two areas used in WOH of this set. Confirmation of the rest of the set comes from drama New Life Begins and various douyin videos and tourist photos on the internet. I won't bore you with a breakdown because Tumblr has eaten too many drafts of this post and I am Tired, but here is a snapshot of my confirmation process:

Find the difference between these two pictures

Edit: On rewatch, I can confirm that are 4 is also used in WOH. We see it in the very first scene of episode 1, dressed as the Military Governer Li’s Manor:

Here is a daylight photograph (source here) of that same building:

You may be wondering though, about the alternate layout I have detailed in my map:

Friends, this is where I would like to hear your ideas.

After scouring many clips and photographs trying to confirm whether these photos are part of this same set or a later development, I've found that since the satalite picture of this site was taken by Google Earth in 2020, corresponding to what we see in WOH, Hengdian has remodeled this part of the set. You can see a wonderful walkthrough of areas 4 and 5 here, in which you can see the remodelled layout:

This douyin video was the last confirmation I needed to place the photographs from the article. This photograph in particular feels very much like Siji Manor to me, and so I will be trying to include this remodelled layout in my project design:

But.

Despite not having located the secondary set yet, I have been thinking over which area would be best to remodel myself, to try and incoporate the kitchen space and the two rooms it sits between, which I have confirmed to be WKX and ZZS's rooms:

Reminder of that early process here.

There are two options that I see right now:

1) I use area 4 as this second courtyard. I remove the gate, make the main room ZZS's room, remove the side halls, drop in a kitchen, put WKX's room where the gate was. Chengling's training dummies then get dropped whereabouts the hexagonal pavillion is in the alternate layout, and I tweak a random building here or there:

However, somewhat crucially - the view from WKX's moon widow would be blocked by the big building that is the centerpiece of area 5. I don't like that. Past the first courtyard, there's a certain sprawl and lack of uniformity to Siji Manor created in part by this CGI shot. I think that's why the above photo appealed so much to me.

So, 2) I remodel area 3. It's pretty sparse. I was thinking of making courtyard #2's main hall into a private study or meeting room, with the sidehalls being ZZS's "medicine room" and the "first night room" - the Cold River Room, as @minnarr called it in their stellar sleuthing post (I hope you don't mind that I'm using the name? And may continue to use it? Also, I'm still searching for this set and your sleuthing is going to be so much help.) - they could later become Chengling's room (and Han Ying's. For hanwenzhou headcanon rights).

Area 4 could then be used as a training courtyard and lecture hall perhaps? Meanwhile area 3 can be completely redone, to have ZZS's room at the bottom facing north, WKX's facing south:

The "training area" is then still technically past a covered walkway to the left of their courtyard. The spirit remains. However, crucially: The dotted line between areas 3 and 4 is indicative of a drop in elevation. The whole set is on a slope, with areas 1,2 and 3 at a higher elevation to 4 and 5. So. If the moon window in WKX's room did face west across the garden and down the mountain, it would actually be true to the CGI we see out of his window in the show: Especially because you see part of a roof. That could totally be the roof of the building that sits against the dotted line.

But additionally, there's also this alternate orientation:

It makes the kitchen feel more tucked away, and the additional screened walkway would give ZZS and WKX their privacy. But the view from the moon window would be blocked, and there's no reason to not have the rooms central to the courtyard the way they are here.

...Does any of that make sense? I bypassed Normal about this show a solid year ago. I'm leaning towards option 2 right now, but I will continue my hunt through cdrama for this other set. What's irritating is that I can see its style in lots of other places, including Lotus Pier, and I just can't find the real world setting for it...

ANYWAY, as always, thank you for joining me on my research adventures. Supporting me through ko-fi, and checking out my previous CQL projects here and on inprnt, would be greatly appreciated.

Part One | Part Two | Part Three

#nikkidraws #nikkispeaks #my neurodivergance is showing #but more importantly #also my epic sleuthing skills #true to form i will now yeet this post from me because my brain is DONE with it #woh set design #set design saga #word of honor #four seasons manor #siji manor #wenzhou #my hanwenzhou agenda #shan he ling #hengdian world studios #spring and autumn tang park #spring and autumn tang garden

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sughuru · 5 months

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ˏˋ°•*⁀➷ XIA’S PUBLISHING HOUSE.

i.warning, this blog is meant for my writings which means it is multi-fandom. it also contains spoilers to the source material that i will be writing for. writer and owner of this blog is seventeen and goes by any pronouns. current hyperfixation is jujutsu kaisen.

ˏˋ°•*⁀➷ MESSAGE BOARD.

drop prompts or headcanons in my inbox for me to work with!

open to just talking and being friends! come say hi through my inbox! we could talk about our interests or if you have songs or shows to recommend, i'd be happy to hear about it too!

comments and reblogs are very much appreciated, if you like my work please spam them instead of liking as my blog can get flagged, thank you!

if you’d like to be mutuals, drop by and say hi or just comment here to be mutuals ! i would love to get to know you and if you’re a writer, i’d love to read your work <3

ˏˋ°•*⁀➷ NAVIGATION.

*ੈ library: main masterlist.

ˏˋ°•*⁀➷ ABOUT ME.

*ੈ hi, i am xia! current obsession: jujutsu kaisen, studying, korean/douyin make up, korean skincare shows: jujutsu kaisen, attack on titan, free! iwatobi swim club, saiki k, the promised neverland -> more. games: genshin impact, mystic messenger, hi3rd, tears of themis, mlqc. favs: raiden ei, kaeya alberich, albedo kreideprinz. gojo satoru, iori utahime, megumi fushiguro. jumin han, 707. saiki kusuo. raiden mei, elysia

ˏˋ°•*⁀➷ HA, YOU LOST?

#-xia's announcements -> blog notices

#-xia's talks -> rambles, rants, personal thoughts, my diary…pretty much?

#-xia's works -> my works

ˏˋ°•*⁀➷ ABOUT THIS BLOG.

contains spoilers of any kind. owner is seventeen. keep that in mind. do not interact if you are a racist, homophobic, transphobic, fit the basic dni criteria, my irl. i write when i want so i may disappear from time to time as i am a full-time student currently on my last year of high school. if you do send in an ask, i'll be sure to read each of them! any similarities are coincidental. layout inspiration goes to @/chuluoyi on tumblr. blog started: 2/12/23

thank you for reading till the end! i hope to see you soon! <3

#-xia's welcome page #please click read more #need friends fr #jujutsu kaisen #gojo satoru #geto suguru #satoru gojo #mystic messenger #jumin han #707 #mutuals #navigation

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ari-yani · 2 months

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﹒　　˚　　∿　　⏤͟͟͞♡　　⁾⁾　　.

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aspectabundgaze · 7 months

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✎... 𝘽𝙇𝙊𝙂𝙎 𝘽𝙇𝙊𝙂𝙎 𝘽𝙇𝙊𝙂𝙎

Merriam-Webster defines "blog" as a website that contains online personal opinions, replies/comments/feedbacks, videos, pictures posted by the writer. Now although the very first blogging site could be traced from the year 1994, by a journalist named Justin Hall, it wasn't really seen as one since it was simply listed as a personal homepage. (Rioja, A. 2020)

"Is blogging still relevant when Instagram, TikTok and YouTube have been on the rise?"

Okay~ so... a quick intro on what these three holy trinity of vlogging, pictures and short videos are, TikTok is a social media platform that allows you to post short videos from 15 seconds to 3 minutes long, some going as far as 10 minutes. Because it allows you to also post stories, it is considered Instagram "lite" by some. People post fan edits, original skits, repost of other viral content from other platforms, and it has gain a lot of traction during the Covid-19 pandemic. Instagram is a platform for sharing photos, videos with anyone, as long as there's engagement, your content will get views and likes, it is the same as YouTube, although YouTube had been around much longer.

To answer the question, if you ask me, blogging is still very relevant in 2023. So many people, from writers, students, teachers, fans, business owners to organizations continues the usage of blogging sites. To think a few, other than Tumblr, Twitter or now known as X, Facebook, and Weibo, which is the Chinese version of X (Twitter), Cyworld, a now defunct Korean blogging platform, are some of the microblogging platforms these people used to share tip bits of their lives, brands, engaging with their audience through replies, likes, reposting and sharing their content, and obviously it is also used to improve their online presence. Now other social media platforms like Douyin, TikTok, YouTube has gain a significant amount of popularity, but written content and blogging remains an essential part of online communication, branding and marketing.

According to Rheingold. H, 1993, "Virtual communities are social aggregations that emerge from the Net when enough people carry on […] public discussions long enough, with sufficient

human feeling, to form webs of personal relationships in cyberspace” so that is what blogging actually does, it helps us form our ideas and create a safe space for the rest of us to show sides that other platforms would judge us for. For example, in my opinion, blogging platforms like Tumblr or Twitter, aka X can be a space for me to express my interest, particularly horror movies, movie analysis, movie reviews, anime, cosplay, fanarts where in spaces like Twitter (X), I get to make personal comments and engage with my mutuals with their replies through my Inner Circle without having other people who are not my followers or close friends seeing it. Comment sections in sites like TikTok, Instagram and YouTube, while it can be private, it is only private if the post is private so when you leave a comment on a public account, people still get to see your comment and visit your profile, so it doesn't really offer that sense of anonymity like Tumblr or X (Twitter).

Other than that, blogs can be totally customizable to your likings! I'm personally a Royalcore type of person, therefore Tumblr or Wordpress offers me the freedom to customize my username, my layouts, the fonts I can use to make it more aesthetically pleasing. And again, blogging is still around and will always be around because people love sharing thoughts, love to tell their tales in an intricate manner with their writing style to engage with their followers. And getting responses from people who visit your blogs, and/or proceeds to follow you afterwards is actually a huge boost for a blogger's self esteem.

In conclusion, a person who blogs, is called a blogger. Some do it on a daily basis, some do it on a weekly, monthly basis or whenever they feel like it. It is still so very common for content creators and influencers, take TikTok food and lifestyle content creator Emily Mariko who updates her newsletter/blog on her lifestyle to updates on her engagement, wedding, and more for her followers. So. Is it still a thing? Yes. Yes it is!

references :

A brief history of blogging - Sean MCB, viewed 28 September, 2023, <http://seanmcb.com/projects/bhob/brief_history_of_blogging.pdf&gt>

Alejandro Rioja 2020, ‘The history of blogging and its evolution [+infographic] from 1994 to 2020’, Alejandro Rioja, viewed 28 September, 2023, <https://alejandrorioja.com/history-of-blogging/>

#mda20009 #social media #blogging #communications #digital communities #tiktok #tumblog

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sixcare-diapers · 1 year

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Diaper Douyin War: success and failure?

In the stock market of diapers, it has become an indisputable fact that channel dispersion is accelerating and brand growth is limited. Under such a general environment, Douyin, as a channel platform for the diaper category, has always maintained high growth, and has attracted the attention and layout of many brands. Among them, some players are full of confidence and believe that Douyin is a good opportunity for new brands to achieve rapid rise; some players are not optimistic, thinking that this kind of "burning money for growth" is just drinking poison to quench thirst for brands, and it is not worth investing heavily.

Success and traffic, failure and traffic?

If Taobao Tmall is the main position for diaper brands to seize the stock market, then Douyin is an important battlefield for them to expand. The "Douyin E-commerce Maternal and Baby Products Industry Report" shows that the advanced nature of Douyin diapers and the categories derived from scene-based demand will become new growth points. In 2022, the GMV of special care diapers will increase by 255.76% year-on-year, and the GMV of its sub-categories of medical-grade diapers and baby swimming diapers will increase by 256.59% and 85.68% year-on-year respectively.

What is more noteworthy is that from the perspective of the current brand structure, among the several diaper brands with the highest sales on the Douyin platform in February, some new domestic brands occupy the top positions, such as bebetour, classic Teddy , Aikuxiong, etc., have achieved rapid rise in the past two years with high-value, high-cost performance, and a large number of talents bringing goods. At the same time, high-end foreign players are also continuing to increase their layout, such as Pampers and Huggies. Although the brand’s efforts are late, the high-level strategy and its own resource advantages make it quickly win a place in the top camp of Douyin diapers. , while brands such as Kao, Dawang, and Luanshi still have a lot of room for development.

"Douyin is both a stimulant and a poison for all businesses." A practitioner who is quite familiar with the operating logic of Douyin once said so bluntly to Weipin Business Intelligence.

"The more you invest, the more you lose" is the dilemma of many businesses. In order to grab limited traffic and resources, brands have to pay higher promotion costs, attract anchors through high commissions, and stimulate users with discounts and gifts to win sales and exposure. For example, during Double Eleven last year, the comprehensive discount rate of Pampers reached 29% per piece; bebetour set up different levels of gifts according to the number of packages of diapers purchased by consumers, so as to achieve large-order promotions. According to many maternal and child practitioners earlier, “some merchants’ gift fees have reached 60 points”, “there are not many brands that can make money on Douyin”, “a certain brand with a monthly GMV of more than 60 million I'm complaining that I can't make money"...

How should diaper brands break through in the new stage?

Faced with many challenges in the layout of Douyin, how should diaper brands break through in the future? Specifically, the following two points are worthy of players' in-depth study:

The first is to cultivate its own Douyin live broadcast team, create more refined content operations, and form a virtuous business cycle. In the past, brands often relied on burning money to drive up sales on the Douyin platform, but as a result of rough marketing and lack of content accumulation, consumers come and leave quickly, and it is difficult to maintain this type of gameplay when the traffic is getting more and more expensive. . As a result, the brand's self-broadcasting has become the focus. It is hoped that by cultivating its own account and team, while creating differentiated marketing content, it will optimize various details such as grass-planting skills, presentation forms, and product combinations in the Douyin live broadcast room to increase conversion rates. and repurchase rate. This operation is undoubtedly conducive to brand value building, while hitting the user's inner memory and sense of identity, forming a truly virtuous business cycle. For example, Babycare, Huggies, Pampers and other brands that have their own "self-streaming traffic" are making efforts in the field of self-broadcasting by merchants, and the effect is remarkable, and the live broadcast data of the flagship store account is considerable.

Last year's Double Eleven Douyin diaper brand discount details

The second is to return to the product and brand itself, accurately grasp the needs of consumers, and create more competitive products. Nowadays, young parents are becoming more and more savvy and rational. Many groups who tend to be "cost-effective" want to get cost-effective products, but they always take high-quality and high-function as the first premise, not just cheap. Therefore, as the Douyin competition continues to escalate, players must return to the product itself while doing a good job in content, do a good job in R&D and supply, and continue to make efforts in raw materials and technology upgrades to create more Only diaper products with differentiated advantages can build a brand moat. For example, the main selling points of ikuxiong and classic teddy are "medical-grade diapers", while Babycare pays more attention to supply chain customization and baby butt experience, while bebetour impresses consumers with its high-value appearance and multiple categories...

In 2023, how can diaper brands do a good job in Douyin business? Which sub-categories still have opportunities? April 13-14, Hangzhou, hosted by Maternal and Child Industry Watch

"Outlet New Channel Conference & Growth Category Conference"

, look forward to discussing with you!

#douyin #baby diapers #disposable diapers

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papriakter240 · 3 months

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They are all rushing towards commercialization, why do they have different fates with the same content?

In an era where everything is content and content is business opportunity, accelerating the monetization of various forms of content has become a top priority for many platforms.

QuestMobile data shows that as of May 2023, the average daily usage time of the 1.2 billion users on the entire network has reached 7.1 hours, an increase of 1.3 hours compared with 2019. With the improvement of 5G communications and smartphone performance, the trend of content and social video has already become a mainstream form .

In this context, players in Zhihu, Xiaohongshu, local life services such as Meituan, Dianping, and Ele.me, e-commerce platforms HE Tuber such as Taobao, JD.com, and even news information, travel services, etc. Add video content.

Users have mixed feelings about this change.

"Obviously I just wanted to watch short videos and relax, but I didn't expect that as I browsed, I became a shopping maniac and bought a bunch of products that I 'should need'." Chenchen said that it is difficult to resist these bloggers who appear at any time. Good product recommendations in the video. "I originally visited a late-night canteen, but ended up buying a bunch of dishcloths, kitchen storage bags, vegetable cutters, sterilizing chopstick holders, and a bunch of good-looking pots whose actual effects need to be verified."

"I just want to buy something, why do you keep showing me videos? There is no link after watching it?" After opening a shopping platform, consumer Xiao Xing complained: "I really just want to search for whose lamps are better. I didn’t think about watching ambient lights, eye protection lights, or a lot of grass-growing videos. The point is, I watched them for a long time and couldn’t find them.” In his opinion, “Today’s shopping platforms have changed.”

"Generally, before buying something, I will read the reviews in a certain book. After reading multiple reviews, I will compare the prices. Under the premise of ensuring the authenticity, I will buy the one with the best price." Xiao Yu, a consumer born in the 2000s, is very rational.

Indeed, video has long been integrated into people's daily lives and application scenarios , becoming the main form of carrying information, communication and even shopping .

It seems logical to explore more commercialization possibilities in videos. But can reality really live up to the platform’s wishes? After everyone flocks to it, can you really get a piece of the pie on this track that looks so good?

1. The short video is so popular that players are increasing their investment.

Video is becoming a mainstream trend. Whether you are chatting, shopping, finding restaurants, booking hotels, or watching news, you can feel the full video content of the App on your mobile phone.

When you open the Meituan App, the biggest change is that there is a "Short Video" section on the homepage. After opening, the first words that pop up are "Congratulations on getting a cash reward", "Watch the video and get cash", "Swipe up again and get a cash payment", stimulating users to continue browsing short videos. Judging from the current short video data, there are not many likes in the tens of thousands.

(screenshot)

Xiaohongshu, which is deeply involved in grass cultivation, also changed the "Shopping" entrance in the original bottom navigation bar to "Video" in the latest version upgraded at the beginning of this year, while the original "Shopping" entrance appears in the top sub-navigation bar. Column two. Many users have found that, apart from the interface layout, Xiaohongshu’s videos are almost “the same '' as Douyin Kuaishou. Functions such as reposting, commenting, liking, collecting, and sliding to switch videos are all mainstream forms of short videos. "Buy the same style" is also the same as the shopping cart function, but the difference is that the removed products will still be displayed.

This "routine" looks very familiar. When Pinduoduo launched "Duoduo Video" before, even going back further, the Kuaishou Express version used the same method when it was initially promoted - using cash to subsidize users who watch videos to attract traffic .

Tencent also has high hopes for video as a carrier. In an era where picture and text reading is the main focus, WeChat is the undisputed traffic overlord. Official accounts and Moments have become veritable traffic harvesters. With the arrival of short videos, Tencent is also looking for new traffic pools.

According to incomplete statistics, Tencent has launched nearly 20 short video apps including Weishi and Penguin Kankan, but has been unable to achieve a breakthrough. It wasn't until January 2020, when Tencent launched its video account, that the situation slowly changed. The WeChat video account is regarded by Ma Huateng as “the hope of the entire factory.”

If there is a sense of crisis, perhaps the e-commerce platform is even more so. In 2022, Douyin's e-commerce GMV will be close to 1.5 trillion yuan, a year-on-year increase of more than 70%; before that, the fastest platform to achieve annual GMV exceeding one trillion yuan was Pinduoduo, which took 4 years, but Douyin only took less than 1 trillion yuan. to three years.

As the big brother in the e-commerce world, Taobao has also been accelerating the process of video and content in recent years. In addition to introducing Oriental Selection, Make a Friend, etc. to Taobao Live to increase content supply, the "Shopping" channel on its homepage is essentially a short video portal.

It can be seen that there are Tencent, Taobao, Pinduoduo, and Alipay in the front, and Meituan, Xiaohongshu, etc. in the back. These major companies staged a fight between gods.

2. Real fragrance or fake fragrance?

In recent years, short videos have become the content carrier with the fastest growing user base. At a time when traffic has peaked, the traffic of short video platforms is still growing positively. QuestMobile data shows that Douyin, Kuaishou, Kuaishou Express Edition, Douyin Express Edition, Xigua Video, and Douyin Volcano Edition rank in the top six, with monthly active users of 716 million, 480 million, 273 million, 223 million, 131 million, and 0.72 respectively. billion, all showing an upward trend.

Moreover, short videos occupy most of users’ online time. As of May 2023, the average monthly usage time has reached 64.2 hours.

It is the nature of the Internet to chase traffic. In the face of the huge traffic of short videos, no player can let it go. But whether more business value can be mined during such a period of time depends on the commercialization capabilities of the major platforms.

Among all players, Douyin is a trendsetter. In April 2021, "interest e-commerce" was proposed within Douyin. At that time, advertising revenue was Douyin’s largest source of revenue. After increasing its e-commerce business and revenue, Douyin’s story is even more imaginative.

After two years of development, the strength of Douyin’s interest in e-commerce is obvious to all. In addition, since the "all-area interest e-commerce" was upgraded last year, it covers "finding people for goods" in content scenarios such as short videos and live broadcasts, as well as "people looking for goods" in shelf scenarios such as Douyin mall, search, and stores. Currently, Douyin’s content scenes and shelf scenes have achieved synergy and interoperability .

The benefits are also very obvious. In May this year, data revealed at the Douyin Ecosystem Conference showed that in the past year, Douyin e-commerce GMV increased by 80% year-on-year, of which shelf scene GMV accounted for 30%.

According to iiMedia Consulting CEO Zhang Yi, Douyin Mall essentially converts traffic into commercial value through various forms. Its competitors include platforms such as Xiaohongshu and Taobao. The advantage of Douyin lies in the current traffic aggregation , which is the cheapest and most trouble-free , and has the largest quantity .

Compared with Douyin's "real fragrance", it is relatively difficult for other players to find treasures on the road to monetizing short videos.

After all, compared to the Doujin e-commerce model that uses algorithmic recommendations to stimulate users' needs and interests and guide users to consume, platforms like Meituan and Taobao that are more tool-oriented mainly generate purchases through users' active searches. Behavior. Although the conversion of active search is higher, it cannot be introduced from the source level due to the lack of shortcomings to stimulate users' impulse consumption.

3. They are all about monetizing content. Why is the gap so big?

In fact, the content form of the Internet has gone through the stages from text to graphics to video. Each change in content form will bring about the redistribution of traffic. This is true from the four major portals to long videos to the current short videos. And the changes of every era always give birth to new super platforms .

In the era of image and text sharing, Xiaohongshu is the undisputed king with a large number of users; in the era of short videos, Douyin has become the new representative. The similarity is that both are content sharing, but the difference is that the former uses pictures and texts as the carrier, while the latter uses videos as the main focus. Since their development, although the two have overlaps in content and form, their core remains unchanged.

It stands to reason that both platforms have huge traffic, and their commercialization processes should be almost the same. However, Xiaohongshu, which has gathered a large number of users, has not yet made a significant breakthrough in commercialization.

Official data shows that in 2022, the average usage time of Xiaohongshu was 55.31 minutes, and the number of monthly active creators and average daily published notes were 20 million and 3 million respectively. High user stickiness, strong consumption power, and good interactive atmosphere are the significant advantages of Xiaohongshu.

As a community that focuses on young women sharing high-quality daily life, Xiaohongshu’s user base has been growing very fast recently. In 2022, Xiaohongshu's DAU (daily active users) will increase from 10 million in 2018 to 50-60 million. Today, this figure is close to 100 million. However, Lei Feng.com once reported that although Xiaohongshu’s user base will double in 2022, commercial revenue will only increase by 20%.

Xiaohongshu’s commercialization goals will not be reduced as a result. Previously, multiple media reported that Xiaohongshu's advertising department's full-year revenue target for 2022 is 24 billion yuan, more than double that of 2021. It is said that internal personnel reported "a lot of pressure."

In fact, looking at Xiaohongshu’s business over the past few years, we can see that in addition to focusing on community content construction, the outside world has not seen too much effort in the commercialization system.

For example, in the early years, Xiaohongshu did not have a complete advertising sales team. According to Xiaohongshu’s agents, Xiaohongshu’s advertising business basically relies on three major agents. It was not until early 2020 that an internal sales team was established. As of now, Xiaohongshu’s sales teams in Shanghai and Wuhan both have about 200 people. Relatively speaking, the total number of people in one of its agencies exceeds 400.

This also means that for a long time, the core capability of Xiaohongshu’s commercialization has not been in its own hands. Instead, it has relied heavily on agents, and even needed the help of agents to improve the commercial operation capabilities of the platform.

However, the good news is that according to the report of "Narrowcast", since last year , Xiaohongshu has begun to improve the infrastructure construction for commercialization , including team formation , the upgrade of content management platform Dandelion , the delivery system spotlight , and KFC delivery Establishment of systems , etc.

However, some industry insiders believe that although Xiaohongshu is currently developing its live broadcasting, e-commerce and other businesses, although there has been some improvement, the overall foundation is weak, it started late, and its efforts are slow. If they want to take the lead in commercializing Xiaohongshu, I'm afraid it's still a bit difficult.

A person close to Xiaohongshu said that Xiaohongshu’s slow-motion in commercialization business is due to its serious lack of money on the one hand and the vacillation of senior management on the commercialization level on the other hand.

Since the completion of US$500 million in financing at the end of last year, financing in the entire Internet circle has calmed down. Xiaohongshu has not received new financing. In addition, the overall financing is not large and it has not yet made a profit. Therefore, in addition to still exploring the direction of commercialization, Xiaohongshu has never dared to spend too much money to pave the way.

Short videos and pictures and texts are all for content sharing, but the essence of "same content but different lives" is a comprehensive PK of the strength of the platform's supporting infrastructure. It can be said that content is soft power , and the infrastructure behind it is hard power .

#HETuber #Music #Gaming #Entertainment #Sports #Science And Technology

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zannatykhatun · 3 months

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Xiaohongshu, video account, Douyin traffic algorithm mechanism, recommended to collect!

At present, the number of Internet users in our country has exceeded 1 billion. In this Internet era, traffic is king. Behind every video and every picture on every platform, there is an algorithm, which controls everyone’s traffic.

As content creators and operators, in HE Tuber addition to producing high-quality content, you also need to master the platform's mechanisms and algorithm rules in order to obtain traffic more efficiently.

Today I will share with you the underlying logic and optimization suggestions of the traffic algorithms of the three major platforms Douyin, Xiaohongshu and Video Account. If you want to increase your traffic, it is recommended to read it carefully and save it.

1. Little Red Book

What is Xiaohongshu’s traffic source? There are four main parts: follow page, discovery page, search page and local page. Among them, the discovery page and the search page are the two most important traffic entrances . Let’s focus on the algorithm mechanisms of these two entrances.

1. Discover page algorithm logic

The discovery page is the main traffic source for most people's notes. Normally, notes will have a basic traffic pool. If your notes have better data, they will be pushed to the next larger traffic pool, and so on.

So how do you get greater exposure? This involves another model algorithm mechanism CES.

CES scoring criteria:

CES rating = number of likes × 1 point + number of collections × 1 point + number of comments × 4 points + number of retweets × 4 points + number of followers × 8 points

After the notes are released, Xiaohongshu scores the quality of the notes based on the learning model, and uses the score to determine the initial ranking of the notes and whether to continue to push traffic to the notes.

So what we have to do is to find ways to guide fans to follow, forward, rate, collect, and like these interactive actions. As long as there are constant interactive actions, the notes may gain long-term traffic, and even have traffic recommendations a few months or a year after they are released.

2. Search page algorithm logic

In addition to the discovery page, the search page is also a large traffic entrance. Xiaohongshu official also announced that 30% of Xiaohongshu users will directly start searching after entering the APP.

On the search page, Xiaohongshu allocates traffic according to sorting logic. The higher the sorting notes, the greater the exposure they will receive. But this sorting is not fixed, and the sorting of notes is constantly changing with the real-time calculation of the algorithm.

There are two main influencing factors:

Keyword matching degree: The closer and matching the content and title to the search terms, the higher the ranking will be.

Short-term interaction volume: Notes that receive more interactions within a short period of time after being published will also rank higher in the search results page.

Combining the above traffic logic, how can operators improve exposure?

1) Make good content

Without good content, too much effort is useless. The important thing is to provide value to users. Either use value or emotional value.

2) Interact well

No matter which traffic algorithm is used, interaction is always important. Operators need to think about how to guide interaction and interaction in the comment area based on the note content.

3) Deepen the segmentation and make a good keyword layout

The more vertical and segmented the account is, the higher the possibility of getting exposure and recommendations. You can pay more attention to recent hot words in related fields and expose them in titles, content and tag titles.

2. Douyin

Douyin is the platform with the largest traffic and the most complex algorithm. But the fundamental principle has remained the same: a decentralized distribution mechanism allows high-quality content to have the greatest exposure opportunities.

The recommended algorithm is also a typical "tag" versus "tag" platform.

Both users and creators will continue to form "labels" themselves. After the creator publishes the video, the video will be matched with similar user tags based on the creator tag, and then the data performance of the video will be used to measure whether the video is worthy of further recommendation.

After the video has just been released and passed review, the system will allocate you an initial traffic pool: 200-500 online users. Douyin will analyze the data generated by the exposure and your account score to determine whether to weight it for you.

There is a widely circulated Douyin cold start traffic pool recommendation mechanism on the Internet, which is divided into 8 graded recommendations.

As shown below:

How to break through the traffic pool step by step, there are 5 key data for reference:

1. Completion rate

The higher the completion rate, the more attractive the work is to watch. The pass rate of the market is around 15%-20%, and a completion rate of more than 50% is already excellent.

In order to increase the completion rate, a common method is to set up suspense at the beginning of the video or guide the audience to participate in comments to extend the viewing time. It is recommended that the initial video duration should not be too long.

2. Like rate

The higher the number of likes, the higher the number of recommendations. The likes rate of the first wave of recommendations must reach at least 3%-5%. In other words, for every 100 views, there must be at least 3-5 likes.

3. Message rate

What is certain is that the better the comment rate is, the higher the weighted recommendation of the video will be. In order to increase the comment rate, you can actively guide viewers to leave comments in the video, copywriting or comment area.

4. Forwarding rate

The forwarding rate has little impact on videos that are still circulating in the primary traffic pool, but if you want to break through the traffic level, the forwarding rate is a key indicator.

5. Powder conversion rate

That is to say, the ratio of fans to fans through the road, and the rate of new fans brought by a single video are also key data for impacting the high-end traffic pool.

If your video keeps getting stuck at 500 views, you need to make changes in time.

Some suggestions:

Do a good job of positioning your account. The more vertical the positioning, the more accurate the labeling and maximizing the data of the video;

Best to benchmark. In the early stage, you can learn more experience from others, imitate and learn, and avoid detours;

Improve interaction. When the traffic is not high, try to reduce the length of the video as much as possible. The completion rate is the most important, and encourage users to like, comment and forward the video.

3. Video number

The biggest difference between video accounts, Douyin and Kuaishou is the distribution and recommendation model.

On Douyin, as long as you have high-quality content, no matter how many fans your account has or how many views your previous works have, as long as the content is recognized by platform users, it can quickly become popular.

However, the situation is completely different in the video number. In terms of data quantification, in Douyin, content accounts for 90% of the importance, while in video accounts, this proportion may not even be 50%.

In other words, among video accounts, content is not necessarily the king. The essence of the video account is that private domain traffic leverages public domain traffic.

Currently, there are two main algorithm recommendations for video accounts. The first is private domain traffic recommendation, and the second is interest algorithm recommendation.

1. Private domain traffic recommendation

Private domain traffic recommendation refers to users’ likes and interactions. These users’ WeChat friends may see your content. Then, through rounds of interactions, recommendations from the system may be triggered.

The system will determine whether your content is of high quality and recommend it to more users. When users like it, their friends are likely to see your content as well, triggering social recommendations.

Based on this algorithmic logic, creators need to trigger the first wave of social recommendations themselves. Without initial playback and interaction, even if the content is of high quality, it will be difficult to be discovered by the system.

Therefore, once the content is produced, it must first be shared with friends, WeChat groups and Moments to initiate the first wave of playback and like interactions.

2. Interest algorithm recommendation

The personalized recommendation system will use a series of big data algorithms to infer the content that the user may like based on the user's daily behavior, activity track, interests, occupation, age and other tags.

The logic is similar to Douyin’s “tag” versus “tag”. Creators need to add more topics and positioning to help with personalized recommendations.

Several other important indicators are also the basis for determining whether a large amount of exposure can be obtained. The key indicator measurement order is: completion rate > number of likes > number of comments > number of clicked extension links > number of reposts > number of collections.

Therefore, without establishing a traffic base, the initial content should be limited to less than one minute to ensure a high completion rate. Maintaining frequent updates and improving content quality are the keys to getting official recommendations.

4. Write at the end

The above is the algorithm analysis and suggestions on the three platforms. In fact, understanding and mastering algorithm logic is just a good foundation. What is really important is the content.

As the saying goes, three points depends on operation and seven points depends on content. The key is to continuously produce high-quality content, and precise and scientific operations can maximize the value of content.

columnist

Yan Tao Sanshou; WeChat public account: Yan Tao Sanshou; Everyone is a product manager columnist, digital marketing expert, and the originator of private domain traffic and super user growth methodologies. He is the author of "Super User Growth", "Practical Strategies of Weibo and WeChat Marketing", etc.

This article was originally published by on Everyone is a Product Manager. Reprinting without the author’s permission is prohibited.

The title picture comes from Unsplash and is based on the CC0 license.

The opinions in this article represent only the author's own. The Renren Product Manager platform only provides information storage space services.

#HETuber #Music #Gaming #Entertainment #Sports #Science And Technology

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