How does the "class pornography" model wash white?

Recently, "Wash the white" This is a popular word in the industry, refers to some companies because of the original business model to play a policy edge, in the development of a certain scale or on the eve of the listing to take various measures to make its mode and operation into a safe zone. In view of China's special policy situation, the business model that needs to be washed white is mostly "class pornography" mode. The use of this model has 9158, MO, yy and so on.

Literally, "white wash" has two layers of meaning:

First, the previous business model was "black" or "grey", and often had to be so. The reason is that the company's early development, in order to reduce marketing costs, speed up word-of-mouth transmission, rapid withdrawal of funds, had to "gray." And in the company's small development period, a certain amount of the edge of the ball for society and regulators acquiescence. Considering risks and benefits synthetically, it is not only a risk, but also an effective strategy.

Like 9158, its adoption of the beauty video model in Korea early proved to be an effective business model. Relative to the app and other expensive product promotion costs, beauty video naturally has a strong communication and user stickiness. If you add a certain amount of edge, it is even more powerful for the enterprise.

Thunder is another rely on pirated download the success of the white cleaning of the typical

Secondly, under the pressure of policy and public pressure, we must "wash the white" and have to "wash the white". In this way, "wash white" there is a forced taste. Obviously, according to the past inertia of the operation of the flow, Word-of-mouth and income have a great positive effect. However, in view of national conditions and related policies, we have to converge. In Korea, Japan and the United States and other countries, the policy boundaries, the concept and acceptance of the people are not the same, there is no "wash the white" needs. The so-called "black" and "gray" is only relative. From a broader perspective, the particularity of this policy and the characteristics of the border determines the fate of a lot of profit model, which has long been the domestic Internet ecosystem and foreign Internet ecological Circle of many differences.

From the "wash the white" operating space, different companies because of the degree of dependence on the edge of the ball, resulting in "white wash" the company's influence size is different.

In simple terms, if the company is very dependent on the edge of the ball, remove the edge, the flow and the user fell sharply, it will be to maintain the status quo and "wash the white" between the dilemma. Fast seeding because of the traffic on the related video browsing excessive dependence, resulting in difficult to withdraw hands, and finally in the "wash white" before being punished.

By "About Cannon artifact" The famous Stranger is walking on the road of washing white

And the "Class of pornography" edge of the edge of the 9158 and the MO is relatively well-off "wash white" space. In other words, even if the beauty of the video does not hit the ball, its appeal to the audience is still there, and has formed a large-scale user groups have developed a corresponding consumption habits. As a social platform, the user's social relationship is bound in the Mo mo, even if the MO transformation, these users in their own exchange is not affected by the premise will continue to stay in the mo.

It is believed that these cases will alert many companies that are eager to "type pornography". They should consider and scruple to design their own business model, and will consider leaving enough room for the future "white washing", even if they play the ball.

From the "Wash the white" of the operation of the method, there are several specific:

First, the positioning of the "wash white." Companies in the initial stage of development, in order to attract more users, in the positioning can be no disguise or even high-profile to play "category pornography" banner. And after a firm footing, we cannot but give the market a statement. At this time, more "tall" more in line with the positioning of the business language to break out of the shell.

The fast-seeding is a typical failure to wash the white.

Typical, such as Mo, the early flagship "about Cannon Artifact" positioning, a large number of users. In the case of a significant user base, the shift to "interest in social" positioning, attempts to continue to circle the existing users with the group function. Its rival micro-letter, is subject to its orthodox status, although also launched a nearby friends and other functions, but dare not blatantly play "about Cannon" banner, which precisely gave the early development of the space. From this perspective, this is one of the competitive advantages of the "class pornography" model.

Entrepreneurial circles often talk about a pioneering mode Tencent and other big companies will do, MO gave a resounding answer. That is, some areas, such as the "type of pornography" model associated with the tuyere, large companies because of their orthodox position, is not easy to get involved.

Second, the external image of the "wash white." After the positioning of the white cleaning, the company needs to be in the external publicity to wash white. This needs to "announce the world" in the major media, in order to change the past accumulated corporate awareness.

9158, MO and so on in the development and expansion, the media began to appear frequently their voices, its founder and so also actively accept interviews, hoping to reverse and get rid of the original image, this is the title of righteousness. Of course, from the actual effect, the effect of these PR investment is actually questionable.

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such as the recent advertising words "to communicate do not connect", "to be interested in not sexual interest" and so on have netizen comment is "Bans". But also cannot rule out another possibility, namely the related enterprise in "forced" "washes the white" at the same time, still hoped in the consumer cognition "remains" certain "the Gray" the edge ball, in order to maintain its product the inertia attraction. If this is the original intention of "washing white", it is more obvious to the trader.

The third is the internal process of "washing white." On the whole, the above two kinds of white washing are only external and superficial. Specific how to wash white, or from the internal process of each link to start, so that all kinds of ball-ball isolation outside the company, or with related links cutting, the risk of passing. This is where all kinds of process design experts are doing their part.

YY is also an important part of the white-cleaning department.

In the end, the "white wash" is for the relevant enterprises to win the policy survival space, but its final effect still remains to be tested in the market. Because, as mentioned above, there is a corporate dividend on the policy edge, and after the "white cleaning", it actually cancels the dividend, and the potential impact to the relevant companies remains to be assessed. such as the loss of the ball after the beauty of the video site, its attractiveness in the end, how much of the proportion of users are still willing to pay for the ordinary beauty video, this is a problem. And the MO, in remove "about cannon artifact" aura, whether can maintain in its user group lasting stickiness, or degenerate into micro-letter homogeneous products, are awaiting new market data validation.