Millet look at the spotlight the team attracts in the big screen area

From the box to the television, Millet sees the team in the big screen area attracts the spotlight, sometimes lets the outside world neglect the business which starts to look more-electronic reading. Now in this field, look more and try a new adventure.

7,000 to 100,000

August 16 This year, Millet did not release Rice 3, but launched another activity: seven hours, users in the game, themes, books three products on how many meters of money, can return the equivalent of rice coupons. This promotion effect is obvious, direct pull to read more reading Book Day sales rose to 500,000 yuan level.

What is the concept of 500,000 dollars? Read more about the current book Day sales in 5~6 million, and a year ago this figure is only about 7000~8000 yuan. There are more than these to compare.

For example, reading more books this year has reached 18 million downloads, compared with 6 million last year, and more than 30,000 paid subscribers last year, compared with 200,000 this year. "Our paying user has a characteristic, two times buys the rate to surpass 50%", the Millet sees more vice President Hu Xiaodong continues to add that "The per capita ARPU value is about 100 yuan a year".

This data is not difficult to calculate, look at the online revenue this year on the scale of more than 10 million yuan. According to expectations, the year before the end of the best sales to 100,000 yuan. Internally, this is not an unattainable goal.

Paid subscribers are eight times times more likely to grow and download three times times the size. The internal argument is that in this process, "There is no landmark event". But certainly not for no reason. The first is the improvement of the mobile payment environment, more to see the feeling is that March or April this year, the situation has significantly improved, and then the introduction of the rice payment system is a promotion.

Internal cause is also an important factor. "Chinese users have not evolved to pay for copyrights, but quality, users can feel it," Hu Xiaodong said, noting that E-books are being processed and designed based on content, and he believes that the increase in performance is due to the increasing number of users who find this approach commercially valuable.

Look more to change some of the concepts about e-books. For example, they found that the electronic copy of paper books, does not necessarily be able to get the user's welcome. In many of the same paper, the same name ebook, will be the image of refined, hypermedia links and other processing. In addition, the reader's taste is also changing, preaching, rigid books no one would like to see, colloquial, grounding gas content is very popular.

And more original e-books are emerging. For example, a recent book explaining the direction of policy, there is no paper version and is pre-sale, but has become a sales champion. More and more publishers are beginning to try to get their hands on paper and even to send e-books. Compared with the paper books, e-books have almost no distribution costs, only upfront investment in the fixed development costs.

"In terms of new books, the price of E-books is in the case of paper book 30 percent, pure profit and paper book is quite", Hu Xiaodong said the traditional publishing house has become more and more agree with this way, the whole industry chain is moving towards the cycle: "Last year, a paper book and the simultaneous release of E-books we will set off firecrackers, now every day can have two or three."

In addition to the above mentioned, it is also a good tradition to attach importance to direct communication with users. Look at the staff daily through micro-blog, forums and so on to answer the questions posed by users, try to make the bug night, so that users feel a respect.

To open up a new battlefield

These are far from all. Read more reading to the previous focus on the provision of e-books, as a non-serial products. Next, look more to attack the "serial" this Highland. The so-called serial is network literature.

"We are not e-book platform, but a reading service provider," Hu Xiaodong said, in the context of gradual reading, look at the need for different user groups to provide different services: not the serial cost of e-book dissemination of knowledge, and serialized to provide leisure. One for mature users, one for young users.

Millet to read more reading, in fact, is the enhancement of mobile Internet portal. Obviously in this direction of network literature, ahead of a lot of giants have a lot of layout, millet this time to recklessly?

The answer is naturally negative. Look at the beginning of a number of their own set a number of development principles, one of which is not touching content production. In their own words, see more than just want to do a good experience, channel two things, and often from the ratio of "empty bowl." This is true in a single e-book business, as is the case with serial online literature.

Read more reading mobile phone app Mall, there are two channel tags, a mark for the book, a mark for original. Book channels are more than the electronic version of paper books, the original channel used to carry network literature. Further, now look more recently in the original business based on a separate launch of the new App―― millet novel.

Millet novel content, all from partners. In addition to the royal literature of a family has not been agreed, most of the network literature content providers (CP) have signed an agreement with more. The pricing of millet novels is generally consistent with the pricing of CP's own channel, while CP can be divided into halves. Hu Xiaodong says more about scale than profit margins.

A year ago, I began to look at the introduction of millet novels, read more than the original channel has been operating for more than six months before the time. This period, the Millet novel product idea changed at least three or four times.

At the beginning, the millet novel still deals with the logic of the single ebook to treat the serialized network literature, such as multimedia mixed row, join the super chain, make exquisite cover and so on. But soon saw that the idea is not right: the cover for online literature users is tantamount to redundant information, they are more concerned about the speed of updates, the flow of consumption.

So millet novel no longer to the content of CP provided reprocessing, and find ways to the serial updated download package volume, control around 2M. But there is a problem seems to be no solution: the content of millet novels, in any case, in the speed of the update can not be compared to the CP itself, how to break this?

"PC network literature reading and mobile has a very big difference", Hu Xiaodong said that there are authors, readers, opinion leaders, and great gods in the field of PC network literature, while the mobile internet has brought a large number of small white users of online literature, ignorant of the circle culture of the network literature before. But most web-literate apps are designed for users with fever.

There is an opportunity in between. Millet novel target user, is small white.

Small white, small white

Look at the choice of this direction there is undoubtedly a congenital advantage: millet mobile phone. See more new users have two main sources, one is Word-of-mouth, the other is the millet pre-installed. At present, millet mobile phone users accounted for more than 50%.

After the introduction of small white users, the first question to face is: what kind of novel should I read? It's also a question of thinking, and to keep users, you have to let users find what they want to see. Many small white users of the first reaction may be to find some "edge", but as users grow, this content is difficult to remain attractive for a long time.

Therefore, the equilibrium is the millet novel must consider the question. Urban ambiguity, fantasy crossing, military and other types of aircraft, all types of network literature should be the same recommendation. And this is one of the recommended ways of millet fiction, that is, rely on a lot of reading the editorial team, in different types of content to seek, the pursuit of the balance of recommendations.

The second recommended way is to refer to the recommendation. That is, through what other people read books, what other people participate in the discussion, what other people collect what works, how to share the reading notes and other information, to the small white user to give the recommendation information. This way, is to read more about the new online social system, a book based relationship circle.

"But frankly speaking, we do not know how to do the social reading of original literature", Hu Xiaodong said that reading is not a simple thing, the knowledge of books with learning value, easy to find the topic of contention, and the majority of online literature for entertainment, how many things worth discussing or a question mark.

In a weaker social relationship, millet novels need to find the topic of network literature and the method of interest aggregation, in order to promote the social system forward.

and small white users will eventually grow. As mentioned earlier, the Millet novel in the update speed, certainly not than the CP own channels, in the content temperament will also be different. What if the user is lost? It seems to look very open: if our entrance is good enough, the user will come back. But the success or failure of millet fiction is crucial.

At present, reading more active users of about 70.8 million, look forward to the end of this number can be raised to more than 1 million, next year, the number will be at least doubled, and more to see the growth of sales forecasts faster, the end of this year's sales target is 100,000, the end of next year's target is to reach

Previously by reading more than the accumulation of users, "viscous insufficiency, frequency is not enough." Because the single e-book reading, is an intermittent behavior, resulting in the user's daily use of deficiencies. Millet reading provides the content of the network literature, which is a make up for, the network novel users to chase, can greatly pull high active degree.

The existing data show that read more "book" Channel Users and "original" channel users, the ARPU value of the two are comparable. But behind the similarity, the essence is far apart. Non-serialized book user ARPU value individual difference is big, some users have the general to buy a lot of books;

The good news is that there is a growing likelihood that the two groups of users will be transformed. Do not give Millet novel a clear business indicators, but it is said to hope to do million days in six months to live.

"The millet novel is another vantage point we are going to push, we are very stressed", Hu Xiaodong Sina Technology said "you have to have a role jumped out of the jump, reading is a strong span of the industry, we focus on knowledge-class reading to the direction of entertainment, or need a certain amount of time." As much as look at the beginning of the trembling.