Regarding the future competition between H5 and APP, Zhang Chaoyang believes that only large-scale APP can survive and it will make sense. As far as the video aspect is concerned, Sohu is also communicating with and talking to the policies of Radio and TV. Whether some new American dramas will be needed in the future The delay is still in the dialogue and there is still no conclusion.
In addition, when Zhang Chaoyang talked about the Sohu business line, Changyou is turning to losses and is returning to the nature of the game. The video business is seeking new roads due to higher content and broadband costs; There is greater confidence in the reform of the advertising model.
The following are the key points for Zhang Chaoyang's speech and on-site question and answer session:
1. The portal content will become a profit center, while the Hand Sourse 3.0 already released and the 5.1 version of the news client to be launched next week have been making content changes.
2. Zhang Chaoyang confirmed that Sohu is making layoffs, saying that there is no overt rumors, but Sohu is optimizing the structure.
3. Before the advertising sponsored a channel, the model was less ductile. If the advertising can go to the long tail, allowing SMEs to fully participate in it, and to achieve accurate delivery, then the advertising capacity will become very large.
4. Sohu hopes to become a big funnel and become a user's rigid demand for consulting.
5. Regarding the future competition between H5 and APP, Zhang Chaoyang thinks that only large-scale APP can survive and it will make sense.
6. Sohu Changyou is stopping.
7. Sohu video will not fight price war.
8. The reason why is called "Sohu to know the world", because Sohu provides not only news, but to provide knowledge, this knowledge is written by professionals in all professional fields in the world.
Zhang Chaoyang Speech Record:
Zhang Chaoyang:
Because after entering 2015, I was returning. In 2014, I returned quietly. I studied in the front line of product technology and discussed it together. In 2015, I returned in all directions. Some time ago, internal speeches may be transmitted and disseminated. More extensively, everyone may read some of our internal articles or some of my words. It may also have some understanding of the context of our Sohu reform, so today I may not talk about the future development of the media, the direction, Observe, and just say something specific to our reforms, Sohu's specific things to chat a few words.
Regarding the direction of Sohu in 2015, we must first revitalize the mountains and rivers. First of all, we must increase revenues and reduce expenditures. Cutting expenditures means cutting costs. We are really doing some optimization of personnel, and we have stopped spending money in places where we should not spend money before. Make the cost down first.
At the same time, open source means income growth. The growth of income is related to the progress of the entire media platform. In my last speech, I talked about three boosters:
Booster I. The user base continues to expand.
Boosters II. Reforms to attract content from the user base.
Booster III is very important for advertising systems.
Sohu Client 5.0 released two or three months ago is just such a product. The 5.1 version of the Sohu News client will be launched next week. It really defines what we have defined from the media (a wider range of professional areas). You can check it out. We now have experience with the Health Channel. All kinds of disease articles written by all doctors in the world are available. The 5.1 version of the news client we launched next week will open up to the mobile phone, so that mobile phones and sohu.com The client will be able to read it after the pull-down recommendation.
Because we think that when you pull down the news client, this action is a bit like searching for a keyword search engine. The difference is that after we pull down the recommendations in the reading stream, it is through human intelligence. That is, our editorial department, all of our world-wide information on such structured information and machine calculations scored from the media, carries out a parametric weight allocation, and finally recommends high-quality content for you. We hope that the drop-down recommendation content of the news client is more high-quality than the search engine search content.
10 days ago we launched the mobile phone Sohu.com 3.0, which is based on H5 browsing. We think that the light application of H5 will keep pace with the application of the application. Therefore, we have two teams on Sohu. One is on H5. Mobile Sohu.com, a news client app, back-office accounts are open, the two applications have their own advantages and disadvantages, H5 is a light application, it is a traffic hub, the flow of traffic is very large, like a big tree, Each leaf is in the next rain (flow), the news client is a heavy application, but it is a strong entry, the user download threshold is relatively high, but once it is downloaded it has a strong rendering ability.
We also launched the WeChat headline of Sogou search last week. This is actually another aspect of the information we provide. We have a news app, a mobile phone Sohu.com, a sogou search. Sogou search is a keyword search, but the search engine app actually On the real big data application, it deals with WeChat content, based on many people's forwarding parameters, which things are read most, or in each field, or many subdivided parameter fields, there will be a sort, these sort The structured information, with the mobile phone to the person's tracking, so it is a community SNS information, structured information combined with machine intelligence recommendation WeChat headline content.
Basically, we are still based on information. Now everyone is busy going to O2O to sell specific things and be able to directly charge, but we think it's a great idea to better deliver new media and good information to people around the world. Business, but it is far from doing well, with the arrival of big data, this aspect is very promising.
At the same time, advertising in this area is very important. If you look at Google, Google’s entire income scale is supported by advertising. However, how this advertisement is defined, as in the case of traditional portals, advertisements are only advertisements for a channel sponsored by a channel. This extensibility is very low, but if the advertising can go to the long tail, so that all kinds of SMEs in the world can use this advertising system to find the corresponding article content, and in the corresponding article and the corresponding crowd If you spread your own product promotion, this advertising capacity is very large.
Therefore, we are willing to become a platform (a big funnel). This big funnel is the rigid demand of all people in the world for information. On this basis, we use the calculation of big data to meet the individualized content needs of these people, and put these people’s The eyeballs of features and people flow can be recommended to big funnels and leaked to various apps, O2Os, and various applications. Our duty is to play our greater ability in big data, computing, and computing at such a level.
It's like I've made an analogy. Everyone uses the Internet to think and combine with all the traditional industries to make it effective for business and vertical development. For example, if it is a case of Jinshan, we are sending water to the road to the gold rush and providing them with tools. On the contrary, we can make money. Gold may not be able to find it.
We have so expensive office buildings, engineers with such high salaries, we should do more worthwhile things, and provide more valuable things—software development and big data research, cloud computing, and so on. High value-added things, if we are to go to the taxi, sell cars, help the ground to shop things, it is not our core competitiveness, nor is it a direction I am optimistic about. This wave is very good, but in the course of this reform, we are earning that portion of each piece of merchandise that has been sold. This is the direction in which we have to reform recently.
As for other aspects, including video development, I think content price competition is still too strong. We hope we can come up with a new path.
Regarding self-media, I believe that the platform is very important. I hope that whether it is your training camp or other self-media platforms, there will be a lot of similarities, because now the organization of content is exactly the same as before. Not the same, the channel of the previous portal was classified by library and was divided into various channels. Each channel and each field carried very light news reports and news. However, there are no news in many fields. For example, what do you say about education, tourism, and automotive?
Maybe the car is a little bit of a relationship with fashion, a bit of news. But now people are not satisfied with some industry news, and they are more concerned with more in-depth information in this field. In this case, the traditional ways of newspaper articles and editors are far from satisfying. More Senior people from all fields write content and write senior knowledge.
Why do we call Sohu to know the world? We provide more than just news. We need to provide knowledge. This knowledge is written by professionals from all professional fields in the world. Then it is recommended by the joint recommendation of humans and machines. In front of most users, this is one of the directions for the reform of the media platform. So we use this platform. If all kinds of alliances can generate good content, they should access our platform. The definition of this platform must have tens of millions of UVs. If there are no tens of millions of UVs, you can get an APP or What does not make sense.
Regarding the competition between H5 and APP in the future, I think APP can only survive if it is large. If every organization and every small restaurant gets an APP, it is impossible to live. If you get an APP, you might as well get an H5 page. We also have this service (Sohu Express) to help you make a H5 page. The threshold is very low. Only the big app makes sense. So I cut several apps inside Sohu in the past year. What do I say about APP? There are only a few big apps to do, so there is a large group of UV users.
The 5.1 version of the news client we launched next week is such a product that really connects the media with the platform. Welcome to use it.
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