Yidianzixun

 

“Interesting and useful”

Founded: 2013 in Beijing, China

Category: Media and Entertainment, Social News

Primary office: Beijing (China)

Status: Private

Employees: 501 – 1000

Amount raised: $178.2 million (4 rounds –  Nov 14, 2017)

OVERVIEW

  • Technology-driven mobile internet company
  • News aggregation platform integrating search and personalized recommendation technology achieving efficient mass distribution but overcoming the blindness of traditional mass distribution
  • Accurately push “interesting and useful” value content to users to provide a high-quality personalized reading experience
  • Rewards professionals whose content attracts users most and contributes revenue
  • Builds its own database for marketing based on users’ interest, such as matching users with advertisements more accurately

 

PERFORMANCE METRICS

  • Valuation: $1 billion
  • Estimated annual revenue: $277 million (2019)
  • Daily active users: 65 million
  • Number of self-media: 680,000 (2019)
  • Number of content creators: 1.9 million

 

ACHIEVEMENTS

  • Established ParticleMedia, an affiliate company in Silicon Valley, USA, to launch global strategic deployment (2015)
  • Launched English version – News Break, won the best new app recommendation in the App Store twice
  • Obtained mobile news license, the first private Internet company to obtain “Internet News Information Service License” (2017)
  • Ranked top 3 in domestic news applications (2018)
  • Reached cooperation with four major mobile phone manufacturers: Xiaomi, OPPO, VIVO, Huawei (2018)
  • Ranked 264th in the “2019 Hurun Global Unicorn List”
  • Popular, high quality, well recognized and high loyalty through ranking first in terms of platform recommendation rate, per-person single-use duration, 30-day active retention rate (“2019 News Industry Research Report”)

Sells

  • News aggregator platform that charges advertisers for precise advertising matching with accurate browsing traffic, including CPM (Cost Per Thousand), CPC (Cost Per Click) and CPS (Cost Per Sales)

Channels

  • Yidian accounts – content creation platform for monetizable content distribution
  • Attract and foster high quality self-media content with rich cash rights such as multi-million-dollar plan (e.g., Golden Touch Plan [9])
  • Innovative information flow products from Smart Feeds to Smart Lab [6] resulting in intelligent marketing and attracting users
  • Information video (self-media) – users can upload short videos on the platform for profit (income based on page views)
  • Radio channel – voice channel with varying content

Competencies

  • Mass information aggregation from thousands of platforms across numerous topics
  • Private customization – the “interest engine” integrates search engine and recommendation engine, combined with the network data of users’ search behavior. Results in deeper user interests both actively and passively
  • Build an optimum balance between users and self-media; enhance recognition and profit
  • High information dissemination efficiency achieved by intelligent recommendation algorithm

Resources

Assets

  • Leadership – Yahoo’s top founding team along with individuals from Google, Facebook, and Silicon Valley elite
  • Interest Engine – a patented technology for data crawling and text analysis; combines with recommendation engine using personal portraits to push content, analyzes user preferences intelligently and recommends content accurately
  • Partnerships with mobile phone giants – flow support in respect of mobile phone, browser and other channels; and carry out comprehensive cooperation in terms of brand and website traffic
  • Highly sticky user groups – lay foundation for high-quality content layout expansion and commercial realization

Processes

  • Using manual and automated recommendations to achieve high quality content, fair and precise distribution
  • Build Yidian proprietary big data from consumer reading behavior, activity, hardware and advertising consumption data
  • Intelligently match consumer interest data with information, advertising and services to provide marketing value to stakeholders
  • Collaborate with major mobile companies and social media platforms (e.g., Zhihu and iQiyi) for marketing, data sharing, hardware service capabilities, and content expansion

Priorities

  • Prioritize user value and high-quality content
  • Interest marketing – master user interests, use differentiated customized resources to meet personalized value demands, and make the communication between the brand and customers more effective
  • Form a creative environment to attract and cultivate thousands of excellent self-media to produce more high-quality content
  • Continue developing new functions to provide diversified user experience

Assertions That Best Describe What the Company Did to Scale Early, Rapidly & Securely

  1. Apply big data, machine learning and artificial intelligence to generate predictive analytics and enhance automation
  2. Use data and artificial intelligence to personalize offers to consumers
  3. Always think from your customers perspective (organizationally and personally)
  4. Apply big data analytics to produce insightful information about users, suppliers and customers to enhance shopping pattern analysis, improve customers experience, predict market trends, provide more secure online payment solutions, increase personalization, optimize and automate pricing, and provide dynamic customer service
  5. Attract traffic and new customers by targeting and retargeting users from search engines, referrals, adds and social media
  6. Convince non-paying users to contribute to the development of the company’s products, channels, brand, and sources of competitive advantage
  7. Establish partnerships that increase the demand for products that complement the company’s product
  8. Use a cross-channel customer-centric approach to provide a seamless, unified, and contextual customer experience, irrespective of device, channel, or platform of interaction

References

  1. baike.baidu.com. (n.d.). 百度百科——全球最大中文百科全书. [online] Available at: https://baike.baidu.com/item/%E4%B8%80%E7%82%B9%E8%B5%84%E8%AE%AF/7755762 [Accessed 2 Jun. 2020].
  2. Crunchbase (2013). Crunchbase. [online] Available at: https://www.crunchbase.com/organization/yidian-zixun [Accessed 2 Jun. 2020].
  3. Itopmarketing.com. (2018). TopMarketing 最新锐的商业与营销媒体平台. [online] Available at: http://www.itopmarketing.com/index.php/News/show/id/10624/lmid/198 [Accessed 3 Jun. 2020].
  4. mp.yidianzixun.com. (n.d.). 一点号 – Yidianzixun.com. [online] Available at: https://mp.yidianzixun.com/ [Accessed 3 Jun. 2020].
  5. news.iresearch.cn. (n.d.). 极光大数据权威发布:价值内容优势凸显,一点资讯多项数据行业第一_互联网_艾瑞网. [online] Available at: http://news.iresearch.cn/content/2019/11/310055.shtml [Accessed 3 Jun. 2020].
  6. socialbeta.com. (n.d.). 【资讯】不走矩阵式产品策略,一点资讯用「X+Y」式合作定义未来营销. [online] Available at: https://socialbeta.com/t/news-yidianzixun-commercial-strategy-layout-20171130 [Accessed 3 Jun. 2020].
  7. www.adquan.com. (n.d.). 一点资讯王梦:我们的野心是做千人千面的广告产品 @广告门. [online] Available at: https://www.adquan.com/post-2-35395.html [Accessed 4 Jun. 2020].
  8. www.bmronline.com.cn. (n.d.). 一点资讯“内讧”,纷争恐难有赢家?. [online] Available at: http://www.bmronline.com.cn/index.php?m=content&c=index&a=show&catid=9&id=989 [Accessed 3 Jun. 2020].
  9. www.woshizmt.cn. (n.d.). 一点资讯点金计划全面升级公告,收益申请标准放宽!-人人都是自媒体. [online] Available at: http://www.woshizmt.cn/category/yidian/752.html [Accessed 8 Jun. 2020].
  10. www.xinhuanet.com. (n.d.). 蝉联“年度最佳合作伙伴”大奖,一点资讯与OPPO合作成效凸显-新华网. [online] Available at: http://www.xinhuanet.com/tech/2017-12/28/c_1122180128.htm [Accessed 2 Jun. 2020].
  11. www.yidianzixun.com. (n.d.). 一点资讯. [online] Available at: http://www.yidianzixun.com/# [Accessed 2 Jun. 2020].
  12. www.zhihu.com. (n.d.). 一点资讯与今日头条的区别在哪里?各自有什么优缺点? – 知乎. [online] Available at: https://www.zhihu.com/question/28105469 [Accessed 2 Jun. 2020].
  13. 知乎专栏. (n.d.). 内容平台竞争激烈,一点资讯如何差异化竞争?. [online] Available at: https://zhuanlan.zhihu.com/p/98141782 [Accessed 3 Jun. 2020].

Contributors

  • Nan Yang