Rebirth declares war on the honest

Chapter 408 402. Globalization Strategy

Gu Yun originally thought that the days in May would be peaceful.

It is nothing more than to accompany a few girlfriends, the three parties maintain a balance, and plan the days in advance so that they do not collide in the same place.

Jiangcheng is very big, and there are three towns under its jurisdiction. In fact, if it is not in the same school, it is not so easy to meet.

As for the work, everything is developing step by step.

Dou Le has raised a large amount of funds and is in the stage of crazy expansion. With Gu Yun's planning ability beyond the times, it has swallowed the attention of countless young people.

The overseas expansion plan in April proved to be wrong. After the acquisition of Musical.ly, Dou Le once again made personnel adjustments as a whole.

The original founder of Musical.ly, Zhu Jun, took over overseas and reported directly to Gu Yun. This was a boost to his influence, and TikTok ushered in a period of rapid development.

Zhu Jun has built up influence in Dou Le at a slow pace. He is a rare manager who has hardly heard employees express negative emotions.

He has a refined temperament, a goatee, and speaks English. After graduating from Zhejiang University, he worked in the field of corporate services.

He is also a man of temperament. He likes drinking and reciting poems. He often wears a gray shawl in the office, with loose hair and wooden clogs.

"President Zhu looks like a practitioner."

After getting acquainted with his work style, his legend has been circulating inside DouLe.

"I often meet him on the subway. He takes the subway in Beijing. He is a person who has achieved financial freedom in the United States early,"

An operation staff said, "In the company, it is rare to see a person with gray hair like him holding the door for a female colleague in the elevator and letting others go first."

"A kind elder."

A product manager said, "Mr. Zhu likes to drink. He was not so busy before, so he would take us out for a drink."

"He has stayed in the United States for many years, and after he came here, he is a combination of Chinese and Western,"

A middle-level executive said, "Summary for two weeks, every time Mr. Zhu speaks, it is a kind of enjoyment. The English is very authentic, and he can explain traditional culture into English. Wow! It's really amazing!"

When he took over, there was antagonism between TikTok's Chinese and foreign employees.

Gu Yun pointed out a direction, and Zhu Jun took the lead in proposing the concepts of mission, vision and values.

Jun Zhu's appointment was just at the right time.

He sat in the driver's seat, gathered people's hearts and stabilized the morale of the army on this global fleet, and led everyone into the night together.

This year, TikTok inherited the original Musical.ly users, and daily life has just started.

The people in the boat didn't realize at this time that a huge storm was brewing ahead.

Su Hua, who is sitting on the easternmost side of the top floor, also regards internationalization as his heart's desire.

After the acquisition, Gu Yun redistributed the company's power structure. He appointed Su Hua as the CEO of the China region, and he took a big step forward and became the global CEO.

Gu Yun, Su Hua, and Zhu Jun constitute the power center of Dou Le.

At this time, in Gu Yun's plan notebook for this month, there was a line that read "No gaps".

It is actually a code, the full name is: "Leave no gaps, comprehensive suppression."

These eight characters are the highest order given to TikTok by this taciturn and non-aggressive boss.

Under the eight-character policy, TikTok has two unwritten agreements: no matter which region, as long as competitors go, TikTok must advance and crush them.

As long as the list shows that a competing product ranks ahead, it must be defeated within a week, regardless of the price.

Even if you "kill one thousand enemies and lose eight hundred yourself", as long as you remain invincible, you will not hesitate to pay any price.

The user growth center is the vanguard who takes the highest order in DouLe. The person in charge is Zhao Qi, who is the final face of Gu Yun's personal video finalization.

He has a doctorate in computer science from Peking University. He looks gentle and wears black-rimmed glasses. He was once the co-CEO of the start-up company "Che Lai Lai".

This is a failed business.

But big companies are so strange, sometimes they are especially partial to people with entrepreneurial experience, even those who have failed entrepreneurial experience.

Maybe it's because of their tragic colors, or their courage to control the overall situation.

Or maybe it's just the sincere words that people confide after seeing the bottom of business and life, which always makes people feel sympathetic and sympathetic.

In Dou Le, colleagues called Zhao Qi "the person who spends the most money on the Internet in China".

To put it simply, the user center in charge of Zhao Qi spends money in exchange for user growth, and the product snowballs.

And the commercialized middle station in charge of Dou Le makes money by selling products.

At this time, for the development of Dou Le, commercialization basically does not make much money.

Taking blood from other companies in the Paradise Group, spending a lot of money to grow is the top priority, and it is too early to talk about commercialization.

Starting from China, TikTok stretches like an octopus on the earth, and its globalization continues to expand.

Gu Yun took the lead to divide the country into four levels: s, a, b, and c, and the strategic priorities were lowered in order.

Different from the failed internationalization trend of his predecessor, Zhu Jun understands the real internationalization method, and the developed countries are the key points that need to be focused on.

The reason is simple. Once a cultural product conquers the hub, it will radiate to other regions, which is a cultural dimensionality reduction blow.

In the global budget market, developed countries took the vast majority of banknotes.

India is investing strategically because of its large territory, while Latin America and Russia are investing because their competitors have gone, and they must invest out of the four-character policy of "leaving no gaps".

The potential for cultural dimensionality reduction is too great.

Southeast Asia is the lower reaches of Chinese culture. TikTok only made a small amount of launch, and it topped the App Store list in Thailand that month, and won the top spot in both the App Store and Google Play in Vietnam.

"These countries in Southeast Asia are too much influenced by our culture, so they come up with a splash."

In the Middle East, TikTok only launched in Saudi Arabia and the United Arab Emirates, and the surrounding countries also rely on its natural radiation.

"Boss Zhu's style of play, combined with the strategy of the big boss, combined is too terrifying, and everyone is stunned."

Some overseas employees concluded, "The biggest difference between TikTok and foreign competitors at the same time is that it occupies developed countries. It has a public pool. American content is supplied to the world, and Dou Le content is supplied to East and Southeast Asia. The power of this dimensionality reduction attack is particularly strong. Big."

Gu Yun's strategy is not complicated, but in this era, no boss of a start-up company can be as decisive and blindly confident as he is.

He proposed for the first time at the meeting, the four-stage theory.

Generally speaking, DouLe's globalization will surely span four stages in the future, and the "turning point" is the most wonderful moment.

The first stage is brainlessly throwing resources.

Dou Le's success in China from zero to one has verified the extraordinary business story, but it is just a copy in the world, the so-called "simple belief, foolish persistence".

The second stage is content ecological construction.

Operators dug out all Internet celebrities such as YouTube, Instagram, and Pinterest.

If a competitor spends 1, TikTok will spend 2.

The two ends of the machine are users and content.The user growth end continuously sends users, and the content end continuously sends talents, a chemical reaction occurs on both sides, and the user experience spirals upward.

The third stage is the milestone moment, that is, as the saying goes, the inflection point has arrived.

Gu Yun specially asked his assistant He Xuan to make a picture overnight to prove his "inflection point theory".

In theory, the whole company should pay extra attention to the data of "DAU penetration rate" (daily active penetration rate).

The higher the daily active penetration, the higher the user stickiness, and the retention rate that previously plagued TikTok and caused Facebook's misjudgment will naturally increase.

Although everyone didn't see it, Gu Yun's expression was extremely confident, and he didn't think about the capital investment at all.

He said that when the penetration rate of each country reaches 20%-30%, it will surely usher in an inflection point.

Inflection points are magical moments.

As soon as it comes, the popularity of App will mainly rely on interpersonal communication and natural growth.

The growth of Internet users depends on a ratio, that is, the ratio of purchase volume to natural volume.

Once the inflection point appears, "buying volume: natural volume" will transition from buying volume to accounting for the majority, and the number will move backward one by one.

Finally, a natural and healthy growth state is formed.

The fourth stage is brand building and commercialization.

The s/a/b/c classification will not remain unchanged, and each country may sit on the "elevator" at any time.

The determinants are complex.It is not only related to hard indicators such as population base, per capita GDP, Internet penetration, and the market ceiling of digital marketing advertising, but also inseparable from soft factors.

The final form of the brand is to hope that Dou Le will become a mirror of the cultures of various countries.

"Our goal is very straightforward. Use the long-term foundation accumulated by the Paradise Group, and use the rapid speed and abundant funds to carve out a moat with a heavy hammer to ensure that the short video project will be the industry leader, and there will be no rivals in three to five years."

In the conference room in the capital, there was thunderous applause.

No one knows where the big boss got his confidence, and the bet on Dou Le will definitely win.

(End of this chapter)