On February 19, the Boss Direct Recruitment App was forcibly removed from the App Store by Apple. That evening, the official WeChat account of Boss Direct Recruitment pushed an urgent statement, aiming to point out that the products of the App Store were caused by extreme means to attack the developer's account, and the spearhead was directly pointed at its competitor Lagou. Immediately afterwards, Lagou pushed out "Lagou's Three-Point Statement: Sorry, We Don't Take the Blame for This" on its official WeChat account to give an official response, revealing that Boss Zhipin's illegal promotion was the fundamental reason for the product's removal from the shelves. Huxiu, which has always liked to take sides in the industry, also quickly responded with "Boss Zhipin said that its Apple app was deleted by someone, and it is suspected to be Lagou. Mission Impossible, ASO practical course! 》WeChat push questioning Boss Direct Hire. This evening near the weekend is not peaceful at all.Who is right and who is wrong in the dispute over Boss Zhipin’s removal from the shelves? How will the incident develop? As March and April are approaching, is it OK to use this method to attract attention during job hunting and recruitment ? What are the highlights of Boss Zhipin’s promotion on the App Store? Is making a pinky promise an expression of envy or fear? Today, Mr. Wen will share with you the story behind the debate.1 Hotspot: Bosses compete with each other, and Liepin benefits.There are a variety of job-hunting and recruitment platforms, including hundreds of them, such as 58.com; and some that specialize in one field, such as Liepin/Molie. While Boss and Lagou are in a fierce competition, Liepin, which has the popular Hu Ge as its spokesperson and has dominated the advertisements in subways, buses and offices, has quickly gained favor among Internet professionals. Its momentum is not inferior to Lagou, and its ranking on the App Store list is the most direct reflection of this.The "Boss Delisting Dispute" incident itself did not involve anyone being right or wrong. It was just that it was exposed to the public, and everyone started arguing and pursuing so-called evidence. The removal of Boss was not related to keyword manipulation, and Lagou’s own promotion was not innocent either. As promoters in the industry, everyone knows this well. If you keep pursuing right and wrong and exposing each other's secrets, you will end up hurting yourself.As the job-hunting peak season approaches, in addition to lavish offline advertising, major recruitment websites will naturally increase their online promotion efforts. As the only official channel for iOS, the competition for exposure on the AppStore is even more intense, which is the underlying reason behind the two companies' uncompromising promotion efforts.2 Highlights: It’s all for traffic.Using personal accounts to impersonate competitors and forcibly steal traffic from competitorshas been a trick that has been used in the industry for a long time. Traffic is stolen by uploading an impersonation similar to that of a competitor. The specific operation is to change the package name and application name, as well as screenshots and descriptions. However, when users download and open the App, it is actually another App. This is the case with "Boss Direct Recruitment" doing "Lagou Recruitment" and "Lagou" doing "Boss Online Recruitment". In fact, the technology of both parties in making disguises is very low. The developer's website actually links to their own website. This is not only a case of covering up one's own faults, but also leaving evidence for doing bad things. In addition, the developer's website has weak traffic diversion capabilities, and this third-level entrance can be ignored directly. If you find that a competitor is wantonly using illegal means to gain sales, you can directly file a complaint with Apple. Although Apple will not accept it directly, the warning in the email can still stop many companies (Infringement complaint mailbox: [email protected])When Lagou accused Boss Zhipin of three major crimes, one of them mentioned maliciouskeyword manipulation, and many peers in the recruitment industry had their copyrights infringed. It also listed that in the past three months, Boss Zhipin has been violating the Apple market's machine-generated volume-boosting behavior to grab some screenshots of similar apps in the industry, including Lagou, Dajie, Chitu, LinkedIn, Liepin...Regardless of whether machine-brushed keyword rankings will lead to Apple removing products from the shelves, this method of operation is now well known in the industry, and its effect is obvious at a glance. It is far better than other methods in the same industry, the operating cost is relatively low, and it can achieve results that other methods cannot achieve. This may be the original intention of Boss Zhipin to adopt the full set of ASO. As for why Lagou did not adopt it, it may be because they were worried that it would be removed from the shelves.Now let’s go back to another question - "whether machine flashing can easily lead to product removal from the shelves". Many people fail to fully understand this point and are fooled by the agency companies. Before talking about the problem, let's first clarify a few concepts: machine brushing/real machine brushing/ points wall brushing.(1) Machine brushing: also known as technical flow. Control iTunes through the server, constantly switch accounts and corresponding IPs, and perform corresponding task operations. There are two types of machine flashing operations, which are distinguished by different technologies. One is download and purchase behavior, and these data are recorded in Apple iTunes Connect; the other is search and click, but does not result in download and purchase behavior, and there is no record in the itc background. The former faces a greater risk of being investigated and punished by Apple, while the latter has almost no risk. Currently, those who use the full set of ASO technology in the industry belong to the latter type, which is safer; those who mainly use the former type to rush to the top of the list , so the risk is greater. (Note: The actual operation reasons are far more complicated than this, this article briefly describes the principles to make a distinction).(2) Flashing with real device: Use real Apple device to complete the corresponding task. This situation can be divided into two types. One is that a device only completes a task operation once and does not wipe the machine; the other is that a device repeats the task operation in the wipe state. Because the latter is repeated, the corresponding IMEI and IP parameters are easily recorded by Apple, and a large amount of this volume will also be judged by Apple as false volume, which means it is suspected of false promotion and may receive corresponding penalties. In the current environment, many traditional points walls are based on the latter’s real machine volume, and the current WeChat points wall also has a lot of the latter’s real machine volume.(3) Points wall: Points walls are divided into traditional points walls and WeChat points walls. Traditional points walls are embedded in the application and are a model for users to download and earn points. The controllability is relatively poor. WeChat points walls use WeChat public accounts or H5 platforms to develop their own users. Users can obtain corresponding cash rewards after completing corresponding tasks. The controllability is relatively high.After explaining the concept, everyone should have a better idea of whether machine flashing is safe or not. In the context of the current channel chaos, there is no absolute security and no absolute risk. Clarifying the issues from a principle perspective will be of great help to every promoter in avoiding risks.3. The points wall is used to brush keyword rankings. Lagou explains why the "Boss Online Recruitment" App is ranked first in the current search for Boss Direct Hire. In fact, it is very simple. Boss Direct Hire was brushed to the second place through the points wall. Boss Direct Hire was taken off the shelves on February 19, so naturally "Boss Online Recruitment" became the first place (Note: Lagou's explanation can be completely ignored, it is a bit evasive). From February 9 to February 12, Lagou used the points wall to push the brand word "boss direct hiring" to the first place. This behavior is the same as Boss Direct Hiring's use of other brand words, but the operation method is different. Moreover, Lagou operated on far more than one word, and the scale of its delivery on the points wall was far not inferior to that of Boss Direct Hiring. We are all the same and in the same promotion circle. Speaking too much is actually a harm to yourself.Anti-theft: Account information must be kept strictly confidential.I have been talking too much today because an app was taken off the shelves. This is a very common thing in normal times. The unexpected removal of Boss Zhipin has given us a lot to think about and awaken us. We must be vigilant about the confidentiality of account information and never disclose it to irrelevant personnel. Developer accounts and personal email passwords must also be changed at a certain frequency. Avoid the misfortune of Boss Direct Hire from happening again around us.
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