Join Mi Meng and others to launch a new publication. Let's take a look at how to become a commercial service provider for online content.

For most modern people, there is less and less time for reading and more and more time for surfing the Internet. The so-called "spiritual leaders" are also changing from literary giants who require you to spend a lot of time thinking about life to WeChat public accounts and self-media that occupy the fragmented time of your commuting to and from get off work on the subway.

As mainstream culture further turns into fast-moving consumer goods that come and go quickly, we unexpectedly discover that they cater more to the needs of the vast majority of audiences, and the commercial value implied behind this trend cannot be ignored.

On April 15, Mimi Meng, Tongdao, Youshu and a large number of popular self-media people gathered together to become allies of Yizhao, completing the role transformation of "Internet-born content commercialization service provider". Yizhao took advantage of the new regular publication and started the model precedent of "self-media combining soft and hard to enhance commercial value".

Mi Meng appeared and gave a talk on the value of the cultural and creative market of post-90s

Most of the authors behind WeChat public accounts meet with readers in the form of text, and it is even more difficult to see Mimi Meng, who never appears in public, give a speech on stage.

As her first public appearance, Mimi Meng took the opportunity of a new regular publication to preach "The Hidden Rules of Words and Deeds of Post-90s Generation", elaborating on the relationship between consumer insights and brand marketing of the post-90s generation from 8 perspectives.

Just as Mimi Meng has a unique perspective on readers, Tongdao Dashu has also designed a robust market layout under the logic of pan-cultural creativity; Youshu has intentionally or unintentionally built a community culture that can best mobilize the new Chinese women. This shows that their goals, including those of many other self-media, are by no means limited to advertising monetization.

However, the prosperity of the cultural and creative industry has always been inseparable from capital and business. In the meantime, forward-looking content providers are more willing to stand with partners who understand the rules of business. In addition, in the general environment, in addition to advertising monetization, the value of self-media content compared to film and television content still has huge room for growth, which makes the potential prospects of providing connections in one move obvious.

Lei Wentao, the founder of Youshu, said, "Yizhao has a very thorough understanding of the value of content and commercial value. We are confident that we can expand this market together, which is in line with our long-term vision." It is revealed that the number of fans covered by the self-media of Yizhao's "New Publishing Rules" camp is currently approaching 200 million. No matter how advertisers view this market, it is a force that cannot be ignored.

One way to resolve the worries about advertising is to focus on China's largest distribution platform

The so-called new publication examples in the WeChat ecosystem refer to exposed implantations in the form of graphic and text title placements, separators, and end-of-article activities, in addition to native content advertising implantations. This is based on the premise of not interfering with content reading and enhancing readers' memory points. This means that in addition to the current soft implantation of articles, one move is opening up a huge incremental market.

Yi Zhao believes that the current soft-text marketing of public accounts is still far from truly occupying the minds of brands. In other words, most consumers are actually very disloyal. In the marketing of public accounts, creativity, reach and frequency should be taken into consideration and unified.

The so-called creativity is based on brand positioning, focusing on solving the problems of attracting attention and memory association. Next, the media combination solves the problems of reach and display frequency. Frequency is the core issue that one trick is to help advertisers solve.

This move directly and clearly pointed out the concerns about current self-media advertising. Therefore, in this event, the three major accounts, mainly Mimi Meng, Tongdao, and Youshu, as well as a large number of shoulder and waist accounts, became members of the "New Regular Publication" camp, providing fertile soil for the promotion and implementation of the new regular publication.

Taking various factors into consideration, we can see that in the new media industry, Yizhao has built a competitive barrier that is different from account groups. Yizhao co-founder Zhang Deqian emphasized that China's current communication environment is much more complicated than that abroad, and there is no universal solution for new media advertising in the world. Each channel has its own uniqueness, and different carriers also have different communication experiences. However, WeChat is still the largest distribution platform in China, which is also an important reason why Yizhao chose to start with WeChat.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.