Christensen has a famous book "The Innovator's Dilemma", which was hailed as the bible of entrepreneurs by the godfather of a certain Chaos University. In July of the same year, Meituan Wang Xing proposed that China's Internet has entered the "second half", creating collective anxiety from BAT to self-media.
Then came the first year of knowledge payment anxiety in 2017, and the first year of industrial Internet anxiety in 2018. With the butterfly effect of the cold winter of capital, the entire Internet entered the harvest season ahead of schedule. Tiger sniff netizen @高高的山 has a classic comment: "Let It is as difficult as transforming a brothel girl into a female textile worker from playing traffic financing to making money from operations.”
The real embarrassment are the millions of "traffic phone number list monetizers" who are also the cutest people in the second half of the Internet. As an observer of the advertising industry, Brother Hua offers some ideas for reference only.
Failure to outperform the market is negative growth
Q1 2019 may be the toughest quarter for the internet advertising industry.
The recent news in your circle is this style: "Can you turn losses into profits by laying off marketers? xxx announces violent layoffs" "xxxx's net profit fell by 80% year-on-year! Why did traditional advertising media collapse collectively? ""BATT is caught in a bayonet shopping" "No more wind, institutions have no money, and the ambition of post-90s investors has nowhere to put"...
The market is cold in winter. Except for the capital institutions that left early, the advertising industry was the first to feel the cold. Everyone thought they were ready for the winter, but they still didn’t expect it to be so bleak. First, the macro traffic encountered real The ceiling, and the second is being slapped in the face by the advertiser's budget. There are two sets of data to support this: