Recently, there is a circulating screenshot on the Internet saying: "Tencent news is gone in an instant", causing public opinion to pay attention to it.
Tencent News replied to the rumors on the afternoon of May 26th: "Tencent's news business is running normally." Tencent News will adhere to the positioning of high-quality information content, and the recent adjustment of management cadres is also to better promote business development. The relevant content of Tencent's news in the picture is malicious rumors. "
Recent cadre adjustment
May twenty _ third$Tencent (00700.HK) $In a statement issued within the group, he Yijin was appointed as the head of Tencent's news business and QQ.com 's editor-in-chief, reporting to Zeng Yu, vice president of the company. Wang Shimu, former head of Tencent News, will be transferred to PCG social platform and application line, responsible for innovative businesses such as Magic Core, which is hatched by his team.
Tencent said that the adjusted Tencent News will adhere to the positioning and development strategy of high-quality news and information, step up efforts to upgrade content and products, and break the industry inertia of algorithm-driven and competitive user usage.
It is understood that Wang Shimu once served as the head of NetEyun Music and NetEase, Inc Aesthetics in NetEase, Inc. After taking over Tencent News, Wang Shimu advocated to build Tencent News into a diversified content platform based on personality recommendation, covering video and community. Wang Shimu promotes the reform of digitization and algorithm recommendation in Tencent News; in the assessment of original content, there is also the original brand gain to whether customers can obtain and extend the duration of user use, and so on.
The newly appointed director, he Yijin, graduated from the Department of Electronic Engineering of Tsinghua University and received a Master of Engineering from Dartmouth College in the United States. Joined Tencent in 2012, Zeng Dan served as Deputy General Manager of Tencent Video Product Technology Department, Tencent yoo Video Technology Director, overall responsible for Tencent video, Tencent yoo video products and technology plate management.
Tencent said that the adjusted Tencent News will adhere to the positioning and development strategy of high-quality news and information, step up efforts to upgrade content and products, and break the industry inertia of algorithm-driven and competitive user usage.
It is reported that Tencent's news content production adopts the studio system, and has set up studios such as Yu Zhishi, the Summer Solstice, Grain Rain, Lesser Fullness of Grain, the Beginning of Spring, etc., covering video, documentary, finance and economics, entertainment, and other content categories. He Yijin will directly lead the content production team when he Yijin becomes the head of Tencent news.
Tencent News Advertising income continues to decline
According to Tencent's financial report, Tencent's media advertising revenue in 2021 was 13.3 billion yuan, down 7% from the same period last year, including a sharp drop of 25% in the fourth quarter compared with the same period last year. In the first quarter of 2022, Tencent's media advertising revenue totaled 2.3 billion yuan, down 30 percent from the same period last year and 27 percent from the previous month. This reflects a decline in advertising revenue from media such as Tencent News and Tencent Video, but the decline is partly offset by advertising revenue from the 2022 Beijing Winter Olympic Games, the announcement said.
Facing the future, Tencent said in the financial report that since the second quarter of 2022, the advertising market has remained in the doldrums, and advertisers in industries such as FMCG, e-commerce and tourism have significantly reduced their advertising spending. In a difficult market environment, we continue to invest in optimizing advertising systems and upgrade our machine learning infrastructure to process data more efficiently.
Futu Securities International believes that the gross profit margin of Tencent's advertising business continues to decline because the domestic macro-economy has brought about a continuing downturn in the advertising market. In addition, the crowding out of the advertising market by the head platform of short video has also brought some impact.
China Merchants believes that in the fourth quarter of 2021, Tencent and Tencent's online advertising revenue declined compared with the same period last year due to changes in the macro consumer environment and industry regulatory policies. This mainly reflects the weak demand for advertising in industries such as education, Internet services and e-commerce, as well as the continuing impact of regulation from the online advertising industry.
Haitong said that the company continues to invest in optimizing the advertising system and upgrading the machine learning infrastructure to improve delivery accuracy and conversion rate, and the advertising business is expected to resume growth in late 2022 with the subsequent improvement of the macro environment.
According to Quest Mobile, the size of China's Internet advertising market is expected to be 142.92 billion yuan in the first quarter of this year, an increase of 3.9% over the same period last year. The market expects that the real economy will be hit hard under the repeated epidemic, and the budget of advertisers will drop. This year, the overall growth rate of the Internet advertising market may decline to single digits from about 20% last year.