"there was surprise and pressure. A byte-bouncing employee revealed that this was her first reaction to the 2020 revenue target.

It is understood that the 2020 revenue target will increase by 30-40% compared with 2019, more than 180 billion yuan.

She experienced the same feeling at the beginning of 2019-surprise and stress. At that time, as soon as byte jump completed revenue of 50 billion yuan in 2018, the target for the second year was set at no less than 100 billion, and then adjusted to 120 billion.

"I thought I could barely finish it, but I didn't even expect it to exceed expectations. "she said. It is reported that in 2019, byte jump achieved an income of 1300-140 billion yuan, still maintaining a more than double growth.

Byte jump has said goodbye to the tripling of annual growth from 2016 to 2018, and the company, which has been established for eight years, has finally said goodbye to the era of high growth and entered the next stage.

It is understood that the sales department, the commercial department and the product may have different revenue targets for 2020. The former is higher, seeking to fight high, while the latter is lower, seeking a safe landing.

"later LatePost" to the byte beat to verify the above data, byte beat responded: the data is not accurate, there are no plans to release.

In fact, the 2020 revenue target cannot be simply compared horizontally-the byte jump will greatly change the sales side. In 2020, commercial products will be open to all direct sales teams, rather than selling responsible counterpart products as before. This means that commercially efficient products will be given priority by the sales team, further strengthening Douyin's revenue scale and accelerating the survival of the fittest in the product matrix.

In December 2019, byte beat's live streaming product, Volcano Mini Video, merged with Douyin's products, the former 30 million DAU and the latter 400m DAU. This is the first shot for the integration of byte sales system: a product that can not be abandoned can be driven by large products to ensure business efficiency at the sales end.At the same time, 2020 is also the first year to set international income targets.

It is understood thatThe international revenue target for 2020 is 7.5 billion, a five-fold increase compared with the 1.5 billion yuan actually completed in 2019.Byte jump as a collection of information, video, live broadcast and other commercial product forms of the company, its year-end income and future goals, can be used as a weather vane for the development of the industry.

Changes in the sales system:The strong Douyin is Hengqiang.

Faced with the byte jump income growth target of 30-40 per cent in 2020, the last thing to worry about is Douyin.

It is reported thatIn 2019, byte jump achieved a total revenue of 1300-140 billion yuan, of which commercial product advertising revenue was about 1200-130 billion yuan, while knowledge payment, hardware sales and To B business contributed other income.

There is no doubt that Douyin has become the mainstay of byte-beating commercial products in 2019. Douyin contributed about 60-70 per cent of commercial product revenue in 2019, followed by Jinri Toutiao, mantis shrimp, watermelon video and other products.

At the beginning of 2019, the revenue target for byte jump is no less than 100 billion. With the state of operation, the target has been adjusted several times, with an overall upward adjustment of 10-20%. The key point is to adjust the goal of Douyin, and the proportion of brand advertising and bidding advertising.

At this stage, Douyin is already an extremely mature commercial product. From the opening screen and banners as the basic configuration to the advertising space, to the newly set up hot search and live streaming in 2019, Douyin has basically been reclaimed. Some have made the best use of things, such as advertising space settings, have reached 10-20% of the ceiling level. By the end of October alone, Douyin had generated 200 million in advertising revenue a day.

Douyin will continue to reclaim other commercial depressions, such as live streaming, in 2020. Douyin began to broadcast live in the second half of 2019, and achieved a monthly income of several billion yuan in December, which is the level of Kuaishou Technology, who has been working live for many years in the first half of 2019. With Kuaishou Technology's income of 30 billion yuan in 2018 as the frame of reference, Douyin Live will carry the revenue banner in 2020.

Byte jump has become the second largest Internet advertising platform after BABA. A senior advertising expert told the reporter that the growth rate of the entire Internet advertising revenue market will still slow in 2020. With such a large scale, it is difficult to achieve 30-40% revenue growth by advertising growth. It may be necessary to expand revenue channels in products such as live streaming, games and education.

The reform of the sales system in 2020 will strengthen Douyin's absolutely dominant position.

It is understood that starting from 2020, in terms of brand advertising, byte jumpers direct sales team can sell advertisements across products and regions. To put it simply, in the past, the sales team of watermelon video could only sell brand advertisements for this product, but now they can sell advertisements for Douyin, mantis shrimp, and other products; in the past, the e-commerce team in Shanghai could only sell customers in Shanghai. now customers in more than ten directly operated provinces and cities can be docked.

The comprehensive liberalization from products to regions will intensify the commercial efficiency competition of various products, further strengthen the direct sales role of byte jump, and compress the status of advertising agencies.

The reason is that the bargaining and delivery power of brand advertising is one of the most direct commercialization indicators reflecting the influence of a product industry.

It is understood that the Douyin brand advertising target has been exceeded in 2019, and the bidding advertising target, which accounts for about 90 per cent of advertising revenue, has been barely met.

At the end of December, byte jump announced the integration and upgrade of Douyin and Volcano Mini Video. This can be understood as a landmark adjustment of changes in the sales system. The integration has enabled Volcano, a product of about 30 million DAU, to achieve higher commercial returns driven by Douyin 400m DAU.

Since 2019, ROI has obviously become an important factor in product OKR, and the calculation cycle of returns is getting shorter and shorter, so it may be more concerned about DAU, retention and other data in the past. "A byte-beating product manager told the reporter.

This means that some new products with low commercial ROI will be abandoned more quickly. And the scale of tens of millions of products, will also put more emphasis on commercial ability, such as mantis shrimp, watermelon video and so on.

In the environment of slowing down the growth of the advertising market, from a product point of view, this will further accelerate the survival of the fittest. From a commercial point of view, full opening up can also improve the human efficiency of the sales team, further optimize the proportion of agents, and increase profits.

This is in line with the annual business theme of "losing weight and losing weight" set by the 2019 byte beat-Zhang Yiming proposed at the CEO meeting in early 2019 to lose weight, that is, to remove the inefficient and unnecessary parts and increase the value of the unit person and the unit capital. Slimming, that is, on the basis of improving advertising revenue, optimize the advertising-based revenue structure, and explore more revenue space in live broadcast, search, content payment, e-commerce, game intermodal transport and other businesses.

Under the environment of great changes in the sales systemDouyin, as the most efficient commercial product, is bound to absorb more sales resources.

International business goals for the first year:Fivefold growth, main force of TikTok

If 2019 is only the beginning of international commercialization, 2020 is the first year of its commercialization.

It is understood that the target income of internationalization will be at least 7.5 billion yuan in 2020, which is about five times the income of 1.5 billion yuan in 2019. Among them, TikTok achieved revenue of 1 billion yuan.

TikTok has identified key markets for commercialization in 2020:United States, Europe, India, Japan, Southeast Asia, Russia, Central and Eastern Europe, Middle East.

But at present, the commercialization of products in these areas is mainly brand advertising. The bidding advertising system in most areas is not yet open. The reason is that there are commercial and product imbalances in markets other than the United States. For example, India has high DAU but low CPM, Japanese profits are low, DAU is low, and Middle Eastern customers have high unit prices but low DAU.

As the first year of commercialization, while emphasizing product growth, the construction of commercialization system is also being further improved. In addition to building a bidding advertising platform, commercial teams in some regions, such as Australia, are also being built.

Of all the markets, the 50 million DAU TikTok USA is the key market.

Byte Jump has been the most efficient and fastest-growing product company for seven years, and has a solid position in the field of pan-entertainment such as short video, information, vertical community, novel, social and so on, and initial progress has been made in internationalization. At the same time, byte beat is further laying out new fields such as education and social communication.

If Jinri Toutiao and Douyin are understood as the first and second growth curves, the top priority for byte jump is to explore the third growth curve while maintaining business efficiency.

A byte-beating person told the reporterThe company's current bet on the third growth curve has been set: first, games, second, educational products, and third, the internationalization of chat.

Corresponding to the commercialization of byte jump 2020, what deserves more attention in the market is that a mature and diversified commercial company, in terms of product assessment indicators and organizational adjustment, how to balance product capability and commercialization ability. How will it further define excellent products, how to maximize the advantages of APP matrix, and at the same time promote the layout of international advertising system.