Starting from the media matrix of 13, 14 set up a company, and the 1 1 account under 16 obtained financing of150,000. All this is just the beginning for him.
No. 1
His 1 1 WeChat official account.
The official WeChat account with financing is "Political and Business Reference", and Jiang is the official account of 1 1 WeChat in the media matrix.
"Political and Business Reference" A round of financing150,000 yuan, valuation1500 million yuan. At present, it has 960,000+subscribers, making it one of the most widely read WeChat accounts of financial wealth in China.
In addition to political and business references, other WeChat official account in Jiang Matrix covers many fields, such as business investment, fashion luxury goods, tea ceremony, tourism, China culture, health preservation and so on. At present, this matrix has more than 3 million high-end fans and is one of the most widely read platform clusters in high-end new media.
second
An engineering student with a non-media background
Jiang, who created these things, is an engineering student from a non-media background.
After graduating from Beihang University, Jiang went to Tsinghua's EMBA and a management consulting company. His last job before starting a business was as a vice president in a venture capital institution. After work, he likes to read articles on finance and financial investment, and wants to share them with others after reading them. When this desire to share collided with the WeChat public platform, Jiang Meng came up with the idea of creating an excellent official account of financial WeChat.
"I like the habit of reading investment plans and studying business models, which makes me sensitive to the market positioning of everything. In the early days of WeChat official account, most micro-signals were focused on developing white-collar groups. There are too few WeChat official account for high-end people, which is a blank spot in the market. At that time, peers in the financial circle often disdained to do so. Have the idea of making numbers, have working experience in financial circles, and know what readers need. Therefore, I have little competitive pressure and a good chance of winning. " Jiang said to him.
On August 20 13, Jiang started the layout of WeChat WeChat official account matrix. By the middle and late of 20 14, the emergence of Guangdiantong and the gradual recognition of the public platform by advertisers made Jiang feel that the opportunity had come. Beijing Weijin Technology Co., Ltd. was established, focusing on new financial media. He founded 1 1 WeChat official account.
This time, the prepared "disappearance" made Jiang catch a fish.
third place
Financing in love at first sight
2065438+On February 26th, 2006, the political and business enterprises under Weijin Technology obtained150,000 financing. This time, only one investor, the earliest limited partnership professional investment institution in China, shared the investment.
This meeting is like fate.
On the day they met, the A-round investor "shared investment" finalized the investment for political and business reference. Although Jiang has a lot of resources in the venture capital circle, he feels that it is also a fate to be able to negotiate at the first meeting. It is more famous when looking for management. Jiang pays more attention to each other's sincerity. It seems that in love, the other party doesn't have to be famous, only a sincere heart can support the other party.
Besides fate, what other aspects attract investors?
Besides fate, our strength is also the main reason to attract investors. The first is the number of high-end fans (millions of fans) and huge traffic (millions of daily readings). The second is thousands of investors who have been operating for more than two years and high-end communities like EMBA, which have great imagination. Most importantly, political and business people refer to the current team and platform model, including various well-known media people and best-selling authors, which is extremely important in the field of audio and video. Such a political and business reference is like a magnetic field, which has great capital attraction.
fourth
From Current Politics to Specialization of Wealth
As a member of Jiang Media Matrix, political and business reference is positioned as a media brand that provides high-quality information and services for entrepreneurs, experts and scholars, government agencies, financial investment institutions and other elites who are interested in the new economy. It has played an influential role in local government agencies except enterprises and investment circles.
Jiang (the younger brother of Jiang), one of the founders, is also the earliest editor-in-chief of Political and Business Reference. I have helped local governments attract investment for many years and accumulated a lot of government and enterprise resources. I am also the earliest reader of this political and business reference platform.
Doing political content is easy to step on mines. In terms of avoiding minefields, political and business people have their own methods. Political and business references will avoid too much content. We usually collect information from Chinese government network and China economic network. On August 20 14, the political and business reference began to transform into finance and economics, so it rarely added current political content. "
Starting from current events, the transition to wealth accounts is a shift in the growth of political and business reference.
Political and business people refer to current events and find that the reading volume of economic classes is higher than that of current events. 2065438+In August 2004, when the relevant regulations were promulgated by the state, the content of current affairs was strictly regulated, and political and business references replaced this kind of content and changed it into wealth content. Embarked on the journey of transforming wealth into official WeChat account.
After the transformation, the number of fans has increased instead of the past, which Jiang did not expect.
Fifth place
"We rarely accept UGC"
The political and business reference content is very comprehensive, with 8 tweets (reaching the push limit of WeChat on the same day). How did so much content come from, and how to ensure originality?
The sources of macroeconomic points include financial hotspots, major events and some timely, professional and reliable financial information. For example, the recent two sessions, the Chinese People's Political Consultative Conference and other major events of national concern must be the focus of financial people's attention. These events can be discussed from many angles. You can choose the direction that is most suitable for the target audience in the official WeChat account.
In addition, we must ensure the importance and timeliness. Some news mentioned big data. Political and business reference has thousands of high-end communities, more than 65438+ 10,000 enterprises and friends in the financial investment circle. They tend to be sensitive to finance and politics, but they are not shallow, so the sources of our topics have always been rich.
"But we rarely accept UGC, and we are still very cautious about this piece."
UGC can't guarantee the authenticity of the information 100%, and confirm that the published message is true. Political and business references need to be responsible for the published content. "Political and business reference reported several times before. Now we will pay great attention to the sensitivity of the article concerning current political affairs and try to avoid some sensitive words and induced words. " Jiang said to him.
Current events are easy to step on thunder. In this regard, Political and Business Reference does not pursue news-based reports, but comments. Although this method is not fast, it can avoid many minefields.
"A lot of original content we have done recently will be tested on a slightly smaller platform, and then we will finally choose whether to put it on the platform for political and business reference."
Sixth
Five Profit Models of Official Financial WeChat Account
"The profit model of political and business reference mainly depends on the deep cooperation between advertising and high-end service projects, because it has never been deliberately realized through this piece, and there were no business personnel before. In addition, we attach great importance to our brand reputation, so if we look at it according to the big camp, the income of political and business reference is still not directly proportional to the market share, and it can only be considered as upper-middle class. "
Jiang believes that the official account of financial WeChat has five profit models, the first is advertising, the second is brand marketing, the third is e-commerce or O2O, and the fourth one you can call venture capital, that is, investment projects and other models. Another is to join a club. I think the community is very important to the official account of financial WeChat. Its crowd is relatively high-end If users accumulate, you can maintain user stickiness and organize online and offline activities through the community.
Seventh place
We only invite real experts.
In terms of community maintenance, directors of Goldman Sachs, ICBC International, BOC International and partners of some well-known investment institutions were invited to give offline salon lectures. The participants included investment experts, directors of listed companies and founders of some small and medium-sized enterprises.
In addition, political and business reference made a "micro-enjoyment home" platform, and made more than 40 online lectures for Daxie. Through online and offline community operations, the popularity of political and business references in the circle has been ensured, and high-quality fans have also been precipitated, adding more imagination to the future layout.
In community operation, you need to have a service mentality and a clear positioning.
"For example, the guests we invited are basically truly professional bosses in various industries. Then, if an unknown training lecturer wants to cooperate with us as our guest, we will refuse. Because we only invite real experts, if experts don't have a timetable, we would rather not do it. We just want to provide users with useful content and resources and spread positive values. " Jiang said to him.
No.8
Thanks for the company all the way.
From the founding date to today, the team of political and business reference is also growing. At present, there are more than 20 teams for political and business reference. Jiang is mainly responsible for strategic work, community work and face brushing; Lin Yan, the chief operating officer, is responsible for some specific operations and external business of the company, and Ai Cheng, a famous financial host, is also a partner and shareholder of the company. She is mainly responsible for the docking and brand promotion of some important resources.
(Jiang and his core team)
After obtaining the financing of150,000 yuan, the political and business reference is mainly used for team and business development.
Team expansion is mainly based on original content team and marketing team, and the business will be extended to other media channels, community operations and the creation of original audio and video content.
Ninth place
About the future
Q: Have you ever thought about making video and audio programs?
A: We also have a very good video and audio program team. One of them is a program featuring cartoon characters, which is biased towards current financial affairs. There are also live video programs. Although there was audio before, it was not promoted vigorously. After financing, we will pay more attention to this aspect.
In areas that are not our own DNA, such as video and audio, we all tend to find a partner of Niu B. Because we can be regarded as the first echelon account in the field of WeChat at present, we can also find matching partners in other fields. Among them, in terms of audio, it is a very accidental opportunity for us to get in touch with the top 5 players in the audio business field. Even if it is only accidental contact, our entire backbone team flies directly to them to express our sincerity in cooperation.
Q: featuring cartoon characters? Can you tell me in advance? What is the specific online time?
A: It's mainly about cartoon characters, and it's biased towards current financial affairs. Several demo have been released recently, and the internal test results are good. It will be launched in the next two weeks.
Q: When will the live video be launched?
A: The live-action video program is still in preparation, and it will not be launched until half a month later.
Q: What are the future plans in terms of content and development direction?
A: 1 will exert its strength in the community as a high-end financial person. For example, in our EMBA community, in such a niche field, we currently have more than 500,000 fans, making it the largest WeChat official account in this field. At present, products have been developed for this group and partners, and the internal testing stage is still good.
2. Make our own brand style more distinctive, whether it is content selection, originality, visual creation, video and audio, we will work hard in this direction.
3. Pay more attention to the vertical field from the content and develop more audio and video products from the form.
4, with an open mind, and the strong alliance of cattle people, and should start to make their own voice in brand promotion.
Q: In your opinion, what kind of media can be more favored by investors?
A: First of all, many people will see that the team is original; The second is that the vertical number is easy to be invested, especially the person who made this number has just worked in this industry for many years, and there are many resources that can be realized; The third is that there was huge traffic support by marketing before, and now it is transforming original content.
Finally, Jiang said to him, "I'm not a media person at all, but I don't think it's strange." It may be because we are not from the media, but we are not bound by some rules and thinking of traditional media. But I think if we want to do more, we need to learn and cooperate with traditional media and traditional media people in turn. "
Everyone is from the media. We are committed to becoming the most professional self-media service platform.