Baidu tests the community APP “next encounter” and tests the second-dimensional track

Wen| Tech planet

Tech Planet exclusively learned from multiple people familiar with the matter that Baidu is currently testing an App called Nu Yu. It is reported that this is an original community App based on interest, and the product will be launched in the near future. According to an enterprise investigation, Baidu affiliated companies are applying for registration of relevant trademarks.

In the Nureencounter App, you can see diverse circle cultures, including OC(original character) circle, fan circle, beautification circle, second tour circle, animation circle, etc. Users can establish Tonghao circle and publish works such as Erchuang and Fanren. Communicate. The overall product is a bit similar to the second-yuan version of Tieba.

Picture note: Screenshot of the homepage interface of the next encounter App.

The coverage population of the entire community is mainly animation users, OC interest users, game users and star-chasing users. In terms of gender, young female users are the main users, accounting for 90%.

In order to allow the product to attract more users in the early stage of development and ensure the quality of the platform’s content, many high-quality original authors were invited. Tech Planet learned from a second-generation painter who has been here for the second time that Baidu is inviting second-generation creators to join from platforms such as Station B, LOFTER, Douyin, Weibo and Xiaohongshu. In addition to the quality requirements of the work, the number of fans also needs to be more than tens of thousands.

At the same time, the platform also provides creators with traffic support, creative incentives and personal IP incubation. In terms of specific implementation, tens of millions of traffic support will be provided, mainly relying on the Baidu App Matrix, including Baidu App, Baidu Maps, Post Bar, Baidu Input Method and Baidu Library.

Photo note: Promotional map of the next App encounter.

In terms of creative incentives, the Spirit Eye Plan will be launched, with a cash subsidy of one million.

Picture note: Excerpts from the promotional picture of the next App encounter.

In addition, the platform will also help creators and users provide personal IP incubation to achieve commercial monetization. For example, it provides functions such as hanging goods, requesting manuscripts, and exporting goods. Excellent works can also achieve native IP incubation. According to the platform, the digital person IPs Lin Youyou and Ye Youyou incubated on the platform became a hit in the first month of launch. Full-text resources were released and exposed 790 million times, and a series of short dramas were also launched.

Behind Baidu’s entry into the secondary creation is the entire huge pan-secondary market. According to the data of the “White Paper on China Secondary Content Industry”, the scale of pan-secondary users continues to grow, reaching nearly 460 million in 2021, of which the core secondary users are 110 million. It is expected that by 2026, the pan-secondary population will exceed 520 million.

Such a large user base means huge market potential and business opportunities. The valley circle under the pan-secondary subdivision alone led a wave of millet economic boom last year, and the outside world is expected to reach 100 billion yuan. Baidu has taken a fancy to this huge cake and hopes to attract this group of users and occupy market share by creating a secondary community.

From the perspective of ecological layout, the second element of entry will also help Baidu expand its business boundaries. Secondary culture, an emerging and dynamic field, enriches the product matrix, reduces reliance on traditional businesses, and enhances the company’s diversified development capabilities and risk resistance capabilities.

Although the second yuan community is hot, from the perspective of the current industry, the competition in the second yuan community is fierce. For example, Byte’s second-element community semi-element, which has been operating for 9 years, will be shut down in 2023. Bodong Planet, a second-element content community incubated by Tencent in 2018, was also removed from the shelves less than three years after operation.

In the secondary industry, in the final analysis, it is still a competition for high-quality content, and high-quality content is always the core competitiveness. Whether it is anime, comics, novels or derivative fan creation, it requires a large number of creators and copyright resources. Although Baidu has invested traffic and capital, it remains to be seen whether it will stand out.