In an era when everyone can do new media, traffic is becoming increasingly scarce and precious.
But on the wechat public account Xinoxygen, articles often get more than 100,000 views within a few minutes. The comments below the article and the backstage of the New Oxygen community were filled with fans who wanted to come from all over the country for an interview (diagnosis analysis before plastic surgery), saying, “We believe Miss Young in the interview!”
Such a result that professionals envy, but from a vertical field of medical beauty enterprise official micro. The new Oxygen official account is operated by the New Oxygen New Media Center, which also owns another major product — New Oxygen network and New Oxygen APP. In 2017, the number of independent visitors reached 114 million, surpassing the former world’s largest medical beauty Internet platform Realself.com (US).
We often see reports about mimeng methodology in public articles, but in fact, Xinoxigong ranks the first among all enterprises in the new list of hundreds of thousands of public companies nationwide, even higher than most of the professional new media companies like Mimeng. This is a rare opportunity. Liu Xiao, COO of New Oxygen and Wang Bei, head of New Oxygen New Media Center, respectively accepted our interview and shared their operating experience in the field of new oxygen new media with everyone without reservation.
The following interview is edited and edited.
Traffic is all endogenous
Reporter: We know that the New Oxygen APP is the largest medical beauty platform in the world at present. Then when the new media is launched, does the new Oxygen APP guide the public account?
Liu Xiao: did not guide to new media flow. First, because at that time very cherish APP traffic; Second, we tested the content from the APP on wechat and found that readers did not like it. Xinoxygen APP and Xinoxygen new media provide two different scenarios. The former tends to the level of consumption decision-making, while the latter tends to the level of fashion.
In fact, after new media found a clear position, its audience soon exceeded APP. Because the number of people who care about medical beauty will be much higher than the number of people who actually practice it.
Reporter: do you buy website promotion?
Wang Bei: No, I haven’t spent any money on promotion.
What kind of public number is popular?
Reporter: now on the market other popular public number to your inspiration is what?
Liu Xiao: do a good account all have a methodology.
Reporter: What kind of methodology?
Liu Xiao: a set of his own internal argument and support logic. Mimone, for example, will grab a social emotion, and then study the connection with the social emotion, to attack the connection that most people originally thought, to give you an unexpected conclusion, and at the same time give you a reason that you can get.
Another example is poison tongue movies, which take a popular movie in the market as the center, and bring all the movies related to this movie theme to write, which will make readers feel that they can get a peek at the surface, talk about unconventional topics, and quickly help fans establish a sense of expertise and experts.
Reporter: what is the methodology of new oxygen public number?
Liu Xiao: the article of new oxygen inchstage is to wrap the depth of star gossip skin commonly medical beauty popular science. Now because of the new oxygen public number of readers, the demand is diversified. Our positioning has become “plastic surgery first whole brain, internal and external repair”, it is now like a magazine, from face to soul, we will pay attention to. Diversity but ensuring that each content is superior to its peers.
Is the enterprise public account more difficult to fire?
Reporter: Many people joke that it is difficult for enterprises to do new media. If they have to undertake sales orientation, the readability of content will be affected. Is there any confusion about new oxygen?
Liu Xiao: We regard new media as an independent product all the time. Our point of view is that “a thing only gives it a goal”, if you want this wechat public number to succeed, it is hoped that the wechat public number to meet the needs of target readers, rather than to use it to brand new oxygen, diversion, do income. The more you think about it, the more you try to control it, the less you’ll succeed. In order to protect the independent product value of New Oxygen Gong number, our requirement is: no more than 800,000 fans do not receive any advertising. Even new oxygen platform promotions and activities, to buy other large traffic, are not allowed to advertise on their own public account, until the fan base has risen to a relatively stable. We began to be careful to open cash, but also required advertising not only will not hurt the powder, and its atmosphere to match with the public content. The reason why it can form such an influence is due to such persistence.
Reporter: After beginning to receive advertisement, have appear to assume sales orientation, weaken content readability problem?
Wang Bei: In fact, I personally feel that after the growth of the public number, doing new media and doing high-quality content are not the two things in conflict. Every product has points that can be mined and packaged. The company will not say to the new media, you must channel how much, you must send us how much promotion content, decision-making power in the new media. The message from the fans will never say “you are sending advertisement again, I want to take off”, but “you are accepting advertisement again, we will buy whatever you say”, and the fan base has been very stable.
Produce good looking, useful content
Reporter: If it is an ordinary fan, I hope he can look at the new oxygen new media?
Wang Bei: People often tell me that when I open your official account to read historical news, I just keep watching and watching, just like Tiktok. I want to keep that feeling.
Reporter: how is the fan picture of new oxygen new media like?
Wang Bei: The male-to-female ratio is about 2:8, with most young women.
Reporter: What is the content localization of new media?
Wang Bei: hot star gossip and deep plastic technology combination. Xinyang’s first post, in April 2015, was titled “Beautiful Cecia Cheung, Life shouldn’t be like this.” It summarized her mistakes in her relationship strategy and her lack of attention to personal image after her divorce, which led to her embarrassment in life. This article testing the waters, accidentally detonated. At that time, Xinoxi had only 5,000 fans, but the article was read more than 600,000 times, which is equivalent to 120 times the number of fans.
And then we started to analyze it, and we started to do hot star related content. All girls have a need to be beautiful, love gossip and love to be beautiful these two things are strong overlap, strong correlation. We are a beautiful account, with a plain face to tell you, it is not as attractive as the star we all know.
Reporter: new oxygen and other gossip, star number content choice similar? Why stand out?
Wang Bei: topic selection is similar, the public number with entertainment is similar in fact. Why do we actually stand out? I think gossip is actually just a shell of us. In fact, it is to elicit the person’s face, style and temperament, and then rub in a lot of aesthetic knowledge of technology flow. This is the dry goods of New Oxygen. For example, yesterday, the passer-by photos of a popular actress were exposed. We timely followed up an article. At the end of the article, we gave you a lot of knowledge about the thickness of her ankle, which girls are very willing to see. After we did the topic of celebrity plastic surgery, many accounts imitated us and wrote faces, which were actually very shallow. It can only tell readers that eyes have become bigger and noses have become higher from last year to this year. But Xinyang tells the reader how he got tall, and whether it suits him or not.
Reporter: Technology flow sounds boring.
Wang Bei: We will ask the writer to speak human language. Without technical jargon, tell you in a funny way, like a normal person talking to you.
Reporter: What experience does New Oxygen new media have in writing or language style to write medical stickers in words that everyone can understand?
Liu Xiao: In fact, the logic is the same as that of consulting companies. When entering any field, information sources need to be listed first. For example, for public account authors, they need to consult professional papers, Zhihu and Weibo. Then concentrate on reading, sorting out and refining key words to form a value judgment. This value must be biased. We require the author to be himself, with no distinction between right and wrong, but with reasons and bias. And then start writing; After writing, we asked the content to be run around bestie read, if they do not understand do not send. The result is a highly readable, internally logical work with a strong personal style.
Continuously output content without interruption
Reporter: New oxygen new media along the way the most difficult to get through the joint is what?
Wang Bei: New Oxygen new media can achieve today’s results, 30% is due to content positioning, and 70% is due to 365 days of uninterrupted output of high-quality content. For four years, we’ve been updating almost every day. Xinoxigong has 8 pieces of original content every day, while other numbers have 2-3 pieces of original content every day, and more than 200 articles a week. Each short video section is typically updated twice a week, with 14 more short videos per week. The new media center has grown from 2-3 people at the beginning to dozens of people now. It is not easy to continuously output content.
Miss Young has been revealed to millions of fans
Reporter: Is the editor of new oxygen new media a professional?
Wang Bei: No, most of them are young, but they love the beauty of science and technology and have research ability.
Reporter: does the content team of new oxygen new media have professional personage to guide?
Wang Bei: Our editors have more extensive knowledge of medical beauty than many professionals. I asked each of them to read the literature, and then we would interview the doctors and watch the surgeries, and the dry stuff we gave was not available on Baidu.
Reporter: how to inspect to apply for editor’s text is suitable for new oxygen public number?
Wang Bei: I usually read his previous articles. After watching a lot of it, you can tell at a glance that this thing is made up of seven copies and eight pieces, or that it has some ideas of its own. Even if his ideas are immature, the process of his argument should strike me as cultivable. And then I’ll give you an argument and see how it goes. In fact, these values can be cultivated, learning and research ability is the most important. Our content operation is not only to write a type of articles, to write social people’s livelihood of the explosion, but also to write popular science, plastic surgery professional content.
Reporter: What’s the status of the team?
Wang Bei: I think the whole new media team is in a more anxious state, we basically have no sexual life. Every night around 11 PM post, post to pay attention to reading and forwarding, and then plan the next day’s content.
Reporter: Will the elimination rate of new media personnel be high?
Wang Bei: The whole team is relatively stable. The people who did the first content two years ago are still there. In recent years, only one student could not bear to leave, because after he came in, a month lost ten catties. Everyone is different in their ability to withstand stress. People who stay in this state for a long time feel it’s normal. Not only the New Media Center, but also the whole New Oxygen currently has more than 700 people, who often chat about their work in various wechat groups at 2 am.
Reporter: How to decompress? I think it’s gonna be really tiring.
Wang Bei: Yes, I am. My hair is almost gone.
Self-pursuit under zero KPI
Reporter: Is there KPI pressure?
Liu Xiao: did not give very clear rise the number of powder, points like ratio, forwarding rate requirements, have no. However, I know that all new media students will read these data. They have their own strong pursuit of self-breakthrough and strong self-drive.
In May 2018, Xinoxigong ranked 22nd in the new list of more than 590,000 public accounts. In 2017, the New Oxygen Public account was viewed 380 million times and touched 120 million people. In April 2018, Xinoxygen short videos ranked fourth among online entertainment programs, with a total of 1.5 billion views.
Converted into cash
Reporter: How is the situation of realising now?
Wang Bei: In April 2017, Xinoxigong began to receive advertisements, with an initial quotation of 100,000 yuan as the headline. By July 2018, the quotation of Toutiao rose to 320,000 yuan. Our advertisers include SK-II, Estee Lauder, Clinique, Olay, Kiehl’s, Lancome, HR Helena, Silk’n, etc. The customer satisfaction is relatively high, and the order backlog has been full for nearly 2 months.
Reporter: Is there a conflict working with an advertiser?
Wang Bei: Relatively few. Because we don’t have KPI of revenue, we won’t accept advertisers if their request goes against our original intention of content. Some minor conflicts can be reconciled. In fact, most of the advertisers who come to vote for us are very recognized our copywriting ability and influence, so basically they do not put forward too many requirements.
Split into a new media matrix
Reporter: Recently, the content on the new Oxygen public account is also diversified. Besides plastic surgery, there are many social topics.
Wang Bei: Yes. Why do we do social topics? This is because we are going to transform this year. Our penetration rate in the field of medical beauty is already very high. Our perspective of topic selection is gradually broadening. For example, in addition to writing plastic surgery technology posts, we also exposed puA cheating men who play with women’s feelings, and unscrupulous egg selling agents. For example, in the near future, girls were found to apply for jobs around the promise of high salaries, as bait, to deceive them to spend a high loan plastic surgery event.
According to New Oxygen big data, after the post-90s became the main force of plastic surgery, a large number of post-00s have started to enter the plastic surgery consumption age. They are young and have little social experience, expecting to become beautiful and enter the society after a better life. Therefore, as our influence grows, it is our responsibility not only to teach them how to be beautiful, but also to teach them about the dark side of society.
Reporter: The future orientation of new oxygen to new media?
Liu Xiao: As far as new media Matrix is concerned, it is an independent product. What it needs to do is to subdivide the needs of female users and continuously provide high-quality content services under a different category.
Reporter: But as a big platform, how do you let the audience of new media know the existence of New Oxygen APP?
Liu Xiao: they need not know, also do not need to know this content is new oxygen production even, he wants to know this call east 8 district flower only (a micro letter public number in new oxygen new media matrix), it is the public number of beauty of makeup product of pull grass big card, its responsibility is “defend your purse”. It is rational and objective, and can tell you the real conscience of good goods, and then will tell you which big brand products are really slot point, do not buy.
We only have one requirement for new media re-incubated products, which is to do the best content, without always thinking about helping Xinoxygen build its brand. Because the truth is, the more you think about it, the faster you die.
Reporter: Does the user of the public account eventually divert to the APP?
Liu Xiao: We have done market research, and 20% to 25% of xinoxygen APP consumers know about the APP from public accounts or short videos, so the amount is actually quite large.
Reporter: What is the goal of new oxygen and new media in 2018?
Wang Bei: Our goal is to meet the needs of more dimensional users. There are many niche areas of women’s needs where there are opportunities that we are not addressing, such as maternal and child and lifestyle.
Below is the current new oxygen new media matrix layout.
Reporter: The process of hatching a new column?
Wang Bei: Our process is, first of all, to investigate some accounts in the market. The main investigation two points, first, the female in this respect demand is not very concentrated, can support a large. Second, the market to provide similar content competitors are not strong. Then, after judging the feasibility, directly open a new account.
For example, the public number of beauty makeup class has actually been too much, why our beauty makeup number “east eight district flower” development is quite good? Because when we do research, we find that most of the public accounts of beauty cosmetics are planting grass, and our positioning is specialized in pulling weeds.
For example, the fitness account on the market is mainly to tell you how to eat, how to practice, we have a new account called “Lu Tie Yi jie”, specifically to comment on the body of female stars. The structure of the article is the same as the way of the new Oxygen Public number, with the introduction of stars, partial technology flow. There is no account in the market for commenting on female celebrities’ bodies. “Yi Jie” has only been doing this for two months, and already has more than 100,000 fans. It is very active in reading and leaving comments.
Reporter: So with the new oxygen main number play a bit similar, right?
Wang Bei: The style of play is the same, very technical. For example, our other wechat public account “Xinoxomei College”, you can’t find any account in the market that talks about aesthetics like Xinoxomei College. It will tell you why this person looks lovely and why that person looks like a royal sister. In terms of professionalism, we are always one step ahead of others.
Reporter: So how do we realize the cold start of the new column?
Wang Bei: When the new column just started, we should use the mature column to take, for example, I will use the new oxygen public number to turn the content of the new number. If it is attractive, it will attract some powder, and after a certain period of time, the new size can decouple from the larger size and grow its own hair.
Reporter: Is the overlapping degree of each number and video program high in the new media matrix?
Wang Bei: There will be some overlap in the early stage, because the flow of our new number is usually channelled by the new Oxygen number. In the later stage, they will have self-growth. Now the degree of overlap is actually ok, not very high.
Reporter: I see now there are 7 public accounts, 7 short videos, these 14 running columns, how many columns have you tried to open altogether?
Wang Bei: All the columns we opened are retained, not dead.
Has the dividend period of new media passed?
Reporter: Some people say that graphic and text can not, the future is the world of short video, do you agree?
Wang Bei: Recently, due to the popularity of Douyin, some people will say that the text and pictures are not good. But I think, whether graphic or paper media, in fact, have the value of existence. Graphic and paper media will undertake a lot of in-depth content, for example, if we convert the science content into a short video, it is absolutely impossible to be as clear as text with pictures. The good thing about short videos is that they look easy and can kill a lot of your time. It’s great for something as easy and intuitive as taking apart a beauty machine.
Reporter: In the past two years, there is a saying that the dividend of wechat is declining. Is there such a crisis for New Oxygen and new media?
Wang Bei: We sometimes have such feelings, but in most cases, the feelings are not so obvious. I think the reason may be that our public accounts almost do not spend money to push, our fans are rarely put out.
In 2017, Xinoxonghao was read 380 million times. Judging from the number of views, almost everyone thinks that we are tens of millions of fans, but our real number of fans is not tens of millions of fans. Some big size claims to have tens of millions of fans, but his headline reading is often less than 100,000 +, I think the reason is that the accuracy is not enough, fans do not agree with your content. We are all fans who are attracted by our content, and they really like our content, so they will open our articles every day. This is a simple reason why advertisers will chase new oxygen new media.
Reporter: inside new oxygen new media matrix new oxygen public number to help other new open public number guide flow, but if no one takes, oneself do new column independently, can become?
Wang Bei: I think there is a chance. For example, when the New Oxygen public account has only 5000 followers, it will also have more than 1 million posts. It’s just going to be harder. I’m in this business and I find it really hard. You know, with all this stuff, the little ones can be planned, the big ones are life.
Reporter: How to deal with imitation plagiarism?
Wang Bei: now the flow of the public number is to the head of concentration, so a lot of accounts copy copy died. Non-original content, in fact, very difficult to survive.
Reporter: Going back to the new media methodology, what advice do you have for other companies?
Wang Bei: My advice is: First, don’t brag about yourself. Do something objectively. In fact, the reason why new Oxygen new media can have such achievements today is because in the value of plastic surgery, we have been advising everyone not to do the whole thing. New Oxygen’s main business is plastic surgery, but we always tell our fans: you really need to be rational, you really don’t want to go to the head, plastic surgery brain first. After setting up such a value, Miss Young’s people will have a high degree of trust.
Second, do enterprise new media, I suggest you to do a person to set up, you do not want to be a small editor. This person is supposed to have strengths, preferences, and weaknesses, and is a very real person. The disadvantage of Miss Young is that she is poor and nymphomaniac. Like many fans, she would tease and say that she can’t afford this thing. But when Miss Young talked about beauty, she would be very sharp and sarcastic.
Conclusion: When the long-awaited announcement comes
For years, Wang bei and her team expected a quick explosion. A week before the interview, xinoxigong posted an article that was read more than 10 million times three days later. And the article, which has been read more than 10 million times, was posted not on wechat’s top page, but on article 6. When we asked wang bei how she felt after a 10 million + article really appeared, she said, “There is nothing behind the article and the anxiety of making the next article is added.” “I think the whole industry is like that,” she added after a pause.
Medical beauty is a rare sunny place. In the past five years, China’s medical beauty industry has experienced a rapid development from the masses to the public, and the public is full of curiosity and questions about youth.
New Oxygen new media came into being, the company had no KPI for the new media department, no guiding revenue pressure, a group of young girls with enthusiasm into content creation. Many people remember Miss Young, but they don’t know who they are behind it.