As one of the three small giants in the sinking market, Qutoutiao, entering the fifth ring is also a must-do topic. Since today’s Toutiao launched the fast version and Kuaishou launched Kuaikandian, which adopted the same online earning model telemarketing list as Qutoutiao, Qutoutiao’s model advantage in the sinking market is no longer unique. Walking into the Fifth Ring and fighting a battle in the hinterland of today's headlines has become a must-do "surrounding Wei and saving Zhao". In 36氪’s interview with Qutoutiao COO Chen Sihui, the other party also clearly mentioned that different products will be used to enter the fifth ring. Judging from the current form, the biggest obstacle for Qutoutiao to enter the fifth ring is that the product model and content need to be upgraded.
The characteristics of information explosion and fragmented reading in the Five Rings make users less interested in the gold coin model, but have higher demand for content quality. Moreover, the competition for products such as Today's telemarketing list Toutiao, Tencent News, Yidian Information and other products in the Fifth Ring Road is already very fierce, and it is not easy for Qutoutiao to find a path for differentiated competition. This point was also mentioned at the Qutoutiao media communication meeting. Recently, Tan Siliang, the founder of Qutoutiao, once reflected: In the past, the main product of Qutoutiao has rashly entered the first and second tiers, without considering the issue from the perspective of the product's attractiveness to users, which is a bit radical.
In the past, Qutoutiao’s strategy of entering first- and second-tier cities was a bit stumbling, but now Qutoutiao seems to have figured out a way. First of all, content upgrade is the only way for Qutoutiao. Recently, the content of Midu novels under Qutoutiao was interviewed by relevant departments, which reflects the necessity of content upgrade. The content of Qutoutiao has always been complicated, so Qutoutiao launched the "Reassuring Watch Plan" at the end of 2018 to strengthen content supervision, and recently mentioned related solutions such as strengthening content review.