In the past few days，China’s three major Internet super players held a carnival press conference that made headlines today:

Alipay under Alibaba，Shortly after announcing that he would give up social interaction，Just quietly launched a Toutiao-like function "Everyday Information"；

Tencent has made big news - leading the short video social application Kuaishou 3.A new round of financing of US$500 million，Kuaishou is one of the biggest potential rivals of Toutiao；

Baidu announced the cancellation of the news source mechanism it has always relied on，Catch information from the entire network beyond the intermediary of news sources，In this way, it can deliver high-quality content to users as soon as possible like Toutiao。

This is just a fragment of the three companies’ Toutiao strategies，Before this，Alibaba has elevated 188bet app its big entertainment strategy to a core strategic level，And launching large-scale acquisitions，Including the acquisition of Damai.com in recent days。

Tencent has long launched a product similar to Toutiao, Tiantian Kuaibao，And expand the content ecological layout around it，In the past few days, the spin-off and listing plan of China Literature Group, its online literature platform, has just been announced，If I remember correctly，This mechanism is the first of its kind in Tencent。

The key is to always be anxious、But Ma Huateng, who is good at seizing big opportunities, also endorsed Kuaishou in a high-profile manner this time:

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Today’s Toutiao is a “warm” website that focuses on serving the information needs of ordinary people.、Vital” product，And we are trying to shorten the distance between people through functions similar to Weibo。But it is obviously not as good as Kuaishou in this regard。

As for Baidu，launched the mobile Baidu homepage information flow strategy last year，Today’s mobile Baidu is more like a search box dragging a headline，The difference is，Users can not only be pushed，You can also search actively，Also，It led Kuaishou’s last round of financing。

So，20 years after the full commercialization of the Internet in China (from 1996 to Professor Zhang Chaoyang from MIT、The author of "Digital Survival" Negroponte received venture capital to found the predecessor of Sohu)，The rules of competition seem to have returned to the starting point: content determines winning or losing。

In that era，despite email、Search、Access service、E-commerce has been widely tried by entrepreneurs，But the winner in the end was the three major mainstream portals - Sina、Sohu and NetEase，This is related to their successful implementation of portalization，Sina, the most successful and determined one among them, became the king。

This was at a time when content and services were relatively sparse、Related to the learning stage of using the Internet，Portalization allows users to obtain almost all content and services they can find at that time without leaving the portal，At the same time，Few users，It also makes it impossible for services that focus on segmented needs to survive independently。

The era when the portal is king only ended in 2005，This year the number of Internet users exceeded 100 million for the first time (1.1.1 billion)，In network services commonly used by users，In addition to the top three viewed news (67.9%）、Search engine (65.7%) and email (64.7%) are important usage categories in the pre-portal and portal era，Instant messaging (41.9%）、Online games (33.2%）、Online shopping (24.5%) Such segmented services also have great development opportunities。

The era of BAT has begun。Baidu’s search is very different from traditional search，The former content is mainly collected manually，The latter uses a machineized crawler，The efficient 188bet app information acquisition opportunities have eroded the business of traditional portals to a great extent。That’s why，Baidu is the first BAT king。

It was in this year，Tencent launches “online life” strategy，For example, taking advantage of the high activity of instant messaging，Quickly seize the business of the three traditional portals，Strive to develop the game business，To a large extent, this strategy has made Tencent what it is today。When games become the new way to make money，Tencent has gradually replaced Baidu as the king of search advertising business。

But the war over content is not over，It just becomes more vertical，For example, aren’t e-commerce and games also some forms of content？At the same time，Among the network services most frequently used by users，Even pure news is always in the top three positions，The other two are instant messaging and search。

Only in the past few years，With the popularity of mobile Internet，Pure news usage is obviously active again，According to the latest "Statistical Report on China's Internet Development Status" released by CNNIC，The usage rates of overall news users and mobile users are 84% and 82% respectively.2%，The number of users increased by 8 respectively.8% and 18.6%，The growth rate ranks fifth and eighth respectively in all categories。

In 2011, when smartphones had not yet become widely popular，The usage rate of online news is only 71.5%，The number of users increased by only 3.9%。

If counting other forms 188bet app download of content，It’s even scarier: 2016 online video、Online Music、Online games、The usage rate of online literature reached 74.5%，68.8%，57% and 45.6%，ranked fourth respectively、五、Nine and Eleven，Among them, online literature and online video both rank among the top seven in terms of user growth。

It’s not how powerful Toutiao itself is，But users’ time is increasingly occupied by content，There is a golden house in the content。Internet business history shows，Who is far away from the user，Whoever will be abandoned by the trend。

*Source: Snowball, original title"No one can stop the transformation of China's Internet into Toutiao"。