The people have different opinions.
I spent a day in Baidu searching for all the information related to the word "push" since 2000, and organized it into an article for your reference.
(Note: Some people say that push first appeared in the Spring and Autumn and Warring States period of the Hundred Schools of Thought, the Hundred Schools of Thought traveled around the world spreading the doctrine; this article does not explore this is not push, only to "push" for the first time as a career as a standard)
"push
The term "geo-promotion" first began in the online game industry
In 2002, when Shanda promoted Legend, it tried to send professionals to enter cybercafes to promote the game in some key cities; the main work was to put up posters in cybercafes, and to experience the chartered flights, etc., and then to set up full-time marketing positions in some of the larger cybercafes.
In 2003, Kingsoft expanded this approach: to promote its first heavyweight online game, Swordsman Online, for the first time in many cities across the country to take a large-scale marketing campaign, assigning marketing personnel from all branches to Internet cafes and other channels to promote the product terminal place.
At that time, online game companies generally had the position of "Online Promotion Specialist", and correspondingly, within the online game companies, these marketers responsible for the channel terminals (Internet cafes) were conventionally called "Ground Push (Ground Promotion Specialists)". This is the earliest origin of the term "ground promotion". Kingsoft is the founder of the concept of "ground promotion"
Since then, "ground promotion" has become the standard for countless online game companies, from Shanda and Kingsoft to NetEase, Ninth City, Guangyu and Giant. Electronic Science and Technology University graduated from the creation of NetEase "Ding Lei" once became the godfather of the young people of that era, NetEase under the banner of "Westward Journey" "Fantasy Westward Journey" accompanied us through middle school, high school.
In 2007, the development of "push" in the online game industry reached its peak
In 2007, China's online game industry was unprecedentedly lively. Perfect Space and Giant Network, Kingsoft has been listed, Nine City and long game network because of the copyright lawsuit made a lot of noise. In this year, the domestic online game industry revenue reached 5.96 billion yuan, an increase of 61.96% over 2005, analysts predict that by 2008 the market size will reach 9 billion yuan. China's online game industry is expanding dramatically.
In 2007 Shi Yuzhu pushed ZT Online to secondary cities with the help of Internet cafe channel geo-pushing, and Giant recognized the value of geo-pushing." Ground push for the development of the online game industry as well as the development of the enterprise has made great contributions.
In an interview, Giant Group's Shi Yuzhu spoke of the company's plan to "expand the marketing team to 20,000 people within three years, and our goal is to make the channel deep and thorough in order to seize the growing online game market in secondary and tertiary cities." In the third quarter of 2007, Giant Network's channel promotion staff has increased to 2,500 people, with a total number of over 470 liaison offices. This huge geo-promotional marketing system covers second- and third-tier cities such as Dongguan, Guilin, Suzhou, and Mianyang across the country, and Giant's geo-promoters can be found in almost all mainstream Internet cafes in these cities. According to Shi Yuzhu's statement, as long as needed, Giant can publish ZT Online advertisements in 50,000 Internet cafes across the country overnight, and the power of this sea of people tactic can be seen here.
Unofficial statistics: at that time, there were hundreds of online game companies in the country, the number of Internet cafes was close to 150,000, and all kinds of ground push teams were spread all over the country in the second and third tier cities, with the number of practitioners exceeding more than 10,000 people. There is even an optimistic view that nearly 40% of the revenue of the online game industry in 2007 was contributed by ground pushers.
The boom has turned to a bust, and web games have taken a sharp turn for the worse
Around 2008, when web games were introduced to China, pop-up ads were just emerging, and this kind of advertisement could attract users to click on the ads and go directly to the game page through the dynamic screen ads, which instantly attracted the attention of many game makers. It instantly attracted the attention of many game manufacturers. At the same time, with the slow increase in the number of home users, the Internet cafe user group occupies the group from the initial 80% down to nearly 40%. Then with the lazy mind, convenient operation mode, many manufacturers gradually gradually began to ignore the ground push mode.
As with the Qi Tian Da Sheng after the fuss was suppressed after the Five Finger Mountain, 500 years of silence waiting for the Tang Monk; ground push at this time also entered the silent period, the scenery is no longer.
Perfect World and Giant Network, Kingsoft has been listed, brewing a large number of billionaires and millionaires, but once for the industry has made great contributions to the "push" class is not related to this wealth; not to mention enjoying the benefits of overseas IPOs, that is, in the fierce competition to maintain the past performance and income, is also increasingly difficult. The company's business is also a major player in the market, and it's getting harder and harder.
At that time, major online game companies were expanding in second- and third-tier cities, and the number of ground pushers was expanding wildly, but the overall quality was declining.
In addition to the promoters cheating on the company and misrepresenting their performance, the online gaming companies are also having disputes between their teams.
The ground pushers work so hard, only for the meager salary, usually these ground pushers pay very low, they generally use the "base salary + commission" way to receive wages, in the second and third cities, many ground pushers may only be more than 1,000 yuan income per month, in Beijing, Shanghai and other first-tier cities, the income can reach more than 2,000 yuan. The first tier cities such as Beijing and Shanghai have an income of more than 1,000 yuan.
The US group across the world, "push" the storm clouds again
2011 Ali Vice President Gan Jiawei jumped to the US group as COO, and began to build later across the world of the US group of iron troops, this landmark event has become the second push the fuse of the arrival of the age of the trigger.
With the fuse, the environmental factors are also very important. At that time, the online traffic entrance was monopolized by the Internet oligarchs represented by BAT, and the cost of promotion was rising; and at that time, the O2O industry was gathering a large number of entrepreneurs, and there was not enough money to do the online promotion that covered a high enough level, and Gan Jiawei's Meituan Iron Army allowed these entrepreneurs to see a low-cost and effective way of promotion.
"Ground push" back to the field of vision, O2O is a more than online games need to push the industry, but not all O2O companies can be like the United States as the formation of their own large ground push team, third-party ground push business was born, and in the following years to carry out the full swing.
Look at the present and then look back, history is always amazingly similar
O2O on this feast, there are dignitaries, capital consortiums, technology development, there are market brokers .......... The only thing missing is still the ground push class of the battlefield, they are still struggling at the bottom of life, this era has not brought them a little change.
The crazy development of the O2O industry, followed by the rise of the third-party push enterprises throughout the country, push team, nearly a million push practitioners; practitioners in the number of rising, the overall quality is declining, false brush single rampant, countless card business network business O2O entrepreneurs suffer, invariably increase the cost of access to the user, or even because of the false data and folded; The survival of the fittest is a natural choice, the ground push and will fall O2O promotion altar.
The wind and fire for several years, when the prosperity of the end, push the industry what is left?
It will be a desolate place again, struggling for a few years of young pushers need to change careers, and the once flourishing push enterprises have to close down.
Always dare to be first, walking on the road to change
Now, the O2O industry boom is slowly cooling down, and with the online game push the silence of the difference is that, in the "push" again before the silence, third-party push the enterprise finally feel a little crisis:
>&'
The third-party push the enterprises to feel a little bit of crisis. gt; October 2015 TED Reed initiated and organized the establishment of the ground push alliance
>>?November 2015 ? "GeoPush Bar" obtained 10 million Pre A round of financing
>>?December 2015 ? Geotrust brands such as EzPush, RenRenPush, and ZongZhong Geotrust emerged
>>?March 2016 ? The successful purchase of Baidu's eponymous posting bar "Geopromotion" marks the beginning of the era of brand competition and entrance scramble for geopromotion enterprises
The rise of the heroes and deer in the Central Plains is the best era of the geopromotion industry;
The vicious competition and shady practices are also the worst era of the geopromotion industry;
The good fortune of geopromotion is that it is in the best era of the geopromotion industry;
The good fortune of geopromotion is that it is in the best era of the geopromotion industry. Fortunately, the ground push, walking on the road of change; the process of growth always have to experience some suffering, bear some others questioning the eyes, insist, success will belong to those who will not speculate on the fool
Continuously growing, but also to be able to do something for the industry
In April 2016, SF courier riding an electric tricycle with a black Hyundai had a cut, was slapped six times; SF President Wang Wei overbearing response : "If the world is to solve the problem with money or an apology, and not to solve the problem with the law, what does the law want it?" ? "I Wang Wei declared to all my friends! If I do not pursue this matter to the end! I no longer deserve to do SF president!"
A furious for the staff, overbearing president of the courier straighten the back
Let live at the bottom of the social "pushers" to be able to straighten the back, I think this should be us as a push the process of development of the enterprise must bear the social responsibility of it!
Finally, to organize the history of the rise and fall of this push, said a little bit of their own feelings, just hope that the majority of push the shadow of the enterprise can see us now, not in the same place to fall two or three times!
Today's efforts are for a better tomorrow.
Today's efforts are for a better tomorrow.