wen｜lingshoushangyecaijing yinyadan

编辑｜鹤翔

qunian10yue，nongfushanquandongshizhangzhongshanshanyi4500yizichanlianxusancichanlian“hurunbaifubang”bangshou，erzijietiaodongchuangshirenzhangyimingzeyi2450yicaifuweilieguoneifuhaobangdiwu。

lingjuxiaoxi，2023nianshangbannian，zijietiaodongjituanshixianzongyingshou540yimeiyuan，yuanchaotengxunde413yimeiyuan。anzhaoyuce，zijie2023nianzongyingshoukenengtupo1100yimeiyuan，yualipingfenqiuse。

zijietiaodongjinyongshinian，jiurangtengxunbaizou、alirangwei，chenggongpochubat（baidu、ali、tengxun）laqidehulianwangfengsuolian，chengweizhongguozuizhuanqiandehulianwanggongsi。2022nianfubusifuhaobangshang，zhangyimingyichigu20%hezijie2000yimeiyuandeguzhi，chengweishenjia500yimeiyuandechaojifuhao。

qiangshikuozhangyinianhou，2023nianzijietiaodongshizhiyouwangduibiaometa，ruruozijiezhengtishangshi，zhangyiminggerencaifujiangshixian1000yimeiyuandebaozhazengzhang，gerencaifuleigaozhi1700yimeiyuan，dengdingshijieshoufu。

图源：字节跳动官网

sheidounengxiangdao，xinxichengweishengchandiwuyaosu，danzhiyouzhangyimingxiangdao，xuqiuheliuliang，shikeyitongguoxinxisuanfazaizaode。huoxuzaizhangyimingdeyanli，hulianwangkeyishibapuluofude“lingdang”，yongjiqimofangrenleishixianjingzhuntouwei，huishibaishibushuangdedicengshangyeshouduan。

renxing，yijingchengweijuequcaifudewotu，ershenzhizijiexidicengdesuanfa，yijingchengweilaojindehexinyaosu。

duanduanshiniannei，zijiezaihulianwangdedachaozhongjiaonongfengyun，yimiandazaoxuqiu，jinkenengjiezeeryu，yimianquanshexianxia，dazaolaojinbihuan，liangtougeming，zhangyimingzaiwanyingjiatongchideyouyuyouxi。

01 四起四落，大浪淘沙始见金

xuduorenzoujinzhangyiming，haishiyinweidouyin。zaidouyinhuobiandajiangnanbeichengweiguominjiyuleruanjianzhiqian，zijietiaodong，zhishihulianwangdachaoxiayijiaxinxinggongsi。

rujin，zijiebadierqi，yiranchengweiguoneihulianwangzuizhuanqiandegongsi。qibeihouyouzhechuangshirenzhangyimingyiduan“siqisiluo”dechuangyegushi。

2005nian，zhangyimingcongnankaidaxueruanjiangongchengzhuanyebiye，yushixionggongtongchuangye，dasuankaifayikuanmianxiangqiyedexietongbangongruanjian。

meiyouzijin、meiyoujingyan，guangyouyishenjishuqueshibushangli，dumunanzhidelixiangqingniandiaorushibaidexuanwo。cihou，zhangyimingchuzoujiamengkuxun，yiqieconglingkaishi。

kuxunderizi，weirihoudezijietiaodongdaxialejishendeluoyin。bishidekuxunchanpinfangxiangweilvyoudechuizhineirongsousuo。kaosousuofajia，baiduyijingjichulebiaozhundaan，bishidebaidu，pingjieqiangdadehulianwangsousuonengli，zuoyong80%guoneishichang，bingchenggongdenglunasidake。

jinyongyinianshijian，zhangyimingbiancongmingxiaoshuobozhaduidetuanduizhongtuoyingerchu，chengweikuxunjishuweiyuanhuizhuxi。

hulianwanghonglichuxian，kuxunyinglaifazhangaofeng，suizhierlaideshiguanlihefazhanfangxiangdeyaobai，zhangyimingguoduanduansheli，keruzhiweiruanbannian，queshizhongweizhaodaozhenzhengderongshenzhisuo。

2008nian，tongweifujianlongyan“sanjie”dewangxinglizhirenrenwangbujiu，suihouchuangbanfanfouwanghehaineiwang，bingliangduyaoyuezhangyimingruhuo，liangrenyipaijihe，zhangyimingfuzefanfouwanghehaineiwangdesousuojishuwenti，binghenkuaifendehulianwangdediyibeigeng，chengweidarepingtai。

yinianhoufanfouwangbaolei，fazhandashibeiweiboqiangzhan，fanfoucongciyijuebuzhen，wangxinghezhangyimingbuhuanersan、fendaoyangbiao。

zhangyimingzhongshilaobenxing，zuoqilefangchanleidexinxisousuo——jiujiufang。liangnianshijian，jiujiufangzhujianchengzhangweifangchanleiyingyongdejiaojiaozhe。

zuoshachengshadezhangyimingfangfoyishidaoleshenme，sousuodebeihou，qianzangzheyizhongshenqidemoli，xinxifenfasaidaoshangyinggaiyouyichangzhenzhengyiyishangdegeming。

bishidezhongwenhulianwangbaozhazengzhang，neirongshuchuwanquangenbushangxiaofeixuqiu，linglingsansandechuizhileiyingyongruyuhouchunsunbanmaochu，quehenshaonengxiangweiruanneiyangchenggongdajianyizhongshengtai，zhongwenhulianwangquanneirongdapingtaideshijiyijingchengshu。

yushi，zai2012nianchunjie，zhangyimingyongyizhangcanjinzhi，xiangtouzirenmiaoshulezijidezijiediguo，binghenkuaihuodetouzi。

pingdiqigaolou，zijie“bajieerqi”。

zhangyimingzuodediyibu，jiushijulongsanhu，xingchengyonghucunliang。yushi，zaizijiechenglichuqi，zhangyimingduanshijianneikaifachulejishikuanapp，zuoweizijiexiyuanshiliuliangchi，weihouxudezijiechanpinyinliu，bingzhujianjizanqidaliangyonghu。

zhangyimingzoudedierbu，bianshijiqituijiandexunfusuanfashijian。2014nian，zimeitichengweizhongwenhulianwangdexiangbobo，zijietuichujinritoutiao，zhubukaichuang“tuijianyinqing+chuangzuo”pingtaimoshi，zaixinxifenfasaidaodezhongduojutouzhong，jinritoutiaohenkuaituoyingerchu，zaizijiechanpinjuzhenheguanggaohongzhaxia，liuliangzengzhangluoxuanyuezhuanyuekuai。

2016nian，zhangyimingzouchulezuiweiguanjiandedisanbu，tuichuzhudaduanshipinsaidaodedouyin，zaijinritoutiaoshangxunlianchengshudejiqituijiansuanfahenkuaizaiduanshipinlingyujinrudanfangmian“tusha”moshi。

benzhishang，douyindedicengtuijianmoshijiushitoutiaomoshi：

yifangmianxunhuajiqi，rangjiqifenxiyonghuxingweixiguan，jianliqishiyongyuqianrenqianmiandejingxidashujuku，shixianyonghuneirongqingxiangdetiqianyucehejingzhuntuisong，congertouqisuohao，laolaozhuazhuyonghuxinzhi；

lingyifangmian，zaijiqi“zhijizhibi”dedaqiantixia，genjudashujudefenxi，tuijiansuanfakaishishixianyinxingdexingquyindao，congtuijianneironghepinlvshang，qianyimohuadigaibianyonghuxinzhi，yindaoshixianjiyuyonghupianhaodexinxijianfang，zaisuanfadeduoci“xiuzheng”xia，renxingchengweikebeifanfuliyongdeliuliangjuequgongju。

zaizhangyimingliyong“shuzhi”duiyonghushenjingdejingzhunbakongheweicaoxia，zijiezouxiangdianfeng。

02 兴趣电商背后的字节算法“囚笼”

youledouyindejudaliuliangchi，jiexialaiyaojiejuedejiushiruhebianxiandewenti。

zhangyimingzoushanglehulianwangdianshangdelaolu，zhishijianzoupianfeng，zaicibeikaohexinjingzhengli——suanfa。

douyindianshangyewufuzerenkangzeyuzai2021niancenggongkaibiaoshi，xingqutuijianjishubiandeyuelaiyuechengshu，jiyuxingqudegexinghuatuijianyijingchengweishichangbiaopei。erdouyinrihuoyueyonghuchao6yi，youguoneizuiduodechuangzuozhe，yijizuiwanshanhejiankangdeneirongshengtaitixi。

zijiefuzerendegongkaibiaotai，dianchulezijierushoudianshangdeliangdayoushi——liulianghesuanfa。

jiyuliulianghesuanfa，douyintuichuxingqudianshangdeyuanchangwanfa。

xingqudianshangdehexin，jiushizhudongbangzhuyonghufaxianqianzaidexuqiu，guanfangdedingyiwei，yizhongjiyurenmenduimeihaoshenghuodexiangwang，manzuyonghuqianzaigouwuxingqu，tishengxiaofeizheshenghuopinzhidedianshang。

qubieyuyindaoxuqiudexingqudianshanghuoneirongdianshang，zaimingquexiaofeixuqiuxiawanchenggouwuxingweidesousuodianshanghuohuojiadianshangzeshitaobao、jingdong、pinduoduodengdianshangpingtaidezhugongfangxiang。

sousuodianshanghuohuojiadianshangdeluojihenqingxi，yonghumingquezhidaozishensuoxu，tongguobutongdedianshangpingtaijinxingsousuo，jingquedingweidaofuhezishenxuqiudeshangpin，tongguohuobisanjiadengshouduanhouxiading。

erxingqudianshanghuoneirongdianshangdeluojilianzegengzhangyixie。yonghubingbumingquezishenxuqiu，ershizailiulanduanshipindengxiangguanneirongshibeiciji、beiyinyou，zuizhonganzhaopingtaiyindaodefangshiwanchenggoumaixingwei。

xiangbizhixia，xingqudianshangdenanduzaiyu，ruheshixianneirongyindaoheyonghuxunhua。

duanshipinhezhibochengweidouyindeshashoujian。congqianyueluoyonghaokaishi，douyinbiankaishitanxunzhuanxingzhifa，zhubukaifangliuliangshengtai，dazaodarenheshangjiarujude“douyindianshang”xinmoshi，binghenkuaishixiangongyingliandechubudajian，weineirongyindaopeiyuqilianghaoshengtai。

douyintuijiandejingzhundu，nenggoushixianyonghujidegexinghuatuijian，zheiyihexinjingzhenglijiangxingqudianshangdehonglizuanzaizijideshouzhong。yishidaodouyinzhibodetuijianjizhi，yuelaiyueduogongchangxingshangjiahechuantongdianshangmaijialuxuruju，jiezhugongyinglianyoushiheyuanshengtaichangjing，kaichuangleshangjiazibodedianshangmoshi。

bansuizhedouyindianshangshengtaifazhandedengfengzaoji，yiqiedouzhixiangle“shouge”shijidechengshu。

yushi，douyinkaishidalifuchipinpaizibo，tuichuliuliangfufei，dui“renhuochang”deyaoqiujinyibusuojin，quanmiandedianshangshengtaibihuankaishixingcheng：zijiechenggongnaniedianshangwanfa，yongliuliangtuijian“zhifu”shangjia，yongxingqutuijianxiyinyonghu，jinerdazaochuyitiaowengudeshangyehuabianxianliantiao。

benzhishang，xingqudianshangjiushijiqituijiansuanfadianshanghua，shizhangyimingzhuiqiuxunhuadeyouyicishengji，zhubuzhangwoyonghuxihaodesuanfa，zaituijianshijiadaisihuo，jiunengqingqingsongsongwanchengyinliuyubianxian。

raner，biaobangzhuanzhuyuanchangdianshangdedouyin，zhengzouxiangweixianbianyuan。

yifangmian，xingqudianshangyouyuxuyaoduiyonghuxuqiujinxingjingzhunbawo，zheizhongfeiquedingxingxiaofeixuqiuxiangbiyugangxingdequedingxingxiaofeixiyinligengxiao，huanyanzhi，xiaofeizhehuiyin“xingqu”maidan，yehuiyin“lixing”tuihuotuikuan。

shangweizouchudijialuoxuandedianshangjingzhengbingbuhuiraokaiyuanchangdianshangzheiyijingzhengquyu，douyinshangchengyezhujiancongyazhudapaidaoqinglaizhongxiaopinpaihebaipaizhuanbian，zhuanzhuxingqudianshangdedouyinyijingbeilaru“dijia”deleitaizhong。

zheiqiaqiaofanyingleyigeshishi，yuanchangdianshanghejinchangdianshangdebianjie，qishibingmeiyouneimeqingxi。

bunankanchu，douyinshangcheng，benzhishidazaoyigezonghengyuanchangyujinchang、“yingjiatongchi”dehuojiadamaichang，zheiyutaobao、jingdong、pinduoduodengdianshangpingtaixingchengzhijiejingzhengguanxi。

lingyifangmian，jianlizaijiqituijiansuanfazhishangdedouyinshangcheng，congyikaishijiuraobukaisuanfadezifengbi，zaixinxifenfazhongzhujianxingchengdeshuzijianfangtuozhandaodianshanglingyu，yuanbenhuobisanjiadexiaofeixiguanbeiqiangxinggaibian。zaiduanshipinhezhibodegaoxinximidubiaodafangshimianqian，yonghuchenjinzaimouzhongfenweizhizhong，jiyixingchengchongdongxiaofeidegoumaiyuwang，chuxianqiangxingzhongcaodeqingkuang。

huobisanjiachengweishaoshu，dingjiabukanshichangjia，erzhijieyushijuexiaoguo、xinliganzhiguagou，jiyixingchengjiagecha，zaochengdingjiaquanyoupingtainaniedexianxiang，zhangyuanlaikan，zheizhongjumianbingbuliyuxianshanglingshoudejiankangyouxufazhan。

03 AI大势下的字节“大一统”

youledouyindianshangdexianshanglaojinchihaibugou，zhangyimingyiranzouxiangxianxia。

questmobileshujuxianshi，2023nian4yue，bendishenghuozhongfuwubankuaiyonghuguimojiejin5yi，danzonghefuwuxingyequanwangshentoulvjinyou38.4%，waimaifuwushentoulvjinwei15.6%。

gaoyonghutiliang、dishentoulv，bendishenghuochengweigedahulianwanggongsijiaozhudexinzhanchang。

alijiangdaodianyewuyugaodehebing，yituoyonghuditudaohangxiguan，shixianshenghuoleifuwudeyindaoxiaofei；jingdongzeyidadapeisongtansuotongchengwaimaifuwu；gedaneirongpingtaiqianfuhouji，lunfanaozhanbendishenghuofuwujutoumeituan。

zhangyimingdedouyintongyangxiangfenyibeigeng。

fukesuanfayuzhou，chengweizhangyimingdenashouhaoxi。

yidouyinweidaibiaodexinjinwanjiaruchang，weibendishenghuodailaixindebiangehewanfa，douyindeduanshipinyoushizaiyuyonghutiliang，erjiangyonghuxingqudianzhuanhuaxingchengxiaofeili，douyinxiangbiyumeituan、dazhongdianpingdengyizhongchuantongwanjiazilishangqian，qieshangjiaziyuan、peisongfuwude“shangxialiangduan”shangweidatong。

dangran，douyinbendishenghuofuwubankuaideshiliyeburongxiaoqu。douyinshenghuofuwu《2023niandushujubaogao》xianshi，2023niandouyinshenghuofuwupingtaizongjiaoyiezengzhang256%，mendiangongfugai370+chengshi。

douyinfenzoudedangaoyuelaiyueda，meituankaishichuzhao。

2020nianqi，meituanzaiyimeihejiaoyuleishangjiazhongshixingzhibodianshangyewu，bingyu2022nian4yuetuichu“meituanzhibozhushou”apphe“meishizhibo”pindao，shitukefuchuantongde“renzhaohuo”moshi，jiangzhibozheiyigaoliulianghuoqufangshirongrugongsizhanlve。

jianzhaochaizhao，yijingchengweidouyinhemeituanzhijianbuyaneryudejingzhengshoufa。

zijiezhangyiminghemeituanwangxing，cengjingdeduiyou、rujindeduishou，kaiqileyichangbendishenghuofuwudechijiuzhan。

zhangyimingdeluojihenjiandan，liuliangshidouyinyoushi，ruguojiangguankanshizhangbianxian，douyinjiangrangmeituandiukuiqijia，yushiyilianjichucanyintuangou、toubupinpai、dijiacelve“sanbanfu”。

zhangyimingxiangyaodeshituozhanzishenappbankuai，jinlixunhuayonghuzaiappshangchihewanledexinzhi，zuizhongdazaoxiaofeibihuanliandeweiyixing——yishizhuxing、chihewanle，youguanshenghuoxuqiudefangfangmianmiandouzaidouyinjiejue，erzheizhongjiangyonghucunliangyongyuanliuzaipingtaineidexiangfa，suiranshangyejingzhengdechangtai，quejiyihuaru“longduan”deshenyuan。

zhengrugongxiangdancheyewuyiyang，menggongmeituandabenying，jishishibaile，yenengchengweiliuzhucunliang、xiyinliuliangdefeihexinyewu，shijingzhengsuobixuyaodepangxiyewu。ruochenggong，jianghuixiangyitihuadequanxiaofeineirongmoshidabumaijin，chengzhangweihengguanxianshangxianxiadejiyulexiaofeiyuyitidezonghexingpingtai，zijiejiangliyububaizhidi。

zhibuguo，wangxingyeshilaoyoutiaohelaozhanyou，huxiangtoujiadezhibozhanshurangbendishenghuochuxian“dijialuoxuan”。

2023nian，douyinkaishizhuzhongbaipaihezhongxiaoshangjiaruzhu，baokuomeituankaishiqiangdiaojianshe“tiantiandijia”dexinfeilun，“huojia+dijia”dehexindingweirang“daodian”shichangmengshangleyicengshaoqianzhanlingshichangdeexingjingzhengyinying。

wangxingmingbai，diulebendishenghuofuwu，meituanzaiqibuneng。

zhangyimingyemingbai，zhiyougongrubendishenghuofuwu，cainengwajiemeituandeshichang，shixianzijie“dayitong”。

zhishixiangyaoxianshangxianxiayizhaotongchi，jiangsuoyoudejingzhengduishouquanbushasi，yichangxingfengxueyuzaisuonanmian。zhangyimingyaokaolvde，shiruhetiaochudijialuoxuanhefanlongduandedadao。

feilunkuaisuzhuandongdeshangzhanmianqian，zijiehaimeizuohaochongfenzhunbei。

结语

zhangyimingkaichuangdesuanfajizhishangyehua，cuishengchulaidexinyulefangshihexindianshangmoshi，zhengzaigongchenglvedi。

xinzhizhongsu，shizhangyimingdatongshangyediguodehexinyaodian，yeshidianfuyouxiguizedeshashoujian。

zhangyiminghetadezijie，zhengwuxianqujinduanshipinshidaiguizezhidingzhejiaose。liuliangzhuanhuaweixiaoliangdebeihou，shizijieteyoudexianshanglingshougemingshoufa。

zourudijialuoxuandelingshoudianshangshibihuiyinglaiyichangdajieju，erzhangyimingdezijiezhengzaijiasuzheiyichanggeming。