Umeng + high-throughput, high-speed and high-concurrency intelligent push service, enabling precise user operations worth buying technology

After years of development, my country's consumer e-commerce is generally in a state of product overflow and content overflow. How to improve the connection efficiency between the C-side (consumers) and the B-side (brands and merchants) has become an urgent problem for consumer e-commerce companies.

Beijing Worth Buying Technology Co., Ltd. (hereinafter referred to as "Worth Buying Technology"), as a technology group focusing on the consumer industry, on the basis of its main business "what is worth buying", is committed to building a global coverage of high-quality content both inside and outside the site. The traffic system improves the connection efficiency between e-commerce, brand owners and users. Facing the increasingly fierce market competition in the consumer e-commerce market, how to better reach consumers, how to push high-quality content and products to target groups more accurately, improve user stickiness and satisfaction, and at the same time increase product sales and GMV, It's a question that must be answered in order to be worthwhile to buy technology.

Worth buying technology business system

As an important means to improve user stickiness and activity, message push is one of the ways of user operation in "what is worth buying". However, in the process of selecting message push vendors, Worth Buying Technology found that a large number of message push tools on the market could not meet their needs well, and there were many problems. E.g:

• The throughput of the message push server is insufficient, especially when there is a big promotion, the problem of push accumulation is serious, and the message of its own promotion activities cannot reach users;
• Push delay, messages cannot be delivered to customers in time, miss the best time, and the effect of the activity is greatly reduced;
• From a technical point of view, pushing the SDK access is complicated, requires multiple debugging, poor ease of use, and high learning threshold;
• It is impossible to judge whether the user is active or not, wasting the vendor channel quota;
• The monitoring of the push link is incomplete, the push effect data cannot be effectively analyzed, and it is difficult to optimize the push strategy.

As a technology-driven consumer e-commerce company, Worth Buy Technology hopes to accurately push the high-quality consumer content of the platform to users in need, so as to avoid unnecessary interruption to users, not only for message push throughput, delay, ease of use, Mobile phone manufacturers have strict requirements on performance indicators such as coverage and push link monitoring, and also have high requirements on the accuracy of message push.

After a rigorous evaluation process, Worth Buy Technology finally chose Umeng +, and continued to cooperate closely for up to 5 years. What's Worth Buying The company built an intelligent message push solution with the help of U-Push platform of Umeng+, and successfully improved the activity and user stickiness of the "What's Worth Buying" APP.

Specifically, Umeng+’s smart message push solution for Worth Buying Technology covers two parts:

Multi-level technical optimization to achieve high throughput, extremely fast and high concurrent message push service

The daily message push throughput of APP is tens of millions, and it has strict requirements on message delay. In order to ensure that most users can receive push messages within a few seconds, this puts forward a high technical capability of message push providers. Require.

In the practice of serving customers for a long time, the U-Push R&D team of Umeng+ has summarized a set of high-performance application practice solutions based on Alibaba's data technology capabilities, which has laid a solid technical foundation for high-throughput and low-latency message push.

Umeng + message push application architecture

In this high-performance technical solution, Umeng+ has carried out technical optimizations at multiple levels such as application access layer, service layer, storage layer, data channel, etc. The details are as follows:

Access Layer - Internet Access Layer

The business interfaces exposed by the Umeng + message push service to the external network are unified through the Alibaba security access layer. The access layer is mainly implemented as lvs+OpenResty. Combined with the capabilities of the Alibaba Group Security Department, it supports anti-swiping, anti-spam, anti-spam, Anti-attack, elastic expansion, security and stability are consistent with Alibaba Group.

Access layer - API part

Youmeng+ message push supports calling OpenAPI interface through HTTP/HTTPS protocol to realize message sending, status query, task cancellation, statistical data query, device label setting and query, and sub-channel data query. OpenAPI is issued by the Union+developer platform uniformly. masterSecretKey is used for sign authentication. At the same time, Umeng+ message push service supports web page sending, and operators can directly complete message sending, application management, task control, equipment information management, test equipment information management and multi-dimensional business reports through the Umeng+ developer console (portal). Inquire.

service layer

Umeng + Message Push uses a micro-service system built by Alibaba's internal RPC framework HSF, and services implement logical and physical isolation based on business weights. All services are deployed in multiple computer rooms and multiple environments, and service release strictly abides by Alibaba's safety production management specifications to ensure stable production and runtime services. Among them, the Android long-chain service adopts Alibaba's low-latency self-developed solution based on the SPDY protocol, which can support 150w/QPS message downlink. It can support 50w/QPS message downlink, and the delivery rate keeps the industry leading.

storage layer

Umeng + Message Push has designed targeted storage solutions for different business scenarios, including MySQL (meta information and a small amount of configuration scenarios), Lindorm (mass data KV scenarios), Lindorm Wide Column (multi-dimensional mass data scenarios), AnalyticDB MySQL version (OLAP scenario), Tair enterprise version (mass data high-performance scenario), LevelDB (high-performance persistence scenario), in which all storage components except LevelDB which uses open source version use Alibaba Group unified internal service version, with full-time vertical Field R&D team support and stability guarantee, Umeng + message push team and Alibaba's internal storage development team have maintained long-term in-depth technical cooperation.

data channel layer

Umeng + self-built long-connection channel and Alibaba app use the same infrastructure and technology, based on the full-duplex, low-latency, high-security channel service provided by the Alibaba-based infrastructure team, with high system stability and guaranteed channel bandwidth buffer Sufficient, stable service, high delivery rate and fast delivery during peak business periods. Umeng+ also supports domestic mainstream Android manufacturer channels. When the self-built long-connection channel is not online, the message delivery rate is guaranteed through the manufacturer channel, including Huawei, Xiaomi, Honor, oppo, vivo, and Meizu. The iOS channel Umeng+ is fully compatible with Apple's official APNs channel. It ensures the speed and quality of message delivery and reduces delays by deploying proprietary independent sending clusters and transnational dedicated lines in the east of the United States.

U-Push products have the real-time interface function of the online status of mobile devices, and can judge the online status of user equipment: for online devices, it is delivered through the Umeng+ online channel; for offline devices, it is delivered through the manufacturer channel. Through differentiated message push, the online channel delivery volume can be maximized, and the channel push quota and cost of manufacturers can be saved.

In addition to technical optimization in different links, in order to meet the strict technical requirements of news push technology worth buying, the solutions provided by Umeng+ have many technical advantages, mainly in:

High-performance messaging for iPhone users

Apple has a considerable share in the Chinese mobile phone market, but the message sending of Apple mobile phones relies on Apple's own Apns service, and the Apns service has no server in China, which will cause message delay problems. Delay. In extreme cases, Apns only supports unicast (sending to one device at a time).

In order to better support the demand for message throughput worth tens of millions of dollars, Umeng+ has made many high-performance optimization design solutions for Apple mobile phone users, including: remote deployment, message push service, the last link of sending iOS messages" "Message sending service" is deployed at the location of Apns service, reducing RT at the physical level; HTTP2+Netty, Apns service supports HTTP2 protocol, and the high-performance event-driven design based on Netty iOS sending service can easily support tens of thousands of QPS. Connection multiplexing and fault protection, a set of connection multiplexing mechanism is developed, and a fault protection mechanism is added for suspected abnormal connections to protect the process in the case of certificate invalidation, certificate expiration, and network jitter. Unicast batch export. In response to the problem of high cross-border delay of Apns, the push service uses memory queues to achieve unicast batch export, and uses drainTo instead of pop to share the high RT across borders.

Set up differentiated solutions for uplink and downlink characteristics to optimize link design

Message push is divided into uplink and downlink according to business scenarios, and there are obvious differences in business requirements between these two links.

Uplink and downlink analysis

In order to better meet the needs of worth buying technology, Umeng+ has designed targeted solutions for these two scenarios.

Peak shaving processing of real-time streams to meet peak traffic challenges

In business scenarios such as timed messages, broadcast messages, and template messages, a major challenge that needs to be faced is the processing of peak traffic. For example, if the scheduled message is set on the hour, the broadcast message will split a request into tens of millions or even hundreds of millions of times. At this time, the problem of peak clipping that needs to be solved for message push is even more serious.

In order to solve this problem, Umeng+'s push service uses memory queues and message middleware to achieve peak shaving: memory queues divide messages into millisecond-level micro-batches in the memory stage before the real-time stream is written to the message queue, which is equivalent to It is used to exchange memory IO for message queue IO; message queue completely decouples services of different functions and realizes on-demand expansion of services of different functions. For example, the entry service needs to carry a large number of HTTP links, and a large number of machines need to be deployed, and the service volume of screening services is relatively high. Small and requires only a small amount of machine support.

Multi-point optimization to improve C-end users' receiving push experience

In order to further improve the push experience of C-end users, U-Push has carried out a number of optimizations: After years of high concurrency and large traffic such as Double Eleven, the push is stable and efficient, and the measured downlink concurrency speed exceeds 2 million per second; it fully supports P8 /P12 certificate, which greatly reduces the probability of C-end users not receiving messages, effectively reduces maintenance costs for developers, and improves the stability and arrival rate of iOS platform push; The power/traffic consumption of message push improves the user experience of the C-side; after pushing an error message, one-click withdrawal can be directly realized, reducing the adverse consequences caused by push accidents.

It is precisely based on the above technical capabilities that U-Push has well met the business needs of the push of worth-buying technology news. It handles more than 10 million user pushes of worth-buying technology every day, of which 90% of users can receive it within 10 seconds. information. Especially during the e-commerce promotion period, U-Push has solved the problem of slow user reception caused by a large number of message pushes in the past. U-Push effectively supports user operations and business growth worth buying technology with its stable push, high-efficiency throughput, and extremely high-speed concurrent push services, and has repeatedly assisted the Double Eleven and 618 promotions worth buying technology, ensuring the great Fast push, high concurrency and high stability of message push during promotion period.

Youmeng + global data + Dharma Academy AI algorithm to build an intelligent push solution

At the message push level, in addition to ensuring the basic capabilities of push stability, efficient throughput, and high concurrency, the need for technology worth buying pays more and more attention to the conversion effect and user experience of message push. Especially with the increasing awareness of user privacy protection and spam message avoidance, the previous method of "information bombardment" by sending mass messages has become more and more unsustainable. Worth-buying technology hopes to push the information that users really need, effectively help users and improve user satisfaction.

In the long-term customer service process, Umeng+ has summed up a set of intelligent push methodology, that is, "intelligent push = accurate user x appropriate timing x appropriate frequency x reasonable channel x high-quality content". There are three key elements in this formula, namely the global user insight of Umeng+, the intelligent push algorithm of Alibaba Dharma Academy, and the push copywriting worth buying technology.

Umeng + Global Data

As a leading third-party global data intelligent service provider in China, Umeng+ has provided professional data services for 2.5 million mobile applications and 9.7 million websites for more than ten years. In the long-term data service process, three-dimensional user group portraits are predicted and depicted through algorithms.

AI Algorithm of Alibaba Dharma Academy

With accurate user group portraits, the next step is to accurately match the content of the copy based on the understanding of the user group, which also requires the use of accurate matching AI algorithms. The intelligent push algorithm technology independently developed by Alibaba DAMO Academy adopts the online optimization algorithm in the MindOpt optimization solver, and combines stream computing and other technologies to build an online learning and optimization (OLAD) solution. This algorithm has stably served Alibaba. Multiple internal business scenarios have withstood the test of practice.

Youmeng+ cooperated with Dharma Academy to launch the first intelligent push function in China, which accurately matches the push crowd and push copy, and pushes useless push information through the perception of different user scenarios and the best allocation under various constraints. The weight reduction display reduces the interference to the user, maximizes the user click rate, and the application effect is obvious. Taking an e-commerce APP customer as an example, by applying the intelligent push algorithm of DAMO Academy, the click-through rate of customer push messages increased by 35.87%.

Customer case - an e-commerce app applied intelligent push algorithm to increase click-through rate by nearly 36%

high-quality copywriting

Youmeng + intelligent push solution supports the delivery of multiple push texts at one time, and realizes the intelligent matching of push texts and crowds. The same user is only reached by one type of copy to avoid repeated interruptions to the user. The U-Push platform supports the visual display of the difference in the click volume of different copywriting, and recommends excellent copywriting based on the historical push click rate, and the direct reuse efficiency of high-quality copywriting is high.

Cases of data analysis after the push of intelligent message copywriting

To sum up, the intelligent push solution of the U-Push platform, with the intelligent push service of efficient throughput, high speed and high concurrency, and accurate matching, helps Worth Buy Technology to realize intelligent user operation, and solves the user interest in the previous push copy. The problem of low click volume and low click volume has greatly improved the message click rate. At the same time, frequent pushes are avoided to cause interruption to users, and user satisfaction and stickiness have been significantly improved.

The mobile Internet with peak traffic, urgently needs intelligent push to achieve refined user operations

As China's Internet traffic dividend peaks, the focus of mobile applications has gradually shifted from incremental users to refined operations for existing users. To a certain extent, whether it can retain users and enhance user value and activity will determine the life and death of an APP.

From the perspective of various data dimensions, the living environment of my country's mobile Internet companies is not optimistic. On February 25, the China Internet Network Information Center (CNNIC) released the 49th "Statistical Report on the Development of China's Internet" (hereinafter referred to as "Report"). The "Report" shows that as of December 2021, the number of netizens in my country has reached 1.032 billion, an increase of only 2.6 percentage points from the previous year.

Source of data on the scale of netizens and Internet penetration rate: Statistical survey on the development of the Internet in China

As of December 2021, the number of mobile Internet users in my country is 1.029 billion, and the proportion of Internet users using mobile phones to access the Internet is 99.7%, and the scale of mobile phone users has peaked. It can be said that the era of large-scale growth of mobile phone users is gone forever, so China's mobile Internet will enter a stage of tragic stock battle.

Scale of mobile Internet users and their proportion of Internet users Source: Statistical Survey on Internet Development in China

In terms of segments, the growth rate of most Internet segments is already less than 10%.

The scale of users of various Internet applications and the utilization rate of netizens

The chill of the mobile Internet is sweeping the entire industry. At present, the survival of mobile apps has become increasingly difficult. As of December 2021, the number of APPs monitored in my country's domestic market was 2.52 million, a decrease of more than 930,000 compared to 2020. In fact, the total number of mobile apps has been declining since 2018. The number of mobile apps in China has dropped from 4.52 million at its peak in 2018 to 2.52 million in 2021. In two years, 2 million mobile apps have disappeared, which shows the tragic degree of the market.

Source of the number of China Mobile APPs: Ministry of Industry and Information Technology

At the same time, the amount of time users spend online has also peaked. As of December 2021, the average weekly time spent online by Chinese netizens was 28.5 hours, an increase of only 2.3 hours from December 2020. It is foreseeable that the competition for users by mobile applications will become increasingly fierce.

Source of data on the per capita weekly time spent online by netizens: Statistical Survey on Internet Development in China

In this case, the intelligent push service with high throughput, extremely high speed and high concurrency has become an important magic weapon for mobile application APP to activate users and improve user stickiness. Finding a reliable smart push partner is crucial to the user operations of mobile Internet companies.

Obviously, as a leading global data intelligence service provider, Umeng+ is a good partner. Umeng+ can provide customers with stable, fast and high-concurrency push services, with many performance indicators leading the industry: large message throughput, with a message throughput capacity of millions of qps, and a daily message sending volume of 10 billion+; delay Low, 99.9% of online users are successfully pushed within 10 minutes, which can be delivered 2-5 minutes earlier than competing products from competitors; the delivery rate is high, the overall delivery rate of U-Push is 72%, and the Android delivery rate (based on ) over 90%. Umeng+ has been deeply engaged in the field of message push for 7 years, serving a large number of customers, and the number of long-link applications established daily exceeds 50,000+.

It is foreseeable that data intelligence service providers like Umeng+ will be important partners of mobile Internet companies. Umeng+'s intelligent push service will significantly improve the user operation efficiency of mobile Internet companies, thereby helping them win the "user defense war".

Text: Yueman West Building / Data Ape