Deep analysis: Where is the outlet of Chinese internet media?

November 20, 2013, the 2013 Tencent Network 10 anniversary and Media Summit Forum was successfully held in Beijing Kerry Center, a large number of senior media and internet guests attended the forum and in-depth discussion of the media Forefront topics, including Tencent Network Media business Group President Lau, Bharat Anand, professor of marketing at Harvard Business School, director of the New Media Institute of Renmin University of China Peng, founder of innovation Workshop Hua, Business Insider technology editor Nicholas Carlson,flipboard CTO Eric Feng, Know the founder Zhou Yuan and so on. Peng, director of the New Media Institute of Renmin University of China, made a report on the theme "The Future of Chinese internet media" in the General Assembly, Peng forward in the report that the essence of the Internet is the core view of "connecting", the evolution of the Internet is "connection". In the Web1.0 era, the connection formed a "content network", the Web2.0 era, the connection to the "Relationship network." In this regard, the author of the 2013 Tencent Network 10 anniversary of the Forum on the Peng released "The Future of the network media" did the following interpretation and analysis for the industry to the future development of Chinese network media to do an objective reference. The era of personalized demand is the era of information explosion, and more and more serious. In such a large number of information, how to pinpoint the user's information needs is a difficult problem to solve at present. Users are often harassed by a lot of useless information, and in the end both hurt the user experience and hurt the brand. User's personalized demand is more and more strong, how to meet the user's different needs and services are more and more attention by enterprises. Similar to the news client such products, in meeting the user's personalized needs of comparison model. Each person's information is filtered and screened, leaving a message of interest to read in depth. At present, mobile news clients comply with this kind of personalized demand, and provide the function of message push and media subscription. Media no longer belong to the world of media, but the formation of media alliances, both increase the customer experience, but also make the brand more obvious advantage. The most personalized feature is the user as the center, no longer paranoid one alone, but the situation of open cooperation to meet the needs of users. Now the user experience is more and more important, how to meet the user's personalized demand is the key to the success of a product. Tencent News client, for example, realizes real-time push, media subscription, video news and off-line reading light function, to the maximum extent to meet the personalized needs of users. At present, Tencent news clients in the domestic installed capacity among the top. Everyone is from the media the official annotation of the media means that an ordinary citizen or organization can at any time, any location, access to the network in any way, through modern digital technology and the global knowledge system, to provide and share their true views, a way of their own news and instant transmission. Since the advent of the media is accompanied by advances in technology and information technology. Since the media is a letterA highly developed and widely disseminated product. Information and media have undergone several stages of development: extensive information dissemination (minority media)--circle information (acquaintance media)--Public information (mass media)--Personalized information (everyone media). Minority media originates from BBS and blog. BBS More well-known is the four-way, specializing in sports information forum, and later developed into China's largest portal Sina Web site. Blogs are blogs in China and Sina, and there were early media people like Xu Jing. With the continuous maturation of technology and ideas, there has been a QQ space, Renren, such as personal information gathered display platform. Show everyone's information and let the concerned friends know about their recent news. Personal information spreads, but spreads only among acquaintances. The information diffusion speed is slow, the information continuity is not high. Communication between circles is also a kind of media type, but such information is limited by the circle. Since the media was really mentioned, it was at the time of the microblogging epidemic. The rise of Weibo has made the transmission of information more efficient and more extensive than before. Everyone has their own speech venues, and if the rhetoric is good enough, the breadth of their rhetoric is unpredictable. And Weibo also serves as a marketing tool that allows people in different fields to focus on the impact of microblogs. Weibo has gradually become one of the tools for brand display and message communication. The mass media has since been substantively defined, and everyone can disseminate information. Since the golden age of the media at the mobile end. People are becoming more and more fragmented, and people can advertise and display at any time and place. Intelligent devices are the carrier of this part of the fragmented time, and the intelligent equipment is free from the ineffectiveness of information communication. At present, the main mobile products are micro-letter, both media attributes of the public account, but also the circle of Friends Circle attribute. Of course, everyone is from the media is not limited to the mobile end of such products, but the previous collection of information products. The emerging media bypass the four main portals and take the vertical route through the development of the number of Chinese websites, the development of Chinese websites has entered a fast-paced development process. In 1997, China has only more than 1500 websites, after 17 years of rapid development, the number of Chinese sites in 2013 reached nearly 3 million sites, starting from 2008 explosion-type growth. With the increasing number of Web sites, network media sites have gradually increased, but the integrated Internet media sites have been Sina, Tencent, NetEase and Sohu occupy the commanding heights, become an integrated Internet media leader. It is hard for emerging internet media to overtake or overtake their market share. is the network media market already saturated? In fact, the potential of the network media is infinite, in order to occupy a niche in the network media market, we must take a narrow line of differentiation. For example, focus on the entertainment field, the site reports to entertainment news as the main body, in response to the vast number of Internet users focus on the hot topic of in-depth excavation of the report, so that the depth and specialization can be recognized by the industry. So the news class website walks vertically subdivide the routeand the development of ideas, in this era of media decline, Internet news will become the majority of netizens understand the important channel of news. The ubiquitous terminal with Google, Samsung released smart glasses, smart watches, smart gloves, smart rings, smart earrings concept is also apparent, the 2013 is the industry known as wearable smart equipment The rise of the year. Wearable terminals are not only easier to carry, but also bring a new experience to photos, video photography and so on, they will also become important sensors of the human body. Although the development of wearable intelligent electronic industry is still in its infancy, the concept of product shape, technology and actual value has not yet formed clearly, but as the entry port of future mobile Internet, it has become the strategic location for the IT industry to enter the bureau. With the development of terminal technology and IoT technology, more and more natural objects will become the terminals of mobile communication. Return to nature, will be a mobile terminal development of an important goal. In the past, the terminal network only provides the hardware foundation for the content network, but today's mobile terminals, as well as the future IoT terminals, will bring the direct production information to the further change of the source of the network media information. Perhaps the future of mirrors, refrigerators and so on will become the source of people's news, will also present the scene of nowhere. At the same time, the future of the screen, is no longer just information display equipment, but also the user information of mobile devices. Capture user characteristics, as a basis to complete personalized push, which is another meaning of future terminals. When all objects become terminals, people's demand for information transmission will be deeply changed, and the development direction of network media will change. In the future, the network media needs to establish the information collection system based on the Internet of things and integrate it with the human system. Information sharing the Big Bang social media era changed the traditional meaning of information dissemination, at this stage the user's personal content of the volume of the proportion reached 50.7%, that is, blogs, forums, SNS, questions and answers, such as the application of more than news, search, E-commerce and other Web sites generated content volume totals. and information sharing is mainly through the social media platform, from the birth of Facebook to the emergence of micro-letters, in the middle of only a short period of 10 years, social media platform is also growing faster, Facebook is the ancestor of the social media platform, breaking through 100 million of users to spend a long time to 54 months, And with the mobile social media platform attributes of the micro-letter only in a short period of 14 months to reach the level of billion users, the concept of social media platform has been gradually accepted by the vast numbers of netizens and recognized. The majority of Internet users accept and recognize the social media platform at the same time, it will become each content manufacturers and stakeholders. Although social media platform has the dual attribute of "social" and "media", it has its own characteristics among different platforms. Micro-Bo and micro-letter to give examples, micro-bo because of its strong media genes, so the microblogging platform is more inclined to the real-time news nature of the dissemination and sharing, micro-letter because it inherited Tencent's social attributes, so its platform to disseminate content more inclined to the interaction between friends and sharing. Different socialThe media platform will focus on different areas, giving users more choice space. The information shared by users in social media platform is an important source of news material of network media, which can become the resources of professional media and complement and enrich the professional media through specialized collection and collation. Mobile Internet ferocious attack from Internet terminals in the global development can be seen, tablets and mobile phones in the future will gradually replace the desktop as the main gateway to the Internet. And its two terminals are through the mobile Internet access, so that mobile Internet volume for many years to continue to maintain growth. From the size of Chinese mobile phone users can be seen from 2009 of 233.44 million people to 2013 463.76 million people, in a short period of 4 years the number of its increase of nearly twice times, accounting for the overall proportion of users 78.5%, mobile internet popularization of the basic completion. In the mobile tide, the traditional media, network portals and other new media companies, are vigorously open mobile products, mobile end of the competition, the success of the portal will determine the future who can become the overlord of the Internet. Traditional media and Internet portals will continue or recreate the style system of the major media in mobile news clients. The new media is mainly the development of social media platform, micro-bo, micro-letter products as the main representative, of which micro-letter occupies more than 71% of Chinese mobile internet users, become a mobile terminal in one of the core portals. Take "aircraft" as an example, in the micro-trust platform successfully online, the short time due to the micro-credit social properties of the successful activation of user interaction, so that gamers easily broken billion, and become the mainstream topic of the period. The rapid development of mobile internet has gradually replaced the traditional internet as the dominant one in the Internet. It is expected that in the near future, all office life Mobile Internet, so that the traditional Internet and mobile Internet division will also become a history.