Network entrepreneurship change speed of the major portal disputes constantly

According to market research, traditional entrepreneurship is as stable as mountaineering, and network entrepreneurship is as fast as surfing. Turmoil。 The mountains are fixed, the waves are changeable. This sentence can explain a common phenomenon: in the internet, the power of this extinction is not fixed, but change. No 30 years Hedong 30 years Hexi so say, but a year small changed, or three years big changed, five years may be another Earth.

This is the power of the original news.

Yahoo, Sina, such as the rise of the first generation of portals, is relying on copy + paste, take other people's things, oneself become a strong news channel, thus the upstream of the original to squeeze into a Weishing situation: netizens see what is the door to decide, can recommend a newspaper, also can recommend B magazine, in order to rob Exposure, Not only do I not pay you, you have to curry favor with me. This was already a fact at least 5 years ago. But now, things have changed a lot.

On the Monday news, Yahoo intends to buy the world's largest blog site, the monthly user 26 million HuffingtonPost. What Yahoo needs is a high-quality source of original content. What Huffington need is to continue to expand his readership. It seems that Yahoo does have Huffington needed. However, there is another news.

Yahoo is starting to integrate with Facebook, allowing users to see Facebook's information on Yahoo pages, and Yahoo's reading behavior can be sent back to Facebook to attract more friends to Yahoo's pages. This means: Five years ago, the world's largest web site, today's fourth-largest web site Yahoo, has had to actively seek to five years, today's world's largest web site Facebook to traffic.

But Yahoo is already late. Huffington has been the first to integrate with Facebook for at least a year, to extradite traffic to Facebook, and to open up its user loyalty with Facebook's interpersonal chain. So a very natural question is: since Huffington to the first large web site to seek traffic, then why still need to bow to the old four?!

Point out two points.

First, the original rather than copy + sticky posts began to become the key. Both Yahoo and AOL implement the same strategy: increase the original, and not simply rely on reprint. AOL has 500 full-time writing reporters and tens of thousands of special writers, Yahoo New acquisition of 380,000 special writers of the website Associatedcontent, its original account of the entire Yahoo's information to the proportion of 10% mentions 20%, it is in this context, Yahoo expects to buy Huffington, Introduce the exclusive content.

What about China? My conservative estimate is that the portal's original account is about 5% of the total display information. But don't be fooled by this absolute number. These 5% include two categories: first, the source of information, that is, a news incident, which directly determines or affects the other media coverage of the subject matter and ideas. Second, major events, such as the World Cup in full swing, several major portals directly signed Messi, Kaka and other players to do the exclusive blog or endorsement, Zhi, Li, Huang, Yu Hua, Hongbo and other most mainstream commentators do exclusive commentary, as well as Prozone and other most professional database. For the World Cup report more than 50% of the most effective information, I believe that the portal will dominate the original.

In other words, the portal created a pyramid-tipped message, which is a leader, integrating information from the bottom of the pyramid. Consolidation is no longer the most critical attribute of the portal. 5 years ago, the portal to the original to eat all the pain, today's portal has become the most hardworking creators.

Why? One reason is that the diversification of channels leads to increased competition. For example, China's four major portals, plus a bunch of direct to the user to push news clients, such as Sogou Pinyin, Storm audio and video, Thunder download, and more deadly mobile operators. And the four major portals outside the other channels, not to the news production as maxleaf, for them, whose news is good, who gave more money I push who.

Another reason is related to the following.

Second, the combination of social networks and individual creators such as blogs can bypass the portal, direct the original content to the user, and solidify the creator's brand. Blogs have been able to promote their articles through portals or through RSS feeds such as googlereader/and fresh fruit, and now blogs can be promoted through relationships between Facebook, happy Net, Qzone, email and other social networking friends. For example, the above mentioned Huffington with the help of Facebook. This advantage lies in: First, the friend's recommendation, one-on-one, than the Portal editor recommendation, a one-to-many, come more cordial and personalized. Second, readers who read an article on the portal tend to ignore the author, while reading a friend's recommendation on a social network tends to pay more attention to the author.

Weibo has pushed this force to its fullest. As Weibo lowers the threshold for writing and reading, allowing more prominent figures to join the microblog, it has squeezed the media's intermediary position and greatly elevated the value of well-known creators. So the portal to the creators of the inevitable escalation of competition, and even the portal to a large number of microblogging active users free ipad to win the heart. On the other hand, through the microblogging of friends and fans chain, the rapid expansion of readership and influence circle, which makes their intrinsic motivation, independence are greatly increased. Later, no longer is the blog era "Portal push what, readers see what", but the micro-bo era of "celebrity fantasy what, readers onlookers what".

In other words, one of the power of the internet is to cut off intermediaries and let producers and consumers meet directly. Then rely on to become a strong intermediary and excelled Yahoo model will inevitably be abandoned, into a creator through the brand appeal and interpersonal chain directly connected to the reader's era.

Should we be gratified to see you, the FT-Chinese web and this column, the author of the original law, as a supporter of the practice of original law?

(Note: The writer is the director of Tencent Network Technology Center.) This article only represents the author's opinion. Author e-mail: james.l.cheng@gmail.com)