The future of BBS (i): Finding the right positioning vertical and localized is the direction

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2012, for now known as the "living fossil" of the BBS, on the surface is not a glamorous year. Cnnic released the 29th China Internet Development Statistics report shows that 2012 Community/forum users for 144.69 million people, the growth rate of negative 2.3%, as the Internet product was born in the first more than 10 years of negative growth. Sina Weibo has more than 400 million registered users on a single platform. The West Shrine, Tianya, Mop and other old BBS although also in the orderly operation, but already obviously no longer is the media and netizens concerned about the first focus. The emergence of new social media, such as Weibo and micro-credit, has not only subverted the traditional way of Internet information transmission, but also changed the habit of Internet users, and new business opportunities with mobile Internet are impacting the market of traditional BBS. The problems of user churn, uncertain profit mode and unclear location are puzzling the future development of BBS.

Through the web1.0,2.0 era more than 10 years of BBS, through the wind and rain, is indeed old. But said BBS is dead, its words too. The emergence of micro-bo, micro-letter, did eat a part of the community forum users, reducing the stickiness of Community forum users. But emerging social media after all is accompanied by mobile Internet development of new things, rapid expansion, but also immature, the face of the problem is not less than the traditional BBS. Although the number of registered users presents a "nuclear bomb" type of explosion of growth, but also there are users viscosity reduction, freshness decline, the problem of unclear profit model. Sina Weibo as an example, the number of registered users, although large, but really every day in the micro-blog to see the active user share is very low. And its commercialization process has been a variable, although through the establishment of marketing platform to combat micro-bo marketing large, and Taobao, Beijing-East and other electronic cooperation and other ways to accelerate the commercialization, but the effect is still difficult to assess, its future profit model and commercial value can not be accurately predicted. and micro-letter, also because of charges rumors, marketing value is magnified and other reasons, is widely optimistic about the situation still has a long way to go.

As the earliest and most important form of China's Internet, BBS is really senile? Under the vicissitudes of the exterior whether there is a new look of the determination, whether to dare to try, dare to change, dare to innovate, believe that the future life and death is the key to determine.

Vertical and localized community forums to be clearly positioned

Not long ago, the Tiger Olfactory network has published an article the West Shrine must lower its posture to a local community to face the future. This paper analyzes the current development problems of the old community West Shrine Hutong. West Shrine Hutong was founded in 1998, this year is the 15 anniversary of the West Shrine. As a real "living fossil" website, the current development of the West Shrine is not satisfactory. Compared to the neighboring province of Zhejiang Hangzhou 19 Floor can achieve hundreds of billions of turnover. The same is relying on the Nanjing area, radiation Jiangsu region surrounding the city's West shrine, but even compared to Changzhou's Dragon Lane. In the country's local communities are imitating the study of the 19 floor at the same time, the location of the West Shrine is not so clear. All along, the West Shrine wants to realize its own national platform dream, but its own genes and operations have decided that it is only the fate of local communities. Want to fight with the end of the Earth, but not as long as the Dragon Lane, is the West Shrine in recent years. 19 floor in the service of Hangzhou local market at the same time, has been in Suzhou, Jiaxing and other Zhejiang-Shanghai cities to open up new stations. And the West Shrine in Jiangsu Province, the radiation is declining, although the fame and brand still, but the real opportunity to tap and radiation power only stay in Nanjing region.

Logically speaking, Jiangsu and Zhejiang, Nanjing and Hangzhou, regardless of the economy, humanities, Internet development has a very similar place, Jiangsu region, the number of netizens and economic consumption capacity is also the forefront of the country. But the West shrine has no more vigor than the 19 floor of Hangzhou. How to abandon the national platform dream, dare to recognize their own positioning, do a good job in Jiangsu and even Nanjing local community, in the original brand and influence still in the case, the integration of more resources, to tap local business opportunities to do local services, to do services, connect local user needs and businesses, change depends on hard wide, Flowers marry such a single profit model. Rely on content to create topics, through the topic of mining business opportunities. More to meet the needs of local users, in order to build a foothold in order to do a larger platform dream.

Whether it is a vertical community or a local forum, future development should be clearly positioned. As the saying goes, the camel is bigger than the horse, the West Shrine brand is still in, the user still, find the right positioning, the future development is worth looking forward to. For other community forums, such as MOP, Tianya, may also encounter a similar problems, but whether you are a local community, or a national platform, as long as can be clearly positioned to see the local and vertical areas of supply and demand, BBS there is a young heart. (Text/triumphantly)