Weibo finally returns to the common People's rivers and lakes

In the public market, the business outlook for Sina Weibo has been grim. Sina this blog thinking to do the single nature of microblogging, inadvertently buried the seeds of hardship. It can be said that Sina Weibo encountered the development bottlenecks, it is this on the one hand focused on the big V level of the false prosperity, on the one hand, the loss of the two poles of the public user contradictions.

Single from product form, every sound category will have the industry market, but hardly heard of the "micro-bo Industry"-from the basic function and product use, in the vertical difference is not very obvious in the Internet market, we will use the "social products" class to classify.

The Chinese market, objectively, there is a "micro-blogging industry" this said. But the most commonly used and most popular, including the most complained of disappointment, only the basic Sina Weibo. We are talking about the "micro-Bo Lake", more like the business of the Sina family.

Success or failure Xiao, Sina Weibo is just big V stage

Under the macroscopic political environment, the big V effect has put Sina Weibo in a dangerous position. But that does not mean that Sina Weibo can play the role of a sympathizer in front of the big V-turn. Only from the product market body, the recent CCTV "news broadcast" broadcast Pan Shiyi on the network celebrity responsibility, we said from pan, "but this is the place where there are other people." The development of Sina Weibo, once benefited from deep-rooted v-mode, to now converted to the subject of the Big V mode of the ecological single.

Big V ecology is the blog era to the micro-Bo era of the evolution of the pronoun: its own media DNA and Sina's portal thinking, making Sina Weibo selected the original blog-style business ideas, around the big V to provide content guidance, the first time hot event intervention.

Sina this blog thinking to do the single nature of microblogging, inadvertently buried the seeds of hardship. Weibo is supposed to be a public social platform, but doping big V in their respective camps combined complex will: to remove the normal social appeal, but also caused the distribution of discourse rights, marketing advertising intent is obvious, which spawned a large number of zombie powder and the spread of garbage information; On the other hand, ordinary users are always difficult to be valued, The public level of social gene, resulting in product dependence and trust decline, the normal user tired state. It can be said that Sina Weibo encountered the development bottlenecks, it is this on the one hand focused on the big V level of the false prosperity, on the one hand, the loss of the two poles of the public user contradictions.

The Twitter calls back to the user

Single from the product, it is difficult not to take Sina Weibo and Twitter proud of the global market activity than the---and this makes people fall into melancholy. In my opinion, the priorities of Sina Weibo is not a product functional duplication or innovation, but learn to be based on ordinary users and public social circle of "burden": stripped of the media gene, return to the user UGC content submission, to large V, pay attention to the user's personal label, platform content accurate and clean, for ordinary users to provide precision services; From the onlookers and the God's most right social habits, to trigger the public to make their own social content and demand management and nurturing work, and so on.

In fact, the business outlook for Sina Weibo has been grim in the public market, apart from its deep co-operation with Alibaba. Today's atmosphere seems to make Sina Weibo into the plight of the painful foot. The good news is that Sina Weibo has begun to improve the content audit mechanism and certification threshold for big V, product dynamic advocacy level and product improvement basis, but also from the past Celebrity Big V circle, gradually to the general public level transition.

This makes Sina Weibo rethink the Big V ecology it relies on for its growth, is it the most terminally ill, or is the prospect of commercialization worse? We can all wait and see. From the enterprise to the industry market extension, Sina Weibo also needs to return to the five sword faction Feather-style competition environment, the same starting point of this arena is also conducive to Sina Weibo better look at its own development.

Whether internal or external, on the business side, Weibo is the product of social demand: it seems to go back years ago, in its lengthy business plan book, the simple page of the marketing section "How to avoid and get out of the public relations and be wary of focusing on a few people." ”。

In my opinion, this is the main makers of Weibo, business thinking and product thinking to reshape the opportunity. We do not expect China's microblog market to have such classic cases as Twitter's Instagram, but bosses must be aware of how to base themselves on "others"-providing the most basic, healthy product environment for most ordinary users before exploring business possibilities that do not harm the user experience.

The story of Sina Weibo brings us more to the broader mobile internet market, if business-style planning meets the basic product sentiment, we should seem to have a little "somewhere to Live" or "future" dialectic thinking. Not so much as the participants in the micro-blogging arena need the courage of a hero's arm, but also to the original vision of solemnly write again. (This article starts with Tencent Science and Technology)

(Author Su Yi, Technology brand critic.) Focus on Sohu News client, micro-trust the public directly search "Sue one". )