Where are the little friends?

Editor's note: This article from the Tencent Instant Messaging department business deputy director Liu Xiapei, the article opinion belongs to its personal opinion, does not represent the company position, its public number: Little Q tease you to play.

On the 4 anniversary of the launch of Sina Weibo, Wall Street's gift to Chao was that Sina's share price fell 5% per cent on the day. The image below is not the change of Sina Weibo's activity, but the five-year trend of Sina's share price, really ups and downs. The trend of stock prices also reflects the decline in activity, the plight of the slow commercialization.

So where are the little friends of Sina Weibo? Let's look at this from the perspective of internal and internal.

The so-called internal, is every product will face the problem. Many of the Internet products are geometric explosion growth, team management tracking speed is often not keep pace with the rapid development of products. Below from the open platform peace stage entrepreneur two latitude, the internal course which Sina Weibo Weibo.

There are roughly two types of entrepreneurs who have benefited most from this platform: content marketing and Product type.

Content marketing is the most recent concern of the grassroots large, they have not only won the user's favorite, but also in the user smile before the click Forwarding to gain considerable economic benefits. The 2011 "Weibo comedy List" of the annual profit of more than 15 million yuan. Unfortunately, when the entrepreneur a lot of nuggets, the platform is not a penny received pocket. Weibo was jealous, and began to adjust the policy by blocking, banning, regulating and so on to try to get a slice of the large body. Holding many grassroots large cai loudly: The PC has died, to transfer to the micro-letter to seize the opportunity.

Product-oriented entrepreneurs are a mixed blessing relative to the downturn in content entrepreneurs. Worry about the company are and grassroots large business intersection, they are mainly docking brand and grassroots advertising marketing platform, such as once the scenery unlimited micro-chih, all the fun and so on by Sina Weibo's own marketing system of the squeeze, living space increasingly narrow. Another category of "occasion" product-type entrepreneurs on the open platform for low-cost access to a lot of users. The most benefit is to sing this kind of products, through the Sina Micro-blog relationship chain so that users can not only easily show off their good voice, but also inadvertently help sing it to do enough word-of-mouth spread. The most classic one spread is Chen Yao friend's friend sings a song "My Song", Sings very ugly. Chen Yao forwards, "I cried in Your song." Blow to sing it for free to do brand communication.

When it comes to playing around with Weibo stars, Xu Chang laughs. Indeed, it was the social product that attracted most of the star's eyeballs and fans at the end of last year. Relying on investor Lee Kai-fu Kaifu teachers to micro-BO-pa, by virtue of personal influence to help attract micro-Bo star into the PA. Such social tools divert the attention of Weibo users, especially as fans are accustomed to tracking and interacting with stars. The activity of Sina Weibo has also been eaten away by the clever entrepreneurs who have been digging up their microblog.

Borrow Chen's personal feelings to sum up Sina Weibo's internal: "There is a bad news, Weibo is much worse this year than last year, may be worse next year." The reason is that last year, Sina Weibo activity is very high, there are no restrictions on some grassroots large, when doing marketing relatively good to do. Of course, it can be done now, but the cost is much higher. "The entrepreneur on the platform is the most bitter, they can not have the right to speak, platform policy a little adjustment, the entrepreneur is likely to end." If you can't live on Sina Weibo, where can you get a living space? Small business partners are turning their goals toward the emerging products that focus on the mobile internet.

Pop CEO Xu Chang has a "haircut" view, and its ideas and Cai Sheng's "PC dead" concept is similar to the emphasis on mobile internet when the tide is coming, entrepreneurs do products must be very focused, do not expect PC also do well, app also do strong. Must be two to choose one to concentrate strength, rapid iteration to establish user barriers to prevent the copycat to follow. To talk about this aggression, we must mention the micro-letter and the portal news clients.

First of all, micro-letter. There are too many perspectives in the industry to analyze the success of micro-letters, I only want to share is Zhangxiaolong the most original obsession-the human weakness of the excavation and product art Pursuit (interested friends can search 2011 China hkust share and 8-hour sharing ppt). Last week, Tencent CTO Scomputer a lunch, he most often mentioned a key word is to have a deep grasp of human nature to make products have sustained vitality. As a practical example, the micro-credit public number and the circle of Friends 2 features to separate users from the content of information and social content, let users choose, want to interact with people brush friends circle, want to get information when open public number. This simple design on Sina Weibo can only be accomplished by manually setting up groups. This functional difference is the incentive for many microblogging users to migrate.

The news client smiled as soon as the information was mentioned. No matter how rich the public number is, people still can't live without the comprehensive news. So ten years ago the Battle of the portal, and continued to the mobile end of today. Last week's IT News competition is a portrayal, some say their income over billion, and some say their active users over billion, not lively. From the user to see the habit of news changes can see the PC portal stickiness began to decline, the mobile end of the penetration rate and retention rate continued to rise.

Fortunately, every news client has its own strengths. But the most exclusive of the most coquettish than Sohu this dare to eat crab first person, Sohu News, the first attempt to make the news client platform, the national media Basic income bag, also saw from the media this piece of cake, this group of news events and the interpretation of the traditional portal, is a way of reading innovation. This bold attempt is sohu news differentiation of a beginning, introduced from the media, to create an open platform, step-by-step to complete the evolution of the platform. Since the rise of the media, this is the micro-letter and Sohu News client together to create a new ecological circle, and then NetEase News and Tencent News and other content platform to follow this trend.

Since the media groups in fact many are Sina Weibo on the Big V, grassroots large, star, media experts and other opinion leaders, among them, in addition to grassroots large and star in Sina Weibo success on the Nuggets, other groups only to earn the eyeball, rarely earn real gold. But on the open platform of the media, they are more likely to gain the space and business value of their own growth. Some rely on a good article to get the portal editor of the high post, and some rely on a forward-looking analysis of the hands of the company strategic director of the throne, more like Cheng, Lo Zhenyu and other media talent rely on the media to obtain advertising revenue and brand revenue. Sohu News Client in the platform from the media to enrich the user view of the news, broaden the breadth of gossip news, but also increased the depth of deep throat exploration, all-round changes in our reading habits. There's a big guy in the circle who reviews: Look at today's Sina Weibo is all negative energy, Big V turn does not know is not true (of course, now everyone is afraid to casually turn), and look at the public number and Sohu news client from the media eyeful are positive energy, a variety of valuable information transmission. The impact of innovative products on Sina's micro-blogging ecosystem has increasingly pushed Sina Weibo to the absolute.

After the internal and internal turmoil of Sina Weibo, it can be seen that 2011 years of Sina Weibo is not only the peak of the stock price, but also the peak of activity, at that time is the micro-bo commercialization of the best moment, but also the media platform to upgrade to social platform the best opportunity, but unfortunately, Sina Weibo did not very good grasp this time window, Let competitors rise quickly. The only consolation is Ali's entry, which explains the rising area of the stock-price trend chart. But now Sina Weibo pc full screen are all kinds of pro, each user opened the third article is hard to read ads, these blunt experience to live to the Sina Weibo into a beautiful said, more accelerated the small partners stormed away.

Now Sina Weibo asks, "Where are my little friends?" I believe that most of the fans have opted to leave because of the experience of Twitter.