11 websites suspected of being vulgar to attract 4 billion yuan of venture capital

"All the big websites have been pulled down. This is not a small fight ." In the past month, four batches of internet websites were exposed for alleged "vulgarity", tightening the content editors of the website.

Since the launch of the special campaign to improve Internet vulgarity in January 5, 62 websites have been exposed by the Internet illegal and bad Information Reporting Center within two weeks, of which, there are about 11 growth websites favored by venture capital institutions. According to rough statistics, Venture Capital has invested over 4 billion RMB in them.

Insiders believe that some entrepreneurial websites that compete with illegal traffic will face embarrassment in the future after the operation, and unfair competition will become a minefield for capital withdrawal.

Special Rectification

Four groups of vulgar websites were exposed in January

Cheng Qiao (not his real name) held a notebook and a pen, and rushed to the meeting with anxiety. As the director of a well-known video website, Cheng Qiao was notified to attend the "Year-end work conference on information network broadcasting audiovisual program management" held at Hongqiao Road, Shanghai on September 11 ". This is the annual official conclusion meeting, because "the recent crackdown on vulgar content on websites", this meeting obviously has different meanings.

Like Cheng Qiao, the participants were the direct owners of major websites in Shanghai. The work meeting was chaired by the leaders of the information monitoring center of the communications and broadcasting bureau. The Meeting conveyed the overall spirit of special actions to rectify vulgar customs, for the first time, 13 Internet vulgar standards identified by the State Council, including "pornographic and socially weathered texts, audio and video content", and "anime", were published.

Cheng Qiao quickly forwarded the latest developments and 13 vulgar standards of the rectification operation to dozens of channel editors and more than 100 network reviewers in various regions of the website, and announced that the company will audit and clean up vulgar content as a top priority.

Cheng Qiao's recent work is just a microcosm of many website owners nationwide. On June 23, January 5, the State Council Information Office, the State Administration of Radio, Film and Television, the Ministry of Public Security, and the General Administration of Press and Publication held a meeting to jointly deploy a special campaign to rectify Internet vulgarity throughout the country. On the same day, the Internet illegal and bad Information Reporting Center directly led by the State Council Information Office announced the first batch of exposure websites. The names of many well-known Internet sites, such as Google, Sohu, and Sina, were listed. The next day, all named websites immediately posted an apology statement, and related websites cleared or shut down the content suspected of being vulgar, and announced the handling of the related staff.

A few days later, the list of the second batch of 14 problematic websites was exposed again. By January 19, the relevant agencies announced a total of four websites involved.

Industry impact

Website exposure involves 4 billion venture capital

According to statistics from the rectification operations office, as of January 1, January 19, 726 illegal websites had been closed nationwide within just two weeks of the special rectification campaign against Internet vulgarity.

It is understood that among the four batches of 62 websites disclosed by the Internet illegal and bad Information Reporting Center, unlisted Internet companies with venture capital backgrounds occupy nearly 1/5 of the exposure list. According to the reporter's statistics, personal angel investment of up to 2 million yuan, and group investment of up to 0.3 billion US dollars have accumulated over 4 billion yuan of venture capital.

Nearly half of the 11 Internet enterprises that introduced venture capital in the exposure list belong to the IDGVC camp. Skynet, POCO, Juyou, zhongsuo, Jiuyou, and so on have a total of nearly million USD in venture capital for IDG.

Web community websites that emphasize user interaction experience can gather a large number of popularity and clicks in a short period of time, but they are also more vulnerable to pollution. According to reports from the internet illegal and bad Information Reporting Center, the "group" column of the internal network and the "group" column of Douban network have a large number of pornographic content, after the exposure, the two websites immediately closed a group of related groups.

In 2006, Douban received a venture capital of USD 2 million from the fund. Its profit model was to provide a commission for the purchase link of related products, and recently joined the GoogleAdSense Advertising Alliance. The internal network of the school is mainly used to obtain revenue through advertising and value-added services. In 2006, the internal network was acquired by qianrubber group and merged with the 5Q campus network of another domestic SNS community. In April 2008, the school intranet received another venture capital company from the IT industry, SoftBank Japan, for $0.384 billion in venture capital, and became the largest joint financing case in China's SNS field so far.

Tmall, a popular entertainment site in China, is also accused of containing vulgar content in this special operation. It has obtained joint investment from Lenovo, DCM, and Accel Partners, and belongs to the thousand rubber group with the school intranet.

Internet Association

Long-term mechanisms may be improved in the future

However, some people have different understandings about the traffic. Fang Xingdong (blog), founder of boke.com and Internet observer of China, said, "If you do not know how to equate website traffic with earnings, it will be very superficial. Is xinlang's best selling ads the most vulgar? Obviously not! Relying on the ball to attract traffic will damage the image of the website, thereby losing advertisers or risky investors ."

Fang Xingdong also believes that in addition to establishing a long-term mechanism for supervision and punishment after the rectification of vulgar content on the Internet, he also considered providing policy support to some outstanding public welfare websites with social value.

People from the China Internet Association told the Daily Economic News that the contents of vulgar content by special actions have achieved remarkable results in the short term. However, how to form a long-term mechanism should be discussed by all national departments. In the future, Internet associations may improve their financial penalties for vulgar websites and revoke their qualifications.

The person also said that the special operation is expected to continue until the beginning of February, and the popularity of the nationwide rectification network in early 2009 will play a positive role in the development of the domestic Internet industry, it helps fundamentally guide websites to take the initiative and self-discipline, and purify the network environment.

However, the consensus in the industry is that websites suspected of being exposed as "vulgar" have sounded the alarm for angel investors and venture capital who are keen on web2.0 investment, in the future, short-sighted behaviors that use illegitimate traffic to attract advertisements and website values will become a minefield for capital withdrawal.

"Gray"

10000 clicks for 50 RMB ads

Insiders pointed out that, in addition to the lax review by editing staff, the Internet frequently shows vulgar content. Another root cause is the interest chain behind it. It is a hard metric to determine whether a site is valuable or not. High traffic and click-through rate mean it can boost venture capital or sell more advertisements.

A video editor who once worked on multiple websites told Daily Economic News that the size of visits is related to the survival of websites. Most websites use traffic as the criteria for assessment and editing, you can even specify an indicator to distribute traffic from the overall website to channels, channels, columns, and teams at the highest level from high to low.

She said that for example, the entertainment events of Zhou Huimin and Ni Zhen must use stimulating words such as "legs" and "Kiss", along with text instructions that can attract comments from netizens, the two sides of the child care system will be followed by one of their own, and the most controversial topics will be pushed to the headlines.

On weekdays, it is even more common to be a "title party. Editors often include common articles and videos with a thrilling title. Sometimes, they even copy the contents of other competing websites, and change the title to an eye-catching one.

The video editor also said that the website traffic report is the most convincing evidence at this stage. According to the general market, the advertising fee for 10000 IP clicks ranges from several yuan to 50 yuan. Therefore, it is an open and hidden rule for website administrators to urge employees to hire ALEXA traffic or customize analysis reports that are beneficial to them.

An internal staff member of Sina said that the company's daily performance evaluation for editing is divided into two parts: attendance and traffic, but the traffic performance accounts for the largest proportion. In addition, when large portal websites are no longer worried about traffic, they now pay more attention to the quality and readability of content, and the evaluation policy is gradually tilted towards brand creation influence.

According to a marketing manager of an Internet company, the website has different assessment criteria for editing different posts: news channel editors emphasize effectiveness, the release of major news events is a major victory for several seconds faster than other companies. For social and entertainment channel editors, the performance is measured by the click rate. The general company first sets the annual overall traffic target, and the background monitoring system calls out the results of various channels and editing teams one month by month. It is also a new trend to plan a special topic that can realize the implementation of the website brand or sell advertisements without any trace. However, for the majority of small and medium-sized websites, traffic is still a magic weapon to win.