Blog profit: view the blog profit model from Sina blog

Sina's blog has become popular recently. The bloggers have earned fame and watched the bloggers make a profit. Sina has made various clicks and obtained various results. Sina's celebrity strategy has played a role, but there are also hidden worries. Will there be aesthetic fatigue after the freshness? Many celebrities have switched their blogs to LeaderWeek.com. How can Sina become profitable? Is it sustainable? The following is a discussion:

I. What are the requirements of blog users?
Regardless of the method of making quick money in capital operations, whether a blog can actually make a profit in the future depends on the extent to which the blog can meet user needs. After a round of bubble baptism, most of the Internet has abandoned content for platform business, and so have blogs. Aside from other participants in the industry chain, there are two levels of blog users: The author, the content provider, and the viewer. The latter is passive and runs wherever there is good content. In fact, the former is a key user and is the basis for taking the "Content is king" route, if there is good content, it is necessary to deal with the author.
What are the needs of bloggers? A blog is regarded as a network log, but the actual kernel is not an online log. If you want to keep a diary, why do you need to put it online? The core requirement of a blog is "publishing", which aims to make the work visible to more people, communicate with the outside world, entertain themselves, be recognized or be famous. If a blogger finds it difficult to "post" his work and does not recognize it, his motivation for continuous writing will be reduced, and vice versa, he will be encouraged to continue writing, which is exactly what blog sites need. We can see examples of such a virtuous circle from popular Sina celebrities such as Pan Shiyi and Xu Jinglei. Now we want to prevent them from writing blogs.

II. Disadvantages of blog operation and promotion model
In the opinion of the 9-headed swordsmanship, the business model of Sina blog is hard to develop continuously. The celebrity blogs promoted by Sina, such as Xu Jinglei, are positioned similar to the image spokesperson. In fact, Xu's blog is not extraordinary. However, due to Sina's promotion, it is easy to achieve over 10 million clicks, pan Shiyi and the Super Girl blog are all like this. Of course, the ideological and information level of Mr. Pan's blog is different from that of the Idol School, but the main source of popularity is still the promotion of the website. A celebrity blog is a fortune building task. It is also required in the early stage, but it also has some disadvantages. When a celebrity grows up, it is easy to become too big to lag behind. Instead, it forms an elbow on the website, it is said that Xu's blog now has an independent domain name portal, competing for traffic with Sina's portal. Another type of popular blogs, such as some of the articles that have been written by Hong Huang, Mu Zimei and Sister Furong, have chosen sensitive topics and told others that they do not dare to talk about them, non-public can do it, and it is not the mainstream after all.
Ordinary people are purely hobbies and have no website promotion. The remaining promotion methods are similar to the following: links, BBS, personal IM communication circles, blog messages, etc. The effect is very limited. However, there are only a few celebrities, and most people are ordinary people. Celebrity blogs are successful at the stage and there are initial investment factors. But can the cash flow of blog websites support such long-term investment? In addition, can the celebrity Kaibo stick to it? Will the competition be exhausted, or will it fail? To ensure stable survival and growth of blog websites, it is difficult to rely solely on celebrity blogs for a long time. A benign business model must be formed to encourage normal writers to produce good articles. This is a guarantee of sustainable development.