Chen Gray: Mistakes make web2.0 hard to profit

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What is web2.0? This seems to be no longer a problem, perhaps the fundamental solution to the web2.0 profitability. In my opinion, as long as the "user's own production content" as a distinction is the basis of web2.0, then, the winter may not have spring, or even the emergence of glacial age.

Is the existing web2.0 definition wrong?

It is not possible to use the "user's own production content" as a 2.0 standard, which is the fact that I constantly observe the difference between the web2.0 website and 1.0 and find it in many marketing practices. As a believer in the 2.0 spirit of marketing, I firmly believe that "people" as the center is the core of web2.0, and the future is bright, but this and "users are not the production of their own content" is two different things.

Perhaps, the commercialization of the 2.0 profit model has always existed, only by the "user is not the production of their own content" is fooled, blinded, misleading. If you change an angle, 2.0 of the essence of people's exchanges as a basis, so that the most profitable business on the internet-game, the most lucrative site--QQ is 2.0. Instant Messaging is the essence of human interaction tools, QQ is the largest SNS, as for the game, borrow play "Journey" Shi Yuzhu's words: "The biggest attraction of online games in the community, in the interaction between players." A lot of people, the game will inevitably form a complex and stable social structure, which will have his friends and enemies, he will not be reluctant to leave ...

Re-understand the difference between web2.0 and 1.0

Let us put countless fancy concept of shell and packaging layer peel off, in the final analysis, the Internet is actually the last two things, one is content browsing, one is people's exchanges. Content and people, this is the standard of distinction. Content-oriented, that is, 1.0, can rely on advertising, or content fees to make money, the interaction between people, is 2.0, can rely on gaming value-added services, or e-commerce to make money.

Therefore, the basic standard of web2.0, should be the relationship between people, now popularly known as SNS, social relations network.

Blogs are not necessarily 2.0, the same is true for podcasts

As a result, many troubled questions will be enlightened. For example, what exactly is a blog? Can you make money? I think, although the blog is based on the user's own production content, but not necessarily 2.0. Content-oriented blogs, in fact, are 1.0, which explains why portals can make the most of blogs, because portals are more adept at doing content. There is another blog, is based on the circle and SNS mainly, that is 2.0.

Blog is only a functional configuration, can be 1.0 or 2.0, those accused Sina blog is False 2.0 voice can rest, because this is a pseudo problem. I even think that the blog because of content-oriented, so the more biased 1.0 rather than 2.0, that the blog is 2.0 representative of the argument is fundamentally wrong, so that the blog as the standard-bearer, web2.0 will not find the north.

This principle also applies to video podcast network, podcast network also biased content, so also more biased 1.0. I've seen a lot of podcasts recently, the Discovery Sina Podcast content is indeed the most good-looking, because, most other podcast content is the Netizen imitates after the boy or Furong elder sister, the content sees one also is similar, as a taste popular netizen, I still would rather go to see a lot of star trailer, TV show piece, movie piece , Folk art jokes, because much more good-looking, but also more choices.

The podcast will eventually develop into a video-on-demand TV, and a part of the SNS confluence.

BBS also conforms to this reason. BBS and blog like, is also a functional configuration, can be 1.0 or 2.0. From the user whether the standard of production, is 2.0, but its content-oriented characteristics, in fact, is 1.0. Unless the BBS has significant SNS characteristics, such as a hodgepodge of mop.

Content is content, no matter who produces

In this way, we can find that the more biased content, weak SNS Interpersonal communication user independent production content, the more not find a good profit model, such as blogs, podcasts, BBS. Why is that? Just jump out of the confines of the Internet, the truth is very simple (the Internet is a great tool, but not the essence of things). Since ancient times, the content is either paid to buy, such as books, foreign pay TV, or advertising, such as television newspapers and magazines. Since the blog, podcasts, BBS to the user-oriented, of course, not suitable for advertising, because the garbage content is too much, the reader is not intentional to see ads, and good self-creation content, should have been charged, but was free to fall.

Web2.0 doesn't necessarily make money.

Then, SNS, the real web2.0 website is certainly can make money? Not necessarily. The essence of SNS is the interpersonal communication game on the network. This can make money, depends on two point, one is the SNS game design can stick to the user, the second is this SNS game can put commercial into which, if not put in, that actually just do public welfare activities, no money in the end.

How to see a SNS characteristic, the real web2.0 website can make money? Let's first analyze the most lucrative business on the Web: How the game industry works.

Learn from the experience of online games

At the end of last year, I spent a lot of time studying the structure of the online gaming industry when I was doing marketing for "earth-shattering" 2.0. "Earth-shattering" to go is free to pay line, is the same as grand or the journey, go in to play, to get the value-added services charge, and the charge is not expensive. Everyone here can find that the online gaming industry in the increasingly SNS 2.0 sites near.

Let the user pay depends on the following simple three points: first, the basic experience of the game is better, so as to first attract players and stick; The second is the player's desire and sense of accomplishment, must not be really satisfied with the third is to the charging props or process designed to meet the desire of the player.

Web2.0 needs to be popular, but not to change ads with popularity.

Use these three points to measure SNS web2.0 website to discover: now many web2.0 website just regards user as user, not player. So the main problem they make is not that they don't pay attention to the user experience, but they make too much of the experience free, give it to the players, and then count on the popularity of the ads. This is the fundamental fallacy, the real web2.0 must not rely on advertising to profit, it is Sina's business, you can only earn a little bit from the big portal finger seam from the money outflow.

Why does the real web2.0 website not make money by advertising? The reason is very simple, as long as the analysis of the user's time to understand. The user's 2.0 of the time spent in interpersonal relationships is great, as is the time spent playing games. A 2.0 communication, equivalent to 10 times even hundreds of times when users browse information content (1.0 of the standard behavior). As a result, the latter can produce great PV and are accustomed to seeing advertisements. While web2.0 cannot compete with 1.0 in number and PV, the main advantage is in time and depth. So, to use this to the advertising model to make money, value and so one-tenth or even 1%, very poor.

The value of web2.0, not the human eye economy, but the human action economy

So where is the value of web2.0? Compare it to the online game. "World of Warcraft", according to Blizzard's figures, the number of players in China is 3.5 million, which is very small compared to the number of enrollment of several major portals, but the revenue generated by these 3.5 million players is huge enough to hold the shares of the nine cities to a high place. Another figure is that, according to CCTV's "economic half-hour" survey, because the same game different countries exchange rates, only virtual currency through the Chinese players to get and go overseas, the amount of up to 2 billion or 3 billion yuan per month, which is extremely amazing! In particular, compared with the current revenue of China's web2.0 website.