Rambling: The morbid pursuit of rubbish flow

What is the flow? In the past, it was the revenue of the SMS Alliance, the revenue of the affiliate of the website, the income of the Search Alliance, and even the installation of rogue software. Now, the text message alliance died out, Taobao ebay does not play, the big investment in the Web league less, Baidu can give the search union money, but also poor; As for the Rogue software, in the rat general social atmosphere, large companies have less direct support. What does the flow turn into? You're not mistaken, rubbish.

At least half of the traffic on the Internet can be classified as junk. From the unit flow can generate income, most of the value of the flow of Baidu and Sina, compared to the flow. Even Sina, its blog traffic value can not be compared with the news center. Moreover, the worthless flow is showing an increasingly worthless trend. The past 10 million PV brings the value, now may 50 million PV also can not catch up. Many hold the huge high rubbish flow website, extremely distressed is cannot find the person to pay the bill.

I said "eyeball is poisonous", but nobody seems to believe it. The obsession with eyeballs and traffic has led to the misguided introduction of a generation of Chinese internet entrepreneurs. Every web site, no pipe with the media, all seem to have vowed to make themselves into mass media, even if not to "the New York Times", at least to get into the "sun", and only three version, no other version.

This kind of media complex of Chinese Internet makes it difficult to do the application Web site that can create value for the user, because the application is the target of the user's use, not the user's browsing. If the door is not busy, it feels that they are not doing things, regardless of those who flow through the horse is really related to what they do. When the application-type, community-oriented sites, have followed the flow of the baton turn, do not go to the eccentric.

The morbid pursuit of flow, in fact, Sina's business model hard to their head, even Sina itself did not solve the value of UGC flow, you do not deserve ugly? MOP traffic even higher than Sina, and can never produce the advertising value of Sina, which is determined by the quality of the flow itself. A piece of cotton cloth, can be used to do the most creative T-shirt, but you have to make it into high-grade suits, silly B will pay the bill.

The depreciation of traffic is a good thing for the Chinese Internet. At least it tells us that if you don't want to turn your traffic into junk, think about what you can create for your users.

Author: keso Personal blog: http://www.keso.cn