Respect the media role of the Internet, and do not use personal consciousness as a website

As the company's new website is about to be fully launched after the new year, considering the features of the new website and future business models, I have recently checked books and practices on media audiences, we have made some research analysis on the Audience (Audience. When applying some concepts, I also found that the vitality of some existing media is indeed problematic. At the same time, we also carefully considered the way out for Chinese internet websites.

In the closed or classified advertisements of newspapers, there are often hint words that induce telephone users to consume voice messages, such as "passionate chats" and "adult evening calls. After investigation, we found that the people who frequently use such services are low-quality, high-density, and high-labor-intensity people. Although sound News has gained a lot of oil and water from them, as a media service, there is no clear meaning of advertising, there is no consumer ability of the audience, even if the face is changed, asking advertisers to pay for their phone bills (someone has discussed with me that if advertisers are used to pay for the bill, coupled with such a large audience, they will surely enjoy good advertising benefits ), it also makes no sense because the initiative of the audience is not about consumption. This type of sound itself has many edge problems. But as a media set, the value is very small. In the same sense, products can extend to passionate videos on the Internet and can be sold as products, but as a medium, there is a lack of necessary audience types.

There was a real story in the past. A foreigner thinks that there are so many people in China and that they do not use knives and forks as tableware. If they output knives and forks to China, they will certainly be able to make huge profits, what is the result? All the knives and forks of a ship are pulled back to China, and they go through the storm in the disciples. The knives and forks are buried together with the dream of the foreigner.

There are many examples on the internet. During the bubble economy, many websites chase traffic and are promoted through a large amount of burning money. As a result, they hope to attract Internet users and make profits in advertising, as a result, everyone knows exactly what it means. There will be a few dead bones, and all others will become denominator.

Recently, the Internet has warmed up, and many VC companies have gathered in the Internet field in China to seek financial opportunities. After reading some website business plans, they still talk about traffic problems in the same way, as well as the degree of recognition of the audience, it seems that many companies do not know what the internet economy is. The media nature of the Internet is not defined by China, and the fourth media is not defined by China. Many people argue that website content can be directly used as a product. For example, users must pay for registration, in this way, you do not need to consider the media role of the website. The people who said these things were the main people in 80 years. I didn't mean to reject them.

In my opinion, we should pay attention to the media role of the Internet. There are tens of thousands of dating websites on the Internet in China, and the number of Chinese netizens participating in online dating is 54 million, and there are 16 dating websites with VC. All of them follow the billing rules of the small payment method, but none of them are truly profitable. Isn't the payment enough? Is the group large enough? The purpose of paying is not just to make income, because the way of paying is not only the website content, but also a means to Bond users. A Reili magazine saves 10-12 yuan of channel fees. The cost of 8 yuan is basically unable to guarantee the actual cost of printing a magazine. Why should it sell 20 yuan, in order to lay out distribution channels, as long as the Post Office channel is used, the issuance of magazines can be expanded and protected by law. The cost of various distribution channels is relatively large. What makes a magazine profitable? Advertisement! Micro-payment on the Internet is transparent, that is, the adhesive, through the effective user payment, token to maximize the user loyalty to improve, play a binding role.