The problem of inflation in the supply of virtual community

The construction of the city is a step-by-step process of expansion, the process of construction, due to the actual wealth constraints, usually in a long-term, relatively balanced process completed. Of course, we can see in real life, there is a frenzy brought about by the community (or the city function block) the expansion of supply, such as in Hainan, no one to live, and then empty, uncompleted building, and then the overall demand went up, slowly those messy place again built up.

But in the virtual community, because of the low-cost/cost-free virtual supply, the quantity can be relatively unlimited, often lead to the virtual community is very easy to appear inflation problems.

For example, in the original 360doc, the group has been the open registration of the way, everyone can build, but also to build a few, the natural group of the supply of inflation, and finally there are many dead groups, some people also volunteered to delete the group, because many of the original test. This is not extremely inflated, there is an endogenous restriction mechanism, that is to say that you build too much is not fun, because you do not have any benefits; But the problem is that because of the cost-free, the importance of getting is completely different, that is, if you are in the acquisition, there is no cost, Then you will give a very low value to the value of what you get, but if you pay a lot of money in the acquisition, you will psychologically think that the value of what you get is very high.

Of course, the Internet products, although many are not cost-free access, but the user for the value of the product is more to give the higher. This value is given, often because of sunk costs, that is to say, you do not need, you will lose a lot. So, we can see, a mailbox inside the more mail, know the address of the more, you will not give up a blog the longer you write, you think it has value, the new application of the same provider to do? Help you reduce your sunk costs, such as moving tools. This is a bit far away and I'll talk about this later.

Many people say that there is nothing wrong with the inflation of online products, because the users will filter themselves. This sentence is not right either. Right is the user can indeed go to filter, for example, in 360doc, is a lot of fun to filter the group up, but there is a small problem, the group does not fire, the use rate is not high. A structural problem has been created (a plan for improvement, similar to the current Sohu circle, I secretly guess, the unlimited supply should also be a big problem, we are not enough attention, and, users go to the group, often encounter many dead groups, as if you go to a city to stroll, everywhere are ragged, No one, I think, unless you're an archaeologist, you want to run as fast as you can. This is similar to the situation in Hainan.

The current circle of Sohu, it should be thought of this problem. You know, there's not a lot of people in the circle right now, so if everyone who goes to play can build a few circles, it'll be built, especially for the early test users), the final result is that, everywhere is a rotten end of the building, then followed by the people in the unhappy, stroll a few times ran, so it is easy to play the circle to die. Sohu now deal with this problem, is to use the supply of strict control way, let you build slowly. This is very good, although the "city" of the site is very small, but the popularity of Ah, I slowly expand, a piece of Wang go on, after my whole city vitality is up.

This is the management of the community in the supply scale of the grasp, but also the grasp of the operating rhythm. Don't be too anxious, slowly, put the foundation up good, after good, do not do anything inflation, that does not last AH. So, this is a very demanding community, this is not a good God.

If I am running Sohu Community Circle people, I also observe a daily data: UV, to adjust according to this to moderate my group supply rhythm. How do you do it? You can think of the urbanization process in China.