2015 news platform where is the road? Is the content still king?

Once the four major portals Sina, Tencent, NetEase, Sohu and so on, after a few years from the PC end of the painful transition, in 2014 has passed the anxiety period, and entered a relatively stable stage of development. Especially in the mobile end of the Battle of traffic has officially come to a termination, including Tencent, NetEase, Sohu, Phoenix, today's headlines and other news platforms have captured hundreds of billions of users. In 2015, the news platform will enter a new stage of fine operation and large-scale transformation. Refinement of operations: is the content still king? First of all, for the news client, the content is still king. But the way the organization's content has changed dramatically. In the past PC Internet age, the news platform represented by the four major portals relies on the reprint of media reports and the organization of reporters to edit and write their own content. And in the increasingly competitive era, especially the advent of the mobile Internet era, these ways will be completely changed. According to the East Building observation, at present, the content organization of news platform is showing the following five major development trends. First, the quality of exclusive content resources remain king. Including news, video and other content to win the new media, high-quality exclusive content resources are almost "hard currency." and access to high-quality exclusive content of the way there are two kinds, one is the content of self-control, such as Tencent News today, NetEase News daily relaxed moment, Sohu news entertainment headlines and so on are representative of the homemade program. The other is the introduction of high-quality exclusive content resources. Tencent, for example, signed a five-year exclusive partnership with the NBA, and Tencent will be broadcasting hundreds of high-definition NBA games in the coming season. Through the cooperation agreement, the NBA will provide Tencent users with the theme of the program, Tencent will also launch a new NBA live and boutique columns, including the NBA pre-season, the regular season, All-Star weekend, playoff, finals, summer league and NBA Draft. These high quality exclusive content resources are the important barrier that the news platform constructs the differentiation superiority. In particular, such as the NBA has a global impact of the tournament, but also the news platform is extremely scarce quality content. Second, UGC content is valued. Obviously, the quality of exclusive content resources are always limited, and as a user of billions of clients, must meet the needs of all walks of life of the people's "taste", which needs to strengthen the content of the rich degree. The UGC model that encourages user-created content is starting to play its part, and this is where major news platforms offer "positions" to media outlets, encouraging the development of the media industry, especially from media people or teams that continue to produce high quality content. However, UGC also has its drawbacks, that is, the quality can not be consistent, in the initial period is likely to be mixed, or even bad currency to expel good currency. Third, the content of personalized recommendation and search into the mainstream. Once the content source is resolved, the focus is on how the content better matches the user's taste. At present, including Tencent, Sina, NetEase, Sohu, Phoenix and other personalized recommendations in the action, users can subscribe to their favorite columns or accounts. However, just resolving the user's personalized subscription problem is clearly not enough, after accumulating the user's browsing habits and behavior, the news platform also needs to base on the big data mining technology, can for the user in the suitable time and the place, for the user accurate recommendation most suitable content, this is also the future news platform development Direction, The rise of emerging news clients today is also dependent on this. Four, content beyond the platform. In fact, the time users get news information more and more fragmented, users are not limited to the portal site and client access to news, but more through micro-mail, micro-blog and other social media to get the latest information. This requires news sites to develop ideas, no longer only limited to the platform, but should be more open and cooperation. For example, Tencent News in the micro-trust public platform opened a public news brother, nets more than 1 million users, and each push article reading volume can reach more than 100,000, and Sina relies on its own micro-blogging platform, through the headline news Weibo account timely to the user to pass news information. The presentation of content should be innovated. In the PC Internet age, the content information on the news platform is mainly based on the text picture, then the video, and in the mobile Internet era, HTML5 page began to become popular. Intuitive and clear content presentation and facilitate the sharing of the characteristics of communication, also makes this kind of content began to appear in the news platform more and more, such as Tencent News, Sohu News and other news platforms have HTML5 content as an important content presentation. In the future, if the news platform wants to maintain the competitiveness continuously, it also needs to have more innovation in the content presentation way, which can block the impact of various social media platforms. Where can we find the business transformation model? The above is only in the content of the trend summary, and the news platform to further development in the future, must have a large-scale and sustainable way of profit. East Building think, mainly reflected in the following three aspects: first, the flow of cash. First of all, as a gathering of hundreds of millions of users of the news platform, the flow is still a quick way to consider the current. The current mainstream news platform users of hundreds of billions, especially Tencent news, relying on Tencent's QQ platform and micro-letter of the public account of the message pushed, which makes Tencent news on the mobile end has 250 million of the monthly active degree. Such a huge user size, has reached the time to consider profitability. And on several major news platforms, we can see that there are already some highly recommended ads. However, through advertising now, is not the best way to change, on the one hand, the mobile end of the display space is limited, it is not possible to display too many ads at once, on the other hand too much advertising will affect the user's reading experience. Second, the content is changed. In addition to being able to see clearly the flow of liquidity, the news platform also needs a more profitable way to cash out, such as access to payment system, to support users for high-quality content directly paid to buy or reward. On the one hand canEncouraging users to pay for homemade premium content, on the other hand, can also be a way to earn revenue by sharing content with the media or UGC users. Although the current domestic users pay to obtain quality content of the habit has not been established, but because the current mobile payment is more and more convenient, users of the Internet service consumption awareness is also improving, the future news platform through the content to obtain large-scale income return is not impossible. Third, the electricity trader is realizable. In addition, the increase of their own payment system into the Electronic Business platform, the transformation of the electricity trader is also a kind of income model can be considered. At present, there are many community platforms in the country have begun to try to realize the income of social electric dealers. And for a wide range of users of the news platform, and accumulated a lot of users browse data and behavior, in order to avoid the harassment of users, in the case of users to browse the news at the same time, users can recommend some high-quality goods for users to buy directly, and finally with the Platform for income sharing. This is also an imaginative way of earning money. To achieve this foundation, still need huge traffic support, but also need to have a complete payment system or tool support. It is clear that 2015 will be a more competitive year for news platforms, and refined content operations and commercial transformation are becoming the focus of competition. And who has the most extensive user base and the most high-quality content resources, who occupy the first opportunity to achieve large-scale profit. However, Tencent, Sohu, NetEase, headlines and other news platforms, who can laugh to the end, we still need to observe another year.