Also said Chen: Traditional portals are not dead, just evolving

Source: Internet
Author: User
Keywords Mobile search Evolution Chen traditional news

Wen/Munan

Yesterday, Sina Vice president, editor-in-chief Chen confirmed the resignation, as China's internet history is the most representative of the Internet News development figures, Chen can even be defined as "Chinese Internet News Godfather", his many stories in Sina can go to see the Lin Army uncle wrote "boiling 15 years." After the news of the departure, many people take this from the beginning to discuss the traditional portals of the future, there are optimistic, more is sung decline, but no matter what the argument, first of all to find out who is the subject of the discussion.

If the traditional PC portal model is declining, this is undeniable, with the micro-letter representative of the mobile end of the network, micro-BO representative of the prevalence of social media and even Baidu, such as the emergence of hundreds of other industries such as the rise of the portal site is no longer the only choice for netizens, mobile internet wave is not one or two companies will be able to change But the important thing is, how many portal sites are not stupid, they are waiting to be diverted and then die? In fact, several lines had been set up several years earlier to avoid being eliminated by the mobile Internet.

Therefore, the problem is returned to the "mass of news aggregation → attract a large number of users → through advertising to become" this model can not go through, it is clear that the traditional advertising model is still can continue to create profits. From the four-door view, Tencent Network + Tencent news clients rely on micro-random Q diversion still has a high viscosity, NetEase portal + NetEase News client is also unique in the content or user interaction, Sohu Portal + Sohu News Client Although there is not much bright spot, relying on a large number of resources in the early stage of the accumulation of many users , Sina News, although in the mobile end was dumped behind, but Sina Portal + Micro Bo also formed a traditional news + social media double boxing combination, only Weibo market capitalisation of more than 3 billion U.S. dollars, above is also a hot news frequency of the site.

From this view, in fact, the traditional portal site is far from many people say that will be shuffle out, just transferred to the news client, and news client product vitality? The use of mobile news has reached 74% per cent, according to the China Internet Development Report published by CNNIC in the year. User size 400 million, second only to mobile social and mobile search, higher than the mobile phone, mobile gaming and mobile video, this is clear that the information needs of the Internet users have not decreased, but the eyeball is more focused on the mobile phone, flat and other mobile end, and the leading several news app products, are installed more than 200 million of the number of, Even on the mobile phone also bred a similar to today's headline such a Dark horse app, so that the portal's Lifeline ――c end users and B-end revenue is only transferred to the mobile end, if only because the PC traffic is divided into the death of the portal, too simple.

From the user group, the PC like mobile end of the transfer is quite smooth, although the mobile phone client is difficult to display full screen hyperlink ERA of mass news, but with the help of HTML5 's expression and push mechanism, mobile phone-specific lbs positioning, camera, gyroscope, etc., also achieved multiple interactive ways, These are beyond the reach of traditional PC portals, in other words, users can have more choices in front of the information.

After saying the user, look at another key indicator of the inability to sing the portal-revenue. According to the recent earnings of several portals, NetEase Q2 advertising revenue year-on-year growth of 43%, the chain growth of 59%, Tencent advertising 56% year-on-year growth of 75%, Sohu advertising revenue rose 49%, the chain growth of 25%, Sina advertising revenue rose 15%. Admittedly, Q2 's World Cup has driven the industry's advertising revenue, but if it goes back several quarters, it has not seen a decline in portal advertising. At the analysts ' meeting on earnings, although not all disclose the specific income of the mobile end, but almost all said "development is good", which also from another side, the brand advertisers did not because of PC streaming, mobile rise was abandoned in the portal of the launch, instead, the characteristics of marketing services and multi-terminal linkage strategy, So that advertisers have a higher marketing value.

As mentioned above, the news client brings more imaginary space with the user value and marketing value. News content in the mobile phone is also more and more diversified, take Nan elder brother NetEase News Client for example, similar to "easy one" this aggregation day hot news, funny jokes, guessing jokes, such as a variety of content columns, It's hard to imagine surviving on the PC side, but these are just the bits that capture the web's time, received the effect is also surprisingly good, each period is 1, 20,000 of the reply thread, and similar "Activity square", "gold market" and other plates are also separated from the news information, focus on the operation of the product, inside the trading system, exchange mechanism, Online games and so on not only attracted users to browse the information outside the eyes, but also to provide more business marketing platform. These are the portals of their own evolution, homeopathy.

On the whole, the portal is far from dead, unless Chinese society has progressed to see the New York Times, the Wall Street Journal, such as the high force of the content, or backward to just want to see daily health care. Whenever there are numerous and complicated information acquisition needs, the portal site in China has a huge survival of the soil.

(Author micro-letter public number: a word nan)

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