can open + products save Sina Weibo?

Sina Weibo recently has a lot of big moves, the front foot just launched to deal with zombie powder, followed by the online fan service platform.

Rather。 Visible a change is that Sina as the representative of the domestic micro-bo in product and market development more rational, and micro-Bo game has been from the simple number of users covered, began to transfer to optimize products, improve user quality and platform ecological construction.

The turning point of bloodshed

This change is Hard-won.

Among them, a more prestigious Sina Weibo has paid a very small price. This price is mainly reflected in the exploration of its commercial road.

For example, its introduction of micro-task, Fan Tong and other marketing products, on the one hand, the product experience is not as good as a third party marketing companies such as micro-chih, more importantly, because of the production of advertising information, Impact Micro-BO platform ecology and widely criticized by users.

Page Card is a product form more mature products, for businesses to provide a number of value-added services, but its ability to change the current can not see it, but because the user feed stream to insert unrelated ads, and users continue to spit slot.

The most imaginative space is the cooperation between Sina Weibo and Ali, but let the industry disappointed that the two sides did not based on this development of innovative social power products, but more and more implementation of the "advertising" route, so that the current micro-Bo Taobao ads as a distribution center, by the user dubbed "Taobao version of Weibo."

Close to the double 11, many people are guessing Sina Weibo can bring how much real money for Ali, optimistic pessimists have, but anyway, so simple and direct way of cooperation, in the user level is not popular, micro Bo on the function and Hugh Bo's netizens.

Now, Sina Weibo began to eliminate zombie powder and the introduction of a fan service platform, such as the move is worth clapping and looking forward to, can also be seen as its previous exploration of the road of reflection.

According to the author's observation, in commercialization, Tencent Weibo is obviously a bit slow. This year only launched a "wise to push" products. But the interesting thing is that the idea of the primary advertising concept, that is, advertising is a part of the content, for example, you are a netizen, you in the recent few days, has been on the microblog to focus on Starbucks events, and comments, may be in the comments you published under the microblog a coffee purchase coupons to promote micro-blog.

At present, the wisdom of the "money" view, still remains to be seen, but at least not to harass users of commercial products is the author does not resent.

Platform Wars: Open + Products

When the number of fans/listeners reaches a certain height, the competition for micro-blogging platform is beginning to be protracted, so what are the key elements in deciding the war?

On the one hand, the improvement of product experience, this is to C angle. This as mentioned above, even if the previous due to excessive commercialization of the user experience is not enough to focus on Sina Weibo has begun to turn, through a variety of measures to optimize the user experience, has been a product of Tencent is particularly important to this.

On the other hand, that is, the creation of ecological environment, that is, how to provide a good open platform environment, so that more third-party partners to join the development, to provide users with a wide range of product value, and on the basis of benign commercial development, to achieve customer, platform and user of the three win, this is

On the open issue, Sina Weibo also has the same and commercial exploration of the same twists and turns. In the beginning, it provides a relatively good opening policy and interface resources, a time platform based Third-party developers gathered, but this state in 2012 years after the subtle changes. For example, it first closed the letters interface, when the new open platform policy was released in 2013, the interface resources were narrowed sharply; in particular, after tying up with Alibaba, the so-called open almost became Ali and Ali Net business open, a lot of policies for the network almost custom, to other developers support and value reduction.

"Openness is not an attitude but an ability." "Brother Ma said this is not targeted, but if put on the Sina Weibo platform, it can be inspiring."

Tencent Weibo's open platform is as invisible as its commercialization. According to Tencent Open platform Deputy general manager Hou Xiaonan Public Introduction, and Tencent QQ, micro-letter, QQ games, and so on, Tencent Weibo is basically opened the Tencent's various traffic platform open system, this "open ability" for third-party developers can not be ignored. According to the introduction, including Tencent Weibo, on the Tencent open platform, more than 20,000 companies have generated profits, hundreds of thousands of entrepreneurs "have been able to live on the platform is very good."

The author noted that a very interesting set of data, is the third party mobile phone application and Tencent Micro Bo strategic cooperation of internal reporting mail, the data revealed in the mail is surprising, the cooperation within three months, the stranger in the binding Tencent Weibo account number of active users up to 2 million, from Tencent Micro-Bo to the Mo mo reflux than 2-4 times. Now compared to the fire of the singing bar, PA have with Tencent Micro-bo cooperation, sing it with Tencent Micro-bo cooperation in the near 7 days return up to 5 million.

But fortunately, the current stance of Sina Weibo has also undergone subtle changes. New Sina CTO Xu Liangje recently continued to "hope that the use of large data to promote micro-blog from the media platform to gradually transform into an open service platform", "will get through and comb the underlying data, with partners, Third-party developers, to create a social information and service platform." ”。 Not long ago, for example, it opened its letters interface, which closed for up to a year.

But to borrow the famous saying, Sina Weibo "open ability" Bureau will be relatively large, the fact is that Jing Dong, beautiful said and so has cut off the interface with the Sina Weibo cooperation.