Chat with friends around, often hear such feelings

Chat with friends around, often hear such feelings. "Micro Bo Infinite Good, but near dusk", often heard this sad argument, the author will be a gust of cold pull. Once all-powerful microblogging less than 4 years of time was micro-trust this "dark horse" kicked the next, micro-letter development is invincible, a great God block kill God, Buddha block kill the Buddha's potential. Make the industry jaw-dropping, sigh, netizens can not help feeling, micro-letter so fast, Micro Bo still have the possibility of reverse attack? In the author's opinion, Weibo not only has the possibility of reverse attack, it may even surpass the micro-letter in the commercial value.

First, the propagation properties of microblogs are greater than that of micro-letters. It is known that micro-letter is essentially a closed chat tool, which is one of the keys to the success of micro-credit, but also one of the root causes of its development. To a certain extent, when people publish a business message, they think in theory that everyone can see it. While micro-letters can be pushed to every fan and friend through public accounts and private micro-signals, accuracy rate is much higher than Weibo, but according to Tencent internal explosion, micro-credit public account fans more than 100,000 of the 3,347, real fans 150,000 of 1562, 200,000 fans have 573, 1 million of only 95, like " Logical thinking "Rough more than 2 million of the estimated 30.

and compared to micro-blog, this is simply weak burst, such as Lee Kai-fu, Chen Yao, Chen, Han and so on tens of millions of of fans in micro-blog is also a lot, many people will say that many of these celebrities fans are zombie powder. Do not rule out this possibility, even if half of the fans are eliminated, most of the about 10 million, this is the micro-letter can not match (in fact, micro-letter Zombie powder is also many). If the conversion rate is calculated by 1% and 1 per thousand, the conversion rate of Weibo is much greater than that of micro-letters. Not only that, Micro Bo also has search function, from the dissemination, the dissemination of micro-bo is much greater than the micro-letter; In terms of timeliness, micro-blog media attributes more than the micro-credit social attributes, people know that information is rarely through friends gossip, more or through the media channels.

Second, the commercial nature of microblogs is greater than that of micro-letters. Micro-letter business attributes are mainly embodied in social, import and payment, has been the letter of the "public comment", "Jingdong shopping", "58 City" are all look at the micro-letter this point. The commercial value of Weibo is not only embodied in social, entrance and payment (Alipay), but also in the promotion of corporate advertising, member recharge, media platform advertising and other value-added services, especially after the marriage with Ali, Ali to help its commercialization of the increasing value.

Although the current micro-letter of the so-called 700 million users, the monthly activity of nearly 400 million, micro-blog users to reduce to 300 million, in the activity and user volume is also far below the micro-letter, but from the public comments and Jingdong shopping "6.18" activities, micro-letter to provide access and pay the value of performance is not outstanding, although the Beijing-East announced on the 6.18 Day, there are 25% Orders are from the mobile end. However, there is information that the BoE in the first quarter of 2014 reported that the mobile end of the single account ratio has reached 18%. That said, the mobile portal brought only 7% increments (not including Jingdong's own app), which seemed to fail.

With the establishment of the micro-Credit Enterprise group, the commercialization of the growing, various micro-letter stores began to rush into the media after a few, rarely do a particularly good appearance in the public eye. and unwilling to lag behind the micro-blog, also ready to rely on a strong alipay for support, in the end of June Weibo has been fully open, everyone can realize Micro Bo open shop. Relying on the mature Ali electric quotient gene, for the micro-letter which still cultivates the electric quotient ecology, the micro-Bo bends overtaking is very possible.

Finally, Weibo's marketing attributes outweigh the micro-letters. The precision of micro-credit marketing lies in its spread and reception of point-to-point, while the marketing attribute of micro-blog is mainly embodied in the opposite point. With the limited number of micro-credit plus friends and the limited number of fan increments (the number of Twitter accounts is increasing, fans will become more and more sensitive to the public account, adding powder will be more and more difficult, as well as the micro-letter official to the circle of friends and praise and other marketing actions and repression, micro-letter marketing attributes will become weaker and stronger, In the end it is likely to become a game that only a handful of people can afford to play. Although the micro-letter has a very good membership card, coupons, turntable and other marketing artifacts, but sometimes these same-shaped toys, but also the micro-bo on a real vote and a promotional campaign forwarding, and micro-letter to the outside world also repeatedly stressed that they are not marketing tools.

In response to Weibo's possible subversion of micro-letters, some micro-credit third parties have begun to develop micro-business circles, combining micro-credit networking, traffic and microblogging marketing and interaction. The author thinks, although the commercial value of Weibo is greater than the micro-letter, but want to reverse the micro-letter, there are at least three points to do: first, to Central. Not star and Enterprise as the center; For the user to create a good shopping experience; third, support to encourage some brand merchants settled in. Cultivate the market, standardize the business behavior, and construct a perfect trading system. Only such micro-blogging could reverse the attack.

Wen/Wei Wei