Du: Sina transformation, rich, three-dimensional, open

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Some days ago, the content product domain, one thing has aroused the industry high concern, the snowball finance's I stock's revision. They cut off their own editorial team, the content is completely dependent on the user UGC and crawl, through the algorithm recommended presentation; In addition, the well-known media in the content direction of entrepreneurship, through the high salaries of professional writers, operating for a long time but passable. As the head of the four major portals of Sina for the new media form how to understand, to the news client of the game how to treat? I black Horse reporter in Shanghai interviewed Sina Joint president and COO Du.

I dark Horse: Since the emergence of micro-BO, the media has undergone a great change in the form of communication, everyone has become a disseminator, in this form everyone is talking about from the media, what do you think of the media.

Du: Since the media must be able to continuously produce quality content of people, we are now divided into three layers from the media, one layer is the public already know that the spire on the top of the columnist, the following is the largest number of midrange from the media, the current media are many of the traditional media reporter practitioners, they use their spare time to write, The third level of the media is those who are more grassroots, producing content of ordinary people.

I dark Horse: In the current media form, the traditional portal faces a lot of challenges, Sina is also doing a series of changes, Sina's transformation will be from the media?

Du: The current transformation we are doing, or has done, the future to do, we need to become a media platform, since the media is part of the media platform. The direction of future media platform will be rich, three-dimensional, open.

Enrichment is mainly a rich source of content, in addition to the traditional media content of the reprint, there will be more original and from the media content, followed by the rich content presentation, in addition to text, video and pictures of the richness will also increase and the content is likely to come from the media; 3rd, In the mobile end and the PC side because the use of the scene is not the same, will be more diverse forms to attract readers.

"Three-dimensional" means a multi-dimensional chain of relationships. For example, Sina Sports, have channel also has the network station, also has the sports community, the sports community constructs on the micro-blog, is not the traditional sense sports chat room, but constructs one to be related with this tournament all on above true relations. The 2nd of the three-dimensional is that, in addition to the different assets, Sina can be with the key areas of the corresponding industry has a deep binding, such as sports, broadcast the event of the media, the future Sina can be made into a sports industry chain. And the ultimate goal of Sina's portal is to do the stereo of the media platform. And such a model will let Sina get rid of the advertising of this single income situation dependence, income will be more diversified, that is, advertising + value-added services + electric business.

Open, such as Sina's media-free platform, will provide the media with useful tools for analyzing articles, comments, and points of praise. This will have a very good analytical basis for how to improve the quality of your content from the media's next step. Through large data analysis, Sina can tell from the media now what is the focus of attention. You can also around this to do your own marketing, through the data to provide analysis tools for future content planning to do such things. According to different product categories, advertising how to score, will also be combined with the electrical business, since the media will have a certain interest in it.

I: Sina's media transformation will revolve around Sina's own core to do, Sina's biggest advantage is to the celebrity and the well-known blogger's operation, including Sina Vision, the aspect, the micro-issue and so on attempts, as well as now exits the subscription function. Aside from the social electric business, from the media and other concepts and product form, Sina to use its own advantages of transformation in the future what adjustments?

Du: In transition, products and technology are very important, in the content of the push mechanism included from the media production tools, data analysis this piece, in the product and technology investment is quite large, this is Sina in the past few months to do the most things, but there is not enough light, which requires a strong operation, on the one hand operators, On the one hand, the operation of content, in the past, like we more operational content, but people this is more like a broker's role to do, so this piece how more systematic? The previous mode of operation may be extensive, now have tools, data analysis, you can facilitate to do, but in fact, in the process of operation, In addition to operating the content, according to the trend to do, you do what kind of article will be better, followed by the trend to see how to do.

Another point needs to gain, how to do your earnings will be better? There needs to be a team dedicated to this operation, a bit like the role of a broker.

Third, the operation of multidimensional, in the mobile end and the PC end of different terminals, the need for different operating ideas of different groups of people to do, the main user needs and the scene has great changes. The main is these three levels, of course, there are a lot of things, we first focus on these three directions to go.

I dark Horse: For the news client, certainly is Sina Media platform strategy Important link, you to the present competition situation how to look?

Du: First we think the mobile end is an important entry, there is no doubt that we now have the microblogging of this mobile portal, another point, Sina to do the client, in addition to real-time characteristics, there should be in other places can not see the content, we have to find out the differences and advantages. We have to use their own advantages, including hot data and social relations to form their own characteristics, the difference and advantages to find out, to keyword, interest to do, so from this perspective, we hope to be able to make the difference. Second, not blind pursuit of the number of installed capacity, if for a virtual digital area to do PK, this is meaningless things.