Dot Dot Network untimely

Absrtact: American social networking site Tumblr sold Yahoo on May 22 at a beautiful price of 1.1 billion dollars, but it is reminiscent of the status of its domestic apprenticeship network. Unfortunately, after claiming to have accumulated more than 6 million users, dot com has shifted the focus of business to another mobile

The American social networking site, Tumblr, sold to Yahoo on May 22 at a beautiful price of 1.1 billion dollars, is reminiscent of the current state of its domestic apprenticeship network. Unfortunately, after claiming to have accumulated more than 6 million users, dot com has shifted the focus of business to another mobile social application, which is itself in an unmanned state.

The American social networking site, Tumblr, sold to Yahoo on May 22 at a beautiful price of 1.1 billion dollars, is reminiscent of the current state of its domestic apprenticeship network. Unfortunately, after claiming to have accumulated more than 6 million users, dot com has shifted the focus of business to another mobile social application, which is itself in an unmanned state.

In contrast, dot com is similar to Tumblr on the UI, at the beginning was also regarded as the representative of Tumblr Chinese disciples, from the main tone to the template, Dot dot net like Tumblr Chinese version. However, Tumblr has long since started making money on its bright templates, and in this regard, dot net is not thinking because it understands the domestic user's pay habits.

From the user point of view, Tumblr founded 7 years, accumulated 100 million users, Dot Dot network was founded in 2011, according to the data released last year, a total of 6.04 million users. Tumblr users are mostly young, of whom women account for 53%. and Dot Dot Network of users for the art of advocating a small number of literary and artistic youth.

The founders of the two sites are also serial entrepreneurs, a self-study student who dropped out of high school, a David Kap of Tsinghua, and Xu Chang, a former executive of Renren, who has a deep understanding of China's social network.

In financing, Tumblr from 2007 step by step through five rounds of financing, a total of 126 million U.S. dollars, the first round of financing 750,000 dollars. Dot Dot Net was born in the innovation workshop incubation, and in 2011 smoothly merged with more than 10 million dollars in a round of financing. It should be said that the first two companies are not short of money.

In addition, Tumblr and Dot Dot network also because users share pornographic content and people criticized. However, this has no effect on the Tumblr, on the DOT network, it is possible to be subject to review the risk of shutdown.

Why is it that the two sites with astonishing similarities end up with such a big difference? The answer is simple, dot com in China.

Dot Dot Network untimely

When Tumblr in 2007, Twitter was just plain text, and Tumblr, based on Twitter's attention mechanism, added a convenient form of rich media release, and Tumblr and Twitter formed two distinct product forms. Twitter does information dissemination, and Tumblr does content production.

Tumblr solved three problems at the time: a professional content issue, a precise information push problem, and a reliable social maintenance problem. Under the differentiation, Tumblr quickly accumulated early users.

But Tumblr mode to China but met Sina Weibo, at this time Sina Weibo, has been set to the function of foreign Twitter and Tumblr, coupled with the domestic user behavior is not the same, so light blog is facing a major problem is: its own positioning problem.

Dot Dot Network in the first set up began to civilize Chinese users, what is a light blog? Both are different from the micro-bo, but also to be different from the fading blog, but also face a few no profit pressure competitors (such as everyone station, Sina Qing, NetEase lofter, etc.) of the attack, leading to their own positioning swing.

"Ultra-Me" needs to be dispersed by mobile internet

Dot Dot Network founder Xu Chang in the summary point network failure, said dot net focus on sharing interest, is the "super Me" demand, therefore, can only accumulate a small number of users. In fact, the Matthew effect of the Chinese Internet is that most of the users still have "my" needs.

At this time, the mobile internet detonated, is focused on "I need", micro-bo, micro-letter, dispersed the user's demand for exquisite content sharing.

The social networks that have accumulated a lot of quality UGC content, such as Tianya, watercress and so on, have spent many years patiently waiting for many years, and if there is no low-key insistence and camel strength, China's social network is hard to survive.

Some people say that when the Chinese begin to pay attention to sharing interest, at least until 2020, the time is not.

Then look at the birth of the Tumblr of the United States, the blog has a long history, so the user naturally accepted Tumblr, in other words, it is the development of American Internet blog, the birth of Tumblr. Now, Tumblr even gradually replace WordPress, compared to FACEBOOK,TUMBLR more popular with young people.

China Tumblr can only expect Giants

Almost all the media have asked Xu Chang this question: "How does dot net profit?" There is only one answer: "No profit, the user is our greatest value." ”

The point is not to use the Tumblr sell the template is the right way, but also did not learn from the Tumblr precision advertising push mode, for the user interest tags for accurate advertising push, is a good profit point, however, Dot Dot online has been a period of time to join the Google promotion, but soon all removed.

At this point, Tumblr last year's revenue reached 13 million U.S. dollars, Yahoo CEO Mayer is very optimistic about its profitability. and Dot Dot net, haven't begun to try, give up.

Given the habits of internet users in China, social networks and UGC content require a lot of time to accumulate, and only companies that can keep supplying blood can wait until a day breaks out.

We can also see the light blog, such as NetEase's Lofter, everyone's station, Sina's Qing, these are the extension of their respective platforms, the profit pressure is not so urgent, focus on the user's bundle, the expansion of the content, the continuity of experience, vertical web site is difficult to afford.