How is the news client competition broken?

News client This topic has been fired for more than half a year, so far has three users broken billion, respectively, Sohu, NetEase and Tencent. So far, the Battle of mobile News client is still continuing, the trend of pillars is still, but the homogeneity of the phenomenon is increasingly serious.

One of homogenization: self-media subscriptions become standard

Talking about the serious problem of homogeneity, we have to let sand from the recent experience of using news client products. Sohu, NetEase and Tencent three news clients, at first, the characteristics of the home is clear: Sohu's media platform and Interactive live, NetEase's thread, Tencent video. However, when the media wave to attack, micro-letter public number, Sohu News client, Sina Weibo, Ishin, 360 and so have joined the ranks of the media scramble. In this wave of waves, Sohu is the news client cut from the media platform in the earliest, almost invited all can be invited from the media to join its platform, for a time the limelight is flourishing.

Subsequently, July 3 Tencent launched "from the media boutique hundred People Plan", and in its latest version of the news client online from the media subscription function. July 30, NetEase held a media conference in Beijing Liangmaqiao, announced NetEase Cloud reading open platform from the media entrance will be officially online, NetEase News client also with the recent launch of the media platform. In this way, the three major users of billions of news client products will also be in the media platform to fight. The focus of the campaign will revolve around the original ability of the media writer to see who has more people, more influence, more active time. And the reality is that the media writers seem to value more people who give the promotion of more resources, more users of radiation, or the full platform coverage, and so on. In order to win from the media platform, Sohu undoubtedly lead a body, but the face of Tencent and NetEase fierce competition, pressure is not small.

Homogenization of the second: Interactive live broadcast more attention

In the news client to join the live room This is the Sohu News client initiative. In Sohu heavily won the "good Voice of China" network of exclusive rights, July 12, "China's good voice," the second quarter of the premiere that night, Sohu board chairman and chief Executive Officer Charles Zhang and Sohu News clients from the media signed by the author well-known host Dong Lu, with netizens to see and chat, live between the instant bursting of popularity, At the same time online users up to 430,000 people. Then, four instructors settled in Sohu News client, good voice students also visit Sohu News client Live room. At the end of July, Sohu News client also deliberately united century Jia Yuan site, invited the certified female guests to show up, in the direct and want to courtship of male netizens direct interaction, cross-border made a blind date.

The practice has proved that Sohu News client's Live mode is welcomed by users. It can be said to have developed a unique way of product development. The innate entertainment gene Sohu also knows how to use the entertainment method to carry on the continuous operation, activates and satisfies the user demand. Coincidentally, after the search to marry Sogou, Sohu video and Tencent video jointly sued Baidu Video, the relationship between Sohu and Tencent seems to become more intimate. Have let outside speculation Sohu video and Tencent video is not to fit together. Recently from Tencent News client changes to see: Tencent News client is also to and Sohu news client marriage? Tencent News from the media subscriptions have, interactive live also on, this and Sohu news more and more husband and wife phase. Is it really a fit?

Homogenization of the third: the content is very similar

For news client content, in the opening of the news client, the first page to show the news overlap is very high, including daily news push the same, I believe that the use of more than two news client friends will have a real feeling. To this point, generally still understandable, after all, the daily occurrence of international and domestic news is limited, resulting in a similar and understandable. However, after the headlines, the major news clients seem to be in conjunction with the user's interest map to do personalized content recommendation has not made a breakthrough.

For the content of the King's News client application, in the content homogeneity serious present, I am afraid still need from the brand personalized positioning, content personalized recommendation and pay attention to personalized original content three aspects. In particular, in the user behavior analysis and data mining based on the discovery of user interest points, to provide users with accurate personalized information, and truly read the needs of users will be more likely to be in the news client battle stand out.

How to break news client competition?

For the three news clients that are now caught in homogeneous competition, it is the key to establish and adhere to their own characteristics. In the brand, three positioning of different: NetEase has attitude, Sohu first know, Tencent's fact, the key is how to let users get the perception, this netease a bit ahead. In the product, Sohu's media platform and live between the model, NetEase's thread, Tencent's hot videos have highlighted the characteristics. In the core content, personalized recommendation must become the most important, must understand the user, to meet the user's personalized needs, to the user a "suddenly look back, that person is in the lights dim place" The joy of feeling, this is the three news client common short board, who first make up, who will gain competitive advantage in advance.

Finally, it needs to be emphasized that since the media's spring has come, the era of personal branding from the media has come. There will be more and more media writers coming in and there will be more fans and readers from the media. Every media writer will have a small empire of their own, but also have their own influence, but the pursuit of multi-platform coverage to win the likelihood will be less and less. Therefore, in this field from the media author-led competition in the original content, the major news clients if the big bold, the use of unique resources to attract a group of high-quality media from the author exclusive, and signed exclusive agreement, presumably will be surprised by a bloody, But this gamble is definitely more cost-effective than a video site that is frantically burning money to buy film and television works.

Author Micro-Faith public number: Itshayan Sina Weibo: @ Sand water cold