Portal Giant Layout Mobile internet

Sina

Founded in December 1998 and merged with the Sinanet Information network

April 2000, listed on Nasdaq

April 2002, launched Sina Wireless service

2009, launched Sina Weibo, the current user breakthrough 400 million

Sohu

Founded in February 1998, formerly known as love-letter Information Technology Co., Ltd.

July 2000, listed on Nasdaq

November 2001, for personal consumer users officially launched the online shopping platform Sohu Mall

2008, Beijing Olympic Games Partners

NetEase

Established in June 1997

January 1998, the first launch of free email service in China

June 2000, listed on Nasdaq

December 2001, launched the first independent research and development of the large-scale network role play game "West Tour Online"

April 2012, the email business as a user portal, return to the field of electronic commerce

Tencent

Established in November 1998

March 2002, QQ registered user number exceeded 100 million

June 2004, listed in Hong Kong

March 5, 2010 19:52 58 seconds, QQ at the same time the number of online users to break 100 million

January 2011, the introduction of micro-letter, the current user over 300 million

Portal, or Portal?

In early 1995, Zhang, who traveled home with her husband from the United States, put the house in the bank, creating China's first portal, Yinghai, with 7 million of cash and 8 million loans from the bank.

In April 1995, Ding Lei, 24, made his first difficult decision in his life: he left Ningbo Telecom and went to Guangzhou. Before leaving Ningbo, Ding Lei has used Cfido architecture to set up his own BBS website. Two years later, Ding Lei created NetEase.

October 31, 1995, Zhang Chaoyang, 31 birthday, the day of snow in Beijing. The plane from the United States just landed in Beijing, Charles Zhang felt a chill. A year later, to get the first 170,000 dollars in the financing of Charles Zhang started his business, so with the later Sohu.

Also in 1995, Zhidong came to Silicon Valley to learn about Netscape financing. Here he met venture capitalists Feng Po. A year later, Zhidong through Feng Po know the ginger harvest. 1998, four Tong Li Fang and Ginger Harvest of the source of the merger, so, with Sina.

China's internet starts from the portal.

April 13, 2000, Sina's successful listing in the United States Nasdaq, and the "portal" concept to the peak of the domestic Internet, and to bring Sohu, NetEase follow-up listing effect. Since then, the door of China's internet has taken the lead in other domestic industries to open to the world.

Phoenix host Zeng, has been involved in Sina's listing. That year, she was still at Morgan Stanley. She later wrote in the book: "If the approval is delayed for even just two months, the Nasdaq market window will close tightly, the internet will not be the winter," "I can not imagine, not listed Sina and other Chinese internet companies, can be safe winter?"

However, has experienced 10 years of ups and downs of China's web portals, escaped the internet concept of the winter, but not to avoid a few years from the Internet within the competition and entanglements. With the change of user habits, the constant innovation of products, "portal" is changing.

Portal Mode

What do you mean, "portal"? 5G information partner Bo has given an explanation for the first web site that is habitually clicked when a user is connected to the World Wide Web.

China's big Internet has a specific reason to start with the portal. At that time, the concept of the internet has just arisen, the main model of the site is simply to move the content of traditional media online. and information reading, is the first batch of Internet users the main "surf" experience.

There are also examples of such causes in the United States, such as AOL and Yahoo. After returning home in 1995, Zhang and Charles Zhang explained Yinghai to do the model, is the Chinese version of AOL.

However, as the information content of the website begins to pour in, users ' ability to ingest information will be challenged. So the search came. Robin Li, who returned home in 1999, sent Baidu to Nasdaq in 6 years. Search for content, is equivalent to the page of the table of contents. 2005 years later, when more and more users know Baidu, know how to search, Baidu has gradually replaced the portal status of portals.

2004, Tencent by virtue of QQ users, began to extend to the end of the web, Tencent online line. A computer on the login QQ become accustomed to the user gradually rely on QQ pop-up information window, to the Tencent network to obtain content. 2008, the original Sina, Sohu, NetEase's "three big portals" because of Tencent Network emerged, became the "four major portals."

This period, become "portal", there are xingping hao123, Ma's Taobao, Cheng happy. The original portal site, has become Baidu, hao123 and other "station station", traffic was robbed a paragraph.

Traffic, which means advertising. And advertising is the gateway ERA in the Internet population dividend and the 2000 internet bubble after the economic recovery of the main revenue means. But when the big environment weakened, the portal began to show weakness.

To Sohu, for example, 2012, Sohu total income of 1.067 billion U.S. dollars, an increase of 25%, online advertising revenue of 415 million U.S. dollars, an increase of 21%. But its brand advertising revenue of 290 million U.S. dollars, only an increase of 4%, far lower than the Internet advertising market 47.2% growth.

In the opinion of Liang, the all-inclusive of the portal, which has long been divided by search engines, social media and mobile Internet, Yahoo is a cautionary tale. But China's internet is different from foreign countries, the portal site is also under the four, forming a specific "portal mode."

The so-called "portal mode", is constantly through the integration of new services launched by the enclosure movement, from the SP, online games, search, electric dealers to video, are so. This constant integration of new business logic is based on the circle of user thinking. In this logic, the portal represents the user. But keeping users is also making portals more bloated.

The drawbacks of "portal mode" are becoming more apparent in the volume of portal. Inter-departmental business communication is weak, lack of effective incentives, no innovative spirit, so that there is no portal, but nothing.

From intensive to spin-off

Portals are also rethinking, from the intensive "portal model" to ongoing business differentiation and spin-off development.

August 2009, Sina Weibo's online let Yahoo China's original president Xie eyes. Xie says Sina finally has the ability to switch from a content company to a user-run company. Sina should use micro-blog to create information flow ecology for the unified User Portal.

Sohu Original editor-in-chief Shanyou also said, with Weibo Sina, with a constantly expanding user pool, and the future of the user's ability to become more than the content of the liquidity, such as Tencent.

Sina Weibo's future value gives Sina the reason and confidence to split it up, to be independent. Like Sina, Sohu is also considering maximizing the value of the portal through continuous unbundling. is Sohu going to privatize? However, some analysts believe that the Sohu group privatization, more can let its Sohu video and Sogou better operation of the listing.

At present, Sohu's best assets from the tour, Sohu Video and Sogou, which has been listed, and the content of information services has no more hot concept. The future of Sohu group privatization, Sohu Video and Sogou listed, Sohu through its three good assets to maximize the efficiency of attracting financing, do not have to because the parent company listed at the same time the financing of each other dispersed, but also to avoid listing supervision.

There are data analysis, Sohu Group and tour both market value of 1.863 billion U.S. dollars and 1.7 billion U.S. dollars. Among them, Sohu holds 70% shares, which means Sohu has 1.1 billion of the market value from the swim, and previously Sogou and Sohu video of private equity valuations of 240 million and 700 million. That is to say, remove swim, Sogou and Sohu Video, the remaining value of Sohu has been negative.

Liang said, now invest in NetEase is the investment net game, investment Sohu is investment net game + video + search, investment Sina is investment microblog, investment Tencent is net swims + social, they are not the traditional portal concept.

Mobile Breakout

If, in the PC door-to-door households also control the user, but on the mobile side, if not timely layout, the portal will be completely subversive.

In January of this year, Tencent's adjustment to the wireless Internet division could peep out Tencent's determination to move its business to a full shift. On the PC, Tencent through the user information flow of each product connection, constitute a firewall; At the mobile end, Tencent through the structure optimization, stimulate organizational middle-level autonomy, promote the innovation and competitiveness of mobile products.

Innovation is organizational differentiation and self cutting, not bundling and integration. Micro-letter can be, from the early Shenzhen, Guangzhou Research and development team more relaxed and independent development system. A Tencent person said that the micro-letter will play an increasingly important mobile platform Tencent, in addition to this year will be on the open platform to access mobile games and electric dealers, but also assume Tencent's "go out" strategy.

Some people believe that the micro-letter in user coverage and platform scalability, are more than QQ has a better platform. With the continuous expansion of micro-letter users, as well as platform enhancements, micro-trust will replace mobile phone QQ mobile platform status. And if Tencent once the omni-directional release of micro-letter and PC desktop interconnection, micro-letter whether the overall subversion of QQ is hard to say. Innovation, however, is about cutting its own flesh, the person said.

Unlike Tencent, NetEase's mobile internet strategy adopts a differentiated, multiple-group strategy. A netease personage said, NetEase will deploy mobile products this year including, news client, Youdao dictionary, Cloud notes, Cloud reading, cloud music, mobile phone game platform, and so on, the different mobile application each is an independent platform, after each separate development, then to consider whether each other integrates into a fist.

Sina, by virtue of its microblogging 60% traffic from the mobile end of the influence, has a mobile entrance ticket. An Sohu personage says, at present Sina has micro-blog, Tencent has micro-letter; a circle of celebrity resources, a circle of user social networking; Sohu wants to move the media content to the mobile end, the circle media content, with Sina, Tencent form differentiation. And the media business is one of Sohu's genes.

Through the carrier channels and mobile pre-installed promotion, the current Sohu news client has 80 million registered users, 17 million active users. and NetEase News client registered user 50 million, day active user 22 million. The two are comparable.

Sohu vice President Fang said that Sohu's mobile entry strategy will be "three legs" walk: Sohu Portal flagship news client, by the traditional Sohu portal and Sohu video to complete the media layout, the game company will be the main mobile gaming platform, Sogou to undertake Sohu's entire user platform and tools, search tasks.

Zhang told the first financial daily that the accurate advertising of the portal and mobile traffic advertising is two areas worthy of study, only these two problems solved, the portal can get new life. (Liu Zhao Nan)