How social networks survive without the "social" core values

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User growth slows domestic social networking site bottlenecks

If the success of Groupon, an American group-buying site, lures the domestic group to replicate wildly, Facebook's popularity is making Chinese social networks mimic. Facebook is constantly developing and relying on technology to constantly challenge Google and Microsoft, while domestic social networking sites are experiencing bottlenecks and growing pains. Not long ago, 360 laps and ants network two social networking sites due to the collapse of the financial problems caused by the 2010 Chinese social networking site shuffle, three social networking sites, Renren and 51.com also encountered various degrees of problems, data fell. Social network market size and the growth of the number of users has been slowing, the 2009 China SNS Market size of 776.6 million yuan, the year-on-year growth of 55.9%. China SNS market user size up to 176 million, an increase of 68.3%. This seemingly gorgeous data is not, to be aware, the 2008 China SNS Market size and user size growth rate of 344.6% and 138.4%. In the recently held ChinaJoy game exhibition, the Oak Interactive Chairman and CEO Chen said, this year SNS website overall user did not rise. He also admits that the company's turnover has fallen for the first time this month.

Social networking sites Don't "socialize" sns+ social game patterns are hard to stay

What caused a severe slowdown in social networking sites? All along, domestic social networking sites have relied on a sns+ social game development model to attract users. Social games, represented by stealing vegetables, have been rage, and reprint has become a major form of social interaction. However, the average social game life cycle of 1-3 months, the user's boredom and frequent replacement of the social networking site users become sticky and loyalty to a very low, short-term aggregation of large numbers of users is difficult to maintain long-term, although the user has been growing, But the growing number of sleepy users offsets the surface data brought about by the user's growth in real terms. Coupled with this year's gaming industry is also the overall downturn, as the game industry Forces Nouvelles SNS social web game also with the game industry bearish background and the growth trend, which undoubtedly for the sns+ social game profit model cast a shadow.

The decline of social games is only one reason for the difficulty of retaining users, and the blurring and loss of the core values of social networking sites has exacerbated the loss of users. What is the biggest reason for Facebook's success? I think it captures the core value of social networking--social networking--that is, by using a variety of apps that extend offline values to the online, and expand the relationship over the Internet. When a network-dependent interpersonal relationship arises, the stickiness of the user also rises to a new level. and domestic social networking sites, still stuck in the game, reprint, all kinds of tasteless, tasteless components, social relations are still only the extension of the line, rather than expansion, social networking sites are not "social", the pattern of lack of innovation, coupled with the fuzzy profit model, "premature" is inevitable.

The core value of mining new models of small social networking sites to reflect the platform value

Big social networking sites face bottlenecks, and small and medium-sized social networking sites are struggling. But the odds are on their way, which is a good opportunity for small and medium social networking sites to break through. Reflecting the platform value under the core value is what small and medium social networking sites need to do at the moment. At present, social networking sites are brewing new models, sns+ E-commerce, sns+ Mobile phone terminals, are very beautiful, but often a good plan, implementation difficulties. Electronic coupons, movie tickets, shopping coupons, and so on, but not all of the expected results. But E-commerce is developing rapidly and is looking forward to a combination of various forms of Internet. The rise of the group buying station has also made the development of social networking sites a new model, at present, social networking sites are in urgent need of integration with the third party, and the most need for group buying is the user base, the two coincide, group purchase and other E-commerce introduction, so that social networking sites and other components play a greater role, and group buying relies on social networking site user base , and constantly mature.

The platform value of social networking sites is reflected here, and the current small and medium-sized social networking sites are mostly vertically subdivided or based on local. Industry and localization are the main features of small and medium social networking sites, and these two points are simply hard to find in the details of large social networking sites. This gives the small and medium-sized social networking sites to take the opportunity to carry out the core value, to become the local and industry virtual social ties, on this basis, combined with e-commerce models, to seize the industry subdivision and localization users, to achieve small and fine, small, covered a small, fine, accurate positioning to seize the user.

Although small and medium social networking sites are weak at present, but in the industry shuffle, perhaps because of its "small", but not so easy to fall, if in the future, the policy to its offset, seize the user needs, reflect the platform value, it is expected to turn over and become a social networking site. (Text/triumphantly)