How to make a news client attractive to customers

During this time, several internet predators busy talking about the head of a bad amount, the industry is hotly discussed Tencent's micro-letter should not charge; Sina Weibo in the planning media public platform, NetEase News client also announced the user breakthrough 72 million ... Every family is secretly contributing to the mobile end.

There is no doubt that micro-letter, micro-BO has formed a single big pattern, but on the News client field competition, is still very fierce: NetEase, Sohu, Tencent, Baidu and other similar products. More monks will rob Porridge, not only to attract users to download, the most important thing is to let them use high-frequency, after all, "zombie users" is not to create real value for news clients. This, NetEase and Sohu nature is to rob porridge activists, after all, news client that matter to who can successfully get the third mobile internet tickets.

From the public data, the installed capacity of Sohu 80 million and 72 million of NetEase, but in the most important user activity, NetEase News client Day active users 28 million, and Sohu only 17 million, active rate is NetEase 38%, Sohu 21%.

If the product function, channel, promotion and other factors directly affect the user to choose which news client to download, then, in the downloaded Sohu and NetEase News client users, the difference is how active degree of formation?

"For news clients, the content is the king is vital point, its content after edited two times processing or exclusive original, in order, the interesting way presents to the new generation Netizen, enhances the user stickiness, in the installed capacity and the user active degree is growing, this has taken the good first step. Hu, an associate professor at the School of Journalism and Communication at Peking University, has expressed these views in an interview. Master News information as a user's rigid demand, the news client successfully loaded into the user's mobile phone is just the beginning, more importantly, still rely on the content of the attraction to occupy the user's eye.

Time back to March 2011, NetEase News Client online, because there are few competitors, NetEase News client of a "no thread not news, mobile phone is also" let users in 3 months to break through million, and in 2011 at the end of the Apple app Store Best News Information Category Application Award.

Yet for the next 2012 years competitors are coming in: different from NetEase, the main "mobile newspaper pavilion" concept of Sohu News client will be bigger, the traditional media all into their own bosom; Tencent relies on the huge micro-letter and QQ user groups to cultivate Tencent news client; Other such as the palm of Sina, Baidu News, Phoenix News and other mobile news products from major Internet companies have also emerged.

If the whole 2011, NetEase occupied the early start of the competition less advantage, then 2012 is considered NetEase really in the original high-quality content on the time.

Only 2012 years, NetEase News client on the line of 9 original columns. In chronological order, the voice of today, "relaxed moment", "a week of military observation", "History of 7th," "A week of Media Express", "Science and technology million addiction", "Easy Encyclopedia", "Entertainment bang" and "one-week news calendar."

NetEase News Client user to "relaxed moment" is not unfamiliar, every day noon and evening each period, after the editor to the news two times processing, each period chooses dozens of pictures and dozens of hot news, uses the way of black humor to evaluate the hot discussion, is one kind of brand-new news reading way. According to NetEase internal disclosure, "relaxed moment" there are currently more than 5 million daily clicks, the average number of threads per period of nearly 4,000. Other such as "voice of Today", "Easy Encyclopedia" and other daily clicks are also in the millions.

Sohu also has morning and evening newspaper this own product, but because of the different strategy, Sohu focus on expanding media subscriptions, users come to subscribe to other media content, so it is difficult to find in its news client with Sohu features of the column; and Tencent's "Guess News", "Gramophone", "topic", "Western Mirror" These two times edited content, although the existence has not yet formed a distinct personality, in the position of Tencent did not put them alone in the navigation bar, but submerged in the headlines, can not be seen as a brand column to operate.

By the beginning of the 2013, from the Media feature column began to login NetEase news client, including 36 Krypton "8 point 1 Krypton", titanium media "daily Titanium", as well as the "cold knowledge", "The trend of true insights" and "workplace positive energy" and so on. The first to join the columnist Xu Dane, NetEase News client opened the "News" column, a short one-month-day Click on the volume has been nearly million. The latest News comics column, by the "Big Brother's Comics" exclusive Feed, a day, with comics performance hot news, the content of the earlier in the NetEase News client micro-indefinite periodicals, by the user's great concern, so the recent in the NetEase Client column form for serialization.

and Sohu "all-inclusive" platform positioning is different, NetEase for original and exclusive content of the construction, attracted a large number of outstanding from the media. Know that the Director of foreign cooperation Chengyuan, "NetEase and know that cooperation for high-quality original content of the coordination, common is a multi-angle interpretation of the problem, NetEase users of the sincere comments also gave us a lot of inspiration."

Of course, the characteristics of NetEase also include thread, news client users have been the thread as a part of the news content.

So compare, like Sohu do platform, the advantage is content source will be more and more, but the problem is that it is more difficult to keep the user viscosity, subscribe to not necessarily often see, like from a bookstore to buy a lot of books, but may be placed on the shelves do not see the same, in fact, the Sohu hit a large amount of preloaded terminal strategy also faced the same problem.

And such as NetEase play the advantage of the content card, content barriers once formed is difficult to be destroyed, after all, for a news class client, content must be the first. But the difficulty in keeping this advantage is to innovate and the tastes of the users are changing.

Regardless of the strategy of each family, in this rapid development area, the final measure of product value is the user, the family has a consensus, only to see who will do better.