In the age of mobile Internet, it may not be difficult to make a product that the user likes

Mobile Internet era, to make a user favorite product may not be difficult, but to do one is to let users love, but also make money products are difficult. In this regard, Zhangxiaolong, as the father of the micro-trust, is becoming more and more deeply empathetic.

July 7, the micro-letter official announced that the formal joint wide-point to launch the micro-letter public number advertising service. Micro-credit public can be published through the micro-letter advertising platform to publish a variety of advertising, or their fans as readers to receive other people's ads.

3 million micro-trust public number ushered in the era of advertising

Micro-letter This launch of the services are divided into two categories: one is the advertising of the people, known as advertisers, similar to the traditional advertising on various media platforms of enterprises and brands. The other is the person who receives the advertisement, is called the traffic Main, the role resembles the television, the newspaper, the website such media.

Among them, through the certification of micro-letter public number can apply to become advertisers, and then use the micro-letter to provide the advertising system, to different age, sex, the region's micro-letter users to push the relevant ads. Advertising form is still in part of the public number of internal testing to promote the end of the text of the message to add a link.

and have a certain number of fan number of micro-letter public number can apply to become the main traffic in their own public number on the text Message page, to undertake advertising ads, and access to income.

Micro-letter This launch of the micro-letter advertising services, in the statistics and settlement, with you more familiar with the Baidu Alliance is very similar, basically according to exposure, clicks, clicks, click the average price and other indicators to calculate the cost, the only difference is due to the particularity of the micro-letter public number, more than Baidu alliance more than a "concern volume", That is, the number of new fans that the ad has brought to the micro-credit public number.

It is reported that the current micro-letter platform has opened the micro-letter public number of about 3 million, theoretically, the future of these 3 million public numbers can be used as advertisers to spend money on advertising, but also as a traffic master to undertake advertising money. This is good news for those micro-credit public numbers that started and operated for commercial purposes, and they have finally found a way to make money by cashing in on a micro-letter sale (the so-called electric dealer).

However, is probably in the cautious reason, the micro-letter official in the public testing phase, the flow of the owner can only be more than 100,000 of the micro-letter public number of fans. Although there is no official data on micro-credit, some analysts in the industry believe that the number of micro-letters with more than 100,000 real fans will not exceed 10% of the total.

In addition, because the micro-letter advertising is only at the end of the text to place a line of obscure word chain, the actual click rate will be very low. and generally, unless the public number has to push content, the average fan is rarely active click into the public number. So unless you have a sizable number of fans (such as millions), it's unrealistic to expect to earn a decent income in this way.

Under the pressure of profit, the micro-letter is changing

In fact, a few months ago, a wide range of micro-credit advertisements were carried out on some of the invited microblogging public numbers, some of which were from the media. However, from the media from the public, the evaluation is not good, on the one hand, advertising income is not satisfactory, on the other hand, may be imperfect and business model is not established, and so on, wide-spread in the public with these cooperation in the settlement costs always problems.

Still, micro-letters are firmly on the way to making money. Before the launch of the advertising business, micro-letter has been in mobile games, micro-letter payment, electric business and other major aspects have a deep attempt.

Among them, smartphone game operation is the micro-trust platform is currently the most successful business model, as of now has landed micro-letter platform mobile phone games have been up to nearly 20 kinds. Tencent by virtue of micro-mail and mobile phone QQ in the smart phone game, the first quarter of 2014, the field of revenue exceeded 1.8 billion yuan, the chain growth of nearly 200%, and paid subscribers also increased by more than one times. 6 of the games have ranked among the top 10 in the 2014-year-old China rankings of Apple's App store.

In the micro-credit payment, the micro-credit product team in the Spring Festival during the creative launch of the "micro-letter Red Envelopes" This application, all of a sudden to the micro-letter payment to a new height, the number of users to open micro-letter payments also increased sharply. At the same time, through the micro-letter to provide including mobile phone recharge, buy lottery tickets, Q-Currency recharge, drop-by-taxi services, and so on to further enhance the micro-letter payment activity and availability. Tencent's latest move to pay for micro-credit is that the number of micro-letters group of more than 100 people, into the group users must open micro-letter payment to enter.

As for the electric business, micro-letter has access to the boss of the company, as well as the local life service giant public comment network for its micro-letter in the provision of sales flow entrance. In turn, the application of micro-credit payment will be promoted by the intervention of the electric business. In addition, the micro-letter has also launched the micro-letter public number of micro-letter store function.

Since the micro-letter is not yet an independent company, it is difficult to obtain its more specific operational input data. But it could be compared to its old rival, Sina Weibo. Sina Weibo 2013 annual operating expenses as high as 370 million U.S. dollars, compared with Sina Weibo, the number of users, the amount of information, the frequency of use is significantly higher than the amount of micro-letter investment clearly a lot more.

Micro-letter in the past six months, the intensive introduction of various business revenue-related services and applications, obviously with a huge amount of investment and revenue pressure. Micro-letter development Today, has a history of 3.5, sitting on the number of 600 million of the huge user base and ultra-high usage rate, if they can not solve the profit problem, this is Tencent in any case unacceptable. On the contrary, in the heart of Tencent, micro-letter not only to make money, but also should become the future of Tencent's core pillars of business.

Commercial dash faces and user experience Mutual blog

However, just as the embarrassment and dilemma Sina faced before, is as a mainly interactive social products, in the end how to be in good user experience and large-scale business revenue to achieve a good balance?

Sina in order to solve the revenue and even profitability issues, not only to accept Alibaba as an investor, but also a large area in micro-blog introduced a variety of Taobao ads. At the same time, Sina Weibo also opened a large number of various forms of advertising in the microblog page. The move, however, has sparked a huge number of Twitter users ' spat. As commercial advertising and various marketing in micro-blogging intensified, the activity of a large number of microblogging users began to decrease significantly.

Now, the micro-letter also began to face the same old Sina Weibo growth of the worry. As a commercial enterprise and commercial products, consider how to earn the natural, but ultimately can not earn money, but often the user is the boss. If Zeize, because of excessive commercial development and lead to a large number of users lost or inactive, then the micro-letter will ultimately not be able to gain long-term benefits.

It is understood that this time the micro-letter advertising, in addition to the public number of advertising, it seems to include a wide range of Non-public accounts related to mobile page ads. Because the micro-credit official in this respect vague, the specific form is still unknown, but if it is to put the ads to such as micro-trust, friends Circle or even personal chat interface, it is feared that user feedback will be quite bad!

The father of Zhangxiaolong is one of the industry's most cattle product managers and an idealist. He has long said that micro-letters must be simple, user experience first. However, today's micro-letter is not that year Zhangxiaolong mind that little fresh, in the interests of all parties under the game, micro-letters become more and more complex, more and more heavy. Now, the more troublesome things come, in the business of the urgent demand, micro-letter can also let hundreds of millions of users a bit of praise?

Wen/Tiger Longyin