Internet survival myth: the doomed and life-style of internet community in China

There is no permanent winner on the Chinese Internet food chain. Chao said Weibo is actually under the impact of micro-credit, but at least Weibo has more than 400 million registered users, but also maintain a superficial, and the last victim of Weibo-the once fiery community-is now in fact reduced. NetEase has just shut down its own community, and it has not yet been put into practice as far back as four years ago. In the face of this situation, our question is: in the impact of a variety of social products, the community in China has been dead? The color of the community in the Twilight of 1999, 13 years later, today's Tianya registered users only more than 76 million, while the number of online maintained at around 1 million, This is still the most mature and active community in the country at present. By contrast, Sina Weibo, which is only three years old, has more than 400 million registered users, and in our view the most dismal of the four-door NetEase Weibo also claims to have more than 260 million of its users. June, the world on the Alexa rankings in the domestic site of 120, and less than half a year, it has fallen to 138, in the micro-Bo did not appear in 2010, the world's ranking is still within 100. In the face of Weibo's aggressive offensive in the last two or three years, the end of the earth is slowing down even at the same time that the user's growth slows down, and its flow is slipping, and the result is that the Tianya is gradually becoming the two or three stream player of the domestic Internet. One of the things that we all can relate to is that after Weibo became hotter, especially in the last six months, almost all the topics, hotspots and influence events were generated and disseminated from Weibo, and the end of the Earth received less attention and began to act more and more as a bystander and follower. At home, from a certain point of view, the Internet economy is the attention and exposure of the economy, so for the Tianya, now the biggest problem and crisis is with their own impact of the declining, the advertising business depends on their livelihood will inevitably decline. Although the platform for the development of the Earth despite a lot of planning, but until now is still not so mature, but also did not build their own strong enough revenue model. The future of the horizon advertising prospects, tens of billions is possible. If we cover a larger user base, hundreds of billions of dollars will not be enough. This is the 2010 Tianya Chairman Xing issued the rhetoric, but now it seems that the possibility of the final realization of this confidence is becoming increasingly slim. The horizon is the most mature and active community in China, if it can only be so now, then it is conceivable that the community in the domestic overall situation. Community vs Weibo how did the community lose to Weibo? In our view, the main reasons are the following three. Celebrity even in the most enthusiastic time, Tianya also did not reach the number of celebrity users, its own ability to create celebrities and prominent-"the moon" and even finally in a variety of factors under the effect of being forced to leave, compared to as a portal Sina has the first skyAdvantage, its blog has gathered a large number of celebrities, so, we see countless ordinary users in various celebrity celebrities attracted to enter the microblogging platform. Communities and microblogs are inherently products of two distinct product lines, the community is focused on the topic, while micro-blogging is clearly people-centric, so Weibo is more of a marketing and promotion platform for celebrities than the community can give them anyway. Compared to the community, Weibo has more celebrities, more attention and visibility, with a wider range of spread and faster speed, only "forwarding", "comments" can be more easily involved, so more and more users from the community to the microblogging, more and more users to spend time and energy on micro-blog. Social short boards have to admit that social elements in the traditional community has been in the missing state, which is based on the nature of the topic as a node, the larger the size of the community, the problem is more serious. Because the more topics, the more likely it is that users who initiate and participate in the topic are overlooked, which is an unavoidable problem. So, the most significant change from the community to the SNS is that the original timeline in the topic of attention has become the focus of attention, because watercress has audio and video books and groups two have a clear functional division of the plate, so it can be between SNS and community. Now, the vast majority of users are really concerned about the social, at this point, Weibo can do better than the community, QQ can do better than the community, and even everyone has more advantages than it. When the community does not meet the social needs of users, then it is not natural for the user to choose another product? Mobile end of the third quarter, 72% of users through the mobile end of the use of Sina Weibo, compared to the nature of micro-bo mobile-side advantages of products, the community is essentially still a desktop product , in a situation where mobile devices such as smartphones and tablets are becoming increasingly popular, it is inevitable that it will be left out of the cold. Now the situation is that if someone misses the boom in mobile internet, if someone can't find their own business from the mobile internet, it is doomed to fail and will be eliminated. What we are seeing now is that most communities have not yet found a real and effective combination of the mobile internet, much less the opportunity to profit from the mobile internet, which is now the embarrassment of the community. These three factors, including other big or small problems, have made the community lose out in competition with social products, including microblogs, and it now seems inevitable that the decline of the community as a whole is inevitable. Another way out of the community in the country, if the traditional Internet product of the community wants to survive and not be obscured by microblogs, micro-letters and the next new social product, all they have to do is provide features that are not available on social platforms. Perhaps the real few opportunities lie in the specialized, vertical and local communities and forums. How the community is now moving toward the big, full, and all roads,Also than micro-bo tens of millions of of the flow of information every day, those who are too professional or minority topic is no way in the big forums and micro-blog platform has enough to respond, so some vertical and professional forums to start through a certain threshold to screen topics and users. Only in this way, users will be able to find like-minded friends, can be interested in the topic of in-depth and valuable discussion, and access to other places difficult to obtain services and products, which is currently other major forums, microblogging and other products are completely unable to provide. In fact, some of the digital, anime and other communities are doing so, they are small enough, but there is a group of loyal user support, through the relevant advertising, peripheral services, they can also enjoy a good life. On the other hand, only those communities that can bring real convenience to their users can win opportunities--at this point, the local community has unparalleled advantages, in fact, they are now growing wildly. Hangzhou's local community 19 floor in 2010 revenue of more than 100 million yuan, 2011 net profit of more than 30 million yuan, Chengdu, the fourth city of 2011 revenue in the scale of more than million yuan. When people focus on the big data on Weibo, these local communities have focused more on the day-to-day, local life of the users who are more concerned, and emotional the future of the road through targeted services to get enough users, traffic and income. In the present situation, perhaps the community is really dead. But from another point of view, perhaps the domestic community forum is now experiencing its own painful nirvana, then, the future waiting for them is rebirth or die?