"Light bo" attack to seek the development of differential positioning

This reporter Zhang Wei reported a few days ago, there is news that the founder of the Light blog Tumblr is about to announce a 85 million dollar investment, this round of financing will make its valuation reached 800 million U.S. dollars.　　Tumblr in the United States, the whirlwind has also blown to China, a number of large Internet companies to follow, especially the missed microblogging initiative of the Internet companies, began to quickly move to light blogs, seeking new social strategy products. Light Blog Herd, a great repeat of the same year blog chaos and the fate of the mistakes. Since September this year, everyone station, NetEase Lofter, Phoenix fast Bo on the line, plus the previous Sina Light blog, grand "push him" and dot dot net, the Horn of the market competition has sounded. However, the still embryonic stage of the light blog faces many challenges.　　On the one hand, the emergence of similar products, will soon make the market into the "Red Sea", on the other hand, it is only to meet the interests of narrow users of the product, to really pry open the huge potential of the market, not only need to invest heavily, but also to meet the market real demand. "Light bo" surfaced so-called Light blog, insiders described, this is a product between the blog and microblogging, as a platform to provide users with the expression of content, blogs tend to express themselves, microblogs tend to social and communication, while the light blog is more like an extended version of the microblog, the cancellation of users can only post 140 words of the limit　　, pay more attention to the release of photos, audio and video of the convenience. For light blog, the industry is mixed. There is a view that, compared with blogs and microblogs, the light blog seems to be a "semi-familiar" product, neither as deep as the blog, nor as concise as micro-blog.　　There is also the opposite view, that the light blog is the development of personal blog New model, it can meet the original users to publish long articles and multiple map of the demand, absorbing the blog and Weibo director. Weibo as a news distribution channel, more is to meet the needs of onlookers. From the content, light blog does not have a strong time and space, the content of its rich media more strong, anytime to see will be a kind of enjoyment and empathy. In comparison, the user base of light blogging is tasteful, deep and high quality. "Mrs Lau, chief operating officer and executive director of Renren, believes that any model has one of the most important features, Micro Bo is only a message distribution channels, the pop material and the audience is the mainstream of Weibo, but also the majority of users, but the real interest based on the exchange is not its mainstream.　　In comparison, the light blog is more like a unique style and cultural taste of the magazine, these user groups have taste, depth, the two products have a clear partition, both coexistence, and not contradictory. "Light blogging is a service between blogs and microblogs. Sina Light Blog Related official said that this product than micro-bo "big", than the blog "small". Compared with micro-blogging, light blog, social, heavy content, suitable for the quality of the publisher to use, and light blog users are not subject to the number of words, a single upload of pictures and other restrictions. The official said that the light blog is the heaviestWant is content, "it is like a magazine, more in-depth, professional and visual impact."　　To attract the elite people from all walks of life, such as news, photography, fashion, food, music, film and television, tourism, models, automobiles, anime and other fields. The industry "horse enclosure" and Weibo domain Sina robbed a different opportunity, in the Light blog field, many internet giants are in almost time to enter. June 28, the grand "push him" open to the public; July, Sina launched a light blog Qing, renren "Everyone station" start the public test, then NetEase also quickly follow up. Since the development of light blog is in the embryonic stage, unlike micro-Bo has been "stereotypes", therefore, the development of each has its own characteristics, such as dot network positioning in the "interest as the center, by the interests of social interaction"; Sina Light blog Qing more inclined to point to the social concept of people, NetEase light blog lofter meaning independent,　　Liberal, as well as art, creativity, its operations editor Hu Yang tried to make the light blog into a "literary" gathering place. "At present, we have just launched a light blog, but also in the accumulation of user stage." "For the current competitive situation, Mrs Lau said, Renren has its own 124 million large active user base, more than half of the active users are white-collar workers, which is a big foundation." On the other hand, the light blog is a content-oriented product, so everyone station with many media organizations such as Newawared, Fashion group, the British embassy, China Portrait Photography Association and New World Group and other first partners to establish a strategic partnership, because they are important sources of content, Everyone in the station will continue to find the content of partners to enrich the content. Mrs Lau stressed: "The development of China's light blog can not simply copy the foreign model." With the domestic Internet is constantly moving towards the content of social trends, users create content will not be divorced from the interpersonal background, content began to have more social attributes, the launch of People's station means that Renren clear the social content of the strategic layout, and will continue. "Sina Light blog and Sina Weibo share user relationship, this is the most distinguishing feature of Tumblr." "Sina Light Blog related officials said, for the current most fiery microblogging, Sina light blog seems to be seen as an important supplement to its: on the one hand to meet the higher original level of Weibo netizens and the needs of the photos, on the other hand, also conducive to the precipitation of High-quality micro-blog content. In fact, Sina Weibo and light blog user relationship is exactly the same, two product content data also remain in full sync.　　Industry insiders believe that Sina launched a slight Bo Qing, more is the product line of defense, the focus is not profit, but the layout, so as to retain and consolidate the advantages of micro-blog market flow. "Weibo is a standard service that portals provide to netizens, and as a forum, it has the services that Weibo can offer." Phoenix New Media executive vice President Wang Yulin said, Phoenix internal has weakened the importance of micro-bo, in turn, the rapid Bertie to the strategic level. Wang Yulin revealed, Phoenix Force push FastThe reason for this is that "light blogs are easier to commercialize than microblogs, because the content of the light blog, media attributes, advertising capacity is very strong, coupled with Phoenix own user group positioning, more inclined to white-collar and other high-end users, so when the user accumulated to a certain stage, commercialization is very natural things, but within six months,　　We have no commercial considerations. " "Now the domestic light blog More is doing the concept of the Internet update." Dongxu, an international analyst at Analysys, says existing blogs, microblogging, SNS, forums and other concepts, has basically achieved different needs of the full coverage of users, the basic user does not exist limbo, "and the light blog on the picture content requirements are relatively high, will be to some extent filtered out a group of users," if not a very clear feature,　　will be difficult to break through. " Will the future controversy over whether or not the blog would replace blogs and microblogs, is not the Internet's next round of burning money behavior, how to achieve profitability?　　These questions have raised doubts about the future of light blogging. Will future light blogs replace blogs and microblogs?　　The industry has mixed views on this, Sougins, an analyst with analysts, said the future light blog and Weibo, blog and a long time to coexist, this situation may be continued to a collection of the director of the Big Mac Web site, and the rest of the others will compete in the vertical areas. In addition, the Fund has become the domestic light blog industry to face the problem. It is reported that the NetEase chief Executive Ding Lei Blog attaches great importance, in addition to personally out of the mirror publicity, but also said to "increase investment to attract high-quality users to join", the future is likely to be crazy to hit the money, a half year to scratch the development of the DOT network, so far the user scale has　　Xu Chang, founder of the company, said when it came to funding, it would take at least 50 million dollars to 100 million dollars to succeed, and in August, Shanda "pushed him" had started a round of financing, supposedly financed on a scale of $10 million trillion or more. Whether to burn the money depends on the positioning and strategic position of the light blog products in their respective internet platforms. Mrs Lau said that for Renren, the launch of everyone's station is dependent on the existence of Renren, it is not primarily, but supplemented. As an interest map, people's station is a powerful complement to Renren's social map. In addition, on the issue of profitability, Mrs Lau said: "At this stage, we do not pay much attention to the profit model, because the law of the Internet, if users like, do not worry about products do not make money, we will consider more users and partners feelings." We believe that a good product, as long as there are enough users to use, profitability is a logical thing. Dongxu said that the light blog is in the stage of burning money, because the platform's value needs to be a user base as proof, and the user base accumulation process depends on the capital to support the site to achieve the layout of products and services. SNS or micro-blog for example, in the profit model on the general go advertising this road, and then engage in personal value-added services or enterprise value-added services, but all the premise or to have a certain user base, this can only rely on burning money to do products, let users experience this platform first.　　From the present point of view, people have not had time to return from the microblogging boom, the light blog has come to the front, it is a brand new Internet products, or to burn money in the internet industry, another easy to blow up the soap bubble, but also need market testing.