Media Virtual Property Developers

Recently Cheng wrote a very interesting article "Sohu: to make the portal from the B2B2C," in this article, Cheng used the "Jing Dong" and "Taobao" to metaphor network media. He said bluntly: the media and the electrical business model is interlinked.

This is a very interesting statement, and think about it. Traditional portal selling content and Jingdong sell things almost, will knock on the "* * Portal Production" Mark, even if this content from other media, the reader is not too concerned-so Jingdong called Mall, the portal called the supermarket. Social media, such as Weibo, is a bit like Taobao: People are very clear about which store to trade with, as people on Twitter know exactly what Twitter I'm focusing on (not on Sina). --so Taobao is called virtual Real estate business.

I will use "Jingdong media" and "Taobao media" as an analogy in the text. Another "fan-like media"-the media and every guest has a very similar place: its own brand, the network has a large number of such media, including traditional media transformation to do a website, as well as large and small original nature of the network media. Three kinds of media each tree name, in order to facilitate the discussion down.

The introduction of external traffic is very dependent on guest-type media and Jingdong media, for example, they rely heavily on Baidu as a search engine, or look forward to the presence of their own media links in other media. Where the guest-type media because of the so-called "content brand", may cultivate a "loyal readership"-through one or two times after Baidu found this site, will no longer pass Baidu on-but in fact, this loyalty is very weak, unless this fan-style media is very vertical very different to meet a handful of people's preferences, Otherwise its reliance on Baidu will not reduce too much.

Jingdong Media is trying to cultivate a similar "look at the news Sina" that feeling, if you can do this, its reliance on Baidu can be reduced. However, the rapid rise of Tencent's qq.com, illustrates a point: Jingdong-style media viewers are not so loyal, when there is a client constantly in there, after the window, flow quickly to the window of the Beijing-East media tilt. Tencent licensing Beijing-East Media relies on its own QQ.

The two media from the commercial point of view, have not formed a closed system, there is no effective way to direct access to the audience (Tencent's QQ is an exception). Their reliance on search engines will inevitably result in search engines withholding their advertising revenue. Murdoch scold Google is a robber (perhaps a thief?) It's not a good word anyway. But the problem is, no one dared to block the search site index, Murdoch has done a while, and regretted.

Taobao-style media is not so play. Taobao dare to say "no" to Baidu, it is not to introduce external traffic, but in the introduction is not passive. In fact, Weibo is not very open to Baidu for a variety of reasons-but it does not affect the development of Weibo itself. Taobao-style media is self-satisfying, just as Taobao has many sellers and buyers alike. In micro-blog open "Shop", I am a information seller, but also a buyer of information, life is good. In this sense, I have written "Weibo is the enemy of search" and so on, it looks like the wind and horses are not the same thing, in fact, there is a long competition between the relationship-as Taobao the entire field circle down, Baidu had to be on one side of the anxious, it did not do it.

OK, now we're in the mobile internet age. Native applications (native app) nature and search have no relationship, a closed field, in fact, has been formed.

Most of the Hakka media are in the mobile world without much of a way to live-if they're going to have a native application-because they lack drainage tools. In the desktop Internet, SEO properly, there are still a lot of traffic can be imported. As for Baidu interception of advertising, but not necessarily interception of all, from the total, the total or a little left-over can be eaten. Small fan-type media costs a little lower, nor can not boil. And some van Media has enough brand appeal, such as the New York Times abroad, with a century of accumulation, on the desktop are tossing the toll wall, the domestic weekend pictorial, it is said to live in iOS is very moist.

Now look at the Beijing-East media. Cheng in his article mentioned that Sina has Weibo, Tencent has a micro-letter, Sohu has what? In fact, the micro-letter and media relations are not very much, just as in the mobile field of their own killer. The process did not mention NetEase's client-side, the most famous is probably the news client.

In fact, in business, I am not too optimistic about this thing netease. Although its current download volume is still very large. This thing is a variant of the 1.0 portal moving. NetEase's another "cloud reading" is slightly better, at least it supports the user to pull the information, there is a point of 2.0 meaning.

Cheng in his masterpiece mentioned b2b2c, that is, Sohu to carry out "to open the mobile client." Let each of the media into the action, quite similar to Taobao where the recruitment business. Taobao made 8 million business, China is really there are 8 million media (light blog is called 100 million of the Giant, hehe), the cat again engaged in 60,000 certified business, China serious so-called media, 60,000 this number absolutely. In terms of volume, Sohu to do a mobile field of "Taobao-type media", logically still possible.

The core issues are as follows:

One, closed ecology. The mobile domain is naturally so, except for app stores like the one on the front door. There is no link to the interception of income, the problem has been basically resolved;

Second, the seller is the buyer, information producers in this closed field is the consumer of information, I also set up a preliminary inference. Code words are always read by enthusiasts, read and write interlinked.

Third, the last point is also the most important point: how to let information sellers to make money? It's impossible for every seller to make money--not Taobao, and most sellers actually have a poor flow of water--but there's always a handful of them (I think this number gets hundreds of millions of years) to make money. This requires Sohu to come up with something very important: a business model based on partitioning.

The first is the charge split. That is, information sellers provide a "fee reading"-The information sellers are not too much (they weigh the ability to pay for reading, the most likely is to consciously have enough strength to do a direct app), but not at all. Taobao-type media may be charged the seller's promotional costs, or with it, but I think the number will be very limited.

The second is the split of advertising. Media is not only the advertising model, but the advertising model is the most biased technology. This means that the distribution of advertising can be automatically completed by the technology. Sohu has a good sogou search engine, in the keyword matching should have a certain technical strength. Sohu may be in its mobile domain to build a similar Google AdSense and other advertising alliances, and the big head cut to the media. Let these sellers have at least water, this "Taobao-style media" can be set up.

The same is the mobile end, the ads in the tablet--at least in the moment--and the ads in the phone are slightly different in the advertisers ' eyes. Tablets can be considered for the sale of CPM-oriented advertising, while the mobile phone is regarded as the desktop Internet, advertisers tend to use the CPC way. The flat area is large enough to sell a little display advertising, at least in the present, and not necessarily unworkable.

In fact, Taobao past several years of approach, formed a number of experience and lessons, Taobao-style media can be learned. For example, Taobao in the establishment of the commodity style took a nap, the result was beautiful said Mushroom Street sneak a, to become unwieldy, now have to go back to make up a lesson. Taobao media should pay attention to the style of the media (not just the field of media, what financial media, technology media, etc.), to mobilize the information sellers to comb and display their own style.

Taobao-style media may be quite astonishing, and then it could be a sign of the media's advertising that it will not be divided into its own income, but by the media to promote its own eco-advertising.

Taobao is a very strange company, this so-called electric dealer website mainly relies on advertising revenue, Dcci said Taobao advertising revenue has exceeded Baidu, I specifically to ask the former Ali people to verify that the answer is that last year has been a single month of advertising more than a single month of Baidu. From the business model, Taobao and the media, in fact, is interlinked. In other words, using Taobao's thinking to do the media virtual real estate, perhaps it is a way.

-NOTE 1: This article only for the channel for the King Channel Media Reference, produced by the customer-type media, continue to your content for the king, because you really can not do channels, it is impossible to do virtual real estate business.

-NOTE 2: Single article and single media, like "goods and merchants", are totally two kinds of gadgets. But if this topic were to unfold, the article would be too long.

-NOTE 3: Although this article in the said Sohu, but in fact, some other companies can intervene, such as netease, such as Zaker, such as Vivame, as for Sina, and then make one of these things, then and micro Bo to fight, hehe