Micro-BO Electro-commercial Electric Shang

While many industry commentators and some investment companies are still questioning Sina Weibo, Sina has been identified by the major investment banks as "buying", with the target price pushing from $130 to $140. On the valuation of Weibo products, Stifel Nicolaus that it is worth 4.4 billion dollars, the calculation method is 16 U.S. dollars * 275 million-16 U.S. dollars for Sina individual user value.

Sina's cumulative investment in Weibo in 2011 will be as high as $100 million for product development, technology upgrades and human resources. Sina Weibo has added 667,000 subscribers a day, and is expected to surpass 275 million users by the end of 2011. This series of figures makes Sina Weibo the most exciting space to date for the Chinese Internet, and the Sina boss, Charles Chao, predicts that there will be six business models: Interactive precision advertising, social gaming, real-time search, wireless value-added services, e-commerce platforms and digital content charges.

From these six business models, Sina Weibo will become almost omnipotent. Interactive precision advertising directly to Tencent QQ, the public building ads to challenge. Social games will increase the pressure on all SNS sites and small game sites, including Shanda games. Real-time search will basically break the rear of Baidu. Wireless value-added services will force mobile operators to increase wireless layout. E-commerce platform will magnify the future development of Taobao uncertainty factors. Finally, the charge digital content will be with the audio, video site competition, if combined with the future of Sina video split listing, this digital content will help Sina in the future to obtain a higher premium.

Weibo has become the "heart" of Sina. For the development trend of Weibo, the author has the following several thinking.

Weibo is destined for electronic business.

With these six business models, the future of China's Internet is not Sina Shong?

It is no wonder that all sides are questioning the voices, of course, there is still a part of the expected sound. After all, China's internet industry has formed a network of online games, E-commerce, interactive precision advertising, search monopoly pattern, this pattern makes various industries are controversial. The public wants fair competition, and the determination of Sina Weibo's six-mode business model will allow us to see new competitive forces again. This force is irresistible, especially the prospect of e-commerce, can inspire endless imagination.

The idea was amplified after Sina bought the US-listed wheat net. And May 12, from the major portals out of the message: Sina Weibo began to screen some of the links Taobao, without the addition of V-certified users will not be able to release a link with Taobao merchandise microblogging. Although later confirmed that most users can still send Taobao link, only a small number of users are limited, but in any case the information seems to imply that Sina Weibo six business models of E-commerce, will trigger a new round of the electric business change.

This is not alarmist, because the next Sina officially and Alipay cooperation in the micro-Bo launched a secured transaction, and has been through this way in micro-BO sales document products, but also achieved tens of thousands of yuan sales performance, this can not be said not to inspire people, although there are many people worry that this e-commerce model is too rough.

Let's take a look at why Weibo can challenge the e-commerce Empire model that Taobao built over 6 years.

First of all, Weibo forwarding, free promotion for Taobao sellers of the attraction is huge. After all, now in Taobao open shop, to get good sales, there must be a lot of capital investment. This from the 2010 release of Taobao revenue structure can be seen: 5 billion of the surplus received 80% from advertising revenue, this income even more than Sohu, Tencent, NetEase these portals, after Sina. This shows that for small and medium sellers groups, Taobao station to promote the cost has become a burden. (In contrast, Tencent 2010 revenue of 19.6 billion yuan, of which only 1.4 billion yuan from advertising, the rest from value-added services.) According to China's online advertising market share, Taobao has surpassed Sina since 2009, and the leading edge has been expanding. In the third quarter of 2010, Taobao's share of China's online advertising market was 9.4%, with Sina at 5.6% in the same period, according to Iris. ）

Second, micro-blogging in operation and operation, than in Taobao open shop more simple and rich. The simplicity lies in the operation, the richness is that it can be accompanied by pictures and videos. Although Taobao can also achieve these, but the operation is more complex, consuming more energy, higher costs.

Finally, commodities are more accessible to opinion leaders and are actively disseminated. Please star endorsement in the traditional commercial form of expensive, difficult to implement, for the grassroots brand or commodity, is expected to be impossible things. But in the microblogging platform, small and medium-sized business brands and Commodities will have a great opportunity to be stars, opinion leaders to forward comments and purchase, even if this is one of the most.

Of course, for the depth of "micro-blog Control", you can list more of the use of micro-bo E-commerce reasons. For Sina, in the "full network is the electricity quotient" trend, micro-blog users continue to increase, stickiness is increasing, the profit model is an important subject to think carefully. Undoubtedly, the profit model of E-commerce is most clearly visible, it contains precision advertising, value-added services, sales buckle points, and so on, these can make Sina under the pressure of Taobao advertising, to regain the advertising budget of small and medium-sized businesses. The premise is that this profit model does not sacrifice the user experience. It can be predicted that Sina will be in the next year in a variety of ways to continue to explore.

Can the electric business micro-blogging?

Micro-Bo destined to electronic business, that electricity business can micro-bo? Or does it need to be micro-blogging?

For the major web sites, the 2011-year discussion is the most heated topic of media costs and social media marketing. The latter is hot-won, in its free and explosive transmission characteristics. But we also see that social media marketing in China is narrow to Sina Weibo marketing, the electric business is not really micro-blogging, until the emergence of the people. Although there is still a lot of controversy over the Shang of people who are not electric.

In spite of the controversy, any increase in sales of people in the shop has proved that this is an effective social marketing model, because this model allows more ordinary consumers have a concentrated display of their own clothing collocation, image upgrade platform. The platform is constantly pushing up sales because of the authenticity of individual consumers and the clustering of individuals. More can not be overlooked is that every guest in 2009 to establish v Integrated fashion class platform. Once the model of the customer in a single customer commodity brand is proved feasible, will be fully open docking V platform, so that more commodity brands benefit from this model, and the promotion of lower costs, but also make people's online shop has more clothing matching options, achievements more "collocation or image of talent and grass-roots opinion leader."

This seems to be the root cause of the high valuations of Weibo models in the short term. Perhaps this will become a reference sample for the microblog of the Business-to-consumer Mall.

Sina Weibo electronic business, increased the pressure of Taobao. Since the announcement of shielding Baidu search (or Baidu blocked Taobao), no longer rely on search traffic, Taobao has been thinking about the way to continue to obtain full network traffic. This includes 2008 to establish Ali Mother platform (2010 renamed as the Taobao Alliance). Ali's mother in the industry is considered Taobao trying to get full network traffic failure cases. But it seems that Taobao does not seem to give up.

There are Amoy rivers and lakes, in the hot days of the SNS strategy is also tepid. Taobao is not only these, its strong community operation and management capacity has been praised by the industry, Ma Yun is the most important position. These three social media products make Taobao's micro-blogging foundation more solid than any other electric-business firm. Just how to combine the three organically to play the great power of Weibo, Taobao seems to be brewing.

Feel the sprout from the details. Micro-BO Electronic business is imperative, electric Shang can not be.