Online shopping, Weibo's next battleground

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Lead: Facebook and Twitter advertising revenue is still the most important source of revenue, for social networks, after the advertising, whether to find other ways to profit? The domestic microblog is considering its own transformation.

100 minutes 100 million yuan order, the social network giant Weibo with the microblogging happy Car season campaign online, proving that they sit over 500 million users of the business value. The opening 100 minutes to obtain 100 million yuan order of the car activities, providing seconds to kill, return and draw three ways to buy car concessions, covering more than 30 brands, hundreds different price models, including Mercedes-Benz, BMW and other traditional high-end brands, but also include such as brilliance and other independent brands.

The event also proves that the source of income for social networks will never be limited to advertising a dividend point. Despite a long period of time, advertising revenue accounted for more than 90% of social network turnover:

Facebook2014 The first quarter of the year turnover is 2.5 billion U.S. dollars, of which the total advertising turnover of 2.27 billion U.S. dollars, accounting for more than 90% of the total turnover. In the second quarter of Twitter2014 250 million U.S. dollars in total revenue, 226 million U.S. dollars for advertising revenue, the proportion also reached more than 90%.

And Weibo's advertising revenue accounted for a little lower than the second quarter of 2014, net revenue of 77.3 million U.S. dollars, including advertising and marketing revenue of 59.6 million U.S. dollars, accounting for nearly 80%.

This revenue-forming data at least shows that Weibo is not fully confined to the most common ads in the process of commercialization after the IPO.

Just as the big social networks scramble to grab the giant cake of hundreds of billions of dollars in the advertising market, a wake-up call: Global Mobile ad market leader Google's share in the mobile advertising market will drop to 47% this year, down from 49% in the market, according to emarketer, the US marketing research firm.

Maybe it's time for social networking sites to look for other ways to make a profit.

Weibo launched its microblog payment in January this year, and after soliciting a number of vendors to launch a sales campaign, it has now created a closed loop of marketing. This model of Weibo is being used by Facebook and Twitter as a way to complete the whole process of spending on social networking sites. This July, Facebook tested its purchase button in browsers and mobile apps, a button that allows users to buy directly from ads displayed on Facebook. Twitter has bought a cardspring to help users get discounts through their merchants ' Twitter messages.

While Facebook, Twitter and Weibo are all trying to shop on the water network, several social networks are looking for specific differences.

In terms of promotions, Facebook's "buy" button is aimed at small and medium-sized American businesses, and Twitter CEO Dick Costello Dick Costolo says Twitter wants to offer "instantaneous business". Weibo tries to show the merchant information of the Access payment service in its data flow; From this season's activity, the micro-blog's online shopping mode of operation to the general display, flash purchase promotion supplemented by a variety of play.

In terms of payment, Facebook and Twitter are not expected to complete a deal on the site, as Facebook's chief operating officer, Cherille Sandberg Sheryl Sandberg, said at a meeting this January: "We have no plans to enter the direct electricity market, Because it seems to me that the advertising product we offer is the best way to help the market grow. "When Twitter bought cardspring, it knew that it didn't support direct purchases of goods, but only helped users get coupons and special offers through Twitter messages."

Twitter has recently been rumored to be close to stripe with online payment companies, but the two sides have not yet reached a final agreement; on the contrary, the launch of the payment function in the early January of the microblog, A series of business cases have been tried to create a micro-blogging based marketing closed loop: Interest-browse-order-pay-share.

It is clear that Facebook and Twitter are lagging behind in buying and paying on the site, and that the choices of social giants look tangled, but is it a dead end? But from the results of the microblogging season, Weibo has gone very smoothly on the road.

Micro Bo Happy Car season "scheduled second Kill", the process is the user online payment of 666 yuan, that is, the opportunity to get special model seconds to kill eligibility. Second kill failed or not participate in the second kill the user, the deposit will be in seconds after the end of 3 working days automatically return. User success second Kill and purchase the designated model, upload car invoices and travel license photos, you can return the deposit.

The data show that more than 60,000 vehicles were booked during the event, and the order amount exceeded 9.2 billion yuan.

The success of Weibo's happy car season is not unrelated to Weibo's position as an important front for a social marketing platform. Domestic well-known social marketing service providers when the interest Socialtouch data shows that its customers in nearly thousands of campaign activities, 92% of the marketing activities within 3 hours to reach the peak of the radiation marketing range, each marketing content from the enterprise to the first forwarding of the average interval of 2 minutes, the average number of forwarding 4212 people. The millet phone has sold out 50,000 handsets in 5 minutes and 14 seconds on Weibo. The Charm clan, the pole route and so on also in the microblogging sale's delight.

Social media wading online shopping, in a sense will change the user's buying habits, the general user will buy the car bubble forum, check the data, the purpose is to refer to the professional opinion, and micro-blog active a lot of industry experts and talent, they and users around the friends of the opinions of the consumer decision-making plays a decisive role. Weibo's spread advantage will quickly and efficiently cover their fans or friends, creating a good word-of-mouth effect. For carmakers, the discovery of potential users and the collection of information will be more significant than the sales of a single snapping event.

There is no doubt that microblogging, the social business platform in the Internet shopping on the front, how to make the platform's shopping scene richer, is Weibo win the new battlefield key.