Overall decline, part of the death SNS community fights or is terminated by a single

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One, SNS concept

SNS, the full name gadget services, is the social network service, specifically designed to help people build social networks of Internet application services. In 1967, Stanley Milgram, a professor of psychology at Harvard University, founded the six-degree separation theory, simply: "You and any stranger will not be separated by more than six people, that is to say, you can know any stranger by up to six people." 1933~1984 "According to the six-degree separation theory, each individual's social circle is magnified and eventually becomes a large network." This is an early understanding of social networking (gadget). Later, some people based on this theory, created a social network of internet services, through "acquaintances acquaintances" to network social development, such as Friendster,wallop,adoreme. But "acquaintances" are just a way of socializing, not the whole of social development. Therefore, now generally called SNS, its meaning has been far more than "acquaintances of acquaintances" this level. For example, according to the same topic of cohesion (such as bar), based on learning experience to cohesion (such as Facebook), according to the same place on the weekend to gather and so on, are included in the "SNS" category.

Second, domestic SNS development

As we all know from the 2001 SNS website of the rise, and then to our country's first SNS website 51 and network. Most experts and researchers say our SNS website has undergone four stages since 2003: But now it seems to use six stages to express is not too, respectively, from 03 to 04, dating sites, such as cool friends, rose lover, 05 to 06, Business-class sites appear, like 139 communities; 06 to 07 , campus class, such as Network ("Renren" predecessor), classmate network, etc., 08 to 09, entertainment category, such as happy net, watercress, mop and so on. 10 to 11, the rise of the shopping class, such as Beauty said, Mushroom Street. Again to the 12 mobile internet SNS.

But throughout the domestic SNS website, the real SNS is only the word of renren, and when it comes to Renren we have to mention the world's most famous SNS website. Yes, officially Facebook. Facebook's listing a few days ago has brought the feeling of a roller coaster, first breaking the record listing, and then an eye-popping stock market dive. Most friends use Facebook's encounter to compare Renren, most people think the domestic SNS website is foreign Facebook and other foreign SNS or is direct copy. But this does not represent domestic SNS is difficult to survive. The profit model of foreign websites has not been accepted by Chinese people. This is also the Chinese clone version SNS website can establish a foothold in the local market the main reason. Taobao and ebay are the most striking cases.

Third, the current domestic SNS website situation

We can clearly see the domestic SNS site today's development trend, you can use the "overall decline, part of the death, the larger the larger, smaller the smaller" this sentence to describe the best. You can see from the following points:

(i) high concentration of users

(1) User Login site Centralized

SNS use the overall high concentration of users, several well-known SNS community can be said to be swept by nearly 80% of the user, and for other classifications or small SNS can be said to be a serious exploitation. Since then we can also see a feature of SNS site, that is, "Mass Effect", most users have a herd mentality.

(2) Users online time centralized

According to the survey, China's main SNS website user time period distribution, 9:00-18:00 for the focus period. Among them, each website user time period distribution and the user attribute tallies the degree to be high, the user custom characteristic is obvious. This is mainly due to the Chinese netizens and the rest of the time associated.

(3) Gender-age concentration of users

Current domestic SNS website user, male and female user ratio is about 62.1%:37.9%, masculine user number is significantly higher than female user. SNS website in our country male netizen's penetration rate is higher than female netizen. 21-25 years old this age group is SNS website user's main force, occupies the whole more than 40% (42.7%), the second is 16-20 years old group, about 30% (30.6%), the 30 years old user occupies the SNS website user more than 90%. The 21-25-Year-old was the most concentrated age group for both male and female users, followed by 16-20 years. By contrast, the lower age distribution of female users was more pronounced, and the proportion of users under 20 years of age was higher than that of men

(ii) Site function homogeneity

Domestic SNS site Most functions or rely on imitation of foreign SNS for a living, such as logs, albums, sharing, state and so on basic functions, but also a little self-development, such as happy net of "grab parking", "Fun farm." In order to cater to a wider range of netizens to join, SNS website is changing the speed of "holding Chen new", and such a functional update, also become a SNS Web site can not be overlooked a major feature. But in a Web site has always been new products will be most of the SNS site to imitate, happy net and QQ space "happily farm" dispute is a typical case. According to the data, SNS function audience comparison is log function 78. 7%, Album function 66.2%, group function 87.2%, share function 16%,

Game function 21.2%.

(iii) User activity, viscosity attenuation

"Viscosity" is an important indicator for advertisers to advertise. As a web2.0 based on the network community, the loss of "people" is tantamount to the loss of development. Therefore, from the SNS website function development is not difficult to see, they continuously introduced the novel game component to attract the user's attention, when the old component slightly tired time launches the new component, in this way long-term use will evolve from the original interest to the custom. In addition, because SNS site belongs to the real name, most will play with friends, classmates, colleagues, family to maintain a closer contact with the slogan, rely on "circle" to circle the user, so that it complains boring, wasting time, still willing to hang in the SNS long-term, communication feelings and transmission of information. It is clear from the data that 50% of our users now have to log on to a community platform at least once a day, and 40% friends who are online for 30 minutes. The surface looks good, but deep down we'll find that the data is mostly in big, well-known communities, where the loss of users in other communities can be said to be flattering.

(four) shopping, love and marriage platform for rapid development

In most SNS to decline, the SNS platform of shopping sharing and marriage has sprung up in these two years. The shopping type is mainly beautiful, and marriage type to century good margin, registered users reached 60 million and 10 million, the daily Baidu traffic reached 100,000, careful investigation is not difficult to find two platform construction time is not long, and the reason for the rapid development and the current social situation and consumer psychology inseparable.

(v) a single profit pattern

SNS at the beginning of the time, and other media union became the best "occasion" method. For example, happy Net and QQ, MSN in the initial promotion of cooperation, through the correct positioning, achieved in the "circle of people" after the start of the publicity, the listing "circle money" stage. But how can obtain the cash income from the huge community group, has become many SNS websites to face together the question. As a new form of media, SNS website is divided into three types of advertising forms: embedded advertising, cooperation with other industries and value-added services. An embedded advertisement is an advertisement embedded in a game or function component. Like happy net in the "vegetable" components implanted ads, in the "competition for Parking" components free of charge of all types of advertising "Parking background card" and so on; After the network opened the mobile phone on the business, mobile phone operators can be charged through WAP internet traffic charges; The content of the component is mostly from "Youku", "Tudou", and other well-known websites video, the so-called value-added services, is to collect fees to users, so that they enjoy or access to ordinary users (unpaid users) can not obtain "special courtesy." SNS Web site to achieve the purpose of profitability.

Iv. SNS Future development direction and suggestion

(a) Vigorously develop mobile Internet, the development of their own app

With the development of Mobile information, mobile Internet will become another battlefield outside the Web site, but also a new profit growth point. According to China Internet Network Information Center (CNNIC) published in March, "China Mobile Internet Development Survey Report" and data statistics show, at the end of 2011, China's overall netizen 513 million, an increase of 12%, of which the home computer broadband Internet users 392 million, an increase of 2% per cent, Mobile internet users 356 million, an increase of 17.5%. The growth rate of mobile internet users is significantly higher than that of traditional netizens. The consensus of the industry is that the mobile internet will surpass the number of desktop Internet users in the next two years.

"2012 will be the real breakout point for mobile internet. "Kai-Fu Lee, chairman and chief executive of innovation plant, said that in 2012, with the price of smartphones falling and the penetration rate rising, hundreds of millions of new users would pour in.

The continuous increase of users, driving the rapid development of mobile Internet applications. Among them, the communication of mobile applications and information access applications to develop the fastest, but also for the development of new media to bring a broad space. CNNIC data showed that in 2011, mobile phone Instant Messaging was the most permeable mobile phone application, up 15.4% per cent year-on-year. 2011 Mobile Phone Micro-blog growth of 23%, is the highest utilization rate of application.

From this point of view it is not difficult to see the future of the 5-year trend of development must be to the mobile Internet. According to the data is not difficult to find today's well-known SNS Web site has begun to develop, according to the survey found that the same type SNS community app, well-known community app popularity far more than the unknown app, functional and practical, users will not choose to repeat. This kind of thing has a cluster effect, and the more people you use, the more natural it will affect your circle. Everyone, QQ space, happy net, Beautiful said, Century Jia Edge has developed its own app application and has been logged into the Android Market and the Apple market.

(ii) Development with electronic commerce

"Do not do e-commerce, will not be able to do business in the future" rather than this sentence with exaggerated degree, but look at the current situation does have his truth. E-commerce is the hottest industry in China so far, annual profits to enterprises can be said to be countless, the current e-commerce mainly in price war and brand war for the market competition strategy, but more and more platforms and enterprises to pay attention to the development of SNS, such as Taobao opened its own SNS community, where the customer is also so. In turn see now the development of more rapid SNS community, beautiful said, Mushroom Street. The essence is to rely on SNS development platform, and now have built their own shopping site, and become their own site profit growth.

(iii) Construction of characteristic SNS

Positioning determines the user, the user determines the profit. Whether SNS community or other must recognize their target crowd, for this group of people to provide special services, the nature of SNS itself determines his relationship between people will be particularly strong and it is based on this, good will be better, miserable will be even worse. Second, the profit model of various types of partners need SNS site can provide a clear and accurate users, at present, the domestic SNS in this respect or disadvantage of all the sites in the Parrot's entertainment development and imitation, and obliterated their original features, to say how to build a distinctive SNS will have to talk about platform segmentation. Century Jiayuan, Beautiful said, everyone of these sites is a distinct representative, the construction of their own characteristics, respectively, marriage, shopping, students have their own characteristics, but also based on these positioning for development.