Plant a small tree under a big tree

The world is so funny, I have a microblog in Tencent account, usually not how to maintain, open a, incredibly have 500,593 fans, I counted again, I in Tencent published 99 micro-blog. In fact, my micro-blog main battlefield in Sina, I published a total of 3,901 Weibo, but fans only 26,723, only Tencent's 1/20 or so.

How great the disparity is.

But I have posted the same content on Tencent Weibo and Sina Weibo, and will find that, at least so far, the number and quality of Sina Weibo responses are far more than Tencent Weibo.

The user is frank, a fan said to me: "There may be people do not like you also listen to you, such as Me!" Don't know who you are? Depressed。 ”

Sina Weibo and Tencent Weibo must have through the system to users to recommend the object of concern, but Tencent did more ruthless, is through the QQ client to push. With the QQ bundle has been Tencent products to promote the killer application. Now, Tencent is mainly doing two points: through the QQ in the speech, the signature file synchronization to Tencent Weibo, for micro-blog Import a large number of users and content, Tencent Weibo "book user" number so easy to surpass Sina Weibo; through QQ clients to promote micro-Bob Master, greatly increase the blogger fans, The same name Weibo account Tencent fan number so it is easy to significantly exceed Sina Weibo.

Tencent Cow? Tencent Weibo Bull?

My view is that this can prove that Tencent cattle, but can not prove that Tencent is a cow or a micro Bo is right. From the product point of view, I think Tencent does not need to do independent microblogging.

Why？ We look at the core functions of Weibo, Tencent called "broadcast" is to pay attention to their own users push content, other functions such as user production content, in the forwarding (broadcast) comments based on the formation of user relations, are "broadcast" based on the new derived features.

As far as "broadcasting" is concerned, QQ and Q Group are already the strongest radio stations in China. Just, QQ broadcast function, and micro bo (or Twitter bar) slightly different, QQ is traditionally only to the two sides and friends of the user broadcast, and Weibo, but can pay attention to (Tencent called to listen) themselves and not pay attention to the user broadcast. Obviously, this asymmetrical relationship is closer to the real world. But QQ to improve the broadcast function, it is too simple, that is, QQ friend relationship, can be one-sided attention, the attention can be to the attention of the "broadcast." So QQ is all over China, no, the world's most powerful micro-blog, there is no need to do a micro-blog alone.

QQ This product function is too strong, you can understand that it is a shade covered a wide range of trees, Facebook and Twitter, most of the functions, are within its shadow coverage. You can think of QQ space as China's Facebook, and, while Facebook is still looking for a profit model, QQ space has been made by selling props to fill the bowl.

But QQ as an entrance too strong also has a problem, there is a word called the tree under the grass. QQ This tree, the shade of many small companies planted small trees, but also the shadow of a lot of Tencent Company's own species of small trees. Simple is this: all QQ for the entrance, the user relationship is the QQ friend relationship, positioning for the function of QQ products, will live very well. If you want to cultivate a portal outside of QQ and a set of user relations, it will often die.

Now Tencent Weibo is a bit of a problem. If the user still take QQ as the main entrance, so bundled microblogging is equivalent to QQ more than a function, micro Bo for Tencent and no increment, from the user experience smooth point of view, Micro Bo should not be an independent product, QQ products on the functional changes more efficient. But if you want Weibo to be an independent product and want to train users to use Weibo as the main entry point, doing Weibo is tantamount to enticing users to abandon the IM portal. Tencent has found a set of operating experience and profit model in IM, which leads the user to an integrated function weaker than QQ, user demand is not stable, the profit model is still groping in the new product up, this is not crazy? Although Ma said that in order to micro Bo can "leather their own life", but the life can be so leather? So this is Tencent to do Weibo face dilemma.

But Tencent did do independent microblogging, and did two! Let's look at a screenshot of Tencent Weibo:

That "QQ space to say", is the QQ space this most powerful Chinese version of Facebook to do a microblogging product. Now it's going to be "synchronized" to an independent microblogging product developed by Tencent, does that sound weird? It's not a tree. and planted more than one tree!

This means that even if Tencent manages the company in this way, the impulse of the department to do independent projects will be planted under the tree many small trees, make users very confused, experience is very confusing.

Of course, this has a big advantage, that is, Sina may be very stressed. Sina, the market capitalisation is probably only Tencent One-tenth of the company, seized the micro Bo This tree, perhaps, now is going to add a similar QQ in the microblogging page IM, add similar to the QQ space display function, good to go with Tencent to spell it. Now Tencent back to play a few of the disorderly fist, Sina Micro win shake a few shakes.

This has to prove again Tencent's strong. Just this mighty penguin, the boxing is a little bit messy.

Source Address: http://news.imeigu.com/a/1293604114408.html