Sell mobile phone to explore Sina Weibo changes the future of the electrical business is uncertain

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Sina Weibo has successfully acquired 400 million users in just three years, but it has not been able to achieve a breakthrough in business value while earning enough eyeballs.

This week, Sina Weibo official test hydropower, and millet jointly sell 50,000 mobile phones, guide users to open micro-bo wallet and prepaid, one by one package booking, snapping up, payment of all online links. According to Millet insiders revealed that the first day of the activities of the appointment has exceeded 500,000 people.

A person close to Sina, Sina Weibo is trying from the electric business advertising model to ' trading-type electric dealer ' mode, but in the future is packaged by the project package fees, or by the amount of commission, or even what the goods applicable to the service, Sina is still inconclusive.

Electric dealers rush online to pay imperfect

Sina Weibo is not the first to take advantage of social networking as a big electric business. Renren has previously tried to use glutinous rice Network to develop group buying market, while involved in online trading and offline customer development, but still in the state of burning money, the third quarter of this year the net loss of glutinous rice Net has reached the company's net loss of nearly 40%.

Compared to everyone glutinous rice net this line under all the model, Sina obviously want to do more "light" of the electricity quotient, it arranged appointments, snapping, payment all online links, and product production, delivery and after-sale all by the Millet network is responsible for. This also means that Sina is only involved in trading links, and will not carry out the real gold Bank procurement and production inputs.

The sale on Sina Weibo is the 16G version of the Millet mobile phone 2, supply volume 50,000, each Weibo account limited to buy one. 19th morning, Sina Weibo in a prominent position under the release of the "Sina Weibo on the sale of millet mobile phone 2" ads, Sina's official microblog wallet account also involved in the Millet mobile phone sales campaign. As of yesterday 5 o'clock in the afternoon, one of Millet's related microblogging forwarding volume has been more than 1.69 million times.

According to the Millet insiders to the South all reporters, the first day of the activities of the appointment has exceeded 500,000 people. Sina in charge of reporters in the south, said the acquisition does not involve the lottery, the first payment can get the phone.

This makes Sina's payment tool "Weibo wallet" high-profile appearance in front of people. However, a netizen reflects that in less than two hours after the start of an appointment, online payment tool "Micro Bo Wallet" has been on the frequency of downtime. And according to 500,000 people calculation, millet mobile phone This purchase of pre-recharge (Millet 2 price for 1999 yuan) reached 1 billion yuan.

Sina official said, participate in the activities of netizens can through the microblog wallet, net silver and Alipay three forms of purchase. If the purchase is not successful, users who use a debit card may choose to return the balance of the wallet. However, the use of credit card prepaid, according to the central bank rules can not be mentioned, if not successful purchase can only be used to buy other microblogging services.

A netizen said, Micro Bo electric dealer hastily on-line but payment is not perfect. "The 1th step after completing the appointment prompts to open the microblog wallet, and I don't know if I can use other

Payment tools. And Weibo wallet is not widely used, the choice of products can be very small, if you can not refund, will be very troublesome. ”

The page shows that the microblog wallet was not officially released until December 15. Weibo wallet developed by Sina Payment Technology Co., Ltd. has now submitted a third party licence application but has not been licensed.

There is no conclusive conclusion on the microblog fee model

The stagnation in commercialization has allowed Sina's share price to fall from more than $140 to more than $40 in the past 1.5 years. This and millet together, can turn the tide, Micro Bo Wallet can quickly break out, the industry still has many questions.

"Sina Weibo's registered account has topped 400 million," said Cao Chao, chief executive and chairman of Sina's third-quarter earnings conference. We are satisfied with the initial results of the monetization of Microblogs, whose advertising revenue has doubled over the previous quarter, and we have started to share revenue with app developers. ”

But the reality is that the commercialization of Sina Weibo is still in a rush to break the ice. According to the plan of the early years of Chao, Sina Weibo will accelerate the monetization process this year, including the display of advertising systems, gaming platform fees, corporate microblogging, real-time search, wireless value-added services, E-commerce platform and digital content charges.

However, up to now the main business model of Sina Weibo is still inseparable from advertising. "Advertising is still the mainstream, but the media characteristics of Weibo itself determine that there is very little space to display ads, improve the user experience and accelerate the process of commercialization is difficult to balance, in the mobile version of this more obvious." And Sina Weibo has always stressed that, based on user information and interest in the implementation of accurate advertising system, in product development and no major breakthroughs. "A person in the Sina Weibo advertising industry chain said to reporters in the south.

At present, micro-blog ads in accordance with the C PM (thousands of people cost) charges, advertising display location including micro-blog landing page, micro-blog homepage at the top and bottom ads, Activity bar, topic bar, etc., electric business is an important customer groups. However, a large electric business enterprise market, said that the current enterprise marketing more resources are in the grassroots micro-broad or corporate representative figure, and the early this year Sina push the official version of Weibo has been neglected.

"From the internal structure, said the past microblogging sales and market system, PC-side products, mobile end products in the past by Du, Peng Shaobin, Wang Gaofei Three led, the absence of a reporting relationship, making the development strategy of micro-Bo has been wavering." A person close to Sina said that the cooperation with millet is a test water. Although the profit is still the electricity merchant's money, but from the electric business advertisement mode to ' the dealer ' mode, the future is the project system packing charge, or is according to the quantity to withdraw the Commission, even what commodity applies to this service, Sina inside also has not had the conclusion. ”