Sina has made a big revision to its homepage

Source: Internet
Author: User
Keywords Sina from the media transformed itself
Tags added blog business change community company content different

In April this year, Sina's homepage of its own portal carried out a large revision, is called since the creation of the home page to make the biggest changes, mainly reflected in the social, mobile, localization into the portal; in August, Sina and the NBA renewed, and announced the future will build a sports community, The shape of the community will help Sina to convert browsing users into ID users, retained and added to maintenance; in September, Sina released its first full media coverage solution in Shanghai, sending a signal to the public of a transformational media platform, and said it would make a rich, three-dimensional, open platform in the future.

"We are making some adjustments internally, including running teams to adapt to rich, three-dimensional and open, the second is the change in the division of labor, from the previous simple to rely on editing to enrich the product-type talent; Another point from the management system, we want to build a team like two startups in a big company, The interests of employees and the interests of the company more consistent. Sina co-president and COO du said so.

So what is Sina's rich, three-dimensional and open?

In summary, the rich mainly refers to the source of content, in the content source, in addition to the original traditional media reprint, will increase the input from the media, especially for the support of columnists and grassroots users to promote the plan; three-dimensional said is the form of expression will be more solid, in addition to the traditional text, The massive use of pictures and videos will make the presentation more stereoscopic; The main reason is that today's use of mobile and PC-side scenarios is becoming more and more different, so it will attract readers with more open and more diverse forms.

This means that the future of Sina, will be a new media platform, in addition to will do a more sophisticated mode of advertising, will also increase the number of electronic business services and diversified value-added services.

From the profit model of the media platform, the advertising is divided into the Sina Blog era has been adopted in the way, is very adept at it. and the electricity quotient and the value-added service, since Alibaba shares Sina Weibo, Sina basically is and China's biggest electric business platform to get through the service chain, in the future of Sina's community relationship chain, many people will be in the virtual world to gain attention and respect, through Ali in the Electricity Trader Trade link support, Sina will be easy to get higher power and value-added services revenue.

Sina's transformation, at least by two aspects of the impact.

Changes in the reading habits of netizens.

Sina's history, can be said to be accompanied by Chinese internet users reading habits change. Sina has always been a very user-oriented company, but also by virtue of the user's reading habits of the rapid rise of understanding. It can be said that the winner of the blog era, Sina by virtue of the user's understanding of reading habits and quickly surpass opponents of a key campaign.

In the early days of the internet in China, the homepage of the portal is the traffic entrance of the Internet, therefore, the key position of the homepage, can attract the position that the user notices is the treasure place of the advertisement, for the advertisers, the advertisement is the investment position, for the portal, the reason is also like this, Now, the Chinese Internet has entered a high-speed development period, with the rise of mobile internet and intelligent equipment, users of the Internet behavior more complex, which is because of the high degree of fragmentation of the reading habits of netizens, so, in the mode of Sina, how to adapt to the highly fragmented reading habits of netizens, On time and event marketing to sell ads, as far as possible from the breadth and depth of the user coverage, so that the maximization of profits is a very important topic.

Second, since the rise of the media.

Since the strong rise of the media, but also to promote the transformation of Sina is an important reason. It is understood that within Sina, Sina will be divided into three levels from the media: the first is the columnist on the top of the pyramid that the public already knew, followed by the largest number of middle-end media, many of which are traditional media practitioners who use their spare time to write; the third level of media is the more grassroots, People who make content.

The implementation plan of the Media Association launched by Sina on Weibo is as follows: on this platform, whether enterprises, individuals can choose different fields or according to the type of interest, divided into different fields from the media account, Sina wants to help the media, whether in the content creation or forwarding can contribute.

Sina's mining of the value of Internet content producers is very experienced, it can be said that the early Sina blog, with the help of the celebrity blog and its fan effect brought about by the rapid rise, and the other blog platform far behind. Actually, Sina's business strategy, from the blog age to the microblogging era, to today's mobile internet era, is not the same, except that celebrities, including bloggers who write writers, have a special term--from the media--to the microblogging era and the mobile internet age. It can be said that Sina did not miss the dividend period from the media, and has been held in hand, today's transformation, it can be said that a large part of the reason is also in order to better in the future can also firmly seize the dividend from the media.

It is also reasonable to say that the rise of the media has forced Sina to transform itself. Throughout the blog era and the microblogging era, Sina through a large number of invited celebrities Big V and quickly gathered popularity, so that Sina blog and Weibo have become the king of their respective fields. However, in the era of mobile internet, the scenery is no longer. The change of Internet scene and Reading way, more new platform's emergence, make Sina is no longer the king of media, more since the media outside Sina found more suitable for their own way, more suitable for their own platform to show their own. For example, Shenyin and Lo Zhenyu's "Luo thought", in the micro-letter operation less than a year, in the recently launched member raising activities, in just 6 hours, received more than 5,000 fans remitted 1.6 million dues; Taobao Ghost Foot Seven, as the electric business well-known from the media, with the micro-letter published articles gathered in the popularity of His collection of "do oneself" was snapped, a moment of Loyang; Gao's "Xiao said" comfortable cool on the broadcast since, the continued popularity of the vast number of netizens and hot, and its personal reputation has reached the highest peak of practice since ... These are from the media in the rapid development of the Internet, the success of the case, but also from the media outside the platform on the success of Sina case, which makes Sina has to re-examine and positioning itself in the media from the function and status of the lake.

It can be said that these are the reasons for the decision to make the transformation of Sina, as China's first portal, Sina's sense of smell may represent the forefront of the Internet intuition, Sina's transformation can again seize the user and become the next internet wave of the king? What kind of situation does the Chinese Internet show in the mobile internet and the media? All this, and so the dust settles, will be seen.

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