Sina is carrying on a self revolution of portal website

What about the portal site of the "Solomo" era? Sina is carrying out a revolution of portal website, Sina Sports channel is the important source of traffic of Sina, it is the focal point of this ego revolution, the cooperation with NBA is the model of this revolution.

October 17, Sina and the United States Professional Basketball Association (NBA) announced in Shanghai, Sina officially become the NBA's official Internet partner in China, the NBA, China's official online community partners, through Sina, netizens can also from the PC, mobile Internet, social networking platform for the entrance to watch the NBA events.

In this way, Sina will cover more scenarios and more user time through portal diversification, a typical problem in the mobile internet age.

The reporter learned that Sina needs to pay 200 million to 300 million yuan a year to obtain the NBA's official authorization, and CCTV paid to the NBA authorized amount is equal.

The diversification of the portal is one of the characteristics of this cooperation, in addition to the traditional network of games, Sina also based on the content of the NBA launched four aspects of the service, that is, the NBA China's official community, launched 24-hour Sina sports, NBA games, electric dealers.

The past Sina Sports channel through the massive content service fan, each netizen sees the content is same. In the NBA, China's official community, through the user ID and each user network behavior, Sina can analyze each user's preferences in the content, personalized push to achieve content.

NBA China's official community and Sina Weibo through, in addition to the micro-blog analysis of users, but also the exclusive operation of the NBA's official micro-blog and all NBA team Weibo, exclusive release of the NBA team locker room video, the content of the rich based on personalized.

24-hour SINA Sports TV station is different from the traditional TV, the traditional TV is to push the content, is the broadcast mode, 24 hours SINA Sports TV station is the user to customize. Take the NBA as an example, for example, CCTV5 can only watch the broadcast of the fixed game, but at the same time there are many games, the audience can not see. 24-hour SINA Sports TV has got all the licensing, users choose their favorite game.

Sina NET in addition to an exclusive development of an NBA official authorized game, fans can also participate in the game quiz, real-time score quiz, as well as micro-blog interaction to obtain community points, through virtual and real games to increase the interactive experience of the NBA.

In the electric business, the NBA China's official community also provides users with a large number of genuine, low-cost official authorized goods. such as the limited edition Jordan doll, Kobe Bryant's signature of the game floor, the star's signature jersey and so on, for a hardcore NBA fans, the most important peripheral goods, will be in the NBA China's official community of the team mall found.

These services revolve around the community, increasing the interaction between users, between the user and the team, between the user and the star, and between the user and the various products on the Sina platform. Social, is the key word of Sina transformation.

In the PC Internet era, Sina was the label of China's Internet, and portal model was once the most successful internet model. With the advent of the "Solomo" era, the portal model has been labeled "traditional", Sina portal needs to be changed.

"Solomo" refers to the integration of social exchange (Social), local, mobile (mobile), three trends are driving the entire interconnected industry group to turn around.

Sina COO and Co President du in an interview said: "Sina to embrace the above three internet trends, to achieve self revolution." ”

Du also said Sina can make this turn because of the success of Sina Weibo, which makes Sina has a social gene, has embraced solomo trend of the possibility.