Sina Micro-bo Test hydro-Power: Information platform to do retail or to scale limited

424 million The user has how much imagination space, Sina already started to test.

December 19, Millet company and Sina Weibo announced cooperation, 50,000 millet mobile phone 2 will be on Sina Weibo platform on sale, users can directly on the micro-blog to achieve from the next single to pay the one-stop shopping. Sina plus millet combination has attracted much attention, as of the early morning of December 20, millet A related microblogging forwarding volume has been more than 1.12 million times.

Mao Tao, director of public relations at Sina Weibo, told the investor newspaper that the sale of mobile phones was an attempt to buy a social network. He said: "Social network shopping is a trend, users can be completed in micro-blog, from the selection of products to the next single to pay, the whole process is done in micro-blog." ”

For partners, Millet has earned enough eyeballs. Millet company public relations director Liu to "investor" reporter said, millet and Sina users are active users of the Internet, many of the current social exports are in Sina Weibo, we hope to cooperate with Sina to do some social network shopping breakthrough.

As for the follow-up cooperation opportunities, Liu said, after the first good reaction, the follow-up cooperation should be said to have. But Sina Weibo is more cautious, Mao Tao Tao said, is at the beginning of the stage, to accumulate experience on the basis of the next step of the plan.

Sina pays 50,000 users

It is noteworthy that on Sina Weibo completed from the next single to pay the entire link, Sina launched the microblogging service not only free to do the promotion, but also won a lot of users.

"It's a real benefit to have the micro wallet get at least 50,000 of the wallet users associated with the bank account through Millet fans," he said. "Bo said.

According to the information provided by Mao Tao Tao, the microblog wallet was officially released on December 15, 2012, and it is an online payment platform jointly launched by Sina and Beijing Sina payment technology company. At present, the functions of microblogging wallet include: Bank card recharge/payment, water and electricity charges (currently supporting Nanjing, Shanghai, Hefei), mobile phone recharge, etc., as to the current number of users of wallets, has not been published.

In the qualification legality, Mao Tao Tao said, Sina payment has submitted a third party payment licence application to the People's Bank of China, this application material has been officially received by the People's Bank of China. Testing and certification are currently in progress and are awaiting entry checks.

Without this high-profile cooperation with millet, the introduction of the microblog wallet in December this year is a headache. Alipay and other means of payment is quite perfect and convenient circumstances, just the birth of micro-bo pay how to promote their own, how to let users willing to try, is always a difficult problem.

"Making the first order with more powerful products is at least a good start." Bo said, "with the help of the millet mobile phone, one can get 50,000 of the real user, which is a good thing for Sina itself." ”

Profit pressure to test hydro-electric operators

In fact, Sina is no more willing than this time to test the utility. Sina is in troubled territory, not only repeated rumors of personnel changes, but more importantly, Sina's share price and performance is consuming the patience of investors. Falling from a 142-dollar share price to less than $50 trillion is disappointing for investors. And the results added to the worse, the third quarter net revenue of 152.4 million U.S. dollars, and the quarter Sina net profit of only 9.9 million U.S. dollars, a year-on-year decline of 70%.

High input and low output on Weibo is the main cause. In the second quarter of this year's earnings meeting, Sina CEO Charles Chao revealed that Weibo's total investment this year is expected to be 160 million dollars. This year, Sina Weibo advertising revenue is only about 20 million dollars.

Mao Tao said that in April this year, Sina Weibo launched its advertising platform, which officially launched the commercialization of micro-blogging. To promote the commercialization process, Sina has been strengthening the establishment and improvement of micro-BO infrastructure, such as micro-credit system, micro-bo payment system, micro-BO data mining system.

"Sina Management certainly has the will to commercialize, all forms of commercialization to try to find the most likely to form the commercial model of scale." And Sina's share price has also accelerated its commercialization process. "Bo said.

New Media creative and marketing Associate Professor Chen Yongdong told reporters that in the past, the main income of Sina Weibo is the general advertising, and some large enterprises business cooperation, but the income is limited, but it is a number of enterprises micro-BO use, some training institutions also took the opportunity to find many opportunities.

"To this end, on the one hand, Sina needs to find more profit channels, micro-blog ordering is a kind of, there is the upcoming microblogging self-service advertising system, the other is Sina Weibo launched its own relatively standardized micro-blog marketing training camp. "he said.

The current model of Sina's profit has also encountered bottlenecks. Traditional portal advertising is still the main source of revenue for Sina, this advertising is not large-scale. On Weibo, there is far less advertising to advertise than the portals so many ads are still very limited.

"What really suits Twitter is relevance advertising, social advertising, which requires advertising in the form of high demand for corporate technology, where Sina reserves are insufficient, and Facebook is the best in this area, but even Facebook's advertising revenue is not very large." "Bo said.

Leading users to micro-blogging is also fraught with risks. Weibo users are intended to obtain information, if you want to lead users to shopping consumption, the size will be limited. If Weibo becomes a retail platform, its information value must shrink.

"From the commercial considerations of Sina Weibo itself, it is not the mainstream to pay through Weibo sales." After all, Weibo is an information tool for most people, not a trading platform, and most users don't try to shop on Weibo. "Bo said.

In addition, the commercialization of the impulse will not hurt the user experience is also worth pondering. If the management of commercialization will be strong, focus on product and user experience will be reduced, and the user and product decline, will inevitably lead to the loss of the value of the microblogging platform, Sina How to avoid getting into this knot, still full of doubt.