Sina Online "window" e-commerce breath thick

A few days ago, micro-Bo can show the product of the "window" on-line, the product, which has been brewing in Sina for a long while, was originally intended to be released earlier, but the real line was a day later than originally planned, and it is clear that Sina is demanding that this major project on its future be flawless. Why Sina Weibo to this "window" so attached importance to this product is not only the relationship between Sina big brand advertisers, but also determine the tens of thousands of small and medium-sized enterprises and the seller's decision maker.

"Window" can be compared to Sina to E-commerce, a fast track. In the Internet three profit models, through the micro-blog in the game immediately to make a profit of the plan is still a little whimsical, and in the Sina Weibo user behavior, sharing the shopping experience and fun, Sun single SAO Baoshou short chain accounted for a large proportion.

The launch of this product, not only SINA data and Taobao data docking, the key is that Sina will roll out a road for itself-the company that previously knew what news you liked, the future is likely to know what color bag you like, or some big sports shoes, once this brand promotion price, will first tell you!

Window”

The electric quotient gene in Sina Weibo is too strong. In 2012 years, Sina Weibo's website class account number although covers the electric business, the life service and the leisure Entertainment nine big categories, but the main is still the electric business--49.3%. In particular, the same site to start multiple accounts of the interactive publicity model is the Electronic business site in micro-blog development of the important characteristics.

The launch of the "window" trigger point is a micro-blog users share a "buy or just like not to buy" goods, in the Netizen's Sina microblog appears after the product, there will be two obvious "promotion" of the logo of the ads, the two ads in the product may come from a Amoy search page, Also may come from Taobao Merchant's product List page.

For Taobao, "window" is tantamount to taobao another entrance, to increase the display of Taobao goods on the region and the opportunity to promote the audience. and Jingdong and other electric companies need to pay higher prices to buy traffic, and is not based on the trust and attention of friends to come-Beijing east on the goods have no longer low prices, it is difficult to imagine what the reason for continued purchase, Gome, although willing to play low price card, but may still "keep in purdah."

And for Sina, this is in Sina and Alibaba rumors from "shares" to "cooperation" after a tentative progress, the outside can be regarded as a substantial progress before the military exercise. If Alibaba does not take a stake in Sina Weibo will lose an excellent opportunity to seize the entrance, but in fact the future of Sina if not Ali "meddle", there is more prospects for development--in addition to a Amoy, Sina's "window" should also have Jingdong, Xun and other electric business customers.

Sina Big can let these advertising bit also high price. In fact, this may be more "benefits" for Sina, Sina will become a neutral platform operator.

Business value

At present, a Amoy to become Sina Weibo "window" of the main force I am afraid it is logical. In the past year, Taobao has ranked the first 8.2% of Sina Weibo's short-chain share, far more than the second beauty of 1.5%. In the short chain Reflow rankings, the days of the cat is more than 2,328% of the top electric dealers, Mushroom Street 2,316% second, Amazon 1897% third. (Author Note: Reflux ratio is more than 2000%, that is, each short chain clicks more than 20 times)

The crux of the matter is that a Amoy auction ranking mechanism can bring immediate commercial returns to the Sina window, the interest chain is quite smooth.

Of course, this is not Sina Weibo "window" of the final business model, if the only part of a Amoy bid ranked advertising fees, then Sina Weibo is only reduced to the flow of the import machine. For Sina itself, the microblogging "window" provides a way to let advertisers directly to the audience of micro-blog, and these audiences are willing to expose their behavior on Sina, a group of tide people.

It is easy to understand that advertisers have seen that 70.4% of Weibo users are willing to accept the electronic business site microblog on the purchase of apparel products and suggestions. Both male and female users are more receptive to buying advice on clothing, books, and IT digital products. 35.9% of users use information from social networking sites such as Weibo as a source of their own shopping messages, which also lead to more businesses joining social networking campaigns. In particular, the users of the Electronic business site micro-Bo to provide the proportion of information needs, "discount promotions" to 85% of the highest ranking.

This means that the future of Sina's original brand advertisers may also go to buy Sina Weibo's "window", and is no longer just a Amoy and Taobao small sellers merchant. This is especially true for luxury consumer advertisers, for them, if someone shares a newly bought Prada bag on Sina Weibo, then put a new Prada promotional ad in the window below the share, and Sina Weibo can deliver the message directly to all of the microblog's fans.