Sina Weibo "grassroots large" charges have an advantage?

Absrtact: Sina Weibo recent movement frequently, each kind of news unceasingly spreads, from Alibaba shares Sina, Sina micro-blogging structure adjustment, one until Sina coo du to replace Cao Wei as CEO, Cao Chao transferred to Sina chairman, although not confirmed by Sina, but the industry personage

Sina Weibo recently moved frequently, all kinds of news constantly, from Alibaba shares Sina, Sina micro-blog structure adjustment, until Sina coo du successor Cao Chao as CEO, Chao to Sina chairman, although not confirmed by Sina, but the industry insiders feel that Sina seems to be brewing a big change. Especially on the evening of December 14, 2012, Sohu it released news: In response to Sina Weibo blocked large extra chain of news, reliable sources said, Sina's move is mainly for fans more than 500,000, not certified marketing tuba, requirements of these large and Sina signing, and give Sina income share, Sina Weibo can feel the rush to accelerate its commercialization process.

January 2011 Sina Weibo launched the value-added services "SMS microblogging senior member privileges" of the move by the industry is considered to be Sina Weibo began the commercial operation of the landmark action. Until today, after nearly two years of groping, sitting on nearly 400 million users Sina Weibo, continuous commercial test water, Sina Micro-blog members officially online, Sina Weibo advertising platform online, Sina micro-blog Micro-task release, to Sina Weibo began a new round of grassroots marketing large-scale governance, we can see that the mode of Sina industry is gradually clear, But how far is the real commercialization of Sina Weibo?

Sina Weibo "grassroots large" charges have an advantage?

1. Standardize the grassroots large, avoid some grassroots large and frequent release of "rough" ads.

Grassroots large constantly through a variety of means to increase the number of fans to a certain amount, the daily promotion, price reduction information simple, rude frequent send, to many fans brought trouble. Charges, you can avoid some grassroots large frequently issued "rough type" ads,

2. Short-term increase in revenue, ease of financial pressure.

Any network platform, the early stage must rely on the strong support of capital, only then can bigger and stronger. At present, Sina Weibo's charging direction has business-to-business, business, B2C2B, through the entry of Alibaba, powerful combination, combined to carry out fees and introduce quality services, thereby promoting commercialization process to achieve profitability, this will be short-term relief of financial pressure.

3. Perhaps set an example for the development of social media in China.

Compared with foreign social media profit model, Facebook is through advertising + virtual currency services + own payment system + Developer Commission to achieve profitability. Mr. Chao, the CEO of Sina Weibo, has announced that there are six business models, namely, interactive precision advertising, social games, real-time search, wireless value-added services, e-commerce platforms and digital content charges, and if accurate decision-making and proper operation may set an example for the development of social media in China.

What are the challenges of Sina Weibo commercialization?

1. Shake the base. Micro Bo is a social, information, knowledge, media platform, its charm lies in the real, real, real things, representing people's true feelings, relaxed and equal communication of social psychological needs. This is completely different from the pure commercialization, entertainment platform, if the excessive commercialization will deviate from the existence of the base.

2. Alibaba will also bring "negative effects." Alibaba, its core value is the platform of business transactions. If Alibaba entered Sina Weibo is in order to pursue commercialization more, will appear Taobao, day cat advertising fly, user experience poor problem. Moreover, how many of these revenue forecasts are very difficult to predict, will it reproduce the problem of 2011 years of Taobao collection of store fees?

3. "Grassroots size" charges violate the grassroots and fair spirit of Weibo, and if the fees are charged, then everyone will be charged.

4. The microblog dividend season has passed. Microblogging has begun to enter the decline, the user enthusiasm began to fade in the early days, enterprise users began to become more pragmatic, when the introduction of a variety of charging items, will accelerate the user away from, outweigh the gains.

5. It is possible to make a wedding dress for competitors. Although Sina Weibo is a big one, but Tencent Weibo and micro-letter is still a strong opponent for Sina Weibo set up a major obstacle, if Sina Weibo fee method is aggressive, it is easy to "force" users to the competitor.

Sina Weibo development commercialization of the road, what risks should be avoided?

First, do not ignore the user experience. We like to use Weibo because it is a real story. If it deviates from its core values, excessive commercialization, or commercial thinking over the authenticity of the position, we will slowly move away from the platform. So at the same time, more thinking about what value can be paid to the buyer, what good experience can be brought to the user?

Second, avoid losing credibility. Sina Weibo also has an important attribute, that is, media properties. Micro-Blog Content marketing is part of the media attributes, the development of commercial road lost credibility, lost an important attribute, will lose a large number of users.

Finally, the social circle is not to be underestimated. Micro Bo is not a simple social circle relationship, most of the friends to share the real topic is the biggest user stickiness of the foundation, they are the most needed on Weibo is not similar to Taobao's electricity business platform, so for the operation of the circle of friends to provide a good platform, is the long-term development of the weapon.

The process of commercialization should be more prudent and not Zeize. The commercial direction of Sina Weibo, it is absolutely not commercially viable, and I hope that Sina Weibo, while pursuing business revenue, should pay more attention to the user experience, pursue a social media and the essential principles of a social community, and achieve a fair and reasonable commercial return by telling a real person and creating a genuine influence for individuals and businesses.