Sina Weibo or will be responsible for three leaders

Absrtact: The reporter learned from a number of Sina insiders yesterday, Sina Micro-bo structure will face big adjustment in the near future. The current vice president of Sina, Wireless division general manager Wang Gaofei has replaced Sina Weibo division general manager Peng Shaobin. In addition, Sina Wireless career

Yesterday, the reporter learned from a number of Sina insiders, Sina Micro-bo structure will face a big adjustment in the near future. The current vice president of Sina, Wireless division general manager Wang Gaofei has replaced Sina Weibo division general manager Peng Shaobin. In addition, the Sina Wireless Division will be merged into the Sina Weibo business department next January, the merged department would be headed by Wang Gaofei. Several industry insiders close to Sina also confirmed the news to reporters yesterday. However, Sina public relations yesterday responded to this, said the news is not confirmed.

Sina Weibo keeps two-line operation

According to the reporter understands, Wang Gaofei in charge of Sina Wireless current main business in handset and Pad end app (application software) product, and a small part SP (move increment) business. Sina Wireless first through channels such as operators to provide ringtones, themes, hand tours and other SP services started, most of the profit is also dependent on the income of the SP support, slowly transition to the above business.

Sina Weibo has maintained a dual-line operation: Weibo mobile client products to Sina Wireless, PC end to the Sina Weibo division, resulting in a large amount of internal friction. At the same time mobile end gradually strong, as of the end of February 2011 data, Sina Weibo from the mobile terminal users share with the PC side.

In fact, in November this year, Wang Gaofei, Sina's vice-president for wireless services, will succeed Sina Weibo general manager Peng Shaobin News has been circulating in the industry.

Sina Weibo or will be responsible for three leaders

A number of Sina insiders introduced yesterday, in the future, Sina Weibo will be mainly responsible for three leaders. Sina Wireless General Manager Wang Gaofei is responsible for product technology, Sina chief Operating Officer Du is responsible for the operation of the market, is responsible for Weibo open platform leadership has not been determined. Relevant sources said, Sina company temporarily although no notice, but the leadership has communicated.

According to Sina official website introduction, SINA Vice President Wang Gaofei since November 2006 as Sina Wireless general manager, to technology is well known, this also is the industry is considered to be in charge of Weibo's important reason.

According to a number of Sina inside and outside the insider said, because SINA internal structure faces big adjustment, the company has already appeared "Personnel earthquake" signs. At present, widely circulated within the SINA program, the staff involved in the adjustment department or will face three choices: continue to remain in the original position, the internal change, access to the labor law "n" compensation to leave.

However, these internal statements have not been confirmed by Sina official.

Sina Weibo user growth

August 28, 2009, Sina Weibo official external test.

November 2, 2009, Sina Weibo user number exceeded 1 million.

April 28, 2010, Sina Weibo user breakthrough 10 million.

August 28, 2010, Sina Weibo users reached 30 million.

In the second quarter of 2011, Sina Weibo registered more than 200 million subscribers.

2011 fourth quarter earnings, Sina Weibo registered users up to 300 million.

In the third quarter of 2012, Sina Weibo registered more than 400 million subscribers.

Industry Analytics

Architecture adjustment or Sina Weibo innovation path

Xie, an Internet expert, said yesterday that the news that Sina Weibo was brewing for a big adjustment had already been heard. Weibo is the only bright spot in Sina's past decade and must be transformed into productivity. "The adjustment will not necessarily change the current problem, but it will have a role in saving costs and gathering resources," he said. The situation is not so satisfactory. ”

No innovation in Weibo development process

Xie that Sina's adjustment is because, Weibo in the development of not too much innovation, especially the business model, the product also has room for improvement, on the other hand because more people on the mobile phone on Weibo, Sina needs to explore new feasible way. Merging is also good for wireless, Sina has bought a lot of wireless assets, but this wireless asset is the former 3G era, the traditional wireless alone has not much value.

Xie that Weibo is the only bright spot in Sina's past decade and must be transformed into productivity. Tencent Weibo may be more users than Sina Weibo, but in terms of discourse, social influence can not be surpassed, after all, most celebrities are gathered on the Sina Weibo.

And the number of users rising and breaking 300 million of the micro-letter is also considered a social network of a dark horse. However, Xie that the micro-letter and Sina Weibo are two different things, the two do not constitute a positive competition, not the relationship between the long, not to threaten micro-blog.

Whether to pack a listing depends on the market

I Liang, the U.S. stock editor, said Weibo is not successful in commercialization, and is only a media, the platform for news information acquisition, has not become SNS, the establishment of social relations between users. Advertising is just a display of brand advertising. As a result, valuation liquidity is much lower. Weibo is a big gold mine, but Sina just touched the gold powder, still do not know how to dig mine. Weibo should have a grander blueprint.

"Sina is Weibo," Liang said. Because Sina's portal business occupies a very low proportion of valuations. From an investment perspective, Sina is too reliant on Weibo for risk, but gathering resources to focus on doing something is easier.

But Liang that no microblog on Weibo can compete with Sina Weibo, but if it does not innovate, Sina Weibo could be a more powerful and sophisticated social platform, such as micro-trust, to rob users of their time.

On whether Sina Weibo will be separately packaged, Liang that Sina Weibo is not yet packaged. This depends on market expectations of valuations, and Sina Weibo is not yet profitable. But the introduction of strategic investors is not excluded.

Liang that Sina shareholding is more dispersed, Cao Chao is only holding a small share, Sina is a company without owners, unlike Tencent, there is MA. The decentralization of shareholding has an impact on corporate decision-making and the mindset of leaders.

But the prospect of a microblog-splitting operation is already on the horizon.

According to the 2011 media reports, Beijing Trade and Industry Bureau website Information shows that Sina Weibo has registered two independent companies, respectively, micro-Dream Network Technology (China) Co., Ltd. and Beijing Micro-Dream Network Technology Co., Ltd. (Liu Lanlan)

High Level Sound

Chao: Weibo ads nearly 1/5 from mobile end

Sina CEO Charles Chao, in the 3 quarterly results released in 2012, has a detailed analysis of the existing problems of Sina Weibo.

He says the portal business and Weibo are competing for customers. He said that although the luxury goods industry and FMCG industry, these customers did not advertise in the portal, but was attracted by Weibo. But the majority of Weibo advertising customers are still the original Sina customers, they put more money in the Sina Portal and micro-blog to buy ads, to quantify the effect of the encroachment is very difficult. Sina's strategy is not to tie the two businesses together, but to implement different pricing strategies for portals and microblogs.

In addition, he also believes that micro-bo is affected by micro-credit, the micro-blog to enhance the private sharing function. Micro-credit and Weibo are two of the hottest apps on the mobile side, two fundamentally different social platforms. As many people in the Chinese market use the same product at the same time, spending more time on one product means less time spent on another platform, and micro-credit impact on micro-blogging has emerged. Sina Weibo's focus is still on public networks, which also provide a private sharing function.

He explained that 15% to 20% of Twitter ads already came from the mobile end. In June, about 69% users logged on to the microblog using either the mobile end or the mobile end and the PC, which increased to 72% after a quarter. There are 15% to 20% of Weibo ads coming from mobile, and Sina will be investing heavily in mobile Weibo development. Future payment systems will also focus more on mobile payments than on the PC side. All projects and resources will tilt to the moving end.

Background

Sina Weibo is trying to commercialize

Sina Weibo has historically been regarded as the most important business segment of Sina. Sina has also been trying to commercialize its microblog as users have grown significantly.

Sina CEO Cao Chao after Q3 earnings release, Sina Weibo registered account has exceeded 400 million. The previous 2012 years of Sina Q2 earnings show that up to the end of June, Sina Weibo registered users up to 368 million.

Despite the control of hundreds of millions of users, Sina Weibo is trapped in the flow of liquidity means. For micro-blogging business model, Sina is still groping, the traditional mode of advertising is mainly. The first half of this year, Sina Weibo advertising revenue over 10 million U.S. dollars, up to Q3 has reached 20 million U.S. dollars.

Previous Sina Weibo marketing attempts have been many, October 16, Sina "micro-task" officially entered the professional version of microblogging marketing Center, marking the publicity of micro-Bo marketing. December, Sina launched a microblogging service platform, the aggregation of third-party services providers, it is divided into official micro-operation, activity marketing, application order, such as five parts.

Another source said, Sina will be on Weibo marketing large charge "admission fee", fans more than 500,000, unlicensed marketing large must be signed with Sina, or will shield its release outside the chain. However, Sina official said to reporters that there is no such decision.

Unlike Tencent, NetEase and Sohu, which support earnings from gaming, Sina has had to see Weibo as the hope of future performance improvements. According to Sina's third-quarter unaudited financial report. The company's total revenue was $152.4 million, up 17% from a year earlier, with a net profit of $9.9 million and a loss of $336.3 million a year earlier.