Social right, media left

Sina can be said to be the three major portals, is the most media-stylish, although the other portals are also doing news.

Sohu in 2008, rely on the Olympic strategy once grabbed the first position, and NetEase News advertised himself is the most attitude, but talked about which is the most like the media portal, I will first think of Sina.

Perhaps, in the eyes of Sina, not so think of their own, at least, they actually do not want to just in the field of network media to get the first.

Compared to other areas of loneliness, but can prove Sina's success in operating media.

After the blog business into the bottleneck period, Sina once also tried online games. But soon defeated the next, completely without Sohu and netease such success. The reason is difficult to explain, whether it is research and development capabilities, promote resources, product operation of this piece, compared with the other two, Sina does not have a special short board. But this, presumably is the so-called enterprise gene determinism, Sina is also a media portal.

Hake, roundabouts

Back to their best in the field, Sina has found a new business growth-Weibo.

Microblogging, like blogging, is also an exotic product. Landed on the mainland, but the loss is not Sina, but rice.

Rice is an interesting and small product. I am a loyal user of it. But how to run such a strong media properties of products, for Wang and his team, a little difficult. For example, in group events, how to restrain speech, how to the government's Red Line policy and the catharsis of netizens, find a balance, this is difficult and need to accumulate a long time of technical work-Sina is very good at.

Meal no team in the product may soon usher in the outbreak point, touched the reef.

The closure of the meal has allowed the portals to see the dawn of a new business, which looks like an interesting paradox, but it is true. July 7, 2009, the meal is closed. August 14, 2009, Sina Weibo online Beta, this is the first portal site. Close and on line, before and after, also one months time. Whether the meal is opened again after a year, and so on has been Sina Weibo development in full swing.

Media and celebrities

The use of celebrity to promote the promotion of products, Sina understands its way.

Xu is the blogger queen. In the blog age, I need someone who can write, think, and drive the media spotlight to turn.

That year's Xu, is not the old Xu, ranked four small Hua Dan, so a talent both girls, suddenly became the queen of the blog. Blog This thing also from Geek exclusive product, became people Street know Lane smell, again familiar with the noun, in Sina opened blog also gradually became a trend.

With the help of stars to promote and operate products, in this regard, Sina is not lost to professional brokerage companies.

Chen Yao, Sina in the operation of the era of micro-bo choice.

Although Chen Yao is now more and more international fan, but if you say the most popular role, or "martial arts" in the Guofu. "The martial arts" is the most successful episode of the past few years (not one). After the premiere of CCTV in 2006, the highest rating was 9.49%, and after the local station alternately replayed, also achieved good results. "Martial Arts" in each of the characters, give a real, lovely impression, there are important parts of the Guofu is naturally more popular audiences love and recognition.

Let Chen Yao with Guofu shadow settled Sina Weibo, of course, is the best choice. For users, they don't need to understand what Weibo is, they just need to know, Chen Yao is there.

After Chen Yao, the more and more celebrities stationed in Weibo.

Celebrities in various titles have come and go on micro blogs, making the media more mature and diverse. Friends around now rarely go to the end of the world to see gossip rumors. Because Weibo is not just spreading faster, but a tiny @ can pull the protagonist into the Whirlpool.

Circle and Social

With the development, Sina Micro began to have a variety of circles, star fans Circle, Public Knowledge circle, grassroots circle, so we like to use onlookers and follow such words. Watching more than writing, onlookers more than participation.

Tencent Weibo is a completely different strategy. Sina stronghold in Beijing, located in China's cultural center, the star resources are extremely rich, coupled with Sina has successfully used the experience of blogging, these are outside the advantages of paper, go the same route for Tencent Weibo certainly does not apply.

Instead of looking elsewhere, it's better to be here.

Tencent's new advertising language, let people feel warm, we play the Internet, in the Internet began to communicate with netizens, probably all QQ began. Our network social relations, the real friend relationship, with the passage of time, are gradually settling in the QQ friends list.

QQ Friend this layer of relationship, now not just list of hundreds of list, in the Tencent Multi product Defense strategy, now can through different channels for the maintenance and expansion of relations. Our interaction with friends, not limited to the QQ dialogue window, as well as micro-letter offline news, Friends of the dynamic and photos, of course, there are some words Tencent Weibo. I asked many of my friends who were only active on Tencent Weibo, and they all said that because I was playing on Tencent Weibo, Sina Weibo was used to watch.

Once the circle formed, for the new people, it seems only to stop to watch, the body seems to spend a lot of strength.

Heavy and lithe

At the crossroads, Sina Weibo and Tencent Weibo have to make different choices.

Sina Weibo is very important to the whole of Sina, perhaps the opportunity of mobile Internet is here. But for Tencent Weibo, it's totally different. As a follower of the market, Tencent Weibo has a much smaller burden on its shoulders than Sina Weibo, and there is no pressure to succeed. As a defensive product, Tencent Weibo has done a great job and there is no profit pressure, but Sina Weibo is very anxious about this.

Under Chao's plan, Sina Weibo's future earnings model comes from interactive precision advertising, social games, real-time search, wireless value-added services, e-commerce platforms and digital content charges. On the point of proving profitability, Sina Weibo's attempt has never been interrupted.

Social games were supposed to be the most likely to be profitable, but after the launch, the results were not ideal. Sina Weibo's user groups are large, more educated users, the game product itself is not too cold, the willingness to pay is also very low. From this point of view, Sina Weibo's social nature is not strong.

The online ads earlier this year, as well as the recent online membership service, could be seen as an attempt by Sina Weibo to interact with precision advertising and wireless value-added services, but so far market feedback has been less intense.

Troming is the best portrayal of Sina Weibo's current profitability issue. On the one hand, through a variety of business combination to test the market, on the other hand, also take into account the market response and user feedback, inadvertently, will be a blind pursuit of commercial interests and sacrifice the product experience of the hat.

Tencent Weibo team, no back on the heavy burden of profit, product iterations are also walking all the way light small steps to run, the same is the product of Twitter localization, has now presented a different development trend.

Standing on Weibo development of the cross, Sina and Tencent, both have been drifting away.

Drawing from time