Sohu Remodeling, the way to go in the future

Samsara is a kind of phenomenon, is a kind of law, is also a kind of philosophy.

History is in Samsara.

Fashion in Samsara.

Technology is in Samsara.

Portals are also in Samsara. From the beginning, to provide content, advertising, experienced attempts, breakthroughs, today, it is back to content, advertising. Of course, today's content and advertising are very different from the content and advertising of the year. Like the cavalry in the war replaced the tank, people or that person, content or that content, but the advertising is different, accurate delivery. Let the people who want to buy TV to see the new TV ads, want to make the gun people see Fast Inn discount ads, want to read people see their favorite author of the latest book ads, want to Blind date people see marriage website ads.

Accurate delivery means better advertising, and better advertising results means higher advertising costs. The number of users is still that number, but each user's revenue increases, and most likely the geometric growth, the result is a surge in revenue. This is the basis for Sohu to think that the portal site is undervalued. This foundation is based on facts. Google and Baidu through accurate advertising earned more than the portal site, than the Internet 2.0 more advertising fees, people look at the envious.

Originally, for the portal site, this precise delivery of a few possibilities, search and advertising accurate delivery between the inevitable link between the portal site and the portal site does not exist between users. No one, no algorithm can know a browse Ronaldo scored how many goals the user will buy what product, also will not know him (or her, it?) Have any hobbies, do not know his age, income situation. Thanks to the progress of science and technology. Today, the problem is being solved.

August 2006, the United States online published a large number of old search query data. This data consists of 20 million search query records from March 1 to May 31 for 657,000 users, with the entire data carefully anonymous. Still, the New York Times, after a few days of comprehensive analysis of the search records of "60-year-old single men", "wholesome tea" and "The Gardener of the Superior", found that No. 4417749 of the data represented a 62-year-old widow Selma Arnold of Georgia State.

What does that mean? A Ronaldo's browsing record does not analyze what, if plus other browsing records, plus input method data, then Sohu can do more than you know yourself.

Sohu's starting point is no problem, but also make full use of their advantages--in addition to the portal site browsing data, as well as input method data (I think the input method most can expose a person's personality, hobbies, family situation, etc., than the search is also fierce).

However, this is not to say that Sohu's approach is no problem.

The portal site is the traditional media content moved to the Internet, but did not completely release the most unique properties of the Internet, interconnection, still traditional media-type one-way transmission. There are comments, but it's no different than reading a newspaper or reading a magazine, just simplifying it, making it easier for comments and reading letters, and allowing more people to see it. This is a technological advance, not an explosion of thought and thought. People's thinking and thinking are still in the past, the Internet is just a new thing, is a tool, an auxiliary tool, not a solid platform or anything else, in fact, the Internet can do more than people think. The connection between the portal site and the user is still fragile.

2.0 era has come, the Internet's most unique properties, interconnection, has been fully interpreted.

The portal site of the 1.0 era has fallen, and if you want to live, you have to make a change. Sohu gave a prescription: do PGC (Professional generated content, refers to professional production contents), do since the media.

This kind of change just follows the times, and chases the tail of the time. PGC is what Yahoo has done and is doing, but what about Yahoo? Check the market capitalisation and find out.

In fact, to do PGC, to do from the media is only the continuation of traditional thinking. This level of change is not enough.

Yes, PGC can attract users, but, to consider a problem, users will not read in Sohu, and then to the micro-letter and their friends to discuss, to Baidu Post bar to express their views? Ten to one, this is a good example of learning Lei Feng. This kind of thing has been and is happening. The beginning of the Chinese network to feed countless Baidu paste. Baidu benefited greatly. Production content, get users, this is not the end, but just the beginning. Further excavation is needed. For example, whether authors and readers can communicate on a regular basis, readers and readers can communicate better.

I think Sohu should make a big step, from 1.0 times into 2.0 times. 2.0 times is the opportunity to further subdivide the 2.0 era (market segments are opportunities, there are plenty of opportunities, not unified, but Instagram, Snapchat, etc. thriving, the key is to differentiate with micro-letter), or 1.0 and 2.0 combined. For example, Sohu signed a writer, PGC, the writer has 100 fans, the 100 fans of the exchange, the 100 fan production content to stay in Sohu, regularly let the author and fan communication (I think, the author and fan communication is a content production of 2.0 upgrades). This takes into account the trend of star grassroots, the desire of the user to express, the desire to communicate and the desire of soy sauce. At the same time, this form provides a sense of participation. One of the most critical points to play on the screen is to enhance the position of the comments in the user's mind, to enhance the sense of engagement, and to add a sense of participation from the bottom up. Is the Chinese feature of the YouTube model.

The Internet has been 2.0 times, the 1.0 era of thinking should be put aside, like not to command the Cavalry to command the tank. Yes, the Internet 2.0 compared to the 1.0 era has no crush, but highlighted the interconnection, 1.0 times can still live. However, behind the times, will not be recognized by the capital market.