Sports Portal to kill the process of gold: Tiger flutter with what?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Summary: Compared with Sina's "traditional media" role in sports coverage, tiger flutter may be regarded as the "prophet" of the sports reporting industry. As early as ten years ago, tiger flutter in the development forum and large and small offline activities, to explore new media features to get users. But the tiger flutter of the problem is also very obvious: the product is rough but not to the point, although the offline activity is vigorous but not in-depth domestic and foreign major venues.

Tiger Flutter Style

November 8 4 o'clock in the afternoon, Guangzhou Evergrande head coach Lippi to the rostrum, the sound of clicks and clicks in time to ring. About 2 meters away from him, the golden Champions of the Asian Championship is emitting a seductive glow. This is the second round of the 2013 Asian Champions League final press conference. Throughout the venue, there was a kind of victory, waiting for the final celebration of the atmosphere. Dozens of of Chinese and foreign media reporters are standing by and rushing to ask questions while recording the Italians ' movements quickly. Sina, NetEase and other portal sites are competing in the first time to send back the report. At the end of the game, Evergrande won the Asian Champions League title because of the first real revelry in Chinese football, which was the result of the black whistle and the decline of traditional sports media.

At this conference, which is only half an hour, Zhang Baitao is very laid-back. The tiger-bashing site sent only 6 micro-blog text to the editorial colleagues in Shanghai, the photographer did not even come to the conference, but stay in the hotel proofing video content. For them, the busiest work is now over. The previous two days, Zhang Baitao and colleagues around Guangzhou Tianhe Sports Center interviewed more than 70 fans, and finally selected 7 made into a "tiger-bashing street to Guangzhou fans" video.

The video, released after the day's press conference, soon reached a near-thousand forwarding volume on Sina Weibo. As the peers are still busy, they are ready to watch the game, like the 60,000 fans of Tianhe.

As China's largest sports vertical web site, the tiger flutter did not launch a long story in a race that almost sparked a nationwide soccer craze. It's just a constant update of simple information, about 100 words of race progress Weibo and pictures. However, two days before the first leg of the Asian Crown final, the Tiger flutter special production of "Global hundred fans bless Evergrande" video become a bright spot, forwarding the amount of million. Some of CCTV's football commentators and the Guangzhou Evergrande Club have forwarded the video. CCTV-5 's official account has not been forwarded, citing "a rough video quality"-indeed, a lot of the content of the tiger flutter is a bit rough like the video. Their employees don't like it, but they think it's a feature of Tiger bashing: "What other media do doesn't mean anything to us, we want to do something for the fans." ”

In the past year, the website that wanted to serve the fans was not a small achievement: The tiger sprang up with two rounds of financing and launched its IPO plan, with revenues reaching 130 million yuan in 2012, with departments expanding to nearly 20 and employees doubling from 100 to more than 200 people.

In the garden Square near Shanghai Hongkou football field, the energy conservation and Environmental Protection Industrial Park, this group of young people, the younger generation of sports marketing storm.

This is a typical internet start-up, its founding story and its later beyond the Sina sports similar: 1996 in France, Yan to Beijing's zhidong letter to hope to cooperate, a year later joined Chen, launched Sina's predecessor of the four-pass Li Fang Sports salon; 2004, Also in Chicago to study a PhD in mechanical engineering Chenghang online Basketball forum Hoopchina, is about to graduate from the University of Yang Bing in the domestic operation of a basketball video site "basketball Horizon", Yang Bing to the Chenghang e-mail, two years later, two people in the case of the merger of the operation of Tiger Nets, 2007 set up a company

Before the emergence of tiger flutter, Sina Sports channel has long been the first major domestic sports website. Although Hoopchina catered to the current trend of the forum, compared to the hit of the West Shrine Hutong, Tianya and so on are only a minor. The most mainstream of the three sports newspaper "football", "Sports Weekly", "South Sports" is a rush to Kyushu.

On New Year's Day of 2004, Hoopchina on the first day, only 7 visitors. 9 years later, the tiger flutter every day there are billions of traffic. According to Alexa data show, October 2013, tiger flutter of the user daily average visit 16 times, is Sina Sports (3.11 times) 5 times times. In June 2011, the tiger flutter of a single week of user visits for the first time over Sina Sports, the largest number of visits to the Chinese sports website.

It's all for the fans.

Mixed Sports Forum People know, Sina was a cannon and red is relying on the old Banyan "Dalian Jinzhou No Tears," this article heartfelt posted less than 48 hours to be read 20,000 times. Like the Sina Forum, China's sports reports were agitated, filled with anger or literary cavities.

Gimmick love with sexy woman, "South Sports" declared "football baby is happiness is beautiful, is to use health and youth to fight boredom and shameless."

The above lively all does not exist in the tiger flutter.

Chenghang that, outside the sensational, domestic fans lack of foreign sports knowledge, such as NBA star technology data, salaries, awards and so on. He used his spare time every day to collect NBA news in the United States, and more and more netizens joined the forum, and also published foreign media translations and reports. Fans of the sports Weekly, the most widely circulated sport newspaper, are still looking forward to a weekly report from around the world, and the tiger-bashing users are already producing all sorts of content on their own every day.

Looking back, this is the "crowdsourcing" (crowd sourcing) invented by "Wired" magazine journalist Jeff Howe. This is in the forum known as "Zhang Gangzi" Zhang Jiaqi interpreted as, tiger flutter "more scattered fairy lake gas."

Zhang Jiaqi on the Hoopchina line 3 months later appeared in the "basketball court" section. On the first day, he posted 5 posts, prose, and knowledge of the NBA's top ten fighting Kings. At present, the tiger Flutter has a group of this is called "KOL (Key opinion leader, critical opinion leader)" of the writers, their posts are mostly browsed over 100,000, reply to the amount hundred. Zhang later published a star biography, basketball commentary, today in France still for the domestic sports column writing. In the past decade, the three major sports reports have similar characters: Madsching, Yang, Yeqiang, Li, Miao Wei ... and "Zhang Gangzi" are more like stories of two generations.

According to the data provided by Tiger flutter, active users currently reach 30 million. This is its in volume is much smaller than the portal site is still being valued by the brand side. An unnamed Adidas brand manager said that the choice of tiger flutter is not for the brand exposure, or should choose QQ or Portal, "Select Tiger flutter because you can interact with users, we send a post on the forum can see whether we are willing to participate in the discussion." 2006 Adidas gave Tiger the first bucket of gold. Yang Bing now also clearly remember his Line 2 subway station in Shanghai to take over 60,000 yuan advertising cash scene, "tightly cover the bag, afraid of being stolen."

When not meeting with Chenghang, two people communicate through Skype, but also to match the time difference. "I was so hungry at night that when I came out to eat I saw the moon hanging high in the sky." "With financial support, in addition to eating and sleeping, Yang Bing all the time in the work, every two weeks from the Pudong rented office downstairs once to buy groceries," all the time can do their favorite things, especially immersed in it. ”

Like other startups, early tiger-bashing workers often work overnight--since most sports information is made up of UGC (user-generated content), Tiger-bashing has no night-shift editing. "Sports Weekly" editor in the late night to do newspapers, tiger flapping staff late at night in the background to modify text links. Dong Yabong, the current head of the Tiger Strategy Product division, is the most senior staff outside the two founders, who once co-founded the Spurs Chinese network with friends, and joined the tiger flutter without a diploma in the summer of 2006. No editors, no interviews. He did everything in the tiger flutter, making focus maps, editing news, running backstage ... Often work 24 hours to sleep 24 hours, so repeated.

Chenghang How to go down when the number of people in the forum is millions. He returned to consult professional sports media, most of the people who have been in the tiger flutter in addition to "This forum is very good" without giving any substantive advice. When he found Su Qun, the editor-in-chief of the "basketball pioneer", I asked my teacher to read my manuscript in 2006, and he said transforms was too grassroots to write on the newspaper. "This gives Chenghang a way:" Later I think I do not want to write very professional very formal, as long as the fans like it. ”

So, around the fans, service fans became the only job tiger flutter. Tiger Flutter has news reports, not overly lyrical; in order to avoid full screen abuse, the forum for fans set up a curse dirty word on the "small black House" provisions; in order to make the fans more convenient to see the wonderful comments, Tiger flutter and launched the "Light" function; a group of people in the forum called JRS (cheap) Fans will be in the professional version of the night and night to discuss the tournament, the stars, but also in the "Pedestrian Street" discussion area to ridicule each other, self-deprecating.

Almost at the same time as the growth of tiger flutter, with the expansion of the portal, Sina Sports introduced a professional process of editing and cataloguing. Sina Sports Channel A Request anonymous editor introduction, although the content does not have the paper medium depth, but Sina still has many details to have the request, "for instance the title Word number has the strict stipulation, Sina inside forbids the title party's appearance".

"Sports Weekly" is to comply with the professional code of news reporting, "regardless of the commentary or report, the most important thing is ' go to the fans ', this is the professional requirements." Basketball commentator Yang said, "You have to stand in a fair and objective way to speak, but often fans want more." ”

and Chenghang his fan line. In the 2009, Tiger Flutter wanted to make a breakthrough on the news and set up a "New sound" section, a news product inspired by Twitter. "We will give the original material to the user directly, let them choose." "Tiger Flutter new sound Project department product manager Hui said. Similar examples also include the Tiger-bashing football channel is not in accordance with the general "international football" and "domestic football" distinction, which is often regarded as professional sports media as Tiger flutter is not professional, but the strong viscous fans do not care. "It took too many years to see what columns were inertial and had no effect on me at all." "Once in the tiger flutter practice and the tiger flutter for the topic of writing graduation thesis Huang Yooten said."

2007 Tiger-bashing users to break through tens of millions of users since the annual average of 25% increase. Traditional sports media is declining: "South Sports" "Forever Dead", founder of one of Shao vowed not to do sports media, Zhangxiaozhou turn to do the music critic; "Football News" Li become well-known public knowledge, "Sports weekly" president Guyoyun was found corruption case, Vice President Yeqiang joined NetEase, sports media "transfer history" on the Once " "The most expensive" editor Wei Hanfeng to sports dead heart, turn to do business magazine, that you are reading this magazine, he to Tiger flutter also from disdain to surprised, see new play subvert their former world ...

And behind this, is the former Chinese Football Association president Yalong led a group of Chinese soccer managers and referees were tried, is match-fixing black whistle rampant Chinese sports main battlefield football, is the most concerned about the Chinese football team and the league hit the bottom.

In addition to the so-called Olympic and national system of their own carnival, the real Chinese sports, sports industry and sports media is immobility.

A Union electric dealer?

From founder to employee no professional media man's tiger flutter survived and caught up with another good time. The Olympic torch lit by the 2008 gymnastics Prince Li Ning is not just the bird's nest. This is also the "Internet Olympics" feast, "Sports Weekly" on the line of "Sports Network", to build the first vertical sports portal website; Sina set up five foreign language Olympic website, during the Olympic Games sent back nearly 30,000 articles, Sohu exclusive access to the Olympic Games official Information system and game commentator systems ... At this time has launched the basketball, football, F1, tennis and other channels of the tiger flutter is not a match partner, but it stumbled, grasp the Olympic Games after the sports brand in China, the opportunity for explosive growth.

At the end of 2008, Nike will be in 5 two or three line city to call 110 fans to do activities, the task is urgent, no company dare to answer, PR companies find tiger flutter, they spent 4 days to finish.

Tiger Flutter line director Ye recalls, "Nike wants people to play, and two to upload their own video, our fans have a lot of such people." "At first the Tiger-bashing fan regiment was set up to organize BBS users to play together, to the city for the establishment of QQ group." From the ye set up the first QQ group to the Nike event held six months, the Tiger Fan Regiment covered more than 100 cities tens of thousands of fans. "At that time for Nike activities to call the post, 15 minutes after the first will be willing to participate in the reply." "Ye said.

This is the first line activity of tiger flutter organization. So far it has relied on fans to league up the size of activities have been more than 150,000, covering nearly 170 two or three-line cities. This is more like an accidental necessity. Under the impetus of 2008 Olympic marketing, in addition to sports brands, other FMCG, automobiles, beverages and other industries have increased the sponsorship of sports, accompanied by the Olympic upsurge of national attention from "competitive sports" to the "National movement" transfer, with the construction of sports venues throughout the country, sports gradually become popular.

However, the tiger flutter to do most of the line under the combination of attempts failed. "We built a lot of basketball park in Beijing Fengtai, imagine you go into the ball before playing card, other Tiger users through the server system can see where you go to play, and then by text together about playing." "Chenghang said.

At that time the mobile Internet has not yet arisen, and there is no other source of profit in addition to advertising fees. Chenghang found his vague o2o (online to offline) concept evolved into paving cement, barbed wire, hire security, etc. "is entirely under the line of the very heavy work", by 10 yuan, 20 yuan ticket money is not enough on-site beverage costs.

In the 2009 of electronic commerce surging, Tiger Flutter also launched a calorie mall, hoping to import the site user traffic to the "tiger flutter independent platform" to buy sporting goods. Soon, Chenghang found that most of their peers are listed for the purpose of "crazy burning Money", trying to make money by gross profit tiger flutter is difficult to compete with. In the 2010, calories split from tiger flutter. According to the State administration of sport, although the growth of sports industry in the past ten years has been maintained in double digits, the current sports industry as a proportion of GDP is still 0.6%, "one of the sports goods generated income accounted for more than 70%, sports services and sports buildings (venues) a small share." "Chen Endong, deputy director of the Economic Department of the Sports Administration.

Yang Bing the loss of calories with his lines in the cartoon "The Prince of McDull Pineapple Oil", "God gave me a garden and we made it barren." "Tiger Flutter later launched the electric business platform" tiger flutter, but so far, the electricity quotient together with the game business accounted for the total revenue of Tiger-bashing only about 20%. Tiger Flutter internal understanding is not enough for user data mining. "If the tiger flutter every 100 users have a product, it should not be such a result." "Li Yazhao said. Her Media resources Optimization Department was set up this year, and Chenghang hopes the department will be able to guide the work of other business units by analyzing user data. He repeatedly stressed that it must be done, whether or not. ”

Sports marketing Company

Tiger flutter under the line of activity in 2009 years after the number of two or three years has been steadily increasing, but not out of the Internet media, vertical content and advertising integration of ideas. Advertising contributes more than half of the company's revenue growth rate of more than 50% per annum. Chenghang had to fall into the dilemma of finding new profit points.

This is similar to a number of vertical web sites-the latter with the user-generated content, the new media flourish to make them famous, but the business model depends on advertising, sponsorship and other means. In the 2012, some vertical websites of science and technology began to organize the offline activities such as salon, lectures and so on to participate in the user charges to become the second profit point outside the advertisement.

But Chenghang chose a more grounded approach, separating tiger flutter from other new media.

Since 2012, Tiger Flutter signed Iverson, Alstom and other NBA stars, in Nanjing, Taiyuan, Fuzhou, Yuncheng, Xinxiang and other 24 cities held a basketball tournament. "Follow the advertisers to the three or four-line city run, found that the content of the appeal, advertisers, marketing atmosphere, and in the north is completely different." "Chenghang said. A decade ago, the sports executive company Gao de Sports organized "Real Madrid China" such a top event, but last June tiger flutter decided to do the tournament, still hesitate to sign what kind of star. "Not at the time, nor in the sensitivity of resources. "Ye said. Consulting the industry a lap, the tiger rushed to pay a large price to Iverson signed, but do not know how to find a contractor. Tiger Flutter contacted more than 20 media, also informed more than 20 sports bureaus and sports venues, "at that time even the customer type do not know."

Finally, the Nanjing local media "Modern Express" became the first contractor. "Local newspapers want to attract ads through the games, and we are hit, very smooth," he said. Yang Tanjun, senior manager of the Tiger-bashing sports advisory department. The first star tour was held in Nanjing Olympic Sports Center in December 2012, attendance reached 80%. The role of Tiger flutter has been transformed from the former executive party of the brand activity or media platform to the tournament organizers.

Chenghang then worked with the offline department to find opportunities in three or four-line cities with more than 2000 stadiums. He found that, unlike Beijing and Shanghai, which are accustomed to the top clubs such as Real Madrid and Arsenal, a game with stars, even those with a star in the air, will often become an event in these cities. The cultural gap is very obvious, tiger flutter in Henan Xinxiang, Zhejiang Cixi seek advertisers, "local wine factory can not understand Tiger flutter as a website for its influence, too abstract, you and they said to do this tournament and the stars to eat together, they will immediately understand." "Chenghang called" the product of resources. He believes that the Tiger launched the tournament has basically achieved two ideas: first, there should be a gap, "the gap between the channels to generate profits"; the second is the production of "digital things to communicate in place."

Now, tiger flutter is like a product distributor to promote the "local Tournament" product. This year, its competition department has 38 pages of "Tiger-bashing" manual to 92 cities to find local contractors to cooperate.

These cities can be divided into three categories: first, the CBA team, a strong basketball atmosphere, such as Taiyuan, Shanxi, the second is out of basketball stars, such as basketball players Zhu Fangyu born in Guangxi Liuzhou; third, economically developed areas, such as Nanjing and Xiamen. "Local advertisers are unwilling to sponsor foreign companies, and local contractors are better at choosing venues and selling tickets," he added. "Lin Yu, regional director of the Tiger-bashing race, said.

But persuading local companies to take over the tournament is not an easy thing. "I received the call at 10 o'clock in the evening, the other side said it was a tiger flutter, said has to Taiyuan, want to see one side." "Shanxi Rong Standard sports Events Co., Ltd. General manager Dong Yixiao recalls." Dong has been a sports referee, after graduating from university to set up a sports company in Shanxi, but also operates a 200-person basketball training camp. When he first organized the Chinese-Australian basketball game, "8,371 seats were full except for the empty security." "He also set up a database in his own way--60%-70% locals receive event notifications via SMS," the cost of point-to-point notification is more than half as low as radio, LED light advertising. " Now his customer resources reached 70,000-80,000, accounting for about 2% of the total population of Taiyuan City.

Although the tiger flutter met some sudden, but Dong Yixiao soon agreed to the cooperation between the two sides. "Tiger flutter will be very careful to ask you what you need, put down the posture and talk to you." Lin Mu thinks the advantage of tiger flutter is resources and experience, "our guide detailed how to receive the star, how to do when the race injured midway." "The two sides have now established a 3-5-year partnership.

The cost of holding events in the four-line city is about 300,000 to 400,000 yuan, at an average fare of 150 yuan, if the stadium has 2000 to 3,000 seats, the cost can be recovered by selling tickets alone. The new stadiums in Chinese cities add up to at least 1 million seats, and if they find the right contractors, the city can hold events as small as possible. Yidou of Hubei Province, which held the Alstom basketball game in November, is one example. This is a lot of people in Hubei province is not familiar with only one can accommodate 4000 people of the stadium, the organizer of Wuhan Zhengda Sports Management Co., Ltd. is very optimistic, "fares 100 to 500 yuan, estimated to be able to sell 70%." General manager Hu said. The reason he took over the game was that "the local sports bureau was interested, but was afraid to take risks." Lin Yu said that for such a small city, tiger flutter can also play the advantage of the media platform, while the cost of local television broadcast games close to the total cost of one-tenth.

These success stories are in fact the minority, Tiger flutter to update 3-5 cities every week. "The success rate is very low, contact 100 clients and finally 3 talk about achievement is good." Lin Mu said. Of the more than 20 contractors he now touches, there are only four or five of them, "one of the current difficulties". At present, tiger Flutter is also in the planning and local Basketball Association cooperation. Another difficulty is the signing star. This is also a small probability event. "There was a day to send more than 200 emails out, and finally received three or four replies." Yang Tanjun's usual job is to communicate with foreign companies and local sponsors, "There are too many cultural differences." The most common is the local hope that the star signature, photo, or with the stars to eat.

Tracy McGrady to Nanning, the local contractor placed more than 20 table catering, each seat costs more than 2000 yuan, to arrange McGrady and local leaders to sit at a table. "Foreign people are not very receptive. "Yang Tanjun Choose a variety of ways to bypass the conflict," can not eat together to ask the stars to sign more than a few times name. "It's getting harder to find stars that keep up with the demands of the fans. "Now the market is too fragmented, there are so many sports events in China, there are some exclusive, monopoly resources is very important." Deloitte Management consulting partner Hupper said.

Compared to the gold, the European news of these big companies in the north to carry out the top events, the focus of local competition tiger Flutter is the successor, operating mode is not the same. "We signed the stars, a couple of stops, a point-to-point service, until the end of the tournament." "Yang Tanjun said. Tiger bashing wants to do consecutive races, rather than "a sensation in the past and no more sound" like a big company. The common practice in the industry is to sign a good brand, sign the organizers of the tournament, and then find the stars. "To understand the needs of the enterprise before the tournament." "European News sports chairman Zhu said. He thinks Tiger flutter is more "activity" than "race", tiger flutter is not like sports media, more like "Network Marketing Company".

Chenghang's goal is to beat the tiger into a "sports marketing company," not the original sports media. The overall size of China's sports market in 2012 is about 200 billion RMB, of which the government and large enterprises ' marketing expenditure dominates. The US market is 10 times times the size of China, 85% of which is contributed by consumers. In contrast, Chenghang that in recent years China's sports market is still "marketing-oriented economy", in addition to traditional advertising, tiger-bashing will increase the development of the city landing in the brand sponsorship and tournament implementation.

Or a layman?

But at home and abroad in the arena of major competitions, tiger flutter has been only a "layman." Whether it is the 2008 Olympic Games, the 2010 World Cup, or the annual championships of various sports, tiger flutter has no right to report or other forms of participation. This is an obvious short board for a company that started out as a community and still relies on the network to glue users.

Investors are bullish on the current tiger-bashing total revenue of 30% and the growing line of events. In 2012 after the completion of the 40 million yuan financing, tiger flutter this year and received the investment of Germany-Hui capital. The Derby sees these events as "meeting the market's behavior", "whether from the sports department, the venue, or downstream consumers, the market is very large, tiger flutter provides such services." "said Shan Danyang, director of the German-Hui capital.

Investors occasionally called Chenghang as less handsome, perhaps because of its handsome appearance and the experience of the go abroad, more impressed them is the Chenghang "control." Shan Danyang said: "Tiger flutter there are many areas of the attempt, Chenghang can do very good control, I think the ability is very strong." ”

In staff's opinion, Chenghang is a very timely person to adjust the direction. Following the O2O attempt, after the calorie mall, Tiger Flutter recently suspended the establishment of the tournament center. This year, affected by the "anti-corruption" policy, local state-owned enterprises such as China Mobile, rural banks and so on no longer sponsored events, so the cancellation of the tournament has accounted for 30%. Although it is a business that has been favored by investors and can replicate quickly, Chenghang has slowed down for a while.

The company competes with Sina Sports and gold sports at the same time, but not head-on. Chenghang's point is, "the tipping point hasn't arrived yet."

Another major change in Tiger flutter in 2013 was the establishment of a Beijing subsidiary. Tiger-bashing Beijing subsidiary general manager Gao Shanshan clearly remember last year, the leader of the Basketball Association and Chenghang met the first words: "Finally see real people." "After the establishment of the tiger flutter nearly 6 years, China's Basketball Association, the General Administration of sports has still limited understanding." Chen Endong now mentions the tiger flutter is still some confusion, "seems to be doing marketing, there are too many companies in the market." ”

Like the "Sports Weekly", which started in Hunan province, Tiger Flutter also began to "go northward". Although not in Beijing, like the "Sports Weekly" set up headquarters, but Chenghang want to seize the resources that only Beijing can provide. This year his changes can be seen in a glimpse: The first time he saw him wearing a jacket and jeans, he would wear a suit every time. More and more employees travel to Beijing frequently and communicate with the General Directorate of Sports. Tiger flutter in 2012 has become NBL (national men's Basketball League) and WCBA (Chinese women's Basketball League) sponsor, and this year to obtain the purchase of Super Video live copyright. In the past, the electric business, lottery tickets, competitions, this can be seen as a tiger flutter of another ambition embodiment. Hupper said: "The greatest value of sports today is the media, broadcasting rights are the most valuable part." ”

As the most popular market, the tiger flutter must be transformed from the "paradise of professional fans" to the consumption of ordinary people. Tiger flutter of the old users will complain about the content more and more entertainment, behind this is the tiger flutter deliberately want to move closer to the idea of the door. In addition to the same as the portal will be the content of the gradual "public", tiger flutter also asked the traditional media and vertical web site peers do internal training, hoping to be standardized editing. Chenghang recently sent a standing journalist to Beijing. To be more professional in data mining, Chenghang and other executives encourage employees to learn more and their media resources department has attended Alibaba's share meeting.

These changes can be explained by Chenghang own words: Not admitting the reality is not an entrepreneur, only Wenqing. Zhang Jiaqi Evaluation Chenghang is a "ambitious, energetic, planning and visionary" person. Chenghang is looking at street smarts, the investment guru Rogers, who recently wrote, "Soros and Rogers, the top-minded people, understand China's perspective is very different, very interesting." ”

Tiger flutter remains a great passion for sports. The two questions asked most about the new interview are "What is the Forum ID" and "Who is the favorite star"? One hour noon lunch, some people would rather not eat, also want to play basketball first. After the NBA Kick-off, a gang of people around the big TV, booing one after the other. The IT guys who work overtime at night are going to play football after 7:30.

Although the number of tiger-bashing employees and Sina sports roughly equal, but tiger flutter more grassroots, most people from the internship or part-time in the tiger flutter, this is the only company they have been to so far (Sina has a lot of traditional media job-hopping past). When asked about rivals, the answer was "no reference company," and "it's hard to touch a black man." This is in line with the traditional media: Some say they can't see what the tiger is doing, and some say tiger bashing is struggling between commercial companies and media platforms.

But what is certain is that tiger flutter is not a sports media to disrupt the sports media this line-it started with the internet thinking, in the fans occasion killed to the mainstream.

With the revival of sports and even the whole industry, the era of sports weekly, once popular in China, is over, the sports net is more and more like a sport lottery website; Sina is viewed by its employees as a "traditional media in the field of sports reporting" and is using new media to increase interaction with users. These are reflected in the tiger flutter in the forum ten years ago, also reflected in the tiger flutter scattered throughout the country's activities.

Source: Chinese version of Businessweek/Shi Yuhan