The domestic SNS website is entering the bottleneck period, facing the growth predicament

Abstract: "Like the Beijing International Marathon, the important thing is not the 1000th and 1001th players out of the game, the key is the top 10, the top two now how to run." The founder of a well-known SNS website spoke about his perception of the current industry situation.

"Just like the Beijing International Marathon, the important thing is not the 1000th and 1001th players out of the game, the key is the top 10, the top two now how to run." The founder of a well-known SNS website spoke about his perception of the current industry situation.

After the race of my network, the domestic network, such as a group of early social networking sites disappeared, July, there are 360 laps and the Ant network two SNS website announced the shutdown station. For a time, people to happy Net, Renren, 51.com and other mainstream SNS website attention again concentrated, but found that is also negative news: happy net in the Alexa half a year, the flow showed a significant downward trend, the last 3 months of User volume, page visits respectively decreased by 25% and 40%; Renren's monthly turnover has fallen , the number of users is not new growth, another media said that 51.com poor performance, executive discrete ... All the above signs have greatly increased people's concern about SNS website. Some people in the industry even assert that the domestic SNS website is entering the bottleneck period, facing the growth dilemma.

Platform or bottleneck

"I am not playing for parking, buying and selling friends, and the novelty has passed." Now happy net Friend not formerly active, some people simply will not come. Ms. Wang, the company's accountant, said she was less enthusiastic about the community site after a lull in the midnight rush to pick vegetables.

Her colleague, Zhang, feels the same way: "The university's crazy obsession with the school network (now renamed Renren) has not been the same as in the past, diligent and updated people extinct." ”

The report, published by the market advisory body, may be able to use data to show the user's attitude. The report shows that in 2009, China's SNS market increased by 55.9%, user size increased 68.3%, and 2008 China SNS Market Size 344.6% and the user size of 138.4% of the high growth rate has slowed markedly.

For web site traffic decline, the company's lack of growth of doubt, happy Happy CEO Cheng no direct response. He and happy net initially swept at that time as low-key, still faint said "no hurry", the company will continue to consolidate the road of friend relationship.

51.com founder Shengdong said, "China's SNS experienced a round of madness, return to rationality is inevitable." Rather than alarmism domestic SNS is entering the bottleneck period, it is better to change into the platform period more appropriate. "Domestic SNS website from appeared to now 5 years, the industry entered a relatively mature period, some changes, the elimination is normal." ”

51.com vice President Long Zhenwei admits that the SNS industry does not have 2007 years, 2008 as the exciting burst, the overall slowdown, "at least from the 51.com internal data looks like this, the number of registered users stabilized in 150,000/day, the number of active users nearly 40 million/month." Both of the data we are most concerned about are stable. ”

For the aforementioned Analysys International research Report, Dragon Vibration Granville said: "An industry after the outbreak of the overall data slowdown, indicating that the barriers to entry into the industry higher, more investment." ”

Weibo streaming users

In addition to the SNS of its own factors caused by the growth of the decline, its market share is also being the rapid development of new network applications eroded, the rise of Weibo is considered a major diversion of the force.

"There will always be new Internet applications, the SNS decline is inevitable, now spent on micro-blogging more than SNS." "One netizen told the Daily economic news".

DCCI (Internet Data Center) reported in the first half of 2010, "The daily use of micro-blog more frequent, more users tend to use every day, the use of SNS tends to be smooth." and users of micro-blog loyalty is higher, micro-blogging users only use a proportion of 41.9%, while the use of two to three SNS site users the highest proportion of 32.3%,sns site to achieve more alternatives. ”

Special attention to the development of new Media Communication University of communications, the new postdoctoral Fu Yuhui that Weibo can not replace SNS. "It must be admitted that Weibo has diverted people's attention to some extent, but Weibo and SNS are completely different in satisfying people's needs." Weibo is like taking a train and getting a message from a stranger on the way; SNS is a relatively closed, narrow circle of acquaintances, strong interaction. ”

Domestic SNS Web site in the face of several powerful portal microblogging, also behaved "lifting".

It is easy to say that, like the foreign Facebook and Twitter can coexist, the domestic SNS website and Weibo is not completely replaced or hostile. 51.com in early 2008 launched a micro-bo form of "casually say", but the integration of the 51 products, "on the Sina Weibo on the onlookers celebrities, to SNS and friends to discuss, some users even in the 51.com publicity Sina Weibo, we fully welcome." ”

At the end of 2009, Happy Net and Renren also invariably add signatures to the dynamic update of the site, which is similar to the functions of microblogging. But Chen, chief executive of the Oak Interactive group, has said that Renren will not transform Weibo and will not join the full microblogging format, one of the main reasons is that the risk of microblogs is more difficult to control.

SNS exerting force

In the face of various "internal and internal problems", the community website is also making continuous improvement.

This May, a third party developed components of the official landing net, cool news tickets and other utilities and Texas poker and other social games in the promotion of user activity, but also opened the flow of the channel. It is said that the net hope that the year-end revenue reached 200 million yuan.

51.com expects revenue from the site to be flat last year, "close to 100 million". Long Zhenwei said that 51.com this year's focus on the online business, after 2009 years of pure investment, is expected to officially operate this August online games will have a good performance, "I hope the monthly income exceed tens of millions". Long Zhenwei said that the development of online games does not mean that will ignore SNS site itself, "the site is also an important channel to promote the game." In addition, the latest in the end of September this year will be a new value-added products available to the site. ”

By contrast, Renren is one of several SNS sites with the largest number of clusters. In the opening up of Renren and thousands of rubber net account, Renren vigorously launched recruitment, travel booking services, and in the recent group buy network upsurge in the establishment of the Thousand oak "glutinous rice net", further explore E-commerce profit model.

Although the above measures by some people appear to be scattered, blind, but also is SNS website become popular and cohesive attempt.

A domestic SNS website responsible person said, they pay close attention to the domestic several big internet giant to SNS's input--Baidu new Formation social network business department, and recruit the original Ant Net CEO Wheat field director; Shanda SNS "Candy" secret digs angle 51.com technical personnel; Taobao SNS "Amoy Lakes" There will be a big transition in the near future. According to their analysis, Tencent launched the QQ space, alumni and friends, it is aimed at 51.com, Renren and happy net market. The person in charge thinks, all above all explained "SNS has very great value." Under the impetus of the internet giant, SNS market also can subdivide. ”