The evolution differentiation of local community is a pseudo proposition from the perspective of the threat of Weibo

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"Editor's note," the author of the article, Ningjie, founder of the network, Sina Weibo on the @ dream Qinhuai. Sina Weibo launched on August 14, 2009. Over the past three years, the rapid development of micro-BO has greatly promoted the progress of social media. The authors argue that the development of Weibo has led to a more accurate positioning of local communities.

Along with the micro-blog every footprint, the industry will repeatedly ask similar questions: BBS will be micro-blog instead? How do local websites differentiate and operate?

Two years ago, when I was talking to Hui, general manager of the Western shrine, I summed up the first view of the "micro-blogging threat"-"Why is the end of the Earth, the mop in decline, and the local community is progressing?" The reason is: continuous technological innovation, business services, content operations. Two years of practice has proved that the judgment is still very superficial, Weibo did not eliminate the BBS but to promote BBS, especially the local community more clearly who they are.

The difference is a false proposition, the essence of business is the key!

Someone said, you see several stations of the livelihood of the topic has been hit by Micro Bo, and now even open a restaurant to do micro-blog operation. Therefore, BBS this kind of community form is not outdated.

To think seriously about the problem, there are 3 key conclusions:

1, in the business operation, can not be differentiated and differentiated, the difference is determined by the nature of the industry, not the opponents decision.

What is essence? For example, you choose to be a cat, then your language must not be "Oh ~ ~", must not be "barking", can only be "meow", otherwise must be expelled. Thus, the logic to judge whether things can be done is that there is no chance of "differentiation" when conditions permit.

From this logic can answer the micro-blog Threat Theory of differentiation: Weibo is a form of Community products, but Weibo does not cover all the functions of the community, so many experts unanimous-"fine differentiation, vertical." The local community is a regional subdivision, and the key industry of local community is vertical and subdivision. The key question is: what are we going to do with this position?

2, meaningful differentiation represents a kind of innovation.

The second common mistake about differentiation is that many people think that differentiation is "the other is the community, I do the Yellow pages is differentiated." This logic can be understood: In other people's McDonald's, open a dumpling shop is feasible, but good business does not depend on you sell dumplings, but you sell dumplings taste good.

So the difference is not formalism, but characteristics, innovation.

3, the most superior Internet business form is a large-scale social interactive market.

Go back to the restaurant and ask people to run Weibo. Understand community business. Do you remember that last year all the restaurant owners told you that group buying was good?

Adhere to the "social marketing is micro-Bo marketing, BBS has outdated" people please see a website-gu su Food Network, read answer me: Weibo, buy can replace it.

Difference, local community and Sina Weibo difference, the crux of the problem is two words: positioning. The answer to the first question is that product shape is not the core of conflict, but the core is business value. The best Internet business form you can see now is the industry's buyers and sellers, not just trading, but chatting and interacting. Obviously, Sina Weibo does not do that.

Second, Weibo encourages local communities to find their own positioning.

The biggest border between Weibo and the local community is in the news of the People's livelihood, for 3 of years Weibo did suppress the local people's livelihood news operation, but prompted the local website to recognize its accurate positioning of the local people's livelihood and the overall site's clear positioning.

The 2009 is indeed a watershed for local communities, where there are 2 magic weapons of rapid growth in local community traffic: politics, pornography. 09 years later, under control + Weibo, there is only one type of fast-growing web site-the fashionable female category. Remember the 2009 Chanyu founder, said: "We do not do news, only to do events." "2008, the local community area famous website Hefei forum clicks the highest content is boycott Carrefour event." 2009 years later, Chanyu's favorite local community is a proud net.

So what is the right path of the content of the people's livelihood in the local community? I think it's 19 floor style.

For example, the price of gasoline, Sina Weibo is the most information forwarding, local community is a small story of local grass people.

For example, the amount of wedding dowry, not the elegance, but the local community is a good topic.

Positioning also has the next important meaning. 2009 Fuzhou Government decreed that the main trunk roads in the city prohibit motorcycles, illegal electric vehicles driving. 2012 I reflect on this incident, ask everyone: Do you want your friends to ride the electric donkey or driving the car?——.

Third, "Go out and do the editor"--what is the "content" of the local community?

Nanchang Bao Network general manager Gan Ganlin Teacher in-depth inspection and research on the local website vertical operation, summed up 3 words: "Go out to do editing, service to create value, we sell not only advertising." "--a few words contain the true meaning of local community positioning and content services!"

The development process of the local community often goes through several confusing stages:

"How do you do without a net friend?"

"Customers say that with the effect of giving money"-"Why don't customers ask the traditional media to effect it?"

"A group purchase deal 30 BMW, the customer only gave 50,000 yuan!"

Seriously think, have the following experience:

Local communities actually belong to the traditional service industry, very soil, very tired.

It is meaningless for local websites to provide information only, we are not small Sina, small sohu or big x net.

Editing and integrating localized business service information (especially UGC) is the main work of editors.

Only information is far from enough, to the local merchants to pull up to serve netizens.

The local community needs business information, the interaction of the trader. Local communities provide not simple information but business services.

Conclusion: Sina Weibo 3 years, the end of the Earth, mop in decline, and local communities in the rapid development.

Original link: http://blog.sina.com.cn/s/blog_50a2238101018c6l.html