The path choice of BBs viewed by Yan Zhao Door

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest stationmaster buy cloud host technology Hall

This blog is not prepared to do any moral evaluation of the "pornographic" online now too many moral "saliva war" meaningless, at the same time also do not intend to the Tianya network dissemination "Yan Zhao Door" mode analysis-although I think the Internet has some relevant articles, almost did not catch the key points. "Yan Zhao Door" in the Tianya network spread the key point is not in its "fire", but in why there will be a click of more than 30 million "cow", as well as Tianya network treatment "cattle" of the pan. Grasp this "cow post" for analysis, you can Sunding, a lot of truth exposed. But because I worked in the Tianya network 2 years ago, to be honest, I will not say.

On the contrary, it is meaningful to observe the influence of the "Yan Zhao Door" incident on the internet media from the angle of the industry and the media communication. Straight to the subject. At present, Chinese network media presents 3 kinds of forms: Portal editing mode, BBS interactive mode and blog Self media mode. Of these three models, only the first model has formed a benign business model, taking Sina as an example, "brand advertising" as the main commercial revenue. In these three modes, the third blog from the media model, is web2.0 in recent years, there is no clear business model, more embarrassing. However, more embarrassing is actually the second kind: BBS interactive mode.

As Keso said, "BBS in China for more than 10 years (from the water wood or cfido start), will continue to fire"; Keso is not to say, compared to the portal site, BBS in China also "poor" more than 10 years. So my question is, BBS will continue to "poor" down.

Before discussing this issue, I personally would like to endorse a passage in Keso's article: "A lot of vertical or professional BBS, can only be regarded as the community, not public space, its essence is convergent rather than open"-"People's community" this reference, excellent, which clarifies the BBS discussion of an important misunderstanding. For example, I have written a number of BBS observation articles, for similar xcar, onlylady, clove garden and other vertical communities (often on the Discuz platform), I have not regarded them as a discussion category, but suffer from the lack of accurate definition, so the article let Bo friends produced some misunderstandings. Now the above definition of Keso can be very clear: This article discusses the "BBS interactive mode" of the network media is limited to public space, open, not the type of BBS. This kind of BBS actually many, for instance the Forum channel of the portal site (such as Sohu community actually very large traffic), such as independent large-scale BBS Tianya NET, mop net and so on.

and BBS interactive mode, whether will continue to "poor", can look at 10 years, why it "poor". There are a lot of people in thinking about this problem, it is attributed to the "humanities", meaning that the human type of the site does not make money. But this is actually a specious concept. First of all, the public space for the BBS, is not the "humanities" type. For example, the Tianya network, after 2004, if you still think Tianya net is a "humanities" website, that shows you to BBS observation and research is not professional; second, "Humanities" and "business" is not a fundamental conflict, such as some works of art collection and trade, humanities? Enough humanities. Commercial bar, also enough business.

BBS "Poor" only a simple two reasons: first, the flow is not enough, not enough to support the flow of advertising; second, the influence is not enough to support the brand-oriented advertising. Because BBS at both ends, cause its business income is not enough to establish in the "media" mode, therefore, BBS relative to the portal, is very "poor".

First of all, traffic. In fact, the flow of domestic BBS is not as high as everyone thought. Many people see the BBS popular, is often because of an event attracted, and then the BBS just in the event. Therefore, the observer body in the Bureau, natural feeling is a very big "bureau". Actually, numbers don't lie. BBS is event-driven; When the event comes, netizens like ants gather; After the event, netizens away. The best BBS in the country "daily traffic" is also less than the portal and search engine at least one order of magnitude, often two, or even more.

Think further, why? BBS traffic is weaker than portals and search engines because of different reasons. Weaker than the portal, because the portal provides the entrance to the news, and news is the daily necessities of users. Netizens will watch the news every day, but only a very few users are lying on the gossip BBS every day. and weaker than the search engine, because the search engine is based on the whole network of the portal, is a "network", and the BBS how big, but also a "point."

and continue to think will find, portals and search engines, just represent the internet "entrance" of the two stages of development, so for the flow, if simply rely on traffic, then must be "inlet" the size of the flow, the "big" flow. In other words, if you do the "portal" traffic, the site almost no longer do anything, nature can make money. A typical example is hao123.com.

But very few websites can get the "entrance" status; Fortunately there is a second way: Although the flow is not large, but "gold" high. Take BBS as an example, if you choose this path is not "traffic", but "influence." So, what is the influence of Chinese media? This is the main point of this article: The influence of Chinese media, must be the mainstream values! In the mainstream media in China, it is impossible to have Murdoch's "sun".

Too many websites want to emulate Murdoch, too many websites want to do "the Sun". But they ignore one key difference: The Murdoch Sun is one of the mainstream values of the British middle class. Today, China's mainstream values must not be postmodern, but modernity, but also the former modern Confucian. The sun's values are therefore too radical relative to the Chinese middle class, if it exists.

In the case of "pornographic", almost everyone looked, and then almost everyone decission morally. Take a bowl to eat meat, put down the bowl curse-this is China's mainstream values.

Therefore, the path choice of network media is important. Blindly cater to the user's potential layer of demand (end of the bowl to eat meat), in fact, will not get the user's trust, but will let users of the site brand lock, the site will increasingly biased non-mainstream. On the contrary, as a media site, it should be concerned about "put down the bowl", we are in a moment of seriousness, so as to carry out key operations to establish media status. 911 for Sina, that is the opportunity. And 911 of Sina, like "pornographic door" on the horizon. Two Web sites have different path choices.

It is said that if you do "media", there are two different ways of mainstream and non-mainstream choice. But more interestingly, BBS is not only the "media" this path. For example, the West Temple made another choice, preferring to become a "channel." This is also an interesting attempt.

However, whether as a "media" or "channel", the fact is: for ten years, BBS in the world does not have a real business success case.