The future of Sina needs to become a media platform, since the media is part of the media platform

Sina is making a transition, or we are already doing it. Overall, the future of Sina needs to become a media platform, since the media is part of the media platform. Sina transformation to be in three major directions rich:

First, the content source is richer, including not only the traditional media, but also from the media. More and more content will come from the media, there are columns, video and other forms.

Second, the content of the presentation form is also more solid, not only Sina, now the portal video, pictures, etc. accounted for the proportion of browsing increased very quickly. Similarly, Sina will provide different presentation forms according to different features of PC end and mobile end.

The third is rich in how to meet the needs of users in different scenarios, users at different times, the use of the scene, the content of the media preferences are not the same, to move the end, for example, the user sat on the couch every day and the content of the bed preferences vary greatly.

Now do the site more and more difficult, all aspects should be considered very clearly, not only need to do in the product drive, but also need a very rich media operating experience, the other platform has a strong influence.

As a media platform, Sina has restructured its portal channel. A lot of people asked me, is not to the Sina channel vertical, become a small company? In fact, we are asking for "three-dimensional", which is fundamentally different from "vertical". Take sports as an example, I have my channel, also has My network station, also has the sports community, moreover the sports community is constructs on the microblog, is not the traditional sense sports chat room. Within the sports community, fan users, as well as sports teams, athletes, stars, enterprises can become an important part of the community. The sports channel is to build a real relationship with all the parties involved in the race.

In the future community, if I am the Heat's fan, then in the heat community, I can see the heat team in the locker room players in the dynamics, there are very fresh in the locker room story. There are quite a few fans who are very concerned about these things, but these are not what the traditional interviews can get. In addition, users can have a certain relationship with the tournament, such as watching the game can be a quiz, such as how many three this section, these are directly related to the game. Users can also play some sports-related games, and can even buy relevant team equipment.

Correspondingly, Sina certainly must make the adjustment in the management. In the past, basically each site relies on one or two major channels to make money, other channels do not make money, Sina or several portals are the only profit. Now Sina is going to turn a channel into a vertical area, and management changes as the business adjusts. Like Sina Sports, channel, on demand Taiwan, community three assets, all need to do the corresponding planning.

In operation, the past one channel 90% is all edited, but after adjusting, do the community, do the product operation Way is different. First of all, Sina needs to this overall plan; second, the Division of labor should be more diverse; third, the management mechanism, we hope that the establishment of the team and the company is the interests of the same, the same as the team in the big companies to do two of startups, of course, the risk is much smaller than

The mobile end is another focus of the future portal. The development of mobile end, the first need to have a very important entrance, Sohu to its news client as an important entrance, this point Sina's positioning is on Weibo, which is also a few years ago Sina in the mobile end of the focus, has now reached.

Second, from the media point of view, browser browsing mode should not be overlooked, in other words, the client is not the only solution. Now Sina Two roads are walking, from the browser to obtain content, the volume is still very large; The client also does not have to follow the original PC-side and mobile end of the channel to do, should be more according to the user's interest to do, but to follow the client reading habits and interactive mode.

So Sina's news client can have its own strong differences. First, the news client's real-time requirements are very high, in addition to real-time, Sina to use its own advantages, including hot data mining and the formation of issues, so that users see in other places can not see the content. News clients are not the only news media can do, the direction and practice, can be different, now it is difficult to go to the next conclusion which way to do better. So from this point of view, we want to make the difference. Second, Sina does not blindly pursue installed capacity, in fact, the conversion rate of installed capacity is very low, if for a nothingness of the number to PK, it is very meaningless things, Sohu, NetEase, Sina, each home has the positioning of the home.

Some people say, Sina this change is me "the newly-appointed three fire". I am not a "broom", I have been in Sina for 14 years. Frankly speaking, I did not think of the "three fire" situation, because I always feel the meaning of this sentence is not to say that the three fire is over.

In the Internet industry, the market changes particularly fast, competition is also very fierce, so can only say how to do their own here, seize their advantage, because there is never perfect time, like Sina, today is not perfect. I will consider a little more about what we can do now, what we can't do, and what ways and means to do it.

In addition, the most important thing is to reach a consensus on ideas. New era, not only the traditional media need to convert ideas, do the same site, need to adjust according to market changes of ideas, but also the courage to try the wrong. It is impossible to make mistakes, so the slow and steady method is not suitable for the internet, so does the media. Fortunately, Sina is not the official media, the restrictions will be much less, the institutional mechanisms are different, so I think there is a chance to do online media.

Sina has tried too many mistakes, and we have tried many things that we will not do. In this respect, I deeply understand that the surgery industry has specialized. Why does Sina make media platform? It's important to be able to make someone who is good at a certain kind of thing become your partner rather than a competitor. At the beginning of the business development, there will be a business you have me also have, but the future will not be so. Not only Sina, many companies are more mature than before, we understand what to do, what not to do, through what mechanism to do.

For example, video, for the portal is very important, but the practice of different families, Sina is more from the point of view is not consistent with their position. Now do video in the long film drama of the Red Sea, from the commercial return point of view, video sites rely on content to advertise similar to TV, directly cut the TV ads cake is also relatively fast;

Sina on the one hand to consider the advantages of their own play out, fit their own advantages of positioning. For example, sports, has been Sina's relatively strong field, the NBA has been doing for three years. Since sports are dominated by games, video games are important. On the other hand, the content itself can cooperate with the enterprise, we now do the champions moment, the moment of lore, are bundled with the content provided by the enterprise. The enterprise can not be simply as advertisers, teams, stars, spokesmen, which are sports assets. In addition to the business model, in addition to advertising, around the lottery, games, there are actually a lot of opportunities. In the video field, these are the future we want to do on the basis of the tournament.

Sina is not going to buy a lot of copyrights to do TV dramas. The competition here is very fierce, operating in the long run, I feel is a problem without solution. The more people see, the higher the cost, can the benefits really keep a certain profit margin as the cost rises? Business model, we do not want to go this way. Sina is trying to do a platform this year, the user can meet the video demand on the platform, the content of each video website plays on this platform, obtain the profit they can streams. For the Youku potato, Archie Art, one more source of income is a good thing. Film and television drama this piece, Sina wants to be able to platform, rather than through exclusive monopoly resources to do.

In the future, video also has a lot of space, is from the creation of the media, including UGC and video combination. Sina now do a lot of things are around their own advantages to carry out, this piece is no exception. In Sina Blog, Weibo, in addition to those who are well-known, the spire of the columnist, and down there are a large number of different areas, with content authoring ability of authors. This is the power to be released in the future. Since the media in addition to the past text, pictures, video now has a lot of development space. Next, we will launch a number of products and projects, focusing on the creative power of the media and micro-blog to combine the communication forces, continuous production of quality content, and through video display. This is also part of Sina's media optimization.