The pattern has been set Sina Weibo where to go?

Wen/Lung TI media Note: In recent days, micro-blogging activity declined again on the noisy dust. According to the report released by Cnnic, as of December 2013, China's microblog user size was 281 million, down 27.83 million from the end of 2012, down 9%. Microblogging usage in netizens was 45.5%, down 9.2% from the end of last year. So Sina Weibo became the target of criticism, Sina Weibo sing decline speech set off a second round of climax. However, the titanium media author Loong also believes that if we analyze from the perspective of market competition, there may be some more rational and clear observation: the Micro-blog market has been set since the rise of Twitter-like microblogging in 2009, in the early stages of the market, the rice, muttering to lose, But Sina Weibo relies on the powerful star resources and the hot operation ability one alone show, brings the whole China's micro-bo heat. Subsequently, the rich and famous Tencent, Sohu and so on began to envy, have intervened in the micro-blog market, hit the money to take stars, and the government pull relations, means of endless. Microblogging market into the battle phase. The savage development of the market will always ebb and tide. Since the second half of 2012 since the overall micro-BO market is clear: Tencent's social strategic focus shifted to micro-letter, Sohu Star strategy ineffective, people, and so there has been no user and traffic. And talk about microblogging marketing also seems to have only Sina Weibo. In the continuous decline of speech, we can clearly read: The microblogging market is the equivalent of Sina Weibo. Therefore, Cnnic report pointed out that the microblogging activity declined, the direct response of netizens is: Sina microblogging activity declined. But netizens ignore an important fact, Weibo not only includes Sina Weibo, but also Tencent, Sohu, NetEase, people, and so on. But when users think microblogging = Sina Weibo, there is no doubt that such a strong argument that the entire micro-blogging market is now Sina's world, Sina Weibo's awareness and influence of a single big. And from the recent business development, it is easier to demonstrate this conclusion. Sina Weibo will announce daily active users in quarterly earnings of listed companies, this data has become a steady growth trend, and the anti-Tencent micro-blog has been three consecutive quarters no longer released data, the business center of gravity move, and Tencent Weibo's small partners told me "campus channel personnel have been removed." The recent news is that Tencent Weibo business staff part of the switch to micro-vision. There are signs that Tencent's microblog strategy has failed. Sohu's microblog business is even more bleak. A few years ago, Zhang was often in the lookout for more than Sina Weibo, but wool, the face of a strong Sina Weibo is still helpless, in the near future, "Thunder", "Rain" disappeared, the market almost no sound. And Zhang also began to firmly do video business, no longer mention Micro Bo, Sohu Weibo director Fang also in charge of news clients. These factors can be seen in the micro-blogging market a few suspense, including Tencent, Sohu and other players almost all out, Sina Weibo in the direction of social media has no rivals. The two or three-line market decides the success or failure of the two or three-line city seems to be the "Mai" of social products. Whether everyone oris happy net, in the first-line city of the road, in the opening up of the two or three-line city is always halberd, it seems a social product can be successful to see whether in the two or three-line market firm footing. Sina Weibo, on the basis of a few years ago to continue to stabilize the first-tier cities, this year in the two or three-line city not only exerting force and harvest quite abundant. According to my small partner on Sina Weibo, Weibo has basically stabilized its users in the first-tier cities in the last year, with the biggest increase coming from the two or three-tier cities, what's the secret? Event operation, a "crazy arts season" to the micro-blog added tens of thousands of users, and the vast majority of users from the two or three-line cities, these users in micro-blog on the pursuit of their idols, through micro-blog for the idol canvassing, heat variety show, only the "good voice of China" overall micro-blog topic mentions more than 180 million, "happy male "The overall micro-blogging topic mentions more than 120 million. Sina is still mobilizing resources and continues to exert its force on the two or three-line market. A recent message says Sina Weibo on the CCTV Spring Festival Gala, it is said that Sina is the sole partner of CCTV two-dimensional code, when this China's highest-rated program on Sina Weibo interactive two-dimensional code, to micro-bo two or three-line city users and even rural users pull how much can imagine. Sina Weibo market position is needless to question. However, the market structure has been set, does not mean that the micro-Bo road is good to go. Sina Weibo road long in front of Sina's Market road is still very far, Sina Weibo now has a huge social user group, the user is the most important factor for the development of micro-win. To retain users, Sina product Manager, the operation of the joint efforts of the Department. In my opinion, if Sina Weibo wants to continue its previous glories, it needs to expend effort in the following areas. First, minimize user harassment and let Weibo return to the source of social relations and information dissemination. In this respect we have seen the efforts of Sina, the elimination of zombie powder, micro-blog Community Convention, etc., will make micro-blog more clear. Once the microblogging is clearer, users will feel more secure and willing to share and disseminate information. Second, users are encouraged to switch from "watching Weibo" to "writing Weibo". In the rise of Weibo, the freshness of the hundreds of millions of users to keep writing, forwarding, commenting on Weibo. After experiencing the "fresh" dividend, Weibo is returning to rationality and maturity. While users are more likely to look at microblogs, their ability to mobilize the public and the immediate dissemination of Feng headlines, Feng divorces and Yaan earthquakes can be released. And last year, the madness of the comprehensive arts season, dazzle Rich competition and other content greatly stimulated UGC. Sina Weibo need to dig more such a mechanism so that netizens are happy to share and spread, from watching micro-blog to write Weibo. I believe that Sina Weibo has been constantly sung decline because of its "star effect" is too strong. Create a brilliant, withstand the defamation of products is a good product. The ever-touted micro-letters are also being challenged by the circle of friends into chicken soup, "I don't want to open a micro-letter is a variety of working groups." So, when Sina Weibo star Halo Retreat, I would like to see a healthy and stable ecological circle. (TheArticle exclusive first Titanium Media)