There is a major transition movement in history.

There is a history of the largest transition movement: from the portal to a media platform.

September 16, Sina co-president and COO du said to the economic observer, in addition to the "column" that has been launched, Sina is developing a system platform for media use, including content production tools, columns, blogs, micro-blogging and communication solutions, and Sina will also launch a matching advertising policy and system.

Since the rise of the media has been Sina into a no way to retreat corner, the transition is imperative.

Sina has divided itself into three levels: one is the columnist on the spire that the public knew; the second is the current largest midrange from the media, many of which are traditional media practitioners who use their spare time to write; the third level of media is the grassroots, the people who make the content.

Du's words mean that the future of Sina will make itself a "complex" media platform, not only in its advertising into this model, as a classified media platform, Sina will also have the electricity quotient and other value-added services.

From portal 1.0 to platform

Du emphasized that there should be continuous, high-quality content from the media. And she believes that the real future can be more space for development may be a variety of life, vertical areas of the media. In fact, Sina's opening up from the media has started from the blog age, for Sina is developing from the media ads into a platform, the model is basically ready-made-Xu Jing era, some blog large monthly from Sina to get 40,000 yuan of advertising costs, now Sina is just to take this practice to the media. In fact, Du also admits that this section of the column is already a big part of the flow from the media content in Sina's portal--of course, different areas of the same proportion.

Sina has launched a media association on Weibo before. At that time, Big V is a very important content supplier on Weibo, on the one hand, the content of Big V in the active Micro Bo, on the other hand they also hope in this field can be rich and famous.

Sina is a media association by setting up a platform to implement the plan: on this platform, whether enterprises, individuals can choose different fields or according to the type of interest, divided into different fields from the media account, Sina wants to help the media, whether in the content creation or forwarding can contribute.

Sina extended its olive branch to content producers as early as last year, and its own transformation has long been quietly moving from a traditional portal to a media platform.

It is reported that Sina's media platform transformation has three general direction: richer, more stereoscopic, more platform. Talking about richer, Du said, mainly the rich content source, in addition to the traditional media content of the reprint, there will be more original and from the media content, followed by the rich form of content presentation, in addition to text, video and picture richness will also increase and these content is likely to come from the media And in the mobile and PC side because the use of the scene is not the same, will be more diverse forms to attract readers. For this, du Tan Chen, because users use the environment, scenarios and changes in demand, on the one hand, the need to drive products above, in addition to have a very rich media operating experience, but also need to have a platform influential.

On Sina media platform of "three-dimensional" direction, du denied that she would like to the Sina channel vertical or become a small company conjecture. Du said that Sina's stereo and vertical have a fundamental difference, "three-dimensional" means a multi-dimensional chain of relations. For example, Sina Sports, have channel also has the network station, also has the sports community, the sports community constructs on the micro-blog, is not the traditional sense sports chat room, but constructs one to be related with a specific match the real relation. Of course, this contains the future of Sina more profit model, for example, in the community relationship chain, many people because of the virtual world to gain more respect and attention, it may pay for the purchase of physical equipment, or even virtual equipment-this allows Sina to access e-commerce income.

The plan is not difficult for Sina to get through with the cat.

Du the second angle of "three-dimensional", that is, in addition to the different assets, Sina can with the key areas of the corresponding industry has a deep bundle, such as sports, broadcast the event of the media, the future Sina can be made into a sports industry chain. And the ultimate goal of Sina's portal is to do the stereo of the media platform. And such a model will let Sina get rid of the advertising of this single income situation dependence, income will be more diversified, that is, advertising + value-added services + electric business.

The platform means that a more open mindset is needed. Sina is trying to provide content producers, especially from the media, with tools for production, communications, and even data analysis tools. Sina's open platform will have more tools, such as Sina's media open platform, will give the media to the analysis of the article data, comments, such as the point of praise useful tools. This will have a very good analytical basis for how to improve the quality of your content from the media's next step. "Through large data analysis, Sina can tell from the media are now the focus of attention to what is to plan the future content, from the media can also be around this to do their own marketing." According to different product categories, advertising how to score, will also be combined with the electrical business, since the media will have a certain interest in it. Du said that Sina itself from the portal to the media platform of the transition direction is established "rich, three-dimensional, open," which is a long-term groping process, but this transformation and Ali's investment has no relationship.

Advertising must adapt to demand

September 17, Sina released the company's Internet full media coverage of the advertising platform "Eiyō" and full platform content marketing, network linkage, micro-blog selection, data closed-loop four marketing solutions-if Baidu's Phoenix nest is to enable more accurate advertising to reach the needs of people, then Sina's "Eiyō" is to try to get advertisers to choose who they want to be.

Sina's reason is simple, advertising must adapt to demand.

In the early days of internet marketing in China, the portal home page represents the entrance of Internet marketing, can attract the user "eyeball" position is the Enterprise scramble for "marketing treasure", access to the portal of gold resources to become a large number of advertising companies and advertisers important work, selling the way mainly to sell position.

And over time, internet marketing into the high-speed development period, as users of the Internet behavior tends to be complex, the sale of the way also began to change to the time segment sales and event marketing, in order to adapt to the habits and needs of netizens, and with the advent of social media, internet users tend to be more fragmented reading habits, How to achieve the breadth and depth of the coverage of users becomes a test of the Internet company's new topic.

The logic of Sina's transformation is that people's reading habits are changing.

In Du's view, people's focus is constantly switching between various screens, in different apps and other products between the jumps, but also often in the transition between various platforms, then advertising should be in accordance with the independent user control.

Sina tried to find a connection point across the screen, from the computer screen to the mobile terminal screen, and tried to build a bridge across the product line: portals, videos, microblogs, mobile terminals and other four product lines should be exchanged.

Sina is vigorously publicize the launch system is based on "user id+cookieid+ users behavior log" and so on multiple positioning, according to the network virtual fingerprint identification technology to distinguish users, and then for individual users to do frequency control. And du that, compared with the traditional network advertising, Sina's "Eiyō" advertising platform without the need to make advertising scheduling, only need to determine the number of coverage and frequency and time to complete the launch.

What's more, Sina Weibo, as the largest social media platform in the country, has not only the social relationships and interests of the users, but also the mass of user behavior and preference data.

After establishing strategic cooperation with Alibaba Group, Sina is trying to the user's browsing behavior, social data, interest map, shopping behavior through, through the data mining, establish a complete marketing analysis system, further depict the marketing image of Internet users, the data feedback to the ecological chain of the relevant partners, Optimize enterprise marketing decision, promote enterprise promotion efficiency.