Two forms of market derivation

Absrtact: Portal Micro-broad battle is again upgraded. After Alibaba's shares, Sina Weibo opened a high-speed commercial development model. Tencent Weibo is a new upgrade recently, adding micro-circle, micro-blog butler, micro-hotspot and micro-Channel four functions. Sina and Tencent Wai

Portal micro-broad battle again upgraded. After Alibaba's shares, Sina Weibo opened a high-speed commercial development model. Tencent Weibo is a new upgrade recently, adding micro-circle, micro-blog butler, micro-hotspot and micro-Channel four functions. Sina and Tencent around the micro Bo head of the battle behind the top, but also highlighted a very different ecological model.

Two forms of market derivation

At the commercial development level, Sina Weibo launched the first advertising function, mainly based on cookies and user content. Tencent Weibo's ads are mainly due to the user and micro-bo audience behavior of accurate analysis, so as to determine what kind of ads to display.

From a technical point of view, Sina Weibo advertising display share of the Ali electric platform data, its own no processing of the display. and Tencent Micro Bo advocate information Advertising, is based on user data mining, to meet the needs of users a kind of advertising mode.

Tencent Weibo division general manager Shongyu said that the future of Tencent Weibo ads to become a part of the entire information reading, and want to establish a link between content and advertising. Let the user look at the information can be more natural to see ads, and even produce the desire to buy and consume.

Industry insiders believe that Sina Weibo and Tencent Weibo is the essence of the difference is: Tencent Weibo is based on user needs to achieve accurate push, Sina Weibo is based on a single user behavior or a single content-driven push. The two sides of the micro-blog Ecological presentation is completely different, differentiated mode of competition will be a major aspect of the future.

Traditional models need to be improved

Since the beginning of the microblog, it has indeed undergone astonishing leaps, but this does not mean that the microblog itself does not have any problems. At present, the information flow, which is popular in reverse chronological order and real-time updating, is not the optimal form for content precipitation.

This issue from the beginning of the birth of the blog began to exist, continued to the micro-Bo era, was once considered to have conquered. But in fact, the micro-blog real-time timeline is only to hide the problem, the fundamental content of the ecological environment is no different. People psychologically for the "new" natural excitement brought to the freshness, the relentless pursuit of eyeball, which created a huge "renewal" pressure on content creators, while too much marketing, entertainment, game information also makes the overall quality of micro-blog content has been adversely affected.

Sina Weibo since 2009 on the line, caused by the industry for the micro-blogging industry generally optimistic. However, the lack of stamina of the speech has not been interrupted, although Sina Weibo launched the reading number, upload and other functions, but the "false prosperity" voice has been in the industry pass.

Now, with Alibaba's stake, the criticism may be resolved.

Big data will turn into winners and losers.

Tencent Weibo seems to have found a way to deal with the long-running criticism of Weibo's development, and the core of its new version of Tencent's microblog is to use large data tools to improve reading efficiency.

Shongyu said that in the "micro-hotspot" function, users can effectively understand the hot topic in the information flow, click on the label of interest to enter the timeline presented by the topic page, the hot information sweep.

In addition, Tencent "micro-blog housekeeper" can also automatically filter low quality micro-blog content to users "noise reduction"; Micro-circle "through the mining of large data and semantic analysis, to help users to the attention of the Group of Intelligent Classification and screening, to achieve effective information classification, to avoid the important information source is submerged;" Micro Channel "for the aggregation of information functions, users can not only listen to the channel of interest, but also to create their own exclusive channels, through the custom form to set the channel content specification.

Some experts pointed out that Sina's urgent commercialization of the feedback, so that consumers will not pay the bill can be achieved overnight, this point, perhaps to grasp the deep user base Tencent Weibo more advantages.