Where Sina Weibo should go

In recent years, Sina Weibo 's market valuations are falling day by day. the pushed Sina to get out of the way, selling ads, membership services, and recently started and large, but have done so much, the effect is very little.

Throughout the Internet, we can see that 2C of money is difficult to earn, online purchase of direct money transactions, any virtual service charges will be different degrees of resistance to users, because the user to virtual services (most) after the benefit of payment is dispersed over a period of time, that is, users can not immediately get all the benefits, This creates a feeling that the transaction is not equal, and the user has a pay concern. We can see from the big internet giants in China: Remove the game, 2B business is actually supporting the absolute main income, regardless of Ali, Taobao, Baidu, 360 and a variety of large sites (Tencent situation Special), then is a small part of the 2C service charge.

In fact, the cause of this situation and the real economic ecology is very similar, the real economy all the income from the consumer terminals, and then the level of the cost of the upstream distribution to the industrial chain. The success of this form is to bring all the costs into the product price, greatly increasing the efficiency of the charge, but also eliminates the consumer's pay concern, because the hand-paid delivery, the transaction immediately ended without any follow-up risk. The biggest difference between the Internet industry and this form is that most of the time the sale is not specific goods, the transaction can not end immediately. So the most successful internet companies either sell specific products (such as game equipment or online purchases), not services. Either put the charge end away from the consumer, by selling ads to businesses, charging a service fee, etc. This exposes the mobile Internet O2O concept The biggest secret, the charge end from the online service to the offline entity products, return to the real economy of the transaction mode, so as to solve the online payment of various ills. Let consumers accept the new economic ecology with the familiar and trust trading model.

Two routes to commercialization of Sina Weibo

Sina Weibo's core identity is the media, the most valuable thing is information. But in the Internet age information can not be directly sold, and information does not arise in the Sina Weibo itself. Sina is more like a channel dealer than a manufacturer. Just as the owner of the store does not charge the rent directly to the consumer, but by renting the seller of the leased shop, but the rent remains the same as that of the consumer, so the idea of the commercialization of Sina Weibo should be 2B instead of 2C.

As one of the two portals of mobile internet (the other is micro-letter), Sina Weibo an effective way is to move the charge end from the line to the offline, that is, the so-called O2O, so that consumers buy Internet services in a trusted way. Another approach is to work with line goods (virtual or real) producers, sellers, to provide media functionality, and to charge "rent" like a store owner. But either way, the current Sina Weibo is powerless to form an ecological environment, so it is imperative to find strategic partners. Throughout the Chinese Internet, there are financial resources and the ability to cooperate with Sina Weibo only three big giants, because Tencent layout is very successful, no one link is not scarce, so only Ali and Baidu two ecological construction relative lack of partners.

Choose Ali or Baidu

For Ali and Baidu, Sina Weibo has three major attractions. One is Sina Weibo strong and high-quality media attributes; second, it has a weak relationship social network; The third is the successful layout of the mobile end. So for Ali and Baidu This cooperation is not necessary? In other words, the above three conditions are not satisfied with their own possibility?

For the layout of the mobile end, it is almost impossible for Ali and Baidu to reach Sina Weibo, because when we look at the status of mobile apps, we find that social media are just as big as games and tools, and that social media is more platform-prone, and users are more focused. Will gradually integrate games and tool applications. From the case of Ali and Baidu, a no user network, two did not produce the content of the matching ecological environment, even if "Taobao" or "Baidu map" and other applications have a large number of installed, but because of the lack of user networks and become tools, tool-type applications can not be ecological, and therefore does not have a broad business prospects. So it will be difficult for both of them to successfully layout the mobile end in the short term, and if the window period is missed, chances are slim. In the short term, there will be no potential for the mobile application of the ecosystem, because the strong relationship chain of weak media and strong media weak link Sina Weibo is clinging to the user's two critical path. Since the micro-letter has become a possible ecological environment, then for Ali and Baidu, Sina Weibo has become the only and necessary choice.

The meaning of cooperation

For Sina Weibo, and Ali cooperation can be paid, offline merchant information, map this O2O closed loop left three links to support the successful transfer of the payment end from the line to the offline, a commercial road can be passed. and the business comments and other information into the micro-blog content and network, can in turn promote O2O, because friends, acquaintances between the evaluation, sharing, recommendations than the general group buy a stranger's view more influential. At the same time, the local user offline consumption habits and consumption capacity of the collection of specific data, for further commercialization provides a boundless reverie space. On the online side, the most direct and simple way is that Sina Weibo to bring traffic to the Ali Electric platform, the payment end to the purchase of goods (virtual or real), which has gone through another commercial road. For Ali, the immediate filling of the mobile end and network of two major deficiencies, that is, to tamp the flow of sources, but also to increase the sharing, evaluation of the social, and Taobao's own vision of the C2B customized shopping in the future use of Sina Weibo can be easier to achieve. Cooperation between the two, constitutes a large ecosystem, mutual benefit.

If with Baidu cooperation, Sina Weibo can obtain the map support, but the payment and store information still has missing. Cooperation with Baidu also has a great advantage, greatly enhance the Sina Weibo search capabilities, the mining of a large number of effective information in the microblogging has great help, such information has a high commercial value. For Baidu, it is also immediately fill the mobile end and social gaps, and can take over from Sina Weibo on the internal and external (to add) search requests, this is too important. Such a partnership, with Sina Weibo as the theme of the large ecological environment, can not leave the micro-blog to solve more problems, increased user stickiness, which means greater commercial value.

In these two cooperative programs, Sina Weibo's media attribute has become the tool that affects and disseminates business information, has the social network that cooperates with its weak relation, carries on the effective screening to the information, finally forms an effective business environment. This cooperation has succeeded in freeing the issue of microblog commercialization from the dilemma of charging users directly, and successfully commercializing it without changing the user's trading habits. and cooperation between the two sides of the service integration, not only to keep the original users, but also to add new users, more importantly, to provide users with more valuable integration services, played a synergistic effect.

This cooperation, once successful, can avoid the commercial disadvantage of the lack of micro-media that the author points out in the article "overvalued micro-credit public platform". The lack of media makes the spread of business information very much hindered. Weibo's open social network has no such trouble.

The media of the

microblogging, but also for Ali next Financial Road provides unlimited possibilities. Combined with these, I think Sina Weibo and Ali cooperation more appropriate. Before the two sides of the talks broke, thinking that Ma Yun will not give up. The two days are on the way to a new round of talks, with Ali having a 1.5 times-fold premium on Sina's valuation. Ma Yun should not hesitate to choose Sina Weibo, he has no choice. Cao Chao can use the existence of Baidu as much as possible price. Once this cooperation molding, "wolf" sex Baidu situation is more and more dangerous.