Some things have become jokes. I went to a banquet a few days ago and a friend mentioned Kaixin.com and said that someone on this website called him last year and said that he could earn 1,000W from sales in a year. The friend was so frightened that he quickly said, "I'm sorry, I'm not capable enough." In fact, the decline of SNS must have started to show in the second half of last year, and it has become more obvious in the first half of this year. Up to now, for several consecutive months, there have been bad news and rumors about SNS. Well-known SNS such as 360 Circle, Ant Network, and Saiwo Network have They went bankrupt one after another, or went bankrupt in disguise. SNSs such as 51.com, Kaixin.com, and Classmates.com also exist half-deadly. Kaixin.com, a dark horse that emerged in 2008, once became the No. 1 popular site, but now its traffic has dropped to less than 100. Although some people in the IT industry believe that Kaixin.com is still developing users in second-tier cities, it is no longer able to recover.
In February, the author visited a company that makes games for SNS websites. In the crowded office of that company, I asked them if they had considered making social plug-ins. They told me that they had considered it, but they would not do it in the near future. , after all, for a game company, it is more important to make money as soon as possible. What they told me was that they were the first SNS game developer to make money, with an annual income of more than 10 million. They not only developed games for partners such as QQ and Kaixin.com, but even provided games for Facebook and well-known SNSs in Germany and Russia. products, and they are currently planning to move the company to a more spacious office building.
If you pay a little attention, it is not difficult to find many problems. First, Chinese people start businesses for the purpose of making money quickly; second, Chinese people generally have the mentality of becoming rich when starting a business; third, Chinese people basically start thinking about enjoying themselves when they make money; fourth, , entrepreneurs make money and think that what they are doing is correct and there is no need to expand.
It is precisely because of this that Chinese SNS, when copied from overseas, do not seriously think about what SNS is and how it should be done, so that this cutting-edge application can create value in line with its characteristics, and will not think about this application. What social value can it bring? Their investment in SNS is actually more like gambling, betting, and then quietly waiting to make money. This mentality has given rise to chaos such as aggressive expansion, packaging without product ecology, crazy hype, swarms of counterfeiting, etc., thus creating temporary false prosperity.
Take Kaixin.com as an example, it packages SNS as an online game platform for social emotional catharsis; take Thousand Oaks as an example, it rushes to register kaixin.com to create a second Kaixin.com, and enters group shopping without business line logic, and uses false data to create bad hype. ; Taking websites large and small as an example, there should be more than 10,000 SNS-type websites or applications on the Chinese Internet.
Among them, the most worthy of mention is social gamification. Social gamification best reflects the mentality of the industry. Beginning with Kaixin.com 001, after finding and selling slaves, successfully activating the break point, and indulging China's white-collar class, networks such as Tencent QQ and Sohu White Social quickly followed, and even e-commerce network Taobao became involved. Their hope is to make money through games through users in the gaming circle. So far, SNS with social networking as its core function has been transformed into a gaming and entertainment platform by Chinese IT. No one cares about its original function of social networking. SNS operators have no intention of doing this business that may require long-term exploration, and users do not know how to use it. Use SNS to expand your online network.
Originally, Renren could see progress because they launched a social application called "Recruitment". But unfortunately, Renren's "recruitment" only hopes to please fresh graduates, and does not have more outstanding vision, so the corresponding products are neither fish nor fowl; originally, Taobao's "Taobao Jianghu" hoped to be able to By embedding its single C2C into an excellent business community, it's a pity that Taobao only sees traffic and profits. It focuses on games and promotes products through events, and that's it. Tencent is even more lost in the legend of SNS. After conquering the world with QQ Farm, it strengthened QQ alumni and launched a wider range of white-collar dating friends ( http://pengyou.qq.com ). Their three SNS products, Although each product has a different user group and a different interface, it is actually a new product without changing the medicine. It can be said that it is just spinning around in the declining Chinese model of SNS without due innovation.
As a result, SNS websites that use restrained architecture such as FACEBOOK, after losing their core value, can neither maintain the growth and stability of user groups through personal relationships, nor can they bring traffic through content. When classic web game plug-ins lose interest and cannot find replacement products, the decline of SNS is inevitable. This is definitely not the return of rationality after madness as 51.com said, but the helplessness after madness.
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This article comes from: Notycn Detailed source reference: http://myfunshion.info/2010/08/07/sns/