Even though Sina has nothing to show for it in the next ten years except Weibo and blogs, Li Mu always believes that Sina, as a portal, has the strongest ability to control content and hot spots among all domestic portals.
Among them, Chen Tong, as Sina's most senior content operator, has made the greatest contribution.
Both blogs and Weibo are very simple products as a whole. It won't take long for a small team to develop them completely. Therefore, the threshold for blogs and Weibo is also very low, but if you want to really make these two products But it is extremely difficult, because its entry threshold is extremely low, but its development threshold is extremely high.
Whether blogs or Weibo, both are just display tools. It can be said that one is a movie theater screen and the other is a TV screen. The real test is the content presented to users through different screens.
In Li Mu's opinion, the success of Sina Weibo is due to three aspects. One is that Twitter provided this new model, the other is the foundation of Sina Blog's years of success and the accumulation of a large number of celebrity blogs, and the third is Chen Tong's extremely professional content. Operational capability.
In fact, the success of Sina Blog relies on Chen Tong’s ability to operate and control content.
Therefore, in Li Mu’s eyes, Sina Weibo’s success can be attributed to Chen Tong’s contribution to two of the three aspects.
Precisely because he believed in Chen Tong's sensitivity to content, Li Mu deliberately mentioned the specific example of the post just now, in order to click on him in advance and see what kind of ideas he could come up with in 2002.
The example Li Mu just gave has revealed several core key points:
First of all, as long as it is high-quality original content, it must have the potential to be widely disseminated;
Secondly, users have demonstrated through practical actions their demand for various original and high-quality content, many of which cannot be provided by portal websites;
Thirdly, users have developed a following mentality towards producers of high-quality content. In other words, not only the content of celebrities will receive attention;
With these few points thrown out, the demand for a new carrier is actually clear enough, which is an open personal column.
Therefore, after revealing the relevant information, Li Mu deliberately asked Chen Tong: "Brother Chen, in your opinion, in what way should we carry, encourage and guide the high-quality content spontaneously created by netizens?"
Chen Tong thought carefully for a long time and said to Li Mu with some uncertainty: "I have thought of a product model to carry this kind of content, but it may not be practical."
Li Mu then said: "We are just chatting, you can just say it."
Chen Tongdao: "There is a kind of blog that has become very popular abroad in the past two years. It was originally called Web-log, which means web log. It is actually a personal column that belongs to an individual and is open to the entire network. Users can write various kinds of blogs in the blog. Content, others can directly access his blog and follow the content he publishes.”
When Li Mu heard this, he said with a surprised expression: "It turns out that Senior Brother Chen has also studied blogs."
Chen Tong said: "After research, some people in China have tried it before, but users didn't seem to buy it. Later, no one tried this thing again, so I'm worried that this model will not be adapted to the domestic environment."
Li Mu laughed and said, "Why are users so acclimated?"
Chen Tong frowned. He didn't know much about the product, so he couldn't explain why domestic users were not interested in blogs.
After thinking for a long time, Chen Tong could only shrug awkwardly: "I think it may have something to do with the habits of our netizens. I can't say specifically."
In fact, blogging in China has always been tepid. Sina only launched the blog function in June 2005. Compared with this product idea that originated in 1998, Sina only entered the market after six or seven years. It is enough to prove that they have not been optimistic about Blog for a long time.
The reason why blog became popular in China was actually because a netizen named Mu Zimei posted her *** diary in a forum. This large-scale documentary vernacular text suddenly aroused the pursuit of countless netizens. At this time, Only then did domestic Internet practitioners realize that the Internet needed a platform that could host celebrities like Mu Zimei and popular content like her porn diary.
At that time, everyone suddenly discovered that the blog that had existed a few years ago was the most suitable to host the "Twilight Zimei"-style focus character and her original content written by herself.
Subsequently, Blogs mushroomed on the domestic Internet. It was also at that time that Blog had its localized Chinese transliteration: Blog.
Even the translation of the name was several years late, which is enough to show that at that time, the country had no hope after having only a limited taste of blogs.
Faced with Chen Tong's uncertainty, Li Mu smiled and said: "Brother Chen, let me analyze for you from a product perspective why a few people who try to develop blogs in China fail, and why they give you and others a domestic I can’t afford the pretense of blogging.”
Chen Tong sat up straight: "Mr. Li, please tell me."
Li Mu smiled and said, "What do you think the product needs first?"
Chen Tong thought for a while and said, "Planning? Positioning?"
Li Mu shook his head: "No, the first thing the product needs is soil."
Chen Tong was very surprised: "Isn't what product managers are doing researching product functions, product positioning, and product experience?"
Li Mu smiled and said, "The one you're talking about is an ordinary product manager."
With that said, Li Mu added: "Let me explain to you why I say that the first thing a product needs is soil."
Chen Tong nodded: "I'm all ears."
Li Mu asked him: "If I tell you that I have a product idea to make a website for watching movies online, and digitally upload a large number of movies to my website for users to watch online, do you think there is any problem with this idea?"
Chen Tong said: "No problem, video is the content presentation method that Internet users are most in need of now. However, if you want to make it a little bigger, the problem of speed and bandwidth cannot be solved, right? Short news videos within one minute are so difficult to achieve. , not to mention movies that are often ninety minutes or even longer.”
When Sina originally wanted to do online video news, the biggest problem was streaming media transmission, which they failed to achieve. However, Li Mu successfully launched video news with his own streaming media solution and powerful server and bandwidth configuration. , but also because of bandwidth limitations, they must be controlled as short videos, and the number of such short videos cannot be large. Otherwise, once a large number of users watch it at the same time, the YY network will not be able to carry it.
Li Mu looked at Chen Tong and smiled: "It seems that you, Senior Brother Chen, are also deeply touched."
"Yes, I feel deeply..." Chen Tong smiled awkwardly and nodded.
Li Mu said: "Look, you and I both know that video is a good entry point, but our domestic network bandwidth rate is not yet enough to support the development of such products, so this is a lack of soil. When the soil is insufficient, we rashly launch another product." A good product, no matter how good its function is and no matter how accurate its positioning, will eventually die if it is planted in soil that does not meet the requirements.”
After listening to this, Chen Tong suddenly grasped a key point in his heart that gave him an enlightenment.
He finally figured out what Li Mu was thinking. In fact, Li Mu didn't really want to ask him what solution he had. In fact, he had already thought of a solution himself, and his solution was Blog!
If you think about it more carefully, the reason why domestic entrepreneurs failed when trying to blog before is probably because, as Li Mu said, there is no soil that meets the requirements for this good product in China. Planting it rashly is like growing crops in saline-alkali land. , it would be strange to succeed.
However, the blog had no soil before, so does it have soil now
Chen Tong looked at Li Mu and asked him seriously: "Mr. Li, do you think the country now has the basic soil needed for the development of blogs?"
Li Mu nodded equally seriously: "We have just entered the best window period for starting a blog."
Li Mu is not a fool who knows little about the Internet and only knows how to copy and copy. If he had not laid the foundation in advance through Tieba, he would have died miserably when he started blogging in 2002, because this product did not meet the requirements in the domestic market. Soil, without soil means that there is no content to carry it, which is equivalent to building an electric light when there is no electricity.
However, the current year of 2002 is no longer the year of 2002 of the previous life. In the previous life of 2002, the Chinese Internet was still in an era where a few people created content and the majority digested the content. These groups who digested the content did not have the urge to create content.
However, after nearly a year of operation, Li Mu's Tieba has greatly stimulated the interest of the entire Internet in creating content. In an environment where a large number of users create a large amount of content, some users have begun to create high-quality content.
Tieba is extremely simple and easy to use, and any keyword or even any symbol that complies with regulations can be used to create a Tieba. The degree of freedom is extremely high. Within one year of its launch, there were already more than one million different Tieba, and tens of millions. Netizens are immersed in this. After this year's influence, everyone has entered the stage of creating content for all, which has laid a solid foundation for the development of Blog.
Li Mu told Chen Tong: "Tieba has over 100 million registered users; daily active users are second only to YY, also in the tens of millions; the total number of Tieba has reached more than one million and is growing at a rate of thousands per day; Tieba generates tens of thousands of users every day. Tens of millions of new posts and replies, this data is now very close to 100 million... Based on these data, do you think it is appropriate to blog now?"
Chen Tong has been working as a portal for a long time, but he still believes in the media: a small number of professionals produce professional content for a large number of people. But when Li Mu informed him of the Tieba data, his thinking model immediately changed. The change.
An incredible look and excitement appeared on Chen Tong's face. He said to Li Mu with great certainty: "It's suitable! It couldn't be more suitable!"
Li Mu looked at him, smiled calmly, and said, "Senior Brother Chen, go back and prepare your plan. The blog will be yours in the future!"
…
The third update is here, so excited! So excited! It’s everyone’s strength that allowed us to return to third place with a slight advantage! No singing but gratitude! grateful! grateful!
(End of chapter)