So the question is: Among WeChat, Weibo, and Tieba, which fan economy platform is the best?
| Double Eleven has not yet arrived, but the "Double Eleven" trademark war that broke out in advance has already announced the cruelty of the fierce competition in e-commerce. The State Administration for Industry and Commerce also recently issued an urgent notice, strictly prohibiting e-commerce companies from using unfair competition tactics such as raising prices first and then offering discounts. From what I have observed, more and more friends around me are becoming disgusted with the usual Double Eleven dramas such as zero-hour payment and false discounts. In recent days, the old security guard who tried to turn off the main gate of the community on the night of Double Eleven to save residents from hundreds of millions of property losses is becoming a hero in the hearts of husbands. So I don’t think that the shopping peak artificially created in the short term like Double Eleven can last. If you want to continue to attract consumers, relying on a simple e-commerce platform is certainly not enough. So the question is, with the effect of fan economy becoming more and more obvious today, which Internet fan economy platform is the best? From Weitianxia's perspective, Weibo, WeChat, Baidu Tieba and other fan economy platforms commonly used by the public have their own distinct characteristics and obvious advantages and disadvantages. Most businesses are very realistic. Take Xiaomi as an example. Xiaomi has invested manpower and material resources in Weibo, WeChat, Baidu Enterprise Bar and QQ Space, and will not put all fan operations on the same platform. The reason is that the several social platforms mentioned above are different in terms of coverage of different groups of people and areas of advantage. SNS social networking sites have experienced a cold snap in recent years. According to relevant data, the overall page traffic of Chinese SNS sites has dropped by 43%, and the trend of users migrating from PCs to mobile terminals such as smartphones is very obvious. Websites like Renren and Pengyou are no longer popular among those born in the 1990s. Even Tencent Weibo has given up on competing head-on with Sina Weibo (now officially renamed Weibo, but to make it easier for readers to distinguish, the entire article will use the more familiar Sina Weibo name). As a result, Weibo is gradually taking the lead among SNS websites. According to official data from Weibo, the number of monthly page views on Weibo in Q2 2014 increased by 35% compared to Q2 2013. In the dissemination of popular news and entertainment events such as the Spring Festival Gala, the disappearance of MH370, the Brazil World Cup, and China's Voice, Weibo has shown the characteristics of high fan interaction rate and good interactivity. According to Sina Weibo's Q2 financial report data, Weibo currently has 156.5 million monthly active users, of which 78% are from mobile devices. High interaction rate and high participation are the advantages that Sina Weibo has always emphasized. In fact, Sina Weibo does have impressive numbers to support its interactivity. GEM Deng Ziqi became famous with the help of the "I Am a Singer" program, and quickly transformed from a little-known talented singer to a popular singing star. She currently has 14.49 million fans. As I write this article, GEM Deng Ziqi has pinned a Weibo post about her autumn and winter tour. It has been forwarded 11,831 times and has received over 50,000 comments. Sina Weibo users can interact in real time through commenting, forwarding, liking, private messaging, etc., while other social platforms are slightly inferior in terms of interaction diversity and effectiveness. Weibo still has certain advantages over other platforms in terms of its appeal to celebrities and netizens in the fields of entertainment, sports, and economy. From the perspective of commercial monetization, Sina Weibo is more efficient in monetization in areas such as pan-entertainment. Weibo has now begun to try to cooperate with singers, releasing new songs on Weibo, and setting up special areas for popular movies to facilitate user interaction. Han Han's work "See You Tomorrow" and "Guardians of the Galaxy" which is full of nostalgic golden songs have both created a good word-of-mouth effect through Weibo. In the past, commercial promotions on Weibo often deviated from user interests, resulting in users being disgusted with commercial content, and businesses being unable to accurately find potential customers. Weibo management has also realized that high-quality content has lasting appeal to users, and has begun to take measures to encourage small and medium-sized Vs in related fields to create high-quality PGC content. However, high-quality content is not something that can be achieved overnight. The revised V6 Weibo client for PC emphasizes interest as the starting point. Its purpose is to enable users to more accurately obtain the content they are interested in, rather than being overwhelmed by the overwhelming information. Weitianxia believes that in the future, when building a fan economy platform, Sina Weibo should rely on big data mining to solve problems such as the excessive dispersion of content and the difficulty for users to find content and business information of interest. It will also allow manufacturers' promotions to quickly find the right audience, rather than casting a wide net and causing user disgust. This will allow manufacturers promoting tatami to quickly find high-quality customers who are planning to renovate their homes in the near future, and also allow friends who are looking for renovations to find out which manufacturers are holding large-scale promotions or free trial events. According to the financial report released by Tencent, at the end of the second quarter of this year, the combined monthly active users of WeChat and WeChat (WeChat overseas version) reached 438 million. In terms of absolute numbers, the number of active users of WeChat is its greatest confidence. Tencent quickly opened up payment channels with the help of WeChat red envelopes, enabling Tencent to form a complete O2O ecosystem. WeChat service accounts and public accounts are home to a large number of companies such as Xibei Youmiancun and Haidilao that are eager to communicate and interact with users online. Both WeChat public accounts and service accounts require users to actively add them, so the target locking is more accurate. For example, the news sent by Xibei’s public account that Zhang Yeye’s noodles are coming to Xibei is a temptation that is hard to resist for foodies like me, so my friends and I specially formed a group to try it out. However, the shortcoming of WeChat as a fan platform is its lack of interactivity. For example, in the case of Xibei Youmian Village just mentioned, when I tasted it, I thought it tasted okay, but the portion of noodles was too small and I finished it in three bites. However, I was unable to interact effectively with the official account of Xibei Youmian Village during these on-site experiences, and had to rely on Moments and Weibo to share my feelings at the moment. Therefore, the WeChat platform has been making up for the shortcomings in terms of interactivity in the future. Otherwise, there will be an unfavorable situation in which transaction attributes are gradually rising, while interactive attributes and service attributes are reduced, which are precisely the indispensable elements in the fan economy. Baidu Tieba has nearly 300 million monthly active users. Baidu officially launched the Baidu Tieba Enterprise Platform in July this year. The purpose is to attract corporate users to use Baidu Enterprise Bar as a platform for interacting with fans by opening up Tieba management permissions. What is significantly different between Baidu Tieba and Weibo and WeChat platforms is that Tieba uses interest as the aggregation condition, so it can generate continuous stickiness for users. For example, in Xiaomi Tieba, many posts are about how to flash the phone and how to save power. These practical Q&A experiences can produce a more obvious long-tail effect in the future, rather than just checking it once and then running away. Direct access is a big move by Baidu, which aims to directly connect users with services. Baidu Tieba is a model classified by interests, with clear descriptions of user characteristics. If it is linked to the search business, it will have its own unique competitiveness in the future battle of fan economy platforms. However, the content of Tieba is complex, which places high demands on corporate management and operations, which is reflected in the timely filtering and processing of negative information, junk advertising and other bad content. Since Tieba Enterprise Platform was launched later, it is in a latecomer position in the competition. QQ space users are obviously younger, which is both an advantage and a problem. In the past, when QQ Space played the role of a fan economy platform, it was more focused on low- and medium-priced products such as the Redmi phone and Coolpad Dasheng F1. The overly obvious user age attributes and consumption characteristics made the scope of commercial promotion of QQ Space relatively narrow, but in fact this is a double-edged sword. There is no panacea in the world that can cure all diseases, and platforms such as Weibo, WeChat, and Tieba cannot meet the fan marketing needs of all merchants. However, Weitianxia believes that as the three BAT companies have established a relatively complete O2O ecosystem, the role of online sales functions on fan economy platforms will be relatively reduced. After all, manufacturers can buy goods through their own online stores, and the more important functions of fan economy platforms should be interaction and service functions. Although it is ultimately a transaction, a good fan economy platform will make the process more warm and subtle through interesting and effective interactions. Although feelings cannot be used to make a living, if managed well, they can bring businesses long-lasting and stable jobs. |
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