Ma Huateng no longer uses Tencent Weibo?
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Tencent Weibo, a product that Tencent internally regards as a strategic defense, was "adjusted" under fierce internal and external attacks. "The Tencent Weibo business department has been cancelled..." On the evening of July 22, an insider of Tencent Weibo said on Sina Weibo. At that time, a source said that Tencent Weibo had initiated a major adjustment, and its product operation team would be integrated into the Tencent News team, and the rest of the employees would be diverted to the Tencent Weishi team, leaving only some personnel to maintain daily basic operations. On July 23, Tencent responded to reporters that the Tencent Weibo product operation team and the Tencent News team would be integrated to strengthen the overall social information service function, "but this does not affect Weibo's research and development of new functions, and Weibo will continue to operate." At the same time, Tencent Weishi, which has been online for less than a year, was officially established as an independent department, the Weishi Product Department, and promoted to the focus of future development, intending to seize the mobile social field through short video sharing. Behind this, it is undeniable that Tencent Weibo is in an embarrassing situation of being increasingly marginalized within Tencent. "In contrast, Sina Weibo and Tencent Weibo, one is the product of the whole company, and the other is a defensive product. It can be said that the fate of Tencent Weibo was laid almost at the beginning of its establishment." A person close to Tencent Weibo told the reporter of "China Business Daily", "Especially now that Tencent's WeChat has become a big deal, it is time to move the defensive chess piece of Weibo." Ma Huateng doesn't even need it. This example reflects the change in the attention paid to Weibo within Tencent. On Tencent Weibo, the reporter of "China Business Daily" saw that the latest speech by Tencent Chairman Ma Huateng on Weibo was on April 11, 2014, congratulating QQ for breaking through 200 million simultaneous online accounts for the first time, and saying that mobile QQ and WeChat "walk on two legs". This was his sixth "broadcast" on Tencent Weibo since 2014. On Sohu Weibo, the reporter saw that Zhang Chaoyang, who was once active, had not updated since he posted a rumor in March this year to refute the rumor of the merger of Sohu Video and Tencent Video. If we go back four years, Weibo was a different scene at that time. In 2010, in order to block the popular Sina Weibo, Sohu, NetEase, and Tencent successively launched their own Weibo products. For a time, Weibo became the standard of the four major portals. Tencent Weibo, which has the advantage of the demographic dividend, is the one that competes most fiercely with Sina Weibo. The two often compete for celebrities and institutions to settle in. Tencent Weibo is also believed by the industry to have the opportunity to defeat Sina Weibo, and this opportunity is the commercialization pressure of Sina Weibo. In a public occasion in early 2012, Ma Huateng also revealed the competition process of the two mainstream Weibo in the past year. "Everyone does not care about the cost," he said. Tencent Weibo invested tens of millions in advertising, and Sina Weibo invested tens of millions in advertising to compete. As a result, when the financial report for the first quarter of last year came out, investors paid special attention to Tencent's excessive investment in Weibo. "It can be seen that we fought very badly. If Tencent Weibo was beaten black and blue, Sina would be covered in blood." But two years later, Weibo, which might be "covered in blood" in Ma Huateng's eyes, successfully went public by joining Alibaba amid the controversy over commercialization and user experience; while the "black and blue" Tencent Weibo was merged with other businesses. IT commentator Hong Bo believes that the operating model of Tencent Weibo is mainly to attract users to Weibo and encourage users to forward and stimulate activity. "But this incentive method of Tencent Weibo has not activated effective communication and dialogue, but has created a large number of meaningless forwarding and comments, which has formed a strong interference to users. In addition, a large number of so-called activities that encourage users to @ others are also a strong interference. A core user gets very limited nutrition from the multi-level interaction of Tencent Weibo, which greatly reduces the value of Tencent Weibo." Zhang Yi, CEO of iMedia Consulting, told our reporter that Tencent Weibo mainly failed in quality. Although there are many users, the activity level and dependence on the product are not high. In addition, since the number of personal Weibo followers is limited, people are more willing to use it as a media, but compared with Sina Weibo, Tencent Weibo is more like a circle of friends or QQ space. Another industry insider analyzed that from an internal perspective, the product positioning of Tencent Weibo overlaps too much with QQ Sayings, QQ Space, etc. At the same time, Tencent’s internal competition is fierce, and Weibo is more like a defensive product, not its core product. From the perspective of external competition, Tencent Weibo has been tepid due to its late start and following the trend of its competitors. In particular, by 2012, Tencent, which missed the opportunity of Weibo, had found a new "ticket" WeChat. This year, the ecological war between Weibo and WeChat intensified. Behind the layout of the ecology, the two Internet giants Sina and Tencent are competing and encircling the new business map. Since then, Tencent’s financial reports have almost no mention of Weibo. Internal iteration "In fact, Tencent has been maintaining a rapid iterative development mode. Previously, such a large e-commerce business was sold to JD.com after being vigorously promoted. What's more, it is an adjustment of the Weibo business, which was born for defense." An unnamed Tencent Weibo employee told the reporter of "China Business Daily". However, recalling the PK with Sina Weibo a few years ago and the hard work he put in day and night for the Tencent Weibo project, he still felt deeply moved. In his opinion, Tencent has always been a combination of punches in the field of mobile social networking, with Tencent Weibo responsible for defense and WeChat responsible for offense. Now, WeChat has firmly grasped the ticket and has become the most important entrance to China's mobile Internet. In addition, there are a large number of mobile QQ users. Tencent Weibo, as Tencent's social product, has become less and less conspicuous. He also believes that the changes in Tencent Weibo's business do not mean that Sina can "rest easy". "Now even Weibo is becoming more and more like a traditional product, and in mobile social networking, WeChat's development momentum is even better." The adjustment of Tencent Weibo does not mean that Tencent has completely abandoned its Weibo business. The reason for integrating the Tencent Weibo product operation team with the Tencent News team is largely because Tencent has judged that information distribution spans terminals and platforms, and product technology provides new ideas for content aggregation and editing models - the channels for editing and distribution are no longer linear links, but have become highly integrated organisms. This means that strengthening the strong coupling of product technology and content operation, and strengthening the strong integration of news and social media have become important measures for Tencent's online media to deepen reforms. The above-mentioned person close to Tencent Weibo told reporters that Tencent Weibo, which has strong social attributes, may have new opportunities if it is now placed in the online media system from the perspective of a media tool. In fact, the success of Sina Weibo, which has strong media attributes, is also inseparable from the rich news resources behind Sina's news portal. It is worth noting that during this adjustment process, Tencent Weishi, which has been online for less than a year, was officially established as an independent department, the Weishi Product Department, and promoted to a future development focus, intending to seize the mobile social field through short video sharing. Previously, Sina Weibo also launched a similar business "Miaopai". According to Tencent, short videos are becoming mainstream and will usher in an explosion with the development of 4G. Based on this, the original Weishi product operation team was upgraded to the Weishi product department to support the long-term operation and development of the product. It can be said that with the drumbeat of 4G, short videos are regarded as the next battleground for mobile social networking after content based on pictures, texts and voice. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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