In the mobile era, the opportunity for community 3.0 has arrived

The ancients said that things never happen in threes. Lao Tzu said: 1 gives birth to 2, 2 gives birth to 3, and 3 gives birth to all things. Whether it is a traditional startup or an Internet startup, things never happen in threes, and success or failure depends on the number 3. When it reaches 3, it is a big success, and there must be explosive growth, otherwise it can only decline.

Today, let's talk about communities. Why are communities like Tianya and Maopu getting worse day by day, while new communities represented by Changba, Dayi Ma, and Lamamabang are rising rapidly and getting better day by day. Are communities outdated? Or have Tianya and Maopu themselves fallen and become less enterprising? Conceptually speaking, community is a sociological concept that will not disappear with the development of the times and the advancement of technology. Humans are born with social attributes. Communities that bring together specific groups of people will always be profitable and have topics to talk about, whether in reality or in the online world.

The community existed long before the birth of the Internet. It is said that the term "flooding" was coined by President Reagan. At that time, the community was still very primitive, which we can call community 1.0. After the invention of the World Wide Web, the community evolved to the 2.0 state. The World Wide Web connected the world, and communication became more convenient and faster. Many domestic Internet giants, such as Lei Jun, Ma Huateng, Ding Lei, etc., were once veterans of BBS. . And now with the mobile Internet, you can read and post posts anytime and anywhere. The community has evolved from 1.0 to 2.0, and then to 3.0. Only when it comes to community 3.0 can the community be called a real community. What is a real community? I mean a living community. Mobile phones are closely related to people's lives, and community 3.0 must also be closely related to people's lives.

Changba is a KTV on mobile phones that meets the most common entertainment and cultural needs of Chinese people. Currently, Changba claims to have over 100 million users, with tens of millions of active users. The achievements of Changba, a tool-based community, in just two years far exceed those of traditional community 2.0 websites. Communities such as Tianya and Mop only have millions of users, which is the result of years of development. Changba has achieved such a high level of success so quickly, and the power of the variable "3" cannot be ignored. Currently, Changba has become the most important part of the Diaosi cultural life, and a large number of Foxconn workers are using it.

What kind of feeling does the mobile Internet give me? If you, as an entrepreneur, do not do Community 3.0, then you are a loser among entrepreneurs. The number "3" in Community 3.0 gives people unlimited space for imagination.

Community "3" variable 1: Mobile community in the form of native applications (APP) (software and hardware breakthrough)

Community 2.0 provides rich content services to netizens based on web pages, but it is difficult to solve the following problems:

The first problem: high interactive demand. Once the webpage is closed, even if someone replies to my topic, my masterpiece can only be remembered when I think of that webpage next time. Native mobile applications are much more convenient to install, uninstall, and find applications than on a computer. And they have the same high interactivity and information push reach as QQ.

The second problem is the mining and utilization of multi-dimensional user data. Web page interaction cannot fully utilize the hardware API (programming interface) and cannot realize multi-dimensional data utilization, such as real-time capture of precise geographic location, sound, and pictures. This results in the web version of the community on mobile phones and computers being much less interactive and interesting than the APP version.

Community 3.0 has all the hardware and software advantages that Community 2.0 does not have. At present, in addition to making games, community seems to be the best choice for mobile Internet startups. A large number of community applications such as Momo, Changba, Papapa, Lamamabang, Dayima, and Taigang have achieved brilliant results.

In the era of mobile Internet, the channel advantages of Tencent QQ, Baidu, and Alibaba are gradually being occupied and divided by community applications that accurately segment user groups. The mobile Internet user group is becoming more decentralized and community-based. Gradually, is it still possible for the three giants to rule the world?

The second variable of community "3": Traditional channels reversely penetrate the mobile Internet (channel subversion)

For webmasters and entrepreneurs who operate websites, the biggest source of traffic is search engines. Offline, traditional channels, and traditional media can hardly bring in traffic. So they have to rely on Baidu Alliance and GOOGLE Alliance to make money. Webmasters who rely on search engines are used to doing SEO and content. Faced with the "3" variables, they act very hastily. Therefore, some people in the webmaster community claim that "SEO is going to decline" and "the era of webmasters is declining and gone."

At present, the two largest application promotion channels are online (such as major application markets) and offline. Some time ago, I heard that an incubator organization in Guangzhou (Innovation Valley) invested in an offline promotion channel, which mainly manages application downloads in mobile phone stores. Through the control of application download channels in mobile phone stores, the offline application channel informationization is realized.

Mobile phone flashing, offline promotion, and mobile phone store app downloads are actually traditional offline channels. The power of traditional channels is beginning to reversely penetrate the mobile Internet. The most classic case: Hunan Satellite TV directly promoted "Hula" through the TV station.

More and more traditional channels are playing a unique role in APP promotion. Is this SEO? I think it can be explained as "social channel promotion optimization", which I call SEO 3.0. For example, Didi Taxi, offline channel promotion and operation is the core.

The third variable of community "3": traditional fields open the door to mobile Internet (market disruption)

In essence, this market in the traditional field is the real big market. The IT level here will be far less than 20%. In my opinion, China's IT level is less than 10%. In contrast, in developed countries such as the United States, whether it is traditional online small shops, or living communities, schools, work circles, companies, and factories, the IT penetration rate is extremely high. Every year, the proportion of IT investment in private enterprises and personal life is very high. Recently, the more popular entrepreneurial activities related to traditional fields include Didi Dache, Kuaidi Dache, Chunyu Doctor, etc.

So, as a large comprehensive application like Community 3.0, in which areas will it be possible to achieve breakthroughs?

[Local Portal - Lifestyle - Friendship] Local lifestyle community, in addition to ordering takeout, also has the function of local community communication and information acquisition.

【Education】School applications, training institutions, and online education applications.

[Publishing Industry] Provide content output directly through APP and promote APP through traditional channels. Display advertising fees are charged on a per-view basis.

【TV-Radio】Such as the Hula Hoop of Hunan TV. Interact through the APP, obtain program information, content, etc.

【Company-Enterprise】Office communication applications, industry applications, marketing display applications used within the enterprise

【O2O】 Scenic spots, Dongguan nightlife, food culture, weekend gatherings, etc.

[More] Industry communities, chambers of commerce, various industry applications...

One of the most important indicators is that there are about 50-60 million traditional small and medium-sized businesses. Currently, there are about 5 million Taobao businesses. That is, the IT penetration rate is about 10%. When these 5,000-6,000 businesses are all informatized, it proves that the traditional IT market is saturated. At present, the driving force of this traditional market may be far greater than QQ, video applications, and dating applications, and it is the most worthy of our entrepreneurs and webmasters to explore!

Forget about SEO based on Baidu and GOOGLE. Forget about QQ, WeChat public accounts, and Taobao e-commerce. They are no longer our cup of tea. Our cup of tea lies in the variable "3" in "Community 3.0".

In short, Community 3.0 is born mobile, and the variable of "3" makes us understand that the era of webmasters may decline, but a new sky will be opened before us. 3 gives birth to everything! I believe that the traditional field will be the biggest stage for "Community 3.0".

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.