Speaking uuzone, many users do not actually know, but UUZone for the Chinese social networking Web sites, it has important significance. It can be said UUZone is the earliest representatives of social networking sites, early attention to China’s Internet development should have the heard. UUZone was first established in 2003, founded by the run Excel. Once the SNS in the overall strength of the leading sites, but also in the early Morningside also won millions of dollars of investment venture. Although one million dollars is not much class for the SNS is a network site is also sufficient for some time. Category, compared to the SNS site maintenance costs will be lower.
But is this once glorious moment, there are a pioneer in venture capital support, and shortly to become martyrs. 2009 February 4, UUZone declared the site a month later to stop all the services, the site officially out of business. It is claimed that the main reason is that Excel and the founder of investment risk in the subsequent operation there may be friction, leading to the founder left the company. It does have an impact on the UUZone, but in-depth analysis of the core UUZone out of business, or SNS network is not clear profit model result.
Inconsistency caused by the internal struggle of ideas is UUZone cases, but we can not be simply put out of business as the case deal with the problem. In fact, both the school, MYSPACE. CN or the hot moment of happily networks to confront the important issue is how these sites profitable.
As two major media simply means profit first, through user fees, first through advertising. Other content such as sales, licensing and so only a minor way. While in China. Especially the Chinese Internet industry, very difficult to charge users. I remember too happy to see published in the voting network, the voting problem is “happy network, such as fees, you will continue to play?” Option is “no” and do not come more than a different amount. Selecting “no” users, more than 85%. That is, no matter how much fun net charge to the user, as long as the take charge, users will have an enormous loss. Here should also be considered, once lost 85% of users, then the “social class of sites” on the value of the remaining users also greatly diminished.
See, pay the line does not work. Then the ads? Remains to happy network, for example, advertising seems to be possible between its. In particular, recently, happy to start test run of various advertising networks. The main form of landing page according to CPM advertising sales crazy, and the site built-up ads. This is indeed able to generate revenue for the happy network. However, provided that network would have been happy to maintain high popularity, high traffic / even said that to sustain the increased popularity and traffic, before continuing into the value of advertising.
But based on my experience of using the happy network users on the network difficult to maintain a happy long-term interest measure. More than happy network, as a result because of China’s major social classes I have registered the site experience. However, the effects from the use of terms, the results are very similar. Users of social networking sites such loss is very serious. Continuous tracking of some users, a few months ago are still active, but after a few months become relatively very low key. Some users even with the passage of time no longer visit the site again.
Therefore, we see that the problem is that social class site clear profit model. Clear profit model is difficult to charge users, it is difficult short-term advertising revenues have continued. Delves deep to watch the actual long-term is difficult to attract users. That is, the lack of cohesive user.
For lack of user stickiness, just exposed the particularity of the Chinese SNS. Hot in Europe and the United States SNS level is to rely on European and American social thought a more open basis. Cultural system in Europe and the United States under the young man, more willing to contact with new friends, more willing to share their feelings with friends, their more active social. However, under the influence of oriental culture of consumption of all, a general lack of open communication ideas, to share ideas on the inner spirit conservative.
Analysis of Chinese and Western cultures in different times, one thing is that friends trust. Western culture tend to trust strangers higher, by a person’s appearance, conversation, dress, as long as they are not giving people mistrust to trust the West like the first time. The Oriental is the relative lack of trust in strangers. Thus, we see a large number of young people in the West, the SNS network exchange with each other, talk about anything, but in China it is often more talk less.
I have some friends around, they tend to pass on their own network of photos, but limiting view. For them, SNS some of the features, but to provide them with a readily available access to cyberspace. Part of the consumer, using SNS to carry and show off among friends, which greatly distorted the original intention of SNS. If the aim is to show off the consumer, then, leads to the authenticity of the content will not be too much on the SNS to share with friends, but only selected parts of individual achievement can be displayed. Comparisons from the other side of this method will also affect their friends, loss of interest on the SNS network. This show off the competitive attitude, social scientist as a “population-intensive society,” a common problem. In other words, difficult to remove China’s consumer group consciousness.
In addition to the users of different social cause is difficult, as the West as the Chinese SNS fiery, China SNS media operations and development also faces enormous challenges. China is a vast country, many consumers. Among low-income, low education level of the actual proportion of large users. SNS Network If you need to quickly gather popularity, you need to take account of these people are. The original purpose of this consideration, resulting in a lack of depth SNS network design, the product is too simple, the lack of enduring vitality.
In the beginning, SNS network may by “bite each other,” “for parking spaces,” “move about” and other simple way to attract a large number of network users. However, these low-value added products, can only be a moment of fresh momentum to attract consumers. Time soon, the product will lose charm. Users need more new products to stimulate their re-visit, but this is too simple to rely on experience to stimulate new ways consumers will become increasingly difficult to maintain the user for products fresh strength will be a time shorter than the time. This is a typical negative cycle effects, in the end, lead to the failure of SNS way to attract customers. However, if carried out too in-depth SNS products, then a large number of low-end Chinese people, will not generate enough to attract. This is the SNS in China’s development a major problem.
Speaking of personal opinion, I think no matter what type of media, require long-term business, we can gradually build a sustainable harvest. The value of SNS network is built with the co-determined exchange of views between groups of people. These like-minded persons may share a common love of people, probably people who share a common experience, may have the same circle of friends who may also share a common ideal. SNS is the realization of their mutual communication network, a platform for mutual exchange. The fundamental core of reality is the same BBS. Only in the application of tools greatly enhance performance.
But I think in fact does not solve practical problems. This and the Chinese SNS operators have great business ideas out. The terms of China’s SNS operators, SNS platform, first gained popularity quickly, followed by a quick search for investors, and then bring in more investment or more risks and ultimately sold to arbitrage. Chinese SNS operator operator is not sincere, or honest environment does not seem appropriate operators, SNS in China, only a headed extraordinary speculators. They need to do is to move back to China, the United States YAHOO be a Netease, and then sold or listed. The success of Charles Zhang, Zhou Yunfan success, Ma’s success can mean 10 years later, today’s flat world you will succeed.
So I’d go to those with sufficient funds to support the SNS network, such as MYSPACE, etc.. Through the hard work down the long view, to find a development with Chinese characteristics SNS road, and by then they could perhaps fall to achieve real success.