Stealing food, bubble Forum, blog, are the "net red" where? -Happy NET, cat, tianya Forum-IT information
Has launched the "steal" and "Rob spaces" and other social games and fire across accounts in listed company match for bondage intelligent. Time, have forgotten the eight years of happy once again become the talk of the Internet. In fact, the Internet era has changed so fast, hot company is leading for 35 years, in addition to happy, including renren (formerly xiaonei) and the Forum, cat and other once-popular social networking products have little interest, gradually disappeared from the user's perspective.
The phenomenon of
"Steal" and "Rob spaces" has to recall
Seven or eight years ago, many users have had such an experience: 1 o'clock in the morning do not sleep, pinched time to "steal" work time to concentrate on their work, in order to "grab parking." Kaixin and renren for developing this type of social games and became the "net red." But I do not know since when, once people try social networking games, along with kaixin and renren gradually forgotten by everyone.
Some time ago, notice of competition as the intelligence of listed companies, so that the once popular accounts back into the public eye, but this time it was to "tour" the identity of the company being acquired.
"When companies from the rebound, gradual on track when it's time to say goodbye to everyone. "On July 21, the Chinese Cheng Binghao, founder announced his decision via internal mail.
Cheng Binghao in 2008 to create accounts. That same year, happy net for all people into a "steal" craze, behind Chinese SNS (social networking service) sites first. Accounts in September 2008, the northern lights $ 3 million investment in April 2009 for SINA and Qiming Venture Partners $ 20 million investment. In July 2010, the rapid development of happy planned us listings, but nothing came of it. Since then, happy and complete the skids, the drainage function of social games is no longer apparent, one year time, subscriber churn rate of 65%.
Another company, renren, though there is a location on the NASDAQ, but had not then renren. Public information display, 2011 for all listed market value of 5.53 billion dollars, today the company is worth just single digits left. Second half of 2015 when renren CEO Chen yizhou has indicated to the media that "today, everyone is an Internet financial firm. Now everyone is doing most of the employees of the company Internet financial services, social team left around 200 people ".
"Bubble Forum" and "blog" with a little
"Miss social networking products are what you most? "A lot of people in response to this problem when both gave the same answer--the end.
End came into being much earlier than kaixin and renren, China can be said to be the first Internet company. End of the world was founded in 1999, is one of the world's most influential online community, but with declining BBS networking products, today's end of the world is clearly a little lonely. End of August 2015, the end of the tone of the new ban, many Internet users exclaim, the world still clings tenaciously to life. But after the listing of the wandering road is still bumpy, successively suffered a suspension of transfers, in Cap ST storm three years total loss of 96 million Yuan.
Hot BBS era, there is a word called "South end of North cat" users compare the tianya and MOP is a Gemini BBS. Japan was located in the young community, end of the world is located in the Chinese community. In 2004, the MOP is oak Pacific interactive group. The end of 2006, MOP transition portal, fruitless push overseas listing. Then in oak Pacific interactive group after the acquisition of Facebook, its core was replaced by Facebook, about development strategies also swings, back in April 2012, the company headquarters moved from Beijing to Nanning, Guangxi.
I must mention is that blogs have at home was all the rage. 2000 blogs in China, and has developed rapidly, but mediocre 2004 muzi Mei, let Chinese people understand blogs, and blog in 2005, domestic portals such as Sina, Sohu, was not optimistic about blog business, then joined the blog camp, started to enter the blog's spring and autumn and warring States era.
However, 30 East 30 years, and on March 31, 2013, was formally closed in 2002, created the China blog network blog all for free and clear all user data for free, from this blog gradually walked off the stage.
Analysis
Miss mobile Internet transition opportunities
If by 2012, mobile Internet is a prophecy of subversion, and concerns, so that by 2012, the prophecies are coming true, and began to rapidly devour PC Internet. In July 2012, the CNNIC report shows that mobile Internet users in China were more than PC has become the first major Internet terminals.
"Why Twitter makes users abandon kaixin and renren? On the user groups they are similar, but tweets in the arrival of the mobile Internet, perfect to complete the transition, moving from the PC end users to seamlessly import-side ", the Internet said Hong Bo, an analyst.
To realize mobile was happy although earlier battleground, aside from social platforms themselves migrated to outside of side, the company is also developing a number of purely based on mobile, standalone product. For example, a very similar app products flying bean, but ultimately nothing for not paying enough attention and support.
Insiders pointed out that, in retrospect, fly beans not only didn't do those purely based on mobile terminal products, happy as a social networking site itself does not bring us surprise on the mobile side, most mobile client for happy little impression.
Product innovation is weak without barriers
There is a lot of belief that, Forum and blog's decline stems from kaixin and renren appeared, and kaixin and renren died in the rise of microblogging. But Cheng Binghao and his team believe that happy not be replaced by SINA weibo, but their product innovation is weak, only been treated coldly abandoned by the user.
"Micro-blogging, micro-letter user base and our user base is similar, has a great influence on us. But our users activity decline, is its own characteristics and life cycle of the product. Micro-blogging, micro-letters appear to speed up the process, but this is not the root cause ", said Cheng Binghao.
Hong Bo, an analyst at the Internet, accounts appeared to seize the good opportunity to seize the position in order to hold the customers and keep everything under control in the platform will not open, and overestimate their ability to develop innovative, leading to late without a good game to keep up. "The Chinese used to rely on games to attract users to quickly rise, and when the user is tired of playing a game, if not a new tack game, users will leave. "Hongbo said.
In fact, Twitter after the heyday was rapidly fading, and many third-party analysis of Agency data showed Twitter's user activity on the decline. Practitioner Wang Xinxi Internet believes that Twitter users in accumulation can only be potential customers, instead of the actual user. From the macro-level analysis, is the user entered the ecosystem, but the platform does not manage retention policy or set barriers to conversion, let the user resides in the biosphere.
The view was expressed that, if you want to summarize the pros and cons of kaixin and renren, then one of the most important reasons is that they don't take advantage of the reverse set up acquaintances in social software. It is because there is no such absolute advantage of barriers, eventually led to the QQ can cover you, but you can't become a QQ.
Brain drain business model to keep up
In the movie a world without thieves have a very classic dialogue: "what is the 21st century's most important--talent! "Is often a precursor to decline is the talent of the company loss.
Some analysts pointed out that "happy to go too fast, there is no time to accumulate talent. Independently developed games are difficult to guarantee standards, finally returned to mimic the old road (fun city) ", and renren is news" company fighting serious run 4 senior executives within one month "message.
Hong Bo believes that Internet entrepreneurship is key, because not many times the resources available by virtue of the Internet, the main resource is the people. In addition, the Internet technology update is very fast, including social networking, software, any product a little slack is later replaced. If there is no human resources, innovation is not, it will be difficult to escape the fate of being eliminated.
Social app's business model has always been keen on discussing the topic on the Internet, said Cheng Binghao, the value of social networks is well-grounded, speed and reach. And accounts of business model is still in the exploratory phase when users continue to drain accumulated, there is no something.
The view was expressed that, a forum for the long-term and stable development of core earnings, a forum with no profit is hard to stick to, build a forum meant to pay per year domain name, server and maintenance costs as well as time and effort to maintain. However, the tianya Forum business model appears to have been a simple and crude, dogskin plasters ads, it may also demonstrate limitations in the form of a great relationship with the Forum.
However, the very high degree of Internet marketing, the success of social software will surely towards commercialization, at this time, the user experience will give way to capital, both dealing with imbalances, it is easy to make the software go to pot.
The way out
Take influence to refresh the brand image
New media analyst for Analysys Ma Shicong believes that focused on the PC end of the era of social networking sites are over. For now, the competitive social market as a whole, but in the niche manufacturers still had a chance. For example, special populations, two meta-population of social software, with different forms of content hosting social networking tools, such as the recent hot videos, live, short videos, then there is some vertical and media, cutting-edge science and technology of social networking, there is opportunity.
Reporters noted that social software Mo Mo anemic revenue growth, but since I dabbled in broadcasting revenue trend growth after the end of 2015. In May this year, theology, theology, open to the public for the first time a single revenue of broadcasting service, broadcast services for theology, theology contributed $ 15.6 million in the first quarter of this year, accounted for more than 30.7%, is the first camp of income sources.
For those who are struggling on the brink of death of the older generation of social products, Ma Shicong suggested, on the one hand, business or brand should be used once in the user group's influence, because as a veteran of the social networking site has accumulated a number of loyal users has grown and has some ability to pay. The other hand, should try to do some branding refreshes, for example, comes to end, let everyone think that just before many people can freely express their views, and has good content leads to the end of the world, and should make you think at the end of the era of mobile Internet can also make a difference.
But it seems to Hongbo, feasibility and to have declining social products the crisis is unlikely, "the Internet is a rapid change in the industry, not allowed to make a mistake and then started again, even Yahoo can not escape the fate of being sold. ”
偷菜、泡论坛、写博客，当年的“网红”去哪了？ - 开心网,猫扑,天涯论坛 - IT资讯
曾因推出“偷菜”“抢车位”等社交游戏而火遍大江南北的开心网卖身于上市公司赛为智能。一时间，已经被遗忘了八年之久的开心网再次成为互联网圈的谈资。事实上，网络时代变化太快，热门公司也是各领风骚三五年，除了开心网，包括人人网(原校内网)、天涯论坛、猫扑等曾经的热门社交产品如今已经鲜有问津，逐渐淡出了用户的视野。
现象
“偷菜”“抢车位”已成追忆
七八年前，无数网友都有过这么一段经历：凌晨1点还不睡觉，掐准时间去“偷菜”；上班时间无法专心工作，就为了“抢车位”。开心网和人人网也因开发出此类型的社交小游戏而一度成为当时的“网红”。但不知从何时起，这些曾经让人欲罢不能的社交小游戏连同开心网、人人网一起逐渐被大家所遗忘。
前一段时间，上市公司赛为智能的一则公告，让曾经红极一时的开心网再度进入大众视线，不过，这次它是以“手游”公司的身份被收购。
“当公司从谷底回升，逐步走向正轨的时候，就到了和大家说再见的时间了。”7月21日，开心网创始人程炳皓通过内部邮件宣布了自己的离职决定。
程炳皓于2008年创建开心网。同年，开心网让全民陷入了“偷菜”的热潮，位居中国SNS(社交网络服务)网站第一名。开心网曾在2008年9月份获得北极光300万美元的投资，2009年4月份接受新浪及启明创投2000万美元的投资。2010年7月份，高速发展的开心网曾计划赴美上市，但无疾而终。此后，开心网便彻底走上下坡路，社交小游戏的引流作用不再明显，一年时间里，用户流失率高达65%。
另一家公司人人网，虽然现今还在纳斯达克有个位置，但早已不是当年的人人网了。公开信息显示，2011年人人上市时市值为55.3亿美元，如今公司市值仅剩下个位数。2015年下半年的时候，人人网CEO陈一舟曾向媒体表示，“今天的人人已经是一家互联网金融公司。目前人人公司大部分员工都在做互联网金融业务，做社交的团队只剩下200人左右”。
“泡论坛”“写博客”者寥寥
“最让你怀念的互联网社交产品是哪个？”不少人在回答记者这个问题的时候，不约而同地给出了同一个答案——天涯。
天涯社区的出现要比开心网、人人网早得多，可以说是中国第一批互联网公司。天涯成立于1999年，曾是一个在全球极具影响力的网络社区，不过随着BBS社交产品的日益没落，如今的天涯显然是有些落寞的。2015年8月底，天涯社区挂牌新三板，很多互联网老用户惊呼，原来天涯还顽强地活着。但上市后的天涯路依旧走得坎坎坷坷，先后遭遇了暂停转让、戴帽ST的风波，三年总计亏损超9600万元。
在BBS火爆的年代，有一句话叫“南天涯北猫扑”，用户将天涯和猫扑比作是BBS界的双子星。猫扑当时定位于年轻社区，天涯则定位于华人社区。2004年，猫扑被千橡互动集团并购。2006年底，猫扑转型门户，冲刺海外上市未果。随后在千橡互动集团收购校内网之后，其核心地位被校内网所取代，发展战略也左右摇摆不定，后于2012年4月将公司总部从北京搬迁至广西南宁。
不得不提的是，博客也曾在国内风靡一时。2000年博客开始进入中国，并取得迅速发展，但业绩平平；2004年木子美事件，让中国民众了解到了博客，并运用博客；2005年，国内各门户网站如新浪、搜狐，原本并不看好博客业务，当时也加入博客阵营，开始进入博客的春秋战国时代。
不过，三十年河东三十年河西，2013年3月31日，于2002年创建的中国博客网正式关闭所有免费博客并清除免费用户全部数据，从此博客逐渐走下舞台。
分析
错过移动互联网转型机遇
如果说在2012年之前，移动互联网的颠覆只是一个预言和隐忧，那么到了2012年，这一预言正在变成现实，并开始迅速地吞噬PC互联网。2012年7月，CNNIC发布的报告显示，手机超过PC已成为了我国网民的第一大上网终端。
“为什么说微博的出现让用户抛弃了开心网、人人网？他们在用户群上很相近，但是微博在移动互联网到来之际，完美地完成了转型，将用户从PC端无缝地导入了移动端”，互联网分析师洪波说。
开心网虽然较早地意识到移动端是必争之地，除了将社交平台本身迁移到移动端之外，公司也开发了一些纯粹基于移动端的独立产品。比如，一个很近似微信的产品飞豆，却最终因没有给予足够的重视和支持而不了了之。
有业内人士指出，回头想想，不仅飞豆这些纯粹基于移动端的产品没做起来，开心网作为一个社交网站本身也没有在移动端带给我们惊喜，大多数人对开心网的手机客户端几乎没什么印象。
产品创新乏力未建立壁垒
有不少观点认为，论坛和博客的衰败缘于开心网和人人网的出现，而开心网与人人网则死于微博的兴起。但程炳皓和他的团队认为，开心网不是被新浪微博取代，而是自身产品创新乏力，才被用户冷落抛弃。
“微博、微信的用户群和我们的用户群很相近，对我们有很大的影响。但是我们的用户活跃度下滑，是产品自身的特性和生命周期导致。微博、微信的出现加速了这个过程，但这不是根本原因”，程炳皓说。
在互联网分析师洪波看来，开心网一出现便抓住了好时机抢占了好位置，为了拴住客户并让一切尽在掌握中便没有开放平台，而且高估了自己的开发创新能力，导致后期没有好的游戏产品跟上。“开心网以前是靠游戏吸引用户迅速崛起，当用户玩腻一个游戏，如果没有一个新的有黏性的游戏出现，用户就会离开。”洪波说。
实际上，微博在如日中天之后也一度迅速衰落，不少第三方机构发布的分析数据显示微博的用户活跃度在下降。互联网从业者王新喜认为，微博在前期积累的用户只能是潜在用户，而不是实际用户。从宏观层面来分析，就是用户踏进了生态圈，但是平台并没有做好挽留策略或者建立转换壁垒，让用户驻留在生态圈之中。
有观点认为，如果要总结开心网、人人网的得失，那么最重要的原因之一就是他们都没有利用优势反向建立起熟人社交软件。正是因为没有这种绝对优势性壁垒，最终导致了QQ可以覆盖你，但是你却无法成为QQ。
人才流失商业模式跟不上
电影《天下无贼》中有一句很经典的对白：“21世纪最重要的是什么——人才！”往往一家公司衰败的前兆就是人才在大量流失。
有分析人士指出，“开心网发展得太快，根本没有时间去积累人才。自主开发的游戏都难以保证水准，最后还是返回了模仿的老路(开心城市)”，而人人网更是被爆出过“公司内耗严重，一个月内4位高管出走”的消息。
洪波认为，互联网企业人才是关键，因为在互联网时代可凭借的资源并不多，主要的资源就是人。此外，互联网本身技术进步更新非常快，包括社交软件在内，任何一款产品稍有懈怠就会被后来者替代。如果没有人才资源，企业创新更是谈不上，自然很难摆脱被淘汰的命运。
社交应用的商业模式一直以来都是互联网圈热衷探讨的话题，程炳皓曾说过，社交网络的价值是厚积薄发，欲速而不达。而就在开心网的商业模式尚处探索阶段的时候，积累起来的用户却在不断流失，也便没有了后话。
有观点认为，一个论坛能够长期稳定发展的核心就是盈利，一个没有盈利的论坛很难长期坚持下去，搭建一个论坛意味着每年需要支付域名、服务器、维护等费用以及时间精力去维持。但是，天涯等论坛的商业模式似乎一直是简单而粗暴的，狗皮膏药似的小广告，这或许也与论坛展现形式的局限性有很大关系。
但是，互联网市场化程度非常高，成功的社交软件必将走向商业化，这时，用户体验就会给资本让路，二者处理不平衡，就容易使软件走向没落。
出路
抓住影响力刷新品牌形象
易观新媒体分析师马世聪认为，专注于PC端的社交网站的时代已经过去了。目前来看，整个社交市场竞争激烈，但在细分领域厂商仍有机会。例如针对特殊人群、二次元人群的社交软件，具备不同内容承载形式的社交工具，例如最近火爆的视频、直播、短视频等，再有就是一些垂直化、媒体化、前沿科技化的内容社交，都存在机会。
记者注意到，社交软件陌陌营收一度增长乏力，但自打2015年年底涉足直播后营收逆势增长。今年5月，陌陌首次对外公开了直播服务的单项营收，直播服务为陌陌在今年一季度贡献了1560万美元，占比30.7%，是第一大营收来源。
对于那些挣扎在死亡边缘的老一代社交产品，马世聪建议，一方面，企业还是应利用品牌曾经在用户群体中的影响力，因为作为老牌的社交网站积淀了一批已经成长并具有一定付费能力的忠实用户。另一方面，要尝试做一些品牌的刷新，比如说一提到天涯，应该让大家联想到的不仅仅是以前那个很多人可以自由发表意见，并且有好的内容产生的一个天涯，而应该让大家联想到在移动互联网时代同样能有所作为的天涯。
但在洪波看来，让已经没落的社交产品起死回生可行性并不大，“互联网是个变化飞快的行业，不允许犯了错误再重新开始，就连雅虎也逃脱不了被卖掉的命运。”