This is the worst of times, with the explosion of information, fragmentation of information dissemination, and eyeball economy determining reader traffic.
This is also the best era, a variety of media cross communication, extensive information dissemination, the Internet content industry is vibrant.
In 2017, the number of we-media employees in China was as high as 2.6 million, almost double that of 2014. In 2018, the number is even higher, so how to survive and develop the industry has become a problem worth thinking about. This article is still on the financial media, to talk about the running context of this industry.
Backwardness, financial we-media competition after the Red Sea era
Since the birth of blockchain, the blockchain financial revolution has been in full swing. As the financial service industry is one of the industries with the highest degree of centralization, there is a large amount of centralized information in the industrial chain, which hinders the efficiency of system operation and increases the cost of capital exchange. The open and unchangeable nature of blockchain technology makes it possible for the decentralization of the financial service industry, which makes it have a broad application prospect in the financial field.
Under the tide of all kinds of capital, a large number of blockchain we-media have entered. Data show that in the first quarter of 2018, the number of active blockchain media in the country was about 200, and 12 blockchain media received funding, three times the total of the whole of last year.
In public opinion and the trend of the development of the global total acquisition promotion, policy guidance in China objectively, was born the leek, Mars financial chain and various blocks of finance and economics media platform, and flush the traditional financial services platform, and sina finance and economics, netease financial financial media portal to form the situation of the three pillars of the financial media industry into the competitive era of after the red sea.
Waiting for work, keeping a straight flush
As the Internet sinks and the dividend of traffic disappears, the competition in the financial we-media industry gradually shifts from running to realising traffic. As the scale of users tends to stabilize, the latter half of the competition of media platforms has been quietly launched.
Different from block media platform that lively, flush finance in the competition appears a little quiet. Flush is a professional service platform with financial sales commission and transaction data payment income as its core. Flush holds relevant financial licenses. Flush Finance did not rush to open up new communication channels, nor did it blindly follow the trend of transformation of blockchain observation. Its play “constant” security card, nothing more than two reasons.
One is to precipitate users. Flush Finance itself is focused on creating a service-oriented financial platform with obvious instrumental characteristics. Users are the root of its creation and revenue. Its own positioning determines its marketing strategy. In today’s fierce competition in the we-media industry, the traffic itself has been fixed. No matter how many entrances we open up, it is nothing more than to enhance the active degree of users. Flush Shun Finance station continuously accumulates industry data and analyzes insight under tuyere. Through the content of users, it can leave high-quality users with sustainable development, prolong the use time in high-frequency use scenarios, and cultivate user loyalty.
Second, the minority has the right to speak. Due to the strong involvement of Internet giants, the traditional securities brokers are prepared for crisis in times of peace and actively transform, and the interconnection of securities business has become a development trend. It is difficult for Internet giants to acquire licenses through acquisition. Large securities firms build Internet platforms and achieve excellent results in branch online development. Flush belongs to the lucky ones who are born with “financial genes” and have access to traffic and scarce financial license resources. In the fierce competition in the market, all platforms seek to change the media beach war, flush does not need to “change” to seize resources, it can rely on its own flow base to seize the industry opportunities.
Return bow introspection, reflection of Sina finance and economics
Flush to adhere to the turf, should not change. But Sina finance and economics is self-reflection, assess the situation. After all, in stock trading, it does not have flush resources, not based on the status quo, seeking opportunities, how can from the tuyere share a slice of the soup?
First, positioning reflection. Sina Finance is no longer just a traditional web portal or financial channel, it has become an aggregator. At this stage, drive way is to rely on algorithm can’t succeed in integrated information industry from now to break, unlike flush financial financial service platform positioning, sina finance and economics itself is the positioning of the online media sites, it should reflect on how to through the portal, to the multidimensional data and technology and energized, and at the same time as the expansion of other content source portal channels, Let the reader through sina financial client a channel can see the most complete and fastest highest quality news information.
Second, product content reflection. Sina Finance is mainly to push cutting-edge information to users, but with the acceleration of economic globalization, the Internet environment becomes more complex, and users’ demand for finance is further enhanced. At present, the most prominent problem of Sina finance and economics is that the product content is too messy, data, market, stock analysis and other mixed content is easy to cause financial information content report and analysis is not in-depth, only superficial. As a comprehensive portal finance and economics channel, advertising, wireless value-added income is still the main source of income sina Finance and Economics, there is no related value-added products, it is difficult to occupy a share in the product market.
Therefore, in view of the imminent blockchain revolution, sina Finance should build a we-media platform, which should not only be limited to the platform of finance and economics, but also move from sina’s multi-party data entrance and traditional portal information website to an open platform of co-prosperity.
Throw a brick to attract jade, leek financial change
In addition to the competition between the two, the rise of Internet tuyere began to provide soil for the growth of vertical media in the financial industry. This year is the year of the most rapid development of blockchain media, among which, Chive Finance, as a new generation of blockchain we-media platform, has quickly won the attention of the market with clever marketing, although it has not been established for a long time.
Compared with the former two, it has to be said that leek finance and economics face a greater challenge. One is the suppression of the head media. From Internet finance to financial information, many we-media platforms are doing their own vertical segmentation, and have formed a few head we-media. As an emerging blockchain we-media platform, Chive Finance is difficult to reach the asset scale of the head media. Second, the user loyalty is not enough. This is a common fault of every emerging we-media platform. Novel and high-quality original content finds an entrance for the platform’s traffic, but at the same time, the coverage development of the Internet is also testing the loyalty of platform users.
However, although Leek finance stands out in the fierce competition in the we-media matrix, its own breakthrough can not be ignored.
The first is the innate media gene bonus. Chive Finance was founded by liu Kuang, a well-known technology columnist. The author learned that Liu Kuang has been engaged in group buying, shopping sharing, social networking, media, future cars and other fields for four times. At present, the company’s business covers new media, financial technology, future car new retail, future car RESEARCH and development and other fields. In the data of watermelon, liu Kuang’s public account alone has tens of millions of levels of exposure. This innate media genetic advantage enhances the discourse power of this new media platform.
Secondly, in the age of flow, media is king. The construction of “we media” platform is inseparable from high-quality original works. For content creators, it has become a common phenomenon in the “we media” industry to choose a good place to live, expose their works with the help of platforms and obtain traffic. Since personal we-media often face the problems of small exposure and slow commercialization process of works, especially with the help of platforms, they can obtain more traffic, and the stumbling block to be overcome before will become smaller. Leek financial information primarily involving industry information, character access, digital currency and so on, to provide users with block chain field depth reports, provide the spread of open platform for high quality original work exposure, which can pass the AD into, original motivation, such as way as the benefits to the media, both platform accumulated effective fans, also can bring flow entrance conversion for the media.
“It was the best of times, it was the worst of times,” Dickens wrote at the beginning of a Tale of Two Cities. Despite the remarkable achievements of “We media” in the Internet environment, the “We media” industry may face as many difficulties as it has achieved in 2018. In general, whether it is Leek finance or other financial we-media platforms, in this era of we-media explosion, it is an eternal law that good money drives out bad money.
In the post-Red Sea era of “we media” with increasingly fierce competition, financial “we media” will launch a siege war. Whether it is fixation or seeking change, it is inseparable from the “re-upgrading” of irreplaceable content, forward-looking layout, resource optimization and integration. Although the strategies and schemes of various platforms are different, and the outcome is still uncertain, no matter what model the future financial we-media is, it will eventually reach the same destination and return to the essence of a professional financial service platform.
Article/Liu Kuang public account, ID: Liukuang110