Chapter 497
Qin Shaoyan looked at Cao Guowei very unexpectedly. The request made by the other party was indeed unexpected.
"Mr. Cao, are you serious?" Qin Shaoyan frowned and asked, "Let me design a product for you Sina?"
"I am very serious, Mr. Qin." Cao Guowei smiled bitterly, "I am here to visit you with twelve points of sincerity."
"In addition to resolving the dispute between the two companies, he is here to humbly seek advice."
"Did you find the wrong person when you asked me to design products?" Qin Shaoyan said with a ponder for two seconds, "What can I do? Internet talents are full of people, and Sina is an industry leader. Product managers are all experienced experts with keen market sense. Haven't they proposed any solutions to satisfy Mr. Cao?"
"Mr. Qin is modest." Cao Guowei said with a smile, "You are a recognized master of Internet product design. From campus network, Facebook to Kuaibo, YouTube, to Happy Farm and Weibo, everyone is Lead the trend and open up new fields of epoch-making products."
"In the field of Internet product design, Mr. Qin can be regarded as a world-class master."
"Although there are many Sina people, most of them are mediocre and are not worth mentioning. They can't even copy things, let alone talk about innovation."
"Add 10,000 product managers in the industry, which one is better than Mr. Qin, you, is better? Any netizen online knows the answer."
"Since I already know the answer, why should I give up on the near and far away? It's useless to waste my efforts?" Qin Shaoyan remained silent and looked at Cao Guowei quietly.
I have to say that the other party's flattery...is very skillful.
"Now that Sina has encountered some difficult storms, I have no choice but to ask for help from President Qin." Cao Guowei said sincerely, "As long as President Qin is willing to help, I will definitely give it a lot."
"In addition to the resources in Boji, President Qin wants anything else. As long as I can do it, it will definitely meet President Qin's requirements."
Qin Shaoyan sighed, "It was a bold attempt by Sina to open up Boji business. As a result, he invested so many resources and was ruined by a group of wine bags. What a pity." "It's all my fault that I don't know what I know and believe in Ma Su incorrectly." Cao Guowei smiled bitterly, "We lost without regret."
This is indeed because he was blind. Wang Wei is still a little capable, but he just went astray.
And that Belinda is purely a vase, and the fancy PPT is made of, and it will reveal its true form if it is really done by hand.
"You want to imitate Weibo to build a platform of the same type. There is nothing wrong with this idea." Qin Shaoyan pondered for two seconds and said slowly, "This can make full use of the connection resources and users accumulated by the blog. If you can successfully and smoothly transplant bloggers and users, you can indeed succeed."
"It's just that Boji is too eager for quick success and instant benefits. He has to do something wrong. He has to do this. As a result, the product manager uses it in order to simply engage in KPI, which has led to Boji getting deeper and deeper."
"The Weibo platform is a social 2.0 product. It is nominally a social platform, but in fact its core lies in content."
"The Weibo bloggers constantly output high-quality short content to attract users to interact. This is its product logic.
"Content platform requires high-quality content, not all content. "
"For example, if Weibo limits text to less than 140, sending text messages can achieve fast and efficient output, which improves the efficiency of posting Weibo, and filters out high-quality content by placing high-frequency postings on Weibo. ”
"Actually, platforms like Weibo only need to post text. Do you know why I have to add picture-accessing function?" Qin Shaoyan asked back.
Cao Guowei was stunned, "Isn't it to increase the richness of the product's content?"
"This is just one of them." Qin Shaoyan shook his head, "When an Internet product manager is doing design, there are several issues to consider."
"What is the underlying logic of this product? Where is the top design? What is the final delivery value? Where is the handle of the process? How to ensure the closed loop of the results?"
Cao Guowei was stunned, blinking his eyes constantly, and a bunch of nouns poured into his mind.
Although I didn’t understand what Qin Shaoyan said for a while, it sounded so reasonable!
Or why do you say that he is an Internet product design master? Look at his perspective on the problem, it is too comprehensive.
You see, the underlying logic, top-level design, delivery value... is higher than what others say.
"In addition to enriching the product content ecology, it is built in depth with text content, improving users' minds, and frequently reaching user pain points, using differentiation as a competitive tool, and ultimately achieving value coupling." Qin Shaoyan changed the subject after speaking, "Have Mr. Cao heard of the platform Tang Bure?"
"Don't Tang?" Cao Guowei was stunned for a moment, then shook his head.
"It is an image sharing website launched in the United States in the past two years." Qin Shaoyan explained, "It initially wanted to imitate Facebook, but later the founder found its own product positioning after exploration."
"It abandoned the complicated and complicated content on Facebook and turned to a platform that specializes in image content sharing. The entire UI interface is also very simple, and there is no interference from other functions. Users only need to post pictures."
"Other users' interactions are simple, and sharing and comments are enough."
"I like this simple and borrowed from its image sharing, and the short Weibo post can make Weibo content richer."
"About one hundred words of content, with a picture, it is simple, clear and clear."
"At the beginning, Tang Bure developed slowly and was not ideal. Later, they invited a group of Facebook celebrities to stay in, sharing various photos every day, including model photos, selfies, landscape photography, and art works."
"Relying on rich content, Tang Bure gradually expanded, with 20 to 30 million users, but these users have strong payment ability, and Tang Bure can earn 10 to 200 million to 200 million dollars a year."
Cao Guowei took a breath, and only 20 to 30 million users could make money like this.
"There are many Internet celebrities I have invited from the United States, but Tang Bure's top bloggers, and their fans are more than hundreds of thousands." Qin Shaoyan glanced at Cao Guowei, "I thought about copying Tang Bure's model, but these Internet celebrities were poached in advance by you."
Cao Guowei was a little embarrassed and a little depressed.
These internet celebrities are indeed traffic passwords, but they are also traffic poisons. At the beginning, they indeed brought a large number of users to Sina's "Boji" platform.
But Sina's "Boji" style also started with them, and then it went out of control, and went further and further, and finally slid into the abyss of failure.
"These internet celebrities have very large users after using them well, but you are the same as Tang Bure, and they make the same mistake." Qin Shaoyan looked like he was disappointed. "After Tang Bure introduced venture capital, he was constantly forced to make profits by investors. Tang Bure had to go on a completely different path. In order to attract users to pay, they began to get along with each other."
Cao Guowei was stunned. Suddenly, this scene was so familiar? After Qin Shaoyan opened Tang Bure's website on his computer, Cao Guowei took a look and understood it all. It looked so much like the previous blog.
"I feel like this is the case at that moment." Qin Shaoyan sighed and looked at Cao Guowei with great sympathy.
Cao Guowei frowned, "How can he be so similar?"
"It is unsuccessful to be eager for quick success and instant benefits. It takes time to carefully polish the product." Qin Shaoyan said seriously, "You can only copy the form of similarity, but not the essence of it, so it will inevitably go wrong."
"Foreign Internet celebrities are used without restrictions. The product manager ignores the principles for KPI, and finally lets those Internet celebrities take the trend of drawing edges. Adding the temptation of traffic subsidies, people will naturally follow suit, forming a broken window effect."
Cao Guowei finally figured out what Boji lost, and he was completely unsure about the positioning of social products. He had not copied it clearly after copying it, so he didn't go astray?
Qin Shaoyan changed his mind, "But although Tang Bure has taken the wrong path, its model is still very good. If it is made good use, it can also be outstanding."
"If Sina wants to transform, it can transform from a long text and picture blog to a simple picture sharing platform, which is simpler than a blog, and Tang Bure's UI layout can also be learned from."
Cao Guowei thought about it and felt that this thing was still too similar to Boji. The impression left by Boji was not very good before, and it was easy to misunderstand it.
"This... I'd better think about it." Cao Guowei thought for a while and shook his head.
Qin Shaoyan was not discouraged at all, "Since the soup is not hot and doesn't like it, have you heard of Zhihu?"
"What is Zhihu?" Cao Guowei asked in surprise.
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Qin Shaoyan immediately introduced with great interest, "Zhihu is the name I gave this product. Zhihu is a knowledge sharing community that combines Q&A, content production, social interaction, and professional knowledge accumulation. It is an original content platform for high-quality Q&A communities on the Chinese Internet and creators gathering."
"What do you think of this product?"
"Please give me advice!" Cao Guowei immediately put on a humble expression.
Cao Guowei showed an extremely sincere attitude at this time. He thought Qin Shaoyan was a competitor before, but he really did it for you.
I was not satisfied with one product and immediately came up with another solution.
Qin Shaoyan explained in detail, "Zhihu mainly uses the form of question and answer. Users ask questions, and then call certain users to answer questions through invitations, or other users can actively answer them if they are interested."
"Use user interaction in the community in the form of question and answer, and build a knowledge graph through the tree structure of "question-answer". Users are both knowledge consumers and producers, forming an "knowledge crowdsourcing" ecosystem, building a UGC ecosystem closed loop based on user sharing content, and forming a self-sustaining system for generating content. "
"Its social driving mechanism is to form a "knowledge social network" through interactive behaviors such as paying attention to relationships, likes/collections/comments, and use social identity such as setting up excellent authors, creating rewards, and motivating users to create content. ”
"At the same time, we must explore and utilize the long-tail effect formed by the high-quality content precipitated in the community, precipitate fragmented knowledge into structured content, and form a "content compound interest effect." "
"The underlying logic is a user sharing and social model that creates a knowledge network based on Q&A, and the top-level design is to build a knowledge economy that integrates content-identity-scene trinity, and the ultimate delivery value is knowledge payment. ”
Qin Shaoyan looked at Cao Guowei, “How is it? What do you think of the product I mentioned? "
"Uh..." Cao Guowei came to his senses with a confused look on his face, "Can you please let Mr. Qin speak more clearly. ”
“I’ll write you a PPT back. "Qin Shaoyan said lightly, "I have been thinking about it for a long time. This thing is actually the most suitable for you Sina. ”
"From the logic of content production, it is all created by users and relying on individual creators to output their own opinions, experience or professional knowledge. Isn't bloggers just output their own knowledge by writing articles?"
"It's just that bloggers choose to output content by themselves, while Zhihu determines the content scope through user questions."
"Just like bloggers, it is easy to establish the blogger's personal brand reputation, directly shaping the authoritativeness of creators through content quality, and then transforming it into traffic."
"Under the leading authors and bloggers, a question-and-answer community is built that pays for knowledge and gathers elites,"
Cao Guowei was very happy, "Listen to your words is better than reading for ten years! It's worthy of being Mr. Qin."
This Zhihu does sound very suitable for Sina today. You can directly use the top anchors of the blog and directly turn to the Zhihu community.
Qin Shaoyan waved his hand and pondered for two seconds and said, "Of course, you need to supplement the specific things yourself, especially how to convince the board of directors."
"After all, they are more concerned about market size, growth potential, business model, competitive barriers, etc., you can find a way to do this part."
"No problem, these guidance from President Qin are enough." Cao Guowei excitedly held Qin Shaoyan's hand and shook it hard.
"Actually, I think the pictures shared with pictures are more suitable for you." Qin Shaoyan suggested, "Don't you consider it anymore?"
"Uh, I will consider this." Cao Guowei smiled and said perfunctorily, "Whether it is Tuba or Zhihu, it needs to be comprehensively considered."
In fact, he has ruled out the option of Tuba in his heart, and then created an accident like "Boji". Sina may really not be able to turn over.
"Then wait until your product is launched, you must invite me." Qin Shaoyan said with a smile.
"No, certain." Cao Guowei agreed with a smile, "We will handle the matter of Boji soon, and we will hand over the remaining users and bloggers properly."
"Okay, okay." Qin Shaoyan felt happy, Boji directly voted, swallowed its biggest competitor, and Weibo took off directly, and there will be no opponents from now on.
Qin Shaoyan picked up the phone directly and called Xiong Xiaoge, "Mr. Xiong, Sina surrendered, the Weibo war has ended!"
"What?!" Xiong Xiaoge was stunned at first, and then asked in disbelief, "Surrender? What did you surrender?"
"Sina CEO Mr. Cao just left my office. We had a long talk. They are willing to withdraw from the competition for Weibo platforms." Qin Shaoyan said with a smile, "And they promised to give all the resources of Boji to our Weibo."
Xiang Xiaoge stayed for two seconds and then felt ecstatic, "Okay! I knew Mr. Qin, you can do it. I didn't expect that he would defeat his opponent in such a short time. It's amazing!"
"Good awards and awards." Qin Shaoyan said modestly, "Weibo is so excellent, it's only a matter of time to win."
Xiong Xiaoge thought about it and felt something was wrong, "Why is Sina willing to hand over the resources for Boji?"
"What is the price?"
(The end of this chapter)