Engine vision | social software competition, whether oasis can really open an oasis
INS+ little red book = oasis?
The slogan \"discover a beautiful world\" has been launched recently. It is in the public beta stage and can be registered and used through the invitation code. Oasis\'s introduction shows how to lead a life of sharing and finding people with the same interests to build a close circle of friends. The interface of this APP looks like instagram content like a little red book, from the interface of oasis, including user thumb up, comments, etc., its attention page rendering way is exactly the same as Ins, even the toolbar at the bottom of the page is the same as Ins; However, from the information presentation of the recommendation page, oasis is more like a little red book, and its positioning \"fashion positioning\" is more prominent in the information flow recommendation page.
Small red book from the shelf oasis
Some time ago, xiaohongshu APP has been pulled from the shelves in all major application markets, the specific reason for the removal is not clear, the outside world speculated that the reason for its removal may be because the content violations. While the little red book has rapidly grown into a \"magic tool for growing grass\", it also brings frequent problems such as false content and brush quantity. Earlier, the search for \"health care products\" was nearly 480,000 notes, with a large number of unqualified bloggers and shop owners recommending various health care products on xiaohongbooks. After xiao hongshu was exposed, the number of articles about health care products on its platform dropped by 140,000 after it was overhauled. Little red book from planting grass platform gradually transformed into marketing platform of fake products, shelves is also an inevitable trend.
Oasis chose a seemingly most appropriate time to launch, and by virtue of the \"invitation code\" mode, it reached the top of the social networking list of AppStore on the first day of launch, which shows the extent of users\' expectation for weibo\'s community products. Weibo in recent months, both net revenue and advertising and marketing revenue growth, have slowed. Weibo\'s second-quarter results last month showed net revenue growth of just 1 percent from a year earlier, and advertising revenue, on which it relies, rose a paltry 2 percent. Weibo\'s share price has plunged from a peak of $140 in February 2018 to around $40. As a result, weibo is eager to create its own \"social second front.\"
From the perspective of weibo authentication, oasis profile is \"weibo\'s picture social platform\", which belongs to the internal account of sina products. As can be seen from the product developer information, the developer of oasis is \"Weibo Internet Technology (China) Co.Ltd.\", and the copyright belongs to sina.
Too vague positioning
Since the location is a photo social app, many people also use oasis to mark instagram and little red books. For now, apps like oasis have a vague idea of what a \"lifestyle social platform\" should look like. Little red book is a lifestyle community, both of which are clearer and more accurate than oasis.
Imitate one after another eliminated
In fact, as early as 18 years ago, toutiao had incubated \"new grass\", \"deer carving\" and \"value points\". Meitu xiuxiu and dianping tried to copy xiao hong\'s path, but failed.
Community is different from tencent video, sohu, baidu and other tools or media that do not require user interaction, as well as social platforms such as WeChat and QQ. The core of the community is UGC content, which is inseparable from users and interaction. As the earliest grass growing community, the core of xiaohongshu is its users. The huge user group of 250 million accumulated by xiaohongshu in recent years is its biggest competitiveness compared with these emerging communities.
Although these apps have adopted some differentiation strategies, trying to cultivate users\' new habits, hoping to have a different positioning from xiaohongshu. But the development of little red book to today, has long been out of the grass platform positioning, the massive UGC content pool and user mind, these are the same kind of new products difficult to copy. Users are accustomed to discover new things in little red books and grow grass in little red books. This kind of long-term accumulation of users\' minds can hardly be changed in a short time. For these communities, it\'s hard to compete for little red books. Little red book has formed a complete set of content ecology. Users can get various kinds of rich content such as catering, tourism and beauty makeup through little red books. In fact, there is no need for users to download another APP with similar or even less content.
The winner behind
As the \"owner\" behind the oasis, weibo supports new applications through the form of diversion. Oasis server has collapsed in a few days ago, it seems that the diversion effect is obvious. Oasis is an independent lifestyle social product. For weibo, it is to take advantage of the advantages of media and reproduce a life-like \"weibo\". Therefore, we found that the important forwarding function on weibo disappeared in the oasis. Instead of forwarding the content of stars, KOL and we media on oasis to their own information flow, forwarding is replaced by sharing function, allowing users to share the content on oasis to weibo, WeChat, QQ and other social platforms, but putting an end to forwarding. The greatest significance of this mechanism lies in the way content is transmitted, which changes from the network split to the binary one-way dissemination of publishing and viewing. The former is conducive to the fermentation of media content, while the latter is conducive to the cultivation of life content. Weibo, as a platform covering all levels of the society, has two advantages: people and content. For example, many stars, KOL and we media can directly bring the relationship of fans on weibo to the oasis. One-way attention can be used to watch the setting of \"circle of friends\", which also enables the public to build the oasis into a content community linked by interests and hobbies. If we can activate the demand of more than one billion Internet users for public circle of friends, we will build a platform with a higher degree of activity than weibo. Moreover, the restriction on media content transmission in oasis will force the active large, medium and small V on oasis to release more life-oriented content. Oasis becomes the daily content \"circle of friends\" of stars, KOL and we media that net friends care about, which can meet the \"peep\" needs of ordinary net friends, and also meet the requirements of large, medium and small V on traffic.
The streaming strategy has been tried before on miaopai and yipai, but the latter has turned into a single function embedded in weibo. Whether the oasis will follow in their footsteps and fail is hard to say. The current strategy of oasis is obviously mainly dependent on the diversion of weibo, and the recommended attention is almost all the big V on weibo. Therefore, there are many big V ridicule, micro blog without permission to their own content published on the micro blog automatically synchronized to the oasis, and the so-called oasis number is automatically generated, this and tencent micro blog into the QQ space content practice is exactly the same. Diversion may be effective in the short term, but the development of the new platform ultimately depends on the product itself.