After more than a month after the red book was released, the oasis from Weibo was born. In just one day, this new version of Weibo, which is also in the test, rushed to the top of the App Store social list free application with the hungry marketing method of issuing the invitation code. It once smashed the server and forced the official to temporarily close the modified nickname and search function.

“This is not Instagram!” This is the first impression of Oasis for many people. Whether it is UI, referral friends or filters, labels, Oasis is almost a replica of Instagram. If there is any innovation, it is probably The system comes with some quick reply content.

Despite the lessons, Oasis’ filter quality and richness are far from Instagram. In some details, there are some incomprehensible logics. For example, you must not know that the delete button is placed in the share. In the menu.

However, switching to the discovery page will reveal the true ambitions of the oasis. From the “wearing”, “food”, “travel”, “beauty” and other labels at the top of the page to the waterfall in the center, the proper little red book is the visual sense, even the slogan “Discover the beautiful world” It is similar to the “marking my life” of Xiaohongshu.

I don’t know if Weibo is also aware that his timeline has long been plagued by advertising and marketing numbers. The slogan of “Emerging Social Circle” in Oasis is quite intriguing. However, the dynamic release function of Oasis has already supported the addition of brand labels. It seems that it is ready for commercialization early. It is hard to imagine the full screen of “What is this god XX” and “It is easy to cry” With the word “fresh”.

But it is not accurate to say that the Oasis is completely against the standard red book. There is a drop-shaped icon in the upper right corner of the personal page. Click to enter a new world like Alipay Ant Forest. Users can complete the task to get the corresponding water droplets, which is officially defined as “digital assets in the oasis social network”, which can be used to exchange various benefits, vote for the list, rewards, etc., from these unopened functions can also be seen The future planning of the oasis, such as voting for the list, is the idea of ​​playing the fan economy.

It’s all failed to do socializing pictures, but it’s not necessarily a microblog to do an oasis

The days of Weibo’s two years are not good, and the second quarter earnings report released last month showsIts net revenue growth was only 1% year-on-year, which can be said to be almost stagnant. This is the seventh consecutive quarter of Weibo’s net revenue growth slowdown, and the advertising revenue based on it has only increased by a poor 2%. Bo’s share price has jumped from $140 in February’s peak in February 2018 to around $40.

The core business growth is weak, and excessive advertising has seriously affected the user experience. It is imperative to find new product forms. But why is it an oasis?

It is worth mentioning that Oasis Weibo officially wrote in the introduction that “the microblogging put down the social platform for pictures”, but this saying is now gone, from the actual form of the product, the oasis Obviously it is not a picture social platform of the Ins class. After all, there are enough lessons to learn from.

Successful social products abroad can find benchmarks in China. Instagram is one of the few exceptions. The social picture it promotes is not satisfied with this land in China. For many years, there are many Internet imitators in China. Don’t say success, there is nothing that can be seen in a flash.

It’s not so much that Chinese people don’t have the habit of socializing pictures. It’s not that WeChat and Weibo’s strong social position has greatly occupied the space of pure picture social. After all, the first time users take photos, they are thinking about sending friends or Weibo, after 00, may also be sent to the QQ space instead of being sent to a platform that nobody sees.

▲Instagram is also doing commercialization in the past two years. Image from: Forbes

In addition, the pure picture social platform is limited by the form, and the commercial space is limited. The long-lasting romance of Instagram is because it has embraced the big tree of Facebook. In the early years, there was no profitable task. In recent years, the photo stream has come. The more advertisements you see, the more the parent company has begun to put pressure on Instagram.

The success of the domestic social model of drawing pictures has finally turned out to be like Instagram, for example, the little red book. The UGC content presentation of Xiaohongshu is also mainly based on pictures, but the core is the grass, the experience and the sharing of resources. The picture is only one of the carriers.

In addition, the ability to have a celebrity effect is also key.

And Instagram’s popularity is inseparable from the driving of a large number of celebrity stars. The small red book can be used to “out of the circle” from the niche travel strategy and the beauty community. The star’s presence is also indispensable.

So it seems that Weibo is fully equipped to recreate a small red book. There are net red, KOL, star, and Weibo in Xiaohongshu. Xiaohongshu is still a weak supply chain, backed by Ali. Weibo also does not have to worry at all; the red book’s off-arm is a warning to Weibo in advance, and in terms of content monitoring or risk control, Weibo is rich in experience and is unlikely to make the oasis repeat the same mistakes.

Growing grass is regarded as the most recent content from the money, so in the three types of goods, such as Xiaohongshu, Vibrato, and E-commerce, Weibo has chosen the Xiaohongshu model that best suits its own abilities and advantages. Reasonable things.

The launch time of Oasis is also very beneficial to you. Considering that Xiaohongshu is still in the shelves, those who are used to planting grass, pulling grass, Amway, looking for beauty tutorials, and learning fashion bloggers Users, for a long time, may not consider turning to the oasis. The main players are injured for too long, and the substitutes can also be in the upper position. Therefore, whether an oasis can be formed may depend to a large extent on whether Xiaohongshu can be lifted and when it will be lifted.

The title map is from: Unsplash