How big a splash in the oasis?
Editor’s note: This article is from WeChat public account “Tech Planet” (ID: tech618) , Author Su Zi.
The thunder is loud and the rain is small.
Weibo Xunzi’s “Oasis” is born with a golden spoon. At the beginning of its introduction, it had the powerful diversion and fame of Weibo. It only took two days to rush to the top of the APP Store download list. But with a lot of fate, this social product, which is defined as “refreshing”, focuses on pictures and videos, and was subsequently suspected of “plagiarism”. After being actively withdrawn, it is still far from the popular APP.
Since it was launched on August 29th, it has attracted a lot of attention from the beginning. Nowadays, users have treated it indifferently, but it took 97 days. What has Oasis done in these 97 days? What has changed in the industry? What do users feel about “oasis”?
5000 yuan for one account, 900 yuan for 500 fans
Li Kun resold his “Oasis” account and made 5,000 yuan.
This is thanks to his routine search on Weibo. The sideline is Li Kun, who resells social product accounts. Every day, he has the habit of searching for the word “internal test” on Weibo. In August of this year, he happened to get a Weibo about Sina’s new social product “Oasis”. Then, through this clue, after searching again, he found the official Weibo of Oasis.
In the comment section of the official Weibo, Li Kun entered the QQ internal test group of Oasis through a link. The staff of Oasis introduced this product in the group with “the benchmark red book, tribute ins”. In Li Kun’s career, he had missed Xiaohongshu’s account bonus. As soon as he heard the benchmark Xiaohongshu, he wanted to take the opportunity to register more accounts on the “oasis”.
He was right. A big brother from the Northeast spent 5,000 yuan to buy the “Oasis” nicknamed “QQ” in his hands. The price was higher than his psychological expectations.
According to his previous experience of reselling Feichao accounts, “the most expensive is 5,000 yuan”, he thought that the oasis account sold up to about three thousand. “Because oasis is a community, and Feichao is a social account; secondly, the oasis account is a text nickname, not a number.” Li Kun said his reasoning.
But I did not expect that users felt that “Oasis is produced by Weibo, and there are diversions and stars of Weibo, and the follow-up will definitely be hot.”
One month is a watershed in the countdown. At this time, it is determined whether a social product account will be hard to find or no one will care about. Li Kun has had no money making experience. During the “multi-flash” internal test, he registered and stored more than a dozen numbers. He originally wanted to observe for half a month and then shot.
He is fortunate that the Oasis account shot early, “It is estimated that it will be very difficult to get rid of half a month later, let alone now.”
In the countdown circle, five 1’s on QQ sold 2 million, and Douyin’s 5201314 account sold 200,000. Li Kun also looked for opportunities to become rich on various social products. However, he said lightly, “I very much hope that the oasis will catch fire in the future. At present, it is a bit difficult.”
When it comes to the industrial chain that social products extend, traffic business has to mention.
Searching for an e-commerce platform, you can still see Xiaohongshu write and run stores on behalf of them. Tech Planet (WeChat ID: tech618) asked the customer service of six stores on the e-commerce platform and asked if they could write and distribute the account content on the Oasis. Five of them responded “Can’t do it,” and only one said they could try to operate, but they weren’t quite sure. “Before you asked, we haven’t done the generation and operation on the oasis.”
But regarding the number of fans, likes, reposts, and comments on the oasis, all of them said that they “can operate.”
Although Oasis has benchmarked the Red Book, from the perspective of traffic business, the latter is priced lower than the former. The reason is that Xiaohongshu has been around for a longer time and the system is more mature. The merchants who sell traffic have roughly figured out some of the operations and traffic tips.
On an e-commerce platform, a shop called “Minimum Invasion” priced 500 fans on Xiaohongshu for 300 yuan, 100 likes for 50 yuan, and 20 comments for 40 yuan. The same type of services in “Oasis” are priced twice as much as Xiaohongshu’s traffic prices. “A lot of people haven’t downloaded the oasis now, and we are a bit more laborious to do it,” the shop customer service staff told Tech Planet.
Will oasis be a new business opportunity after Xiaohongshu? The shop customer service staff sighed and replied: “Once the oasis was just out, we felt that we could pick up a lot of work in the future. But then, the number of people who came to ask for the oasis price was particularly small, and even fewer orders were placed. . “
It’s not hard to see that the oasis born with a halo has earned enough attention at the beginning. But judging from the response of the industry at the front and back, it is quite a bit of “thunder and heavy rain”.
Bite a small and medium V
“In Sina, I think the position of ‘Oasis’ is second only to ‘Weibo’,” said Wang Dan, an internal Weibo employee.
As a Weibo employee, he was sent to Chengdu in September this year to support the “Oasis” to help the other party solve the problem of stuttering and fluctuating technology after a large number of users flooded in. The assignment of this work was regarded by him as a “very important” signal of “oasis” status.
It is understood that Sina’s technical team in Chengdu has more than twenty people. The team has always had an internal horse racing mechanism and has successively hatched many products. For example, Weibo movies and Weibo headlines. Cut into a vertical field, put a certain function on WeiboI came out to do it independently, which Weibo has been exploring. “It’s just that the oasis data is better, so it was launched. It’s not that it’s because of which product to target, and this product was specially designed.” Wang Dan explained.
Weibo diversions the “Oasis” and makes every effort. First the stars settled in, followed by the major KOLs on Weibo. This approach is closely related to the status of Weibo. Today, Weibo is entering its tenth year. There are pressures on internal revenue growth to encounter bottlenecks, and pressure on net profit to continue to fall. There are short video products such as Douyin and Kuaishou competing for the length of users. Weibo needs a new product to tell the story of the next decade.
Weibo has established a strong media attribute in the past ten years, and the activity of celebrities and head KOLs has given it a sense of texture. But the opposite of the coin is that it has lost the sinking market.
In 2014, Weibo regarded “sinking” as one of the three major development strategies in the future. In recent years, it has made a lot of moves, but with little effect. Cooperate with domestic mobile phone manufacturers to pre-install the Weibo mobile client in mobile phones. This approach can indeed achieve user growth in the short term, but it is difficult to retain users, not to mention the so-called user stickiness. As a result, the sinking mission now falls on the “oasis” of taking the lifestyle out of vertical cultivation.
In this regard, industry insiders said that it is true that “” Oasis “intends to set up a sinking market, and signs contracts with second- and third-tier MCN organizations and unions to let their celebrities enter the ‘Oasis’.”
In this regard, Tech Planet (WeChat ID: tech618) asked several MCN institutions in Beijing and Guangzhou for verification. Among them, the celebrities led by big V Zhang Mofan and Mr. Xu from the middle of the night said they had been invited to settle on Weibo. “Oasis”, but most of the content on their “Oasis” is a translation of Weibo, Xiaohongshu content, there is no exclusive content tailored for the “Oasis” platform. And an MCN agency in Guangzhou said: “‘Oasis’ hasn’t paid much attention.”
Therefore, even if you hold on to the “small and medium V”, if you want to sink well, the first task of “Oasis” is to let ordinary users and mid-waist KOLs make exclusive productions on “Oasis”. The motivation of the content, it is obviously not enough for the stars to send pictures. Quality communities need more UGC content.
The huge amount of traffic supported by Weibo is by no means Changshengdan. It is the long-term plan to use the traffic for your own purposes.
Tencent promotes “You Ji”, Xiaohong Shu looks for “Li Jiaqi”
Tencent intends to enter the game, and Xiaohongshu speeds up.
The industry environment facing Oasis is not drizzle.
In order to capture market segments, the giant Tencent has launched “light chat”, “cat call” and “remember” one after another. Among them, “You Ji” belongs to an open social platform, and the product oasis is quite similar. Users can also record their own lives, browse the daily affairs of friends,
“In Sina, I think the position of ‘Oasis’ is second only to ‘Weibo’,” said Wang Dan, an internal Weibo employee.
As a Weibo employee, he was sent to Chengdu in September this year to support the “Oasis” to help the other party solve the problem of stuttering and fluctuating technology after a large number of users flooded in. The assignment of this work was regarded by him as a “very important” signal of “oasis” status.
It is understood that Sina’s technical team in Chengdu has more than twenty people. The team has always had an internal horse racing mechanism and has successively hatched many products. For example, Weibo movies and Weibo headlines. Cut into a vertical field, put a certain function on WeiboI came out to do it independently, which Weibo has been exploring. “It’s just that the oasis data is better, so it was launched. It’s not that it’s because of which product to target, and this product was specially designed.” Wang Dan explained.
Weibo diversions the “Oasis” and makes every effort. First the stars settled in, followed by the major KOLs on Weibo. This approach is closely related to the status of Weibo. Today, Weibo is entering its tenth year. There are pressures on internal revenue growth to encounter bottlenecks, and pressure on net profit to continue to fall. There are short video products such as Douyin and Kuaishou competing for the length of users. Weibo needs a new product to tell the story of the next decade.
Weibo has established a strong media attribute in the past ten years, and the activity of celebrities and head KOLs has given it a sense of texture. But the opposite of the coin is that it has lost the sinking market.
In 2014, Weibo regarded “sinking” as one of the three major development strategies in the future. In recent years, it has made a lot of moves, but with little effect. Cooperate with domestic mobile phone manufacturers to pre-install the Weibo mobile client in mobile phones. This approach can indeed achieve user growth in the short term, but it is difficult to retain users, not to mention the so-called user stickiness. As a result, the sinking mission now falls on the “oasis” of taking the lifestyle out of vertical cultivation.
In this regard, industry insiders said that it is true that “” Oasis “intends to set up a sinking market, and signs contracts with second- and third-tier MCN organizations and unions to let their celebrities enter the ‘Oasis’.”
In this regard, Tech Planet (WeChat ID: tech618) asked several MCN institutions in Beijing and Guangzhou for verification. Among them, the celebrities led by big V Zhang Mofan and Mr. Xu from the middle of the night said they had been invited to settle on Weibo. “Oasis”, but most of the content on their “Oasis” is a translation of Weibo, Xiaohongshu content, there is no exclusive content tailored for the “Oasis” platform. And an MCN agency in Guangzhou said: “‘Oasis’ hasn’t paid much attention.”
Therefore, even if you hold on to the “small and medium V”, if you want to sink well, the first task of “Oasis” is to let ordinary users and mid-waist KOLs make exclusive productions on “Oasis”. The motivation of the content, it is obviously not enough for the stars to send pictures. Quality communities need more UGC content.
The huge amount of traffic supported by Weibo is by no means Changshengdan. It is the long-term plan to use the traffic for your own purposes.