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In the age of traffic anxiety, no one wants to miss another content bonus.

On August 29th, Sina Weibo launched a low-profile online social app “Oasis”, which is currently in the beta stage and can only be accessed through the invitation code. This positioning is a product of “Young People’s Lifestyle Social Platform”, which is regarded as an important measure taken by Sina Weibo to reverse the revenue trend. It directly targets the foreign image social application Instagram and the domestic shopping sharing community Xiaohongshu. In just a few days, it has caused great concern. Coupled with the limited index of each user’s invitation code, limited anxiety has stimulated users to grow.

According to fashion business news monitoring, as of September 3, Weibo’s new social app “Oasis” is currently ranked No. 1 in the Apple Store App Store free social software list. On the day of Weibo, the stock price also rose, rising 4.98% to $43.43 and the market value was about $9.7 billion.

As of September 3, Weibo’s new social app “Oasis” is currently ranked #1 in the Apple Store App Store free social software list

In view of the strong connection with Weibo, the microblog content of most fashion bloggers has been automatically crawled and synced to the oasis, appearing on the recommendation page and the “some interesting people” window. Users who are bundled with Weibo accounts will see bloggers such as fashion beauty who are interested in Weibo on the recommendation page. The recommended interface sets up 11 interest categories, including wear, food, travel, beauty, sports, stars, cute pets, photography, parenting, home and face value.

However, according to Sina Weibo insiders to the WeChat public number LADYMAX, Oasis is responsible for the micro-blog in Chengdu R & D team, did not expect to suddenly trigger large-scale attention, the internal operations team has not even fully built, the current microblogging is Emergency transfer of technical team to Chengdu.

From September 2Since the beginning of the internal test in the morning, with the influx of external curious users, the Oasis App has been paralyzed, and the internal adjustment and system maintenance of the function are continuously carried out. Frequently, the post was not sent out, and the delete key could not be found. It also confirmed that Weibo had not placed great expectations on the application before, and it was slightly rushed.

The sudden redness of the oasis has a lot to do with the time node.

Last month, the little red book was removed from the iOS Appstore and Android, and the date was undecided. The emergence of an oasis is tantamount to seized the opportunity of the gap, which is a “raid” on the window of Xiaohongshu. From the perspective of product form, the main page of Oasis is a neat picture layout. The personal homepage is pictures, likes, marks and originals. It imitates Instagram, but it is more directly related to the small red book. It is called “Little Green Book”.

Before, Xiaohongshu was accused of alleged data fraud, writing and writing, and KOL signing qualifications, but the platform did not promptly release countermeasures that satisfied the market. Faced with the big cake of shopping sharing community, the market is just looking forward to the emergence of an upgraded version of the little red book.

It is worth noting that Oasis is a text-oriented Sina Weibo that has rarely been explored in recent years. Previously, its transformation of short video and live broadcast failed, imitating the microblog story of Instagram Story instant snapshot. Can replicate the breakthrough success of Instagram Story overseas.

From the trend of social media iterations at home and abroad, social media follows the evolution of long text-instant text-picture-short video. With the advent of the 5G era, video is almost recognized as a future trend. The Sina Weibo’s attempt to take a step back from the popular short video and bet on the social picture made the industry surprised.

However, from the perspective of commercial realization, short video applications such as vibrato, e-commerce live broadcasts still have not found a stable way of realizing, and Instagram has confirmed that the mature picture social business model is more in line with Sina Weibo, which is under pressure from revenue. demand. Recently, Instagram is expanding its imagination through instant snapshots of Story, long video IGTV, and Instagram shopping windows. From the increasing advertising content of Instagram, this application is accelerating the ability to enhance business realization. Undoubtedly, Instagram is constantly Change the fashion industry.

There is an analysis that Weibo is a super social application, and the growth touches the ceiling, and the market is losing its imagination on Weibo. According to the second quarter earnings report released by Sina Weibo last month, its net revenue increased by only 1% year-on-year. The net revenue growth rate slowed for 7 consecutive quarters, and advertising revenue only increased by 2%.

At the same time, competitors such as Vibrato and Xiaohong are threatening Weibo, and Weibo needs another product to build its own moat to fight the competition. In fact, all-inclusive, micro-blogs that have been “heavy” are separated from fashion content.Come, it is a little red book. The current content of Oasis has been very clear, targeting fashion wear, beauty sharing and travel.

Maybe because of the sudden fire of this application, the logic of its products is far from clear, and there is a situation of mutual struggle. For example, Oasis has slogan “Clean Social Circle” in Appstore, which seems to be aimed at the flood of marketing advertisements that have recently been criticized. However, due to the main content of fashion, the commercialization atmosphere of this application is already very obvious, and the future is also high. Will continue to increase.

WeChat public number love fan analysis believes that the dynamic release function of Oasis has supported the addition of brand labels, and Unicom has a large number of stars and fashion bloggers stationed, it seems that it is ready for commercialization early.

How Oasis’ membership system will interact with content remains to be seen

Commercialization is also reflected in a feature of the oasis “water droplets”. In the “Water Drop” button in the upper right corner of the user’s personal page, there is an internal integration system. Similar to Alibaba’s ant forest, water droplets can be used to redeem virtual plants and flesh. In this sense, the water drop is the user’s digital asset, which is the reward that the user receives for the oasis contribution value, and can be used to exchange benefits, reward content, vote for the list, etc. However, it remains to be seen how this membership system will interact with content.

As the WeChat public number LADYMAX has repeatedly stressed that the most important thing for Chinese fashion bloggers is platform iteration. China’s unique platform structure and commercialization model are decisive factors for the MCN pattern of the Chinese bloggers’ economy and even the bloggers. The social platform represented by WeChat and Weibo, the video platform represented by the vibrato and the fast hand, the small red book of B station and the community platform represented by Taobao, the e-commerce platform represented by Taobao, Jingdong and Vipshop, constitute the present The most important marketing scenario in China.

The domestic platform is booming faster than foreign social media platforms based on Instagram, Facebook, and Youtube. From Weibo to WeiLetter, the market has witnessed the elimination of a number of bloggers. In the next three to five years, the market will also eliminate a number of bloggers. Compared with the more in-depth content on the traditional WeChat platform, the simple and direct content of the vibrato and the small red book began to be favored. However, the vibrato, Xiaohongshu and B stations are obviously not the end. The next concern for the industry will be whether the oasis can take over.

Because the Chinese Internet is dominated by the platform, bloggers are fundamentally dependent on the platform, so they often face the anxiety of traffic dividends. If the early fashion bloggers turned to WeChat on Weibo, and Wechat was still hesitant in the two-wave migration of Wechat and Xiaohongshu, then after witnessing the market change of the rapid rise of Xiaoyin and Xiaohongshu in the past year, Fashion bloggers have no reason to miss the next platform.

However, in the process of market blowout, the rapidly expanding bloggers are also faced with problems such as mixed defects, data fraud, and short career life. Xie Yinglan, who used to be the head coach of gogoboi, Dipsy Dixi, Chrison Krissen, and Mr. Ji Liang, told the WeChat public number LADYMAX that some bloggers will catch up with different platforms during different stages of the bonus period. A platform has accumulated a lot of fans. But social platforms frequently beat iterations, which means that bloggers have a lot of fans and it doesn’t mean that influence is guaranteed.

The little red book and vibrato are the most criticized, the number of bloggers far exceeds the traditional Sina Weibo and WeChat public numbers, but the bloggers do not seem to get more traffic, between bloggers and fans. The viscosity is still weak. Many bloggers of small red books have caught up with the bonus, but whether they can adapt on a larger platform depends on the evolutionary capabilities of bloggers.

As a result, more and more bloggers began to stratify their fans this year, build fan bases, and conduct offline activities based on fan preferences, such as sports punching, weight loss, and watching movies. This is also known in the industry as establishing private domain traffic. Fans expressed their thoughts during the communication process, and they were exposed on the blogger platform, which caused other fans to resonate. Many bloggers even had their own fans.

It is not known whether the oasis can solve this problem. The water droplet membership system may work, but this application obviously needs to do more than Xiaohongshu to effectively improve the quality of interaction between bloggers and fans, not just for praise and comment.

In the high probability, the oasis will continue the fan interaction form of Weibo. Because Oasis is strongly associated with Weibo, the latter has helped most bloggers complete migration and diversion, and simultaneously crawl content, allowing bloggers to save the effort to launch new platforms and multi-platform content adaptation. Compared to the transition from Weibo to Xiaohongshu, the cost of moving to Oasis account is lower.

At present, including well-known fashion bloggers such as Fil Xiaobai and Mr.Bags, Vogue China editorial director Zhang Yu, ELLE editorial director Xiao Xue and other media opinion leaders, as well as a large number of stars have appeared on the oasis recommendation page. A large number of small red book bloggers also moved to the oasis.