On February 2nd, for the purpose of turning off the station's internal messaging function, the article entitled “All Renren, Calling the curtain begins†was widely disseminated. Then the rumor that “everyone is about to close†was announced. Renren said that it will use the WeChat public platform in the near future. The promulgation and dissemination of rumors to prosecute, all of a sudden to everyone's network to the cusp.
In fact, in addition to investment news, social networking has been quiet for a long time. Is Renren.com a vertical social platform that provides content and life services for college students?
In fact, the former campus network is more like a vertical social platform that connects old friends and makes new friends. Because the relationship within the school is easily broken after graduation, with the change of the campus network to Renren, it is no longer an ivory tower that can be high on campus. It wants to seize the student community that is gradually entering the community.
Therefore, we have seen the continuous expansion of Renren's network, from the business social tools latitude and longitude business card to the group purchase site, rice, to the car Q & A website, the website of the windmill, and the wedding website. Everyone became more and more bloated. In this difficult process, they encountered Weibo and WeChat, and everyone became increasingly weak.
The author believes there are three main reasons for declining the number of people:
First, social positioning is blurred
In fact, it is vertical and perpendicular to the student groups. Everyone can avoid the positive attacks of Weibo and WeChat and may not be able to occupy a place in the social field. Chen Yizhou himself once said that the old users of Renren are indeed diverting, but small fresh meat will enter every year. Just like the unfamiliarity of being a stranger socializing, it will surely face the situation of users turning to WeChat for deep chat, but the street is still alive and well. Renren seems to have expanded its user community from a community that is perpendicular to the student community to a pan-social network, but at the cost of reducing the user's relationship density, and gradually eroded by Weibo and WeChat.
Second, the mobile strategy failed
From PC to mobile, everyone's transformation is difficult. PC-based advertising revenue has shrunk dramatically. The latest Q3 financial report shows that online advertising revenue is down 40.3%. Basic mobile app launches such as Meimei, Feifei, and classmates are basically unknown. With regard to the closure of the station's letter, the use of the public number function to replace it will also make people unable to stop. The WeChat public account has exceeded 8 million.
Third, insufficient product operating capacity
Everyone is flooded with chicken soup and dumplings that have seen many times on Weibo WeChat. Good original content is rare. On the contrary, in the early stage, many things were known to the operators themselves, so as to attract more users to ask questions and answer, and form a benign content production model.
Based on the above points, Renren not only failed to seize non-student groups, but the original student group also gradually drifted away from the embrace of Weibo and WeChat. Although everyone shouted "returning to campus" for some time, it has had little success.
Can not go back to youth?
Recently, Chen Yizhou once again played a youth card against the rumor that everyone is about to close. “The power of youth is unstoppable and we are in adversity. We will only be brave and stick with you just like you.†The network argues that everyone is changing, why not make people change?
There are two points here:
First, in the impression of most people, everyone is still the "intranet." "The Renren, the curtain call began" this article with a strong nostalgic atmosphere is able to produce viral spread, it is precisely because many 80, 90 after the impression of Renren still stay in the school network, that bearer They have a campus network with many memories of youth and campus.
Secondly, of course there is no problem with the change. As a result of the closure of a small station message function on the Internet, there is a rumor that “everyone is about to close.†There is a real fear that the world will not be confused, but the change lies in the “form†if "God" has changed, that Renren simply calls XX Investment Company more appropriate. Youth and the campus used to be the “gods†of Renren. The so-called “dispersive and divine,†but with everyone’s frequent expansion, sales, and investment, everyone’s “form†is scattered, and “god†is also changed. It's gone.
In fact, everyone has moved frequently recently, but it is not the actions of their social networking sites. Renren has sold glutinous rice, 56 assets that cannot produce multiplication effects, and has spent more than 500 million U.S. dollars to invest frequently, mainly in 2014-2015. For example, the American student loan platform SoFi, the real estate investment and crowdfunding platform Fundrise, the Snowball Finance C round of financing, the cargo service GoGoVan's 10% stake, the online investment financing platform Motif Investing, and the US big data company invested on February 3 this year FiscalNote and so on.
According to Renren's latest Q3 financial report: revenue of 21.6 million US dollars, down 47.4%. Online advertising revenue was US$8.8 million, down 40.3%; Internet value-added service revenue was US$4.7 million, down 19.6%; Game revenue was US$8.1 million, down by 60.5%. In September 2014, the number of monthly independent login users dropped by 12%. The revenue of all businesses fell across the board. Renren’s network earned $47.2 million due to securities investment.
It is not so much that Renren.com's growth with these companies that invest in has obtained sufficient funds to continue to operate its own social networking sites. It is better to say that Renren.com is more likely to be transformed, and it will gradually drift away from the capital.
In fact, in addition to investment news, social networking has been quiet for a long time. Is Renren.com a vertical social platform that provides content and life services for college students?
In fact, the former campus network is more like a vertical social platform that connects old friends and makes new friends. Because the relationship within the school is easily broken after graduation, with the change of the campus network to Renren, it is no longer an ivory tower that can be high on campus. It wants to seize the student community that is gradually entering the community.
Therefore, we have seen the continuous expansion of Renren's network, from the business social tools latitude and longitude business card to the group purchase site, rice, to the car Q & A website, the website of the windmill, and the wedding website. Everyone became more and more bloated. In this difficult process, they encountered Weibo and WeChat, and everyone became increasingly weak.
The author believes there are three main reasons for declining the number of people:
First, social positioning is blurred
In fact, it is vertical and perpendicular to the student groups. Everyone can avoid the positive attacks of Weibo and WeChat and may not be able to occupy a place in the social field. Chen Yizhou himself once said that the old users of Renren are indeed diverting, but small fresh meat will enter every year. Just like the unfamiliarity of being a stranger socializing, it will surely face the situation of users turning to WeChat for deep chat, but the street is still alive and well. Renren seems to have expanded its user community from a community that is perpendicular to the student community to a pan-social network, but at the cost of reducing the user's relationship density, and gradually eroded by Weibo and WeChat.
Second, the mobile strategy failed
From PC to mobile, everyone's transformation is difficult. PC-based advertising revenue has shrunk dramatically. The latest Q3 financial report shows that online advertising revenue is down 40.3%. Basic mobile app launches such as Meimei, Feifei, and classmates are basically unknown. With regard to the closure of the station's letter, the use of the public number function to replace it will also make people unable to stop. The WeChat public account has exceeded 8 million.
Third, insufficient product operating capacity
Everyone is flooded with chicken soup and dumplings that have seen many times on Weibo WeChat. Good original content is rare. On the contrary, in the early stage, many things were known to the operators themselves, so as to attract more users to ask questions and answer, and form a benign content production model.
Based on the above points, Renren not only failed to seize non-student groups, but the original student group also gradually drifted away from the embrace of Weibo and WeChat. Although everyone shouted "returning to campus" for some time, it has had little success.
Can not go back to youth?
Recently, Chen Yizhou once again played a youth card against the rumor that everyone is about to close. “The power of youth is unstoppable and we are in adversity. We will only be brave and stick with you just like you.†The network argues that everyone is changing, why not make people change?
There are two points here:
First, in the impression of most people, everyone is still the "intranet." "The Renren, the curtain call began" this article with a strong nostalgic atmosphere is able to produce viral spread, it is precisely because many 80, 90 after the impression of Renren still stay in the school network, that bearer They have a campus network with many memories of youth and campus.
Secondly, of course there is no problem with the change. As a result of the closure of a small station message function on the Internet, there is a rumor that “everyone is about to close.†There is a real fear that the world will not be confused, but the change lies in the “form†if "God" has changed, that Renren simply calls XX Investment Company more appropriate. Youth and the campus used to be the “gods†of Renren. The so-called “dispersive and divine,†but with everyone’s frequent expansion, sales, and investment, everyone’s “form†is scattered, and “god†is also changed. It's gone.
In fact, everyone has moved frequently recently, but it is not the actions of their social networking sites. Renren has sold glutinous rice, 56 assets that cannot produce multiplication effects, and has spent more than 500 million U.S. dollars to invest frequently, mainly in 2014-2015. For example, the American student loan platform SoFi, the real estate investment and crowdfunding platform Fundrise, the Snowball Finance C round of financing, the cargo service GoGoVan's 10% stake, the online investment financing platform Motif Investing, and the US big data company invested on February 3 this year FiscalNote and so on.
According to Renren's latest Q3 financial report: revenue of 21.6 million US dollars, down 47.4%. Online advertising revenue was US$8.8 million, down 40.3%; Internet value-added service revenue was US$4.7 million, down 19.6%; Game revenue was US$8.1 million, down by 60.5%. In September 2014, the number of monthly independent login users dropped by 12%. The revenue of all businesses fell across the board. Renren’s network earned $47.2 million due to securities investment.
It is not so much that Renren.com's growth with these companies that invest in has obtained sufficient funds to continue to operate its own social networking sites. It is better to say that Renren.com is more likely to be transformed, and it will gradually drift away from the capital.
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