Chapter 395: Weilai's Weibo is a bit crooked
This new wave of microblogging has come as fast as the decline of Fanfou, DiGuo and Jiwai two months ago.

While being "protected", Jiwai did not forget to make a joke, citing MacArthur's words: "Old soldiers never die, they just fade away quietly..."

Penguin Horse specifically mentioned Jiwai's "sense of humor" during the phone call with Guo Yang.

Guo Yang complained: "This time it's not about disappearing, but about dying."

Penguin Horse: "Where's Penguin's Taotao?"

Guo Yang: "Taotao has been in public beta for two years, and its future is bright."

He knew Penguin wouldn't believe it, but he said it anyway.

Guo Yang also experienced for the first time the benefits of centralization, which means he can do whatever he wants.

You can pursue what interests you, and if you know which promising projects you can invest the most energy in.

Just like this Weibo and NIO’s Double Eleven in the field.

He believed that these two things were of great value to Golden Harvest's system, so he took himself off from other work and followed up on them specifically.

There are many platforms that are interested in microblogging.

Penguin, Sohu, NetEase, and Baidu also have microblog products, hoping to gain a foothold in the microblogging market when it explodes in the future.

But these people are slow and have not yet realized the seriousness of the matter.

During the internal testing, Guo Yang realized the driving force of the celebrity effect.

The internal beta test is an invitation-only registration system, but even so, NIO Weibo has about 5 users and posts about 10 Weibo posts every minute.

The most popular Liu Xiang already has 3 fans.

Liu Xiang is also the most important celebrity resource under Golden Harvest. After winning the Olympic Games and breaking the world record, Liu Xiang's personal influence has reached an unprecedented peak.

"Luckily we have Liu Xiang." Guo Yang said with emotion at the meeting.

"Yes, fortunately we have Liu Xiang." Qu Sheng, president of Huinong.com, said: "Li Yuchun's fans are too crazy. She has as many fans on Sina Weibo as Liu Xiang."

Guo Yang said: "There are still some differences. Li Yuchun's fans are mostly young people, while Liu Xiang's fans include middle-aged and young people."

Qu Sheng said: "Middle-aged and young men are too rational. They will not become heavy users of Weibo. They are rational in chasing stars and rarely pay for chasing stars."

Guo Yang pondered and said, "The group that buys agricultural products is generally the backbone of the family. There is no need to be too pessimistic. First, make the product good and retain users."

At present, there is no microblogging website in China with more than one million users, while the number of Twitter users on the other side of the ocean has exceeded 4700 million.

But this time, the explosive power of domestic microblogging has attracted a lot of attention.

Star effect!

This is a promotional method that Sina is very familiar with. Four years ago, Sina Blog used the celebrity effect to attract ordinary people to join.

What is surprising is that NIO’s Weibo also adopted the same strategy.

In terms of core product functions, NIO also does better than Sina.

For example, Sina does not have functions such as “#topic discussion#; @comment; celebrity certification”.

At this stage, it is too early to discuss whether Sina and NIO Weibo can be successful.

However, the celebrity strategies of both of them have opened up the initial situation for their respective microblogs.

...

The Sina Weibo team is led by Chen Tong, Sina's executive president and editor-in-chief of Sina.com.

At this stage, in addition to products, Sina’s focus is on competing for various celebrity resources.

But at this moment, Chen Tong was obviously furious. "It's fine if Liu Xiang goes to Weilai, but why did Jackie Chan and Yao Chen also go to Weilai!"

As the first portal website, Sina has been deeply involved in entertainment and sports for many years, occupying 20% ​​to 30% of the market share of China's online brand advertising.

Logically speaking, it should far surpass NIO in terms of celebrity resources.

Cao Zenghui, the project manager of Sina Weibo, said: "NIO is clearly well prepared. In order to invite celebrities, they even spent a lot of resources on endorsements."

“Do they have that many products?”

"Golden Harvest has it, but not many celebrities were willing to use Weibo in the early days."

Chen Tong stopped talking. Jiahe is a physical business, and the areas in which it needs to place advertisements are far beyond what Sina can match.

As a portal website, Sina relies on advertising as one of its important sources of revenue. To some extent, Golden Harvest is also Sina's financial sponsor.

After calming down for a while, Chen Tong said, "Xu Jinglei and Han Han still haven't accepted the invitation to open a Weibo account?"

"No."

Chen Tong rubbed his forehead. These two were both difficult to deal with, but at the same time they were the two most popular bloggers on Sina Blog.

"Invite everyone who can be invited first."

Chen Tong looked at Peng Shaobin, who was in charge of product development, and said, "Why didn't you think that someone would impersonate a celebrity before the launch? Forget it, there's no point in discussing this now. Let's launch the celebrity authentication function as soon as possible."

Peng Shaobin nodded. There was nothing much to say about this. Apart from the request and release of information, NIO’s product functions were indeed better.

"There is another situation." Cao Zenghui pondered: "NIO has invited many companies to settle in."

Chen Tong asked: "How many?"

"Many, including Jiahe's affiliated and cooperating companies, and some local governments have registered accounts."

Chen Tong found a computer and logged into NIO’s Weibo. Seeing the rows of verified corporate accounts, he frowned unconsciously.

And when he saw some of the microblogs, his eyes widened.

#DJI drone 1 yuan flash sale original price 9999 yuan aerial photography drone#Interact to get red envelopes and participate in the double eleven half price promotion#
#丰凯植保乌飞飞# Participate in interactive topics to receive red envelopes#
Layers of comments have been piled up under each topic, especially the 1 yuan flash sale for drones, which has exceeded thousands of comments.

This topic was initiated less than a day ago.

If Sina has an advantage over NIO in terms of celebrity resources, NIO's efforts in corporate promotion resources caught Chen Tong off guard.

He sensed that things were going to get tough.

Brand promotion?

Double Eleven? November 11th?
This is another new thing, and there are still two months left. These interactive activities will not last for two months!

If NIO were to hold a Double Eleven promotion, it would definitely not be limited to these few brands.

Sure enough, in the next few days, more and more brands participated in this promotion.

...

Guo Yang arrived in Lanzhou and had dinner in a restaurant with Ge Wenyao who came from afar, but both of them were checking their phones.

"Lao Ge, your fans are increasing so fast?"

At this time, it had only been more than a week since Weilai Tianjian went online, but the number of its fans had already reached more than 900.

Ge Wenyao smiled happily, "We are all investors, and we want to pay attention to the restructuring of Jahwa as soon as possible."

"Oh, you're a stock trader." Guo Yang nodded. "They should all be active fans. Why don't you post a photo of you having dinner with me to raise the stock price?"

Ge Wenyao: "Believe it or not, I am about to issue a stock. The stock price will fall. Although the outside world has some complaints about Ping An, they are also not optimistic about Jiahe's acquisition of Jahwa."

Guo Yang looked at Ge Wenyao with a smile.

It is very intriguing that Ge Wenyao appeared in Lan City at this critical moment.

After all, P&G is a thorn in Ge Wenyao's side. Although it is unlikely that Ping An will be affected by P&G, we still have to be on guard.

Ping An does have a precedent of default.

But Guo Yang knew clearly that the reason that prompted Ge Wenyao to come to Lanzhou was Yuze’s achievements in research and development.

Ge Wenyao wants to launch the Yuze brand ahead of schedule.

Guo Yang thought for a moment and said, "The King of All does not agree to let Yuze go public ahead of schedule. If Yuze goes public, it is likely to raise the share price of Jiahua. The Shanghai State-owned Assets Supervision and Administration Commission makes valuations based on market value."

Ge Wenyao said: "Indeed, but I came here this time to inform you that Jahwa will announce the suspension of trading."

Guo Yang was stunned for a moment by the news, and then put down the phone in his hand.

"Really?"

It’s not that he doesn’t believe it, it’s just that it’s not like the style of a state-owned enterprise.

Ge Wenyao nodded, "It has something to do with the connections at the top, and it's also related to the fact that the R&D cooperation with Yuze has been so successful. Under the situation where foreign brands are dominant and the consumer mentality of worshipping foreign things, local cosmetics brands are trapped both internally and externally. When facing foreign brands, they can only compete on price, and when facing local peers, they can only see who can fool more distributors.

In fact, the production cost of Estee Lauder is not much different from that of local products, but foreign brands are sold at high prices, which shows that the gap is not in technology, raw materials, or concepts, but in marketing. "

Ge Wenyao also put down his phone. "But Yuze may have achieved a breakthrough. We have surpassed foreign brands in terms of products, so I can't wait any longer."

Guo Yang doesn’t know much about cosmetics, but he knows about varieties and plant raw materials. Yuze’s raw materials are extraordinary.

Among them are ingredients extracted from lavender, which is also a variety of lavender that he cultivated specifically for whitening.

The fact is, lavender itself is a commonly used raw material for cosmetics, with many functions such as whitening and removing spots, anti-aging, and sensitive repair.

During the research and development of Yuze, Quanwang only demonstrated the special features of a small number of Jiahe lavender varieties.

Guo Yang pondered and said, "Yuze can go public after Jahwa issues a suspension announcement, but I hope Jahwa will issue an announcement on Weibo at the same time."

Ge Wenyao was surprised, "You really don't miss any opportunity."

Guo Yang said: "This is beneficial to both parties. While the suspension of Jahwa's trading attracts attention, Jahwa can also take the opportunity to warm up for Double 11."

"Jiahua will cooperate." Ge Wenyao said, "But the sales volume of e-commerce is not enough."

Guo Yang: "Just give it a try and you'll know."

While chatting, the two started browsing their phones.

NIO’s Weibo account has also attracted some celebrities to join.

For example, Yao Chen, who can be called the Queen of Weibo in later generations, Guo Yang didn’t know how his subordinates pulled her over.

On Weibo, celebrities behave no differently from ordinary people.

Record your work and life status, or occasional inspiration, sometimes even a little bit silly.

But in the eyes of fans, such stars are even more adorable.

Weilai’s top star is Liu Xiang, and every move of his account is closely watched.

Any post of just a few words on Weibo will quickly increase in comments, proving that most of these fans are active.

Guo Yang knew that similar things were also happening on Sina Weibo.

The other side has more celebrities, as well as Sina Blog as a traffic channel, and its user growth is also very fast.

However, he did not check the situation of his competitors, which only added to his troubles, and Sina's approach was nothing new to him.

Ge Wenyao said: "Why are there so many people working in agriculture on Weilai's Weibo? I have seen several posts about farms."

"It seems like there are a lot more in the past two days."

Guo Yang raised his eyebrows and looked at the activities on the topic list.

There is no doubt that the charts are dominated by drones. To be more precise, the charts are dominated by Jiahe.

#1 yuan to buy a drone originally priced at 9999 yuan#
#Hexi Dairy gives back to consumers#Interact with Liu Xiang and get free milk#
#Plant protection drone interaction to receive red envelopes#
#YaoChen's funny selfie#
#百草集fansclubactivity#
#Ji Xiaobai presents a gift#
...

Various promotional activities accounted for a large part of the time and have lasted for a week. If I remember correctly, there was also an advertisement on Huinong.com when Weibo went online.

Various brands also launched event promotions on Huinong.

Ge Wenyao also noticed that they were all Golden Harvest brands, and was surprised, "Golden Harvest is really willing to spend money."

"Basic fuck."

Guo Yang was actually a little confused. He was involved in planning the event, but with so many farmers flocking in at once, he wondered whether it was a good thing or a bad thing. This was beyond his expectations.

But this is a feast for farmers.

Especially in the drone group, there are the most videos about drones on Huinong.com, and many people have been envious of them for a long time.

Now there are 1 yuan flash sales, half-price promotions, and you can also receive red envelopes to reduce the amount. All kinds of activities stimulate the fans' fragile nerves.

As soon as they got the news, these people started to cry out, "I will definitely help this place!"

On NIO’s Weibo, the number of accounts registered by farmers is increasing rapidly.

It has a familiar pastoral flavor, but it is more streamlined. Although the popularity is not high, these people are still enjoying it.

Celebrities are still the most popular, as they bring in the most users.

When you pursue someone you are interested in, you will become addicted in two or three days.

Coupled with the convenience and multimedia provided by mobile terminals, the stickiness of microblogging user experience is becoming stronger and stronger.

This is the chemical reaction of Weibo + celebrities.

Pu Fei suddenly sent a message, "Boss, Cheetah Tractor is also preparing to participate in the Double Eleven promotion."

Guo Yang: "Also half price?"

Pu Fei: "Help out."

Guo Yang: …

Probably because of the popularity on Weibo, Pu Fei couldn't sit still. Although the drones were produced by Fengkai, they were also relatively independent, so he wanted to take the two big guys out for a walk.

Ge Wenyao noticed something was wrong and asked, "What's wrong, Mr. Guo?"

Guo Yang: "Lao Ge, would you buy a car online?"

"will not."

“What if it’s half price?”

"What car?"

"..."

...

As time goes by, the news on Sina and NIO Weibo is growing rapidly and sparking heated discussions on major online platforms.

As one senior critic wrote:

"On the one hand, celebrities have their own lives besides their glamorous daily lives, and there are also some interesting things in their lives. They need to communicate more and need someone to share their joys and sorrows. This is the driving force behind their Weibo posts.

On the other hand, their own personal stories can curb gossip and negative news about themselves, making themselves more transparent and meeting the expectations of their fans.

However, Sina and NIO, which were the first to embark on the path of celebrity microblogs, have begun to go their separate ways after their initial similarities.

Sina focuses on celebrity resources, its users tend to be younger and of lower age, and it has a large group of heavy users with high levels of activity.

Weilai also pays attention to celebrity resources, its users are more rational, and there is also a strong local flavor, which may lay the groundwork for Weilai's failure. "

This commentary was posted on Sina, and the main author was also from Sina's editorial department.

It gives people a strong sour taste.

But in terms of user growth and activity level, NIO has already taken the lead.

Especially as the NIO Tianjian Double Eleven online shopping carnival has begun to heat up, the growth rate of the number of users on NIO Weibo is accelerating.

Aerial photography drone and plant protection drone activities are real.

Expect the activity to last for two months. If you cut the price a little bit every day and persist for two months, the initial purchase price will be outrageously cheap.

Later, Cheetah tractors also joined the promotional collaboration between NIO Farm and Weibo in limited quantities, which gave farmers more motivation.

A low-horsepower cheetah is not necessarily more expensive than a crop protection drone, but for some groups, tractors have a significantly wider range of applications.

There are more and more farmers, and more and more people are complaining about Weilai’s pastoral atmosphere.

NIO is almost being labeled as "pastoral" and "rural".

Fortunately, more and more celebrities have registered on Weibo, including not only stars but also a large number of companies and entrepreneurs.

The collaboration between Weilai Tianjian and Weibo has made some sensitive companies aware of the potential opportunities therein.

Sina also has corporate users, but it can't keep up with Golden Harvest in this area.

Weibo can be said to be the project that Chen Tong has devoted the most energy to. He has made extremely thorough preparations in all aspects and originally intended to quickly capture the market.

As a result, NIO emerged and adopted the same strategy.

The other party is even more creative.

Especially the direct linkage with e-commerce.

Cao Zenghui consoled him: "The linkage between Weibo and e-commerce has opened up the profit model, and Weilai's agricultural style is too heavy, which is incompatible with social networking."

Chen Tong: "Has it affected its user growth?"

Cao Zenghui said: "Sina also has blog traffic that can be converted, but Han Han and Xu Jinglei are not interested."

Chen Tong pondered and said, "Nowadays, we can only use the resources of blogs, Sina Entertainment and other channels to invite more celebrities to interact with fans."

At this time, a message alert appeared on Cao Zenghui's mobile phone. He looked down and his face lit up with joy.

"Mr. Chen, look, Kai-Fu Lee, president of Google Greater China, has resigned."

Chen Tong leaned over to take a look.

“Bye, Google!”

The key point is that this message was posted on Sina Weibo!

Chen Tong said: "Notify the editors to get to work. This information will soon appear on major blogs and news websites!"

The success of Twitter is revolutionary. It truly turns 'daily news' into 'news per second'.

Chen Tong also hopes that microblogs can allow everyone to publish real-time news.

Just as Sina's editorial department began to take action, Kai-Fu Lee refuted the rumor on Weibo, saying that he would not join Idealab, and released specific information about the company he would establish next week.

"Oh~"

The Sina editorial department cheered for a while, and soon this information spread across the Internet.

This has brought unprecedented attention to Sina Weibo!

Some even commented that this was a sign of changes in domestic information transmission.

This made Chen Tong quite excited.

The sudden accident allowed Sina Weibo to turn the tables.

"The Shanghai Jahwa Group has issued a suspension announcement on Weibo!" an editor suddenly shouted, "Jahwa is planning a state-owned asset reform!"

The drama between Jahwa, Ping An and Golden Harvest was a hot news in the business world some time ago.

Jahwa is also one of the few A-share stocks that has performed very strongly recently, and its every move attracts a lot of attention.

But upon hearing the news, the entire Sina editorial department was stunned.

“Isn’t Jahwa in NIO?”

The editor who had just yelled shrank back like a mouse seeing a cat.

The atmosphere suddenly became very strange.

Although no one talked, everyone went to see the announcement that Jahwa issued online.

Compared with the domestic reform, the departure of Google's regional president seems less important.

The popularity between the two is incomparable.

When Chen Tong and Cao Zenghui learned this somewhat sudden news, they also felt deeply frustrated.

If 'Kai-Fu Lee's resignation from Google' is purely coincidental, then 'Jiahua reform' looks like a long-planned event marketing.

So will Sina have another coincidence?

In any case, the event of "home reform" quickly spread to major online platforms.

The media and investors who are concerned about Jiahua’s reform also immediately visited NIO’s Weibo to obtain first-hand information.

Taking advantage of this opportunity, the official Weibo account of Jahwa Group and Ge Wenyao's personal account communicated with investors on Weibo.

At the same time, we also started brand marketing to warm up for the launch of the Yuze brand.

In addition, Ge Wenyao also personally told the stories behind brands such as Liushen and Herborist and Jahwa to strengthen the company's century-old brand image.

In just over a week, the number of followers of the Herborist fan club increased to more than 3000.

Double Eleven has also become known to more people.

It is mid-September now. The autumn leaves are blooming and the fragrance of osmanthus fills the air.

A piece of news from the IAAF World Championships once again set off a storm on NIO’s Weibo: Liu Xiang won the championship again.

In the early hours of the morning, he did not forget to share his joy with his fans on Weibo.

The number of comments on this Weibo post quickly exceeded 2,000.

After several waves of event marketing and activity marketing, the number of users on NIO Weibo has exceeded one million in an unstoppable manner.

This is also the first microblogging website in China with one million users, leaving other competitors behind.

But some people call NIO a Weibo that has grown crooked.

...

“It’s really crooked!”

Guo Yang received a Weibo data report, which showed that the number of users was close to two million.

But nearly 40% of them, or 80 users, are suspected to be veteran users of Huinong.com.

This is also the reason why NIO was criticized for having a "pastoral atmosphere" and "growing crooked".

This group of people basically come here to make money.

Of course, in addition to some star-chasers, there are also many other users who come to take advantage of the situation.

However, regardless of whether they are here to take advantage of the situation or not, these people can be called "Internet citizens". The Internet is not only their tool, but also their life.

So, when I had nothing to do, I updated my signature and it was recorded on Weibo.

For example, in restaurants, airports, libraries, cafes, concerts, and competitions...

But there is some different content on NIO’s Weibo.

Golden corn cobs, fiery red peppers and tomatoes, golden ears of rice, snow-white cotton, tender vegetables... and various work scenes.

Just posting it casually when I have nothing to do.

For a moment, Guo Yang found it hard to believe that there were so many netizens in rural areas, but they did exist all over the country.

Existence is reasonable.

"It's okay, these 200 million users are just a starting point. When the user base grows, the pastoral style will not be so strong."

(End of this chapter)