App removal, supervision stationed, Douban finally hit the south wall

The 3.15 party has not yet started, and Douban has taken the lead in "collapsing the house".

This afternoon, the Cyberspace Administration of China announced that in view of the serious network chaos in Douban, it has sent a work supervision team to The Douban network to supervise rectification.

This news sends two big signals.

First of all, the harshness of the wording of "serious network chaos" characterizes the problems existing in Douban.

In addition, the supervision department directly stationed in the rectification, which shows that the results of Douban's spontaneous rectification and reform have been unqualified many times before, and it has reached the point where the regulatory department must personally supervise the scene.

As early as last December, Douban was fined for a variety of violations, suspended the group reply function, and even asked by the Ministry of Industry and Information Technology to remove the App. Throughout 2021, Douban was interviewed more than 20 times, and was fined 500,000 yuan for many times, with a total fine of more than 9 million yuan. Some people joked: "The penalties are more than Douban earns a year." ”

But money does not seem to have bought a lesson, and now that the old year has passed, the old problem of Douban is still not solved. This supervision is settled, so that Douban, which is already "seriously ill", directly enters the ICU.

At the same time, in many app stores, Douban has also been removed from the shelves.

Douban, life hanging in the balance.

"Is the money earned enough to pay the penalty?"

One of the "serious diseases" that has not been cured for a long time on Douban is the problem of profitability.

An industry consensus is that Douban's profit model is old and single.

A mature Internet content community has no more than three ways to make a profit: various forms of advertising, value-added services, and e-commerce sales. And what does today's Douban rely on?

On the Douban score, in the face of maoyan, ticket sales and dangdang and other fierce enemies with a huge user base, Douban can not grasp the pricing power, even if the price war is not dominant. Taking the novel "Three-Body Problem" as an example, its price in douban bookstore is 18.4 yuan, and the price in Dangdang is 11.5 yuan, and users will choose which platform at a glance.

What's more, last year, the #bottom Douban account black production transaction # on the hot search, media reports, Douban account has become a publicly traded commodity, "yang number", "sell number" has long become a black industrial chain, "score water injection" into one of the labels of Douban, and Douban still has not found the wealth password.

At the same time, Douban has not kept up with the pace of the times, taking live e-commerce or KOLs to bring goods. In 2018, Douban added a new market function, selling various cultural and creative peripherals such as calendars, umbrellas, and aromatherapy that Douban operated itself, trying to accelerate commercialization, but in the end did not form a scale.

The only thing that can be relied on is the advertising business.

When it comes to advertising, I have to mention the content community of Douban - the group.

The Douban group was once a major selling point for Douban to attract users, and users could freely establish groups to discuss according to their interests. Although the group is full of prosperity, there are strong barriers between groups and groups, users are almost only active in the group, and the KOLs in the group have the right to speak, which can naturally drive the consumption of group members.

This is similar to the problem encountered in the original Weibo, so Douban began to change its thinking and embarked on the road of information flow recommendation.

However, many users said that the content pushed by the Douban algorithm is not in line with their tastes, and many advertising information is often brushed as useless information due to its rudimentary production. That is to say, douban's algorithm push is not accurate, and the number of advertisements is not enough to win with the amount of results.

Douban's in-feed advertising

Until now, looking at the APP and web end of Douban, the advertising form is still patch advertising, which is far from being comparable to the various advertising forms such as videos, text, and activities of competitors.

As for value-added services, Douban has not yet opened a membership business, perhaps because of the persistence of a niche Wenqing, or perhaps because Abei has never figured out how Douban's members want to be laid out.

In the face of such a single and old profit model, it is no wonder that there will be Douban users who have issued "Is the money earned by Douban enough to pay fines?" "Concerns.

What "disease" did Douban make?

Another major "serious disease" of Douban is the torn content ecology.

In the minds of some users, it is white moonlight.

A Tao prides herself on being a senior Douban player, she believes that Douban is a "spiritual corner" of the general existence, no heavy filters, no current stories, everyone shares their lives, is currently one of the few online platforms that can maintain the truth.

She likes to visit the novelty interest group on Douban, such as in the "bragging do not have to worry about being ridiculed" group while envying others while feeling the pressure of peers, turning around in the "Peer Pressure Research Center" group to find resonance, this year's Valentine's Day, she visited a day "Douban Persuasion Group", 360 degrees without dead angles to watch the love of idiot men and women, scumbags and scumbags, adding bricks and tiles to their practical experience for 0 love knowledge.

From furniture decoration to travel guides, or some niche hobbies, Ah Tao has paid attention to nearly 200 groups, with a variety of topics, but no matter how unpopular it is, you can find people with similar interests.

Niche and unique, this is the label of Douban in the early days, and it is also the reason why Ah Tao likes Douban. But what she didn't know was that it was precisely because of this "maverick" that the seemingly sunny Douban group appeared to be shaded.

This part has become the "rice grain" in the watercress.

A typical case is the Watercress Goose Group.

In 2018, the original "Gossip Is Coming" group was shut down and shut down, and the members of the group were collectively transferred to the "Douban Goose Group". The main topic of discussion in the goose group also basically revolves around the gossip and gossip in the entertainment industry, and with the gradual popularization of the domestic rice circle culture, the goose group has gradually become a place for fighting between fans, and because the management of the group is relatively loose, the group is also full of attacks, insults and even rumors against various stars. From the quality of the work to the personal attack, it is all the topic of discussion in the "Douban Goose Group".

As a result, such a group with a gunpowder flavor has gradually become the only impression of the outside world on Douban, and from the revelations of the true and false stars and entertainment circles in the group and the subsequent quarrels and insults, it has also laid the groundwork for Douban to be frequently supervised today.

Finally, in August 2021, Douban said in the "Qinglang Action" that in response to the request, it will respond to the online response measures for issues such as "fan gathering", "mutual tearing and insults", "gossip and breaking news", "public opinion manufacturing", and "number brushing screen" on the platform. A month later, groups such as the "Douban Emma Garden Group" and the "Douban Pantry" were shut down or dissolved, while the "Douban Goose Group", which has always been at the center of public opinion, took the penalty measure of deactivating and rectifying for 2 months.

In addition, Douban "represents the moon to eliminate the ill-intentioned musicians", "parents are a scourge", "dirty goose group (囡 group)" and so on are all sensitive topics and controversial groups. At present, they are in the "snow hidden" or "private" state in the Douban station, and the members outside the group cannot search and cannot see the group content, while the posts in the group are mainly managed by the group leader or administrator.

On the one hand, it is a quiet and good life group, on the other hand, it is a war-torn entertainment group, a maverick controversy group, and the community ecology of Douban is obviously divided, and as a mature content platform, it cannot tolerate shortcomings to break through the bottom line because of the icing on the cake.

epilogue

In 2016, Douban's first brand promotional film "Our Spiritual Corner" came out, when their promotional copy was "Where is your spirit placed?" ”

Now 6 years later, the current Douban has neither protected its spiritual homeland, nor has it won victory at the practical level, and even changed from the previous "seeking life" to the current "survival".

This product that has accompanied the Internet for nearly 20 years, recently heard his news, all in the negative report.

I don't know if this time hit the south wall, will Ah Bei turn back?

(Source|.) AI Blue Media Collection Author | Poem)