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The live broadcast is difficult to save the Tianya community: it was hit by Waterloo in the premiere, and the maximum number of online users in 3 hours was only 1,000

author:Times Finance

Source of this article: Times Finance Author: Li Ting

The memories of a generation of netizens have returned.

On the evening of May 28, a live broadcast charity sale called "Restart the World" kicked off. In the vision of the organizer, former executive editor of Tianya Community, Song Zheng, this live broadcast will last for 7 days and 7 nights, hoping to raise 3 million yuan for Tianya Community to pay for the telecom room and restore normal access to Tianya Community.

The live broadcast is difficult to save the Tianya community: it was hit by Waterloo in the premiere, and the maximum number of online users in 3 hours was only 1,000

Source: Screenshot of the live broadcast room

This is a volunteer activity organized by former employees and old users with the sole purpose of saving the world after its 24th year. Since April this year, the Tianya community, which carries the youth memories of countless first-generation netizens, has been unable to log in, evoking a wave of memory killing.

Once Tianya, known as "the world's largest Chinese Internet community", "Ghost Blowing Lights", "Those Things in the Ming Dynasty", "Get Out" and other phenomenal online literary works were born here, Furong's sister, Ning Caishen, Tianxia Basing, Ten Years of Wood Chopping and others started from here. Whether it is emotional gossip or serious history, Tianya netizens talk about the world and build a high-rise building.

However, with the rise of the mobile terminal, blogs, microblogs, short videos and other forms have gradually replaced BBS forums, and a series of popular communities such as Tianya have gradually declined.

In a public response on May 27, Tianya Community also made plans for its route after "rebirth": while carrying the "global Chinese online home", it focused on the mobile terminal; Based on the accumulation of big data of Tianya users, launch digital human assistant or digital twin services; and providing membership-based social e-commerce services.

"We are full of confidence in the future and have never thought of giving up." Xing Ming (Tianya ID: 968), founder and chairman of Tianya Community, said.

The live broadcast is difficult to save the Tianya community: it was hit by Waterloo in the premiere, and the maximum number of online users in 3 hours was only 1,000

Tianya responded to the suspension of access Source: Weibo

Reboot the first day of Waterloo

"I've been looking forward to it for more than ten days." Many old users were excited when they heard that Song Zheng was about to live broadcast to save the Tianya community.

At 8 p.m., "Restart the World" officially began. But some Tianya netizens who were active in the forum era were full of strangeness when they switched to Douyin. "Where do you like it?" "How do I place an order?" They left Tianya ID in the comment area to recognize each other, opened the mutual aid mode, and guided each other to send one love after another.

The same strangeness also appeared in the live broadcast team. Compared to the mainstream live broadcast room, the live setting of the restart of Tianya is more like a TV interview, with an L-shaped sofa and a low-legged coffee table in the middle. In the first few minutes of the host's opening, he experienced the hectic hand-to-head voice overshadowing the anchor's voice and no sound in the live broadcast room.

"Five minutes before the broadcast, I was doing my last rehearsal." Song Zheng asked the audience to be tolerant over and over again. According to him, the entire live broadcast team is composed of volunteers, about 30 people, and it was not until the day of the live broadcast that they met offline for the first time for debugging.

The live broadcast was officially authorized by the Tianya community and featured former employees and former Tianya users. Xing Ming, the founder of Tianya Community, did not show up, but briefly connected by voice connection.

"Tianya has been developing smoothly until 2012." Xing Ming has repeatedly mentioned that in 2013, Tianya was invited to Chengdu and "signed a strategic cooperation agreement with the Jinjiang District People's Government of Chengdu to establish the Tianya National Mobile Internet Headquarters Base in the local area, which accidentally caused investment losses and caused serious setbacks in the transformation layout of Tianya community to mobile Internet."

Xing Ming said that the subsequent disputes and litigation directly led to a crisis in Tianya's capital chain, and the size of the team has dropped from 600 people at the peak to less than 100 people now. This suspension is not only a passive move that cannot pay the operating expenses of the website, but also wants to take the initiative to take this opportunity to optimize Tianya.

However, the live broadcast, which is expected to last seven days and nights, is more like a small-scale internal nostalgia ceremony.

After three hours of broadcasting, the number of online viewers hovered at about 1,000. As of the first 10 minutes of the broadcast on May 28, the Douyin account of "Restart Tianya" has only 15,000 followers, and has released more than 50 videos, except for a few videos, the vast majority of videos have less than 200 likes and few comments.

Although the goal is to raise 3 million yuan, the anchors are not familiar with bringing goods, and most of the time the live broadcast continues in the form of dialogue, with well-known writers such as the world's hegemonic singing and ten years of wood chopping or connecting or being a guest at the scene, and talking to the host about his past writing stories in the Tianya community. Netizens in the comment area are anxious for them, "on the link."

The commemorative T-shirt with the theme of "Seven Days and Seven Nights to Restart the World", priced at 99 yuan and a deposit of 15 yuan, only sold more than 120 pieces as of 0:00 on the 29th.

The live broadcast is difficult to save the Tianya community: it was hit by Waterloo in the premiere, and the maximum number of online users in 3 hours was only 1,000

Source: Restart the Tianya live broadcast room

What does Tianya want for a farewell?

The old users of Tianya community have crossed all the way from the post-60s to the post-90s.

If someone carries the story of founder Xing Ming to today's platforms such as Zhihu and Xiaohongshu, it is expected to gain a wave of traffic. An ordinary civil servant, who made 20 million yuan by speculating in stocks, invested his entire wealth on the forum website, standing on the eve of the outbreak of the Chinese Internet. At the same time, Ma Huateng, Ding Lei, Li Yanhong and others also began to start their own businesses.

By 2004, Tianya had 3 million registered users and about 20 million daily visitors, while the number of Chinese Internet users at that time was about 79.5 million, counting 1 in 4 people who had browsed Tianya.

Sohu and Sina have successively thrown olive branches to Tianya, but they have both been rejected. Tianya also raised two rounds of financing in 2005 and 2007, and the list of investors included Google and IDG Capital.

In August 2015, Tianya successfully landed on the New Third Board with an issue price of 13.33 yuan per share.

However, with the advent of the mobile Internet era, the emergence of new social platforms such as blogs, Weibo, and WeChat has brought about changes in user habits. Users who are active on the PC switch to mobile phones and learn to tell the daily life of fragments in 140 words, and the push of information is more direct and fast.

Regarding the decline of Tianya, Xing Ming also mentioned that he failed to make the right direction adjustment in important links.

Tianya has become popular with a series of authors, but has not found a suitable way to monetize them. From web advertising, to personal paid reading, IP operation, e-commerce, and games, Tianya has tried it, but the results are not satisfactory.

According to public reports, in July last year, Tianya also wanted to ride the east wind of the "meta-universe" and established Chengdu Lingjing Network Technology Co., Ltd. in the name of "Lingjing", where users can deposit the content and personal related data produced by the Tianya community into "yuan diamonds", each of which has a unique identity number and can be collected as a digital collection.

In the live broadcast room of restarting Tianya, there are still many users asking how to deal with the follow-up of "Yuan Diamond".

In the past few years, the Tianya community has also repeatedly spread rumors of the station.

According to the Tianyancha App, on May 22, Tianya Community Network Technology Co., Ltd. and its subsidiary Hainan Intelligent Island Technology Development Co., Ltd. added a new information of the enforcee, with an enforcement target of more than 310,000 yuan. So far, Tianya Community Network Technology Co., Ltd. has been executed with a cumulative amount of more than 123 million yuan, and its founder Xing Ming also has a number of consumption restriction orders.

If it can raise 3 million yuan, Tianya may be able to achieve the first step of the restart and restore access.

"It's easy to restart, the key is how to go after getting up, and feelings can't be fried for long." Under the top video, some netizens said so. Perhaps, more than this untimely and difficult fundraising fundraising, Tianya needs a dignified farewell.