Source: Lychee News
On the afternoon of September 4, the social product "Oasis", which has continuously brushed up the circle of friends and Weibo, was quietly removed from the App Store.
This is a lightweight lifestyle social product recently launched by Weibo, and it has only been in public beta for 2 days.
The removal stemmed from the suspected plagiarism of its logo. At 6 p.m., Oasis official micro issued an apology and said that "in order to protect the copyright, Oasis has now temporarily removed the shelves and started the internal design process verification work."
Oasis official micro screenshot
When it will be relaunched, we don't know. But what is certain is that the social product released by Weibo on the occasion of its 10th anniversary has stirred up a lot of waves.
Oasis focuses on "Refreshing Social Circle" and slogan is "In Oasis, Discover a Better World". As soon as it was launched, it rushed to the top of the free app list of the app store social list.
This app with an instagram-like interface and content like a little red book has been called "little green book" and "Chinese version of ins" by netizens. At present, the fans of "Oasis" official micro have exceeded 840,000, and almost every Weibo has people asking for or issuing invitation codes, which has become a big social topic.
Remake ins picture social? no！ Sharing and planting grass is at the heart
Because the interface resembles instagram, the main pictures, videos, do not support text-only release, oasis once launched, it was marked by many media on the "picture social" label.
On the left is the ins interface, on the right is the oasis interface
Publish page with rich filter selection and retouching operations.
But a closer look revealed that Oasis was actually cloaked in the cloak of ins and the heart of little red book. Pictures are just carriers, and sharing of grass, notes, and lifestyle is at the core.
On the left is the Little Red Book interface, and on the right is the Oasis interface
From the vertical channels of the discovery page such as "Dress", "Food", "Travel", "Beauty" to the waterfall layout in the center, the proper Little Red Book is visual, and even the slogan "Discover a Beautiful World" is similar to the Little Red Book "Mark My Life".
This imitation of the deep essence is precisely because Weibo found that the success of Xiaohongshu stems from living like Instagram.
Pure picture social networking in China parallel, the previous lessons include Meitu Xiuxiu, butter camera, Jian Pin and so on. Although it has a wealth of high-quality filters and convenient retouching operations that are not inferior to Instagram, and occupies a considerable market share in the Meitu tools category, it has been tepid in the social field.
Rather than saying that Chinese people do not have the habit of picture socialization, it is better to say that the strong position of WeChat and Weibo in the social field has greatly occupied the space of pure picture social networking. After taking a photo, the first thing that comes to mind is the circle of friends or Weibo, and the post-00s may be more inclined to the qq space than to post to a silent, unresponsive theater.
On the 33rd day of the comprehensive removal of Xiaohongshu for rectification, the ambition of overtaking in the Oasis curve is clearly visible.
The lack of products caused by the removal of Xiaohongshu from the shelves has already reacted in the market. On Taobao, the download link of Xiaohongshu has been sold to 5 yuan a piece, and the user's demand for the UGC content community is still strong. In terms of brand delivery, many brand owners have begun to shift their traffic delivery channels to content communities such as Douyin and Kuaishou.
Download link for "Little Red Book" on Taobao
Opportunity: Seize the traffic of vertical communities to create a new type of grass planting community
In the face of Xiaohongshu, a ship full of gold but stranded in the middle, everyone wants to take the opportunity to get on the ship, and Weibo has ready-made Internet celebrities, stars, technology and content resources, and is one of the institutions that can quickly make "Little Red Book-like" products.
In addition to the guarantee of funds and technology, it is more important to support the flow. The traffic here is more of a vertical community traffic. The ability of platforms such as Douyin, Kuaishou, and Xiaohongshu to carry goods has fully proved the potential of content e-commerce. In Weibo, the traffic in the vertical field is mainly concentrated in the hands of a small number of accounts, and ordinary users and small and medium-sized bloggers in the vertical field have limited perception of weibo supporting vertical content. Therefore, Oasis, which carries more vertical content, is committed to creating a new type of grass farming community.
At present, many big v and kol on Weibo have been synchronized to Oasis. The core of planting grass is sharing, and the vertical counterpart is "selection", "selection" and "strict selection". Oasis limited the channel to 12, on the one hand, lowering the threshold for ordinary people to copy the aesthetics of life, on the other hand, avoiding unlimited relaxation. Just as its positioning - young people's lifestyle social platform, Oasis limits users to the young group who pursue lifestyle, and presents a good life through filtered beauty pictures, beautiful videos, and beautiful objects, thereby enhancing user stickiness.
Another highlight of oasis is the water drop mechanism. Waterdrop is a digital asset within oasis social network, which is a reward obtained by users for contributing value to oasis, based on the decentralized mode to generate storage, follow-up can be used "meat exchange", "waterdrop mall", "member privilege", "official repurchase", "content tip", "voting list" and other functions. Water droplets are produced every 4 hours, and if they are not collected for 3 days, the water droplets will evaporate.
It can be seen that Oasis wants to do at least 4 major businesses: mall, membership, ranking and tipping. This is almost all the money-making models that want to include social platforms: malls, members are not yet known, the list comes from Weibo, and the tip learns various live broadcasts. Based on this, the commercial transformation of Oasis has huge space and possibilities.
Challenge: Is there still an "oasis" in the social Red Sea?
It is worth noting that the competitors of oasis are far more than the Little Red Book. Whether it is social or e-commerce, the essence is the attention economy. In the social red sea of WeChat, Weibo, Douyin, and Kuaishou, how many users can oasis seize?
The name "Oasis" has a lot of meaning. At a time when user time is becoming increasingly fragmented, everyone is shouting to escape from the "circle of friends", and social networking is gradually desertified, "Oasis" intends to create a new oasis.
"Oasis" also has the same name as an online game in the movie "Ready Player One". In the movie, this is the most user-consumed software on the Internet in 2045. In the oasis, you can not use WeChat, or even use a mobile phone, the oasis mask is a lung that can breathe air, and the tactile glove is a foot that can move freely. It is its mission to escape social kidnapping and have the freedom to live.
The ideal is beautiful, but the reality is very bone. On the road of socialization, Internet giants have repeatedly broken the sand. Tencent's MicroVision and Weibo's second beat have not been spared.
The ambitious Oasis appearance did not go well. In the future, whether it will be engulfed by the sand sea as a relic, or full of vitality, is still a question mark.