On September 5, according to the official news of Tencent Weibo, Tencent Weibo will stop service and operation at 23:59 pm on September 28, 2020. You will not be able to log in at that time. If necessary, you can back up your relevant information before stopping the service. Tencent Weibo apologizes for the inconvenience caused.
Tencent Weibo was born on April 1, 2010. In the ten years of gambling with Sina, Tencent Weibo has replicated the glory of Sina Weibo, but it never escaped halfway death and was crushed, and finally had to announce its withdrawal. The fate of the historical stage.
In 2014, when Tencent internally revealed that it would no longer devote energy to Tencent Weibo, Tencent Weibo has entered a six-year vegetative state. It was not until the official announcement of the suspension of operations that Tencent Weibo really began to countdown to death. time. Ten years of Weibo wars, with Tencent’s defeat, finally came to an end. Some people say that Tencent Weibo was defeated by Sina, but the surviving Sina Weibo, even with rich operating experience and a solid Internet position, is facing Tik Tok, Station B waits for the siege of rising stars.
In fact, Tencent Weibo just lost to this era.
Weibo era
In 2005, Sina launched the blog product Blog Beta 2.0. From celebrities to traditional intellectuals, to college students, one after another opened blogs, and the booming blog era officially kicked off.
Relying on the popularity and resources gathered by blogs, Sina established Weibo in August 2009. With the presence of celebrities, celebrities, and opinion leaders in various fields, and the threshold of expression lowered to only 140 words, Sina was listed in one fell swoop. The commanding heights have been reached and the scope of information dissemination has been officially opened.
Rich interactive methods such as aite, likes, private messages, comments, and forwarding have enabled Sina Weibo to have more than 50 million registered users in just two months.
The momentum of Sina’s entry into Weibo has finally attracted Tencent’s eagerness to try. Tencent mentioned in its financial report in 2010 that it has embarked on a new stage of investment activities. One of them is undoubtedly that Tencent Weibo will launch a small-scale internal Tested and officially launched in the middle of the year.
As a "strategic product" in Tencent's business, Tencent Weibo has relied on QQ, a national social platform from its birth, to drain traffic with QQ, and inadvertently pop up notifications on QQ, allowing QQ users to open Weibo, and Weibo users can use the webpage , SMS, mobile phone program, QQ and other methods to publish a broadcast of up to 140 characters.
At the same time, Chinese Internet companies such as Sohu, NetEase, Baidu, etc., which are smelling the trend, have also launched Weibo products in an attempt to get a slice of the Weibo era.
In 2011, Tencent Weibo, which started half a year later than Sina, succeeded in overtaking with its unique advantages, with registered users reaching 373 million, successfully defeating Sina Weibo, NetEase Weibo, and Sohu Weibo, and became the largest in China. Weibo platform.
In the same year, under the trend of the mobile Internet, Zhang Xiaolong felt the crisis of traditional instant messaging and launched an instant messaging service based on smart terminals—WeChat, in line with the times.
In 2012, WeChat successively launched the Moments of Friends function and the official account function. The perfection of the content ecology and the way of dissemination made more and more Weibo big Vs and Weibo celebrities begin to transfer content to the WeChat public platform, and WeChat officially began to seize The first step in the Weibo market.
And as a defensive Tencent microblogging products on their own position also produce the perfect answer , by the end of 2012, Tencent microblogging users exceeded 540 million, the number of days to reach 81 million active accounts, has exceeded 503 million users, 4620 Wanrihuo's Sina Weibo. Occupy the position of the industry leader.
This also made Tencent Weibo the three major platforms of Tencent.com, alongside Tencent.com and Tencent Video, and slowed down the commercialization of Sina Weibo to a certain extent.
In 2013, WeChat’s registered users exceeded the 600 million mark, and its position as the dominant player in the field of mobile communications stood firm. The defensive task of Tencent Weibo has been quietly completed, so in November, Tencent made internal adjustments to no longer use Weibo as a strategic product.
It is worth mentioning that in the course of the rise of Tencent Weibo and WeChat, the huge QQ user group is obviously an inexhaustible gold mine for Tencent. Here, Tencent not only supports another national social WeChat, but also Found the core of their own profits-the game business.
In "Tencent Biography," Ma Huateng once said: " Because of WeChat, the war on Weibo is over. "
The rise of Sina Weibo
In July 2014, Tencent insiders revealed that Tencent's Weibo business unit has been withdrawn. Tencent has basically decided not to invest more resources in Weibo, no longer develop new functions, and only maintain daily basic operations.
In November of the same year, Netease Weibo announced its official closure, and Sohu Weibo officially entered a "half abandonment" state. Sohu founder Zhang Chaoyang said that "the three-minute popularity of Weibo has passed."
Baidu Sayba, the fall of Netease Weibo, Sohu Weibo, and the inaction of Tencent Weibo mean that Weibo has transitioned from a time when a hundred schools of thought have contended to Sina's dominance.

The attention of celebrities, celebrities, internet celebrities, various organizations, and various events, coupled with long-term accumulation of user sentiments, has made Sina Weibo not only a "public discussion space", but also Sina. Compared with Sina’s other businesses, Sina’s core business has the potential to save lives.
In 2017, Sina Weibo’s monthly active users reached 361 million and daily active users reached 159 million. It landed on Nasdaq and became the first Chinese-language social media listed in the world. Sina Weibo, known as the "Chinese version of Twitter," Bo has officially started its commercialization journey on the basis of a steady increase in user rate.
Sina Weibo Crisis
Although today's Sina Weibo has become synonymous with "Weibo" and has become one of the largest cultural and entertainment media/platforms, and sits on the hot search list of Weibo, it still cannot escape the crisis. Chen Rui, CEO of Bilibili, once gave a speech in which he said that text and pictures have been the Internet in the past 20 years, and the Internet will be expressed in video in the next 20 years.
With the advent of the 4G era, with more content interaction methods, Douyin turned out, Zhihu (Zhihu Hot List/Idea) came from behind, today’s headlines (Toutiao Hot List/Weitoutiao) and Tencent News (Hot List) |Star push list) have spent a lot of money to snatch content producers.

Coupled with the promotion of B Station and Xiaohongshu in the vertical fields of the two-dimensional, beauty and makeup communities, the status of Weibo has also been constantly affected and threatened.
For Sina Weibo, video has always been an important part of Sina Weibo’s advertising revenue, but the growing power of Douyin and the renewed gameplay have given content producers more creative space.
The users of Weibo that have accumulated for a long time began to shift their bases to Douyin. Now that it has entered commercialization, Douyin is clearly on the verge of overtaking Weibo.

In fact, in the face of the crisis, Weibo has also tried to turn the tide, cooperated with copyright owners and the media to increase professional short video content, encourage users to create and share video content, incubate Weibo stories, red beans, idong and other products, and even launched "Return to Original Heart," The oasis of “discovering beauty” is trying to retain users and huge group resources with the feelings of Weibo’s original graphic era.
However, it is a pity that whether it is the contention of short video content producers or the feelings of selling, Sina Weibo has never been able to go out of its own way. The current status of social app diversion and declining revenue are still unsolvable mysteries. .
Relying on its tenacious vitality at the beginning of its establishment, Sina Weibo has transitioned from an Internet celebrity economy to a content e-commerce company, and now it is the most representative of the hot search list of Weibo. The status is clearly visible, but along the way, Sina Weibo has been lost. At the beginning of its establishment, its uniqueness as a voice channel, in the overwhelming information flow advertisements, old users have long lost the original social sense of Weibo.
Nowadays, when it comes to Weibo, all you can think of are celebrity search, capital monopoly, rice circle culture, marketing rumors, and public opinion storms. Commercialization is certainly the only way for an enterprise, but we still hope that Sina Weibo will be more kind in the future.
PS: Is your Weibo still on your phone?