米利坚硅谷的内部人员告诉 BBC
,社交媒体集团故意让客户沉迷于他们的产品以从当中获得经济低价。

初稿地址

It was sad news for Durex when they found out that only less than 10% of
sexually active Chinese people were regular condom users. Moreover,
inefficient distribution systems increased costs; counterfeits worked
against their premium pricing strategy; and expensive television
advertising brought them little increase in market share. As is often
the case, things that worked elsewhere, may not work in China. However,
Durex’s sales have tripled in the last a few years, driven largely by
gaining and engaging with millions of followers on social media. This in
a country where the topic of sex is still in some sense taboo even among
young people and hundreds of sex related “sensitive words” are censored
online by Chinese government.

https://www.economist.com/news/leaders/21735021-dominance-google-facebook-and-amazon-bad-consumers-and-competition-how-tame

xinpujing 1图表来自:BBC立陶宛语

xinpujing 2

The benefits of effective social media management are no secret to many
businesses and their customers worldwide. Even for “old-school” formerly
state owned postal services, as a customer you can often get better
service and satisfaction via Twitter than more traditional methods such
as hotline or email. In China, however, there are additional
complexities when it comes to engaging with your target market. In China
there is no Facebook, no Twitter, and no YouTube, which makes you
wonder, how did Durex engineer this change in fortunes using Chinese
Social Media when facing such obstacles? How was the above written with
not one double entendre?


  Aza Raskin from the Centre for Humane Technology said social media
companies deliberately use addictive technology in their apps in order
to lure us in to spending as much time on their platforms as possible.

无数的周旋网络让众多个人上瘾,而略带人的上瘾程度堪比吸食海洛因。推特(Twitter),Twitter等社交互联网从它们成立的客商习于旧贯中拿走了尽头的经济价值,令人上瘾是手法,令人出资是指标。一开首,大家必要自然的诱因,外在的照旧内在的,社交互联网让无聊的生存有趣就是四个内在的诱因,属于无心和无理性的,当您展开应用时,它立即给你制作了盼望,令你行动起来,上传图片得赞,议论有回应,创造各类嘉奖不断推动你加入。接下来让您掏腰包的年月到了,因为你的冀望值扩张了,需求更上一层楼的勉力,而那么些必要付费。最终只要你在交际网络中获取神乎其神的欢娱,那么您确定上瘾了。那说不定也终于共赢,你拿走了在别处未有的欣喜,而社交网络获取了金钱。

Before addressing the more pertinent of these question and attempting to
identify and replicate the success of Durex when building your product
or service to China, there are two more fundamental questions to
consider:

The dominance of Google, Facebook and Amazon is bad for consumers and
competition

  人文技艺中央(Centre for Humane
Technology)的阿扎·Ruskin说,社交媒体公司有目的在于她们的应用程序中利用令人上瘾的本事,以吸引大家尽量多地呆在她们的平台上。

对立互连网扶助人们创立习于旧贯才是远大收益的最本质的来源于。

• What does China’s social media landscape look like?

xinpujing 3

  Aza Raskin invented the endless scroll – the app feature that means
you don’t have to click to get to the next page and can keep scrolling
for far longer than maybe necessary or healthy.

原稿链接:https://magenta.as/

• What are Chinese netizens fond of?

Jan 18th 2018

  阿扎·罗斯金发明了非常下拉滚动的功效,那些应用程序效率意味着你没有需求点击踏向下二个页面,你能够极度地下拉页面,但滚动的岁月或者比需求的或正规的正规化长得多。

抄录:

NOT long ago, being the boss of a big Western tech firm was a dream job.
As the billions rolled in, so did the plaudits: Google,
Facebook, Amazon and others were making the world a better place. Today
these companies are accused of being BAADD—big, anti-competitive,
addictive and destructive to democracy. Regulators fine them,
politicians grill them and one-time backers warn of their power
to cause harm.

  Aza says he did not intend to hook users with it but says the
business model of many social media companies is designed to maximise
user time online. He says this encourages designers to come up with
technological tricks that hook users.

How Facebook, Twitter, and Pinterest Hook Users

China’s Social Media Landscape

Much of this techlash is misguided. The presumption that big
businesses must necessarily be wicked is plain wrong. Apple is
to be admired as the world’s most valuable listed company for the simple
reason that it makes things people want to buy, even while facing fierce
competition. Many online services would be worse if their providers were
smaller. Evidence for the link between smartphones and unhappiness is
weak. Fake news is not only an online phenomenon.

  阿扎说他声明那个意义的目标不是为着勾住客商,但她表示,多数应酬媒体公司的商业情势目的在于让客商呆在线上的大运最大化。他说,那鼓劲设计员们想出某些能抓住顾客的技艺门槛。

The tactics that the best digital brands use to stay relevant in users’
minds and lives.

In China, most Western mainstream social media platforms are blocked
through government control. Nevertheless, the growth of China’s
indigenous social networks has been staggering, particularly from 2009
onwards. China is now home to roughly 700 million netizens, with social
media household names such as QQ, Renren, Sina Weibo, WeChat and Youku.

But big tech platforms, particularly Facebook, Google and Amazon, do
indeed raise a worry about fair competition. That is partly because
they often benefit from legal exemptions
. Unlike publishers, Facebook
and Google are rarely held responsible for what users do on them; and
for years most American buyers on Amazon did not pay sales tax. Nor do
the titans simply compete in a market. Increasingly, they are the market
itself, providing the infrastructure (or “platforms”) for much of the
digital economy. Many of their services appear to be free, but users
“pay” for them by giving away their data. Powerful though they already
are, their huge stockmarket valuations suggest that investors are
counting on them to double or even triple in size in the next decade.

  Sandy Parakilas, who was a platform operations manager at Facebook
in 2011 and 2012, said there was definitely an awareness that Facebook
was habit-forming when he worked at the company.

Type the name of almost any successful consumer web company into your
search bar and add the word “addict” after it. Go ahead, I’ll wait. Try
“Facebook addict” or “Twitter addict” or even “Pinterest addict,” and
you’ll soon get a slew of results from hooked users and observers
deriding the narcotic-like properties of these sites. How is it that
these companies, producing little more than bits of code displayed on a
screen, can seemingly control users’ minds? Why are these sites so
addictive, and what does their power mean for the future of the web?

So what do these social network services provide and how are they used?
Some people would offer this simple answer:

There is thus a justified fear that the tech titans will use their power
to protect and extend their dominance, to the detriment of consumers
(see article).
The tricky task for policymakers is to restrain them without unduly
stifling innovation
.

  桑迪·帕拉吉Russ在 二〇一二年和
二〇一二年间担负照片墙的平台运行CEO,他说他在任时期,公司里面确实开采到推特轻松让客商上瘾。

We’re on the precipice of a new digital era. As infinite distractions
compete for our attention, companies are learning to master new tactics
to stay relevant in users’ minds and lives. Today, just amassing
millions of users is no longer good enough. Companies increasingly find
that their economic value is a function of the strength of the habits
they create. But as some companies are just waking up to this new
reality, others are already cashing in.

Renren is the Chinese Facebook; Weibo is the Chinese Twitter; Youku is
the Chinese YouTube and so on.

The less severe contest

  Facebook and Instagram have told the BBC that their apps are
designed to bring people together and that they never set out to create
addictive products.

First-to-Mind Wins

The social media ecosystem in China is, however, more than just the
carbon copy of the West, and in many ways is far more diverse and
evolving more rapidly. Take Tencent’s WeChat as an example. The WeChat
app has about 600 million daily active users, 93% saturation rate in
first-tier cities, over 600 million users subscribing to official
accounts, and more than 3 billion daily page views. With a strong focus
on user experience and usability, WeChat has successfully attracted
users aged from 10+ to 60+ by integrating a host of features including
chatting, friend finding, sharing of photos, videos, status, exercising
monitoring, charitable donations, payments, and many more. In China this
feature rich and accessible medium has led to so called “WeChat
lifestyle”, also known as “WeChat addiction”:

The platforms have become so dominant because they benefit from
network effects”. Size begets size: the more sellers Amazon,
say, can attract, the more buyers will shop there, which attracts more
sellers, and so on. By some estimates, Amazon captures over 40% of
online shopping in America. With more than 2bn monthly users, Facebook
holds sway over the media industry. Firms cannot do without Google,
which in some countries processes more than 90% of web searches.
Facebook and Google control two-thirds of America’s online ad revenues.

  脸谱和相片墙告诉
BBC他们的应用程序的企图理念是让大伙儿聚在联合,而从不想付出令人上瘾的制品。

A company that forms strong user habits enjoys several benefits to its
bottom line. For one, it creates associations with “internal triggers”
in users’ minds. That is to say, users come to the site without any
external prompting. Instead of relying on expensive marketing or
worrying about differentiation, habit-forming companies get users to cue
themselves to action by attaching their services to the users’ daily
routines and emotions. A cemented habit is when users unconsciously
think, I’m bored, and Facebook instantly comes to mind. They think, I
wonder what’s going on in the world? and before rational thought kicks
in, Twitter is the answer. The first-to-mind solution wins.

– In the morning people wake up and check chats and Moments (posting
wall);

America’s trustbusters have given tech giants the benefit of the
doubt. They look for consumer harm, which is hard to establish when
prices are falling and services are “free”. The firms themselves stress
that a giant-killing startup is just a click away and that they
could be toppled by a new technology, such as the blockchain. Before
Google and Facebook, Alta Vista and MySpace were the bee’s knees.
Who remembers them?

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