"I have heard the name for a long time, registration and sign-in, March 1, 2024. "In the early morning of March 1, many netizens squatted in the ** of the Tianya community.
On March 1, netizens left a message in the Tianya community. Screenshot of Tianya community. 
On March 1, netizens congratulated the "Tianya Restart" in the Tianya community. Screenshot of Tianya community.
According to Tianyancha APP, on February 26, Tianya Community Network Technology Co., Ltd. added a bankruptcy review case, according to Xing Ming, the founder of Tianya Community, the bankruptcy was filed for bankruptcy because of an employee's wage arrears lawsuit. Recently, Xing Ming made it clear in an interview with ** that the Tianya community will be restarted on March 1, 2024.
At the peak of the Tianya Community Forum, Crouching Tiger, Hidden Dragon, elites from all over the world left many "top god posts" here. Since there was so much high-quality content in the Tianya community, why did it still not escape the "road to self-help"?
Rise: Identify user needs and have obvious first-mover advantages
Founded in 1999, Tianya Community Network Technology Co., Ltd. is one of the first generation of Internet content communities in China, with a large number of highly loyal and high-quality user groups, producing a lot of super popular and interactive original content, forming a unique netizen culture with Tianya characteristics.
On April 20, 1994, China realized a full-featured connection to the Internet, but it was not until 1998 that China's gateway ** emerged, and China officially entered the Internet era in the true sense. At this time, netizens have a strong need for communication, sharing and expression, compared with Tieba (the end of 2003), Weibo (2009), Zhihu (2011), Tianya community is the earliest comprehensive large-scale community, the first-mover advantage is very obvious.
In addition, the Tianya community also has a wealth of sections and topics, attracting a large number of users to stop here. For example, the "Tianya Q&A" section of the Tianya community enables users to ask questions and answer each other on various questions**. This form of communication greatly improves the interaction and communication between people.
Explosion: The content is high-quality and the user stickiness is high
There have been many "high-level users" in Tianya Forum. Since 2006, he has created a large-scale historical work "Those Things in the Ming Dynasty" on the Tianya Forum, and a series of articles have been published after the completion of the first article in 2009, and as of 2014, "Those Things in the Ming Dynasty" has sold more than 10 million copies, creating a miracle in Chinese book sales.
A large number of high-quality content attracted a large number of users, and the Tianya community was called the manufacturing center of the topic back then. Some people go to the Tianya community to see *** Some people come to the "gossip entertainment" section, and the stickiness of platform users is very high.
As of August 2013, Tianya Community had 85 million registered users, making it the world's largest Chinese Internet community.
In 2013, the scale of Chinese netizens was just over 600 million, which means that on average, one out of every seven Chinese netizens that year was a Tianya user.
How much influence does the Tianya community have on this group of people? For this reason, the reporter interviewed two former "old fans" of Tianya.
I joined the work in 2008 and am engaged in the ** industry. At that time, the Internet was not as developed as it is now, and most of our access to cultural and entertainment information was through the mainstream** and some commercial**, and the information acquisition was backward. Ms. Zhang, a media operator, told reporters that there were many first-hand clues "hidden" in the Tianya community back then, so the Tianya community was an important platform for Ms. Zhang to obtain clues, and it was also a place for her to entertain and relax.
The Tianya community carries a lot of my memories", Ms. Liu, the owner of the photography shop, told reporters: "It is my youth distribution center".
I like to visit the history and game sections on the Tianya forum, and I will also chase some *** on the forum*** Ms. Lin concluded that in her high school and college years, the Tianya community was a place for her to collect information. Ms. Lin also told reporters that she had worked as a "Banzhu" (note: the moderator of each forum in the Tianya community is called "Banzhu"), and she also knew several "Banzhu". She once made an appointment with a "Banzhu" to go to Beijing to watch the ** Festival, and also met a "Banzhu" who learned photography, and this "Banzhu" also helped Ms. Lin shoot several course short films for free.
Decline: In the fast-growing Internet era, "late awareness".
Tianya Community was born in the PC era and "retreated" in the Internet era. The rapid change of the Internet world, the lack of keen business sense, and the difficulty of making up for the shortcomings of profitability have led to several missed opportunities in business development and capital operation of Tianya Community, until it slowly declined.
Scholar Liu Jiahui mentioned in the article "The Fall of "Tianya"", "In the era of rapid development of mobile Internet, in the face of the development trend of focus, differentiation and diversification, the operation of Tianya community seems to be a little late-sighted, and it still maintains a large and bloated comprehensive community model. ”
In the early years, the Tianya community developed in a weak-centered mode, advocating freedom and pluralism.
However, with the progress of the times and the innovation of science and technology, people's needs are constantly changing. Today, people expect to be able to use more convenient and efficient social**. In the early 2000s, with the advent of the mobile internet, the popularity of smartphones grew rapidly. The mobile internet enables people to access the Internet, access various information and resources, and communicate with others anytime, anywhere. Social networking has also grown rapidly, with the launch of many image and sharing platforms.
Although Tianya used to be one of the most popular communities, during this period, in the face of the impact of new social networks such as WeChat and Weibo, as well as the consumption upgrade of netizens, Tianya faced more and more challenges.
In 2011, WeChat was officially released, and great efforts were made to expand its functions. Not only can it be chatted, but it has also launched a variety of functions such as Moments and Mini Programs, providing users with more choices and convenience. At this time, the Tianya community did not adapt to market changes in a timely manner, nor did it update its technology, and soon fell behind.
In addition, the increasing cost of community management and maintenance, coupled with problems in the business model, also put Tianya in a difficult situation. Xing Ming once said in an interview: "Tianya's shortcomings are obvious, such as weak business sensitivity and too little thinking about things to make money. ”
The Tianya community has never opened up a benign profit model, the platform itself does not make money, and content creators do not have a monetization model. And for a long time, not enough attention has been paid to the copyright issue of content.
Because they didn't get a return, some of the original creators of Tianya Forum gradually lost to new platforms such as Weibo and WeChat. If the creators are lost, there will naturally be no high-quality content, and without content, there will be no users.
Return: Tianya's "self-help plan".
From the perspective of communication, the Tianya Forum has provided a good communication platform for the public. However, with the development of the Internet era, various **platforms have sprung up, and the audience is more willing to choose the short ** that can directly bring sensory stimulation. Zhu Jie, deputy director of the Media Training Center of Chongqing Technology and Business University, told reporters in an interview. Compared with the current social platform, the product experience and function of Tianya Community have been slowly improved, and the interface is aging, which is outdated compared with the new community that iterates rapidly.
In April 2023, due to difficulties in capital liquidity, accumulated arrears of telecom IDC fees, and technical problems of the platform itself, Tianya Community announced the suspension of access services.
In order to "restart Tianya", former Tianya community executive editor-in-chief Song Zheng and other former employees and some senior Tianya netizens spontaneously organized the "Seven Days and Seven Nights, Restart Tianya" activity, they "restart Tianya" account through Douyin, since May 28, seven days and seven nights of uninterrupted live broadcast, all the funds raised by the live broadcast are used to pay for the Tianya community to pay for the relevant fees required for the opening of the network. According to the data, at the end of the restart of Tianya live broadcast on the evening of June 3, these former employees and users who volunteered to serve Tianya only completed 68%。
In December 2023, Xing Ming, the founder of Tianya Community, indirectly disclosed Tianya's "self-help plan" in an exclusive interview, including live streaming, establishing a membership-based e-commerce platform, and converting content into ** short dramas through AI. Xing Ming promised that the Tianya community will be restarted on March 1, 2024, which is also the 25th anniversary of Tianya.
On March 1, 2024, the Tianya community was restarted, and when I logged in, I found that the content section was roughly the same as before. After the restart, the Tianya community does not have moderators, and there is no post modification and editing function, but you can delete the topics and replies you posted within 3 minutes. In addition, "New Tianya" will launch an official "God Sticker" service and implement an "e-commerce membership system".
Tianya community section classification. Screenshot of Tianya community.
I don't know if this "return" can bring about nirvana rebirth, whether as Xing Ming said in an interview with **, this "new Tianya" restart can not only allow the Tianya community to resume access, help everyone save the data, but also allow Tianya to establish a sustainable and future business model in commercialization.
Wen Hualong reporter Lin Nan intern Chang Han smiled.