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Source: The Economist | Category: World business

Body: 5121, estimated reading time: 13 minutes

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Weibo woes1

The worry of microblogging

/  ▏september 24, 2020

Three years after Twitter launched in 2006, Chinese techies created a similar microblogging service in China. Weibo (literally “microblog” in Chinese) boasted2 an average of 241m daily active users in March, more than Twitter. Like its American cousin, Weibo allows users to follow other users, tweet, retweet and browse a real-time list of trending topics (though it steers clear of3 politics). And like Twitter, it relies heavily on advertising revenue.

Three years after Twitter's launch in 2006,Chinese techniciansIn China.CreatedA similar microblogging service.In March this year,Sina Weibo(Weibo)Claims.It has 241 million daily active users, over Twitter。Like its American brothers,Weibo.Allow.Users follow other users, tweet, retweet and browse lists of real-time hot topics(Despite it.)AvoidedPolitical topics)。Like Twitter,It.Serious.Depend on.Advertising revenue.

So as coronavirus-induced uncertainty led advertisers to slash4 budgets, Weibo saw advertising revenue, which accounts for nearly 90% of sales, plunge4. In the first quarter it fell4 by a fifth year on year, to $275m. Operating profit plummeted4 by more than half, to $58m. Delayed secondquarter results, due on September 28th,may be less terrible. China was the first to be hit by covid-19 but began to recover just as the West went into lockdown.

SoWhen uncertainty over the new crown pneumonia led advertisers to slash their budgets, it accounted for nearly 90 percent of Weibo salesAdvertising revenue has also fallen sharply.In the first quarter of this year,This figure is year-on-yeardownFive yearsto $275 million。 Operating profitPlunged.More than half to $58 million。It was postponed until September 28Second-quarter results may not be so bad.China.Is.First.affected by the outbreakCountriesBut it comes at a time when western countries are beginning to implement a blockadeHas.Begin.Recovery.

But Weibo also confronts a longer-term challenge. Yujun Shao of Westwin, a Shanghai-based digital-marketing firm, notes that for much of the past decade two firms—Weibo and Tencent (which owns WeChat, a messaging service)—sucked in the vast majority of advertising spending on Chinese social media. Today the “big two” are competing for ad yuan with another behemoth, ByteDance, which operates Douyin, an addictive short-video app (as well as TikTok, its global version). Other rising internet stars, such as Pinduoduo, which offers bargain shopping, are also muscling in5 on the advertising market.

But Weibo toofacedLonger termChallenge.Westwin, a Shanghai-based digital marketing companyYujun YujunPointed out.，For most of the past decade,Two companies- Weibo and Tencent (WeChat, the communication app owned by the latter)Occupy.On Chinese social mediaAdvertising.The vast majority of expenditures。Now, these two giants areWith another giant company byte beatcompetitionAdvertising revenue, which runs the addictive short video app Shake Tone (and its international version of TikTok)。- Reply to the translation text in the discussion area at the end of the text to complete today's learning to punch -

Weibo already boasts more than half a billion registered users in China. But user growth has slowed. To keep advertisers on board, Weibo must therefore boost user engagement. The company understands this. It already sports6 a richer array of functions than Twitter, for example a popular question-and-answer service in the mould of Quora. It is constantly adding new ones. In 2018 it acquired Yizhibo, in which people live-stream stand-up comedy, moonwalks and other acts for tips. Last year it launcheda photo-sharing service akin to Instagram called Oasis. Still, Weibo’s revenues per user have been declining since 2018, and its share price with them (see chart).

Weibo.Said.It already has more than 500 million registered users in China. But its user growth has beenSlowing.。In order to retain advertisers,Weibo mustImprove.User engagement. The companyGot it.this. It has beenI have itthan TwitterRicher features, such as a popular oneSimilar toQuoraquestion-and-answer service features。 It is also constantly adding new features. In 2018, the companyAcquiredOne Live (Yizhibo)At the company, people can get a tip for live talk shows, spacewalks and other shows。 Last year, it wasLaunchedOneSimilar.InstagramPhoto sharing serviceIt's called an oasis。 Despite this, the average user income of WeiboSince 2018has beenFall., its share price has also fallen (see chart below).

Translations are from machine translation and revision and are for informational purposes only.

The orange font is a predicate★ represents an expansion of reading at the end of the text

1. woes

noun

UK  /wəʊ/ US  /woʊ/

woes [ plural ] formal

<English interpretation：big problems or troubles>

He didn't tell his friends and family about his troubles.

2. boast

verb

UK  /bəʊst/ US  /boʊst/

Carol showed off her dress.

4. slash & plunge & plummet & fall

Sharp cuts and plunges and plunges . . . declines

░slash (informal)

verb

UK  /slæʃ/ US  /slæʃ/

Everyone agrees that subsidies must be slashed.

░plunge

verb

UK  /plʌndʒ/ US  /plʌndʒ/

The economy is in a depression.

░plummet

verb [ I ]

UK  /ˈplʌm.ɪt/ US  /ˈplʌm.ɪt/

Tokyo shares have plunged for the sixth day in a row.

░fall

verb

UK  /fɔːl/ US  /fɑːl/

fell | fallen

Their profits have been reduced by 30%.

— phrasal verb with muscle verb

UK  /ˈmʌs.əl/ US  /ˈmʌs.əl/informal

verb [ T ]

UK  /spɔːt/ US  /spɔːrt/

He was wearing a collarless top with black pleated trim.

They won’t shake the Trump faithful, but they might chip away at enough voters to make an important difference.

They won't sway Trump's loyal supporters, but they could steal enough voters to make a big impact.

░Find the trunk：They won’t shake the Trump, but they might chip away voters.

XXX won't shake XXX, but XXX may steal XXX.

- They are the main words.

- shake and chip are predicates,Carrying the general future tense。

- The Trumps and the voters are respectivelyAs a guest language.

- Butt is a side-by-side word, a connected side-by-side sentence, a table transition.

░ to make up for it：

- faithful is an adjective as a complement to the guest language (i.e., a composite guest language).

░ ad per synth：

- to make an important differenceFor infinitive, add per synth.

░Other:will, may is a sentimental verb. They are the main characters of the pronoun. The is the title. an is an indeterm word.

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