After waiting for nearly two hours in a wechat group sharing invitation codes, Su Su, a "high-intensity Internet surfer", finally grabbed an invitation code and successfully logged in to the "recognition area" of byte beat's new online product. Before logging into the knowledge area, Su Su didn't fully know what this application was. He just saw someone promoting in the circle of friends and thought it was interesting to use it. After successfully logging in, Su Su, who is also an 8-year-old user of Douban, smelled a trace of "Douban". He said, "I can't say the same, but I feel very familiar with it. In particular, the entrance of the 'discovery area' is very similar to the 'Discovery Group' in Douban." As for the "differences" between the two applications, Su Su gave his own answer after half an hour of operation. "The knowledge area interface is very simple, but it is also simple. In addition, it is a new product, and many functions are not perfect. Through hands-on operation and shallow understanding, it is clear that the openers of the knowledge area do not regard Douban as a benchmarking product, but for Douban users, it is really a Douban like application." For the recognition area, it has not been set as a "content interest community app". The definition of "recognition area" is a "smart reading tool product", and the slogan of the recognition area is "define your reading universe". Knowledge area can also be shared with today's headlines, and the way to achieve it is also very "simple and rough". On the recognition zone platform, each user can create up to three recognition zones, which can be understood as "circle" or "group". After creating the recognition zone, the user becomes the "district head". The district head can configure the feed for the recognition zone bot. The district head can generate recommended feeds by adding different topics of interest, and the recommended feeds are all content creators from today's headlines. Once the subscription list is selected, bot will automatically update the content in the identification area, but the content area head collected by BOT has no permission to delete it and can only be overwritten by constantly sending new content. However, as an ordinary user, you can still find topics of interest and join a "knowledge area" through "discovery knowledge area" and "recommendation interface". By querying the "discovery zone" with a large number of member users, it is found that the number of "BOT feeds" in most of the zones is 0, and most of the contents in the zones are published by users. "Like Douban, you can only post after joining the 'knowledge area', and the entrance to publish custom content is also in the lower right corner. However, compared with Douban, the knowledge area is still too simple. Only H1H2 title and inserted picture are available, but Douban can also add video, distributed voting and associated Book videos in addition to inserting pictures." Su Su also said that although the slogan in the knowledge area is "defining your reading universe", it is not difficult to find that most of the discussion contents in the knowledge area are also a lot through wandering, "but it is also possible that the product has just been launched and many functions are not perfect. For example, user communication can only be realized through the evaluation function now, and more social functions may appear in the future." At the same time, Su Su also expressed emotion to burning finance. Since Douban group successively asked for rectification and recently announced that the private group would stop service, she logged in to Douban less and less frequently. At the same time, she also found that many platforms carry circles or groups with similar functions as Douban group. "I have experienced microblogging, Zhihu and so on." But out of the habit of using, Su Su didn't choose the next place to live like other team members. "Last year, I also moved to dodo with Feng, but after a period of time, I felt that the sense of use experience was very poor and came back. The important reason is that the coincidence between Douban users and users of other platforms is not high." As we all know, Douban group is the most dazzling label and the bottom card of Douban. After all, for an old Internet company, Douban, which can still be a corner in the wave of Internet changes, Douban can survive, in addition to relying on the original book, video and audio business, Douban also has a Douban group with high activity and strong user stickiness. Now, Douban group has also become a piece of fat meat coveted by other platforms. From the earliest Zhihu circle and headline circle, as well as the microblog accused of "unfair competition" by Douban, or the recognition area under internal test recently, it is not ruled out that there will be similar Douban products in the future. However, for today's Douban, the biggest enemy is still itself. Relying on books, videos and user base, there is no product that can replace Douban on the Internet. But for Douban users, Douban is getting farther and farther away from the image of "Utopia" in the hearts of users. "Copy" watercress The questioned interface is like "Douban", not just "recognition area". "Copy behavior" can be traced back to 2019. In February of that year, today's headline officer announced his new function "circle", and the role of the circle is that the creator can directly build a fan group in the headline app through the circle, so as to share and communicate with fans without obstacles. But now, when burning finance wants to further understand the "circle" function of today's headlines, it is told that "during the circle upgrade, it does not support joining temporarily". In addition, by the end of 2019, Zhihu app was testing the "circle" function internally, and the function was officially launched in January 2020. At that time, Zhihu also opened the primary entrance for the "circle". The circle entrance replaced the original posting entrance and occupied the middle position of the navigation bar. In addition, it also opened the search and Q & A area. It can be said that Zhihu users can see the "circle" entrance everywhere. According to tea tea, a loyal user of Douban, it is known that many "circle" names were the same as the group name of Douban group. "After all, the platform traffic is inclined, so some creators will also want to copy or learn from the group names with high activity of Douban, and also want to become the next community with high activity." If we say that the "naming right" of the circle originates from the content creator, it is not easy to directly say that the platform "replicates", but by comparing Douban with today's headlines and Zhihu circle, it is not difficult to find that the interfaces of the three are actually similar. Source / screenshot of burning finance / Douban, today's headlines and Zhihu's group / circle interface respectively Although the "circle" function of today's headlines cannot be added at present, the content update of the original circle does not affect the normal use of the original users. Moreover, various signs still show that the focus of today's headlines has gradually shifted from "circle" to "group". According to the query, the latest dynamic time of the "headline circle" account of today's headline was in April 2021. In September 2021, today's headline published the article "headline group open for self construction ｜ recruit team leaders and communicate with more like-minded people". After users join a group, the "screening Hall" entrance in the navigation bar of the user's home page is immediately replaced by the "group" entrance. At the same time, the action of recruiting team leaders in today's headlines has been going on. On March 29, Douban announced that due to business adjustment, the private group would stop serving. That night, a Douban user posted in Douban goose group, saying that "many platforms are digging team leaders recently", and attached a screenshot of the dialogue with a person claiming to be "today's headlines community operation". The screenshot shows that the community operator said, "I heard that the Douban group is about to make a big move, and the headline group is recruiting a group leader. There will be traffic support and activity fund when it is settled." In the chat with the Douban user, he further stressed that "there is no threshold for the Douban leader. The life group, goose group and talent group have all made headlines to create a group". In addition, on the same day, the microblog @ super talk community released the "super talk Nova plan", and the recruitment requirements are indicated in the "management experience", which must have the identity of "Douban leader", "post bar owner" and other relevant community administrators. The most intriguing thing is that the recruitment poster of microblog copied the name of Douban group intact. Source / microblog @ Douban excerpts Douban pictures The relationship between Douban and the microblog group is suddenly moving towards the point of copying Douban's name due to the microblog group's behavior. On March 30, Douban company released an indictment, saying it would sue Weibo for "unfair competition disputes". Weibo is required to immediately stop the infringement, including but not limited to deleting the infringing link and stopping the recruitment of "super voice Nova program". "The defendant's (microblog) behavior violates business ethics and infringes on the legitimate rights and interests of the plaintiff (Douban)." The indictment mentioned that "super talk community" and "Douban group" are competitive products with each other, but in the content of public recruitment of managers in the "super talk Nova plan" released by the microblog @ super talk community on the platform recently, multiple Douban group names were used in the publicity page, and people with Douban group management experience were recruited to the platform to establish a super talk community. From Douban's unusual "rapid response", the onlookers must be able to guess one or two. Cha Cha also said frankly that "everyone can see that Weibo is digging the corner of Douban". "Weibo is not the first platform to dig the foot of the wall. It has long been the case that other platforms dig the leader of the large group. Since the Qinglang action last year, Douban group has carried out rectification for many times. Every time, chatty douyou discusses which platform to move to next, they will dig the leader with other platforms more or less. But Weibo's' supernova plan 'is too blatant." On the same night Douban sued microblog, microblog @ microblog spokesman issued a statement saying, "the supernova plan carried out by microblog Superphone is not aimed at a certain platform, belongs to the scope of normal business operation, and there is no unfair competition and plagiarism at all. On the contrary, microblog has repeatedly issued announcements to prohibit users and MCN institutions from carrying false opposition and other bad content from a certain platform." However, in the microblog with the same content statement that "openness and freedom have been its background since the birth of the Internet", the comment area shows that "bloggers have opened comment selection". So far, the dispute between microblog and Douban has not been continuously fermented on the microblog platform. However, although the microblog claims that "there is no unfair competition and plagiarism at all", the blog post of "hyperphone superstar plan" can not be found in the microblog @ hyperphone community. Burning finance and economics clicks in from the previous microblog link and only displays "you have no permission to view this microblog due to the author's privacy settings". "Beans are hard to get rich" is not easy to get rich The platform of Douban "group" business is nothing more than the high viscosity community atmosphere aimed at Douban. In addition to microblogging, today's headlines and other large factories, there are many more platforms that want to make "beans difficult to make money". Especially in 2021, which can be called Douban's "water reversal", Douban was punished 21 times, with a cumulative fine of nearly 10 million yuan. After several influential Douban groups were closed and banned in September last year; In December of that year, Douban was fined 1.5 million yuan for repeated information prohibited by laws and regulations. At the same time, Douban group also suspended the "reply" function. "Douban is dangerous" has become the "sword of Damocles" hanging over the head of each heavy user. In order to preserve their "happy hometown", a large number of group users had to start a massive "migration" movement. A number of large flow groups such as Douban goose group and talent group began to move to other platforms. "At that time, Douban