Innovations in the Internet age always appear in the form of a wave

Innovations in the Internet age are always in the form of a wave that constantly subverts traditional things, and it seems that after education, this is the time to recruit online.

And does not say that the classification information website Net The center of gravity to recruit above the beginning of the year, put the word to achieve 1.5 billion revenue in two years. From the end of March, the Pull Hook network, which was created by 3W Coffee, got Bertelsmann a round 5 million investment, by the beginning of April, tens of millions of dollars in the hunt for the Internet, and then to the hunting network, some of the astonishing C-round 70 million dollars, the increase in numbers has already let people smell the enthusiasm of the industry in the pursuit of capital.

And it is precisely in this context, the traditional online recruitment web site Zhaopin issued a prospectus on May 6, announced the IPO in the United States, the 10-year listed industry boss worry then also on 8th to take out a profit of 19.1 million U.S. dollars of earnings, seems to be in the challenger to the air.

Perhaps the development of the Internet is too fast, even its interior has been a faint differentiation of the traditional and cutting-edge, such a change seems to have no about technology itself, but a business model on the subversion and reconstruction.

The founder's hesitation and persistence

After years of promotional investment, the scale effect of worry and Zhaopin platform has begun to show, the user's platform transfer costs are gradually rising, and the stability of large user size for them means higher advertising revenue and more paid users. This is not hard to see from the Zhaopin Open prospectus, "As of December 31, 2013 in the last half of the fiscal year, Zhaopin net revenue of 489.2 million yuan, of which the online recruitment service revenue of 398 million yuan." Zhaopin is based on the number of job postings and display ads on its platform, as well as the amount of full resumes downloaded from its database.

The business model based on scale and flow, although somewhat outdated, is extremely stable and has high profit margins, with traffic for advertising and a small percentage of paid users from large base users. And the surge in Chinese internet users in the last decade has provided them with a large enough demographic dividend, let it always maintain a high-speed growth, as lei that sentence, standing in the tuyere, pigs can fly, make the fewest mistakes worry and Zhaopin on the online recruitment market that two lucky pigs.

Judging from the data graph of the stock net, the increasing of the user's scale brings the marginal cost of acquiring new users to the worry, the cost of the marketing is reduced, the profit margin is rising and stable at the high position. It could be said that without the spoilers of the challengers, the worry and Zhaopin, who had just gotten out of the ad campaign, should have entered a stable harvest period.

But for an internet company in a rapidly changing competitive environment, stability may not be a good thing, and the high cost of absorbing the flow and selling it to recruiters is the biggest obstacle to the innovation of two companies.

All sorts of problems here Wu Yu in its article "online recruitment, the past wrong" in order to three points: the recruitment into advertising, rather than services; product stickiness is poor, users repeat access is low; there is no sense of identity on the platform.

And the more fundamental problem is that in such a should be connected to the needs of both sides, the realization of information efficient docking platform, online recruitment sites are tightly jammed the contact points between the two sides, set up various fee checkpoints, making such a docking instead become more inefficient. The user throws the resume not to receive the feedback, but the HR people have to face the numerous various resumes, both sides ' user experience has the deviation, the online recruiting website also finally has completely reduced into a business, rather than the original founder's those internet ideals.

Any kind of behavior that hinders the free flow of information may itself be an act of anti-Internet behavior and is naturally more vulnerable to Internet-style subversion.

But with the entry of competitors and the slowdown in the growth of Internet users, the demographic dividend of the worry and Zhaopin has ceased to exist, though its existing market is large enough to allow it to maintain high revenues and sufficient cash reserves for a period of time, but they have fallen into a terrible bathtub water model, if not effectively countered, The pressure of the future is conceivable. Perhaps for the more than 10-year business, it's time to change.

The edge and innovation of the cross-border

For worry, Lahan and Hunter may be a loss to the future and a fear of potential risks, and the real business pressure may come more from the market, 58 of these cross-border people.

You know, at least for a long time, Chinese society has been maintaining a pyramid-like social structure, and the overall sinking of the Internet market is not new. And the worry, Zhaopin business model itself is desperately hungry for size, and as the mobile Internet tide expands its market size is the best way to break the growth ceiling. But it is clear that the worry seem to be getting farther away from the traditional sense of being a dick.

All of this, as the Nobel laureate, who died shortly ago, described in the book Change China, Chinese-style innovation comes more from the eruption of marginal innovation, which is once again validated in the job market.

Before that, the work of security, waiters, and Coolie was clearly not the mainstream of online recruiting, because their audiences were not so much on the internet. And in the worry, Zhaopin commercial model of advertising, there is no place for the small and medium-sized enterprises to recruit these positions, after all, no one will be in order to recruit a security and a fuss to spend thousands of or even tens of thousands on the recruitment site to buy home banner.

But mobile internet has changed the situation, a growing number of low-and middle-income people began to access the network, from the Internet to obtain free high-value services gradually increased awareness, and the market, 58 of such cross-border people are also beginning to pull them from the edge into the online recruitment markets, And according to the reality of the online recruitment itself to make corrections.

Many of the products on the market have been used in media that the Internet thinkers seem to be low, such as the use of SMS in a job-hunting olive tree. Because after the release of Job search information, many grass-roots workers may have "broken the Net", SMS, telephone these off-line way has become a more effective tool, after all, many people will not open the flow of 24 hours for mobile companies "building blocks."

From the point of view of information transmission, classified information sites are clearly better at matching demand and information, rather than selling ads like worry, so that customers and users to "repeatedly see".

And from a business standpoint, their business model may still be more familiar with the internet thinking some distance, but from the portal-style advertising display evolved to the search engine bidding rankings, in addition to the market that the size of the 180% growth rate, it seems that the business model is also difficult to stimulate the excitement of the markets.

Of course, or perhaps the so-called internet thinking has let us overly excited, at least in the face of such a huge grassroots workers market, the ceiling is far from the net effect of user growth dividend is enough to hold a billions of dollar market value of the company.

The heat and future of innovators

In an era of excessive internet thinking, entrepreneurs like Lahan and hunters have more than enough leverage to keep their capital up, even if they haven't come up with enough facts and figures, but so what?

When Lahan comes up with a page like Amazon's grocery store, it seems to be enough, because its weight is already very different from worry's, and it is turning business into a service that targets job seekers. As entrepreneurs, they probably know more about the needs of job seekers than those in big companies, and even though big companies know it, they don't want to kill themselves.

The biggest problem for entrepreneurs is that they don't have a complete business model, but the biggest advantage is the lack of a business model that doesn't have to be too restrictive.

Perhaps the only favorite example of Monster is the example of the former online recruiting giant, which has long been in the twilight, and the Chinahr that it has invested in has almost become a part of it. Admittedly, the so-called internet-thinking combination of these new online recruiting sites has really disturbed worry, but it didn't hurt their bones.

To be aware, Monster's failure in the United States is largely due to the rise of LinkedIn, but there are apparently no online recruiting sites and social platforms in China that will become LinkedIn, after all, in an acquaintance society like China, where business networking is clearly still a little far away, Perhaps a little faith in the circle of Friends Party B to party a point of praise is already a kind of Chinese characteristics of business social.

How to find a way to quickly match the needs of the user and the demands of the enterprise, and avoid the business model of profiting from the information-matching barrier may be what the innovators really need to study. Large data, multi-dimensional information matching is easy to say, but people are not a mark of raw materials, ingredients, additives products, job demand can be labeled, personal conditions but not the same data. It is clearly not a simple question, if, as in hunting and hunting, the subjective evaluation of people can easily lead to inefficiencies as traditional job sites do.

Although the internet thinking is good, but for innovators, may be really careful like "ge life" Ah Q generally only know fur, but not up to the essence, after all, recruitment is still a connection between people and business. This is worry, Zhaopin's biggest advantage, their more than 10 years of perseverance in a field, so that they know the industry too much, although this is the place to bind them.

In the film Silence of the Lamb, there is a line, "greed from the daily see", put on the same business as applicable, most companies will look at their own side of the few competitors, do not hate those in the distance companies. Just as worry has spent the past more than 10 years in the fight against Zhaopin, the Chinese elite of these opponents, but did not want to face the challenges of today. Yes, it seems that LinkedIn has also come to China, the first time before the Gmic on their debut, the name of Collar Ying.

2014, online recruitment may have changed.