The bottleneck of industry website: How to get rid of the trouble of growing up

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

in the past year, the main advertising as a means of profitability of the industry's web site is facing development bottlenecks. Capital's earnings forecasts for these sites are falling, thanks to slowing growth in advertising and the size of the region and membership. Today, small and medium industry websites are seeking new profit growth point, the business model that relies on professional field advertisement as main profit source has met serious challenge.

Dilemma A resource dispersed, a single profit model

Question: From the current situation in China, business-to-business websites are far from being a problem. Although the market demand is exuberant, there is a large platform, high threshold, information easily submerged, professional and difficult to survive. What kind of mechanism and model can solve the problems of the growth of more than 5,600 industry websites in China?

Weapon: alliances, resource sharing, manufacturing scale effect, can enlarge the right of discourse.

Sheep East: Now, the most realistic requirement for business-to-business websites is how to do marketing, product promotion and what to do better, which requires a leading company to string them together. Different industry web site operation difference is relatively large, do a good job in the industry site, such as chemical, steel, textile and other more mature, but there are industries lack of awareness of network propaganda. China has 30 million to 40 million small and medium-sized enterprises, there is no one to these enterprises to separate the industry services, is a very big problem.

Zhang Tung Ming: Industry website has developed rapidly in recent years, with the listing of chemical network and the popularization of E-commerce, more and more enterprises want to enter the field of E-commerce. At present, the industry web site around 5,600, as the focus of industry information, the main platform for publishing business, has become a small and medium-sized enterprises E-commerce application of an important way. But each industry website is more dispersed, the profit model is single, all face the bottleneck of development.

For small and medium-sized enterprises, although they have recognized the value of the industry site, but they generally do not understand it technology and internet knowledge, the face of many industry websites, they are difficult to distinguish the pros and cons. Coupled with the limited promotion costs of SMEs, it is difficult to judge which industry website should be put on promotional expenses. Based on this demand, we assembled in April 2010, such as China Auto Parts Online Network, Chinese machinery Network, China Building Materials network, China building materials online and many other well-known industry websites, the formation of the Chinese Business-to-business Alliance, is the hope that through the integration of High-quality Industry Web site resources, to open up information in various sectors of the industry as a barrier, Conform to the development trend of electronic commerce specialization. We plan in 2010 years to achieve 1000 outstanding industry website of the joint, using a split mechanism to get through these sites between the search, information release platform, so that vertical site and customers to establish direct contact, so that the majority of small and medium-sized enterprises through the application of the Alliance services, can be more convenient, effectively enhance its wide exposure in the industry chain. This kind of alliances practice also solves the development bottleneck problem that the industry website faces.

Yang Ruifeng: June 2004, China's only special equipment industry business platform China Special equipment procurement online line. In the comprehensive aspect, we cannot compare with Alibaba, HC net and so on, can only be strengthened professionally. At present, the establishment of small and medium sites low threshold, which led to price wars, marketing wars intensified, customers often in front of the site will be disoriented, difficult to identify the pros and cons of the site, so the credibility of the problem appears. Clearly, how to get the customer's affirmation, and then get their trust is a difficult task. In this regard, in addition to the investment in services, we also set up in the procurement department dedicated member audit bodies, including buyer audit and vendor audit. In addition, we unite to hold a group of heating, it is true in many aspects can be achieved resource sharing, the most direct effect is the increase in traffic, awareness promotion soon.

Two-soldier combat, high operating cost

Problem: Information flow, logistics, capital flow is the core of the industry business-to-business operation of the 3 links, and for a large number of small and medium-sized enterprises without Internet operating experience, and not enough experience and strength to invest.

Ideas: In the industry joint expansion of the ecosystem, forming as complete as possible industrial chain. With the role of the alliance, to some companies to discuss cooperation and common certification, the operation cost reduction, and then increase the right to speak.

Sheep East: Single vertical portal traffic is not large, business negotiation cost is very high, therefore, need to build a platform to do together. Business-to-business may initially simply build a Web site to meet the most immediate needs, and then gradually form a platform for basic services.

Wang: For overseas buyers, business-to-business generally works like this: After choosing the right manufacturer on the Internet, the other party has to complete the shipment in a short time, in the process of fast operation, the need for a third party to do good faith guarantee. In this respect, the Dunhuang network not only provides integrity guarantees, but also in a two-week international trade cycle, to achieve small manufacturers, traders and retail sellers between the docking. For example, an American hardware store would like to buy a number of water pipes, formerly usually selected in the vicinity of the state-level water mains distributor to purchase, but during the financial turmoil, the hardware store in Dunhuang finally saw a satisfactory product, and placed an order. A few hours later, they received the detailed parameters and electronic contract from the Dunhuang net about the plumbing products, and after confirming the contract and paying the online payment by the Dunhuang network, the rest was waiting for the goods to be delivered. This is the Dunhuang network "transaction service-oriented business-to-business" business model, with the traditional focus on information dissemination, the dissemination of information to maximize the use of "information service-oriented business-to-business" compared to a big difference.

Zhang Tung Ming: The future development trend of E-commerce is the need to provide a complete industrial chain ecological environment, is a spot trading platform, professional conforming information, supply chain financing as one of the omni-directional spot trade solution, its greatest value is to help customers look for opportunities, but also to achieve security transactions. Therefore, the current industry-class vertical portal is the most critical of the industry through the joint or support the way the Distributor to expand the ecosystem to form as complete as possible industrial chain. At present, the practice can be divided into two categories: one is a distributor, there are sources, can obtain more customers through E-commerce, expand their own ecosystem; there is a way from the website to the dealer, such as the comments network, is the first user to the enterprise extension. It can be said that who is the most integrated in this field, who is likely to do the most.

Dilemma three access to customers, information asymmetry gap

Problem: In the face of a wide variety of industry websites and E-commerce platform, SMEs often do not start. And the industry site is faced with how to let customers find themselves, from which entrance to find the problem. This kind of information asymmetry, directly affects the industry website customer source obtains.

Ideas: Vertical Web site plus e-commerce model, can penetrate the industry customers, so that the Business-to-business website to win more business favor.

Chai Yue Mountain: The main benefit of e-commerce application platform established by small and medium-sized enterprises lies in communication with customers, convenient purchasing and so on, the most application is online sales, negotiation, procurement and other links, which require a professional Third-party E-commerce transaction and service platform. Therefore, the future can penetrate the industry customers of the Business-to-business website will win the favor of customers. In addition, the E-commerce service is from the current information, transactions and other single link mode, to set electronic certification, online transactions, online payments, logistics and credit services in the direction of integration, from the current enterprises, enterprises and individuals between the procurement, sales services, to the internal business related to infiltration Service market is from the current service enterprise scale is small, the quantity is many, the order disorderly and so on chaotic state, to the brand service enterprise leading, the service process standard orderly State development. E-commerce in the future will show the whole process of electronic commerce, and traditional integration, standardized and orderly development trend.

Tian Xia Chrysanthemum: Beijing Tian Cheng Xing Template Co., Ltd. is a professional manufacturer of construction steel formwork Enterprises, has been a domestic industry website of the paid member, let its agent published product information, but feel the other side of the release of information is not accurate. For example, we are operating a steel template, but the release of information are wood templates, feel like a unified program release, we have repeatedly reflected to each other, but still can not be resolved. In addition, we have done Baidu's bidding rankings, the implementation of Pay-per-click, but we found that the cost of the advance is soon finished, who points do not know, and the effect is not obvious, the price is expensive. Over the years, we feel the most helpful or really can promote the product out of the professional E-commerce platform, in such a platform, finished can see the effect, will really have customers to telephone consultation. The problem with this kind of web site is to try to avoid the influx of junk information.

Yang Ruifeng: Our website also encountered some difficulties in customer development, such as difficult to attract the attention of customers, so as to establish a solid customer relationship. We take the approach is: first of all, we should strengthen the specialization of the website, for example, we will vigorously develop B2B+C marketing strategy on the basis of the original, including online payment, procurement, order, the establishment of special equipment mall, etc. are we have been in the direction of efforts; We are implementing a person to serve the end of the marketing and service, that is, from the customer signed to the after-sales service, we have fixed staff to complete, so as to make customers more satisfied, we provide services are more efficient. But even if you do a solid job of their own services, but also face how to let customers find us, from which portals to find our problems.

Zhang Tung: Today's business-to-business website, customers no longer just need a search, product introductions and links, they need an industry expert. A person who is responsible for supply and marketing in an enterprise needs to have some product comparison, research, evaluation and product-related knowledge content. The provision of these content requires a website to integrate them together. At present, in China, specializing in the door business of the vertical site more than thirty or forty, if I was a manufacturer of the door, you can not only in a vertical site to do rankings. In fact, most of the network marketing to do a good company, the common practice is to do search engine rankings, to buy a lot of keywords. Another way is to register members and send information on a variety of vertical websites. These things need to have someone to do, timely feedback information, but most small and medium-sized enterprises do not have the energy to do, so we join together to do the promotion, the effect is clearly more effective.

Reporter observation

Can the alliance be broken?

For small and medium-sized enterprises, the need to use the Internet is actually very simple, nothing more than buy and sell: To find the purchase of various raw materials to achieve their own product sales. But for them to choose is a variety of dazzling search engines, business-to-business E-commerce platform, good and bad vertical web site, which makes the enterprise to find the process of network access has become less smooth.

In fact, the industry web site is also falling into the customer "not know" dilemma. The face of all-inclusive's business-to-business Web site, whether from traffic, customer volume or from the size of the view, do not have enough competitive advantage. The only way to break the gap is to deep into an industry, to provide small and refined professional services. However, for most vertical sites, influence can only be concentrated in an industry or region, difficult to cover the whole country.

Both ends are looking for, but it is difficult to cross the asymmetric information gap.

As Zhang Tung, deputy general manager of Ming million Information Technology Co., Ltd. saw, most of China's SMEs are industrial enterprises, they need to rely on a more professional vertical web site to find the information and products needed for enterprise development. But now the problem is that the number of vertical Web sites, enterprises do not start. On the other hand, the future of simple information-type vertical Web sites also need to hold a group of heating, because only the provision of information will cause too small user groups, low advertising value. So these vertical sites should try to extend to other areas, such as working with search engines or carriers.

Imagine, if 1000 vertical web site search engine through, the resulting database and traffic totals will be a single site 1000 times times! (rough estimate, because the size of each family is not the same.) Of course, we must first solve the 1000 vertical Web site qualification issues, quality and credibility of the guarantee to solve the virtual network is difficult to build trust problems.

When demand exists, there is a market. Sheep East in the interview with reporters also repeatedly mentioned the establishment of the mechanism, such as Alipay credit mechanism to solve the problem of the buyer and seller distrust. Therefore, for many and scattered, singles can not cross the bottleneck of the industry's Web site prospects, the alliance is the best way to enlarge its survival probability, and a can let everyone benefit from the operating mechanism, it is possible to create a huge market.

Related

According to the second quarter of 2010, China's SME e-commerce market monitoring data showed that the second quarter of 2010 China's business-to-business E-commerce market revenue scale reached 2.26 billion yuan, an increase of 44.9%, the chain growth of 8.7%. Eric Consulting that, from the current market development, the future of Chinese business-to-business e-commerce industry will present the following characteristics:

First, online foreign trade will continue to become a focus of business-to-business market development. In the second quarter of 2010, Alibaba's global fast-selling platform officially on the line, after the acquisition of the United States Vendio Company, a comprehensive exploration of the United States market; In addition, Alibaba and PayPal to solve the problem of online foreign trade payment, and UPS into a strategic alliance to solve online foreign trade logistics services. Eric analysis that the online foreign trade industry has a great development space, Alibaba fast-selling to its own and the entire online foreign trade industry has a huge role in promoting.

Second, the core enterprises to continuously optimize the SME business-to-business e-commerce services. In the second quarter of 2010, the core operators increased the input of value-added services, such as Alibaba, Dunhuang Network and other small and medium-sized enterprises have introduced small loans for SMEs to solve the problem of financing difficulties; At the same time, the core operators in cooperation with universities, for small and medium-sized enterprises to cultivate e-commerce talent. With the development of Business-to-business e-business, the core operators will continue to optimize services and enhance the stickiness of users.