The outlet of local community: the gateway and the electronic commerce

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Local portals usually exist in the form of community, from the fossil-grade West Shrine Hutong to the 19 floor, Hefei Forum, the Dragon Lane and so on, the main product model is the community. We often refer to such sites as local communities, which are often positioned as local portals, local life portals or local consumer portals. Looking back to the history of these websites and the future trends, we can see the future development of these websites:

In the premise of not deviating from the Community model, the portal and E-commerce transformation.

This is 2009, the local portal operation theory biggest progress!

First, the history of local websites: Grassroots, popular, regional industry

The most important form of local site is the community, but also BBS, such a historical law intriguing. Investigating its origin, we see the law is: people-oriented is the core idea of web2.0.

The local websites of the telecommunications department and Local government department that flourished in the early years have survived and formed few advantages. Survived almost exactly the same as the grassroots web site. So far, more than half of the well-known annual income of local sites, more than tens of thousands of grassroots. The main reasons for this process are:

· BBS is a cheap product. Grassroots can't afford the door, so had to start from the BBS.

• In the difficult environment, grassroots webmaster in order to survive, pay more attention to the needs and feelings of users.

web2.0 is the product of the grassroots attribute, must be close to the public to have vitality.

The history of local site growth has allowed us to understand many of the Internet's rules:

1. People's livelihood is the first topic of Internet. The local website has two types of topics: People's livelihood and the voice of the people. People's livelihood is the common life of every aspect, is the daily necessities, the people sound is the folk woe and joys and sorrows. Voice of the people can bring popularity, but can not solve the site's survival source. And people's livelihood not only solves the Netizen's necessities of life, but also brings the survival and development power to the website. Therefore, the most important topic of the local portals that we see at present is people's livelihood. There are no more than 20 major trades in the industries involved, such as the basic necessities of the community.

2, participation and interaction generated popularity. The industry recognizes that popularity is a source of value in the Web2.0 field. Popularity is not a simple PV and IP, popularity is participation, user habits, user loyalty, user viscosity, user precision. Popularity comes from valuable service content, from constant interactive motivation.

3, the industry determines the network model. The main industries of local portals are characterized by localization and customization. This kind of characteristic determines the buyer needs to obtain the information before the purchase, asks the others to share the purchase feeling, thus the judgment. The web2.0 way is suitable for such occasions, Interaction provides the convenience of communication, more and more real users improve the credibility. It can be understood why the field succeeds in web2.0 rather than web1.0.

4, business is the biggest power of network development. The first BBS is like today's SNS and micro-blog, the main topic is not business. The development of local portals confirms that interest and enthusiasm cannot support the development of the network community, and that the commercialization of some of the past aversion has become a web2.0 medicine. Business production Professional, professional maintenance development. For example, the West Shrine Hutong, now in the West Shrine Hutong Business Edition accounted for the absolute proportion of thousands of business Network customer service has become a continuing and long-term source of popularity.

Second, the Portal: Professional, the visual

We see that the gateway route of some local portals represented by the Dragon Lane has achieved commercial success. We see the importance of portals in real estate, mainly in new homes, and in a number of areas such as parenting. However, we need to ponder: What is the portal?

1, the portal is a synonym for media. In the area of local portals, the portal is equivalent to the media. We often hear the words "do the media". In fact, the media is web1.0 things, and traditional media looks very similar to one-way, lack of interaction. Some it people who play in the community tend to prefer the version number to the good and the bad: we play 2.0, and the media is just 1.0. However, do not overlook that portal has the advantages of aggregation, classification, formal, suitable for the information not used to fragmentation of the Internet users. Can understand so, web1.0 is one person says, web2.0 is two person dialogue. Never available version judged good or bad, different! Suitable for different occasions and industries.

2, the media to create professional degrees. Media, is the artificial processing of information, not user-created content (UGC). Artificial processing, that is, information filtering. If it is a good network editing process, the quality of information will improve. From the general law, the professional editor of the information processing, natural major. In the vertical field, such advantages are more pronounced. For example, the real estate sector, the user attaches great importance to information segmentation, value the accuracy of information, which requires editors must be very professional. This is a reasonable requirement for the largest purchase decision of the average person.

3, the specialized content operation produces the network accurate marketing. From the nature of the Internet, the professional content is to filter the precise requirements of the means, if the interaction, but also to achieve more accurate filtration and improve conversion rate-this is a major advantage of the Internet. Therefore, the portal and then specialization, the root cause is the customer needs precision marketing approach.

4, customers more easily accept professional services. From the marketing theory, professional advertisers need precision marketing, demanding accurate delivery. Therefore, the official, professional portal can impress advertisers. And many popular lack of portal expression of the site, often holding the BRICS begging to eat. The reality is that our customers do not know PV, they are familiar with their industry, the Internet understanding is still shallow. Customer demand first, to make money, have to cater to customers, the reason for the portal is here.

Third, E-commerce: services, income, small and medium-sized enterprises

Community E-commerce is a very hot noun, saying that many people, the success of a few cases. Called community E-commerce, in fact, the community and E-commerce is not the same thing, the implementation of E-commerce practices and communities are very different. E-commerce growth conditions, either money, or time. The community is just the runway of e-commerce, not the only source of E-commerce. We see many e-commerce platforms that have gone straight to business topics to collapse. The common denominator of e-commerce and community is: good Internet products are operated (Zhou Cloud). The industry's lessons are summed up: Community E-commerce is not easy!

1, Service value: Reduce the purchase cost. E-commerce reduces the purchase cost from two levels: one is to reduce the middle link of sales, reduce the cost of sales; the second is to facilitate the buyers to compare, choose, reduce the purchase time, energy and other costs.

2. Service generates channel value. E-commerce aggregates demand through services, thus generating channel value. and community E-commerce, easy to have a misunderstanding, that is the community to become the only community E-commerce channel.

3, improve the revenue of the site means. Once told a lot of people, let a person post collect money difficult, let people open shop to collect money easy. In fact, in a large number of merchants, small and medium-sized enterprises as the main body of several industries, E-commerce is a very reasonable solution.

4, small and medium enterprises Network marketing solutions. Small and medium-sized enterprises cannot afford to buy websites that have become portals, and cannot afford the official activities of websites that are too frequent. The way of electronic shops gives these enterprises a way of combining with local portal websites.

Back to the nature of the Internet to think again. The local website that exists in the web2.0 way tells us the following experience:

• Service Generation Value

• Professional increase in profitability

• Commercialization is the foundation of specialization

• Interaction generates popularity

Rethinking the channel value of the Internet: The network is the product channel, the brand channel, the demand channel, the media solves the brand dissemination, the electronic commerce solves the product sale, the web2.0 community solves the demand interaction simultaneously has the brand dissemination value. Platform-type local portals, is a substitute for the real society, is a large store, is a newspaper, but also a public opinion spread of the square! (Text/Dream Qinhuai)