Vertical Web site into the 3.0 era who will face the challenge?

Vertical Web site Gradually show the advantages of covering the industrial chain, integrated portal face challenges.

"Diamond Bird" is one of the earliest professional jewelry brands engaged in network diamond sales, last month, the Diamond Bird won the 3rd round of financing, and the financing amount is not less than the last 100 million yuan figure.

A vertical E-commerce site is favored by capital, sparking the industry's exclamation: This may become the next E-commerce myth. It is alleged that the diamond birds are planning to go public.

Not only the diamond birds, more and more vertical e-commerce sites, vertical video sites began to attract capital attention. For these changes, Sheng Media CEO Qingeo quite a bit clear, "vertical web site has entered the 3.0 era, E-commerce, mobile internet, social networking, vertical site opportunities and more." ”

Vertical: covering the industrial chain

Not long ago, focus on domestic business of the HC Network CEO Guo has said, with the wisdom of the network's growing and growing, the future is interested in acquiring some vertical industry portals, the next step, HC will implement three strategies-focus on domestic trade, focus on vertical industries, and will be from the Business-to-business information services to the full link.

In the business-to-business industry known as "South Ali North Hui Cong," said Hui Cong more is to do domestic trade. In explaining why wisdom to buy vertical industry portal, Guo mentioned, relative to Alibaba wide, Hui Cong to do on a wide basis to do "deep."

More than that, professional vertical e-commerce is also being welcomed by users. According to Iris data show, comprehensive analysis of the first 15 e-commerce sites in the domestic trading situation, December 2010 Taobao, Jingdong Mall and other giants total market share accounted for the total business of the industry 70.7%, vertical category of business with nearly 30% of the share of the giant camp to form a press situation, And the gap between vertical and integrated giants is accelerating.

"Vertical web site deep into a certain industry, can cover the entire industrial chain, this advantage is very obvious." "Qin to 2007 joined the" Auto "website as president, the vertical portal is very understanding, he said:" The automotive industry chain complex, including manufacturers, suppliers, distributors and service market, not for a few years, want to cover all aspects difficult. " ”

According to Morgan Stanley, vertical networks occupy a dominant media position in the areas of digital, aerospace, tourism, automobiles, real estate and other public consumption. Most of the industry chain in the field of consumption is more complex, and the all-inclusive portal site, which is dominated by news and entertainment, does not occupy an advantage in covering these industrial chains.

According to IDG survey, 75% of the respondents said that the most rely on professional and technical network to obtain technical information, technology trends, technical news, technical reviews 85% of respondents said that technology sites are the most valuable and important channel for them to obtain technical information, followed by search, and 75% of respondents think that the information provided by the technology website The credibility of the strongest. The report concludes that professional and technical websites can best attract audiences.

Vertical websites are associated with the Internet, more than 10 years of development, Qingeo that, from the content of the site and product form, can be divided into three times: 2000 to 2005, is China's vertical network of "1.0 times", focusing on industry information and industry reviews; 2005 to 2010, yes. 2.0 times ", each vertical website will be the database, product information as the focus of content, began to focus on the user to buy products services; From 2010 onwards, vertical web site into the" 3.0 times. "

Integrated: one-stop shopping

In fact, not just vertical web site into the 3.0 era, the entire Internet industry has entered a new stage of development.

"3.0 times is characterized by personalized, interactive and in-depth application services," Qingeo that, for the site, must be completely on the user's point of view, to provide the entire one-stop service, mobile terminal access, providing in-depth application services, with the consumer docking, social networks widely used.

E-commerce is the hottest point of the internet, diamond bird such a vertical E-commerce site also because of the rise of domestic industry, ushered in a new business opportunities. According to statistics, China's 2010-year network shopping specifications reached 450 billion yuan, an increase of 100% per cent in 2009, and access to e-commerce sites as high as 350 million, accounting for the number of users of 87.2%, this growth rate has greatly exceeded the speed of Internet users.

But how does a vertical Web site transform itself into one-stop e-commerce? What is a one-stop service? Qingeo's view is how to choose a product, where to buy, where there is promotions and the price of localized information. In the entire process from the selection to buy, to help users provide the full range of information services. That is, for users in the selection, purchase, application integration needs, vertical Web site to do one-stop service.

And this is the advantage of vertical web site, such as Auto website, the user will be the process of car purchase before, car and car after three different stages, according to each stage of the different needs of both the user value and enterprise marketing value docking.

In fact, the vertical site is a root, which can grow on the root of the tree, E-commerce, buy, SNS can grow out. As to whether to bear the desired fruit, it must be seen that the root is not deep.

However, Qingeo's view of one-stop shopping is not limited to that. "Users come to the service to buy a car, but at the same time he is interested in it products, even for medical information, products also need." ”

"If several 3.0 of vertical sites are bundled together, isn't that a comprehensive portal?" but it's different from any of the existing integrated portals. Qin winked and continued, "Because this is also the user's demand." ”

To be integrated or vertical?

China's Internet development today, the user's demand has begun to become "greedy", both comprehensive and professional. In the Internet 3.0 times, the user's needs have also been upgraded to 3.0.

"From the point of view of the user" as the most basic position, to "meet the needs of users" as the work goal, through an objective, comprehensive, informative information to help users. "Only the service good user, can truly obtain the media influence, thus provides the best marketing service for the related profession." When asked about the development plan of the Sheng Media, Qingeo said the most is the user.

The veteran vertical website IT168 is famous for its "full coverage", "professional knowledge" and "Deep Application", and it is very well-known in IT industry. Bubble is also so, focus on white-collar and fashion crowd, consumer electronics and fashion as the main business. The car 168 and auto are likewise well-known also in the automobile industry.

This is the four vertical web sites, in the relevant field has a relatively high industry status, but also the Chinese consumer vertical web site leader, but in 2008 by the Australian Telecom injection, integrated into the "O Letter Media" group, and in the summer of 2010 renamed as Sheng Media.

Because vertical website development is not easy, that year, by IT168, bubble, car 168 and auto combine into the media group, give a person's first impression is "hold regiment to keep warm". Despite the overall change in the IT industry, the two years IT168 has not been as hot as it was in 2007 years, but IT168 itself is not too much of a hindrance. and auto, car 168 in the field is the two years of consumption hotspots.

Integrated portal, vertical site, has always been good at, a comprehensive, a professional, the Internet from the initial information services to today, is to more in-depth application development, portal sites and vertical sites in various fields have formed two distinct, mutually irreplaceable Internet service model.

"Portals have long been diversified, vertical web site is also impossible to single, vertical site collection is conducive to common development," business observer, internet veteran Shizhi reporter said, comprehensive portal to vertical, depth is a road, vertical web site to comprehensive development, and then derived back, is also a way, " But it's not a life-and-death, no substitute. "More importantly," the model is not particularly important, and the key is how it can be implemented. This is a big challenge for vertical websites. ”

E-commerce, social network, mobile, all let vertical site ushered in a new development opportunities, new opportunities have aroused the concern of the capital market. Sheng media ambitions are even greater, but how to achieve them is more interesting.