265 Internet Navigation CEO Mr. Cai: Focus on Non-mainstream crowd

Mainstream

"Mainstream" means big group, big market, big expectation, but also mean low profit, big competition, big risk. Therefore, the "Non-mainstream" is becoming more and more positioning and management mode.
Unlike the general IT business leadership approach, 265 network Technology (Beijing) Co., Ltd. CEO Cai Wen Victory is always a bit "non-mainstream": for any visitors, whether it is to talk about cooperation, or apply, he always likes to soak up the unique kungfu tea in Fujian, while chatting with it, and claimed to be free to smoke in his office.

More interestingly, "Non-mainstream" Mr. Cai is leading a "non-mainstream" portal--free from Sina, Sohu and other mainstream portals outside the personal Internet navigation Portal, to explore a set of "Non-mainstream" of the profit model, so that Cai Wen to step one step on the it's "mainstream circle."

Non-mainstream population

A mention of personal portal navigation station 265.com, there must be a lot of people dismissive, think such a simple site navigation station is unlikely to have any market. The industry has even exaggerated the view that: like 265.com such a site, almost a few minutes can be replicated, there is no technical content.

"But all doubt does not negate the market value of 265.com." Mr. Cai stressed that.

"There are 1.3 billion people in China, of which only 130 million of them account for 10% of the total population." There are fewer mainstream internet people. By contrast, more than 90% people do not have access to the Internet, many of them because they do not understand the Internet. These are the people I focus on. Mr. Cai to "contemporary manager" reporter explained, "and login 265, this part of the crowd just click the mouse, you can enter the site you want to go to find relevant information. ”

Cai describes the location of the object is many years ago himself.

1999, influenced by the global it boom, Mr. Cai, who has been in the traditional trade field, has been involved in the tide of frying the network stocks, and has configured a high-performance notebook computer to view the stock market.

With the deepening of the understanding of the Internet, he gradually discovered the internet and became obsessed with the Internet.

But Mr. Cai as authentic Fujian people, not speak Mandarin, Hanyu Pinyin is not familiar with, therefore, typing has become his biggest obstacle. To this end, he spent two years to make up a lesson.

Out of the need for easy access to the Internet, Mr. Cai later put some of their favorite Web site to make a special page, hung on the internet, and set up to become their own computer home page.

Coincidentally, a friend of Cai Wen's was complaining that his father was too old to speak English and that it was very troublesome and laborious to teach him to surf the internet. Without hesitation, Mr. Cai to the friend who had made the Web page very soon. A few days later, the feedback was very exciting, with the help of his website navigation page, the friend's father has been able to easily find the information they need on the Internet.

The encounter of oneself and friends, let Mr. Cai realize: In China, not familiar with the Internet, there are many people. "Most people over the age of 40 are part of this category. Just about all the Web sites and technology applications are focused on the Internet mainstream people, such a large group ignored. ”

As a result, the personal computer Internet navigation Station 265 officially opened.

"I founded the 265 goal is to let people who do not know the Internet to learn the Internet, so that people can not type to the Internet, so that people's Internet life has become more and more simple." "Mr. Cai said.

Concise page, a full range of URLs, so that 265.com online after the rapid increase in traffic. Open the shop that day to get 50,000 clicks per day, today, 265.com clicks on average more than 5 million times a day.

Domain name investment can be said to be Cai Wen wins the first stop in the IT field, each year millions of yuan of domain name investment benefit makes Cai Wen win one of China's most famous domain name investors, and in 2004 by the Association of Lenovo Group of Fm365.com and one night famous.

"However, the most important thing is that 265.com is very convenient and concise, so that its Internet users rely on Word-of-mouth spread very quickly." "Mr. Cai stressed.

The rapid growth of 265.com enabled it to gain a tens of millions of dollar investment in IDG, the world's largest venture capitalist, a year later.

This experience let Cai Wen win to today are very proud: "IDG to invest in me, I am only one by one people who have not submitted a business plan." ”

Non-mainstream mode

Just created 265, just a full personal website. However, after accepting the investment of IDG, the search for a strong profit model is placed in front of Cai Wen victory.

According to the general logic, after a certain degree of visibility and clicks, to the Integrated portal site transformation, and through advertising to obtain revenue has become almost a trend. For example, Sina is from the previous single sports forum platform to develop.

However, Cai Wen is very clear, in the Integrated portal site tripod and the overall situation has been set, 265.com want to re-enter the integrated portal site, the probability of success is almost zero.

Moreover, Mr. Cai that the reason why the 265 was hot to meet the needs of the Non-mainstream users of the Internet: concise page, so that some users can quickly and effectively find the site they need. To keep the 265.com traffic and visibility, you must maintain a fair attitude, selected by the editor of the site are all the mainstream sites in various fields.

In his view, it is short-sighted and undesirable to add too much advertising on the page, and even the way customers recommend their site by "sponsorship" or "recommendation gold" in order to 265.com.

However, in the collection site, Mr. Cai found that in addition to news, mailboxes, search and other basic network services provided by the portal, including reading, forums, jokes, software downloads and other deep-seated services are almost all by a number of more professional personal sites to provide. "More often than not, we are dealing with a personal website."

Moreover, Mr. Cai found that, with the popularization of the network, as a comprehensive portal Sina, Sohu and other sites on the advertising costs are also rising, each click Amount reached 20 Yuan. As a result of Sina's huge clicks, it is difficult for ordinary companies to advertise on these portals.

However, in any case, the enterprise to do promotion, advertising affirmation is essential to pull the momentum. such as in the CCTV can not afford to advertise the enterprise, may choose in the cheaper provincial television station, even is the city level television station advertisement, many enterprises certainly also wants to look for the network low cost advertisement an export, but those personal website is a very good export. "Mr. Cai to the contemporary manager," said.

So, "determined to do the network in the city-level TV advertising platform," the "personal website Advertising Alliance" on this issue. Collection of many small and medium-sized personal sites and 265 of the strength of the brand and influence, to attract those who want low-cost, more emphasis on the effectiveness of advertising advertising business. 265 and then put the ads into the league of the relevant sites, itself earn 10% of the difference.

and small and medium-sized sites are willing to cooperate with 265, on the one hand because each isolated site is weak, lack of sufficient credit and flow, it is unlikely that through advertising to obtain income. Second, 265 can give small sites not only income, but also growth-with the growth of small web site traffic, 265 will be included in this small site, so that its flow has been further increased, and income to form a virtuous circle.