Recently, the domestic big data service provider "associated with meta-letter network data" published "Vertical website transformation and value Assessment study" report. According to the new stage of website development, the paper abandons the traditional website value evaluation system, which is the core index of browsing volume, visiting user, length of visit and so on, and proposes the new standard of vertical website value evaluation for the first time, including the number of accurate users, the number of conversion users and the number of users. The introduction of new standards in line with the development of the site to a more advanced stage of the new situation, more scientific and reasonable.
In the report, automobile website Easy car and travel website Ctrip, real estate website search house together, by the Association Yuan Letter quoted as the new standard website value model. According to the three indicators of the new standard, the precise number of users in the automotive website, that is, the number of subscribers, the number of users, and the number of sales leads are the traditional strengths of easy cars. In terms of the number of trading users, the current car e-commerce layout, it is also notch above. However, whether the car can eventually become the most valuable car vertical site, I think there are still three areas to be overcome urgently.
Follow-up stickiness for precision users
According to the vertical website transformation and value assessment study, accurate user count refers to "the number of users who take a service or transaction-related operation", which reflects the advertising service capability of a website. For the automobile website, accurate user is inquires the car quotation or consults the dealer, has the initial purchase intention the user. According to the data from the information, the car site, easy-to-car accurate price coverage has been in the first 5 consecutive quarters of the car site, the advantage of this indicator is more obvious.
But at the same time need to see how to obtain a large number of accurate users, how to stick them before the transaction on the site and ultimately converted into a trading user, especially after the five-year consumption cycle of the transaction, how to stick it on the site, enjoy more follow-up services provided by the site, The subsequent stickiness of precise users is particularly important for the ultimate value of vertical sites.
The forum is the traditional strength of Autohome's competitor, and the forum is undoubtedly very important to the stickiness of a website. Therefore, although the vehicle has a clear advantage in the number of accurate users, however, how to improve the activity of their own forums, or through other products and services, in the average car users 5 years to choose Cars, buy cars, cars, change the consumption cycle to achieve the customer service "closed-loop", in each node sticky users, so as to improve the precision user's , is the easy car to become the most valuable sites need to solve the problem.
Precision Marketing and diversified services
The number of conversion users for the car site, refers to the site to the specific dealer left contact, Express clear intention to buy the number of users, it reflects the site for the dealer to bring the number of sales leads, that is, the size of the site collection of customer service capabilities. According to the easy Car financial reports: 2013 year-round easy car for the national dealer partners to provide more than 35 million sales leads, 2014 Q2, easy to provide sales lead number reached 14 million. Sales leads are the traditional strengths of the easy car that the dealer started, and also the position that the easy car always attaches great importance to and sticks to.
What needs to be seen, however, is whether the number of leads can ultimately be translated into the value of the site, and whether it can serve more resellers, whether they can match and diversify the different needs of the dealer. At present, the car has already covered 95% of the country's dealers, in the number of dealers accounted for an absolute advantage. However, for easy cars, when the number of dealers has reached the marginal benefits, the first thing to solve is how to provide dealers more such as to store activities, group purchase and other based on the sales lead conversion services, so as to improve the revenue from the dealer, to solve how to carry out accurate marketing, to bring higher certainty of business opportunities, In order to provide dealers with higher quality services. At present, there have been a car website in these areas to try, but did not form a system and scale.
the success or failure of Auto e-commerce
For the automobile website, the trader is the user who pays the deposit or the whole money on the website, carries on the purchase transaction behavior, this indicator is used to measure the car website to provide the transaction service ability. The number of trading users is closely related to the recent market hot car e-commerce. Based on the huge energy of the automobile e-commerce, the competition of the number of trading users is not only related to the value of the automobile website, but also to the future change of the automobile industry.
At present, the e-commerce layout, the easy car covered from the mode of "easy Cherter sell", C2B reverse-drive dealer model "Hui buy car" to the business-to-business model docking manufacturers "Easy Car Mall", relatively more perfect, more thorough layout.
On the whole, however, the sales of e-commerce are still in the stage of consumption formation and pattern accumulation, and it still takes some time to get from the real e-commerce, or it needs a long period of transformation. The real success of the automobile e-commerce is inseparable from the co-promotion, active cooperation and resources investment of automobile manufacturers, automobile dealers and automobile websites. Around the essence of e-commerce, the three parties to jointly promote the existing car distribution system change, can truly usher in the era of e-commerce. As a result, although the easy-car layout is more mature and intelligent, but which car website can get the final victory of the automobile e-commerce, still has to be verified.
To sum up, by virtue of the precise number of users, the number of conversion users, the number of trading users and other advantages, the current vehicle in the automotive site value in the dominant position. But whether the car will ultimately become the most valuable car site depends on its record of precision user stickiness, precision marketing and diversified services, as well as automotive e-commerce. Only in these three aspects of the final leadership, easy car can eventually become the most valuable car vertical site. (Wen/Wangyi see qq:543415188)
Become the most valuable car site, easy car also almost what
