Website operations: Manufacturing scarcity

Website Operation P4P Mode, in today's Internet advertising mode, is one of the mainstream. The so-called P4P, is pay for performance, that is, pay by effect. Include Pay-per-click, or, to the extreme, pay for the actual purchase behavior (also registered).

This is a celebration of the end of the "I know wasted 50% advertising costs, but do not know where the waste" advertising model. As an advertiser, every advertising fee generates more or less revenue. Perhaps a PV, perhaps a more than a registered user, the best case is, and a more buyers.

But this model, but forget the "media" value, forget the value of the display. Especially for some small and medium websites. Giants such as AdSense, on the one hand, accumulated a large number of unable to complete 100 of dollars to give up the site of the sporadic money, on the other hand, by delaying payment to earn a large amount of capital opportunities. So, I think, p4p mode, for advertising platform, is unfair. is an overkill to the famous advertising industry.

But this injustice does not end because it cannot win three. Too many sites will be put to work for the AdSense industry to go. As long as there is enough advertising platform, the launch is not very concerned about whether it is a site or b site. But for the site itself, it is not always a comfortable thing to be a stepping stone for others.

P4P mode, the example is: Ctrip.

In such as home before the introduction, Ctrip is an empty shell. The plane was not made by it, and the hotel was not operated by it. It is simply to put these products through Ctrip this network platform to sell out. In this sense, it is no different from "Wal-Mart".

But interestingly enough, the question is why Wal-Mart is still an "advertiser" (Wal-Mart does produce things, such as a chicken leg). But this is the part that can be neglected in the Wal-Mart revenue system, and Ctrip, then one foot into the industrial operation: such as home.

Ctrip's flow is enormous, according to Alexa rankings estimates, it in more than 500. That is, the independent IP it accesses every day is around 400,000 people. It's a huge attention, and it's scarce. But Ctrip's model is essentially the same as P4P's. If all the users are just checking the flight schedule, it's not a penny. It requires the user to place an order, and only if the order is made, will it make money from the "advertiser" (hotel or airline).

If a special look at the ticket system, you can find that Ctrip's ticket is not cheap. At least, in Shanghai, a ticket to Shenzhen can be a number of ticket agents to get a lower price than Ctrip. Ctrip's target group is the so-called business people who can claim air tickets. The latter, because of the integration of their own, also happy to pay a little more money.

But in any case, Ctrip involved in industry, can tell us a signal to the day 400,000 independent IP access to deal with P4P mode, the former value is obviously underestimated. That's why I have some complaints about pay-per-view online advertising. Here, the show, is neglected. But business is business and there is nothing reasonable or unreasonable about it. So

The next key question is: what else can you do with the traffic? Or, this scarcity, is P4P underestimated.

From another point of view, really play P4P mode media platform, in fact, does not exist. ebay (or Taobao) is a buyer and seller (The important thing is: they are weak, weak to the point that the platform can not be completed to the extent of business) to gather its tap site. While Amazon (or when) is a P4P-mode site, don't forget that they are all books! Especially in the country, when, or excellence, is to sell books for people to know.

Books are another kind of media product characterized by: marginal income curve upward. As a lot of products, books, is alternative. So, it's not enough to show that the P4P model can nourish a platform.

I have every reason to believe that, although I have never seen the public report: Ctrip is analyzing 400,000 of independent IP data. And, I think, after the consumption behavior habits analysis, Ctrip came to an important conclusion: the hotel chain has a promising future.

In fact, Ctrip is also a SNS, a tourism theme of SNS. It does not produce content, but it produces "behavior". The latter, more important than the former. Ctrip benefits from data mining and analysis, such as home, turned out to be born.

It is also one of the rarest values: behavioral analysis. There is enough flow to form an effective analysis.