58 Long Way to the city

Absrtact: 58 with the city to the United States listing news, instant become the focus of media attention, but unfortunately, it is not the hope for the 58 listing, but the sound of the questioning. The media spotlight clearly shows the status of the 58 city and the

58 with the city to the United States listing news, the instant become the focus of media attention, but unfortunately the following is not on the 58 listing of the ardent expectations, but the voice of the questioning. The media spotlight clearly presents the status of the 58 city and the whole classified information industry, and 58 made strategic adjustments to the IPO, which may allow the classified information industry to return to healthy market competition.

The search situation embodies the state of the industry a few variable burn money era end

Not long ago, 58 of the same city to enter the Chinese netizens search the most number of keywords before the 10, which is listed as a 58 hit a shot of tonic. Since the mention of search rankings, you have to look at the Baidu index, compared to see 58 of the same city, net and Bai the past two years of Baidu Index, there will be interesting discoveries.

From the change of Baidu Index can draw several conclusions: first, in the 2011 market and 58 of the big ads to make the two people's attention to soar, opened up with the gap between the network; second, the classification of information industry began in 2011, the user's attention has been significantly improved, and then the overall situation is more stable, There is no further significant improvement; third, the classification of information sites in February and July are two peaks each year, because after the Spring festival in February and the graduation quarter of July is usually the peak of the life of netizens, these two period of job hunting, rental and other market demand is very large; four, starting in April 2012, 58 with the city completely beyond net to become the most concerned about the classification of information sites, and the same Baidu index trend shows that 58 with the city and net has been closely linked with the netizens.

The final conclusion is that after more than two years of advertising bombing, the classified information market has matured, the internet has been the end of the dividend period, user awareness has been basically formed, the existing market has become saturated, the industry rankings began to stabilize, which means that the classified information industry has ended the era of burning money. In addition, according to the 58 prospectus in the city, its current monthly independent users of 130 million, and the total number of netizens in the country is only 591 million, meaning that 5 netizens in 1 will be in one months to log in at least once 58 of the same city, which is not too strong just need classified information site, has been basically regarded as the limit.

Flow does not mean everything from extensive expansion to refinement of the operation of the march

Advertising can only guide the demand, can not generate demand, even if the ads will bring considerable traffic, but no real income, can not bring transformation, no amount of traffic also has no real value. Domestic Internet industry is the most pathetic is the flow of the hero, it seems that traffic has become the only measure of enterprise standards, who is the largest flow of the industry first. In particular, classified information sites, because they are information aggregation of the site, traffic represents the amount of output, so the past two years for the industry's first total disregard of their own business situation, crazy advertising.

Now, standing at the listing gate, 58 of the city tried to make a change. 58 per cent of the prospectus shows that it has achieved a net profit of $285,000 in the first half of the year, with an analysis that it is 58 by reducing advertising spending to achieve a symbolic profit that is ready for listing. This can be said, but from another perspective, 58 to reduce the choice of advertising is sensible, three years since 2010, the 58 advertising expenditure of 8.23 million U.S. dollars, 68.51 million U.S. dollars, 25.06 million U.S. dollars, 2011 years of advertising spending the most, but to promote the site has a substantial effect. Combined with Baidu index data, in 2012 years of significant reduction in advertising spending, 58 of the user's focus on the rise, to this year although a slight decline in attention, but still maintain the 2011 peak period level. Conclusion and the same as the previous article, the classification information market has matured, the era of burning money has passed, 58 need to solve is how to find a stable and sustainable profit model between the purchase of advertising and selling advertising.

On the issue of human expenditure, according to the prospectus, 58 of the city in the past three years of the team has been maintained in more than 5000 people, of which the 2013 sales team is 3780 people, is the peer of more than 5 times times. The past two years is a classified information site of the Golden Age, a large number of advertising needs with the line under a large number of push sales, advertising is to attract users, and the merchant part of the need to sell to complete.

A large number of sales have been good results, the current 58 of the city's active merchant Volume 4 million, the number of paid merchant members from 2010 to 2012 respectively 17,000, 86,000 and 187,000, 2013 first half of the data reached about 300,000. Prospectus data also shows that the first half of this year 58 of the membership fee revenue of 35.46 million U.S. dollars, then can be calculated initially, the average sales of 80 merchants, the average monthly contribution of each chamber of commerce membership fee of 120 yuan, so each sales of monthly performance is about 9600 yuan. 58 after the listing of people's effectiveness there is further room to rise, which requires a scientific and reasonable sales evaluation mechanism.

The internet is changing, moving, landing, and three or four-line cities are new choices

The internet industry is still changing, now the mobile internet has become a trend, and for classified information sites, geographical restrictions are particularly strong, this and mobile end of the localization of the use of features very well, for the classification of information on the mobile end will determine the future life and death. The prospectus shows that 58 of the city from the mobile end of traffic has accounted for the total station traffic close to 40%, and in the O2O wave, the mobile end will inevitably become the core of the classification information industry, how to use the mobile end to achieve O2O development is an urgent problem to be solved.

The concept of O2O gradually mature and perfect, prompting large and small Internet enterprises together to develop under the line, have launched their own O2O strategy, classification information site also needs a clear and clear O2O model. In the age of PC Internet, classified information Web site is offline entity Business Network Information publishing aggregation platform, but in the O2O era, the classification information site needs to enrich its own service capabilities, should be extended to the ground, can not still simply as the information release aggregation platform exists, such as 58 can implement offline certification system, Trading system and evaluation system. Certification system can be issued to the merchant member certification signs, let the merchant posted in the storefront conspicuous position, can increase 58 line of exposure, play the effect of advertising, and the user can through the 58 identification card inquiries to understand the specific situation of the merchant, so that froing can be 58, merchants, users tightly tied together. Of course, we should also cooperate with the trading system, evaluation system and other ancillary services.

In addition, the classification of information sites gathered mainly in real estate, second-hand, recruitment, automobiles, home decoration, wedding and other urban business information, so the development of classified information and economic situation has a direct link between the city's economic situation, the better the demand for classified information sites. With the popularization of the Internet and the further development of the economy, the time for the rapid infiltration of classified information websites to the three or four-line cities has been basically ripe.

Conclusion

From the market point of view, the industry has matured; 58 further improvement is needed; From the perspective of industry development, 58 will face the new challenges brought by industry change, and from the business competition, the classification information web site is too large, the breakdown of competitors is very strong, and 58 also need to improve their strength. Now, the classified information market into the second stage, and 58 still have a long way to go, the new round of market competition on the brand image, capital strength, operating conditions have a high demand, card in the industry changes in the time point of listing on the 58 is very critical.