58 The light and heavy of the same city

Do you know what's in common between the new hit movie "post-period" and "Little age 3"? Don't tell me the director is a man.

In fact, it seems that "fire and Fire" Han and Guo, the film director of the joint acceptance of 58 of the city's advertising implant. According to the 58 city brand and public relations director Chen Jianning revealed that the film ads implanted price is not expensive. Film implantation is only part of its advertising, and more memorable is Yang's "a magical website" ad.

Moreover, 58 ads in the same city is a continuous rather than staged behavior, such as "after the period" such ads are in the film preparation long before the start of the talk. According to people familiar with the situation, 58 of the city's advertising to catch up with the rapid elimination of the level of products.

Massive advertising investment behind is 58 the city will long stay in the media mode of the status quo. July 24, the author with Sohu it since the Media Observer Group to visit 58 together with the city, "explore" 58 with the city headquarters, trying to uncover the "magic" of the site through the media model to get what, and how to meet the more sexy trading model and large data era?

Light Mode heavy Investment

58 same city but "division from" American Classified information website cragilist. On the surface, the Cragilist site and the domestic classification information site is no different, there is no picture, only a simple information level list. However, according to the disclosure of public information, cragilist only more than 30 employees, half responsible for the development of the Web site, half responsible for answering the phone to deal with the business. Advertising? How could it be that the delivered business is still busy.

But 58 with the city but out and "teacher" is not the same way, the deviation appears in where?

First of all, nature is the national conditions, foreign business model of protection, there will not be a model on the swarmed. Therefore, the domestic frequent hundred, thousands of internet killing scenes, cragilist nature does not need to experience. And 58 in the city before the listing, and its arch rival net has been in a life-and-death, advertising is the two sides grab the important guns.

followed by the industry attribute, light mode is bound to be accompanied by focus on investment. Compared with other life service Internet companies such as public comments and the United States, 58 of the information provided by the city can not provide more advantages from product services. Public comments can sign a more favorable package, the package itself is publicity, can attract users to buy participation. But the city of 58 cannot say that its second-hand listings are cheaper or that their hiring resumes are more authentic.

In addition, catering, leisure and entertainment consumption belongs to high-frequency words, low consumption. Users can open a look at the information every day to confirm that there is no need for their own. But recruiting, renting, buying used car, house This behavior is very low-frequency times, and no target crowd point.

Frankly speaking, the classified Information Service website is a "small advertisement" collection body, in the product, the service highly convergent state, puts on the advertisement is becomes the necessary choice which places.

Because of "all-inclusive" information aggregation characteristics, even put ads into a difficult problem. Can not use a sentence to explain the site properties, 58 with the city with "magic" a word to summarize, and net is more direct "everything has."

Aggregate Long Tail

After large-scale advertising, 58 of the city gathered a large number of long tail users. 58 City Q1 Earnings show that its monthly independent users have more than 200 million, active users more than 30 million. There are more than 50% users from the mobile end.

And according to 58 with the city CEO Yiu Jingbo introduced, 58 with the city has 27 direct city, more than 180 agencies, information coverage of more than 380 cities, including more than 5 million local life small micro merchant information, of which nearly 500,000 paid members.

In other words, the 58 city can now say that information aggregation has gone to the extreme. According to Yiu Jingbo, 58 of the city's goal is to connect people and people. That is, a person who wants to move, through 58 with the city, find can help him move the person.

Of course, in addition to decoration, moving, nanny, cleaning and other life services information collection Outdoor, 58 with the city's current focus on the business is to recruit, rent, second-hand housing, used cars. It can be said that 58 of the city although the provision of low-frequency information, but its coverage is very broad, involving all aspects of life services.

More specifically, its recruitment services are mainly for chefs, waiters and other "blue-collar" class, employers are distributed in the streets of the local life service industry. and its rental, second-hand housing, second-hand car business, the main service in the industry intermediary, through the mass of information aggregation into a "intermediary intermediary", the first solution to the information level "There is no" problem.

The result of "long tail effect" is obvious, according to the 58 city Q1 earnings Show, 58 of the city paid membership has more than 440,000, year-on-year growth of 85%, membership fee income reached 27.5 million U.S. dollars. Online promotion revenue in the 1 quarter to achieve revenue of 20.5 million U.S. dollars, compared with the 2013 period of 146.8% growth, rapid growth.

After accepting Tencent's strategy, 58 shares in the city rose further, from 17 U.S. dollars in the IPO period to 52 U.S. dollars, and 58 to the city's market capitalisation of more than 4 billion dollars.

The weight of the future

58 with the city CEO Yiu Jingbo a sentence can explain 58 with the city slightly entangled in the status quo: "Now will continue to do the real things, but we are also looking for more ' sexy ' way." ”

In other words, 58 city If continue in the media mode to go on, service good "long tail user". Can achieve good revenue, because China's domestic service market is large enough to maintain a sufficient incremental market effect for a certain period of time.

But if the trading model cannot be matched, then the "sexy" model of big data and Internet finance will continue to be weighed down.

58 with the city recruitment product director Wang Yi, real estate product director Cherlin mentioned large data, in view of mobile end information display restrictions, 58 with the city has to do the app end data integration, hope that through data modeling to improve the information publishers and receivers of efficiency, to enhance the user experience.

58 with the city set up a Xiaohua-led innovation and investment sector. On the one hand, try some innovative products that can be combined with existing business, such as Internet finance mentioned some time ago, on the other hand, we will find some venture companies that can carry on the resource integration and share in the local life field. Earlier, Yiu Jingbo also announced that the next 3-5 years to invest 1 billion U.S. dollars in local service start-up companies.

Unfortunately, 58 of the same city is now seen as the "half chip, half the muscle" photo that Groupon used when it went public. From the data point of view, since the use of too low frequency, many users register multiple accounts, resulting in user history data has not been recorded.

And the lack of historical data makes big data such sexy behavior is difficult to play, take its intended internet financial services, for the need to loan merchants or individuals, 58 of the city can only transfer some basic information to carry out corroboration, further investigation to verify the need to complete the line.

Of course, the other is also reflected in the 58 of the city's services in the local Life service small micro-businesses, still need a huge online team to help merchants members to publish online information. Of course, the status quo will change as technology improves, but it takes time.

At present, 58 with the city has opened a merchant APP58 help, help these busy workers can directly from the mobile phone business, orders, provide services.

From this perspective, since the short-term can not use data and technical means to solve the "heavy" model of the trap, that "life is too short, must be sexy" for 58 with the city, or a little distance.