A discussion on the profitability of local Web sites: The Internet model needs to capture commercial contact points

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A recent meditation on the profitability of local websites: Why do many models not become mainstream? Why does the pattern of satisfying demand not become a profit model? Why can the profit-making model not form platform-level channels? Where is the key point?—— conclusion: whether the model can hold the commercial contact point!

Demand】

The most misunderstood is the need. For example, the Yellow pages, many people will be online search to a certain company introduction as a "huge" demand. However, tens of thousands of address information each day but bring thousands of PV, and can not form a trading transformation. The most effective user of the yellow Pages is the debt collection company, and finding the address is only the condition of the core purpose.

The need to leave business marketing behavior is a zombie!

The types of requirements that have to be clearly divided are: major needs, secondary needs, marginal requirements. We first rule out the marginal demand of the Internet: for example, happy net to rob parking spaces. We can also understand what secondary requirements are: for example, the presentation of waterfall flows, which are only needed to access habits, not the core of the transaction. So what are the main requirements? The clue is: the main marketing behavior of the merchant.

Channels】

The marketing behavior must form the channel, the most core demand must fall in the channel. The requirements unrelated to the channel are just nowhere. So, what channel is the Internet channel?

From the fundamental purpose of marketing:

1, the Internet can form the first channel is the brand channel, the purpose is to let people know, let people believe.

2, the Internet can form the second channel is the product channel, the purpose is to reach a transaction.

3, the Internet is often overlooked the third channel is the demand channel, sellers can also get consumer information.

We can see that the ability of merchants to use channels is also divided into three levels:

More business only know to list, midstream merchants know to brand, the high business know how to interact.

From the behavior of Internet sellers we can see where the core value of the channel is-interaction. In general, the behavior of the junior sellers is: Advertise or send small ads, the result is: invalid. When sellers start to pay attention to the behavior of the electrical business, you will suddenly find yourself encountering huge cost problems: conversion rate (ROI), and then look back to see: advertising ≠ brand, the original promotion of transformation is to promote the brand, advertising is not useless.

Visible marketing Behavior is the law: interaction for the King.

"Contact"

What is the nature of interaction? is the buyer, the seller's commercial contact point! The contact point is mainly: the contact point of the brand delivery, the contact point of the trading transaction.

Analyzing business behavior, we can see that the contact points in different industries are different. The point of contact between brands and transactions can be one or two or more.

In the area of local life services:

1, new house transactions, because the object is large enough, advertising pay strong enough, brand contact point is media or media, and trading contact point is Sales office.

2, the home industry, the object is relatively small, the community area of the brand interaction is relatively increasing.

3, catering industry, trading contact point is the shop, and the effective brand contact point is not clear.

Analysis of the presence of contacts, we recognize a problem: the need to grasp the business point of contact is the core needs, control the Business Contact point platform is the channel.

Mode】

Patterns are the way to solve problems. One of the most important issues in the Internet world is the business model. There is no doubt that the model that can solve the problem of commercial contact point is a useful business model. Waterfall flow, can constitute a mode of operation, and does not constitute a business model. and grafted Taobao shopping guide waterfall Flow-Mushroom Street, it has a business model.

This paper sums up some obscure thinking notes and gives the methodology for finding and using commercial contact points:

1. How to grasp the business Contact point? From the user's point of view! In this way, it is not difficult to find the contact point from the behavior of the business customers.

2. How to use the commercial contact point to solve the problem from the contact point. (Wen/Ningjie network zhouning)