Analysis and thinking of personalized website customization

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Since 2006, personalized Web sites have sprung up, they rely on online design interactive platform to provide personalized print (greeting cards, calendar, calendars, postcards, invitations, business cards, etc.), t-shirts, mug and so on. This paper focuses on the definition, structure and marketing practices of personalized customized Web sites, and on this basis, I share some of the author's analysis and thinking.

First of all, what is a personalized web site, what functions it has, what can be done for you? To understand this, first look at the custom history. According to the "Zuo Ten Years" record: "There is a great etiquette, it is called summer; "In simple terms, the Mawangdui Han tomb of the two pieces of Buddhist clothing is the first Chinese uniform, sleeve length 1.9 meters, length 1.28 meters, weight not more than one or two, thin as a cicada, light if smoke." To know that silk is an animal protein woven, very easy to rot, so in addition, the world does not have a pixel yarn Zen clothing as a complete preservation of 2000 of years of silk. Therefore, China has been customized since the Han Dynasty, this customization, from fabrics, crafts, time and services are very strict requirements, only dignitaries can buy and enjoy customized clothing.

History to this day, China is in the industry and information revolution in the coexistence period. When people feel overwhelmed for a wide variety of goods, the Internet holds up the banner of originality and individuality to give users another choice. This is a consumer era, how to grasp and guide consumers into the current theme. Personalized Web site (or personalized customized platform), through the Internet technology will be products and design docking, online authoring platform. At present, personalized customized platform mainly provides the design of personalized print, such as T-shirts, greeting cards, mug and so on. All you have to do is upload pictures of your own design, and you can create creative personality prints out of the software you design online.

Second, the structure of personalized customized web site;

By looking at a number of custom sites, the author finds that the vast majority of sites are located in personalized print, office and gift markets. Most of the structure of the site has five modules, respectively, individual customization, group customization, buy finished products, to open shops and communities.

Personal customization has three steps: The first step: choose what you want to do: t-shirts, greeting cards, invitations, postcards, mug, stickers, personalized books, personalized pictures, etc. the second step: from the Internet or Platform picture library to select one or more pictures, upload to the designated design area; Step three: Edit the pictures and text to buy or sell your personalized print.

Team customization is mainly used for various promotional activities, souvenirs, gifts, all kinds of events, events, parties, souvenirs and other topics.

Buy the finished product mainly according to personalized printed personal or business attributes classified, you can by product category, by topic category, I give objects and price range.

To open a shop to provide designers with a free creative platform to play.

Community provides a designer, user Exchange products, design and creative space, of course, the community can also open for designers and users of the answer area, customer service area.

Third, personalized customized website network promotion;

Almost all custom sites have agents and promotional zones, the usual way is to give you a proxy number, and then generate the corresponding promotional code, when you use the promotion code to bring the user, you get the corresponding payment commission. Concrete has the following four kinds of promotion way: 1, link promotion services; 2, custom advertising services, this is divided into pictures and flash display ads, 3, a key to make plug-in services; 4, API services, you only need to be in your website, blog, QQ, such as the location of the signature display the following link address, Other users through the link into the customized platform can be a corresponding commission.

Reference to a personalized web site research, the following: In the future, we will be in three ways with various web sites or Internet participants to cooperate: a model, through the API advertising mode of cooperation, and partner profits into 15% or so. b mode, through the API advertising way to cooperate, pay by Click. 0.1 yuan/click around. C-mode, for the website to establish shops, sales and Web site related to the theme of a variety of products. I wonder which of these three ways do you prefer? Or do you have any better ideas and suggestions.

The author's analysis:

A mode: This should be the mainstream, but should not be limited to API ads. The API model shows the type, content, and attributes of personalized prints, such as the most popular T-shirts, best-selling t-shirts, the most creative T-shirts, T-shirts for certain shops, and designer T-shirts. Here Zazzle and Alexa cooperation is a good case, as long as you search the Alexa website data can see the personalized t-shirt on the site, then this may attract you to buy. Of course, if further, can and large design site to carry out channel customization, although the current search engine k off the custom channel, through the search engine is not to what traffic, but based on their own community, to carry out some activities, or can promote the sale of customized channels.

B Mode: This can be a useful supplement, but who will pay for this 0.1 yuan, is it a custom platform or a designer to provide personalized print? Who is to promote the products and services of the customized platform?

C-mode: for the site to establish shop is desirable, the current domestic personalized creative platform almost all have shop mode, mainly for the designer service, but rely on designers to recruit business, this difficulty is too big. But I think there are two aspects need attention: 1, shop should set up a grade, different treatment, that is to say that you to an ordinary user (still not a designer) to register, upload pictures and then go to purchase, you can not open the shop. Because you are a novice user, your product will not get more people's favor. And a good designer his products may trigger a large number of purchases, at this time can be a group purchase, group buying has preferential prices, aroused everyone's interest. I personally think that parity is not unprofitable, Wal-Mart, Carrefour and other retail giants also played a low-cost slogan. And the network retail to impact the traditional market, the impact of clothing brands, must from the creative, from the user group positioning and distinction to make a fuss. So the good mechanism is to pick out the really good designers and the website with the membership base. 2, the shop is not necessarily tangible (be sure to open on the custom platform). Our previous understanding of the network is an information channel, in fact, the network is also a distribution channel, as long as the user interested in the picture, by clicking on the picture can be customized platform customization (is not set up a temporary space), and then build products or buy. So for a large number of audiences, as long as he is interested, there is no need to exclude and his cooperation; for a good designer, the design of a theme series is the custom platform recommended flagship product, similar to the keyword ads in the top name. In other words, the public to do the channel, small public do monopoly. Otherwise, users will upload copyrighted pictures, such as the Olympics, Nike, may also cause legal disputes.

On the copyright of the picture, there is a solution to the idea, that is, and brand holders signed brand licensing contracts, can be based on a brand logo, pictures and slogans, and other creative, creative income to be divided.

The author thinks, the personalized custom website carries on the virus type spread the condition to have already had, but why now still thunder, rain? This question is worth thinking about, here, I also hope to discuss with you.

I think the current personalized custom site community is too bad, even if the development of an IM friend mass promotion can (that is, sent to your msn,skype and gtalk friends), the situation will not be improved. One internet source said that the biggest difference between Chinese and American communities is that China is product marketing, and America is emotional marketing. And the community is a natural emotional marketing platform, ask, no community and user groups, no user communication, and then a good platform and resources are just source. Summary: 1, open shop is not a custom Web site; 2, the network promotion of the customization platform is limited by the community; 3, the concept of designer or the concept of pan-art may be the way out (not just designers, but also art hobbies, photographic works and industrial design).

This article first comes to an ending, thanks to a friend in Hangzhou: Pixiu, this article has some ideas from his thinking, the next write Granville platform, customized platform and industry website competitiveness Analysis. This person learns to write, the writing is not good, hoped passes through friend to give me some guidance more.