Analyzing community e-commerce: Analysis method of industry and industry chain

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Fragmentation of information, decentralized customer resources, difficult to achieve profitability, prompting vertical search, vertical portals and thrive. In front of the annual report, the regional vertical portal has been overlooking the regional integrated portal. Professional to create wealth, professional from the industry's deep understanding of the food chain.

In my ideal, suitable for the internet industry has such characteristics: the volume of advertising costs large enough, the business is cyclical, customer groups are large and have a strong demand for information sharing.

Let's look at 2 examples of industry websites:

Cool News selected 2 very good industry chain: live, line. Cool News is the way to achieve the search. In the "Live" area, the search for money is far less than the community, so cool news decisively temporarily abandoned. In the "line" area, search seems more important and easy to afford.

Rice Network, 5 years persistent in the most difficult to collect money in the catering industry, the scale up, the influence is big enough, but, with a lot of smaller industry sites than the income is still very poor.

Industry choice, will affect the website of the length of the runway, capital investment, the total amount of return expected. How to analyze the pros and cons? I propose to adopt some of the following indicators:

1, Regional Analysis: The industry's geographical dependence is strong, then the threshold of entrepreneurship will be reduced, the community viscosity will also improve, but also face the "do not do little" problem, the key point is "people." The region weak industry, the introduction is very slow, the burning money effect will be very serious. Regional and offline activities, sharing is also closely related.

2, Profitability: industry size and profitability determines the industry's profitability. Specific data such as the total sales of the local market and the proportion of general advertising input can be calculated. Company size, operator wages must be strictly in accordance with this volume design, otherwise very easy to lose money. How big a company can be is also limited by this data.

3, share the demand: oil and rice to share the demand is very low, cosmetics, clothing to share the demand is very strong. Therefore, cosmetics, clothing than rice needs the internet. Do not neglect the two core links of network marketing: Search, share. Ironically, I have studied the purchase and decoration of the customer behavior, in the purchase phase (almost ordinary people in the life of the largest consumer items), search unexpectedly accounted for a larger proportion. And the decoration stage, the proportion of sharing to achieve the ultimate, the community is often very exuberant.

4, Sustainability: industry sustainability has 2 levels of significance-----The persistence of purchase demand and the continuity of industry advertising investment, corresponding to the company's operating cash flow. Do not be carried away by the so-called big single, with the above 2 sustainable industry is suitable for the site.

The above index analysis, will determine the site's profit model and input-output ratio. The mode selection should also consider the value chain design-----from which node reasonable cut, how to build a positive feedback value chain system. The input-output ratio can be calculated in the result of the model feasibility analysis. Many web site business planning is too revolutionary romanticism at first, operating 1, 2 years down to know how absurd at the commercial level!

We can continue to analyze 2 indicators to evaluate the expansion of the industry to complete the industry chain design. Cool News industry chain Design is reasonable: Air tickets (train tickets)-hotel-tourist routes. If the extension, I think can think of car community marketing. And in the current domestic consumption pyramid at the top of the industry chain is "live": Buy---decoration---wedding.

I think we should use 2 dimensions to analyze the industry chain:

• Consumer precision:---decoration---wedding, community audience of the precise characteristics of strong, and there is the possibility of enhancement. The car involved in the industry chain, it will be found because of product characteristics, resulting in a sharp decline in the accuracy of the audience. Insiders is the truth.

• Industry relevance: apparel and cosmetics related to the relationship between the car and cosmetics much higher, so that clothing, cosmetics can constitute the "her economy" category of the theme of the site, and the car should be designed in the female site of the main industry outside.

Ma Yun has a famous saying: "Mode is too much is not mode." For the district portal community, too much industry is equal to nothing. This is one of the root causes of poor profitability in countless regional portals. Not to do it, but to do it well! Learn cool news, dare to abandon to get more.

Reprint Please specify the author: Dream Qinhuai (http://blog.sina.com.cn/mlqh365)