BBS old but not dead smaller more consumer sticky user

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The original published in the "Financial World" weekly, March 25, the original author submitted, Tiger sniff excerpts:

Negative

At the end of November 2012, NetEase community suddenly released an announcement:

"Dear Friends: NetEase Community old, it is time to say good-bye!" due to business adjustment, NetEase community will stop service at December 18, 2012 zero. ”

The nearly 16-year-old NetEase community shutdown has convinced some that the earliest social tools of community forums, such as micro-blogging and micro-credit, have been increasingly marginalized.

The 1999 launch of the Tianya, has existed for 14 years, as the most mature, the most active users, now registered users less than 80 million, at the same time the number of online 10 million. Sina Weibo, which is on the back of 2009, now has more than 500 million registered users.

With the stagnation and loss of registered users as well as the decline in influence, the advertising business on which the community sites depend has begun to decline. Despite the existence of more than 10 years, Tianya has not found the core profit model. Since 2006, Tianya president Xing has begun to explore the business model of the community, even in the Web 2.0 era of blogging, he believes that there will be an explosion of Tianya products. At the end of 2009, Tianya launched the 3-Year-old Adtop of the independent marketing system and enterprise space products, he also said: "Tianya future advertising prospects, tens of billions is possible." If we cover a larger user base, hundreds of billions of dollars will not be enough. However, the reality is brutal. Xing Many of the Tianya listing plans still have no timetable.

2012, CNNIC released the 29th China Internet Development Statistics Report, the 2012 Community/forum users for 144.69 million people, the growth rate of negative 2.3%, as the Internet product was born in the first more than 10 years of negative growth.

"The forum is not as eminence as it was earlier, but it is still a basic service for the Internet. "In the view of it observer Bo, the Internet community is fading, but it will not disappear," the real opportunities for BBS communities in the future lie in specialized, vertical and local communities and forums. ”

Smaller more subdivided

Originated in Hangzhou, "Urban Express" of the 19 floor, the earliest by a few editors in the spare time to play out of the BBS. The net profit of this website exceeded 30 million yuan in 2011.

From the home page, the site looks like a city with a variety of information, the difference is that all of this information from the user's online communication, 19 floor staff will be hot topics or valuable content more selected out, put on the home page display.

In Hangzhou, the senior vice president of the 19 floor, Wang Zhenyu, such as Sina Weibo products, although the number of users in the dominant, but the lack of regional, and like 58 with the city is too instrumental. Comparatively speaking, the 19 floor is like an interactive local newspaper, so it needs to have a good understanding of the local and a higher penetration of local life. The 19 floor has been dedicated to creating a "real, rich, warm" network community. If you are registered as a new user on the "19 floor", you will receive a welcome letter in the name of "Aunt Water" in a minute, and you will receive a variety of holiday greeting letters regularly thereafter. These greeting letters are not automatic responses from machines, but human services from the 19 floor staff.

Now, through strategic cooperation, mergers and acquisitions and other means, the 19 floor successively in Taizhou, Jiaxing, Ningbo, Suzhou, Chongqing, Fuzhou, Jinhua, Shaoxing and other nearly 30 cities built the local 19 floor. "There are cities with active 19 floors", this is the 19 floor localization target.

Compared to the 19 floor, the story of the Beijing Regional Forum "Huilongguan Community Network" is more typical. The site is born of it people daiju a small demand: "At that time I want to buy a house in Huilongguan, there is little information available online, I would like to be able to start a forum." "March 9, 2000, the website is officially online with a few simple pages and simple features." With the residents of the Huilongguan community more and more, the scale of the site gradually expanded, Daiju simply resigned to start a business. As of March 2013, the Huilongguan Community network registered more than 500,000 users, 600 times times more than the initial establishment, and an average daily visit of more than 1 million people.

What is even more rare is that this forum-oriented website has held many influential offline activities in the Beijing area,

"Super echo" singing competition, "back to Super" and other activities attended by as many as thousands of people, really promote local community culture.

Now, "Huilongguan Community Network" is the information on the site integration, for the Huilongguan people tailored with local characteristics of the mobile newspaper.

Consumer Sticky User

The vertical community also gathers enough popularity relative to the localized community. Basketball in the field of tiger nets, the automotive field of auto, the military field of iron nets, travel in the field of the poor network and the MA Honeycomb have become their own vertical field leader.

"There's a fight downstairs, and I'm only tweeting." In the MA honeycomb, I only travel related things, no one has the nerve to send the daily chores of the water posts. "It's not built two days a day," says Chen Yu, chief executive of Ma Honeycomb, who thinks the vertical community will bring a high level of user recognition.

Unlike local community advertising-oriented revenue patterns, the growing industry resources of vertical communities make it possible to extend these sites to other business models.

At the end of April 2012, Auto Mall was online.

In Auto CEO Qingeo view, do vertical site is actually a very painful thing, "to see an industry need time, and long time accumulation brings a lot of cost consumption." "But the vertical web site involved in E-commerce has a natural advantage, that is as a long-term accumulation of vertical web site A large number of sticky users." Qingeo's view is that a company should make full use of social media strategies: monitor Internet users ' comments on corporate brands, respond to customer reviews, magnify positive perceptions and activities, and guide consumers to change behavior and mindset.

Nearly 3 million of independent visitors each day get information and communicate with their friends in auto forums, and these interactive products are important sales leads for car marketers. Auto's business model, in addition to the traditional advertising business, the main profit growth point is the sales lead generated by the dealer revenue, which currently accounts for about 25% of the overall income. In addition, auto in a way to play a "consulting company" role, auto Research Center will study the user access habits, access to content, interactive messages, etc., resulting in analysis reports, to provide to large enterprise customers, some customers will be in accordance with the report of the timely revision of the new car promotion program.

Qingeo that vertical web products and services throughout the industry chain is the general trend, "so the background, vertical site is not a barren landscape." ”

"Blood net June conduct" is the Community electric Dealer's specimen: it completely by the military type Community blood net extends, the community user and the electricity merchant user highly coincide.

At the end of 2007, blood Net online the first, is also the only one pricing more than 700 military outdoor jacket, did not expect one weeks to sell more than 10. The unexpected sales speed has emboldened founder Len Lei to slowly increase the number of goods. At the beginning of the 2008, the "Blood net June character" began to extend the category to sunglasses, flashlights and so on. 2011, the website sales more than 70 million, gross margin and net profit margin in 40% and 10% respectively.

And gathered a large number of literary and artistic youth of watercress is also speeding up their own commercial rhythm, in the original brand advertising and interactive marketing profit model, based on increased e-commerce-related income. Since 2012, Watercress's book audio-visual products have been a commercial attempt, such as watercress reading on the paid E-book, Watercress FM Pro version, as well as watercress movie online ticket booking function.

Reverse growth

Before 2010, the MA Honeycomb is simply the "blog + Group" form, the destination classification travels. Since March 2012, MA Honeycomb has joined the characteristics of the SNS community (mutual concern, new friends, dynamic message reminders), from the community's information transmission pathway into a people-centered, so as to improve the community to the user's stickiness. Instead, Chen Yu that the rapid growth of the hive has been made possible by the outbreak of social networks such as social media-microblogging, micro-credit, and so on, accelerating the flow of personal information and increasing the effectiveness of Word-of-mouth marketing.

In order to catch users, watercress spent a lot of strength to do user research and product design. Watercress old users will find that the site is about to be revised every year.

April 2010, watercress Revision, from the Forum community-oriented social product structure, focusing on information dissemination and product interaction, watercress community and watercress books, watercress film and television, watercress audio-visual independent. At the end of 2012, watercress again for the revision, each product with black bar, so that users in the use of watercress reading, watercress reading products such as independent feeling stronger. "We found that the user of the various products of watercress more and more clear, but the overall understanding of watercress is relatively vague." "Watercress Senior product director Tan said.

For the functional watercress Group, which hosts the community, product managers have spent more time promoting the diversity of the group's content, making communication between users more convenient, and bringing the panel's entrance to the top of watercress to make the discovery of content easier. Subsequent testing shows that more and more users are independent access groups.

The 8-year Watercress group, the number of groups created by users, has now surpassed 350,000, including travel, shopping, beauty, food and other aspects of life. Compared with micro-letter, micro-bo light, fragmentation, one-dimensional information, watercress in the complete precipitation content, multi-dimensional organization, structured data show the difference advantage.

The content of these integrity will not be swallowed up, but the use of micro-blogging, micro-credit and other social media to spread the advantages of the evolution of a stronger shape. For example, recent watercress group hit the story of "with my ten-year long distance girlfriend will marry", has been famous director Kuo bought the film adaptation right, the previous "lovelorn 33 days" is also adapted from the Watercress group of a live post.

This kind of thing also often occurs in Tianya, "floating", "Big Magician", "the north-east past the Underworld 20" are adapted from the end of the Earth's serial stickers. And since the end of the Earth, net posts, network things are edited into books have 3,000 books. And the emergence of new social tools such as micro-letters and microblogs is, in a way, stimulating new information for the forum and helping content spread.

On the 6th day after the NetEase community closed, Tianya in Sanya held the fourth session of high-end marketing seminar, Tianya Vice President Chen Special mention, the end of the earth to the impact of new media to make a reflection, began to try to combine with the new product form, through the Tianya Forum, blog, microblogging and wireless clients and other products. Although Weibo quickly attracted hundreds of millions of users in the short term, it did share some of the traffic from the community. "But then the community will die, if not for the news stunt, unavoidably one-sided extreme." "Soon after, Tianya public relations issued a press release, the title of" community, will not disappear. "

Original: http://www.huxiu.com/article/12014/1.html

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