Chanyu: The development idea of two or three-line city local website

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December 4 News, "Innovation, integration, development" as the theme of the second China local and Industry Web site Summit will be held in December 2010 4-5th in Hangzhou Overseas Sea International Convention and Exhibition Center, more than 3,000 people from all walks of life from the Internet, webmaster, media and guests participated in this event, ADMIN5 Webmaster Network as the General Assembly of the media participated in the full report, the following is the general manager of the Dragon Lane Chanyu speech content.

Chanyu, general manager of the Dragon Lane

Hello, everyone. Here, first of all thanks to the organizers of the Congress Ali Group and Phpwind to provide you with such a good opportunity to exchange and share, today from Corners's Local website friends, certainly also look forward to today's General Assembly has been a long time, because we really have half a year did not have a good gathering. This year's internet industry has experienced many difficulties, including a lot of regulation of State policy, including the rest of the Internet. However, the development of local and industry websites has been a major topic in the development of these two years, especially in the two or three-line cities, we almost see the emergence of three or four or more sites in each city, a thriving atmosphere.

Not long ago I saw yanping teacher said so, only the life end of the service, information, consumption and application, or even shopping closely combined, then its development space is unimaginable, is a very big development space. You can see from that remark, in fact, from another level can be understood, industry sites and local sites, wireless internet and traditional internet, they are likely to be in the local site to get the intersection, although today our site is called local and Industry site Summit Forum, in fact, the trend of the Internet is very consistent with the theme of today's meeting.

Looking back to a rational look at the current situation, the market is very large, everyone can see, the personal webmaster, traditional media, general Internet enterprises, committed to the Internet enterprises, is not thinking about such a few issues?

地方网站是什么样的网站形态?它是论坛吗?它是社区?它是新闻网站?电商网站?你所在的城市适合做地方网站吗?怎么做才能在同一个城市当中，上万个同类网站当中脱颖而出，个人网站怎样的在短时间内赶超传统媒体，怎样的向市场伸手要钱?

Today, I simply share my own development ideas, to make a comment.

The first is the current environment for the Internet, do a review.

I think the internet is now in the "Warring States era", 1th, I think the general opportunity is getting less and fewer, we all know, whether IM or e-commerce, or games, all fields are mastered by the Giants, entrepreneurial opportunities nationwide in the past few years, a lot of these two years obviously feel the cost of starting a business more and more high, More and more difficult. You have to do a service for the national users of the application and services, you have to invest in the cost, manpower, financial resources, promotion are very very large. Just like the very successful Sina Weibo is also because of Sina's own group, or Sina itself in the Chinese Internet media in the very high degree to promote, can achieve very big success. Personal sites rarely have such resources.

Second, we can see that the national regulation and management of the Internet is increasing. We know that video site radio and television is being standardized and managed, the individual has not been able to do, the enterprise does not have 10 million of the funds can not do, the novel site and some content of the site, because of copyright issues, many are now offline. I know that there is a novel website reproduced a copyright novel, may be compensated for is a sky-high price. Community website this year in June or July, there is a tort law, if the network of public opinion involves infringement, enterprises and the Internet must bear joint and several liability. There are police network supervision of the content of more and more stringent, personal site is almost difficult to do strong interaction, or is very large scale of the site, which is also a reality.

Third, the decline of traffic stations, today, except for several large web site Baidu, almost stopped the previous division of the system, the past is good at community some of the flow of clients have been strangled by the big giants, such as the 3Q event known to everyone. When it comes to the various difficulties and the present situation of stationmaster, there is a kind of saying that "stationmaster is dead", this is the time of stationmaster has already passed?

We see the fact that is not the case, 2010 has become a synonym for personal website development, video fiction sites are not authorized by individuals, personal sites flocking to local websites and industry sites. We believe that if the personal webmaster period has passed, we say that the second wave of personal webmaster entrepreneurial wave is coming, this is a Nirvana and rebirth, is a personal webmaster please clap! Thank you! Acclamation)

We have seen the advantages and disadvantages of the operation of the two or three-line city web site, we first look at the advantages of the operation of the two or three-line city website, the lack of information, which is a huge demand for local information. For example, the consumption experience, just a lot of webmaster also share experience, for example, a lot of business information, in fact, everyone is in demand, not to say that advertising information is not demand.

2nd, in the two or three-line city, the use of the Internet faster than the first-tier cities in the two or three-line city of the development of the Internet, including the number of netizens, computers and broadband growth rate, one-tier cities have been saturated, two or three-line cities have just begun, or is very high-speed development, such cases, You can't catch the wave, the city is on the wave.

3rd, the cost of the two or three-line cities is relatively low, in the background to rent an office space, each square is 3 yuan/day price, in the two or three-line city may be one months or so per square, because the relatively low prices, the cost of employing the relatively low, including the operation of the cost and so on, are relatively low.

Four, is the media competition, relatively unsaturated. The first line of the site may have to face hundreds of strong competitors, which is the advantage of the two or three-tier city's local site.

Two or three line city operating local site disadvantage, every time webmaster conference I will speak, technical webmaster transformation, they are very obsessed with traffic, technology itself is very obsessed, it is difficult to jump out to see the market. Local Web site to analyze, it is to get the first bucket of gold is what to do, is to do the site and traffic station of the point of view, or to see their own very light, the team to see very light, their own personal look very heavy. It is necessary to change the time of thinking, which is the disadvantage of the two or three-line city site of the local website. Many are technical webmaster transformation, this aspect is a big disadvantage.

The second is the relative lack of start-up funds. Compared to local newspapers and radio and other financial strong opponents, we can see that personal webmaster is often lack of funds, we have just started a very lack of funds, no one is optimistic about our local site. Our investors have withdrawn their money very early, and the local websites are difficult to finance and lack of financing channels, which is a very important disadvantage.

The third is the lack of layout ability. Yesterday I met the website of a city in the hotel, in doing business navigation products for more than four years, now development is not particularly smooth, now want to do chess game, ask me to do chess game, can attract to this flow to help my site back to the dead. The answer you may all know, the two or three-line city webmaster difficult to know what to do after first, it is difficult to define. The coordination and capacity-building of a number of resources are relatively weak.

The four is the personal stationmaster's management ability comparatively lacks. We know that in the rapid development of an enterprise, you use one or two people no problem, or even 10 people no problem, if your team quickly expand to dozens of people, especially your team members are 80 after and 90, the difference in cultural differences, ideological differences, Finally will lead to some problems in the team, in this case, if the enterprise to high-speed development, we have to put the together, often the local site is a disadvantage.

We must first understand their own strengths and weaknesses, the correct view of our market, in order to put a positive attitude to operate our website.

The next step is to follow the general order. First of all, the 1th biggest premise, everyone asked me, my city is not suitable for the local site, I am what kind of situation to do the local website, this is the general trend of the problem. I concluded that some of the students here have begun to operate the local site, should not be done, should refer to a number of reference values, this is a number of Web site communication received.

The first is to look at the economic development, that is to say, we go to see the community housing prices, if it is still around 2000-4000 yuan, this house price is still very low, and very high prices of the city's operating mode is different. How many cars of the 4S shop, but also to understand the local marriage photo studio How many homes, the traditional technical webmaster difficult to the local economic situation to do a mapping. tend to follow suit to do a local website, this is wrong.

There are also the number of people surfing the Internet, but also by the purpose of the Internet, as well as the amount of input and the proportion of the Internet, few students to estimate that these things are to a large extent determine the success of investment or failure is the key factor.

The second is culture. Culture is the most important part of the entire site's operations. Your economic underdevelopment to do or the problem is small, if it is a cultural problem, the problem is very big, is the centripetal force of the city, urban people, a city and a certain point of view, is not a convergence of values. For example, some cities in the main urban area is very small, the city is very strong. For example, Nantong and Taizhou, Jiangsu, these places do not have a large area, such as Wuxi, Changzhou and Suzhou, where the site development is good, on the one hand, because of southern Jiangsu City, a central city, but language is not, we have no common topic and in a local consumption. Usually have a big event, drive to two or three hours, it is difficult to have the centripetal force and convergence of the city, which is also an influential factor. If there is no urban convergence of values, this is not a good trend.

The third is politics. Politics is to say this place, the city is not democratic, is not open. The Government's attitude and ability to deal with the public opinion of the network, perhaps the network for the first-tier cities is not a strange thing, the two or three-line city of emerging things is also a process of understanding, politics is also an important factor.

The fourth factor is the media divide. Is the local mainstream media, newspapers and television stations, even radio, is not already able to solve the problems of people's lives. Just now, there is a page in the ppt of the West Temple, youth, middle age, infancy, what needs to be solved in their respective lives, can compare to see if your mainstream media in your city has helped you to solve these major problems.

The above four points have affected the overall trend of the local website. The next time if there are students asked me to do the local site, you ask yourself these four questions, the local situation in the end is what.

The second point is the start. A lot of people ask me how to quickly develop the first group of members, what is the shortest way to go ah. As for me, it is difficult to have a shortcut to go, unless you directly do group buying and E-commerce site, otherwise you are no shortcut to go. My point of view is "Never too Late", and today a friend asked me, in my city there are two city community sites, do very well, I must follow the back to do? I think the Chairman said very well today, as long as the service exists, the cost is not a problem. Because you think it's a website, you think he's done a lot, if you think of yourself as a service provider, you provide services, you feel that it is never too late, not to say KFC opened, it is not said that McDonald's can not be opened in the side, not the two are open, Chinese fast food can not be opened in the side, can be opened. However, you can no longer be in a hurry to get on the horse and feel that you will have to go.

I'll summarize it later as "content, content, or content!" Compared to the door, Sina and Sohu, the life of the practical information is very few, some friends say, what is called content? Just now I think we all speak very well, including consumer experience and life information and so on, these local content is very important, but with some big portal differentiated content, we will also turn a lot of articles , is that what you do?

There are friends said, you are not saying that our site has just been established, or to do more activities, I do activities should be very good, can quickly accumulate members. My point of view, to do more activities, but the activities if there is no content to carry, how is not the first to disperse it? Our online in the early stage does not have the relevant information, later no corresponding content, this value contribution is very few. This website provides video service, some website is the service that provides the information, we should not provide the same service, this from the appeal said is right. Can you be better than this service? Local special to do second-hand housing, which is often intermediary and false information, there are some should not see in order to win more phone intermediary release of false news, you can do this service better, this "good" is differentiated, as long as the experience is better, the information more perfect, I think the user will pay, I think that is differentiated demand solution. Not necessarily the difference in business types, but also the degree of refinement and accuracy of business solutions can be more differentiated.

The fourth point is that patience prevails over impetuous. Every time I take my friend's example to say things, my friend started with me to do the local site, he also in the course of four years, today to do a real estate network, tomorrow to do a car network, and then made a home network, but until today also did not do a high degree. Which is three points ahead, opportunity, content and differentiation, are the surgery, the last bit of patience to overcome impetuous, I think that is the Tao, I think the Tao and surgery are very important, but the road and surgery are very important, the road than the surgery is more important, look for a point, we must adhere to go down

The fourth big point, we want to understand is a local site of the root, is that we have to solve what kind of problem, we know the value of the demand is very large, we also say that they are a service provider, we know Tencent QQ, there are Ali, and MSN, these products are solved the problem of communication. There are Taobao and Alibaba is to solve the problem of commerce, search engine is to solve the problem of information path, we have solved what problem? Are these our unique values? This is a question we need to consider.

Just now all the local websites and portal community websites, vertical websites are all talking about this problem, the first is "consumption experience", which is very early in the experience presented. Share the creation of value, many people from school inside out, for marriage, buy a house, buy a car, they are no experience, it is easy to be JS misleading, wasted a lot of time, but also make very unhappy, this is a very explicit demand. Local media is not very good to meet it, which is a very good value, if it is to meet it, this is the unique value of the site.

Second, life information, such as a city with a lot of intermediary agencies, they are scattered in the city of all sides, maybe I find a house, is less to find an intermediary, I bought the wrong house, or buy a house, for many people, the house is to live a lifetime, causing a lot of trouble , failures, and errors. Fast and large capacity, is the advantage of the site itself, you can put these fragmented information aggregation together, which is to solve the information itself needs.

Third, electronic commerce. E-commerce is actually a solution to what the problem? is in a little more developed cities, shops are very expensive, commercial real estate booming, China's commercial real estate prices are high, shops in accordance with the square is 3.1 million yuan, daily in the business of consumption, this cost is very high. Plus the water and electricity and the waiter's wages, there are 7788 of the country's tax and business and so on. For the client, I hope to buy things at home more convenient, I top of the time, the morning more than eight hours to work, five hours more work, hope that things sent to me here, can provide a fastest way to shorten the purchase path. I usually browse the Web page in the office, I would like to know if there are any new products in the shopping malls in Changzhou, and there are no new clothes in my familiar shop. Let's ask ourselves, how far have we gone? What have we done?

How do you meet these needs? Time is limited, today is not possible in a short time to tell, how to meet these needs? For example, Phpwind's community is taking on such functions, living information, aggregating values, and everyone sees Phpwind launch a real estate product, There are also community group buying products that meet the needs of these operations. Take these things out, so that everyone clearly see the local site's logic and scope.

Ecological solution to demand

The first is the warmth of mutual aid, outside the big brand has written "mutual aid warmth", we know what is "mutual warmth"? is the spiritual level there is no Netizen's call to be echoed, netizens encountered a problem has not been resolved, your moderator and staff will quickly respond to it? Do you have the habit of helping each other? We often have people who post suicide posts on our website, really someone post, there will be netizens find a way to find his human flesh there, and even the network police will be active to search, your site has no public interest activities, there is no public welfare funds, there is no linkage with the public welfare organizations. There is no website association, there is a very commercial integration in, where are your netizens? These are related to the warmth of the site, your website atmosphere This is a warm place, not a violent homicide place.

The second is interactive sharing, if the warmth of mutual assistance is spiritual, interactive sharing is the material level, such as car experience, buy house experience, reading room diary and so on, these are closely related to life, these are to our website provides a very good content viscosity, which is to provide a very good content carrier, Rarely seen on big websites.

The third is called the city's eyes. In addition to the above content, your site is to do local, there is no concern about the city's development, there is no concern about the city's culture, there is no concern about the city's details, there is no resonance between the city, your netizens have no resonance, there is no deep touched netizens, Can the community's interaction Force be maximized. I remember a yellow ribbon event that saved a cancer user from a city leader to various ministries and clerks who cared about him, and taxis were tied with red ribbons. Can infect and encourage each netizen to care about him. is not very enthusiastic about the development of the city.

Finally, we are concerned about how to ask the market for money, many of the site popular do very good, sales relatively weak some. First of all, the 1th is the problem of the flow of useless, local site will be more than the local vertical site is stronger, but if you are from the site's traffic analysis, it may be dozens of times times higher than these traffic, but your income only a few one-tenth of others, why so? is that the initial media influence didn't work. , and the local customers do not really pay your traffic, this flow is not to say that there is no real use, but you do not better wrap it up. Or is not very good to let your customers understand your impact and coverage, this year we are emphasizing this portal, such as car ads, it will be in the above ads, so as to declare to the manufacturer's funds, no matter how much you flow.

Add that, vertical site operation is very much, we can pay attention to the dream of the Teacher Zhou blog, we can more than he consulted, how the local site as a vertical site to operate, we are also in the study. You can make your sales double twice, twice times four times times. This is my own point of view.

The next point is that the conversion rate is king, we are in this section, usually in the share of the experience of buying a car, when we gather a car buy the activity, there is a very high conversion rate, we have once organized a Cruz group buy, went to 30 netizens, on the spot there are 18 cars deal. In the Red Star United States, the arrival rate of the dragon, compared to the traditional media, is the highest. Usually these net friends write Home Improvement Diary, understand, interact, pass some information, this is very important a core.

Good products bring good benefits, the conversion of the value is very important, second-hand housing products, business navigation, mobile Internet products, each product has the meaning and value behind, everyone in the pursuit of a community of developers and a certain function of time, more thinking about this function behind to everyone's what? Ask a few more questions More experience in the back of the operation of the details and functions brought about by the purpose.

To sum up, we can answer the questions that have been answered earlier. We must grasp the trend of urbanization in China. Looking for the right market needs to be patient, provide differentiated demand solutions, build a warm and shared community ecology, and media and good products to the market for money.

I like a lot of words, called "a city operating a civilization, a good website operation a life", our site is a service provider, but also the value of the provider, is the need to solve. Next year we will also expand some of Jiangsu's other markets, to do some useful try, here we do an advertisement, all kinds of forms can be discussed, I hope you contact us. Hope that everyone can achieve their own cause, next year our internet team more powerful, thank you!