Domestic electric business website is getting on track and life is worrying after peak period

June 12 News with the domestic major E-commerce website burning money end, each operation also entered the formal, from the major http://www.aliyun.com/zixun/aggregation/8207.html "> Navigation website" to buy traffic, buy users Phase is completely over.

The use of relatively large traffic from the navigation site to purchase traffic, purchase the user's behavior is the previous group purchase station, the electric business site developed early adoption of more means, direct purchase of navigation site can be in a relatively short period of time to obtain more users, but the unit price is too high, The fierce competition has also become the main reason for the sharp decline in revenue of navigation websites in 2012.

From the upstream buyers of navigation websites, in the 2010 to 2012 advertisers mainly for group buying sites, major electric business sites, from the composition of advertising buyers, electronic business customers become the main source of navigation Web site has become the industry standard.

A person close to the industry of the navigation station said, "At present, electronic business customers accounted for the average advertising revenue of about 80%, the rise of navigation web sites can not be separated from the rapid development of electronic business sites." ”

After entering the 2012, the major group buying sites, the fast growth of the operating cost of the website of the business operators, the Web site of the deficit is also not a few, once the shengjing of the World War has ceased to exist, many group buying websites, electric business websites are facing the real problems such as weak growth, the revenue encounter, etc. In many rounds after the shuffle can still survive the electric business site is also facing an unprecedented survival test.

Upstream advertisers revenue drop will inevitably lead to a sharp reduction in investment, and as the main source of electronic business customers as the major sources of the navigation site is also the same as the time, the market for a large group of navigation sites with the quality of serious, income decline, but also directly lead to the decline in innovation ability, It has become harder to maintain high growth in many navigation sites.

Well-known internet commentators, Donews editor-in-chief Bo said that the navigation site because of its own resources, the overall income has reached saturation state, a navigation site on the homepage of the link can not unlimited growth, and advertisers are indeed endless demand for higher results, this contradiction between supply and demand is irreconcilable, And the annual increase in the unit price also make advertisers can not accept.

It is understood that the navigation Web site in 2012, the rate of growth has been significantly lower than in previous years, and the expectation of higher prices to let advertisers pay has become very difficult, simply linked to the way the customer quality is relatively low, can not form an effective purchase behavior, which will inevitably lead to a single effective user to increase the cost of buying, This also becomes the biggest obstacle for the electric business website.

In addition, there are insiders to Donews revealed that the current navigation sites are generally not optimistic about sales, in response to last year's market prices obviously this year can not be accepted by advertisers. According to the person said, in the overall downturn in the case of most of the navigation site published prices have shrunk, navigation site after the peak period of life and death worry.