Classification website New fight: 58 transition Platform Market major recruitment

Absrtact: Not completely to mark the United States of Craigslist (America's most popular classification site), also did not find a sustainable efficient profit model, following the 58 High-profile listing in the city, the domestic classification information site began to enter a new round of fierce fighting and agitation. A few days ago, 58 City C

Not entirely on the label of Craigslist (America's most popular classification website), also did not find a sustainable and efficient profit model, following the 58 city High-profile listing, the domestic classification information site began to enter a new round of fierce fighting and agitation.

Recently, 58 with the city CEO Yiu Jingbo declared "traditional classified information has died", from the 58 city of the new strategy, to continue to "Life service Platform" transformation. The other side, in the second old net and Bai accelerate the vertical field of deep ploughing. "Bai is to act as a spoiler," Bai founder Wang Jianyue said in an interview with the China Business Daily, Bai began to target more than 50% of the revenue, including the most lucrative property, recruitment category for users free of charge.

Delicate moment to sacrifice "free card", Bai today's technique and Taobao repel ebay is quite similar, but in the industry, in an Internet more and more heavy O2O era, small team, light mode try to through "free" comeback is not easy.

Vertical Slaughter

Domestic current classification Information website main players have three: 58 with the city, net, the People's network.

Three-party market structure is also more clear, according to the monitoring data of the net, March 2014, 58 of the city's monthly PV for 1.3 times times, is Bai 4.6 times times, 58 with the city's monthly UV net 1.2 times times, the common People's network 3.5 times times.

"The difference between the last two and the 58 is bigger than the first three that he bites." Sun Mengzi, a senior analyst at Analysys International, pointed out that from March 2014, mobile end of the month live users (more than four times per month) Look, 58 with the city in 5 million ~600 million, net is more than 3 million, the people are about 1 million. For the large gap in the latter two, the choice of vertical field breakout is a more realistic way.

In 2014, net chose to focus on online recruitment, with the goal of recruiting more than 1.5 billion yuan for online recruitment within two years, overtaking worry. According to the CEO Yang Hao-hu analysis of the online recruitment model, "Long-term hiring of enterprises, will spend 1000~2000 yuan to buy packages; small businesses look at a resume flower 3~4 yuan; on average, 6 resumes will be able to find a candidate, an average of 50 yuan to recruit one person." According to the professional intermediary fees conservative billing 1000 yuan/person, the market size of about 200 billion yuan per year. ”

Now Bai is trying to grab food from his opponent's plate for free. "In the case of real estate agents, the ports and services you need to spend on the 58 city and net are now free on Bai," Wang Jianyue explained, "and we are the only one in the industry who can afford to play for free." "Small team, very low cost of service and basic advertising costs, in Wang Jianyue seems to be Bai" free "foundation. According to the data revealed that the free model for one months after the implementation of the thousands of-person level of traffic increased daily, nearly 100,000 users are currently in the promotion of the House butler and hiring housekeeper. By the middle of May, about 45,880 intermediary peers successfully opened the House butler service. But Sun Mengzi is wary of Bai's current free policy, "for businesses, free is attractive and there are opportunities to try." But the market is still looking at the end. "In Sun Mengzi's view, unlike the Taobao World War ebay, the market has passed a pure free education stage." "Bai this need to build on a strong user base, if not solve the online traffic problem, it is difficult to achieve benign flow cycle." ”

The differentiation of patterns

Although from the outset, the domestic information classification Web site has claimed to mark the United States Craigslist, but in fact, the various families in China in the reality of their own model transformation.

It is necessary to see how Craigslist makes money. M:metrics, the US market research firm, published data showing that Craigslist, the most visited web site for U.S. mobile users, was in the second place on ebay. In the final analysis, Craigslist is a platform for advertising classification, accept users to upload free rental, recruitment and other small ads, and some of the small ads charges.

Craigslist, which survives on meager profits, has a high revenue miracle of 300 million dollars a year with a very low price and a small team of more than 30 people. Gockai, an Internet analyst, argues that the reason for Craigslist's survival is likely to be that it quickly built its own moat by first-priority advantages. And it serves micro companies, robbing traditional newspapers of the last column and the Raphe advertising business, a corner that Google and Facebook can't cover.

But from China's perspective, players in the top three of classified information have no effective barriers like Craigslist. Yiu Jingbo that "traditional classified information is dead." Traditional classified information Web site can not solve the credit system, timely communication, location services and so on. 58 with the city in the prospectus has clearly positioned itself as a "local online service provider", from the 2014 strategic perspective, the core is "localization operations", through better service businesses to expand revenue. According to the 58 disclosure of the same city prospectus, 2013 of the first half of the 58.84 million U.S. dollars revenue, membership fee income of 35.46 million U.S. dollars, and online marketing services revenue (ie, online promotion fee) is 22.43 million U.S. dollars.

"To classify in a heavy way will die", Wang Jianyue that the classification of the three countries have been divided into two groups, "58 with the city and the market is to run at a very high cost and charge to operate the model, 58 of the city recently announced to expand from 5000 to 10,000 people; costs are necessarily required from ports and products." And Bai go closer to Craigslist's light model, "all the costs together with less than 100 people's team, very low server costs, almost zero advertising costs, relying on users word of mouth." "According to Wang Jianyue, the main source of the current net receivables is still from the merchant," but it does not mean that we mainly serve them, the core of the classification is still to provide free advertising opportunities for ordinary users. ”

"58 of the city is now more like a fighter, to the vertical industry, almost face and every vertical industry competition problem, and our direction is to maintain a cooperative relationship with the vertical industry." Wang Jianyue stressed.

However, classified information "three kills" for each family is not easy. In Sun Mengzi view, 58 with the city in the industry has formed a certain monopolistic position, but simply to sell ads to businesses will soon touch the ceiling, which is now to take the difference to the line under the depth of one of the reasons. "There will be no merger in the short term, but the market and the living space of the people will be further squeezed." ”