Fortress besieged: The community operation of the Bucket of sleepy Beast

Wen/Xinyu

The West Shrine Alley was sold by the Art Dragon, sold to a company in Changzhou, Jiangsu, once ambitious art dragon wants to lead Pianan Nanjing's West Shrine to the National forum dream has already dispersed, the BBS time final conclusion was the uproar of the circle discussion. BBS practitioners are never as anxious as they are today to worry about their future. As we chew through the existing BBS products, especially the localized regional Internet products, this fear will soon become a reality.

Fortress besieged: The community operation of the Bucket of sleepy Beast

For the mobility of care, is in 2014, when the author found in the five-line city County, a general hotel as a waiter two aunt, is lightly the phone brush micro-letter, I knew that the crisis.

The mobile age not only attracted the aunt to use, open the rental of the uncle has long been accustomed to use a taxi software, as for young people, in addition to the QQ space to update the dynamic, using micro-BO micro-letter chasing stars, without exception, for the BBS to reduce the active degree to the lowest point, the cliff-type posting volume is the best proof, And the trend of the PC end traffic differentiation is very prominent.

Our users have been lost, new users are tied to the new platform firmly, user habits have changed dramatically.

Based on the depth of the operation of the content, not a public number 100,000 click on the appeal and influence, we suddenly found that there are a lot of enemies around, they have from the group buy the giant group purchase site, Bat localization life platform, such as Ali's Amoy point, there are deep operation of the vertical web site, in many ways under siege, The present living environment is like a giant beast trapped in a cage, to make a final struggle.

From the actual operation, although the current many web marketing has achieved a certain degree of success, income is reflected in the number of tens of millions of, but we should note that the composition of these revenue from the accumulation of many industries, the development gap between the various industries is very large, overall marketing in a very early stage, and influence has become the best shield.

Platform user loyalty is decreasing, on the one hand, because of the differentiation of other products, on the other hand also because of excessive commercial operations to harm the interests of users, for the platform of their own brand of blind self-confidence, but also fatal mishap.

Entrance: Losing the advantage of entrance grade products

The author once naively believed that: based on the localization user base, the rapid establishment based on the local user's barrier, but the local area internet based on the BBS uses this barrier to quickly complete its own business model development, has formed the diverse survival way:

1. Local portals, transforming influence into media revenue

2. Provide the integrated marketing service of the cooperation merchant, obtain the profit

3. Classified information mode

4. Heavy vertical In the industry, such as real estate, home, recruitment, wedding and so on

5. The use of products for data collection, the use of the industry to transform, such as real estate electronics, decoration, automotive and other industry applications

6. Advertising revenue

7. Income from Activities

Most of the stations, especially in the tens income below the small and medium sites, still wandering in the simple classification information, advertising, activity-oriented, has not yet completed the road of media transformation.

Based on the different economic development conditions in each region, generally speaking, coastal developed areas will be in the business model of the economic underdevelopment region for several years; in terms of city size, small cities still have the opportunity to multiply rapidly, but it is undeniable that this stage, The regional Internet is consuming the final dividend from localized entry-level products.

When the income of tens of millions of standing on the peak of the mountain on the top of the hill to smile, ready to go to the throne of martial arts master, this self feel good state in the impact of large-scale web site is a joke.

Product: Exploration under embattled

For tens of millions of regional internet companies, the current set in front of the development bottleneck is obvious: there is no universal product to meet the current BBS product transition and integration.

Most products are also ported to the PC mobile side of the BBS, or simply dump the debris information into the so-called mild social model. This is a simple PC era thinking, rough, but not necessarily effective.

Everyone is pursuing a universal product, but I think: Based on Maslow's demand theory analysis, people's most direct internet survival needs are being occupied by a large number of segmented products. The emotional and personal needs of the BBS era, as well as the need to embody the respect based on social relations, of course, are still there, but they will fall in the original form of the BBS.

Based on the characteristics of Internet products in mobile era, the mobile products of the Internet in the region need the following features:

1. Local life information, such as classification information, shallow information barriers

2. Information tool, Modular

3. Focus on localization events, news, media performance, influence building is the eternal topic.

4. The product has the strong data collection, the analysis, the screening function, realizes the big data

5. Service performance based on localized business

6. Improving the quality of life and changing lifestyles

Localized regional Internet mobile products, should be good at using leap-forward thinking, the weakening of the function of the BBS is inevitable, from the localization of the direction of life to choose the right, social attributes are the embodiment of the circle layer rather than the original relationship between raw and cooked connections. And the product is not a paragraph, but gradually realize the requirements of the application of the product matrix.

Trends: Deep localization O2O or for life-saving straws

The ultimate return of mobility, due to the limitations of the hardware screen, based on the existing technology level and the development of wearable equipment, smart hardware, we can see that the future of life style, there will be a great change, the fragmentation of mobility, and the lack of depth content, in another perspective, is not to meet the needs of users, The final form of a mobile product should still be associated with a large screen display device, the app becomes an interactive medium, and the content will still be an urgent requirement for a long time, but the cycle will be long.

In the short run, perhaps not yet supported to the PC side, many regional internet companies will be closed or transformed, visible in all the Internet opportunities, based on large data, or extremely dependent on localized services, will establish industry localization barriers, and based on the advantages of the original entry level products, product and service categories will be refined, BBS community is bound to weaken. User migration from the original platform is not very difficult. The more difficult is the system for the old users to provide appropriate services, as well as the development of new users, and allow old users to use the new mobile products, through product services and activities, to explore new localization channels, the cost of this trial and error is extremely high.

At present, based on the extension of localization and the actual refinement of the demand for services, we found that from the earliest chat room to the later bulletin board, and then to the portal mode of the industry operations, the drudgery of work, the basic area of the internet most often do, also accustomed to more and more depth of service, and has access to some high-frequency low consumption and low-cost multi-frequency, such as real estate, decoration, fresh, buy and so on, so, the future BBS-oriented regional internet should be able to decisively identify the future situation, improve the local life service based on the O2O solution to solve the online payment of technical issues, A O2O transformation based on localization will be one of the sensible patterns of regional internet visibility.

To sum up, tangled in the PC era Internet BBS complex, has not too high commercial value, in the maintenance of old users, continue to expand influence on the basis of in-depth product development and operation, and the future business model of rapid change is the most important. At present, Nanchang PO Net has begun to carry out O2O domestic services, Ningxia network worm started the O2O, Hefei forum began on the basis of home decoration treasure Deep O2O Project, this will be a new era, if the PC thinking of BBS, it is such as evening sunset, deep change is not only the product, And the consciousness of the whole, perhaps so as to make the darkness before the dawn become short.