From 58 to see classified information web site life and Death mode single product "Seven-year Itch"

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Wen/Shi Zhangjiang Wah

Classified Information Network is a new type of Web site in recent years, in these sites, users can obtain free, convenient information dissemination services, such as second-hand goods trading, second-hand car sales, housing rental, recruitment, dating activities, life service information. With the development of Internet technology, classified information sites have formed different forms, including E-commerce, Web navigation, industry portal category, life Information category. In the United States, the most popular classification site called Craigslist, the site has no pictures, only a dense text. although Craigslist looks rather boring, it is one of the most popular websites in the United States.

After 2011 years of overwhelming advertising campaign, the domestic classification of information sites in exchange for executive turnover, capital chain break, layoffs, group purchase business reduction and many other adverse news. According to Alexa Traffic rankings show that 58 of the city and net traffic rankings have a significant decline in the past 9 months, 58 of the city's ranking from 140th to No. 254, net from No. 250 to 400, the prospect of worrying. We can not help but ask: what is the reason for the Rage classification of information web site problems frequently, how can they get out of the escalation dilemma?

Pattern Single product "Seven-year Itch"

Over the past seven years, the peak of nearly 2000 of the classification of information sites are now running out of the few, the remaining few are also in the plight of falling traffic. "Seven years of itching," the emergence of a large extent by the classification of information Web site a single profit model.

-The spread of false fraud information

One of the sources of the classified information Web site is the merchant Registered Member authentication account, and the authentication account publishes the false information to make the user more gullible. According to Netizen Zhang responds, its in the domestic certain well-known classified information website perfect personal information, but did not send any resume on the website, so that Mr. Zhang did not think that in the next few months, he continued to receive calls from the insurance company, said the high salary to hire insurance sales, he politely refused to say that he is not the insurance industry, You can still get this kind of harassment call.

The frequent occurrence of rubbish information, revealing a series of problems such as user's privacy and information, have seriously damaged the reputation and influence of classified information website. For the false information, the classified information Web site does not have to bear too much legal liability, because this kind of event will be dealt with according to the principle of fault liability in law. However, how to effectively solve the problem of the supervision of false information, it is the future development of classified information Web site must be a hurdle.

-Lack of originality in business model

Profit pattern is the ruin of classified information industry. At present, the domestic classification information website's revenue source almost all concentrates in the advertisement income and the member payment (the member fee occupies the classified information website overall revenue 50%), but faces the high advertisement promotion and the website propaganda expense, these simply is "the drop in the bucket". With 58 of the city as an example, its main source of profit is two: Net-neighbor members and advertising revenue, the former is a registered member of the user fees paid, the latter refers to value-added advertising revenue, similar to the search engine rankings, but this can not meet the huge consumption of the site. Too much reliance on member registration income will lead to web site can not take account of user experience, and thus promote the flow of decline, and ultimately form a vicious circle.

The core of an information-type Web site is the user's attitude and reputation. Therefore, enterprises should think about how to improve the quality of the platform, including merchant quality, user quality, content quality, etc., and not just to improve traffic and benefit-related matters. For classified information site, in the rapid expansion of the flow of traffic into the profit is not a small challenge, but at this stage, the domestic classification of information site revenue is still in the initial stage, to achieve profitability is not so easy.

-Capital driven, with no regard for user experience

In the rapid expansion of business and the large number of advertising, classified information sites need to continue to rely on financing to maintain operations. Public reports show that net and 58 have had at least one rounds of financing at the same city. The former has a total of 95 million dollars in rounds of financing, the latter with a total of 120 million dollars. After large sums of money, investors want 58 of the city and net to be listed as soon as possible to gain investment benefits, which seems to be difficult for classified information sites where business models are not clear or even make ends meet. On the one hand, the site needs a lot of money to maintain operations, on the other hand, investors want to be listed as soon as possible profit. This pressure has led to the excessive pursuit of economic benefits of classified information sites, regardless of product quality and user experience.

Establishing personalized service system for Life

-"Wood lixin" to enhance the user experience

To ensure the authenticity of information is the first problem of classified information website. To take effective measures to restrain the behavior of the information Publisher can improve the quality of the website, and the reliability of the users will increase. At the same time, actively expand the scope of business, pay attention to community building, will be more users gathered together to improve user stickiness, for the continued development of the site lay the foundation.

The important criterion to measure the quality of a classified information site is to see whether it can truly serve the users. To enable users to find a sense of belonging, should be the direction of many classified information sites, such as regular "second-hand trading market" activities, "waste reuse", "advocating thrift" and other salon activities, for the elderly who like to collect old items, can regularly provide some "domestic service", "Send warm" and other activities. This not only makes the information on the line "floating" become more real, but also can improve the reputation of the website and reshape the brand image.

-Implementation of precision Marketing

1, accurate Marketing object

Classified information site to profit, you must first solve the user group This problem, pay more users, the profit model is clear. In fact, as all kinds of advertising increase, users are tired of filtering information from them. However, to allow users to receive information about themselves, even advertising is not objectionable, and will take the initiative to understand.

For example, a user is in the pregnancy, then the site can be timely push the relevant pregnancy care products, maternity attire and other ads, of course, can continue to track, calculate its reproductive time, then to its milk powder, toys, baby cars and other products of the information ads. All classified information websites are telling netizens about their website information all-inclusive today, "the authenticity of Information" is a unique and cater to the needs of netizens, in addition to the previous mentioned "pregnant women", like "it White-collar" "Urban Ant Clan" will be a precise market segments? So, Website planners can give full play to the unique positioning of the site, so that the site in the user's mind to occupy a strong position.

2. Accurate Marketing Area

Today, the classification information web site covers a wide range, the scope of the content of a wide variety, from the real estate, recruitment to life in all aspects, are only the greatest degree to provide some of the potential and reality of the information, the lack of specific areas of the population "special care." We have a wide range of people, all over the humanities, geography, environmental differences are obvious, therefore, in the provision of life service information, can be combined with the actual market situation, the introduction of a more professional and thoughtful service for different industries.

For example, Chengdu is located in Sichuan Pendi, foggy and moist, people live leisurely, like mahjong and hot pot, for the region's population, the site can be timely release of "a certain period of time what kind of weather" "" a region near Mahjong pavilion, hot pot shop location, or even "a small sell shop can buy what goods" and so on. Another example, a user in Xujiahui, then the site can only display and Xujiahui-related information ads, so that not only to help users distinguish between the region, but also for advertising to find the most accurate audience.

-Make the most of mobile clients

The latest data show that by the end of December 2012, China's mobile phone users have reached 420 million. As Life services move into the "mobile age", the development of mobile Internet provides a "reformed" opportunity for classified information sites that are frustrated on the PC side. The website quickly Rimini, has launched its own app handset client. NET has launched a "market Life", "Love Bar", "Fair Work Pass" and "ants short rent" four mobile app;58 with the city also launched the "58 with the city", "58 friends with the city" and other applications app. Service mobile traffic greatly surpass the potential of PC traffic.

However, in the localized life service market, not only is facing the traditional classification information website competition, but also has the public comment, the QQ food and so on localization life service reviews the website the threat. Through the horizontal comparison of various applications app will find that from catering, travel tickets to coupons, the service search results are similar. The user chooses the confusion, the service competes the homogeneity, lets the localization life service in the PC side difficult to find the breach. Therefore, user evaluation, later operations, search results, data authority, business resources and so on to become the main battlefield of the site competition.

For classified information sites, mobile Internet is not only a breakthrough, but also a touchstone. For the three or four-line or even smaller localized life service market, small and medium-sized webmaster and entrepreneurs deep digging user needs, well versed in user habits, but will form a big site does not have the advantage.

(Shi Zhang Qiang is the founder of Shanghai Jin-kun Culture Development Group, Deputy Director and Secretary General of Shanghai Modern Service Federation, the Wah Department of Shanghai Jin-kun culture Development Group Senior Consultant.) Public micro-letter: Kam-kun brand marketing; Weibo: @ Kam-kun stone strong, @ Kam-kun brand marketing; Email: shizhangqiang@sohu.com