How to explore the community more and better profitability

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

September 5, the latest issue on how the community more and better profitability of the China Network salon in Hna 珺 mansion held as scheduled. Guests present include Ka Fung Capital Partner/former 51.com Chairman assistant Huang Shaolin, Alibaba senior director Chen, Huilongguan Community Network founder Six Monitor Daiju, Sky Network President Feng, video game Bus Co President Ding Yuanli, six-person founder Zhoulei, top net CEO Pama, Golden International Media Sales deputy general manager Ge Zhaobin, China unicom Shandong branch of the Channel Research department general manager Zhang Zexuan, fast Granville Technology Group Co., Ltd. President of the International cooperation project manager Chen Shuyi, F Group Chief Financial officer Benji, mom said vice President Wang Touliang, well-known E-commerce experts/West Street Network CEO Guo Hongjing, Granville Technology deputy general manager Huang and so on nearly 30.

Ka Fung Capital Partner/original 51.com Chairman Assistant Huang Shaolin:

The profit model of the community is mainly three kinds: advertisement, electronic commerce, virtual goods transaction. Take 51.com For example, the main profit from three aspects: Virtual goods trading, advertising, E-commerce, which virtual goods trading is three times times the advertising revenue, such as selling gifts on the 51.com, selling flowers 10 yuan A, 100 yuan a diamond, skull first 150 yuan, virtual goods trading, advertising, E-commerce These three road to go together, integral, at the same time these three road according to the different proportion of the website may change. For example, the white-collar on the net will not buy flowers, so happy net income mainly from advertising, games and so on. Shi Yuzhu and Ma Yun have wanted to invest 51.com, and their investment will change our business direction, game or E-commerce. The community is doing the reverse, from the inverted flow in generating value and to become present, the combination of community and E-commerce will have a problem, the user in the community to generate the purchase of the impulse probability is very low, so the income generated can not support the site; In addition, people who do the community do not understand what is e-commerce, e-commerce income = number of visitors * order conversion rate * The amount of a single order, among those three, visitors from the new visitors and old customers return visit, E-commerce is relying on science, to take care of every detail, from the community to do E-commerce is not reliable, to make good at doing business e-commerce, do not do the community to do E-commerce, e-commerce visitors are not a certain number of people, Goods can not be profitable, people have a herd mentality, community and E-commerce is to learn from each other.

51 of the users are 19-23-year-old young people, more than 45 years old and more, 25-35-year-old people less, because they are in the life of the fighting stage does not have time to do this, the community to infiltrate the user's life.

How to make 51 of the flowers valuable? Only the virtual monetary system can be overturned, integration system damage, such as 51 to control the scarcity of flowers, in addition to consider the integration of virtual goods and actual consumption points can get through?

Sky Network President Feng:

Site to have their own positioning, in order to have their own profit model, we are positioned in contrast to 51, is 25-40 years old people accounted for 70% of users, five years of work experience of the user has 5 million, these people have the money to have time, how to serve them difficult, we have three profit mode: advertising, recruitment, fees for users. The Horizon Network is merged with a European company that is a professional community, the site began to charge 80,000 users, and the fee is very successful, now the income growth is fast, of which the individual charges accounted for half, we are the first to do personal fees, after the recruitment, and finally advertising, China Internet to individual charges very difficult, so we put this part in the last, I believe that one day it can be brought up, as long as we can help him develop his career or help him make money. The three main engines of the Internet: money,sex,game, we have to let users make money, we start from advertising, and the positioning of ads is very critical, although we have close to 5 million of the high-end users, but this number of users compared to other sites is also very small, we are in the position of advertising value is business-to-business customers, and customer customers to face the vast number of users, business-to-business companies focus on contact with the company to make decisions, we are to help them reach the decision-making level of the company, this part we are just beginning to explore, we can not talk about success. Our business is the hardest choice, we want to create a suitable environment for Business-to-business, Cisco saw 7 days of advertising will not do, not suitable for our positioning of the ads we chose to give up, this is the determination we need.

Famous Internet expert/original Cool News Network founder Chen:

For the Life service community, group buying is a good profit model, group buying is a good way to change, your user's trust in the site will be transferred to the site of the product trust, buy in fact all in making money, loss of money is not much, already have a user group of the site is the fastest, as long as the combination of existing user groups, lock the target of goods , become a group purchase of goods, more than advertising money faster and more stable. For example, you see thousand oak everyone net made glutinous rice Regiment, the ability to become very strong.

Huilongguan Community founder Six monitor:

Huilongguan site group Call collection, in 03, there are netizens to take everyone to bargain, finally success to get low-cost, we are to provide a platform, and did not take income from this, this is a small module in the forum, in order not to let everyone disgusted, on the single out, this plate is now very hot, traffic and transactions are very large, This year we have strengthened the supervision of commercial tenants and started to submit copies of their licences. This business at first we did not charge, and do not intend to charge later, we consider their own to do some quality group purchase, such as one of us and a driving school cooperation, there are more than 200 people in this driving school registration, we can take a commission from the merchant, At the same time we allow businesses to provide free some goods and services, to provide users with the equivalent of advertising, our two profit model is: Save money and advertising, but limited advertising, prices can not be very high, can only consider other profit points, then we consider group buying.

Guest speakers:

2002 Mobile Value-added services saved the Internet industry, solve the Internet profit model, 8 years later, the SP business was hit, but the toll channel is still very important, it is open thinking, the trend is wireless internet, one of the changes brought about by the real-name System (has been started), Master the user's mobile phone to grasp the user's viscosity; In addition, the community must move to the mobile Internet, the PC and mobile phone combined. Mobile phone to solve the following problems: User authentication (this value than most of the mailbox), with the certification to do reminders, notice, care, increase the site's stickiness and flow, spend less but the effect is good.

Zhoulei founder of the six-person line:

We have done the phone certification, personally think for the community site, advertising is not the future, the future should be e-commerce, how to move from the community to E-commerce, integration is a good point, is the community and E-commerce connection point, community members accumulated points are valuable, the community site is facing a profit dilemma, E-commerce is a way out for all community sites. It's hard to go to a community site that needs money to buy traffic. The future trend is flat, group buy navigation site more difficult to survive, the community site can survive, we will free to provide customers to buy a platform, group buying flow from the search, community. One is a community with a lot of traffic, a community that provides the product, and these two categories survive. The six-person line is also wired under the activity's income. As a result of industrial chain extrusion, customers like intensification, can not rely solely on advertising, to provide customers with more value such as public relations activities, to provide e-commerce to small and medium-sized companies, we also want to compress downward, by Baidu and Taobao accounted for the space, must be compressed downward, the activities of the integrated marketing is the fifth The future customers of the community are E-commerce and integrated marketing customers, not advertisers.

Host：

Cash flow is particularly important, a group purchase activity of 800,000 cash flow is very good, there are so many users, as well as advertising companies and public relations companies, the community has no need to cooperate with advertising PR companies? It is easy to make tens of thousands of lists for well-known advertising companies, not easy for community websites. Baidu and Lotte Cooperation to do E-commerce, Baidu bid has 20%-30% profit margin, do e-commerce profit margin of only 5%, but why does Baidu have to do e-commerce?

Ka Fung Capital Partner/internet expert Huang Shaolin:

Operators have to consider the flow of cash flow, for marketing, community site traffic is to ensure that we focus on a website, vipstore, this is Taishan fund investment, similar clothing special sale, after landing is not see the merchandise, to join the membership, have new products will inform you after the shelves, This website uses all promotion means, for example can use happy, everyone, such as the account landing, the user bought things will be pushed back to his community website, and micro Bo through, forming in the community promotion behavior, this promotion effect than advertising good, to use the community to improve communication, community on the meaning of E-commerce where, The former is a low-level promotion channel, if the community user's promotion cost is higher than the advertisement he will use the advertisement, now is the community user's promotion cost is lower than the advertisement, I thought vipstore core competitive power lies in the low price, the commodity is the core, the community is only a thrust.

F Group CFO Benji:

Group F is the first group of online group buying site, we value the stickiness of community users, the value of community values, the industry is difficult to do, just some people said the aggregation site will die, all features opened on your site aggregation. We believe that the community is divided into: portal community, such as happy, everyone, compared to the huge number of users to buy 150,000 movie tickets is in fact only a few of the single rate; there is a kind of vertical community, such as parent-child community, group buying and E-commerce is not different in nature, group buying is through E-commerce to achieve, Group purchase of users than the community, although not many, group buying navigation site also has the value of the existence, they are also in the community, community users large and sticky, E-commerce find group buying cooperation rather than community.

Mother said vice President Wang Touliang:

Group purchase really consider the operation of the line under the ability, there is no strong national management Branch of the capacity of the product group Buy has a feature that is regional, mainly in doing community and E-commerce, in various places such a group is more difficult, to pass the cooperation with other group buying site. The combination of community and E-commerce, we started at the end of last year, to maintain a 30%-40% growth rate, the same products such as milk powder, taobao cheaper than we 10%, but because the service brand factors, users will still buy from us. E-commerce for the community site is not no good, the key to see the location of the community site, do vertical areas, diversification is the inevitable trend, we are doing the community, also looking at E-commerce, do vertical industry to think through and do, to see the flow of money in the industry, from one field to another.

Guo Hongjing, founder of West Street Network and famous expert of China e-commerce

There's a community website called Walnut Grove, there are no bad things and ads on this site, although there is no profit, but some people pay to support the community, Walnut Grove and another community website to cultivate a large sports products company, the community website is not to do enough commercialization, there is no other way to produce value. Talk about the way of communication, now users online shopping will go to Taobao check instead of Baidu, Baidu must do E-commerce, the most lucrative community are to make money through business, 19 floor, the West Shrine, etc. will have different user positioning and characteristics. Can not carry the utilitarian heart to do the community, a community of genetic characteristics is innate, but also need to cultivate, the commodity and business is a hot topic of community discussion, to see How to guide users, charging mode can be designed, the key to see whether the user's point of interest to our experience, for group buying, The portal's advertising returns are higher than the community, which is obvious, because the community is to use a special interest to gather a group of people, the community to create income by advertising is more difficult, the community can give the site to provide very good resources, community site users, content contributions, sharing system are very valuable, the community directly sell things more difficult, It is difficult to become a platform, because the sales chain is very long, the management of merchants is also more difficult, the better way is the use of Third-party Plug-ins, the community's advantage is to launch the user level.

Zhoulei founder of the six-person line:

Through the user to bring traffic and spread, I call this horizontal spread, the effect of this transmission is very good, such as micro-blog, the rate is very high, the community has a source of sharing, some people are willing to do the level of transmission, the user has been more than the number of registered users, the current group purchase site Most of the day a group purchase, but the Life service products , the user more through search engine to find the information, to break through the idea of a group purchase site, I call this water to send bombs, buy is to pay or market share, this question to consider, group buying is a social phenomenon, not hundreds of sites can be supported.

F Group CFO Benji:

We plan to work with the community, group buying can not control the service effect and bring value to the user, the community website may set all eyeball in the corner, the merchant pays the Commission also may consider the promotion expense, may help the community to form the profit also to help us form the influence, the advertisement way has the variety, the group purchase advertisement is an advertisement which pays Vertical sites plus communities will make money.

Zhang Zexuan, general manager of Channel Research Department of China Unicom Shandong Branch:

Telecom operators have been "piped" phenomenon more and more serious, so the telecom operators have put forward strategic transformation. China Unicom is no exception. How marketing adapts to the new demand of mobile internet era becomes the key problem that operators consider at tactical level. The fragmentation of customer demand in the mobile Internet era is bound to prompt us to subdivide our marketing channels. Internet marketing, Internet community/Circle Marketing is the new field of our marketing channel innovation. On the one hand, we use our own advantage resources to build our own community circle; On the other hand, alliances, in collaboration with the community website operators here, fit the customer base of the partner community, and win.

Amis CEO Huang Zhihua:

Group buying is bound to go to the community, business follow-up maintenance and service to rely on the community, the most important thing is word-of-mouth, training the first 1000 users is the most difficult, we currently have nine stations, with this 1000 users, the expansion will be easier, group buying and community cooperation will be more win, you can try, do a good job can stick to it.

Community take the road of E-commerce is inevitable, the current domestic group purchase site has nearly 2000, Aya Regiment is at the end of May, the community transformation of the pressure and difficulty are very large, glutinous rice Regiment based on a large user base to create such income is not surprising, how many communities really realize the profit? Small community sites may be held, but integration is too difficult, The biggest pressure is the offline operation, if the Community web site to enter, the consideration of this? Community take group buying is a way out, the industry's big crocodiles have entered, buy to go to the precise product line, take the community line, how to compete with big group buying company, to see how to combine group buying and community.

China Network salon positioning for the in-depth research salon, hope to be able to provide employees with valuable and meaningful exchange platform and perspective. Sincerely thank you for your busy guests to visit the guidance to open and share the heart for the development of the industry plans to make suggestions. Thanks to China's well-known high-end clubhouse HNA 珺 mansion to provide venues, the salon by the well-known internet Gaozerong chaired by the United States network operation Director Wanghao and E-commerce Real experts Lu Hongtao Joint founder.

Article Source: http://blog.donews.com/zelonggao/archive/2010/09/11/1581885.aspx