How local communities operate around user needs

This paper contributes to the network of Wei-jin Shanningji in Shaoxing Sunshine Network, and shares his thoughts about local community.

04 started a business, do local website, has been to do today. The first three years have done some other things, after 6 years have been focused on the local community, previously done a simple summary, you can click here to view. All the way over, toss things enough, make countless mistakes, always want to make a summary of the system, but always thinking too scattered, want to write too much, no pen. Recently, the site is ready for revision, because the changes are relatively large, think can not be delayed, can write how many, and colleagues to discuss.

Now we all know to do the local community to professional, is not the original several people, a few shots can do, remember Ningjie network of teachers have a summary, local community to do up to three conditions: 1, 3 million; 2, 3 years; 3, a mature team. My own experience, indeed, and now micro-bo, micro-letter, QQ space and other mobile end of the impact, the overall decline of the forum, which has a distinction: the original a large number of people to go to the forum for entertainment to micro-blog or micro-letter up, so we concluded that: the advantage of local communities is to do consumption, and friends chat more suitable for mobile end.

Let's start with the lesson. Learn too much, pick big talk. The first is positioning. This topic is a cliché, but a lot of talk, every day or make the same mistake. A lot of people have been asking: what is the Sun net? I am a long time, what comprehensive web site, life consumption site, local portal site, we are doing the * * * industry and so on, in fact, always know and did not explain clearly, I said my, people still do not know. Users open the Web page, from the top down a pull, go, now everyone's attention is very valuable, you can not in the shortest possible time to attract TA's eyeball, basically no. So, have already done the website has the innate popularity Foundation, but later website more and more difficult to do. For the internet, too many alternatives to the product, from the point of view of time, is exclusive, on the other there is no time to patronize you.

In this case, the clear positioning of the key, can make people at the first glance, 15 seconds to know what you are doing, what good for her? Can save a lot of brand promotion costs. And the positioning is vague, no characteristics, and more resources will be dispersed, consumption of light. Unfortunately, we are not mature in our own team (early entrepreneurs have been lost, and the early money is not based on the Internet as the main business, mostly new people, only one or two years of Internet experience, the operation of the industry is not familiar with the conditions, has been trying to do all-inclusive, the above spent 4 years of time, millions of of the investment, it is regrettable and sad.

By the way, until 2009, I had been in the wrong circles until 10 when I switched the technology to a PW system, and I began to enter the community through the PW National Forum. At that time for the ant net (now closed), the public comments network, 55bbs, and Shenzhen has a eight-border network, etc. is a lot of reference, the vision decided to see, this detour now in retrospect really go more wronged, but because of these I am more familiar with SNS, the following years did not pay tuition on this.

Since 09, our industry has been China, itself for the industry is not familiar with the operation, and the needs of the industry itself to understand enough, suddenly on the three industries: food, fashion, marriage, at that time, each industry was only one person to do, did not have a year to stop the vegetables, and then summed up, two questions:

One is the choice of industry problems, no choice of property, home, car Pyramid pointed to three industries, and such as fashion industry, as long as in-depth understanding will know is difficult to do, to the size and profit to make, do not say a person, 10 people are difficult; The marriage industry is doing well, but the income does not come, finally also stopped (this is a pity, at that time purely groping, do not understand the law of industry operation, in fact, do marriage industry road is to go right, but the accumulation of time is short, not adhere to the final fruit).

Second, in the company is not yet ripe (at that time, the total of more than 10 people), should be focused on doing an industry, not three, the root cause or the operation of the law of the industry do not understand, blind optimism.

Last year to spend a year to do the household industry, just started to cast 5 people, and then increased to 7, a year down the labor cost is more than 300,000, but so far, in addition to open more than 300 "dead" shop outside, basically no effect. Therefore, today I have to make a good summary of my understanding and thinking of the local community, and also take this opportunity to discuss with you, I hope that you can give me some advice and suggestions.

may have some partial theory, hoped that everybody has the patience to look, all is my oneself these years practice and the ponder thing. My understanding of local community operation is: around the user needs, organization resources matching.

The value of any product or service is to solve a requirement. The demand is the fundamental, but the solution, its efficiency manifests the commercial value, the cost is lower, the efficiency is higher, the value is bigger. The reason why the Internet is being invested is that the marginal cost of information replication is approaching 0, and the cost and efficiency are almost the ultimate.

Local community to solve the needs, are already existing, such as we are doing blind date, buy a house, buy cars, decoration, marriage, etc., this is just needed, now we are nothing but the Internet technology to solve it. So where is the cost advantage and efficiency of the Internet?

First question: Where is the core value (advantage) of using the Internet to address traditional needs? Changing user habits is a difficult thing, unless there is a lot of interest-driven, otherwise why do others come to your site to solve? I have a very important principle of thinking: irreplaceable.

Tell a thing I've learned before. Now a lot of websites are making coupons, and we made a 4-year coupon from 07 to 11, we each month out a set of coupons collection, each merchant each month to collect 300 yuan of money, a year down can receive about 100,000, then by the end of 09 I was very determined to withdraw from the coupon market, because that year we began to prepare to do the business Union, With the local family also more famous restaurant boss talk, pull him to join, talk about two hours, finally he asked me: Your business union or coupons, you see Jiefang Road in the past so many merchants, we have already done, why do I find you? I choked and didn't talk, and then I came out and I was thinking, Then I want to understand a truth: if one thing, others can do, to find you do, nothing but you professional, can help him save time, but so you do not have much advantage, you are difficult to make a good product, you have no pricing power, earning is hard money. To do should do what others can not do, can not replace the matter, and then I analyzed the media is valuable, unfortunately there was no method of conclusion, and groping for two years until the teacher, the whole idea is really clear.

Back to the first question, the core value must be irreplaceable. For example, the business yellow Pages is demand, but the substitution is too strong, if the above put a lot of manpower and material resources, that will outweigh the gains. Do consumer Information Distributing Center is also the demand, but the value is small, the profit is also difficult. We're working on every site right now, but there are a few really thinking about what needs to be addressed, and whether the demand is at the core, and whether it has the advantage of local communities. We know that snakes play seven inches, non-core demand is like the tail of a snake, although it is part of the snake, but it is not the core. However, at this point, I found that there is a general lack of in-depth thinking, maybe now we live still can, extensive operation is enough to deal with, but I believe that specialization, refinement of demand positioning and transformation is the core of future operations.

The second issue is the question of efficiency. After the core requirement (value) is clear, it is the problem of the organization resource matching demand. What is the efficiency of this Organization's resources, that is, input-output ratio? Very simple, if 3 million you are to invest in the Internet or to throw food and beverage, it is definitely more than the Internet recycling funds to block, this is efficiency. With the same two requirements, we need to measure efficiency to make better choices. If a demand to solve the need to spend a lot of manpower, resources and time costs, to consider the issue of not cost-effective.

The third problem is the question of collecting money. I have a user to buy a car, I introduced him to the past, how can I find 4S shop charge? This actually involves the product. Can not engage in popularity, light to solve the demand, the result of no suitable products to follow up. A few years ago, I do the basic idea of the Internet is to do popular, find ways to engage in activities, promotion, gather popularity, but people do not know how to transform, at that time did not know the method of industry transformation, also did not start the industry operation, on a group of people in the forum to chat and eat and drink, the atmosphere is very good, but no commercial value. Once I saw a sentence that could be a good overview of the state of that time: the head of the internet company was thinking all day about how to improve the flow of the site, not how to make money; the person in charge of the internet doesn't think he is the general manager, but stationmaster.

Three questions: 1. Where is the core value? 2, Efficiency 3, collect money. I think that in the local community, these three problems need to be transparent.

Let's talk about the supermarket. Supermarket is a foreign concept, China originally only grocery stores and cooperatives, its business philosophy and management level are relatively low, so the supermarket came in after 99% have disappeared, only some pop or convenience stores near the neighborhood.

Supermarkets have three core advantages of the grocery store can not compare: convenient, affordable, trust. Unified access, centralized supply, also provides a good shopping environment, push the shopping cart, one or two hours can solve the whole family a week or January of daily necessities, very convenient; bulk procurement leads to low cost, so the price is also more affordable; supermarket strength, investment, dare not easily hit Word-of-mouth, the selected goods are strictly, non-delivery, Ill-made, fakes are not easy to come in, consumers trust.

I think the direction or value of the future development of local community is similar to that of supermarkets, which is the entrance of local consumption and the essence of channel. The need to solve the two is the same, but one is to use the physical store mode, one is to use network technology to solve.

1, convenient: Because the information replication and dissemination of low-cost, information-rich, massive, can maximize customer access to product or service information needs, and some products can be purchased online, do not go out, in line with the people increasingly lazy nature.

2, trust: The network of Word-of-mouth sharing, the user's own experience, experience, more real than the opinion of the business, plus the credibility of the site itself, combined to solve the problem of trust.

3, the benefits: Typical is a group purchase. Businesses can focus on wholesale, reduce time, resource input costs, through the network coverage of more audiences, direct consumers, but also save the intermediate costs, is equivalent to the cost of saving to the consumers. This is a real concession, the net friend, the merchant is the double win.

What is the core of these three core values that cannot be replaced by traditional methods?

There are some external factors that need to be taken into account.

Now the younger generation is more accustomed to surfing the internet, using computers or mobile phones, their venues more to the Internet, so trading should also be online, this is a trend, not an advantage.

Therefore, the core should be in the convenience and trust. The two are irreplaceable.

The first convenience, is the nature of the Internet-information, mass, fast, easy access, as long as there is a computer can access to the Internet, can almost get any information you want, this is the traditional any technology can not replace, newspapers, television, outdoor, single page and so on can only be temporary, only the internet can be permanently saved, fast retrieval, And can hold a mass of information.

Second Trust. The internet is the most efficient means of word-of-mouth communication, can be in a very short period of time, at a very low cost, cover to the maximum range, no more efficient than this. This is also the problem of addressing the cost and efficiency of demand.

And benefits are an alternative advantage. Can be achieved through technology, management, operation and other aspects of improvement to achieve, the Internet is just one of them.

Conclusion: The website operation should be in the convenience and the trust, the product should embody the convenience and the trust. But the benefits, is only the auxiliary means, is not the core.

The remaining question is how to embody the advantages?

1 Convenient: A large amount of information, how to organize the self-help publishing shop? Edit and compile? NET friends how to get? Category Search, search, edit recommendation?

2 Trust: How to build trust mechanism? Now is the forum mode, post form to solve, there is no better plan?

3 Benefits: Group purchase mode?

I want to hear what you think.