How to run a good professional market + network Shop mode of Business-to-business Web site (i)

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Website operators can understand the nature of such business-to-business Web sites, can combine their own advantages, to avoid their own weaknesses, the site to operate well. The following will be discussed from several aspects.

1 business-to-business E-commerce Website Introduction

1.1 business-to-business ecommerce web site definition

Business-to-business (Business to Business) is the exchange of products, services and information between enterprises and enterprises through the Internet. Business-to-business is one of the categories of E-commerce by Transaction objects. This form of e-commerce is between enterprises and enterprises. Generally to information release and matchmaking mainly to establish a bridge between merchants.

1.2 business-to-business e-commerce sites are divided into: horizontal and vertical type

The current domestic business-to-business domain, there are two main modes: one is the industry vertical class business-to-business E-commerce site, for an industry to do deep, do through, such as the Global Textile Network, China Chemical Network, the global hardware network. This kind of website is undoubtedly more authoritative and accurate in the profession, but for most industry vertical class Business-to-business E-commerce website Its disadvantage is that the audience is too narrow, difficult to form scale effect.

The other is the level of integrated class business-to-business E-commerce site, basically covers the entire industry, in the breadth of efforts, such as Alibaba, Hui Cong. Such sites in brand awareness, users, cross-industry, technology research and development, such as the industry has a vertical type of business-to-business Web site is difficult to reach the advantage of the lack of users although many but not necessarily customers want users, in the user precision, the depth of service industry and so on a slight shortage. In general, both have advantages and disadvantages.

1.3 Specialization and scale is the direction of business-to-business development

Vertical and horizontal are not absolute. For example, the hardware industry can be divided into integrated categories (level) of hardware business-to-business website and industry vertical hardware Business-to-business Web site, integrated categories such as the global hardware network, more specialized such as screw nets, bearing nets, tool nets and so on. So the vertical and horizontal is not absolute, from a point of view it is vertical, and from another point of view it may become level.

Industry vertical class business-to-business and integrated class business-to-business are not completely opposite, there is a strong complementarity between them, for a long time at least said in some industries will coexist, who will not replace who. We see the pros and cons of both the industry's vertical business-to-business and the integrated class business-to-business, and predictably, these two types of business-to-business will certainly try to make up for their shortcomings. In other words, the level of integrated class business-to-business will be in the direction of specialization, vertical class business-to-business will strive to seek scale. That is, specialization and scale are the only way for business-to-business development.

The best way to vertically and horizontally business-to-business websites is to collaborate, that is to say, the industry chain of business-to-business websites that are vertically oriented. And after cooperation, it will be able to some extent to solve the problem of vertical business-to-business industry two fundamental problems: Customer chain fault problems and economies of scale.

The main marketing strategy of 1.4 Business-to-business website

Strong promotion: Through the traditional magazine, newspaper and exhibition publicity;

User training: To guide traditional users to try to use;

Self-help: To provide free enterprise information publishing platform, forums and blogs, such as personal participation of a very strong platform for information dissemination;

Called services: To understand the needs of traditional businessmen, to help them contact sourcing or sales channels, the information into the network, the feedback timely inform users;

Consulting Services: Collection of the industry's first-hand market, and after collation and analysis, sent to the user, to provide advisory services;

Activities: to collaborate with the traditional industry or to organize their own offline activities, the Business-to-business Web site as a platform to expand the scope of profit and visibility.

2 Professional market + online shop business-to-business model analysis

2.1 Site Types

Site types both professional market, but also with the supporting services of the network shops, covering the scope of: textile accessories industry, belong to the textile, hardware and other industries downstream, garment industry upstream, accessories to meet the clothing performance at the same time, toward High-tech, functional, health and green environmental direction. Not only belong to the industry vertical E-commerce Web site, but also belong to the professional market + network shops business-to-business New model.

2.2 Site Advantages

A in the apparel, bags, footwear, sporting goods enterprises upstream, trading objects: Textile, Apparel enterprises and accessories manufacturing enterprises in the enterprise-level transactions. Business-to-business development is a better type, at the same time, because the whole industry small enterprises more, the development of E-commerce has great potential. such as the full enterprise-level transactions: chemical raw materials, steel, machine tools, etc., because this type of enterprises will not choose to public newspapers, television, integrated portal advertising, they can only choose the audience Clear magazine, Network and other professional media, from the promotion.

B Trading Center adjacent to Guangzhou International Textile City, Guangzhou International Textile City annual turnover of up to more than 20 billion yuan, with other similar business-to-business sites do not have the resources.

C at the same time the trading center set up a textile accessories network, the website provides a network of shop display and a series of other professional market network services, for the professional market + network shops new business-to-business model, the main objectives of the early stage: to expand the professional market visibility, attract more enterprises to enter the professional market, At the same time through the network for the merchants have entered the professional market to provide business-to-business E-commerce services, profit model and network role is more obvious.

2.3 Site Disadvantage

A website Manager Guangzhou Pan-Asia Technology Co., Ltd. lacks many years of operating apparel accessories and understand the business model of Business-to-business website talent, the lack of industry marketing-oriented talent.

B China's accessories products have long been relying on low price competition, brand strategy is seriously missing, resulting in low value-added products, enterprise survival difficulties, the role of the entire industrial chain appears insignificant, which makes the industry's information level is generally low, the majority of enterprises in the production, management, mining sales are still in the traditional mode of operation, To the development of e-commerce to bring certain difficulties, because the business of Business-to-business Web site at the beginning of the most important is to reach a certain scale of popularity;

C the same type of Web site: International Garment Accessories Network, China Garment Accessories Network, the Yangtze River Garment Accessories Network has been in the front, occupy the industry part of the market, as a new entrants, not only do not have their own part of the market, but also by their preconceptions, occupy a large number of visitors, Popularity is the most difficult and important problem for Business-to-business website, if the basic popularity is not achieved in a certain time, no matter doing any other work will not have much effect, face great challenge.

3 to this website professional market + Network Shop mode operation suggestion

The above concept of e-commerce, types, development direction and commonly used marketing strategies have done a brief analysis, and the company's professional market + network shop business-to-business model analysis of the detailed analysis, the following on the basis of this website professional market + network shop Business-to-business model put forward specific operational recommendations:

3.1 Recruitment of professionals

At least one leader in the site's management team is aware of the business model that the site belongs to. And there are associations, enterprises, government and other social resources, and in this industry has been at least 3 years of people, and can understand some basic network marketing methods; In the website editor, at least one is: understand the technology of accessories products, Production and sales of professionals, and can understand some basic network marketing methods.

If this condition is not present, it must be recruited, and any short-term training can only be palliative and not solve the problem.

3.2 Do the content of the website

3.2.1 To do information and buy information and other content columns, break through the bottleneck of too little traffic

The website manager can control the column to do well, for example: industry information, supply and demand information release, industry information can not only copy a few sites, but should use Alibaba, hc360, Baidu's information search, according to keyword search news, read the center of the article, choose Good keywords, classification of articles, Before you can put it in the information center.

Should have their own article classification methods, have their own judgment criteria, select hot spots, production of special news and so on. If the initial can not be with large companies, trade associations, customs and other cooperation to release the market, then do not regularly write a review, release some of their original things.

Because people in the industry, if they find out about your news, and others have you have not, will not see your news, in short, focus on the interests of visitors, to provide professional and authoritative information, timely release of the purchase of information, is to break through the initial access to a small bottleneck of the method.

3.2.2 often update and select attractive theme pictures

In the era of information explosion, we tend to read pictures, can see the major sites, generally recommended to the home page to the title picture or picture playback navigation news, products, the number of clicks are much higher than other information, sometimes our last site to see that a few information, the other basic will not look. The editor's role is not how many articles you copy, how much supply and demand information is released, but the fact that you put a lot of information in order to put important information into the important position of the viewer's attention.

Title Navigation information pictures should be processed, choose beautiful, visitors focus on the topic as news headlines or navigation pictures, good picture information.

Merchant information that is currently owned by the site manager only: Network shops and commodity windows, the need for detailed content of the shops and product introductions, especially vivid, image of the picture display, store image of shops, products to take more than one view of the picture, after processing, so that the picture is less than 100K, and relatively beautiful, To ensure smooth speed (wait until the formal opening to do this step).

3.2.3 do well in search engine marketing when doing content

In the construction of the site, has been the search engine marketing ideas infiltrated into it, the next thing to do is to fully cooperate with the search engine marketing ideas, the content of the site in the construction of better to meet the search engine.

A news headlines should be short, but also to summarize the central content of the article, because Baidu and other search engine search results show only the previous 25 characters, so the title is best not more than 25 characters.

B sometimes in order to focus on the information reprinted, you can appropriately modify the title of the article, rather than just copy and paste.

C through statistical system key word statistics, or Baidu related key word statistics, to fully understand the use of keywords in the industry's habit, so as to adjust the keyword settings, or in order to tie in with a period of promotion, adjust the keyword settings, you can make search engine on your site more friendly. This is a long process, and there is no constant attempt to produce the right results.

D in products, supply and demand, the content of news information, editors should strictly control the picture size, recommended as: 50K, not more than 100K, if found that the members of the product is too large, should be timely to help him deal with, because the search engine will be the speed of the site as an important factor to evaluate the level of the site.

F in the site to increase the number of visits to a certain level, to join the major Search alliance, which can improve the content of the site has been recorded and the frequency of the record, can make the amount of access to quality changes, to the passive Viewer development for the initiative to provide an opportunity for visitors.

3.3 Use various feasible methods to promote the website

3.3.1 Use the interactive platform within the industry to promote the site

In the beginning, often to the textile industry-related forums, business-to-business interactive platform on the release of information on the forum to change your signature to the site banner, or the purchase of information published to other sites, and finally leave contact not hair, so that interested people to your site to see. The principle is: As long as the theme is suitable, you can publish information about the site, but the content must be detailed, can not make webmaster as garbage information processing, and do not frequently repeat the hair.

In the industry forum on a regular basis, and the owner do a good relationship, write some of the essence, of course, the content is not to your website propaganda, but the industry is valuable things, as long as the last addition from a site, add a link, or specify that you are a certain site editor can achieve results. At the same time, in the well-known blog site to open shun Hua website blog, the development of the site, their usual original content written into the blog.

3.3.2 set up more than 3 textile accessories QQ Advanced Group

Set up 3 or more 200-person industry senior group, the theme of the group is not a website, but textile accessories, the purpose is to gather popularity in the industry, in the field of instant communications, all of your members gathered together, as well as potential members to provide a platform, you can publish some of the title of the purchase information, and a good guide to the article section, Then release the link, this not only can improve the popularity of the site, but also can improve the popularity of QQ group, but also can make the site has a certain right of speech. The group's theme is divided into textile accessories products, such as button group, lace group, can also be mixed.

3.3.3 Use mailing lists to send valuable information to registered members

Editors should often contact users who have already registered members, through the mailing list system, regular will tidy up the topic, the valuable news, the newest purchase and so on with the picture, according to the member main production product Classification sends to the registered Member's mailbox, after receives the member to navigate through the title to your website to see his interest content. At the same time to Non-members can also fill in the front desk product categories, contact information such as simple ordering of news.

This approach is completely different from spam, because that is too no goal, for example: for us to do it development, I will often receive csdn information, I will see, because I am concerned that it is not spam, at the same time, according to product categories to divide the mailing list, more targeted.

In the business process of the vertical business-to-business website, we emphasize the specialization and individuation of the service, in the vertical type business-to-business development trend, the service provider is more to establish the enterprise's development direction, the management strategy provides the intelligence support. So now a lot of industry websites have established industry research Institute, and become the core department of the website.

3.4 Thinking about the business of business-to-business websites

3.4.1 The operation idea of establishing cooperation to win

Under the guidance of complementary advantages, fair and mutual benefit and common development principles, and the textile industry-related websites, publications, associations, institutions, exhibitions, advertising companies and other strengthening cooperation, and to reach a partnership, from the overall establishment of: cooperation can win the operation of the idea.

Early can and large enterprises, peer Web site through the offline telephone contact, communication to establish cooperative relations, such as information sharing, exchange links. The significance of this cooperation is more far-reaching, not only to increase the number of visits, but more importantly: the establishment of the industry in the visibility, trustworthiness and the later discourse of the establishment of the right is essential.

For example: for large enterprises in the industry, you can provide them with important analysis, forecast content, and at the same time they will be ready to release the first-hand information to you, so that you have the right to speak to the outside, but this first requires a certain strength of the site.

3.4.2 will fully apply Web2.0 's ideas to business-to-business Web operations

WEB2.0 definition: Web2.0 is based on Flickr, 43things.com and other websites as the representative, to blog, TAG, SNS, RSS, wiki and other social software applications as the core, based on six Degrees of separation, XML, Ajax and other new theories and technologies to achieve the Internet generation model.

Web2.0 emphasis on improving user experience, the pursuit of universal participation, to achieve the purpose is: adhere to users, you can make more and more users to your site as a must, like we on the NetEase mailbox, QQ software, as we think it is their own things. Common Chinaren Alumni, every time I go up to see the most is his forum recommended articles, Alibaba information column many content from their own blog, forum content, so that people write articles more sense of achievement, so that more people to join the forum. Although Web2.0 is a short time to put forward, but in fact its thinking we have already used, but not from the height of the theory to pay attention to it, consciously use it.

In the business-to-business industry, the Chinese screw network is currently the hardware industry has done a very professional website, this refined business-to-business E-commerce model may become the future of the industry's web development direction. It was founded in early 2005 to integrate WEB2.0 ideas into business-to-business websites.

A quantitative user group is the basic and essential condition of business-to-business websites, it is impossible to promote blogs, organize activities, produce special topics, and publish original analysis articles without a certain amount of user groups.

When your membership is concentrated to more than 500, IP can be more than 300 per day, you can improve the content through popular in turn, you can put most of the information in the Forum published to the official news column, the forum in the grassroots culture of the excellent paper as an elite article to publish, and recommended to an important position, is now a lot of large web sites to adhere to the popular method.

Of course WEB2.0 has a condition, is the popularity of the more prosperous operation is more successful, the more smooth, in business-to-business, we have let users participate in sending their own enterprises, products, supply and demand information, has been Part of the WEB2.0, but we don't have the right to open their individual posts and assemble them as separate pages. Therefore, based on the idea of WEB2.0, site operation for a period of time, to reach the most basic user base, you can promote the forum, increase the blog function.

In short, web2.0 is a kind of thought, a guiding ideology, in addition to blogs, forums, other uses are many, as long as we adhere to this principle: to improve user experience, the pursuit of universal participation, to start operations on a duck in the way.