Industry portal Life and death: a worrying business model, where is your future

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For the network marketing to promote the impact of product sales, I believe that many small and medium-sized enterprises to see a glimmer of the dawn, perhaps there are some people with the help of the spread of the Internet to enterprises to bring a good impetus, but also to create a number of successful cases through the media competing spread. In the present society, this kind of dissemination is undoubtedly the best Word-of-mouth marketing.

It looks like a beautiful fairy tale. In particular, everyone wants to squeeze the head into the Alibaba, facing fierce competition, in the transformation of the stall, almost overnight, the rapid efficiency of various types of industry portal platform springing up in endless rise. For these sites, they are all directed in one Direction: Business-to-business, a thriving online market model.

Every year, the domestic well-known market research agency Eric Network will make a business on the business-to-business Market Segmentation Analysis Research Report. The results of its research, do not bother to think can also see the situation: the industry web platform to achieve high-speed expansion. From a certain point of view, the situation is also a very splendid thing, to the small and medium-sized Enterprise Network Marketing development brought hope. The data can be reported and the current industry platform operating potential crisis, as well as the proportion of the site's construction and transformation, the proportion of the collapse, the show also illustrates another very serious problem, the industry website platform overall growth is rapid, but the quality is not high, service rugged, The negative effects of the same pattern have also made many of the business-to-business platforms of the siege a victim of rapid expansion.

Business crisis of integrated business-to-business mode

Integrated class Business-to-business operation model is very clear, his wide range of information, with the traditional saying it is to show the industry as a media display platform, Alibaba and HC Network is considered to be a comprehensive category of the tide people. But the real power in contrast, still to Alibaba as the dominant position, HC network regardless of influence and strength is a very far apart of the awkward Deputy master position.

Because, first, want to completely grasp the direction of the entire industry, and form a certain scale, the capital market must be the first. Because you can not on the pattern of a single point of profit to build a station, otherwise it should be called vertical class site. Second, the comprehensive category in the user size accounted for the absolute advantage, can include the overall situation, but once the normal competition, integrated class Business-to-business platform will be eliminated, even if the introduction of different operational emergency strategy, it is difficult to keep the user's not lost. Third, how to solve the difference between the industry and the details of the industry? The integrated class of business-to-business is not going to be a deep industry subdivision, which will be hard to meet for higher quality members. Four, even if the integrated class Business-to-business platform occupies the lead of resource integration, also can not go out of the platform function design and operation conversion ratio of the average cost. This, Alibaba's market share is gradually shrinking is a good proof.

The dilemma behind vertical business-to-business models

Vertical industry web site from the integrated class of business-to-business model from the shell, is operating in the process of the model and derived from the reform, more in line with the marketing strategy, popularly speaking, this is the industry subdivision of the inevitable outcome. His characteristics are also more obvious. Among them, low cost, convenient and fast most by the small and medium enterprise user promotion Staff welcome. Of course, small and medium enterprise users are also the main customer groups of vertical industry websites. Even more than most of the Web platform directly out to serve the small and medium enterprise users to promote the purpose of the establishment.

From the scale, completely evade the integrated class business-to-business platform of the advantages of encirclement and suppression. But the dilemma behind it is beyond words. Vertical industry web site does not have a strong ability to integrate resources, it is really difficult to choose the choice of questions?

The choice is, if the operation behind the team is not enough, your site operation direction How to consider? Capital, time, team, technology and market equilibrium problem, is the use of technology to subdivide the advantages of operations, or use the characteristics of operations to guide the implementation of technical functions? Under the intense market competition, If the website platform's function and the service cannot satisfy the large enterprise's demand, the website operation also has not operated the foundation. Second, the value of the user and the value of the site itself should not be attached together. Advertising and membership fees are the basis of the site itself, but users use the site is not the value of this. The site itself to design how many advantages of service to meet the vertical industry site users use habits?

Want to develop, your site should rely on what to develop

Whether it's a combination of business-to-business or vertical business-to-business, the owners who have chosen to enter the industry have been proactive. This is absolute, because there is no good product planning plan, do station is tantamount to wasting the resources of the Internet itself. Theoretically speaking, a good product planning scheme, its market competitive advantage is obvious. Therefore, under the influence of the big industry situation, the confidence occupies the first place.

However, to pay the theory to practice, such a process of realization, is tantamount to the original things reborn. Deep in the inquiry, why the site from the station to operate, the progress will appear so slow, in addition to the objective factors, have not found the most important reason? Operations often require simple planning, not complex, but for the team and project, can not understand the substance and focus of the problem, The functional design of racking your brains will only degenerate into the dilemma of escaping.

Some webmaster will say that our station through the market research and analysis, summed up a set of independent operating mode, such as b2b,b2m and so on. This, in fact, back to the theoretical level, B2B,B2M is only a system solution, but not the real meaning of the operation of the solution. So, what is the site to rely on to develop? If you do not scale, away from the operation is still a long distance, money and technology injected fatigue, the shadow of death will become more and more fear. If rely on the profession, abandoned the user's own popular operation demand, will appear fail Mai, the recessive danger which is eliminated by the market.

Network marketing means to the cause of death of the industry website

The regular industry website operation has two direction: first, does the flow, the comprehensive opening website various promotion function attracts a large number of small and medium-sized enterprise operation promotion personnel to settle in the platform. Second, do the brand, with the conversion rate to achieve good and bad, gradually closed part of the need to pay the function. The choice of these two directions of operation is the most reliable and effective, but also the performance of the rational operation of the site operators. Of course, if the individual industry sites rely on the rest of the industry behind the background to obtain a large amount of capital investment, and the investment as operational funds implemented to the website platform, in the short time is to circumvent the previous mentioned two operating tools. And relative to the former, the risk appears to be a little bit lower.

However, this possibility is very small, only with the Internet strategic Forward-looking grassroots webmaster and corporate team in the rolling business opportunities are clearly under the circumstances will be able to obtain a large number of venture capital investment, it is therefore, the lack of a large number of capital injections, can be listed as a listing of the industry's web site few This leads directly to the site to expand its operating scale must have a lot of restrictions. This is also the industry website platform development So far, can not and Alibaba really contend with the excellent site of the real reason.

However, for small and medium-sized enterprises, a large area of different levels of industry web site generation to the Enterprise network Marketing has brought a lot of convenience, network marketing staff in operation, basically as long as the control of the collection of information on the industry website platform Resources updated frequency, the display of exposure rate will continue. This is the realization of product network sales profit the most effective solution.

But for the industry's website unilaterally, this is the beginning of the trend of transformation or closure. Customer's choice of space is too large, the industry site itself will be more blurred positioning, the theory should be realized, through the practice of operation, it is likely to be completely negated. If you want to retain customers, in addition to expanding faster and better comprehensive platform marketing solutions, but also to ensure that the platform flow saturation can quickly let customers produce a deal, but the fish and bear paws to do the same, is how easy?

The development of the industry website when is spring?

Do industry station, not necessarily close to great, but also absolutely not small. Industry sites and business cooperation and so a mutual benefit and win the relationship: Corporate members to join the site, release and exchange of information, you can expand their visibility, access to huge business opportunities. And many members of the join, the site continues to grow and develop, so as to attract more members to join, for enterprises to play a better promotional role ... and the industry site itself has a huge amount of information, unlimited business opportunities, truly achieve a low-cost geographical expansion ... For the development prospects, many research institutions and IT professionals have a positive attitude. But in the past has been copied has never been overtaken by the situation also affects the overall quality of the industry site development, the pattern of homogenization makes it inevitable to academics.

In fact, as the industry site of the grassroots webmaster or related company operations team, may wish to ask more about how many practitioners in the industry site is really "knowledgeable"? How much is really focused on their own web site platform construction and market direction completely hook up? How much money you can make in your arms is the key to the real situation of the industry and the enterprises that have neglected their services? And how much are you willing to devote your time and energy to doing industry research?

Have seen such a passage in an article, quite suitable for the industry site operation of the current large environment: "Industry web site in the domestic development of nearly a decade, it is time to change its operating principles and profit strategy." Otherwise, they can only be sacrificed in the market killings. ”

The view of this article is only for reference, I am here is the most valuable regional business-to-business e-commerce site Global Network, Welcome to comment.

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