Internet Grassroots: Growing Pains

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

"The number of small and medium-sized websites in China, the site model and positioning are different, although the scale of development is uneven, but it has become an important force in the development of Internet." Shanghai Webmaster Fraternity as a spontaneous organization of aggregate grassroots strength, will actively gather grass-roots strength, and promote personal webmaster and small and medium-sized Web site peers to work together to develop. "Recently, the Shanghai Jiaotong University Auditorium held the" 2008 Shanghai internet Grassroots Congress, "the organizer of the sponsor of the Yuga New, the founder of the association told reporters.

In that winter afternoon, no star hotel comfortable seats, no exquisite refreshments, even without central air-conditioning cold, but did not affect the "grassroots" webmaster enthusiasm. According to statistics, this national quality of small and medium-sized webmaster meeting the number of people unexpectedly reached 1000. This shows that the grassroots are so "lush", they hope that the need for communication, communication and learning is so strong. When the internet winter a little forced into us, the grass-roots of the ability to cold resistance? Are there also "growing pains"? Where does the power come from?

The plight of the grassroots

"Lack of money and lack of resources, these two points is the main dilemma of the current grassroots web site." "Both friends of the study webmaster, but also as the founder of the Shanghai Association of Yuga New, for this deep feeling." Light from the previous 6 times Shanghai Webmaster Association activities, can deeply feel the hardships and hardships of the grassroots. Shanghai Webmaster Gathering from the first session of more than 40 people, to the present 1000 people, the middle of the financial and resource difficulties, it is difficult to imagine.

Indeed, the small web site, although the cost is low, but only by individuals or a few people's strength "endure", it is difficult to get through the hard fight of the years. In any case, cash flow is still a very important foundation for a website. Hardware and software costs are sometimes a small amount of expenditure. and resources, mainly refers to the network resources and industry resources. Small Web sites are less independent and, if combined or complementary, can push them forward.

In addition, the lack of business acumen is a common problem. China Network Business Network general manager Wang told the reporter "Most stationmaster is uses the website to start a business." Hope to rely on the site to make money. But most webmasters are considering how to earn access and improve IP. But what about the lack of business acumen that has increased access? A 10,000 IP site, not necessarily 100 IP sites make more. Therefore, we have to pursue effective flow. Do not blindly pursue the maximum flow, but to do a special and refined. ”

"As the webmaster of the site, its role is more like a businessman. Because the website wants to make money, obtains the income, must have the profit pattern, even if is the simplest relies on the website advertisement to obtain the income, also is the profit pattern one kind. However, the Internet, the vast majority of stationmaster is not a businessman, not to say is a ' good businessman ', they consider is IP, SEO, ALEXA, seems to have access to the world, but ignored the site's profit model, as well as their own business thinking aspects of cultivation. These stationmaster is the very good technical person, the internet aspect versatility, but is not a good boss. ”

The power of the grassroots

"Grassroots" very small, "grassroots" is very weak, "grassroots" market promotion is difficult. Indeed, these are the "grassroots" status quo, but the grassroots is not worthless. In thin view, its strength is not small, may also derive a new "long tail" theory.

China Internet advertising trading platform-Ali Mother's website deputy Zhou Junwei told reporters, "China's several major portal sites, as well as other large sites, they accounted for all the PV sites in China 20%-30%, but their advertising costs accounted for the percent." China has a lot of excellent web site value has not been dug out, large advertisers have been to several large media platform, but the small and medium-sized website is Ali Mother's concern groups, they occupy a large proportion of the platform, about 90%. ”

Mining advertising value, usually need to go through several stages: small and medium-sized site classification a lot of blog, personal building stations, industry-type sites, advertising value is different, for the crowd is also different. The smaller the site, the more needs to be subdivided. This needs to go through the classification of site advertising, and then through the classification and analysis of advertisers, the matching relationship between the two set up, and slowly optimize. Ali mother has her own sort of principle.

And Ali mother this platform mode is different, there are many advertising media integration platform is also popular in the country. Not long ago, stick John with the integration of small and medium web site strength of the T2C to cooperate to adopt the network marketing way, promote a variety of meals.

Rod John Marketing Manager Zhang Lie told reporters, "Stick in the hard and wide aspect of the investment is less, 07 intends to work more on the brand." So, starting from the fourth quarter of 07, with the mentality of trying to carry out online advertising. Through the "Love point" of this colorful, feature-rich media video advertising form, internet users download bar John Coupons are also gradually increasing the proportion. Our consumer group is 20-40 years old age group of people, younger phenomenon is obvious, they are more able to accept exotic things. According to incomplete statistics, October period, through the network to download coupons consumption, accounting for a total of 15% of the consumer group. It is also available on other individual consumer websites. In short, on the basis of the overall platform of advertising media, targeted at small and medium sized sites will be more accurate. ”

Ma Qi, an AC Nielsen Internet research consultant, said that in the current many integrated medium and small sites to do the marketing platform, more based on technical control capabilities, resource contention strategy and market development needs, effectiveness, efficiency and effectiveness of how, is not sure. But one thing is for sure, it gives advertisers and agents a chance to practice precision marketing.

In his view, the subdivision of the network marketing effect of small and medium-sized sites, the most desirable place is to let the audience in the "own environment to achieve the identity of advertisers." For enterprises, to do subdivision of small and medium-sized Web site marketing, relying on their own strength is difficult to achieve, so relying on a larger platform may be a more practical choice. Therefore, in the main advertising-platform-small and medium-sized site of the simple three, how to effectively protect the "advertisers-small and medium sites," the rights and interests is the key.

The way out of the grassroots

Grassroots more out of "cloth", ordinary but also have their own entrepreneurial dream. However, social rules tend to focus on those who have been successful or who have been awarded VCs, with little social resources to focus on grassroots groups. They lack the support of social resources, and success is even more difficult. How to get rid of the reality of the grassroots dilemma?

"First of all, to realize that there are indeed deficiencies, self-improvement is the first step," Yuga New said. Grassroots not lack of entrepreneurial projects, the lack of awareness of entrepreneurship, entrepreneurial risk avoidance and other capabilities, effective management of the project capacity, as well as the target market segmentation and marketing capabilities. In fact, whether it is the Internet entrepreneurship, or other traditional industries to start a business, are following the common entrepreneurial law. The development of Web projects, for the grassroots is relatively easy, but the development will be a long time to face the site management, operations and marketing work. Internet entrepreneurs, in addition to mastering the development trend of the Internet industry, but also learn business management and marketing knowledge. ”

Second, the complementary resources, the formation of Internet Entrepreneurship Team, is a feasible direction. Grassroots, many to a lone state of existence. From technology, page, content, marketing, management, are one person. Seemingly "professionals", in fact, this also happens to be the root can not "go out" one of the factors.

Take web2.0 as an example, web2.0 has been a lightweight entrepreneurial direction, very suitable for grassroots groups, with a unique solution to the user on one side of the application as a starting point, the formation of 3-5 or so entrepreneurial team, quickly set up a website platform, and then focus on the market development and customer marketing.

"It is suggested that grass-roots active interaction with external talent, environment and partners will effectively reduce the cost and risk of entrepreneurship." Set up entrepreneurial team, with common project values for members to join the basic point, with the ability of members to complement each other as the principle of Ningquewulan, and as far as possible in the establishment of the team at the time of consultation on the internal benefits distribution mechanism to avoid future due to uneven distribution of benefits resulting in project failure. Yuga New added.

In addition, the grassroots to look at the problem from a businessman's perspective, the project's profit model is very important. "Over the years, technology can be improved and patterns can be innovated, but the 20/80 rule of making money doesn't change," says Wang. We have to understand the habits of netizens, in addition to their own as a webmaster, we should consider themselves as a businessman. Consider the problem, should not from the subjective point of view, but should be from the needs of netizens. Do not only visit the site, but should be concerned about the number of visitors to the value of the population and the amount of access will yield. ”

"Grassroots need to go through a process, in the beginning, the reality and ideals still have a certain gap, but in the Internet industry constantly changing process, endless opportunities will be present to you grassroots webmaster." As quick Money General manager Guoguang to the grassroots stationmaster's incentive, we also hope that the grassroots have experienced "the growth of the trouble", can thrive.