Internet marketing forces vertical web sites to shuffle

The Internet segmentation industry has become increasingly civil war, the first is the car site. Industry insiders pointed out that the future of industry development "Matthew Effect" will become more and more obvious, the market concentration will be more and more high.

These people believe that the stage of the emergence of industry consolidation is the general trend. Especially in the area of Internet segmentation. But for advertising revenue-oriented sites, high traffic, high user attention is the site to achieve large-scale profits of the important guarantee, but also the most powerful embodiment of the strength of the site.

"2011 China Automotive Network Marketing industry Research Report" pointed out that online advertising has become Chinese car users to buy the most trusted media channels; The introduction of experienced friends and network media for Chinese car users to buy the most trusted Word-of-mouth channel , these two channels have a strong influence on the user from the impression to the initial decision of several stages. In turn, user volume has also become an important factor restricting the development of web sites.

According to the reporter understand, in the high-speed development of the car site does show the strong constant strong, weak weaker phenomenon. According to Iusertracker's latest data, the vertical car website, Auto daily coverage of 4.678 million users, easy car network 2.773 million people, and love card car network with the gap is larger, the whole station UV (independent visitors) only 1.726 million people, and the portal site, Tencent coverage of the widest, 4.091 million people, Sohu car followed.

On the forum, the daily average user gap is more obvious, easy car forum daily average UV 439,000 people, Auto Forum daily average UV 2.154 million, has more than love card whole station daily UV.

And standing in the enterprise's perspective, the number of precision users will be their choice of network advertising platform of a ruler. With high viscosity, a large number of accurate active users of the site will undoubtedly become the darling of the business, which also gave the development of the site itself into a stream of power.

Mr. Zhang, a veteran car player in Beijing, said he was a player at the Ashes level of the car forum. The first time you buy a car in a number of car sites linger, time, and found that in fact, find a car friends gathered site can completely meet their own cars, exchange, additional product purchase needs. Mr. Zhang's experience is no stranger to most netizens. In the face of homogeneity of the content, users and Word-of-mouth also become the standard of choice of Web sites.

In the field of Internet subdivision, the automobile website is one of the most clear areas of the pattern. To auto, easy car network, love Card network led by the vertical web site as well as the four major portals of the car channel, occupy the vast majority of Chinese automobile website user groups. Facing the awkward situation of homogeneity content, providing users with one-stop convenience experience may become an important chip to win the car website.

For the overall trend of the car site, the industry veteran analysis, the current continued to lower the auto market has made the development of the car companies struggling. In this context, the car site also faces the same situation. This year is the industry's web site to a more mature one year, but also the beginning of the Chu-Han competition tripod, in the near future, auto Web site A single big pattern will become more and more obvious.

Commercial newspaper reporter Zhang Yiwang