Internet portal layout craze, from Search, IM spread to web site navigation website

Absrtact: The Internet entrance layout craze, is from the search, IM spread to the website navigation site. Last week, Qihoo 360 was listed on the NYSE, and was sought after by the capital markets. In this traffic value show behind the show, the Web site navigation becomes the main revenue contribution of Qihoo one of the field.

Internet portal layout craze, is from search, im spread to the website navigation site.

Last week, Qihoo 360 was listed on the NYSE, and was sought after by the capital markets. In this "flow value show" Behind the Web site navigation has become the most important revenue contribution field one.

In fact, the value of navigation sites has been increasingly valued by internet giants. "Daily economic news" learned that this February, Taobao's "Amoy Web site" Navigation station to have 2345 navigation of the Shanghai Rui Chong operation, but start-up is less than one months, and resumed.

In the context of the soaring value of Internet traffic, the website navigation station is experiencing the double promotion of price and value.

The value tag soared

August 2004, Baidu to 50 million yuan to buy hao123, for navigation website set up the first valuation benchmark. 2007, The Imitation of hao123 265 navigation by Google Acquisition, the offer also amounted to "tens of millions of yuan", once again proved the value of this huge flow of liquidity channels.

Good 123 and 265 of the success stems from the Internet economic start-up period of grassroots entrepreneurship, two sites achieved xingping and Cai wins two well-known grassroots entrepreneurs. And now, the Web site navigation has entered a more concentrated brand concentration of the head of the Times, personal owners of the myth is difficult to be staged.

At present, the industry's first group has a daily tens independent IP traffic. The report of January this year pointed out that the current hao123 still maintain a clear advantage, 2345.com and 114 of the Web site navigation separation of two or three. Recently, a number of industry insiders pointed out that the hao123 growth rate has slowed down, but still occupies half of the share, while the remaining half of the total, 2345.com accounted for about 1/3, 360 navigation or has grabbed the third, 114 ranked fourth, 265 navigation by Google in China performance, tend to downturn.

Excellent Amazon President Wang Hanwa told the Daily Economic news, the current excellent first major source of traffic is the user directly login, all kinds of Web site Alliance and Web site navigation followed by the search engine traffic source is still behind.

Industry insiders said that the three major integrated business Web site is one of the outstanding, for other small and medium sites, the importance of Web site navigation is beyond doubt. It is understood that the current hao123 to bring the conversion rate of more than 20%, and a well-known business website conversion rate is less than 8%.

"Scale and brand threshold has been formed, as with all the Internet media nature of the industry, the Web site navigation station of the first advantage is obvious." Xing Long Xinda CEO Lei said.

Shanghai Rui Chuang 2006 began the operation of the company, 2345.com home page A link price but thousands of yuan for one months, even if so, but also to ask around for the launch. Now, the price has soared to an average of 200,000 yuan/month, two-level page links have reached 10,000 ~2 million/month, if you want to add color to the link to highlight the effect, you need to increase 50%.

360 The experience of the rise of navigation is to fully enrich the process of price increase. It is understood that the 2009 360 navigation just online, the external promotion of the quotation is only 36,000 yuan/year, but less than two months to rise to 60,000 ~7 million/month, and now the average price has reached hundreds of thousands of yuan per month.

A number of electric dealers, online games, video industry enterprises in charge of advertising, said the last four quarters, the cost of Web site navigation has indeed increased by 50% to 100%, individual positions and even 200% of the increase.

Eric released a study also pointed out that, with 114 of Web site navigation, 1616 Web site navigation, Amoy Web sites have launched their respective promotional alliances, Web site navigation thousands of users to obtain costs from the 2009 22~23 yuan to 23~25 yuan, showing a gradual growth trend. Taobao's Amoy Web site even to partners to give more than 25 yuan price. With the accession of many giants, industry competition is increasingly fierce, user promotion costs will continue to rise.

360 Listing effect

This is undoubtedly a flow of cash to the feast, it is no wonder that many competitors into this area.

Since 2010, the Web site navigation phone-in more dense. Last March, the Thunderbolt's 155.com in the experience of video sharing, video dating and other processes, change the web site navigation; Last August, Baidu began low-key promotion of hao222.com, the same month, Taobao "Amoy Web site" on-line; in October, Tencent also launched its own web site navigation; November, 2345. COM also admits that the Shi Yuzhu's giant network and Sequoia Capital have been invested.

Now, Qihoo 360 's listing again updates the value evaluation criteria for Web site navigation.

According to the documents submitted by Qihoo to the SEC, the main source of Qihoo's revenue is network revenue, including online advertising, web value-added services and other services, with advertising alone reaching $38.826 million trillion, accounting for 67.3% of the total.

Qihoo's network ads are mainly 360 browsers, Web site navigation and other platform ads, but also including Google and other search companies to provide traffic import fees. Despite the absence of more detailed official figures, many in the industry pointed out that the Web site navigation revenue contributed to the total revenue of Qihoo more than 50% of the share.

In fact, before the odd tiger listing, the importance of Web site navigation has begun to be the focus of many industry bosses. "The Daily economic news" learned that Taobao's "Amoy site" navigation to Shanghai this year at the end of February to create operations, but less than one months, this cooperation in the contract has not officially signed the case to end.

"We started talking in February, starting March 1, but now it's over." "Shanghai Rui Chuang CEO Han Men confirmed this statement to reporters," we originally intended to do a bit of innovation in the industry, followed by the agency operating Amoy Web site business, but the trial operation found that the effect is not ideal, the brand dependence degree of loyalty is not high, customers also reflect the effect is not too ideal, the sales difficulty is larger. However, cooperation to terminate also has Taobao want to take back their own doing. ”

Behind the war, along with the deepening of the competition of large companies, many small and medium-sized vertical category, regional navigation site is also a number of major companies mergers and acquisitions. Last year, Shanghai Rui Chong on the acquisition of five or six small and medium-sized vertical, local Web site navigation station. Han Men introduced that the acquisition of the site average of 500,000 ~60 million per day independent IP access, acquisition price in accordance with the 23~25 yuan thousands of IP prices, pay a year's cost.

New evolution of the state of business

For the price of Web site navigation price soaring phenomenon, Wang Hanwa said, "This is the last year's electricity business financing tide, especially the group buying website fever out." ”

Lei that E-commerce, video web site industry after large-scale financing of the act of burning money to promote Web site navigation and other Internet media prices soar, but for the Web site navigation industry, such shengjing may have a certain window period. "360 listed is catching up with the time, but for the whole industry, such a good time is not necessarily sustainable, financing tide burning money past, how to further develop, will be an important proposition of the industry." ”

In fact, Web site navigation has always been regarded as a pure import media without threshold, industry insiders have already recognized the existence of sustainability challenges, and began to explore new evolutionary path.

"It is very important to develop new product development for Web site navigation stations." Han Men said that the promotion of Community and the development of living products are their immediate concern.

"Navigation has always been our core business, but don't want to have been simply selling URL links in the future we want to expand the value of the Internet portal." Han Men said that first of all will consider to provide users with more value-added services, such as electric business, online games of transport.

In fact, 360 has made a difference in this regard. In the 360 listing roadshow, Zhou to institutional investors focused on 360 of the web game joint operations, said this part of the revenue growth rate will be higher than the advertising revenue generated by web site navigation. 360 The current joint operation of the web game has more than 20, is expected to increase to 100 by the end of this year, and not long ago they specifically launched a game browser products. The 360 earnings show that the Four seasons of 2010 years, its value-added business grew by 345%.

Another direction mentioned by Han Men is to provide more practical life services, such as telephone recharge, classified information, etc. For now, 360 has started to push its group buying platform business, while 2345 is also testing water classification information. "In the past, users were passive information participants on navigation sites, and classified information made them active publishers," he said. "It is understood that 2345 currently in the classified information field of independent IP traffic has reached 2 million."

Powerful Joint layout

In the new evolution of product form, the promotion of Web site Navigation station is also gradually formed.

After the oligarch, the navigation website also tends to the strong cooperation. At present, open 360 Browser, users may find that the homepage of the Web site Navigation page is not 360 navigation, but 2345.com. In this respect, Han Men told the Daily Economic news reporter, last year, Shanghai Rui Chong and Qihoo launched a cooperation to help the latter promote 360 browser, as the price, Rui Chong can be in the 360 browser home part of the 2345.com navigation page embedded.

Prior to this, the second quarter of last year, Baidu announced the beginning of the stop with the small and Medium-sized site navigation station cooperation, according to internal sources said, Baidu only with the top of the domestic rankings of several large Web site navigation cooperation.

In addition, it is worth mentioning that the first and second group, there is no simple navigation web site, we all in the relevant industrial layout to form a concerted effort. In addition to hao123, 265, 360 navigation, Baidu, Google, Qihoo 360 is a very broad layout of the Internet enterprises, 114 behind the rain forest wind, there are already network disk business and self-developed distribution Linux operating system business layout, and Shanghai Rui created in the 2345, There are many special software download stations and good pressure software and other collaborative business.

In conjunction with the flow of traffic, the surrounding business involved in the construction, penetration of the Network Alliance and software bundles has become the Web site to promote the promotion of the main means of navigation.

Interestingly, since last year, Baidu, Shanghai Rui Chong, 360 are beginning to promote their own research and development of compression software, respectively, for hundred pressure, good pressure and 360 compression. An industry analyst said the purpose of the above three development compression software is to seek the opportunity of the localization of the compressed software; Secondly, the compression software in the Internet file download, transmission is the prerequisite software, permeability prospects optimistic, if the share, you can use its bundled navigation site page, to win the benefits of promotion.

Han Men to the above analysis, but he said that the promotion of navigation is only the beginning, the current compression software has not found a profit model, the future hope to use the relevant software and navigation website product development, further enhance user stickiness, develop more value-added services, further enhance the value of the Internet portal.

Every journalist Xu Jieyun from Shanghai