Local community Forum Case study: Hangzhou 19 floor

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Quality road network released on June 3, "O2O is sinking in the region, the local community forum will usher in a new opportunity, which refers to the local community forum Hangzhou 19 Floor recently completed 60 million yuan of financing; In the context of the O2O development, local community forum, with its understanding of the local market, and create a community atmosphere so that users form a sense of belonging and other advantages, ushered in the development of O2O new opportunities. As a typical representative of the local community forum, the 19 floor of Hangzhou is not well known to many people, but regardless of all aspects, Hangzhou 19 floor is a very good enterprise. In this paper, the quality of the road network does not make excessive rendering of its achievements, and strive to objectively reflect its development profile.

I. BASIC information

Hangzhou 19 Floor website was launched in 2001, but it was not until October 2006 that the company was formally established. Up to now, Hangzhou 19 floor has become China's most influential local life service community. The website information includes the real estate, the automobile, the home, the information, the friend to the medicine, the nursery and so on each kind and the people closely related local life service domain. Starting from 2009, Hangzhou 19 floor began to expand to other cities in Zhejiang Province, 2010 began to expand to other provinces, by the end of May 2013, 19 floor through direct battalion or cooperation of the way covered about 40 cities.

Second, the way of profit

Hangzhou 19 Floor to take UGC (user production content) way to encourage users to provide and discuss local life services related information and topics. The 19 floor income component has three parts:

1 Interactive advertising. Interactive advertising is the main source of income on the 19 floor, divided into brand advertising and local life ads, 19 floors and hundreds of national brand customers to establish cooperation, but on the whole, catering, hairdressing, learning cars, home and other life-like advertising gradually become dominant. 19 Floor through the online display and offline organization activities (such as marriage Fair, home Expo, etc.) to promote the brand out.

2 Sales division. Hangzhou 19 floor of the user 70% for women, along with the social electric power business, 19 floor in the second half of 2012 also online "I love online shopping", through to Taobao import flow to earn part of the Commission, the current part of the income accounted for more than 10%.

3 Community platform authorized income. 19 Floor in May 2011 developed a set of SBS social Network information platform, through the authorized use of the way to obtain a certain income, the current portion of the business accounted for less than 5%. The income of the 19 floor in 2007 was 5 million, the income of the 19 floor in 2009 was over 35 million yuan, and in 2011, the 19 floor realized operating income of 96 million yuan and 140 million yuan in 2012.

Iii. Core Advantages

Hangzhou 19 Floor Since the establishment of a very rapid development, December 2006 19 floor registered users to break 500,000, December 2009 registered users reached 5.5 million; January 2011, 19 Floor registered users through 10 million; to April 2013, 19 floor has 33.55 million registered users, The Daily Independent visit of 4.12 million people, become China's largest local life service community. Its advantages are embodied in:

1 Traditional media resources support. The 19 floor is from Hangzhou City Express Hatch, from the beginning of the City Express support; October 2006 after the company was founded, 19 floor began to operate independently, but still is the City Express subsidiary, can get Hangzhou City Express and other Hangzhou daily group related resources support.

2 Strong ability of core team. Hangzhou, 19, the core team from the Hangzhou City Express, to understand the traditional media operating mode, at the same time can break through the system of bold innovation, resolutely break the iron rice bowl thinking, through a clear positioning, the rapid development of the 19 floor of Hangzhou.

3 Strong technical force. The largest of the 19 floor in Hangzhou is the product and technical team. Unlike the general local community forum, 19 floor of the background update, advertising products, all can be personalized for the user needs of independent research and development. May 2011 19 Floor also launched the independent research and development of "network community software Platform"--SBS social Network information platform.

IV. Operational priorities

Hangzhou 19 Floor Very early became the Yangtze River Delta region's largest life service community platform, at this stage its operational focus is mainly from the following 3 aspects:

1 continue to build community atmosphere, enhance user stickiness. The 19 floor of Hangzhou has gathered a large number of users through the various topics that lead to the service of public life, which makes the 19 floor very influential in the city. On this basis, the 19 floor to the user for a vertical subdivision, the way one is divided into different types of users according to age, the second is based on the needs and interests of the user segmentation; through subdivision, 19 floor According to the breakdown of the population to provide personalized services.

2) to improve the mode. The 19 floor of Hangzhou is a community forum, the timeliness of information is much less than that of later social media, for which the 19 floor strengthens its social attributes, from login entrances to specific posts that increase the access to and sharing of social media; The 19 floor focuses on simplifying the information browsing and publishing processes of community forums, At the same time actively learn from other new models. 2012, the 19 floor also according to its own characteristics and advantages, the introduction of social sharing channel "I love online shopping", has achieved relatively good results.

3. Promote urban sprawl on a large scale. Since 2009, the 19 floor has begun the expansion of the city, and the 19 floor in 2010 expanded beyond Zhejiang province. From 2011 onwards, the 19 floor of Chongqing Shopping Mania (CQMMGO), Quanzhou Forum (0595bbs), Tianjin Fun Worship Network (qvbuy), Shanghai People's community (shanghaining) and other local websites were acquired, the number of cities increased. July 2012, the 19 floor released the "Replication 19 floor" Joint venture plan, invited relevant parties to create a local 19 floor, the unified use of 19 floor domain names and brands. At present, there are 6 models including Putian, Yiwu and Nantong, 19 floor local station has been opened.

V. Opportunities and Challenges

Since 2010, the local Life service market in China has been affected by group buying. As perennial cultivation of specific areas of the community site, the 19 floor in the Yangtze River Delta region has considerable advantages. Its accumulated user resources and brand advantages can be in the local life service market to obtain considerable benefit. Furthermore, the 19 floor has accumulated a great deal of successful experience in serving local businesses through the organization of regional offline activities. Nevertheless, the 19 floor still faces a major challenge:

1 The challenge of the new model. The 19 floor is already working to upgrade its own model, but the community sites are facing the challenge of users to social media, and in the local life service, facing the competition of group buying websites and reviews websites, 19 floors have not yet established their own barriers.

2. Urban sprawl faces restrictions. Local Life service community is difficult to easily replicate, China's vast territory, the difference between the obvious, through the acquisition into the local market will be a better way, but the 19 floor in the funds will be unbearable, and the integration of different community forums is not a small difficulty. If limited to a small area, the 19 floor will be difficult to compete with the national website in the future.

3 The Profit model is unitary. The majority of the 19 floor income from interactive advertising, sales and platform licensing revenue accounted for a very small, and did not touch the links of business transactions, has not yet established community e-commerce. On the advertising part alone, the 19 floor future revenue is difficult to continue to maintain rapid development.

Product Way Summary: it should be said that the 19 floor of Hangzhou is different from the general community forum, born in the system but can be bold innovation, the Internet is the early products can always adhere to technology-driven, which makes it in the social network and media popular today still maintain a strong competitive edge. The regional subdivision and Industry subdivision of O2O is imperative, and the local community forum represented by the 19 floor of Hangzhou is facing a better prospect of development. Of course, they can only be "small and beautiful" forms exist, they are in the geographical expansion faced with the problem of duplication. For local community forums, they can independently do the local O2O market, can also work with large O2O Web site to develop the local market, and even the strength of the Community forum can integrate local O2O offline merchant resources, become Taobao, micro-letter platform, such as local operators. Either way, the 19 floor of Hangzhou as the representative of the local community forum can rely on their professionalism and in-depth understanding of the local market to obtain good development.

Product research Director, Internet industry analyst @ Huang