Local community Hangzhou 19 floor How to do commercial product upgrades and two or three-line urban sprawl

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On the 19 floor of the future speculation, Wang Zhenyu hope that in the short and medium term, the 19 floor to become Chinese women's favorite local community, in the blind Date, marriage, decoration, childcare, parents, etc., to provide them with local life experience sharing services.

Author: Chili 旖

According to the news from the Hangzhou municipal Property Exchange, May 7, the 19 floor and Hangzhou Joint Venture Investment Partnership, Hangzhou Yong Xuanyongming Equity Investment Partnership signed the "Joint Assignee Agreement" and the "capital increase and expansion of the share agreement", the assignee to 60 million yuan total price to 19 floor.

This is another case of Chinese community web sites, but also China's regional community web site to date the largest financing. The previous 2008, the 19 floor had successfully introduced Angel investment.

19 Floor founder, CEO Lin Yu said, "19 floor has been focused on providing users with local life Exchange services, but also China's OTO business model one of the leading practitioners." The successful financing, on the one hand, shows that the capital market is very optimistic about the 19 floor model and development prospects. On the other hand, it also helps the 19 floor to develop the OTO business deeply, and provide better local life service for netizens. ”

As China's largest and growing regional living online community, the 19 floor coincides with social, local and mobile (Solomo) Internet development trends. After the successful introduction of capital, June 25, Hangzhou 19 Floor Network Co., Ltd. announced the establishment of the reform as an opportunity to standardize the corporate governance structure, 19 floor has taken a key step.

The dual benefits of capital market power and system innovation, how will the 19 floor move towards commercialization?

Product positioning: Local Life consumption experience exchange

Open the computer, the Netizen "obediently" habitually log on the 19 floor website, as a standard Hangzhou Aboriginal, every day she will be in the 19 upstairs to find their own content. To her, "It's like it's happening next to my house." Today, the site's first screen headlines caught her attention-"The novice woman driver and accident," said Tonglu female teachers in order to avoid the stone on the road and the big truck collided, killed on the spot.

"Really miserable", obediently whispered, she immediately associate herself is also a novice driver. Then she found resonance in the new post of moderator, the most easily committed n-type mistake by a novice female driver. See so many friends of similar experience, she could not help but also keep abreast of the car, she had encountered the accelerator and the brakes are not clear tension story.

Finish these, obediently suddenly remembered, today on the 19 floor has "the business"-Help son Find summer class. She opened the "Kindergarten Forum" of the parent-child paradise and sent a post asking for help, roughly speaking about her son's age, interests and home address. "Before work, should be able to receive a reply", obediently silently.

From college, the boy is a loyal fan of the 19 floor, Blind Date, marriage, buy a house, decoration, childcare, and so on, every big thing in life almost all take off the figure of the 19 floor, this positioning to provide "Localized life consumption Experience Exchange" site, let her in every life needs of the node, can find a suitable solution in the similar experience of other netizens on the 19 floor. To her, this is a "real, rich, warm online city."

In Huang, the research director of O2O, who specializes in the study of the model, said, "The 19 floor is very well shaped by deep excavation of local life."

19 Floor marketing manager Ye Meng told "the World Network Business" reporter, the content of the Web site to the original user, the operation of the Commissioner here is mainly to act as an "editor" role, one of the work is "set the issue", that is, according to the users concerned about the topic, set a core issue, which is similar to the operation of the newspaper. Then, people around this topic to share experience, contribute wisdom, such posts for the community site is very valuable.

Huang said that the Hangzhou 19 floor is through the guidance of public life services of various topics, gathered a large number of users, which makes the 19 floor in the city's influence is very large. On the basis of this, the 19 floor to the user for a vertical subdivision, from the age and demand two routes, to the crowd constantly subdivided, deep into each regional market. And after the subdivision, according to the breakdown of the population to provide personalized service.

Business model: Cut into vertical segment to do community business Oto

The subtext of "delivering personalized service to segments" is the possibility of "precision marketing", which is the commercial value of the 19 floor. According to Wang Zhenyu, director of the 19 floor, the site's existing revenue, most of it comes from interactive advertising, of which 70% from online, 30% from offline.

In Hangzhou and even the whole of Zhejiang, ready to organize the marriage of the new people, almost no one did not know the 19 floor marriage Procurement Conference (formerly a "Marriage Fair"). February 2013 just ended the seventh session of the Marriage Procurement Conference, there are more than 30,000 people come to attend, on-site orders more than 16,000, three days deal 150 million yuan, on-site for consumers to save the purchase cost of nearly 20 million yuan. Whether the scale or quality, have reached the national first-class similar exhibition standards.

"Marriage fair" success, with a typical 19-storey style. Users will be the demand for marriage purchase in the community of information interaction, so as to gradually form an own ecological system. And with the volume of users and the size of the post, businessmen smell the "business opportunities"-businessmen value the influence and precision. At this time, the 19 floor as a platform, the two sides of the resources to integrate docking, and through the business model optimization, to O2O (offline) way to achieve the "wedding Fair" landing.

Ye Meng told the World Network Business reporter, the 19 floor of the target customers are local businesses and the intention to enter the local brand, this and 19 floor target users accurate matching. This strong ability to grip, it is the 19 floor over the years to build the core competitiveness. Marriage Procurement Conference, home Building Materials procurement Conference, indoor design Interactive Media contest, parent-Child carnival, Mummy class, spicy mom fashion show, food paparazzi, ugly women turn over ... Every day, users can and merchants to expand the line of online interaction, and get great convenience.

In the industry's view, the localization of the community to cater to the advertiser's preferences, there are only a few reasons: first, the local advertisers began to recognize the Internet marketing value, from the traditional media to divert attention, regional network advertising environment to good, the second is that the community and consumption are born, easy to generate cash Third, the local community to absorb the past can not use traditional media marketing of small and medium-sized enterprises and even individuals, in-depth excavation of the residual value of local advertising.

In the "Precision marketing" system on the 19 floor, first of all, by paying attention to the words and problems of netizens, to excavate the real demand of the user group, to inspire the new product development and market innovation of the enterprise; Secondly, the community will focus on the information of market subjects such as enterprise and user, so as to facilitate communication and reduce the asymmetry of information; 19 floor of the user group is clear, different forums to attract users with different needs to participate, thus forming a user group; Finally, enterprises in the network community to guide the user's consumption preferences and consumption behavior, find their own loyal users, and realize the desire to communicate with users.

So, in this "portal-driven community, to the community to enrich the portal" in the 19-storey model, is the integration of SNS social, news, life Services, user original, as well as geographical and cultural natural resources, from the subdivision of the vertical market, walked a "community business" route.

Capital Wind: Focus on local community life service model

May 7, the 19 floor and Hangzhou Joint Venture Investment Partnership, Hangzhou Yong Xuanyongming Equity Investment Partnership signed the "Joint Assignee Agreement" and the "capital increase and expansion of the share agreement", the assignee to 60 million yuan total price to 19 floor.

"The 19 floor is the internet company, far-sighted, low-key and pragmatic, not a kind of quick success." Over the past few years, its user size, profits are growing steadily. This is also our favorite type. ”

Xuhanjie, the head of Hangzhou joint venture, believes that the 19 floor, as the largest urban life community website in China and one of the most influential social network media, has innovated the business model with regional living communities as the development orientation and focus on providing local life consumption and emotional Exchange services. This kind of business model, in the present and future Chinese society, has the very big user demand Foundation and the development space.

In Huang view, the 19 floor can grow into China's largest local life service community, benefiting from three major factors: traditional media resources support, core team ability, strong technical force.

Traditional media resources support, is the 19 floor innate advantage. In the history of the 19 floor, it was once the interactive area of the "Metropolitan Express", and so quickly gathered a group of fans.

But with the development of their own user groups and the enhancement of originality, the site gradually grew to be able to match with the Express, based on local life information type of benchmarking media. In the present, this kind of media resource's interaction, has solved the community website timeliness weak, the inefficient problem very well.

Core team ability, Hangzhou 19 floor of the core team from the media, the user needs to understand and grasp the mentality of the urban people, the consumer information interpretation methods, the psychological grasp of customers, are far beyond the general Web site's ability. They use the traditional media mode of operation to catch hot spots, set up the topic in stages. For example, the college entrance exam to fill the volunteer, then, the site will set up a special topic, please have this experience parents to share experience. At the same time, the team also break through the system of bold innovation, in the state-owned Internet industry, take the lead in the implementation of equity incentive policies, the internal initiative to play to the greatest extent.

On the 19 floor, the largest team is the product and technical team, which makes it different from the general local community forum. According to Ye Meng, 30% of the site's revenue is for product development.

19 floor of the background update, advertising products, all can be personalized for the user needs of independent research and Development: 2008, the 19 floor research and development team began to restructure the traditional forum of the underlying architecture, so that it has a stronger load performance and scalability; From 2009 onwards, 19 floor tried to integrate BBS, SNS, blog, business application into one, Created a social Network information Service Platform (SBS), in 2012, the 19 floor continued to upgrade the SBS platform, has launched the "Information collection and subscription system (Flower bed)", "Social business sharing system (good store)" and other Community products ...

"In product development on the 19 floor, the core is the ' user experience ', and one of our most important awards is the ' User Experience Excellence Award ', which is evaluated every month. "Wang Zhenyu said.

Financing strategy: Product upgrades and two or three-line urban sprawl

"From the Internet industry as a whole, the development of the 19 floor is not fast." Wang Zhenyu agrees with the industry's assessment. From the venture capital 60 million, 19 floor will focus on solving several aspects of the problem: the ownership structure will be further optimized and more market-oriented, in order to stimulate the vitality of the team; do some product upgrades and external strategic integration, including some local station mergers and strategic investment.

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 spree, Fuzhou home and other local sites have been acquired, covering the number of cities further increase. July 2012, the 19 floor proposed two or three-line city joint venture plan, inviting relevant parties to create a local 19 floor, unified use of 19 floor domain name and brand. At present, including Putian, Yiwu and Nantong, the number of joining mode of the 19 floor of the local station has been opened.

Wang Zhenyu to the "World Network Business" reporter gave two local stations to successfully promote the model.

Jiaxing 19 floor through three years of operation, developed into the local most influential website. The key factor of its success, first, is the user experience cut well.

Jiaxing 19 floor based on the local, clear positioning. The first year launched a series of youth-oriented group activities, such as the square put a hung Ming lantern, climbing, singing karaoke and so on. These activities meet people's communicative needs, and the second step is to load some services on the basis of communicative activities. For example, "Blind Date", the domestic large-scale marriage and love sites such as Lily, they are charging sites, operating procedures, members are also national. But on the level of marriage, Chinese people are characterized by a preference for "localization."

Therefore, the "Blind Date" service on the 19 floor of Jiaxing solves 4 problems: free, reliable, same city and interactive. Later, after the "Blind Date" developed into a core business, the site immediately loaded on the basis of other businesses, such as decoration, car shopping, childcare, parents and so on.

It is understood that Jiaxing's most influential newspaper, "Nanhu Evening News", a year of advertising volume of about 40 million yuan, and jiaxing 19 floor this year will be able to break through 5 million yuan. It will not be long before it can develop into the strongest local media, not just the Web site.

If the successful promotion of the 19 floor of Jiaxing is in the replication of the Hangzhou model, then the success of Chongqing shopping spree is the 19 floor of the subdivision of customer attributes to the extreme.

"Hangzhou's 19 floor female users accounted for 75%, Chongqing shopping spree female users as high as 95%, is a very pure female community." Wang Zhenyu said, "The Netizen is very friendly with each other, encourage each other, share very much." ”

"Chongqing Shopping Mania" website founder is a couple, they love the internet, love the local community life, the Community Foundation is very good, the accumulation of netizens are a group of love life, love to share the crowd, this and the 19 floor of the concept of the same.

As a result, the 19 floor to its strategic investment, in 2.5 of the time, to provide product technology and strategic guidance, to help them more accurate positioning, the "95% female community," the "shopping" attribute to give full play to achieve and commercial docking.

In Wang Zhenyu's view, the 19 floor of the urban development Strategy, there is a constant "core": the greatest degree of pursuit of "customer experience" service details.

In the 19 floor of the joint venture plan, there is also a very interesting phenomenon: the main attack on the two or three-line cities. This is also the right direction in Huang's view.

Huang has done in-depth research on domestic group buying websites, he found in the visit, such as the North Canton deep such as the first-line city is the life of consumer sites, but in these cities, mainly to earn Word-of-mouth, influence and the status of the river, and really want to make money, it must "sink down." To the United States as an example, in Xiangtan formed a single big situation, operating performance unexpectedly can reach 10 million, and such as Nanjing, a first-line city, all group buying site only to do 40 million of the share, of which, do the best public comment on the network also accounted for 10 million.

Wang Zhenyu's reference to the "Jiaxing 19 Floor" example-a three-tier city in a year can generate 5 million, it seems to confirm the phenomenon.

Short Board challenge: Single profit model and regional characteristics in expansion

According to the May real time data, the 19 floor in the community website ranked 3rd, the Chinese website ranked 89, the global Internet Alexa ranked 509, the global Internet Google ranked 643.

For this independent website with PV over 35 million daily average, "120 million Yuan" revenue in Huang seems "not much".

"From the current site rankings and traffic, 19 floor revenue is relatively small." "Of course, on the good side, they don't sacrifice their social attributes for commercial gain," Huang told the world's Internet trader. ”

From the long-term trend, China's urbanization is rapidly advancing, some new medium and small cities are expected to rise, advanced internet facilities will be quickly matched, with advanced thinking people will also flow to these cities, which all for the further development of O2O provides a broad regional space.

But Huang that the 19 floor, in an off-site expansion, will face new challenges: The local Life service community cannot simply replicate.

"The geographical characteristics of the local life service community are obvious, and people from different places have their own consumption habits and consumption characteristics." "Huang said. Like the Dragon Lane, small fish nets, proud life, West Lake, in the local cities are absolute monopoly status of life service platform. On a broader level, it also faces vertical sites, local communities of portals, and the impact of social media on the local consumer world.

"It is the alpine that needs to be spread quickly and build on the local advantage." Everyone is crazy to go down, because to compete for the same group of merchants, who first took advantage of the opportunity. "Huang said. Therefore, it would be a better way to get into the local market through acquisitions, so the 19 floor will have to bear more financial pressure on the future, as well as the integration pressure on different community forums.

In addition to these, Huang also believes that the current 19 floor of the profit model is too single. Most of its income comes from interactive advertising, sales share and platform authorized income ratio is very small, and did not touch the link of business transactions, has not yet established community e-commerce. For Wang Zhenyu said "Financing will optimize the product", Huang that the 19 floor may be in the "Business transaction" model has a breakthrough, that is, the future on the platform to open more to the merchant, to enhance the merchants and users of information exchange, to solve the problem of low efficiency of social networking sites.

A few days ago, Changzhou Shi Long Xiang website founder Chanyu published an article called "China 660 prefecture-level cities, there will be 660 O2O Bully article, he believes that in the next 3-5 years, with O2O, social marketing and the arrival of large data era, regional Internet sites will increasingly reflect the" grounding gas "advantage, As long as the operation, and correct positioning service nature, the local site will be more and more reflect the local O2O king temperament.

Huang does not agree with this.

He thinks that the geographical subdivision and industry subdivision of O2O is imperative, and the local community forum represented by the 19 floor of Hangzhou is facing better prospects for development. But more will exist in the form of "small but beautiful", they face the problem of duplication when they are in the region. 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.

"I am optimistic about the prospects of the local community forum, but I do not think there will be big giants in this sector." "Huang said.

And for the 19 floor of the future speculation, Wang Zhenyu maintained a consistent low-key. He hopes that in the short to medium term, the 19 floor will become the most popular local community for Chinese women, providing them with local life experience sharing services in such areas as matchmaking, marriage, decoration, childcare and parenthood.

"The important thing is not whether you can become a ' giant ', but whether you can create a perfect value for your users. "Wang Zhenyu said.