Mass Comment Network to enter Shenzhen is expansion or adventure

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Shenzhen has brought together a large number of food restaurants, taste, price and environmental issues are difficult to choose, and now the rise of food reviews, through Word-of-mouth dissemination, collection of netizens message, play the advantages of public wisdom, has become a number of white-collar choice of restaurant methods. At the same time, these websites earn business income by working with restaurants to distribute credit cards and coupons.

It is understood that the first set up this model of the public comment network, in the end of March this year officially entered the Shenzhen market, following its solid Beijing-Shanghai and other six major center city positions after further expansion of the territory. However, some people in the industry pointed out that this model in the new market there is a huge cost of sales pressure, while Taobao, Tencent is also actively expanding the business of this area, how to respond to the public comments?

Geographical limit of Shenzhen's share of only 1/70

It is understood that the public reviews since its inception in 2005 has been including Shenzhen, covered only 6 major cities, its C E o Zhang in the Shenzhen market launch conference said: "If we in any city content is the same site, we will be faster than now five times times, 10 times times more than." ”

Zheng Yujie, vice chairman of Shenzhen internet Application Technology Association, points out that regional restrictions are the biggest of the major mishap of the site, such as Shenzhen's users will be very difficult to Beijing restaurant comments on the information occurred interest. Reviews Web sites rely on the aggregation of local information, the impact of building in a city, to another city is no longer applicable.

Reporter observation found that in fact, the public comment on the opening of the Shenzhen channel has been for some time, but currently contains more than 10,000 Shenzhen gourmet restaurant, far below the Shanghai 10多万家, compared with the total 70多万家, Shenzhen accounted for only 1/70. Zhang also admits: "Shanghai netizens comment on the enthusiasm is far higher than Shenzhen." ”

Marketing investment in the new market is a long process of accumulation

According to the media, the public comment on the main profit is based on commission income. While providing effective word-of-mouth communication for restaurants, the public reviews It also provides a bridge between users and restaurants by distributing credit cards, coupons, and a certain Commission on the restaurant, with data showing that one of the top 5 most popular restaurants in 2007 was a commission of more than 1 million yuan.

Some people in the industry said that in the Commission mode with the merchants to avoid the need to support a large sales force, which is a serious challenge to marketing ability and capital investment. At the same time, this model needs a certain influence, in the new market will be a long process of accumulation. Therefore, "Entering Shenzhen and other blank markets is not so much an expansion as a risk."

Competitive market giants have joined the battlefield to test the grim

It is understood that since the general comment was born, there are always competitors. Even more frightening is that some competitors have been included in some of the internet giants, the strength of the big increase. For example, 2006 Word-of-mouth Network was bought Taobao, and in 2008 became the "Big Taobao Plan" an important part of the flow continued to climb. Recently, more news Tencent has a stake in love to help the network, q Q space is exposed similar to the function of the comment.

A research report points out that the core influence of site reviews is popularity, and the value of users and businesses is here. Although the public comments have a first-hair advantage, and the development of a large number of core users, under the heavy siege of the Giants, the popularity will inevitably be diverted, its model leading position will face a severe test.

However, Zheng Yujie that: "Taobao, Tencent All-encompassing, may cause people to comment on the alienation of products, Q Q Everyone thought is chat and not comment, so the focus of the public comments on the comments will be people in this respect." ”

Fair questioning comment on the surge of suspected business operation message

As the scale and influence of the public comment is expanding, in addition to these business model problems, the same is the inevitable challenge of vertical search site. For example, there is a user accused of the deletion of its advertisers unfavorable comments on the phenomenon, as well as businessmen think it in the operation of the message, so that businesses "pay".

However, the public comments on this positive response, its PR director Haiyan said: "The site for uploading comments a set of strict audit mechanism and the public standard of inclusion, to encourage the vast number of users to share the real consumption experience. ”

Reporters in the public comments on their part of the cooperation of the restaurant reviews page found that users of the comments have praised, there are very negative criticism. For example, a home to do the promotion of the restaurant, there are netizens to comment, "The taste is too general, only kale fried well, decoration is not worthy of such a high price."