NET the three-tier war is not optimistic

58 with the city first listing, let net become quite passive embarrassed, although net mouth has been refused to admit defeat, but the actual action shows that it has recognized the leading position of 58. After the Spring Festival, net strategic adjustment, has high-profile announced into the recruitment and housing market, although net confidence in this, but the industry on its three-tier war strategy is not optimistic.

A unlisted company that is still on the brink of profit will have to challenge three sectors in the first, these radical market strategies, either in the throes of unsuccessful and martyrdom, are either a serious problem at the top of the three sectors, or there are market openings that are particularly visible to change the pattern of the industry. , otherwise the risk of war on the three-tier is unbearable.

Fortunately, the net challenge of the 58 with the city, SouFun and worry are listed companies, have financial results can be checked, then we are very good judgment, it is net to desperate, or three have a serious problem, or the market appeared a godsend.

58 the same city into the rising period net to quickly adjust the strategy without door

58 in the same city reported that the total revenue for the 2013 fiscal year was 145.7 million U.S. dollars, a 2012 increase in the fiscal year 67.3%, gross margin of 94.2%, higher than 2012 of the fiscal year 88.1%, net profit of 19.6 million U.S. dollars, 2012 fiscal year net loss of 30.4 million U.S. dollars.

2012q4 net loss of 6.33 million U.S. dollars, 2013q1 net loss of 4.78 million U.S. dollars, Q2 net profit of 4.96 million U.S. dollars, Q3 net profit of 8.78 million U.S. dollars, Q4 net profit of 10.78 million U.S. dollars. In the past 5 quarters, 58 of the city's financial position continued to be good, since the Q2 achieved profits, in order to maintain a continuous two months of net profit growth.

Earnings showed that 58 of the same city in the 2013 and 2012 fiscal year, the advertising costs of 22.7 million U.S. dollars and 25.1 million U.S. dollars, the 13 cut advertising spending did not affect the city of 58. Last year net's ad spent almost 200 million, more than 58 of the same city spending about 60 million, but from the Alexa and Baidu index data, the effect is not obvious, and the gap between 58 did not significantly shrink, which means that the classified information Web site relies on huge advertising fees in the wild competition era is nearing its end.

Listing on the promotion of 58 of the city's brand influence also has a great help, 58 of the city's continued increase in net profit and the increase in the number of members, the financial results show that the 2013 fiscal year, the average quarterly paid merchant membership of about 323,000, compared to 2012 of the fiscal year 187,000 growth 72.7%. Before the listing, 58 of the same city and net are equally present, businesses generally choose two as the information release platform, but 58 have the United States listed companies background endorsement, brand credibility, which prompted a number of businesses will be the main energy offset to 58 with the city, business preferences imperceptibly affect the user's migration.

Classified information market pattern tends to stabilize, 58 with the city has been rid of net entanglement into the industry first, and net also with a great advantage to stabilize the industry second, but net to this is not reconciled, 58 with the city to seize the opportunity to go to the United States listing, the market to want to have beyond must change strategy, aggravating recruitment and real estate markets become net goal.

Worry stable development net difficult to surpass

Worry earnings show that the 2013 fiscal year total revenue is 1.6767 billion yuan, 2012 growth than 10.9%; The net profit is RMB 500.6 million yuan, the net profit of 2012 fiscal year is 470.1 million yuan increase 6.5%.

At the start of the net online recruitment festival in early February, Yang Hao-hu declared that "net's goal for the next phase is to achieve 1.5 billion of the revenue from online recruitment within two years." "and worry 2013 years of total revenue only 1.68 billion yuan, net two years to catch up with the level of worry?" You believe?

2013 58 with the city's total revenue of 145.7 million U.S. dollars, about 900 million yuan, the market's revenue, although not officially open, but it will not be higher than 58 with the city. Based on 900 million yuan, recruitment revenue accounted for 30% of the total revenue than the market, net 2013 years of recruitment revenue to say 270 million yuan, even with the net claimed 180% of the growth rate, 2015 's total revenue is less than 900 million, and the target 1.5 billion is far away, in addition, to maintain the growth of 180% is possible?

NET recruitment pricing strategy is very low, in net a resume as long as 4 yuan, 100 yuan on top of a week, such a pricing strategy when to have 1.5 billion of the transaction scale AH? However, net in the recruitment service innovation is worth affirming, product design very attentively, but the public relations propaganda caliber is a bit too high, Now the industry and commerce crackdown on false publicity.

NET's PR data can not withstand scrutiny, the news release circulated on the internet said, "in 2013, net in the recruitment field run, 1.09 billion people throughout the year through the market to find work, daily average of 3 million." "1.09 billion times a year, we even have 100 million people in the market to find a job, that the average 1 people in the net to find 11 jobs have not found, this provision of job efficiency there is nothing to relish it?" 100 million people looking for a job at the fair? The market has become China's largest online recruitment site, less than 100 million , it seems that the efficiency of finding a job in net is low.

SouFun count the money, the cramp doesn't take the market seriously.

SouFun earnings showed that the total revenue of fiscal year 2013 was 637.4 million U.S. dollars, an increase of 48.1%, operating profit of 350.4 million U.S. dollars, an increase of 76.4% year-on-year, net profit of 298.6 million U.S. dollars, a year-on-year increase of 96.7%. Search room growth and net profits are high envy, the real estate field of competitors too much, not lack of Baidu, Sina such giants, search house on the net of the strong into the matter.

NET is very concerned about the property sector, Yang Hao-hu said "our expectations of the property is very high, I think net is entirely possible to join the Internet property first Camp, the first camp we see is the house search." Market in the real estate sector investment is also very large, will spend 200 million yuan for advertising promotion and user subsidies, and strive to further consolidate and expand the share in the real estate markets.

In the recruitment market has not yet stood firm, it will be the signs point to the real estate market, and to burn 200 million first, it seems that the real estate market huge profits let net particularly exciting ah. Compared to the recruitment market, the real estate market water deeper, competition is also more intense, the market wants to classify information of the business form of the soup house is difficult.

Data from net show that in February this year, 3.405 million people were looking for homes in net, 53% of them from the mobile end. NET real estate business mobile end of growth, the first-tier city growth rate of 40%, second line, three-tier city growth of 100%. Yang Hao-hu says, "Our traffic advantage on the mobile end is very obvious, the growth rate is much bigger than SouFun." "55-year-olds and twenty or thirty-year-olds are taller and faster than the adults, and the results are obvious," he said. The market with these content as a propaganda copy also line, really as a fair is expected to become the industry's second signal is dangerous.

may also not want to go to the market at the same time with the 58 city, worry, soufun competition, but in the current situation had to make such a strategic turn, Yang Hao-hu or some courage, the momentum of the tide is commendable. In fact, open 58 of the same city or net site can be seen, recruitment and rental in the top two navigation bar, also said to be classified information Web site is half the main recruitment and rental business. Strategically speaking, the market through the promotion of recruitment and real estate business exposure, can indirectly convey to the industry to enhance their own classified information the overall strength of the signal. But net too high-profile, so that the industry overlooked this point, but focus on its recruitment and housing market trend, PR campaign too hard, a little too much.

In addition, a bit more interesting, 58 of the city, worry and SouFun 2013 years of performance than Wall Street analyst expectations, which makes net lack of a very important PR publicity breakthrough. NET three to go to war at the same time, can beat who?