Ningjie Network: The combination of local community and electric business

Webmaster House (chinaz.com) July 31 reported: By the home of webmaster, Baidu Entrepreneur Club, Sina Weibo jointly hosted, 265G co-organizer of the 2011-year "gathering webmaster strength, sharing entrepreneurial new life" of the Exchange party on July 31 in Wuhan Poly White Rose Hotel Hotel held, The meeting attracted more than 500 webmaster participants.

The meeting invited webmaster home founder Punk, 265G division President Zhang Zong, the original Sky Software CEO Zhang He, "The Internet's Da Vinci Code" author Mullhe, Wuhan Electronic Commerce Association Xu Qiang, Doodle game subsidence light, my 1% Zhou Qinhen, Universal movie what aspire, as Ann all Zhang can day, Mixed two times side of aging, Tencent Big Chu net Zhu Liu, Sina Hubei Zhang Pioneer, Hubei Net CEO Cai Hongyi, Han net Chen Xiaojong, Proud Life net Wangfang, Ningjie network founder Zhouning, Huang Huang Network vice-president Yupeng, Wuhan marriage net Shuo Tao and so on Hubei province famous internet personage as the invitation guest of this meeting, This meeting mainly revolves around the industry website, the local portal, the electronic commerce and so on, carries on the pioneering process, the enterprise creation, the team management, the website operation, the profit development and so on entrepreneurial experience exchange.

The following is the Ningjie network of the speech transcript:

Zhouning: Thank you! Today to the end to tell you, leave me a difficult problem, I would like to use a relatively short time to clarify a more complex issue. Looking back at today's meeting, Punk told everyone how to start a business, entrepreneurial mentality is what, the following guests also shared their case. The last thing I'll share is a more interesting topic for our local community.

This topic in many aspects, a lot of information to see the recent very hot, I told you today, O2O is not a very hanging thing, starting from 07 has formed a lot of cases. Today, I will analyze these cases, and tell you, in our local community transformation, we pursue the process of interest transformation, our profit model should be what?

Let's look at a few forms, and then I'll give you an analysis of the relationship between community and E-commerce. The case is not detailed, there are questions to ask.

The form of electronic commerce. The form of E-commerce in the local community boils down to four broad categories:

The first major category: Community direct trading. Proud network has such a form, merchants in the Forum directly form Word-of-mouth, while online can form a transaction, this is a very primitive form of e-commerce.

The second category: Classified ads. Has the national website, like 58, the market, the local community also has many good cases.

The third major category: Group purchase. In recent years, after the popularity of group buying, we encountered a problem, the mix of several group buy, confused, said are group buying, finally found that it is not the same as group buying. The first group buy is the community-type group purchase, today, Hefei group Buy net Yang is also just in the scene, if there are any questions to ask him, he is also the pioneer in this field. Community-type group buying there are two kinds, one is the user spontaneous post, call group buy, in addition is the merchant in the community posting, a few people buy offer what preferential, this is the first kind. The second is the United States Group Group buy, this group purchase was initially low prices, the competition is very fierce, because group buying is easy to do, many people favor this, but after a long time, light is only a theme, it is difficult to solve many problems. The third is the offline group purchase and collection. Hefei has an Anhui group buying network, there is no popular online, but through the traditional way to call, the annual large-scale exhibition has six times, the site online is the exhibition company, this activity has part of the on-line call, part of the traditional media call, the final formation of the line group buy and gather. Community-type group buying site also often do some activities, this action for the majority of the webmaster is relatively simple, in the home, wedding industry can directly to the customer to see the results, customers are willing to pay for this.

The fourth Category: O2O Mall. In 08, the mall has a number of successful cases, when many people in the industry questioned the mall, they will say that the mall only online display of goods, to provide buyers and sellers exchange, and did not pay the means. These two years with the popularity of group buying, that this is a treasure, through the online call after the line to buy, this is a good thing. For example, the small Fish Forum is a good product, when we first did this kind of business, everyone's idea is not so complicated, not so great, at that time we want to let the business in the forum post, give money is not easy, because not to advertising fees, we kill him and will damage the community. The last idea is to build a mall, traditional businesses have a concept, open shop is to give money, this kind of money is relatively good, but then the method has occurred a change, we found that this is a relatively good area.

From these transactions, we will reflect on a problem, a lot of people have been eliminated brainwashed, that all e-commerce should be open a mall, we found in our localized E-commerce area, in fact there are many forms, so the first thing we see is polymorphism. At the same time we found that the local community is the essence of the more local value. Taobao can do, we do, this case failure is very much, many sites to see the site to do a mall, they also open a local, what are sold shopping malls, may own funds, operational ability to do this mall hot, and finally nothing. Instead it is vertical, the localization of the mall finally succeeded, because these industries deep digging, as well as team understanding of the industry, and finally contributed to the success of the mall. The third feature is offline settlement; The fourth feature is the deep integration with the community. We found that the mall up after the essence of the community and Mall, the mall is the place to complete the transaction, the community is the place to spread Word-of-mouth, the two inseparable. Another feature is the spread of Word-of-mouth. Businesses in the local do mall business, in fact, it is not so easy, many people encounter a problem, that is, our local site often face the customer mentioned advertising effect, said that there are customers, have a list to line, this time to find out the problem, to let the business really get income, not simply open a mall, High flow of the site in this way, the final conversion rate is still very poor, and finally found that the essence of network marketing or Word-of-mouth transmission.

Let's take a look at the reason. This is my map of the local community and E-commerce relationship (PPT). I was thinking about the relationship between the media and E-commerce, and finally I got a conclusion that E-commerce is the need for traffic, e-commerce sources of traffic must be the way we often say media or media, in the electrical and community relations, the electrical business through the community can import traffic. At the same time many websites are also doing outside promotion, this can also bring traffic. We will think of a problem, Taobao community is not strong, not as Jack Ma imagined, our community can bring traffic to the electricity dealers, we know Taobao Word-of-mouth spread very powerful, causing him to have a huge flow. At the same time, Taobao constantly and various media cooperation, access to external traffic. Local site all webmaster, in fact, can do things, first of all, through the community to obtain the user base, into the flow of electricity, into the income, in addition to the external promotion of access to the flow into income.

To bring us such a few questions through the relationship just now?

First, what is the nature of the relationship between local community and electric business? Back to what just said the entrepreneurial problem, Teddy Boy today said money change time, actually I carefully considered, why we grassroots webmaster entrepreneurship, through the local Web site, eventually earn revenue will take the community's way. Just now Cai Hongyi has talked about the low threshold of the community. Because we do not like the big wrist money, we finally choose the model is through the time in exchange for money, in the people do not have too much money, in this way entrepreneurial relatively easy to succeed. Where is the difficulty? The difficulty is how to get the E-commerce business started. After all, China's Internet is in the early days, many people from the traditional industry brought about by the business concept, the traditional industry believes that the sale of physical products, brought to the line of thinking, people will think that I made a basic product can be sold. Through the years of practice, I summed up a word, the line of tangible products, into the offline customers can understand the product, which is a gap. We must use the Network Marketing integration solution, in order to give users their knowledge, valuable products. This question is like many stationmaster ask, local community profit depends on what? Simply advertising, activity, or media services. The real solution is actually a combination of many things. Among them, network marketing, based on the network marketing of the Industry Transformation Program planning, the activities, services, media and advertising together, these can bring results. A single product model is difficult to solve.

After such products come out, to explain to customers, we are not simply talking about selling ads. We should tell the client what we have brought you. We have summed up a few simple words, "Let your customers know you, so they can find you, so that they can trust you." True transformation of the essence, we know that the essence of trading in the mall is a trust, no trust can not happen this transformation.

What's the way out? Now the entrepreneurial field has heard a lot of information, it should be understood that the vertical, finely differentiated areas are good. For example, our local community, at the same time we also see that the current forms of Internet products shape impact is very large, including Tencent such a big shot, why do open, because he also felt the crisis, in the mobile internet era, he will not be a real platform. For the majority of the webmaster is also the case. The problem we have is that many traditional webmasters will find that local communities are very much impacted by microblogs, and many high-end users are increasingly accustomed to using micro-blogging tools. In this case, we should consider that from the picture I just now can see, in the media this part, we not only can do the local community, we can do some valuable applications, also can do some open platform application, through this way are media means, to e-commerce import, get transformation.

This form do not adhere to, at the same time in the field of E-commerce implementation, do not conceptualize to think, not to do shopping malls and buy. Various means can be chosen according to the different industry.

Let's take a look at the advantages of local e-commerce. Just now I talked about the essence of network marketing, is the real conversion rate is very high, we often have to do one thing is to understand the industry customers thoroughly, seriously to think what he needs? We find that the local community has a very good advantage. The first call is truer. Unlike the media floating in the air, they do the packaging, the final results can not see the authenticity of local media all posts are real users, authenticity is guaranteed. The second is precision. With the division of the local community and the division of user groups, the final result is a precise demand. No one has found out which media can separate users from each region, and local communities can. The third is more timely, local events local early know, like many people do a lot of business, will say that Tencent has come, Sina points, in fact, they do is not the same thing, they do is the real media, we do is a localized community, the two are not the same. We do the local more timely information, is what we want to do, in addition to our own as a webmaster also have to have an open mind, is not to say who killed who, who circle how many users, but how we survive, how to profit. The 4th is the credibility of their own local people so credible, which brings the advantages of localization.

Let's talk about entrepreneurial opportunities, we have so many cases to learn, this is not seen in the past, O2O case was hype, you will find that these concepts are blown very hyun, we see these areas must be any one business model as a concept hype, as if the capital is recognized. Not really. We can get a lot of success when we do our own things.

The first is community group buying, local people look at the net can be, his online shopping model is a local model.

The second is the community transactions, we have found no, such as the vertical community, such as some women's website, a real person on Taobao every day to buy things, the final combination of pictures, this Taobao store will bring a very large sales, this is a good transformation. So many E-commerce is also considering using the concept of people to hype themselves, this hype Taobao can not be stopped.

The third is the vertical community, such as roll beans nets, many local communities will do one thing, like Amoy satisfaction, Amoy hung up after the big thousands of of the money on the account, feel that this matter is not time-consuming, hang a few links, I have earned income.

The four is classified advertising, classified advertising industry to do the best is the treasure net, every month treasure net also has 3.5 million, in fact some of the business is second-hand housing brought, but also a lot of income. And this income is not the same as 58, 58 in a city really want to do a good job, is 100 people sweeping the street, and the real operation of the treasure net is not higher than 5, their income is realized through Alipay, is the user self-help ads, this model is absolutely profitable. For the Earth Treasure Net, the user through the local classification information, also obtains the very big help. Most of their site is second-hand housing rental information, talent information.

Four is O2O Mall, I personally operated in 07. Like the small Fish Forum through the largest traffic brought up the wedding mall, we can go to see their own.

Today, limited time, just to give you some information, hope that the following with you can interact, exchange, welcome to ask questions! Through the local E-commerce business approach, to summarize the following points:

First, do not rigidly adhere to the form of products, do not think that long Taobao is called E-commerce. We have encountered a lot of e-commerce patterns, the choice of what is the way? Is the way that our customers in this field can accept. I have communicated with the merchants of the traditional industry, finally found that we understand the traditional industry the simplest way, there are two points, one is chatting, looking for the traditional industry to understand the situation, and more easily ask a lot of details; the second person must be the boss, and only the boss knows the business model. With the traditional boss to communicate, must understand the traditional industry is how to operate, he wants the product is what, you make out to sell him, this is the most reliable way.

Second, close to life, the more real the more valuable. Just proud net Mister said, customer wants what, we give him what.

Third, spatio-temporal transformation, according to the resources to locate entrepreneurial approach. We know that rich people, with the acquisition of the method of direct access to huge traffic, contributing to the rapid success of my project. Do not have money to do, I can through the community or other means, through the station outside promotion, with our hard work and time to change the space.

Four, continuous innovation, mobile Internet brings new opportunities. Many people are talking these days about how fast local communities are growing. I tell you, the industry's excellent team two years to the local portal to do 15,000 stickers, but for many webmaster, it will take 3-5 years, I just saw a word on the microblog, entrepreneurship is really to five years time? There are many conditions, and many times I find that people are walking in detours, so slow, the real time of these teams is actually two years to explore their business value. There is generally a standard of evaluation, a city about 10,000 effective stickers, only commercial value. For the team with funds, we should pay attention to the current trend of development, we look at the use of the financing of the Bean Network, adopted a variety of alliances and plug-ins.

I'll talk about it first, thank you!

Question: Do the forum or do the community, can not be carried out by the portal way, generally in a community manner. Before "11", the country closed more than 5,000 websites, under the existing policy, whether it is individual, team, company or how to do the community to adhere to? I would like to know how to develop the concept of sticking with money here.

Zhouning: The most important point is the security of the site. There are several security issues, one is positioning, if you are located in local consumption, you are relatively safe. As many people often say, my first batch of users is 70% female, OK, they are not angry blue. If you are located in the voice of the people, People's voices of the Forum, angry Green Many, you are very unsafe. Second, you can start with the policy, understand the policy, know what to say and what not to say. The third is the mechanism, their own arrests to control the post, and Network Monitor good relations, after all, he controls your lifeline.

Question: Thank you!

Question: Advertising and e-commerce, you are more inclined to which, in the next three years which will develop better? Why not say at least three points?

Zhouning: No problem. First, advertising is definitely a form of product, and local community advertising in all forms can almost be said to be advertising, including our network marketing solutions. is to let others know, and this local consumption is not online transactions, it is inevitable through the line of various operations, let people into the shop, in fact, this is also advertising, may be some ads are not like advertising just.

2nd, you have to divide who is heavier and who is lighter. As I said, in fact, we provide customers with Network marketing solutions. In this scenario, advertising is one of the means, and there are other means.

3rd, you should pay attention to the proportion of different solutions when working in this different industry. Often someone would ask the proportions, which is indeed proportional, that is to say specific examples, such as real estate, real estate can make the results of the means, may not receive money, if you collect money is also a penny, and sell an advertisement can get big money, sell media services can get a lot of money, home decoration, wedding industry advertising may not take the most cash, The maximum amount of money can be an activity or a result-effective act.

Question: I was in Wuxi in April to attend the meeting of Alibaba met you, I was three-tier city, PV reached 300,000, but do Amoy links have no effect, do not know why?

Zhouning: There is such a large flow of advice should not do Amoy links, should do the operation of the industry. Amoy link itself long more like advertising, operation is the key to accurate segmentation, advertising ads to be right.

Question: There are some questions about the team, want to communicate with you in private, do not know if there is a chance.

Zhouning: You can, you can add webmaster group, in which to communicate. (Source: Home of webmaster)

PowerPoint presentation Download: http://www.ningzhe.net/downloadFile.php?id=493