Pioneering state: Blood net out of the community web site Alternative Road

Scalping "American Soldiers" blood net for many community sites out of an alternative way: on the line to talk about the military, the line to sell military products. _ Text/Lingwenting If you don't see it, it's hard to imagine someone going to the top floor of an unnamed office building in the corner of northwest Beijing to buy clothes. However, the character is not an ordinary shop, it specializes in the sale of military products imported from abroad, mainly clothing, but also including telescopes, umbrellas, sunglasses and other American soldiers commonly used items. The customers who come here are also the net netizens, this is a military vertical portal which evolved from the forum. Although the resources are limited, not to the Chinese network military channels, but because it is authentic folk blood, popular enough, the daily independent IP traffic has reached 1.5 million.　　Among them, the military literature in the industry a single big. June's conduct is the network of the offline entity shop, and online E-commerce.　　Only with the traditional enterprises involved in e-commerce situation just the opposite, blood Net is in the Community E-commerce has been developed to the offline entity shop. When the military encounter business Len Lei is the founder of the net, CEO. He was the first to gain advertising revenue by selling web traffic. "But the advertising business is not particularly stable, and every day will worry about the next month's advertising can be sold out." "2007 years of advertising to achieve more than 2 million yuan, they hope to find another way to profit, and advertising to become the income of the two legs." Moreover, the blood has been six or seven years, in the "Daily change" of the internet industry, is an old company. There is no stable source of income, dare not make large-scale expansion, it seems very embarrassing. Chatting with netizens, Len Lei learned that many communities feed their websites by selling things online, and of course the goods they sell are related to their positioning. Inspired by this, he began to ponder what the iron net can sell, "the military website behind no industry support, in China can not sell arms, the government procurement arms also do not look at the site."　　Finally, the eye of blood is locked in the military supplies. Before that, in fact, there are people in Taobao and offline physical store sales of military products, but after all, the face is narrow, the market is limited. That is to say, the cake is so big, peer competition relationship first put aside, can not be able to do is still a problem. Len Lei These people to the bottom and found that they were all individuals doing it. One situation is that from offline physical store to online e-commerce, although there are good products, but they are not very knowledgeable about the network marketing, do not know how to promote the product; The second situation is that personal strength is limited, holding tens of thousands of dollars, it is difficult to get enough users. Iron and blood is not the same, at that time the number of registered users have millions of levels, using this platform to do E-commerce, like holding a channel to do TV shopping ads to promote the same. This is also the Tianya, mop and other communities do e-commerce an innate advantage.　　Even more blood than they are better than the place is, the community style is clear, others plagiarism is difficult, and the site positioning and product relevance is very strong. "We've thought about recruiting troops from around the world.Product owner joined the site, on our platform to open a shop, but then gave up. "Len Lei said. At the beginning, a little bit of foreign trade companies taste, first from abroad to purchase 11 pieces of clothing, "we are very careful at that time", but did not expect to be sold out soon.　　Taste the sweetness of the Len Lei, a high-profile official foray into military sales. At present, the market in the circulation of military products are basically imported from abroad, these consumers are also very picky. In military matters, they may be more familiar than the business, and only buy a product that is exactly the same as the actual army will make them feel excited. "Most of our brands are suppliers of active U.S. military equipment, such as our military boots, which are worn by American soldiers in Iraq and Afghanistan, and they are the same brand and the same factory," he said. "Len Lei said.　　And for the military so love and can afford the people, basically 35 years old men mainly. According to Len Lei, Blood is the main group of people with a higher age than a website. Those who were born in the 670 's, have experienced "shouting slogans," The blood of the era, the feeling of the military more intense, even some of them retired soldiers. However, they become the main military consumer groups, but also the Web site aging, lack of fresh blood problems exposed outside. "In fact, we are not worried about the lack of sticky users, but fear that if it is not so interested in the military, this is also a big risk."　　Len Lei even joked that, unless there was another war, it might have attracted the other. The use of military products to stick users, and then outward expansion back to look at the blood, seems to be a track to follow the webmaster entrepreneurial story. Perhaps the only difference is that Len Lei, born in 1984, is a legendary personal growth trajectory. He was only 16 years old when he founded the Iron and Blood Web site in 2001. In the early years, as a teacher's parents thought he was a bit of a waste of time reading primary school textbooks, so Len Lei jump from the third grade of primary school to six grade.　　After a series of Vertigo of Honor and awards: 14 years old by the National Physics Olympic Competition First Prize, 16 years old was walked to Tsinghua University, 20 years old again was send Shuo Shuoboliandu read. Unfortunately, after the commercial operation of iron and blood, because of the impossible, 2006 Len Lei chose to drop out. This Sichuan boy has with his age is not very consistent and stable, not kua yarn, do not open up the courage to imagine and vision, only the green face will betray his age. 2004, an enthusiastic Netizen cast into the company more than 1 million yuan, the founding team to hand over the holding power. At that time, a classmate of Len Lei in the company's day-to-day affairs. Later, the site did not pick up, Len Lei the identity of the students lost, single-minded when the president. Until 2008, Len Lei together with another person to raise more than 2 million yuan to redeem the shares, absorbing the lessons before, alone occupy the status of large shareholders. This year, the net revenue target is 50 million yuan, military revenue is the big head, compared to last year is doubled a number.　　But that does not mean that the imaginary space of the military portal can be magnified indefinitely. Len Lei is clear.Chu, even now customers on the site of high viscosity, can sooner or later encounter the ceiling of the top. That's why he never worries about the "mess" of the integrated portal, "they don't value it, they sell a few billion a year, and maybe they don't have much interest." "But the network is gradually expanding the impact of the crowd, trying to enter the military-related marginal market." For example, strict military products, they insist on the United States or German military equipment, which is guaranteed to meet this part of the picky taste. It is said that more than 50% of the total consumption of customers more than two times. But the army's equipment was limited, and in addition to wearing it, the boots were one or two. And to the military to many consumers in addition to focus on quality, is the product style. In particular, male consumers, more attention to features and functions. Accordingly, the blood and blood also began to provide daily wear, but with military characteristics and elements of clothing, such as outdoor emergency clothing, hiking shoes such as functional products.　　These products are actually very similar to those bought in the shopping malls, but the difference between style and temperament. But one thing they will do is to dig up the story behind each product, similar to what the American president once wore, which is certainly more appealing to consumers. Speaking from the other side, this is also the blood net from 97% of male users seeking to broaden the market a kind of moves-first with the military to stick them, and then to the periphery, "like selling some men's wallets, belts, pipe, lighters, and even we sell some men's underwear, as long as the products can be close to men. "This year has accounted for 20% of sales," Len Lei said. In general, the iron and blood is at present in the market development situation more optimistic stage. Len Lei said that they are talking to VC financing, "because the business of the cash demand is relatively large, the previous words we can also rely on the development of profits rolling, now more and more big, the appetite for money is growing." ”