Rebuilding the Internet pattern with the rise of secondary platform

Sina Weibo and Qihoo 360 's rise in the past three years, originally Tencent, Baidu, Taobao's iron plate into the three giants plus two small platform near monopoly pattern. As the user's attention shifts from the PC to the mobile Internet, the Internet traffic slows and the flow-gate plate closes and the variables become more difficult.

2011 Baidu Alliance, Ali Department, Google's flow to obtain the cost is a billion of, the three major league divided the world stationmaster; 2012 Taobao TAC to 3 billion, Tencent open flow pool wide point of emergence, Baidu flow to obtain a significant increase in the cost of mobile streaming 20% flow, China's Internet traffic structure has completely changed.

Already has the portal website starts from the widespread obtains the collection flow, robs the entrance, turns to the depth commercial product excavation, the flow is realizable. From the simple entrance to the development of intermediate page of the platform, from the pure line business evolution to meet the user's original online solution needs.

The giant made the platform, but it could not in every field pro-Pro, will find partners in each segment, on the one hand, let them help themselves to do a more complete service; On the other hand, as the internet's impact on life deepened, more and more offline business moved to the Internet, the Giants could not achieve high profits from the line, Light business to offline profit low and labor-intensive sink, have to need a platform to help it complete the closed loop.

For example, where to go net for many users is already a platform, but for Baidu such a comprehensive platform to go to where is a vertical field to undertake Baidu air tickets, hotels and other tourism search traffic of the secondary platform.

Sub-platform is a relative concept, but not limited to vertical site, can also be a combination of several vertical categories, such as recruitment, rental, life information, such as 58 of the city's life information for Baidu, even if the secondary platform.

The essence of the platform refers to the large platform from Baidu or Tencent to tap into their platform, through their own platform processing, subdivision and then reselling out to the terminal. We will search 7k7k tank war game, this 7k7k on the user has the meaning of the platform, on Baidu is the middle page. So for Baidu Tencent and micro-blog, and so on, 58 and Beautiful said is the platform.

Quote Little God of wealth on the analysis of the middle page, the secondary platform for Entrepreneurship has two main directions:

1. To solve the user's trust in the goods/services information-what kind of products/services to buy is right.

2. Provide users with the trust of goods/service providers-selected businesses are the most preferential prices, the best service.

The essence of the Internet is to obtain the flow of the spread of business. Secondary platform from the major platforms wholesale flow, processing, subdivision and then batch retail acquisition spreads. For example, in Baidu to get a click to pay 50 yuan, and moving companies can only afford 10 yuan but want to get the phone from the outside, so 58 with the city and other platforms spend 50 yuan from Baidu to buy a click, then processed to sell to 8 moving companies, you can earn 30 yuan of the price difference.

Decide a secondary platform five factors is to obtain the cost of traffic (the previous 50 yuan a click), sales Capacity (can be sold to 8 customers, if only sold to 4 customers in a loss), the price (each click can sell 10 yuan), conversion rate (can be upstream 1 clicks into downstream 10 clicks), non-purchase flow ratio. The flow costs and prices are determined by the market, sales capacity, conversion rate, non-purchase flow ratio is determined by the operational capacity of the secondary platform.

The original Internet access platform is pure Internet business, search engines and so do not involve any service and business processes, but a lot of the platform to control and management processes, need to be involved in the offline goods, services and business processes, but rely on the Internet products and technology to solve, do not use the traditional method to solve, For example, through UGC contribution content of the public comments and tenants.

The internet entrance monopoly of the iron plate more fit, the platform to stand on the shoulders of Giants, to undertake the flow of the portal platform, the existing industrial chain under the wiring, the use of Internet users to subdivide, deepen, to the offline real life extension of the trend, completed the Internet giant Service is not complete closed loop. They reconstructed the traffic structure of the Internet, and in the next few years there will be excellent companies with a large number of sub platforms.