Regional BBS breaking the social network to break the flow rate of conversion

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

There are a number of sites, no Zhongguancun high-tech threshold, not relying on a strong background of a powerful, nor need a large amount of funds to promote rolling, but more grounded gas, more humane care, in the local region has greater influence. This is the Guangzhou Mother network, Changzhou, Liuzhou Lane as the representative of the local vertical website.

Many of these local BBS were born in the beginning of the 2005 web2.0 era, often a city a generation of cultural signs. As a kind of commercial business, this group of Internet companies from the forum webmaster began to gradually create a business value that can not be underestimated.

Rooted in the content advantage

In the 2009, after the emergence of micro-blog, micro-letter, the Internet forum has been greatly impacted, in the national forum gradually shrinking at the same time, local forums instead more powerful rise. QQ Group from the community pulled away from the high interactive group, Weibo from the community to pull away the celebrity groups. "Ning-Zhe network founder, Zhou said, but the content of local community still has its precision advantage," in the professional services content and localized content, local BBS more integrated, comprehensive, classification and other advantages, can effectively solve the problem of community content fragmentation. ”

The predecessor of Guangzhou Mother Net is one such Exchange QQ Group, founder and Chairman Ying also join this group as a "new mother". "The new moms have a lot of willingness to share," she said, giving them a platform. ”

MOM network users are based on the mother and child information to share the will to join, and therefore, the mother nets do not need any Internet promotion, "because that is not our user groups." Ying told reporters, but only rely on local Word-of-mouth marketing, the start is difficult, before 2008, the mother net only hundreds of thousands of users, "at that time we have little income, every month there are some local small businesses to throw ads, a single pen in about hundreds of pieces." ”

"Mom's web is growing with the user. "Ying said, just started the mother net only has the pregnancy edition and the parenting edition two sections, but along with that batch of users baby's growth, the mother net opened up successively to establish the early education edition, the child edition and so on more than 10 sections." Today, the mother network to urban consumer media transformation, but also based on the needs of users. "Real estate, home, wedding, car is the local forum income source four big blocks, the mother net user is more than 30 years old, has certain economic strength female group, this conjunction is very high, the transformation success probability is bigger." "He said, now including Hangzhou 19 floor, Changzhou, Long Lane, and so the vast majority of local forums are" urban consumer media "for positioning.

"There are some mothers and children need to decorate the house, we opened up the house decoration plate." Ying told the reporter, the mother net will user demand and design company, real estate company carry on docking, charge equivalent to 1.5% commission of real estate intermediary. "Many buyers and sellers are mothers, which is the natural foundation of good faith." "Mom net last time Guangzhou activity is and the real estate Cooperation Organization's" Community Mother Maintenance Report Group.

The gestation period of a community forum is usually 3 years. Then the growth speed of users, the current day UV30 million, the number of users 3 million, covering 70% of Guangzhou's community, daily active users also in more than 50%. Ying analysis of the impact of the Giants said, "The mother of the network of information based on practical information, micro-bo, micro-letter is difficult to bear the information; for 58 of the city and other information platforms, they only provide the flow, not like the mother of the network as a cultural social atmosphere inside." ”

Breaking the scale ceiling

"Local BBS difficult to finance, mainly because of the difficulty of replicating across regions, the imagination space is not big." "Guangzhou Mother Net CEO Ying said. And 2011, the Guangzhou mother net obtains Tencent 50 million yuan strategic investment, also originates from its off-site replication successful case.

2008, Guangzhou Mother Network began to replicate the pace of off-site. The primary criterion for choosing a city is that there is no local community forum, and Beijing is one of the first to pioneer the city. "Although Beijing is an Internet center, it is not much of a localized social forum," he said. Ying said that the mother of the network replication to nurture the local team, in Beijing recruit a traditional industry marketing staff, Guangzhou headquarters to guide Management content management, maintain style unity. In the early days, mainly by military command, the request to release how much content of the post, 3 months or so after his own operation, and then use 3 years to cultivate popularity. Up to today, the number of users in Beijing has reached more than 1 million, and the daily UV is over 100,000.

Beijing's success model is now replicated to 41 cities, but it is concentrated in one or two-tier cities, and Ying's "Hundred City Plan" encounters resistance in three third-tier cities. "The nurturing team generally starts with a person, and the quality of the person is the key." Our first staff in three-tier cities, always because of the examination of civil servants, go home to get married and other reasons for the loss of, and the mother of the Web content Maintenance training needs at least 3 months, which makes the promotion work is always interrupted. Ying told reporters that the current mother network began to shrink energy, the first 41 cities to integrate the resources to do a good job.

In addition to MOM nets, now the local forum to replicate more is mainly to buy, Hangzhou 19 floor is to buy Chongqing shopping spree way into Chongqing area, and the core elements of replication is 19 floor independent research and development of the background system SBS. "The 19 floor technical team from Alibaba, the core competitiveness lies in its technical innovation ability." "Zhou said, local forum to play the advantages of local characteristics, and Hangzhou in Alibaba led by more technical talent." And surrounding the vast number of Taobao businesses are also 19 floor development of the social power of the unique advantages of the business.

Break through the flow conversion rate

The Forum's profit way is very single, to the most original advertisement display mainly, Guangzhou mother net, Hangzhou 19 floor and so on the website 80% above profit is this kind of advertisement to put. In the new internet wave, the business owner's advertising format and channels began to diversify, the forum's survival must open up new profit channels.

"Media is the way to accumulate traffic, and the electronic business is the best way to transform traffic." "He believes that improving the conversion rate is the key to the local forum.

However, the mother network is not agree with this statement, claiming that the last two years did not involve the electricity business. Ying said, mom Nets team currently only has more than 100 people, "the electrical business involves too many associations, warehousing, logistics, product selection and so on, our team energy is limited." The 19 floor of Hangzhou uses the model of social electric quotient to do the third party shopping platform, also in order to avoid putting too much energy under the line.

Zhou said, "O2O is also an important direction, the local forum can be packaged in a service (advertising + offline services + topics, etc.) in the form of profit. "At present, the 19 floor already has nearly 20% of the revenue from the online exhibition activities."

Ying's first bucket of gold also comes from offline activity. 2011, Kimberly-Lee just developed children's diapers products, Guangzhou is the main market. and Kimberly's Guangzhou district promotion in charge of the mother is a loyal user network. In her mediation, mother net for Kimberly made a user for the free delivery activities, a few days sent thousands of. The campaign to promote the cost of 50,000 yuan, compared to the current mother network of more than 30 large businesses each year millions of of advertising, this fee is pediatrics, but at that time gave Ying stronger confidence. At present, the offline activities of the mother network or the user's spontaneous social activities, the real business activities are not many, but Ying firmly believe that this is the main direction of profit in the future. (Article Source: New Business Weekly)