Research on 10 business models of business-to-business websites and their combination schemes

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Many people's understanding of business-to-business websites rests only on the business's online dealings with businesses, and believes that the concept of business-to-business e-business should be done online. However, China's more successful business-to-business websites are not all online trading models, especially business-to-business websites, many of them do not do online transactions, more based on the purpose of the network marketing promotion and brand awareness. Based on the analysis and research of the successful business-to-business websites, this paper summarizes 10 business-to-business business models and the corresponding combination schemes.

1 to provide product supply procurement information Services for the main business model of the business-to-business industry website

Release products through the network, so that buyers find or prioritize their own products for most of China's current sales-oriented enterprises have the demand. At the same time, all business models with production links of enterprises, need a large number of procurement of raw materials and equipment, through the network to find suitable products, many enterprises become an important procurement channel. Due to the purchase of raw materials and equipment, the amount involved is too large, from hundreds of thousands of, millions of to tens of millions, from the understanding of a product to the final deal, the middle need a lot of links, in the process, the network just acted as a quick access to product information, quickly find the role of the appropriate products, and did not through third-party payment tools to complete the transaction. The following is a brief analysis of the characteristics of the industry with product supply procurement information Service as the main business model:

A large industry, involving many enterprises, a wide variety of products, downstream enterprise procurement demand is very large, such as textiles, hardware, electronics, equipment, chemicals, building materials, security and so on.

B products for the buyer's market, the fierce competition between enterprises, not only dozens of suppliers in a monopolistic position, but a lot of small and medium-sized enterprises.

C Product comparison standards, homogeneity is more serious, enterprises decide whether to purchase a product one of the factors, is the priority to obtain the appropriate product information.

This kind of website wants to establish the classification, product variety, product parameters, product description of the detailed product database, especially to focus on product information quality, to have more up-to-date, the most authentic, the most accurate product information, to promote a comprehensive procurement experience, to attract more buyers and suppliers to the website to publish information, browse to find information. Mainly to small and medium-sized suppliers of enterprises to collect membership fees, advertising fees, as well as bidding rankings fees, network marketing basic services, such as the representative site: China Chemical Network (2006 has been listed), the Global hardware network, China Textile Network, the Global Textile Network, China Equipment Network, China Building Materials Network, vecuronium electronic market network.

2 to provide franchise agent services for the main business model of the business-to-business industry website

Products directly facing the consumer enterprises, will generally find franchisees, agents to sell products, the general business model for the design + Sales type or design + production + Sales type. To find franchisees, because consumers are distributed throughout the country, it is difficult to fully understand the market, it is difficult to manage each store well. The following brief analysis to join agent service industry has characteristics:

A industry for the consumer goods industry, products generally direct to ordinary consumers, such as apparel, Home department stores, food, medicine, electric vehicles and other brands of products produced.

B product sales channels generally rely on shopping malls counters, stores and so on to sell, need to rely on franchise stores, distributors to complete sales, sales of the job is to find agents, franchisees to help enterprises sell products.

C These enterprises pay more attention to publicity, some brands may not have too much money in CCTV, provincial TV advertising, but in the face of the promotion of agents are willing to spend money, publicity costs more budget.

Such sites are around the brand companies, dealers demand to design functions and pages, such as clothing sites, we must do a dynamic, gallery, fashion trends and other industry information content, a comprehensive collection of clothing brand information, set up a large number of high accuracy of the franchisee, agents database. The profit model of this kind of website mainly is to collect the advertisement fee of the brand enterprise, the member fee, especially the advertisement expense will make up the majority proportion. Representative sites include: China Apparel Network, the National Textile Network, Pharmaceutical Investment Network, China Cosmetics Network, food Investment Network, sugar Wine news and so on.

3 to provide the production of OEM information Services as the main business model of the business-to-business industry website

Because China is a manufacturing country, many enterprises are doing export or domestic processing, as well as for manufacturing enterprises to provide "business services" of some service-oriented enterprises, the transaction between enterprises belong to the foundry, cut into the enterprise and another enterprise cooperation between the completion of the transaction for a long time, from 1 months to half a year, or even 1 years, There are many factors to consider, such as: integrity, equipment, workers, wages, technology, more than the relative standard of product trading is much more complicated. The following is a brief analysis of the characteristics of the industry with manufacturing outsourcing services:

A industry most enterprises for OEM factory, generally according to customer orders, processing products. Affixed to the other business signs for sale, the enterprise is only responsible for a certain industry or several products or parts of the production, the product sales and design does not do too much involved.

B this industry's general awareness of propaganda is not strong, the enterprise itself has no brand, small and medium-sized enterprises, most of the county, township, both direct and foreigner cooperation of large factories, but also with foreign trade companies, large-scale factory cooperation small factories, and now began to transfer to the Midwest. For example: Clothing, electronics, software, machinery and other production enterprises, there are some business services-oriented enterprises, such as: printing, packaging factory and so on.

C order to deal with the two sides for partnership, before the transaction requires both sides of the line inspection factory, also to cooperate both sides after a long time running-in, the person's factor is bigger, the enterprise and the enterprise's good relations, sometimes will compare the product quality to be easier to determine the cooperation, therefore this pattern enterprise through the network is difficult to deal, but after the transaction quantity is very big , and continuous, such models are the most mature for foreign trade websites.

This kind of business-to-business Web site profit model for the factory to collect money, for the factory to find better orders, can provide on-site viewing factory photos, to ensure that the charge of the main push factory production strength information of the true, rich and accurate. I am in the "Business-to-business Industry portal Planning Combat Research Report," 8th chapter 3rd, said: When the site gathered a large number of factories, the upstream equipment and raw materials provider advertising fees will become an important profit model. Representative Foreign Trade integrated Web site: Alibaba China suppliers, global resources, China Manufacturing Network (3 sites have been listed), such as domestic trade-oriented web site: I want to print, software project Trading network.

4 to provide small online wholesale trading services for the main business model of the business-to-business industry website

Small online transactions have been developed in recent years, because the transaction amount is very small, the quantity is not big, the risk of the on-line transaction, the capital aspect is better controlled, than the traditional face-to-face transaction way saves the purchase cost, does not have the float fee, the lodging fee, but also can more easily wholesale to the new peculiar product, the price cheap quality good suitable product Cheap is the biggest driving force, so many small wholesale platforms are using the group batch mode. The industry for small online wholesale transactions has the following characteristics:

A small wholesale trade products generally belong to a lower commodity prices, comparison standards, wholesale retailers this product is mainly to see prices, design, quality, and so on, the transaction is very simple, quality and price appropriate, online payment can be.

B small wholesale products generally include: apparel, small commodities, household items, food, industrial components and so on.

C trading Both sides more retailers and small and medium-sized enterprises, traders and so on, more retailers for: shop owners, commissary, clothing stores, stores and other individual merchants. Wholesale buyers do not have strict restrictions on capital transactions, trading can not take the enterprise account, it is suitable to use Third-party guarantee payment to complete the transaction.

Operating this type of Web site, to understand the needs of retailers, to establish a sound online integrity system, a sound payment system, product types rich, detailed information, the current comprehensive, large industry site more successful. Domestic Representative website has Alibaba 1688, clothing networking, foreign Trade representative sites are: Dunhuang nets, the global speed of selling and so on, the current threshold of the industry is relatively high, domestic trade in the field of Alibaba 1688 in a great advantage, there are Alipay, Taobao shopkeeper support, because the retailer is very dispersed, the promotion needs wide NET, Alibaba has enough money to support it.

5 business-to-business Web sites offering online trading of commodities as the main business model

Commodity Online trading is also called spot trading or spot trading. Commodity Online Trading According to the specific situation of China's spot market to adopt a unique business-to-business business model, is a network and the combination of the net-win model. The following is a brief analysis of the characteristics of an industry based on commodity online trading services:

A commodity prices change a lot, such as: oil, steel, plastics, coal, rubber, agricultural products, etc., is a large number of downstream industries have to buy the basic raw materials, the price changes in the downstream impact is very large, the demand is very large.

B products more standardized, price risk, enterprises decide to buy a product is a big factor is information and price.

C transaction is simple, do not need to consider the strength of the enterprise, generally take the warehouse form transaction mode.

This kind of website's profit model mainly is collects the transaction Commission, provides the industry Analysis report, organizes the industry meeting and so on. Buyer and Seller Integrity Audit, the security of payment, logistics, such as fast, can use Third-party partners to solve, to enter this kind of site first to select a good industry, the second threshold is also relatively high, can be in some emerging market development. Representative sites are: Treasure Island network, Zhejiang Plastic City Online trading market.

6 to provide enterprise competitive intelligence services as the main business model of the business-to-business industry website

To provide "competitive intelligence services" of the industry Web site is: To provide the enterprise market, sales, management decisions and other useful information of the industry website. Only in terms of this model, only the industry site, but this site often has product supply and demand columns, and some commodity trading platform, we are generally listed in the business-to-business industry website. The following analysis is to provide enterprises with competitive intelligence services based on the characteristics of the industry:

A This type of industry site is currently very many, most of them are distributed in the upstream industry, generally by the industry dozens of or hundreds of super large enterprises monopoly market.

B, product price fluctuations, a product price changes, will ripple downstream many enterprises, manufacturers and trade will be very concerned about price fluctuations, sometimes a few days apart to sell may earn more than millions of, traders hope to lower prices, high prices out.

C industries include energy (oil and gas, coal), chemical, non-ferrous metals, steel, agricultural products and other upstream industries.

The team core management should have the industry background, otherwise can not find the source of information, large enterprises are unwilling to buy accounts. For those who resign from this type of Web site analyst, as well as industry associations, chambers of commerce, traders and other industries, with a certain industry background to start, the market demand is relatively large, many industries allow several sites to survive. I am excerpt from the "Business-to-business Industry portal Planning Combat Research Report" eighth Chapter 6.2, Section 6.6 of the article: "Enterprise Competitive Intelligence Service industry Web site Profit Model" Analysis of the article, the profit model includes: Membership fee, report sales, consulting, periodicals, meetings, advertising fees, etc., specific to see my article. The most representative sites are: My Steel network (2011 has been listed), Zhuo Chuang Information, Oriental Oil and gas network, coal network, middle-net, China Grain Network, Shanghai Nonferrous Network, the first textile network.

7 Business Opportunities Channel + technology community service as the main business model of the business-to-business industry website

Any production-oriented enterprises have technical needs, technology is the production of enterprises to develop a strong impetus, through the technical needs of the service industry, thereby enhancing the competitiveness of enterprises, expand product Sales, an enterprise sales also need to understand some simple technology, industry development trends. The following are the industry features suitable for the technical community:

A If the industry is subdivided, the middle-midstream manufacturers have the same production process, production technology, can establish a technical community, a large industry of business-to-business websites, integrated business-to-business websites are not good to do.

B engaged in technology to have the opportunity to regularly surf the internet, need some technical content slightly higher, but not particularly High-tech industries, the general application-type technology is most suitable, not confidential, can be used as a knowledge in the network to share and spread.

C in particular, some industries are determined by technical personnel procurement of that product, technical personnel in the marketing has a great role, this industry is most suitable for the establishment of technology-based communities based on Web2.0.

The profit model of the technology community includes: recruiting job-seeking service, Technical Meeting service, training school advertisement, software advertisement service, equipment advertisement, etc. More importantly for the business Opportunity column to increase user stickiness, I excerpt from the "Business-to-business industry portal to promote the actual combat Cheats" 3rd Chapter 4 Article: "Do a good community, low-cost promotion of Business-to-business industry website" has detailed explanation. Operation to serve a good technical novice and technical master, so that the master in the community to display their products and to obtain the spirit of satisfaction, so that the novice here can learn knowledge, to technical experts to ask questions, so that the technical community can have intrinsic impetus, to obtain long-term, continuous development. Generally include: question and answer, blog, gallery, recruitment job search, download, personal space, micro-blog, meetings and other columns. At present, the representative website has: Chinese industrial control network, China Industrial Control network, Chinese screw NET, China cement net, pig easy net and so on.

8 to business-to-business industry website + Business Journal, industry Daquan Service as the main mode

"Business Journal" and "Industry encyclopedia" belong to the paper media, whether readers, or customers, and the site has a relatively large overlap, belong to two different media, reading periodicals and books readers will also be online, two different behaviors and needs exist. And for some of the work is too busy, very little time to access the company's top managers, buyers, "Business Journal" and "Industry encyclopedia" just as a supplement, 10 years ago, exhibitions and periodicals, reference books are the best promotional channels for Business-to-business Enterprises, the domestic business-to-business website HC Network In this respect is to do the best. The following is suitable for the "Business Journal", "Industry encyclopedia" of the industry characteristics:

A is generally the site's basic success, and then use the site's users, content, customers, the founder of the "Business Journal", "Industry encyclopedia" and other paper media, there are first to do the paper media, and then do the site, but I suggest to do the website first.

B suitable for editing and publishing Business Journal of the industry, generally for the information market demand is relatively large industry, or for those who are not often online individual merchants, such as: to provide agents to join the industry website. Some websites are edited and published in English magazines.

C suitable for editing and publishing "Industry Encyclopedia" reference book industry, generally for the industry comparative subdivision, more than half of the contents of reference books for the enterprise Yellow Pages, the content includes: industry trends, technical articles, interviews, Yellow pages, business advertising and so on. Larger industries do not fit.

Must pay attention to control costs, start not to print too much, at the same time using the channel to promote the use of the line, the general is to participate in the exhibition free distribution throughout the country, as well as through the free send to target readers and advertisers, to find more recognized paper media customers, distribution must be accurate. Profit model: Cover, Front color page ads, inserts, headers, footers, bookmarks, the general directory to the right, and other advertising, can be presented to buy before the color page and cover, back to the customer, including interviews, soft text and other promotional services, but also to improve the integrity of the site. Representative sites include: global resources, air-conditioning refrigeration market, the Chinese screw network, cosmetics network, China Apparel network, the Chinese LCD network.

9 to business-to-business industry website + Business Journal, Industry Encyclopedia + exhibition, conference service as the main mode of operation

Business-to-business Enterprises, which are generally upstream of the industrial chain, enterprise network marketing methods usually have 3 kinds: network, exhibitions, books and periodicals, as a business-to-business website, developed to a certain time, the growth of the business will be greatly limited, in order to break through this limitation, the domestic site commonly used method is plowing, around the industry, Use the site's brand awareness, users, to provide business-to-business enterprises need all the promotional products and services. Most of the sites, if held exhibitions or meetings, as far as I know, most also provide a journal or industry encyclopedia, so this article will provide three kinds of services together. Here's what they all have:

A from the provision of industry knowledge or price quotes: generally are held in the form of meetings, in the meeting to find experts, high-level business to explain the trend of the industry, generally this kind of meeting more high-end.

B from Business-to-business transactions: The general exhibition, supply and demand of the form of meeting, supply and demand meeting to participate in the two parties as buyers and suppliers. It is difficult to hold exhibitions, especially when the industry has high brand awareness of the exhibition company.

C from the background: This method is commonly used in industry associations, market research reports providers, industry technology and market consulting service providers, the franchise agent platform.

In general, this kind of site in the holding of meetings, the need to establish a good relationship with the industry, including: associations, local governments, universities, scientific research institutes, the holding of meetings, the need for them to join, the meeting can become more high-end some, there are more high-level participation of enterprises. It can be operated in conjunction with Business-to-business communities, attracting the attention of industry users through the community, and then bringing these users together to meet and solve problems. Representative of the website for: Air-conditioning refrigeration market (cold fair), the Chinese Screw Network (Shanghai Fastener Exhibition), China Chemical Network (fine Chemical exhibition), cosmetics network, China Yarn Network, international underwear network.

10 to business-to-business industry sites + domain name space + website construction + search engine optimization services for the main business model

As a business-to-business enterprise, the most core or in front of the network marketing promotion, especially upstream of the enterprise, to trade for the purpose of the network marketing is the biggest demand, from Baidu billions of annual income can see the vitality of this model. In the textile, chemical class business-to-business Business enterprise, early many are from the website construction services began. The following is an analysis of the characteristics of the Web site that provides this service:

A more industry-oriented upstream enterprises, the industry through the network to promote the majority of enterprises also have corporate websites, other companies want to promote through the network also want to establish their own independent web site.

B Industry website Technical team to be able to skillfully operate the enterprise Web site construction projects, because the company's Web site more cumbersome, to accumulate a lot of cases, the system can adapt to different types of Web site rapid development of two times, quickly through customer acceptance.

C to promote the construction of a good corporate web site, in their own construction of the business-to-business industry site ads, especially to have a master search engine optimization, to build a marketing site, in search engines have a good performance. But the general website construction Company constructs the website just to have the website to be good, but whether can bring the customer is regardless of.

To do a good job of this kind of web site, require the team to have a corporate website construction operation experience, industry website operation Experience, enterprise station search engine optimization ranking experience. Some companies have the background of web site construction, enterprise Network Marketing promotion services in the background of the company in the selection of this model to build Business-to-business website, the profit model is also more mature, but many companies because of the lack of business-to-business web site operation background, the results of business-to-business Web site has become a device, has not played a substantial Companies that successfully run Business-to-business websites choose this business model to be more successful. Representative sites are: China chemical Equipment Network, instrument network, China Chemical Network, China Textile Network, China Chemical Equipment Network, instrument network are Zhejiang prosperous Treasure Tong Network Limited's website, the same service model of the site has 24, and this section of the model is the most similar.

Research on the portfolio of business model

In the beginning, it is recommended not to do all the patterns involved in the industry, large industry business-to-business sites tend to be only 1-2 models, the industry's business-to-business Web site can be combined into 2-3 models, because too much, no energy, do not good, but also to divert popularity; another reason is that Some models at the beginning of the analysis certainly not too thorough, first do 2 or so of the model, and put him to do a good job in the process of gathering users, in-depth investigation of users to understand, more important reason is that the site has the primitive accumulation of users, the new model can be very good promotion.

Some business model combination scheme reference:

(1) 6 + 1 combination scheme

If it is a large industry, product price changes are larger, and is a large product, suitable for the 6th model: the provision of enterprise competitive intelligence services as the main business model, while the industry generally exist demand and supply information release, more suitable for the 1th model: the provision of product procurement information services for the main business model, You can combine the 1th and 6th, with the 6th type as the main.

(2) 2 + 7 + 9 combination Scheme

For example, the industry to brand-oriented enterprises, the flagship brand investment services, design and brand marketing is the key, the initial time can be such a combination: Join Agent mode + to designers and marketing staff-oriented community model, that is, the 6th + 7th model combination. Later can this combination: Join Agent mode + with designers and marketing staff-oriented Community model + "investment magazine" + investment conference, that is, the 6th + 7th + 9th model combination, according to the actual situation, can also provide information, video and other services.

(3) 3 + 7 + 9 combination Scheme

For example, the industry to OEM manufacturing enterprises, and the production of enterprises with the basic same technology or production equipment, such industries are more segments of the industry. The initial time can be such a combination: the production of information service model + production and technical personnel based technology community model, that is, the 3rd + 7th model combination. Later can be such a combination: the production of information service model + production and technical personnel mainly technical community mode + "industry encyclopedia" + industry meetings, industry exhibitions, that is, the 3rd + 7th + 9th mode combination.

(4) 5 + 9 combination scheme

If the provision of commodity online trading services can be such a combination: the Commodity Online trading service model + "industry Journal" + Market Analysis meeting, that is, the 5th + 9th model combination, according to the actual situation to make some changes.

These combinations are just examples, in the actual planning of the business process there are many combinations, do not rigidly adhere to a certain number of models of the combination, may finally you choose only a few models of a part, the most important thing is that you have to be able to meet the needs of industry enterprises and staff. In the different stages of the development of the website, adopt the business model is different, the standard is as far as possible accumulate the website to register the user, the website IP, a certain aspect of the user is many, a pattern can be established. Especially when the site is not many users, do not easily do paper media, meetings.

The pattern of each industry is determined, or it is not possible to make a decision on which industry to choose. "Business-to-business Industry web site Planning Combat Research Report" will continue in the 5th chapter 6th for you to explain the next strategy, analysis of competitors, this is a successful operation of a business-to-business website is very important, too much competition, insufficient funds, the market is too small industry is best not to enter. Before the site planning, in the construction of products before the initial model, the more detailed analysis, the greater the chance of success, do not rush to start the site module planning.

This article original author: Xuejiang, welcome the Exchange guidance consultation. Qq:1580658565,msn:lxjb2b@hotmail.com.