Research on the combination of community website and e-commerce website

Yesterday participated in the Shenzhen municipal Government sponsored e-commerce Development Forum, the new and old friends together, very happy. Through the Internet E-commerce development for so many years, are very feeling.

From the speaker lineup to see, Tencent Ma and Jingdong Liu, obviously, the theme can not be separated from the community and the. The two-bit speeches were wonderful. Review their speeches to see how they integrate the business and how to spend money, hehe.

MA: Nicknamed pony, Gentle handsome. His speech was a bit higher, reading two points:

First look at the picture below, remember a few years ago, when the cooperation with Tencent, when the presentation on Tencent this strategy, so that QQ with your life every minute, this is called QQ customer stickiness. Of course, there was no guidance on e-commerce strategy at that time. Therefore, the trajectory of Tencent development in recent years, we all see, others, Tencent immediately have, full use of the stickiness of the client, the business extended to the portal site, shopping platform, community, and so on ... It's quite real. If you have this penguin, you will do the same. By the way, look at the Zhou 360 user stickiness can surpass penguins, otherwise, he should be regarded as a disadvantaged group, hehe.

Look at the figure 2#, this is Ma's last point, community plus E-commerce model, is the trend, I very much agree. In fact, Baidu has been a community in the early morning, see "Post Bar", "know" to understand, and a few years ago, Baidu's marketing strategy is based on the key word, the community supplemented by the form of a combination. Community websites can also be said to be one of the "portals" of the Internet now, and also the main source of traffic for consumer e-commerce sites targeting end consumers.

Remember in "Do your Yahoo" appeared before, the website is always directly linked to the promotion of information sites, because at that time the site content is not much, Internet users are basically inseparable from reading news, the so-called precision is more extensive look at such a site's customer objects (or registered users constitute), of course, It will also work with a number of content channels associated with its own business, through the channel content or channel content page ads, to the target audience to promote goods. Such websites as NetEase, Sina and so on, at that time this kind of website because has the news editing authorization or has the very strong specialized content editing ability, produces a large amount of content every day, plus also has the free mailbox to provide, is considered the Netizen Internet surfer first station, is the Internet portal, is collectively called "The Portal website".

Then more search engines, the reason is the search engine through the robot robot or spider spiders and other reptile behavior, day and night Non-stop excavation, and constantly collect a large number of sites and site pages of the page links, and search page text to form indexed content; Accurately capture information that is useful to you in the mass of information. And for advertisers, through the search for the user to submit the keyword, and the content of the ads to match, to find potential consumers. This is a lot more accurate than the extensive matching ads in the portal site. This kind of search engine class website refers to Google.com and baidu.com, of course, there are now small market share bing.com and yahoo.com.

Until the last two or three years, since the facebook.com and twitter.com, the scale of the community has become increasingly large, community content is increasingly rich, can be said to be rampant, its content covers almost the traditional portal site, and more extensive, more timely. The high level of information, the content of the absolute, high to WikiLeaks (wikileak.com) can be free to disclose the U.S. defense secrets, the Chinese people can always carry out human flesh search, find a stranger's information, very scary. It is also because of this feature, advertisers to the precise potential consumer object of understanding, another step. Some even ask to define and judge "precision" according to the user's behavior habits. At the same time, because the community website emphasizes individuality, people-oriented, but also promote this kind of information as the main content of the site's information and access to the volume also increased dramatically, even beyond the search engine site. No wonder it's favored by advertisers. As the content of the community Web site is not based on spiders or reptiles of the active content of the formation, but by the community members of the active input filling completed, it also led to advertisers themselves in the community to flag, through a variety of means to distribute their own information. Such low-cost promotional practices are also gaining more and more attention.

From the above comparison, we can see clearly:

1/Community site information and membership linked to the number of large-scale community-based sites, regardless of content and the flow of the site is sufficient and large-scale search engine to launch a positive competition, the value of the community's advertising resources can not be ignored. There is no doubt that for the advertisers concerned about consumer end-users, the community-oriented website is one of the directions worthy of its advertising;

2/We can also see that, due to the diversity of the functions of the community, even through the API, so that people have unlimited lenovo flexibility and other factors, advertisers can through a very many ways, free or paid to conceive, operate brand or promote merchandise. Everyone may be familiar with: a. Create free blogs or microblogs, promote brands and promote commodities; Through community activities, create a sales atmosphere, promote the brand and do commodity marketing, even event hype and so on; Through the soft text, Word-of-mouth and so on, improve the brand value of enterprises and promote goods; d. Through the API, the planning of unique products and even games, to do brand promotion, or even open shop, direct sales (subject to the Community website API policy); As a general media, advertising;

3/At the same time, it is noteworthy that because the content of the community Web site is the participation of all people, the quality and authenticity of the site needs to be artificially judged, so, whether for advertisers or advertising audiences, all need to have a relatively high level of knowledge, to identify the authenticity, Yang good and evil, maintain the purity of the Internet environment. For the management of the Community web site, appropriate intervention, management is also necessary, but should try to avoid unnecessary human intervention rankings and content guidance, so that the Community content health, free development, (very contradictory, each have their own understanding, hehe.) In fact! ）

4/for user behavior analysis, if the E-commerce platform and the community Web site is not based on the same underlying architecture, in technology, to share information is indeed not easy. It may even involve legal issues such as disclosure of personal privacy. Unless the community of the site's deliberate guidance, such as the establishment of a certain brand of fans, and so on, otherwise member behavior tracking is very difficult;

5/is a challenging job to operate an independent value-added service project through the API interface of a community website. However, the operators of the community web site will worry about the loss of their customers ' assets, often take some means to restrict the API Access Service data call function, and so on, here for the moment not in-depth discussion. In short, this is related to the community of the site to continue its vitality (site function, activity and user stickiness) and E-commerce Enterprise sales behavior of an interesting game. Unless, E-commerce enterprises give up the tracking of specific member behavior, like Apple App Store application service providers like only concerned about sales, otherwise it will be very tangled, hehe. Will there be any change in the future? It depends on the open policy of the "community website" API. At all times, members are the only assets of the community website (members of the E-commerce Enterprise is the most important asset!) ）。

The above to the community website and the electronic Commerce Union discussion, only for reference. Finally, or paste a horse teng speech content map 3# as the end, we look to see if the forecast results are correct.

Note: This article originally wanted to compare Ma and Liu Speech content, but did not think that the combination of community marketing and E-commerce, write too much, Liu speech content interpretation on the next.