Small and medium electric business website holds the group to keep warm: share the traffic to cope with advertisement price rise

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When the "electric business of the cold winter" more and more mentioned, vertical type of small electric dealers choose to avoid the tuyere, explore a group of heating, complementary cooperation road. (TechWeb map)

"TechWeb report" in large and medium-sized electric business ads after the enthusiasm of the "electric business cold winter" is accompanied by the capital market calm more and more is mentioned. At this time the vertical type of small electric power provider to choose to avoid the tuyere, explore a group of heating, complementary cooperation road. The first attempt was launched by Wow Net, every day, the first time, elegant 100, the high street network to participate in a one-month joint promotional activities.

The joint promotion in the form of five electric dealers unified suspension containing the promotion of the entrance of the promotional feature page, users click this page will be diverted to the various sites. At the same time, five electrical dealers will also be promoted to the outside world. The event was launched on December 1.

The launch of the event Wow Net CEO Zhao Jing said, and then may also swap advertising, "We will also explore, if the effect of good words we have in the back of other promotional forms, offline activities can be done." ”

The group should rise to the price of advertising

E-commerce market hot rush of the advertising market, online portals, search engines, navigation website ads, as well as offline display advertising prices are rising all the way. Lok Tao Network CEO Bi Sheng (Micro-BO) previously publicly said that this year's marketing costs accounted for more than 50% of the total cost. Baidu, the same location, 350,000 a month last year, has risen to 8 million this year.

Participated in this five electric dealers joint promotion Daily Network CEO Ching also said the advertisement price is too high, unbearable, "Our link in hao123 last year was one months fifty thousand or sixty thousand, now one months more than 1 million." Before is every six months up 50%, now feel is every month up 50%, nearly a year rise six or seven times times, feel too impetuous. ”

Zhao Jing Wen admitted that the biggest motive is to save the group cost, sharing resources, "irrational advertising prices after the output and investment is completely not consistent, we feel that there are many ways to promote, we can share resources is the best, so that the first can save costs, the second can explore new ways of cooperation." ”

Sharing traffic and users in a complementary

Zhao Jing Wen expressed this proposal on Weibo, has been thirty or forty of the electrical business response, the final cosmetics shopping Network every day, casual clothing brand first carved nets, household goods Shopping Network elegant 100, famous special selling network with handicraft trading platform Wow Five electric dealers came together.

It can be seen that these five electric Shangdou have their own characteristics, focusing on the subdivision area and formed a certain brand, so United can achieve a very good complementary effect. Gao Jie net CEO Li thinks: "We these five websites, the user resources have overlap also to have complementary, for example high Street net user must have like cosmetics, also like life household class, we hope to be able to the resources of each family to maximize the sharing up." ”

Elegant CEO Chen Tenghua (Micro Bo) said that the cooperation on the one hand, advertising publicity, on the other hand, more important is the sharing of traffic. "Our site on the Activity topic page, about 20% users will click into our product page, the remaining 60%, 70% is on your website, this is very good." At the same time I also can see, they these several websites also brought us the flow directly. ”

The way of existence of vertical electric quotient

When the fire of capital and cold down, the vertical type of small and medium-sized electric operators in advertising and price war in the hustle and bustle to find some of their own survival, including the group, including differentiation, but also include new marketing methods.

Every day the net has done for many years of cosmetics retail, last year and this year received two rounds of financing, but Ching said will be around the burning money display advertising, focus on social media marketing, platform cooperation, and vertical Web site cooperation.

Engaged in the media work of Zhao to give the wow net more media attributes, including the production of electronic magazine, interview and report designers, organized offline manual classes and so on.

High Street Network on the one hand, pay attention to social marketing, Li said, the last one months from micro-blog sales have accounted for 8% to 10%, on the one hand, High Street network is also in the output of fashion information, such as the Phoenix Fashion this vertical and female-type web site to output fashion class content.

Elegant 100 The use of situational display to consumers to provide a different shopping experience, in order to achieve brand differentiation, Chen Tenghua's goal is to do "online Ikea."

Walk the art of the beginning of the line hope that the use of Taobao platform such as resources, microblogging and other social resources to disseminate word-of-mouth, while trying new ways to promote, such as the selection of some singers to cooperate, including online ticketing, photography planning, visual packaging.

Winter is coming, spring is not far

Chen Tenghua, who had worked in Dangdang for many years, compared the first half of this year's e-commerce to "playing a stimulant million-meter run", we run a long distance running, we know how this long-distance running is run, you want to let me play a stimulant run I do not want to, but others have played, I am also anxious, but now a lot of doping also hit, But after a while, I can't keep up. ”

Although the second half of the capital to the electric business of the hot hold gradually cold down, but the several electric dealers said this is a return to the rational process, China's e-commerce has a lot of development space.

Xu Xiaohui (Weibo) said: "The so-called winter just said financing environment encountered a short period of fine-tuning, but the whole market has just begun, subdivided the field there are many opportunities worth exploring, the industry through such fine-tuning, will return to the rational." I think that as long as I can spend this winter, I think the future will have a particularly good development.

Ching expects the capital markets to start to rebound next April. "Because next year's U.S. election, 5 June, the U.S. capital market will also go up." ”

Old (Weibo) there is a "hold on, it means everything." Zhao Jing Wen also said that: "We focus on such an industry, I think it should be slow, have patience, adhere to a little more, it can be." "(Zhangrui)