The "channel" Problem of e-commerce website

Electronic channel business to vertical market development

Opening a physical store in a noisy area can basically guarantee a daily pass through the doorway, but a business shop on the Internet will have no visitors if it is not advertised. Therefore, the flow of where to become the operator of the big problem. In the past, this is a "where to advertise" problem. Now, we are more inclined to understand this problem as: the "channel" Problem of E-commerce website.

The problem is opportunity. As a result, the market has been born in the franchise channels for the survival of the electronic channel operators. They have mastered the source of the user (traffic), one hand to sell the traffic to e-commerce operators, while obtaining their own income. There are usually several types of income: CPM (according to ad exposure), CPC (according to ad clicks), CPS (after sales commission) and so on.

More than 10 years of e-commerce development in the United States, similar channels are very mature, such as well-known cj.com, one hand to attract small and medium-sized sites to provide advertising, one hand will advertisers into the advertising, and he received advertising fees in the middle, the income in a certain proportion, according to the above CPM, CPC or CPS and other methods are divided into small and medium-sized sites.

With the development of e-commerce for more than more than 10 years, the electronic channel operators continue to go to the vertical market. For example: The markethealth.com,sellhealth.com of the franchise health product channel. They are in a position to attract small and medium sized websites that specialize in health-care content. Hand to attract the franchise health Products E-commerce consumer website ads.

The online insurance market in the United States is also an obvious example. Because of the number of websites offering insurance on the internet, the middle of the online channel has sprung up. For example, the well-known geico.com, as well as the insurance.com. Users simply enter the ZIP code and fill in some personal data, they will display the appropriate online insurance provider to the user, after the sale of the split.

New Electronic channel Business opportunities

Such an online channel business can develop all have a premise: operating a certain area of e-commerce site enough. Because this field of schools of contention, each has to go to where to find users, as long as that area is large enough, high profits, there will be independent of the vertical market online channel vendors appear. Online insurance is so, online health products E-commerce is also the case.

Like the United States cj.com such a general-purpose electronic channel business in China has a lot of competition is very fierce. However, with the development of E-commerce in China, all over the Internet, vertical market mature, similar to the U.S. online insurance or health products E-commerce and other vertical market channels will gradually appear, which will be new business opportunities for entrepreneurs.

Are there any other vertical markets that have such a chance? In the United States there are at least a few good markets: online legal markets, such as lawguru.com and lawyersguide.com. To help users to solve legal problems online, and to guide users to the actual lawyers to consult, Finally, the intermediary fee is charged.

Online loans, online credit card applications, online education, online dating, etc., are in the United States has been the emergence of independent E-commerce channel business areas. In addition, in the UK, hundreds of e-commerce sites spend money to buy back their old phones and renovate them for sale. Therefore, there is a special search for comparison of online channel business sellmymobile.com, users can find out which home prices high.

There are similar examples in China. 2011 in China, the proliferation of group buying sites, creating a number of group buying navigation site. Group buying navigation is built in a group of people to buy E-commerce market, because each group purchase site has access to the user's problem, intermediary channel business value will appear. Similar intermediary channel merchants, with the development of E-commerce in China will be more and more.

Different forms of electronic channel quotient

There are many types of intermediary channel merchants on the Internet. The simplest can be divided into two types, one is direct contact with the end user, the other is not contact with the end user. While recruiting small and medium sized websites to recruit advertisers, such as cj.com, is a typical way of not contacting end users. This kind of channel business oneself does not need to run a big flow website, because traffic is provided by others.

Direct contact with the end users of the channel must operate a large traffic site, their own members. For example, the previous group buying navigation, or the common rebate site in China, belong to this type. Through their own control of the user, and then the user to the end of the online transactions where the site, charge advertising fees or transactions.

Because of the recent decline in Ctrip, many people began to pay attention to travel search site where qunar.com, think where to erode Ctrip's market. In fact, in the past because of airlines, travel agencies, hotels and other businesses rarely have their own websites, or have a Web site is not involved in the online trading links, so Ctrip is to a large extent, has achieved a career.

However, as airlines, travel agencies, hotel operators gradually e-commerce, have set up their own web site, and involved in online trading links, resulting in the demand for new channel operators. Where to go to the ticket price comparison search as the starting point, and gradually expand to the hotel and travel rate comparison. This is the building in the travel industry, hundreds of hundred schools on the basis of the Internet.

In addition, the recent popular social e-commerce sites, Beauty said and Mushroom Street, are another type of intermediary channel business. They attract users not by price comparison, but by the user's community interaction to guide. After firmly adhering to the user's behavior, through the lead E-commerce site (now mainly Taobao) after the transaction into the split.

The intermediate channel trader of the new type of electronic commerce, can classify the following diagram:

Extending the above thinking, oriented to the business e-business we have seen to search for the type of electronic channel (parity search engine), as well as community-based electronic channels (Mushroom street or Beauty said), while in the travel industry currently only see where to go (parity search engine), and the tourism community area of the channel is not large enough to the operators. This is the business opportunity.

After e-commerce era, all the Internet, will be the new electronic channel business era. The business opportunities will be depending on the size of each vertical market and the profit space; the display pattern will be divided into two kinds: the user and the direct contact user, the latter type can be divided into two types: search and community. There may be other types, and let's see.