The way to survive vertical web

Group purchase stations, classification information, forums, recruitment, community and so on the subdivision industry, there will be a global and local competition problems. Remember before, in several big portal forum exerting force, the local forum casualties a large number of, and similar to the 19 floor, such as a group of websites survived, and the continuous transformation for development. This shows a problem, find the right point of entry and create differentiation, the local site is not irreversible.

National giant website to get the huge financing, all have to eat the national spirit. and local site intensive cultivation, efforts to maintain their own territory.

Recently with a well-known recruitment network in a province to share industry experience, in giving each other "ideas" at the same time, also gave himself a lot of inspiration, and this discussion does not include some product operation details, is a big idea, big direction problem.

A giant web site in the province to recruit the industry, leading to the friend of the company's market penetration rate dropped markedly, the founding team Sleepless night. There is no cold water here, the fact is that the local site is indeed in the capital, talent, products, technology, operations and other aspects of the overall backwardness, the day is more and more difficult is obvious.

And survival is human nature is also the instinct of the enterprise, since there is no want to quit the hand, do not do anything obviously wrong, but what to do is the best solution? This is often to think carefully and weigh carefully.

1. Clarity of purpose is important

The industry giant and the local station in the company structure and the cash flow is completely different, one is that financing burning money, the other is self-sufficient, earn one to spend one. So if encounter burning money competition, must not loyalty emotional, otherwise very likely let oneself die faster.

Redefining the future goals of the enterprise, the giant came in after the decline in market share is inevitable. The first goal of the future enterprise development should be in the more intense market conditions to survive, to sit steady second position, and constantly seek differentiation and product highlights. When all this is done, consider the question of how to drive the Giants away.

2. Keep an empty cup mentality

You may be the boss, arrogant, when the Giants are not on your turf. But now the situation is different, must quickly switch mentality, now can not be the boss mentality, but more empty cup point, put the position, we are only one of the participants in the market.

In fact, the site has been remembered by the Giants, at least to prove that your region and industry has great value and potential. Completely market-oriented conditions, no one can monopolize a market, local stations to do is to retain their own users, to retain their own market share.

3. Bearing in mind the core needs of users

Whether the site operators or product managers, bearing in mind that the core needs of users is essential to the first quality. Take a friend of the recruitment site, the core value is to meet the user to find a good job, enterprises recruit good staff needs, other factors are not so important.

So, first think of their core needs and competitors whether there is a gap between the user and the company's expectations still have a gap, ask yourself can do better? If this is not going to go beyond the competition (at least against the opponents), then it will be useless to do anything else.

Just two days ago to meet an advertiser, I respectfully asked: "Do you have our product features and services have any comments and suggestions?" The other party's marketing director said, "No?" See I have some doubts, and added a: "I use your product is to advertise, as long as you media value to achieve my requirements, function ah, design even if rotten into a lump I do not care!" Look, this is the core requirement of the user (customer).

4. The giant has the weather, the local station has the location

In this war, the Giants have the weather, the local site to occupy the geographical location. The only chance for the local site to win is to be able to better use the advantages of geographical location, the work to achieve fine. Care about your every user, care about your every customer. Try to do more to understand local user (customer) characteristics and habits.