Vertical community Marketing in traditional industries: Dancing with vertical communities in the industry

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Talking about the community, it is easy to think of the forum, community, stick, blog, microblogging and other SNS products, but compared to all walks of life into the Internet industry vertical community, the community for individual consumers is only the tip of the iceberg.

However, all walks of life have their own community play. Consumer-oriented FMCG industry, apparel industry, catering industry are keen to marketing through the community, and even look for business opportunities.

Integrated community only one corner of the iceberg

And regardless of the previous Tianya, such as BBS, accompanied by the myth of Facebook and the domestic market mature, our SNS website into a real growth period. This period of China's SNS site for reference to Facebook, from the establishment of the Chinese mainland in 2005 the earliest campus SNS Community network, to the real SNS concept to promote the Chinese mainstream netizens in the community. These increasingly rich community forms, to enterprises in all walks of life to carry out internet marketing and communication, and even to find business opportunities are to provide a better channel and breakthrough. Then to flourished Weibo, as well as based on micro-blog marketing, always let China SNS stand in the forefront of the trend.

Many face the individual consumer industry enterprises have to start marketing for the community, such as FMCG category, automotive, apparel category, fashion cosmetics and so on. At the same time, the community and E-commerce sites also appear a variety of integration and reference trends. In this respect, founder International electronic Commerce deputy general manager Zheng Jun said: "The community use, is not in the E-commerce site to add a forum so simple." The purpose of using the community is to make the most of the Members ' circle in each social network and to bring more potential users and purchases to the advantage of Word-of-mouth marketing. The fundamental thing to do is not how many communities users can publish information to, but the user in the community to disseminate to members of the interests of the system, such as the Integration System, integral coupon system, coupon use system, such as a set of system processes, whether it can promote the active members of the community to their own circle to promote the corresponding. ”

"The exchange of electric firms is a concept and practice to be observed, at least most of the current dealers do not go directly to the social road." As far as we are concerned, furniture is a relatively large consumer goods, word-of-mouth easy to attract consumption, consumption will inevitably produce word-of-mouth. Therefore, we have been more concerned about social communication, such as microblogging, light blog, SNS have launched a focus on publicity. But the site itself is directly introduced into social, we are not mature enough, not suitable for immediate. "Ali every hot eo 犘 Ebara grandmother 谌缡 pry idle?" The senior executive vice president of Tencent, Wu Guangguang, said: "Community-level E-commerce is a low-cost way to get users." From a foreign case, Dell's computer has achieved great success in online sales by setting up a corporate homepage on Facebook and sharing it with millions of of fans and friends. ”

However, in fact, the use of online community for personal consumption marketing is only the tip of the iceberg. The community that helps enterprises exchange and gain business opportunities in all walks of life is the most important part of the current Community market.

Dance with industry vertical community

All walks of life and the Internet in the process of integration, the use of the community is the second stage of development, that is, the commercial application phase, to the commercial community, such as industrial clusters, industrial chain, such as the integration of the line under the entry point. On the one hand, relying on the regional industrial Cluster platform network and the emergence of vertical network relying on the real economy of the industry, on the other hand, the central enterprises through the Internet to the upstream and downstream industrial chain for large-scale integration. The internet and all walks of life, once entered the application of the integration stage, its particularity shows. Light has the advantage of the Internet (such as Beijing has the capital advantage of the Internet), or the light has the practical advantages of all walks of life (such as Guangdong Industrial cluster of the ground advantage), are not enough to achieve a good combination.

How can a particular industry community develop and what elements are needed? The answer may be that the more vertically, the more reliable, the more time-consuming the data, the more important it is to provide something worthwhile. Vertical industry community focus on specific areas, is the best environment for network Community binder generation. Its users are often deeply interested in vertical areas of users, there is a strong expression and communication needs. Therefore, the community is very easy to form in vertical websites. What are the real benefits of community? Some industry experts pointed out: from the user, the vertical site of the community provides a platform for communication and interpersonal circle of the foundation. More and more offline relations because of the vertical forum of acquaintances and friends, the gathering is increasingly becoming an important way of interpersonal interaction. If there is no vertical site of the community process, that has a strong interest in the user can not achieve convenient communication, the establishment of network interpersonal circle is more impossible to talk about.

At the same time, the profitability of the industry's vertical community is important. The network community has developed to today, has contributed the great value for the user and the society, simultaneously also met certain development obstacle. One of the most important obstacles is the profitability of the network community is not outstanding. Only with the active participation of the user, the community still can not achieve good development. The community of vertical website is good again, if its profitability can not make up the related cost of website and community construction and maintenance, the sustainable and healthy development of the network community can not be discussed. Therefore, in addition to the user experience, the community's profitability is also very important to determine the living and development space of the community.

At present, most vertical websites cannot make money from the community. At present, the main means of community profitability is to provide advertising, including forum display ads, stickers ads and so on. And these forms of advertising more or less affect the user's browsing experience and community atmosphere, the user's recognition of these community ads is not high, advertisers are also difficult to identify the value of advertising. In recent years, the rise of Word-of-mouth marketing, interactive marketing, event marketing and topic marketing strategies often use the community platform to exert strength, but it is still difficult to provide effective channels of profit for the community. The profit dilemma of the community remains.

Unknown community

To navigate the Web site to find out, it is not difficult to discover a variety of community forums a dime. such as electric Power Forum, Power Network Forum, Power online forum, China Power Engineering cost Forum, Fujian Electric Forum, the building of thermoelectric community; Steel Community, Steel Forum, steel deep-processing Forum, China Heavy Machinery Professional website, steel Rolling Technology forum, the Nineth steel City, etc. The Agricultural community Forum has the Yellow River Forum, Xiao Tong Agricultural Information Forum, Yulin Agriculture Forum, China Agricultural Development Forum, China Agriculture People Forum, the official forum of agricultural sharing platform, China Fertilizer Forum.

For example, I love stainless steel forum positioning in the integration of stainless steel and stainless steel supply chain information Service platform. Thus, through the establishment of stainless steel industry information, industry observation, business management, stainless steel design, stainless steel forum, equipment materials, exhibition information, stainless steel knowledge, recruitment and other columns, with the latest information, databases, database, analysis and prediction, Exchange platform for the member units and the world's users, Provide information and consultancy services to China Stainless steel industry, provide trade information for stainless steel industry and related industries, find business opportunities, disseminate stainless steel culture and home life art, provide stainless steel consumption knowledge.

"China Apparel Network" has formed a complete industrial chain, the website business involves the industry portal, domestic and international business-to-business E-commerce, apparel design, apparel talent, investment platform, brand marketing and other apparel industry vertical service system. My steel net has been earning 10 million yuan since 2003 and has remained profitable. Since then, the company's relevant information, advertising, research consulting business has begun to embark on the track and achieve profitability.

Compared with many high traffic portals, industry communities have a much lower flow rate than they do, but the industry community has a high user value for accurate coverage. Now there are a lot of BBS as the main community sites, when they have a user community, should be timely to pay attention to a lot of new product institutions and that product model, the BBS class of traffic into other forms of Community products.

Industry community website Traffic in the next few years will be more and more valuable, in the future there will be more and more community websites not only make money, but also more money. At the same time, enterprises in all walks of life to learn through the industry in the network community to obtain business opportunities, make business partners, to facilitate transactions, with the help of the network community into the business continues to expand the virtuous circle.