Vertical web site needs to clarify all aspects of the industry chain

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

with the rapid increase of netizens, formed different interest groups. The information demand of various interest groups changed from all-inclusive to specialization, individuation and regionalization. Vertical Web site also came into being, from the development of recent years, the car, IT, finance and real estate development faster, in access to a large number of users on the basis of further recognition of advertisers, become an important part of the network advertising market.

Advantage

Analysys International believes that vertical Web sites can be recognized by the market, is based on its unique advantages:

First, service specialization: Vertical site is characterized by specificity and subdivision of the domain, only to do their own familiar areas, and strive to be in a specific area of the comprehensive and in-depth, to a specific service to a certain area of interest in the user and other users to distinguish, through professional services to attract these users. For example, the real estate vertical web site, in addition to the property-related news, policies and regulations, there are a large number of leasing and second-hand housing supply and demand information and detailed content for users to inquire; Hot House recommended detailed introduction of houses for homeowners and potential buyers to establish a network hotline Real estate problems and puzzles can be helped by professional lawyers as moderators of BBS; other services such as public housing listings, loans, and assessments are woven together to form an organic whole.

Second, the operation of large-scale: whether the portal or vertical Web site, the basic means of its operation is a large amount of capital investment. Because of the relative concentration of resources, the portal site investment is easy to form a scale effect. If the portal access to investment, because of its traffic, users and other aspects of the network attention economy, then vertical web site can get investment is based on their own professionalism and creative forward-looking.

Third, the business is vertical: Vertical website can penetrate the link of value chain, get through the upstream and downstream industries. For example, the tourism industry in China is already a mature industry, with a complete value chain, market education is also very adequate. Therefore, the tourism vertical web site is similar to the traditional industry chain supermarkets, does not provide new value, mainly to improve the flow of information and business efficiency. Therefore, if the tourism vertical Web site to achieve success, on the one hand must master a large number of tourism users, on the other hand need to master a large number of traditional tourism industry value chain of merchant resources, such as travel agencies, hotels and ticketing organizations.

Problem

At the same time, vertical web sites have to face some of their own problems:

First, lacks the characteristic, the competition is intense. Vertical portal In the same industry because of the repeated site more, have their own characteristics of the site is relatively small, competition is very fierce, which caused the industry portal quickly up and soon closed down.

Second, with the integration of the portal than the vertical portal brand awareness is still relatively low, coupled with the impact and user accumulation, most of the Internet advertising revenue is concentrated in the hands of the portal.

Third, although have a large number of users, but the user turnover rate is still high, the number of active users is low.

Finally, information and news are not very practical. There are significantly too many garbage and non-valid information on some vertical portals. News content lacks readability and practicality. Blindly copying and pasting makes the news content of the industry website very empty.

Solution

Analysys International believes that the development of vertical web site is to clarify the relationship between the various links in the industrial chain, the industrial chain on the middle and lower reaches of the resources reasonable collation, therefore, should focus on the following three aspects:

First, the combination of industry development needs, highlighting the characteristics of the industry.

In the automotive industry, for example, as the Chinese people become increasingly familiar with cars, the perception of light has not been able to generate more profit growth for manufacturers, and the loyalty of existing users has become a major concern for carmakers. For car evaluation, new car forum, including some car after the value-added services have become manufacturers to improve their competitiveness in an important aspect. As a vertical type of automotive portal, timely introduction of GPS positioning services, map navigation, insurance finance, second-hand car value assessment, car travel, vehicle services, etc., can meet the needs of upstream manufacturers, but also for the end users to provide value-for-money services.

Second, the user needs-oriented.

Whether real estate, IT, recruitment, or financial vertical-type Web sites are created to meet the needs of specific users. In the face of increasingly mature market, professional knowledge to understand more and more users, how to better meet the needs of existing customers and potential customers, will inevitably become the development of the Web site to consider the key issues. Vertical portals should tailor the structure of the product to the user's needs. How to grasp the characteristics of the demand, provide a unique service, is the vertical portal more attention. In addition to the provision of information, value-added services, the provision of service specialization, has become a measure of a vertical portal site is an important factor.
For example, the recruitment site 51job, on the one hand to provide free services to job seekers, on the other hand to provide value-added services to enterprises, including training and evaluation, personnel outsourcing, personnel management software systems, headhunting services, salary surveys, from the recruitment to the field of human resources extension.

Third, reflect the unique advantages of vertical portal.

The traditional portal website and each vertical website competition has already entered the white-hot degree, facing the traditional portal website competition, the vertical portal website should clear its own advantage and disadvantage, avoids weaknesses, strives to obtain the superiority position in the competition. Among them, the need for strengthening includes: business differentiation and regionalization, to SouFun as an example, through the division of Home purchase, decoration, villas, second-hand housing and other subsites, rich product categories. At the same time, through the "Hundred City Plan" into each of the two-tier cities, so that the promotion to do a fine, and to obtain more detailed local-level information, to build higher barriers to entry. Strengthening the Community system, because the community has a high user stickiness, means that based on user resources to develop a non-advertising business, is feasible and promising.