Who's going to break the flow-led profit trap

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Blind pursuit of unlimited traffic amplification, is not to let us fail too many times, let us fall too deep, has come to seriously think about this problem.

When the Internet industry to the flow of traffic no longer determines the stage of life and death, it should be said that the industry's ecology has evolved a big step.

Internet practitioners have a habit, or to such a number of types of data to reach the point of obsession, one is to see the Alexa rankings (Alexa rankings query 100ceo.com), the second is to count independent IP number, PV number, PR value, third is the number of members. And most like to come up with the matter or "traffic" this popular word.

I am afraid that in writing this text of the hour, many owners are looking at their website traffic data. These few data, not only let too many small and medium-sized webmaster worried, so that too many internet companies to put down, but also high in the focus on the Internet field investors heart. This is a metaphor, the site is like a horse, flow is the rider's hand clenched whip, if a good rider, and under the seat is a fine colt, without Whiplash, the horse also run fast; but if the rider and the seat ride a flaw, then whiplash, change the seat ride or replace the rider, it is necessary, but in either case, In the heart of the horse, there is always the existence of the whip, as the site, traffic is always a "lifeline."

Despite the emergence of companies that do not rely on web traffic to make a public company, such as Ctrip, and is a large number of such phenomena, many people began to study how to achieve high returns through accurate service, and to avoid tethered to the flow of the chariot, endless long-distance running, after running, but found only a little bonus.

But just as chicken ribs, eating tasteless, tasteless, and bland, the taste, practitioners can be said to be Lengnuanzizhi. How to truly break this continuation of the 10-year "set", and can open up more such as Ctrip no longer rely on web site traffic to achieve large-scale profit of the subdivision field and industry, is a worthy of thinking and practice things. Around this idea, nowadays, there are several applications worth paying attention to.

First, E-commerce, but also to go with Taobao such as Consumer-to-consumer platform, Alibaba such a business-to-business platform is not the same road. Of course, it must be with the specific industry, with people's real life closely combined, and the profit model should be clear.

To be a high-end customer, to do the target customers in the field of expertise, the target group accurate positioning, to provide in the price range of its acceptable products and services, to obtain benefits. The operation of the focus itself is not placed in the flow and ranking, dedicated to precision customer groups platform and services, this platform is no longer the common sense of "I set up, you act in an opera" virtual network, but has become a part of the service with a combination of the system, such as engaged in the network to serve the Treasure Island, play should be the most thorough e-commerce , all the transactions are basically through the virtual network, it is rumoured that the current trading volume has exceeded hundreds of billions, as well as the third party procurement services, such as the morning of the procurement network, such as the Internet enterprises to provide enterprise-class application services, market development is directional, accurate, The equivalent of the input of human and material resources are used to bring the return of the customer, and no longer pursue a large amount, but it is difficult to dig out the flow of customers. Such a service system, traffic is only hundreds of, ranked but hundreds of thousands of, but live far more than that traffic on the Bachi, ranked thousands of sites better.

This should be the charm of precision e-commerce, at the same time, it should be the internet operation of a revolutionary way of thinking.

Second, professional services, including human resources, law, enterprise management, financial services, outsourcing, research and development. The combination of human resources and the Internet, such as network recruitment, can be said to be a relatively mature market, resulting in such as 51job of listed companies, as well as separate, the Chinese elite such as the Internet company, but in addition to headhunting business, A number of online recruiters, including the top three, are still paying for the job ads, the basis for making money is still flow, and the base is large enough flow for the customer's recruitment has brought a very good effect, to achieve the flow is no longer based on such a degree, I am afraid that the need to further mature headhunting business. Re-view the law, management and finance in the field of professional service these three blocks have always been undisturbed with the Internet. The traditional service model created market space has been on the scale of the Bai, and grafted to the Internet, but there have been pioneers into the first many of the martyrs. For example, in the area of legal services, perhaps most of the Internet law firms or other institutions, the initial also did not want to rely on the internet to do more business, or to solve the plight of the traditional model, so the flow of people to build a website, but with the popularity of the Internet, gold miners have been "rich", began to have institutions focused on the legal portal, for example, the law Information Network of Peking University, which is mainly based on legal database software products, and the law of Peking University to provide open Legal Service platform and information, consulting services, and Gu network, but in addition to the database products to make money, Other services are basically with the law firm hand-to-hand combat, failed to highlight the difference, also failed to show the advantages of the Internet, of course, this form of software products, really get rid of the magic curse of the website traffic, and the law site itself is difficult to attract large quantities of visitors.

And a new number of new entrants to the strategy of the adjustment, not only for enterprises to provide legal services, while the Enterprise management consulting and financial services into the scope of the platform, and packaging this into "Enterprise health management", and the Law, Management and finance are really the necessary factors and indispensable guarantee for the healthy development of the growth enterprises. This kind of new power is typical of seeking the law, which is entrusted by lawyers, commissioned by the consultant and commissioned by the accountants as the core business model. Following the introduction of a "find a" product that integrates legal knowledge, consulting and business operations, the new website began in the country for more than 10,000 law firms launched a "brand thousands of services million" franchise plan, and at the operational level with many pioneers walked a different way, one is the franchisee made strict restrictions , the law firm of more than 20 people is only within the scope of consideration; The second is for each of the law firms need to sign business cooperation agreement, the rights and obligations of both parties to do legal aspects of the provisions and constraints; The third is to join the scale degree and Ctrip in the hotel to join basically the same, according to the information provided by its executives, in June, For the country more than 30 provinces and autonomous regions to join the activities will be launched at the same time; four is the franchisee's system is no longer a fragmented, but relatively strict, there have been to join the law of the star rating, and according to the star rating to provide different levels of the distribution of the source and network, media, software platform extension services. In the search for the French before the many pioneers, but in the operation has gone a fragmented, virtual road, to a certain extent, ignoring the particularity of legal services, especially in the combination with the Internet.

such as legal services in this area of professional business launch, facing the growth of enterprises, the implementation of the specific surplus, will be the object of each case and the return, and this case is no longer like the acquisition of advertising needs flow, but based on the strong Legal Service team, as well as success stories. If professional services are to embark on a new way of profitability, it will be a path worth going forever.

Third, high-end services, such as high-level gatherings, luxury and other fields. Even though the number of netizens has reached 160 million, the high proportion of long-term internet use is still not at the top of wealthy businessmen, executives and other high-income earners. High-level gatherings and luxury goods, such as high-end services for this high-income group, can attract them to the virtual network, and through the offline services to achieve a mutual promotion, mutual push effect. And at this point, the virtual network or the Web site plays a role of facilitating long-distance communication, initiating gatherings, providing value-added information, sending out notices, and, through such a process, gradually cultivating more high-income groups to become skilled Internet users while welcoming a new batch of "playing networks that have already been perfected" High-end service demand, and this group after all is a minority, and generally busy, but each demand can achieve a lot of returns, this is why not rely on traffic can do things well, and this is the "28 rule" is still very effective reason.

Therefore, the busy people in the industry should stop to think about this problem, not only think, it is best to do more experiments, can become entrepreneurs to learn from the object is not limited to MySpace and Facebook as a pure virtual application of the new sharp, there are more focused on high-end applications, The mode of enterprise application is not bad.

Blind pursuit of unlimited traffic amplification, is not to let us fail too many times, let us fall too deep, has come to seriously think about this problem. When we hold on to the long tail, should we think about the time we can afford to squeeze gold out of this "long tail", now, as in the case of Amazon, it's a bit out of date, and now even in one of the niche areas of Internet applications, The Nuggets who do the same thing can make up a stronger company, this one strengthens even the people are robbing that piece of cake, you say to catch this "long tail", with what to catch ah? Even if the user experience to do the most in place, I am afraid that lack of strong capital support, it is difficult to hold the "long tail" the moment.

Author: Dung Suming

Shu people, currently walking in the Jinghua, period and the masters of the competing.

Long-term focus on TMT, Internet, e-commerce, management information, Chinese culture, management consulting and training areas, committed to the Internet and traditional industries, professional services (human resources, law, management and finance), the combination of research, application and practice, the operator of the entrepreneur managers visit, Construction Training Network, and June Consulting Enterprise network, channel, easy management and other conference activities, network education and enterprise network projects.

Create easy Management Network, engaged in Chinese culture and enterprise management, information research and consulting services; channel, Director of Internet Division of Technology, engaged in supply chain integration and THIRD-PARTY procurement process solution services; founding partner of e-commerce lab, engaged in e-business Solutions and third party ratings.

Active in the Beijing People's livelihood care and other social activities, for supporting agriculture, teaching, helping the disadvantaged groups such as the cause of the campaign and call, at present also engaged in multinational corporations tort exclusions investigation and rights.