Why did the vertical community break out? Starting with the snowball, talking to the big vertical community

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Before we talk about this headline, let's look at three interesting little questions:

1, why SLR camera lens price is relatively high?

2. How to treat the phenomenon of "brain residual powder" in psychology?

3. Is it stupid to volunteer for a spare tire?

This is my home page on three questions, to be honest, I don't know how to answer these three questions: digital camera is not very understanding, psychology layman, as for the last emotion, I still stay in Hollywood love film stage, the third question, Wood has any say ...

The above three questions, although I do not understand, but do not hinder the answer to the question. Because someone knows better than me. More than any of these people I know happen to know, and they can answer each one. From these three questions, you want to explore the value of vertical communities.

Last week, I saw a community founder, the company called the United States market network. Their model is similar to that of the pan-investment community, which is the core of the U.S. stocks: information is UGC. And Snowball specializes in the U.S. stock market, the United States to do more pan: Covering U.S. stocks, a shares, Hong Kong. Provide help for general investors by introducing analyst discussions in various industries.

The reason why I am concerned about the vertical community, because this year interviewed a number of vertical search, vertical community companies, and these companies are doing a good job, growth rate and cash flow are good. Earlier this year, an interview with the steel trading class business-to-business companies looking for steel nets, the current monthly commission income of nearly million yuan, the net, is expected to achieve a break-even.

This year, the community has a lot of financing, the external disclosure of the three: April 2013, the tourism community, MA Honeycomb announced a 15 million-dollar B-round financing; in June 2013, the community focused on U.S. stocks snowball received 10 million dollars in the B round of financing; July 2013, The community made a start by announcing a 20 million-dollar B-round financing, and another tour of the community poor travel network, although not access to financing, but not long ago, "high price" sold to Ali, but also received a good return.

When it comes to the concept of vertical communities, today is very much the same. Snowball, the United States market network, can be said to be vertical to investors, MA Honeycomb, poor Travel network, to the people who want to travel vertically; public comment to "cargo" vertical, tiger nets to "fans" perpendicular to the net to foreign language learners ... Hot apps can also be vertical, such as flying often, perpendicular to real-time flight information, and what's perpendicular to what you know ... (1000 words here)

Why did the vertical community break out?

Can not fully meet the user's information needs. The internet is highly developed today, the information is highly complex. If you rely on individuals to filter, it will take a lot of time. Therefore, we need to use Baidu every day, through search engines to find the information they want. A search engine is the equivalent of a filtering tool. Search engines can exist, and the business model can be born, largely because there is so much information that people have to use tools to filter. Baidu currently receives 5 billion requests a day.

Speaking of more information, Baidu can help you solve the problem of screening. But Baidu seems unable to solve all the problems. For example, I want to buy a book to understand what the person who read the book evaluates. If I go to Baidu Search, get the answer may have, but relatively few. At this time, watercress reading may be a better choice. Because I am looking for this book information, the price of each website, everyone to this book evaluation is here.

Here the watercress reading, the equivalent of the vertical field of "Baidu"-quickly help me find the information I want.

The needs of users are becoming more and more refined.

What is the core value of a vertical community?

Watercress reading provides effective information, give me the decision to bring a good help (see everyone's evaluation, I should not buy). The role of decision-making in investment-type communities and comment-type communities is more pronounced. such as snowballs and leeches.

As an investor, buying a company often requires a full understanding of the company. For example, to read financial statements, field research and so on. For many individual investors, it is clearly unlikely that these steps will be fully accomplished. What about it? crowdsourcing. For example, a company's stock has recently tumbled, there may be some insider. At this time, people who pay attention to this stock will continue to discuss (because of the real money involved, must be taken seriously AH). This group of people, analysts, reporters, and employees in the company or close to the company, can express their views anonymously. The man's point of view is even greater than that of a professional analyst because his information is "first hand" and "one Time".

The original is to rely on analysts, reporters to investigate things, can be immediately by professional people to answer. Today's society, everyone is a journalist, in a number of subdivision areas, individual professional standards have surpassed the reporter.

The business model of the vertical community

1, Shopping Guide. This is one of the most common community business models. You go to the watercress to read a book review, the right is the book in the Amazon, when, Jingdong link, you point to open this link, watercress can see the CPC (Pay-per-click) fees, of course, you completed the purchase, Watercress completed the second charge. Similarly, you go to the ant to see a destination strategy, MA Honeycomb can sell you this tourism products, you can sell the local 23451.html "> Hotel products."

2. Accurate advertising. Vertical community advertising, I think can be compared with the current fiery RTB. The author sees the most typical case, when is the snowball above the U.S. stock account opening advertisement. The vast majority of those coming to snowball are U.S. stock investors and those going to invest in U.S. stocks. At this time, put the ads to open U.S. stocks, which have inaccurate truth? conversion rate must be higher than in the portal,

3, not yet formed. At present, the main community are shopping guide and advertising two forms, but also some community transformation of e-commerce, such as the iron net and tiger nets, but the current imagination is not too big space. Travel Raiders of the type of Ma Honeycomb, currently has online travel products and destination hotel reservations. Looks like a good try.

Operation mode: How to Camp?

The core of the community is two points: 1, vertical, 2, community. We look at the MA Honeycomb, he is a travel introduction category of the site, but these content, the portal's two-level channel also has. But why is the hive able to get up? In addition to the refinement of the content, I think it is "community" on the word. Even for a good vertical community, the ability to operate "community" is more important than "vertical". Snowball Finance CEO Fang Sanwen in response to the quick carp, said: "The unique feature of the snowball is a unique community temperament." ”

I want to add that the positioning of the community is important. Although the third party to do the community is to meet their investment needs, but it is undeniable that the investment community is indeed close to the cash flow. If the party three text is interested in social news, do a tianya, development certainly no snowball good. Because the social news is too broad, the value also does not use the investment class Community high. Therefore, Fang San in the reply to the fast carp, also talked about the value of the community is "to meet the user lifetime high-frequency demand, commercial customers high price of the community the most valuable." ”

Here are two core words "high-frequency", "High customer price". "High frequency" is your community to have a strong stickiness, not to mention the snowball. I would like to say that the app fly always, for the flying people, viscous is very high people. Every time I go to the airport, I have to enter flight information, love special fly often quasi, inquires whether the flight is late.

"High guest list" embodied in the quality of the user group, with the three-article snowball as an example, the overall quality of U.S. stock investors is indeed better than a a-share, in assets, but also relatively high. So, not long ago on the snowball, unexpectedly saw the immigrant advertisement. High-quality users can bring high-quality advertising.

For the future, the vertical community will erupt, because many of the information we need is still not satisfied. Isn't it?