Women's E-commerce, who can do the work fine, who can go farther!

In the past two years, a number of aggressive vertical women's websites have begun to rise, and are eating up the advertising share of the portal.
Why is the rise of women's websites relatively late in the internet's big industry? Onlylady Tanghairong told reporters, compared to men, women's acceptance of the internet is slow, but the number has been increasing gradually, and viscous very high, contact frequency high.

There is a steady stream of positive data, according to comscore, the US network traffic statistics company, which has been growing at a high rate of 35% per cent last year, higher than any other category of Web sites, only behind the political category. In addition, the number of visits by women's websites in July this year was as high as 84 million, up 27% from a year earlier. The rapid growth of advertising and Internet traffic in women's websites has attracted the attention of media giants and venture capitalists.

This investment trend also blew to China, the 2008 Women's website investment case gradually increased, CNET China after the acquisition of Onlylady, after the acquisition of 55bbs,cnet the United States has also acquired a large hot female website glam. In addition, to sell women's underwear as the main female apparel website Dream Bazaar also gained investment, which is a thriving women's website to add a fire.

The investment of Onlylady, 55bbs, as well as the old women's website Ruili Female network, Pacific Female channel annual revenue has reached the level of tens of millions of yuan. In particular, from behind the face of the net, according to its recently released earnings show, as of June 31, decorate the media advertising business income of up to 10.255 million yuan.

It is not difficult to find that the operators of these sites are no longer the usual meaning of it practitioners, women increasingly become "her" site leader, which is another factor in the rise of such sites. From the founder of Le Bee Network of eminent Persons Li, boutique network general manager Hu Crape Myrtle, to 55bbs CEO Hua, Onlylady Tanghairong, Red Child brand promotion director Wang Jianli, Ruili Electronic Media Division director Zhao, female practitioners can undoubtedly more insight into the needs of users. But Hu Fei, the male CEO of the face decorating net, says he knows more about women than women, who know what users are thinking and what women need most.

Hu Fei said that China's Internet portal advertising line once accounted for the entire Internet one-second, the arrival of the search site has a certain impact on the portal site, is now a subdivision, vertical site rise stage. The promotion of community popularity has also been favored by advertisers.

Advertising

If the current complex "her" site into the end of this century line division, the simplest is based on the profit model into two categories of advertising and E-commerce.

To the main advertising profit model of the site, the most traditional editing sites include Sohu women, Pacific Women's network, Ruili and so on. 55bbs, Onlylady and other sites are to start with the community, Fashion Women Blog Network is the most popular blog to play the site, in addition, Ruili and other portal sites have also opened a female blog. New and Jin Women's website poster network, decorate the net is to rely on fashion pictures and cosmetics online order two segments of the field started, industry people generally believe that the subdivision of the site is the future of the main direction of women's websites.
　
"It can be said that the first group of users determines the atmosphere and tone of a website, is the essence of the formation of community culture, which also determines the popularity of a community." Wang Fang said. 55bbs There are many "Ashes class" users, in their drive, 55bbs formed a "drying" culture, whether the weekend shopping results or gluttonous feast will spare no effort to share to the forum, meticulous pictures will be unanimously applauded, praise is always more than belittle.

Many foreign websites in the early development will be very strict screening of members, users must be invited to become members, this practice in the domestic web site is also growing, such as Guangzhou, a fashion space site, as well as some high-end female community to learn from this method. Wang Fang believes that many communities are aware of the importance of the first group of members, the high-end community to use this method to ensure that members of the quality and purchasing power, although the number of members is certainly more than the free registration of Web sites, but the value of advertisers is very high. Website can and advertisers do joint promotion, such as organizing members for car test drive, each member may bring thousands of yuan income for the site, but for ordinary websites, a click of income only a few cents.

The face of the women's web site is constantly changing. Onlylady since 2002 on the line, following the gradual growth of users, many white-collar women to upgrade to the mother, Onlylady also with the needs of customers will be the content of the site to extend to the mother concerned about the level, such as the recent Onlylady headline is "Expectant mother do not easily choose Caesarean section", It would be difficult to onlylady in a few years earlier. When members of the community grow up and start getting married and having children, 55bbs timely to enter the marriage market, the use of huge users snatched a professional love website, when the members began to have babies, they launched a breeding parent-child channel, as long as the content of women's life is closely related to women's website will be involved.

This atmosphere is a hotbed of female aggregation, is the best product soft advertising goals. Decorate network as a professional beauty cosmetics interactive website, which carries a considerable number of star recommended cosmetics use ADS (although these ads are not true, but to guide the user to make the purchase of the determination), this kind of soft text information guide consumption model is indeed a female site is an innovation. In addition, there are posters dedicated to the brand area, such as LV, GUCCI, Zara, etc., often attached to the brand's latest international information, is not yet understand whether the poster net profit from this aspect, but this kind of soft publicity mode is undoubtedly the brand company is very welcome.

Commerce

Women's E-commerce site is a kind of complex, all women love Taobao we and press not table, in addition, child-rearing website Red children do the wind, clothing class E-commerce more well-known Dream bazaar, Monroe Fashion shopping, wheat and so on, cosmetics shopping website has peel nets, music bee nets, famous show, No5 Fashion Square.

Red children rely on electronic catalogs and E-commerce site after the foothold, with the first batch of users of the baby gradually up to three years old, they no longer need to buy baby supplies through red children. Red Child brand Promotion Department director Wang Jianli said: "I am the first group of members of Red children, I slowly found that children at the age of three can not receive the mother and child of Red children's publications, they will send me cosmetics, home, health publications, this is a process of import, the user in the growth, the company to follow the growth. "In order for this group of users to continue to spend, red children open up the home, health supplies, cosmetics, clothing and apparel area, and launched the electronic product installment service." Wang Jianli to reporters, actor Jiang Qin, tv host Wang Fang are loyal users of red children, so have the purchasing power of the market, how can red children let it slip away! It is estimated that red children's sales are expected to reach 1 billion yuan this year.

The rest of the women's e-commerce sites are relatively fragmented, and the trend is intensifying. Reporters have been concerned about a very distinctive site, such as the site will be published at home and abroad a lot of stars use cosmetics information, experience pictures, users can click on her use of cosmetics name keyword, and then enter a new link, you can see this cosmetics official shopping site. and directly through the website to achieve online ordering, cod. The site also opens up another space, users can ask questions about beauty and cosmetics use, will be timely access to the Web site Beauty Consultant Online response, and the problem will have other users to answer, as if the beauty version of "Baidu Know", which is the founder of the consumer information guide face decorate the net.

Fusion

Currently rely on advertising profit of the site annual revenue but tens of millions of dollars, but engaged in e-commerce red children have been close to 1 billion yuan in sales, such a huge income gap is difficult not to shake the women's website operators and investors.

But the combination of these two parts does not seem easy. In Onlylady Tanghairong view, advertising and E-commerce two profit models do not necessarily combine each other, on the one hand, these two parts of the space is large enough, resources enough, can feed a lot of websites. On the other hand, the two models are completely different business, one mode of customer is advertisers, another mode of customer is consumers, in the site's operating mode has a very big difference, including many running details will be very different.

It is understood that the current as a female portal and E-commerce integration only decorate the net reached a certain scale, but as the electronic commerce of the current operation and profitability of the show is not yet clear, although like Sina, Sohu, NetEase, Pacific female channels, as well as Ruili, Onlylady and other old women's portals should continue to go advertising routes, but we also slowly see some sites began to advertising, e-commerce two ways organic integration. Poster NET In addition to star Street racket and other information such as Web site content, but also set up shopping area, Monopoly fashion Han, layout and detail design and Taobao quite close, this and their star Street beat and community content does not conflict.

At the same time, some websites also began to infiltrate the advertising model from the E-commerce model. As a female e-commerce more mature red children, the community is absolutely like a fall in the sky pie, this is the company management has never thought of. Red Child Wang Jianli told reporters that the company high level originally did not pay attention to the community, at that time the red children also run in the high-speed road of E-commerce, too busy to take care of other, but the Red child site community of this "plot" in the mother of you a word I crazy to grow up, "to a little sunshine on the bright. Wang Jianli smiled and said. Mothers often in red children's website to Exchange childcare experience, buy their own, baby supplies, the use of the baby car from the above hands. This active subdivision community also quickly won the favor of advertisers, a period of time before the red child and Sen yong milk powder used to cooperate to achieve absolute "precision marketing." Johnson also launched the forum "natural confort Natural childcare" activities, the click rate in two months has been over million, as long as the sharing of product use experience or natural childcare experiences will have the opportunity to obtain the Johnson Company's gift package. Wang Jianli said that the 2009 trial will also increase a large proportion of the activity.

Women's consumption potential is indeed staggering, whether it is young to become the "huge expense" of the fashion people, or is she a mother? The family as the core expenditure overall co-ordination, women's power has been highly valued, they do not need how "strategically" framework, they value the most intimate design, who can do the work fine, And can predict and guide their needs, who can go farther.

Article Source: NetEase woman