Zhouning: The road of Community e-commerce

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In the vertical area of the Internet, operators are often distressed by the difficulty of building communities. In urban portals, community operators are often discouraged from making money. Can they be combined?

In the network world, there are four kinds of basic means: search, community, media, E-commerce. Community can be combined with the media, by advertising and word-of-mouth marketing earnings, can also be combined with E-commerce, build online sales channels for profit. As for the means adopted, there is no formula, the different industries, the regional Internet application level, the timing is different, the way is naturally different.

We first look carefully at the most difficult business problems in the Community model. The Pan-Forum development model of our Yuchihu and banner has realized that fragmentation is the fundamental issue of the forum. From an operational standpoint, the Forum's reliance on operators is too strong, which is the root cause of fragmentation.

Tianya, mop the development of the road is the media, the advantages of media is easy to grow up, the disadvantage is no money path. Advertisers generally value the accuracy of advertising and service professionalism, a broad forum, the investment is often very meager. and geographical, vertical forum, advertisers value, the efficiency is very high, but there are "not long" trouble. Things are always in a dilemma, and good and bad come together.

Why do many people choose the way of e-commerce?

Let's take a look at Baidu's intentions. When there are search customers who just get ranked service, each value is very low. However, it is difficult to solve the sales problem without the "street sweeping" approach. E-commerce directly improves service levels and can enhance value through additional services.

And for the old community as a regional portal, E-commerce will convert popularity into effective user access rate, so as to cash the popularity value.

How to walk the way of e-commerce?

A lot of roads are coming out. There are no shortcuts.

From the proven path, the following process is summed up:

Planning--> Cultivate--> reform--> construction.

I. Planning

The birth of a community may be unintentional, and the rise of the community may be a coincidence. However, community profitability is not an unconscious blind touch, but a subtle design. Do not care about the business, not to make money is to destroy the community.

Half of the founders of the Web site are it-tech backgrounds. In business planning, too many ideals, feasibility, difficulties to consider too little. After suffering we know the importance of business planning, just know how to deal with businessmen.

As Ma Yun's famous saying: "Too much business model is no mode." Business planning to solve is actually very simple and direct several questions:

1. What industry?

Doing a project or project list is a completely different concept from mass sales. Just as real estate advertising is the exact opposite of the SP business. What kind of business fits with you, the focus is important.

Secondly, the difference in profits between different industries is too big. Do the same work, why not choose "Money way" better?

Again, the odds of success who is big? I said, big and small single difference is very big, but also depends on which business more easily form cash flow. With cash flow, the company can survive and survive to make a lot of money.

The law of Industry choice:

• Choose a high-end value chain. Property must be better than food, just to see if it can be done.

• Choose a high probability of success industry. High risk and high yield, too high or too low threshold of the industry should not be successful.

• Choose an industry with high degree of localization.

• Choose a familiar, in-depth understanding of the food chain structure of the industry.

• It is more successful to focus on an industry than to select multiple industries at once.

• The current unsuccessful industry does not mean that it will not succeed in the future.

• Select a community that already has a foundation in the industry.

Choosing an industry is definitely the first step, a mistake, a total loss. To do is to do a "career with great Expectations."

2. Design Profit model

The most important term for winning entrepreneurs in China is the profit model. We have chosen an industry food chain, and the problem now is finding ways to intervene.

There are 2 results involved in the food chain: promoting it, destroying it. ---this is the core content of the profit pattern design.

The principle of intervention:

• Valuable intervention, conducive to the development of food chain. Vampire, suck it up. Destroying an industry and destroying the communities you create-----very easy!

• Involvement in the high-end of the food chain. We see that in the iphone production process, to be a pipeline workers, as a retailer of porters, are part of the food chain. What level is jobs involved in? design, branding. So simple.

• Simple intervention, no random cross layer. Simplicity is a beauty, as is the case in the design of food chains. Cross-layer, think about it, there is no conflict on other levels?

3. Process Planning

Don't think of a day to complete the transformation, the transformation is often a long process. What is the process?

Environmental cultivation--> System construction--> business transformation.

Lasted 3 months to half a year, or even longer.

Ii. the transformation process of Community electronic commerce

Ma Yun once shouted a slogan: The Internet has become a net business era from the age of netizens.

If you are a webmaster, you can support this slogan, the network business era, the financial resources rolling, day into the fight gold!

However, you must not be naïve to believe that your own BBS has been everywhere in the gold! While gold is a fact of the earth, you even see someone make a fortune in your community. But at this time of you, very likely, the purse is shy!

Community E-commerce, realize the value! But the process is long and meticulous as a surgical operation.

1. Environmental cultivation

The hypothetical object of this article is a popular community. How can popularity be turned into money? Several themes of environmental transformation are as follows:

• Content-centric to select customer groups for customers. Who gave you the money?

Customer's customer center and multi-center training. The multi-center of consumer groups has a good effect on word-of-mouth communication and popular aggregation.

• To center the customer population. What happens to the customer's excessive centrality? Trade union organizations or competitive bargaining organizations.

The cultivation of consumer customer groups, there are a lot of practical cases. I know the Hefei forum, in the early days of customer cultivation, they used a way to cultivate the classification forum:

• Regular netizens gathering activities.

• Consumer sharing activities.

• Online essay activities.

• Construction of classified Q group.

At the same time, they use the great influence of the forum, hosted the summit such as wedding, tourism and other industries, through face-to-face communication, improve their industry influence.

2. System reform

There are 2 centers of institutional reform: enhancing channel control and moderator reform.

• Moderators and websites should be symbiotic, if there is conflict at the level of interest, must not be tolerated. Xiamen Small Fish Forum is the reverse case, the moderator moving events have been widely concerned. However, after I have counted the consequences, the effect is not significant.

• What is the channel? Forum ads, casual telephone, QQ in the interests of the channel and channel business. Business does not sympathize with the weak.

Of course, we advocate gentle-style system reform, otherwise, the commercialization of the transformation left behind the stereotype of what else?

Then look at the transformation of the Hefei Forum example: With the wind into the night, embellish fine silent. We didn't see any objections in the wedding forum. Behind it is, in fact, countless times the line of communication and strong control.

is the community held by the sellers credible? The merchant who gave you the money is the big ye??---sharp topic, worth pondering!

3. E-Commerce transformation

It turns out that the E-commerce platform bundled with the popular community has the most vitality. Set up on the Overseas Chinese Road teahouse on the home Treasure E-commerce platform for how long? Three months! I couldn't believe it when I saw the report.

Better case is Taobao Pat and Baidu, we will have the opportunity to observe the development process.

E-commerce platform, the framework of a word on the essentials: industry. Real value also has a keyword: promotion.

I am the market to ridicule some completely rely on group buying and other offline activities of the local station, when we will buy as a means of promotion, they are still buying as a means of livelihood.

What are the problems with the E-commerce platform set up in the community?

• Limitations of the number of products.

• The limitations of the number of services.

And the community is fragmented. Is there a trans-community e-business platform?

Author, zhouning, ID dream Qinhuai, 365 real Estate Home network product research and Development Center Director, the Chief Framework designer. Focus on network community development and community E-commerce, has many years of real estate, home industry Network marketing experience.

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