The influence of local traditional media is gradually declining with the growth of local websites. With the development of modern technology, including the development of the information industry, with the rapid growth of the number of local Internet users and the increase in demand for consumer information, local traditional media Its influence is gradually weakening, and it has no advantages over emerging local and regional websites and traditional media in terms of audience coverage, average time, response speed and operating costs. After 2008, the local trend of local consumer communities began to emerge. There are more and more local communities and prefecture-level city websites with revenue exceeding 5 million.
Hualong Xiang, Changzhou, Jiangsu is a local website serving Changzhou. The main content is local people's livelihood and local social interaction, including marriage and love, fellow villagers, business, car friends, and classified information. Hualong Xiang places great emphasis on sharing local consumer experience, and also It is often mentioned as food, house buying, car buying, decoration, marriage, mother and baby, and travel. Another main content is local e-commerce, such as group buying of small commodities and shopping guides for bulk commodities.
From its establishment in 2006 to 2009, the annual revenue of Hualong Lane website increased at a rate of more than 100%, and the growth rate in 2007 and 2008 exceeded 200%. By 2009, the revenue of Hualong Lane had It reached tens of millions, and the profit reached about 6 million. Hualong Alley ranks first among local websites in Jiangsu, with 120,000 IP visits per day, 200,000 unique visitors per day, around 2.2 million PV per day, 700,000 registered users, 50,000 to 100,000 daily posts, and 200,000 unique visitors per day. The characteristics of the group are urban white-collar workers or government officials. So what has allowed it to achieve such rapid development in just three years?
Unlike many other local websites, which are all technical teams, Hualong Xiang has been able to achieve relatively rapid development in a relatively short period of time. Qian Yu, general manager of Changzhou Hualong Xiang, said that the entrepreneurial team of Hualong Xiang is a media-oriented team. The composite team has many employees from various media and financial industries, as well as relatively professional technologies, making the entire team highly composite.
The Hualongxiang website keenly captures the content of urban life and consumption at the entry point. Everyone who has just entered urban life is completely blank about many areas of urban life. They are faced with buying a house, decorating, getting married, and having children. , these consumption activities may cost half or even more than half of your life savings in your entire life. This requires a media to tell you in a very simple and easy-to-understand way how to consume and spend the money, and how to avoid being deceived. Dragon Lane is such a media, and this is the real driving force behind the growth of Dragon Lane.
In addition to advertising, Hualong Lane's business model is more about multi-interactive marketing, including offline activities. The purpose is to build the regional website into a comprehensive marketing platform. This platform can accommodate a variety of rigid advertisements, as well as There are various offline activities and online activities, various electronic marketing including e-commerce, and finally a comprehensive platform integrating e-commerce strong media and comprehensive marketing is formed.
Low-cost and high-speed launch is the only way for local websites to obtain maximum profits in a short period of time through local websites, cutting in from the direction of media, and seizing the core customers of the market. Website building service provider phpwind attaches great importance to mediaization in its products, including launching various vertical platforms to serve the mediaization of local websites, which can help webmasters make the first pot of gold and take the first step.
The advertising service model of Hualong Lane has also changed, from a media display advertising platform to a performance marketing interactive platform. In the past, the website's profit method was advertising alliances or display CPC and CPS advertising, but on local websites Among them, more attention is paid to the effect of local customers, because the number of local customers is relatively large and the effect is relatively fast. If the website can quickly let the majority of netizens know about a city's larger marketing activities through interactive marketing, it can bring practical effects to advertisers. The brand advertising investment of large enterprises and the online marketing of small and medium-sized enterprises will be concentrated on this platform.
Based on the local community platform, we can expand the local e-commerce platform to help a large number of online marketing in traditional industries. Industry experts have this saying, "We need to use traditional media to catch whales, and then use e-commerce to catch shrimps." "That is to say, the important customers of the entire local website need to be solved in a media-based way, while e-commerce is to solve the regular traffic and regular user needs in the entire city. Qian Yu said that as a local webmaster who does not have many resources to do complex e-commerce or general Internet services, he can seek support and cooperation from upstream service providers. phpwind cooperates with professional e-commerce companies such as Taobao and Alipay to provide Hualong. Xiang has given great help to the development of e-commerce.