The first lesson of Ding Daoshi’s case analysis: the operation of local websites and the second lesson of Ding Daoshi’s case analysis: the operation of Taobao website (interested friends can search on Baidu), I didn’t expect so many The webmaster likes it, and there are a lot of emails in the mailbox every day. Everyone has also generally reported that the article is too long and the narrative is a bit cumbersome. So starting from today, I will try my best to refine the article, remove some clichés, start from the website case, and discuss the operation method with everyone.
Case 1: Oriental Fortune Network—China’s largest financial website
The status of Oriental Fortune Network in the industry is obvious to all. Since its launch in March 2004, Oriental Fortune Network has continued to rank first among China's financial websites with its authoritative, comprehensive, professional and timely advantages.
Before that, everyone knew that there were two real peaks in China's Internet development. The first wave was the establishment of several Internet companies at the turn of the century represented by Sina, NetEase, Sohu, and Baidu. The second wave was Taobao, Oriental Fortune. As the second wave of Internet companies represented by the Internet, all representative companies of the first wave have now been listed. The second wave has reached the standards for listing and is only one step away from listing.
Oriental Fortune Network is now the leader in the industry. Many people say that it was created by people with deep pockets and money. But if you think about it carefully, there are thousands of financial websites in China, and many of them have more initial capital than Oriental Fortune.com. Why did Oriental Fortune.com succeed and become a famous brand in the industry? Ding Daoshi believes that the main reasons why Oriental Fortune Network has achieved today’s achievements are as follows:
1. Content! The saying content is king is especially true on the Internet. Everyone has discovered this phenomenon. In the past two years, Tencent has conquered cities and territories. Its games have surpassed Shanda, its food stealing has surpassed Kaixin.com, and its music has surpassed Qianqianjingting. Only on the portal website, although the traffic has surpassed Sina, it has surpassed Sina in terms of brand influence and In terms of income, it is far inferior to Sina. The reason is very simple. Tencent cannot compete with Sina when it comes to content. Chen Tong should be the first person in China to produce website content. Sina has Chen Tong for a day, but Tencent cannot compete with Sina. Of course, Tencent has also paid attention to content in the past year or two, and its homepage is the most popular. There is no advertising space in a conspicuous position, but today's topic. Everyone knows that today's topic has a huge number of visits. In the past two years, it has become a famous brand of online news, and many local news websites have followed suit. Last night, I chatted with the person in charge of Tencent’s Today’s Topics. Although the daily traffic was not disclosed in detail, I estimate that the Today’s Topics column alone could enter the top 100 Chinese websites with its current traffic volume. Think about it, everyone, even Tencent, which has always been known for plagiarism, has begun to make efforts to produce content. Webmasters, what are you waiting for? Sorry, we are going too far again. Let us shift our attention to Oriental Fortune Network. In the eyes of ordinary people, Come on, financial website content is easy to create. If you have sufficient funds, you can cooperate with major newspapers, magazines, TV and other media to share content, and then invite some industry experts to open columns, give lectures, and then create some online content. For activities, first build brand influence, and then you can talk to advertisers and brokers about advertising cooperation.
If everyone thinks so, they are wrong. Things like finance, foreign exchange, and stocks are all very time-sensitive. The content does not have to be large, and it does not have to be precise, but it must be timely and timely to the second. When building this type of website, we need to consider what investors need. And these needs of investors cannot be well provided by other media. What investors need most is timely access to various stock quotes, market trends, latest dark horse predictions and other information. All employees of Oriental Fortune Network take "no rest days, no news overnight" as their work slogan to ensure that users can enjoy the world's financial and financial information at the first time. To be honest, the content of stock and financial websites is too homogeneous, and everyone is fighting for speed. Of course, for this type of website, user interaction must be done well, and it is also very important to enhance user stickiness.
2. Public relations! Some people may say, isn’t public relations just publicity and promotion? Isn’t public relations just something trivial and insignificant? In the past, everyone didn’t know what public relations was and what its power was! But with the recent war between 360 and Tencent, the war has spread to Throughout the Internet and the entire process, the word "public relations" is often seen in the media. 360, in terms of strength, is not as good as Tencent, but its public relations department is the strongest among Chinese Internet companies. With its strong public relations capabilities, it is inextricable to compete with the giant Tencent and not fall behind. And it has won widespread praise from netizens (I hope these netizens are not extras). Oriental Fortune Network also attaches great importance to public relations. Generally, Oriental Fortune Network can be seen in various conferences and when natural and man-made disasters occur, or it sponsors conferences and provides relief to disaster areas. The public relations activities one after another have formed an image of a responsible company to the outside world, which is in sharp contrast to other financial websites that only produce content in a regular manner.
3. Legal clause dispute resolution. These words suddenly appeared, and everyone was a little confused. What does this have to do with building a website? But today I want to remind everyone to pay attention to this issue. The topic today is the operation of the stock network. If you want to really operate it well, Everyone must understand stock and financial websites, legal disputes, and disclaimers. Friends often lament that the website finally had a lot of traffic and started to make money, but the other party killed us with a lawyer's letter. Content ownership, privacy protection, disclaimers, agreement modifications, terms of service, etc. must be considered. If you are not careful, you may be killed by malicious competition from competitors.
Perhaps after saying so much, the webmasters think it is too difficult. There are a few people who can do what Oriental Fortune Network did. Okay, let me move on to today’s focus, which is financial websites suitable for grassroots webmasters. Generally, I do not recommend that grassroots webmasters build financial websites to build national portals, because they have no innate advantages, and there is not much advantage in being vertical, let alone communities. It is difficult for such websites to obtain traffic, and it is more difficult to monetize traffic from communities. Disaster.
Therefore, I think the financial website suitable for grassroots webmasters is a regional financial website. This region can be accurate to the provincial or prefecture-level city level. There is not much market below. In fact, my thinking here is similar to that of Jiang Hui, the person in charge of Jiujiu Training. If it is difficult to do a large-scale market, we will do it regionally. Since we are building a regional financial website, I know that we should start from the following aspects:
1. Create content that closely follows local financial and economic trends. With the opening up of China's foreign exchange market in the past two years, some international financial giants have set up offices in many inland cities in China. At the same time, major Chinese banks have opened foreign exchange businesses. China's financial industry has adopted an open attitude in the past two years. has developed rapidly. The development of regional finance is particularly rapid. Sadly, although China has millions of webmasters, the corresponding regional finance websites have not developed. What's more, most of the financial websites of prefecture-level cities are blank (all you forks, listen carefully, it is very timely to do it now, there is basically no competition, as long as you do it in most areas, you will be the first).
Mr. Hao, the business representative of Taiyuan Yinglun International, often complains to me that we have been in Taiyuan for two years and have developed a lot of business, but there is not even a financial website in Shanxi. It is very inconvenient for me to check some local financial information. We can draw at least two pieces of information from this complaint. The first is that visitors need to view local financial news, and the second is that Shanxi's financial market is slowly developing. Now that the demand and market are there, what are webmasters waiting for? If you start to do it, don't worry about optimization first. As I said before, if you basically do it, you will be the local leader, and you will work hard to build content first. Filling in the blanks is a tiring job. There is no shortcut to increasing the content. The webmaster needs to be more diligent and collect more information by himself. Go to the bank to get color pages and meet a few friends in the financial industry. Play with pseudo-originality by combining reports from other media. News from some local newspapers can also be used, because they focus on print media and ignore online media. Although it is first published, you can sometimes rank it ahead of it if you change the keywords when reprinting.
2. Cooperation--even if local financial websites are built, they will only have a small amount of traffic. It will be difficult to expand without cooperation with financial institutions. There are two types of cooperation, one is cooperation with banks, and the other is cooperation with non-bank financial institutions. I believe that most of the webmasters who read this article are grassroots webmasters, most of them have no internal connections, and the bank will give up first. Then look for financial institutions. In fact, if you pay attention, there are actually many financial institutions in various cities. Speaking of this, an example comes to mind. A friend was working part-time in a second-tier city. He rented a space and used his spare time to build a local financial website. At that time, there was an office set up by a foreign financial company in the local area. That friend’s website only gets 100 IPs every day (think about it, which type of website in China has the richest visitors, of course it’s the financial website. Often the quality of 100 visitors to a financial website is better than 1,000 visitors to a novel and picture website) , due to the search for XX city (the name of the city where he is located) + finance, his website has always been ranked first, so naturally the person in charge of the financial company found my friend. Through the conversation, the friend learned that, Their financial company was engaged in foreign exchange. At that time, the person in charge of the company made an agreement with my friend. As long as he attracted a customer through his website, he would give my friend a share of 500 yuan. My friend readily agreed. That night, my friend rushed to create an event overnight. On the homepage, in a very conspicuous position, there were these words (roughly these words): This website cooperates with a certain financial institution to launch a certain financial institution. For financial products, during the event, if you handle certain business, you can enjoy certain discounts and receive good gifts. As soon as the event was launched, unexpectedly, it aroused a huge response from visitors who had not brought him any revenue for several months. The next day, there were more than 20 people who signed up for the financial management project, because most of the visitors were old visitors and trusted this website. They also always wanted to increase their wealth, but suffered from untrustworthy financial companies. and financial products. It just so happened that my friend’s website acted as a “matchmaker”. Although the website only has 100 IP per day, the revenue it brings after that is astonishing.
3. Offline activities. If everyone sees this and thinks of this, then congratulations, you have the potential to transition from grassroots to elite. I once conducted a survey on a small scale. Before entering this industry, most webmasters did it because of their hobbies. When people really come in, most people realize that the only real thing is to make money. Okay, let me say something ugly here, everyone is doing the website to make money, so everyone has to do something in the direction of making money.
We said before that the traffic of local financial websites will not be very large. In fact, not only local financial websites, but also local women's websites and local automobile websites will not have large traffic. However, the quality of visitors to local industry websites is very high. Okay, user stickiness is very high. If you run a local financial website and you can get 100 IPs a day (most webmasters can do this with a little diligence), even though it is only 100 visitors, these 100 visitors are exactly the top people in this place. Elites, if these high-quality visitors cannot be utilized by everyone, then we will lose the meaning of building a local financial website. I said before that we can use the platform of our website to promote a certain product to these high-quality visitors, so we can completely use the platform of our website to carry out some offline activities. Don't think that these people are aloof, and don't think that they have everything to do every day. They are very busy. In fact, what these people are good at and enjoy most is socializing and partying. Because they believe in a saying: connections are very important, connections are a network. Hold a few more gatherings. Congratulations. As a webmaster, you have stepped into the upper class society of this place. At this time, even if you don't do websites and work in other industries, your chances of success are greater than others.
Okay, today’s topic is almost covered, so let me use this topic to say something else, hoping to bring some thoughts to everyone.
Today I searched city name + industry! I found a very shocking fact! That is, most of the industry websites of prefecture-level cities in China are almost blank. At the same time, most webmasters are complaining that all kinds of websites are saturated. Now, we don’t know what website to run. As soon as a certain website in China becomes popular, countless followers will immediately flock to it. Although there are currently 3 million webmasters in China, the webmasters in most places focus on a few so-called profitable websites. If this continues, China's webmaster industry will definitely develop abnormally, and it has even begun to develop abnormally now.
Currently, less than one-tenth of the webmasters in China can actually make money from their websites to support their families. Ding Daoshi believes that Chinese websites are far from saturated at present, and the future development trend of websites will be local industry websites!
In the next topic, Daoshi Ding will focus on analyzing the operation of grassroots websites and how websites make money. I hope that the majority of webmasters can join in and work with Ding Daoshi to start from the root and find a way that can actually make the majority of webmasters make money. My email is [email protected] . I sincerely and eagerly hope that the webmaster can participate and provide me with some materials, cases, data, ideas, methods, etc., even a simple sentence or a sudden idea. You can also send me an email. The author of the next topic is not Master Ding, but the grassroots webmaster!
If Chinese webmasters want to survive and live well, everyone must make a difference. Sometimes it is not that everyone is not working hard enough, but that everyone is working in the wrong direction. Webmasters, encourage each other and make progress together, let’s all walk together!
Ding Daoshi on November 3, 2010 0:09:30 I hope the weather will be nice tomorrow!
(I will not claim the copyright for this article, you can reprint it as you like)
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