According to news on December 4, the 2nd China Local and Industry Website Summit with the theme of "Innovation, Integration and Development" will be held at Hangzhou Overseas International Convention and Exhibition Center on December 4-5, 2010. More than 3,000 people from the Internet will attend Practitioners, webmasters, media and guests from all walks of life participated in this event. admin5 webmaster network participated in the full coverage as a cooperative media of the conference. The following is the speech content of Qian Yu, general manager of Hualong Lane.
Qian Yu, general manager of Hualong Lane
Hello everyone, first of all, I would like to thank the organizers of the conference, Alibaba Group and phpWIND, for providing you with such a good opportunity to communicate and share. Friends from local websites from all over the world must have been looking forward to today's conference for a long time, because everyone really We haven’t had a good gathering together for half a year. The Internet industry has experienced many difficulties this year, including a lot of supervision by national policies, including other situations on the entire Internet. However, the development of local and industry websites has been a main topic in the past two years, especially in second- and third-tier cities. We have almost seen three, four or even more websites emerging in every city, and they are thriving. atmosphere.
Not long ago, I saw teacher Hu Yanping say something like this: As long as life-side services, information, consumption and applications, and even shopping are closely integrated, its development space will be unimaginable and it will be a very large development space. It can be seen from that sentence. In fact, it can be understood from another level. Industry websites and local websites, wireless Internet and traditional Internet, they may all have intersections in the field of local websites, although today our website is called the peak of local and industry websites. Forum, in fact, the development trend of the Internet is very consistent with the purpose of today's meeting.
Looking back and taking a rational look at the current situation, the market is huge and everyone can see it. Individual webmasters here, traditional media, general Internet companies, and companies committed to entering the Internet, have you ever thought about these few situations? a question?
What kind of website form is a local website? Is it a forum? Is it a community? Is it a news website? An e-commerce website? Is your city suitable for a local website? How can you have tens of thousands of similar websites in the same city? Stand out among the websites. How can a personal website catch up with traditional media in a short period of time? How can a personal website reach out to the market for money?
Today I will simply share my development ideas, and invite everyone to criticize and correct me.
First, let’s do a review of the current Internet environment.
I think the current Internet is in the "Warring States Era". First, I think general opportunities are becoming less and less. Everyone knows that whether it is IM, e-commerce, or games, all fields are controlled by giants, nationwide. In the past few years, there were many entrepreneurial opportunities in China. In the past two years, it has been obvious that the cost of starting a business has become higher and higher, and the difficulty has become more and more difficult. If you want to create an application and service that serves netizens across the country, the cost, manpower, financial resources, and promotion you have to invest are very, very large. For example, Sina Weibo, which is very successful now, is also very successful because of Sina's own group, or Sina itself's very high level of promotion among Chinese Internet media. Personal websites rarely have such resources.
Second, we can see that national regulation and management of the Internet are increasing. As we all know, video websites and radio and television are being regulated and managed. Individuals can no longer do it, and companies cannot do it if they don’t have 10 million in funds. Novels websites and websites with some content are all offline due to copyright issues. . I know of a novel website that reprinted a copyrighted novel, and the compensation may be astronomical. Community websites will have a tort liability law in June and July this year. If online public opinion is involved in infringement, both the company and the Internet will bear joint liability. In addition, public security network surveillance has become more and more strict in controlling content. It is almost difficult for personal websites to have strong interactions or very large-scale websites. This is also a realistic situation.
Third, the decline of traffic sites. Today, except for a few large website sites, Baidu has almost stopped the previous sharing system. In the past, clients that were good at community traffic have been strangled by big giants, such as the well-known 3Q incident. . Speaking of the various difficulties and current situations faced by current webmasters, there is a saying called "webmasters are dead". Does this mean that the era of webmasters has passed?
What we see is not the case. In 2010, it became synonymous with the development of personal websites. When video novel websites were not allowed by individuals, personal websites flocked to local websites and industry websites. We believe that if the period of personal webmasters has passed, it is better to say that the second wave of personal webmaster entrepreneurship is coming. This is a nirvana and rebirth. Please applaud for personal webmasters! Thank you! (Applause) )
We have seen the advantages and disadvantages of operating websites in second- and third-tier cities. Let’s first look at the advantages of operating websites in second- and third-tier cities. There is a lack of information, and netizens have a huge demand for local information. For example, consumption experience, many webmasters have just shared their experience, for example, a lot of commercial information, in fact, everyone has a demand, it does not mean that there is no demand for advertising information.
The second point is that in second- and third-tier cities, the growth rate of Internet use is greater than that in first-tier cities. The development of the Internet in second- and third-tier cities includes the number of Internet users, the growth rate of computers and broadband. First-tier cities are already saturated, and second- and third-tier cities are already saturated. It has just begun, or it is developing at a very high speed. Under such circumstances, whether you can catch up with this wave, this city is on this wave.
The third point is that various costs in second- and third-tier cities are relatively low. In the background, the price of renting an office building per square meter is 3 yuan/day. In second- and third-tier cities, it may be about one month per square meter, because the housing prices are relatively low, and the labor cost is very low. The cost is also relatively low, including operation and maintenance costs, etc., which are all relatively low.
Fourth, there is media competition, which is relatively unsaturated. First-tier websites may face hundreds of strong competitors, which is the advantage of local websites in second- and third-tier cities.
As for the disadvantages of operating local websites in second- and third-tier cities, I will talk about the transformation of technical webmasters at every webmaster meeting. They are very obsessed with traffic and technology itself, and it is difficult to jump out and see this market. Let’s analyze local websites and find out what they relied on to get their first pot of gold. From the perspective of being a website site and a traffic site, they still take themselves and their teams very lightly. Take yourself personally seriously. This is a time that requires a change in thinking, which is the disadvantage of local websites in second- and third-tier cities. Many of them are transformed from technical webmasters, and they have major disadvantages in this regard.
Second, there is a relative lack of start-up funds. Compared with well-funded rivals such as local newspapers and radio and television, we can see that individual webmasters are often very short of funds. We were also very short of funds when we first started, and no one was optimistic about our local website. Our investors withdrew their capital very early. It is difficult to raise funds for local websites and there is a lack of financing channels. This is a very important disadvantage.
The third is the lack of layout capabilities. Yesterday I met a city website in the hotel. I have been working on a merchant navigation product for more than four years. Now the development is not particularly smooth. Now I want to make a chess and card game. I asked if I want to make a chess and card game. I can't attract this traffic to help my website come back to life. Everyone may know the answer. It is difficult for webmasters in second- and third-tier cities to know what to do first and what to do later, and it is difficult to define. Including the coordination ability and establishment ability of some resources, they are all relatively weak.
The fourth is that the management capabilities of individual webmasters are relatively lacking. As we all know, in the rapid development of an enterprise, there is no problem if you use one or two people, or even ten people. If your team rapidly expands to dozens of people, especially if your team members are eight. For those born in the 1990s and 1990s, the cultural differences and ideological differences between people will eventually lead to some problems in the team. In this case, if the company wants to develop rapidly and everyone needs to work together, Often local websites have disadvantages in this regard.
We must first understand our own strengths and weaknesses and view our market correctly before we can set our mindset and operate our website well.
Next I will talk about it in general order. First of all, the biggest premise is that everyone asks me whether my city is suitable for a local website, and what kind of situation I am in to build a local website. This is a general trend. I have summarized it into a few points. Some students here have already started operating local websites. Whether they should do it or not should be based on several reference values. This is the situation obtained through exchanges between several websites.
The first one depends on economic development. That is to say, if you look at the housing prices in the community, if they are still around 2,000-4,000 yuan, the housing prices are still very low, and the operating methods of cities with very high housing prices are different. How many car 4S stores are there, and how many wedding photo studios there are in the local area? It is difficult for traditional technical webmasters to have a thorough understanding of the local economic situation. People tend to follow the trend and build a local website, which is wrong.
In addition, there are the number of people accessing the Internet, the purpose of accessing the Internet, and the proportion of investment and production in the Internet. Few students estimate these things, which to a large extent determine the success or failure of investment. factor.
The second one is culture. Culture is the most important point in the operation of the entire website. If your economy is underdeveloped, the problem will be smaller. If there is a cultural problem, the problem will be huge. It is the centripetal force of the city. Do the people in the city have similar values for a certain city and a certain point of view? For example, some cities have small main urban areas and very strong county-level cities. For example, Nantong and Taizhou in Jiangsu Province do not have large areas. Websites in places like Wuxi, Changzhou and Suzhou have developed well. On the one hand, it is because cities in southern Jiangsu and cities in central Jiangsu do not speak the same language. Everyone has no common topics and consumption in one place. Usually when a big event happens, it takes two or three hours to drive. It is difficult to have the centripetal force and convergence of the city. This is also an influencing factor. If there is no convergence of values across cities, this is not a very good trend.
The third one is politics. Politics is about whether this place and this city is democratic and open. Regarding the government's attitude and ability to handle online public opinion, the Internet may not be unfamiliar to first-tier cities. Understanding emerging things in second- and third-tier cities is also a process, and politics is also an important factor.
The fourth factor is the media gap. Is the local mainstream media, newspapers, TV stations, and even radio stations able to solve the problems in people's lives? Just now Mr. Liu from Xici Temple had a page in the PPT about what young, middle-aged and young people need to solve in their respective lives. You can compare it and see if your mainstream media can help you in your city. Solve these major problems.
The above four points have affected the general trend of local websites. Next time if another classmate asks me whether I want to build a local website, ask yourself these four questions and what are the local conditions like.
The second important point is the opening. Many people ask me how to quickly develop the first batch of members and what shortcuts can be taken. As far as I am concerned, it is difficult to take shortcuts. Unless you directly build a group buying and e-commerce website, there is no shortcut for you. My point of view is that "opportunity is never too late". A friend also asked me today that there are two urban community websites in my city and they are doing very well. Do I have to follow suit? I think today Chairman Rong Well said, as long as the service exists, cost is not an issue. Because you think it is a website, you think it is already very strong. If you regard yourself as a service provider and provide services to everyone, you will feel that it is never too late. It does not mean that KFC opens Yes, it doesn’t mean that McDonald’s can’t be opened next to it. It doesn’t mean that both of them can’t be opened next to it. Chinese fast food can’t be opened next to it. Both can be opened. However, no matter how anxious you are, you can't mount the horse blindly, thinking that if you don't mount the horse, the opportunity will pass.
I will summarize it later as "content, content, content!" Compared with the big portals, Sina and Sohu, there is very little practical information about life. Some friends said, what is content? Just now I felt that everyone They all talk very well, including consumer experience, life information, etc. These local contents are very important, but they are differentiated from some large portals. People will also repost a lot of articles. Is this what content is? I think It’s not about making content.
Some friends said, are you saying that our website has just been established, should we do more activities? I should be very good at doing activities, and I can quickly accumulate members. My point of view is that we need to do more activities, but if there is no content to carry the activities, why don’t they fall apart as soon as they are done? Our website does not have relevant information in the early stage, and there is no corresponding content in the later stage, so the value contribution will be very little. . Some websites provide video services, and some websites provide information services. We should not provide the same services. This is right in terms of appeal. Can you provide better service than this one? There are local second-hand houses that specialize in selling intermediaries and false information. There are also some fake news that should not be seen in order to attract more telephone intermediaries. Can you do it? Make this service better. This "good" means differentiation. As long as the experience is better and the information is more complete, I think users will pay for it. I think it is a differentiated demand solver. It’s not necessarily the difference in business type, but the completeness and accuracy of business solutions that can be made more differentiated.
The fourth point of view is that patience defeats impetuosity. Every time I use the example of my friend, my friend started working with me on local websites. Over the course of four years, he started building a real estate website today and a car website tomorrow. The day after tomorrow, I built another home furnishing website, but until today it has not reached a high level. That is to say, the first three points, opportunity, content and differentiation, are all skills. The last point is patience to overcome impetuosity. I think it is Tao. I think Tao is more important than skill, but Tao and skill are both important. Tao It's more important than technique. Once you know something right, you have to keep going.
The fourth big point is that what we want to understand is the foundation of a local website, that is, what kind of problems we want to solve. We know that the value of demand is very great. We also say that we are a service provider. We know Tencent QQ , Aliwangwang, and MSN. These products all solve communication problems. Taobao and Alibaba have solved the problem of commerce, and search engines have solved the problem of information path. What problem have we solved? Are these our unique values? This is a question we need to consider.
All the local websites, portal community websites, and vertical websites just now are talking about this issue. The first is "consumption experience", which is an experience that has been proposed for a long time. Sharing creates value. Many people come out of school and have no experience in getting married, buying a house, or buying a car. It is easy to be misled by JS, wasting a lot of time, and making them very unhappy. This is a very obvious problem. needs. The local media is not very good at satisfying it. This is a very good value. If it is satisfied, this is the unique value of the website.
The second is life information. For example, there are many intermediary agencies in a city. They are scattered in various parts of the city. Maybe when I was looking for a house, I found one less agent and I bought the wrong one. A house, or a house that is too expensive to buy, for many people, is a house that they will live in for a lifetime, which has caused a lot of troubles, failures and mistakes. Speed and large capacity are the advantages of the website itself. It can aggregate these scattered and unaggregated information, which solves the problem of the demand for information itself.
Third, e-commerce. What problem does e-commerce actually solve? In today's more developed cities, stores are very expensive. With the booming development of commercial real estate, the price of commercial real estate in China is very high. A store costs 30,000-100,000 yuan per square meter. Every day The cost of consumption in commerce is very high. In addition to water, electricity and waiter wages, there are also taxes, industry and commerce in various countries, etc. For the user, I hope it will be more convenient to buy things at home. When I go to work, when I go to work at about 8 o'clock in the morning, and when I get off work after 5 o'clock, I hope that the things will be delivered to me. Can you provide the fastest shortening time? Path to purchase. Usually when I browse the web in the office, I hope to know whether there are new products on sale in the shopping malls in Changzhou, and whether there are new clothes in the stores I am familiar with. Let’s ask ourselves, to what extent have we achieved? What have we done?
How to meet these needs? Time is limited. It is impossible to explain clearly in a short time today. How to meet these needs? For example, the community of PHPWIND is undertaking such functions, aggregating life information to generate value. Everyone has seen PHPWIND. We have launched real estate products and community group purchasing products to meet the needs of these operations. Taking these things out and talking about them allows everyone to clearly see the logic and scope of local websites.
Solve needs with ecology
The first one is mutual aid and warmth. Big signs outside have written "mutual aid and warmth". Do you know what "mutual aid and warmth" is? It means whether the call of netizens has been echoed on the spiritual level. Netizens have encountered a problem and have not received it. When solving the problem, will your moderators and staff respond quickly? Do you have the habit of helping each other? There are often netizens who post suicidal posts on our website. After someone actually posts, some netizens will try to find a solution. You can use human flesh searches to find out where he is. There are even Internet police who will take the initiative to search whether there are any charity activities on your website, whether there is a charity fund, and whether there is any linkage with charity organizations. Have you organized a website association? Have you incorporated very commercial things? Where are your netizens? These are all related to the mutual help and warmth of the website. The atmosphere of your website is a place of mutual help and warmth, not a violent and murderous place. place.
The second is interactive sharing. If mutual help and warmth are at the spiritual level, interactive sharing is at the material level, such as car buying experiences, house buying experiences, house viewing diaries, etc. These are all things closely related to life. These are for Our website provides very good content stickiness, which provides a good content carrier that is rarely seen on large websites.
The third one is called the eyes of the city. In addition to the content just mentioned, since your website is local, do you pay attention to the development of the city, the culture of the city, the details of the city, and does the content resonate among cities? Did it resonate with netizens, was it deeply moved by netizens, and was it possible to maximize the power of community interaction. I remember there was a yellow ribbon campaign to save a netizen who had cancer. From a city leader to various ministries and clerks, they all cared about him. Even taxis were tied with red ribbons. Can it infect and encourage every netizen to care about him? Are you enthusiastic about urban development?
Finally, everyone is concerned about how to ask for money from the market. Many websites are very popular, but sales are relatively weak. First of all, the first point is the problem of useless traffic. Local websites will be stronger than local vertical websites, but if you analyze the traffic of the website, it may be dozens of times higher than these traffic, but you Your income is only a few tenths of others. Why is this? It’s because the media’s influence in the early stage has not been established, and local customers don’t actually pay for your traffic. This traffic is not really useless. , it’s just that you didn’t wrap it up better. Or you haven't let your customers understand your influence and coverage well. This year we have emphasized that on this portal, for example, car advertisements must be advertised on it, so that the manufacturer's funds can be declared. No matter how much traffic you have.
In addition, there are many ways to operate vertical websites. You can pay attention to Teacher Zhou's blog. You can ask him for more advice on how to operate local websites as vertical websites. We are also learning. You can double or triple your sales, or double or quadruple your sales. This is my own opinion.
The next point is that conversion rate is king. In our section, we usually share our car buying experience. When we convene a group buying event for car buying, we have a very high conversion rate. We once organized a Cruz's group purchase went to 30 netizens, and 18 cars were sold on the spot. In terms of the arrival rate of Red Star Macalline, it is the highest compared to traditional media. Usually these netizens write home decoration diaries online to understand, interact and convey some information. This is a very important core.
Good products bring good profits, and value conversion is very important. Second-hand housing products, merchant navigation, and mobile Internet products. Each product has a meaning and value behind it. Everyone is pursuing a certain community developer and a certain type of product. When thinking about functions, think more about what this function brings to everyone? Ask a few more whys and understand more about the operation background and the purpose of the functions provided behind it.
To sum up, we can answer the questions answered previously. We must seize the general trend of China's urbanization development. Identify market needs and be patient and develop well, provide differentiated demand solutions, build a warm and sharing community ecology, and use media and good products to ask for money from the market.
I like a passage very much, which is called "A city runs a civilization, and a good website runs a life." The positioning of our website is a service provider, a provider of value, and a solver of needs. Next year we will also expand into some other markets in Jiangsu and make some useful attempts. Here we will make an advertisement. Various forms can be discussed. We hope everyone will contact us. I hope that everyone can achieve their great cause and that our Internet team will be even stronger next year. Thank you all!