The portal craze in the past few years has caused many webmasters to invest in the construction of portal websites, so that there are now many information-laden websites claiming to be portals. These websites (except for some good ones, of course) provide valuable information, medium traffic, inaccurate positioning, and many other reasons, making the webmasters extremely profitable and difficult to maintain. Below I will analyze some of the current situations I have observed on automobile industry websites.
1. News site positioning - not firm enough
Many portals must have a large amount of information, but automobile brand portals have developed very maturely. The development of some big brand car websites such as Bitauto, Sina Auto, NetEase Auto, and Phoenix Auto has made their news information relatively complete and their query systems relatively complete. For local channels like Bitauto, competition is fierce. The information on these grassroots portals has a low chance of being original, and most of it comes from some public relations press releases. The chance of duplication is almost 100%, and there is nothing new.
2. Interactive information on shopping guides and reviews – not focused enough
Portal sites are characterized by comprehensive information. However, for these prefecture-level portal sites, the characteristics of interactive information such as shopping guides and reviews result in the small amount of information in these columns that interact with netizens and car enthusiasts (specifically the automobile industry), making it impossible to interact with netizens. Real interaction that "catches" customers' appetite cannot attract their long-term attention.
3. The service object is reversed - becoming passive
Many of these prefecture-level portals have a favorable resource and their God of Wealth - dealers! Many local dealers' promotional information and activity information need to be released through a platform, and their purpose is also to attract more people's attention. them. So from this point of view, we all know, what do we need to do? We need to gather more netizens and car friends, and then we can promote the advertising on our platform. However, many webmasters reverse the whole process and focus on dealers. As the old saying goes, "Water can carry a boat, but it can also capsize it." We are crossing the river by water, not by boat!
4. Product diversification - no centralized management
The development of the Internet has led to the emergence of many new website models. The one that attracted the most attention in 2010 is undoubtedly the group buying website. For the majority of Internet friends, group buying sites can easily buy a lot of very affordable things at prices close to wholesale prices. Therefore, a "group buying craze" has arisen. Many local stations saw this as an opportunity and imitated it one after another. The "Weibo craze" is also coming... There are many products, and the website functions can be said to be "very complete". Many webmasters want to rely on this method to increase traffic! But if these things are done well, they can indeed create a lot of value. If they are not done well, they will just be "too much but not specialized".
The above points do not cover all local portals, but these issues cover many industries. So where should these webmasters go? In fact, some well-known portal websites have given up on the "fully functional" model and are focusing on a certain field alone. In fact, this reason is very simple. It is reasonable for many webmasters who have Taobao customers, who have everything and sell everything, to turn to single-page Taobao customer marketing. Maybe we only need to focus on one or two of the aspects I mentioned above and do it well, which is a feature. Now is an era where the Internet is particularly developed and widespread. Only unique things can attract more friends to see them, create more value for you, and your website can go further! The above is a summary of my confusion about portal websites in the past few years. I hope it can be helpful to some webmaster friends. Maybe the analysis wasn't thorough enough. Welcome more friends to give advice.
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