Marketing opportunities in the era of 300 million netizens

Not long ago, China Internet Network Information Center (CNNIC) released the "23rd Statistical Report on Internet Development in China". According to the report, as of the end of 2008, the number of Chinese Internet users has reached 298 million, and the number of Internet users ranks high in the world.

The number of netizens in the world with the highest number of netizens in the world is the highest in the world. The figure of 300 million netizens not only makes the world realize that this ancient country is a new vitality driven by science and technology, and it is also deeply felt that China is in the Internet era. Hidden huge business opportunities: If 300 million netizens are an independent country, then her population will rank fourth in the world, and huge commercial purchasing power is unquestionable; if 300 million netizens buy or spend one yuan per day on the Internet, A market share of 9 billion will be born in a month, and countless new business services and business opportunities will be born.

On June 20, 2008, Hu Jintao, the general secretary of the CPC Central Committee, conducted online exchanges with netizens on the People's Daily. This is a high-level Chinese leader's face-to-face exchange with netizens. This is not only a far-reaching initiative but also a strong one. Signal: The Internet will be fully involved in China's government management, social life, and business operations. To some extent, Hu Jintao's touch network can be regarded as a political southern network tour – after that, more than 20 provinces across the country The chief executives began to surf the Internet, and a number of new commercial websites appeared one after another. The social role and commercial value of the network continued to increase.

The era of 300 million netizens has arrived. Online life is no longer a utopia in the virtual world, but an abundance of real life or a new life experience that is deepening. The huge commercial potential and market opportunities are gradually being released. New and old, experience and practice, reality and virtuality are constantly blending. A huge fission era is in front of each of us, and new marketing trends and marketing opportunities are also emerging.

Business needs move from concentration to diversification

In the early years of network development, Chinese netizens were very focused on the application of the network - browsing news, accessing information, entertainment, sending and receiving mail, and so on. However, with the deepening of the Internet, the application of the Internet in China is gradually deepening, and the demand and supply of online business applications are showing a state of blossoming: many new careers and new services that people thought of before were born.

The birth of the Internet Dais is causing a series of controversies. The so-called "network escaping" is the use of modern information transmission tools to represent others to the third person's online career through the Internet. Regardless of the commercial value of this seemingly boring, boring and unprofessional profession, we are concerned that the birth of this profession is actually a sign that China’s network development has reached a certain level of maturity – the deep dependence of Internet users on certain special needs of the Internet will inevitably Give birth to some strange careers.

The birth and development of Witkey is a positive example of the commercial value of the Internet in the era of 300 million Internet users. Witkey's English is Witkey (wit wisdom, key key). Witkey refers to the netizens who are paid to help others on the Internet by their creative ability (wisdom and creativity) in the Internet age. Generally speaking, Witkey is a person who sells his intangible assets (knowledge goods) on the Internet. Or someone who buys knowledge (commodities) on the Internet. Witkey is springing up in China, and its practical applications and business opportunities are bound to increase. Around the development of Witkey, a number of new business opportunities are also born.

For enterprises, the development of network technology and the diversification of the needs of netizens are all worthy of high attention. On the one hand, enterprises must adjust the functional design of products according to these changes in time - such as Skyworth Insights to the online video, launching China's top The department can directly play the cool video TV of the network video format. On the other hand, according to these changes, the company also changes its own business promotion mode in time to better communicate with the core consumers - the serious chip leader Intel Change the image of his own cold ice, and launch China's front-end blog drama "Breaking Heroes Image 6+1" to spread the IT technology on the Internet in a vivid and interesting video format to help netizens break through.

In the era of traditional production, enterprise production is built around its own technology and core capabilities. In the era of 300 million netizens, the production of excellent enterprises will be customized around the preferences of netizens – a true consumer-oriented business era will really come.

New online business applications expand marketing space

From the perspective of business value, 300 million netizens represent not only the quantity in the quantity, but also the signal that a truly valuable online business market is born. Just like the mature market of mobile phone use, only a certain number of mobile phone users are reached. The application value of the mobile phone market segmentation, such as SMS, CRBT, WAP browsing, etc. will be generated.

In the process of maturing the network application, some new commercial applications or marketing tools have emerged. These network commercial applications have promoted the deepening of network applications on the one hand, and provided new marketing space for business owners on the other hand.

Mobile Internet: Like the rapid growth of Internet users, China’s mobile Internet users exceed 100 million. At the same time, with the attention of operators and the ever-decreasing cost of mobile hardware, the number of Internet users using mobile phones in 2008 has more than doubled in 2007. Up to 117 million, mobile Internet access has gradually become a mainstream network access method. Under the "mobile + network" technology architecture, some new marketing opportunities have also been born, such as mobile blogs, QR codes, Fetion, etc., mobile search - in which any of the detailed technical applications are hidden behind A huge business opportunity.

Implantable marketing: SNS (social) network meets the dual needs of communication and entertainment among netizens, so it has been continuously developed. For this reason, the commercial value of a number of leading SNS websites such as Kaixin.com and the intranet has also appeared. Some prophetic brands have entered the market where they try to implant.

Search Engine Marketing

IM Marketing: Online communication is always a more important part of web applications. In the era of 300 million Internet users, the importance of IM (instant messaging) is naturally obvious. The leaders of IM, MSN and QQ, will become the marketing platform that is more favored by enterprises and brands.

Search engine marketing: Massive information makes us feel at a loss. Search engines as a netizen have a high status in understanding the entrance of online information. Commercial advertisements that match the search content have emerged. Unfortunately, Baidu’s dark bidding ranks partially destroyed enterprises. Expectations of search engine marketing, but in the long run, the era of search engine matching business information is in line with the precision of web3.0, so its commercial value still has a lot of room for improvement. Search engine optimization has also become an important part of the progress of many corporate marketing efforts.

The new network business application corresponds to the maturity of the network society. We can imagine that when China enters the era of 400 million netizens and the era of 500 million netizens, more exciting commercial applications and network marketing tools will inevitably follow. For companies, these trends and technologies should never be seen as distant landscapes, because no one can predict when a seemingly inconspicuous technology application could destroy the foundation on which a company depends – network storage. The use of broadcasting has greatly eclipsed the traditional photo printing business. The intelligent development of mobile phones has reduced the living space of PDAs. The popularity of e-mail and IM tools has forced the traditional postal service to undergo painful transformation.

New technologies and new applications bring opportunities, but also bring challenges and crises. We must adjust the pace of progress in the insights and constantly adapt to new trends in the forward-looking.

Web3.0 business practices will accelerate

The development of technology is always faster than our imagination. While many people are still amazed at the height of the development of American network technology, they do not realize that the country we are in has entered the era of 300 million Internet users - as mentioned above, this is a new high watershed marking the development of China's network. On the basis of this, web3.0 business practices will accelerate from virtual to reality, and new business opportunities will be born.

If we regard the WEB1.0 era as the stage of information release with massive content as the core, the WEB2.0 era is regarded as the information interaction stage centered on "people", then WEB3.0 can be regarded as a sexual information. The era of aggregation services - the metaphor of the image is that the WEB1.0 era is a commune canteen, each person can only provide recipes for consumption in the cafeteria, without their own more choice; WEB2.0 era is a bustling street. Everyone faces the pressure of choice that exceeds their own needs. There are many foods, but the choice is time-consuming. The WEB3.0 era is a private kitchen under the guidance of professional dietitians, and everything is tailor-made for individuals.

From the technical level, WEB3.0 has the following basic features: Convergence (network communication is barrier-free, on the network platform, netizens can easily interact with mobile phones\home appliances\cars and even other intelligent homes); (The function of the website will be more powerful, truly achieve a one-stop comprehensive life experience); personalization (the presentation of information is designed according to personal preferences and characteristics).

According to these three characteristics, in the current network environment, some commercial applications have presented the commercial prototype of WEB3.0 - such as Dangdang will display the content of the home page at the next login according to the previous browsing records of netizens. Basically, they will be arranged and displayed according to the preferences of the netizens. Taobao is also trying to open up the channels of suppliers, distributors and other aspects to make itself a real online Wal-Mart.

If web2.0 allows enterprises to understand that the key to the success of marketing communication lies in effective two-way interaction with consumers, then the prospect of web3.0 reminds enterprises that in the future, commercial promotion must be set around all consumer demand. The “they” consumers of thousands of people will gradually be replaced by “he/she” consumers with different personalities.

The maturity of network technology is an irreversible trend. We pay attention to the new network technology to deepen the life experience, but also pay more attention to the new marketing space brought by this. We can't predict when the Web3.0 network society will really come, but we know that the driving force of technology development will always come from business motives and constant consumer demand. Only by constantly paying attention to technological changes\focusing on consumption changes can enterprises achieve market success. First opportunity.