58 with the city to catch the collection network classic advertising comparison
Beijing's public **** car on the car TV often play ? Catch.com? and ?58 Tongcheng? ads, and the broadcast time is almost the same time, can be seen to compete with each other two advertisers, carefully compare and analyze the two ads found that they are the existence of advantages and disadvantages of the difference, can be said to be a failure of the ads and a successful ads.
? Catch.com? s advertisement is an ad actor dressed up in the Monkey King's likeness, holding a golden rod and saying ? Catch up with the net, more and more, more jobs, have to pick; big big, big scale, big opportunity? The late broadcast of the advertisement is an actor leading a group of small donkeys, saying? Catch up network, looking for clerks, looking for sales, looking for work after looking for a house, second-hand housing, rental housing? The advertisement was aired with a group of little donkeys led by an actor. "Looking for a job, is there anything bigger than Catch.com? What's more important than Catch.com? The cell phone to download the client, what are there?
The advertisement for "58 Tongcheng" shows an actor holding a flag. The advertisement is an actor holding a banner and saying, "58 Tongcheng, this is a fantastic website? The first is that the company is a member of the National Association for the Promotion of Culture (NAPC). Recruitment should be applied for, the entry fast; rent a room to buy a room, move in fast; life services, door to door fast; second-hand sale, turnover fast; cell phone on the 58, the magic of a hand grabbed? The first thing you need to do is to get your hands dirty.
Catch.com and 58 City are two similar competing information service websites, a variety of transaction information distribution center and display platform. Their service mode belongs to the same category, although the information display has some differences, but the content of the service is similar, the strength of the site there is almost no gap, or 58 with the city is more famous and excellent some, but this time they made in the same competitive position of the TV ads but there are advantages and disadvantages.
First of all, the TV ads for Catch.com were initially too small in content and did not explain any of the features or substance. There are a lot of positions, what are these positions like? Are the conditions of the positions superior? Just saying there are picks doesn't cover the specific characteristics of the positions. Large size and large opportunity are two aspects of duplication of content, and it would be better to state two features independent of each other here, which would be more effective. The advertising slogan says that you can find many jobs and many types of houses, that is what you need to look for, and that houses are also of those types. There is no innovation in these advertising slogans, but they just name a few well-known aspects, and they do not explain what are the special features of the website's services, what are the differences and what is remarkable, or what is the core of the services. How many categories of work information the site offers and how rich it is, what are the convenient and superior conditions of the house, how excellent is the quality of the listings, all these can be the point of appeal of the advertisement. Advertising slogan? Looking for a job, is there anything bigger than Catch.com? is an obvious failure, this sentence is nowhere to test, there is no relevant arguments to support, you say you are the biggest, where are the facts? Not their own say is the biggest is the biggest, consumers will think, you have data? For example, Gadobao's commercials,? National sales are leading? What's that? For every ten cans of herbal tea sold, seven cans of Gadobao? They have the data, so they dare to say it. If you just boast of the biggest, it will give people an impression of bragging.
Advertising slogan? Cell phone download client, everything? This is again guilty of the same blunder, the website provides information, no matter how rich, how complete, must be limited, so who will avoid this problem. If you say they? What have? , that is? Nothing? An advertisement to highlight their own characteristics and positioning, can not cast a wide net, anything, the result is that nothing is not the most outstanding, their expertise and advantages are not reflected. Advertising is to say to their own customers to listen to, that is, with a certain target audience, if you do not show their own unique characteristics, it will not be able to impress consumers, and will not be able to obtain the success of publicity. Every advertisement is purposeful and targeted, so that consumers can learn as much as possible about the advertiser, and trust the advertiser and choose the advertiser's products. If the advertisement can touch the consumers' points of interest and needs, then the advertiser will stand out from the competition. From the analysis of the strategy and content of the advertisement, the advertisement of Catch.com is an unsuccessful case of advertisement, at least it is an advertisement with unclear demands.
Looking again at the advertisement of 58 Tongcheng, it can be said that it is a successful case. The ad begins by positioning itself, ? This is a fantastic website? , with a clear claim and a prominent theme. Then, the advertisers use the word "fast" to describe the site. Quickly? as the center of the narrative, to reveal their own characteristics, indicating their core competencies, ? Fast? is the most important feature of the website's service. The advertisement categorizes the contents of its service, which corresponds to the convenience and timeliness of the service. Fast is the biggest highlight of the site, but also a key factor in attracting consumers, consumers will form? The consumers will form the impression that if you want to get fast service, you should go to 58Townhall. The impression of the site. Advertising is to tell the target audience their own distinctive place, others can not provide you can provide, this is the advantage; others can do, you can do better, this is the competitiveness.
58 Tongcheng and Catch-22 ads
First, the background
1. Catch-22
Catch-22 is one of China's largest classifieds portals, which provides users with housing rentals and sales, second-hand goods sales and purchases, recruitment, job search, vehicle sales, pet tickets, education and training, activities and dating in the same city, group purchases, and other local life and business services. Information. Since its inception in 2005, Catch.com has gained wide popularity among users and achieved rapid development. Headquartered in Beijing, Cuji.com has branches in Shanghai, Guangzhou and Shenzhen, and has opened sub-stations in 374 major cities across the country, providing services in all areas of people's daily lives. Since its inception, Catch.com has been committed to solving practical problems for the majority of Internet users, providing a free platform for information exchange, so that the majority of Internet users can enjoy the local close to the convenience of life information services. As an innovator in the classified information industry, Catch.com constantly optimizes the user experience to provide netizens with real-time, massive and effective information. real-time, massive, effective?
2.58.com
58.com is the domestic leading life classified information website, massive life information free release query. Provide find a house, find a job, buy and sell second-hand goods, second-hand car, 58 group buying, business yellow pages, pet tickets, travel, dating and other life information. As China's largest classified information website, localization, autonomy and free of charge, real and efficient are the three main features of 58Tongcheng.com. Its services cover all areas of life, providing housing rental and sale, catering and entertainment, recruitment and job search, second-hand buying and selling, car rental and sale, pet ticketing, travel and dating and other life information, covering all large and medium-sized cities in China. 58Tongcheng.com not only provides individual users with a resourceful, creditworthy and interactive classifieds platform, but also establishes an all-around marketing solution for merchants by providing Website, direct magazine "Circle of Life", "Good Life", magazine display racks, LED advertising screen? Community Express Bulletin and other services, and provide merchants with accurate targeted promotion of a variety of products, such as? NetNeighborhood? Community Newsletters Recommendation of Famous Shops
These are the most important services in the world.
58 Tongcheng as China's first in the United States listed on the New York Stock Exchange information classifieds website, now just as China's first of its kind, ranked more than 40 to maintain, while Catch.com is generally ranked to 100 outside. From this point of view, 58 with the city operation is still better than Catch.com.
5. Comparative analysis of the content of the site
Catch up with the network content classification: real estate, Catch up with the marriage, pets and supplies, education and training, second-hand goods, the city activities, vehicle buying and selling, tickets and discounts, part-time work, recruitment, job search resumes, local life services, local business services
58 Tongcheng content classification: real estate, vehicle buying and selling, education and training services, dating and marriage, flea market, and the city's first class, the city's first class, the city's first class, the city's first class, the city's first class, the city's first class, Dating and marriage, flea market, pets and supplies, tickets and coupons, jobs, popular industries, part-time jobs, job resumes, group buying, life services, business services, travel and hotels
Overall, 58Townhall.com classification is more detailed, the content is richer, compared to the Catch.com has a certain advantage .
5. Advertising products
These two sites are relative to the physical intermediary and the second-hand market, the credibility is certainly not as good, but can be advertised in a way to improve credibility, so that more people come to the information.
Catch.com ads are basically not on the main page
58 Tongcheng ads are also very simple and beautiful
Catch.com search results inside the promotion of advertising is divided into three pieces: one is the search results above the sponsor link, the second is the results of the right side of the link ads, the promotion of thirty results of the bottom of the ads, when the search results are fewer, it looks like it would be very cluttered, and the user feels not very good. The user does not feel very good.
And 58 City compared to less than a piece of search results above the advertising links, the use of feeling a little better.
Business information release
By filling in the details of the above classified information release, we can see the difference between the details of the two sites. 58 Tongcheng than Catch.com information to fill in the two is the degree of old and new, and the other is the protection of privacy. This is to a certain extent greatly facilitates and strengthens the netizen customer's privacy protection and the specific understanding of its commodity information.
58 Tongcheng and Catch.com classic adwords
Differences: 58 and Catch.com are one of the top classified information sites in China, 58 has the most cities in the country, Catch.com is a little less, but Catch.com's profitability in a single line of cities exceeds that of 58 In 58 and Catch.com there is false information, these are free information, but Catch.com is very strict this year on the quality of the information Posting requirements have increased greatly, reducing false information. The posting requirements have increased a lot, which has greatly reduced the occurrence of false information, but still can't be eliminated Overall, in the authoritative index rankings, such as Baidu index, Catchphrase's daily clicks have been higher than that of 58. Catchphrase's clicks and clicks and traffic and valid information are far more than that of 58. However, some people who post on Catchphrase post on 58, while those who have posted on 58 won't choose Catchphrase, and they say that 58 is simply not useful. They say that 58 is not useful at all. This is the customer's network consumption habits only I myself is to catch the set of employees on the Internet or have a certain understanding of the 58 information because you can repeatedly post too much redundant information user experience is very low so catch the set this year in the revamp Overall, we all have a certain advantage 58 is now the second classified information also have their own fixed customer base.
Catch up with 58 Tongcheng is a classified life service website, which provides a platform to publish information for this demand. Catch up with the 58 with the city can be sent by the resume, the employer can publish job information, the problem is that the job resume is written especially simple, and all can see, to the job seeker to call a lot of special caused by a certain amount of harassment. Employers release recruitment information basically controlled by the intermediary organization, although now the site is also trying to find ways to solve this problem through certification and other methods, but still can not be solved, I think there is a bigger reason is that these agents are catching 58 with the city of God, catching is in a relatively embarrassing position, on the one hand, want to improve the user experience, on the other hand, want to earn more money. Still have to allow them to publish, in fact, the agency on the one hand, a large number of top, on the one hand, in the Internet cafe constantly changing the IP address posing as a real employer wildly posted, generally an intermediary company, less than three or five people, more than twenty or thirty people dedicated to the online wildly posted, a few companies compete with each other to send, very intense. So if a real employer is recruiting people, they will send three or five, not a lot of hair, and soon flooded in the sea of posting.
Its profit model:
58 Tongcheng: the site is a platform to provide free publishing and find information. In order to provide more timely help to the majority of users free of charge for a long time, we face the biggest problem is the survival of the challenge, under strict control of operating costs, we launched some value-added services, such as the consumption of points to achieve the information will be done to refresh, top, put ads and so on.
Catch.com: Yes? User-centered? The profit model, Catch.com CEO Yang Haochong that companies want to be successful, in fact, service providers do not have the power to go to the user's interests in exchange for their own interests,
GOOGLE's success experience has been very good proof of this: when the interests of the user in the first place, will be from the user to get a greater return. He said that traditional Internet information platforms often put the interests of advertisers in the first place, although the external claim to the interests of the user in the first place, but by the pressure of profitability, in the actual operation of the process, the interests of the user is often put into a secondary position. Catch.com has made a solemn promise to eliminate pop-up ads, banner ads and floating ads from its pages to put the users' interests at the center. User-centered?
These are the first time I've ever seen a website like this one.
Currently, Catch.com's revenue comes from two main directions:
1. Developing other regions to join because the company Catch.com belongs to has IT development capabilities, so it develops classifieds that can be quickly deployed, and then collects franchise fees to make a profit through the development of the franchise. This trend is very obvious, almost in every city classifieds station to do analysis, can find other cities almost the same layout and interactive program.
2, ADM mode (advertising + charge information) Catch.com as a technically capable classifieds site, through the development of the home page and a specific location, and the ordinary publishing interface separation system, advertising and charge information into a self-mode income. It is free for users to post advertisements, but if they need to be placed in specific locations, such as displaying to the homepage, they need to pay. Particularly rare is that some stations have done non-manual intervention, the user can be released from the recharge to choose the location of a series of self-service behavior, reducing operating costs and improving the efficiency of the system.