1, vertical market segmentation refers to industry segmentation, focusing on a certain industry. For example, chemical industry > petrochemical > liquefied gas chemical industry. Another example is chemical industry > coal chemical industry > coking coal chemical industry.
2. Vertical market segmentation is like a tree, and the industry is the trunk. A trunk is divided into many branches, and the branches are divided into finer branches. This is a series. Imagine a fishbone diagram or a tree diagram.
3. In the field of e-commerce, there are two modes of vertical e-commerce and diversified (comprehensive) e-commerce. The former mainly refers to portals such as China Chemical Network, while the latter is like China Small Commodity Market Network.
4. The vertical market segment in the traditional marketing field refers to the market segment corresponding to the horizontal market segment (divided by different fields, industries and regions).
Extended data
Knowledge payment has become a new outlet of the Internet? Vertical segmentation is on the rise.
First, the era of knowledge payment has arrived.
1 and 20 16 are called "the first year of knowledge payment" in China.
(1) Over the past year or so, a series of landmark events have made content payment a trend and outlet in the Internet industry. In particular, the audio sharing platform "Himalayan FM", the voice question and answer platform "Answer", the knowledge sharing community "Know About live" and the knowledge subscription product "Get".
(2) As a knowledge payment platform, the four models have quickly attracted a lot of popularity and attention, helping many content producers realize commercial "realization".
2. After more than a year's development, the concept of knowledge payment has been recognized and accepted by more and more users.
(1) Bao Chunjian, CEO of Little Goose Tong, a content payment technology service provider, recently said that at the beginning of this year, the company had planned that the number of users would reach more than 65,438+10,000 by the end of this year. Results By June, the number of users was close to120,000, and the data growth was beyond imagination. This means that the knowledge payment market is far hotter than previously expected. Moreover, the revenue ratio of middle and long-tail content entrepreneurs is gradually increasing, and more and more groups participate in knowledge payment.
(2) Domestic netizens' awareness of payment has gradually increased, and the payment rates of various content platforms such as video, music and online texts have greatly increased. According to the industry forecast, in 20 17 years, with the increase of user demand, market sinking and industrial chain expansion, the overall economic scale of domestic users' knowledge payment (excluding online education) is expected to reach 30 to 50 billion yuan.
(3) According to the analysis of Analysys think tank, the upsurge of knowledge payment is due to the quiet change of residents' consumption structure and the promotion of developmental consumption; Second, due to the popularity of mobile payment, the willingness to pay for content and knowledge and the concept of consumption have changed; Thirdly, due to the change of users' access to information, from aimless acceptance to active access, information selection behavior is more mature.
Second, users are more willing to pay for specialized and vertical content.
1. At present, domestic knowledge service products have formed a "competitive situation". However, in the opinion of experts, as far as the existing product forms on the market are concerned, whether it is various oral courses, quick questions and answers, or the essence of reading, the content is characterized by popularization, shallowness and wide coverage, which still cannot meet the needs of users for deep learning and knowledge precipitation.
2. Huo, founder and CEO of Geekbang Technology, said in an interview that it is essential to build a personal knowledge system and deepen and specialize in learning. Knowledge payment is moving from "flattening" to "deepening", and the knowledge payment platform needs to provide users with in-depth knowledge absorption scenarios by deepening professional content.
3. Hao Chen, a well-known science and technology payment columnist, believes that in today's information explosion era, people have to face too many sources of information every day, and the essence and core of knowledge payment is to help people organize, interpret and reprocess information professionally, so that readers can acquire this knowledge more quickly and efficiently.
4. Verticalization and segmentation are becoming the development trend in the field of knowledge payment. At present, in some hot fields, such as IT, workplace, finance, health and other industries, there has been a trend that hot platforms are transforming into specialized products.
5. The Special Research Report on Content Payment in China in 20 17 released by Ai Media Consulting pointed out that professional content will become the highlight of content payment. As a new consumption upgrading mode, knowledge payment has accumulated some experience in capturing users' interests and gaining insight into content consumption. In the vertical fields of the Internet, professional knowledge will be one of the main driving forces for content payment.
Third, there is no shortage of bubbles in the market. The industry is facing a reshuffle.
1. With the popularity of the concept of knowledge payment, various knowledge payment platforms swarmed in a short time, resulting in a mixed industry and fierce competition. In late August of this year, the industry exposed the event that today's headline signed a contract with Zhihu Big V, highlighting the fierce competition for knowledge producers by various platforms.
2. On the other hand, after a short period of prosperity, the opening rate and playback rate of some knowledge-paid products dropped significantly, and the repurchase rate of some popular content users also faced challenges, and some once-popular Internet knowledge-paid products were suddenly removed from the shelves.
3. Hao Chen said that when knowledge payment appears as a new thing, especially when it has economic benefits, there will definitely be a bubble. However, with the passage of time, after the end of the user's "honeymoon period", some users who want to learn deeply will have higher and higher requirements for high-quality selected content and will purchase paid knowledge more rationally. At that time, the bubble in the market will be squeezed out.
4. In the face of some knowledge-paid products, Huo believes that the main reason is that the products are not really well done or the products are not solid enough. Knowledge paid products are not popular because content, products and marketing have not kept up.
5. In order to make users pay for knowledge-based paid products, we must first ensure that knowledge can provide value to users; Secondly, we should do a good job in operation and marketing promotion.
6. "The knowledge payment industry began to reshuffle in the past year. If your product is just a flash in the pan, it will soon be eliminated. " Mr Said to:
References:
Think Tank Encyclopedia-What is a vertical market segment
References:
People's network-knowledge payment has become a new outlet of the internet. Vertical segmentation is on the rise.