中国广告网--威客：个人化创业抓住创意的长尾

　威客：个人化创业抓住创意的长尾

2007-4-6 18:18:29
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　想让你的名片设计新颖别致吗？想让你的室内装修与众不同吗？如果你没有足够的钱去找专门的设计公司，那你可以去“威客”网站花几十元钱“悬赏”到令你自己满意的设计方案。
　　继“博客”、“播客”之后，Web2.0又迎来了新应用——“威客”。也许你并不知道“威客”究竟为何物，但它正在悄悄地改变着我们的工作方式。
　　“威客”一词源于英语单词witkey，中文意思即智慧的钥匙，指通过互联网把自己的能力、知识转换成实际收益的人。个人或企业若有自己的需求，如为孩子取名、为公司设计LOGO等，便可在“威客”网站上发布任务、悬赏金额和任务期限，等在电脑那头的“威客”们便会通过竞标的方式接下该活。
　　威客——个人化创业
　　家住北京丰台区的陈怡，目前主要在家带孩子，一天大部分时间就是围着两岁大的宝贝儿子转。与其他的家庭妇女不同，陈怡在家也能实现创收。
　　每天等儿子睡熟后，毕业于广告设计专业的她就会上“K68”网寻找适合自己的任务。如今陈怡已经在网上成功竞标了几十个任务，赚了数万元，成了“威客”中的明星。
　　“K68”是国内第一家“威客”网站，像陈怡这样的“威客”在“K68”网站上有近20万名；而在这家网站上已经发布的4000多个任务，总悬赏金额达170多万元。其中大部分任务均来自设计领域，如室内设计、公司标志设计、动画设计等，也有一些程序开发或者更具个性化的服务，如给小狗起名，等等。
　　北京红马科技有限公司是一家高科技企业，在标志设计上，他们曾和多家设计公司谈过，报价都在两千元以上，为了节约成本，公司决定在“K68”上出价800元征集设计方案，任务发布不久就征集到了167个方案。
　　这让公司负责人非常吃惊，没想到互联网上居然能用如此低的价格征集到这么多水准较高的方案，同时达到了为自己的公司做广告宣传的效果。
　　也有许多个人在“K68”上发布任务。“悬赏100元为我的宝贝儿子取名”，“悬赏50元教我如何劝说男友不玩游戏”这样的任务，在“K68”上层出不穷。
　　令“K68”网站站长阿康兴奋的是“K68”已经接到了来自国外的任务。
　　“现在大概有30个来自海外的任务，我们接的第一个海外任务是为美国某大学一个学院设计LOGO.想象一下美国的学校用上我们中国人设计的LOGO，这是多么棒的一件事啊。”讲到这，阿康流露出掩饰不住的喜悦。
　　当前，“K68”上正风风火火进行的一个重点推荐任务是国家开发银行行徽设计的征集，标价一万元，是“K68”目前标价最高的任务之一，有700多人竞标，竞标者分布全国各地。
　　相当于虚拟广告公司
　　“K68”于2004年上线，任务发布者的悬赏价格由自己决定。为了保障“威客”的利益，所有在“K68”发布任务的人只有100％付款后才能开始任务，即先将钱打入到“K68”的账户中。任务完成后，“K68”将赏额的80％支付到中标者的账户，其余20％则为“K68”的服务费。
　　由于没有什么行业门槛，“K68”推出后，在国内陆续有四十多家类似的网站上线，就连“Google”、“新浪”、“百度”这些大型的互联网企业也开始在该领域开疆辟土，跑马圈地，如“Googleanswer”、“百度知道”、“新浪爱问”，但这些都是基于大型搜索引擎的“威客”网站，采用的也是积分激励机制。
　　但国内的互联网巨头与新兴互联网企业相比，并无明显的优势。到目前为止，国内一些专业的“威客”网站同这些大型的互联网公司相比更胜一筹，因为他们多数采用的都是现金激励机制，如“K68”、“猪八戒威客网”、“任务中国”等。
　　据赛迪顾问发布的《中国威客（Witkey）商业模式及投资前景研究报告》显示，经过2005-2006年的发展，中国“威客”市场用户规模达到60万人，预计2007年这一数字将激增到900万人。
　　阿康分析道：“‘威客’之所以出现的原因主要有三方面。首先是地域的差异，中国每个地区的经济发展水平悬殊很大，同一件事情在北京需要花费一万元，而在西部地区或许只要一千元；其次，中国的宽带越来越普及，随着上网成本的降低，越来越多的人使用互联网；第三则是社会的转型，中国涌现出了一大批中小企业，这些企业需要自己的品牌，可是却没有足够的资金高价付给设计公司，他们就构成了任务发布者的主体。”
　　“‘K68’上的威客也主要由三部分人构成：第一是大学生，第二是在家照顾小孩的专职母亲，其他的则是有充足业余时间、工作量不饱和的专业人士，如教师等。”阿康介绍。
　　在“K68”上，无论是花店的店主还是卖菜的菜农，都可以在上面“悬赏”。与专业的广告公司相比，“威客”首先带给我们的是惊人的低价，市场上你需要花费四五千元的公司标志设计，在这里你只要一千元甚至五百元。
　　我们不妨算这么一笔账，“K68”现在有20万注册会员，假设其中有1％即两千的忠实会员，他们每天拿出一小时在“K68”上工作，“K68”就拥有了两千个工时，相当于有两百名专职员工。并且“K68”还不需要为这些人付工资，和传统的广告公司相比，其竞争力不言而喻。
　　低廉价格制约高素质人才
　　虽然人人都能够当“威客”，可是要想当个职业的“威客”却不是件容易的事。“威客”的竞争相当激烈，真正赚到钱的只是少数。比如一家公司悬赏400元征集公司的LOGO，有203人投稿，但真正中标的只有一个人，其他202个人相当于白做。
　　并且由于网上任务的价格是由客户自己定的，所以普遍偏低，有的只有市场价格的十分之一，如“50元征一个网页设计”、“100元一个flash”这样的任务随处可见。但“威客”网站上发布的任务价格偏低，很难吸引高素质的人才。
　　对“威客”来说，面临的最主要问题是自己的知识产权如何得到保护。“威客”网站大多对所有用户开放，所有人都能无限制地浏览所有作品，因此剽窃他人作品的情况经常发生。甚至还有一些任务发布者在参考了大家的答案之后，再用其他身份注册成“威客”，自己投自己的标，自己和自己交易。
　　“威客”网站为此采取了很多措施，如“K68”专门有一个栏目检举作弊行为。有的网站则提供了私密保护，只有作者和发布任务的客户能看到设计方案。
　　另外，随着“威客”网站的增多，竞争必将更加激烈，如果说“威客”网站一开始是以其新鲜吸引眼球的，那么在日后的发展中它必须要找到自己独特的竞争力，否则网站的黏性就会随时间减弱。
　　“虽然现在有几十家‘威客’网站，可是通过几年的发展，最后这个市场必然会只剩下两三家网站。就像招聘网站一样，一开始也有很多，甚至连门户网站也开设了招聘频道，现在也只剩下三家了。”阿康分析。
　　向中小企业用户转移
　　与其他新兴的Web2.0应用相比，“威客”最大的优势在于拥有一个相对清晰的商业模式，每单笔交易完成后，网站就能从赏金中获取20％的服务费。只要有任务发布，网站就能获得资金支持，以维持网站的正常运作及获利。
　　由于“威客”模式在国外也没有可借鉴的成功案例，因此，各个“威客”网站对今后如何发展的认识也不尽相同。
　　阿康告诉记者，已经将“K68”的客户定位为中小企业，“中国的中小企业那么多，如果我们能抓住这块大蛋糕，那将是个很大的市场。”
　　“猪八戒威客网”的运营总监朱明跃则表示，“猪八戒威客网”在将来会寻求更多的利润增长点，如为企业发布广告，客户对象也会逐渐从中小企业拓展到知名企业。
Granville off the tail : personal Venture seize creative originality, let your card design? The unique interior decoration for you? If you do not have enough money to look for specialized design company Then you can go, "Granville off," the website of the money we spend several million "reward" to make you satisfied with the design. Following the "blog", "broadcast customer," and ushered in a new -- Web2.0 "Granville off." Perhaps you do not know, "Granville off" really mean, it is quietly changing the way we work. "Granville-off" is a term that derives from English words witkey Chinese meaning that the key to wisdom, refers to the ability of the Internet to their knowledge into practical benefits to the people. If their personal or business needs, such as children's names, company LOGO. will be able to "Granville off" web issuance of the mandate, the mandate and the amount of reward. at the computer home, "Granville-off" of the bidding will be done through the wood. Granville personal Venture passengers -- Chen Yi, who lives in the Fengtai District of Beijing, at home with children. Most of the two-day time is precious son turn around. Women with other families, Chen Yi at home can also generate income. Xie Li had a day after her son, she would have graduated from professional advertising design "K68" Internet looking for their task. Now Chen Yi has been successful in the online bidding dozens of tasks and earn tens of thousands of dollars, has become "Granville off," the star. "K68" is the first "Granville off" website, Chen Yi as a "Granville-off" in "K68" website there are nearly 20 million; This website has been published in the more than 4,000 missions, with a total amount of more than 170 million reward. Most were from the design tasks, such as interior design, company logo design, animation design, there are some procedures or develop more personalized services, such as a name for the puppy, and so on. Technology Ltd. is a high-tech enterprise, the red horse, logo design, and they have talked to a number of design companies, quotations are above 2,000 yuan, in order to save costs, the company's decision to "K68" offers 800 assembly design options mandate issued shortly on the 167 assembly program. This has made the company very surprised, Internet actually did not expect such a low price can be used to collect so much higher standard, The company also reached to the effect of advertising. There are many individuals in the "K68" on the issuance of the mandate. "The reward for my precious son called 100 yuan." "How can I reward of 50 yuan to persuade her boyfriend not to play games" of the task, "K68" endless. Order "K68" web station Akang excited with the "K68" We have received a mandate from abroad. "Now there are about 30 overseas missions. Our next task is to the United States from an overseas university college design a LOGO. Imagine schools in the United States use LOGO designed by the Chinese people, this is the one thing ah rods. "On this point, Akang showing could not conceal his joy. At present, "K68" was a key recommendation of the task Fengfenghuohuo State Development Bank logo design firms collected price 1

0,000 yuan, "K68" One of the tasks of the current highest bid, bid more than 700, bidders are spread throughout the country. Virtual advertising companies equivalent to the "K68" on the line in 2004. The mandate issued by his decision to reward prices. In order to protect the "Granville-off", In all, "K68" 100% payment only after the issuance of the mandate of the mission can begin. that the first money into the "K68" in the accounts. Following completion of the mission, "K68" will reward the successful bidder to pay 80% of the amount of the accounts, the remaining 20% is "K68" in service charges. Because no threshold industry, "K68" was made, in one case after another of more than 40 similar website on the line, Even the "Google", "Sina" "Baidu" These large Internet companies have begun to break new ground in the area, claimed. If "Googleanswer", "Baidu know," "Love asked Sina." However, these are based on the major search engines, "Granville off" web site, the incentive mechanism is integral. But the Internet giant with the fledgling Internet business, does not have an obvious advantage. So far, some professional, "Granville off," the website compared with the large Internet companies to do better because they are the majority of the cash incentive mechanisms, such as "K68", "Zhu Bajie Granville off the Internet." "tasks", and so on. According to CCID publication of the "off Granville (Witkey) business model and investment prospects of the study" shows that Through the years 2005-2006, China, "Granville-off" market users has reached 600,000. in 2007 this figure is expected to increase to 900 million people. Akang analysis : " 'Granville passengers' main reason why there are three aspects. First, the geographical differences, China's great disparity between the levels of economic development in each region, the same thing needs to spend 10,000 yuan in Beijing. and perhaps as long as 1,000 yuan in the western region; Secondly, China's broadband becoming more and more popular, with the lower the cost of Internet access. More and more people are using the Internet; The third is the transformation that China has produced a large number of small and medium-sized enterprises These enterprises need to build their own brand names, but without sufficient funds to pay high prices design company They constituted the main tasks of the publisher. "" 'K68' Granville passengers are mainly determined by the three parts pose : First, college students, and the second is at home to look after the children full-time mother, the other is ample spare time. workload unsaturated professionals, such as teachers. "Akang introduced. "K68", the shop owner was selling vegetables or vegetable farmers, will be above the "reward." Compared with professional advertising companies, "Granville-off" first us is the amazing low price. It cost 4,000 to 5,000 yuan in the market, you need to spend company logo design, here you only 1,000 yuan or even 500. Let us count such a list, "K68" Now there are 200,000 registered members. Assuming that 1% of which 2,000 loyal members in their daily one-hour show "K68". "K68" possession of 2,000 hours, with 200 full-time equivalent employees. And "K68" These people do not need to pay the wages, and the traditional advertising companies, competitive self-evident. While everyone constraints of high-quality talent at low prices to a "Granville off." But to play professional "Granville-off" is not an easy thing. "Granville off" intense competition, only a small number of really making money. For example, a company offering a reward of 400 collection companies LOGO, 203 Authors, But only one person truly successful, the other 202 individuals or nothing. Internet task and the price is set by the customer, generally low. Only some 10% of the market price, "50 yuan for one web design." "100 yuan a flash" Such a task can be seen everywhere. However, "Granville off" web mandate issued by the low prices, it is difficult to attract high-quality personnel. "Granville-off", the main problem is how to protect their intellectual property rights. "Granville off" Most of the web site open to all users, everyone can browse all unlimited entries So plagiarized other people's works often occurs. Even some reference to the mandate issued in the answer, as the status of other reuse "Granville off." cast their own standards, their own and their transactions. "Granville off" website to take a number of steps, such as "K68" a column devoted to reporting fraud. Some websites have a privacy protection, and the issuance of the mandate of the author only customers can see design options. In addition, as the "Granville off," the website of the increased competition will become even more intense. If the "Granville off" website with a fresh start is to attract eyeballs. So in the future development it must find its own unique competitive edge, the viscous website will weaken with time. "Although there are now dozens of 'Granville passengers' website, but through the years, This market will only last two or three websites. like recruitment websites, there are many very beginning. even set up a recruitment channel portals are now the only three. "Akang analysis. Transfer to small and medium-sized enterprises and other users of the new Web2.0 application, "Granville off" the greatest advantage lies in a relatively clear of the business model, every single transaction is completed. website will be able to obtain 20% of the reward from the service. As long as there are tasks release, the website will be able to receive financial support to maintain the normal operation of the website and profits. Because the "Granville off" mode in foreign countries may learn from the success stories have not, therefore, each "Granville-off" for the future development of the website is also not the same. Akang told reporters that has "K68" Customers for SMEs, "China's small and medium-sized enterprises so much, If we can seize this big cake. It will be a huge market. "" Zhu Bajie Granville customer networks, "Business Director Zhumingyue said. "Zhu Bajie Granville off net" in the future it will seek a greater profit growth, such as enterprise publication of advertisements SME customers will gradually be extended to well-known enterprises. Source : "Securities Market Weekly"

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2007-4-6