Young users use the internet differently from earlier generations. They are more accustomed to completing actions directly in specific scenarios—asking questions in a chat box, learning on content platforms, placing orders in mini-programs—and are actually less familiar with "opening a website specifically." This difference is often interpreted as the official website no longer being important, but a more accurate way to put it is that the role of the official website needs to be reunderstood.
Usage habits have changed, needs have not
Young users do not often type in web addresses on their own, but they still need reliable sources of information: what this company does, how the product actually is, how after-sales is handled. On content platforms, this information is fragmented and arranged by algorithms; on the official website, it can be presented completely and stably. The difference between the two is not about which is more fashionable, but about which can provide more complete and more credible answers. The value of the official website lies precisely in its being the place where one can "take a careful look."
Channels need pathways between them
Since young users enter from content platforms and mini-programs, there need to be smooth pathways between the official website and these channels. After users see content on a certain platform and become interested, they should be able to easily come to a place with complete information; conversely, content on the official website should also be shareable and searchable. The division of labor among channels is not either-or, but each performing its own role: platforms are responsible for making people see, and owned channels are responsible for making people see clearly. Once this is understood, one will no longer treat the official website and social channels as an either-or choice.
Content should be suitable for "being seen" and also suitable for "being found"
For an official website aimed at young users, content needs to satisfy two conditions at the same time: first, it should be suitable for quick browsing—not too long, with key points highlighted, in line with the habit of reading on mobile phones; second, it should be suitable for retrieval—clear headings, complete information, and able to be hit in searches. These two points do not conflict; the key is to organize the content in an orderly way—when users want a quick understanding, they can see an overview, and when they want to go deeper, they can also find details.
A reminder
Rather than chasing every new trendy concept, it is better to do the basics of the official website well: complete information, timely updates, smooth access, and findability. Users' habits will continue to change, but the need for reliable, complete information is stable. Grasping this stable part is more prudent than following trends.