During the Spring Festival, the Electric Business shopping guide site Beautiful said 10 times times the salary to let employees overtime

It is said that Ma Yun has a little faith in micro-letter, also heard that during the Spring Festival Electric Business shopping site Beautiful said 10 times times the wages of employees overtime, and the new project will be related to micro-letter. In fact, "off the Tao" is not the main significance of this matter, but if the cat can be in the new outside Taobao to compete with the platform, in order to form a benign competition, but also to build the health of the Chinese electric business ecology.

"Story One" drive ducks O2O

By the end of 2013, the winter slump in Beijing, shrouded in smog, was all too obvious.

In the east straight door Guijie Street corner, every 35 steps there is a duck neck shop, more than 10 years ago, this snack here once prospered to 20 dozen, now, the tide, the remaining 35. In this small circle of 500 meters, the duck neck is a fully competitive category, once, in order to live, live better, almost every duck's neck shop are looking for a unique way to build others can not exceed the core competitiveness.

A duck's neck shop called Haha mirror in order to make hemp's taste more pure, the founder personally to Sichuan to buy out the local pepper, and in order to let consumers taste and out of the pot, he found Europe, the introduction of a relatively sustainable preservation without adding any preservative packaging method. Now, these events in the eyes of mirror became net "basic skills", they are starting to meet the internet era of "outbreak point."

Jacky from a mirror store in a conference room, the micro-letter claiming that "fat" young people, in fact, the figure is moderate, he said: "We have products and stores to do the basis, and then net, and a lot of the first network to find products, build stores O2O different." "About 2012 years, haha Mirror began to try the electric quotient, and before the pure online propaganda brand different, this net not only to bring direct sales, but also to occupy the various portals on the internet."

However, for traditional enterprises, the 2012 Internet power business has no big advantage, for example, the vertical web site of the mirror, although several revisions, look cool, but did not bring much sales, in addition to the cat and the east of the Beijing Taobao, they are also groping for a suitable electric business road.

Jacky Summary: "Spicy is a ' drug '", for the duck neck of this spicy fresh food, because of the hot and addictive, accumulated a number of online fans, including a number of road stars, Faye Wong, Liu, Xiaolu, etc. have visited their stores, through these stars and the observation of other consumers, haha mirror feel that its consumers are a group of more fashionable, The young man who loves to play, for example, someone in KTV, bar play, will place an order, there is a special taxi to buy, this group is also the Internet and even mobile internet enthusiasts, so, haha mirror will be online access to the network, the official microblogging, or even hand tour site.

In the 2012, with the advent of app, the mirror turned to the field, Jacky said: "The flexibility of our technical team is here, as long as there is demand to follow." "Soon, the app's orders were a big part of the order, and Mirror also learned more about their customers through the app, for example, the app users in the back-end data had 60% iphone subscribers and 40% were Android; four o'clock in the afternoon, Evening 10 o'clock for the next single peak and so let this traditional enterprises feel for the consumer behavior of understanding and control has an unprecedented sense of clarity.

The app did not take long, the micro-letter came. Tencent's official data show that January 2013, micro-trust users to break through 300 million, at this time, haha mirror is also considering the opening of micro-letter portal, "micro-letter Subversion app", Jacky smiled and said, "Now the consumer is very direct, which easy to use which, we have to follow." ”

July 2013, haha mirror public number on the line, shortly after the opening of micro-letter shopping, did not expect fans to rise to nearly 60,000, many mobile end consumers to the micro-letter orders. At present, haha mirror micro-letter sales accounted for the entire electricity business channel half. Now, haha mirror micro-letter stipulates that the price of the order is 50 yuan, freight 10 yuan, because the micro-credit payment only need to bind to a personal bank card or credit card can be achieved, which brings unprecedented convenience, while the micro-letter can be integrated at the same time many businesses, rather than the app, the need for a family to download, It also eliminates the late downloading of updated versions. Now, in a single micro-letter order, sales into the mirror Headquarters account, later allocated to the store, 10 yuan distribution costs are directly charged by the distribution store.

For this fresh food for duck neck, since the construction of the distribution team not only expensive, and may not be effective, haha mirror formal on-line when the online store will be integrated into the warehouse distribution side. They first in the country more than 1600 stores in the delineation of more than 100 boutique stores as distribution terminals, each store has a set of order system and Headquarters docking. If there is a consumer through the Internet, APP, micro-letter, such as a variety of import and export orders, this order information to the background, and then according to fill in the distribution address of the order matching to the "radius of five kilometers" within the distribution store to ensure timely delivery.

The reason why the store is willing to participate in the electronic business order of the mirror is the power source of the new profit growth. In a Community convenience store in the Chaoyang district of Beijing, an area of about one square metre of freezer stands in the corner, the "mirror" logo is old. Shopkeeper revealed that he opened the shop to sell haha mirror, freezer for their own purchase, inside the main display haha mirror food, this in the headquarters has more than 500 SKUs of fresh food brand, here is only enough to show more than 10 varieties, the shopkeeper said, these are the community sales better goods. Jacky revealed that in Beijing, some boutique sales profits can even make the rent back.

In recent years, due to high rents, labor costs have risen, many stores are feeling the unprecedented operating pressure, some community convenience stores even two yuan of instant noodles are to provide door-to-door service, and like the duck neck so can produce duplicate purchase of goods is the store is willing to operate, which also for mirror collaboration offline stores cleared the barriers.

"Story two" car after the market: O2O like "pirate"

Guo Xiaoyong in the year after entering the car market, today, the provisional session of his evaluation: "After the market is like a sea, the General Service providers like a page of boat, floating among them, do not pay attention to be waves overturned." "The Chengdu Mutual Car Network CEO still firmly believe that the market has a large internet opportunity, but to have the patience and capital to nurture," he concluded: "The O2O of the car market is actually Gaofu business."

Before, the motorcycle wholesale do the Guo Xiaoyong listen to friends Introduction, into the car after the market, he quickly found that the surface scenery unlimited market as a whole there is no real winners. For car insurance, claims, repairs, car wash, beauty, such as the extension of the car services, in recent years the rapid growth of private car ownership is considered a "bonanza", Guo Xiaoyong at that time the idea of the approach with this, so he opened the physical shop, then developed to the chain, and finally found no matter how hard or not to make money, Just want to use the way of the Internet to enhance the operational benefits, the reciprocal car network was established.

"This is a strange market, open the Community shop does not make money, open a car repair shop also do not make money, wash cars do not make profits, accessories are the use of a mixed-bag situation to make money, in this context, I use the internet to do?" Guo Xiaoyong recalls. Since the owner does not know what kind of reliable business, the Internet can enhance transparency, and the starting point of the establishment of the reciprocal car-raising network is here, however, after a long time, the problem followed, one end online, to solve the problem of importing users and resolving the trust of users, the other end of the online, is the service business of the Internet awareness, No matter which end needs to throw money, put more energy and patience.

In the case of building trust, automobile service is a kind of uncertain factor consuming, once, a customer in the reciprocal car to spend 20 yuan to buy a bottle of glass water, to the designated stores to replace, the store has found that the owner of the brakes have problems, the original consumer expectations only in 20 yuan, but finally spent nearly 2000 yuan, Similar uncertainties have given owners a certain suspicion of the Web platform. Under the line is the maintenance shop merchant overall quality is not high, to it and the Internet does not have much feeling, Guo Xiaoyong called them to train, but the person who arrives is very few pitiful.

Subsequently, the reciprocal car-raising network has developed a new business: auto insurance, Guo Xiaoyong according to different people to do subdivision scheme, in order to guide the purchase, at the same time introduce a number of insurance companies to select the scheme, he quickly understand a problem: the user to buy insurance, not simply a policy and price, but behind the claims service. "Everyone is very aware of the cost of 4S shop insurance, but today, this is still a main channel of insurance, Why?" Because the owner simply put the car into the 4S store, the claims are settled by the store and the insurance company. "Guo Xiaoyong analysis. "After the car market services, do not make money insurance, make claims is the biggest profit growth point, today's 4S shop, auto insurance claims accounted for 70% of the profit, in turn, 4S stores do not make claims basically make money." "Based on this understanding, the mutual Car network insurance products and claims packaging, that is, the user bought insurance, once the car out of the case, the claim to the designated store to do."

Solve the problem of the product, the Internet Sales car insurance also has a key point, that is to do the volume, insurance claims in the right to speak in the hands of major insurance companies, a single quantity of large enterprises, have the opportunity to bargain, such as painting, street costs 400, chain stores spend 600, to 4S shop will be 1000, this is because, 4S Shop policy out of a single volume, for the insurance company's claims have the ability to charge, which determines the price of painting, other business is the same.

"Insurance drives claims to form the core business, which is logically set up, the biggest winner in the auto market is the claims, and our biggest problem now is to make the amount, so we can have more opportunities," Guo Xiaoyong said.

Another opportunity for the car's rear market lies in car maintenance. Now on Taobao, automotive products, the best oil sales, but the problem is, Taobao sold on the true and false oil, even if consumers get oil, still need to find store replacement, in view of these two problems, the reciprocal car first with the brand to ensure the quality of oil, and then in the sale of oil at the same time to send oil to change the service, Consumers can go to the designated stores to replace the free, at present, this piece of business although the gross margin is not high, but also is a mutually beneficial car network an important product.

Guo Xiaoyong said that the profit model of the reciprocal car-raising network has been adjusted before and after five times, all kinds of routines and play he and his team have analyzed, but did more hard, he said, the car after the market is not O2O not to do, but need to cultivate long-term, in his hands have more than 10 chain stores in the case, Feel that the integration of line online is difficult, not to mention those who started the pure Internet entrepreneurs? As a start-up enterprise, the reciprocal car also wants to live, Guo Xiaoyong thought of the emerging micro-letter, his attempt unexpectedly opened the door of another industry, he repeatedly asked, this is a cross-border mobile Internet direct?

"Story three: American industry O2O: cross-border play"

About the Cross-border, Guo Xiaoyong in the car service shop has tasted the sweetness.

Guo Xiaoyong Love tea, once, a set of exquisite tea sets in the store has not had time to use, just met an Audi A6 owner to wash the car, he soon saw this set of tea, and is willing to spend 9000 yuan to buy, Guo Xiaoyong revealed, this is the price of several times!

Previously, the owner of the shop to do only one thing, that is washing cars, no matter how hard Guo Xiaoyong's store to guide, he refused to do more other consumption, and the sale of tea set Guo Xiaoyong initiation of a cross-border thinking, that is, in their stores sell other High-value products, To maintain this more than 1000 square meters of car service shop operation, since then, he sold high-grade rice, gift wine, holiday supplies, unexpectedly, this has become a store of another source of profit.

He will do after the car market service shopkeepers known as "balsam pear", high risk, high investment, low profit, Guo Xiaoyong said: "Want to earn a group of no money to make the ' Balsam pear ' money, too difficult, this is the car after the market O2O particularly difficult to do a factor." "Before the sale of tea set Guo Xiaoyong impressed, he wanted to copy this pattern to the store," only the physical store life is better, my side only to earn money, this is a symbiotic interest chain. "Guo Xiaoyong said.

But if the direct delivery of goods to the store, will increase the owner's capital investment, Guo Xiaoyong think of the development of a micro-letter software, micro-letter way, on the one hand can help store a good CRM management, on the other hand can also want to sell things "implanted" to the public number, easy to sell to It is not thought that this set of the original car after the market store software, virtually turned to the beauty salon industry, which also have to "credit" in the reciprocal network of another shareholder. The shareholder has been in the United States before, he learned that these stores in recent years also faced the problem of heavy operating pressure, and the user viscosity is higher than the car service industry, both the source and trust, which just solved the Guo Xiaoyong to establish a mutually beneficial car network confusion.

In addition, the U.S. industry practitioners appear to be more willing to approach the Internet than the auto market, Guo Xiaoyong, he convened every training session, the United States, the participants are very active, and willing to pay for software. In addition to the software itself is not expensive to sell, Guo Xiaoyong learned from the experience of reciprocal car-raising, although the ultimate goal is to shop customers, but turned to cut from the beauty salon, and through the way of agents to develop beauty salons shop, he first to the low price of software wholesale to join the franchisee, and then resell to the store, from which to earn the difference. In addition, through this channel to sell high value-added products, each deal a sum, not only the store has been divided, agents also have profits, Guo Xiaoyong summed up: "Every link has meat to eat, can mobilize enthusiasm." ”

Guo Xiaoyong's experience is that from the C-terminal to the B-end, he mastered the greater initiative, he said, to him from the physical store to join the store experience, agents are a group of software market neglected groups, few people use technology to help them to store, customers, products and other content management, so, Some of his agents even bought the software from him to the beauty salon for free.

So each store can also apply for the public number, Guo Xiaoyong design of the micro-trust service software where the appeal? For example, a beauty shop in a year has a few big promotion needs to advertise, the micro-letter way can let them omit this money, moreover, in the past, some usual store news is by the mass text message or the telephone way informs the individual, the effect is not too good, now, then through the micro-letter way solves, "oneself applies the public number to be like ' Clean Room ', we do work like decoration workers, let the shopkeeper bag to stay. "Guo Xiaoyong said. In addition, due to the increase in the transfer of goods to the traceability of the tracing, so that the profits generated from all aspects of the possibility of sharing.

2013, Guo Xiaoyong This so-called "Let the Tiger fly up" micro-letter public number software, only in Chengdu, the development of 700~800 home users, 2014, he has more plans for this, the reciprocal car is currently in cultivation, he also silently waiting for the car after the market outbreak point.