Master carving: The mission, strategy and tactics of O2O

Just write down this topic, my mind suddenly remembered as a child read Qian Zhongshu's "Talk about art record", an opening, "Yu Yashi to talk about art, and and Xi Caiyan of the enthusiasts, slightly up and down its discussion ..." Why do I like to talk about strategy? Because I wouldn't be anything else. It is estimated that my readers, as well as me, belong to the "simple limbs and well-developed mind", but you know that any tactic should be guided by strategy, and strategy should conform to the direction of mission. The dependency is wrong, it will become what I said before, "win the battle, lose the war", very terrible.

First say enterprise mission, this thing most "illusory". In fact, too small start-ups, often "opportunity-oriented", catch a chance to make money immediately important, so often did not think of the end of "What is the mission of entrepreneurship." But sooner or later, you have to face the problem--if you've been through the start-up phase, the business is starting to grow, you're not thinking about it, you're chicken with your buddies, and you still just know where to make money ... Running and running, I guess I got lost.

Take the beaver Home For example, the mission is "to liberate the world craftsman, let them have a lifetime guardian of the brand"-How? Sounds "empty"? But you have to know, after a while I talk about the various "strategic trade-offs", must revolve around this "virtual mission" to the line, if a strategy sounds very cool, but contrary to the "craftsman, Since the brand "mission, in any case will not be adopted by us, let alone landing to the tactical level to carry out.

Moreover, the establishment of a mission, but also a benefit, is to "cross a momentary gain and loss"-everyone knows, beaver home because do not receive Nail Division commission, anytime earn less than half a dime, every month is a huge loss, so the internal staff also trouble Ah, make no profit, wages are not too high- But guess why they're so morale-high? I said the sense of mission "brainwashing" played a huge role! Take yesterday (January 15), to make a "month Chong single", The day 7424 single, 1.06 million of the turnover of real pay, the day the highest nail teacher Wendy earned 15,900 yuan a day! But the most happy is our internal staff, although many of them one months of income than these nail teacher one day, but because they firmly believe that the "liberation of craftsmen" concept, from the heart of joy, permeated in the brow.

How does Mission guide strategy? Let us cobwebs thin talk--to develop a key point of strategy, not only to tell themselves "what to do", but also to tell the company all staff "What not to do"! Also take a beaver home for example, since it is "liberation of the craftsmen", then the corresponding is "non-craftsmen we will not be liberated!" ...... Oh, that sounds weird, what is a craftsman? Simply put, the suffix is the word "teacher", usually a craftsman, such as a teacher, a chef, a hairdresser, a nail artist, a stylist, a physician, a lawyer ... Then the teacher, usually not craftsmen, but a variety of messy: for example, drivers, waiters, cleaning aunts, repairman, janitor Grandpa, security uncle, express brother ... So Chinese is really profound! Did you see that? Express small brother is also very cute, but our mission does not include "Liberation Express Brother" this item, mainly because they are not "craftsmen", there is no way to have "from the brand", we even want to liberate them, but also powerless.

Services and goods similar to the "standard goods" and "non-standard goods", such as taxi drivers and cleaning Aunt service, is "standard goods", customers will not have any additional expectations, as long as the platform management norms, anyone's services look similar. There is no taxi than another taxi "more outstanding", or a cleaning aunt than another cleaning aunt clean "more wonderful" ... In the standard service, there are only "pass" and "fail", the role of the platform is to eliminate those "failed" service, but "pass" after the promotion space is not too big.

Beaver Home is to do "non-standard service", the same style, different nail artist to do, may result is "basically satisfied", or "very satisfied", or even "super surprise"! Because the nail is after all the door "crafts" Ah! In addition, the nail teacher is also often half psychological counselor, do nail nails and customers chat, you say this " Communication with the art of chatting ", how to standardize? How to standardize? After all, everyone's" talent "is given by parents, completely different.

These differences can lead to a different "gene" across the team. Would a fool dream of combining the strengths of Apple and Dell? A laptop with Apple's craftsmanship, aesthetic, detail experience, and Dell's low cost and low price? Come on, this is two extremes! Either you do the Apple well and make the most of everything, but the inevitable is high cost and higher price; Or simply go to the cheap, to ensure that the basic quality premise, what is the squeeze cost orientation, will also attract a lot of people to love and buy-but you just can't combine the two, and all that thinking, not only strategic ignorance, even IQ worrying.

To do standard services or non-standard services, there are also such a strategic choice-to do the standard services, the core is "eliminate individuality", everything is the pursuit of "passing points", the pursuit of "cost leadership", the pursuit of "service consistency, price uniformity"; Do non-standard services, the core is the pursuit of "develop individuality", the pursuit of "Word-of-mouth leading", The Pursuit of " Service differentiation, price diversification.

Why do I often laugh at the platforms where I keep my aunt and nail-maker together? Because of this mistake, it is said that both want to pursue Apple's extreme and high price, but also want to pursue Dell's supply chain play and low-cost ... Do you dream? Team genes don't allow you to play "internal conflict"! Both the pursuit of consistency, and highlight individuality, "both the pursuit of Low-cost, and highlight the difference", the morning CEO meeting said we must pursue the highest quality in the industry, the afternoon COO said that cutting costs is everyone's core task ... Why don't you put nine yin Canon and nine Yang Martial magic piece of practice, not afraid of staff internal force disorder, the obsession and crazy?

Therefore, a clear strategy is to choose between the judgment, must know what they do not do. For O2O, there are too many choices to judge--from the consumer's point of view, you've chosen to provide a "random decision" service, it is difficult to provide "prudent decision-making"; you choose an industry "link" into, it is difficult to provide a "closed-loop" packaging services, although the former easy to start a single volume, but the latter can provide high gross margin ...

Give you a basic judgment model: in the various service areas of O2O, usually, the first category, single volume up and fierce and fast, often is "standard goods service", "More high-frequency", "Link Type", "Consumer random Decision", "service All People", "low unit price low margin"-such as drip, quick taxi, Are you hungry?

Similar to the Beaver home of the United States (nail, American eyelashes, modelling, beauty, etc.) and Kungfu bear door-to-door massage, is the second category, is "non-standard service", "lower frequency", "closed-loop", "consumer prudent decision-making", "service narrow Crowd", "Higher customer unit price higher gross margin" and so on, this type, single volume usually not so fast, Well, at least you can't get hungry with the drip. That one day million of the proportion, the Beaver home work to do a year also have to the Spring Festival before and after a day to 10,000 single ... Think about it, poor thing!

The third type is sandwiched in the middle, such as cleaning aunt, several analysis angles are similar to the first category, is not "link type", but "closed-loop type", at least aunt Help, E home Jie, 58 home they are closed, meaning: from recruitment, to training, find a single, security monitoring, payment, after-sale and so everything is controlled by the platform. Note that once you play the "closed loop", do not try to grow too fierce, too fast is likely to be dead. For what? you see, in 2010, the electric business double male most dazzling is jingdong and every guest, is the ultra-high speed development, but you see, a few years later, Jing Dong still live quite well, the market value of 30 billion dollars. Every passenger but shrink to only 300 people--the biggest dividing line is to do "a link", Retail, you buy a millet generation in Beijing East, calorific value is too big you will scold millet, dry jing East what? Jingdong as long as the guarantee of authentic, low-cost, fast delivery, Word-of-mouth completed. But where is the guest? Brand is what you do, the fabric is your choice, the style is your design, process details is your control, even if the wind Tatsu Express are old. Play closed loop does not matter, but the development is too fast, any one link off the chain, the consumer scold you! People are not immortal, how can the rapid development of the premise, countless links are all perfect? is not to say that the quantity is not important, (CHA, the amount is too slow, the VC will not give you money!)) However, to do closed-loop mode, you must at least understand: the quantity and quality, is the same important relationship. Any one out of control, is early dead early afterlife life ...

There are many O2O entrepreneurs, are the third type, such as card Latin home maintenance car, a number of features more like the second category, but the service itself is "standard", (they are not difficult repair car, but change oil, machine filtration and other routine maintenance services) ... In a word, the methodology above has given everybody, please own the condemnation, has the basic judgment, can make the strategic choice.

As for the transition from strategy to tactics, it is simply too simple ... I usually sleep to wake up, but today very early to get up, because the tactical requirements, I have to participate in a "Nail Division Medal training camp" Camp ceremony, what is this? Mainly because, from the mission, we want to make the nail division to establish "from the brand", from the strategic, "non-standard service" to highlight the personality of each craftsman, As well as narrow crowds of many needs, so landed to tactics, this "gold training camp", asked the Lauder trainer to teach the nail teacher how to give their own makeup, invited the 08 Olympic Games etiquette trainer to give them training etiquette norms, please last month, more than 70,000 yuan income of several star nail division, talk about improving customer unit price, And keep the secret of customer loyalty, as well as Japan's top nail teacher "master" advanced courses ...

In short, this line must be logically consistent. If, with this high cost way training aunt, unless you can clean this matter one hour to sell 150 yuan ... In turn, you use the training of cleaning aunt that "big wave" means training nail teacher, believe me, it will be a disaster, any one of the best nail division (or any one with dignity of the craft), can not stand that kind of insult.

Tactical disobedience strategy, strategy does not belong to the mission, as long as the time to look, don't say O2O, no one enterprise in the world can live long ... I hope this article will be able to inspire O2O on the entrepreneurial road, of course, as always, many entrepreneurs probably want their own and friends to see the actual dry goods article, more and more clear their strategic path, every tactical action, not a crash, but the day arch a stroke, the direction of the road is not afraid to go far, the final summit victory; And hope that competitors do not see, in the wrong road to continue to speed, east to west Gu, left and right, the more go more and more biased ... hahaha.