O2O subsidy to earn market, behind hidden dangers

Today in a catering industry in the media read a "Amoy point to recruit food service providers estimated subsidy billion", said Amoy Point plan in the country 20 cities to recruit food and beverage service partners, the early subsidy on billion, accelerate the promotion of Amoy point business in all over the takeout, la carte merchants in popularity.

On the other hand, there is also a "public comment" followed by a taxi two-way subsidy force push mobile phone payment. Said the public comments will follow the introduction of tick-tock taxi "Little sister Rob a single", the first to take orders from the restaurant waiter to give bonus points, to full points will be prepaid in the form of recharge to the restaurant waiter, on the other hand must continue to the next single consumer subsidy slightly.

Sounds very beautiful, the restaurant is also willing, the consumer also has the benefit, the money "the Gold Lord" naturally has its own wishful thinking, spends this money buys the user, the training user habit, the value, the music one wins the situation, seems is everybody happy!

Fact。 Let's look at the reaction of the three parties, and finally analyze the hidden dangers of this behavior from the angle of the industry.

Yesterday I took a taxi and met a typical Beijing driver, just a few minutes, ask him is not using a taxi software Ah, he said with Ah, tick-tock taxi, quick taxi all use, I asked good, his answer let me deeply surprised, I feel the need for him here to spend huge sums of money to taxi drivers, The heads of companies that subsidize consumers are conveying their feelings:

The Yanqing driver is also very talkative, at first he also liked to use the taxi software, because can reduce the empty run rate, but also can increase the income, why not, but gradually he found that many of the drivers are refusing to hire, a robbery when the security risks, but also to my surprise, he put forward a view is that these giants rich , now there are subsidies, we use, and so his subsidy is canceled, we immediately uninstall the software, I asked why? Because these giants have money, disrespect people, always take money to say things, so well, you have the money to subsidize to me, I will use, and so you have no money subsidy to me, why do I use it? You think you're great when you have money? Although we are taxi drivers, make no more money than you, but we earn every money is very practical! We resent this pure money-telling company!

This is the real mentality of a taxi driver, also reflects the giant to take money to subsidize the market, just from the internet company's own point of view, did not take into account the feelings of the real user, short-term subsidies to subsidize the market popularity come quickly, but once the subsidy is canceled, how much market will remain? The real motivation for taxi drivers to use the software should never be directed at subsidies, is able to reduce his no-load rate, increase his business income, so that the driver will feel the money to earn a solid, you in the short term in this abnormal way on the surface to see rapid expansion of the market, but the negative effects can not be underestimated!

Similarly, today saw billion European net a "Amoy point of the Confederate Army oral 308 effect", cheap square, Qiao Jiangnan feeling also explained this truth, the subsidy is definitely not a long-term solution, the subsidy can not solve the many business characteristics of their own personalized needs and long-term promotion of the source power, Subsidies also change the basic fact that consumers are not the target group for a catering brand.

So once the subsidy is stopped, consumers are not going to go right away, this and buy the new guests are not the restaurant's target customer base is entirely a truth, but this time instead of the merchants, but there is a giant subsidy, to Amoy point will be long-term subsidy catering business, the reporter does not believe, restaurant owners do not believe that consumers will not be believed.

However, when you really big money to subsidize the market, believe that consumers, restaurants are very welcome, and sincerely look forward to the subsidy will continue! If the subsidy strategy really works, I'm sure the taxi subsidy won't go down so quickly, and, similarly, subsidies to the catering industry, while the Giants are still subsidizing, Can enjoy the quickly enjoy, do not refuse, as to want to do the restaurant really works O2O Mody, but also have to think of a reliable way!

From an industry standpoint, O2O is definitely not through subsidies can be nurtured by the giants of the market, healthy, benign O2O market, must rely on the interests of the merchant's own drive to promote, as long as your mobile Internet products can bring open source for businesses, throttling the real effect, I believe that the merchant is not a fool, not a fool, They will gladly accept it.

Conversely, if the market can only rely on squeezing merchants, deceptive merchants, or in the short term by subsidizing businesses to create false orders, false market prosperity. So, this kind of subsidy will also cause some kind of harm to the market, will cause the market atmosphere of impetuous, will cause to the merchant's misleading and interference, but also to the merchant, to the consumer some kind of disrespect, for such subsidy strategy, the market should be more "hush" sound, let such subsidy strategy disappeared early, is the early formation of O2O Health, Benign market atmosphere.