An o2o tour by a migration master

An o2o tour by a migration master at dusk |

[Core tips] an ordinary migration master was accidentally involved in the o2o wave in full swing. At first, the Internet gave him a taste of sweetness. Later, he became more confused and puzzled.

When I saw Master yao again, it was one day at the end of July.

It was the second migration since I came to Beijing.

The price of the famous moving company in Beijing is too expensive. I had to try my luck in the Douban renting group. I just saw someone posting to recommend this master. When I called the phone, I found that he already exists in my address book. After the call, I could not help but lament that the world was really small-I asked him for help when I first moved the house a year ago.

Chatting is inevitable along the way. I joked with him, "You are a network celebrity now. You can go to Douban and see the post recommended by others .」

However, master yao smiled and said that he was getting increasingly confused about the Internet. He said that he could spread his word of mouth, but his business had been much worse in the past few months.

I was puzzled. master yao told me reluctantly about the o2o journey that made him love and hate over the past few years.

O2o initial experience

Yao Shifu is 29 years old and from Henan. I stayed in the factory for half a year after I retired from the army. In September 2010, he spent money to buy a gold cup and then came to Beijing to move to the migration line.

Master yao, a military-born employee, expressed his enthusiasm, strength, and reasonable price (I only spent 200 yuan to the north of the Railway Museum of wuyuan bridge from the south of Chaoyang Park ).

However, to be honest, master yao did not dare to post advertisements to himself in a residential area. In the early stage, his business mainly relied on regular customers to introduce him. The income of the migration was barely enough to subsidize the expenses of Beijing drifting, I can't save any money.

One day in the second half of 2010, a girl wrote a topic about the migration quality and price of master yao in the "renting a house in Beijing" Douban group. This is the first time that his advertisement has appeared on the Internet, and has been published by others. Since then, master yao has been involved in a new world.

Soon, master yao found that his business had suddenly increased, and he knew from the customer's mouth that he had become a red member in the Douban Beijing rental group. Master yao realized that, in the past, it seems that a long distance of the Internet could actually affect his business and life. He just discovered a new world.

For master yao, it was the honeymoon period between him and the Internet.

At that time, in the "renting a house in Beijing" group, master yao will carefully read every post about him and find that the young white-collar staff in the rental group are enthusiastic and respectful of him, many people will find him because of "Word of mouth", and any small details of hard work during his migration may be recorded in the post and sent to the group.

Since then, the Douban group has become an important source of customers for master yao. Later, master yao began to talk about Douban with the customer when he moved the house intentionally, you can always meet a senior Douban user to post and recommend him to Douban after he moves his house.

Embracing the Internet

After tasting the "Traffic dividend" brought by the Internet, master yao, who had never caught a cold sensation in the Internet, began to try to put his information in more places. Master yao Once commissioned others to help post messages in the shuimu community, but there were few users above, and most people did not want to move the house because they did not have much effect.

Soon after, the "58 City" shouted by Yang Mi all over the sky attracted the attention of master yao. At the same time, he also heard that posting in the 58 city also had some effect. Master yao began to learn to send messages in the 58 migration section.

At that time, 58 was not very strict with users' independent release management, each account can send a message every day (So 58 city once by professional network promoters with different accounts into a large number of junk duplicate information ). However, master yao does not have enough time to refresh and maintain the website. Therefore, master yao cannot become his main network source in the same city.

In the end, master yao went back to Douban to promote his main channel through the Internet.

The Beijing rental team not only provides housing, but also provides a lot of household service and second-hand transaction information. Users often post messages about selling their furniture at a low price, or recommending reliable migration masters or cleaning aunts. The rental team has consistently adhered to the emotional and commercial atmosphere of Douban. The quality of its members is relatively high, and they are all north drifting people. It is inevitable that they will not hesitate. The overall atmosphere is friendly, douban began to become part of Yao's life.

Master yao clearly remembers that on July 15, September 5, 2012, the rental team in Beijing placed a "Migration master recommendation Post", which is used to include high-quality migration masters recommended by users. Master yao was not only listed in the recommendation list, but many others strongly recommended him in the following replies.

The power of the Community came out. Since then, the number of people who have moved to master yao has rapidly increased, reaching its peak in 2013. He recalled that in June 2013, he was able to receive at most a dozen phone calls for Migration appointments. Sometimes he answered the phone calls one day on Thursday, and all the calls until Sunday were filled. Correspondingly, master yao's highest monthly income can reach more than 13000 yuan.

For example, in the same coincidence story of "no intention of inserting trees and shadows", a steadfast and reliable migration master and a group of young tenants are connected through an online community, and bring corresponding values to each other.

Old man's confusion

For a long time, for master yao of beiyou, the Internet is a warm presence for him-he can earn high-quality customers without having to post Small advertisements in the community; as long as you do things in a down-to-earth manner, it will become a good reputation on the Internet and be further spread. The Internet brings comfort to him, compared to the small temporary residence and the hard work everywhere, he also believes that "being an honest person will not suffer" in this parallel world 」.

However, this beautiful feeling suddenly turned into confusion more than two months ago.

One day in May, master yao found that his phone number suddenly dropped a lot. Then someone told him that the "Migration master recommended post" of the rental team in Beijing was canceled.

As a frequent visitor to the Douban group, master yao also has his own sources of news. He learned that the reason why the migration recommendation post was canceled was because 58 people in the same city paid a certain fee to the Group Administrator, and placed 58 topics on the top.

On July 6, June 6, 2014, another day was remembered by master yao. On this day, the Douban rental team in Beijing took the "Migration master's recommendation Post" and replaced it with the 58-city migration advertisement.

Master yao expressed dissatisfaction. He inadvertently enjoyed the benefits brought by the Internet, but was unable to stop the benefits. Enthusiastic young people once told him that "good reputation is the best way to survive on the Internet", but these seem to be vulnerable to commercial advertisements.

After all, moving is a low-frequency activity. Even if there are regular customers, it will take more than a year and a half to complete, so we are more exposed to new customers. For those who do not know about the migration industry and those who have not yet migrated, when they do not know the service quality, the price will be the first factor to choose the migration personnel.

A personal migration master like Yao will usually ask about the migration mileage, floor and item volume on the phone to report a fixed price, even if the actual situation is different from what was mentioned first, generally, you don't need more money. On platforms such as 58, to attract customers, moving companies tend to report a very low starting price first, but the price will be much higher in the future.

People in the Douban Group will not be attracted by the top 58 advertisements. However, the cost of selling 58 ads to some moving companies is eventually converted into the extra costs of customers when they move. Douban's idyllic atmosphere is so powerless in the face of efficiency-oriented industrial advertisements.

What is the purpose of the Internet?

Master yao is confused. "How has Internet day become so fast ?」

He would not know that his neighborhood has been inadvertently involved in the Internet Development wave, and the pursuit of traffic, efficiency, and low-cost commercialization is its basic logic, even websites like Douban and 58 are in a flood of traffic.

The 58 s that were just listed last year are facing the pressure of financial statements and need to be replicated and commercialized as soon as possible.

In order to reverse the previous situation of junk duplicate information, 58 city began to post restrictions based on mobile phone numbers, master yao can no longer post as unrestricted as before to promote themselves; secondly, 58 also needs to consider its own profitability, and began to charge advertising fees to merchants. Currently, 58 migration sections in the same city almost do not see personal migration information, all of which are occupied by paid or certified migration companies. If you want to put bidding advertisements in 58 pieces of information, the price of each day will be as high as several thousand yuan. This is something that Yao Shifu cannot afford in any way.

In addition, although 58 can bring a steady flow of traffic to the moving companies and individuals, it will extract part of the Commission from its income. That is to say, if you want to earn the same income as before, master yao must receive more orders or report higher prices. However, the result is that you are either too tired to become a part of the large industrial flow production line in the o2o layout; or it is not worthwhile to drop the reputation of high quality and low price.

For master yao, the benefits he inadvertently gained from the Internet are inadvertently deprived. A drop of water cannot change the direction of the river. When he is involved, the big river on the internet is soothing and warm. When he encounters a Rapids, he is also so determined to be thrown out of the ground.

From the perspective of reality, Douban is right, and it cannot be said how evil 58 is. They only choose to maximize their efficiency and benefits. The logic of Internet commerce is simple and crude: large traffic, low cost, reproducible, and easy to monetize. When the power of capital pushes the commercialization tide, Yao Shifu's peach blossom source on the Internet seems to be getting fewer and fewer, and the industrial production method may be abandoned if it does not cater to each other, this is really cruel.

But this is the business law of the jungle age. Is it the future of the Internet? Can the internet become more energetic in transforming business, rather than catering to business, especially the backward and brutal business thinking in the industrial age.

Another group of smart young people joined the competition becauseThe Internet creates unprecedented equality. It connects people and services efficiently, allowing people to choose their desired services in an environment with sufficient information and equal status, benefit good people, expose good services, bring barriers to information closer to zero, and let people who work hard to stand out ......

What is Internet innovation? Is it just to use technology to create a more efficient business or to make profits for good people? Do we need to pursue a good business or a fairer business ecosystem? Civilization is a choice before it becomes a kind of ability. We cannot accept a dark forest with peace of mind because we laugh at the innocence of utopia. Technology has no good or evil, but what we can choose is everyone in the waves.

Postscript

On September 6, last July, master yao registered a Douban account named "master yao migrated", filled in personal information on it, and occasionally flushed his face. It wasn't long before Jia Zhengtong updated his topic. He used this account to write a long introduction to himself in the reply area and received over 1000 likes, top his reply to the top.

Maybe in the future, it will be difficult for him to squeeze out commercial advertisements and appear in the eye-catching position of the Douban group. But we believe that in the vast Internet world, there will always be an honest person like Yao.

「When we do our utmost to consciously create our future based on some lofty ideals, we are actually unconsciously creating the opposite of what we have been striving.I hope that his warning will not be fulfilled on the "field of Hope" of the Internet.

Finally, if you have any good suggestions and feel that they can help Master yao and other workers in all walks of life, please feel free to send feedback through the Weibo posts of geek park. We will help you to tell them.

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