Evolution of Social o2o

Introduction

Everyone wants to share a piece of the hot o2o concept. From o2o social interests to o2o lifestyle services, mobile social networking apps are also quite different.
As early as version 4.2, Zhang Xiaolong's understanding of mobile social media is probably explained in the "less hair, more friends" sentence on the boot interface. Meeting user needs and connecting everything to create more value is the ambition. The "Smart Life" industry-wide solution is based on public accounts and payments, and is intended to achieve a closed o2o business loop.
If Douban is interested in social networking Version 1.0, the Momo with the Location Based Service gene is mobile version 2.0. With Tang Yan's announcement of February this year million registered users, Momo, the location-based mobile social networking app has also stimulated the industry's nerves. Quietly Changing users' social habits, turning online relationships into offline relationships (o2o), "online interest circles + offline social networking" has become a "tool" for Momo ", it can be used between Weibo and Weibo.

Interest social networking from point-to-point strangers to groups

People have a strong demand for interest-oriented social networking, and the LBS function of mobile terminals makes o2o social interests more convenient. In the future, o2o social interests will become a new development direction.
The advent of the 2.0 social networking era, represented by lbs-based interest social networking, is a strong demand for o2o social networking: interest is hard to change, in addition, people have a strong willingness to share their interests. At the same time, interest in social networking is a highly experiential method. Face-to-face social networking and online social networking have obvious differences in experience. On the other hand, the LBS feature of mobile terminals makes o2o social interests more convenient. Users can get rid of the network social networking that is geographically restricted in the PC Internet stage.

O2o social networking and traditional social networking

If o2o business processes can be made in the social networking field, what changes will be ushered in to the normal social network dominated by offline traditional social relations? In general, the traditional offline social networking is mainly restricted to Relatives', classmates, colleagues, and limited interpersonal relationships. Although these social relationships are stable, however, the social networking depth and content are relatively small.
Traditional offline social networking has these disadvantages:

1. offline social networking requires the introduction of acquaintances, that is, a conversation on the topic. Without such a conversation, it will inevitably become embarrassing or uncomfortable for the other side of communication. However, when the online time, energy, and region are blocked, the social relationship can be obtained through effective offline introduction. Although the trust level is relatively high, however, it is easy to increase communication costs and reduce efficiency. 2. The content of offline social media is relatively low in transparency. It is generally limited to both parties. The effect and depth of the communication are only known to both parties. In addition, the two sides of offline social networking may not have a clear understanding of each other's basic information. Once they fail to grasp the basic principles of communication, it is likely to increase the difficulty of communication, it is not conducive to communication. 3. offline social networking is affected by the surrounding environment. Sometimes it is too rigorous to allow social networking and openness. Sometimes it is rigorous and formal, but the surrounding environment is noisy and cannot enter the status, this requires matching the social style and the specific environment. It only depends on the offline social environment, and sometimes cannot play a good rule effect. At this time, if the virtual social environment on the wired network is used as an aid, communication will be very effective.

O2o social networking can, on the one hand, learn as much as possible about the basic information of social networking objects, screen the key points, and enter a harmonious communication status as soon as possible; on the other hand, it can improve the efficiency of offline social networking, improve the Performance and benefits of your work. In this case, o2o will sooner or later subvert the existing traditional social relations and move social relations onto the Internet. The first half of the social processes can be completed through the Internet, the second half of the social networking process is based on specific offline scenarios.

At present, o2o has begun to penetrate into a few social industries, such as the traditional dating industry. Through online data query and communication, o2o has finally entered the offline dating stage, and achieved good market results. However, the intensity of social relations being overturned and transformed in other life-and commercial fields is not great. On the one hand, some information in these fields is personal privacy or trade secrets, in the short term, there are still difficulties in online communication. In addition, traditional offline communication methods also have a certain degree of trust advantage.

In terms of development trends, o2o will inevitably penetrate into various social networking scenarios, and the distance between networks and people will become shorter and shorter. With the development of social networking sites, Momo and professional segments, the online trend of basic information of social networking objects will be highlighted, and the Internet will become an effective filter barrier in o2o social relations, avoid people you don't need to see and find people you need to communicate.

When social networking is o2o, offline social networking will promote each other in the smart age and improve people's autonomy.

Typical Case Momo

Unfamiliar with "gun tools", because it is clearly positioned to rise suddenly in the stranger's social app. However, success and failure are also great. Even though Momo tried to cleanse the white in the last two revisions, the initial marketing strategy was "deeply rooted in the hearts of the people ". This marketing strategy makes the social relationship chain of strangers vulnerable, and everyone on the Internet examines such applications with a questioning eye. Even in the attempt to connect online and offline, Momo has added the "offline gathering" function for group users. In the form of Embedded Web pages within the group, the function is opened, the user groups interested members, sends messages to the group, or initiates activities. However, the challenge of eliminating trust still cannot be avoided.

How to solve the problem of users' alert to strangers and low communication efficiency has become a major social problem for strangers.

About you

The "about you" app is a native application launched by the Public Account "about you sister" under the leading group technology. It is the world's first scenario-based social networking 020 app.
One of the highlights of "about you" is online dating and offline consumption. In the "about you" application, users can find the surrounding topics, such as "About Yourself" or "About Yourself ". "About You" selects a publicly-recognized place for consumption. Users can purchase online and offline messages with a single line. In this way, they can avoid using other instant messaging tools to launch hacker attacks in a black store, potential fraud risks such as wine trust.
It is understood that "about you" users cover more than 700 cities across the country, of which more than 300 cities support mobile online payment, which is widely distributed. At the same time, "about you" has accumulated a massive amount of offline resources, aggregating, classifying, and tagging local resources in different cities, it also selects hundreds of thousands of coffee shops, restaurants, bars, cinemas, KTVs, and other dating and gathering places. It is called by online user scenarios through interfaces and becomes the basis of scenario-based social o2o.
"About You" takes the path of o2o first and then SNS. In the opinion of your founder Wang Qiheng, the combination of social networking and o2o has a great space to imagine, "About you" can subdivide online demands and direct them to offline o2o models, which will lead to the disruption of China's o2o industry.

Micro-aggregation

In weuju 2.0, public comment data is integrated, focusing on "Scenario-Based Social Networking ". Users initiate nearby activities through micro-aggregation and use comments to provide offline dating scenarios.
After accessing data to solve user credit problems, users have the right to evaluate each other. Through multi-dimensional interaction, the evaluation system can be triggered. Both parties can rate each other. The introduction of user credibility increases mutual trust among users.
In the business model, users get discounts through group buying. Merchants use this form to guide users. In the future, they can also get a certain amount of income through this form. This kind of scenario-based social networking forms a virtuous o2o closed loop through online dating and offline consumption.
This product design logic simplifies the tedious process of chatting, affection, interest, and appointment with the first generation of strangers, represented by Momo, and easily establishes connections between strangers.

Love activities

Love activity is a social networking product based on geographical locations and focusing on interests. It advocates "there is always the same kind ", we advocate a social interaction model for young people based on interests and activities.
With love activities, you can immediately find new and interesting activities and hot topics nearby. At the same time, you can initiate an activity anytime and anywhere to publish an attitude topic, create your own circle and invite people around you to participate. With the same interests, common topics, and fun activities as the link, we can draw closer the distance between each other and ensure smooth communication. Love activities, discover similar people around you, make new friends, and play in another world around you.

Evolution of Social o2o