, a laundry O2O called e-bag washing products, quickly seize the market

2014, a so-called "e-bag washing" laundry o2o products, quickly seize the market. In one year, the daily single quantity exceeded 3000, the user exceeded 500,000. Following the July Tencent 20 million angel investment, the beginning of this month, e-bag wash and obtained from Jingwei and sig a total of more than 20 million U.S. dollars in a round of investment.

Behind the O2O movement is a more than 20-year veteran laundry chain "Rongchang", who have broken wrist-style initiatives, only because "do not want to be boiled in warm water frog."

November 25, Tencent, the living room with Tencent Products home Salon, invited E-bag to wash CEO Lu Wenyong about the old dry cleaning shop O2O Road.

One, mobile tuyere, focus on a small thing

I previously from do digital 3C to the surrounding concessions, then do group buying, and then go to Baidu to do lbs, and now to do laundry. This is an interesting trajectory: we are increasingly focused on doing smaller, finer, more specialized things. Maybe we don't have the ability to do a big platform, but we can do a very small thing well.

E-Bag washing is a very typical internet industry and the traditional industry embraced, the team has done 24 years of laundry the old connoisseur Zhang Glory. What we're going to do is around the laundromat you can call. 2013 at the end of the time to move the tuyere came, I need a chance to start a business, then studied a lot of O2O field, and finally found that the family things no one to do, and then the chance to encounter prosperity, and then together to do e-bag wash.

Second, the traditional laundry can not solve the user pain point, we have to subvert

We have more or less to wash clothes, compared to high-frequency one or two times a week, low frequency a few times a year, every season is the time of laundry. People will encounter some problems when they do laundry:

1, from the product manager's point of view, the demand for laundry is "my clothes to clean, so I want to wash clothes clean", rather than "I want to do laundry, so I want to go to a laundry." The ultimate aim is to clean clothes, so there is no need to go to the cleaners. So why don't we just pick up the clothes?

2, most of the laundry is very small, no parking spaces, very inconvenient.

3, the laundry business hours are generally early eight night eight, most people are after the class to take time to send, often to catch up with this time. Now we can serve to 24 o ' clock, evening laundry crowd is very much, like to do the Internet such people, are very late from work, we wash clothes time has passed 8, 9 o ' clock.

4, there are other issues such as safety, health and so on, such as the fog of Beijing in the days after washing clothes on the balcony has been dirty, may not be better than washing.

Knowing so many user pain points, why does the traditional laundromat not solve? At the outset I was responsible for joining in Baidu, deeply understand the drawbacks of many joined. Join the model is I create a high return on investment projects, and then to find a lot of huge flow of the platform diversion, earn more money than the investment can continue to promote. Laundry is a very typical project, the original intention of most enterprises do this thing is not to do a good job, but to do a good job to join the money after the establishment of a company to continue to cheat. China has a lot of such laundry chain, resulting in overcapacity in the industry and not professional, each store is an individual, not a company.

Someone asked me, offline shop if oneself revolution, can the service do well more than e-bag wash? I said it was impossible. Because there is no one offline laundry professional 400 customer service Center, professional marketing team and product manager ... These problems involve many aspects of laundry. For example, the problem of talent, like restaurant every open a shop, you need a chef, a few dishes, such a person opened the store more and more scarce, open shop pressure will be more and more big, at any time to face the store can not find people. For example, labor costs rose, 20 years ago, Beijing labor costs are very low, now not. When the supply chain to the profit point can not cooperate with this matter, we need a subversive to change the more than 20 years have not changed the industry.

Three, price, time, experience, a canvas bag to solve

How to solve the user's pain point? Let's look at the product's point of view. We're going to design a product that meets some of the basic requirements, and then we pull out a couple of core factors:

First, make an appointment to pick up the clothes and return this very simple service. At that time we chose to use micro-letters to do, did not develop the app.

Secondly, create a 99-yuan bag of "e-bag wash" concept. Before, bought clothes just through one or two times, sent to the laundry, he will give you marked with wear and tear, easy to fade, how the effect of washing. It's like you go to a hospital to have an operation, before the surgery to sign you a deal, this agreement said the matter is not my business. In doing so, there is a problem, is a kind of for their own interests to guard against the user's psychology, user experience is very bad, face-to-face inspection and waste of time. We understand the psychology of users, do not want to wash their own clothes people must cherish time, like free people.

We did a research later and found that more than 90% of the users did not deliberately make trouble, only a very small number of users. Why should a small number of users sacrifice most people's experience? We developed a "e-bag washing" This more interesting product, is a canvas bag full, 99 yuan to wash a bag, do not check in person directly away. You can see our products single, single product explosion, the price is simple, do not mind thinking. In person we will seal the lead, ensure that your clothes have not been opened, saving the time of face-to-face inspection.

We have solved some problems through this product: first, price unification; second, the handover time is very short, a two minutes can be completed; third, very fun. We have "Bag King" activities, a family of three in order to dress up there to toss, this toss is meaningful, because most families lack of some communication topics. We visualize the entire service state, and users are very aware of when their clothes will be available and have an expectation. Although the average laundry promises to be washed within 2-5 days, most users get their clothes for a very long time because of asymmetric information and cumbersome communication.

The last point is very important, is the freezing price. The laundry industry has a gross margin of 80%, in the past more than 20 years, the whole price system has not changed very much, we hope that through this product change, subvert them, so that most people can enjoy better, cheaper, more cost-effective services, to eliminate such profiteering behavior, the laundry into civilian things.

In short, we can do 99 yuan a bag, direct mobile phone orders, a minute handover, the entire laundry process can be traced.

Product logic and service guarantee behind "e-bag-washing"

Having finished this product, we compared it to the traditional laundromat:

Traditional laundry: Trouble, expensive, lack of experience.

E-Bag washing: Easy, save money, entertainment, more happy.

The product logic behind this is to make it easy for users to use this product and to have a very convenient experience. We have very strong backstage support, in the future we want to achieve the service experience is to do laundry to do within 24 hours: your first night at 8 o'clock when there is laundry demand, our community leaders in half an hour to your home to pick up clothes, and then distribution to the store to complete the laundry sorting, the next stage cleaning completed, Return to your home on time the next night 8 o'clock. This way you can change your dirty clothes every day and get very clean clothes before you take a bath the next day.

The whole service behind is actually more traditional, the essence of things, it is very important to wash clothes, so we have a stable supplier support and perfect supplier control system. Perfect supplier system refers to a high standard and efficient control system, we have a lot of very fine terms, including advanced outsourcing development system, this system is not an overnight, has been polished over a period of time. A very stable supplier means that, in addition to our own offline chain stores and third-party suppliers, we will also join the laundry and other chain brand partners in the "e-bag-washing" platform in the future.

V. Product operation and Marketing share

In the product operation, there are three points to share to everyone:

1, to let users feel happy, surprise. We have a lot of online activities, a weekly fan party, a variety of theme activities, online there will be some very creative ideas, so that laundry this relatively low things become not low.

2, let the user participate in. Many of our product improvements and service flow optimization are made by fans. At present, many employees are from fans, product managers, operations managers, customer service and other small partners have come from the fans. They do not love the "e-bag Wash" thing, because it can make life cleaner, freer, especially to save everyone's time.

3, really with the user together, let them really become fans, we become friends together. Each of our cities have a lot of fans, each fan group has a lot of small partners to share experience, interaction, we regularly give them a lot of benefits to do this thing, they will make a lot of suggestions, including hangers, clothing cover, the process of some of the details of the problem.

How do we do marketing? In fact, every week we will have "Bag King" selection, I have a version of the story called "bag Legend said," Every week will be more, the most cattle a "bag king" a bag of 124 pieces of silk scarf, washing in the laundry need more than 1000 yuan, and in "E-bag wash" only need 99 yuan.

Many girls like to watch "You from the Stars", the play satisfies a lot of women on the opposite sex all the fantasy, but how to let users participate in? At that time, we had a campaign to give all the users instant fried chicken and beer (fried chicken is to find a KFC restaurant nearest to the user, and immediately after the purchase hot to send up). At that time the user is very pleasantly surprised, this is the ordinary life to feel, or the man can not give you.

We also did the tea sister's activities. Milk Tea Sister topic is very hot, also on the line steaming, there are a variety of views, we need to participate in this matter, but not participate in. So we did an activity, to all the next single user sent a cup of tea, let him participate. We also give all names with the word "days" of the user exemption. At that time, there was a second-line star @ I, asked me if I could be free. So we are concerned about their own things are very concerned about, intentions.

At the beginning of the year Chaoyang Big Yue City has a dream show, the whole city children are very like this thing, many adults also like, lovers also like, because it reposed a childhood dream, this pocket can take out anything he wants. But we found that most people do not have a dream in the family, because everyone is thinking a lot, once they have to spend money, to trouble, they will avoid. At that time we gave the user a dream of the next single, actually very cheap, but all the users are very happy. Some people say it is a waste of money, nothing to send things. Later we thought that this thing has a very big meaning is called "the scene", when the user thinks of a dream of the time will think of our laundry service, I think this money spend too much value.

We have some big events in many communities in Beijing, let the user face-to-face contact with our products, we in a 5000-member community to do a week of promotion, 1200 laundry cards, means that we in a week to let this community 24% of the family to use our laundry service. I can go with it now, this neighborhood laundry, after this winter season, there will be several closures. The total number of laundries in the future will shrink to just 20% and 30%, and "e-bag-washing" will become a bigger laundromat.