58 Home with the city dream is good, the road is difficult

November 20, 2014, 58 with the city officially released 58 home brand, 58 with the city CSO Xiaohua as 58 home ceo,58 with the city CEO Yiu Jingbo as chairman. Yiu Jingbo said that the hope will be 58 home to make blue-collar work entrance, help 10 million people to find work, the next 58 in the city will invest 300 million dollars to build home brand.

58 Why do I have to be a home brand

58 The city was founded in December 2005, through nearly 10 years of history, in its 8th year after the establishment of the New York Stock Exchange, the realization of many entrepreneurs dream of the IPO. In many people's view, 58 is a success, but there are other voices always accompany: 58 of the way how long can walk? The criticism mainly comes from two aspects, one is whether the classification information itself still has the development space, the second is the classification information has not solved the product experience problem. A discussion from the industry development trend, one from the enterprise internal quality control talk. 58 with the city by the historical trend and the bottleneck of the enterprise itself to have to change the situation--58 must be leather own life!

After 10 years of development, the Internet has become an integral part of people's daily life. With the popularity of smartphones, the rapid rise of mobile internet has led the traditional Internet user habits on the PC side to the mobile internet. Classified information relies on the PC Internet to start and rise, but in the mobile internet era, the full screen of hyperlinks can not adapt to the experience of the mobile phone. On the other hand, the external competitive environment continues to deteriorate vertical subdivision industry gradually break into a group of new entrepreneurs, such as focus on domestic service aunt help, Cloud housekeeping, focus on repair services, home appliances housekeeper, a pat a repair, focus on second-hand house production chain, and so on, they only focus on a specific area, deep digging services and experience, Crazy to eat the original 58 above the search for a single category of services for vertical users. Just stay in the information level of the classification of information on the Web site appears to be riddled with crumbling.

In the 58 city interior, a number of problems have been plagued by 58 of the smooth growth. The first problem is that the quality of information is not strictly controlled and the user experience is poor. 58 in the same city daily average published more than 100,000, if you want to audit every piece of information, in any one site, are extremely difficult, so about 58 of the city's criticism of false information has never been severed. Second, can not control the line of business services quality. 58 is to do is the information platform, but it also took up the line of Business Trust endorsement of the invisible responsibility, although can be a big word platform, but users will not because you are the platform does not feel any relationship with you. Again classified information is a labor-intensive industry, there is no threshold. Put into a massive push and huge information operations team, high labor costs.

Looking at the development trajectory of the service industry, the internet age, who has more resources who can win, and in the mobile internet era, the closer the user is the more opportunities to win. Door-to-door service by more and more entrepreneurs as a breakthrough giant containment gap, home economics, laundry, take-away, fresh delivery, such as a series of door-to-door service was quickly dug out, and quickly gained the recognition of the market. 58 with the city in the internal and external double pressure and life service development trend under the guidance of the combination of their own in the second-hand trade market flow advantages, the choice of home service is the trend is inevitable.

Why do you want to build a brand other team? 58 The same city is also based on two reasons: one is mentioned above, the vertical subdivision of the continuous influx of new entrepreneurs, 58 with the city's long-term as a second-hand trading platform brand image rooted in the people, and the single category of services compared with the absolute category of the advantages, it more give the impression that the information aggregation of the pan-platform The second is 58 internal resistance, home Service and the original information display internal competition, simple internal change will face the implementation of resistance, while the other team does not damage the original brand advantage, but also quickly focus on the advantages of resources to do segmentation industry.

58 What are the advantages and opportunities of home service

58 Home Now choose two business cut: cleaning and moving. Combined with 58 of the giant advantages of second-hand trading platforms and financial strength, 58 have the advantage and opportunity to get home:

1. Flow advantage. According to Alexa ranking query, 58 of the current total flow of the city to reach the daily average IP82 million, PV993 million. Combined with the author before the net of a high-level access to information, classified information on the site in the subdivision industry has the advantage of traffic in the Service category daily average of 200,000 IP. It can be estimated that 58 of the city in the domestic service in the daily average flow of more than 100,000, of course, if subdivided into different cities, may be higher flow of large cities, small cities will be less traffic. Tens of thousands of levels of traffic advantage is a lot of domestic enterprises dream of the display platform.

2. Capital Advantage. October 2013 58 with the city listed on the NYSE, the valuation of 1.6 billion U.S. dollars, and then get Tencent 736 million dollar investment. 2012 58 with the city's revenue scale of 87.1 million U.S. dollars, 2013 after the listing of revenue scale to 147 million U.S. dollars, Yiu Jingbo is in the 58 home Conference announced that will invest 300 million dollars, is rich in capital.

3, cleaning Service market has been education. In 58 with the city to join the domestic cleaning before the O2O upsurge in 2013, Home economics O2O field of cleaning services have been many domestic platforms and media exposure, which has also appeared against the cleaning staff subsidy mobile phone enclosure movement. In e home clean, cloud housekeeping, aunt Help and other domestic O2O enterprises continue to obtain financing news background, the media and investment sector to domestic O2O maintain a high degree of concern to the domestic cleaning has a considerable market maturity. In this context, 58 of the same city to choose Home Service, from cleaning into the basic need not to spend much effort to education at both ends, and from the experience of some martyrs to learn lessons from the capital and flow advantages of rapid expansion, showing strong momentum.

4, moving service currently has no advantage of the focus platform. 58 Choose moving Service, one is 58 of their own aggregation of moving service information, daily average traffic is high; second, there is no one in the vertical area of moving to do aggregation information relatively good platform. Baidu search "Move", basically by the former ranking are classified information site. Although there is a call "China moving Network" information platform, the author through the flow and ranking query, its Alexa rankings are very low, almost no traffic records. Thus, in the moving field is still in a blue sea, the Internet has not yet a real aggregation information platform for enterprises to appear. 58 cut in to quickly establish brand awareness, so that 58 home and moving services can be equated in the user's consciousness.

5, the domestic service is still in the period of the princes dispute, there is no absolute monopoly status of the strong brand. At present the domestic industry is in the localization brand majority, but has not appeared very strong has the leading status national brand. One is the complexity of the domestic industry itself, consumer groups are relatively narrow, the spread of narrow channels, resulting in low user awareness; The second domestic service is non-standard service category, it is difficult to achieve large-scale reproduction of the whole country, even if the cleaning service, can only do the standardization of the process, relative to the professional standardization of the people still face to solve the problem. Therefore, before the emergence of monopoly brands, this area will still have the opportunity to appear industry leader, which is one of the reasons for 58 aiming at domestic services.

58 How to imagine the home

Yiu Jingbo hopes to bring 58 home to the entrance of blue-collar work, do Blue Xiang School things. If so, based on such a goal and combined with 58 of its own advantages, can be 58 home to describe such a story:

1, from the information flow platform of the half closed loop to complete vertical industry O2O closed-loop service.

58 The city has always been the biggest pain point is the information and services are easily disconnected, information is information, service is a service, information can be described very beautiful, but the real landing of the service is not necessarily. The discrimination of the authenticity of information not only consumes 58 large amount of manpower input, but also brings a pile of network criticism to 58, which can be said to be a thankless task. 58 home from the information flow from the user, and open the line shop to do training services, from the source of the industrial chain to grasp the quality of service, service personnel themselves to produce their own marketing, thoroughly solve the information and services are not equal to the problem.

2, through the "Talent – output – service" industry chain.

This blueprint is very beautiful. 58 have distribution platform, there are downstream users, is the lack of upstream resources control. There are two outstanding problems in the domestic service industry, one is the mobility of the services staff, some of the upstream resources depend on the output of the training institutions, no service personnel will have no business operators; the second is the complexity of non-standard services, non-standard services are not easy to identify, but also easy to exist security risks. Compared to the domestic service industry, generally do better have several elements: (1) oneself recruit oneself to train oneself to control the service quality, this is solves the upstream resource output problem, (2) has own marketing platform, oneself is the media, (3) subdivides the crowd, the enterprise localization is clear, (4) provides the cultural concern to the service personnel, Domestic service staff is not only to earn money, have a good corporate culture, easier to retain domestic service staff. 58 Home through the offline training, self-platform output, to solve the domestic O2O platform two key issues: talent and marketing. Self-upstream, not only domestic service staff can be transported to themselves, but also can be transported to other on the 58 platform of domestic enterprises, in the future even if not self-employed domestic stores, but also through the talent output and platform flow control under the line store, so that it becomes their own online trust endorsement points.

3, life services involved in the consumption of back-end data.

I have said before, now the electric business platform or O2O platform is no longer confined to the simple business sales, but from the industrial chain Focus, do industrial chain extension of things. Like the laundry O2O project, do not simply do laundry services, this has no future, but from the laundry cut, collect the data behind the owner of the clothes: clothing brand, the frequency of laundry, clothes, such as the new and old, from the analysis of consumer consumption levels, consumption trends, consumption frequency, these data can be integrated with the garment manufacturers, Can work with domestic cleaning company, can cooperate with garment fabric suppliers, can with any provision of corresponding consumer service provider cooperation.

58 Home Once the realization of O2O closed loop, to understand the real user consumption data, you can do the extension of the industrial chain, such as from domestic cleaning cut into, extended to the furniture maintenance, as well as furniture supporting facilities sales. More considerable is, life service once the chain is realized, it can help users realize one-stop service, such as looking for a room, moving, housing, decoration, furniture, building materials, cleaning, maintenance, maintenance, domestic nanny and so on. This can also form strong user stickiness, directly eat the Community O2O platform, and even the grafting community to facilitate the service of other content, such as goods, vegetables, fresh delivery services.

58 is really invincible when you get home.

Looking at the above advantages and blueprints, it seems that 58 home suddenly become invincible. In fact, any industry really want to plunge into the face of difficulties, otherwise there would have been a domestic tycoon. From 58 the background of the city and the complexity of the domestic industry, 58 home first faced the problem is the lack of in-depth understanding of the domestic industry, there is no relevant experience. This is what we see 58 home from the cleaning start: One is the relatively simple cleaning service, short time, compared to other domestic service frequency is higher; the second does not require special professional technology, low price, easy to accept users; its three cleaning services have been peer education market, marketing costs will not be particularly large. But if deep into the home nanny, endowment, month sister-in-law, childcare sister-in-law, these need professional nursing knowledge of the depth of service, you must have a professional team to be responsible for operations, the industry has a deep understanding of professional knowledge, have a wealth of nursing experience, this is not a classification information platform can quickly take over the job. 58 home in the shallow water can play, to the deep water or weigh their own weight.

The second problem is that 58 get home from the beginning is to do business with the mentality of doing things. Why do you say that? As has been said in the previous article, 58 of the city to do home services for a reason, the biggest problem is that it will face the plight of the future, from Yiu Jingbo personally endorsement to Xiaohua personally led can be seen, 58 to the home service placed high expectations, and even said that the family service is 58 of the same city to help the straw. On the other hand, the pressure from investors, classification of information bottlenecks have been looming, net also launched a high-profile second-hand car services, it can be seen that the future trend is bound to take the professional depth of service routes, light information platform of the dividend period is the rapid recession, want to quickly profit to investors an account, The choice of what kind of things to make money becomes particularly important, so we see 58 choose Home Economics.

As we all know, to do anything, the mentality is very important. is holding a circle of money or the purpose of revitalizing the domestic industry, the results are very different. Like love, if it is to play a game of mind, will be reckless, good quickly and quickly, without any results, or one of the victims, ways, if the attitude of looking for a lifelong companion, will be particularly cautious, careful care, to make love for a long time, family perfect, both sides benefit. The domestic industry itself is a very complex industry, to achieve fruitful results in the home economics, the investment is not only the problem of money, but also the whole body and mind. 58 How deep can you get home and make a question mark.

The third problem is that the domestic industry cannot vitalize fast and lavish. Domestic services are geared towards both ends of the user community, one end of the service provider, and the other end of the service users (ie employers). Not only to make the user satisfied, but also to let the domestic workers willing to sincere service. If the two sides can not be gratified to cooperate, regardless of domestic workers or users, will be more or less moved to the platform, and if there is no domestic staff to provide services, or the flow of large domestic workers, the brand on the platform will be not a small impact. Second, the security risks, although the platform will take a variety of ways to review and archive the information on both sides, but the alert mentality between strangers never because of a paper can be guaranteed. Again is the jump single, this problem in the domestic industry has been, there has been no thorough solution, 58 home to provide service personnel to show the platform, once the two sides deal once reached, you can completely bypass the platform in private transactions, for home-based nanny services, different from the high frequency of cleaning, a single or even a few years or more than 10 years, And to create a relationship chain, through Word-of-mouth to the domestic workers to bring related business. Therefore, if the retention does not do well, there is no good foundation, not to be quickly extravagant.

The fourth problem is the lack of upstream resources in the Sham Shui Po. The so-called service in the deep waters is referred to as the home nanny household services. This piece requires professional technicians to export professional service personnel. 58 home To do this piece, oneself is unable to do, can only take the cooperative school or acquisition of relevant training institutions to make up for deficiencies. The school has, but also has the training of talent, as well as the people who come to receive training. Funds can solve the problem of recruitment, but the fund will not solve the problem of retention, as mentioned above, the basis of corporate culture if there is a conflict with the domestic workers, or difficult to integrate, brain drain is inevitable, after all, professional service agencies still have a lot.

The fifth problem is the extent to which the platform gene hinders its penetration. 58 Home If the pro-Pro, but also to pursue the national shop, the investment and manpower will be very large. It is understood that 58 home in order to retain cleaning staff to each cleaning staff to pay a certain amount of subsidy. According to this analogy, if it involves other services in the field of domestic economics, such as hourly, monthly sister-in-law, childcare sister-in-law, old-age care, and so on, the scope of the subsidy can be big, and then extended to the whole country, dare not imagine that the 300 million U.S. dollars budget is enough to use. If not subsidized, the domestic workers will go to other platforms. If you do not do heavy investment, only the aggregation of business, that is back to the original classification information on the old road, to take the table, do the audit, collect advertising fees.

Faced with these problems, how to deal with 58 home? Here are a few suggestions: a quick and comprehensive to seek a large psychological, do point of depth, such as only to do cleaning, that the advantage of the resources on the cleaning, from one or two cities to start, a long time does not matter, the key is to accumulate Word-of-mouth, absolute guarantee of service quality, cost-effective, become a strong brand. Two investment holding industry professional service organization, the heavy Strategic investment, the Fund to the group Resources tilt, supports it to become the industry leader. Third, the enterprise senior management to have the position of the industry veteran, professional people do professional things, layman control professionals, easy to read, backseat. Four is to adapt to the new team of corporate culture, service users at both ends, rather than single line upstream advantage flow platform posture.

The author advised this, the future, and look and cherish.