Christmas Eve, the public comment on the 2014-year transcript

Absrtact: Christmas Eve, the public reviews the 2014-year transcript. At the beginning of the year, CEO Zhang in the internal annual meeting announced the start of two times, the public comments into the restart, full offensive era. The end of the year, the external search for open strategy, internal pursuit of the implementation of the Wolf. He

On Christmas Eve, the public reviews the 2014-year transcript. At the beginning of the year, CEO Zhang announced the beginning of "two startups" at the internal annual meeting, and the public comments entered the "restart, all-out attack" era. The end of the year, the external search for "open strategy", the internal pursuit of "wolf sexual execution."

They summed up their own 2014 as: in group buying, promotion and new development of a number of new business breakthrough, the performance of the whole growth.

Zhang said: "2014 is a year of overall acceleration, everyone is faced with how to do everything really, and do a good job." ”

Public comment on the transcripts handed over

Group Purchase-a single month group purchase turnover of more than 2 billion, in addition to maintaining the one or two-line city leading edge, in the three or four-line city of group buying business to achieve rapid growth, there are more than 20 urban market share reversed to become the first

Big promotion Business (including promotion business and marriage business)-one month order more than billion, of which O2O effect advertising business online March monthly revenue doubled

Online Booking--products covering nearly 30,000 businesses, with the world's largest restaurant booking company OpenTable in North America, the number of cooperative businesses close to flat

Hotel Booking-revenue is 5 times times the beginning of the year, has covered nearly 500,000 hotels worldwide

Overseas business-information coverage of the world's 200 popular tourist cities, the number of high-quality merchants, compared to the growth of 10 times times earlier

Film-As of December, the provision of online selection of cinemas reached 2000, covering nearly 300 cities, the market coverage in the country's largest

Did not say that 2014 is the group buying war?

How to think that group buying is diversion to divert opponents, comments are actually in the "Go to buy"?

This is a sign that early this summer, Zhang said to me, in the long run, group buying is not a stable business model. Today, he said to 36 Krypton firmly: "Businesses can not rely on long-term group buying to survive." "The current group to eat and play mainly, catering industry net profit accounted for about 10%, but a 90 percent coupon is not attractive to users." And some rivals will have to take 7%-10% of the transaction into a split, so that businesses are living beyond their means.

So, buy most is the business of the supplement, not long-term by group buy to pull users. Future group buying and O2O life service relationship should be more like a good deal and Taobao, clear inventory or pull users. "Group buying is a pretty monster product. The proportion of merchant group purchase should not exceed 20% of income, otherwise there will be a long run problem, Zhang said.

So calculate, comments on the "big recruit" has been suppressed for more than half a year, can subvert the purchase of products. Product Concrete Form How, Zhang did not disclose. But he described a more logical business logic.

such as comments to connect businesses and users of the O2O Life Service platform, a reasonable business model should be similar to Taobao, Taobao 90% of the revenue from advertising. Merchant pay should depend on the real consumption of the user, just like the effect of advertising.

This is easily reminiscent of Baidu's bidding rankings, in the comments on the purchase before the main business model is the keyword ads. Do not buy a game, comments to return to the last era? No, it's playing "effect AD plus" (the name I made up). Zhang said: "Comments on the flow value can be maximized." "In the past, Baidu bid ranking effect only accurate to" click ", has made Robin Li for a good while the richest man. Do the public comments on the diversion effect can be accurate to the user's shop consumption? The result is not daring to think.

Effect ad Plus is achieved by O2O closed loop. Jing, the co-founder and director of the big Promotion division, described the complex ecosystem: the user reviews the decision system "know" the merchant, and then through group buying, takeout, booking, coupons, etc. to achieve concessions, and then consumption; After the consumer comments form Word-of-mouth feedback to promote decision-making system, snowball-like progress.

Recent reviews quietly on the online mobile end of the promotion system. In the past, although more than 80% of the traffic from the mobile end, but it has not been open mobile ads. In the past mobile advertising has been limited by the user experience, but the accurate advertising itself is the user needs information.

According to this logic black bean bold conjecture, since the realization of the closed loop on the line, the transaction is not necessarily in the comments on the completion. Now buy a fight so fierce, who can not make money, only in the category of horizontal expansion. Compared to a single group buying mode of the United States, reviews can be expanded vertically new business model.

The merchant is looking forward to the new play. Although the group buying battle has not yet been decided, but many merchants have thirst. Merchant more and more intensive, a big shopping mall have more than 10 kinds of choices, merchants first to find users, can use group buy to pull the user. If there is only one shop to do, users will come in, and if every family does, no one can make money. Users also have a demand outside the price. In the marriage, parent-child, beauty such categories, price is not a determinant, decision-making is the most important. We can't make decisions by group buying alone.

Reviews have been trying to make decisions and transactions stripped, first let users find what they really want. This is also a comment on beauty, marriage, parent-child on the promotion of the business logic of the department, the product is customized according to user decision requirements. Hair is the final pick of the hairdresser, the store environment is second, the photo shoot selected is the photographer, in whose home film is not important. Now the human eye has a hair stylist's comments list, similar to the user reviews are accurate to "people." According to this business logic, future reviews are likely to hatch a large number of similar "good doctor" independent products, good hair stylist, good beautician, good photographer ...

Now guess the "big strokes", it should at least meet the following three: 1, when needed, users do not bother to buy in advance. 2, the merchant can adjust the delivery at will, the best guests at noon less, immediately increase the strength of the evening more people. 36 Krypton has confirmed that reviews will soon launch a set of self-help promotional tools, the right to give concessions to the business. 3, the money does not necessarily go through the trading platform, can accurately obtain user transaction data on the line.

So, do you still play group buying?

Play！

Because group buying is the most easily understood business model outside the world. And the merchant always has the La Nieu, the demand of the dumping goods, this time uses the group purchase to use. Competition strategy, the public comments also need to use group buying to expand coverage. The United States group is the countryside surrounding the city route, its advantage in the region users are very sensitive to price, but many areas 35 years later is very potential.

The company does not mention the concept of group buying, more from the preferential and trading closed-loop perspective on the issue

Zhang dismantled three features of group buying:

First, the group purchase is a preferential, users need a variety of concessions so group buy will not be put, we hope to do the best of all kinds of concessions. Group buying is just one of them, equivalent to prepaid, we have to do shop pay, points and so on.

Second, the group buys has the transaction closed loop, itself very valuable transaction has each kind of user's data, can evaluate the advertisement effect. Why does Taobao advertise well? Because there is a transaction, any advertising launch immediately know the effect is good or bad, the flow value maximization. We will focus on all kinds of trading.

Third, buy a commission this is a mature business model, comments on the future should have, but should not be the mainstream.