Craftsman Brand VS Platform Brand

Absrtact: Meng Awakening, said the carving ye, from the olive oil, carving beef brisket to the Beaver home, his three cross-border projects, although a lot of controversy, but all very loud, especially the positioning of the liberation of artisans door-to-door U.S. industry O2O platform Beaver Home, in the last day of Horse announced the acquisition

Meng Awakening, the person of the eagle, from the oil, carving beef brisket to the Beaver home, his three cross-border projects although a lot of controversy, but all very loud, especially the positioning of the liberation of artisans door-to-door U.S. industry O2O platform Beaver Home, in the last day of Horse announced the acquisition of the C round of nearly 50 million U.S. dollars of financing.

Since last March, the Beaver family has just become a year old, as the first shot of the category of service products, in the past year, what has been the growth and change? What is the thought and opinion of O2O in the second half? With these questions, 36 of Krypton and Vulture had a conversation:

Craftsman Brand VS Platform Brand

The establishment of a year, the current Beaver Home Day orders peaked at 8400, the platform has more than 2000 nail Division, app installed capacity of nearly million. Also across a number of categories, from the initial nail to the United States, hand-foot care, makeup, after the beauty, photography will be online.

In this way, if the promotional activities are removed, the average nail artist receives about four orders a day. "I noticed that a lot of Beaver's nail-maker is running the whole city, changing four places a day, but they are essentially selling time, is the cost of the road too large?" "

In view of this distance problem, the carving master thinks that the core of the service radius of the nail division is the high and low price per hour. When he is still the entry-level, the customer unit price is low, the radius efficiency is more important, if waste 2 hours on the road, will not earn any money; but when he was promoted, the customer unit price can reach 500, More than 600 yuan, the distance is not a problem. "

In addition to distance selection, the Beaver family's nail artist is also relatively free in the pricing of his works. Even if it is a monochrome, although the difference is not small, but each nail artist has her own price. Why not choose a relatively uniform pricing?

"Artisans eat by craft, and craft are different, so the price is certainly not the same", in carving ye eyes, the price mechanism should not be made by the platform, but the market to make decisions, so the autonomy should be given to the craftsmen, the nail artist himself will be based on her skills and consumer needs to make adjustments, in order to maximize profits.

In fact, from the top two o'clock it can be seen that the Beaver family and competitors in the game is different: The Beaver family encourages craftsmen to make their own brand, emphasizing the promotion of the individuality of craftsmen, the pursuit of differentiated services and price diversity; the latter wants to build a platform for the brand, emphasizing that each service can meet the user's psychological expectations, Ensure that the quality of service is controllable and unified.

Personally, I think, let the service self-plastic brand and build the platform of the brand have their own pros and cons, the practice of the beaver family more personalized non-standard services, but if not unified service quality, encountered a bad nail division, guests will often be blamed on the platform rather than the nail division.

18 months window Period

O2O products for the United States to obtain the user's high cost, promotional activities to obtain users often have no value, burning money after the experience is easy to do without, this is my another question. The eagle admits this: the cost of getting users in the US is naturally high, but it can be seen that this is a vision-oriented business for the precise population, and that the value of the people who are not screened is relatively low.

However, at the present stage, this vision of the future business still has to face the high cost of customers, each single margin, such as the challenges of low margins, need to rely on VC money to do support the race out more likely.

Talking about how to view the development trend of O2O market, when the opportunity of the latter is much the Eagle has quoted the Wu Xiaobo first proposed window period theory: Any big wave tide actually has 18 months window period, before this entry, because the resources are immature, the money is easy to burn, and later a little bubble burst no one invests.

"The first time is 18 months after the reform and opening-up. Today you know a lot of old companies, such as Haier, Lenovo, Vanke, and so on, were all created in those 18 months. The second window period is 18 months before the dotcom bubble, at the end of 1998 to 1999 years. Ma, horse, Liu and other people are emerging, today is still active in this batch of Internet barons, were created in those 18 months. In the same year to participate in the thousand-group group buying now there are few, they are also in the window of the 1.5 dry out a little movement. "

O2O window In fact, at the end of 13 to 14, in other words, the market O2O all categories have been done, the reliable, unreliable majority of the money, and then the playoffs. The so-called opportunity to enter the post is not a big problem, but a mortal problem.

In addition to the window period, carving ye think O2O development to the back, will not be like the electric dealer that Taobao a single big, but each industry will not appear at the same time several subdivision of the vertical field. For example, make-up modelling to obtain the user's cost is too high, need to attach to a similar industry in the big vertical field inside, such as a nail, beauty as the representative of the vertical category inside, how many with similar industry cluster effect. In this regard, I agree with his view, because the target group overlap is very high, O2O is a very large reliance on the funds of the track, similar industry fish is likely to become the trend.

Do you have a manicure? How would you choose to be a beauty queen? This is my end of the interview the last two questions, carving ye smile frankly, he actually did once, is in the product just on the line. If you choose, you will also like to buy things on Taobao look at others on the evaluation of the Nail division, choose the good one.