"Curtilage" The quality of life, lazy people economic breeding O2O New model

Door-to-door cooking, door-to-door nail, door-to-door massage, door-to-door car wash ... With the continuous expansion of the mobile payment scene, home O2O is becoming a group purchase, a taxi after another tuyere, continuous infiltration and transformation of various types of life services market, but also began to redefine the "curtilage life."

"lazy economy" upgrade behind the people's living needs, consumption habits change, but also the birth of a new business model. The view is that, just as the internet has subverted traditional retailing over the past decade, the mobile internet will also subvert traditional services in the next decade. In this wave, there is the dream of passion to start a business, there are challenges to reconstruct the power, but also to the brutal growth of the hidden worries.


enjoy the door-to-door service "curtilage" The Quality of life


the year of the goat New Year's Eve, Shanghai white-collar Wang Jing at home "Curtilage" one day. 9 in the morning, cleaning Aunt door, after 4 hours of cleaning the home clean up; 1 o'clock in the afternoon, stylist door, in accordance with her requirements to create French nail, fashion makeup; 3 o'clock in the afternoon, the chef, according to the family's taste cooking whole table dinner, before leaving the cooking stove clean, the kitchen garbage belt downstairs. And Wang Jing only through the computer or mobile phone app orders, online payment, like waiting for goods door-to-door, waiting for service.


March 2014, Taobao officially launched life service platform "life home." After a year of development, Taobao United offline service providers will reach out to the washing and cooking, beauty modelling, car maintenance and other life services in various subdivision areas. This year, "38" Women's Day, Taobao also launched the "Queen Festival" marketing campaign for female consumers to provide low to 3.8 yuan from a variety of door-to-door service, full force under the line of life market.


because there is no store operation and the cost of intermediate links, door-to-door service prices are even lower than the traditional offline stores. To some typical merchants in Shanghai area of service standards for example, "cloud housekeeping" door-to-door cleaning 30 yuan per hour, 2 hours to order; "Beaver Home" nail set meal 68 yuan, make-up 88 yuan, "E wash Bag" by the bag laundry 99 yuan, door-to-door take delivery; "Good cook" burn four vegetables a soup charge 79 yuan, burn six vegetables a soup 99 yuan, Excluding the cost of ingredients.


This year's government work report for the first time proposed "to the Internet as a carrier, online under the interactive emerging consumption of booming." According to the report released by China Internet Network Information Center, as of the end of 2014, the number of mobile phone users in China reached 557 million, mobile phone network purchase, mobile phone payment, mobile phone Bank's user growth rate of 63.5%, 73.2% and 69.2% respectively. The increasing mobile payment scenario will open up a huge O2O market, where door-to-door service is booming in this context.


"Small meat" business Subversion traditional mode


30-Year-old Yang Shaoyi cook for 8 years. Every night, he would wear a uniform chef's suit, dragged on a chef bag stuffed with more than 20 spices bottles, and went to different clients ' homes to cook. and "Good chef" CEO Xu Zhihao is a "new", the average age of the entrepreneurial team is less than 25 years old, from last September app online has been the cumulative service of nearly 20,000 families.


more than 20 years of Zhaojiao is the National Senior Health Massage Division, daily through the "Hua Tuo" platform for customers to massage. The app's founder is 3 law-born "young" partners, their own study of the market, design logos, standards, recruitment technicians, since the end of last year, micro-letter public number online has completed nearly 6000 orders.


deeply influenced by "curtilage culture" "The" "the" "after" to "lazy people economy" the business opportunities behind the most sensitive, each subdivision has a number of outstanding projects are emerging. In addition to the integrated platform, many entrepreneurs are exploring the "mobile phone app+ public number" operating mode, through geographical positioning, online marketing, mobile payment, offline experience, evaluation feedback, share the interaction of each link, to create an independent brand.


Mainstream business model has two kinds: one is the contract system, according to the skill level set base salary, each single and platform to implement fixed proportion, the income is relatively fixed. For example, Yang Shaoyi a monthly basic salary of 5000 yuan, plus 1000 of the car stickers and each single commission, door-to-door service two to three per day, a monthly income of about 10,000 yuan, the other is to provide a free platform, employees enjoy relatively flexible pricing rights, income and market demand linked to harder. Zhaojiao Door-to-door massage hourly fee of 268 yuan, income completely rely on their own orders, do not need to pay any fees to the platform, a monthly income of nearly 30,000 yuan.


This is the traditional service industry operating rules of subversion, the income of employees significantly increased, working time more free, nail brand "Beaver Home" founder of carving this model called "liberation of the craftsmen." The price of the traditional nail shop first depends on the location of the store, decoration, excluding operating costs and the owner of the division, the nail master will not be more than 30%. and "Beaver Home" contract nail artist does not need to be platform, the more people affirm her skills, the price can be higher. Wendy, a 26-year-old north-east girl who was a shop chief of a nail shop, is now a "Beaver House" star nail artist, who earned nearly 70,000 yuan in the busiest one months before the Spring Festival.


This subversion gradually let the CEO family feel pressure. In Shanghai Changning District, a high-end nail shop, nail Division Xiaowen told reporters, a few qualified old staff after the first thing is to find the boss to talk about rising wages. "The Little Sisters in the Circle told us that the Beaver family earns more than the store, and doesn't need to clerical or look at the boss." "she said.


"Although we did not go to the restaurant to dig people, but because a chef to jump to do, so recently received a lot of harassment calls, said our approach is to break the hotel's survival." "The Good chef CEO Xu Zhihao said," Our goal is to subvert the traditional catering industry, the hotel operating in the rent, decoration, tableware, water and electricity part of the cost of saving to the chef and consumers. ”


"Burn Money" Rob market profit model to be solved


Capital's keen sense of smell has captured the huge market demand and consumption potential of door-to-door service, and the enthusiasm of injection has been heating up. On line less than a year, "Beaver House" has completed three rounds of financing, the latest in the February 18 this year, as much as 50 million dollars. At the end of last year, the "Good cook" also received a round of 5 million dollars in investment, mainly for further market expansion.


and taxi software once vigorous "price war" similar, under the support of capital, these young app "rookie" is also experiencing willful "burning money" stage. All kinds of "1 yuan" second kill, social network fly the coupon code, registered first "price" even direct free, the goal is to achieve the fastest speed industry "faucet" position. "Good chef" CEO Xu Zhihao said that the future years will not consider the realization of profitability, through low-cost concessions, to achieve the accumulation of user numbers, improve user stickiness is the current most important goal.


Although it is regarded as the most direct and effective means to cultivate consumption habit and occupy market share with low price, how to accumulate users at the same time, explore a mature and effective profit model is the fundamental to ensure the long-term healthy development of the app.


A common attempt is to provide value-added services. "Good chef" this year, the Spring Festival launched 1888 Yuan to 11888 yuan different grades of the dinner package, only Shanghai to book more than 200 orders, and recently also plans to launch food distribution, dessert drinks and even cleaning hood and other additional services. "Hua Tuo to come" plan to introduce pediatric massage, post-natal repair, old age health care and other professional services, mainly for the consumer strong high-end customers.


at the same time, due to the relatively low threshold for entrepreneurship, at present, each market segment has emerged a large number of homogeneous app. Million Engine consulting CEO, senior Electric business analyst Ruzenwang that the current proliferation of door-to-door service projects may be repeated the same year group buying site "thousands of wars", each subdivision of the industry will eventually leave only a few survivors.


High speed growth hidden trouble how to turn good safety


security is a barrier to door-to-door service. and traditional online shopping door sign completely different, strangers into the home of the unrest and resistance is difficult to completely eliminate.


How to build trust is the first step of door-to-door service, the key is the strict management of practitioners. "Cloud Home" requires all aunts are real names, provide identity cards, training cards, health certificates, and so on, the month sister-in-law, elderly care and so on also have the relevant certificate, the greatest degree to ensure the quality of domestic services. Massage Division to join "Hua Tuo" to provide complete and accurate identity information, home address, at least to obtain the National primary Health Care Massage Division qualifications, by senior People interview assessment and receive a unified induction training, the later service process will also be based on the rate of praise, return to single rate adjustment pay, the last eliminated.


In addition, employees are required to wear uniform uniforms, carry uniform equipment, service flow standardization. App also opens user reviews as a consumer reference.


Ruzenwang pointed out that the onsite Service app's quality and the company management level are mixed, how to standardize this emerging market, safeguard consumer rights and interests will become the future regulatory authorities to face new problems.