Customer-driven N-O2O business model

Based on the study of customer consumption behavior supported by O2O platform, we divide the customer behavior into several types, one called demand-driven, the second is price-driven and the third is experiential-driven. For different types of customers, the O2O platform has different business models.

First, demand-driven customers, refers to the product search and discovery process, consumers themselves have a more strong and clear subjective consumption will. For example, a consumer needs to buy a house, find a job, find a hotel, find a restaurant, etc.

The most typical of the O2O business platform model corresponding to demand-driven is classified information platform. In this respect more typical representative enterprise is net, 58 with city and common people net.

The basic characteristic of the classification information platform is practical, which satisfies the consumer's personal life practical information mainly. In addition, with a large scale, a large number of similar information or advertising together to form a network of various types of consumer goods and services supermarkets, to facilitate consumers to compare choice. In addition, the information dissemination of classified information platform is cheap, some of the information is free, even in the part of the charge, compared to other media, the price is cheap. The classification information website also has the self-service, from the essence, it belongs to the Web2.0 pattern, quite many content by the user voluntarily fills in. Classified information site also has a more obvious community, for each post can be through the form of replies, or through the form of vertical community interaction to further improve.

Through the efforts of several years, net and 58 with the city basically laid in the classified information market leading position, their basic profit model is to sell to the seller-oriented advertising. Take net for example, it provides the seller with a number of advertising tools that include such categories, a class called the market to help, the annual fee of 3,000 yuan, in all the top of the free stickers to the seller's business recommendations, within one year can be unlimited self-help refresh; the second category is boutique recommendation, there are 10 locations, usually cloth on the home page or a more prominent position , the cost is 14400 yuan per year; The third category is sponsored ads, a page has five locations, the annual fee is 14000 yuan, and a class is the brand advertising, is 28800 yuan.

Because of the large amount of information and the large number of users in the classified information platform, its business model has considerable extension space. The more natural extension is classified information site can follow the consumer's search behavior back, that is, gradually move to the transaction purchase link, so it is more natural to enter the business model group purchase. In addition, in order to avoid the user is only a one-time transaction, to establish the user's persistent use of stickiness, so the community is also a typical of this type of site a direction.

Take NET as an example, in recent years have launched a marriage, short rent and buy such a few new business. Because classified information website has the information, the passenger flow superiority, therefore it cuts into buys the domain, is more natural. NET's group buying business has not been carried out for a long time, reaching a tens of millions of per month turnover, and soon achieved profitability. More importantly, because group buying is essentially a regional business, and these classified information site itself in the early days of the deployment of the business system, but also for the various cities sinking, it is also easier to achieve the human resources and customer resources reuse, so that the rapid purchase business expansion. In addition to group buying, net also opened up the Ant short rent model, for landlords and tenants matchmaking, and Ctrip and Yi-long network, it is a differentiated competition, more positioning in the price of idle rooms, and the average rental period is 1-5 days. In order to ensure reliable, net will arrange to verify the availability of houses, and ensure that the room.

Second, price-driven customers, as the name implies is in the search and discovery process of goods, the price of relatively sensitive customers.

The typical pattern of O2O platforms corresponding to this type of consumer is comparing shopping search. Compare shopping Search is a specialized vertical search engine, it is mainly through the collection and collation of massive commodity information, to provide consumers with comparable commodity information. The main difference between this kind of shopping search engine and the general search engine is that it can carry on the direct comparison of the commodity price, and can appraise the product and the online store, this kind of appraisal often has the big influence to the consumer's final consumption decision. And as in the search and discovery links of the screening, professional comparison shopping search will be the quality of business products testing, to ensure that users in the purchase of goods in quality assurance.

This search site generally does not charge the user any fees, but from the consumer in the click of the purchase of the site to earn revenue, back-end businesses either pay these comparison search site booth fees, or for parity search engines bring the flow of each Pay-per-click. There have been more of this kind of search rate of the site, such as the Ticket class "where", such as books and magazines, such as the langlangde parity net, such as electronic products such as parity nets.

Similar sites in foreign countries also have a lot, you can focus on the Japanese price comparison site Kakaku, it is Japan's largest parity site, one-fifth of the Japanese people before buying things will first Kakaku. Japan's online e-commerce and offline entity business has reached a higher degree of interoperability, that is, O2O level is higher, offline businesses in the Kakaku platform hanging on the goods, users can immediately jump online to the merchant's electronic shops or directly to the entity shop to buy. Thus, Kakaku became a platform for information gathering between users and vendors. Manufacturers to provide users with commodity information and price information, so that users in an equal scale under the price comparison, while the user feedback of the product reviews also provide valuable feedback for the business, but also for the follow-up buyers to provide a first-hand guide. At the same time, through this process, Kakaku also obtained a large number of consumer purchase behavior data, after finishing analysis can also sell to vendors, therefore, it also has a user-oriented behavior to provide directional segmentation of advertising data base.

Kakaku's profit model mainly includes such several kinds, one kind is the merchant to enter Kakaku platform, the website according to the commodity clicks the number or the actual transaction collects the expense; the second is the promotional service, that is, the transaction or turnover that is directly facilitated by the Kakaku platform, and the vendor pays the promotion fee. Third is the provision of information, such as the sale of user behavior data to vendors, and four is to provide users with travel hotels, ticket booking service Commission, the second is advertising. Kakaku in order to maintain its competitiveness in the operation, it for the price changes of goods to maintain regular monitoring, every morning 10, 5 o'clock in the afternoon 1 o'clock in the morning, to take the initiative to obtain the price information related goods. At the same time Kakaku monthly awards to encourage users to participate in the entertainment and Word-of-mouth version of the article published, the more write more chances of winning. Kakaku also edited and published a professional shopping guide magazine, each issue will have a special column, serial attention column, the latest listing product evaluation column, special commentators each feature, some grassroots reviews and research, are designed to help users make informed shopping decisions.

In addition to parity search, group purchase is the most typical type of price-driven O2O representative. Compared with the traditional e-commerce electronic market and the mode of logistics distribution, the mode of group buying is in fact the mode of the electronic market adding to the shop consumption. In the past year or two, group buying is almost one of the most popular concepts in the Internet field, which is to use online commercial organizations to showmanship the Internet, and consumers to filter through the network and to receive services offline. Even in the most developed e-commerce in the United States, online E-commerce accounted for only 8%, that is, offline based on the entity consumption ratio is still as high as 92%, then the line of tourists and physical store consumption docking, which contains huge business opportunities. Consumers spend most of their time in shopping malls, restaurants, cinemas, beauty salons, KTV, gyms, dry cleaners, gas stations and other commercial services, such as the service of the store, O2O group buying is a great development space.

Current group buying is also undergoing changes in business models, for example, from short-term promotions slowly to the long-term consumption, that is, the group purchase site, consumers, businesses from a short-term relationship into a long-term relations of the retention, do not want consumers just a one-time consumption will never come, but hope to maintain long-term customer loyalty. Therefore, we can also see that the group purchase site in addition to the coupon model, but also to broaden the scope of the product or even join the elements of many communities, the purpose is to buy the business model itself to optimize.

Third, experience-driven customers, refers to in the search and discovery links, very concerned about others have had experience of customers.

Experience-driven customers have spawned a very important business model, that is, the O2O inside the comments model. This is the typical representative of the general public comment Network, the public comment Network is an independent third party review platform, it has always stressed that they are just a community, allowing diners to the restaurant they visited to express their views. It relies on third party evaluations to attract consumers and attract restaurants to join. The website will automatically display the area home page according to the customer IP address, provides the local food and beverage information for the user, but the user can take the list as the starting point, through the kind, the region, the price and so on various standards, starts own gourmet discovery journey. From this, we can see that the mass comment network actually takes the typical user to create the content web2.0 pattern, but this pattern is through the Netizen information spontaneous accumulation, does not need the enterprise itself carries on the information collection.

Overall, you can see this comment on the site's profit model generally includes several categories, including collecting commissions, collecting membership fees, publishing food commentary books and so on. The public comment network always does not intervene the reservation, causes oneself to maintain an independent community the status. In essence, the public comment network as a typical O2O mode, in fact, in the search and discovery links, through a large number of once consumed information to help consumers reduce search costs, effectively capture their own consumer objects, this is the existence of this type of business model space.

In the field of tourism, this kind of comment class's O2O pattern appears also more and more. In the case of Ma Honeycomb, it is positioned to provide search and discovery services to consumers who travel before departure. Ma Honeycomb want to have a comment on the content of the travel strategy to the extreme, and to a certain extent, extend the tourism experience of consumers. On the one hand, it is also using the UGC model, the user submitted to the primary information to make a similar lonely Planet such a beautiful handbook, including transportation, food, accommodation, shopping, and then posted to the site for free download for users to carry. On the other hand, it also set up the form of the rudder, in various places organized a group of destinations are very familiar with, and very understanding of the travel needs of enthusiastic users as the main rudder, rely on these rudder owners to maintain and update the content. Travel users can see the mobile phone and the PC end of constantly updated and accurate information travel strategy. Users can always find their own interest in these Raiders, fit their own needs. In fact, not only does the hive serve the people who want to travel, but it also inspires potential visitors to travel, and those who roam the hive are often able to touch the desires of their travels under the bombardment of photographs and words.

Overall, in the O2O consumer search and discovery links, the user to create a pleasant experience as the starting point, around how to make users more convenient to find, how to faster to search, how to better compare, contains a large number of mobile internet business opportunities.

Author Micro-Credit public account: shentuo-2011

Author Sina Weibo: @ Shen 2011