Dingdao: The analysis of three kinds of O2O mode of purchase, group purchase and coupon

On the afternoon of August 13, 2014, I took part in a Yeepay payment event at the Binggo Café in Zhongguancun, a street, and Yeepay paid the company to launch a local life service called "Dodo Pocket", which is directly responsible for several core founders of the Alipay payment. Yeepay Strategy Director Shirakawa is responsible for the market work, "duo Pocket" is a typical buy app, as the name suggests such a product is through a number of users buy together, share the cost of buying products and services, so that everyone can spend less money to enjoy higher services.

In my opinion, the "bag pocket" such a buy-like app is actually a group purchase site or the evolution of the app, the basic principles and implementation is very similar, but from experience and service level and group purchase still have some differences. In addition to these two approaches, we find that the O2O market in China's local life service a variety of coupons (micro-letter, Alipay, Tintin, etc.) are also emerging, these three forms in a short span of two or three years to win hundreds of millions of users, there are up to thousands of Web sites (or apps), Together to rob trillions of of the local Life service market.

Together buy, buy, card coupons are more common three kinds of O2O local life service forms, I have also carried out a number of attempts and experience, today I will combine my personal experience to say these several models of their respective advantages and disadvantages.

Group

Group buying is not a new thing, but because 2010 since the Thousand Regiment war, online group buying in China unusually hot, far more than the European and American developed countries, the birth of such as the United States Regiment, handle, reviews, such as a group of more than 1 billion U.S. dollars valuation companies. Group Buy the biggest advantage is that a non-standard industry gradually become standardized, and even penetrate to the food such as difficult to standardize the industry, launched a batch of "pseudo standardized" package, but also can continue to attract consumers.

Advantages: The industry is more mature, user habits have been cultivated, almost every local life services have related group purchase list. and a variety of verification methods, there are telephone, scan code, SMS and other ways to verify.

Disadvantages: In addition to the film ticket such standardized products, catering, singing, beauty and other services will be obvious unfair service and discrimination, and the industry's homogeneity is also very serious, the United States and some of the list handles are also basic, the United States Regiment did not cover the merchant handle is also basically not covered.

Buy together

If the single literal meaning to understand the words, buy is actually the real sense of group buying, now the so-called group purchase site does not have any "regiment" meaning in the inside, many people into groups this set up early by the United States Regiment, handles are abandoned. On the August 13 event, I asked Shirakawa how to treat the comparison and differential competition of group buying. Shirakawa Point of view I sum up, the main points two: ① group buy main low price, quality naturally will be reduced, and buy mode flagship quality consumption, will not be low price for selling point;

② Group Purchase site users are all right to spend, there is no intersection, and buy mode more emphasis on the use of social networks, participate in the purchase of users through social platform can better communication and interaction.

Advantages: Compared to group buying, enjoy the quality and services will not be discounted. Do not play low prices, more focused on the construction of social systems and user interaction (such as: Sanchang-Bag product manager, is relying on this tool to find a girlfriend).

Disadvantage: Lower discount, still not suitable for the use of Cock silk Group. Now participate in the purchase of enterprises are basically cafes, cakes shop This high-end merchant, more time suitable for office white-collar groups.

Card voucher

e-card coupons are more commonly used, the lowest discount, a wide variety of a O2O link in the preferential products, Tencent Micro-letter and Ali's Alipay and the public comments and even ding ding discount such as the provision of card coupons products abound, at the same time the mature merchants themselves have their own coupons system, Even a number of local life services websites have jointly launched such products with commercial tenants in the early 90. But this year, with the rise of the mobile internet, this old pattern wears a moving coat and the old tree shoots.

Advantages: The process is simple, not too cumbersome verification process, the most supported scenarios.

Disadvantages: Lack of strong sense of existence, no effective user system, easy to be the same quality product impact.

Summary: With the further development and popularization of mobile Internet, now is based on local life service the best time to start a business, in the giant, there will be a large number of vertical segments of the products and services are widely used by the public to form an import-grade products, but any product to really big, You have to build your own or use the existing social networking system, and continue to tap the value of the user (in fact, also continue to provide services to the targeted users) before you can really make a small thing for a long time. "The author is the Dean of Dingdao Shiweibo: Dingdao Division of micro-faith in the public: dingdaoshi123"