Discuss the development of O2O platform from the center of business model and profit point

New Wengwen once put forward a word called "heavy vertical", in fact, the quality of the network has always advocated entrepreneurs to have deep industry determination, because the vertical industry is focused enough and have certain industry characteristics, so can attract the same attributes of the crowd, at the same time the industry needs of the professional depth means that entry barriers higher, competitiveness is relatively strong. Of course, too small and too fine industry faces problems is difficult to big. So based on this understanding, what should entrepreneurs do?

Although the entry point and the industry have a variety of, but the path from the community into the overall similarity is very high, to cosmetic this small industry as an example, this article will summarize a set of conventional feasible methods, from the business model of the center of gravity, profit point to explore the development of O2O platform.

The pain point is the same, the solution is different

The pain points and needs of each consumer industry are obvious, as consumers can feel it firsthand, but how do businesses solve their needs? The traditional idea of the business is probably to open a shop, whether it is to sell goods or services, through the store to attract passenger flow and serve the surrounding crowd; to expand the crowd can only continue to open shop, it is undeniable that this is effective, but in the drainage of this link is very low. However, the Internet is a symbol of modern science and technology, it represents a higher level of productivity, better solve the problem of convergence flow, this is a lot of online platform to appear in the premise of the vertical industry, the actual service link is still inseparable from the line to undertake the flow of "business."

In the case of cosmetic surgery, the most annoying problem for consumers is two points: whether to do plastic surgery (before the decision) and to do this plastic project should go to which beauty organization, choose which physician; 1th can be solved by knowledge popularization and others experience, similar to the light mode of information platform; but solving the 2nd is very difficult, All O2O entrepreneurial projects revolve around the latter, which is heavier, complex and needs to be impartial and open, and the Internet is the best way to make information transparent. What are the specific solutions? Quality road network is mainly summarized as three kinds:

1, Baidu Search for the representative of the bidding model, the core is to buy the highest keyword bidding top, the principle can be understood as the economic strength of beauty institutions are also high medical standards. This is not much to say, users casually search for a plastic related key words can understand.

2, to worry about the network as the representative of the intermediary model, the core is the use of customer service consulting to help users to make decisions, the principle is a large amount of information information is the most easily aggregated flow of people, follow-up transformation also need to consult the link. Although the official position is the authoritative cosmetic beauty portal, in addition to the content of PGC, the hospitals will continue to produce content, and the most active postings are the most likely to be found by the user, Venus on the quality of the road network that the composition of such team members is the editor + customer service +seo, profit Way is to collect beauty hospital up to 30% Intermediary fees.

3, the new oxygen as the representative of the Community model, the core is through a large number of users actively share the real case to guide the individual to make judgments, the principle is approaching in the group user case library to find the closest individual samples. According to CEO Venus Introduction, the new oxygen has 100,000 share, the user volume millions, is the industry more advanced.

Model difficulties and focus, operations

Community, as the name implies is a certain common attributes of the social groups, online community groups because of living in a common place can also form a community. There is a view that a first-class community relies on faith, second-rate communities rely on interest, three-stream communities rely on interest; the vast majority of businesses are doing things between two or three of streams, which is Vico. The vertical community class product logic that the product network understands is to converge enough target user groups, such as cosmetic cosmetic aiming at, and then to generate interaction with UGC mode, increase the activity and viscosity.

So why is operation a center of gravity and a difficult point? From the staff ratio, the current number of new oxygen employees 70 people, and the medical operations department accounted for more than 20; from the job content, the operation has done two things: how to attract the target audience to the website or app? How to encourage users to contribute content? Traffic determines the impact of the site, and content determines the quality of the site, so the importance of operations can be seen.

New oxygen covers more than 30 cities, Venus said. Cooperation Beauty Hospital 7,500, 1000 doctors, involved in the plastic project (similar to the SKU, not category) has been thousands; they are responsible for including cosmetic surgery bar, plastic bar, etc. more than 30 of the operation, and participate in the Baidu Aladdin program.

Future profit paths, deals

Three different ways to make a difference in profit paths, the above bidding and intermediary are for the enterprise charges, and the community is generally free, the profit model is not clear; in the long run, the downstream infiltration and cut into the trade is the inevitable direction, in addition to advertising this flow of the way to cash. Based on the trust and stickiness formed by the community to intervene in the trade, the conversion rate of this method is relatively higher, the most important is the role of the platform itself is also different; advertising is obviously simple and brutal, the control of the business is very weak.

July 2014 on the line of "about benefits" platform is the new oxygen officially involved in trading and O2O mode of the logo, this is the new oxygen and plastic hospital jointly launched, the main price concessions of the third party trading platform, rather than a simple diversion tool. Its main characteristics are embodied in several points:

① prices are open, and almost all plastic-type sites don't involve prices, product network to understand that Yue Mei network only part of the price of plastic projects, because this link is the industry's most opaque, the most difficult to transform, the reason can be imagined; although it is reasonable for project charges to fluctuate depending on the level of hospitals and physicians, But the reality is that private plastic surgery hospitals often "Mas dishes", while public hospitals give a price range, but this does not mean that users will be more favored them. Because to do plastic surgery is different from the doctor, the level of physicians is often not a decisive factor, usually the public plastic hospital physicians do not have a sense of service, and the lack of communication between users and psychological counseling.

② Online payment to the product function, the new oxygen community to solve the user to do the decision-making before plastic surgery, and after the restoration of the calendar to solve the psychological problems after the user, only the plastic process of the transaction is deficient, and the introduction of the Yohui can just make up for this missing angle. When the key to the transaction of the payment and transactions before and after all the links are completed online, the new oxygen to the user data and behavior can be more accurate, which is the actual consumption of users, which price-sensitive information at a glance. In addition, online payment in addition to help the platform to complete the closed loop, but also to facilitate the platform to do the role of third-party security, so that it has a certain binding on the B-side, similar to the cat mode.

③ after-sale Protection, the quality of the network to understand the user after the purchase of plastic items, but not before consumption can be refunded at any time, if the effect is not satisfied with the results can apply for a refund, but the effect of the word is too non-standard and vary from person to person, it is necessary to pass the official association of Medical Malpractice to determine the failure rate of surgery and compensation standards, new oxygen to pay first. So there are a lot of benefits to be paid online by third-party platforms, and there is a one-month turnaround time for the money.

Finally summed up: in the medical and American industry to solve the user pain point of the program has three kinds, auction mode is the most criticized, resulting in higher institutional marketing costs, the intermediary mode too much labor, although the money to get more money quickly but difficult to do, and community model of free easy convergence of accurate flow, rely on strong operation to ensure user base growth and active degree, The late cut into the trade is the natural path, the profit model will slowly grope out.