Entrepreneur Readme: Five tips for O2O entrepreneurs

The "Tyrants"

Hello everyone, my name is Deng, an annual output value of tens of millions of Yuan Eco Group Chairman, a land reserve of thousands of MU real estate development Group, vice president of the board, but also personal angel investors. So I think it is a bit of "tyrants". Enterprise business is booming, family feelings and beauty happiness, go out of the driver, the door aunt, such days compared with ordinary people should be said to be relatively rich. But with "national husband" compared to know oneself is only "Earth" and not "Hao", so "tyrants" if not quotes, fear to laughable.

But in 2014, as a "tyrants", I resigned as vice president of the real Estate group, in the eco-group also carried out a joint-stock transformation, and then came to Chengdu alone, began the "Lazy People life" project, but also opened my bitter force of the Cock Silk life: A rental, eat takeout, crowded bus, washing clothes ...

All this is due to the 2014 Spring Festival "retreat".

2014 Spring Festival, I chose to retreat alone. The real estate industry gradually depressed, the engineering industry collection difficulties, I struggled to think about the company's tomorrow. I've been focusing on the internet for seven or eight years, but what really prompted me to step into the Internet was the bombing of the big communications companies on the "4G" ads during the retreat, which made me suddenly wake up: Now in the air of the mobile internet! I want to do a local life o2o!

In order to experience the user's life, I am very happy to live a cock silk life. As the "nerve cat" said: "Since I got a psychopath, the whole people are more spirit"!

Because every day to eat takeout I only found out that the "timely", "taste" outside, there is a bit of a sore point-"rest assured", this point is the most important (and then it happened to Hangzhou's black heart of the selling business exposure incident), so we have a "rest assured" this channel.

Because of their own laundry, so know that the pain of laundry is trouble, in order to find a safe dry cleaners, often have to walk several streets. So in my laundry service, the choice of brand manufacturers, add door-to-door service. This is our "lazy people laundry" channel.

Because there is no full-time assistant to run errands, so want to enjoy in the addiction attack when someone immediately door-to-door pleasure, so "lazy supermarket" channel from this.

Later in the Community 001 Shao total requirements of the founder of the United Founders do not open a Mercedes-Benz work, I also found that the O2O service is cock Silk, then we must first understand cock silk life.

5 Tips for O2O entrepreneurs

A foot into the local life O2O entrepreneurship, because I am also angel investors, so the way to choose financing is-self-financing. The project was established to now, a large half a year, we "burned" a total of millions of of the money. So the first piece of advice I gave O2O entrepreneurs was:

The cock is careful to enter!

We are now envious of the United States Regiment's 46 billion turnover, but don't forget, Wang's network of the Chinese Facebook, his meal no net, if not the opportunity is not good to be sealed off, perhaps now and Sina Weibo comparable. and the so-called financing 100 million Yuan Angel of the ding-dong community, also retreated to Shanghai.

We all envy love fresh bee, community worry-free project financing tens of millions of dollars, but, dear cock silk, do you know how much they invested before financing? And how much money would you have to finance it?

There are 001 community projects, done for two years, now do 2 billion of the valuation, which is O2O entrepreneurs role model. But don't forget, Shaoyuan is SouFun's former vice-president.

According to the usual saying, 2014 is the year of O2O, that is, there is no ready-made O2O model can be used for reference, you are smarter, idea and cattle, but also to try and error, to prove that your model is feasible. Dear Cock Silk, how many money can you have to try the wrong?

You might say, who says there is no ready-made model? Aren't Groupon and Yelp in America already on the market? Yes, but do you want to do another American group and the public comment? Do you think there's still your play here?

My second piece of advice to O2O entrepreneurs is:

No vertical, no O2O

Because the angel investment reasons, every day will receive some entrepreneurial projects, for the description of local life projects, most will write the vision: To do the local life of Taobao (or cat), which also includes my own original business plan in the description of the book.

So, I'm going to give you a tan, how we burned this millions of over the last six months.

From the late March decided to join the local life o2o,5 month capital injection, to July the first product completion (at that time is a micro-letter version), positioning in the line of countless entities shop, settled into the platform, to do an integrated line with the city life platform. The whole product, only try pushing for a few days, it died.

In fact, Song Chunhu, managing director of Lenovo Music Fund in May, CEO of Li Xiaoning and the investment director of the Truth Fund Zheng to these friends advised me, local life platform products have no chance. But when the pony crosses the river, he really knows the depth of the water.

After August, we turned to C2B on-demand local life, to October product launch Conference, although the Conference was held successfully, several news media also reported. However, after the release of the second edition of products, we still do not focus on the promotion, but the launch of the product of the third version of the work, from the C2B, and then focus on "door-to-door service."

Third edition focus on "door-to-door service" products out of one months time, the user's daily trading rate (Day trading list divided by the number of registered users), up to Situable, which is a super surprise data.

Although we now found the right model, found the flow of the entrance, but also see the hope of profitability. However, over the last six months, we have spent a millions of of the cost of the first period.

is doing O2O platform dream or is standing outside the door ready to burst into the O2O entrepreneurial small partners, don't do platform dream, remember the auxiliary business millions of change to the experience: not perpendicular, no O2O.

said that the vertical, we say that we are concerned about the ding-dong community, why spend tens of millions of to open up Beijing, eventually drubbing and return? This is Ding dong community spend tens of millions of to everybody's lesson, is also I want to give O2O entrepreneur's third piece of advice:

No Deal, no O2O.

Do you think there are few local life projects in the information category? In addition to many local portals, the public comments, the United States, glutinous rice, 58 with the city, the market ... Also gradually grew into small giants, and what do you O2O?

Ding Dong community from the neighborhood social O2O, no matter how overwhelming advertising, if you do not find ways to increase trading volume, natural will not succeed. Community 001 Because of the main deal, regardless of the pattern, at least now valuations 2 billion.

We "lazy people live", spent half a year, as well as a large number of human and material resources, from doing the same city life information, transformation to C2B custom life, because it can not bring transactions, eventually died, and when we focus on services, focus on orders, only to find the survival and development of the Project Life Gate!

There is an explanation for O2O that I think is very image, an "O" is on the line, an "O" line, and "2" is a transaction.

So, please O2O entrepreneurs remember that "2" is not only a connection, not just information, but a pragmatic transaction!

Finish the deal, now to say marketing promotion. About O2O Marketing promotion, I just want to say:

No surprises, no marketing.

Whether the merchant end or the client promotion, in the words of an industry friend, you have to think of a question: you give him the benefit of more than 30%?

Because of the cost of user migration, you can not bring surprises to users, users will not migrate to your service platform. And only you to the user to bring a surprise, users will be word of mouth, and constantly bring you new users.

For example, we buy 1.5 yuan of chewing gum when our lazy supermarket is online. Buy 1 yuan of lighters, 0 service charge the fastest 15 minutes door-to-door, this is a surprise; buy a bottle of drinks, incredibly can send a pack of Austrian biscuits, this is also a surprise; the first day on-line "rest assured take-away", inexperienced, causing the user to wait too long, We have a special apology for the next day and ask the user for free takeout, which is also a surprise. It is because of these one small surprise, the user's word of mouth, and then constantly attract new users to download registration.

The traditional merchant's Internet consciousness and degree is already low, your product gives him the extra benefit if is not obvious, he will not give you the support. Without the support of merchants, it is impossible to have a good user experience.

To the merchant, we through other value-added services, constantly to bring additional benefits to the merchant, they will be willing to settle in our lazy life. In fact, from the start of the December product test, there are businesses to find companies to talk about cooperation, completely changed our previous difficult to find a business situation.

When it comes to marketing, because O2O also belongs to the Internet industry, everyone naturally first thought is the net pushes, but, I want to say is, if you think in a variety of network irrigation, send a link, do public number, can do O2O promotion, then I advise you to wash and sleep. As long as the O2O, it is doomed and bitter forced lifelong companion! Promotion to the main, operating on a service-oriented, investment also to serve the good business, in short a word:

O2O no shortcuts.

Promotion no shortcut. Some people say that the core of the Internet business is the flow of business, through Baidu's traffic business, the achievement of the easy car network, through Google's traffic business, the achievements of the Orchid Pavilion Bazaar, and so on. Here, I want to tell O2O entrepreneur, this recruit in O2O especially local life field, again difficult to work. Because the core of the O2O is the service, not information, so in the flow, the bitter push way, is the most effective way to obtain traffic, first-class service effect is the best marketing advertising.

There are no shortcuts to operations. Some people say, must set a good mechanism, let the merchant self-service management, the user self-help to find the merchant service, that is the O2O project's highest realm. I do not deny the business self-help management, user self-service to find the importance of, but that is the "highest realm", that is, "fairyland." The pony crosses the river, only the pony knows that the foot is soft sand or rocky. Once you are engaged in the O2O, you will know, as "2" This middle side, in the business to pay how much effort! The main reasons are: O2O services, not standardized electricity, each service is very different. If it is not for this reason, the BAT has finished early, which has our start-up business what!

There is no shortcut for investment. O2O, heavy service, and non-standard. This determines the difficulty of investment, each business service, service level, price system are very different, we need one to study, experience, screening. As strong as the United States to sell, hungry to sell these large platforms, but also because the investment control is not strict, because of the black workshop takeout by television exposure. Visible O2O investment work difficult.

As a start-up, there is also a problem, is the strong business, but also a difficult to chew the bone. Fame such as SouFun former vice-president of the Shaoyuan, in the establishment of the community in the early 001, but also the cold shoulder.

Three, O2O Spring

See more and more cock silk, lazy out of style, lazy out of honor, I these days the cock silk life is very worthwhile. If everyone can enjoy our "lazy life" service, I will be a lifetime cock silk, I am also very happy.

After more than half a year of bitter forced entrepreneurship, burned millions of yuan, now, "lazy life" finally go through the mode, the service point is one by one to open, daily trading stability in more than 10%, sometimes do activities even reached the 30–40%; The team is also fairly stable, with staff from several to more than 70 people, There are few active departures; Although we do not have to do any media advertising, but the cooperative business is a wave of waves to find the door. We also plan to expand other cities after the completion of the basic distribution of Chengdu next year. Now I can proudly announce that the spring of "lazy man's life" has come!

After 2014 years of O2O year, in the travel, community, home furnishings, domestic, the United States, washing and other fields have emerged a large number of O2O start-up enterprises have taken root, while in the automotive services, weddings, homes and other fields, there are more and more O2O start-ups appear. O2O has now become a hot word, a tuyere on the industry, by the capital is hot, by the popular debate, there are too many entrepreneurs are pouring into this field.

O2O Spring is coming!

O2O entrepreneurs, do you remember my advice? I wish you in the hard road of entrepreneurship, early welcome your spring!