Entrepreneurship lost: 30 million O2O dream

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Mr. Buffett says that when others are fearful, they are greedy and fearful when others are greedy.

Investment is actually a choice, Buffett warned us not to blindly follow the bandwagon, but should have their own choice. Doing business is a kind of investment behavior, should we be like Buffett's choice?

When Taobao has become millions of small boss Carnival platform, when Taobao Mall also began to emerge, when Jingdong is the future of Alibaba as a competitor, at the end of 2009, Mr. Liu also faced a choice.

At this point, he is in the grip of the sale of a chain of 30 million yuan in cash, is eager to launch a new career journey.

Although the chain project was sold, but the operation of the chain of the Internet contact, as well as through the Internet investment brought about by the tremendous growth of power, and thus gave the project a very high premium, gave Mr. Liu a profound touch, he firmly believe that the Internet is definitely the future direction of investment.

But where are we going?

Taobao Mall to open a flagship store to sell cosmetics? or to create a platform for a business like Jingdong? or to become a distributor of electricity, through distribution to establish their own electric Shang?

The Blue Ocean strategy is on Mr. Liu's desk. He decided not to choose, but to create his own blue ocean.

Internet creates O2O dream

Mr. Liu led the planning team, calendar three months of investigation, visit and data analysis, personally ghostwriter, "fast U.S. buy 3D platform--Your beautiful Life consultant," The plan was successfully released.

According to the plan, the fast U.S. 3D platform will be divided into three steps, the establishment of their own electrical and commercial kingdom.

The first step is to create a differentiated positioning, build platform, Sarch.

In the traditional market, because the information asymmetry, because of other various reasons, traditional market brands through the channel can be driven to achieve brand growth, so more accurately, the vast majority of traditional market brands are channel brands, rather than consumer brands.

In the area of E-commerce, consumers are no longer just passive buyers, but free shoppers and policymakers, who are deeply involved in the spread of information across the Internet, in the use of sharing and purchasing decisions, including strangers. Or, consumers are the main part of the electrical business, they decide the brand and product growth.

In that case, can consumers become fast us to buy 3D platform partners? In other words, on this platform, consumers can suggest or even decide what brand of products to display and sell on the platform!

This is a good idea, thus building a fast US 3D platform to buy the first pole: consumers.

Not only that, but also the traditional retail terminals to combine.

Traditional retail terminals can be purchased from the platform, can be promoted through the platform to promote the impact of the region, and consumers on the platform to order, you can go to the traditional retail terminals near the pick-up. In this way, the traditional retail terminals to obtain a stable way to purchase, access to a strong promotional tools, and platform, retail terminals and consumers have saved a lot of logistics costs.

This is another good idea, thus building a fast-U.S. 3D platform for the second pole: retail terminals.

And fast us to buy 3D platform, will cover cosmetics, underwear, jewelry three areas, to "your beautiful Life consultant" positioning for consumers to create a one-stop platform for the beautiful, thus building a fast-U.S. 3D platform to buy the third pole: 3D platform.

Online under the interactive, fast U.S. shopping debut, opened a unique and beautiful door.

The second step, increase investment and promotion efforts, create impact, horse Rodeo.

Mr. Liu quickly on cosmetics, underwear and jewelry three sections, the delineation of a large number of brand suppliers, and signed a supply agreement.

Then Mr. Liu cooperates with some investment websites, a large number of investment advertising, looking for the retail terminal to meet the requirements to join the 3D platform, and promised to cooperate with the retail terminals, according to the contract time and task, access to 10,000 yuan to 100,000 yuan of the purchase credit line, as well as the annual 30,000 to 300,000 Yuan network extension support.

Everything is ready and the wind is up. Mr. Liu two-pronged, in the network with the traditional media advertising, to "one-stop beautiful platform" as bait to attract consumers to log on to the site. Registered members of the brand gift Package 1, the next single shopper is a gift of up to 1000 yuan monthly discount amount.

In just six months, the daily average number of independent IP visits increased from 0 to 50,000 and registered members reached 500,000.

The third step, seek capital cooperation, grasping speed, leaped Jackie Chan.

The reason for spending three months to draft a proposal is that it is hard to support the long-term investment and rapid growth of the fast-us-buying platform by relying on its own 30 million dollars in cash alone.

Mr Liu knows that the money he owns can only pay for the start-up period, and that the next rapid development will require greater capital investment. Therefore, a planning case, as well as the early record of good data, Mr. Liu laid a solid foundation for financing.

Platform construction, O2O channel cooperation and consumer promotion, has been gradually in accordance with their own ideas in the realization. Mr. Liu hired a team of professional managers to be responsible for the operation of the platform while focusing on the promotion and capital operation of the project.

Three years to achieve 10 million members, turnover exceeded 3 billion yuan; five years later ... Mr. Liu paints a bright future and expects VC attention and input.

Fast US buy 3D platform, can one leap Jackie Chan?

The revolutionaries jumped into the trap

Mr. Liu also spent 2010 of his busy life, and spent 2011 in torment.

When 30 million yuan no longer remaining a few minutes, when the VC is still illusory, when the fast U.S. purchase of the O2O dream can not come true, Mr. Liu decided to give up the dream of 3D platform, continue to walk the traditional chain of the old road, and will quickly buy the site for investment and terminal image display platform.

From the bitter experience, Mr. Liu analysis of fast US purchase electric power Shang dream of the cause, think oneself have the following three mistakes:

1. Do not take the usual road, but inadvertently for their own to find a bigger competitor

Fast US Purchase 3D program, is based on not follow the strategy, that is, hope to create a blue ocean of their own. However, the electricity market, Taobao-led Third-party platform is always a hurdle can not be bypassed.

Look not to Taobao and other platforms open shop, is to avoid the brutal Red sea in Taobao, in fact, but to the direct competition with Taobao meat grinder-fast us to buy with who in the competitive flow?

2. It may provide a new growth point, but the retail terminal is not buying it

Competition in the traditional retail market is extremely brutal, and everyone wants to seize a new straw.

In the face of temptation, in the face of new opportunities, retail terminals are willing to try. But when the O2O model, which had high expectations, failed to deliver a de facto growth, retail terminals retreated. Because within the same radius of the business circle, relying solely on the power of the network, it is difficult to achieve significant changes in performance, and the number of people in the commercial circle, not because of the emergence of the network change.

Not only that, the side effects of the 3D platform is eroding the original market share, because the network taught the customer parity, compared to Taobao and other third-party platforms, 3D platform has no obvious price advantage. Online product prices, there is no minimum, only lower, traditional retail terminals in absolute price disadvantage!

3. No performance support, leading to the upstream brand toss

The original description of the goods such as rotation, and ultimately dismal performance form, in the hope of the time, the upstream brand from the original novelty, support into disappointment, hesitation, to the final give up, is that "ripe". And the reason to give up is almost the same: we have dealers all over the country, they have complained about this way of operation, we can only give up cooperation with you.

Chinese people have a habit of meeting the first sentence is often very polite: have you eaten? In the 2013 electricity market, this sentence became: you O? It means, whether you do online or offline, is there any online interactive marketing? Appraisal industry hot word, O2O also be regarded as hang number.

Mr. Liu's case does not negate the O2O's success, and can even say that the O2O trend is unstoppable! But markets are unusually brutal and traps are everywhere. To be in the Internet model to have a good, to really dig O2O gold, we should be optimistic about their own money bag, touch their own road, find their own partners, find those traps, the most critical is not to O2O and O2O.

The future of the market, must be the world of the Internet.