From 10 key words look last year China O2O industry

2014, O2O market rapidly heating up, from the beginning of the momentum, to the end of the crazy burning money, the capital market has become this year O2O concept of the biggest push, the overall development in full swing. On the other hand, O2O market players more and more, the provision of services almost to cover people's daily consumption in all aspects, in this shouting transformation of the chaotic period, O2O seems to have become the line under the common lifeline enterprises. But O2O is not a panacea, rising stars at the same time, inevitably part of the "tragic death roadside"! The following is China e-Commerce Research Center for You released in 2014 China O2O Field Ten key words:

"Keywords One" "Grounding gas"

Overview: 2014, the Community 001, love fresh bees, the community worry-free, and other parties to the news of the financing, is O2O concept of the wind blowing hot, ding dong Community break Beijing market, such as basin of cold water watering person. According to "China Life Service O2O Network" to understand, Ding dong community in the subway hit money advertising This is a very good way to get huge flow, but after burning the money Ding Dong District did not find ways to retain, it brought people, but did not retain, no substantive services to follow. Eventually the local life service went further and farther away and was eliminated.

Analyst Comments: localization, service, adherence is the key to O2O survival, O2O do not pick up the atmosphere, you have to run. Shen Yunyun, an assistant analyst at China E-Commerce Research Center, believes that operators should not only make data analysis on their customers online, but also use the offline push line. O2O Dry is never tall live, not pick up the atmosphere will only burn money, must be burned how much to compensate how much!

"Key word two" "lazy Man Economy"

Overview: "Lazy economy" is not a derogatory term, it is to promote the O2O development and prosperity of the intrinsic demand, from the O2O of various segments can be clearly reflected. According to the China Electronic Commerce Research Center (100EC. CN) monitoring data show that 53% of users to the door-to-door delivery of laundry to express interest, there is a strong demand for the user reached 20%, community O2O from home economics, laundry, fresh delivery and other direction of the overall service in the "Lazy people" group. such as laundry O2O "e-bag washing" that is the combination of line up and down the O2O model to change the laundry industry, the daily number of passengers has reached 1000 single. Whether it is the food to the mouth of the food O2O or service travel O2O, is undoubtedly the rescue of "lazy people" as the fulfillment of the O2O mission.

Analyst comments: In the current mobile internet era background, people's lives have actually been kidnapped by a variety of applications and technologies, "lazy economy" began to move from the computer to smart phones and other mobile intelligent terminal extension, which is also a new trend in recent years. From the beginning of the group purchase, such as the public comments, to the emergence of the United States door-to-door service, such as Beaver Home, O2O model undoubtedly seize the user's pain point, do "lazy" business, earn "lazy man" money.

"Three key Words" "Small and beautiful"

Overview: Mobile Internet era has already come, "small and beautiful" gradually become the words of people, and "small and beautiful" has become a O2O keyword. Mobile Internet under the "small and beautiful" is relatively small, more refined market division, industry segmentation, customer base accurate positioning, large sales, higher profit margins. Whether it's a "call duck" in the topic-marketing case, do the whole category of domestic service "Aunt Help", or let the nail craftsman door-to-door "Beaver House", from Catering, home economics, the United States, community, automotive services and other subdivision areas, seemingly small, but actually vivid.

Analyst Comments: China E-commerce Research Center assistant analyst Shen Yunyun that "small and beautiful" this idea is constantly being mentioned by mobile Internet, embodied in specific products, can be shown as "small" in the market segments, "Beauty" in the user experience. and use this word to describe O2O very apt. To the personalized "small era" has become a trend, O2O "small and beautiful" is a more attention to and implement the performance of accurate user needs, from the details of the people can really hit the ground.

"Four key Words" "price war"

Overview: Early 2014, the taxi software staged a vigorous price war, February 18, 2014, tick-tock taxi and quick taxi successively announced again to increase the amount of each single remission, subsidies up one yuan, price war continue to upgrade. Online tourism is also burning money to win the market, the beginning of this summer, Ctrip, such as Mother Donkey Ota in mobile clients launched "1 yuan tickets."

Analyst Comments: Price war is an important strategy to guide the market, will eventually bid farewell to the simple low price and the flow of time, after burning the layout of the money is the focus, want to water, should strengthen the line under the continuous integration, to create a more complete solution, landing, the future growth point lies in how to manage users and deep mining needs.

"Keyword Five" "Acquisition"

Overview: Early 2014, Suningyun 100% acquisition of domestic well-known group purchase site full network, and integration for the SU Ning local life division; in July 2014, car rental O2O "Car Rental" announced the acquisition of the overall private car rental platform "poly vehicle"; in October 2014, its own ambitious three-cell, Nanjing new Bai listed companies in Jiangsu Province, the three cell group contracted to buy handle network; November 2014, Takeout O2O platform "sell Superman" wholly-owned purchase online booking platform "eat it." 2014 O2O in the field of acquisition events far more than this, 2014 O2O Market rapid development, but also avoid the "fish" situation.

Analyst Comments: Shen Yunyun, assistant analyst at China E-Commerce Research Center, 2014 O2O Field, from group buying shuffle to the battle of online tourism, is undoubtedly a naked capital event, not only in the competition's "to eat small", the other fields into the Bureau, aimed at the O2O this tempting market big cake , and on the other hand saw the popularity of O2O in the 2014.

"Key word six" "Brush list"

Overview: May 17, 2014, the public reviews in 23 new cities to launch the "5 dollars Happy is what" series of group Buy, preemption three or four line users. Among them, the first wave of "5 dollars to see the film" event launched 300,000 tickets for the 5 yuan film. Immediately a certification account "electric business marketing observation" micro bo blasting material, "the United States group could not bear the market was divided, the ground chaos, the overnight call of its staff to pull the brush list of group purchase list." In order to prevent these preferential activities to reach the user. "For a time, including the Internet industry and group purchase users of the United States Network Competition" No bottom line "of the question.

Analyst Comments: Group buying is difficult to become a business model, because it is more like a marketing model, through low-cost stimulation, the formation of a huge scale of transactions to continuously improve the user experience, so as to cultivate loyal users. And it is the market expansion behind this price-boosting war that led to the "Brush-list" incident. This "brush single" form of vicious competition in the group purchase site is only the tip of the iceberg, 020 market distortions exposed.

"Keywords seven" "Car" or "black car"

Overview: July 8, 2014, quick taxi launch positioning in the high-end users of the "one Car", drop by taxi followed, in August 2014 launched "Drop Car". October 2014, Shenyang Traffic Law Enforcement department clearly pointed out that once the "car" will be dealt with "black car". According to China's Automotive Business Network, November 19, 2014, Hangzhou Transportation Tube issued the first ticket for the car service. From the drop, fast after the launch of the car service, on whether the car can be characterized as "black car" controversy has never been interrupted. For a time, "car" into the "black car" whirlpool, a wave of supervision peak, car business ushered in a "cold winter."

Analyst Comments: Car mode is a new thing, many people will worry about its traditional taxi industry to form a shock, in fact, the two are completely different models. Shen Yunyun, an assistant analyst at China E-Commerce Research Center, said that the limousine service provided by taxi software is the typical representative of the most fashionable "shared economy", and that "shared economy" has been endowed with important and innovative significance at all levels in today's society facing resource and environmental challenges. Domestic car demand has been an objective existence, "car" mode if you want to mature in China, regulatory systems, their own models need to be further improved.

"Key words eight" "Capital break"

Overview: October 2014, industry insiders said the community life app "Ding Dong Community" Financing failure, the financial break, facing closure, although the official response to the Dong-dong community said the capital chain rupture is not true, but in fact, Ding Dong residential Beijing Company closed, the Shanghai area layoffs. A moment of uproar. In November 2014, a news story about the broken capital chain was rife in a circle of friends. More micro-bo "electric business headlines," The explosion was hungry? The closure of Yingkou, Tieling and other urban stations, the first redeployed reduction, online payment and relief activities also significantly reduced, some of the city's user activities have even been all offline. Another financial break. The storm swept the O2O world.

Analyst comments: "Burning money" is a certain degree of O2O strategy is an important layout, but too aggressive "burning money" way after all difficult to long-term. Large amount of money to burn although in a short period of time to obtain the order of breakthrough, but the risk of capital chain tension Once the outbreak is enough fatal. Put most of the energy on the rapid expansion, and finally if the capital chain break so that no money can be burned, product services can not improve, then the user will be gradually lost.

"Key words nine" "three oligarchs"

Overview: 2014, full network was Suningyun business acquisition, litters Group to withdraw from group purchase to move O2O, handle network to the three cell group, buy war curtain call, only the U.S. regiment, the public comments, Baidu Glutinous rice Three oligarchs, formed a monopoly and relatively stable market pattern. 2014 group buying Arena, the United States, the public comments, Baidu Glutinous rice has killed red eyes. According to the China Electronic Commerce Research Center (100EC. CN) monitoring data show that August 2014, the United States, the public comments and Baidu Glutinous Rice three has occupied 90% of the group buy site market share, of which the share of the U.S. group has been more than half. The United States Group 2014 turnover of more than 46 billion, December monthly trading breakthrough 6 billion, the public review of the data refresh for a single month transactions over 2 billion, Shanghai single city transactions more than 300 million yuan.

Analyst Comments: Buy this model to pursue extreme low prices, it is difficult to build businesses, platforms, users benefit from the positive cycle. The strategy of seizing market share at a low price is difficult to maintain for a long time, and the result of suffering in price war is survival of the fittest. "Thousands of wars" can only become history, but "three oligarchs" is not a foregone conclusion, unwilling to regress the "group buying giant" intent not to buy but O2O the new Red Sea.

"Ten Words" "Black Workshop"

Overview: October 2014, CCTV exposure of nine Lotus village in Hangzhou, there are more than such "online black Workshop", after the kitchen dirty, sanitary conditions, the United States Regiment, Amoy Point, hungry Mody, such as famous booking site all the gun. According to the Chinese restaurant O2O network, some in the micro-ring and "Hungry Mody" "American Regiment" and other network booking platform, such as the tide of the "food shop", but no license without a photo, sewage cross-flow, oily Montreal, "Fly restaurant." These "tall" foods do not even reach the most basic hygiene requirements. For a time, the Internet app restaurant Shady was exposed.

Analyst Comments: Shen Yunyun, an assistant analyst at the China Electronic Commerce Research Center, believes that behind the frantic expansion of the US regiment and hungry, there are a series of hidden worries such as the shortage of commercial staff and the difficulty of monitoring the platform. Catering line under the trading mode is worth encouraging innovation platform, but related regulatory measures also need to be implemented, not just look very beautiful marketing model.