Four models of local websites entering the traditional service industry

Thank Phpwind for providing us with this opportunity of exchange. I have pressure on this station. Because all of you are entrepreneurs, are the boss, I am a http://www.aliyun.com/zixun/aggregation/1955.html "> Professional managers, that is, migrant workers to the boss lectures, talk about the topic of entrepreneurship, It's putting the cart before the horse.

Four problems in traditional service industry

The topic to be discussed today is the way local websites cut into traditional services. We mention E-commerce, everyone more impression is the net buys the book, buys the clothes, buys the television, buys the cosmetics, in fact the electronic commerce also has the bigger domain to wait for us, like Ctrip provides the on-line buys the air ticket, the fixed hotel, the fixed traveling route. So what's the difference between the two?

I'll show you three simple arithmetic questions. The first formula is to buy a TV set if it costs 1000 dollars, we may have to spend 950 yuan to buy the television itself, in addition to spend 50 yuan to buy its escort, installation and after-sales service; Formula Two is to assume that we eat a meal cost 1000 yuan, probably vegetable money only need 500 yuan, But why do you need to pay 500 dollars more? is because we purchased 500 Yuan service, this service includes the chef's craft, the clean dining environment, the polite waiter and so on; Formula Three is in this room some have had the consumption--wedding photography, finally we take the hand is only an album, this album cost how much? Maybe only 50 dollars, but why do we have to pay 1000 dollars? Because of the busy people behind this album.

We can divide the above three formulas into two parts: tangible products and intangible services. At present the main focus of e-commerce in the field of tangible products, competition is very fierce. I would like to invite all of you to recall that in your current advertising revenue, is the former more or more, is the former easy or the latter easy?

After discussing the question of where the money is, let's look at the problems and opportunities in the traditional service industry, and I have summed up the main four:

The first question is the marketing question, which of the industries is the most neatly dressed? Why? Because these industries all encounter the same difficulty-how to turn invisible to tangible difficulties, if the customer recognize and identify with your intangible service value of this price?

The second issue is the complexity of the transaction, the core is the price complex and difficult to know the total price before ordering, we happen to have building materials on-site group buy will, why building materials group buy will be popular, in fact, is that customers need psychological cues, at least feel very cheap, although the final result is not necessarily cheap

The third problem is the quality of service is not stable, the same master to do out of the face, if the master of the spirit of the focus on the taste of a little, if the master last night and his wife quarrel mood is not good, maybe salt put more.

The fourth question is the chain of problems, do not know whether you have eaten the real kungfu, why it only steamed not fried? Because it needs to minimize human dependence. In each service industry, how to reduce the dependence on people is a big course, only to solve this problem, can Hangzhou Quien noodle bloom the whole country.

Four modes of entering the traditional service industry

So as a local site, how to cut into?

I divide the value chain of traditional services into such a few parts: marketing, trading, after-sale, design, production. As a local site, the number of industries involved and the value chain depth determines your revenue ceiling, if you choose the main direction of revenue in the traditional service industry, then you are a service-oriented electrical business.

The first model is the mode of media that is commonly operated by all of you here, the local website participates in the traditional service industry the marketing link superiority lies in the massive consumption case and the consumption experience, these consumer cases just solved "the invisible is tangible" the difficult problem, the user is precisely uses other user's consumer experience, makes for own purchase decision-making basis. To do well under the premise of limited traffic media, the key lies in four: First, the collection and dissemination of consumer cases; The second is the use of offline activities and online interaction to strengthen and show the impact of the web site on consumers; three is to plan your advertising products, four is a strong advertising sales team.

The second model is (fictitious) commercial real estate, the characteristic is to find a way to collect shop to rent, want to raise the revenue two road: Shop quantity and shop rent. To do a good job (virtual) commercial real estate, in addition to consider the marketing aspects of the problem, still need to consider the problem is how to solve the transaction problem, for the traditional service industry, its difficulty lies in the previous we said the issue of not knowing the total price, my experience is to refer to the wedding Camera industry common practice, with standard packages to simplify the transaction, Use module customization to solve personalized problems

The third mode is to sell the model, the distribution model to focus on the solution of after-sale problems, only with Word-of-mouth value or ranking is far from enough, we need to take the initiative to deal with customers after the sale of many problems. Here I would like to focus on attitude or position, in the traditional service industry, many of the after-sale disputes is difficult to determine whether the supplier responsibility or customer responsibility, in the current legal system there are many blank spots. I give you the suggestion is "to solve (customer) problem as the starting point, with (to the customer) tolerance for the end", rather to the customer "kneel down", also do not give the supplier "kneel".

The fourth mode is the service provider model, the time relationship is omitted here.

The future of service-type electric business

Finally, let's talk about the future of the service-type electric business, I have been looking at three kinds of changes:

The first change is the change of community form, now the main form of the local Web site is BBS, the BBS-oriented local community operation is very complex, off-site replication is very low probability. Is it possible to have a light community shape subversive BBS? I don't know who it is, but Sina Weibo has given me a lot of inspiration.

The second change is the growth of the service industry itself, the growth of large-scale chain-like service enterprises, the local Web site will be dependent on the decline, then the growth of the service industry how fast?

The third change is the division of the local community groups, there will be special management of the "raise", there is a special tube "earn", the emergence of categories of business integration to the audience?

This concludes my speech for today.

(According to the December 5, 2010 Phpwind Local website Summit speech finishing)