Home economics O2O two big pain points: Industry line threshold and business model design

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Wen/Zhou Yuhong ("Aunt coming" founder)

"Guide": Only a technological innovation, want to bring the industry hurricane, want to clean up all the existing, is impossible. There is no free lunch for domestic O2O! This sentence has two levels of meaning, one is that only rely on information technology of a certain innovation, can be a world, that is underestimated the industry line threshold; The second is from the commercial model design, the domestic industry can not be free to users. The original from, flowers open two, each table a branch.

First of all, home economics is a kind of cohabitation relationship without love, need a lot of upfront pay. Like marriage nets need offline to meet, date, take a marriage license into the bridal chamber, the same as domestic economics need line below try, see all kinds of documents, do their own way to understand each other's situation, contract termination, trial and so on. Marriage model, there is a love process, the process of love is shorter, than to find a nanny interview for a long time, because there is no love process, the employer will bring the Aunt home, Aunt will go with a stranger to a strange place, the reliability of the nanny, the reliability of the employer becomes the primary issue. A variety of concerns: such as taking children, stealing, illegal detention, arrears of wages, and so on, it is necessary to deal with the employment relationship in the process, someone to the two sides to guarantee. Since the VIP guarantee, it is necessary to check every link, in addition to submitting various documents, but also interview with job seekers, testing, to understand the employer's family situation, to both sides of the integrity and security responsibility. Until today, China does not have an open system of integrity, public security, education, health, family information in addition to the Public Security Bureau, domestic institutions or individuals do not have access to, the Public Security Bureau is also not obligated to provide employment with the background information of both sides, online identity card authentication, can only check photos and identity documents number Unable to understand more of the situation, if the model of the century good luck, only through the registration information on the website, stickers, membership cards, inquires the other party's information, hair letters, can reach the employment cooperation, is far from enough, but also need tens of thousands of interviews and face-to-face communication, and even through training, supervision, stress testing, Psychological guidance and other means. Until today, every aunt of our hostel has a management staff pay, 24-hour 360° observation, for the safety.

Secondly, the two sides of the household, the social stratum status is extremely disparity, the value difference is very big, the degree of mutual understanding is beyond the common people's imagination. We have also done experiments, interviews, so that employers and domestic workers to communicate with themselves, to see the mode of Consumer-to-consumer to do not, the results are basically failure, few have negotiated. The employer side quietly to the aunt phone, let the ex-post contact, and ran over to ask us whether this aunt is backing. We looked at the aunt and the employer's communication questions and answers, many aunts will not interview, will not mention the demand, disorderly price, blind self-confidence, or excessive self-confidence, the employer, the aunt's request to mention too much, ask too deep, aunt do not understand, or can not accept. Finally, both sides have no good impression, even think the platform is not reliable. If the organization, another person to explain, hint, guide, the problem will be very different, this is the value of intermediary, offline value.

Again, a notable feature of home economics is that individuals, individuals, means arbitrary, employers have randomness, aunt more casual. Almost every month sister-in-law has such a dismissal experience: Because of a cold, customers worry about transmission to the child, and she checked out, there are a lot of childcare sister-in-law, home something to go back for a few days, the customer to find someone to replace the post, finally used for the people, the original aunt would not. Aunt Casual resignation of customers is a variety of reasons, not enough to eat, sleep well, nanny more, being bullied, sexually abused, Ernest and so on, may lead to aunt under the door. If there is no intermediary agencies to restrain, mediate, but only the employment of cooperation between the two sides, many due to the feelings of words can not be said, due to the feelings of things can not be done, resulting in failure to get along. Home Economics web site or app to customers to form sticky, line of long-winded things to do or not to do? Do, become the offline domestic company, need at least 2-3 years to form a popular, process and management can do shun, do not do, the cohesion of the site and the brand from where?

Only by the above points, you can see that the single O2O brand growth must be gradual, want to explode growth, the individual think should be in the technology platform after the good, with the help of capital, mergers and acquisitions and integration.

From the business model design, the user free also has a certain degree of difficulty. The service of the domestic platform to the employer or the waiter is difficult to produce. For example, 360 anti-virus software, electronic products, very easy to batch, for the provider, one and 10 of the cost difference is not small. But family service is different, do sanitation, need a rag a rag to rub, look at children need to watch day and night, even so, you free, customer experience is not necessarily good, because you improve a person, this person in the process of communication with the employer, there may be friction, quarrel, without saying goodbye, There are all kinds of problems you can't imagine. and software hardware products, such as refrigerators, anti-virus software, electronic books, is impossible. As a result, the nanny's labor itself can not be free, free and can not change the customer experience; Similarly, the introduction of the nanny, also need a family of several people to match, time-consuming, and it is difficult to free.

I tried to offer an intermediary service to a babysitter for free, but ended up failing. Let them go directly to the Internet to select people, and then pay to let aunt past, this is a complete Internet process, do not need artificial, free is no problem, but, user habits are not the same, they still like to make a phone call, let Aunt door interview. A lot of people live in the suburbs, our agent with Aunt Door, not once, two times, two times not three times, sometimes even in the dark back in the night. This service cost becomes very high at once, we calculate a bit, a broker cost 500 yuan a day, go one more time, the expense increases 500, does not charge, the broker has the complaint, the charge, the customer will think we fooled. To soothe the broker, I said, your Commission company pays. Brokers feel uneasy, they think that every free customer, it means that the company will have to add an additional cost, a long time, the cost from where? Some people will say, can be big customer base, from another mode of collecting money ah, who can guarantee that the model will be reliable?