How to build a Fu wireless community

4.4 Seconds breaking the back of the feeling, in test drive top Tesla I did not thoroughly feel, the accelerator pedal to 2/3 I can not continue to step on the deep, because I and the same car test on the heart of the friend has been unbearable so high g value. The rapid acceleration brought about by the slight vertigo, 17-inch big screen brought by the new central control mode, not only easily captured the technology to participate in the test, and everyone agreed that Tesla is a new generation of pickup artifact, it for the likes of cool fashion girl full of irresistible temptation.

September 18, "Micro World" was invited to participate in the "2014 Huawei Glory Tesla · Yhouse, this is the first time Tesla has conducted a nationwide tour drive in China. When I received the invitation I thought the organizer was Tesla, but at the event we learned that Tesla and Huawei were the biggest yhouse in China's current high-end living mobile community. The internet economy has been dubbed the Cock Silk Economy's nickname, so Yhouse Yue will be able to move the rich community to the Internet? What is the profit model that Yhouse Yue will take? To get these answers, "micro-world" interviewed Yhouse CEO Liang.

Yhouse goal is to fill the gap in high-end internet life

Although the internet is China's focus on rich areas, Ma Yun became the richest man in the new World also benefited from the rapid development of the Internet industry, but an internet tycoon's famous words are directed to the essence: the people have to hang silk. Whether it is to create the richest person Taobao, or low-cost group buy site, as well as a variety of IM software, Low-and middle-income people occupy a wide range of Internet products users the largest share.

While some electric dealers try to sell luxury goods online, the false is clearly revealing the uncertainty of the luxury goods dealers. And the internet has broken the luxury industry's previous rules of the game, so the traditional channels and users a certain degree of resistance.

But the affluent, who consume more power, also need high-quality Internet services. In the eyes of Yhouse CEO Liang, high-end internet service for the affluent is still a gold mine to be mined.

Yhouse launched the first high-end event scheduled and high-end lifestyle information at the beginning of this year's "Yhouse" app, the 5-month harvest of more than 1.37 million users, ranked stable in the Apple App Store News class ranking platform Top 15, currently has more than 300 top brands to reach strategic cooperation , the platform is expected to be online before the end of more than 3,000 high-end life experience services. In the second half of this year, with the Yhouse travel and other high-end experience activities covering the gradual development of the country, will also be in 15 major regional key cities to launch 3,000 "Yue enjoy home" recruitment, "Yhouse Yue will" app is expected to become China's largest high-end life experience sharing platform.

Yhouse also unveiled in the press release of its upcoming second blockbuster "y+" app--positioning in the photo-sharing and social networking pictures of the software, targeting "consumer upgrades, Bai Fumi, Gaofu and all kinds of cars, watches, wine enthusiasts" must "tall" social artifacts.

Liang that the Yhouse Yue and y+ two apps were launched on the grounds there are three: "First, high-end crowd, consumer upgrades in the current Internet and mobile Internet products, the user experience is very bad, they have to spend a lot of time to find their desired services, Because in the past a large number of app products are for the general population development, this is a huge opportunity for yhouse; second, the popularity of smartphones makes mobile internet more of a 24-hour online, as is the case for the affluent and other mass groups that are busy working, This allows us to develop the app products easily accessible to our users; third, the mobile Internet is entering into a brand new era, users need to represent the concept of renewal and higher service standards of brand new to serve them, and Yhouse is a pursuit of the ultimate brand, whether our brand, products, users, is the highest end of the Internet, we know our users. ”

What attracts Gao Shuai Bai Fu beauty?

The lives of China's new rich are far from ordinary people, and in the past we used to learn about the lives of the rich by news of lavish parties like the rendez-vous. The rich circle is a threshold and has a certain degree of closeness, because the consumption ability is very strong, these rich people have become the luxury brand online experience activities of the ideal goal, their usual life has been rich and colorful, then Yhouse Yue will be able to attract Fu participation activities?

Liang in the interview to face the doubt, the first is to Yhouse Yue will target users to define, yhouse positioning of the high-end crowd is the most main force is the consumer upgrade crowd, not the wealth pyramid spire of the top rich. Annual income of more than 200,000 of the population, are yhouse this platform will need to cover the future of these groups, senior white-collar above the crowd are yhouse to serve the object. These consumer upgrades have already completed the initial accumulation of wealth, careers are on the right track, they are eager to live a higher quality of life and experience the lifestyle of the wealth class, so they need a platform to put together the elements of a noble life, especially in a two or three-tier city, where the platform for a high-end lifestyle is scarce, So Yhouse Yue will be attractive to this part of the consumer upgrade crowd.

From the point of view of service and product supply, because a lot of luxury brands do not really embrace the Internet, their offline experience and user expansion, although full of anticipation but slow action, now with the Yhouse Yuet this high-end life-sharing app platform, luxury brands can be passive waiting for users to come to the door, Positive proximity to target users. Liang said that through a large number of experiences similar to those of the Tesla Test drive, more people would be able to understand that the high-end lifestyle is not far away from him. Yhouse has 3,000 high-end life experience this year, next year is expected to have 10,000 online high-end life experience activities, which can help consumers to upgrade people feel and integrate into the noble life activities, is yhouse to attract users.

Yhouse business opportunities may be caught in the middle

The internet seems to have become a panacea, can change and subvert a large number of traditional industries, but the Internet's subversion of the luxury industry has encountered great resistance, from this year's beauty products after the fake scandal, luxury brands and consumers, the electric business channel sales of luxury goods have shown considerable vigilance and concern.

So if yhouse accumulated enough high-end consumers, what will be the way to cash in? Yhouse CEO Liang The answer is: yhouse goal is to do a service-type O2o,yhouse not directly to the product sales, Yhouse mission is to the luxury and high-end life-interested users diversion to the business want to sell channels, So Yhouse does not intend to do a complete closed-loop O2O, so as to avoid conflict with the previous channels of business.

Although it is not stated, it is clear that Yhouse will rely on diversion to earn a profit model for service charges. But the world believes that another major source of revenue for the future Yhouse and y+ may come from membership fees. Because the quality of service, it is necessary to have high cost to support. At present, Yhouse Yue and y+ as mobile internet products, they do not set the threshold for users, if as a high-end life information provider, to take free measures is suitable, but for the offline high-end life experience activities, this is open to the threshold of the practice is debatable. For example, the Yhouse platform launched by the Tesla test drive activities, there are a large number of users to enroll, but because of the limited quota of test drive activities, and customer service can not promptly reply to each of the applicants, so also led to some of the failure to be selected users complain. If the quality of the online activities to take a fee to participate in the way, it will undoubtedly improve the quality of service and customer satisfaction. Information can be free, quality experience activities should be a charge, this is the micro-world think yhouse future more reasonable business model.

From the perspective of the micro-world, Yhouse platform business logic is not perfect, Yhouse Yue and y+ are not set user threshold, which is to stress the circle of culture and privacy of the rich class, may be involved in the concern; Mobile Internet products must have a large user base support, And the luxury goods industry is for the wealth of small sectors of the service, they have always been heavy quality and light, to obtain excellent service must pay high service fees, and free is the internet era the most incisive killer ... To move the rich community to mobile Internet is not easy, yhouse as the first crab-eating platform, the future needs to face more challenges.

But as China's newly-minted richest man, Ma said, not being bullish is sometimes a blessing. When everyone clearly sees a logically clear business model, perhaps from the beginning of the birth of it will face the brutal Red Sea competition. One of the attractions of mobile Internet is that it can create miracles, although the Yhouse business model is not perfect, but yhouse the future is still large enough to imagine space, because the desire of the Chinese people to live a noble life is objective and extremely strong.