How to pry 800 billion wedding O2O Big market: Mobile, Synergy, standardization

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Wedding as a heavy decision-making category, it is still in the O2O development of the basic information of the Internet stage; Before the trading habits have been formed, the platform needs to make a double effort from the information structure and service quality assurance. I share this article, the author Huang interviewed the Happy Event Network CEO Huekenan, to the joy of COO Lou Anecdote two senior wedding O2O practitioners, from the wedding O2O pain point, the status quo and breakthrough made an exposition.

Wedding O2O three big pain points

For the wedding O2O, the industry's prevailing view is: just need, the market is big, very difficult to chew. Said wedding O2O is just needed, although not as good as food is daily must, but in "when, Guoda" in China is almost everyone must. The market can be glimpse from the following numbers: Every year in China, 8 million new couples are married, averaging 100,000 for each couple, and the annual value of the wedding is about 800 billion, from the wedding preparations to the wedding to the honeymoon. Wedding O2O is very difficult to chew in the following aspects: Low consumption frequency, need to constantly pull new customers, profit pressure, market decentralization, low standardization, integration difficult; user online trading habits are not formed, platform side benefits to ensure that the cost is large.

Wedding O2O consumption frequency is low, need to constantly pull new customers, this is almost an immutable reality. Whether it is a happy event network or to Hi, every year to spend a lot of money to put a variety of ads, the difference is that the conversion rate will be a certain difference. The cost of a large user is attracted to the site, the maximum adhesion to the user is very critical; Happy event Network and to the joy of all to provide wedding reservations mainly, but are expanding other services, to provide users with one-stop service is the purpose of the hope that through the extension of the industrial chain to maximize the value of users is behind the goal. A more pessimistic fact is: The current wedding O2O field, the conversion rate of each site is less than 1%, high customer price advantage by the low conversion rate of disadvantage to eliminate, profit pressure Alexander.

Like many other traditional industries, although the wedding in China has a history of more than thousands of years, but the market has been very decentralized, low degree of standardization. At present, the country's large and small number of wedding service providers, most of them are intermediaries, backward thinking, low level of service; even some large venues that provide wedding venues, most of them do not realize the basic information. This kind of objective reality, causes the wedding O2O platform on one hand to integrate the service merchant the difficulty is big, the second is the service docking cost is big. Moreover, the wedding industry exists some unreasonable regulations, rely on the internet can not break the transparency.

From the user side, because the wedding involves a large amount of consumption, users do not dare to accept online payments. Although the younger generation is more modern in ideology, in most cases the parents are still the opinion leaders of the wedding consumer decision. Wedding O2O platform lack of control of capital flow, on the one hand, can not accurately monitor user behavior, the second is to spend a large cost to ensure their own interests; In addition, for the wedding O2O such a heavy capital industry, can not advance payment means that the platform can only rely on its own funds for slow expansion.

The present situation of wedding O2O: sub-healthy development

From the perspective of the industry as a whole, the wedding O2O is still in the early stage: the importance of the line is far greater than the line; The information model is much more prevalent than the trading mode; Balance at both ends of serious imbalance, wedding O2O market in Asia healthy development.

Offline than the online importance itself is understandable, any service industry, offline will always be fundamental. But for the wedding industry, online on the online positive effect is too small. At present, the effect of the best wedding O2O form is all kinds of wedding fairs, online more assume the role of information, users are attracted to the offline activities, the site's referral become a key factor in the transaction. General industry, the line can at least break information asymmetry, promote the industry transparent; wedding industry, this basic role is not realized. To some extent, the wedding industry is relying on asymmetric information to obtain high profits, many offline service providers on the line to resist the attitude.

Wedding of the main links inside there are a lot of startups, as one of the largest, wedding banquet is a lot of players to enter the O2O wedding point. As mentioned above, wedding reservations are not currently closed-loop transactions, in fact, is still the information model. Like the public comments, Tintin nets and other platforms directly by selling advertising fees to obtain income. In wedding dress, marriage ring and other items, trading mode is not the mainstream, Kelan diamond, diamond birds are still in the bitter force forward. On a later honeymoon trip, it is still only the traditional airfare plus hotel that has achieved universal online trading.

Because simply rely on information can not let high wedding consumer decision, wedding O2O each platform need to maintain a huge service team. To more than 500 people in the team, the wedding consultant accounted for the most, and the Happy Event Network, Bridal Street also need a large number of customer service to ensure that online consultation into the actual booking. As mentioned above, all kinds of wedding service providers have not realized the basic information, which also requires a lot of manpower to docking work. How to use technology-driven to enhance the efficiency of the wedding O2O the next step to explore the focus of this happy event network and to the joy of the business is recommended management software, and even develop hardware to improve efficiency.

Wedding O2O Breakthrough: Mobile, Synergy, standardization

With the trend of mobile Internet becoming more and more obvious, wedding O2O is also exploring new ideas by moving. The mobile end has "three following" (at any time, anywhere, casual) characteristics, but the wedding O2O purely from the point of view of the transaction to consider mobile end inevitably disappointed, because the heavy category of wedding products in the fragmented time to complete decision-making, mobile end of the wedding industry's greater significance is its convenient merchants and user management capabilities.

In the area of merchant management, wedding O2O platform to develop their own mobile tools or the use of Third-party tools, the goal is to establish a direct link after the two sides can gradually replace the telephone calls, effectively reduce communication costs; In addition, the use of mobile-end tools to screen quality service providers, especially the end providers of the various services (many are individuals), , so that the platform to achieve greater benefits. In user management, because the wedding decision takes a long time to consider, the use of mobile-end tools to maintain contact is very important, and the mobile end in creative marketing is more imaginative than the PC space, such as the marriage registry to provide mobile WiFi placement ads, at the wedding site to provide mobile upload Live photos and so can get accurate users.

The healthy development of wedding O2O, need to cooperate with each link of the industry chain, also need to coordinate with each other on line and line. Wedding industry chain is very long, and the professional requirements are high, which led to no one party can be taken in all, the parties to cooperate with each other is more desirable way. In terms of traffic acquisition, BAT and other giants have obvious advantages, but they lack the ability of offline service, need and to Xi, happy event network such vertical platform cooperation, and the landing of vertical platform, and the need for offline service providers, industrial chain, the interests of all parties concerned, cooperation is greater than competition, Synergy is the only chance to achieve win.

In addition, the wedding industry is currently seriously inadequate standardization, there is a huge space for improvement. The wedding industry is similar to the catering industry 10 years ago, first of all, the need to achieve relative standardization in the basic information, such as to the joy, happy event Network in the hotel information and pictures to do standardization, reduce the lack of information or distortion brought about by the user experience is not good; In addition, two companies are also working to attract users to comment. In the future, the wedding O2O platform needs and offline service providers to strengthen cooperation, the service itself to promote standardization. Only by making the wedding O2O service relatively standardized, can the trust of consumers, the industry can achieve greater development.

Although it seems difficult, but the prospect of wedding O2O is very optimistic, its vertical and social potential breakthrough; In the future, online Internet people directly to do the online wedding is also the opportunity; under the line part of the wedding companies are expected to borrow O2O to grow into a real strong brand.