How to use the Internet to transform traditional industries, from offline to online

How to use the Internet to transform the traditional industry, from the line to kill to the line?

Sneaking three years of bin, began to breathe a sigh of relief.

He founded the company deployed more than 10,000 vending machines, accounting for China's total vending machine one-third, quietly become China's largest vending machine operators.

Vending machine was born in the last century 60-70, the earliest originated in Europe and the United States, but the best development in Japan. Japanese land area is small, the resources are extremely scarce, the human cost is high, gives the vending machine very good growth soil.

In Japan, vending machines cover the streets, an average of 20 people have a vending machine, become the whole nation's consumption habits. The strong vending machine channel even controls the upstream manufacturers, the supplier to adapt to the sale of vending machines began to launch barrels packaged clothes, department stores.

At home, the rising rent has become the first major cost of retail industry, human costs are also increasingly high, unmanned, 24-hour operation of the characteristics of the vending machine in the domestic rapid development.

From the beginning of 2000 to enter China to 2011 more than 10 years, the number of domestic vending machines from 0 to 10,000 units, but from 2011 to now less than three years, the number of vending machines from 10,000, the rapid growth to 40,000 units.

Reinvent the vending machine.

"Vending machine is a growing chaoyang industry, but only the traditional vending machine, I certainly will not be interested." Bin says the reason he values vending machines is that the advent of wireless internet makes vending machines a cloud terminal for smart networks.

Bin

Bin once a man of the internet world. 2001 he founded the Shenzhen Network Hing Technology Co., Ltd., with the help of the domestic popular wireless value-added services (SP), the rapid rise of the network Hing, performance blowout growth, by Sina acquisition. Subsequently, bin into Sina as Sina Senior vice president and Sina Wireless general manager.

After leaving Sina, Bin did something crazy. 2006, he was the captain of the driving "global Qualcomm-Sina" no power sailing boat, lasted two years, sailing 30,000 nautical miles around the world, arrived at the 2008 Olympic sailing competition-Qingdao Sailing Center Pier, completed the Chinese first sailing round the globe.

As a layman, bin spent 50 million on a traditional vending machine operator in the South in order to do the vending machine. "Before this industry was very underdeveloped, the funds did not enter, talent level is not high." It takes years of experience to manage these blue-collar workers, and if we practice, we may pay a lot of tuition fees, so we choose to buy a company to open it. Bin explained.

After that, bin will be divided into two companies, a traditional way of management companies, specializing in the offline vending machine management, logistics, and another Internet management company, do technology research and development and network operation.

Unlike traditional vending machines, each friend of the treasure vending machine is a networking terminal, friends can monitor the operation of each vending machine, at any time to adjust the supply chain and touch screen promotional ads.

Friends also encourage users to download mobile phone clients to buy goods, pay, and then take the goods from the vending machine, after the completion of the vending machine on the screen to receive a reward game, there is a certain probability to obtain additional prizes. These differences, so that friends are popular with young users, and other brands when placed with the vending machine appears to "stand out from the crowd."

The door vending machine breaks the limit of the size of the goods to the vending machine, and the cost is greatly reduced.

In addition, friend Bao is also in the traditional road vending machine, developed a door-type vending machine. This vending machine by a group of automatic cabinets + a wireless terminal, users need to use the friend Treasure client to complete the purchase process, and then the door automatically unlocked, users take away merchandise.

This new vending machine costs only 3000 yuan compared to a vending machine, and the cost of a cargo road vending machine is tens of thousands of yuan. The advantage is that there is no need to consider whether the size of the product is suitable for the vending machine, and the category of the goods is greatly increased.

Advertising revenue over billion next year

In Bin's view, vending machine profit model is not the retail itself, based on wireless internet, friends treasure in addition to the traditional FMCG, can touch almost all categories of FMCG, as well as future e-commerce and data services. "In the future, only 20% of friends are from vending machines, 30% from advertising and 50% from E-commerce," he said. ”

Bin introduced that, friends of the advertising business is a bit like the audience, is through the screen on the vending machine to the user, but with the difference is that the audience is only pure display ads, friend Bao can be directly formed through the purchase of ads, now friends treasure almost 100% of advertisers are vending machines sold goods suppliers.

"The majority of the billboard is in the elevator mouth, this kind of position of people with large flow, but a short stay time, friends of the vending machine is located in the leisure area, people's stay for a long time, and friends of the advertising screen is a touch screen, can form interactive and direct purchase." "Bin said," This year, friends of the advertising business revenue can reach tens of millions of, is expected to be more than 100 million orders next year. ”

Bin, for example, Pepsi is a typical friend of the ads, they through the friends of the vending machine screen advertising, stimulating users to buy directly. Charges can be based on the frequency of play, but also connected with the cargo road to collect the cost of the shelves.

"Many advertisers are willing to pay for the goods, other advertising channels must be difficult to accept, but for You Bao, the goods can be sold directly to cash." "Bin said.

In addition, friends of the digital product launch began. Friends of the vending machine is a large part of the deployment in factories, transport facilities, such as the location of users on the Internet is not convenient, friends treasure vending machine can provide free WiFi, so that users download games, friends can be divided from the treasure.

Friends Treasure also hope that they become a kind of integral exchange of the main channels. At present, China Mobile, the Chinese Unicom integral exchange of merchandise functions, this service will be the first in Beijing subway friends of the vending machine online.

In addition to redemption points, users can receive rewards points for exchanging goods through friends ' vending machines, client downloads, and gaming. Friends of the idea that the future one-third of the goods through the exchange of free payment.

Starting from the line to do the electrical business

In addition to the advertising model and digital goods on sale, in the bin concept, friend Bao also has a electric business dream.

Over the past two years, domestic manufacturers of commercial competition, the mainstream enterprises such as Jingdong, when, Suning easy to buy and so on are in serious loss status. Why does the friend treasure still have the opportunity?

Bin explained that the Beijing-east model of the electric dealers must continue to burn money to buy users, traffic, to support the overall growth, friends treasure is completely different, each vending machine will naturally attract around hundreds of loyal users. Friend Treasure is the first wired under the "Shop", the user first, then to build a business model.

In addition, friend Treasure's logistics system is also ready-made. Because vending machines need daily replenishment, as long as the vending machine covers the place, the logistics of friends must be covered. "When the logistics staff to the sale of cargo aircraft replenishment, more than two items have any problem?" ”

Now, friend Treasure has begun to place the third party in the mobile phone client's shopping entrance, customers purchase goods from the client, you can be a friend of the logistics staff to store the goods in the nearest cabinet-type vending machine, and then send users a pickup code, user input code door can be opened to pick up the goods.

He gave Sina technology to calculate a sum: "A vending machine can cover 3 to 500 users in half a year, now friends Treasure has 10,000 machines that is 3.005 billion users, by 2015 Friends of the number of vending machines will be more than 100,000, then you can have 300.05 billion users, Friends of the treasure will become the power of electricity business can not be underestimated. ”

Bin concluded that the company's characteristics are: First, do not buy traffic, is from the existing user mining; second, the logistics cost is the lowest, completely based on the existing network. At present, friends Treasure has with fast schoolbags, a shop, such as one after another to carry out such cooperation.

"Now the popular word is O2O, others are from the line (online) to the offline (offline), we are from the line down to the line, the user relies on a one to sell cola saved, we do not need to buy users, how many people do how much service. Bin said, friends only for the sale of functional coverage of users to provide services, although the growth rate is not as fast as the Internet, but very simple, steady growth.