Huang's aunt 800 was officially online in February 2013.

Abstract: Just like that time Jingdong Liu Send Express, quit NSN work to domestic company for six months for me is not a difficult decision of the event, this is a compulsory course. The really important decision I have done ahead of time, to solve the problem of finding a month sister-in-law difficult. Wife sitting

"Just like the Jingdong Liu Send Express, quit NSN work to domestic company for six months for me is not a difficult decision, this is a compulsory course." The really important decision I have done ahead of time, to solve the problem of finding a month sister-in-law difficult. ”

Wife sitting confinement, find months sister-in-law difficult, but let long to start Huang see opportunity. At this time, Huang has been in NSN for a full 8 years, from the initial general technical staff to NSN Regional Operations general manager, responsible for the management of one of the communications product line in China's more than 1000 service personnel. 2011, he left from NSN, to a certain domestic store, to help them do some information work.

Huang said that he spent half a year in the domestic company harvest is very large, before is a complete layman, stay until later he is a profound understanding of the industry's inefficient.

Beijing has more than 5,000 domestic stores, most of the domestic business are connected, the company does not have one months sister-in-law, but also can take the month sister-in-law's live. Never mind, find another store list. Real month sister-in-law, mother and child care company in Beijing only hundreds of. This group of domestic companies have some good quality month sister-in-law, but most in the "Eat not full" state. Most of these stores are in the vicinity of maternity hospitals, high-end neighborhoods, easy access to users, but limited by geographical location, they can get a monthly amount of small. Through the opening chain, expand geographical coverage, through the SEM to do online marketing, is the general month sister-in-law can think of the recruit. But generally average down, their individual customers get the cost in thousand dollars or more.

Domestic company Day sad natural cause many industry disorderly elephant. Month sister-in-law aptitude is uneven, job-hopping frequency is high, the price is opaque ...

Online access to users, offline to undertake services, which is the natural advantage of the O2O model. Prepared for nearly a year, Huang's aunt 800 was officially launched in February 2013. The establishment of a price system, the control of the month sister-in-law resources, is Huang that should be resolved first two things.

7800 yuan/month, 8800 yuan/month, 9800 yuan/month. From Aunt 800 This relatively simple price system can see two points: first, the price of the month sister-in-law is dead, transparent; the second is the Huang of those million, but also to those who only prepare 5, 6,000 please month sister-in-law's clients placed in the scope of consideration. Huang said that this mid-range price can cover most of the month sister-in-law market, and from the company point of view, simple mode is relatively easy to do.

Month sister-in-law Resources, Huang also didn't start on the "heavy" (such as the establishment of the month sister-in-law training class, etc.), but directly in the market to pick some ready-made, experienced month sister-in-law settled in. Huang to settle into the month sister-in-law's control more strict, not only three card complete, more than 3 years work experience (must provide door-to-door photos as proof), but also have to accept his set of Pre-job test system, thus separating high middle and low. In this way, the three cards are complete, Huang Hand has more than 500 months sister-in-law resources, but the real platform is only more than 300, in addition, there are 100 of the nursery division. In addition, in order to prevent Aunt Escape list, Huang also developed a seemingly radical system in the industry-the deposit of Aunt (generally only accept customer's deposit). On the other hand, Huang also rented two sets of apartments for Aunt accommodation, semi-militarization management, to increase the sense of belonging to the platform aunt. Of course, want to fundamentally prevent the Amoy list, but also from the customer, let customers more than the platform as a docking role. Month sister-in-law and customers on average to get along with 1.5 months time, platform intermediary role, service role must be more effective play. This, Huang says, is also the third point they are going to reinforce next.

Through the transparent, clean, can let the customer generate the trust the online obtains the user, this compared with the general month sister-in-law domestic to increase the chain coverage area to be low very big cost. On the other hand, the offline also must have the entity to undertake the role. At present, Aunt 800 in Beijing's Tuanjiehu, Wangjing opened two offline stores, to undertake online customers. Huang said that after the spring Festival, the two stores on average one months can have more than 100 single, customer conversion rate of 70% or so (to store users into users), and the general month sister-in-law store conversion rate in 10%-15%, the industry conversion rate increased by 7 times times. This is a good line to bring the "sweetness."

And the general month sister-in-law "eat not enough" situation in contrast, Huang two line under the shop is now in the "supply tight" state, the real quality of the aunt is hard to find! In response, Huang is currently exploring cooperation with women's federations in some regions. Women's federations in many regions are doing retraining for some of the Laid-off, and Huang wants to implant some of his standards into training.

Another aunt 800 weakness has just been mentioned--service tracking. In this respect, Aunt 800 can now do is the promise of "not satisfied with the substitution (or refund), and within 24 hours will send the new door, and the previous aunt can only receive the cost of working hours." Of course, this is only a few hard targets, the future Huang is considering the implantation of some soft services.

Unlike the fast-mode replication that the Internet industry pursues, Huang is not currently planning to take a round (an angel already in the middle) to expand in other cities. He wanted to settle down first to dig deep into Beijing. On the one hand, Huang that the Beijing market is big enough, has not "dug enough", if able to do 3%, it is already a billion-tier market, this goal than blindly to other cities to expand easily. On the other hand, the month sister-in-law belongs to the high unit price industry, will Beijing's month sister-in-law output to the surrounding city can also as a temporary solution. Of course, if you really want to scale up in the country, because of different customs, choose the local month sister-in-law or better.

In addition to Aunt 800, the industry's more well-known online domestic service and aunt came. Aunt came to adopt is the Aunt broker system, the customer through and broker contact to find an aunt, and the broker behind the traditional domestic companies. If you want to say the difference between the two, that is the aunt came very much like the line under the domestic company Diversion (partnership), and then through the "Aunt details + customer comment mechanism" to allow customers to grasp the right to choose. The advantage of this model is that the expansion is very fast, and the aunts are indeed more easily covered in most cities throughout the country. Compared to, Aunt 800 model is relatively heavy, because it and the traditional domestic company basically no contact, but the platform itself undertook to find, filter, placement aunt's work. Of course, the advantages are also obvious-the customer threshold is low.

Finally, it is necessary to mention that, in the domestic industry, the month sister-in-law, the baby, although enjoy a high unit price, but itself is a low-frequency service, users to obtain high cost, relatively scarce service resources, service standardization is relatively difficult to do. This is why domestic O2O first wave out in the service frequency of relatively high hourly workers. Of course, the problem of the hourly business is that the platform is difficult to earn money from the aunt's hands (the average door-to-door 40 yuan, you have the heart to take it?) ）。 However, such as "Aunt Help" such as the hours of work services in fact did not want to earn money from the hour work aunt, its purpose is to quickly expand the user through High-frequency service, and through the aunt this line and customers to build trust, so that the hands of customers can earn other "housework", such as dry cleaning. So, from the point of view of Aunt 800, what it can do first is to use good aunt in the customer's home 1.5 months to develop horizontal service, when a horizontal service model through this low-cost way to verify the maturity, and then directly to the user, quickly get new users, thus forming business linkage.