Internet militant, O2O blood flow

Yang (alias) is the boss of a restaurant in a provincial capital city of northeast China, the restaurant which has pinned all his heart and soul is now passing through million and developing smoothly. In recent days, he has found that there are many more guests in the restaurant than before--the O2O of the big catering businesses.

these O2O companies, which he had not previously known, mostly started in first-tier cities such as Beijing or Shanghai, while the actual contacts were mostly locals, and although they had different corporate backgrounds, they described a similar outlook, which helped bring more traffic to Yang restaurants.


out of trying psychology, Yang selected several of the most famous O2O website to cooperate. The initial cooperation effect is quite good, because the website subsidies the expense to carry on the discount, the Yang restaurant every day has the massive order from each O2O website, but soon the question began to emerge ...


several O2O Web site are required and Yang signed exclusive agent, in the absence of reply, some O2O site to the Yang restaurant for the next frame, and even some O2O site appeared a large number of malicious purchase.


Yang to Tencent Technology said, there are other restaurant owners have similar encounters, and even someone has been O2O site to push people's personal threats, in extreme cases, in the process of robbing a single person directly in the restaurant occurred militant events.


industry people to Tencent Technology, said internet business to the three or four-line city sinking process, the push link is irreplaceable part, in this process, the quality of front-line practitioners is not high, but fierce competition, and the original telecommunications operators and home appliances stores, "Blood" is O2O in the local competition a trend, Industry has long been commonplace.





in the era of popular online games, claiming that there are 100,000 in China's large and small internet cafes for each of the company. Online games have already passed, but the implementation of the industry has not shrunk, the previous group purchase to today's O2O, more and more internet business gradually into the three or four-line cities, or even five or six-line cities, the number of the push began to increase substantially.


according to the public information, to the public comments, the United States Regiment, hungry for the representative of a number of national O2O Web sites are close to or even more than 200, and in each city, the average staff of more than 10 people, informal "temporary" or social idle staff is not calculated.


According to Tencent Science and technology is not complete statistics, currently only the catering industry O2O under the line to promote staff, the country has more than 100,000 people.


These are roughly divided into two categories, one is the formal recruitment, many for the O2O Web site in various universities recruitment of fresh students, the final direction for the management of posts or after the exercise sent back to set up a team, and the other kind of social recruitment, most of the local staff, due to local familiarity, the performance is often more prominent.


According to the hungry? Internal staff introduction, hungry for the early promotion model is basically to push the main, each merchant is hungry mody by sweeping the street mode to take down, this is also the majority of group buying site started the main mode.


According to Tencent Science and technology, most of the three or four-line city O2O Enterprises to push staff basic salary base for the local minimum wage + Business Commission, and the so-called blue-collar workers, income is not high and unstable, but if you can guarantee a certain number of signs, income is still quite objective.


but with the fierce competition of O2O, the war of the front-line people began.


the growing war


in the O2O field, the first competition is "certified business".


according to the introduction, hungry did not realize the significance of the first propaganda posters, in the initial promotion process of hunger, in the merchants placed hungry brand advertising can be offset part of the service costs. Through this pattern of advertising substitution, hungry has achieved a good marketing effect. Then the public comments and the United States Group of certified businesses also began to appear in large quantities.


according to one of the insiders said that in the form of ground promotion, the company practices are basically the same, mainly to form a ground promotion team, rely on tactics, ants Xiong like in restaurants, office buildings and Colleges and other terminals to promote, the specific approach is two: directly in the restaurant posting posters, Or join the restaurant to do the activity.


in a short period of peaceful coexistence, the scarcity of high-quality businesses let O2O site began to Anxia Black Hand, each show its ability.


According to the public comment on the relevant people, the U.S. regiment has in some cities in the doorway of the merchant posted their own printed posters, claiming that the merchant is not allowed to use the public comment vouchers, some consumers therefore did not choose these businesses to spend.


on the United States, the group claimed that the public comment on the threat of business if the choice of the United States network, the cancellation and business cooperation.


But the incident did not ferment into a large-scale violence, there is news that the founder of the United States Wang and the general public comment on the founder of Zhang text message communication, the incident finally calmed down.


but as the interests of the gradual increase, encounter similar problems, Wendou has no way to solve the problem.


O2O blood flow


the video of founder Kangjia, who was hungry last year, was widely circulated online. In the video, Kangjia, referring to the conflict scene with the American regiment, said, "encourage everyone to be casual." If you hit someone, you're okay. But if someone beats you, you know. ”

Although
is hungry to claim that Kangjia was framed by rivals, the video was taken out of context, but last year, there was a lot of bloodshed on both sides.


June 7, 2014, are you hungry? Employees in Xian beat the United States and the sale of staff horse stop, according to the police mediation Agreement: Hungry employees Xu Mengcho compensation for the U.S. regiment outside the sale of staff horse stopped still 1000 yuan; August, Chongqing Hungry employees beat the United States Regiment takeout staff Zhao Dawei; September 21, Are you hungry? Staff at Southwest University beat the United States and the group of foreign sales staff strong, Xiao sparse song, resulting in two people injured; September 25, the U.S. group of foreign sales staff Dongxiaoping is in the university campus to distribute leaflets, was two hungry staff holding sticks to beat, leading to Dongxiaoping head injury, there are two six cm long wound.


and Hungry? July 7, Hungry 3 employees by the United States Regiment more than 30 people, then in Changchun also occurred in the United States staff 3 injured 1 hungry employees incident, what is more, a Fuzhou female staff by the United States Regiment 2 male staff tracking days.

"Everyone is a victim, but no one can say that they are innocent,"
, a third-party O2O website practitioner. ”


A natural problem, why O2O site is very easy to erupt bloodshed?


According to industry insiders: first of all, most of the push staff to each other running customers to send leaflets are known, industry mobility is also strong; Secondly, the relatively low academic qualifications, the corresponding quality is relatively poor, there are some of the city's push or even have a black background; in the end, O2O company in order to pursue the scale, the rapid expansion of the team, In 1 years, the number of employees will even turn several times, the corresponding staff training work is almost not carried out, the company's core goal is only the pursuit of benefits.


"Martial Arts" where to go?


Catering O2O is not solitary example, from the net to push militant to China Unicom mobile operators to seize the student market to fight, the Chinese Internet industry all the way, full of swords.


In addition to O2O, Internet finance has become the Internet sinking process of the new battlefield militant, in December 2014, there have been a number of micro-bo Netizen burst material, in Wuhan City Construction Avenue People's Bank of Wuhan branch Business Management department before the vicious case, Ping ' an employees and the company's staff and the letter of trust employees dispute In the course of the conflict, it resulted in the death of a trusted employee and the wounding of two people. The company confirmed the matter through its website microblog.


in micro Bo in the letter company said, "Today, Yi-Hui Wuhan branch three employees accompany customers to the Wuhan People's Bank business Department for Personal credit status certification, three employees unfortunately by the perpetrator of injury caused by equipment injuries, an employee due to the injury of the unfortunate loss of life." The other two employees are in hospital for emergency treatment and are now out of danger. Trust employees are the company's most cherished, deeply saddened by this and take all measures to ensure the safety of staff life. ”


According to Tencent Science and technology, the militant incident is due to the two sides to scramble for customers.


in China's internet industry, light asset companies can start quickly, but in order to rapidly expand the market to establish their own barriers and moat, have to make heavy companies. There is data showing where to go on the market after the push force has more than 20,000 people.


in the capital to the number and curve of the demand, the line pushes the hand-to-hand combat inevitable, how to let this large but good and bad to push the team healthy and rapid development, O2O companies and all channels sink Internet companies must solve the problem.


but an anonymous industry personage to Tencent Technology said: "The market is so big, similar projects so much, do not run without dispute will die, shopping malls such as battlefield, these losses are unavoidable." Large companies can not dirty hands, spend money to invest in mergers and acquisitions, but dirty work must be someone dry, willing to gamble concede! ”