is housekeeping going to be O2O the next subversive object?

2014 is the rise of domestic O2O year, 2015 will be the O2O of home economics. With the influx of entrepreneurs and the capital market constantly overweight, domestic O2O is becoming a taxi, after the sale of another outlet. E Jia Jie founder Yuntao, "the next two years, domestic companies will be largely disappeared."

However, the rapid development of domestic O2O is bringing great pressure to the traditional domestic industry, the declining number of users has become the dilemma of the development of domestic companies, but does not mean that domestic companies will usher in the collapse of the tide, the opposite of Beijing's thousands of domestic companies are alive and well.

In Yuntao view, the reason why the domestic company has not been home economics O2O Enterprise Subversion, there are two main reasons: first, domestic company main business family Care has not suffered a serious impact, still continue to contribute to profitability; second, the domestic O2O enterprise density is not high enough to meet the needs of users on call for domestic companies to

For running in the road of subversion of domestic O2O Enterprises, in 2014 years to expand the market and education users on the basis of the 2015 development focus is to expand the scale, means to improve customer satisfaction and various efficiency indicators. It can be foreseen that the 2015 domestic O2O will continue to focus on the fine management of the line under the fierce competition, who do you watch?

The following is the e Jia Jie founder Yuntao Dictation:

Pain point: Looking for auntie is very painful

May 2013, the concept of community O2O has not arisen, we are the first in the industry to dabble in domestic O2O. The reason why choose domestic O2O entrepreneurship, mainly from my personal experience. My wife and I are the only child, home rarely do housework, married often because of doing housework quarrel, to find an aunt clean but do not know the specific information and service level, the choice is not contrast, everything in the domestic company control, the quality of service can not be guaranteed.

At the same time, because of home placement of electronic products such as laptops and cameras, I have misgivings about the safety of housekeeping services, and always worry about aunts shun valuables. From an aunt's point of view, I find that they really get the wages from the domestic companies have little pay, the pain point is also very obvious. Therefore, I hope to have a tall Internet brand, not only to ensure the safety of domestic services, but also with convenience, cheap and so on.

After discovering that traditional domestic services cannot meet their own needs, I asked about my friends, they thought that coincides with me, I summed up the user has three major pain points: first, the quality of service requirements, although the various services non-standard, but the specific services at least to achieve the standard, the other 20% users themselves demand is not standard; First-line city users fast pace of life, the appointment of domestic service after waiting for half an hour to an hour, the ideal state is on call; third, security, domestic services must be equipped with insurance, once the problem can be effectively resolved.

To verify that the user needs are large enough, we refer to the e-generation market strategy, the first research under the line of Home economics company number, found that Chaoyang big Yue city around a few kilometers there are dozens of large and small domestic companies, the market competition is extremely fierce, followed by the whole Beijing 1500 large communities, full of a wide range of domestic companies.

After the domestic market, we go to the young people's community to find aunts, found in the village of 200 families in the majority of men working on the site, at least 150 women in the working hours. The number of aunts under Beijing line is large enough, a total of 30 to 600,000 aunts engaged in domestic services, the number of more than the taxi market 70,000 drivers, so we decided that the next few years domestic O2O market promising.

How to get 3 or 40,000 seed users without paying?

May 2013, we officially online e home Jie, it is the industry's first domestic O2O products, the first batch of seed users all from the industry. September 2013, Li tried e home Jie, feel more convenient than the previous phone booking mode, in the Baidu World Congress publicity e Home Jie. Subsequently, media practitioners began large-scale coverage of e home clean, we successively landed "news broadcast", CCTV 13 "Live Room", CCTV 4 "China News" and other influential media, and constantly increase exposure, the three waves of publicity to e home clean seed users quickly climbed to 3, 40,000.

The domestic service and the taxi, the driver existence obvious difference, the latter to the platform dependence is high, is not dependent on the geographical position, because the chauffeur can the whole city rejoined. Auntie as a woman, the physical condition does not allow them to go back and forth, can only ride electric cars, take the subway nearest service, so the domestic service to geographical dependence is higher, platform is weak in taxis and driving.

As an online service provider and brand face-to-face users of the participants, in the domestic O2O plays an important role. Based on Aunt service aunt, first of all, we in Beijing East two ring and Guang ' an door rented two bedroom one hall, convenient aunt to rest, drink water and eat, to solve the problem of the aunt's sense of belonging and dependence, gathered enough aunt to maintain a certain density; Secondly, we would like to train teachers to train the relevant service skills for aunts, through video teaching and whiteboard teaching and other means , hands-on teaching aunt cleaning, cleaning and other skills, improve the overall quality of service.

In the next year or two, domestic companies will largely disappear.

If the policy is completely liberalized, the drip may kill all the taxi companies; the driver is free competition market, e Generation drive almost kill the traditional driving company, occupy more than 90% market share. Similarly, domestic O2O enterprises to kill domestic companies, but the status quo is that Beijing thousands of domestic companies have not been completely overturned, the opposite is still alive and well.

I summarize for two main reasons:

First, the domestic service category complex, in addition to family cleaning, to nanny, month sister-in-law mainly home care is the main business, E home cleaning and domestic companies from the cleaning into the domestic service area, but the family care decision-making characteristics of the decision is not entirely suitable for the Internet, domestic companies still rely on family care to maintain profitability. But we are pleased to see that the number of domestic companies to obtain users is gradually reduced, the current mainly rely on the old customers barely make ends meet, will soon fall into the plight of users.

The second is the density problem, the current E Aunt Jie density is not high enough to meet the needs of users on call, and domestic companies have ready-made aunt resources to meet the user's urgent need for domestic services, so some users at the same time using e home cleaning and domestic companies. At present, e home cleaning in the service quality and pricing has been better than domestic companies, when the aunt density reached high enough, e home cleaning can be in the fast-level catch-up domestic companies, then the user 100% priority to choose E Home clean. I predict that in the next year or two, domestic companies will largely disappear, and if we intervene in the nanny business on a large scale, they may die faster.

In the service category, we take the "High-frequency with low-frequency" development strategy, through the establishment of a sound membership system, high-frequency users to develop into a member, members in the use of high-frequency services can enjoy a certain discount, at the same time through the issuance of cleaning vouchers, laundry coupons and other coupons to attract users to reach low-frequency services, and constantly improve the user conversion membership ratio.

The establishment of membership system has undergone two opportunities. 2013 taxi, outside the sale of education users online payment, the 2014 taxi war after the user gradually develop mobile payment habits, for us to establish a membership system for reference. At the same time, in line with the domestic company after the exchange, we found that membership card model can be copied to the mobile Internet, a small range of attempts to get high-quality users positive feedback.

The venture has trod two deep pits

Recently looked at the quick drop of the merger insider, I think of Dudu rental car and drop a taxi at the same time on line, just point of difference, one is a car rental, another is a taxi, by mobilizing car rental company's idle vehicles, and even black cars to attract users, this extensive development strategy is difficult in a short period of time to expand the scale, It was not long before the government authorities stopped it.

For the failure of Dudu car rental, my biggest reflection is that the market point of choice is poor, so do e home clean when I told the team must do three: one is to become the first home economics O2O Enterprise, never copy competitors, doodle Car rental plagiarism, the capital market asked me to shake the car strong where, I can not answer The second is to choose a large enough market, user pain point is clear enough; third, from the High-frequency service cut, rather than the use of less than the low frequency service as the entrance, Beijing has a large community near the laundry and domestic companies, we found that users of the laundry loyalty is higher, and the domestic companies are full of complaints, So we finally choose domestic services as the direction of entrepreneurship.

E Home clean Development So far, the main stepped over two deep pits.

The first pit is the 2014 blind copy taxi mode, taxi belongs to standardized services, users on the map to call the car can be, and domestic O2O not only cover the early Aunt Recruitment, medium-term training, but also involved in the later management, we continue to standardize the standardized mode of service routines, the aunt without training rashly induction Users can not screen Aunt service, satisfaction is naturally very low, resulting in a large number of users lost.

The second pit is the user retained design errors, domestic O2O platform dependence on the lower, the user and aunt between the possibility of a flight, then we continue to taxi ideas, thought e home cleaning services convenient cheap, high user stickiness, but later found that users often secretly contact with aunt. 2014 we transformed the business design model, joined the membership and integration System to ensure retention of quality users, while in full-time, part-time and other forms to hire aunts.