Master carving: O2O don't start a business again, the window period may be over

Share good news and bad news.

I. Entrepreneurship don't do O2O.

The bad news is, O2O don't start a business again, the window of this piece may be over. Where did this conclusion come from?

I've heard Wu Xiaobo tell an interesting statistic: China has two very magical window periods. The first time is 18 months after the reform and opening-up. Today you know a lot of old companies, such as Huawei, Lenovo, Vanke, and so on, were all created in those 18 months. The second window period is 18 months before the dotcom bubble, at the end of 1998 to 1999 years. Sina, Sohu, NetEase, today still active of this batch of Internet big guy, all was in that 18 months to create.

In the same year to participate in the thousand-group group buying now there are few, they are also in the window of the 1.5 dry out a little movement. Early network is not mature enough, a little later the dotcom bubble burst and no one invested. The window period is so short.

O2O's window period began in the second half of last year. Before that, smart machines, mobile payments are not popular enough, there is no O2O what things. Many people are taking a taxi software to rob mobile payment portal, the user's mobile payment habits to cultivate.

If you miss the window period, you may not have a big chance.

Two. O2O entrepreneurship, do not fear the Giants

The good news is that if you have a foot in the O2o field, don't be afraid of the Giants.

Mobile internet age, traffic is king. BAT's three giants each divided the largest block of traffic, the flow of traffic into their good business, which has a genetic problem. For example, Tencent is very difficult to do pure business things, flow conversion, has been Taobao bullying will not do business. But, Ma Yun to do mobile social "contacts", but also hit Tencent.

So it is useless to standardize large traffic in O2O this field. The conversion rate is very ugly without subdivision of large flow. At the same time, if there is no traditional gene, the general people's real understanding of the industry is not enough to allow them to participate in competition.

[Example one] "laundry app King"

Washing clothes such a trivial matter, you think people to be a man of prosperity to eat two steamed bread became the king of Chinese Laundry? The amount of skill he has accumulated in traditional laundry is not easily learned by internet people. For the user, the clothes did not wash clean, the app did no more beautiful also useless. On the contrary, even if the key is not so convenient, but the clothes wash well, the door fast enough, polite, the details do well, the user next time to choose this home,

[Example II] domestic service "safe"

Two days ago Ma Jiajia (well-known creative spice shop entrepreneurs) made a circle of friends, "since the use of such a home nanny, we have less and fewer things." The service industry is too hard and too hard to do. Most of the nannies are not college educated, usually in the age of 45 years, 50 years old, mostly from rural areas, "shoplifting" is a traditional. How to make sure the nanny doesn't steal anything? This is the invisible part of the user, who can beat the Giants.

Therefore, O2O's emphasis is on the offline understanding of the traditional industry.

The app side is really important, but its experience is a small part of the overall O2O service. The ability to repeat consumption, in fact, depends on the offline section.

It is impossible to do a traditional service industry in the office with two hands and no mud. Big companies usually fight multiple lines, but the logic behind each industry is different. Taobao can do so many industries, because a pair of fake Andy heel a bottle of fake perfume behind the anti-counterfeiting logic is the same.

However, in the service, the clothes wash clean and not clean and nail a good look, behind must be two different logic, which each business must have an independent division, and even independent research and development.

For example, our Beaver's nail box in the research and development found that a nail box each light 100g can put more than two bottles of nail polish, at the same time to have a high strength of the wheel, even with the transport combined. The perception of these things at the user's end may just be an understatement, but there are countless details to be made at the end of his sight.

The complex logic behind O2O needs to be practiced slowly, and big companies are usually lazy on such things, so they can't do fine jobs. That's the good news I'm talking about. Because of the complexity, the logic behind each industry is completely different, will emerge a lot of industry leader. Even if Taobao makes such a cow, it still appears in some categories of opponents. For example, Jingdong played Taobao a soft rib, put forward authentic licensed low price, Poly Mei Excellent products promised unconditional return, Kaifeng can also be returned, this is Taobao no way to make a commitment.

That's the point. If you're a O2O entrepreneur and want to compete with Giants, make promises that giants can't. The advantage of the giant is part of his weakness. That's why I said 58 in the same city dry nail definitely but me, the dry cleaning clothes certainly but e bag to wash. Of course, it is important that these industry leaders are diligent.

Three. To liberate the world's craftsmen

Understanding the nature of the industry is important. Beaver Family has a mission called "The Liberation of the world's craftsmen." We think that the nature of the industry is the nail division, and their work is about aesthetics. They are not simple manual workers, but communicate with the eyes, brain and user. There is no one who understands what these nail-teachers think, want, and want more than we do.

Beaver family always said to give the craftsman honor, dignity. These craftsmen were the first day of the cat in the nail shop, two days ago we had a 400-person nail in Shanghai party, let them wear red cheongsam, dress, do nail show, walk t Taiwan. We even provide a lot of top training every month, the day before yesterday sent 5 nail teachers to Japan for training, and then they went to France, Europe, the United States. It's called dignity.

Four. Diverse industry characteristics

The characteristics of the industry are very different. I and Liv Oil's small partner is first does the line, 09 years only then starts to do the line. 2009, 2010 years later by Taobao Curve overtaking products are not many, Liv is one. This is called "Close the Door" theory, we before closing the moment into Taobao. That is almost the end of the era of Taobao silver, the beginning of the Bronze Age. The industry has tempered a strong, understanding women's team. So people ask me, carving ye why did you do a completely amorites industry, selling cosmetics, open a restaurant, and engage in O2O? I said, in fact, I do is the crowd business, I will only serve a crowd-beauty of the middle class women. This kind of crowd is not afraid of expensive, picky about the details, like high-quality, beautiful things. Many people say that carving ye brisket is not good to eat, who dare to say carving ye brisket is not good to see?

As for why I am a female business. I was shocked by the fact that a woman's eyelashes were getting longer and she felt her self-confidence was rising strongly. If you're not thrilled about it, don't be a woman's business.

In China, services, especially the O2O sector, have been underdeveloped. China's biggest opportunity right now is the rise of the middle class and the advent of consumer upgrades. At this beginning stage, we must be very different from the United States, Europe, Japan. The rise of China's electricity business is due to the underdeveloped retail system in China and the service industry. There are many deficiencies in the service industry in China, such as the majority of ordinary people do not begin to enjoy legal services. In the next 10 years, China's services sector will be the largest and most vigorous rise. In this process, Europe and the United States is no longer a reference, many industries are the Chinese themselves began to explore.

Five. Service industry is about logic and mission.

The good news and the bad news have all been said.

1. If you've already started O2O, run as fast as you could. Now the biggest advantage of the door is that the capital market like investment O2O, high valuations, fast investment.

2. To have a deep understanding of the industry. Money can solve the problem of time, but it can't solve the problem of logic.

3. A sense of mission. Do not like some enterprises, in order to take 2000 yuan per month advertising fees, clearly know that is a fraud business also do not label, deceived countless users, what is the mission?

The service industry is an all-encompassing industry, please come up with a sense of mission, think about what it can create for practitioners and consumers what value. A deep understanding of the nature of the industry, so that the industry behind the introduction of the logic, it will be all the big enterprises can not compete with you. This is not only money, but also not only the heap of people, more spelling is the understanding of the industry, spelling is mission, is feelings.