Mobile Internet O2O Entrepreneurship don't fall into the same hole again

O2O is undoubtedly one of the most popular mobile internet start-ups, taking these days is also the most popular angel investors Shire the last time in the Shenzhen Innovation China Conference said as an example-"all the traditional industries spend 100% of the energy to earn 5%-10% of net profit or even gross margin, No one has the opportunity to make it into the Internet, you who have the recruit, can with such people combine, I will vote for the first one, I think O2O must be the biggest field in the future, all of China's richest, must come from here. "The same attention is the recent capital operation of several major events: Alibaba investment in high Germany map, Baidu acquisition of glutinous Rice NET, the giants of the preemptive layout proved to the field of optimism, to sing the o2o of sceptics resounding retort." Ignite entrepreneurs and investors indomitable confidence, I also have a lot of friends around, looking forward to the bright future of O2O entrepreneurship. The concept of O2O is not new, service providers-life services businesses have been geographically dispersed, internet marketing power is weak, consumer and business information asymmetry between the issues, the Internet industry has always wanted to line the flow of traffic under the line of life services businesses, and thus the birth of a variety of business models, but also have broken. Mobile Internet carrier-mobile phone GPS, portability, the ability to access the Internet at any time to O2O consumers a better user experience, but only to see these changes, shouting mobile internet O2O Spring, will inevitably repeat the same. The following will talk about O2O pioneering pioneers who once fell into the pit, so that the blood boiling friends to mention a wake up. 1. Non-closed-loop business can not touch the so-called closed-loop business, refers to the network service providers (generally, web sites, apps, telephone hotlines) for businesses to bring consumer passenger flow, consumers pay to use services, businesses and network service providers to trade reconciliation, this is the best model. Closed-loop business can allow businesses to accurately assess the network service providers for their consumption growth, because it is based on the transaction, the service providers can also be divided into income, business only sustainable development. Closed-loop business is the typical representative of group buying mode, the more successful of this model, is the service provider in advance to collect fees, this cost in the production after the settlement to the merchant, at least a few weeks time, the period of funds can produce additional value. Therefore, the first two years of the Thousand-Regiment war is not difficult to understand, this is a rare business model, all the road heroes rushed. There are many non-closed-loop modes, such as online advertising, coupon issuance, booking reservations, and so on, these models are very flawed, so it is difficult to form a scale of income. Online advertising (including search ads, membership card, etc.): Life service businesses are difficult to continue to launch, these businesses are often new when the opening or business is not good, only to do a small period of promotional, online advertising regardless of the accuracy of the delivery and conversion capabilities are difficult to make business satisfaction, and can not be long-term delivery, Therefore, it is not difficult to understand the embarrassing status of membership card, to use when often no discount. Coupons issued: Common SMS or printed coupons, businessThe discount coupons on the staff, can not showings reconciliation, it is easy to have a regulatory loophole. Before, China Mobile and some enterprises, in order to solve this voucher reconciliation problem, specifically for businesses to provide networking equipment printing coupons. But the purchase and installation of equipment costs, businesses are unwilling to bear, it is difficult to promote. The recent case is Tintin map, to sell 1800 yuan, buy a device, for coupons confirmed, businesses have not seen the benefits, will pay, it is not optimistic about this. Reservation booking: Customers through the website or telephone reservations, to the store to enjoy discounts, this model also exists to check the problem, on the one hand, customers often do not cancel an appointment, even if the business is very compatible with the platform to check consumption records, but also time-consuming and laborious, on the other hand, businessmen in order to save the Division To give customers a lower discount, so that the service providers lost in vain. In view of this, now just get the wind to vote for the number of catering services start-up enterprises, do not have to fall into the pit again. 2. Do not have a strong offline implementation team do not dry O2O business needs at the same time to do a good job on line traffic and online business expansion and service, both hands must be hard, this is not easy. Zhou once said that he would never do it without having to consider the products of the individual user and the business user, and not to invest in such a product. Because the light to meet the needs of one end of the user has been difficult, but also to do the other end of the user experience, it is very difficult, very low probability of success. People who have done the group buying business know that it is more difficult to build a strong offline execution team than to operate on line traffic. This team needs to have enough sales ability, choose a good local business breakthrough, set up a benchmark, and then through the frequent sweep street-style promotion, to persuade more businessmen to become customers, with the business to talk about competitive conditions of cooperation, this is a test of commercial operational capabilities. Many people may think that as long as the site has enough traffic, and business to talk about cooperation is very easy, if this is the case, QQ group purchase, high peer network early operation, everyone's sticky rice net will not eventually become an age, forced to sell their own Baidu. A real case, there is no experience of a Gaofu group buying site to build offline implementation team, so the use of outsourcing mode, in major cities to recruit Third-party operations team to open up businesses, business indicators are very heavy, incentive is also very high. Results found that the morning came to a business representative, said that 20 dollars and merchants to cooperate in a certain product group purchase, the afternoon came another business representative, willing to pay 30 yuan, make businessmen do not know who good, simply quit. 3. The heat of the mind to expand the scale of the death of the Thousand-Regiment war, elevator in the focus of the ads are simply group-bombing, the Web site consumption lottery to send cars, or even send a house, nothing to be alone, even more outrageous is, incredibly in the airport can also see the advertising network, the airport's user group is the main customer group buy? Can be seen at that time group buying practitioners crazy. The same madness is capital, capital to see is fast rising water, so large marketing investment, a large amount of business cooperation subsidy, so that water drift, while there are more money, the site to fight open the number of cities as proud, in all over the recruitment line under the implementation team, in retrospect, group buying industry is also a big burning money feast, life can be a few back to smell ah. I was paying special attention to the display, the few companies that had a lot of money, who did not advertise, who frequency less, I observed that the United States and comments to do the least, and in the two or three-line city, the basic is to do the media exchange ads, do not do offline advertising, indicating that the two expansion strategy of the most stable, so also smiled to the last, At the end of 2012, business receipts accounted for the first to second place in the industry, while their number of open cities remained only about 100. Even in the entire industry to fight the most popular time, but also actively shut down the three or four types of urban sites do not earn money. In addition, the United States to do not do their own subsidy list, on-line business and product audit is very strict, in the industry as a whole manic environment, to maintain such a healthy mentality, commendable, finally, in the capital of the winter, by the excellent operating ability to surpass the original competitors. Like usually tied with sandbags running people, is not running, but the car ran out of oil, the latter on the rest of the food, and the former is all the way to dust. O2O facing the life of service businesses, operating profit margins are not high, to be in such a boli industry to explore the business opportunities, the user needs to understand the consumer behavior, tenacious business expansion and the patience to play a protracted war. Mobile Internet has improved the user experience of O2O consumers, but has not reduced the business difficulty, precedent, have to prevent. (Internet Entrepreneurship Salon)