Next to the end of home economics, domestic O2O how to do

June 23, the author in view of several domestic O2O enterprises, inadvertently found around the home economics website has not opened. The page shows "the site you visited has failed" and automatically jumps to the Sina Cloud store after 9 seconds. Then the author consulted several industry insiders, received the response is: around the domestic "is really no". In the evening, the author also call around Home Economics founder Zheng Lei, Zheng Lei confirmed that the site has been closed, said the shutdown for its personal reasons.

Around Home Economics

Around the domestic, since the first time in the media in May 2013, after a number of media reports, the domestic vertical platform subversion intermediary voice. And around the same time on the line of e home cleaning, aunt Help and many other Internet projects, they rely on mobile internet, based on lbs to build users and aunts directly docking supply and demand, short-term goal is "kill intermediary." In the middle to the end of last year, the domestic O2O enterprises, the traditional intermediary seems to be completely disappeared. I have also visited a number of domestic O2O enterprises, basically get the information is: the traditional domestic intermediary will be O2O enterprises replaced, but there is a process.

In the author's opinion, the traditional store forms of domestic intermediary extinction is a trend, only time Internet companies can be in the ammunition before the traditional intermediary, and some intermediary has been aware of the crisis, and actively cooperate with the Third-party platform. So in a period of time, the traditional intermediary and Internet enterprises still have a period of coexistence. This coexistence period is vital to either side of the two sides, and neither side will be able to face the fate of closing. Domestic housekeeping apparently did not survive this pass.

What are the problems around housekeeping?

The basic logic of Internet enterprises is to circle the user before the project is profitable, when the number of users accumulates to a certain amount, it has the bargaining power, whether it is a domestic institution or an individual, it can not ignore the value of the flow entrance. Zheng Lei in the establishment side of home economics to see the huge business opportunities of idle resources, whether 58 or the market, or Taobao, on the platform for most of the transactions are items, if there is a skill trading platform, then the market prospect is considerable. Zheng Lei expect to be able to enter the skill trading market from domestic economics, while the home economics starts with relatively simple cleaning hour work.

The first question to face: Where does home economics come from?

Early in the business, Zheng Lei to solve the problem is to go to the suburbs or villages to send mobile phones. Since this model was initially defined as mobile-end LBS APP, both employees need to have mobile devices. Home economics, the quality of the aunt generally low, there are many aunts will not use smartphones. Zheng Lei's idea is to educate aunts first, by sending mobile phones and getting orders to sell their spare time to earn income. In the author's opinion this is wishful thinking: first, with the aunt's cooperation is loose, there is no mature mechanism for sustainable cooperation; Secondly, the aunt is not standardized products, with subjective initiative, their thoughts will change at any time, the security is not allowed to take the phone today will not dry tomorrow; It may be too far away to run; last but not least, the single cost of getting an aunt on a mobile phone is too high. Then the mobile phone activity did not last long stopped.

Second question: How do I get a user?

Zheng Lei has said to the media, through the benefit of attracting users. According to the time (May 2013) Hourly rate of 30 yuan an hour 2 hours to start counting, the side of home economics directly to the price level to 39 yuan 2 hours. The user pays the money directly to the hourly worker, the side housekeeping a penny does not earn, and in the on-line promotion period, but also must each return the profit 10 yuan to the user, lets the user 29 yuan can experience the service. Internet Enterprise Circle Users of the primary logic is to burn money, planing to expensive do not say, really how many users are willing to often pay for hourly workers? Occasional orders are not enough to support the rapid expansion of the user scale.

The third question to face: How to solve the problem?

Around the home to provide transactions at the beginning of the online to complete, there is no on-line prepaid fee (later there is no increase in prepaid the author is not very clear). When the user through the home to find an aunt, the two sides to establish contact after the total does not need a third party app, once such a situation occurs more, the domestic app becomes a purely educational employment at both ends of the public welfare agencies, and how to talk about user precipitation and data accumulation?

The fourth question to face: how to guarantee the quality of service for domestic aunt?

Around the domestic household through their own recruitment methods to get home economics aunt, these people have not experienced professional training, if only from the concept of understanding that the so-called cleaning is to wipe the table mop and mop, that with such an understanding to serve the user is obviously not enough. And I learned that some of the similar projects, but also simply tell the aunt how to clean, few field practice and special guidance work. Around the home to a platform to build consumer-to-consumer skills trading market, but to provide the skills of the party has the ability to serve other people do not have the absolute right to supervise, it will easily result in bad Word-of-mouth criticism, the ultimate damage will only be the platform itself.

Fifth question: How do aunts and employers gain mutual trust?

China's integrity system is not perfect, coupled with frequent negative reports, making it difficult to communicate with strangers. At present, the normal practice of home economics platform is to ask domestic aunt to provide identity information and check with the public security system, to ensure the authenticity of Aunt identity information (this article is limited to discussion hours). Home home to expect users through the app information show directly docking is the aunt individual, and the side of home economics itself does not provide users can rely on the endorsement of the trust; Although there is an insurance company to deal with accidents, there is still no solution to the fundamental problem of trust endorsement, that is, this aunt she is not an organized personal behavior.

Sixth question: How does the platform side continue to grow?

This is the core of the sustainable survival of the home economics platform. Like other similar projects, home economics has not found a suitable profit model. If you follow the usual path--to implant value-added services from a massive user scale, first of all, the need to have a huge number of users around the household, followed by the user's conversion rate is relatively high, which has just been set up less than a year in the domestic app is a great challenge; if the intermediary fee, it will reduce the enthusiasm of the aunt, To reduce the number of aunts, the second, even if the charges are not offset platform maintenance costs and user promotion costs. Money always has a burning day before investors get involved.

What is the current situation of other domestic O2O enterprises?

E Jia Jie

E Home clean similar to the side of housekeeping, based on the mobile end of lbs looking for home economics aunt, the predecessor was founded in July 2011 Doodle Fast Car rental, in a taxi app hot at the beginning of a taxi, because of policy constraints and market competition pressure, May 2013 into the domestic market, from the beginning of home cleaning gradually to the whole field of domestic development, "E Home Clean" renamed "E Home Cleaning domestic". Previously had been Tencent 4 million Yuan Angel investment, the end of 2013 with E home Jie founder Yuntao Exchange to understand the E home clean aunt settled number of 6000 people.

Aunt Help

APP website (online reservation) Home economics platform, previously with e Jia Jie similar, focus on hours of work services, and then gradually turn to other domestic areas and online to open entity (training) stores. Last November aunt helped to get a round of millions of dollars in investment. The author learned that Aunt Help will be cleaning services and do more detailed classification-clothing dry cleaning, shoe care, and in the later may involve the replacement of locks, moving and other domestic services can be extended.

Trot Life

The trot life is a family life service reservation platform based on lbs location, at present, the main coverage of the city for Beijing, services include: domestic (hourly workers, nannies, month sister-in-law, parenting sister-in-law, etc.), moving (home or enterprise), maintenance (home appliances digital, house furniture, unlock locks, pipeline dredging, etc.) and recycling (home appliances, furniture, gifts , luxury goods, discarded goods, etc.) four major categories. Trot life and domestic company cooperation, cooperation merchants settled to pay a certain margin, this is much lighter than the simple consumer-to-consumer. The current financing situation is unknown.

Auntie's here.

Auntie's here. is a domestic agent system based on the nanny online booking and payment platform, from the establishment of the 2007 Beijing Ka Lok Council domestic service company operation, business including the month sister-in-law, childcare sister-in-law, home economics agent-oriented brokerage services, currently in Beijing, Shanghai has more than 10 entity stores. The main source of revenue is divided into two parts: collect the customer's commission, collect the aunt's membership fee. Auntie's coming. The operation is focused mainly on the online standardization of intermediary services to solve online user needs.

Cloud Housekeeping

Founded in 2009, an integrated B-end business oriented to the C-end users of the domestic service platform, currently mainly covering the city for Shanghai. 2012 won the middle of the capital of millions of U.S. dollars angel Investment, April 2014 Cloud Domestic announced another 4 million U.S. dollars a round of financing. Profit path is mainly divided into two parts: Platform Commission, product service package, in the future may involve domestic sales of peripheral products and services