O2O era, the flow of business is declining the value of traffic in the great changes

In the O2O era, traffic business is fading.

The value of traffic is changing a lot.

If you add an attribute to the front, that is, in the context of mobile Internet, those who have been chasing preemption by all the traffic is experiencing depreciation.

Just like when you want to take a taxi, you will choose to enter the app from a taxi or a quick taxi instead of a micro-letter. Users are becoming more and more simple, more and more lazy, not more advanced, more and more intelligent. On the phone, no one is monopolizing traffic or becoming a gateway. What is good traffic when everything becomes more fragmented and fragmented? In the mobile internet age, good traffic is the traffic that occurs when the user has a need.

Four stages of flow value

Looking back from the PC Internet to mobile era, it is not difficult to find that the flow experienced several changes in the process.

The core word of the first period is the user. At that stage, through the Internet to transform the model, the most important ability is to obtain the user's ability, whether it is the search engine, Web site navigation, or the peak of E-commerce process, there is traffic there is a user, there is a flow of conversion and liquidity capacity. Until today, there are still many business models to live on.

The second time is efficiency. In this process, many of the Internet's models are based on the "flow" of continuous improvement and refinement of the demand derived. When the conversion rate of the flow is getting lower, when the simple, extensive access to the flow of the way can not fully meet the demand. A variety of more precise and accurate, effective operation control is the core test, such as aggregation search, internet advertising, hit shopping model and so on. The pulse of the Times, the need to constantly meet the new frequency, the new efficiency of things appear. But ultimately, like many investors often use adjectives, "or flow business." ”

The third key word is time. When the mobile Internet attacks the user's habits, everyone's mobile phone replaces the PC as the longest and most frequently used terminal. The internet no longer generates increments, but it migrates to the mobile end. The entire world is fragmented in an environment where clients are extremely fragmented. Who can let users stay on their products longer, who has a new opportunity to move on.

However, a recent change that many people have not been aware of-is a change in the flow of properties.

In the mobile phone, it is difficult to form a flow monopoly state. Even if the millet affects and occupies 25% of the users, even if the micro-letters occupy the majority of people's time, does not mean that their traffic really has the same value as the PC era. This conversion process is difficult, many flows are not converted, the middle of the flow loss is higher than any previous period.

Lei will certainly think about how the flow of millet and micro-letters or the flow of mobile internet giants on the same footing. But the attributes are different. Traffic distribution and application stores are of course traffic, but for O2O and all scenarios based businesses, the impact is relatively limited, or the traffic is overvalued. "When the Internet becomes more accurate, all things that don't reach the essence and the core highlight inefficiency." "Flight Butler CEO Wang said.

For example, the initial group buying period, "Thousand Regiment War", all the group buy company to find Baidu to buy traffic. Soon, the United States Regiment found that the flow rate of conversion is very low, and really have a high conversion rate of traffic, many are through the three or four-line city of the cooperation of merchants, through the offline storefront real brought over. Compared to access through search engines, American CEO Wang that this is high quality traffic.

It is not difficult to explain the so-called traffic failure. Bat three, especially in the o2o of this matter, Baidu and Ali do not have too many of the right to speak, mostly in the fill in the blanks with the merger strategy to make up for the missing, but whether they do or exogenous mergers and acquisitions, are equivalent to a new venture, or difficult for the company directly diversion.

At this level, Tencent has a slight advantage but also limited. Just like not long ago, the public comments and Tencent had a relationship between the alliance, was the public comment on the investment of "hungry Mody" and therefore with Tencent has a two-level association, but the micro-letter itself on the local life of the strategic line is not clear. Once it comes to the line diversion, and the national business, the complexity is very high, although everyone is thinking how to be able to detonate the flow of traffic, but how the micro-letter flow is not clear how to guide.

From selling goods to selling services

Mobile Internet era, the PC era accumulated traffic characteristics have changed, we look at the flow of the perspective should not be the same as before. There are a lot of scenes in the local Life field, and the corresponding flow is grown because of the scene. These traffic will develop, 10 times times larger than the original flow or even more. Take a taxi as an example, when the street by hand to recruit cars to replace the action of the taxi application, that is, based on the scene of different users to replace the behavior of the line of traffic, for O2O, this is the largest value of the depression.

In fact, O2O is a line of resources and flow under the guidance of each other process. Especially in the PC era, bat itself is a huge flow of the entrance, to the United States and the general public comments on behalf of the Internet important variables are also want to become a local life services in the field of traffic entry. But the local life is actually very vertical, in this vertical subdivision area, the former flow portal is not useful? Is it still possible to convert traffic? is a question worth thinking about.

Here have to refer to Ali's O2O outside selling food business Amoy point.

Ali was once in the body was repeatedly assigned to the Amoy Point, now the location is very delicate. Previously responsible for the cat's Qiaofeng (Wang Yulei) was transferred to Amoy Point, a very short time, Qiaofeng again responsible for the day cat, that is, he is a person in charge of three things, the cat, Poly cost-effective, Amoy point. Amoy Point in Ali internal important level is obviously declining.

Amoy Point is in the body produced in Ali O2O products, but also did not like the imagination to get Ali's huge flow of blessing. Despite the huge flow of giants, there are some flows that can be migrated in the O2O era, while others cannot.

A few months ago breaking mobile phone Taobao festival. Also is made out of the festival, why the cat "double 11" can become a national shopping carnival, and the mobile phone Taobao festival is difficult to form the scale is only to stay in the marketing stunt?

When from "sell goods" to "sell service", the mass flow is invalid. All the goods can be accumulated to a day to sell, users buy home even if not immediately use can store. But all the food can not eat the same day, this logic is not suitable for eating and drinking service consumption, O2O is a long-term process.

Taobao more than 10 years accumulated a huge flow of goods, the purchase of goods when the conversion will be very high. But if you go to the local life service, one is the commodity attribute, a service attribute, the middle can not be seamless transformation.

It is also a big question mark whether social traffic based on the micro-credit social relationship can lead to offline service. Just like hungry CEO Zhang Xuhao Why in many potential investors choose the public comment on the investment: "The mass reviews the flow itself is the flow of beer and skittles, it has formed a lot of intrinsic nature, and in the one or two line of the city in high-end white-collar circles become a daily necessary tool." ”

Not only that, the mass review of the flow also includes media attributes--in the comments, you search out or recommended shops have the name, telephone, location information. "If it is to check a restaurant contact, from the point of view of the flow of public comments more comprehensive, media properties more strong, open comments can be dialed directly, and in the United States, I am more direct to choose a transaction." "For the hungry, in the local area of life, the mass comment on the flow attribute is relatively higher quality."

Mobile Internet, how to let "attribute matching high concentration of traffic" better play out? How to combine the characteristics of the scene, so that the flow of rapid scene? How to match the design of business model, make the flow more valuable? It's a series of very thoughtful topics, and it's a better two bonus opportunity to see who can catch it.