O2O Illusion The Local service of the blue Ocean is not in the General Service

The concept of O2O in the last two years, particularly fiery, is the line under the open and combined. Local site has a large number of local real traffic, the high degree of trust between users determines its O2O trend.

O2O Illusion The Local service of the blue Ocean is not in the General Service

May be a lot of people's inertia thinking, the law of China's Internet is the user scale for the king, Dream-level creation of rich myths are BTA level platform Company (Small note: Refers to Baidu, Tencent, Alibaba). Public comments, the United States, 58 of the city almost became synonymous with the O2O, because of the vast user, covering the "eat and Drink" and "Life Information", Tintin concessions, the story of the city to investors can not escape how to get out of the shop online business in the formation of consumer closed-loop, won the

From my 7 years of local Life Service website practice, we appear in front of O2O is only the tip of the iceberg. The Internet and traditional industries, with deeper integration and high premiums, have just begun to tip the iceberg.

First look at the real data, Jiangsu Province, the top five of the city of Changzhou can only count on the three-tier cities, the estimated annual total media advertising market more than 1.5 billion, and the number has been increasing year in, the traditional media nearly 1.4 billion (TV stations about 600 million, newspapers about 300 million), all new media total estimated not more than 200 million, Most of these ads come from real estate, automobiles, decoration, financial, health and other large living expenses, even if the catering and entertainment industry all the marketing costs have been group buying, in the total is only bucket. To sum up, the money is all the service industry flowers out, but it is not a frequent consumption of shops along the street, although the advertising industry can not represent O2O, but advertising is the most extensive marketing, this ring if the Internet can be efficiently resolved, the value will naturally be transformed into O2O.

This is a huge blue sea without being seen

A meal using a group purchase coupon to save 30 yuan, also encounter differentiated service attitude, decorate a set of 100 flat house total to spend 200,000, the eye did not blink, the developer sold a set of 2 million of the House, the cost of marketing of consumers is 3%, these compare from which service to extract service value more space?

Look back again, the United States, the general public comments on the majority of users in the big cities, the total business accounted for half, but North, upper, Broad, deep and the national market, the proportion of the total is still very small.

Internet industry people may not understand a real estate marketing costs often as many as tens of millions of years, a decoration company marketing costs are also in million. They complain about the low ratings of local TV channels and no one in the newspaper, but they have to put a lot of advertising to open the market. With the increase in the number of media, traditional enterprises to spend more and more marketing costs, while consumers are too distracted in the consumption of attention, and even no longer believe in advertising.

This kind of marketing mess, behind is a huge opportunity.

Local Web site bar O2O Deep-plough rigid service industry

Because unable to form the scale, the local website in the rage of the Port of the era is rarely mentioned, and then gradually transformed into a personal webmaster entrepreneurial form. With the development of China's urbanization quietly growing, after 2008, this strength began to recover, a large population, consumption of developed coastal and central cities, the local Web site is in various ways to show its strong in the consumer field of guidance and conversion rate. 19 floor of the marriage fair income of tens of millions of yuan, the Dragon Lane did not "water" thousands of people to see the group and a deal on hundreds of cars buy will let the strong traditional media.

This year is the most challenging year in the development of the Dragon Lane, economic weakness, urban consumption significantly decline, the customer's demand for the transaction effect is more and more high, in the actual business operation process, the Dragon Lane has to break through the inertia of thinking to in-depth industry, detailed understanding of customers, deep in the local service industry marketing transformation, I accidentally felt the great value under the iceberg, and began to try to break through the media, into the O2O of the actual operation.

Why the local site has such a high conversion rate

The internet is essentially a traffic business, and whoever gets the flow at a lower cost is more valuable than the traditional media's point cost. For example, a 30-second local TV advertising prime time advertising price of about 10,000 yuan, the boot rate is low, hundreds of TV channels streaming, to obtain a user needs hundreds of yuan cost. The local website through the UGC products and fine operation, brings together a large number of local real high-quality consumer content, forming a high level of flow of traffic black hole, the total cost of the flow is low, the user group clear, large flow, advertising and marketing are unusually accurate. Users do not go to the video, play games, are willing to spend time on the local site to find information and exchange information, while there is real demand.

Second, the local site has a very unique value in terms of trust and word-of-mouth, the continuous accumulation of third-party user reputation, credibility is very high, in the virtual city, we can easily exchange consumer experience, share consumer experiences, knot friends, their trust based on real and no interest demands of the sharing atmosphere, compared with traditional media, The cost of obtaining consumer decisions is low, and the credibility is much higher than the traditional media.

In the competition with the vertical industry website, vertical station sales have a cliché to persuade customers to give up the delivery of the Dragon Alley, but the flow of the local site although high, but are not accurate, not to buy a house crowd, can not afford to buy a luxury car, is not a value to put. But customers have been found through practice, bringing together the real buy house diary waking, hundreds of residential real decoration diary, countless models of car-buying local users of the site has been accurate to the teeth, appeal and Netizen Trust is very strong, activities do not inject water, on-site activities do not discount, this irreplaceable value is based on services, The massive data and the real relationship, this is even Tencent such giant company cannot replicate the core value.

Third, the group buying site appears to satisfy the user "cheap" psychology, but in fact, in the decision-making process of mass consumption, the Chinese people are willing to spend money to buy better services, especially the needs of diversification and personalized needs, who do not want to decorate their homes and others like; have their own ideas and different needs, There is no way to standardize and "best" to find a trustworthy businessman, installation speed, long-term after-sales rest assured that the product can reflect the personal characteristics, these are very real needs, and the current group buying business temporarily meet these needs. Changzhou local many fine-tillage brand high-end studio, have been collectively from the group purchase site to remove publicity, said the merchant more value the local community Portal media value and comprehensive value, but also show that customers are increasingly mature to look at the diversity of network marketing characteristics.

Four, the local Web site has a full line under the conversion, the formation of closed-loop means, the real estate industry to see the Housing Group to guide the deal, home furnishings to see the group, the actual sale of lectures, the line of building materials collection, home appliances stores, such as the closure of the store, such as a variety of sales, but each model has formed the actual consumption closed Dragon Lane is also focusing on the development of new products this year, providing more ammunition reserves for future O2O conversion.

Summary

In cities, if local websites can replace the traditional media with the most efficient way of traffic conversion, and provide fine shopping guide, screening, docking work, the formation of consumer closed-loop, can be separated from the ceiling of the media model, into a new development space-the O2O mode to open the blue ocean of the service industry.

The 19 floor, the Dragon Lane, the small fish net, the proud life, the West Lake, in the local city is the absolute monopoly position Life Service platform, no exaggeration to say, China 660 cities, there will be 660 such sites exist. Most of the time, the advertising business, even the flow pattern in the difficult to survive, but as the local web model more and more clear, to the Dragon Lane, West Lake, such as a number of guides, the next 3-5 years, with O2O, social marketing and the arrival of large data era, regional Internet sites will increasingly reflect the "grounding gas" Advantages, as long as adhere to the operation, and correct positioning service nature, the local site will be more and more reflect the local O2O king temperament.

Small note: This writer Chanyu, the CEO of the website of the Dragon Lane. The website of the Dragon Lane is the Changzhou localization website, mainly provides the city life information and the Exchange platform for the Changzhou people.