O2O is sinking, local community forum usher in new opportunities for development

The author found that two recent events and O2O of the next development trend of the relationship:

The first thing is the United States network in the evening of May 30, 2013 new opened 14 three or four-line city group buying business. O2O Enterprises, including group buying, are nominally covered by many cities, but in a very long period of time they are only in the north of a few big cities such as jealousy; many merchants in big cities have to deal with a set of O2O enterprises every day, from group buying to coupons, from ERP to micro-credit promotion, all kinds of O2O enterprises early to Beijing, Shanghai became the Red Sea market.

The second and O2O development trend is related to the local Life service community Hangzhou 19 Floor completed a strategic financing of 60 million yuan on May 13. For most of the accustomed Umebo, micro-letter users, community forums in their minds has become a legend. Mop was forced to relocate from Beijing to Nanning, and the loss of its ability to produce big events could be seen as evidence of a rapid decline in the forum. Even so, there are still plenty of local sites and local community forums that are strong enough to live. Overall, this type of site from the number of more than other types of sites, and site traffic is not low; to Hangzhou, the 19 floor, for example, the Alexa ranking of 957, in China ranked around 150, than the mainstream group buy site traffic are high.

O2O industry An interesting phenomenon is that many enterprises in the north and so on the first line of the market for face gain, but the real profit is to rely on the three or four-tier city. From the United States and the network of three or four-line city, you can see that O2O is from the big city to three or four-line city sinking. For the O2O industry with positional attributes, the local community forum has a long-term interest in the market and has a natural advantage. The local community forum faces an unprecedented opportunity for development as O2O gradually sinks in the area and digs deep into the industry.

The development of O2O is a trend of regional subsidence

The north is far from the whole of China, just come to China's foreigners and long-term living in the big city people tend to ignore this objective fact. China's internet was first developed in the north, the Internet, although it can break through the geographical boundaries, but can not change the regional differences. From the development stage, the internet level of three or four-tier cities lags far behind that of the first-tier cities, which is not only the gap of infrastructure, but the concept of three or four-line residents. The typical case is the public comment Network was founded more than 10 years, now it is only in more than 30 cities to set up branches; not because of the public comment network is a slow company, but many small and medium-sized cities in various aspects of the conditions have not yet reached the requirements of the general public, the differences between cities significantly led to O2O in the urban replication can not be achieved, The pace of expansion is naturally slow.

Product Consulting found that the current two aspects of resistance is becoming a dynamic booster O2O development is sinking trend. On the one hand is in the north of the Red Sea market, such as the rise of the ceiling of the O2O enterprises began to take the initiative to sink, some prescient O2O enterprises even from the beginning to choose a small competitive three or four-line city. For the development of enterprises, the need to maintain the pace of expansion, one can expand overseas, but also to small and medium-sized cities to expand; for introverted Chinese internet companies, the latter is an easier choice. On the other hand, the current three or four-line city's internet level and ideological awareness is changing, local users of the Internet application began to go beyond the category of QQ chat and gaming, e-commerce and life services O2O demand is increasing. Based on the three or four-line city and rural market, independent mobile operators to buy and sell Bao annual revenue close to 1 billion is proof. Quality Road consulting that, in the long-term trend, China's urbanization is rapidly advancing, the difference between regions will be sharp and then ease, some new medium and small cities are expected to rise, advanced internet facilities will be quickly matched, with advanced thinking people will also flow to these cities, This can provide a wide space for the further development of O2O.

Local community forum To do O2O has a unique advantage

In the broad sense of the O2O is the line for the offline diversion, from this point of view, the local community forum is O2O one of the earliest forms of expression. Provide local life service information of the local community forum appeared in the late 90, such as the beginning of 1995, the establishment of the University of the BBS, 1998, Jinan-Yang community, set up in 2000, Shandong 001 Forum, such as such community forums should be earlier than the later classification information sites, reviews and groups of sites. Local community forum sharing local Life service information is the most centralized network form of early local life service, and it is an important participant in the O2O Market of life service.

There is no denying that in recent years the community forum has some potential, because of lack of innovation, a single profit model, many community forums are unsustainable. But what needs to be seen is that the community forum is still the most important form of Web site in China. Product Consulting found that for the development of natural O2O, local community forum has unique advantages. First, local community forums have long been deeply rooted in a particular city or region, with a far better understanding of the local market than the national web site, where locals talk about the success and later maintenance of local businesses. Second, the local community forum through the creation of community atmosphere, so that users can form a sense of belonging, users can do a very good stickiness, and users do have a focus on local life service information strong demand. Finally, as web-site drainage becomes more and more expensive today, professional local community forums tend to attract and retain traffic at the lowest cost, and are able to carry out O2O-related business more easily.

Big trends and unique advantages collide with Sparks

O2O is sinking to the three or four-line city, and the local community forum has its own unique advantages. Product Way consultation Therefore, the local Life service community forum will usher in the development of new opportunities in the O2O field. At present, whether the three major giant Ali, Tencent and Baidu, or large group purchase site, the public comments and handle nets, they are far from occupy all of the three or four-line city. Compared with these large platforms, the local community forum is not at a disadvantage, the physical commodity trading all-in-one national logic is not applicable in the O2O field, O2O the next O (Offline) line of integration ability is critical. Moreover, at present the giant and the big website's business mostly also concentrates in the catering and the ticket and so on light decision-making domain, has not had the great achievement in the broader O2O subdivision domain, the local community forum operator may by the local relations in the heavy decision-making domain establishment own threshold.

Of course, the advisory opinion that the local community forum more can only be "small and beautiful" exist, they are in the geographical expansion of the same face platform-type site problems. For a large number of local community forums, they can independently do the local O2O market, but also with large-scale O2O Web site cooperation to develop the local market, and even the strength of the Community forum can be integrated local O2O offline merchant resources, become Taobao, micro-letter platform, such as local operators. Either way, local community forums can be developed with their professionalism and understanding of the local market.

It is not that all local community forums can be developed, in the context of social and mobile, innovative, able to advance with the times of enterprises have the opportunity to succeed. China now has about 250 cities with a population of more than 500,000, with more than 300 in the coming years. Cities with a population of more than 500,000 have a very large market space, and the number of cities with a good O2O is only dozens of. The huge market space waits for the big platform Big website to open up, but the local community forum also certainly can obtain own development space.

Original articles, reproduced please specify the Source: Huang (Product research director, Internet industry analyst), Sina Weibo @ Huang. Welcome to the micro-letter, the first time to read my article. Open micro-mail click-Friends--Add friends-Search number Input "Puji-she" (Universal)