O2O observation: Can e-bag-washing defeat the laundry at the doorstep?

Editor's note: "O2O observation" is the Tencent Technology channel's focus on O2O domain analysis, research of the micro-letter public account (search INSIDE-O2O can add attention). "Case Study" series will be launched in the near future, and the sixth issue is concerned with e-bag washing.

E-Bag wash, has spent a year to introduce users to their products the real meaning of the name-a bag of 99 yuan. After the new round of a round of financing, e-bag washing can be successfully expanded to defeat the user's doorstep of the traditional laundry?

1. Basic overview

E-Bag washing online has been nearly a year, starting from the Beijing market, the last one months has just expanded services to Shanghai, Shenzhen, Tianjin and other cities.

According to the E-Bag wash CEO Lu Wenyong revealed the data, the current daily volume in the "Thousands of alone," in Beijing, covering a relatively good community is about 100, a community of 1-3 distribution personnel can be satisfied. E-Bag washing of the main users are 25-35-year-old youth group, repeat a single rate of close to 60%, mostly female users. The proportion of payments through stored-value cards accounts for about 10%.

At present, e-bag washing is undergoing a round of aggressive expansion and plans to cover all the first-tier cities in the country by the end of next year. At the same time, according to the understanding of O2O observation, e-bag washing also began to explore the school market.

Financing situation: In early November, the Matrix Jingwei and SIG were announced for a total of 20 million dollars a round investment. July won the Rongchang group and Tencent about 20 million yuan of angel investment.

2. Product Logic

E-Bag-washing product logic is not complex, through the online order, door-to-door pick-up, complete from the laundry to the user's docking process.

But the e-bag washes through "one bag 99 yuan" The billing way, has broken the traditional laundry billing mode, simultaneously achieved the product standardization through this way.

E bag washing laundry bag, monthly "Bag King" activities, encourage users to install more

E-Bag-washing products in the front look is not complex, but to achieve it must be resolved two difficult points: 1 distribution problem, that is, door-to-door access to send, 2 of suppliers and service control.

For the first question, e-bag washing did not choose to build the logistics system, but through the line of online recruitment, formed a community of residents in the vicinity of the composition of a part-time distribution team. At present, e-bag-washing to give distribution personnel's income distribution is relatively high, Lu Wenyong said the distribution staff each send a single "distribution fee at 5-10 Yuan". But according to O2O observation from e-bag washing distribution staff there to understand the situation, the current distribution personnel door-to-door pick-up and return two of the process will receive 10 yuan of the distribution fee, that is, a single 20 yuan.

Access to service providers, in contrast, is the advantage of e-bag-washing. Early e-bag washing mainly through access to the parent company Rongchang's two laundry brands: Rongchang laundry and Yrsa, effectively ensure the quality of service and growth. With the increase in order volume, e-bag washing also began to access Third-party laundry service providers, such as Fonaitre, like Wang. At present, e-bag-washing-equipped laundry providers reach 20, and in the new market expansion process, third-party suppliers will gradually increase the proportion.

3. Demand Analysis

The appearance of e-bag washing to meet the needs of users and traditional laundries?

User

1 time flexibility: After work night time to provide door-to-door receipt of the service, the next day by the distribution staff unified distribution to the laundry.

2 Avoid the trouble of billing and sorting; Most users find it difficult to judge the weight or single piece of charge, a bag of 99 yuan, and solve the problem of sorting pricing and sorting on the spot. A bag of simple and rough to solve the needs of users, follow-up sorting, billing, laundry and other tedious work to be done to the cleaners.

Laundry

Get the passenger flow--break the circle of making money by joining

Laundry is a overcapacity industry, which means that most of the laundry can not reach the order of the saturation, but also caused most of the laundry shop does not earn money, can only rely on the development of the franchisee business model.

At the same time, the cost of laundry is concentrated on the fixed costs such as equipment depreciation, reduce the charge standard, and obtain a large number of online users is a feasible way to cover the cost and increase revenue of the laundry.

4. Industry background

There are many start-up teams in the laundry industry, both overseas and domestically.

Domestic projects, including the Thai flute washing, bubble laundry, the former has just announced that the Sequoia Capital received tens of millions of dollars B-round financing, bubble laundry has been Cai won millions of Yuan Angel investment. In addition, other players include lazy cat laundry, lazy home, dry cleaners, love washing nets, daily laundry, Kaki card laundry and so on.

But the rapid development of the industry, has also begun to appear shuffle. Laundry O2O Item Micro Laundry 8 failed to announce this year. In similar projects overseas, the Combinator "hatch" of a laundry project prim also stopped operating at the beginning of the year, mainly because the team could not load the cost (this is also a bag-billed product, their service price is a bag of 25 dollars).

5. Risks & Challenges

1 Distribution Team Control: In the distribution team set up, e-bag wash selected relatively light mode, to ensure the expansion speed. But the management of the distribution team is also the operational difficulties faced by the team, the current e-bag washing through the early management training and user evaluation system for distribution team management. But with the increase of user scale and the entry of new market, the construction and control of distribution team are the key to guarantee the quality of service.

2 the system to get through: Offline entity shop It foundation weak, realize line and offline butt to e-bag washing and similar products are a small challenge.

3 The establishment of service standards: from the industry point of view, E-bag washing want to change the entire traditional laundry industry operating mode. The quality of the offline laundry service is uneven, and the challenge of e-bag washing includes the optimization of the service flow and the re-establishment of the laundry standards.