O2O Storm

Recently classified information industry has been a lot of important events, such as 58 of the city to buy homes, 58 of the same city CEO Yiu Jingbo said its goal is to build China's largest real estate trading platform, the founder of Liang Weiping said he once again pioneering, build mobile real estate trading platform "home."

NET CEO Yang Hao-hu in an interview, said, "Real estate information services are classified information services in a class, the simple provision of real estate information model has touched the ceiling, through the internet to provide real estate services from the simple information services to the electrical business transaction upgrade."

"58 City + residential" target is the real estate trading platform, "Home" is the mobile real estate trading platform, the key word is the transaction, the essence is the electricity quotient. In this direction, to 58 with the City + homes, home, search house, the focus of the representative of the online forces will be with the chain home, 21st century and other lines under the forces of hand-work, the space will be less and more cooperation. This is a new war, similar to the Beijing-East and Suning, Gome's war.

Last March 10, the tenants unilaterally announced a substantial price increase, by the chain of real estate, I love my home, wheat field property, 21st century real estate and other real estate intermediary agencies boycott. This is only the opening of the new war, 58 with the city's acquisition of a tenant is the beginning of the new war.

The background of this incident is: with the development of mobile Internet, large data technology, user behavior has changed, in the PC Internet mode, online mode on the offline industry support is to provide information services, now not only can provide information services, but also to provide transactions before, transaction, transaction after the various services.

This change is not just a change in the real estate industry, other industries are also changing, Baidu CEO Robin Li called the Change "Middle page", Tencent founder Ma called "Internet +", Millet Technology founder Lei is a perceptual "gale Mouth", Zhou in a speech this week called " The Internet revolution ", Apple founder Steve Jobs once said" to let all of me up. "

Yang Hao Chung is more willing to call it the O2O storm, an offline and online collision, stirring storm. In the storm, he says, there are at least four possible ways to create a "trillion" market, with jobs, cars and online services in addition to property.

Classified Information Service site in the O2O storm to stand in the air: in the PC era, they completed the industry-oriented primitive accumulation, many users are accustomed to looking for offline service information. NET, 58 and the city are the two largest players in the classified information market.

In the face of the future they have almost unanimous judgement, just to concentrate on the strength, the choice of the two centers of gravity slightly different, market trend car and recruitment, and 58 the city's center of gravity in the real estate and offline services. Market set up a good car, and 58 with the city set up 58 home, two business operations relatively independent. The same judgment, different point of entry, this is the market and 58 with the city of the Tuyere battle.

Blue collar Rise

I broadcast: Online recruitment has changed a lot in the past few years, from the camp watching, the market online recruitment of this piece of revenue will be more than 1.5 billion yuan, more than Zhaopin line business (excluding offline income) to become the industry first, why?

Yang Hao-hu: Look at the income we will become the industry first. From the number of new recruitment resumes per day, we last year is two opponents of the sum (that is, the wisdom Union + Worry) twice times, now may be 四、五倍, the market is now a day about hundreds of thousands of of the amount of opponents (intelligence or worry) a day only tens of thousands of.

The reason is "blue collar rise", their absolute number is large, there were 300 million migrant workers in the past, and they change the frequency of work is quite high, on average six months or so can change a job. The total number of white-collar workers is small, an average of one job to stay a year or two, or even longer.

I: Blue collar has existed before, why does it start to explode now?

Yang Hao-hu: Because the mobile internet, in the previous three or four-line city, or the first-tier city of migrant workers, they are in internet cafes, one hours a day, now they have a large screen mobile phone, and is more than white-collar network users, eager to 7x24 hours online.

When they need to find a job, turn on their mobile phone and send a word of a job advertisement in the market to get an employer's response.

It is the technological "blue-collar rise" that is now happening in China, not only to change the hiring industry, but also to change the pattern of other offline industries, which are the infrastructure for car services, real estate services and other offline services.

I: Apart from the technical reasons, "Blue collar rise" There are other reasons?

Yang Hao-hu: There is just need, the entire service industry for blue-collar recruitment needs, have pinch foot technician income as high as 20,000 yuan, general technician 10,000 Yuan, Beijing East Express monthly income over 8,000 yuan, generally also in 6,000 yuan, Liu has said that Beijing East has express income as high as 20,000 yuan; the chef of the General restaurant earns over million, and the service income is over 3,000 or 4,000 yuan. , and a month search, aunt and so on.

Blue-collar income is not lower than white-collar, or even higher than white-collar, general study of liberal arts graduates out, just work income of about 3,000 yuan, than the workers on the assembly line, four or five years, blue-collar has been skilled workers, in addition to promotion of white-collar growth rate is very limited.

The employment of these industries is huge, shun Fung Express has hundreds of thousands of employees. 2014 "Double 11" day, the cat set a 57.1 billion of the income, resulting in 278 million orders, the national postal statistics, "Double 11" the country has produced 586 million orders, behind the huge number of courier.

I recently invested in a business, for the food and beverage stores online system, they swept the street in Beijing, swept the results scare me: There is a façade of the offline shop has 1.07 million, there are online payment system stores more than 200,000, South Percussion Lane Street has dozens of, they need millions of employees.

The game of four trillion markets

I broadcast: You used to have "Shikovan market", in addition to recruiting, there are cars, real estate, offline services, these four industries by what can form more than a trillion scale?

Yang Hao-hu: We have selected two emphases with our competitors (58 city), our focus is on cars (including the Fair Car project) and recruitment, the opponents chose the property (including the acquisition of the tenant) and offline services (including the introduction of 58 home services).

According to the Japanese recruit, only the size of the recruitment market has the opportunity to do trillion, the company market capitalisation has the opportunity to do tens of billions of dollars. The car trading market is also very big, we cut into second-hand cars, but also because the size of the market is large enough. 2013, Beijing second-hand car trading market 700,000 vehicles. In the first half of the year, the total second-hand trade was 2.819 million vehicles, up 12.77% from a year earlier.

2015, the fair Car project plans to complete 10 billion yuan sales. This is not a high goal, if you sell 10,000 cars a month, sell 120,000 cars a year, at an average price of $100,000, then 12 billion yuan. In addition to the size of the car after the sale of the chain is also very long.

I broadcast: The car, the house is the high unit price business, the car in addition to the high unit price, is there any special significance?

Yang Hao-hu: It might help to know that you're digging a gold mine and I'm giving you a shovel. I went to invest in a service-oriented enterprise, the founder of the company said: "In fact, we do two things, one is hiring, the second is training people." I asked him what he lacked. He said he had no shortage of business. App has been developed, you discount, users start booking, do not need to do anything to get users.

The training aunt also has the retention rate. The boss of the company concludes, "I'm actually a small headhunting company."

In China, an offline service to achieve a daily order amount of 1 million can be considered high-frequency applications, will have the value of independent existence. Now it seems to do 1 million of the application of the day, one is a taxi, one is take-out, and half is the driving service, that is, "two and a half" possible. If you do 1 million orders per person to complete 2.5 orders a day, need 400,000 service personnel, in this industry, the monthly turnover rate is 15%, the company needs to recruit 60,000 people a month.

The chain home is close to 20,000 brokers in Beijing, and his monthly recruitment needs are 2000 to 3000 people. Zhengzhou Foxconn is a 300,000-person factory, the recruitment needs of 50,000 people each month. A monthly turnover rate of 15%, every six months all the people to change again, the average one job retention time is 2.6 months.

Every company in the future is a human resources company, human resources is a social infrastructure, there is a huge imagination space.

In the O2O era, automobile, real estate, service industry, people as the core resources to support the Shikovan market, this is the logic of force recruitment.

I broadcast: Liang Weiping's "home" direction is to provide mobile real estate transactions, the future of the industry? What are the implications for the automotive industry?

Yang Hao-hu: Electricity quotient is the trend of this industry, same as car. In the real estate industry, online search rooms, offline chain home, as well as some start-up companies, such as a lot of room, dog, everyone in the electric dealer's idea. Chain Home now rent-free intermediary fees, this is the reason.

New technology is changing the user's habits, the user's habits determine everything. For offline manufacturers, whether the real estate or the automotive industry, they are like Gome, suning, must be the power line on the electricity quotient. It is better to revolution than to let others to revolution.

Rolling effect

I broadcast: Japan recruit last year (November 2014) when the listing of 2 billion U.S. dollars, the valuation of nearly 20 billion U.S. dollars, Vanke + Shun Fung's market value of the sum, as an online recruiting companies, why can valuations so high? What is the inspiration for the market?

Yang Hao-hu: Recruit's business includes three sectors: talent information (HR Media), Market information (Marketing media) and talent outsourcing (staffing), three of the business is 22%, 27% and 51%, the contribution of the profits are 36%,47% and 17 %。 Among them, talent information and market information constitute the main source of recruit profit.

Recruit can effectively collect and analyze the information of both sides of the recruitment and supply, and through the Internet technology to match, for the most suitable company to provide the right person; On the other hand, in the process of matching, recruit collected a large number of job seekers can be converted into consumer market information, Provide to different enterprises and institutions to do consumer decision analysis.

It is this model that gives recruit a huge space for imagination. The future of the market is not only recruiting information, will do more in-depth, the enterprise is not just a post on the finished, we are always concerned about recruit, with the technical environment and the changes in the habits of netizens, do these things time to come. More specifically, is to obtain a large amount of information, the application of large-scale data technology, the job search information and consumer information to match the technical environment has matured.

I broadcast: for the classification of information sites in the recruitment, real estate and other vertical industries, you have put forward the rolling effect, what does this mean?

Yang Hao-hu: Rolling effects occur in many scenarios, for example, high-frequency application of the low frequency rolling, micro-letter Why can provide so many services, because micro-letter is high-frequency applications, free of charge will form a rolling effect, such as Taobao on easy shellfish, 360 antivirus on the traditional boxed charge vendors; Scale will also form rolling, more than the Internet, Scale rolling is embodied in the traditional manufacturing industry, known as economies of scale.

Classified information for real estate, steam industry, recruitment, offline services, is high-frequency, free, scale three kinds of comparative advantages both: The frequency of classification information than to find a room, buy a car, job search, or some kind of offline services. In this sense, the O2O industry, regardless of investment, entrepreneurship is too hot, there are bubbles, even the real estate, the steam industry, recruitment, offline services, the four largest markets, the opportunity to grow into a trillion-scale market are rolling, other more vertical, more fragmented market opportunities for independent development is not big. Of course, it is a triumph for the entrepreneur to be bought at a high price.

I broadcast: the example of the rolling effect of the home, the last year when the IPO, the valuation of 1.5 billion U.S. dollars, was acquired only 267 million U.S. dollars, but Sina, Sohu, and Baidu Portal, as well as Google, Tencent, why they will not O2O industry forming rolling?

Yang Hao-hu: Vertical information portals are in transition, to pre-sale, sale, after sale, to vertical information portals as an example, their sales are falling, and we are rising. The portals you mentioned have vertical information channels, and even independent websites, are not doing well because of the lack of professionalism.

O2O industry is not only a flow-driven industry, is a professional very strong things, and there are a lot of hard, dirty. For example, recruitment, one end is looking for a job of the individual, one end is the recruitment of enterprises, to let them meet on a platform, and provide a variety of services, not to get them online on the line. We used to say that traffic determines everything, and that the O2O industry needs to find the best balance between professionalism and flow.