O2O sweeping China, Spring Festival to stimulate users to "go out"

2014, O2O this not new noun quickly swept the Chinese Internet industry, for a time almost all internet companies and a large amount of traditional enterprises, all night into the O2O new model of the pioneers.

When the story is finished rational return, people also gradually see O2O this basket inside, the essence is to the traditional service industry process transformation and service efficiency promotion.

An internet company of the previous era, the emphasis is on traffic and user management. The internet companies in the O2O era pay more attention to the improvement of the offline services and the redevelopment of the service providers ' labor force. For example, a domestic O2O platform, only to complete the cleaning of this service, you need to mobilize tens of thousands of or even hundreds of thousands of of the workers.

With the arrival of the Lunar New Year in 2015, users ' demand for life services is concentrated, while the service also begins to focus on returning home for the Spring Festival. The management of the workers and the guarantee of the service ability become a big test of the internet company in all O2O mode during the Spring Festival.

The employment problem of door-to-door service

Since the end of January this year, many domestic and laundry platforms have appeared "a single" situation. It is reported that in the major front-line urban workers from mid-January began to return home. During the Spring Festival period of labor shortage, has been plagued by the problems of the service industry, the major O2O platform for the Spring festival during the user needs also gave their own solutions.

According to the understanding of Tencent technology, most of the platform in order to ensure the service ability during the Spring festival, the left-behind service to give a certain degree of incentive scheme.

Door-to-door Service Platform 58 Home said, this year during the Spring festival will use double and other ways to motivate aunts, solve the problem such as labor shortage. During this period, the user still pays 25 yuan per hour, and another 25 yuan is subsidized by the company.

and focus on cleaning the field of e home cleaning throughout the Spring Festival, the priority to ensure that members of the service, CEO Yuntao said to Tencent technology, "most of the aunts choose to go home during the Spring Festival, we have left more than 600 aunts, focusing on ensuring that more than 6,000 members of the service now, all services probably in the When初七because day back to normal."

In addition to home economics such high-frequency demand, the flagship nail nail of the Beaver family also played a "Spring festival does not close" slogan, the remaining part of the service continue to provide services during the Spring Festival. Beaver family said that the company has about 100 nail division left Behind, in addition to normal income, the company will subsidize these nail division every day 200 yuan.

There are also some more alternative door-to-door O2O service platform, in this spring festival is ready to send, trying to make more users enjoy the service.

Appointment chef Home Cooking "Love Chef", during the spring Festival suspended the basic services, instead opened the door to do dinner service, service standards ranging from 999-4288 yuan. Love Chef said 15 Spring Festival company left behind more than 100 cooks for users to do dinner, the Beijing area A total of more than 300 single dinner order.

The opportunity of the Spring Festival

In addition to door-to-door service at home, more consumption during the Spring Festival is "going out."

During the Spring Festival, many one or two-line urban white-collar workers began to return to the three or four-line cities, which became the main battlefield for the spring festival consumption. During the Spring Festival, users go out to dinner, booking hotels, KTV, movie tickets and other needs are particularly strong, this is also the public comments, the United States such as "beer and Skittles" platform ushered in the first season of the new Year.

In order to preempt users, the above two platforms are also involved in the Spring Festival "red envelope War". The United States Regiment said that from February 11 began to issue red envelopes, continued until February 25, the cumulative red envelopes will reach 300 million yuan payment. The United States group issued a red envelope is actually a combination, users can receive 100 yuan red envelopes covered with food, hotels, movies, tourism, merchandise five categories, to use the full reduction.

Public comments also during the Spring Festival issued a similar deduction cash red envelopes, each user can get 50 yuan red envelopes from the app, in the use of Buy direct deduction cash. In addition, the public comments during the Spring Festival launched a real-time response to the national consumption data, "annual Taste Map", real-time display during the Spring Festival people all over the different habits and consumption levels of beer and skittles.

In the past, the spring Festival is usually the off-season, but with the mobile end of the popularity of the mobile phone group has become a more normal consumption mode. In the three quarter of 14, the mass comment mobile end traffic has exceeded 80%. More than 90% of the 14-year 46 billion-dollar turnover announced by the US group came from the mobile end. It can be said that these two platforms have been transformed into a mobile internet platform, the red envelopes during the Spring Festival is also the mobile end of the user needs to cultivate and motivate.

The entire O2O market was brutally increased in 2014, after new entrants ' happy enclosure and capital inflows. And in 2015 years, the whole market will enter into the fine operation stage, during the Spring Festival is also the major O2O platform in the new year to accept the first big exam. With the rapid growth of the industry, how to improve the service quality, how to enhance the management ability of the service, is the key to the success of the platform.