O2O: Using Internet thinking to do offline service enterprise

The popularity of mobile internet has greatly promoted the development of O2O industry, and internet companies and traditional commercial enterprises are exploring O2O business opportunities. Although there are often a variety of successful cases, but the real success of the O2O is not much. The reason, O2O is the combination of online and offline, the internet company's thinking often acclimatized, and traditional enterprises are often not the essence of Internet business development.

This year, 58 with the city set up an independent O2O company "58 Home", known as its service model to trigger the industry in the mobile internet O2O mode of development path of new exploration. So, what is the company's exploration of o2o worth learning from?

Not only do online trading, but also to develop offline

Internet companies are basically operating on a light corporate model, typically just a platform to help or complete business transactions through online exchange of information, which is not very good at managing teams and businesses that form entities offline.

However, the characteristics of the O2O is online and offline communication, if only the online platform to do a good job, and offline lack of resources, is doomed to no good results. At the same time, in various forms, the complex personnel composition of the service sector, simply rely on the online platform simply to integrate the services under the line is often not smooth sustainable development, and can not form their own unique competitiveness.

Therefore, to do O2O, we need to build a good platform online and perfect system, but also need to participate in the online service personnel training and management, when necessary to personally fencing will service resources integration and service quality improvement, such a model can be developed for a long time.

In the 58 home model, online platform is a transit point of service information, but also under the formation of the entity nature of the company, with an increasingly perfect management and training system, through the mentoring and other practical training to improve the ability of service personnel, is equivalent to a network of thinking to do a non-Internet entity company.

Let the user make money, the platform will make money

In the Internet industry, we all agree with a concept, as long as users make money, the platform to earn more, a mere user funds platform will not have great benefits and long-term healthy development.

Unlike merchandise trading, O2O products are mainly services, while the service industry is characterized by a greater focus on short-term and immediate earnings, the transaction in the process or after the completion of a quick service payment, so that the O2O platform to enable the participating service providers to feel the value of service and continuous improvement.

58 at home to provide services, domestic service personnel can be compared to the original retail or through the offline intermediary more service opportunities, will also be due to the location of services such as the addition of unnecessary, the wrong waiting, will be the original day two or three to five or six single, greatly improve the personal income, attractive nature is very large.

Basic services free, value-added services to collect money

Generally speaking, O2O mode to survive, must realize the service provider and service platform can be profitable, otherwise this service platform will not exist for a long time, in order to achieve a double win, we must solve the problem of the profit model.

Many information platforms for service personnel to provide a broader opportunity to earn money, so will be to the service personnel to extract intermediary costs, this is the line of various intermediaries popular mode, but, in the face of the inevitable service personnel and service demand side across the platform direct contact opportunities, This intermediary can only make every effort to interrupt and disturb the direct contact between the buyer and seller to ensure their own value. O2O is based on the network construction, information transparency greatly increased, to achieve their own commercial interests is unlikely to continue the offline intermediary mode, which requires innovation, and basic services free, value-added services to collect money model may be more competitive.

For example, 58 home to the general domestic service personnel services do not charge any intermediary costs, only after the service staff through the company's training and a certain amount of service to achieve the standard, so that the higher level to achieve a far higher than the industry average income, in high-end services to charge a specific value-added service charge. This model allows a large number of service personnel to enjoy the full benefits of the same time, it will allow high-end services willing to pay.

Do not control the user, but to the user stickiness

User churn for any enterprise is operating the enemy, and O2O Enterprise is related to the survival. In the face of a large number of diverse sources, frequent flow and with a variety of information platforms, the demand side close to the service personnel, to pass the system to control these people is not easy.

Online, many intermediary service agencies are two ways, one is to collect security, with money to tie up the hands and feet of service personnel, the second is a charge, regardless of the long-term, each single settlement. This model is not applicable to O2O enterprises that want to make the platform bigger and stronger.

58 Home Experience is that the company does not force the control of users, but through a unique ability to firmly adhere to the customer on the platform. If a person under the management of the platform can earn 7,000 or million yuan per month, once left the platform can only restore to the previous four thousand or five thousand yuan, the platform is almost different worry that many people will run away.

With the help of O2O platform's information integration ability and the level of deployment of resources, 58 home has greatly increased the level of income of the assigned personnel, and the increasing demand side of the service database and the increase of quality services to match the service opportunities, user loyalty greatly increased, the platform will also be healthy development.

Large platform small market, Xiaoping Tai Market

In the field of domestic service, China is still a geographically separated, mostly small micro-enterprise business world, a large and small service agencies, a wide range of services, but because of grounding gas and has tenacious vitality.

After the large-scale 020 platform enters this domain, the face will be the fragmented local power competition, the strong dragon hard pressure bully, the big platform also faces is the small market challenge.

Therefore, O2O to win in the competition, it must be on the one hand through their own big platform advantage to take the lead to seize the big customers, like dripping fast, even if there are many call car platform, but business people and travel people are almost most dependent on the national integration of the big platform. Then, the big platform to build a small market in the local, the large platform to be fragmented, relying on local resources, and even with local enterprises to build small markets in the local. Large platform of user size and cost control capabilities are small companies can not match the competitive advantage.

At the same time, according to the assumption of 58 home, with a listed company background and large capital operation capacity of 58 with the city has the strength and the local government and various resource management to negotiate coordination, the national Platform for the service personnel and local demand docking, or the local "500,000 craftsmen" Through the 58 home O2O platform to expand the business to the whole country, thereby making a large market on the local platforms. This "big platform small market, Xiaoping Tai Market" ability is the local intermediary agencies powerless, but also 58 home advantage.