O2O when will the next American regiment appear?

Absrtact: 2010, the rice item is suspended, founder Wang opened another company in the United States. As a business magazine, for the first time we covered the new business model of group buying, and more focused on the entrepreneur itself, the King

2010, the rice item is suspended, founder Wang opened another company "American Regiment". As a business magazine, for the first time, we covered the new business model of group buying, and more focused on the entrepreneur itself, the ups and downs of Wang. Who knows after that, especially in 2011 group buying became the Internet's hottest project, billions of dollars of money, at the peak of 5,000 companies have entered the industry.

followed by a near-crazy advertising, hiring, offline expansion, loss promotion, brush list, the internet industry's burning money behavior even if the spread to the line, is quite scary. And, buy and now taxi software burning money is different is to take a taxi up to two or three in doing so, group buying is the whole industry crazy and irrational.

To now, the United States to do the absolute industry boss, the public comments become second, glutinous rice, full and litters group then divided up some market share, other group purchase site accounted for almost negligible. And in those two years the most stable income growth is Baidu, the audience this advertising platform, VC money from the company's hands after a while, a part into their pockets.

What inspiration can we get from this 4-year-long industry upheaval and rise and fall?

Product innovation and bring value to the user. For users, group buying is a cheap, experiential consumption, but cheap does not mean the experience shrinks, which is what most group buying sites ignore in their frenzied expansion. For group-buying businesses, this is an opportunity to advertise and promote, but also to bring new users, of course, they pay more attention to how to make new users repeat consumption, not just experience. But after most group buying sites no longer focus on user experience and product details, the needs of users and businesses are not met, and the result becomes a vicious circle.

Frantic financing and expansion of corporate governance. 2011 and 2012, almost every half a month will hear the news of such a group purchase website, and the next message in the amount of financing must be bigger than the last, the industry impetuous to the extreme. Recruiting, building subsidiaries, digging each other, smashing money to rob businesses became the company's most important means of competition, and this is the internet industry, they were at that time deviated from the nature of the Internet industry, is to innovate and technology to promote the company forward.

Of course, there are many that can be summed up, if compared with 2011, the hottest in the two years is the O2O industry, the same internet and offline consumption of the project, such as nail, massage, laundry, car maintenance, and they need to pay attention to how to avoid the group buying industry the mistakes of the year.

For example, for the speculation of the yellow Taiji pancake, the crowd itself to eat pancakes is very limited, no matter how to join the Internet thinking, can not let more people like this food. This illustrates a truth that O2O should first provide products and services that are not below the offline average level. The user is for the foot, repairs the car this product to pay, but is not for your Internet level and the marketing promotion to pay, therefore O2O very easy to appear the short time to explode immediately silently the project, the reason is very simple, the user after experiencing once, cannot carry on the repetition consumption.

It is also important to establish a relationship with the user, in the course of the operation of the group in the film, catering, hotels and other industries have established a very good link with the offline business, and this is not the other group buying site attention, the result to now the United States Regiment's cat's eye film has become the strongest online movie booking channels, Influence has also been established in other areas. The same is true of the O2O project, if the service frequency is high enough, and close enough with the user, can also not only engage in a single service project, there are more can be dug products and services.

Thankfully, venture capital is more cautious about investing in O2O projects after the irrational past. The amount, whether Angel round investment or a round of millions of dollars, and did not appear before the tens of millions of dollar investment. The initial stage of the O2O project is evenly distributed in a number of industries, there is no fierce competition between each other, but the common market bigger. Most of the founders of the project are also from the traditional industry, the quality of service has a better control. These may be the reason why the O2O project is favored.

But even so, the nascent bubble in an industry is inevitable, and perhaps two years from the O2O industry will be born another American regiment.