Platform-level companies to infiltrate local infiltration sink local Web site cut O2O to light.

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O2O Market, is the current entrepreneur and investor competition in one of the key battlefield, more and more platform-level companies are desperately to sink to the local infiltration, which for local sites, both means the opportunity to expand the market together, but also hidden the risk of marginalization.

There are two main ways to avoid marginalization, one is to make the model heavier, the service deeper, the wall high, and the other to replicate and expand in other cities. Whether in depth or horizontal expansion, local websites have always faced four problems: growth is too slow, replication is not easy, scale is difficult and policy risk. This article provides an idea that might be able to mitigate these challenges.

The core of this idea is to travel light and focus on breakthroughs. First choose a easy to copy and the giant can not do a light model to do the foundation, to meet the user's just need, become a single city traffic entry, and then rapid replication expansion, and focus resources to select specific industries for the scale of the flow of liquidity. The following details why to do so, and specifically how to do.

One, from the opponent to find soft rib

Once the expansion is considered, it is not open to bat and life-class platform-level companies. Local sites only find the giant's soft rib, it is possible to replicate and expand. Choose a copy of the mode can not be too light, or will be the giant to copy the back, but not too heavy, otherwise expansion can not talk about.

Although the Giants in the capital, talent, brand, user size and product operations occupy a clear advantage, but the giant also has a soft rib, is not to do the production of artificial editing content.

For ordinary people, manual editing production and selection of content than UGC content has a higher value, but the giant in order to protect the model light and easy to copy, basically only to do products and architecture, content either do not do, or take the UGC way, this gives the local website survival and development opportunities. So local sites want to expand, the best way is from the content of the operation of the point to break through, do what they are good, and the Giants can not do.

Second, from the people find just need

Mining user demand is not difficult, as long as put yourself in the interests of users, there will always be harvest.

There is still a lot of demand in the local market that has not been met, and some have been overlooked for being temporarily unprofitable. Paying attention to these needs or ignoring them depends on our judgment and application of the flow value.

For example, to government agencies, almost everyone has a deep understanding, but a few entrepreneurs seriously consider this user needs? Shenzhen Local treasure's easy column, is found this demand and in the efforts to solve.

For example, in every area of life, people want to know what the best institutions and businesses are, what they like best, and what they want to be simple and quick to choose from, but there are a few companies willing to give up their interests, from a neutral point of view for users to select and recommend. Good Doctor net is a good website worthy of respect, can win the user's product to win the market after all.

Third, find the location from the merchant

With the flow, the flow of traffic into revenue, is a difficult problem.

About O2O, the industry's most concerned is the closed loop, we all hope that the rooster sing the World White, appear (best is their own discovery) breakthrough technology or mode, to remove the long-standing effect of verification and collection problems.

In practice, however, common solutions do not always appear. Because the industry varies widely, technological breakthroughs are also gradual. So what we are seeing is that low price and high frequency service industry (such as catering) first breakthrough, the group buying model solves the problem of effect verification and collection, but it also can't meet the demand of daily marketing of the business. Other industries are still exploring.

When the industry trend is already very obvious, but what to do when the key technology is too late to break through? Tesla (Tesla) automotive company has provided us with a very good solution, that is, accurate market positioning + traditional technology improvements + beyond the user experience. Tesla's electric cars only lock in the sports car market, improve the traditional technology with oversized batteries, and then conquer users with Internet technology and offline charging stations and so on, as a phased solution before battery technology breaks through.

After 6 years of practice, the service industry of high price and low frequency (such as decoration) has the opportunity to take a breakthrough with similar solutions. This type of industry is still in the media and Baidu advertising, in the case of high marketing costs, eager to have the company to provide a thorough pay-for-effect marketing model. Because this kind of industry's high commission low frequency characteristic, the effect measurement method and the collection can completely use the traditional manual to complete, only in the operation link slightly optimizes.

I very much agree with the Chanyu founder of the View: The local service of the blue Sea is not a General Service.

Summary: Light, focus on breakthrough

Local websites If you want to grow and replicate quickly, the following are more important:

1. The chosen base model cannot be a heavy product of the forum, which relies heavily on operators and policy risks, and requires a new and lighter product model, such as a local user-friendly life information service platform.

2. The flow of liquidity can not be done in any industry, need a more accurate positioning, such as only to do high prices and low frequency service industries.

3.SEO is an important foundation, 58 with the city Vice President Xiaohua in 58 with the city's important position, it can be seen.

4. The impact of mobile internet on local life services is particularly high, so it is important to attach importance to the needs and characteristics of mobile Internet, whether in product design or in carrier selection. Specifically, the Web site, WebApp and mobile phone clients should pay attention to and adopt different strategies, and the design of content products also need to consider the user's use of mobile phone needs and habits.

V. My practice for your reference

In the mode of operation, I used the way from the convenience of this positioning, to do a local convenient life information service platform, through the most basic to meet the needs of ordinary people, select information to win users. Through SEO and content operations to become a single city traffic portal, and to other sites or services output flow, both to provide users with value, more ecological chain to provide value. Then focus on resources to service specific industries (high price low frequency products), only to do CPS mode, to provide beyond the customer experience to win the market.

In the product structure, the local convenience of life information Service platform is a local guide and enterprises Select the list of convenient web site platform, by life navigation, business, information and discounts through the four product modules. Where life navigation focuses on addressing a user's needs: find the best business; focus on the solution of a user pain point: To make it easy to do; information through the focus to meet a demand: timely understanding of local important practical information; Through the convenience of this breakthrough to accumulate users, the use of discounts to create O2O closed loop, cut into the O2O market profit.

In addition, if the success of the major cities to become the flow of entry, will be able to continue to sink to do deep service to lay a good foundation.

Attached: Introduction to the author

Zhang Yuhui, former SEO director of a mobile internet company, is concerned about the mobile Internet and O2O industries. One after another for local enterprises to provide SEO services for many years, starting from 2008 to explore the line under the service of CPS mode, in a number of industries have accumulated experience. Now living in Wuhan, is currently preparing for entrepreneurship, the project is the local convenience of life information Service platform described in this article. This article is a personal point of view, for reference only, welcome colleagues to provide valuable advice and suggestions! My qq:1977-6581, direct QQ or mail communication can be.

It's light.