Precision Marketing on the consumption radius

When lbs becomes a standard variant

When lbs entered the country, once caused the upsurge, sign up to become the most familiar with the LBS company model, lbs companies hope that the points, medals, stamps and other incentives for the attendance users can drive consumption, promote and business interaction, thus forming a new business model. But users are more inclined to share in the spirit of attendance, check-in business value is weakened, and when everyone, micro-letter and so equipped with LBS function, users are quickly looted, because the user in these old platform behavior habits have long been cultivated, why also ran to you this emerging platform toss? So there is a mutation: the recommended consumption based on LBS function.

Precision Marketing on the consumption radius

Previous group buying is only a one-time amount of consumption, consumers are mostly looking at the price of cheap consumption, and the experience is mostly on weekends, from home to take a two-hour car to reach the business, such as movies, diet and so on, often consumers are one-time consumption, repeat customers are very few, even if there is a very low frequency. This creates a low user viscosity problem, for businesses, business value is not much, so the existence value of group buying site is correspondingly reduced. And the solution to this problem is, recommend to the user side of the business, and the so-called side refers to the consumption of the radius, such as for a mansion in the white-collar workers, recommended to them the business is best in the vicinity of the building, walking no more than two stops, so short distance can be consumed in real time businesses.

Road Guest Life COO Wang light on this understanding as: "In the mobile phone clients, whether it is speed, traffic are forming constraints, so it is not you to give users coupons more the better, the key is to allow users to quickly find the message of echocardiography. Based on lbs, we can first recommend the information according to the user location, increase the user's personalized customization function, can let the user at a glance to find the surrounding information. "And once the user feels that the experience is good, it will be easy to form repeat customers, this time bring the added value of Word-of-mouth marketing, through the recommendation of friends, other users more easily accept, participate in consumption."

On behalf of the company:

Public comments:

The founder of the words "eat out" of the public comment on the beginning just do reviews, the model is not good for the industry, the most disturbing public comment is the profit model. Until 2006, the public comment on positioning to do electronic coupons, keyword promotion and subsequent group purchase and other precision marketing to find a clear way.

O2O: Group buys, coupons, recommended dishes

LBS Map Partner: Baidu Map

Payment method: Alipay, credit card, card

Highlights: Because of its long time, the current public comment on the content is the richest, the function is also the most perfect.

New voice search function, improve man-machine interaction experience. The mini map marks the specific location of the merchant. Its personal center is very good will comment on, the user sign in, the user attention, the check-in activity and so on integrates together, the user may add wants the attention the person, may look at the nearby sign in the user to the merchant's appraisal, but also to these check-in comments, increased the user interaction. You can also feel good experience through Sina Weibo, Tencent Weibo, SMS, happy to share to friends.

Cut off the net:

is a Shanda's company, in the second half of 2011 transformation lbs+ E-commerce. It is the operation of businessmen to choose to cut off the network release group purchase business, cut off the network according to the position of the user to send group purchase information, users see this information, you can pay through the mobile phone, to the consumer, to show the cashier to pay information can be consumed.

O2O: Group purchase, coupons, recommended dishes, business promotion

LBS Map Partner: Baidu Map

Payment method: Alipay, Sheng, credit card, card

Other: Join games

Highlights: The interface of the application is more intuitive, it is divided into customers, buy, discount, business four parts, of which the discount is to encourage users to actively sign in and launched. When you exit the client, the application is still running in the background, and the user is recommended for immediate consumption. It is worth mentioning that in the "I" function, the integration of micro-blogging social functions. Customer automatically recommend other customers to you, click on the next to add symbols, you can send friends request, letters, comment message push function.

Mobile phone Buy Group:

The mobile phone buys the Android version &ios version is by the Road Guest Life (Beijing) Technology Limited company launches the Handset Client Life Service class series application product.

O2O: Group Purchase

LBS Map Partner: Google Maps

Mobile Payment: The client integrates Alipay fast payment and secure payment service

Other: Join application download

Highlights: The application is the four application of the most simple operation process, enter the interface, directly click on food, appear in the vicinity of businesses, select the business you want to consume, pop-up interface, there are business phones can be directly dialed, map shows the specific location, and then click to Buy. But this has a flaw, that is, the mobile payment function is sometimes limited. Generally do not support mobile phone payment at night. Coupons can be used for direct display.

Regiment 800:

The company was founded in 2010, group buying navigation companies, included in the domestic near thousands of group buying site information, you can say that the above information is the most abundant. A single limit of 2000 yuan, the daily limit of 2000 yuan.

O2O: Group Purchase

LBS Map Partner: Baidu Map

Payment: Alipay, credit card and debit card

Highlights: Because of its large amount of information, so in precision marketing, is to let users in the "nearby group buying" set the common address and save. Users want to know what food is nearby, open the application, click on the stored address, it will show. Users can view by distance, or according to the Heat list, it is worth mentioning is that the user experience to do a good point is, CONFIGURED map tag, Baidu Map directly show the specific location of each merchant, users can also choose the consumption radius, view 1KM, 2KM, 3 km within the business, so that users in time to do a reference. No diagram mode can also save traffic, user browsing more directly convenient. Users can comment. With social platform integration, you can share with many people, happy, Sina Weibo, Tencent Weibo.

Disadvantage: When buying, will jump to another group purchase site, need the account number of this group purchase site to land purchase. Operation is more cumbersome. Another disadvantage of the amount of information is that some group buying does not support mobile payment.

What do you need to spell after the business model is established?

For now, LBS+O2O's business model already has a clear profit model: advertising on the platform, distribution and revenue through differential trading, and a split from group buying and a four-way profit-sharing site. After the establishment of a business model with a clear profit model, what do these companies need to do to compete?

Some people will question, because the LBS began to enter the domestic and SNS combination mode, the development is not good, why mention social? In fact, look at the hot Internet companies now, they have a feature that is more social. So, social is an essential factor, just see when to add! When users reach a certain amount of time, these companies can consider combining SNS to enhance social networking among users and drive business value.

+ Interested in socializing?

The rise of Pinterest is attributed to its interest map. Users are highly enthusiastic, because the site is based on interest to attract users together, and the common interest of people will be a picture of a message countless forwarding, viral marketing to achieve. Should these o2o+lbs model companies add interest-sharing factors to enhance user stickiness? for example, you can set up some consumer series: "Friends Dinner", "Lovers Candlelight Dinner", "colleagues fitness activities", "K-song who Fear who", "Go hiking" and so on, may make the stranger, Can be a friend, but in the same interests of like-minded ~ people of the same interest together to expand the circle of communication.

Many LBS+O2O mode of the company, the public comment is the strongest, other companies can first Division Yi long technology to seek beyond. For example, in the integration of users, the public do better, so that users pay attention to each other.

+ Socializing with acquaintances?

Facebook is now based on a network of friends who are more commercially valuable because of a social network. So like the above-mentioned companies, the size of the user must have some acquaintances, perhaps the micro Bo Friends, company colleagues, girlfriends and so on, better to tap the value of these friends is the company's next strategic goal. For example, a user today to eat Wushan grilled whole fish, just to comment on the public comments, so that the user's friends, colleagues, girlfriends can see, then they are more willing to believe that friends, more easily drive consumption. What these companies do now is to integrate user data and develop social functions.