Project evaluation and project proposals addressed to a O2O application platform leader

Source: Internet
Author: User
Keywords Core responsible suggestion write

Because may involve the trade secret question, therefore hides goes to the concrete name and the platform name, also invites everybody not to speculate randomly, the condemnation, I do not respond.

Background:

As early as last (2011) June, a management software company, with its many years of business cooperation in a consumer domain, has successfully achieved close to 5,000 high-quality merchant resources in this industry. At the rapid development of Weibo last year, they signed a channel with a micro-Bo platform for 5 years of exclusive cooperation, and therefore the top VC companies have a lot of venture capital.

So, what is the development strategy of the channel's platform? What is the core competitiveness of the platform? How to compete with existing competitors? Where is the difference? Who is the user group to meet the platform? What needs to be met? How to meet? What is the business model? How to combine with the existing merchant resources of the enterprise? How to play the characteristics of a micro-blog and the use of the microblogging user resources? Around this series of questions, the company also continued to explore, continuous research.

Probably in last November, the first edition on-line, March 2012, second edition on-line. But the actual operating conditions learned were not satisfactory.

The company's core team members comprise:

The boss and the head of the business department is to do business customer-related business origin, sales management responsibilities mostly.

Site product personnel in a well-known search company to serve.

The following is my temporary as a senior consultant and operations team, product team to understand some of the actual operating situation, to the CEO of a letter; Due to the time relationship, it is inevitable that the information asymmetry leads to some opinions and suggestions are more drastic situation, only for your reference, welcome to discuss.

Note: Letters are censored

-------------------

Hi, XX:

How are you doing!

This email is only to pass in the last Friday to your company XX product development and operation of some understanding of the status quo, to publish some of their own views and opinions, of which there is no shortage of harsh words, please forgive me.

Overall, XX is very bad, so for half a year, the team will face the loss of their own or appease, and will eventually miss development opportunities, the likelihood of extinction is very high.

The reasons are as follows:

1, did not give full play to XX meager advantages and characteristics:

XX Weibo advantages: A large number of registered users, very high activity, longer online time, very purchasing power users and celebrity

Weibo features: Convenient and quick information transfer and sharing

Now the XX products in the other does not have the resources of the start-up web site, has forgotten itself is XX Weibo channel.

and product team members do not want to dig into the micro-blogging characteristics, micro-innovation, but go to the so-called Community concept;

2, the simpler the direct mode is the king of the Internet

If you are recruiting a product or operation from an electrical dealer, you will find that buying and selling is the essence of the business and the nature of the project.

Facts have proved that: network games, E-commerce, are very direct, very realistic close to the public real life, the profit model is simple and feasible, so in China's big way.

and xx to go the way, is to make use of XX meager user resources, to become cash.

The electric quotient model is undoubtedly the best model.

Never need XX to develop new users, this is xx Weibo to bring you unique user resources.

3, core users and core needs

Can come up with any data to prove that to XX channel users more than 70% (70%-consumption decision, 20% fuzzy demand-need guidance, 1-0% no purpose) are to eat, and this eat, with time and space dimensions; I need to find the restaurant information I want to eat right away.

No doubt: 70% of users are your core users.

Core requirements: Quickly find the restaurant information you want to consume.

This is the micro Bo to bring XX users, the vast majority of users are the decision-making needs, we why not to meet him, but to meet less than 10% users of the so-called XX information sharing and recommendations, I do not understand.

4. The so-called Differentiated competition

The public reviews did, the rice network has done, in this two gourmet category already has the competitor, how can we win?

I think that xx really think too much.

China's consumer market is large enough to accommodate 8 comments network, more than 20 rice network.

Not because of Sina, there is no Sohu

You shouldn't have potatoes if you have youku.

Close to 500 million of China's internet users, electricity dealers close to 200 million;

Eat and drink market capacity of more than trillion; reviews net revenue only 1 billion yuan last year.

Therefore, even if the competition is completely homogeneous, there must be market share. As long as you meet the core needs of most core users.

Moreover, XX has its own competitive advantage:

XX Micro Bo platform resources and high-quality food and beverage outlets.

The ideal product should be to meet the core needs of the vast majority of users, for micro-bo characteristics of a micro-innovative products, XX platform. That's what this is about. CEO to XX visit the fundamental motives, because the direct hit his main business and core advantages, is definitely not coupons, but not the so-called sharing community to attract its XX.

5, XX's core competitiveness

Have to say, now XX has no core competitiveness.

High-quality merchant resources have not been fully utilized, a focus on food and beverage enterprises, in the terminal does not correspond to the business personnel to carry out the direct control of XX products, not only the process has not been established, but also the formation of XX on the weak situation of merchants. More impossible to make money.

The low utilization of microblogging platform, the same lack of products and commodities, resulting in extremely low flow of the entire platform. The root cause is the failure to meet core user core requirements. Rather than do not have with XX Weibo publicity and promotional support, activities only short-term temporary appeal to users of the means to meet user needs is the core product platform.

6, the so-called group buying bubble

It is not the excessive number of people on the ground, resulting in the group buying bubble.

Group buying bubbles come from the fickleness of capital and entrepreneurial teams, and they want the IPO to become cash, so they accelerate expansion. The goal of staff expansion is to speed up the occupation of the site, and the real loss of money is more because the cost of online promotion is higher than the order income.

To do O2O, must have ground personnel, offline merchant cooperation, relationship maintenance and merchant resource control, is the core of O2O.

At present, the most urgent is to comb and set up the development strategy of XX, to plan an effective operation mode, operation process, and reconsider and complete the platform product planning and development, while strengthening the establishment of the offline team. A self-proclaimed and catering industry merchants for many years to open up and cooperation of the company, now not only fear other food websites, but also lost offline sales, forget the catering Enterprise CRM, this is definitely not the case.

Time still has up to six months, Miss this opportunity of XX, almost will have no appreciation space.

You know better than I do.

The words are a bit drastic, please forgive me.

The above is the main content of the letter, the deletion of individual places.

Believe that after the mail communication, XX Company may have or is to solve some of the problems, because there have been a few months of contact, I am more interested in O2O, so I sincerely hope that the company can gradually move to the right track, to achieve the lofty dream established before.

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