Public comment: Local life O2O difficult and opportunity to escape

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There is no doubt that in the one or two-line city, after a decade of snowballing public comment is O2O industry leaders. Although faced with the mobile era of the flow of black holes, but the public comments are still not afraid of micro-letter. Around the general public comments on the operation of local life experience, the public comments on vice president of operations Jiang Yuping shared his observation and understanding of O2O.

O2O This concept is too big, the public comments focus on the local life of the O2O, and then the specific point is to eat and drink. The O2O of local life is to eat and drink as the core of the line to the line.

Four understandings of local life

First of all, share my understanding of local life.

First, "content is king" in the local life O2O more prominent. The first and second generation of internet companies have a saying that "content is King", is good content is often the core competitiveness of the site, local life O2O is actually the same, and may be more prominent.

Why? Because the content of local life is more complicated. Simply count, local life content The first basic thing is the merchant information, which is the restaurant where it is opened, what its address is, what the telephone is, what business hours are, what we call "merchant information", which is the most basic content of local life.

On this basis, the content of local life is the consumer's experience of differentiated services. The same restaurant some people feel delicious, some people feel not good, some people think that some people think it is not expensive, some people need to stop some people do not need to stop, because the experience of local life itself is very complex, so the user's evaluation, other consumer evaluation of consumers to choose a business to spend plays a key role. This is not the same as online shopping, we buy most of the goods, in addition to women these categories, most of the goods are such as 3C, electrical appliances and other standardized things, we have a good idea, do not need to see others on this thing too much evaluation. And beer and Skittles, other people's rich evaluation of our decision-making is very useful.

Local life there are other content, such as we are relatively hot group purchase, such as we have been doing in the past few electronic coupons, these concessions are actually a kind of content, it is closely associated with the business.

In short, the content of the king it embodies more fully in the O2O field, because this is the consumer decision, consumers in the local life more need these rich content to help him make decisions and enjoy good consumption.

Second, the local life O2O has two key and difficult points to escape. We experience two of the hardest places: the first is the user evaluation from where? A rich, trustworthy user rating is often very valuable to consumers in their local life choices, which cannot come from businesses or from authority, preferably from real consumers. So it's best to come from a user community, and there are very few, if not all, of the local and international internet UGC communities. UGC community to do is very very difficult to make customers do not have too strong economic benefits, entirely out of "Everyone for me, I for everyone" such a simple idea of long-term contribution to this platform is very difficult things.

The second difficulty is offline. Because in the local life area, the offline itself is very changeable. First, the average Chinese restaurant every year about 20% of the restaurant will change hands, brand or closed, offline business itself, the merchant itself is changing rapidly. Secondly, the menu under the line is also changing frequently, a restaurant on average every 1-2 months will be part of the update of its menu, root this makes the menu this information maintenance is very difficult. Also, buy and coupons and other related services and consumer experience content, offline must be done training, otherwise this experience is extremely bad. The user experience in the O2O field is the whole user experience, not like the general Internet product to do the online experience. Users online to find information, to the offline found that the information is wrong, bought online buy, online to find the commitment of the package is not the same as promised, arranged in a strange corner, or the location beside the toilet, these will lead to product failure, So 020 of the work behind the user Service may often exceed the online workload.

Thirdly, the difference between different fields of O2O is far more than that of different categories of electric dealers. Users to Taobao, cat, Jingdong shopping process is very similar; Buy shirts, socks, sneakers, buy 3C, buy the process is also very similar, but the local life area is very different, go to a restaurant to eat and find a spa to do beauty, watch movies or go to the park, the user's consumption habits vary, The demand of the merchant is also different.

Four, there is also a very complicated matter in the field of O2O, that is, the geographical difference and "independence". To give a very small example, a girl in Beijing if you want to shoot personality photo, then she is often in the bridal shop, in Shanghai is not the same, the Shanghai wedding shop rarely have to do personality photo, this is obvious geographical differences. Beijing users look for personality photo we must be able to offer her bridal shop, but the public comment on the need to provide personalized photo studio.

There is also the independence of the region. Local life is strictly divided by city, if a company in Shanghai to do well, with the users in Beijing is almost no relationship, Beijing's users in addition to travel to Shanghai outside his concern is Beijing's information, services. So it is very easy to have local separatist situation in this area of local life. The most typical is wedding photography, Shanghai leader of the wedding service how to do also do not come to Beijing, because it to Beijing's original accumulation in Shanghai is ineffective, almost everything to start from scratch, so O2O's geographical expansion itself is very difficult. Even if it can, the process is very long, so O2O's geographical independence is very important.

Because of these complexities, there has been a delay in the emergence of real giants in local life. This is also the opportunity to comment on the public, but also because of these complexities, many people ask us how to compete with the three giants, then see whether the three Giants are capable to solve these complexities. If not, it is no hope that it will only rely on online traffic to impact the industry.

Two trends of O2O development

How will the industry develop in the future? We see a lot of trends across the industry:

Trend one, there will be more closed-loop transactions and services in the future.

2010 Group Buy really open the local life closed-loop trade tide. The benefits of closure are many, with a closed platform and businesses can be more accurate, clearer understanding of the user's real consumption situation. If from the marketing point of view, with closed-loop transactions and services, the merchant will be more aware of their investment and return effect. In addition, from the user point of view, the implementation of closed-loop transactions for users to enjoy a lot of convenience.

In the closed-loop trade and services we have two types: one is to buy the representative of the user online to complete payment to the line to enjoy service. Traditional group buying has also seen some changes over the last year, there have been some discounts are not so large group purchase content, the voucher is now also accounted for a large proportion of online transactions, brand good business its voucher no longer 50 percent 60 percent, typically eight or more than 95 percent of the vouchers below, like selling very well, This will change our previous views on group buying.

Recently we also in Shanghai pilot our electronic Membership card extension, is stored value cards, the former membership card represents a discount and discounts, now we can extend to the trade, and in the future will have more tricks out.

The second kind of closed loop service, the user does not complete the payment in advance online, but he can also form a closed loop under the line. For example, the restaurant online booking, service users Although there is no pay, but he went to the offline dining, we and the restaurant will have a flow of information, also formed a closed loop. Subsequent similar closures will be more and more, including takeout is a typical.

Trend two: O2O industry will be more subdivided, differentiated direction to develop.

This is as the user needs to go, because user consumers for different industries user experience requirements higher. Before the user to the public comment up to find businesses, such as the Yellow pages that thousand people side is not enough. If the user goes to the barber, the user not only cares about the service level of the barber shop, but also to which teacher gives me the hair, this stylist taste how is very important. But the restaurant is not the same, you don't care about which waiter gave me the tray, you care about the chef level but it is reflected in the level of the dishes, you will not pick the chef's taste. So the industry's differentiation online under the natural existence, but the previous stage of development did not, can not be differentiated to cater to consumers, but now this era is coming.

In the future, the O2O ecological chain can be divided into three parts: first, there should be a portal to address where users come from; second, users come in to be able to find what he wants, whether it is buying a group or looking for a restaurant; third, users to the offline consumption, at the end of the business to achieve a real consumer experience.