Public comment: the opportunity to seek connection in the age of fragmentation

The future that mobile Internet represents is really coming, no one knows. But at this stage, users enjoy the convenience, but also endure the pain of fragmentation.

The same is the video playback products, want to see the American drama to Sohu, want to see "Huan biography" to Le View. The same is the mobile payment, Alipay and financial management can not be less, do not have to install a few bank app.

Although the group buying war has come to an end, but for group buying users, the U.S. regiment, the public comments, Baidu glutinous rice, difficult to choose. Switch to the merchant angle, the same business connection from the 35 salesman has been easy, before there are more than 10.

Warlords, Zhuluzhongyuan. Many companies are rushing to the horse-race enclosure, even ignoring the feelings of merchants and users. But the public comment is to make a quiet, made another decision, connection, intends in the ecological fuss.

July 4 afternoon, friends in the public reviews headquarters and its CEO Zhang in-depth communication, this article will attempt to restore Zhang on the company's strategic level of ideas and views.

Purpose of connection: people and services

In fact, the nature of the Internet is connected. Tencent connected with people, the achievement of QQ and micro-letter, but now is trying to borrow the hands of micro-trust to connect everything. Baidu connects people with information, and its LBS department tries to achieve connectivity in the mobile internet age. Alibaba connects people and goods, while expanding the link between people and goods online.

And the public comments want to do things, is connected to the local life and service, in other words, is to connect users eat and drink everything. And the so-called connecting people and services, sounds very tall, in fact, apart, but a user use scene.

In Beijing, Shanghai and other big cities, users from the five crossing to Guijie Street will be confused, exactly to which restaurant to eat, what food, where, these ancillary decision-making needs, you can query the merchant to introduce information, view other users of the evaluation information and even discount information to make a decision.

Decide which merchant to go to eat, the user may produce new demand, whether or not to make a reservation, go to have a position? Can I have a discount? And after the shop, you may post a comment, or you can share the consumer experience with your friends through social products.

And the point of view of the merchant, not only through the display of merchant information to the user's attention, you can also use group buying, special sales and other marketing way to more users to the store. Of course, after users to shop consumption, care about the user's consumption experience will be able to two times consumption, can be recommended to friends by existing users the key.

Of course, the user needs with the city has a great relationship, in the three or four-line city, users of local merchant information at their fingertips, the decision of an important basis is the price, so the public reviews this year also exert three or four line of the city's purchase business to meet the needs of these users.

With the gradual increase of economic level, user demand has expanded from eating to entertainment, beauty, marriage, hotels, tourism and other needs. A man may need to sing and take a foot bath after a meal, while a woman may do a manicure and a beauty. At the same time, leisure vacations have become more and more popular demand.

And these services can be in the public comment on the platform for information display, decision Help, Discount marketing, direct trading this way to achieve customer connection.

What the public comments hope to establish is based on the user needs of various scenarios, to establish a multi-dimensional connection between people and services. The end result of the connection is as described in IDC's China O2O market insights: through different pricing methods and multi-channel price discrimination strategy to achieve consumer surplus value and producer surplus value of the largest embodiment.

Of course, connecting people and services, is the public comment on the establishment of the 11 has been doing things. Only with different stages of development, different presentation methods have been adopted. From the Internet age users comment on the community form, and even the way to assemble a book, to use group buying to increase the connection between people and services dimension. Since then, the focus of the public comments on the mobile experience, at the same time from the product, the industry to comb the content of the connection.

However, people's demand is complex and changeable, and service is not standardized and uneven. How will the public comment on how to achieve the connection between the two?

Connection method: Upstream flow downstream access service

How to connect the complex and changeable requirements, with a simpler description of the language is "upstream flow, downstream access service" open strategy.

One senior Internet insider said: "If the market share reached more than 80%, the choice of closed, the remaining users will be attracted to the closed system." However, if you choose to open, the increase and loss of users depends on the quality of service. ”

Therefore, it takes courage to be open, but there is no doubt that in the era of app warlords, the open user experience will be better.

The so-called "upstream traffic" refers to the public comments open their own APIs, other products can be transferred to the public comment on their own businesses, reviews, concessions and other information. Switch to scene application is, the user can in the micro-letter, the gold map and other social, map products, see the information provided by the public comments. So far, in addition to the well-known Tencent products, the public comments as well as operators, 360, Millet, Samsung and other soft and hardware companies have data docking cooperation. This part of the flow by the public comments Jiang Yuping called "Long tail flow."

Zhang stressed that the way of multi-channel cooperation is also for the user experience better. If the user's need is only to view the merchant information, then he can be achieved on the map, even if not download the public comments app can also use the information of the public comments.

The so-called downstream Access Service is implemented from two dimensions. One is the product dimension, and the other is the industry dimension. From the public comment on the current Department of business settings can see this, at present, the information platform, trading platform, booking, promotion and other business departments focus on product level, while marriage, hotel focus on the industry angle, in addition, parent-child, decoration category is also in rapid development, may also be set up the corresponding division.

EXPLANATION, the information platform of the public comment refers to the UGC content generation platform, which is the fundamental of the public comment. At present, the public comment has accumulated more than 10 million merchant information, has more than 33 million user reviews information. Trading platform mainly refers to group buying business, this division is the company's largest number of employees of the division. Subscription promotion refers to advertising promotion business and catering booking business.

These business departments undertake different development tasks respectively. For example, the current public comment on the UGC information platform, trading platform, booking, marriage and so are the core of the business, need to comment on their own exerting force to complete. And such as hotels, takeout and other industries, the public comment on the cooperation or investment in the way.

Zhang put forward the concept of industrial chain integration, "the public comments on the core business, to do their own good." But some are not good at the business, or do is also a repetitive business, you want to give partners to complete. This helps reduce duplication of construction, and of course, the user experience will be better. ”

At present, the public comments on the hotel information from the current OTA field leader Ctrip, such as Art Dragon. While selling business has chosen to invest in shares of hungry companies. In addition, the public reviews also invested in other food and beverage ERP, KTV service systems related to some companies, from the technology and industry integration from the perspective of double reserves.

Connecting the future: local O2O Giants

The concept of O2O from hot to being questioned, it took only two or three years. The status quo is that everyone knows O2O is the general direction, but no one knows O2O how to play.

According to IDC's "China O2O Market Insight", the evolution of China's O2O market has gradually begun to form a clear business path: With the user data based on the combination of online operation, offline business for the online platform to provide a complete CRM experience and demand-oriented customization services; Online platforms bring orders to the offline business and provide complete CRM data, resulting in deep integration of online and offline business operations.

In other words, companies that can have O2O future need to establish a strong connection between people and services, a high frequency connection.

The specific use of the scene is that the public comments should be with the merchant to achieve user, transaction data depth docking, rather than limited to the state of phased cooperation.

At present, the public comments have been in the restaurant brand Jiangnan in depth data integration, after the integration will be able to achieve the store prices, membership discounts, table reservations and other information data will be in the public comments on the product side of the real-time presentation, this mode of cooperation will make the O2O company not as before floating on the surface.

Future user decisions will not be through simple merchant introduction and comment information, but directly can be seen on the mobile side of the real-time situation, and merchants will also be able to manage the data through the refinement of the user can provide better services.

In order to achieve this goal, the public reviews in the catering ERP system, KTV service systems and other areas to find suitable companies to invest or cooperate. In order to achieve in the future C-end users and B-end merchant data flow completely through.

In the recent interview, the traditional industry and the internet industry, a number of senior industry insiders agree with this view, life services O2O is a huge market, in the future will be able to have more than 1 billion U.S. dollars worth of companies.

And valuations have already more than 1 billion dollars in the public comments, has been deeply understand and dig out the multi-dimensional connection between people and services, will most likely to become the local life area of "Day Cat Mall", become a new giant.