Public comments into the fast lane

"This year will be a year for the public to comment on the" reinvent itself. "2014 years, Zhang words did not cause too many people's attention." Anyway, it's not uncommon this year to shout slogans.

However, a large six months later, many of the new task "chasing" forward the review of people found that the industry was dubbed "slow Company" of the public comments, this year has entered an absolute "acceleration" mode.

According to people familiar with the description, Zhang has been busy this year, eating all need to calculate time. Apart from occasional acne on the face, black circles seem to be more pronounced.

Look at the "transcripts": At the end of 2013, the public reviews the monthly PV is 3.5 billion, August 2014, this data is raised to 6 billion. At the end of 2013, the public reviews mobile end customers 90 million, 8 months later, this number is 160 million. In 2014 years and 8 months, the number of urban stations has expanded from more than 40 to more than 140. In addition, from April onwards, the public comments on the monthly UGC content generation into the million-level, its accumulated UGC level has reached 36 million.

These figures mean that the last 8 months have grown fast and that the potential for acceleration will continue.

Carding the general public comments on the movement since this year, the internal organization of the structure of a large adjustment, external products, industries, investment go hand in hand, with a bit of confusion, but ambition than in the past, to create a "people and services" platform.

Everyone loves the platform. But a number of people in the industry have reached a consensus that in the local life service O2O market will be able to birth a lot of more than 1 billion dollar level of companies, but can be made into platform-level companies can only have a few. The more extreme argument is that the internet industry cannot tolerate "second."

That the public comment on the plot can have a few chances?

Internal drive: Organizational structure reform

In order to meet the accelerated development, the organizational structure adjustment became the "first fire" of the 2014 public comment.

This has to start with history, before 2010, the public comments on the organization of a single goal, the departments to complete their work on it. 2010 years later, the public comments on the increase in the group buying business, "small but beautiful" organizational structure began to become heavier, because group buying needs a large number of front-line sales team to do support. And, the group buying sales team and the original promotion business needs of the sales team style is actually different.

Gradually escalation of contradictions, the company needs to promote, buy, book and other products to develop together, but also hope that catering, leisure and entertainment, marriage and other industries to advance together, and the implementation of the first line of salespeople, equivalent to the same person several different time watches, the result is, chaos.

The reform of the Division system is urgent. In the past 2 months alone, the public comments on the establishment of a separate promotion division, trading Division, Booking Division, Marriage Division, Hotel Tourism Department of several departments, the general manager of the division responsible for the report to the subordinate line VP.

"The adjustment is painful, but it is also the result of deliberate deliberation." After the running-in, for the overall acceleration of the company is very helpful. "In an interview, Zhang described this. What he did not want to mention was that a former employee even wrote a post that expressed doubts and grievances about the reform.

But the direction of reform of the Department is in compliance with the trend. Coincidentally, the public comments in the field of group buying competition within the United States Group is also in the restructuring of the Division, set up an independent takeaway team, and the previous cat's eye film and the hotel will also be an independent division of the development of the Department. Moreover, this architectural adjustment will extend from Headquarters to the substation.

"Differentiation" after the public comments on the line of business, industry lines are differentiated, and the mission of each business unit is no longer the same, the Trade Division aims more to enlarge the turnover, and the promotion of the department and the marriage Business Department is responsible for the company "blood" task. The short term goal of the Hotel Tourism department is to provide more data support, thereby serving more users ' needs.

The biggest problem in the reform of the Business Department is that it causes some trouble to the merchant. For example, with the public comments on the docking of the merchant only need to communicate with an employee, and now with two or three employees docking, which caused inconvenience to the merchant, many merchants have also reacted with the author of similar problems.

And the result of the reform of the Division system is that the strategic target can be directly implemented into the responsibility head, and the team has a quicker reaction ability. And this time with a painful twist, is the public comment on the driving force of the starting acceleration.

External drive: Product, industry, investment goes hand in hand

People who pay attention to public comments can be found that this year, the development of the public comments show a "full bloom" state. Products, business, investment ... New news almost every week.

February, Tencent and the public to announce strategic cooperation, Tencent investment accounted for the general public comments 20% shares, the public comments at the same time received micro-mail, QQ and other products to integrate the integration opportunities. Since then, the development of the public comments like the crack no cliff son "Zhen Dragon chess", the same as the virtual bamboo, rapid progress.

From the product point of view, the public comments on the group to continue to "on the Mad" American Regiment. At the beginning of the year, the Zhang planned to develop 100 stations from more than 40 cities, and over the past six months, it has developed to more than 140 city branches. Although with the United States Regiment 300 City still has a certain distance, but half a year 100 city station construction speed is also very considerable.

To say a word, open a branch station easy to stand, if in the recruitment and early investment not good close, later very easy to appear all kinds of problems. According to insiders, the public comment has so far maintained an outstanding "record".

From the data released by the Regiment 800, single from group buying transactions, the general public comments on the total turnover of the second position, in the one or two line of the city's turnover remains the leading position, and as its number of stations, and group buying business leading the current gap between the United States should be able to shrink slowly.

In addition, public comments on the booking business after the development in the first-tier cities are also good. Although no specific data have been released, its head of the public comments Vice President Jiang Yuping said that the data far exceeded expectations.

Moreover, the takeaway business, the public comments on their own in doing white-collar business, with its investment in the foreign sales company is hungry for the data to cross integration, to achieve the takeaway business, the city's rapid coverage. According to the public data, hungry has opened more than 100 city substation. And the merchant who can provide the takeaway will display the "sell" icon in the comments.

From the industry point of view, the public comments on the use of data integration methods, rapid expansion of their own platform. For example, with the time network, CHE, such as docking data, the public comments become the most widely-used cinemas in China to cover the most extensive platform. And in the area of hotel tourism, the public comments also choose with Ctrip, Art Dragon and other OTA vendors data docking, so that users can be in the public comments on the search for more categories of local services.

This year, the public comment on the investment business has also been rapid progress. Partner with other management to invest 80 million of dollars to the delivery company hungry, and 50 million yuan to the catering company Big Mouth, in addition to invest in three food and beverage ERP provider, occupies about 10% of its shares. In addition, it is rumored that the public reviews also invested in WiFi provider Michael Dee.

Business "Full bloom" is not false, but is not a "disorderly flower gradually want attractive eye" illusion?

Build platform: Upstream flow downstream access service

A word on the public comment on the "full bloom" of the plot, that is: upstream flow, downstream access services, to create "people and services" platform.

Metcalfe's law mentions that the usefulness (value) of a network platform increases with the number of users squared. In other words, the platform is big enough, itself has the merchant, the user both ends of the attraction, has the ability to grow oneself.

But as we all know, the local Life service area is "Internet", "electronic" intrusion more difficult areas. and the essence of platform construction is to establish forward cycle, through the collection of merchant information to attract users, and then through user transactions to attract merchants. Only this cycle has been working, the platform can be more and more big.

In order to bring more traffic to the merchant, public comments abandoned the previous "Shing" attitude, set up an open developer platform, the public comments on the accumulation of business and comment on the data open, with a variety of maps, navigation products docking, and even for Samsung mobile phone Development "plate" 4G application, to access the flow of each channel.

Of course, with Tencent products micro-letter, QQ docking is also the public comment on the important process of implementation of the Open platform strategy, the current public comments have made in the micro-letter to "eat and drink" the entrance, in the circle of friends to realize the POI, in the mobile phone QQ also in a variety of display, social sharing of the application development.

Downstream service is experienced in meeting the needs of users as quickly as possible, for example, the public comments on the basis of group buying, increased booking, takeout and other services, and through investment in or strategic cooperation to "borrow power" approach, quickly increase the user can use services, such as a larger coverage of the film selection, Offers richer options for the hotel's tourist businesses.

And the investment is hungry, big mouth and other companies can achieve the flow end and service side of the double upgrade, users can be in the public to find more from the hungry out of the take-away service, and the big mouth and merchants to set up a class of cooperation attempts can also give the public comment for the merchant to provide a variety of services for reference.

Investment in food and beverage ERP manufacturers show the public comment on the "in-depth" merchant end of the determination. According to the introduction, catering information system is mainly divided into three pieces of content, the most frequently used is the midrange POS cashier system, this system can achieve point meal, receiving silver, kitchen printing functions, the latter function is related to the supply chain and cost accounting, the realization of Central kitchen, goods invoicing and other management functions. The front-end is O2O, marketing, customer relationship management.

Prior to the public comment on the cooperation with the merchant stay in the front-end marketing, but if you can connect with the POS system, you can realize the menu, seats, such as real-time data rendering, users can be in the public comment on clients to obtain more convenient services.

In addition, through the public micro-life and ERP system in the integration of CRM, you can provide convenience to merchants. With the user transactions, behavior data precipitation, merchants can be based on user demand "reverse customization" dishes, rather than now first after the test.

Based on this idea, the public comment on the investment in the merger and acquisition of the road will not stop, and the shares of WiFi suppliers, Andy's news is not "groundless." With wireless access, ERP management data, O2O marketing means, the public comments can provide a lot of services to the merchant May.

In fact, the needs of businesses and users are inextricably linked, and the public reviews through technical means to further strengthen the link. To provide users with convenience is also to create value for the merchant.

In this way, the public comments have realized the merchant service "lighter to heavy", from marketing to customer management to the cashier and even after the kitchen, the client service "can be light weight", from the beer and skittles include independent clients, to micro-letter, QQ end, map products, such as the "light application" to achieve the largest range of user touch. These are the basics of building a platform.

Platform Dream, odds geometry?

The most direct competitor is the United States network, the ultimate goal is to create a large enough platform in the area of local life services. But the two companies, like two flowers on a big tree, are heading in different directions. If the public comment on the way to build a platform is "wrapped up", the way the United States is "rushed out." In other words, the public comment is to build the system first, the extension tool, and the United States want to use a strong tool open, and then do the system.

This year, the United States Regiment also in the reform of the Division, the division of catering, film and hotel industry, but also in the acceleration of the original In addition to group purchase of Cat's eye film, the United States Regiment hotel products, and in the field of selling also expressed the potential in the posture.

Compared with the public comments, the United States group's largest advantage in the three or four-line city, its previous accumulation of first-line salesman advantage so that when the new branch station has more abundant talent reserves, while the public reviews this year also in the sinking of three western cities, this three or four-or even five or six-line city competition will likely be a long stalemate. Unless there is a new product that can subvert group buying.

In addition, the two biggest difference is that the United States do not have too much integration of the movement of the class, each product is to do their own, and quickly rushed out a path. For example, the cat's eye film in the booking field has become the boss, but the public comments directly to the other products are connected to the platform, the number can be overtook the cat's eye. The hotel is already in line with the first team to where to meet, while the public comments on the direct access to OTA data, users can directly use the product. The same is true for takeaway products.

From the user experience, the public comments on access to traffic, services can be faster to provide users with services, but from the company's control of products, the United States to do more handy.

However, the future trend of mobile Internet applications is certainly more import, highly fragmented, from this point of view, the public comments with open cooperation, so that merchants, platforms, users of the three data circulation speed can be faster, is the incremental effect. And the United States to use the three or four-line city advantage of the current situation, will be in many industry competitors under siege under the force of strength. From this point of view, the public comment on the opportunity to build a platform is really above.