Public comments to run 2015 after a high speed change of tire

of public comment

2015 's public comment annual meeting, CEO Zhang changed into a racing suit. Over the years he has played the Monkey King, skipped the square dance, and last month I saw him play Santa Claus. Only this time his appearance had some "political" purpose.

The past 2014, is the public comment on the "Year of passion" emphasis on "executive power", was described as "high speed change tires", with a racing suit interpretation of these more appropriate.

It reminds me that it's time to think about what the laser light companies are doing in 2015. In particular, the public comments, 2014 all the way. This speed is from the maturity of the technical and tactical or the wine drive, still need 2015 years observation.

Zhang clearly than I understand this truth. So he did not run as a comment on the goal of 2015 years, but emphasis on "service." Zhang said that 2015, the review will become more and more strong, but rely on "executive power" is far from enough, the need to allow users, merchants, internal users in many ways satisfied, multi-party win, so, 2015, the public comments will emphasize "user first" and "service Spirit."

Zhang doing so is not just because of the increasingly fierce group buying war with the United States. When the two sides are very busy, the coup is to use the third to directly subvert the situation. Comments also want to do this thing, with a higher level of business model, the purpose of the O2O to achieve, conveniently the group to subvert. This is logically true, because Google is definitely not another Google.

The reality of the environment and let comments cannot help to play group buying war. Zhang said: "The whole industry has seven years more than 10 years of rapid growth opportunities, but in the next years, will be the entire industry foregone years." "That's why competition is getting hotter, and more and more capital is going madly into the industry, and everyone is fighting it." This is true in any area of the O2O, where participants receive huge demographic dividends and are marginalized from playing, and he has to catch users.

Buy the drawbacks of Zhang actually already see. In the beer and Skittles industry, group buying has diluted the merchant, the industry profit, this is obviously unhealthy. Businesses can not rely on long-term group buying to survive, at most just to buy as a business supplement, similar to the only product will, Poly and Taobao relationship, buy as a clear inventory and pull new customers a means, but buy in the merchant marketing costs on the proportion should not account for more than 20% of income, or may have problems. For comments, pay attention to the platform of the ecology, pay attention to the long-term rationality, if any one of the model of the ecological harm, such as group buy long-term to the business is hurt, this is not to comment particularly willing to do.

So the meaning of group buying for the public comment was divided into three pieces. 1, effective discount 2, trading closed-loop data source 3, part of the revenue source.

Public comment The more advanced play that is found is diversion. But the diversion is more advanced than that of the PC-era bat because of the fact that the transaction data form a closed loop. Reviews want to do in the service industry Taobao, Big Taobao is currently the main income or advertising, which does not prevent Ali has more than 200 billion U.S. dollars in market value. Turn to comment, because there are transaction data, the realization by the transaction is not impossible.

Before the "public comment on the group buy a suspect, secretly go to group purchase," after the issue, some people doubt that it is it group buying play not turn. But I don't think so. Some business models are like this for thousands of years, ça, diversion is one of them. Only different times play will be different, group buying is just one of them, as the O2O is really too narrow.

But it must be admitted that the more understandable the business model, the more difficult it is to play. Reviews have been hoping that businesses can pay on demand, must ensure that the platform has a lot of traffic and accurate matching means. Accordingly, the comment also introduced O2O effect advertisement product. At present, in the general public comment on the business division, the core is to do O2O effect advertising business.

According to a survey of data, 2015 beer and Skittles related O2O large market size will reach 5 trillion. The diversion business is simple to say, what is the comment on how to do?

Many years ago, Zhang said, mobile Internet is a competing industry, no one can swallow all the cake. So cooperation and traffic sharing will be their main play.

In the O2O industry, participants of all parties have their own advantages. For example, in the hotel industry, currently reviews and OTA cooperation, is currently OTA the largest source of traffic; For example, the film industry, reviews will also tend to work through cooperation, such as with light cooperation, and "hurried that year" cooperation is a model. Movie parties are more likely to be able to reach more valuable users through a single comment platform. This is the reason why we should treat the comments as a partner in the hurried year. In the future, reviews will continue to go to this block, and the upstream and downstream to establish a better way of cooperation.

So the diversion mode is a smarter way to play. It will make cooperation more than competition, after all, the battle is so fierce, rob the other people's rice bowls enemies too much is not good, brothers to make money is not very good!

Black beans of the micro-letter public account also known as "black Beans" (heidouyy) mailbox is Yuanyin (at) 36kr.com
If there is time, I would like to think more at this time of the star companies of the 2015, but also welcome you to roll the call