Public comments Zhang: group buy closed-loop two strong competing O2O dual demand

This issue is a guest of "variable" is the public comment network CEO Zhang. He believes that the O2O opportunity lies in the asymmetric service market information. If a company from the information supply point of view, gradually involved in the transaction link, forming a closed loop, and then more and more deeply involved in the transaction, into a trading platform, the final platform value will multiply. Zhang O2o will be a very big industry, these two or three years all walks of life have gradually developed. I think, the current industry is still in the embryonic stage, now see O2O feeling is still a bit fragmented, many areas will be how to develop is not clear. But to really analyze the internal situation of O2O, when you understand a business more deeply, you will find that there are too many things to do, there are many new opportunities. In such a big background, for the public comments, this year changes quite large, the overall company development is quite good. On the one hand, group buying this closed loop has come to a two-strong situation, we and the United States have advantages, I think this competition will continue for some time, but at least two have an important position in the industry. On the other hand is booking, this more important closed loop we have done it, so this year and next year we will vigorously spread out, as soon as possible to establish a public comment online booking the first brand status. We would like to subscribe to the brand and the public comment on the link, so that users think of the public comments, it is possible to make a reservation. In this respect, the public comments have a natural user advantage, there are natural flow advantages. If other families want to do it themselves, it is still very difficult to solve the problem of chicken or egg first. At the same time, we are doing some new attempts, but also increased the number of people, the level of governance has been greatly improved. Now the public comments on the adoption of a two-platform strategy: one is to buy and other trading platform. The current group buying boundaries have become increasingly blurred, with 8.5 or even 90 percent of cash coupons already more like merchandise. This is actually a trading platform, users take group buying as a carrier, in which to buy such goods, I think this is an entrance. Another entrance is the decision-making platform, many users are accustomed to comment on the restaurant, beauty salon, here will be grafted reservations, the future may also be on the platform to order, these two are public comments more clearly two major user entrance. At present, O2O concentrated, such as hotels, restaurants, transportation and travel and other industries in the United States has emerged in the U.S. market value of more than tens of billions of dollars in the hotel service platform Priceline, and then there are booking, Agoda and other platforms, in China also have Ctrip, Yi Long platform. Priceline's market capitalisation is high because its essence is a decision-making platform that helps users make decisions and then helps users to complete their bookings. This is really like what the public reviews have been doing, early to help users make decisions, the next thing to do is their so-called OTA (over the Air, usually refers to wireless download), complete booking and trading. The public reviews the bookings now made, it looks like the things Ctrip does. You find a restaurant and make a reservation immediately before booking it by phone or directly to the scene. If you can easily complete the orderSeat link, in fact, many users are still willing to book the location first. Booking is first developed in the hotel industry, because users to a strange city has no place to live is very anxious things, so he must do it, this is the user's "just need." But in catering, the demand is much weaker. In fact, whether the restaurant needs to order and the level of the restaurant related, if it is a high-end restaurant reservation demand is much larger, ordinary restaurant users go directly. And the development trend of user demand is the same as that of China. With the increasing demand for users ' catering, high-end restaurants need more and more, and gradually develop the reservation will become "just need". At the same time, the public comments on the product also made some innovation, so that the process becomes particularly simple, the past users feel that the phone is too troublesome, now a few simple operations, the purpose is to convert those who have not previously ordered the user. Booking is a very important thing for a public comment. If implemented, we will be able to implement the relationship with Agoda and booking as Priceline, ahead of the decision platform and the reservation service. This is actually a very smooth closed loop, in a sense, this model is for the public comments tailored. I think the core of O2O is the closed loop, if you want to be big, you must complete the closed loop. But the closed loop does not mean that the user must complete the transaction on your platform, but that every merchant knows that his offline users are brought to you and that he can evaluate the effect. Through the reservation service, the merchant is very clear to know the user flow, this to our cooperation with the merchant, our own business model development is very advantageous. Moreover, we can learn more about users, we can know how many times users have been to the level of consumption. Such a closed loop is very central to any O2O. If a company from the information supply point of view, gradually involved in the transaction link, forming a closed loop, and then more and more deeply involved in the transaction, into a trading platform, the final platform value will multiply. On the trading platform, the main product form is group buying and coupons. The general public comments before doing coupons, coupons and buy the difference is that the group purchase is the first payment, because the implementation of the transaction, it is a coupon closed loop. So for information, if you add a reservation to the information, it is tantamount to "shut down" the ring. All kinds of O2O are trying to go to the closed-loop mode. If the public comments on the decision-making platform is a simple media model, I think the value is limited. Zhang current public comments are also considering the need to expand the take-away. Take-Out, booking, group buying, each closed-loop model, are the cakes traded under the tangent. The entire line of service trades is billions, and each pattern can only be cut a little bit, and the more your closed-loop model the better, the bigger the cake you can cut. The whole O2O industry is developing with the development of the industry. In the past, users in China to order hotels do not need any decision-making, is often based on the location, brand directly through Ctrip, most of the business travel users have contracted hotels. Now we are doing hotel reviews, because the user needs have changed a lot. With the standard of livingThe improvement, we no longer go out "play scenic spots", went out to become leisure, began to pay more attention to the quality of the hotel itself, began to have decision-making needs. The whole orientation of the public comment is related to the development of the user's big demand, the O2O that the public reviews will do are all related to the quality of life. If the industry has not pursued the concept of quality, the stage, such industries we will not enter, we want to enter also can not enter. This is why we are really slow in the three-tier cities, because this is not the core positioning of the reviews, most users still stay in the pure food level, the user accept Buy is OK, you can pursue cheap, but the user to make the demand for decision-making is not small. A few years ago the hotel industry was equivalent to the current three-tier city catering. A city inside a few luxury hotels, and everyone is relatively familiar with the user has no decision-making needs. But the user has the transaction demand, therefore has the Ctrip, the Art Dragon business opportunity. In fact, many industries are the case, the user has two levels of decision-making and trading needs, may be different focus on different scenarios, but there are many intersection. This is my comment to the public on the O2O industry. There is also a point is that O2O industry in fact there are too many services, but the public comments have been positioned to do the core industry, is eating and drinking. These industries have relatively high frequency of consumption, relatively need to make some decisions, but this decision is not particularly heavy. Only if these conditions are met, reviews are the best way to help users make decisions. For example, a user to find a locksmith or a job, more need is information release, do not need to comment, he does not need to know these, as long as the information is true, accurate location is good, such a chance more suitable for 58 with the city. O2O is a competing industry, you have me, I have you. If O2O really do it, every industry participant must have this mindset, not one thing is fully cooperative, nor is it completely competitive. Because the user's needs will continue to be in the decision and the transaction switch, the transaction and the decision has the strong correlation. Public comments and Baidu, Tencent, 360 and so have cooperation, because users need different levels are different, we are good at different. Like user management, it must be micro-letter do well, many restaurants do micro-letter public account, and direct communication with the old users, this is you can not control, this is the advantage of micro-letter, but micro-letter is also difficult to do offline help them to string up the merchant, complete the transaction. Companies and companies, platforms and platforms between the cooperation, partitioning, complex, open mind is necessary. Public comments do not have to do everything, whether will do a plate, only depends on three factors: first, this industry is not developed to this stage, we do not have to do, do not be done by others; second, we have no suitable talent reserves, we have no energy to do, So we have been emphasizing the importance of talent; third, this industry is not already someone has done very well, if someone has done well, the public comments will not do.