Self-standardization and branding month sister-in-law, "Aunt 800" want to attack mother and child care O2O

Absrtact: At first listen to Aunt 800 this name, still think is like aunt Help that main cleaning business. In fact, Aunt 800 do is the month sister-in-law O2O. CEO Huang told me that now many traditional life services are being infiltrated and transformed by the Internet, and according to Maslow's needs

At first listen to Aunt 800 This name, thought is like "Aunt Help" as the main cleaning business. In fact, Aunt 800 do is the month sister-in-law O2O.

CEO Huang told me that now many traditional life services are being infiltrated and transformed by the Internet, and according to Maslow's demand theory, people's needs come from "eat and Drink", "Basic necessities" and "sickness and death" three categories. The month sister-in-law service does is "the Sickness and death" this kind of extremely rigid class demand "lives". This kind of demand particularity is: The study cost is very high, and the user lacks the experience accumulation. So when the demand arises, the user does not know how to make a judgment choice, the basic is blind consumption.

Thus, the information asymmetry coupled with the urgent need for users, the traditional intermediary is easy to exploit: 1, in the month sister-in-law's quality control, many intermediary to the month sister-in-law only to build documents do not audit, take the universal aunt to sucks month sister-in-law of the situation, resulting in the month sister-in-law's professional unqualified.

2, the month sister-in-law management, because the single quantity is little, the traditional intermediary to month sister-in-law not enough binding force, month sister-in-law fluidity big and the list situation is very common. At the same time, the intermediary in the month sister-in-law to provide services in the process of participation is very low, users from the intermediary is difficult to obtain service security.

Based on this situation, Huang that the fundamental aim is to eliminate the user's learning costs in the most possible way. So Auntie 800 solution is to rely on data driven to provide high-quality, standardized month sister-in-law service.

First of all, in the month sister-in-law's quality control aspect, the Aunt 800 from the theory knowledge (whether obtains the month sister-in-law, the simulation examination), the specialized skill (including the maternal nursing and the newborn nursing and so on), the experience appraisal (by the old month sister-in-law, the expert to appraise) three dimensions to examine the month Strict screening and elimination mechanism, aunt 800 so far the month sister-in-law team only hundreds of people, by contrast, the traditional month sister-in-law intermediary number is about thousands.

Secondly, in the month sister-in-law and the user matching aspect, the Aunt 800 in the pregnant woman due date and the month sister-in-law match the condition, lets the user in the stage on the month sister-in-law to have as much understanding. For example, in addition to determine is good month sister-in-law, the user can through the Aunt 800 record month sister-in-law video more intuitively to judge whether is suitable.

On the other hand, Aunt 800 online with physical office to do a good job to undertake the role. Including recruiting, training month sister-in-law and with the user signed a bill. According to Huang, at present, Aunt 800 customer conversion rate is the traditional intermediary 5 times times.

In the month sister-in-law's management aspect, the Aunt 800 did the following optimization:

set up a margin system to prevent the month sister-in-law string single escape list. Standardized, transparent pricing. The difference between the month sister-in-law and the general domestic service is that the frequency is low but the customer unit price is high. Traditional month sister-in-law due to lack of unified pricing coupled with the schedule difficult to match, waiting for high costs, the entire price system is disorderly. Aunt 800 will be the month sister-in-law service pricing Unified 7800, 8800, 98,003 files, not only excludes the so-called high price "gold" month sister-in-law, also filtered around five thousand or six thousand of the "unqualified service." Of course, month sister-in-law's reputation is better, the more orders, the price will have a corresponding steady rise. Strict service Process Control. First of all, Aunt 800 has a dedicated Customer Manager and the user to carry out the whole process of communication, real-time understanding of the service of the month sister-in-law. Second, Aunt 800 to the service of the month sister-in-law out "task List" to remind the month sister-in-law at a specific point in time should be completed matters (there are currently more than 70 time points). For example, after taking care of the baby in the middle of the night to send a dessert. In addition, Aunt 800 pay attention to the details of the month sister-in-law, asked them to uniform wearing pure cotton work clothes and equipped with a special kit. In the month sister-in-law's interest protection, Aunt 800 also has a series of considerations. For example, in the agreement signed with the customer expressly stipulated that to ensure that the month of sleep up to 8 hours, catering and customer home with the standard, not with 16 years old and more men living together. In addition, the month sister-in-law in the service process occurs also can through the month sister-in-law End app and aunt 800 to communicate.

summed up, compared to the low level of information on the traditional month sister-in-law intermediary, Aunt 800 with its development of IT systems, do is standardized, large-scale and brand, so as to cultivate users of the brand month sister-in-law Service Trust.

Aunt 800 was formally launched in early 2013 and is currently in a round of financing.