Sharing the community from the wedding case to the O2O electric dealer

China has 10 million couples a year, and the direct cost of marriage in 13 is estimated at 500 billion yuan, a figure that will grow to 800 billion this year. The sweet-smelling wedding cake dripping with honey will clearly not escape the eyes of the Internet. The famous American company, the XO Group, which has the largest online transaction in the United States, entered China as early as 2010 and launched the Marriage Information website, "web-like". And a group of local companies, such as wedding, Weddingee, Ido, etc. also appeared, trying to get a piece in the marriage market.

"Easy networking" is not long ago just on the line of a marriage community, by the domestic well-known wedding consultant company, "Mei-Wei Pavilion" launched, the latter had for Tong, the article and many other stars planning weddings and banquets, but also "lovelorn 33 days" and other films behind the wedding counselor. The goal of "easy to webs" is to start with the PGC community, eventually embedding the trading link, transforming into a O2O of the marriage industry.

From the current product form, "easy to Network" is a wedding related to a variety of suppliers, brands, experts of the aggregation platform. The site offers three major sections:

Real wedding work and case sharing. Wedding providers such as planners, photographers, cameramen, flower artists, makeup artists, and lighting artists share their authentic works and cases for the enjoyment and reference of the users. In order to guarantee the quality of the content, the whole community is basically the PGC system, ordinary users do not have the right to post. The plate distributes wedding photos and wedding photos, and it's interesting that all the photos are structured in the three dimensions of the location, the location of the photographer, the price, and the user can easily sift through the photos with reference value.

Second, the Wedding column article. This is a relatively light blog, Bowen according to the wedding preparation and creativity, venue layout, host and makeup, wedding dresses and other different label categories. Wedding-related talent and experts can use their own words, from any angle for the user to depict a perfect wedding ideal. The user side, you can find some knowledge and experience of content.

Third, to find the wedding people. The community of all wedding providers and experts in this one-stop presentation, users can easily through the location, tag search to their interested wedding person. Point to their personal homepage, to see the quality of the work, it is possible that this is the future of your dream of the person.

As mentioned above, the PGC community is just "easy to net" the first step, the next "easy knot" hope to expand more online businesses, through trading, payment, credit and other links, to become a one-stop solution to the wedding O2O electric business. Before we interviewed the "wedding Ji" team had heard the saying: "There is a wedding plan in the planning of weddings or wedding, photography company communication, it is difficult to express their thinking through specific pictures." and other people's wedding material generated, can become the reference of these users, and even become its purchase of wedding service determinants. "From this point of view, the wedding is a very suitable for the" beautiful "mode of the industry-guessing Carats&cake (c&c) and" easy to Net "will raise both hands to agree.

Many pure Internet teams do O2O difficulties and are not serious about "easy Webs": "Victoria Pavilion" in the Wedding advisory community has a good reputation, the cooperation of the wedding of more than 200 suppliers have been in the continuous expansion; "founder Han Yu in the wedding photography industry has a certain personal communication, solve the cold start problem; has been merged with the "Mei-Wei Pavilion", the original "Mei-Wei Pavilion" Advisory team has turned to "easy knot" of the operation, and the team's lack of internet genes, from the Orchid Pavilion set potential product director as partners to complement.

They have been talking about the possibility of marriage and the Internet in the past few years, according to Han Yu, founder of the Union. But until recently, the current "reliance on content with the flow of the transaction to facilitate the" landing plan. Prior to the "easy Knot" team has been doing high-end customers, although the service to the public users in the process is not different, but need to select suppliers to the mass market to sink. At the same time, because O2O has some difficulties in trading closed loop, the role of guarantor should be considered in the design of profit model.

During the interview with Han Yu, there was a dialogue between us:

Han Yu: "A large part of the traditional wedding industry's income comes from asymmetric information." Consumers do not know how upstream suppliers offer, may be the intermediary to start 2000 pieces of things, doubled to give you. And the industry is not transparent competition, often belong to the seller's market. ”

"So, how are you going to convince these offline suppliers to surf the internet?" ”

"What we do is fundamentally two: one helps quality suppliers gain greater market share, margins are thinned, but the volume is larger." The second is to help the whole industry chain cut off the intermediate link, restructuring the profit distribution pattern. This is the same as the electricity quotient. ”