Social O2O: At least it looks beautiful.

Overnight, ding Dong community seems to pierce the day, all kinds of rumors, from the transfer of capital chain break to admit contraction layoffs, the scenery claimed to get 100 million dollars investment in Ding Dong, that Beijing Shanghai flooded advertising buzz Community finally planted the first big somersault, Ding Dong community will not be the last one on the road of O2O wrestling people, This incident is only a microcosm of the current impetuous O2O investment period, but also confirms the problems of today's O2O rapid development.

O2O, involving 1.3 billion of China's population, more than 3,000 counties and cities, the most grounded gas model, so far as long as the Internet project, how much to instill some O2O concept, it seems like this will not be downwind, but this is the shrinking of the community, as O2O practitioners, we should learn some lessons.

China, high gambling, rapid expansion.

This is the product of the capital after the common problems, the investor's money, must spend, the goal is the fast circle enters the user, and does not talk about the product itself the user experience achieves what degree, as long as has the user, produces certain flow, will have the so-called capital value, this logic itself, actually is a kind of paradox, in fact, the Ding Dong District This , rapid expansion of the team, and the center of gravity is divided into the push and advertising, the center of gravity is small part of the expansion of property and business, more for the expansion of community users and software installed capacity.

The advantage is that the use of media exposure, advertising image to shape their own short-term star brand effect, grounding gas to attract the first approval of the seed users, the prospective seed users into seed users as well as the faithful users of viscosity, this process is mandatory to cultivate user habits of the process.

But Ding Dong's community ignores the most important issues that are based on the product itself:

1. Is the product structure reasonable?

Although Ding-dong community products in the logic seems to meet the needs of the Community users, but the basic is based on the needs of the shallow, but ding-dong community has designed a very deep social function, the intention in the o2o+ social field exerting force. The two are contradictory. Platform-level products, it is difficult to produce depth of content, but the content of the shallow, there is no habit of training users. This is due to problems with the product itself.

2. New Bottled Wine

Have to say, Ding Dong District function design, more comprehensive, mainly divided into "my community" "Community peripheral" two categories, both functions from the traditional internet point of view, is the integration of two products, one is called the bulletin board, that is, BBS, the other is 58 with the city and net are doing classified information mode, But Ding Dong is based on lbs location of the "last kilometer", in essence, the product or simple two categories, lack of new ideas, is simply a transplant, and excessive China.

3. User Experience

Rely on the product to promote the user's UGC generation, I am afraid that Ding Dong community team most want to do things, but it is very difficult to do, from the current in the Buzz cell app presented in the module content to see, many topics, are automatic system generation, it is difficult to motivate users to participate in the interaction of the desire, too much, too scattered, such software It is difficult to form a good user experience, so that users to spread Word-of-mouth.

These problems are fatal, but the Ding dong community seems to have met.

Too much money makes it hard to pry the national market

100 million U.S. dollars financing, looks very large number, but actually want to pry the national market, almost impossible to complete the task, and this Ding dong community to defeat the Beijing market, is a good explanation, the remaining 200 people team, can only maintain the Shanghai region's operation and maintenance.

How many businesses are there in Shanghai? According to the public comments on the store input data show that the city has 107282 cooperative food merchants, life-class merchants have 71,018, I believe this data is not complete, because there is not a platform to 100% coverage of business types of cooperation users, 180,000 households are only the tip of the iceberg, Shanghai has 25 million people , want to do the plot to push cover, for 200 of People's team, is also extremely difficult. In this way, Beijing's contraction is also a matter of heat.

In fact, for the capital, the ultimate goal of the investment project is to realize the capital valuation as soon as possible, from this point of view, ding-dong Community rapid expansion of the basic, should also be subject to the requirements of the capital side, but the progress was frustrated.

The Battle of the pattern: chicken or Egg first

Ding Dong community is doing one thing, it will be China's Internet development 20 years of things, put in a few months of strong push in the implementation of the period, which in itself is a very funny thing.

Ding Dong community's biggest bright spot, nature is social, why? The Tencent Empire made use of socialization to become bat, and as a city of 1.3 billion people in China, Ding Dong Community drew a cake based on billion-class social users for the capital market.

At present, the domestic Internet market, in the mobile interconnection, firmly grasp the mobile end of the company in addition to the three bat, only Sina Weibo, if the Ding Dong community can become their new bat,1 billion investment returns at least 400 times times.

But in fact, according to the Ningjie network for the country's 100-City Regional Internet market development analysis shows that: based on electronic bulletin board business, that is, BBS type of community-type web site development Bonus period is already past, from 2008, in addition to Jiangxi Nanchang Treasure net through BBS exerting force, Successful occupation of the provincial capital of the Internet number one social platform, the provincial level of the one or two-line cities have no success stories, only a small number of four-line counties have a successful case from zero.

China Internet precipitation 20, indeed BBS is a good model to survive.

At present, this kind of regional Internet PC end of the trend of decline in traffic is obvious, the user differentiated to the mobile end, but not necessarily to the BBS, BBS product mobility, and can not solve the corresponding problem of user churn in this phase.

In other words, Ding Dong Community app core Social, the choice of mode, is a simple transplant, rely on products to achieve based on the web2.0 era advocated by the UGC, this dividend window period has long passed. From the current domestic mainstream vertical website and the operation method of the owner community, the community early intervention and maintenance, is a very heavy chain, not a certain time precipitation accumulation, it is difficult to have achievements.

However, from the point of view of vitality, BBS still has a strong vitality, but this is for the site has a strong flow base, and to be vertical, media properties, operation, depth of operation and so on the basis of multi-angle operations.

Social O2O: At least it looks beautiful.

In terms of Internet properties, we usually describe the Internet as a virtual world, each user has its own corresponding role, but as in real society, we still have their own needs in the world, and through the exchange of social properties, access to more information to screen, and eventually converted into line under the Act, this behavior is not necessarily a transaction , may involve activities, share information, or initiate discussions.

Localized O2O of area attributes, has this condition, but the scope is small, from the operation management angle, the massive information flow, through the UGC way, the screening, the recommendation itself is a difficult problem, even if decomposes to a certain scope, like the community, will be a terrorist management matter, and has certain legal risk.

The user's demand for information, in the current Internet industry, is already excessive, this kind of social action, it is difficult to form long-term viscosity and user habits, the cycle is too long, for the O2O closed-loop transaction process is extremely unfavorable.

But similar to ding-dong community social O2O platform, or a lot of input energy, the goal is through long time operation, cultivate this viscosity and produce commercial value, this kind of judgment is a certain problem.

We should profoundly understand the difference between community and social socialization, as far as possible in a light way to transform, the depth of content services suitable for vertical industry O2O, not suitable for most localized O2O.

For the ding-dong community based on the BBS mode operation of the most basic requirements, it is fantasy that each community has one or more will understand the Internet culture, enthusiastic public welfare, topic organization, Activity Planning organization of enthusiastic netizens, such people, can help jingle Community app Operation Community, provide services, but this picture is too beautiful, think about drunk.

Conclusion

We should be glad that Ding Dong District this is only a contraction, not direct destruction, as there has been a successful case of social product operation Ding Dong Community founding team, in the community operation, we should give more rationalization, help adjust, as soon as possible to restore the benign development.

Ding Dong's current plight, is also the current development of mobile Internet, in fact, as of today, China Mobile interconnection has not yet formed a ripe business model, in the mode of the undecided today, in fact, everyone is in the trial, trial and error is normal, but this is the Ding Dong District trial and error costs too much

Predictably, the localized service market is huge, and the localized regional Internet platform, especially local portals and vertical websites, has proved the market is reliable and huge.

Ding-dong community also need to give capital and users to establish confidence, the author suggested: Ding Dong community should deepen the maintenance of the community, as soon as possible in Shanghai to achieve and replicate a number of mature ding dong Community model community, this may be combined with developers and the depth of strategic cooperation between the property.

In terms of profitability, it may also be a deep integration of one or the individual industries, in-depth vertical service operation, to achieve a balance between local income and expenditure, wool out of the dog's internet thinking as general, the search for a single point of breakthrough than the proliferation of more important, the model of the success of the benchmark is greater

On the other hand, pay attention to the interaction with ordinary users and the Cross-border support of merchants, to create reasonable business value, but also to form a mobile end community culture. The user is the cornerstone, the merchant is the fodder supply merchant, the troops have not moved, the fodder first, the business model exploration should be more important.