Street Library CEO Pan: from the merchant to crack O2O mode dilemma

Before and after a total of 300 million yuan financing, the agency valued 920 million yuan, focusing on 30 cities today's electric business industry is in a "Red Sea", the street library is also exposed. As the founder and CEO of the Street Library, Pan the most in the past year, how to kill from the highly homogeneous electric power trader, and take his own "O2O mode". Today, Pan's ideas are becoming clearer and more mature. The commercial integration marketing with the Business Alliance as the core replaces the traditional O2O mode, which is the result of Pan thinking and the next road of the Street library. Also because of this new model, the street library headquarters moved from Guangzhou to Beijing at the end of 2012 and was valued at 920 million by investment agencies in a subsequent financing. At this point, the time of the establishment of the street library is only 1.5. According to Pan's vision, in the next three years, the street Library will be to achieve the site coverage of 30 cities nationwide, will have 50,000 cooperative merchants, the number of members reached about 20 million people. Business needs as the core will not be in a business circle at the same time signed two fully homogeneous business. Generally speaking, the value of O2O is to import more users for the merchant. But how to obtain users, the street library and other electric dealers are facing a specific mode of choice. "The demand of the merchant, on the surface, is to need a large number of guests to make more money." But in fact, businesses need to be a continuous user to come to spend, this is the most core needs of merchants. "Pan that the product, service, business Management optimization is the core of the hardware, we provide businesses with effective business solutions than the introduction of passenger flow is more important." Therefore, the street library is located in the commercial integrated marketing company, rather than the simple source of the electric dealer. How to achieve integrated marketing, the key to the success of the street library. "A business to provide products and services even if the good is limited, but the resources of several businesses together to provide users with more products and services, individual businesses can enjoy the platform of other merchant resources brought about by value-added." "Pan said. Street Library in its coverage of the area, the formation of a small business circle. These micro-business businesses cover the fields of beer and skittles, and to the surrounding three to five km of users as the service object. Consumers in the business circle, not only can be converted to the street library members enjoy concessions, but also access to the street library to provide a complete set of consumer conditions to meet their own consumption solutions. Compared to group-buying sites, the street Library is more selective in its cooperative businesses and has a higher threshold. For example, a business circle has many Xiang restaurant, Street Library will be in different price grades of the Hunan restaurant only select one, generally not in a business circle at the same time signed two completely homogeneous business. "The size of the business can be small and medium-sized, but its products and services to provide better quality, and in the local area must have a certain reputation." We will protect our businesses and help them address the issues of brand communication, customer value-added and cash flow. "Pan said. And the so-called customer value-added, is the street library network through the consumer information of the merchant's data mining, analysis of commercial products, services, business and other aspects of the problem, put forward the system to solveProgramme。 At the same time, the street library network through the Business Circle channel Resources sharing and the issuing merchant prepaid card, increase the total business and realize cash flow in advance withdrawal. 300 million capital redevelopment market began April 1, we will be the development of the market, the establishment of a standardized business circle system. The current O2O model of the street Library network has been significantly different from the group buying site. The core of the street Library network in the merchant, followed by the user, its emphasis on the surface is also under the line of marketing, and group purchase site is the core of the user, the focus is on the line. In fact, at the beginning of the establishment, the street Library network was just a traditional O2O electric dealer. "Before, we are the first hand to grasp the merchant, grasping the user, grasping very hard, but it is difficult to balance the relationship between the two, do very uncomfortable." The idea was not very clear at the time, we and other similar types of internet companies focused on the online, and finally found a lot of problems. The most important thing is that the internet companies want to meet the needs of users, first of all to meet the needs of businesses. "Pan said. From the July 2011 Street Library was established to a year later, the Street library network in this "both hands are grasping, trying to balance" groping. After June 2012, the idea of the street Library network has changed, decided to "grasp the merchant to put users", will be the core of the street Library Network on the commercial tenants, providing business solutions, and through the users of the business to develop the street library network members. "We're going to change our previous approach, reposition the company, call it a business integration marketing company, and do business integration marketing and a different industry alliance." "Pan and the street library took 2012 years to verify this new idea. At the same time, the Street Library network in Guangzhou, the site has been expanded to Beijing, Shanghai, Shenzhen, Chongqing, Hangzhou, Chengdu, Fuzhou, Nanjing, Wuhan and other 9 cities, forming a national preliminary layout. Also in the second half of 2012, the Street Library network also received the first from two PE companies of the scale of 100 million yuan financing. At the end of 2012, Pan decided to move headquarters to Beijing, began to establish the standard of the system, the personnel structure of the national site, to strengthen the marketing team and technical background. January 26, 2013, Huaxia Morgan and the street bank signed an investment agreement, for the Street library to provide 200 million yuan of capital, the value of the street library reached 920 million yuan. It is understood that the street Library network has 300 million yuan financing will be used in the national site laying, technology development, marketing team building and so on. "April 1, we will reopen the market to standardize the system to establish business district, database and background technical support." This is equivalent to our previous four months of time to adjust the preparation, with a total of 1.5 time, out of our own future a unique mode of business operation, this is our earlier consumption of tens of millions of funds for. "Pan said. In three years, the profit income mainly comes from merchant monthly fee, prepaid card handling fee, trading Commission and privileged card sales. "We will meet the standards of listing in 2015, the Street library site covering 30 cities nationwide, with 50,000 cooperative merchants, the number of members in 20 million people." "For the future of the street library, Pan beggedFAI so planning. Pan has such firm confidence that, in addition to its unique O2O model, a very important reason is that the street Library has the core technology to achieve this model, through the whole model of two-dimensional code, POS machine, point Dambao, App is the street library independent research and development and production, and the street Library has developed a mobile phone client, and cover all the contracted businesses with WiFi. These make the O2O mode of the street library realize the complete closed loop, the user's consumption information enters the database of the street library accurately and completely. It is understood that the street Library company currently has a total of more than 300 people, in addition to about half of the marketing staff, the largest personnel ratio is the technical team. Street Library in Shenzhen has its own more than 70 technical companies, specializing in the street library of two-dimensional code, POS machine, point Dambao research and development and production. Another 10 people in Beijing headquarters responsible for the company's website and backstage technical support. Whether it is the electric business or marketing company, making money is still an unavoidable topic. In Pan's view, although the next three years Street Library will gradually close to listing standards, but money is still the most important. At present, the street network income mainly from the merchant monthly fee, prepaid card handling fee, voucher coupons trading commissions and privileged card sales four aspects. "The size of the street library network is getting bigger and larger, the line profit point will be more and more, not limited to these four kinds." When the size of the formation, the third party will come in, the profit point more. Pan said that in the next three years, the street network will also achieve break-even as another parallel goal.