The 8-year war O2O was killed by mobile internet

The public comment is the O2O slow "enterprise that started in Shanghai, but also in Shanghai, the other one insists the 8 year O2O pioneering project has already died." has been hanging on a lot of people's mobile phone in 2008, the Victoria City, once became the young people of Shanghai's local life market preferences. However, time passes by, the Times bring a brutal failure. Today, the city has been merged with the Tick, and the latter announced a few days ago to stop buying business. The failure of the O2O was extremely bizarre, and many of the companies died from being too weak and too light on the line, and it died of excessive attention offline and mode overload. Today, the city of Victoria has become a history. The company, which started in Shanghai, pioneered the coupon printing industry and even became synonymous with the industry. In the most popular business, it's more than 2000 terminals, deep into the north Canton "and even Hong Kong and other 10 cities, attracted more than 5 million users and more than 3,000 businesses. And in 2013 years, the maintenance of the city only less than 20 terminals, scattered in Beijing, Shanghai, the humble corner of the two places, no one cares. As of March 2013, the City of Victoria and the Tick group announced the merger. The weak embrace group-style merger, the original Tick group CEO song become the new helm, and the Zhang Yibin founder of the city is far away from exotic, he is no longer the city "master." Magic "card Popular originally, coupon printer This piece of blue sea, is the first discovered by Zhang Yibin." He was a graduate student of East China Normal University in 2004. Occasionally, Zhang Yibin noticed a phenomenon: Shanghai each business district, the merchants will be blind distribution coupons, lack of pertinence, it is difficult to win the goodwill of consumers, at the same time, the network of various discounted information attracted many consumers, but because there is no paper coupons so trust, it is difficult to form offline consumption. As a result, Zhang Yibin's mind emerges of an unprecedented business model: a terminal that can print coupons, like an ATM machine, spread across the crowded corners of the population. The merchant may release the discount information, the promotion brand, the user may obtain the coupon through the RFID Frequency identification card, the terminal operator mainly by collects the advertisement fee to the merchant to realize the profit. At the end of 2006, Zhang Yibin led a team to develop such a terminal, named "Dimensional City", and registered a patent. He first found a few brands, such as DQ ice cream, to provide a free trial. In Shanghai subway station, when the city of the Victoria complex came out, it quickly attracted many trendy young people. They hold a card size of a card, placed in the terminal sensor area, and then click on the printed brand logo small light box ", the machine will print out a coupon for the merchant." With this coupon, they can go to nearby businesses to enjoy a discount. The envelope card has a variety of cartoon patterns, can be used as a mobile phone chain hanging on the phone, which is in line with the young people like to use mobile phone chain decoration mobile phone trend. For young consumers, both discount and stylish and beautiful card, full of magic ", although each price as high as 20 yuan, but still sales hot." DimensionThe city turned out to have changed the consumption habits of young people for some time, and also provided an unprecedented marketing platform for businesses. Subsequently, the dimensional network of Canton distribution terminals, not only occupy the Shanghai shopping district and subway station, but also spread out to the country. And KFC, McDonald's and other businesses followed, the city of the business policy also from free "into each small light box monthly fee of 3000 yuan." 2008, the City of Victoria in Shanghai to sit with members of nearly 2 million people, more than 1000 terminals a year to spit out 20 million coupons, business prices also rose to each small light box 4000 yuan per month. The rising business star has sparked the media's rush to report that the most promising technology companies ", the most investment-worthy innovation companies" and the best new marketing platform, and other praise. Up to 2011, the city's income nearly billion, a time of unlimited scenery. A flash of large data in the city's success is the geographical and ". Weather-the financial crisis of the 2008, to a certain extent, inspired the city's coupon business. Many businesses have chosen to work with the city in order to cut costs. Geographical location-from 2007 to 2010, the city of Victoria to obtain three rounds of financing, a total of up to tens of millions of U.S. dollars, behind the powerful capital, catalyzing the rapid growth of the city. People and--Zhang Yibin and his two alumni formed a Chinese partner "type of entrepreneurial team: Zhang Yibin in charge of development strategy, the other two founders charge management and technology, three people work together for the maintenance of the city." In the eyes of employees, Zhang Yibin is a pure Confucian businessman ", bookish, with an idealistic complex." He has a lot of new ideas, although some ideas can not be landed, but he still try to carry out, and finally achieve the results they want. For example, in the beginning of the city, if it is not his persistent tireless development of the machine, countless times to open the door of the merchant, there will be no such innovation. "said one of the Victoria City's old staff. In the beginning, Zhang Yibin for the design of the profit model is to the merchant fees. Although it is a focus on the traditional products under the line, but its users, traffic and background management "Internet properties, so that the city's marketing services more and more accurate." From the consumer behavior, compared to the free coupons on the street, the city has realized that consumers from the passive receipt of coupons "to the active ticket selection" change. From interception "to fixed distribution", users know that there must be coupons in a certain subway mouth waiting for their own, the trust of the merchant will be promoted in an intangible. And users often cherish the things they spend time picking. The coupon, which is printed on the Vic Terminal, has a recovery rate of 30%, while the rate of coupons issued on the street is usually only 5%. Not only that, Zhang Yibin also designed two databases for the city, respectively, to manage user information and user behavior. Through data statistics, the city can quickly know the most popular products and the least marketable products, even consumer behavior can be through data analysis at a glance. Zhang Yibin declared: A hotpot shop learned that tomorrow there is snow, decided to promote, onlyTell us the night before, the next day the preferential information will appear in the terminal of the city of Victoria. "Accurate database and rapid implementation, making the city more accurate than traditional advertising and timely, and more than online marketing closer to consumers and consumer sites." It combines the advantages of online and offline, and avoids direct competition with both. Zhang Yibin that the city has a unique competitive advantage. In fact, many businesses and the city cooperation, it is also a fancy to this point. The number of contractors in the city has not only soared to more than 3,000, but its renewal rate is more than 80%. Previous 1 2 Next read the full text