The heart of the rock raises several ideas that have never been raised by others and which are controversial

The Rock heart of this article presents a number of views that have never been raised by others and are controversial:

1, O2O's success lies in the mobile scene and the efficiency;

2, strong social relations are not conducive to O2O and electricity business;

3, the Super platform is not necessarily a super entrance;

Recently, the community O2O start-up company Ding-dong community failure of the news undoubtedly to the O2O market poured a basin of cold water. I look around the industry and find that there are few decent O2O products that seem to have gone into the wrong areas of development. The O2O model of social expansion may be wrong from the point of view.

Some people say that the micro-letter is hoping to cut O2O and the electricity quotient from the social, so this idea should be no problem. Tencent is a company that I admire very much, also is my old friend, but O2O this road all is touches the Stone river, therefore has the viewpoint and the opinion I still must express.

What products did the micro-letter succeed? Why success?

The products of micro-credit are now successful in the circle of friends, games, dropping taxis and connecting some smart devices. Friends Circle, with a very strong stickiness, because they are friends of mutual understanding to share articles, life, knowledge, so interactive effect is very good, this is also a strong social characteristics of micro-letter good embodiment.

The second is the game, Tencent 2014, the second quarter earnings show, mobile gaming revenue has been as high as 3 billion yuan, this data also amply prove that the game relies on mobile phone QQ, micro-letter social relations and huge traffic, can get very good output, this is similar to the PC side of QQ, but also strong social advantage brought about by the results.

The third is a drop-by-taxi, Tencent investment in this taxi products, it is now faster than the rapid pace of taxi development, this is the only one of the micro-trust connectivity services to achieve successful products, mainly because of the high efficiency of connection services, as well as the stickiness of social relations and user volume, for a new, occasional service, Users do not have to register their accounts separately.

The fourth is the customer service platform, which is also a very good use of micro-letter, the distance between the user and the enterprise has been greatly shortened to become an efficient customer relationship management tool. This is also the role of micro-credit social and communication advantages.

In addition, micro-letter expansion of some smart devices, such as the cooperation with Haier to open intelligent air-conditioning, is also a good direction, as an almost universal application, can become the most convenient alternative to the remote control of a tool, which also embodies the micro-credit user volume and the huge advantages of the interface.

From the above several successful cases, the micro-letter can do good things, and its essential attributes of social properties closely linked, while the Open Interface, user volume also plays an important role.

Why does the micro-letter electric dealer do badly?

Micro-letters do a lot of bad products, including now push the micro-trust, for the Beijing-East, the public comments open up channels to connect services, through the Beijing-East, the public comments on the feedback, although the micro-letter has a very abundant flow, but for the electricity business, service diversion effect is not good. What is the cause of this?

I think there are two main reasons. First, the lack of scene; I have spoken of the idea that the future people do not live in containers bundled with Internet IDs, but in a constantly changing moving scene.

This view has been corroborated, on the one hand, ubiquitous networks and connected devices become the basic conditions for building mobile scenarios; On the other hand, the connection between people and services is not fixed, but has been changing, for example, I am today in Qingdao, tomorrow on business trip to Beijing, now in the office, after a while to the car, home , hotels, these constantly changing scenes have a platform to connect to.

and the micro-letter can not meet more use of the scene, for example, I travel outside, the most used products may be maps or search, I want to find hotels, restaurants, I must first know their location, and then find the surrounding services, so that the operation is more efficient, and in the micro-letter I need to open the only public comments to find services, This is clearly inefficient.

I've always thought that connecting services must be efficient, not social. Earlier, a foreigner had invented a word solomo (social position movement), which defined the three basic conditions of O2O, but we found that it was only in a mobile scenario that we thought of the need to connect to the service. At the same time, socializing is the least efficient activity, and access to services and transactions must be efficient.

For example, I go to a hotel to eat, I do not need to first and hotel customer service to do how much communication, preferably from more user evaluation to make judgments, and then direct consumption payments, and communication means inefficient. And the greatest value of micro-letters is communication and strong social relations, instead of connecting services and transactions do not need strong social relations, weak social relations are more efficient transaction.

But the micro-letter is not from the user's point of view to consider the problem of efficiency, they are only from the point of view of the merchant, to help businesses retain users, is the so-called enterprise service number, and micro-letter This consideration is clearly not a problem, because the essence of micro-letter is social, So he wants to play his own value so that enterprises and users can communicate better, but few users are willing to communicate with the business more.

Speaking here, perhaps many people can also understand why the community O2O Entrepreneurial Project Ding-dong community will fail, because they are social to lead to the user's use of the scene is not enough and inefficient, so there is little hope of success. A community O2O project like Ding-dong, a friend of mine said that he used money and time to prove that community O2O the idea of socializing first is wrong. And the first to do strong social relations, stickiness for the first to do O2O service by many entrepreneurs as the credo, and my point is to reverse this recognition: O2O to mobile scenes and efficiency requirements far more than the stickiness of social relations, weak social relations for O2O more advantages.

Why is it hard for the electric dealers to rely on the micro-letter to obtain substantial traffic?

I think the electric business is not a kind of scene of consumption, but a kind of targeted consumption. At present, in the electricity market, Alibaba Taobao and the cat, as well as Jingdong Mall itself has a very strong brand influence and user volume, the construction of a perfect user experience, shopping rules, users do not need to complete the micro-letter shopping. In addition, research shows that the effect of selling goods to acquaintances is poor, and that transactions between acquaintances are affected by various emotions, trade risk psychology, and are almost impossible to achieve large-scale and sustainable.

Some people will ask, why Taobao Cat Jing East in the Advertising alliance to get traffic? In fact, ad League ads are generally launched with the content of the Web page, user search habits such as matching, is a kind of accurate advertising, for example, you search a mobile phone, may be Baidu's ads will be displayed on the page some of the mobile phone advertising platform, which for the electrical business is to obtain accurate flow, but also a scene of diversion, And this micro-letter is impossible to achieve.

To sum up, to connect services and electricity quotient, the main problem that micro-letter faces is the lack of mobile scene trend, the low efficiency of transaction under strong social, and the centralization and consumption psychological influence of the electric commodity card.

What should the micro-letter connection service do best?

What can micro-trust do besides social, communication and gaming? In my opinion, micro-letters should be able to fully exploit the communication, social and user values of micro-credit.

From the current app download report, users have evolved from the blind installation of some apps to a precise installation, which means they will install a particular app,app for one of their own needs. The rest are the strongest in one area, so users will download apps based on their own usage scenarios, And then open the use in a scene.

This means that the Internet portals of the mobile internet age will be completely fragmented, and the entrance to the O2O will become very fragmented.

Maps, any different scenes, such as search, social networking, phone calls, aunts, driving, going to the toilet, eating, sleeping, and so on, may all be a O2O entrance, and there may be matching app offerings in these entrances, because for occasional service, it is the most efficient to open an app. Coupled with the current cost of registering the ID is very low, a mobile phone number plus a receipt message can be, and even bundled QQ, microblogging these public platform social relations, so any strong social relationship ID can not in the fragmented mobile scene monopoly O2O entrance.

This means that the micro-letter must be open to their own thinking and vision, rather than want to make themselves a super platform, the main way to become super entrance is not to concentrate, but to disperse, this is the current mobile internet era of a reverse mode of thinking, but also a business intelligence.

But the micro-credit social, communication capacity is no enemy, can completely release this ability to partners, Tencent seems to be doing similar work, such as investment registration platform, micro-letter can become a communication between patients and doctors, can be a remote doctor, and doctors and patients need complex communication, This is the ability of the micro-letter with strong social relations. Like this investment and layout based on strong social relationships, Tencent should continue to expand.

In addition, micro-letter communication capabilities, social capabilities for other connectivity services applications and platforms to provide services, so that the micro-letter distribution in the more connected service app, the enterprise to communicate with users, and help manage customer relationships. I think this is the best value and future of the micro-letter connection service. More decentralized practices have yet to be considered and developed by the micro-trust themselves.

I just hope that Tencent can think first to give up the idea of becoming a super platform, because only the mind is no longer solidified and bondage, can become a real super entrance, ubiquitous entrance. Finally, I also wish the micro-letter tomorrow more brilliant, can better realize the dream of Tencent connection.