The mobile O2O methodology of the tenant

Wen/Liu Qi (Member of the "IT manager World" Press cottage) a few days ago, Trulia, the second-largest online real estate company in the United States, announced Q2 earnings, which had made initial profits after the size of its users and revenues, and sparked a rise in the shares of us online real estate companies. Compared with only 50,000 paid subscribers in the Trulia quarter, China's online real estate company has a clear advantage in the size of its user base. For example, in July this year, the company in the mobile domain of the app matrix has been sitting on 25 million installed capacity, three main products, "residential housing", "Home Guest House" and "good rental" has accounted for the mobile market share of 70%. The company set up since 2007 to be good at rhythm control, capital 捭阖 and rapid rise, "housing guest second-hand House" is its first app in 2011, online 18 months grabbed the second-hand House app market 87% of the share. So what is the methodology that the company is worth studying in the transformational, O2O, disruptive change? 1, for mobile Internet, to carry out a positive organizational structure adjustment. In July last year, Liang Weiping announced that it was a mobile internet company, and one of its "arguments" was the mobility of its own organizational structure and research and development processes, adding to the mobile internet sector in addition to the architecture of four business units, such as second-hand housing, new homes, renting and shops. Simply put, the PC Web site and mobile Internet app form the huge front tentacles stretched out, the back-end data fusion through the data, the API interface to call the way to output background resources. However, this "1 technology Department +4 Business Unit" setting is somewhat "deliberate", Liang Weiping made a prediction that the mobile internet sector will disappear next year, breaking it up into four other business units. This "one put on one, after the integration" path, in the traditional enterprises into the battlefield of the electric business has already appeared (such as Suning on the restructuring of the purchase of Yi), in the future, will be in the enterprise Transition mobile Internet process, it may become a typical evolution model. 2, only can the traditional business process reengineering, and reduce costs, improve efficiency, mobile industry subversive can really show. A humble example is that the app products in every specific listing of the lower end of the display, there is a "call agent" blue button, can be dialed at any time, this convenience is the PC side can not achieve. According to the data released by the 20~30, about tens of thousands of telephone calls are made by the app, and users search and contact with the PC side, usually have a monthly property, now climbed to 100 or so, see the efficiency of the room has been improved. For example, the tenants also launched a "network broker" APP for real estate brokers, providing functions such as the launch and promotion of the originating, a good disk train (remark: The Pay-per-click service offered by the tenant) to manage and create the plan. Coincidentally, the United States Trulia also has a similar tool, called "TruLia for Agents "to help real estate customers manage their workflow, improve their marketing efficiency, manage orders, etc. In other words, only your app has become a mobile productivity tool, dismantling business processes in your industry, incorporating those that can be moved, and boosting efficiency, and subversion will be a natural thing. 3, give play to the characteristics of mobile equipment advantages, to achieve product function innovation, and the mobile end of the business experience optimization. The change from PC to phone is not just a change of screen. On the mobile phone, users can browse the property without landing, you can call to consult, and to collect, every place, can use the location to find nearby listings, these are the use of mobile device User ID unique, lbs and other characteristics. At the same time, the mobile end can be combined with the vicinity of the search room, the area to find room, map and other models, so that the user positioning more exquisite, shortened the search time. And in the new House app, but also with the function of buying new house, this actually also effectively use mobile phone push information exquisite and quick features, to achieve the mobile product level of innovation. The other hidden gold is a large data analysis, the tenants will be able to use the user's location, search behavior, search keywords and other information to form a comprehensive value for users to identify, and thus the relevant precision marketing opportunities for any one of the real estate chain enterprises, will have a strong attraction. 4, Pure Mobile Internet is only virtual, mobile and PC-side data and operational capabilities of the dual combination, in order to generate real viable mobile internet companies. Chatting with one of the industry's leading CEOs of mobile retailing services, he said: "Those companies that claim to be mobile-first, mostly because of a lack of money to change the competitive landscape on the PC side, have to start with the mobile side." In his view, mobile internet entrepreneurship is a pseudo proposition, the future shopping path will be deconstruction, only on the PC Internet side has a deep business accumulation and operation experience, can be more than a piece of the cornerstone of success. As a small example, the recent "Panorama plan" of the tenants opened the new house, second-hand housing, rental, shops, these four blocks of business, the four entrance into a portal, that is, real estate broker in a platform, an account, can manage different types of housing, and in the hair, promotion and other management, The same platform can be used to classify different types of listings. A statistic shows that in the home of the "new house channel" online, the user access volume climbed sharply, in which the total network user visits increased 45%, cross users (both look at the new house and look at second-hand housing) the number of increase 30%; This is the power of the two channels of convergence. Liang Weiping said that the tenant's new house business is groping O2O2O concept, that is, from line to line and then back to the line. For example, users can be online to find rooms, offline viewing rooms, back to the online record to see the room Notes exchange and sharing of the full closed-loop experience; the RealtorAccording to their own needs customized personalized integrated marketing services, better storage and sales. Like this article, you can share the article to friends or friends circle, or tell a friend to use Shanzhaiclub in the micro-letter search for public account subscriptions, so that everyone's common topic one more. ======== Master the information not to be printed ======== the launch is the industry nonprofit organization that brings together the largest number of it internet journalists in the Chinese world. This micro-letter public number is maintained by Yang and all members of the press are free to contribute. 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