The O2O in my eyes

Absrtact: Recently saw many American industry O2O project to do is the wind, the capital circle is also victory. The whole industry has gone mad since the Vulture told the story of the craftsman's door. Even some VC think that the door is not O2O, not the door can not do, not on

Recently saw many American industry O2O project to do is the wind, the capital circle is also victory came. The whole industry has gone mad since the Vulture told the story of the craftsman's door. Even some VC think not the door is not O2O, do not come to the door can not be done, not the door is not standardized, I would like to ask, then offline Service group is not O2O? Is the O2O nature of the American industry the door?

The O2O in my eyes

Before talking about the o2o of American industry, I want to explain my understanding of O2O first. I think O2O is an e-business model based on offline service. So those for a single user group of tools, community-type products do not say that they are O2O, essentially those products with the PC end of the forum no difference, the profit model is advertising. So don't get used to the concept, it's not a good habit.

Ii. characteristics of the US industry

Beauty industry is a relatively large industry, the annual sales scale is also close to trillion, volume I will not have to say more. What is the characteristics of the United States, I personally think there are the following points:

1. The service carrier is the person, the service provides is the human craft

Whether it is hairdressing, nail, American eyelashes, beauty makeup, massage, beauty and so on, are for the customer's body a service. And these services require the beauty artists through the craft in the customer's embodiment value. So this industry, customers more or less care about the skills of American artists, over time, become an acquaintance business. Therefore, the customer wants to get a comment on the true skill of the artist (of course, it is not the only way however, the industry standard is generally the sale of melons, and beauty artists also attach importance to their own CRM management, eager to maintain good customer relations, because, customers will not change the skills of good, reasonable price of the American artists.

2. The production capacity of the artist in this industry is limited.

The United States is a very typical time service industry. A haircut, a pair of fingers, a single foot, is a fixed time. Of course the price is different, time is different. But it's time to measure capacity, in other words, time is their inventory. Beauty artists do not want to see, busy time is busy, busy time is busy, they want to have a good "inventory" turnover. So here I would like to talk about the door, the traffic itself is also a time cost, and do not say that the little girl led dozens of kg of the box tired, so run to run, they have the most service so many.

I did research online, summer is the peak of the nail, once a beauty artist can do 10 pairs of fingers a day. You have to let them run every day, do four or five basic is tired. If I say wrong, you can ask the carving ye, one day to do four guests of the technician is a state, not to mention all nail teachers have a limousine, it must be a gimmick. But after you come to the door he gets a commission and a higher profit, no longer exploited by the boss. But now many hairdressers, nail artist, foot therapist in the Office open shop, rely on group purchase drainage, make money is not less than your door, live but more relaxed.

3. Customer's several pain points

Customers to the offline shop more disgusted several: first, the sale of pre-sale cards, this is really annoying. A good haircut, open your mouth to ask if you want to do card, if you say not to do, but also worry about his not good cut. Second, the time is not controllable, and finally have time to cut hair, and finally have time nail, to shop a look, familiar beauty artists to line up, often a row for an hour, really unbearable. Third, strange places do not dare to do, do not look at the title is a director, in the end how, in the mind no bottom. So many customers hair, nail nail is to their familiar place. You want to find the real comments, almost no. Comments are difficult to become a business model, the public comments but based on very high frequency of food, precipitation for so many years of data, the U.S. industry reviews rarely see, even if there are more false. So comment on the basis of the transaction to have value, otherwise it is nonsense.

Iii. What are the key factors of O2O US industry?

1. Price

This is an eternal topic, as long as the market economy has price factors in it. People with normal brains will not be willing to pay extra fees, and of course, the artists want higher pay.

2. Time

The U.S. industry is the butt of people, then this involves two of people's time management, must let two people time on the number, who do not want to waste time waiting on the above.

3. Skills

The beauty of art skills, representing the quality of products, who do not want to spend money to buy defective, not to mention is falling on their own body, which is more unacceptable.

4. Traffic

Let people become lazy is to make social progress, I also want to stay at home, to solve all my needs, this may be the value of the door, who want to make money, who to diligent, I am a consumer is not too lazy to care how you come.

Summary：

Writing here, I want to say that I have never denied the value of the door. However, many times the U.S. industry by the site, environment, tools and other factors, can not come to the door. From the essence of American industry, the door is not the only solution. If we talk about the U.S. industry is inseparable from the door, I can only say that entrepreneurs and investors are too impetuous. I am also a O2O entrepreneur in the United States, so I have done a lot of research, try, and experienced a lot of setbacks. Today, I saw a hairdressing door, I would like to ask, you have measured your market volume? Besides, the door beauty, not in the office, the café can be casually handled, the customer is so easy to let you into the door? Even if customers are willing to come, how many people are willing to make a choice between the amount, the traffic and the physical strength of the artist's profits? Is the beauty of the O2O only for those who can come to the customers? So this is a trillion-dollar market?