The Philharmonic is guilty of O2O's three major taboos

Absrtact: More than a year ago, Baidu announced officially split Philharmonic live. Philharmonic live predecessor is Baidu Electric Business Department has AH. Re-build it. From Robin Li to the platform of the middle page thinking: Can not sell traffic in the middle page on the platform to change the way;

More than a year ago, Baidu announced officially split Philharmonic live. Philharmonic live predecessor is Baidu Electric Business department "have Ah". Re-creating "Yes" comes from Robin Li's thinking about the platform of the middle page: the traffic that can't be sold can be changed to a different way on the middle page platform; the undervalued traffic that has been sold has magnified business value through this platform. When Cai from Baidu Alliance general manager position took over Baidu Electric business division, he quickly to the Robin Li proposed split idea, hope to internal entrepreneurship and external investment in the way, in the Life service field to create a "reliable" service site.

Philharmonic live in the early days, there are two product form comparison fire, one is the time axis of Facebook, one is Pinterest, beautiful said popular when the waterfall flow. The Philharmonic live to seize this opportunity, the product has done at that time is quite the leading two things, on the page in the waterfall flow way display content, as well as the user enters "My happy life" after entering "my happiness" to record in the time axis the dribs and drabs.

The Philharmonic doesn't seem to miss much

The time window of the rise of local life service, the flow of Baidu, following the trend of fashionable products, and Cai Hu Bright Professional background (after graduating from Tsinghua postgraduate, before entering Baidu, Cai in Xerox, Texas Instruments, Silicon Valley graphics, Dr. Lun is responsible for market development and sales management related work, sales operations have a wealth of experience )...... Not to mention the $50 million trillion of money invested by IDG and Qiming, two outside investors, that is impossible for most entrepreneurial teams.

But a year later, the Philharmonic seems to have no "happy life". I heard from the side of many Philharmonic live bad news. One of the most straightforward rumors is that the Philharmonic is laying off a big job.

Perhaps rumors can be dismissed as rumors. But look at the externally exposed data.

From the flow, in the Alexa see Philharmonic live current flow relatively small, philharmonic live traffic less than a year after the flow of 5%, compared to the public comments also less than 10%, or even more perpendicular to the professional mother and child website Baby tree site 20%. Then look at the mobile, Philharmonic live in the mobile phone on the release of seven applications, are happy live volunteers, happy to share, joy live food strategy, live beauty strategy, menstrual assistant, beautiful armour and Beijing flavor. Le live sharing app in the mainstream application market in the market, the next load is only more than 300,000.

To have the support of Baidu this tree, 50 million of dollars of investment, including food, beauty, marriage, mother and child, tourism, home and culture and many other industries of the Internet products, a year down the hand of such a data sheet obviously has a lot of room for improvement.

What's the problem?

Philharmonic live guilty of O2O three taboo, a bogey businessmen do not know what you can get here, two bogey users do not know what to do here, three bogey you do not know what you want.

1, food, beauty, marriage, mother and child, tourism, home and cultural businesses know the Philharmonic can help them do? We interviewed a well-known Beijing photo studio in charge of the network, he said, at present they are concerned about three platforms, is the female portal 55BBS, the public comments, as well as Baidu search engine, Other value is not big, in the Philharmonic live they also have account, but basically show no value. Baidu successfully build Archie art, but video can spell capital and flow, and for O2O, money is obviously not for offline understanding more important. Short-line decision-making in the field of industry, such as apparel, catering, and long decision-making industry, such as wedding, home, regardless of the user's consumption habits or offline industry chain, there are very big differences between. If you can't become an expert in this field, you will become a soy sauce. There is no unification O2O solution to address the pain points of all businesses.

2, with a variety of needs to the user to know that on the Philharmonic live to help themselves what? For O2O, the Internet is not the key point, the online product experience is not a key point, more is to provide users with what the core value? Waterfall Stream picture bombing has flooded, those dizzying pictures, classified said thin enough, Clearly not clear enough, seemingly can only increase the difficulty of making a purchase decision. To pick clothes, the user immediately think of beauty said; To find a restaurant, users immediately think of the public comment; What do you think of Philharmonic? The Philharmonic's attempt to integrate various raiders on a platform, the result is not to impress the user. Interviewing Philharmonic live users what they feel when the highest frequency of a word is "hodgepodge."

3. Does the Philharmonic live in an established direction? The more vertical app didn't find its own way. From the release time, the first release is the Philharmonic live later to share (more than 300,000), June release menstrual assistant (more than 800,000), after six months gradually change strategy, release more small client, October release Le live zhi, November release le live beauty strategy and Le live food strategy, And the taste of beautiful armour and Beijing was released in the last one months. The only bright spot was the tool-menstrual assistant, but apparently the gadget was unable to support the Philharmonic's O2O strategy.

Why does the Philharmonic live so tangled?

Let's try to analyze it.

On the one hand, born Baidu's heart demon. Baidu's big resources below can not do too small, do too small does not mean. From the Philharmonic live page distribution, beauty, marriage is obviously the Philharmonic live first want to cut into the field, but others are not willing to put it; as if to do O2O can not touch the food, the home of this very large seems to be worth doing; travel is suitable to do picture display, so tourism also on. The culture of the basic necessities of the whole, very good. All right? Please note that what you are doing now is not a search engine.

On the other hand, locate the problem. From the information level, because mobile phone lbs particularity, have the same "mother" Baidu map will become the Philharmonic live very big competitor, therefore, if still stay in the information level, Philharmonic live very obviously no value and significance. So, for Philharmonic's life, it can only be done from two levels of social and trading, but it's a huge challenge. And in these two aspects, is not Baidu gene, Baidu can not help, but also rely on Philharmonic live to grope.

On the one hand, team genes. Life services in the field of O2O company must be very grounding gas, must be clear what businesses are most concerned about, how to create value for them, only really solve the business of a certain aspect of the pain point, this platform has the meaning of existence. such as the founder of a driver application, he had to do this application in person for a few months of the driving, which also makes it more clear what the needs of drivers and passengers are respectively. Philharmonic has a good strategy for the CEO, but the right-hand man also needs to have a familiar line of people, and is from the Philharmonic live focus on the field. But there seems to be nothing in the Philharmonic team.

The Philharmonic lives very hard. Where's the way out?

About Philharmonic live out of the way, in the knowledge of the relevant discussions can be divided into three types of views, one is anyway, Baidu is rich, continue to burn is. Second, there is no development. Third, "concentrate on a field to do deep work." ”

The Philharmonic has been working in seven fields for a year, and it is entirely possible to choose a field that can really be made. In this field, from the user, business and platform to reflect the clear value of three:

1, how to allow users to enjoy a better service than before;

2, how to help businesses through the display content to obtain more traffic;

3, the user's every transaction can make the platform more robust, forming a forward cycle.

Although Baidu is rich, although Li wants to do a good job in the middle page, but who would like to watch a project tepid, continue to burn money? Robin Li can replace the Philharmonic to have Ah, can also put another what to replace the Philharmonic live, if the Philharmonic is still such obscurity, such as some netizens say " I have never seen the information of this stuff in places other than you, so how long can Baidu accept this? The success or failure of the internet world will be validated faster than the traditional enterprise can be latent and ready for a long time, and the investors and CEOs must make the next stage of the decision. This is a point that Cai, the leader of the traditional business, must be clear.

May the Philharmonic live to continue to live, do not disappoint Baidu that endless flow.