The public comments must change from "slow Company" to "Wolf sex", can't afford to wait!

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The close of the latest, the purchase of electric shopping circle news choppy. First Baidu announced a wholly-owned acquisition of Glutinous rice, and then a full network was bought by Suning. But the acquisition of rumors of constant public comment has not been a quasi-trusteeship son. In the recent public information, Xiao Xi saw the public comments on the founder of Zhang at its annual meeting of the "2014 public comments will be carried out two business" formulation. In this respect, we can have a virtual one of two interpretations. Virtual words, can be understood as a public comment on the acquisition of the bargaining table for their own increase in chips; For the latter, Xiao Xi thought that there are several changes that deserve deep attention.

The slow company's formulation disappeared, replaced by the radical wolf sex

The most intuitive change is the theme of this year's annual meeting, that is, "focus on the target, the passion of wolves." On the overall strategy, Zhang said that 2014 will be the most extraordinary year for the public to comment, but also the beginning of the real two startups, the 2014 slogan is "reviews restart, full attack." One of the big group buying business is defined as "Arena", 2014 will take a more radical strategy, a comprehensive attack on the three or four-line city. In this regard, the industry believes that this formulation is clearly directed at the current group buying boss American regiment to go (2013 U.S. group turnover of 16 billion yuan, the public comments less than 10 billion), these two have been infighting over the past few years, presumably the 2014 between the two will continue to upgrade the wits.

And in the internal management, the public comment clearly stated that there should be a clear and reasonable rewards and punishments mechanism. The official statement is "a comprehensive upgrade of the current mechanism, the goal is a quarterly update to complete most of the sales incentive mechanism, the first half of the completion of most of the non-sales mechanism", obviously, KPI this big kill device has been fast grinding, the public comment on the sale of the brothers from the second half of 2013 should have felt the pressure.

Compared to the public comments on the previous formulation, you will find that the public comment on this change is indeed very large. Prior to this, the public comments on a number of points in time, several levels that they are indeed a "slow company." Zhang is to say that the collection of information on the class is not fast. But now it seems that after the huge changes in the internal and external environment, the public comment on management's view has changed substantially.

In addition to market competition, corporate management and other factors are driving the public comments from the slow speed, a more central reason is the product attributes. Konishi that if you want to engage in the construction of spiritual civilization, such as watercress, know that the interests of the community, then you have to do a slow company basically no problem. Because the contents of the data are biased on the discussion, it is difficult to have a black-white quick conclusion, the tool is not strong, timeliness is not sensitive, many topics themselves can not be exhaustive, can not enumerate. The academic argument is that "the data life cycle is relatively long", not slow or slow. However, if you are not engaged in the construction of spiritual civilization, such as the public review of such applications, the main content is eating and drinking, that always said that they are slow company is a kind of arty. Because these data are not like the metaphysical content, how to pull too far, the unit space in the data can be exhaustive enumeration, such information has a strong tool guidance, in space relevance, timeliness, accuracy, comprehensiveness on all have a higher demand, slow enough, not accurate, not good enough.

If you compare the watercress users and the public comments Web site users stay time, the results will be more obvious. Watercress core user groups, but also pay attention to the tone, smell of copper odor seems to be more than breathing PM2.5 also disgusting, a lot of people's pursuit is to be in the constant pull up force lattice, enjoy is this process. This necessarily requires that the platform operators have to simmer slowly. But the public comment network to face the consumer is definitely not the case. Their demands are clear. Tell me where it's good and where it's cheap, and it's over. What they want is to see valuable information as soon as possible, and then to enjoy the online service. User demand is very "hard", the corresponding data must also be "dry goods." If a user came up to check, sorry, your city has not covered, or the display of the restaurant on those few, this matter is not very meaningful, we ordinary people with you can not afford. I'm sorry about the stomach, nobody wants to do it.

So from this point of view, the change from slow to fast is a good thing.

Vertically from the information into the transaction, speed up the service closed-loop speed

This is a bit of a cliché, but something new. Simply put, the public comment on the business can be divided into horizontal and vertical two major directions. Vertical is mainly in the local life, such as beer and skittles from the information into the transaction end, horizontal is to carry out category expansion, from catering to hotels, marriages, parents and other subdivision areas.

In the vertical go deep, in fact, has been the public comment on the short board, but also it is urgent to complement the point of access. Konishi has said in a previous article that group buying hot, the public comments on the long-term accumulation of the comments on the information is its core assets, around the generation of information, carding is its core competitiveness, this competitiveness in our today's talk about the group buy or O2O mode, certainly not the closed loop, the most complete "half ring."

In 2013, the public comment on the advance of the catering booking business could be regarded as one of its efforts to get through the closed loop. In this business, the public comment on the client directly with the business telephone connection to complete the reservation, and so on after the completion of the consumption of the two sides in accordance with the per capita consumption amount * Booking number of commission settlement. According to the data from the public, this business in 2013 Q3, Q4 orders combined more than million. In combination, although the business is closer to the trading floor, but after all, from the reservation to the final transaction or there is a real consumption ratio problem, the real measure of the growth of the business is not a simple order, but the final turnover/commission, otherwise lost to the transaction of the significance of the approximation. So, although Zhang put forward the goal, hoped that the reservation business 2014 year total order quantity can break through 30 million single, but if only one order number is obviously not firm enough.

In addition, from the external perspective, the market left to the public to comment on the time is actually very tense. Because when the public reviews continue to improve their closed-loop capabilities, other group buying companies have flush their closed-loop capabilities in more vertical areas of replication. In this sense, the public comment on the weakness of the 2014 strategy is having to fight two lines in both vertical and horizontal two directions. And in the view of Xiao Xi, this kind of strategy is not entirely a business model of the debt, but also the public comments on the 2013 strategy of a consequence. Frankly speaking, Xiao Xi has always believed that 2013, the public comment on what to do is not anxious to fight with the United States Regiment what "decisive battle" (Zhang Words), is not a category expansion, open platform, but should first longitudinal after horizontal, 2013 years to the closed loop solid to pass, and then in 2014 to take a chance, horizontal expansion. Now to 2014 years, the public comments still need to move in two directions at the same time, will inevitably affect the speed of propulsion. Because if the vertical closed loop is not completed, it will be replicated in other vertical areas of the inevitable is an incomplete value chain.

Horizontal expansion of the category, 2014 ready to play fights

If vertical development can be regarded as a general comment on the practice of internal strength, then, horizontal category expansion can be seen as a test of its external expansion ability.

According to the public information, the public reviews 2013 completed the reform of the division, divided into booking Division, Group Purchase Division, Marriage Division and Hotel division. Group buying and Marriage division is the main cash flow source of the public comments. Zhang hope to stabilize the cash cow business, on this basis to expand hotel reviews business and takeaway business.

From the business layout, in addition to catering this mature business, the public comment on the current main direction also has a clear to the standard company. For example, its booking business, aimed at the U.S.-listed restaurant booking company OpenTable, the hotel business is aimed at tourism review site TripAdvisor. But if careful analysis, the development difficulty is also not small.

For example, the reservation business in China to develop the specific prospects, has not been validated. Hotel business, whether Ctrip or the United States, in 2013, the competition has been very white-hot, the public comments in 2013 has actually entered this area, now see the official did not publish relevant business data; As for the information class business, like TripAdvisor already doing localized operations, The two will undoubtedly face competition. And in the marriage field, long-term look at this is a low-frequency secondary business, growth may also be limited. In the field of selling business, the competitive environment is relatively good, because the home has just been exerting force soon, the need for public comments to catch up with the gap is not big.

In the past 2014 years, there will be fierce competition in the main vertical industry area. For the public comments, both with the rivals the struggle between the United States, there is also with Ctrip, where such vertical electric business encounters, as well as Baidu, Ali and other large platforms between the jaws of eating. In terms of morale, this can only be won by the brave, and from the business model, many people are also concerned about the mode of voting with the text (comment on information) and take the bill to vote (group payment) of the model in the end which is more growth.

The platform strategy is slightly blurred

The general public reviews CEO Zhang's New Year message, referring to an information platform and trading platform "dual platform strategic layout." Konishi that this so-called "platform" as a marketing campaign has its significance, but at the strategic level, this "platform strategy" clearly need to continue to nurture.

Why do you say that? The so-called platform, the basic is with massive users, and open, and ecological environment directly related. Frankly speaking, the current public comment on the status and volume of view, has not reached the stage of becoming a platform.

In this regard, we can see from the public comments on the development of the open platform. At the beginning of 2013, the platform was officially released, the results from the release, the potential partners and developers of serious spit, such as strict restrictions on the application of open excuses of the enterprise qualification, such as only access to data, can not submit data, one-way operation of the development space and so on. These details need not be said, but the point is that it is not an open platform, it is not a good direction, but an open platform is not what you want to do. If you are a bat such a giant, you do not talk about open platform will someone to ask you, you do not talk about open platform people will think you are not authentic Internet companies. What is the level of the company? Tens the number of other users, they are still in the loop user process. Bigger than him, the public comment afraid of their own data is sucked away; smaller than his, also worried about the data by the public comments sucked away. To talk about openness at this level, there is no ecological environment, only mutual suspicion.

For 2014 years of public comment, Xiao Xi thought, the so-called platform still cannot become one of its business direction. In the bat and more competitors in front, the public comments in particular need to lower the body, in the basic business, down-to-earth, intensive cultivation. The so-called hard work is dirty, but sticking to it has its own value. This is true whether it is an independent development or a preparation for acquisitions. This Zhang in the annual meeting of the speech mentioned "two pioneering", the small West check found that, in fact, called "three entrepreneurial" more appropriate. Because in 2012, the public comments after years of hard work on the PC Web content, suddenly found that the mobile end of the huge influence, and decided to big adjustment. Zhang was called "two startups" in an interview. Seriously counted up, now away from the last just a year, the public comments so quickly ushered in the "three times", which also can be seen in the rapid market changes, entrepreneurship is not easy.

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