The user decision trail involved in the seemingly standardised action is more complex

A "I want to subscribe" button was added to the app, and the user decision trail involved in the seemingly standardised action was more complex.

Ever since the concept of O2O, the Internet has swept through the local consumer market with a subversive momentum. One embodiment of this "internet chauvinism" is the "flow determinism" around O2O.

"I am pessimistic about the public comments," a number of senior Internet practitioners in private this comment. Because in their view, the public comment on the so-called offline threshold is not so high and insurmountable. In today's big companies are eyeing the situation, there is flow of funds, once determined to do, access to users is not difficult.

Moreover, the local-related business looks less complicated from group buying to coupons to electronic membership cards, these seemingly standardized means, are the Internet can be resolved, let alone in addition to the merchants more money to let the ability, the giant hands still holding a bigger ticket-paid.

But Zhang not think so, after the 3 years of group buying, he came to a conclusion, "trading is an entrance, decision-making is also a portal, the latter is our greatest advantage and the body of this." "The internet giant can make a big fuss about trading and price with the advantage of traffic, but because it is difficult to quantify and fathom, how to capture users ' needs properly and affect consumers ' consumption will become a very high threshold."

Looking for a restaurant is typically a process involving decision-making. Although the price in the choice of restaurants have a certain impact, but more often people consider the taste, environment, services, and so difficult to directly quantify the factors, which require more detailed work to accurately capture the needs of users. This demand point is extremely delicate, "sometimes like a layer of window paper, met, and stabbed." "Zhang said. A typical example is coupons and group deals. Early in the group buying market before the outbreak, the public reviews have tried to do coupons, but the effect is poor. The essence of coupons and group buying is to let consumers, why the end of the market is to trigger the purchase? Zhang that "one has to prepay a fee without paying upfront, that's the difference." "For the merchant, prepaid money brings a reassuring cash flow, and for consumers, prepaid after the higher consumption conversion rate to a certain extent also promote the merchant to make more substantial concessions."

The public comments on the new online booking function, is Zhang said "pierce the window paper" feeling, in the app added a "I want to subscribe" button, this seemingly standardized action behind the user decision-making trajectory is actually more complex.

Public comments before the booking button, users need to book the scene is more formal occasions, such as business banquets. For most people and most occasions, there is a need to be between the requirements and the reservation. Because relatively speaking, the telephone is a very complicated thing, not only time-consuming 2, 3 minutes, but also to talk to people, and the other side of the service level is not controllable.

In the incubation booking business, comments on the internal user needs of the judge is, booking is a small audience, press the booking button is the number of people directly dial 1/3, now the opposite result, booking is 3 times times the number of calls.

User habits are very subtle and unpredictable, once the booking of this matter into only a few seconds, press a few screens, before those between can not order between the choice of people, the user's decision is thus imperceptibly led.

Booking is not really new, the U.S. Reservation service website OpenTable was launched in 2009, but the product has not been promoted in China. Because the OpenTable mode is to install a set of booking software at the merchant end, the user's order is sent directly to the merchant through this software. This model for the merchant is a threshold, they are generally in the high-end, there is a certain degree of information needs and management capabilities, the Chinese market can reach this requirement of the merchant too few.

Public comments on the practice is to use a set of analog voice system to the user's booking information into a voice phone call to the merchant's mobile phone, the merchant received can be through a different number of buttons to operate whether orders. The key to this is that there is no extra cost to the merchant and there is no change to the business process. This has expanded the potential of the merchant community, but also because of the need for negotiations to accelerate the pace of expansion, resulting in a six-year expansion of 20 cities, daily orders to double 10 times times the growth rate. This speed was not anticipated by anyone before.

"We have to wait for an industry to mature and re-enter," Zhang said. The criterion for judging an industry's maturity is whether the industry has achieved differentiation. Differentiation and quality requirements are accompanied by the user's consumption upgrade. Among the many needs, the first embodiment of business alienation is the most closely related to people's needs, such as eating and drinking. After the solution of this demand, people's demand for leisure and entertainment is richer, which is the basis of the 2013 tourism market rise. Beauty, marriage, parents, these three industries involved in the demand has occurred in the 3 stages of life, the latter need more time to cultivate. These 3 are also the areas that reviews are or are going to enter.

For local businesses, the public comment on another advantage that makes it difficult to subvert is the atmosphere of the community.

Today, among the 70 million users who comment on the public, there are only 10,000 members who really contribute to the content. These people are willing to write reviews in the public comments rather than in the micro-letter or Baidu Map, which is the core competitiveness of the reviews.

"We have a team for this group of people," Zhang, these people are not simply money to buy. And, for a comment community, it's easy to get stale once content involves money trading. Based on the unique content of these members and their contributions, the public comments are presented in a specific form to help the user make decisions that affect the merchant. No matter how many branches of the river there are, and where it goes, the members of that creation are the original source, which no one else can easily take away.

And so, throughout the Internet, once a community matures, it's hard to replicate another community. Whether in watercress or 19 floors, or TripAdvisor, there is only one world.