The World O2O Expo is held in Beijing, the global O2O are gathered in the National Convention Center

January 17, the World O2O Expo held in Beijing, the global O2O are gathered in the National Convention Center. Marriage as a hot area of O2O, 800 billion of the annual marriage market (wedding photography, wedding, wedding, wedding ring, honeymoon), so that giants and entrepreneurs have aimed at this huge cake.

Wedding fun nets as the O2O World Expo Marriage Industry representative Enterprises, we have the honor to today's speakers wedding Fun Net founder and CEO Lin Niolong, share marriage how to plug O2O wings. The wedding network was launched in early August 2014, has already completed the Pre-a round financing, listens to the forest always how grasps the present marriage industry pain Point, uses the internet to mediate (photo studio), liberates the artisan (photographer), the revolutionary Subversion transformation traditional profession, promotes the user experience, lets the people in the future mentions marries is no longer "tired", But "relaxed and happy", which affects the way a generation marries.

Topic One: Wedding photography industry pain Point, the right remedy

Taking stock of Wedding photography & pain points

1, merchant side: traditional studio and studio to obtain a single user marketing cost is higher than thousand yuan, the entity operating costs and labor costs are more and more high, homogeneity serious, the market is extremely dispersed, competition is more and more fierce, business profits are getting thinner; among them rent and store operating expenses accounted for 43%, advertising fee 14%, profit 10% Photographers and makeup professionals are really serving 33% of the service, and users have been paying for high physical operations.

2, the client: the industry is not transparent consumption, invisible consumption and forced consumption has become the industry "unspoken rules", imperfect experience, the new criticism of the service homogeneity of serious, photo studio and studio assembly line and the characteristics of a very difficult to meet user personalized needs;

3, the staff: photographers and makeup artists and other people with the artist thinking in the photo studio endure a 26-day militarization of management and lower wages, busy time 30 days work, the off-season income instability, these craftsmen have no way to return to the world of artistic creation.

O2O How to help wedding photography

1, through the Internet thinking, new social media network and marketing methods to solve the problem of marketing costs.

2, through the Internet to the intermediary, the user no longer for the high cost of the entity operating costs, transparent prices and personalized. From the bottom of the business model to enhance the user experience, so that users enjoy the internet era of quality services.

3, through the network of shops, so that photographers and makeup artist and other service personnel to become a stable income of freelancers. The real liberation of craftsmen, let them return to the source of artistic creation, and focus on the creation of personal brand.

Topic Two: Approaching marriage fun net, view marriage change

O2O veterans set off marriage change, ambition in the marriage industry first platform

I am a continuous entrepreneur, marketing is born, in the first line of combat time more. At the beginning of the 2010, the first O2O model-group purchase (24 coupons), experienced a group buying industry madness and trough, barely counted O2O industry veteran bar. In 14 we initiated the establishment of the marriage fun This has cornered, the most fashionable, the most cool and most personalized wedding photography platform, in fact, wedding photography is just the cut-in point, we are determined to do marriage industry (wedding photography, wedding, wedding, wedding ring and honeymoon) the first platform. The use of Internet tools to mediate (photo studio), thereby reducing the cost of services, at the same time through the standardization of the platform to provide users with better quality, affordable and convenient marriage experience.

Challenge the traditional photo studio, the advantages and disadvantages

From the cost structure, the wedding fun with the Internet to remove the high cost of the "intermediary", the cost of natural lower, the user can enjoy the original 30–40% price of the same service, do not pay for the rent, cost-effective, is always a key point of user decision-making. With online selection, users can be easily completed at home, not in the selection of sales pressure and flicker under the completion of the selection, and the selection of the fine repair is 5-8 yuan/Zhang, is the studio's one-tenth price, this is also the most lucrative photo studio place.

From the service experience, the traditional studio to at least two new people run 5 trip, is the next single payment, try wearing wedding dresses, shooting, selection and take album photo frame; In the pattern of marriage, there are online orders, online selection and send pieces to the door, try the wedding dress and shooting on the same day in the shooting base, users need to go 1 times to complete, Do not need to leave every day to see the boss face, do not have many rides back and forth. With a drop car and easy to use the service, the user's entire wedding photography experience will also be upgraded, in the future we will also integrate these car rental resources, and even Tesla transfer users to take photos, absolutely cornered, the most fashionable and cool.

Of course, we also have an objective disadvantage, we do not have an offline experience, users directly online next to take pictures, which involves the question of trust. In fact, this problem can be solved, the need to penetrate through time, evaluation system, the continuous accumulation of word-of-mouth industry. Any fresh kind, people need time to accept, part of the first to accept, and then drive around a group of people to accept. Because inexpensive, in the eyes of the people is actually a virtue, just like 20 years ago we can't imagine buying clothes on the internet, because clothes also need to try, there are size and color, people originally trust the clothing store, rather than clothing, a large part of the store depends on the decoration and shopping guide, and information developed today, People's point of trust has changed, and more believe in platform brands and products themselves.

Strictly controls the source of the photographer, select film, Interior and wedding one-stop service

At present, the wedding network does not accept the photographer working in the studio on the platform part-time, because these photographer's schedule (especially in the filming season) is not guaranteed, so you must ensure that you are self-employed or ST floor has left the photographer.

We have invested a huge amount of financial and human resources, has independently developed the online selection system, the photographer can upload the works to the background cloud platform, users can pick at home in the need for refined photos corresponding to albums and photo frames, designers can collect the user's needs in the cloud. Photo Studio Why users to choose the film is because the choice of sales hope that the user site to buy fine repair, add money to upgrade photo frame.

Wedding photography needs large exterior and interior is not currently studio exclusive. Beijing has Notting Hill (Connaught Heng Group) Such a large public interior, there are many open location, as well as inside and outside the scene of the large-scale virtual base Tanabata garden, shooting scene costs about 200-400 yuan, and has been included in the total price of DIY sets.

About the wedding dress, the photographer has a large number of wedding dresses for the user to choose, or to the wedding network cooperation of the large wedding rental shop choice, such as Notting Hill and Tanabata Garden, such as the base also has clothing can be rented.

The service is good, the user is the boss, the price line

Regarding the photographer's grading, we will look for the senior person from the profession from the occupation seniority, the style and so on to synthesize the appraisal, the user first is approves the marriage interest to be able to trust the photographer's rating. The marriage interest treats the photographer appraisal to be very objective, the prophase did not evaluate then the number is 0, we do not go to brush also does not allow the photographer to do so, on this step by step goes forward, the credibility will naturally ascend! Pre-service prices will be reported by the photographer, the platform will help audit, and so the photographer accumulated a certain amount of orders, we will support the photographer Independent pricing (set high not sell, set lower their own losses), fully utilize the market lever to guide service prices.

Marriage interest brand or photographer, guarantee guide Trust

Some people are puzzled: the user is the marriage interest brand or the photographer? I think the user must be because of the brand of marriage interest to choose the photographer on the platform, the marriage interest to provide guarantee payment, customer satisfaction, the platform will pay to the photographer, the user is not satisfied with free re-pat and refund. Another point of greater value is that when many of the best photographers in the same city are on the same platform, it will form a large list of photographers, where users can easily find the quality of service they want based on evaluation and quantity purchased.

For example, if a user has a service on our platform, she thinks the photographer is great to recommend to friends around her, but the friend will also take into account the fact that the same photographer's style is basically the same, and she can choose her own style for the fun of the wedding.

The photographer jumps the list? No reason!

Many platforms are faced with concerns that both supply and demand are bypassing the platform, for the interest of the marriage: On the one hand, the photographer entered the marriage, we will not be a part of the case, then the photographer has no reason to run the list, and he also has to deal with clothing, repair, marriage and customer complaints, which is actually very cumbersome, the photographer is not willing to do; Direct payment to the photographer, without our guarantee, for the user is also risky, especially when dealing with customer complaints, can not be repeated and refund. In addition, if bypassing the platform, the photographer in our backlog of orders and evaluation will become less, instead of their own on the platform of the comprehensive ranking, ranked by the lower the rate of receipt. Overall, the user does not need to take this risk, the photographer also has no interest to drive, which avoids the problem of running orders.

New user access, wedding fun catch

This is our common problem with the traditional studio. The interest of marriage can provide the same service as studio, but the price is only half of them or even less, the price lever will be a natural marketing tool. We only do one thing in two years: with the help of quality service and Word-of-mouth communication, with the brand of marriage to replace the trust through the entity store to establish a relationship, reduce the cost of trust, the future users a shot wedding will think of marriage interest, brand is the largest flow entrance. If the wedding, wedding, wedding ring and honeymoon follow-up services will be assessed to obtain the cost of users, users can also enjoy a one-stop service.

Mobile end products, never reduced to a single tool

For mobile end strategy, the current marriage interest only involves wedding photography services, wedding photo service is the need to combine large picture browsing the heavy decision, and is a typical low-frequency times, so we will be micro-letter platform service number, platform with more customer service and online payment function. Future Wedding network will certainly launch its own clients, but must have a clear positioning, for users can not just be a single tool, through social factors such as the user's viscosity.

Give the right of confirmation to the user

For a complaint, something about beauty is subjective in itself, we have no way to arbitration, only completely on the user side, as long as the user is not satisfied with the unconditional refund or pat, the photographer is not our employees, even if the refund on the platform is not cost, the wedding will be in the contract with the photographer clearly agreed as long as the user is not satisfied , the photographer assigned to the platform must abide by our rules of the game, only like "drop car" as the right to confirm and evaluation of the right to teach users, the photographer will be user-centric, to provide quality services.

Topic Three: Chasing the dream, the wedding is not a solo fight

August Photo studio, prospective angel investment

The August photo studio on our angel investment, caused a lot of people worry: "This is the right hand to peer?" In fact, the August investment in the marriage fun Net is the financial investment of pure Internet industry. August itself is the wedding photography industry revolutionaries, the past 10 years, August This batch of excellent studios, using the Internet to obtain users and the scene of a one-to-one shooting model, subversion of the original Shadow Loudo on one of the interior shooting desert style. Therefore, in the O2O of today's hot tide, the August investment in marriage is a natural thing. August is not limited to the immediate interests, cast is the future of the entire industry!

Take the Onlylover as the companion, touch the stone across the river

Onlylover Wu General (WU) is the Internet industry predecessors, in the Wedding photography field we are novice, together stones. At present, we do not have a direct competitive relationship, but our common opponent is the traditional studio, at present, we are still learning from each other and learn from the alliance relationship. In addition, onlylover more emphasis on the experience shop, the wedding is Taobao Consumer-to-consumer model does not dabble in any entity of the operation (experience shop, clothing leasing, film sheds, etc.)

Enlarge to the Wedding field, referring to the change, many people will also mention the easy knot, cool knot and wedding Ji, in fact, we are all selected a point to cut, in the enjoyment of the process of exploration. Who can go to the end, it depends on the use of brand sustainable low-cost platform for drainage, hold the user is the key!

Studio virtualization, photo Studio is the trend of vertical

Most of the studios are the outstanding photographers who have worked in the studio, they are artists, most of them are not good at marketing and business management, they are also burdened with offline entity operating costs. In the future, we hope that these excellent photographers and make-up artists in our platform can be formed after the virtual studio, they do not have to bear the cost of offline and marketing, blindly chasing fame and fortune, but return to the essence of the art of the artist space, to become a stable income freelancer.

For the studio, we are not to the entity completely subversive, in Korea wedding photography industry is extremely vertical, photographers, makeup artist and dress are separate companies in operation, they are extremely efficient, the future studio will not be in the form of fragmented now, in the Internet to intermediary era, Traditional studio will be more vertical form to provide services, such as makeup companies, dress companies, base companies and wedding companies, the industry's high efficiency, redundancy is removed, the user experience will be greatly improved, the industry will usher in a vibrant spring.

Topic Four: Future, the way of marriage under the influence of Internet

Old and new, the way of marriage in the internet age

1, the current traditional 100,000-yuan marriage style

① wedding Photos 8000 Yuan, the same uniform studio or offline studio. ② Wedding Company 15000 yuan ③ wedding banquet 62000 yuan, 15 table ④ honeymoon Saipan 6th tour 15000 Yuan

Experience: Both the new couple and their parents are tired, and the groom is drunk on the day, with mustard and chili peppers in the wine. A few local customs, even three days and three nights of running water seats, the bride and groom can stand to sleep, only to conform to local customs.

2, the next 100,000 yuan the most forced lattice, the most fashionable, the most cool and most personalized way of marriage

① Seaview Wedding Photo 6000 yuan. It's always been a dream for countless girls to travel with their loved ones and take their wedding dresses.

② Beach Sunset Private party wedding 10000 yuan. Exotic local wedding customs, with garlands of virgin, local dances and sounds of the music, pious priest witness and blessing, the new person can use the most instinctive feelings of life to touch happiness.

③④ the most beloved person together Saipan Island 12 people 6th tour 84000 Yuan. The bride and groom, the parents of the bride and groom, the groom's parents, 3 men and the bride's iron friends were 3.

Experience: Star fashion wedding, relaxed and enjoyable experience, with wedding dresses and the most loved ones to truly travel and marry.

The people who can accept this kind of marriage completely now are the minority advocating freedom and 85 after, completely cannot accept this way, 100% approbation custom, dislike fresh thing, is a few whenever and 85 before late marriage crowd; most of the marriageable people can accept the fashionable way of marriage. At the same time also need to meet the wishes of parents and local customs, to hold a simple thank you and send sweet to tell friends and relatives "we are married." But not everyone can enjoy the high-end experience of travel and marriage, that let the province's highest quality industrial resources for marriage services.

The economic integration of the marriage industry

Future preparations for marriage will be centered on the provincial capital, radiating the integrated economy of the province. Provincial capital usually represents the entire province wedding photography and wedding planning of the highest level, 3 hours of traffic costs will allow more and more people to take wedding photos, the provincial town wedding planners to organize the wedding. For example, people in Nanping, Fujian, will be willing to go to Fuzhou or Xiamen to take wedding photos, in turn, in Fujian nanping wedding, slightly higher prices, the new will be more willing to invite Fuzhou or Xiamen wedding planners to host the wedding. By the difference between the store and the Internet, the photographer and the wedding planner receive a bigger and wider range, the transportation cost is already very low today, the marriage will become the province integration economy. Therefore, the marriage interest only needs in the 50 provincial capital level city layout, can cover to the national market. For example, Fuzhou and Xiamen can radiate the entire Fujian province, Jinan and Qingdao can radiate the entire Shandong province.

O2O Mission: The way of marriage affecting a generation

Over the past 10 years, Taobao has linked people and goods with PCs, changing the way we buy goods in real terms, and in the next 10 years, mobile internet will use mobile phone links to pick up and service, changing the way we serve our daily lives. Marriage as a vertical subdivision of the Life Service category, through 10 years of intensive farming, with mobile internet to affect a generation of marriage way: Let "marriage" full of life should have full of freedom, beauty and happiness, let those also slightly feudal gene "toss" culture slowly fade out of our lives; Let the wedding party near the end of the The extravagance and waste are fading away, and the future of people mentioning that marriage is no longer "tired and sleepy" but "relaxed and happy".