This year, the O2O

Abstract: From the beginning of the momentum, to the end of the crazy burning money, said 2014 for the o2o of the year is really not the slightest. In the 2014, the O2O market heated up rapidly. On the one hand, the number of players in the market is more and more, they provide services almost to cover people's Day

From the beginning of the momentum, to the end of the crazy burning money, said 2014 for the o2o of the year is really nothing.

In the 2014, the O2O market heated up rapidly. On the one hand, the number of players in the market is more and more, the services they provide almost cover all aspects of people's daily consumption, new concepts, new models, new technologies are emerging; On the other hand, the capital market has devoted more attention to O2O, whether it is early investment or late-stage investment, there are big, And the capital of the crowd also let some O2O companies began to open the burning money. Under the impact of this wave, more and more traditional industries are facing or active, or passive upgrades and changes, bits of the world's transformation of the Atomic World is a high-profile launch.

Large and small size giants are laying

O2O is the current BAT such giants eyes of the sweet cakes, its O2O market layout of the war from last year has been spread to this year. During the year, BAT's own investment in the O2O field or the upgrade of its own products, is called "Investment + self-research" two-pronged approach.

In terms of investment, the public comments on Tencent's strategic investment in March this year have been investing hungry, 4 food and beverage ERP manufacturers and commercial WiFi service providers; Tencent is taking a taxi, E home Jie, e bag washing and other O2O company; Ali's ambitions are reflected in a wholly-owned takeover of Gould and a quick investment in Yintai group Baidu has always been relatively conservative, but at the end of a rich, and Uber to reach strategic investment and cooperation.

And in product development, BAT without exception has chosen the "platform" approach, and constantly open the platform's ability. At present, Tencent's micro-letter public number, Ali's Alipay service window and Baidu's direct number is BAT in the O2O market initiated by the princes of the battle. Visible, the Giants not only through the steady distribution of capital, but also in their own construction of O2O ecology, in order to form a center for their own O2O ecological circle.

The use of similar "ecological circle" ideas and Wanda. This August, Wanda and Tencent, Baidu incorporated in Hong Kong Wanda Electric Company, do not sell goods, only to sell services. Therefore, behind this electric quotient platform is the logic of O2O. December, Wanda again with 2 billion strategic holding fast money, made up the O2O closed loop key link.

Some of the "small giants" that have worked in the O2O field have begun to plough deeper into the more vertical O2O market, shifting their attention from the information layer to the trading floor. 58 with the city, net, the United States, the public comments on the O2O in the field of relatively lightweight companies have chosen such a path, for example, 58 home and market good cars were targeted door-to-door service and second-hand car trading services. Unlike Bat's platform mentality, they cut into the real business layer, which is not good news for startups in the field. And the United States, the public comments are in the film, takeout, hotels, tourism, weddings and other vertical areas to do the layout, hoping to expand the category at the same time through the O2O service closed loop.

Second, the more mature O2O service field has taken place the further fine differentiation and the vertical

Domestic services generally started last year, and the pattern has been compared. On this basis, the concept of domestic service has begun to generalize, and gradually refined for cleaning, laundry, month sister-in-law, home appliance maintenance, such as a number of vertical services. These vertical areas are constantly emerging from the new entrepreneurial team, and the original entrepreneurial team have to get financing.

In fact, because of the Giants ' entrenched, it has become very difficult for the entrepreneurial team to make a big platform. And, there is no flow of their own entrance can not afford the scale of the platform. Therefore, there are some users or resources based on the O2O start-up companies choose to expand the category to seek the scale effect, and began to pay attention to brand building, such as Aunt Help, 58 home, E home clean. Of course, this kind of door-to-door O2O service will be an important trend, this is not limited to domestic, but any can save "lazy user" service.

Third, O2O business scope continues to expand, the new O2O market is constantly being developed

Community Retail, semi-finished products, fresh electricity dealers, chefs door-to-door, marriage, the United States, second-hand car transactions are quickly hot this year's market segments. Of course, not every road can go through, some direction also need to get the market verification. Here are a few vertical areas to count:

community Service

The concept of community has only arisen this year, and community O2O is to connect the community owners, logistics, peripheral ultra, small shops and users of the service, is the community service into each family to the new way of connecting. This one of the main community services for the convenience of the community, Ding Dong, and so on, there are main Community retail service Community 001, Love fresh Bees, 59store, Lakara and so on. In terms of capital, Ding Dong Community said that the harvest of the Million Angel Wheel, and community 001, love fresh bees, the community worry-free a round also reached billion yuan scale. However, in the past one months, with the buzz community capital chain broken rumors of the burst, community O2O services are also frequently questioned. The key to Community O2O service is not only to aggregate the community's businesses and door-to-door service providers, but also to provide them with easy-to-use efficiency tools, and follow-up service booking, platform supervision, user feedback, payment and a series of ancillary facilities to help its continuous optimization operations.

semi-finished Products Fresh Electric dealer

The semi-finished products fresh electricity business is one of the hot spots this year, emerging a lot of entrepreneurial team, such as new flavor, youth dishes June, vegetables, such as the new taste, youth cuisine June has got a round before the financing. On the one hand, the semi-finished and fresh electric power supplier has uncovered the demand that people have not discovered, and has provided a convenient and interesting choice for people in the diet, it is indeed a new market. On the other hand, the demand authenticity of such services, the frequency of purchase, customer unit price, distribution costs, replication and other aspects have also been questioned. Therefore, the logic of such services is still required to market verification.

Wedding Service

Marriage-related O2O services have been significantly more pronounced this year. This is a very difficult but at the same time the profit is also extremely high market, the high profit does not need to elaboration, but the difficulty lies in with the marriage related link various (has the wedding photography, the wedding banquet dress, the wedding, the wedding banquet and so on more than 10 aspects) and the market is not standard, the information At the same time, this is a decision-making service. However, in the high profit stimulation, more and more players began to enter, including Ali, the public comment on such large players. And in the start-up company has done a good job, such as easy to networking, poly-Hi-Cat, wedding and so on.

American Industry

All say that women's money is the best to earn, then O2O services in the presence of women-specific services is also a matter of course the market extension. On the one hand, hair, nail, beauty and other industries Maori high, high cost, asymmetric information, in line with the conditions of O2O transformation; On the other hand, in this nearly trillion market, the market concentration is very low, the industry boss is only 5% of the share, at the same time under the line of business small and dispersed, very suitable for online channel integration.

From the end of last year to this year, with hairdressing, nail, beauty, makeup-related O2O services are gradually more up, such as the hair market wave network, Fashion cat, nail market beaver home, Doodle Nail, for the B-end of the U.S. businesses to do information platform beauty Plus, cosmetic plastic market more beautiful. Among them, door-to-door nail is undoubtedly the most powerful rise, the beaver Home in August, the latest B-round financing completed after the valuation reached 1 billion, Dudu Nail in October won a round of tens of millions of dollars. This also make sense, the United States a relatively standard service, the use of relatively high frequency, service portability (compared with beauty, hairdressing, massage, etc.), more easily by the Internet thinking transformation.

Second-hand car trading

Used-Car Online trading platform is not new, but Consumer-to-consumer mode is this year's used car trading services to explore the direction. Used car itself non-standard strong, coupled with the diversity of demand for buyers and sellers, resulting in individual transactions between the difficulty is relatively large. But in this year, everyone car has received two rounds of financing, Net intends to invest 100 million dollars to do the market good car, good car worry also at the end of 20 million dollars to obtain a round, whether this verifies the feasibility of Consumer-to-consumer used cars trading mode? Although the capital gives the market confidence, but the second-hand car Consumer-to-consumer mode still is in the beginning stage, is needing more players to come in the common education market.

Four, catering O2O service has sprung up, has been the market pattern

Compared with other O2O vertical fields, food and beverage walk relatively fast. Catering O2O Services show a polarization of characteristics: one end is sold outside the representative of the low guest single, High-frequency service, the other end is to the private kitchen as the representative of the high customer single, low-frequency secondary service. The latter is just budding, there is rice, foraging, eating together is the private kitchen polymerization platform, even the Luo thought all began to meddle in this market, but the market is still in the education stage, can pass still need to verify.

However, the takeaway O2O service has been proved to be a way to go, the main reason is that the takeaway service has become a certain degree of just need, and the use of high frequency, and businesses are increasingly accepting the Internet business. At present, the takeaway O2O platform mostly takes the B2B2C business model, namely directly provides the service for the merchant, the indirect service user. In particular, they are able to build the electronic business of the restaurant and the front and rear system, and provide the corresponding distribution services.

Interestingly, some of the "small and beautiful" one-category dishes are not only popular online, but also in the market for the sale of "explosion." A duck, a chicken, a sweet salad, and a shrimp restaurant at 8th are all examples of success.

The field of takeaway has also ushered in a financing boom this year. May hungry? Get a public comment 80 million dollar strategic stake, September easy to buy 20 million dollars B round, the same month home food will be 50 million U.S. dollars D round, November rumors hungry Mody again 300 million, December, the United States Group financing 700 million U.S. dollars, the public comment on financing 800 million dollars.

And, take-away also became after a taxi after the new "subsidy war" battlefield, Baidu, the United States Regiment, Hungry Mody Three has become the beginning of the drop and fast war successor. Not only that, the several selling platform of the line to push the team also in the end of the frequent conflict. Next year, there will be a scramble for takeout markets, with few newcomers.

Five, intelligent Travel Service Market has entered the "post-taxi era"

This year, began in the taxi war, ended in the car war.

The drop-and-fast-led "taxi subsidy War", which began last year, was also the last phenomenon in China's internet history. The battle has been fought until the end of May this year, and it has come to a comeback by the end. Today, taxi service has formed a relatively stable size and pattern of the market. However, in this "post-taxi era", other forms of travel services are rapidly being transformed by the mobile Internet and the shared economic model. Intelligent Travel Service is from the standard to non-standard step-by-step infiltration, such as limousine service, Peer-to-peer car rental services and carpool services.

Limousine Service

Among them, the momentum of the most fierce is undoubtedly a limousine service. By 2014, easy to use the car in this field has been cultivated for 4 years, but with the drop of the bus and the admission of a car, AA rental force expansion, Baidu strategic investment Uber, the domestic limousine service market suddenly lively up. Self-owned, and leasing companies, integration of private car resources, to do the entrance is four different modes of thinking. And the drop and fast two into the Bureau, the time of the taxi war subsidy method and copied to the car market, the other players have to keep following. So, in the end of 2014, in the circle of Friends of the flying in addition to taxi red envelopes, there are special car red envelopes.

However, while the market supply and demand relationship is rapidly forming, the limousine service is clouded over at the policy level. August 12, the Beijing Municipal Commission issued a paper "notice" to prohibit car rental companies to facilitate illegal operation. The notice also refers specifically to "the use of the Internet and mobile phone software about car rental services" for "some of these operators" put on "illegal operation" hats. At the end of December, Shanghai is the drop of a car into the category of black cars, vigorously investigated. Faced with the possible problems of the car, policymakers around the world are now struggling with internet companies and taxi companies.

Peer-to-peer Car Rental

Beginning last year, a group of domestic companies to do time-sharing car rental business, such as PP car rental, friends car rental, treasure driving car rental, bump rental. This year is their financing year, starting from May, the frequent influx of capital into the peer-to-peer car industry. May, the treasure driving car rental with 5 million dollars angel round to start financing; June, pp car rental Harvest Sequoia received tens of millions of dollars a round, in September, friends of the car to obtain from the speed of light An Zhen and the peak of Huaxing's 10 million dollars a round; December, the Treasure Drive car rental once again obtained peace and enlightenment of 30 million dollars a round.

Carpool

Carpool services have been tepid for several years and have not had a significant growth trend. But in the second half of this year, there are 4, 5 emerging carpool start-up companies with 36 Krypton to get in touch, the action is very active. With relatively standardized taxi, limousine and car rental market one after another lively, start-up companies and capital's attention began to gradually shift back to carpool services. However, the increasingly clear market demand is the hard truth. On the one hand, with the increase in the number of cars and the pressure of the cost of raising cars only increase, car owners will gradually enhance the desire to carpool; On the other hand, passengers are also increasing, especially after the Beijing subway farewell "2 Yuan era", the people will embrace the sharing of travel more and more?

Vi. The madness of the capital market

Both early and late in the 2014, a number of O2O companies in the size of the financing of some people surprised to lose their chin. and the capital of favor also let O2O between the burning money between the fierce war, simply stop.

Early

Angels round tens of millions, a round of billion such things in the O2O field is not surprising. And, in almost every vertical area of O2O, there are several examples. This high level of early financing was almost exclusively in the area of internet finance and online education. Give a few examples:

Want to do community service entrance of the ding-dong community in May this year announced the 100 million Yuan Angel (after the outgoing capital chain has broken), the community worry-free then in October to obtain a round of 20 million dollars.

Community retail service is very popular this year: Community 001 in the last year to get a round of 100 million yuan, this year is rumored to complete the B-round to 2 billion yuan valuation, the love of fresh bees in September this year to obtain the 20 million dollar a round, Amoy Changzhou in June harvest 150 million heads round financing.

Look at the second half of this year only hot up the door of the nail, it is rumored that the Beaver home in August after the completion of the B-round valuation has reached 1 billion, doodle Nail in October also won a round of tens of millions of dollars.

In the field of selling, in addition to big players, some young companies have been sought after by capital. For example, to do the buffet order service Big Mouth This May won the public comments 50 million yuan of the first round of financing, and a single product take-away "call a chicken" also won 10 million Yuan Angel.

In contrast, the pan-domestic services (including cleaning, laundry, maintenance, etc.), semi-finished products such as fresh vertical areas appear relatively calm.

Middle and late

Recently, a number of companies have also reaped high D and e rounds of financing, and their valuations are even higher than many listed companies.

In December, the drop of a taxi first announced that it had received a new round of financing of 700 million dollars, followed by a quick taxi and a 800 million-dollar D-round financing. If the news is true, the second quarter of the taxi war will be staged without suspense. In fact, the two in the taxi service has restarted the high subsidy to the driver, the peak of a single pen can be up to 100 yuan. Moreover, the quick leader has also said that they have prepared enough money to the car this battle, this money will not be less than the war in the taxi.

And drop fast is the same as the United States and the public comments. December, the first outgoing U.S. group financing 700 million U.S. dollars, a few days later, the public comments also spread 800 million U.S. dollars. In May this year, the United States to get a round of 300 million dollars in financing. The two are already the biggest rivals in the group buying market and are sinking to the three or four-line city. In addition, in the "to buy" the road, the two also in various vertical areas of intersection, such as hotels, movies, tourism and so on. Will the capital boost lead to a war of burning money? Probability is very high.

However, the VC industry for these high financing and high valuation performance is relatively calm, many investors think there is no so-called bubble, O2O is the trend, is the internet began to accelerate the transformation of the traditional industry trend, the massive influx of capital is inevitable.

Looking back 2014 years, the market volume, market demand, growth space, capital concerns these factors in the O2O field are optimistic to the good. So 2015, is it a continuing boom or a bubble? I prefer the former.