Three discussions on O2O entrepreneurship: How data produces value

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A friend is director of digital marketing, an American company with several well-known international apparel brands, who came to me last week to explore a new O2O and mobile marketing plan he envisioned.

The scheme is simple, the group of friends in China has thousands of offline stores, more than million customers per month, but the data show that only 3% to 4% of the customers down the list, while the other guests are like flowing water, unable to contact.

In order to improve the conversion rate, a company doing WiFi technology to put forward a train of thought, install the corresponding system in the store, the guest enters the shop mobile phone will automatically search WiFi, so the system can capture the user's mobile phone MAC address, if the corresponding mobile Internet app can also get and upload user MAC address, So that the brand can be targeted to once visited their own offline shop customers push the promotional activities!

Maybe a lot of people will jump at a glance, this is not a violation of my privacy. No way, the business model of many Internet companies is not based on the value of data set up by free? As long as the entrepreneurial project can collect data, it is valuable. This is the first discussion of our O2O entrepreneurship today, with data generating value.

Recently with the community-related entrepreneurial app fire. The most famous is a company called the Ding Dong Community, the start-up angel financing to melt a billion yuan, other similar projects including worry-free community.

I opened the buzz community of the app, search the two I once lived in Shanghai community, found that the installation of a few users. For example, I currently live in the community, I estimated that there are six thousand or seven thousand residents, installed 86 users. But seemingly active degree is very low, also very few people use real name and true avatar. Looking at the business, from the pet to the outside to the locksmith all inclusive, but always seems to lack a killer application. Each feature seems to have a public comment, 58 of the city such a giant in doing.

What is a killer application? The simple point is that there is a service hit the user's pain point, free or low price can continue to bring users, and then through other high margin products to profit.

In this sense, the last road between the electric business and Internet enterprises is very similar. This is our second discussion today, O2O finally and the Internet, the nature of the electrical business should be the same, that is, free/low-cost pain-point Services to obtain users, and then through value-added or high margin goods to profit.

In the field of electricity quotient or O2O, it has low frequency and high price, high-frequency price, high frequency and low price, four can start the quadrant and dimension. We can naturally put high-frequency high and low frequency low-cost these two exclusions, leaving most of the space of entrepreneurs focused on high-frequency low-cost and low frequency of two areas of high price. For the O2O field, catering is a high-frequency low price, and such as marriage, cars, houses are typical low-frequency high prices.

How do you play these two areas? If you follow our discussion of the second point, you will find that in high-frequency low-cost areas, we need to trade to obtain users, so as to obtain user transactions, and finally through data or high margin products to cash out, group buying site is the best example; Because there is no high-frequency trading behavior, so often start-up companies through the information portal or community to obtain users, and finally when the user has the need to cash out. such as Love networking, auto, SouFun and so on.

Today in the mobile internet era, social media such as micro-trust, micro-community, micro-blogging are new ways to get users. Of course, high-frequency low-cost areas can also be the same way to user access, the most typical is Ma Jiajia and Huang Taigi hype.

If we are not very clear before, Dingge such a say, should understand it! Low-frequency high-priced O2O entrepreneurship needs to provide free information/community services outside the transaction, thus effectively low-cost access to users, this is our discussion today three.

"Titanium Media author Tingchenling/Wen, the domestic well-known Internet power business experts, science and technology from media people, micro-credit public number: Tingchenling"