Tintin offers Longjiang: Mobile Internet illuminates O2O

Tintin Preferential CEO Longjiang (TechWeb map) TechWeb August 5 article/Ningmeng "as long as my funds enough, time enough, with what not to make life services in the field of the second Taobao?" "When it comes to what you're doing, it's a quote from the CEO of Tintin," said Longjiang. In the industry on the Life service platform of entrepreneurship is not really new, but so far no one on the scale of enterprises appear, once the form of the site of some local life site has become the martyrs of this field. 8 years ago, Longjiang into the field and wanted to do something about it, but the entrepreneurial experience was also faltering, and there was always a gap between ideals and reality. From Tintin map to Ding Ding Network, the company's business center has been adjusted several rounds of financing, but also at once into the crisis of financial tension. Until 2 years ago, when the mobile Internet became popular with smartphones, Longjiang saw a turnaround. In the April 2011, Tintin launched Tintin discount app, the main life services in the field of online coupon business. As a result of easy to use, many merchants, Tintin concessions as soon as the introduction of its users increased speed quickly beyond the Ding Ding network other business. The development of Tintin in the Mobile Life service platform has also attracted the attention of many investors, including Alibaba, and only the Ali family has invested in Tintin two times in 2011 years. Longjiang said the mobile internet has made it clear that the o2o of the cost-effective billing platform for its own life services. What is Tintin discount? Tintin offers a total of two sets of apps, one for individual consumer users of Tintin discount app, a set is for the offline merchants of Tintin discount merchant version of the app. Tintin discount can be based on the location of the user's current location, showing the surrounding various coupons, including food, leisure and entertainment, shopping, hotel coupons and discount coupons. Tintin offers support for a variety of ways to deal with coupons, one is the user opened the Ding Ding coupons, to the line shop to the waiter show can be used; another is for the laying of Tintin discount verification machine merchants, consumers can display coupons two-dimensional code scan after use and get the collection of flowers and gold coins The third is the user directly in the Ding Ding Preferential Platform online purchase of preferential services, and then into the store to show two-dimensional code verification consumption. The Merchant edition of Tintin offers products for merchants who need to post coupon information on the Ding Ding preferential platform. Merchant Login to this version, free to publish their own coupons information, and in Ding ding preferential personal users to get the front-end display. In May this year, Tintin has officially launched a fee-for-effect model, that is, the number of customers under the line of Tintin discount on the actual business to bring the guests and the turnover of the proportion of Commission. At present, Tintin discount coupon merchants involved in more than 38 cities nationwide more than 100,000 brand merchants, Tintin discount users nearly 25 million. Longjiang: "Taobao" dream my ideal is, in the field of life services, such as cat and Taobao such as the effect of charging platform. Different is our platform to provide life services, Taobao selling goods. But after 6 years on the PC Internet, the ideal didn'tBecome a reality. Before we launched the mobile product in 2011, Tintin had done 6 years of local life service on the PC Internet, involving catering, decoration, wedding, automobile, travel, etc., we have been doing life service O2O with the concept of fashionable now. PC Internet 6 years groping down the reality is: we have a lot of money burned, offline merchants accumulated a lot, also in 2009 on the profit. But always can not in to Offline (from line to line) of the link to do control, O2O ring closed. For example, you plan to go to a bar with a couple of buddies in the daytime, and you do a nearby bar query on the ding-ding Internet, but sometimes it is because of the rain, overtime and other factors that upset the plan and eventually failed to make it. The result is that in the network side we can understand the user inquires the bar, developed the route, but actually to the bottom of the line to ask the merchant, the merchant's answer is the guests did not come. Our final direction to the user can not be accurately positioned in the internet to do life services from the line to the link under the line is not smooth, this brings us a direct impact is "only by traffic to earn some advertising fees." Because I can't confirm how many customers the merchant has brought with me on the platform, so I can't collect the commission from the merchant like Taobao. Due to the inability to complete the online trading closed loop, such a platform can only be a life service information platform, this is not what I ultimately want to do. But how to break through we also have no concrete method, very headache. Tsui O2O closed-loop 2010 HTC Investment Ding Ding net, then coincides with the development of mobile internet in full swing, I would like to do on the mobile internet to do O2O will be better? So at the end of 2010, we made Tintin live app. At that time in Tintin life there is a section called coupons, performance is very prominent, users in this section of the click, download a high amount. At that time we decided to take the coupon this business out of the single. Later facts also proved that the effect of a single coupon is very good. April 2011 Tintin discount officially on line, at that time the user growth rate is significantly faster than Tintin life, online a few months after the number of users of Tintin preferential download of Tintin life. Our June data is 19.9 million users of Tintin, and Tintin lives less than 6 million users. Even though Tintin offers a fire, Tintin offers the same problem as we do on the PC side: as a platform, Tintin offers no way to know whether the user who downloaded the coupon has finally entered the store, and we have brought a considerable source of customer traffic to the merchant, but cannot charge it to the merchant. How to make Tintin a life service electric business platform instead of a coupon display platform? We thought of a lot of possible ways. We have introduced the online payment system to see the effect, and finally decided to input the entity online under the Tintin discount verification machine to connect the line of information to the offline flow. The verification machine is laid in the contract merchant shop which uses Ding ding discount, the coupon user needs to verify the coupon through the verification machine when entering the shop. At this time, verify the opportunity to record the user's behavior, including the time to enter the store, the consumption coupons, consumptionAmount, consumption frequency, and so on, and the data two-way synchronized to the store's CRM system and Tintin preferential data backstage. Here, Tintin discount will be able to accurately grasp the online user behavior, I also think Tintin discount O2O closed-loop set up. The biggest significance of this closed loop for Tintin is that we can record the number of consumers and the amount of consumption that the ding discount actually brings to the merchant, which makes it a viable business model for us to charge a commission on the sales effect. Tintin offers nearly 25 million of the user's capacity to let us have the confidence to charge the merchant. This May, Tintin offers a fee for merchants to post coupons on the platform. Meet bosom friend new product research and development, promote the cost is very expensive, the introduction of Tintin shortly after 2011, our financial situation into tension. It's been more than a year since our last financing. But investors have become wary of the European debt crisis and the bursting of the group buying bubble. I had to start looking everywhere for a new round of financing. At that time, Tintin only to do for 5 months, our back-end system has not been developed, O2O closed-loop did not establish, the city is not a few stations, the face of investors we can only depict castles in the castle. Castles in the castle are not all investors willing to listen. Although we all agree that the local life service O2O is the big trend, but by the effect billing should be cut from there, scale can be bigger, these at that time it seems to be Da Guo. So talking about financing is not smooth, we were in a very difficult situation, I opened my eyes every day to think of where to change back. Fortunately, I met the wind and investment chairman, Alibaba former CTO Wu, he told me the words I touched and impressed. Wu firmly optimistic that I do this career, he said, in China's platform-type company a decade, Alibaba counted one, I now do this thing will be another. After talking to Wu, I felt I had met my confidant. The ensuing financing talks went very well. We have only been talking for one weeks, and the wind and investment have decided to cast a ding net. Later, the CID and the Middle East Sovereign fund joined, and Ali joined the investment before closing the investment. In April 2012, we had a total of more than 40 million dollars. This is a very good financing in the capital environment at that time. This basically solves my worries, now only need to lead the business to run forward. Do not put the bat as a rival Tintin preferential set up just over 2 years, after financing the Force just over 1 years. As Jack Ma said, the life of service electric dealers like the sun at five or six in the morning, just beginning hazy, the future to do the hope of no less than the manufacturing retail industry. But it takes time and accumulation to endure. Internet giants have also said to do O2O this piece, in this "boil a boil" in the process we will not be strangled by the giant? At least for now I have not felt threatened, nor bat (Baidu, Ali, Tencent) as their competitors. In China, if you touch the Internet, mobile Internet, do online, basically can't live. Why O2OFor a self-contained model of the system, the public comments, Tintin concessions, the United States can be strong, what reason? On the second "O", the control of the offline merchant, and the relationship between the merchant, how to let consumers feel better online, these need to spend time to do and accumulate. We started to accumulate on the PC for 8 years. The three giants have no experience accumulation, merchant accumulation, team accumulation or even technical accumulation in off-line end. Under the line of the merchant is very practical, not because you call Tencent, Baidu or Alibaba, priority and your cooperation, business more concerned with your cooperation can bring you how many guests, how you charge the problem. Each enterprise has its own gene, O2O field Ali once Word-of-mouth network, Baidu Philharmonic live, now all fade or transformation. Micro-letter fire up, Tencent also said to do O2O. The gene is the most suitable to do O2O, because O2O is essentially trading platform, Ali gene is to do the transaction, but it was originally done shopping. The problem is that Ali has such a gene to do electronic trading enterprises why two times to vote Ding ding nets, to support Tintin to do O2O it? Because it also realizes that O2O this to-offline thing is quite different from the pure online merchandise that they made before. I will be nervous about these companies any day, if Baidu Ali Tencent in dozens of cities to build stations, each city to raise at least 50 people, began to patiently maintain the local merchants, from scratch to accumulate. Then I'm going to be nervous. Do O2O, want to use pure line and technology to solve is difficult to understand. But bat would not like to roll up his pant legs, dry this tired and bitter work, I can not say. O2O get heavier? Does the enterprise that makes O2O trading platform have to become heavy? I disagree, O2O platform is not a group purchase. Group buying is a tidal promotional means, more like the Jingdong-like business platform. In the early development of Ding ding discount, we and buy similar is to rely on the line to send people to maintain the merchant, in this case the merchant is a recognition platform. Merchants have what coupons, on what new, will tell him to contact the business staff, only to buy this salesman's account. Dandingtin discount is to do a platform-oriented company, now in addition to Tintin discount for individual users of the app, but also for the merchants of Tintin discount merchant version of the app and PC backstage, by the merchant to maintain the backend system. Merchants can all the year round in the Ding Ding preferential platform on the independent release coupons information open shop business. All we have to do is to maintain a good merchant experience, user experience, complaint disputes, operational activities, etc. online. Merchants will gradually become accustomed to using ding Ding preferential merchant version platform, their own to publish coupons information, their own maintenance. The merchant will turn to the platform by the identification (salesman). In this way we can not use a lot of push staff, I do not think ding ding discount will be more and more heavy, population growth to a certain extent will naturally stop. Now the number of Chinese-Tintin concessions in the country has expanded to 38, the line of employees have more than 1000 people。 In the early days of the promotion of Ding ding, I will allow people to expand moderately, but in the end it is certainly towards automation. Unless we starve, we don't sell. Ali just invested in us. I didn't feel much. Behold Ali just invest in us, Ali to buy ding ding discount rumors on the four. At that time we and pay treasure, a Amoy, Taobao local life and other companies in the product cooperation is also very close, at that time Tintin preferential staff also thought the company to be sold, everyone began whispering. I then sent an email to tell you that the company will not sell, so that everyone at ease work. This is really my attitude towards Tintin. If I were a pure mobile internet company, I would think that being a giant takeover was a success. But O2O is a self-contained platform and profit model, all three giants of the internet have only the first "O" (on line), no Second "O" (off line). Only we do is O2O service, as long as I have enough funds, enough time, I do not make a living service in the field of the second Taobao it? O2O entrepreneurship is tough, but unless we are starving, we have no reason to sell Tintin. Some people say that Tintin discount O2O closed ring still owe some heat. I agree with you. But I can only say that this is because the scale of the O2O has not yet come up, the scale effect has not yet emerged. 2000 when the Post machine is also very difficult, the 2005 online shopping, on-line payment of these fresh play also makes people feel unreliable. But look at the present, the environment is very different. Do not use a credit card to brush the post machine people will say you silly, do not have to pay online will be said out. The so-called heat, depends on the accumulation of time, especially the progress of the offline itself than the development of the Internet side more slowly. When Tintin's special verification machine covers enough stores, it accumulates enough user data and produces accurate enough analysis. When you perceive the thickness of these things, the heat of the O2O closed loop is over. On the whole, the current O2O closed-loop platform for Tintin is still an early stage relative to the ideal O2O trading platform, but the road ahead is clear. (Oral/Longjiang finishing/Ningmeng)