Wedding ceremony O2O platform to increase community group function, low frequency demand

Recently we have reported the wedding O2O platform wedding has launched its 3.0 update, increased community group functions, users can communicate in the community throughout the various feelings and puzzles. In addition, the ceremony also adds the function of the micro-letter wall interaction, enhancing the social properties of the platform.

For a O2O market such as a low frequency demand for weddings, the stickiness of the user is really a headache for many entrepreneurs. Social networking may be a good way to precipitate users, but the user is married after all is not a long process, how to increase the user to the platform stickiness at the same time will scale bigger, perhaps the wedding should be seriously considered.

Prior to that, founded in 2012, the wedding of the Angel Round Pine Fund and a round of vertex Xiang Peak fund investment. According to their information to 36 Krypton, the wedding has accumulated 1 million of the user size, the number of businesses settled more than 5,000.

When asked how to get the initial user, Hujie, founder of the wedding age, said, "The market is big and the circle is small". It is because of such a feature of the wedding industry, wedding age can rely on word-of-mouth dissemination of the way, in the merchants there get rapid spread. And the user to the wedding before and after some bit of record and share demand, but also to help the wedding Ji at the user level can be spread quickly, this is the wedding in the new version of the community group to increase the function of a major reason.

In Hujie's view, the relationship between trading and socializing is inseparable, wedding Jamie Hope is to learn Airbnb emotional factors into the way of consumption, because "the wedding is more emotional, product experience is the first step, social harmony, the second step, user evaluation communication is the third step, this will be interspersed into the product of various areas of detail", affect the user's evaluation and use of the product.

For such a market scale of more than 800 billion of the field, the online cake is still too little, of course, this with the wedding area itself some of the characteristics are not unrelated. Because of the information asymmetry brought about by the huge profits of the wedding industry some links profit margin of more than 50%, businessmen will also strive to maintain this information asymmetry.

On the other hand, the wedding service more non-standard, which also makes a lot of seemingly simple things in the landing of various complex results, this uncontrollable brings the user experience of the poor and the user's distrust of the business.

However, in Hujie view, the impact of the internet on the wedding industry is a trend. Just as Mankiw's description of market competition in the principles of economics, when there is a high excess profit in an industry, it will inevitably attract more competitors to enter. Although the wedding industry has a high profit margin, but with the fierce competition, for this difficult to exist "repeat customers" in the market, the cost of businesses to obtain new users is greatly increased. Like wedding photography, to get the cost of new users in 1300~1400, get a phone call to hundreds of, and its online access channel is mainly the traditional purchase of Baidu keyword and advertising.

The wedding is to be the hope that the wiring on the line under the requirements of the platform. At present, the wedding in the business model is mainly wedding supplies shopping guide and wedding services online sales, in addition, they want to use electronic invitations to spread the production, the success of the Wedding Show and the newly increased community groups these functions to precipitate users, so that users can extend their wedding on the platform as long as the retention time, To provide a one-stop service for wedding.

"Push platform, and then a series of tool-type products sticky users," This is the wedding of the development of the most basic ideas.

Talking about the future, Hujie is much more optimistic. Wedding in the future hope to be able to sell in the wedding goods from the shopping guide platform to the platform, in the wedding service business increased, but also hope to further explore the commercial value of the platform, even the launch of "overseas Wedding" This more personalized custom wedding.

However, the competition is still fierce, one side is also rooted in the Internet, such as easy to Web, Poly Cat and other follow-up, the other side is the traditional capital and offline businesses Backdraft online ambitions. On the 22nd of this month, liquor-making enterprises in present and present the company announced its culture as the core of the wedding brands of brand operators transformation plan.

And when I end the article, not far away from a few female colleagues in the discussion of a wedding has not stopped, our "Tea Room director" Still relish the one months before the wedding ceremony, so perhaps to provide a wedding of the exchange community is really a good idea.

(Note: The wedding ceremony, with the help of Krypton + 36 and the team, successfully completed its a round of financing, is now Krypton + ready to start a new round of financing plans)