Why choose the home massage project

1. Why Choose the home massage project?

I've talked to my friends a lot about this O2O thing, and we've done a lot of thinking about choosing this project.

Today, I was sharing the time is mainly divided into four large plate, a little bit of personal sentiment, I hope to help. Entrepreneurship, 020, how to do promotion.

I personally have been the fourth time for the fifth time, from 05 to now on average every two or three years of one or two projects, each start-up, in the selection of projects are with my personal experience, ability and the project related to the entire industry and the development of the Internet closely set.

The first point is about the issue of tuyere, I have not graduated from 99 to start work abroad (02), has been in the domestic Internet circle, do software, Web sites, SP, games, video, positioning, two-dimensional code, smart home and so on.

Every time we do things, I personally do things in China are more advanced, more popular projects, in fact, is a good thing is not good, because many times you do a hot project means that there are a lot of potential risks, there are many of them in the market can not even find a competitor, find no experience of the situation, So every time I start a business is based on our previous industry resources to start a business.

About the choice of Tuyere, the two years have appeared a lot of new models, from the start, and then Peer-to-peer, to the current intelligent hardware, O2O, every industry has been a lot of many companies in doing, including our classmates inside a lot of people are doing, and do very well.

Before we do group buying later, we also have considered intelligent hardware, WiFi equipment research and development, also want to do peer-to-peer loans, research process found that I do not understand the industry, but saw a strong opportunity, but also found that this opportunity does not belong to us, So when we start a business, we always choose to be related to our industry, it has to do with your personal ability, not to fall into a completely new industry, which is a lot of times it seems like opportunity, but the opportunity does not belong to us, after careful thinking that he should be a lot of original practitioners, Many industries such as the big guys to find, develop, operate, they have resources, background is a rookie can not afford.

I choose this time to do O2O, but also because we have done a three-year group purchase, we have done a very long time to push the work, we also have more than 300 people's team, but also made 16 branches, fully understand group buying, fully understand O2O. Because it is in this industry, so from group buying turn to do O2O feeling, is the threshold is relatively low and very fast a conversion, and I know how to do, there are a lot of industry resources, can quickly graft over.

In doing this new project, the beginning from the nail, from the shape, from the barber, massage and other aspects I have done a lot of thinking and think a lot. Including talking to friends many times, at first we wanted to make a platform for all the industries to come in, we started with three industries together, but later discovered that the more you do, the more distracted your energy, your team may be faced with the inability to keep up, Cannot achieve such a strong state of development at each level, so in November we resolutely cut off two items, before we tried to do the car O2O we also do not have that industry resources and no industry background, so it is difficult in the short term to form their own friends, Take advantage of your strengths in a very short time to achieve a large scale.

So ultimately, we identified the massage project, in fact, after a lot of research and many types of projects, and then I was integrated into the O2O on the various characteristics of the project choice, to now found is to do this door-to-door massage more and more, from the beginning we saw two or three, By the end of the next one months is six or seven, so far there are nearly 10 people are doing this thing, then this shows that everyone is very recognition of this matter, have seen this is the market and opportunities.

Entrepreneurship this several times in fact, is not a big, but also in the stumbling constantly groping, so I personally summed up the following points of sentiment.

The first is the man, the person I'm talking about is the founder, or his own founding team, which often means how big your company can be, how far you can go, how big the future is, and the founder's ability to see how long the company can walk.

The second is called failure, I listened to a classmate of my club class two days ago said that want the university student to start a business, it is often only through failure that you understand what you lack in power, in your resources, in all aspects, that each failure is the foundation upon which we have succeeded before, whether from management to money or experience, All these failures are necessary, and I believe that most people are not geniuses, so you have to go through, my personal experience of this one failure, is to lay the foundation for this success, but I still far from success Ah, that is, I hope for the success of the next lay the foundation.

The third is social resources, not a start-up, many times need to meet a variety of people, to find a higher circle, find all kinds of big guy, or even find more important government departments, in short, to make him relatively broad, This social resource determines whether your project is fast or not is successful is not smooth and so on, so I think if people do not experience in the community for many years, resources are often not rich enough, so in the run often encounter a variety of difficulties.

The fourth is the strategy, we are in the selection of a project is hazy when we rushed in, with the growing, then the founder himself will continue to upgrade themselves, so that their strategic vision to go higher, so we choose the time to start, always said that I choose this industry I will want to know how to go in the next year? How do you go in the next two years? What are you going to do in the next three years? What is the next five years and 10 years? How do we arrange our lofty ideals or small ambitions? How to implement it? Every time I start a business I want to do it very much but often you will find that your resources, your ability, Your various conditions limit your play, including what you were thinking is not necessarily right, your understanding and your ability is far from what you think, so you think may not necessarily be correct, often in this kind of things we are faced with a great deal of difficulty.

We look at Ma Yun in doing E-commerce in the 99, that era of e-commerce infrastructure, or the whole trading environment, including national policies, are very very early, at that time he saw the future of the electric business, so can continue to advance, and found is through business-to-business or through the Yellow pages, Toward Consumer-to-consumer, to the business, such a path, so that he will continue to make money bigger, but also to his e-commerce more wide, the road is getting bigger.

The 5th is to adhere to, a lot of time to adhere to, and then adhere to the fundamental affirmation is that you and your team, and your funds, your resources are related. In the 03 years of 02, China was a remarkable, 8848, there are many portals, many companies have more opportunities than Alibaba, but those companies are actually met with financial difficulties, or all kinds of other difficulties have fallen, this time the rest is the most important.

An entrepreneur should have these 5-point abilities, people, team, resources, perseverance, strategy, have these points, to say that we have done enough preparation, our entrepreneurial ability to start to the road to success, this is a founder's basic capacity requirements, the rest is just say how you go to the accumulation of you to do the right thing.

I told someone before that actually starting a business is also very simple, you only need to go on a project on a continuous three or four steps! These three or four important steps can quickly turn you from a point into a line, from a line into a plane, and rapidly expand the scale itself will have such a property, By the time you walk three or four paces, your business will grow very, very quickly.

2. The four characteristics of door-to-door O2O?

First, high-frequency and low-frequency

O2O industry has a lot of high-frequency services, we see the nail, barber, massage, including this is a high frequency service, low-frequency services such as marriage this may be a lifetime, or a car, change tires may be a two-year low frequency service, whether high-frequency services, high frequency service, In fact, I personally in this six months also experienced a long time a change in thinking.

I personally think that high-frequency service may be quick to do large-scale, speed up the volume, easier to curry favor with the capital market project direction; low-frequency services may be unrealistic in this scenario, but from the reality of the use of people including friends to learn that many people do door-to-door repair and other similar low-frequency services, So it is also a project worth affirming.

From the actual situation, regardless of high-frequency low-frequency core or to the product itself, so that products scream, so that users are willing to share, willing to word-of-mouth transmission, but the high frequency of word-of-mouth spread of the density including the use of the scene more easily, is in a short period to form a market volume.

and low-frequency services are often required a relatively strong industry experience, and then fully understand the industry, fully understand the Internet, the line can be a perfect combination of online. Low-frequency service can actually do well, like to Xi, photography, wedding, tourism and other low-frequency services, although all belong to the ranks of low-frequency services, but does not affect the spread of Word-of-mouth, users once used, and left even if it is basically a good impression, will continue to spread the word of mouth. So regardless of high-frequency low-frequency all have market opportunities just to see which industry we choose.

Second, strong demand and weak demand

Many times this is certainly impossible to divide so clearly, you say is strong demand, but many times said I leave this scene may also ok! One of the most obvious strong needs, like eating, is that if I can't get a takeaway, there's always a substitute, but the demand is high. This strong demand is met at O2O this point is easier to get market recognition, he is more likely to explode.

About weak demand, such as massage, it is likely to be categorized into weak demand in life, but as the quality of life continues to improve, people's needs change, it also has the opportunity to become strong demand, so how to turn a weak demand into a strong demand? O2O industry is a process of transforming and upgrading traditional industries.

About the demand for massage, in recent years found that in China more than 90% of the white-collar workers in the office, after 30 years of age will have a variety of cervical and lumbar problems, to this age will be occasional bursts, 40 after the frequency is higher, 50 after a lot of people may have got cervical spondylosis ah, waist plate prominent AH ! Then this demand will gradually be strong demand. People will find that in the early days, if we were to prevent it, we could do better in health after 50. Massage, it is deserved to be people's attention.

When I made a speech yesterday, in the scene did a small survey, asked how many people at the scene to play micro-letter more than two hours a day, sitting at the edge of the computer for more than four hours, I found that the site version of the 90 people have raised their hands, indicating that the entire Internet industry or the entire white-collar population, in fact,

So the massage is not simply to meet a person, we also have to go through the market publicity, so that these white-collar people pay more attention to their health, yesterday saw an article written, Ma Yun said health will be the largest market in the future, so the Chinese people this office disease, I thought of the massage this project. In fact, including me also good including a lot of people around, not particularly love sports, are likely to face this health problem around the age of 50, so the early prevention and management of healthy things become a need to educate the market to do things. Many white-collar people do not have this consumption habits, so we may need to open up this incremental market! How big is the potential of an incremental market beyond the stock market? I've read a book called "The Mob." It says that the market's incremental market is likely to explode soon after a trend is made.

3. How do we do O2O?

We on December 20 this product on-line when only five massage division, through one months of development we have achieved more than 20 massage division, Peak Day single more than 100 single, trough also has more than 30 single.

But when we did this, we found that the use of the scene I did not think appeared.

There is a modern 4S shop about 500 meters from our office. Every day breaks are frequently 5 to 10 orders, and is to his own staff to point, or the staff to their own point, seems to have formed a consumption habit, every morning free time, staff or leadership of a good person to point to a massage, I think it is very interesting.

The use of our business when a 4S shop is free shows that everyone is taking care of themselves. Everyone has started to get used to the point, this phenomenon not only has 4S shops, including Mahjong Hall, including the billiard room, including some restaurants are the use of the scene.

One months of time, with more than 20 of these offline shop talk about cooperation. One of the Mahjong halls contributed 20 single nights to us. is in a Mahjong table, when you are a person point of time when others see will follow suit to point or say point after found by the very comfortable, also will recommend to others point, this is a good way of word-of-mouth transmission.

Including a billiard hall we talked about, she held a game on the weekend, and our masseuse could go to the scene to give his players a relaxing massage and improve her athletic level.

Teahouse or Mahjong museum or play table ball, hit to the back half will be more tired! When you are tired, if you send such a service in time, then for the customer experience is also very good! At the same time can improve the place of service reputation. Similarly, 4S store also has a use of the scene, when your customers in the rest area, he often needs to wait for a car repair two hours, long day, if the customer and so on when sent such a service to the 4S shop experience is also improved.

Combined with the above, we will find that our customers are demanding that first because of various reasons can not enjoy to the shop service crowd, we need to position our crowd for the shop to serve the crowd; the 2nd is that there are 5 scenarios four situations cause you need this service, that is lazy, idle, tired, busy, courteous.

This gift time refers to a lot of young white-collar workers will give their parents point, because the parents after 50 after 60 will have some body stiffness ah, lumbar problems ah, and so on, point to send massage, to parents send filial piety, or some enterprises to staff to send welfare and so on.

We talked about a sales-oriented company in Xian, he would give his top sales a massage bonus, a reward that can be found in the office and everyone sees him enjoying the service, and other people will realize that I will also enjoy the service if I become top sales. And this service because it is in the scene, so there is this kind of scene, the scene will give you behind the sales to bring a shock, but also to improve the cohesion of the team and team cooperation, I think it is advantageous.

Five, how to make the product scream? The pricing we are offering now has risen from nine to nine from the previous Tuesday to 18 dollars, the main shoulder neck massage, in Beijing, there are similar 28, 38 of some competitors, we are using a low price to attract customers at the same time for customers to send fruit to send cards to send water, but also to provide some equipment for customers free of charge, This series of means and methods, is to really let users think that the use of our services are willing to send a circle of friends, willing to tell people around their home service is really good, how this value and so on. The core purpose of all means is that when you have a more screaming service, your old client will be more likely to go higher. After last week's price adjustment, we lost 80% of the order, but this week found that these old customers see prices rise, but still have to look back, we lost orders a few days later and quickly rebound. These days is basically full load, the technician every day is basically 50 single 100, some customers will sometimes point to dozens of orders.

4. How to promote?

First, the service built-in

Service built-in in fact, we are now with the teahouse, with 4S shop cooperation, is to our services built into various situations, various organizations up, through the organization itself, through the word-of-mouth dissemination of these institutions through the public places activities, and then let these customers continue to become our fans, our customers, This is the service built in.

Second, resource swaps

In fact, we exchange with many companies, for example, the fruit is we change, every day we will give him several of this massage package, he will give his fruit customers to provide some services, let us take fruit gift box to our customers, so that both sides are to let the customer experience better, Let everyone's this customer can have better enjoyment, more likely to cause word-of-mouth spread.

Third, Word-of-mouth communication

We have done some activities in XI ' an forum, Xi ' an local media and so on, the purpose of the activity is to attract more people's attention, while your service scream you will attract more word-of-mouth communication, the early stage of our micro-trust public operation for one months, now has less than 1500 fans, These fans are almost entirely through our circle of friends and activities.

Q: Beijing competition has been fierce, Kung Fu Bear, point to wait, point to the said 700 per day, you enter Beijing how to play? Or just holed up in level two cities?

A: In fact, holed up in the second-tier cities can do, as long as we have a foothold in this city, we gradually expand the size of the same opportunity. The original massage market also has many big crocodiles, the good son, the home Fufu and so on, the market is very big, still has the very big opportunity in the place.

Q: What do you think are the areas of O2O that are not being noticed in addition to the current direction?

A: Dark Horse 7 has a do-door makeup-The United States door-to-door, Beijing has a beautiful home, there are such as door-to-door photography, on-site maintenance of the market segments, the door to wipe shoes, door-to-door clothing, home repair appliances, door-to-door with weight loss.

Q: What are the difficulties in doing O2O?

A: 1 key talent, understand the traditional industry also know the internet talent.

2) to push the team, how to manage a large number of push teams and technicians team, is the test of the team.

3 The development of a large platform, how to build the best products and platforms.

Q: How to capture a regional market in 2-3 months? What do you think?

A: Preliminary preparation, understanding of competitors, understand the local market situation. Small scale test, massive bombing.

Through high-density bombing, let the user understand you let your technician form a Word-of-mouth communication, can only rely on word-of-mouth dissemination in a regional market quickly made a trend to make you every day on the news, every day on the radio, everyone is talking about you every day, So if you're in a city for a short period of time to make a trend that will soon be able to occupy the market.

Q: If there is another massage project in Xian, how are you going to fight with him, for example, you are 9.9, others are free?

A: The best policy, to quickly use your means and your money to the reputation of the product to scream, the policy on the money to kill, the worst way is to his technicians to dig light.

Q: The low price attracted to the number of users are taking advantage of, in fact, is not the future to pay the high frequency of users?

A: In fact, I have talked to a lot of people before this question, said that low price attracts the number of users will be transformed, from our current point of view, from nine nine to 18, our user orders have a simple drop now and quickly pulled up, from this situation, although nine nine rose to 18, the price is not too big change, But at least users are constantly on the point. And there are a lot of users, that is, when you are widely recognized by users, in fact, you are through 18 of dollars in advertising, and then there are users continue to give you word-of-mouth spread, said that we do a lot of massage to do good, my arm can not move now cured. Then I gave my mother a special good gift, especially warm, then I this company to do the annual meeting I did 10 massage, the company are all looking.

Is through such a spread in fact many users continue to know you, we still have a lot of such as roll up, because there are nine nine he took a picture, home two-dimensional code a sweep, is photographed after the two-dimensional code a sweep home on the point, through a low-cost way you let a lot of users know you at the same time, You will be able to screen out your loyal client.

But this is not the best way, we also think, for example, we find the real ability to consume customers, according to a positive price, what kind of channel, we are constantly trying.

Q: What is the relationship between an advantage and an incremental user?

A: We actually want to say that taking advantage of the user has value, of course, the best to take advantage of customers are all my future customers, so that this channel more accurate, the future of my customers more and more high conversion.

In the absence of accurate and effective customers, we want to use low price to make the impact quickly, the impact of the same time your users will be screened out, there will always be conversion, only high and low problems.

I believe that when you provide screaming services, your users will certainly have the opportunity to give you a lot of communication, and then your incremental users will be more and more, in this is equivalent to a low price to put ads.

In the early days to set the threshold is particularly high, it is because it is a new thing, you expect everyone to quickly accept is not realistic, so you use low price is one of the best means of publicity.

Of course, in the process of understanding the market, we find that many people may not want strangers to come to the house to do the service, but if the customer after the service, we use very cheap price to attract the customer, and customers accept such a service form, then may go home is a weak psychological barrier, So in the education of the market process must be to sacrifice some, but this may not be a sacrifice, because the creation of Word-of-mouth spread itself is a pretty lucrative thing.

Q: What is the price of the future target of autumn fragrance?

A: Our current pricing is the positive price is 68, 98, 168 and 218 of these four files, the service content will be somewhat different, we will make some adjustments, will introduce some short-term high-frequency services, such as only to do a shoulder and only do the head, this 15 minutes 20 minutes of the project, Can be in a company quickly to many people, so that more users know us, understand us, use us, this high-frequency short service we will launch next. At the same time we will push cupping, acupuncture, scraping this service.

Our service pricing is not uniform, each city will be different, according to the consumption capacity of local cities and the whole industry a pricing strategy we will make adjustments. Low price is always the killer, millet, the charm family, Huawei and all other mobile phones are the ultimate cost-performance, the ultimate price war, through these means can quickly attract a large number of users, so a product in the early days may wish to use Low-cost this recruit, Jingdong, Taobao and so on as long as the low price that is hundred test lark.

Low Price is one of the most important means! Then all the other is to help this low price and produce.