Will the MyTime mode of selling leisure service lead to a new wave of O2O entrepreneurship?

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The other day I wrote an article on several O2O cases of the integration of idle resources, one of the initial mention of the MyTime model, recently found some friends interested in this, many people to discuss the relevant issues with me, and decided to our product network team in the near section on the model of some research to share.

What is MyTime?

Products have shelf life, the service has "timeliness." A dress can't sell today, but it's going to sell tomorrow, but like a manicure/pedicure service, it's been a long day without anyone coming. Just on line MyTime is a local business service booking, booking platform. For businesses, it is the significance of the service has a new way to sell time, can be different peaks and lows dynamic adjustment of prices, a bit like a service industry, "a special price." Or it's going in the opposite direction of group buying, doing fragmented sales of time slots. For example, if you want to do a pedicure recently, you will be able to select a range of services that are available during that time, depending on the desired time of appointment, and you can make a direct payment booking after choosing a specific period.

Characteristics of MyTime Model

1, service is more standardized, suitable services including KTV, foot massage, tickets (scenic, bathing, skiing, hot springs), beauty health, hairdressing nail, photographic photo, etc. (in fact, KTV and tourist attractions such as services, the merchant itself has already been through the establishment of different time period of the price to carry out), However, the consumption of the highest frequency of catering services generally not suitable, because the meal time is a physiological law, it is difficult to adjust consumption time;

2, for users: The core is leisure discount + more accurate booking

A, at preferential prices to buy the specified consumption time service, 24 hours before consumption can be canceled, after the consumption can not be satisfied with the refund fee;

b, purchase at the same time booking, more suitable for the current period of consumption;

3, for the merchant:

A, is a leisure marketing platform, especially for the whole day real-time marketing services;

B, basic reservation service free of charge value added services 40%;

C, to bring the new user charge Commission, the old user does not withdraw commission;

D, businesses can be based on their own service capacity and the idle situation in the store dynamic adjustment of marketing strategies and service prices, in order to achieve maximize business returns, similar to the airline ticket sales model.

Compare the advantages of group buying mode

1, the difficulty of booking has been a group buying mode widely criticized by users, and mytime through the designated service consumption time directly to avoid this problem;

2, group buying mode at the beginning of all known as media properties, the so-called experiential marketing, but found that the actual situation is not so, many businesses not only did not harvest repeat customers, but also a loss to buy a lot of bad reviews, and slowly developed to now the business also become smart, no longer apt to do a 20 percent buy, began to emphasize the profit, and MyTime mode is more for the marketing of idle resources, this resource itself is the marginal cost, idle is also a waste, not as cheap to sell, even if not make money can do a white advertising, at the same time, the business will not swim what impact;

3, MyTime model docking merchant booking system, with a certain monopoly, the merchant loyalty is relatively higher than the group buy, because it is difficult to use a lot of booking system at the same time, generally will not use this tomorrow to change the home;

4, long-term BD cost pressure is relatively small.

The attitude of the merchant--as long as it does not compensate artificial

In the near segment of our product network team on the MyTime model and more than 10 KTV, beauty salons, photographic photo, parent-child amusement and other industries business owners have a certain exchange. Basically, all the businesses have a headache for their less-than-leisure passenger flow, and they feel that if there is a pattern like mytime, they will certainly consider cooperation, and even some businesses put forward as long as the labor cost is enough, because they also understand that this is equivalent to doing a free experience of advertising, will not bring impact to normal operation.

The bottleneck of introducing mytime model into China

1. Whenever people discuss the issue of introducing foreign models, often referred to the difference between the integrity of the environment, MyTime introduced to the domestic also to face the problem, such as a user booked a 10 o'clock in the morning service, but he was 11 o'clock to the shop, and now the small county in China are in traffic jam, this phenomenon presumably will be more common, What should we do at this time? Punishing users will certainly lead to experience is not good, do not punish the business there is not a good account;

2, MyTime to a business based on their own service ability to adjust the price of real-time tools and marketing programs, for business information and operational refinement of the ability to demand higher, many domestic businesses do not have this ability;

3, the market size or to buy small, because the group is basically full time, and MyTime is part of the time, the other reason for the difficulty of the appointment, it is also explained that most users have only a peak period to be a moment;

4. Will the Merchant launch the Leisure tab to intercept the users? not excluding this possibility;

5, MyTime in the United States does not seem to do, the end of 2011 was established, to now Alexa is still in the 150,000, what is the problem?

Some improvement ideas of copy MyTime mode in China

1, the user integrity problem: in as much as possible to accommodate users on the basis of appropriate penalties, such as giving each user three times the opportunity to be late, more than the deduction of money or cancellation;

2, business IT capacity issues:

A, the initial agreement by the way, the agreed business in the corresponding period to provide fixed number of services to replace the real-time settings, and gradually through the laying of terminals to implement docking, the initial agreement number can be slightly less, depending on the growth of the user scale gradually increased;

b, the development of the business version of the app to facilitate its operation: Although the business it ability is weaker, but the bosses are now a lot of use of the iphone, Galaxy, even the waiter also most have an Android phone;

3, businesses push the problem of leisure card: Tell the merchant to sell their leisure cards through the platform to sell more than what income, but with leisure resources are occupied, reduce the online platform for experiential marketing advertising opportunities;

Finally, as for the market size of the problem for the time being there is no solution, perhaps mytime mode is more suitable for small and beautiful positioning bar.

The author of this article is a Black horse column author of the product network operations Director @o2o Zhu Gang, reproduced please specify the source: www.iheima.com