First, to be a vertical industry: for ordinary entrepreneurs, try not to block the way of giants, choose a vertical industry, and be a depth that giants can't reach.
Second, avoid the catering industry: in 20 12 years, the scale of the national catering market exceeded 2 trillion, which is the largest in the life service industry. This has also led to the fact that catering O2O is undoubtedly the most competitive field at present, and everyone, including many giants, mainly focuses on the catering industry. However, for entrepreneurial teams with general funds and resources, I suggest avoiding catering O2O as much as possible and choosing small industries.
Third, big industry segmentation: if we really want to consider big industries with fierce competition, such as catering, then I think it is best to explore opportunities for segmentation as much as possible, avoid blindly imitating public comments, coupons, group purchases, Taobao and other modes, and try to tap some niche and personalized needs, or integrate social elements to make some innovations. For example, the Family Food Party mainly provides errands for restaurants that don't deliver takeout food, and Feiyan.com makes online ordering from the perspective of gifts. If the segmentation demand is accurate, not only can you not blindly rely on discounts, but even users with premium are willing to pay the bill.
Fourth, small city entrepreneurship: In a short time, or for a long time, the giants basically have no time to take care of some small cities, and basically concentrate their firepower on first-tier cities such as Beishangguangshen and Shenzhen, so O2O in second-and third-tier cities will have a certain entrepreneurial window. If we can take advantage of this opportunity to develop, even if the giants reach out to second-and third-tier cities in the future, the local entrepreneurial team will have the strength to compete with them, just like many large national group buying websites, in many cities.
Verb (abbreviation for verb) integrates idle resources: I'm not sure whether it is rigorous to use "integrating idle resources" to describe this. However, the main meaning is that projects like short rent, Easy-to-Use Car and E-Drive have the same starting point-that is, there are basically no offline stores for services. This service provider will have a stronger demand for online marketing. In addition, these services do have some idle resources, mostly personal resources. This is actually a bit similar to Taobao's C2C model, except that they are not products but services. Taobao developed Tmall after C2C, largely because these small sellers were well integrated, and it was difficult to incite those big companies at first.
Sixth, the position of light decision-making: O2O has become a hot spot of concern, to a certain extent, thanks to the rapid development of the mobile Internet in the past two years, because O2O is recognized as one of the few major profit models of the mobile Internet. To achieve O2O through the mobile Internet, basically only the road of "location" is a little more reliable, but it is not omnipotent. What services will users choose and buy through their mobile phones? Basically, it will be some light decisions, such as eating, singing, doing spa or manicure. And many times users are outside, eager to find a suitable business, and the requirements for location are naturally harsh. For those big decisions, such as taking wedding photos, looking for decoration and other services, I think few people may make decisions through mobile phones, and users are not demanding the location of such services. It is entirely possible for users in Xicheng to choose businesses in Dongcheng to take wedding photos.
7. Industries with large pain points: Although many service industries have some pain points, some pain points will be slightly smaller, while the pain points in many industries are still relatively large. Like the catering industry, on the whole, because of the constraints of platforms such as public comments on businesses, the consumer experience has improved a lot and there are fewer pain points. Which service industries have more pain points? To put it simply, at least those service industries on classified information websites such as 58 Tongcheng are basically miserable, because these services, even without comments on untrue transactions, are just a jumble of inferior information. For this kind of service O2O, there is a lot of room to improve the user experience, which means it is easier to attract users and even change their original habits.
Eight, don't fight price wars: Many people still want to buy O2O. It seems that they only know how to attract users with discounts, so that businesses can easily give discounts, discounts and profits. Simply relying on discounts to attract users has no long-term value for businesses, so group buying has formed a vicious circle because of ultra-low discounts. Users buy because of the ultra-low discount-the merchants have no profit or repeat customers-the merchants are not enthusiastic about the service-the user experience is poor-the users stop buying, the merchants stop playing, and the group buying website closes down. Is there really no other value that can attract users except discounts? Absolutely not. In fact, there are many value points that can be tapped, such as the intimate experience; Fast-let users choose and buy services in the shortest time; Socialization; The quality of service is constrained and guaranteed; Transaction security; Enjoy privileges, etc. Of course, it's not completely impossible to drive appropriate concessions, but we should strive for concessions as little as possible and maintain reasonable concessions as much as possible without sacrificing the service quality of merchants.
Nine, small and beautiful: suppose that the group buying website has always insisted on one group a day or several groups a day, instead of a thousand groups a day, and carefully controlled the quality of each package while controlling the quantity, and sold hundreds of copies. Spend more energy to urge businesses to do a good job of service and ensure the user's consumption experience. Will such a team of ten people live well? Unfortunately, many people come with the goal of financing and being acquired, and naturally they can't help the temptation of scale. As for starting O2O, I think it is also a good choice. Make it smaller, do it better, gradually form a reputation, and attract users without preferential treatment, so that the profit margin will increase and the value to businesses will be greater. Finally, you can live well without financing.
X. To whom: O2O mainly sells in the following two directions, 1, and sells to online companies: this direction can refer to the opportunity to provide third-party services to many e-commerce. There are more and more O2O projects, and the conditions for whom to sell them in this respect have become more and more mature; 2. Sell to the right business: In the future, millions of offline service businesses will go online, and this trend is inevitable. The above breakthrough point is mainly a preliminary analysis of how O2O entrepreneurs choose industries and directions. After selecting the entry point, the most important thing is not to make a website, but to go offline and understand the industry in depth. Otherwise, no matter how good the starting point is, it may be difficult for you to cut in.
(Cross-border e-commerce research and development Hui Xinyun. Com Xu sheng finishing)