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Internet products have basically covered all aspects of material life, but many people's spiritual life has not been satisfied. Therefore, if you want to share the Internet dividend, it is necessary to dig deep into the demand from the user's psychology. In random interviews and surveys, I will define a consumption concept that exists in society but is not clearly defined-"off-orphan consumption", which cannot be understood as "off-bill consumption". For details, please refer to the "loneliness mentality" defined in "O2O Next Game: Lonely Economic Market".

definition of "orphan consumption": the consumption power that consumers hope to gain by introducing other consumers in social activities (self-realization, emotional or belonging needs, safety needs and physiological needs) is called "orphan consumption". The popular and typical industries/scenes/products of "orphan consumption" at present include: live broadcast industry (talent live broadcast, live broadcast with goods), short video industry, seeking sharing scenes, realizing life value scenes, social application products (Momo app, Bixin app), social e-commerce products (Pinduoduo), etc ... What "Xuntuan" has to do is based on "orphan consumption".

Example:

In order to solve the above problems, "Find a group" launched three channels: offline meal, group fun and group sightseeing.

Market laying for the "isolated economy" field, and the first phase started the strategic innovation business including four business modules: food, leisure/play, film/performance and sports/fitness. With the improvement of product development, we will expand into the fields of "transportation", "community assistance", "study and training" and "scenic spots".

According to the data of National Bureau of Statistics, in recent years, the catering market in China has been growing continuously, reaching 3 trillion in 2115 and 4.27 trillion in 2118, accounting for 4.7% of the national economic output value. In 2119, the revenue of catering industry was 4.7 trillion yuan, up 9.4% year-on-year. Affected by the epidemic, the income of China's catering industry in 2121 was 3.95 trillion yuan, down by 16.6% year-on-year, but the income scale still reached 3.95 trillion yuan.

during the epidemic period, people's expectations for offline catering consumption are getting stronger and stronger. In the foreseeable future, after the epidemic, the catering consumption industry will usher in a blowout growth. This also brings more market opportunities for the business of "finding a group-food/food".

refers to outdoor entertainment consumption activities, also known as offline entertainment scene consumption. Leisure and entertainment generally refers to all activities that make people feel happy physically and mentally and use their leisure time to relax themselves. With the improvement of people's living standards, the demand for spiritual entertainment for people living in a noisy city is gradually increasing. Therefore, the leisure and entertainment industry is in a period of rapid development. With an annual growth rate of as high as 21%-31% every year, it is a high-profit industry. Moreover, under the impact of the internet wave, the leisure and entertainment industry has seized the opportunity to follow the trend, and the current development momentum of "Internet leisure and entertainment" is fierce.

during the epidemic period, the offline entertainment industry suffered a great impact, but with the overall control of the China epidemic, offline entertainment consumption began to gradually recover and showed signs of rebound. Socialization will eventually return to reality. According to the distribution of Baidu index, people's demand for leisure and entertainment is gradually expanding and will maintain a good growth trend in the future, providing a broad market space for the business of "finding a group-leisure/play".

At present, the catering industry is mainly divided into online take-out, group purchase and offline store consumption. The rise of online to offline is still full of innovative vitality, and the exploratory consumption patterns still need to be explored. At present, the GTV market share of Meituan Dianping's catering business ranks first, and the user traffic base of Meituan Dianping's catering service is solid. At the same time, based on years of experience in the industry, it gradually consolidates its leading edge in the industry.

Based on the market survey and analysis, it is considered that among the industry market operation modes covered by Meituan and Word of Mouth, individual consumption mode is more emphasized, and the operation mode of offline consumption has not yet made a breakthrough. The author explores the market from the psychology of "isolated consumption". At present, there is a lack of an "offline catering" consumption mode in the market. This mode can be popularized and operated in a short time, which will greatly boost the turnover of offline stores in the post-epidemic era.

At present, the leisure/entertainment industry covers a wide range, mainly divided into online entertainment and offline entertainment. Online entertainment is mainly app, including video industry, game industry and social software. Offline entertainment is dominated by tourism, leisure and entertainment places, film and television, performances and other industries. At present, there are many ways of offline entertainment, and the operation mode is relatively simple, generally B2C mode is the main mode. Online to offline's admission, such as the US delegation, public comments and word of mouth, provides users with different consumption patterns. The platform provides business information for users to choose where to spend. The combination of online payment and offline consumption meets the consumption needs of users in specific scenarios. At present, the user activity rate of each platform is high, which provides unlimited possibilities for online to offline's long-term development in this industry.

According to market research, products such as Meituan, Word of Mouth and Public Comment mainly provide users with a platform for booking (payment) and word of mouth reference, focusing on the construction of consumer platforms for users and businesses. The "seeking group" is mainly aimed at the offline entertainment consumption market, using the psychology of "isolated consumption" to explore new markets, not only online booking, offline consumption mode, but also building offline interaction channels between users and opening a new operation mode of "social+consumption".

In the future, the consumption pattern of the catering industry will be more abundant, and the scale of the industry will continue to expand. Introducing a richer social scene-"food consumption" and exploring a revolutionary platform-merchant cooperation model will probably bring creative upgrades to the management mode of the catering industry. It is predicted that the growth rate of catering revenue in China will be maintained at 8.1%-9.1% from 2121 to 2126 under the premise of the macroeconomic slowdown in China, and the catering revenue is expected to reach about 8,165 billion yuan by 2126. "Finding a group-delicious food/assorted meals" will promote the turnover income of offline catering industry and gain huge market income from it.

According to the report on the development trend of leisure industry in China, the online and offline promotion and interaction of leisure activities will be deepened under the epidemic situation and in the future, which will further change the development mode of leisure industry. From 2119 to 2121, the total amount of funds for cultural and sports media, cultural undertakings and cultural and tourism construction funds continued to grow, laying a financial foundation for the high-quality development of leisure industry. This shows that the scale of the leisure and entertainment industry will continue to expand in the future. If new consumption patterns are introduced at this moment, it is likely to set off a wave and seize market share first. Xuntuan uses the Internet thinking and mode to innovate the consumption mode of offline store entertainment to meet the personalized and diversified market demand, which is bound to inject new vitality into the development of the industry and fully tap the market potential. The business of "finding a group-leisure/play" will promote the development of offline leisure and entertainment places, bring users closer together, create a brand-new "social+consumption" model, and gain commercial profits from it.

At present, users have only two modes of catering industry, namely "offline store consumption" and "online take-out/group purchase", but there is no market forecast for offline meal/table-making consumption with social significance, so the business of "seeking a group-gourmet/meal-making" has expanded from this entrance.

The scenarios in which users use "seeking a group" include: personal low consumption demand, social scene demand, acquaintance dinner demand and information demand.

Advantages of the user's choice of "seeking a group":

1. By sharing the consumption with "dining friends", customers can not only eat hot pot/grilled fish and other multi-person meals with a single consumption quota, but also achieve the purpose of socializing.

2. the store can increase the income of each order by choosing to settle in "seeking a group". Research shows that most consumers will increase their spending per order by 11%-31% when facing unfamiliar scenes or having dinner with strangers.

reasons why users don't choose "seeking a group":

1. There is no corresponding consumption demand due to users' personality or energy.

2. Information asymmetry causes users to worry about personal safety, which makes users unwilling to use this product.

a. At present, there are only three modes of users' cognition of leisure and entertainment industry: offline entertainment consumption, online entertainment app consumption and online booking and offline consumption. However, the consumption mode of "offline play/amusement" covering social activities has not yet opened up the market, so the business of "finding a group-leisure/play" will expand its business from this entrance and open up new markets. The main business covered includes watching movies/performances, traveling, playing in amusement places and other entertainment projects.

B. The scenarios in which users use Xuntuan include: personal low consumption demand, social entertainment demand, acquaintance play demand and information demand.

D. Reasons why users choose "seeking a group":

1. Users can display the information of goods and shops in real time by seeking a group, which can not only conveniently and quickly screen the businesses that meet their needs, but also get certain discounts, and can also shop around without leaving home.

2. The online booking, ordering, payment and other functions of users can be met to the greatest extent by finding a group, which can not only improve the operation efficiency of the store, but also reduce the waiting time of users.

3. By finding a group, you can gather around friends to watch movies, go to entertainment places, watch performances and other recreational activities, which can meet the social needs of users and reduce consumption.

4. Xuntuan will do its best to do a good job in security mechanism to protect users' personal privacy and personal safety, which can not only meet users' online sharing needs, but also provide sufficient opportunities for users to "get rid of solitary consumption" and realize the purpose of online group work and offline friends.

e. reasons why users don't choose "seeking a group":

1. store information in the platform may be difficult to manage in the early stage, resulting in asymmetric information and low authenticity, which may lead to the loss of users. 2. Factors such as long waiting time and unpleasant offline play may lead to the loss of platform users.

3. security may be the main reason why users don't choose "seeking a group", after all, there is no foolproof security protection mechanism at present.

scene 1: economic demand

Xiaolin works as a salesman in a company, likes to go out to eat, drink and have fun, and especially likes to go to a nearby grilled fish shop for consumption, because she can only go once a week every time she spends a lot of money. According to the introduction of the owner of the grilled fish shop, using "Mi Tuan-Gourmet/Pincan" can make an online meal and spread the consumption evenly, and the store can eat faster. In addition, modules such as group play can also reduce consumer spending.

So Xiaolin plans to start a group fight on Saturday night to eat Haidilao, and then go to the secret room to escape. Soon the group fight in the same city was successful, and everyone's distance was not very far. And everyone estimated the consumption amount online, and determined that the sub-account range of the spell meal was 25% per person. In the "seeking shellfish" public * * * payment pool, 411 yuan was advanced, so that the spell meal members would not feel embarrassed because of the payment method, which made Xiaolin escape the distress of money choice. After a day's consumption, Xiaolin ate a meal at a low price as she wished, made some friends, and played a trip to the secret room to escape.

Scenario 2: Social Needs

Xiaoming is the head of the social association of a university in Guangzhou. At present, there is little communication between our school's associations and other university associations in the region. With the help of "finding a group-leisure and play", he launched the "One-day friendship activity in Baiyun Mountain of Guangzhou University" and convened 17 universities in Guangzhou, and 54 people gathered in Baiyun Mountain for a trip. Carrying out talent show of community and campus cultural exchange. On the same day, some members of these colleges and universities also met to form a band and established a profound friendship.

Scene 3: Emotional Needs

Xiaomei is introverted, and all her roommates have divorced, so she has the idea of falling in love, but she has been afraid to take the initiative because of her personality. In the fundraising square of "Finding the Group", I saw a senior of our school treat a guest to the cinema to see The Shawshank Redemption for free, so I applied for a group tour. After the senior agreed, the two of them spent money according to the pre-purchased cinema. After that, the senior invited Xiaomei to eat a hot pot through finding the group, and they forged a friendship.

Scene 4: Self-realization

Pharaoh, a well-known explorer, wants to increase the popularity, warms up his activities through the celebrity channel of "Finding a Group", and launches the "Tibet-Ali Exploration" activity in "Finding a Group-Attractions/Outbound Travel", inviting 51 netizens from all over the country to gather in Alishan, Tibet. In the temporary chat room created by the system, friends in the same city can meet their peers.

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"Mi Tuan" is a product aimed at people who have the demand of "getting rid of loneliness", which can not only provide users with real and effective information about businesses, but also launch activities such as "offline meal-making", "group fun" and "group sightseeing". It is a product with online shopping and offline group consumption comments. At present, there are no direct competing products in the market, only indirect competing products-Meituan (Volkswagen) comments, word of mouth and so on. In this paper, public comment is selected to analyze competing products. Public comment is a product of group purchase, consumer comment and information sharing, and some of its business overlaps with "Xuntuan".

Time for public comment: March 21th, 2121 Version: V11.41.11

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Public comment basically covers all kinds of usage scenarios of users and products of all local life service industries, involving food, scenic spots, hotels, movies, beauty, marriage and other fields. It is a consumption evaluation platform. In the traffic dividend gradually