low prices constitute the source of the virus, daily group buying can cultivate users' habits, and online operation determines the operation of light companies. Meituan quickly spread the brand through the experiential consumption brought by the so-called group purchase! Laughing proudly at the school, after a meal, with a very simple website-Meituan. com, Wang Xing let the industry exclaim: Wang Xing is back! When Wang Xing returned, the technique remained unchanged: simple imitation. Learn facebook at school, twitter at school, and groupon at Meituan. What is the model of the US Mission? Why make the industry crazy? The New York Times reported that Groupon, an American group buying website, has probably become the craziest Internet company in history. It took three years for Twitter to reach a valuation of $1 billion, two years for Facebook to reach a valuation of $1 billion, and only one and a half years for Groupon. Looking at the homepage of Meituan. com, we find that Meituan seems extremely simple. Meituan. com uses the term "group purchase" as a description of the model. At first, the author also looked forward to sneering at the term "group buying network". Group buying, in the hearts of Chinese people, is such an activity: fighting the landlord on the stage, noisy under the stage, arbitrarily cutting prices, cheating you and cheating him. However, if you study it carefully, you will suddenly realize that the group purchase of Meituan.com has nothing to do with the group purchase in your heart! To sum up, the mode of the US delegation has the following characteristics: 1. Pure online convening. The promotion channel of Meituan turned out to be an email subscription that everyone has gradually forgotten. This mode of mass mailing has been abused in China and is regarded as old-fashioned. 2, the price is surprisingly cheap! The price of goods launched by Meituan is unexpectedly low, as low as that order of magnitude. Think about it with traditional group buying thinking, and the conclusion must be: crazy! How can you make money? 3. Cultivate user habits once a day. "Group purchase once a day" is the slogan of this kind of website, once a day, so please subscribe to the email or visit once a day. 4. Give priority to service products. The most popular tours in the US group are service coupons for hot springs, pedicures and yoga. Physical goods are a minority. A blogger asked: How about buying a beautiful refrigerator on the US delegation? The author answers: Buying beauty on the US delegation is like driving a Rolls Royce to eat noodles. Then, let's sum up the core of the Meituan model: Meituan is not a commodity, but an advertisement! Low price constitutes the source of the virus, daily group buying can cultivate users' habits, and online operation determines the operation of light companies. Meituan quickly spread the brand through the experiential consumption brought by the so-called group purchase! We think deeply about how far this model can go and how it can be imitated and used: 1. Does the simple model compound China's national conditions? Lao Tzu said: Avenue to Jane. Ma Yun and other Internet predecessors have repeatedly stressed that a good model must be simple. However, we see that the successful enterprise model of China Internet is not simple! Facebook is so simple, google is so simple, twitter is so simple. And our internet carriers are so complicated: Tencent, big and complete; Baidu, everything from search to community to e-commerce; Alibaba, B2B, B2C, B2B2C, payment, IM, search, media and even software development are all inclusive; Sina, all aspects of the media are all-encompassing. The big stations in the United States often rely on one trick, but we must be media-oriented, community-oriented and e-commerce. With imitators swarming in, how far can Meituan, a simple model, go? Second, how to solve the customer accuracy? After the US Mission gathers popularity, the profit model will still return to advertising. So, how to solve the problem of customer accuracy? At present, the solution provided by Meituan is regionalization strategy. In the field of regionalization, how does Meituan compete with local portals or local vertical portals? Third, how does the US Mission solve the interactive problem? SNS mode is highly interactive, while Meituan mode is almost motionless. That is to say, in addition to group buying, users only have light contact with the US Mission. Can a non-interactive website go far? 4. How to solve the viscosity of Meituan? At present, the biggest viscosity of Meituan is "a group purchase every day". The essence of this group purchase is still "fun", such as killing seconds and stealing vegetables. When a group purchase is bored every day, how much viscosity does Meituan have? This exciting period will not exceed 24 months. 5. How does Meituan solve the profit? The industries that Meituan is currently facing are all low-income industries, and the sales models of these industries all rely on human input such as sweeping the streets. At this point, it violates the principle of light company. And these industries, the industry knows: do not make money. The breakthrough in big industries is not easy. The group cultivated by Meituan with "taking advantage of small things" lacks the "reputation" necessary for customers in big industries. It is really not easy to cross this threshold. Sixth, speculation about the future of the US Mission. For the future of Meituan, I think of the following predictions: localization (regionalization). The service industry can only be dynamic if it is regionalized. And this field, occupied by local portals, local portals must become a trend. Mode activation. It's a good idea to take the Meituan model as an attractive activity of the website. If the local portal is "cottage" to the essence, it is estimated that the genuine Meituan will be difficult to gain a foothold. Industrialization. Focusing on the industry is the only way to solve the user's accuracy. The accumulation of inaccurate users is difficult to be recognized by industry customers. Author: Qinhuai in the dream