Electric Business Borrows O2O To Expand Local Life Service

With the rapid growth of mobile Internet users, the development of consumer habits and the maturity of the electricity supplier industry, the local life service industry has gradually become a tradition. PC The Internet takes the O2O, the "express train", to realize the new field of enterprise layout expansion.

　　 local Life service O2O has a bright future.

AI consulting data show that in 2011, China's local life service O2O market was 36 billion 110 million yuan, an increase of 134.9% over 2010, and the market size in 2012 reached 75 billion 560 million yuan, an increase of 109.2%. According to the 2012 China O2O Market Research Report, the scale of China's O2O market will reach 418 billion 850 million yuan in 2015.

One of BAT's Tencent has QQ and WeChat There is no doubt that online social skills are the two "magic weapons", but the offline and business transactions are short. In the early stage of the attempt to self operated electricity providers and O2O failed, they had to be forced to cooperate to layout the electricity supplier and O2O. Since December 2013, Tencent has invested heavily in local life services. HK $1 billion 500 million has been invested in Hua Nan City, hundreds of millions of dollars have invested in the public comment network, $214 million has been invested in Jingdong, $180 million has been invested in happy housing, 500 million yuan has invested in the same network, 1 billion 170 million yuan has been invested in NavInfo, and 736 million dollars has been invested in 58 strategic cities. The total amount of investment transactions within half a year has been around 10 billion yuan. The capital injection field covers vertical information websites and mobile applications such as logistics, group buying, electricity suppliers, real estate, home, tourism, map navigation and life services.

The 58 cities that won the Tencent financing also have deep understanding of the urgency of the local life service business. 58 Yao Jinbo CEO of the same city said that at the beginning, 58 cities only released platform platform for information services. After searching and screening information on houses, jobs and second-hand houses through 58 cities, people contacted and traded with merchants or individuals who published information. "58 cities call tens of millions of phones a day, creating business opportunities for businesses, but can not share the benefits of electricity providers, can only get some advertising fees paid by some businesses. In recent years, some traditional localization services have begun to transfer to the Internet, such as group buying and easy driving, as well as Vanke's online selling recently. All of them are using the electricity supplier and the Internet as the main promotion channels, making the 58 cities aware that the local life service will become the next area for the electricity supplier to enter.

　 Open up the trading link and establish closed loop

"In the 58 cities to find a move and hourly workers, these categories can be standardized, online payment, and online door-to-door service. The worker may be next to your house for a few hundred meters and will come to your house soon. " Yao Jinbo said that the 58 cities have been trying to establish a closed loop and form a trading business in the category of home economics, driving agents and car trainers. The volume of transactions mentioned above is about 10% per week. He believes that the overall transaction size of local life services will be greater than that of retail businesses, and the value of their creation will be even higher.

Taking the "crazy car buying Festival" on the Internet as an example during the "double eleven" period in 2013, the "car buying Festival" attracted 80 car brands and more than 7000 distributors to participate. Finally, it sold 15 thousand cars in a single day, far exceeding the sales volume of 100~200 cars in the ordinary 4S store in one month, and the electronic business platform completely subverted the traditional sales mode of 4S shop.

Ma Gang, the vice president of the car family, has thought that the Internet has changed people's decision to buy cars. According to statistics, 92% of people use the Internet to understand the relevant information of cars. Compared with other fashion FMCS, the purchase decision time of vehicles is longer. Users often need to obtain information after media or word of mouth. "Automobile home" is also a marketing platform for the automotive Internet. It has been helping automobile manufacturers to solve concerns by new products or activities. A large number of product information and information, such as configuration, performance, test drive and user experience, are recommended to users through the forum, so that the potential consumers can be attracted and strived through price, distributor distribution, future maintenance and other policies and services. Ma Gang said.

It is not difficult to understand that the automobile family is actually introducing the credibility of the media into the sales link of the electronic commerce, so that the previous professional report and data contrast can be changed into a more practical user buying decision-making tool. Ma Gang believes that if the traditional classified information providers can further solve the problems of trust, channels and services, the potential of China's local life service e-commerce market will be amazing.