O2O Era Traffic Business Is Declining

Four stages of traffic value

Look back from PC Internet to mobile Internet It is not difficult to see that the flow has undergone several changes.

The core word for the first time is "users". At that stage, the most important thing is to acquire the ability of users. Whether it is search engine, web site navigation, or the peak course of e-commerce, there are users with traffic, and there is conversion rate and liquidity in flow.

The second is efficiency. In the process, many models of the Internet are derived from the demand for continuous improvement and refinement of traffic. When the conversion rate of traffic is getting lower and lower, when the simple and extensive access mode can not fully meet the demand, all kinds of more precise, accurate and effective operation management and control become the core test, such as aggregate search, Internet advertising, a very hot shopping guide mode, and so on. But in the final analysis, these are traffic businesses.

The third key word is "time". When the mobile Internet attacks users' habits and all people's mobile phones take the place of PC to become the longest and the most frequently used terminals, the internet no longer generates increments, but migrate to mobile terminals. In a very fragmented environment, the whole world is fragmented. Anyone who allows users to stay on their products longer will have a new opportunity to move.

However, a recent change has not been noticed by many people. flow Changes in properties.

On mobile phones, it is difficult to form a state of traffic monopoly. Even millet affected and occupied 25%. user Even if WeChat occupies most people's time, it doesn't mean that their traffic really has the same value as the PC era. This transformation process is very difficult, many traffic can not be transformed, and the flow loss in the middle is higher than in any previous period.

Lei Jun will think: how does the flow of millet equal to the flow of WeChat or mobile Internet giants? But the attributes are different. For O2O and all scenario based businesses, the impact of traffic is relatively limited, or the traffic is overestimated. "When the Internet becomes more and more precise, all things that do not reach the core and essence highlight efficiency." Flight manager CEO Wang Jiang said.

For example, at the beginning of group buying period, when the "thousand regiment war", all group buying companies went to Baidu to buy traffic. Soon, the US group found that the resulting traffic conversion rate is very low, and the real high conversion rate of traffic, many of which are through the three or four cities of the city's cooperative merchants, through the line shop real brought over. Compared to the search engine acquisition channel, the US mission CEO Wang Xing believes that this is high quality traffic.

It is not difficult to explain the so-called traffic failure, BAT (Baidu, Alibaba, Tencent) three, especially in the case of O2O, Baidu and Ali do not have much right to speak, most of them fill the gap with the fill in strategy. But it is almost equivalent to starting a business again, whether it is for itself or for foreign acquisitions.

At this level, Tencent has some advantages but limited. Not long ago, there was an alliance between public comment and Tencent, but WeChat's strategic line of local life was also uncertain. When it comes to line diversion or nationwide business, the complexity is very high. Although everyone is thinking about how to detonate traffic, there is no clear way to guide WeChat traffic.

From selling goods to selling services

In the era of mobile Internet, the nature of traffic accumulated in the era of PC has changed, and our view of traffic should not be the same as before. There are many scenes in the local life field, and the corresponding traffic flow is generated by scenarios. These traffic development will be 10 times larger than the original traffic volume or even more. Take taxi as an example, when the action on the street is replaced by the action of reaching for a taxi, it is replacing the user's behavior into online traffic based on different scenarios. For O2O, this is the biggest value depression.

In fact, O2O is a process of mutual guidance between resources and traffic on line. Especially in the era of PC, BAT itself is a huge traffic entry. The Internet important variables represented by the US mission and public comment also want to become the traffic entrance of the local life service field. But in fact, the local life is very vertical. In this field of vertical segmentation, is the former traffic entrance useful? Can it still turn traffic into?

In the mobile Internet era, how to make the "attribute matching high concentration traffic" better play? How to combine the characteristics of the scene, let the traffic flow rapidly and scene? How to match the business mode design and make the flow more valuable? It is a series of very worth thinking topics, it is a better two bonus opportunity, it depends on who can grasp.