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In The Era Of Scenario O2O, The Pformation Of Traffic Is Encountering Depreciation.

2014/7/1 20:36:00 19

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when the car moves on the street is replaced by a taxi application, that is to change the user's behavior into online traffic based on different scenarios. For O2O, this is the biggest value depression.

Less than 10 years ago, Taobao has accumulated huge volume of commodities, and the pformation will be very high when buying P products.

But if you turn to local life services, one is commodity attribute, one service attribute, and the middle can not be seamless pformation.

the value of traffic is undergoing great changes.

if you add an attribute to the front, it is under the scenario of mobile Internet that the traffic that has been chased by everyone is experiencing depreciation.

just like when you want to take a taxi, you will still choose to enter App from a taxi or a taxi, rather than from WeChat.

Users are becoming more and more simple and lazy, not more and more advanced, more and more intelligent.

At the mobile phone side, no one is still monopolized traffic or become an entry.

When everything becomes more and more dispersed and fragmented, what is good traffic? In the mobile Internet era, good traffic is the traffic that occurs when users are in need.

< a > href= > http:// > www.91se91.com/news/index_c.asp > traffic value < /a > four stages /p >

Looking back from the PC Internet to mobile era, it is not hard to find that P has experienced several changes.

the core word of the first period is the user.

At that stage, through the Internet pformation mode, the most important ability 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.

To this day, there are still many business models for this purpose.

second is efficiency.

In the process, many models of the Internet are derived from the demand for "traffic" to be constantly improved and refined.

When the conversion rate of traffic is getting lower and lower, the simple and extensive access mode can not fully meet the demand.

A variety of more precise, accurate and effective operation and control is the core test, such as aggregate search, Internet advertising, a very hot shopping guide mode and so on.

The pulse of the times needs to be kept in line with the new frequency and the new efficiency.

But in the end, it's like the adjectives used by many investors, "it's a traffic business."

The key word of third is time.

When mobile Internet attacks users' habits, all people's mobile phones take the place of PC and become the longest and the most frequently used terminals.

The Internet is no longer incremental, 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 yet been noticed by many people - it comes from changes in traffic attributes.

on mobile phones, it is difficult to form a state of traffic monopoly.

Even if millet affects and occupies 25% of the users, even if WeChat occupies most people's time, it does not mean that their traffic really has the same value in the PC era.

This pformation process is very difficult, many traffic can not be pformed, and the flow loss in the middle is higher than in any previous period.

Lei Jun will think about how the traffic of WeChat is equal to the flow of mobile Internet giants.

But the attributes are different.

Traffic distribution and application stores are of course traffic, but for O2O and all scenario based businesses, the impact is relatively limited, or that such 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, when the group buying period started, 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 line city's cooperative merchants, through the offline store 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 flow failure.

BAT three, especially in the case of O2O, Baidu and Ali do not have much right to speak. Most of them fill in the gaps with the fill in strategy. However, whether they are doing their own or external mergers and acquisitions, they are equivalent to re start their business or are unable to direct the investment company directly.

at this level, Tencent has a slight advantage but is also limited.

Just like before, there was an alliance relationship between the public comment and Tencent, and the "hungry" which was commented by the masses has a two level connection with Tencent. But WeChat's strategic line for local life is not clear.

When it comes to line diversion and national business, the complexity is very high. Although everyone is thinking about how to detonate traffic, it is not clear how to guide WeChat traffic.

from selling goods to selling services > /strong > /p >

> a href= "http:// www.91se91.com/news/index_c.asp" > Mobile Internet < /a > era, the nature of traffic accumulated in the PC era 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.

O2O is actually 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 group and the public comment also want to become the traffic entrance of the local life service field.

But the local life is very vertical. In this vertical subdivision area, is the old traffic entrance useful? Is it still possible to pform traffic? It is a question worth pondering.

here we have to refer to Ali's O2O takeaway ordering business.

once in the body of Ali was repeatedly deployed by the chief executive responsible for the Amoy spot, now the location is very delicate.

Qiao Feng, who was in charge of Tmall (Wang Yulei), was pferred to take charge of the Amoy spot. In a very short time, Qiao Feng came back to Tmall again, that is, he was in charge of three things, Tmall, Juhuasuan and Amoy.

The important level of Amoy point in Ali is obviously decreasing.

Amoy dot is the O2O product produced in Ali, but it has not been able to imagine Ali's huge traffic boost.

Although giants have huge traffic volume, in the O2O era, some traffic can be migrated, while others can not.

a few months ago, the 3. 8 Taobao mobile Festival.

It is also a holiday created. Why does Tmall's "double eleven" become a shopping carnival for all people? But Taobao mobile Festival is hard to form scale only on marketing gimmicks.

when the "sell goods" to "sell services", a large number of traffic is invalid.

All goods can be accumulated for a day to sell, and users can store them even if they are not used immediately.

But all meals can't be eaten on the same day. This logic is not suitable for eating and drinking. The service oriented O2O is a long-term process.

> a href= "http://? www.91se91.com/news/index_c.asp" > Taobao < /a > 10 years has accumulated huge commodity flow, when buying goods, the pformation will be very high.

But if you turn to local life services, one is commodity attribute, one service attribute, and the middle can not be seamless pformation.

It is also a big question mark whether social traffic based on WeChat social interaction can lead to offline services.

Just like hungry CEO, why did Zhang Xuhao choose the investment of public comment among many potential investors? "The flow of public comment is itself a flow of beer and skittles, which has already formed many inherent properties, and has become a daily necessity in the high-end white-collar circles of a second tier city."

not only that, but the flow of public comment also includes media attributes. On the reviews, the shops you search or are recommended have names, phone numbers and location information.

"If you look at a restaurant contact mode, from the point of view of flow, the public comment is more comprehensive, the media attribute is stronger, opening comments can be directly dialed, and in the United States, I am more direct is to choose a deal."

For hungry, the flow attributes of public comment in local life area are relatively better.

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