SF, Hey, Investors Are Invested By O2O Vortex.

In recent years, O2O has been very popular. Many people have been deceived by many investors with the concept of O2O, and many people have resigned blindly because of the concept of O2O.

The first O2O model is group buying, which has created tens of thousands of start-ups in China.

Many training institutions, taking the concept of O2O as a national tour, talk about the so-called bull case in the fog, and make money in a crazy way.

Concept Popularization: what is O2O?

O2O is the abbreviation of Online To Offline, that is, pferring online business to offline.

Group buying is the biggest O2O success story, which is the 1 version of O2O.

The 2 version should be the combination of Offline To Online and Online To Offline.

Background note: what is a hacker?

The explanation from Shun Feng's official website is: "Hey customers are SF's online shopping service community stores, through the integration of channel resources, to provide customers with more flexible, more convenient and more intelligent offline community service experience."

In May 19, 2014, the relevant official of SF announced that hey customers had already opened 518, and the investment should be no less than 1000.

And SF announced its intention to open 4000.

The status quo is, you go to any one of the customers, the basic tourist is very poor.

So I said that the money invested in the early stage must have been wasted.

Later, it can be adjusted, but a lot of re investment is needed.

Having understood the background of O2O and hey guest, we will anatomically why the guest is not working.

Hey, customers are positioned in 6 ways, including merchandise purchase, online shopping offline experience, JIT, financial services, convenience services, and express self purchase.

This is the definition of "Hey" by the official website of Shun Feng.

When I started to dissect, I went straight to the knife, and the knife was not always right.

First Knives: merchandise pre order

Pre purchase is actually a shopping guide. Unless you have the online membership influence of the US group, you can only play the shopping guide instead of buying it in advance.

As we all know, it takes a few hours for a girl to buy something on Taobao. If you think you can make a so-called poster and Pad display in a physical store, you can make everyone pay.

If shopping guide can not see the real thing, it is artistic conception. If we want to express accurately, we need to create a very high aesthetic mood, and the construction of aesthetic conception is inseparable from the independence of visual focus.

Apple and Muji are good for this. If you look at your website or its offline stores, you will know the difference.

The whole Inn lacks focus and lacks aesthetic creation, which is based on team genes.

The whole SF is an extremely simple team. It is too difficult for a simple team to switch to a project that can display cash flow by displaying effects.

So the efficiency of shopping guide is gone.

If the pre purchase wants to be scale, it must be regarded as a value-added sub item.

Pre purchase can not be a system until there is no main business.

50% of Taobao's users' shopping behavior is a failure. This figure must be conservative.

A lot of users can buy because they do not see the real thing and do not buy it when they see it.

Allowing users to impulsive can also play the scene.

Then we have to sacrifice a 10 square meter position to display only 1 things.

There are no more than 30 displays every time.

The renewal and design of goods on shelves is a great learning.

If we want to do well, we must have fewer products. Otherwise, the cost of updating will scare people to death and the efficiency of pformation will be terrible.

Then the need to show is often small, small things are personalized, you can not show.

In 2011, Taobao made a love bee in Beijing's Sihui, and all the money went to Tongzhou along the Tonghui river next to it.

In fact, the effect of online display is far greater than the effect of on-the-spot display. As long as you can decorate, the effect is better than the online effect, that is the first love that you are led away by others.

Line experience is a special thing, that is clothing, but do you think it is suitable for customers to have a fitting room?

If the offline experience can be achieved, it must be a value-added sub project.

Third Knives: JIT

JIT is to try and try and buy.

China's online shopping is still relying on the stage of relying on Mongolia, and there are so many things that are suitable for JIT.

This mode will only reduce the conversion rate, not increase it.

Because China lacks good things.

JIT in order to achieve, variety selection is difficult.

Change strategy and maintenance cost because personalization is very high.

The matter itself is not reliable.

It is reliable for whoever works offline.

Because the cost strategy is wrong.

JIT has been upgraded to the new mode, which is new product crowd raising. If the other things are mature, you don't need JIT, clothes, you can't decide in the fitting room.

This value-added project is difficult to operate, and the operation is extremely complicated.

It's a thing that comes to mind.

JIT can only be a gimmick, a small value-added project.

The future is a time to go to ATM. In less than 5 years, it will not make money, and 5 years later, there will be no need for cash.

VTM (Video Teller Machine) is not reliable in China because it wants to get through the bank to do this thing, not to mention SF, which is also uncertain by the NDRC.

China's banks are monopolies, and demand is not strong for 5 years.

You can play. This is also a value-added project to accompany Prince Edward.

No matter whether it is online or offline, there is no future for convenience services.

The reason is very simple, banks do not have such support.

That is to say credit card repayment. Big banks stopped paying subsidies, and small bank pactions were too small.

Why the pformation of La Carla is the reason, Alipay is also losing money.

Convenience is Lei Feng, you can play Lei Feng on the Internet, the cost is too high, or do Huang Shiren.

When Lei Feng can only take advantage of it, it is a value-added project.

Sixth Knives: express yourself.

This is the only need, almost high frequency demand.

The problem is, hey, everyone is in a very good position. When people take delivery, people have to take apart them as soon as possible. They are dirty when they open up.

You will say go around and go back, in fact, this needs to create an excellent scene atmosphere, no atmosphere, where to stay.

The kitchen is divided into dry wet separation and clean sewage separation.

With the dirty work of a last 500 meter Porter, it is necessary to pay attention to the import of aesthetic products.

Doing business is not what you put into your home, it depends on the scene.

Just as your family sells coffin, but your son is not fit for coffin when he is married, is he?

After analyzing the whole 6 main businesses, you will find that all of them are value added projects and no main business!

Of course, they think O2O is the main business, but O2O is just a concept, a tool, and what business it is!

Apart from the 6 services of HSF, we should talk about it from another aspect.

First, six big service items are not just needed.

You can say that quick pickup is actually not.

Because they can be sent to the company, so they can be sent back from work.

Second, hey customer service is not high frequency.

I have always said that it is not just demand and high frequency, but in fact, O2O can not be used to play.

Because in fact, O2O is more complex, it was originally a scene to solve things, at least need two scenes, if it is not just need, basically can not play.

High frequency, even if the threshold is wider, 1 months.

Most people shop online once every 1 months. What is the probability of SF when they are shopping? This leads to low frequency.

In low frequency mode, other value-added services are superimposed, and the conversion rate is very low.

Thirdly, I have always said that aesthetics is actually user experience.

The construction of a brand user experience requires the culture gene of the team.

No SF has been seen.

Fourthly, the cost of business iteration and correction is too high, and only small and beautiful can go big and strong.

The next 10 years will be the 10 year of the modern service industry pformation and take-off in China.

As long as a thing lands, it will become heavier.

Because it is very heavy, we must start from a case to start small and beautiful, learn from experience, and then expand.

Only small and beautiful can go big and strong, and money can not solve this problem. The more money you spend, the more you waste, the farther away from the right road.

No matter how big a company is, if you cross the industry, all the brand accumulation may be just chicken ribs.

Because the scene changed.

Scene changes, resources are baggage.

Of course, the mistakes made by Shun Feng can be changed and there are solutions.

If I have the chance to meet with senior executives of SF, I would like to discuss them face to face.