Can The US Group Release The "Satellite" O2O To Support The US $100 Billion Grand Blueprint?

The group buying industry, which has experienced thousands of wars and cold winter, has only

A few of them survived, including public comment and glutinous rice net.

In the trend of the group buying market from a hot trend to a downturn, the growth momentum of the US group will also be affected. It is obviously a dream to achieve about 50000000000 sales growth over the past 1 years.

For this reason, the US group cut into the takeaway area after launching the hotel group buying and movie ticket business, and chanted to O2O pformation.

The latest news shows that the US group laundry O2O is about to go online.

Laundry O2O is another strategic ground after takeaway business.

On the label of the US group APP, we have seen the label of "door-to-door". Does this mean that laundry O2O will be one of the US group door-to-door services? In the year of O2O, 2015, cleaning, nail, laundry and other on-site services have already been set up by giants.

Even Tencent, which cut off the electricity business, has also perfected the strategic layout of O2O through investing in E bags in Rongchang.

From the strategic point of view, pushing the takeaway business and doing laundry O2O, the US group's pace is not fast.

In the field of takeaway, the US group walked behind the hungry. In the field of laundry O2O, the US group was also involved in the rise of many laundry brands such as e bag washing, multi washing and Teddy washing in Rongchang.

This is totally in line with Wang Xing's style of not easily expanding in management.

From movie tickets to hotels, to takeout and laundry O2O, the US group is expanding in an orderly way.

Behind the expansion is not only to achieve the goal of sales of 100 billion yuan, but also to realize the strategic pformation from single group buying business to O2O.

But can the hot O2O support the US $100 billion grand blueprint?

Objectively speaking, the US mission is

The advantage of the field is the accumulation of brand and user resources in the group buying field.

In definition, group buying belongs to a subdivision application of O2O, but there are still some gaps compared with O2O services such as takeaway and laundry.

For many people, the US group's user and brand advantages will accelerate the pformation of O2O business, which is not the case.

In the hotel area, the US group's hotel group buying business once accounted for about 70% of Hotel National group buying market, far exceeding the same group buying website and online travel industry Ctrip, where to go and elong.

However, in the middle and high-end hotels, the market share of the US group is rather bleak, and there is a big gap with Ctrip and other old online travel brands.

The most important point is that the profit of the group buying business is very small. After all, the high-end hotels are the pillars of profitability.

Obviously,

Hotel business is still a market that has been captured by low dividend.

In the field of takeaway, the US group also uses "low price" as an economic lever to encroach on the market share of its competitors.

Like fast and trickle subsidies, the hungry, the American group and the family gourmet will use subsidies to get users.

Like the US group hotel group buying business, the user group of the US takeaway business is also a price sensitive user group.

From group buying to hotels to takeaway, behind every business expansion is the use of "low price" to pry open the market.

According to the official data released by the US mission, the total sales volume of 2014 yuan was 46 billion yuan, and it even lost 1 billion yuan.

Eliminating the factors of burning money to buy the market does not mean that the low price user community, without any loyalty, can not help much in the future.

After the expansion of hotels, takeaway, movie tickets and other fields, the US group began its next strategic expansion, laundry O2O.

Before the US group did not enter the laundry O2O area, competition in this field is already in full swing.

Auntie, e Jia Jie has launched the laundry service, and there are certain subsidies like taxi services and other Internet services.

After the news of the US group entering the laundry O2O, Jingdong also has to enter the laundry O2O.

It is not hard to imagine that with the involvement of more capital, the competition of laundry O2O will be more intense.

From the expansion of the O2O front of the US group, the expansion of every subdivision is achieved by burning money.

In particular, the biggest challenge for the US group to pform from group buying to O2O is that we need to push the team further to achieve business expansion.

For example, laundry O2O service requires more people to pick up clothes and send clothes to the user's home.

Compared with group buying business, another challenge of O2O is that the risk of every business line is even higher.

In the laundry O2O business, the US group needs to cooperate with the laundry under the line, and then set up a professional door-to-door service team to pick up and deliver clothes to the user's home.

For the US mission, it is necessary to establish a clearing system for the laundry under the line, and also to monitor the quality of service and the quality of laundry.

Because the US group does not have control over the stores, any service quality of any link is not qualified, which will affect the reputation of users in the O2O business.

In fact, the challenge of the US group in the O2O field is the problem that all O2O platforms are facing.

As a platform, O2O lacks overall control of offline resources, group buying and services, which will affect the quality of O2O services to a certain extent.

Over time, O2O may become a chaotic market with low price and no quality. At that time, the hot O2O will usher in a brutal shuffle.

In the past, in the group buying business, the US group could not supervise the service and product quality of the offline businesses, which is an important reason for the low rate of re purchase of group buying business.

Although the group's takeaway, hotel and laundry O2O and other businesses are different from group buying businesses, their essence is quite similar, because they all have low price labels.

Under the market structure that the growth of group buying industry has already encountered bottlenecks, O2O, which relies on low prices to occupy the market, will encounter bottlenecks like group buying business.