It is difficult for O2O not to become popular！In the 2015 Government Work Report on March 5, 2015，Premier Li Keqiang mentioned for the first time “using the Internet as a carrier、The emerging consumption of online and offline interactions is booming”，This is the first time that the Chinese Prime Minister has mentioned encouraging O2O online and offline interactive consumption，This will play a role in promoting the currently hot O2O industry。

Under the great situation of O2O，I am not pouring cold water on O2O，Just talk about my views on O2O entrepreneurship based on my personal entrepreneurial experience。 The largest travel startup company in 2013，Composed of celebrity serial entrepreneurial teams，Ji Qi, a senior in the tourism industry, invests in angel round、IDG and CDH invested 3 million US dollars in Series A of Wuxinghui，Officially entered liquidation in the second half of 2014，The remaining team was merged by Youxin Travel in the spring of 2015。

The end of 2013 was the most glorious time for Wuxinghui，As a key company to support Taobao travel strategy，Also achieved sales of 1,000 US lines a day。Taobao travel employees must talk about Wuxinghui to everyone，It is rumored in the industry (the time has not come yet) that Tao Travel will establish a separate brand (later, Go Ah), and there is also a lot of news that 20 million US dollars will be invested in Five Star Hui。

One year has passed，Why did Wuxinghui, which was not without opportunities, end up liquidating and selling off？Using history as a mirror，You can know the rise and fall，This article starts from the decline of Wuxinghui，Interpretation of the pitfalls that should be paid attention to in the now super hot O2O entrepreneurship。

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Many tourism companies started businesses in 2013，Opened the first year of free travel，The best of them belongs to "Going to Go"，"Five Star Collection"，"World State"，“Love Travel”,"Come and meet" etc.，Among them, “Five Stars Collection” is the most promising。

In 2013, Wuxinghui was the first to launch a 10,000-yuan tour to the United States，With the strong support of Taobao，Created crazy performance of selling a thousand orders a day。Just like Meituan’s strategic support of “Go”，All of these companies (except Wuxinghui) are, without exception, out-and-out sales companies。

The sales company is not wrong，Technology will not play a big role in this，This is very similar to the popular O2O companies now，But once you underestimate technology for a long time, you will face huge problems。

In the face of technology，All business models are paper tigers。I understand this sentence as，No matter how good the business model is，Technology collapsed，are all Xiang。Tourism is an industry with very low technology content。Travel 188bet sports betting app download companies on the market，Which one is not a wolf like a tiger，Which one is not trying their best to find channels to lick traffic，No company relies on technology to innovate the tourism industry。

Ctrip，Make sales calls，Started by issuing cards at train stations；Where to be a ticket agent to compare prices，Dependent on policy liberalization。Many tourist hotels，Air tickets，Ticket and other companies，There is no full-time product technology at all，In a chaotic market，Find one or two suppliers，Get some cheap stuff，On Taobao，Just sell it on Meituan，In fact, it is no different from selling clothes and shoes on Taobao。

O2O startups that are very popular now，It is easy to find a part-time or outsourcing team，Make an app that is often tinkered with，Then start financing，Start pushing，Start advertising。But next，But next，Still relying on a small amount of rookie skills or still relying on outsourcing to maintain the technology platform，This is the beginning of the big mistake。Let’s take a look at the story of Wuxinghui。

Technical failure，Wuxinghui is in trouble。Wuxinghui has been established for a long time，Later, I switched to high-quality and low-price independent travel，There should be a very good accumulation of technical talents。In 2013, Taobao Travel regarded Wuxinghui as an important merchant support，Subsidy 80 yuan in cash for each order，The technical interface has been opened at the same time，Enables Wuxinghui to use the internal backend，Manage orders，Manage inventory，Manage products。

However, it is during the peak period of orders，Wuxinghui Technology collapsed for a whole week。Instant，Hard-won customers turned into customer complaints，The order brought negative reviews，Countless chargebacks every day，Wuxinghui’s industry reputation and Taobao ratings plummeted。I usually only dare to take some red envelopes behind my back、Taobao waiter who operates the free advertising entrance，Faced with this situation，Don’t dare to get angry。

Give up outsourcing，Didi is on the right track。Chat with a Didi taxi driver a few days ago，Why are there so many companies developing at the same time，Finally Didi gained a foothold and developed。Didi’s classmates said，Think about it, the key in the early and mid-term is still people，Two kinds of people。

One is technology，Cheng Wei gave up outsourcing development，Investing funds into the technical team laid the foundation，Didi has faced sudden and huge traffic and orders countless times in the past few years，Almost never a problem。One is the local push，Open a city in one to two weeks，In addition to eliminating the bottleneck of O2O expansion (for example，Eliminating the need for a store manager)Except，Able to quickly penetrate a city，The biggest challenge to the development of O2O entrepreneurship is to support both ends of the platform。Didi did it，Also successful。

Examples of short-term overestimation of technology are more common in the entrepreneurial circle。Many people now hope to subvert the tourism industry through technological innovation。For example, a friend from TravelSky started a business，A project to combine air ticket routes，Claims that he is more satisfied with free travel，Able to shrink to more suitable transfer lines。This is obviously an overestimation of technology in the short term。

Profit from air tickets，You can point out 7 ways to make money with your fingers (one more recently，Just send a text message that the flight cannot take off，How to defraud the money for rebooking)。This 188bet online sports betting seemingly brilliant technology，Tampered with the ticket supplier’s cake，Moves on the vested interests of sellers of low-quality goods，Moved TravelSky’s interface income，It is also difficult to meet the needs of a small number of backpacker users。This technology should still be started within TravelSky，Just mix it up with scientific research projects。

Short-term overestimation of technology，Hope technology or model，It exploded like a “secret APP” as soon as it came out，Completely changing the O2O industry landscape，Many young people entering the industry will suffer from this disease。"World State" including senior team backgrounds still make similar mistakes，Hope to integrate through technology，Technical recommendation，Technology platform to subvert the entire industry。

Technology，Especially in the Chinese market environment，It’s a foundation，Like a primary school teacher，You can’t despise him，But don’t expect it to help you achieve subversion。

Ken2: Explodes without quality control capabilities

Start from making windmill network，Travel overseas and start a business，To enter the travel agency，Let’s do “Hotel Disguised Specials” with friends，Have been engaged in the tourism industry for almost 3 years。Resolutely left the tourism industry in 2014，Started to enter the wedding photography industry，Start a business and establish "Marriage Photography"。Many friends ask me，Why you left the tourism industry，Making such a big crossover？

Calm down and think carefully，It is difficult to control the service in tourism，Basically play with traffic and resources，This is the key to my leaving the tourism industry。It was the failure of Wuxinghui，Let me realize this，Traveling or playing with traffic、Resource，Lack of overall quality control ability。

Wuxinghui，Starting to launch Hong Kong independent travel products in August 2013。The product is so simple，Super cost-effective: anywhere in the country to Hong Kong，Air China flight + Hong Kong five-star hotel for only 1999。American products give Wuxinghui a taste of the sweetness，It seems to make Wuxinghui feel that it is Xiaomi in the tourism industry。

Super high quality: five-star aircraft + five-star hotel combination；Ultra-low price: the first domestic free travel product in the United States under 10,000 yuan。No confirmed ticket，Before the hotel，Wuxinghui has begun to sell Hong Kong independent travel products on a large scale。Rely on the large number of orders in hand，Laiqu Control Hotels and Flights。

Service industry，The most important thing is the quality control ability of the service，It’s about dealing with details when problems arise。Tourism Industry，Basically, it has to go through many levels of changing hands，User-facing，No longer a service，But sales。For sales，What they need is traffic，What we need is the conversion rate，What is needed is the unit price and profit，Service is not something they would consider at all，Not to mention improvement。

Now the rise of O2O，Many platforms connecting technicians and users are gradually emerging。Their platform is very light，Make an app，A group of online and offline craftsmen settled in，Then he started to hype that he could provide awesome “door-to-door” services，Super awesome Internet product。

The initiator should be the "Beaver Family" who does manicures，The Heli family is doing pretty well。Many companies do O2O，Learned the different dimensions of "Beaver Family"，Different ways，Extreme hype，But I didn’t learn how to control 188bet Online Sports Betting and Casino quality。Some details，For example, the manicurist at Beaver’s house，No matter how long the manicure lasts，Cannot use the "bathroom" in the customer's home。

For users，No matter what your business model is，I took out a penny，You should enjoy genuine service at a penny；I can try out your innovation，But will not spread for poor service。

A team has created a “shoot appointment” product that connects photographers and users，Find a large number of photographers to settle in，Then provide users with "online photographer appointment" service。

However, it cannot provide full service control，Such a platform is just a temporary taste，Let us think back to yahoo more than 20 years ago，Isn’t it the same thing?？It’s just that it wasn’t called O2O at that time，Called "Local Yellow Pages"，Not in app form，But in web form。

Ken3: I started my own business at the wrong pace

Start a business now，Everyone is talking about the news。This outlet，Many people misunderstand it as direction，I personally understand it as the time and rhythm of starting a business。The time for user demand has arrived，The market is formed；Following the correct investment and product rhythm，The company was blown to the sky。

Let’s take a look at the lessons Wuxinghui has taught us first。Wuxinghui never thought that there would be an outbreak of independent travel in the United States，In the case of serious shortage of relevant supporting facilities，Sales of irregular time lines。In the enterprise’s own CRM management system，When the company’s customer service and level are very immature，Although I got these thousands of American products，I won’t be able to bear it anymore。Soon，Customer complaints arise，Soon，Customer return order，Wuxinghui fell into the ensuing problems of warehouse management and more。

I wanted to start online “marriage shooting” in December 2014，Our store manager said to me: "Xiaofeng，We are working hard now，But I feel like we are going too fast，If you want to collect orders on a large scale now，It is very likely that we will follow the old path of Wuxinghui”。

Think again，We finally decided to “provide 50 free wedding photography services” before the Spring Festival。On the one hand, we are fine-tuning our system，On the one hand, we work hard with our customer service team，You can also polish our products at the same time。Good work should not be shown to others with simplicity，When we officially launch，Providing users with fully prepared high-quality and low-priced products。

September 2012，Didi Taxi Online，Also promoted on a small scale at the airport。But product popularity is still very low，The company’s money can only support it until the end of November。Several founders，Standing in the dilapidated office building of Zhongguancun e-World，Looking at the taxis on the street，Look at the app in your hand，It seems there is no relationship between them，Already frustrated。

In the next two months, the team focused on adjusting the details of the product，Adjustment of technical architecture (there is no money for anything else)。November 2012，An early winter snow，Becomes the hot spot for Didi taxi rides，Users and drivers show an order of magnitude increase，Didi also successfully completed financing。Too early，Didi will burn all his money and die，Too late，Didi will face the problem of missing market opportunities or immature products and services。If it is changed to 2013，Heavy snow in 2014，Didi has died。

Stepping on the wind，Where to make a fortune。After Qunar goes online，188bet sports betting app download Qunar is not the first to compare flight tickets。There were two companies that did similar things before going there，But unfortunately the national air ticket policy is not relaxed，These two companies soon became air ticketing agents。After Qunar goes online，After half a year of technical improvements and merchant accumulation，Relaxation of national ticket agency sales policy，Qunar quickly became a popular company。

In June 2014，I started to look at the wedding photography industry，Decided to start entering in August，And the time point of gradual and detailed planning: the product will be released in October，Raised $3 million in November，Spend two months polishing the product，Start small-scale trial shooting optimization process in December，March 2015 is the peak season for wedding photography，Service quality control，Money，The team is ready，Start providing users with the ultimate service。

Too early，If it is too late, you will face survival problems，Thanks to Wuxinghui for letting me learn this: the low and peak seasons of wedding photography are consistent with tourism，The development rhythm of the entrepreneurial team is also consistent。

Ken4: Ignore the essence of Internet branding and word-of-mouth

Jobs once said: "That's what we humans are: pursuing the ultimate，And share it with others”。Before the Internet，Create a world brand，It takes 10 years，Even a hundred years；After the Internet，Create a world brand，It will take years；But after the mobile Internet，Create a world brand，Only a few months。

Innovation can ignite，Hype can lead to light，Marketing can detonate，All of these are just using the mobile Internet to shorten the time of this brand’s reputation。But the establishment of brand and reputation，The final focus is still on product quality，In the ultimate pursuit of service，Grasp the quality and tonality of new humanity。At this time，People tend to forget the old Chinese saying “Good things don’t go out”，Bad things spread thousands of miles”，The mobile Internet just amplifies the spread of good and bad hundreds of times。

Once my 5-year-old daughter and I bought a toy juice machine，Use it to squeeze juice，Selling juice，Game to make money。It’s easy to play，About 10 yuan，Buy two fruits and squeeze two cups of juice，10 yuan per cup，You can earn 40 yuan a day like this。

I deliberately asked her if she could buy cheaper fruit，You can buy 3 in this way，Earn more。She said anxiously: "The juice will not taste good like this，No one will buy our juice”。I think everyone understands this，Just "marketing hype"，In "Traffic Conversion"，Lost yourself in "profit margins"。

Wuxinghui，The overall brand image is very good，The product packaging is also very tonal，Elevator advertising at the right time。It launches a 9999 yuan five-star air ticket + five-star hotel tour to the United States free travel product，Can only be described as perfect。Five-star Hui later launched a Hong Kong five-star free travel product for NT$1,999，Looks tempting，But the plane is going to Shenzhen and transfer to Hong Kong，And the hotel is not fixed (isn’t this selling cheap fruit)。

People in the south are not very good at buying，Northeast only，Only people in remote areas such as Inner Mongolia will be motivated to buy，But people in these places have low tourism purchasing power and information acquisition capabilities，causing problems in the overall operation of Hong Kong products。Wuxinghui’s Tmall store is now closed，The website places several domestic splicing lines，The situation is very miserable。

Looking 188bet online sports betting back at wedding photography，The theme will change every 2 years，After a period of popular European luxury，Converted to Chinese classical style，Last year and this year it became Korean simplicity。Many wedding photography shops have changed their skin and name，Continuing to do the same thing: sales，Match 2，So it is difficult for quality brands to appear in this industry。

Plus the photographer only gets a pitiful salary，Will not improve due to level improvement，As a result, the service level has always been very low。There are endless photography studios, many of which are for skilled photographers to go out，Seeking opportunities for self-development。

When the windmill is closed for development in Yanqi Lake in summer，Problems of doing laundry for the team，We bought a washing machine。But the hotel where I stayed did not have a washing machine connection，I walked for an hour at noon to the nearby town and bought a washing machine connector。

I am also a lazy person，When I put the experience of the team over my personal values，I have so much motivation to carry the joy of the sun and buy things stupidly。

O2O is a service industry，We also need this spirit of considering customers，So in 2014, I started to enter this industry without hesitation。

ken5: Companies amplify the shortcomings of CEOs

Mid 2012，I wrote an article "Summary of the Failure of Windmill.com"，mentioned this point: a startup is like a magnifying glass for the CEO，The CEO ultimately decides how big the company can go，How about a successful life。I am most afraid of two kinds of people: one is the traditional uncle who cannot stand the loneliness and wants to start a business，One is the nouveau riche executive of a large company who entered after a failed start-up and was acquired。

Over the years，I have been hacking Baidu。But Baidu still gave me a lot，Throw aside the accumulation of technical architecture，There is also systematic management training and outlook on life。The two types of people I fear the most，They are flawed in this regard。

Traditional uncles are not stupid either，They also see the subversive charm of the Internet，You can also see the O2O method。And these uncles will generally have a problem: "Small vision，Short legs”。

Imagine the owner of a traditional travel company，He saw the opportunity for tourist goods，Start building a team、Even register a company to start a business。Things are starting to go well，Tilt of sales resources，Organization of supplier resources，Everything is fine。

But soon，Here comes the problem，This project will not make money for a long time，Uncle CEO begins to promote transformation，Reduce investment，Emphasis on profit。This is still a small matter，What these uncles see is the profit from tourist goods，The lack of tourist products is just an entry point for revitalization: establishing a high-quality and low-price brand for independent travel。

The uncle’s problem is: he looks jealous，Ready to move，Lack of vision，Back off at any time。The problem of upstart executives is: chaotic management，Lack of popular support，High-minded but low-handed (not expanded here，Just study uume)。Many people ask me why I left the tourism industry？I am jokingly answering，Everyone in the tourism industry is uncle。

Windmill when Chen Yizhou decided not to do it，William, who was doing personal investment and entrepreneurship at the time, wanted me to bring out this product，Includes team and product，He will be responsible for the first round of funding。This is indeed a relatively big opportunity，But still gave up。William, 188bet Online Sports Betting and Casino who thought the windmill was the best product he had ever used, found Peng Tao，As a seed fund, Peng Tao founded Bread Travel。

The same is the fragmented sharing of travel，It is also a great APP product，It is also an advanced flat UI，Bread travel continues along this line of thinking。Different from Chen Yizhou’s short-sightedness，When Bread Travel encountered development setbacks, William took out a second sum of money。

Chen Yizhou is a very smart person，See the future trend，Able to summarize rules by analogy。But at the same time he is short-sighted、Stingy CEO，The company magnified his problem。

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