Since entering the so-called capital winter，A large number of O2O projects are going bankrupt。Is there still a chance for this model？Mr. Li Feng takes the O2O and C2C fields as examples，Clear thinking、A clear and focused answer to two questions that many startups must face:

1. Does O2O cost money? Should it be heavy or light?

2. What is the sequence and law of category development?

From the perspective of an entrepreneur who is not dead yet，Highly recommend this important speech to everyone，As long as your company is related to O2O or C2C，They are all worth reading，Hope it can give you a clear idea，A good start to the new year！

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O2O must experience money burning，Door-to-door service is not the ultimate ecosystem

Whether it is heavy or light depends on how well it is done offline

1. Is it worthwhile to spend money on O2O?

Why China is evolving in almost every huge consumer-oriented business model，Everyone has to go through a huge bubble？The reason is that offline itself is immature，Great stimulus is needed to solve the following two problems: changes in consumer behavior and completion of the industrial chain。

2. Is door-to-door service the ultimate ecosystem?

Compared to traditional offline，Consumers’ awareness of door-to-door service is immature。Even the catering industry, which has been marketed for the longest time，How much do you spend on consumption，There is also no consistency expectation for services。

The biggest role of door-to-door service is，Transfer all conveniences to consumers first。But this is a matter of a specific historical stage: only in the early days，188bet app In order to transform consumers’ habits；Does not represent the ultimate form of the service industry。

Transfer all conveniences to consumers，It is just a means used in the early stage to convert consumers' habits，Does not represent the ultimate form of the service industry。

3. Should it be heavy or light?

The challenge faced by many people in transformation is: being light，Serving offline merchants，Let’s do it again，Make the experience that consumers need from beginning to end。

Everyone cannot guarantee that his or her judgment is always correct，View JD.com in 2010，I didn’t judge correctly，Not voted。Everyone spends money to buy users，Burning traffic，When advertising，JD.com said to do logistics and warehousing，Do you think this decision is worth investing in?？

The reason why JD.com does logistics and warehousing，It is because China’s offline retail industry is immature and underdeveloped，So related industrial chain resources also face the same imperfect development and immaturity。

Therefore，You made an e-commerce trendy on the front end、Advanced experience time，You have almost no way to make good use of the original offline infrastructure。

So today, four years later，Want to make another JD.com model，Basically no chance。Because it was stimulated by the first round of e-commerce investment bubble，Whether it’s advertising、Data is still used for logistics in the background、Warehouse and Software，The development is very fast。

What China often encounters is our purchasing power、The production level and the development of new technology have reached a certain angle，The offline part of this industry has not reached the original full competition and development，So you may be forced to build more than one link in the industry chain to support your own business model。

4. Are we a sharing economy? Or is it the upgrading of the service industry?

We are still far from the essence of the sharing economy.The key challenge is: the population density is very high，We need to improve efficiency，Also reduce resource consumption。

We have many models in China，It seems that we are already very close to the United States in this direction，But our driving force is not exactly the so-called sharing economy。Therefore，Our goal is to find ways 188bet app to solve more needs with less consumption。

Because of China’s population density and China’s city size，And China’s so-called per capita living standard，The problems caused by these few things are relatively large，So we have many advanced models in advance at this stage。

5. What is the sequence and law of category development? Who will do it?

The order of category development，One of them is decided based on the group of people: whether this development direction can be extended to this group of users，Can it continue？

Diao Ye, the founder of Heli Family, whom I voted for, said，I can’t keep subsidizing like this，Because there are many people who will not become my core users within three to five years。Because I spent one dollar to do a manicure，They have a lot of manicures，I wasted a lot of resources。

He said he would stop most subsidies，I was very confused at the time。He said that this was also the case in e-commerce business，Accumulated many users through activities，Then stop the activity，Keep the core users。

The order and complexity of O2O category development。In the service industry，Services provided by people，In terms of standardization，The highest service you can imagine is something like express delivery，is the simplest service。The most complex you can imagine，Decoration。

Someone asked me yesterday if there is still a chance for O2O，Many have been done by someone，But you only need to go to areas with complex skills，Education、Marriage、Travel、Finance、Medical，Also includes decoration。These are high complexity，Multiple people cooperate、The field of multi-skill cooperation is far from being covered。

Lecture 2

O2O’s C2C has huge opportunities

The evolution of business models has improved efficiency or refined division of labor

In the service industry，Why I am most willing to invest in O2O and C2C，Because most of the service industries，All services are based on individuals providing professional skills, experience, knowledge and professional knowledge，Purchased by consumers。

current，Enterprises and consumers provide labor and skill services to individuals，Having not formed enough respect in consciousness。Therefore there are huge opportunities。

Personalization is a huge opportunity in business 188bet online sports betting models，Meaning that various standardized pricing methods may be unreasonable。For example, taking a taxi， UBER’s gross profit in the United States now accounts for more than 60%，Once personalized demand and supply can be matched，And when re-pricing，This is a huge market opportunity，Once the scale is completed，Customization completed at the same time。

You discovered the first huge business logic and change，It comes from these very personalized or difficult-to-express demand and supply information。

Airbnb was founded by two designers。In the initial stage, they hired a lot of photographers to take pictures of those houses，This behavior is important for launching his market，It will have a huge effect: express the demand or supply information extremely fully，It will play a very big role in successfully matching supply and demand。

Every huge business model evolution or revolution in the social sense，It’s all because you have improved work efficiency or refined the division of labor in society。

What is the refinement of social division of labor，For example, we invested in a company called Shunshun Study Abroad，Turn study abroad into sales、Consultation、Copywriter and vocational school consultant。These four paragraphs，Just look for orders that were originally completed by consultants in an industry chain link，Convert to complete customer conversion and sales contract yourself。

Lecture 3

Supply is always more important than demand

We should look for growth in the stock market

When we launch a market，There is another very important choice，Service matching transaction，Because you are selling people’s professional skills、Human knowledge and experience，So supply is always more important than demand，Demand is always very easy to trigger。

In supply，If this industry originally existed，Inventory is very important。If it does not exist，You have to suffer a little，Then you can see the conversion from stock to increment。

Case: Yidao vs Didi

First question，Zhou Hang, the founder of Yidao Yongche, once told me，Why I did so many things，Nothing like Didi in the end。

What is behind this sentence?When UBER was first launched in the United States，Supply is always more important than demand。The person who originally drove a private car in the United States，is UBER’s most important supply。

Why？Private 188bet app download car services have existed in the United States for a very long time，And it is a grade between the cheapest and most expensive taxis and hotel cars，Many middle-class Americans have used this service，Of course, this market is also very fragmented and scattered，If you want to buy a newspaper, you can see a lot of advertisements。

For UBER，When launching this market，This group of users is the most important to him。And these people’s needs are also very simple: compared with the private car services they have used，Uber’s price/performance ratio and experience are just right。

For users who have used private car services，As long as Uber’s price/performance ratio and experience are good enough，You will choose Uber without any hesitation。

It’s painful for Yi Lai，There is no so-called driving service between taxis and hotel cars in China，So there is no suitable target at both ends from consumers to drivers。Consumers don’t know what private car service is，What price is reasonable，What kind of car model and what kind of experience are reasonable，The driver doesn’t know what service I should provide is reasonable。

So I say，The Yidao market is a market that relies on incremental growth at both ends。The first thing，Educate the left and right to come out slowly。The second thing，You have to do a lot of standardization and training processes in the middle、Process，Only before the market can start。

But in the stock market，It’s a good time to start the market，Just find a way to grab the existing supplies。

Qingqing Tutoring has only grown from 0 to now for 10 months，Almost never used the market，The reason is because in this industry，The teacher holds many students in his hands，So the first thing is to bring over the teacher’s stock，The first phase of transaction volume has been completed。

What is incremental development?

1、UBER promotion time，The most promotional copy is about a person you would never think of becoming a driver，Became a UBER driver。This reshapes the entire service experience。

Why increments are so important？After you have reshaped the entire consumption experience，These supplies from the new incremental market，All supplies are 100% trained according to your new experience logic。

Therefore，Only then can you rebuild this system in the way you reshaped it，Let’s straighten it out，These are the people who came in，They have some characteristics and continuations of the original industry，They may not necessarily be able to follow your consumption and experience logic，But newcomers usually can。

There is a very strange thing，Go and see New Oriental and Xueersi，You will find，More than 90% of their teacher team have never been teachers before。Because they are young，Accept new things，Entering this industry to seek better income。

Many people say whether tutoring O2O is a bubble？Definitely not。Original among almost all offline one-to-one education and training institutions，The teacher’s share of the 100 yuan tuition fee is about 22 yuan，Teachers are a service industry with high knowledge density，This kind of thing will definitely be solved，It’s just that you have to make the so-called consumers buy the teacher’s quality and the value he pays reasonable.，Definitely not the 22% ratio。

In fact, the evolution of this industry，Is the O2O outlet closed?？None。There are many industries that have not yet seen a clear and correct and logical model。

“Only by clearly understanding the logic of the industry can we better plan development goals”

The last question, the essential problem of all service industries:

1、One thing is brand，It is very difficult to build a brand in the service industry，Because you control people。

2、What is the lower limit quality，You go to eat McDonald’s，Whether it tastes good or not，At least the consistency is strong。

Whether it is O2O or C2C，The essence of your business model is these two sentences，Let everyone’s value be rediscovered and respected，The second sentence helps refine the social division of labor，As a result, everyone’s professionalism has been greatly improved。This is determined by the nature of the social environment and business model。