a work project eight years

Dimensional network 'empty' city: a work project eight years O2O fiasco[i] Shanghai world network operators note, it never seemed to have no shortage of entrepreneurs in the field of local life. Early reviews have mass and dimensional Air Jordan 1 network city, newcomers have downstairs 100 and even coffee. City-dimensional network in the years after 2008, became the preferred local life market in Shanghai young people. However, local life is never an easy business. Today's city-dimensional network and tick group already merged, which just a few days ago announced the cessation buy the business. For city-dimensional network and CEO Zhang Yibin, this is a fiasco. Text / Wujia Wen today, city-dimensional network has become history. This company started in Shanghai to create a coupon in the printing industry, even once a synonym for the industry. The most popular time in the business, it's more than 2,000 terminals, depth \u0026 ldquo; North Canton \u0026 rdquo; as well as Hong Kong and other 10 cities, attracting more than 500 million users and more than 3,000 businesses. By 2013, city-dimensional network remaining less than 20 terminals, scattered in Beijing and Shanghai obscure corner, nobody cares. Until March 2013, city-dimensional network and tick group announced the merger. After pushing into the weak type of merger, former tick Zhongjie group as the Air Jordan 2 new CEO at the helm, and the city-dimensional network founder but flee a foreign country, he is no longer of this \u0026 ldquo; city \u0026 rdquo; the owner. \u0026 Ldquo; magic \u0026 rdquo; originally popular card, coupon printer Air Jordan 6 this piece of blue ocean, is Zhang Yibin first discovered. In 2004, he was a graduate student at East China Normal University. By chance, Zhang Yibin noticed a phenomenon: each district in Shanghai, the business will distribute coupons blind, lack of relevance, it is difficult to win the goodwill of consumers; at the same time, the network of various discounts to attract a lot of consumers, but because there is no paper coupons that have a sense of trust is difficult to form the line consumption. Thus, Zhang Yibin mind emerges out an unprecedented business model: a terminal can print coupons as ATM machines in general, are found in all corners of the crowds. Businesses can post discount information, promote the brand, the user can obtain coupons via RFID radio frequency identification card, terminal operators mainly through advertising fees charged to merchants to achieve profitability. In late 2006, Zhang Yibin led the team developing this terminal, named as \u0026 ldquo; \u0026 rdquo ;, City-dimensional network and registered a patent. He first found DQ ice cream and several other brands, to provide free trial. Shanghai subway station, the city-dimensional network once available, it quickly attracted a lot of trendy young people. They took a picture of the size of the tiles dimensional network card terminals on the sensing area, and then click on the printed business brand LOGO of \u0026 ldquo; \u0026 rdquo ;, small box machine will print out a listing of the preferential coupons. With this coupon, they can go to nearby businesses enjoy the same discounts. Dimensional network card is printed with a variety of cartoon images, can be used as mobile phone chain hanging on the phone, which is in line with the then young people like to use phone chain decoration phone trend. For young consumers, both beautiful and stylish discount dimensional network card, full of \u0026 ldquo; magic \u0026 rdquo ;, although the price up to 20 yuan each, but sales still hot. City-dimensional network turned out, did some time changed consumption habits of young people, but also provides businesses with an unprecedented marketing platform. Subsequently, the city-dimensional network terminal widespread, not only occupy Shanghai each district and subway station, but also to spread throughout the country. KFC, McDonald's and other businesses will follow after another, City-dimensional network policy for businesses from \u0026 ldquo; free \u0026 rdquo; into a \u0026 ldquo; each small box fee 3000 yuan per month \u0026 rdquo ;. In 2008, the city-dimensional network on the beach sitting membership of nearly 200 million people, more than 1,000 terminals a year spit 20 million coupons, businesses put the price rose to 4,000 yuan per month for each small box. Fengyun rising business star, triggering a media scramble to report, \u0026 ldquo; the most promising technology companies \u0026 rdquo;, \u0026 ldquo; the most investment value of innovative companies \u0026 rdquo; and Air Jordan 9 Retro \u0026 ldquo; Best New marketing platform \u0026 rdquo; etc. praise after another to. Until 2011, the city-dimensional network of nearly billion revenue, a time fame. The success of large data-dimensional network city can be described as a short-lived \u0026 ldquo; \u0026 rdquo ;. opportune Day \u0026 mdash; \u0026 mdash; 2008 financial crisis, to a certain extent, inspired the coupon business city-dimensional network. Many businesses in order to cut costs, are choosing to cooperate with city-dimensional network. Location \u0026 mdash; \u0026 mdash; from 2007 to 2010, the city-dimensional network were given three rounds of financing, a total of tens of millions of dollars behind the strong capital power, catalyzes the rapid growth of the city-dimensional network. And \u0026 mdash; \u0026 mdash; Zhang Yibin and his two alumni of the \u0026 ldquo; Chinese partner \u0026 rdquo; type of entrepreneurial team: director Zhang Yibin development strategy, the other two founders were concentrating on management and technology, division of labor for the three-dimensional complex city dedicated efforts. In the eyes of employees, Zhang Yibin is an out \u0026 ldquo; \u0026 rdquo ;, Scholar bookish, with idealism complex. He has a lot of new ideas, though some ideas are not able to fall, but he is still trying to execute, and ultimately achieve the results you want. \u0026 Ldquo; City-dimensional network such as the start, if not his tireless dedication to the development of the machine, many times knocking the door of the business, there would be no such innovation. \u0026 Rdquo; A city-dimensional network old employee said. At first, Zhang Yibin City-dimensional network design for the profit model is the merchant fee. Despite being a dedicated line under the traditional products, but its \u0026 ldquo; users, traffic and back Nike Shoes office management \u0026 rdquo; Internet property, so city-dimensional network of marketing services more accurate. From the point of view of consumer behavior, compared to random street issuing coupons, realized the city-dimensional network so that consumers from passive \u0026 ldquo; receive vouchers \u0026 rdquo; Air Jordan 19 to active \u0026 ldquo; selected coupons \u0026 rdquo; transformation. From the \u0026 ldquo; interception distribution \u0026 rdquo; to \u0026 ldquo; \u0026 rdquo ;, fixed distribute user knows there must be a coupon in a subway waiting for their own, their trust in the business will be enhanced in virtually. The users spend their time choosing things are often more appreciative. City-dimensional network terminals to print out coupons, recoveries of up to 30%, while the street coupon issued recovery is usually only 5%. Moreover, Zhang Yibin City-dimensional network has also designed two databases that manage user information and user behavior. By statistics, city-dimensional network can quickly know the most popular products and most did not sell the product, and even user consumer behavior through data analysis at a glance. Zhang Yibin declared: \u0026 ldquo; a hot pot restaurant that tomorrow there is snow, decide promotions, just tell us the night before, the next day there will be special offers on city-dimensional network of terminals. \u0026 Rdquo; accurate database and quick execution, making city-dimensional network more precise and timely than traditional advertising, online marketing off than closer to consumers and consumer sites. \u0026 Ldquo; combines the advantages Air Jordan 1 of online and offline, and to avoid direct competition with both. \u0026 Rdquo; Zhang Yibin view, city-dimensional network with a unique competitive advantage. In fact, many businesses in cooperation with the city-dimensional network, also took a fancy to this point. The number of businesses signing City-dimensional network not only soared to more than 3,000, and its renewal rate is more than 80%. Gerry Zhang Yibin persistent, so city-dimensional network of this new thing quickly landing a reality. However, excessive dedication slowly evolved into a stubborn, so he faces the future trend of change, still insist on a road go black. In 2011, thanks to the widespread mobile Internet era, Apple, Samsung, as the representative of smartphones, will have the global mobile phone industry, Nokia dominant force on the impasse. Smart phone features more powerful, with the mobile phone deals in effecting payments, consumers are able to get discounts for several seconds on the phone, without the need to print the coupon on the venue and city-dimensional network of terminals. Among the vagaries of trends, whether the advance or retreat, whether the stick or change? Has a doctorate in comput, one can not fathom the mystery. How is he orchestrated the \u0026 ldquo; to consolidate the line \u0026 rdquo;, the mobile Internet this \u0026 ldquo; invisible opponents \u0026 rdquo; has started coming strong. Era trends \u0026 ldquo; Ebb \u0026 rdquo; after the city-dimensional network hold what is sand or gold? Open embattled city-dimensional network's official website, not difficult to find, which media reports fewer plate in 2011 and 2012 disappeared. Well, Air Jordan Others this fragment of two years, city-dimensional network in the end what happened? Two years, mobile Internet Air Jordan Women rapid rise, while still clinging to own that \u0026 ldquo; smart \u0026 rdquo; strategy: \u0026 ldquo; Kids Nike Trainers We are a line under the coupon service companies, mobile Internet can also follow up, but the main or do offline . \u0026 Rdquo; Although the city-dimensional network also set up a department responsible for the development of mobile clients, bu not given enough attention, but did not bother to study, but has repeatedly stressed that \u0026 ldquo; not forget to initial consolidation under the line \u0026 rdquo ;. However, the tide of the times to fight over, quickly drowned Zhang Yibin of \u0026 ldquo; \u0026 rdquo ;. perseverance Whether consumers grass is always greener, or city-dimensional network of their own ills, incoming \u0026 ldquo; internal and external \u0026 rdquo; the weight of his breath. The first reason is \u0026 ldquo; \u0026 rdquo ;. internal problems In the process of rapid expansion, city-dimensional network of internal management and have not been synchronized upgrade. Expansion soon suffered a bottleneck. For example, the actual situation of each city is different, and the local branch of the permissions acquired enough, lack Shanghai headquarters to foreign market insight, issued directives often do not meet the actual needs, leading to not work the local branch. A former Nanjing Branch official told reporters that the company in the development of national price system, and does not take into account differences in regional markets, such as Nanjing and Shanghai market in the consumer market level, economic status and the number of brands and other aspects of significant differences. Forced down the uniform implementation of \u0026 ldquo; each small boxes monthly fee 3000 yuan \u0026 rdquo; the price criteria, adapt the business tier cities, as well as DQ and KFC This national chain brands, but in the Nanjing market, it is hard to make a lot of local area of small businesses accepted. As a result, in the regional market of some second-tier cities, city-dimensional network of business difficult. At this time, the city itself is flawed dimensional network also beginning to show. Coupons cost is too high, not only machine costs, occupancy costs, but also labor costs. In contrast, APP program on the mobile Internet, almost \u0026 ldquo; zero cost \u0026 rdquo; copy, its location-based LBS applications, but also enough to replace the city-dimensional Air Jordan 8 Retro network cloth merchant shop near the terminal. With a variety of APP application on the mobile Internet explosive growth, consumer use of mobile phones to receive preferential coding, and gradually replace the paper coupons. Businesses can use these APP, low-cost or no cost to grant preferential coding, so businesses pay to the wishes of the city-dimensional network plummeting, even KFC and DQ other old customers, have emerged to provide coupons City-dimensional network but do not pay Case. User drastically reduced, businesses Wujin pockets, city-dimensional network of sales staff more and more difficult, but also with the reduction in payroll business rapidly shrinking. \u0026 Ldquo; the best of times, a dry year can get fifty or sixty million, but later plummeted, only a month to get a salary. \u0026 Rdquo; many employees lost their enthusiasm for work, city-dimensional network a serious brain drain. At the same time, let Zhang Yibin headache there \u0026 ldquo; \u0026 rdquo ;. foreign aggression In a number of important regional market, imitators and popping up, city-dimensional network of market share gradually diluted. For example, Nanjing Dahe local enterprise group, launched a city-dimensional network of competing brands \u0026 ldquo; \u0026 rdquo ;, which will be available Nike King for the merchant fee is 900 yuan per month per terminal, which is much lower than the city-dimensional network of each box each monthly price of 3,000 yuan. More impact that will buy the main touch screen terminals to more innovative user experience to attract a lot of the original city-dimensional network of users, and because easier to show a variety of promotional advertising, and grabbed a lot Nanjing local businesses. Under the impact of competitors, City-dimensional network has never Kids Nike Trainers looked more energetic use of the touch screen. Because Zhang Yibin insisted that the lower touch screen accuracy and sensitivity, and maintenance costs of its Windows system and the instability will cause great back pressure. But in fact, coupon printer touch screen like smart phones, with the rapid improvement in technology, Zhang Yibin concerns quickly resolved. Instead, the city-dimensional network of terminals push-button, not only in the minds of young consumers seem backward, but because only presented 15 brand LOGO, but were businessmen who dislike. \u0026 Mdash; \u0026 mdash; It's like Apple's touch-screen buttons era era beat Nokia. The city-dimensional network is because time and time again \u0026 ldquo; \u0026 rdquo ;, laurels final embattled impasse. City still, people have to go \u0026 ldquo; City-dimensional network best time has passed. \u0026 Rdquo; Zhao former employee confirmed to reporters, starting in 2012, city-dimensional network began to recover. He is forced to leave the city-dimensional network, quite regrettable. Because we worked a few years, the team is very deep feelings, more importantly, a guide, a consumer trend of business model will probably be on this stage of history. All this, too fast. In fact, the city-dimensional network also tried to change. In 2011, the city-dimensional network has worked with F group collaboration, users can city-dimensional network terminals under a single, direct payment to the merchant. And with city-dimensional network, F group broke the single-line business, to build the next line platform that allows online and offline achieve complementarity. Unfortunately, this is just a business cooperation of individual projects, based on Zhang Yibin stubborn \u0026 ldquo; the line as the most important \u0026 rdquo ;, City-dimensional network line to explore it halted. Until October 2012, Zhang Yibin City-dimensional network no longer serve as CEO, Air Jordan 14 Retro also withdrew from the management of the company, only retaining some stake in the company. Xiao Zhao told reporters, Zhang Yibin reason to leave their single-handedly founded the company with the capital side of the strategic adjustment of the company have a great relationship. Capital side view, Zhang Yibin As CEO, did not lead the city-dimensional network to grasp the trend of mobile Internet, leading the company in trouble. Furthermore, the capital side in order to restore the city-dimensional network losses, proposed to let city-dimensional network and tick group merger, Zhang Yibin certainly can not agree. City-dimensional network for him, as he personally brought up children, how handed it over. Eventually, the two companies announced the merger before, Zhang Yibin forced to leave the management. Since then, the city-dimensional network completely lost the \u0026 ldquo; soul \u0026 rdquo ;, follow had some of the old employees have left, city-dimensional network to further accelerate the pace of decline, the number of employees down from a peak of more than 2,000 to Nike SB less than 200 today people. In February 2013, city-dimensional network and tick group announced merger, the new company name is still the city-dimensional network, tick group name as an independent brand retention. After the merger, former CEO tick Zhongjie group as the new company CEO, NEA invested worldwide Partner, Managing Director of China Xiaodong Jiang as chairman. Many people think, since city-dimensional network will borrow tick group, O2O to catch the express train. However, after the merger of new city-dimensional network yet any move, but has been tight-lipped about the external, unpredictable. Left-dimensional network city employees had started \u0026 ldquo; revive \u0026 rdquo; the hope, but now they have found, \u0026 ldquo; two people \u0026 rdquo; did not get along so harmonious combined road is not good to go. Even worse, not only city-dimensional network existing business rapidly shrinking, even tick group is also gradually beginning in September 2013 to suspend some of the buy the business. Xiao Zhao told reporters after the city-dimensional network and tick group merger, the new company's business to tick group-based, city-dimensional network operations are further marginalized. He works six months in the combined company, the company did not come up with a reasonable remedy, or be able to convince everyone of the development strategy. So, he and many of my colleagues, chose to leave. From 2006 to 2013, the advent of seven city-dimensional network, but like across seven centuries. Age metabolism is too fast, not enough time to spend already open quickly fade, not even an advantage can last forever. As this \u0026 ldquo; \u0026 rdquo ;, the city began to prosper, lonely hurry. (This article originally appeared in the business community, the i world network operators editor, please indicate the author and source) Recommended reading 'coupon future,' 'popular coupon: heavy machine behind the coupon business'