Mobile Internet life services Da Qidi players! i dark horse Note: The current Baidu, Tencent Ali several giants scrambling to invest capital services to the mobile life, we can see the future of mobile life services market will become an attractive \u0026 ldquo; cake \u0026 rdquo ;. Players mobile lifestyle services have who? The relevant segments have? What are the distribution of its capital? Here TMT from media people into Quebec on these three issues in depth analysis of mobile capital competing spheres of life, and published a number of insights from an investment perspective. Local life and public service is a closely related field of basic necessities, the next line of water over 100 billion a year, in such a large market size, even if only cut to one-thousandth of the market, are sufficient to support a public company.
Lured by the huge interest in Internet companies, line businesses, entrepreneurs have racked their brains to various attempts to share this feast. Internet-based service model of life, such as information type (58 city), buy class (US group), reviews the class (public comment), model is relatively mature and competition is virtually certain. With the advent of the mobile Internet wave, the mobile device occupies the public more and more time, people change consumer behavior also occurs more and more via mobile devices is completed. Mobile Life services is still in the early stages of development, but a huge market, is contested. First, the mobile life services players 1, BAT players have Internet gene expression is more positive, the first must be BAT. Big smell and vision are not questioned, the way is simply able to do their own do it yourself, do not handle or uneconomical to buy their own, because it is a local tyrant, so you can spend money to buy time, buy traffic, buy resources, what "fairy tale cosplay " to buy what to buy. Baidu (B) in the mobile lifestyle services Layout: Application scenario: a KTV, develop a Baidu light application, when mobile phone users to search \u0026 ldquo; k song \u0026 rdquo; when the shop was seized, with rice Customers enjoy the preferential use Baidu obtaining location map and navigate to the store consumption Baidu wallet to pay, and consumption closed loop so perfect. Seemingly perfect, but in fact Baidu flow advantage in the PC side has not extended to the mobile terminal, mobile lifestyle service-related products have a strong opponent, described as difficult. Baidu mobile maps also some strong, but also in a state with high moral Sike.
The future of mobile search applications + Merchant light pattern has some imagination, but the influence Write manifested. Ali (A) the layout of the mobile service in the field of life: Ali genes are electricity suppliers, a clear advantage on the PC side, the mobile terminal continues the PC side, although certain advantages, but with the rise of competitors, but also threatened. Therefore, the strategic Ali mobile side, on the one hand is to strengthen the competitiveness of mobile providers, on the other hand is under expansion line, which is also known as living services O2O. Application scenario: Sunday girlfriend wanted to go shopping, open quickly called car, came Intime, bought a bunch of clothes, sweep the yard to pay Alipay, tired and hungry, visiting the United States round the restaurants, Paypal online payment, distance a short walk to find the location with the high moral, satiate, quick cab home. Consumption is also a perfect closed loop, there heavyweight products on each key nodes, but also has its own line resources under Intime, to O2O model innovation can provide a platform for trial and error, you can establish a model effect, rapid replication. Tencent (T) layout in the mobile life service areas: Tencent with micro-channel that the mobile Internet super entrance, and gradually build up your mobile life service closed loop: micro cosplay costumes for sale letter as a large entrance, the middle part of the integration of public comment, drops a taxi, GaoPeng, e Jia Jie, 58 city. Backend Sogou map, NavInfo, micro-channel support guarantee payment made to achieve a closed loop. Application scenario: Friday near the work, based Friends of the micro-channel sent a voice, let me choose a restaurant dinner, open my wallet micro-channel - today get instant food, the way drops a taxi from work straight to the restaurant. Based Friends group has brought several new friends, everyone Lei Dajia friends. Postprandial micro-channel edificator AA payments. Business launch of public concern No. discount activity, sweep the micro-channel, stand of 20 yuan and automatically become a member after spending 10% discount. The above scenario is the author personal experience, the whole process does not seem out of the micro-channel, that is to say the majority of micro-channel services through integrated functionality to complete, only somewhat less than that still need to find the way in High German.
That Tencent is weaker in some areas of the map navigation. Overall, BAT in the layout O2O, and has risen to a strategic height, Baidu slower movements in the competitive process, only Baidu map this important entrance, at a disadvantage. Ali Tencent described as evenly matched, each with advantages and disadvantages. But the purchase by giant generous action can be seen at the entrance and flow lines are the main aspects of resource contention, but also reflects the lack of giants in this regard. 2, PC end of life to the mobile-side migration services enterprises to explore the layout of this section are in addition to the PC into the arm of BAT life service enterprise mobile terminal. Select the following example of several popular fields. Because information type, buy pc end enterprises to determine the basic pattern, and the industry leader (58 city, the public comment, the US group) have chosen BAT stand, getting traffic, financial support, to further secure the advantage. For the fair, handle it, or the mode of innovation, or is the choice stand, remain limited imagination original pattern separate development, the mobile terminal layout is also a bit awkward, difficult to have a breakthrough. Public comment is also catering bookings, but dinner network, ordering a small secretary for high-end business dinner, the target population more segments, customer price higher. Housekeeping and wedding services are also living in recent years, the hot, there are large and do, such as aunt came, bride street, there are certain segments to focus on, such as aunts 800 (nursery), dry off (dry) , wedding network (wedding).
Enterprise mobile terminal layout above mainly through mobile clients and the public micro-channel number, implement the services from the PC side to the mobile terminal, but the main business is still in the PC-based. Such companies have the resources and service advantages experiences a certain line, but can be extended to mobile end advantages and expand is still unknown, because the mobile terminal traffic sources, end user experience are very different than the PC. In addition to these areas, there are many areas of travel, the US industry, pets, etc., in various fields will be subdivided into many sub-fields, not list them here. 3, in order to cut into the mobile side of life service business due to the mobile terminal has \u0026 ldquo; anytime, anywhere, free \u0026 rdquo; consumption characteristics, so dining, travel service life of these frequently occurring first developed, and has a strong aging , mobility equipment GPS and real-time push function makes these services possible to achieve in a mobile terminal. Other areas, such as housekeeping, the US industry, are also slowly warming, e home Jie shares from Tencent evident. 4, watercarrier mobile life under a wide range of services related to traditional wire services, information technology and China's service industry, the low degree of standardization, for example, food and beverage industry has also experienced its own information technology and the Internet combined with the process, some of which IT companies Internet companies played the education market, the role of bottled water, and spawned a number of information products, data backed companies.
The same mobile era is \u0026 ldquo; watercarrier \u0026 rdquo; provides great opportunities. For example: Cloud housekeeping is that the domestic industry to provide management system as the starting point, and gradually developed to provide housekeeping services to C end user platforms. For example: Yi Amoy Food launched \u0026 ldquo; poly mesh off \u0026 rdquo; system to help businesses do the electricity supplier of front-end, back-end management and unified access to the large flow of the Internet platform. Summary: Mobile terminal for entrepreneurs, although BAT three mountains and competition from the PC side, the mobile terminal is an emerging field, user groups (especially 80,90) habits of mind and behavior and the difference between the PC side large and fragmented movement, to the center of the characteristics of the decision is not prone to monopoly, a lot of opportunities. Second, the mobile service segments life I will live mobile services is divided into nine major areas of catering, travel, housekeeping, personal care, every area subdivided plurality of sub-fields. Tourism, health, decoration temporarily included sub-chapter discussion in the future. Third, the mobile life of capital distribution service areas of the development of an emerging industry, and ultimately fueled behind the capital, due to the profit-driven and forward-looking capital, capital movement can be seen from the dynamic development of the industry. When capital began to flood certain industries, described the development prospects of the sector to be recognized opportunities exist, however, when large amounts of capital have entered, indicating the intense competition in the industry, the bubble will now not suitable for entrepreneurs entering. According to IT investment database oranges, I counted the investment case from June 2012 to June 2014 occurred in the field of life services performed during the many rounds of financing, but according to the latest rounds of single counted. The statistics is incomplete, limited IT investment database contains oranges, data, business or investment institutions publicly disclosed.
Statistics Total investment case occurred during 72 times, mainly in the food and beverage, travel, personal care, community service and other fields, including catering and travel areas are the capital's most concentrated areas of most concern. Housekeeping, US industry and community service is a hit in recent years, the capital, seems to find a nanny with a cell phone, looking hairstylist about to become a trend. Overall, the investment stage mainly in Angels and A round, boosting demand and patterns in their capital markets being verified. While some segments, such as take-away, a taxi, or the integration of industry giants have emerged intervention, such as the public comment invested hungry yet, Tencent investment drops taxi, fast taxi Ali investment, fast acquisition Hornet. However, most still in the early stages of development, subdivision demand has not been well satisfied. The following table lists the specific investments Sub-area: dining areas, except to sell, there are restaurant recommendations, reservations, food-based social sharing model, the restaurant and dining crowd the line is further broken down, not the pursuit of large, there are not to buy the main economic benefits, pay more attention to the quality of the restaurant, online and offline user experience and postprandial sharing, word of mouth spread. Field trips, in addition to a taxi, there are some new car models, such as increased utilization of AA empty carpool PP-based P2P model car and hit, as well as on behalf of driving, to meet the user demand for cars in different situations . After the car market is also an important area, how to break the line of asymmetric information, the integration of a number of scattered vendors, play online aggregation effect size is the main problem faced by entrepreneurs. Personal care, investment is mainly concentrated in areas of the US industry, including beauty, plastic surgery, hair, nail, and the main entry point to women, beauty is a woman's nature, the consumption potential of the female market is unlimited, from the last few female community Valuation can see billions of dollars. Domestic areas, to invest mainly in nanny, cleaning, laundry, indeed demand, there is a lot because I could not find the right side of the aunt to look after the baby, the elderly and the distressed. By phone you can now view information and status aunt nearby. Future functions of the line stores will also change, the number will be less and less, functions more as an aunt skills training centers exist.
Community service, in addition to the traditional background of color living market, ding-dong district is probably the most flamboyant, the first round of financing of a million. This seemingly huge market, contains unlimited business opportunities, but in reality the user value of the product and what it can bring? In other areas, the investment case is relatively small, not hot does not mean no chance, perhaps untapped potential demand dig deep enough or, on the contrary, now entering hot areas entrepreneurs should ask themselves, and their products "darker than black costume " and is smaller than the existing models better, whether users can bring greater value. IV Summary deeply involved from the current capital can be seen in several areas of common features, such as dining and travel is all happening every day life, but also belong to high-frequency behavior, so that the product continues to be possible users, bringing business prospects. So, the low-frequency behavior of times no chance it? Of course not, such as plastic surgery, people do not every plastic, but have to pay the high costs occur, on average customer price is high, it was possible to share from a high profit. But plastic, marriage is a long decision-making process, it is necessary to enhance user stickiness frequency and method, the current practice is generally added to knowledge acquisition, exchange and sharing of experience and other community functions. To make a difference in the life of service areas, first select a segments, high frequency, high customer price is the preferred course. User consumption process broadly divided into four areas: 1, the drainage line one of the most important role is to the advantage of scale by aggregating network effect, which is the user base, although the user gets high cost, entry tends to concentrate, but the end product is still moving We have the opportunity to become the entrance, which requires an entry point for the product and functional design is sufficiently characteristic and attractive. 2, the conversion with the user base, through the operator's activity and improve user stickiness, increase the conversion efficiency of the consumption of the line. Transformation is the key, is the basis for income generation. 3, the consumer experience of consumer services is provided by the following line business, is fundamental to the business of consumer satisfaction, it will also impact on the line of view. So, how to help and guide businesses to provide quality service is another important issue faced by entrepreneurs, using the model may review or incentives can play a part. If the entrepreneur line mode can be further extended to the next business wire services sectors, become an indispensable part of the line, the effect is naturally better. It is also do catering online booking services aim to launch the line business information products, only Deep intervention line link, the user experience was controllable. 4, the user feedback the user feel good naturally share will point like, bad need Tucao need emotional catharsis, so to provide this platform, one can form excellent word of mouth, but also as a poor basis for improvement . In addition to the above four points, is also very important to pay part or even determine the success of the business model of the past, so-called PC-side drainage line many businesses reduced advertising platform, one important reason is that the consumer can not intervene to pay part of the drainage effect leads to difficult statistics to share less than the amount of actual consumption gains. But the innovative mobile payment terminals and payment instruments make it possible to pay part of intervention. From an investment point above is the author of life services sector some opinions, one of the words, for your reference. I will expand on in future segments of research, analysis, please share. Easier said than done, the business hard, wish entrepreneurs get results as soon as possible. (Author: Cheng Kui, focused on early investment in TMT, worked in the 21 century angel capital personal micro-channel platform angel_capital.) This article i dark horse All rights reserved Please indicate the source, tort reserved.