Combing the route of the US Mission from the launch to the present, we find that the step-by-step strategy of the US Mission that has experienced the Thousand Regiments War is really wonderful and can make an annual drama. In addition, I will share with you some of my own ideas.
20 10.3-20 1 1. 10
With the success of Groupon, domestic followers launched the first group buying websites in March 20 10. Most of them started their business in Beijing and then expanded to other cities. At that time, the group purchase followed the Groupon model, one commodity a day.
At the beginning, Handan. Com has become the first in the industry at an extremely fast speed.
Quoted from 20 1 1. 1 Why is "Entrepreneurship State" Handan? Com is so "red"
Wu Bo, the founder of Handan. Com, believing in "martial arts in the world, only fast and unbreakable", and quickly opened the city, took financing and recruited people. Want to win market share in a very short time, financing and listing, and sit on the top spot.
At the same time, the US Mission did not choose such a radical style of play. (Of course, they didn't get the money at that time. ) June 20 10, Handan.com opened to 10 cities, and the US Mission only opened less than 10 cities.
Later, the capital was once crazy and staged a thousand regiments war.
Quoted from 20 18.3.23 36kr China 15 years of ups and downs, where is the way home? 》
The homogenization of group buying is serious, so Wu Bo chose to smash advertisements to establish a brand. 20 10 February, 10, Handan. Com received $50 million in Series B investment. Around June 165438+ 10 that year, Handan.com launched subway advertisements in Beijing and Shanghai, which started the advertising war in Groupon.com ... At that time, a large number of advertisements were placed on the glutinous rice network owned by Gaopeng.com, Manzou.com and Renren.com (then the big boss).
20 1 1 in April, 2008, Handan.com received the investment of $0/.1100 million in Round C, and then signed the endorsement of Ge You and put in a batch of advertisements. It can be seen that when Wu Bo got the investment, he advertised.
The mission of the United States has also been shaken. The advertising budget reported at that time was more than 654.38 billion. But in the end, I didn't choose to advertise.
At the end of 2011/Handan.com's IPO in the United States failed. This incident dealt a great blow to domestic group buying investors, followed by a wave of capital cold wave (the reason is not explored in detail. It is said that the listed stocks fell below the issue price, and domestic stocks were not optimistic. ), many group buying websites (yes, in the era of PC-based) have closed down at this time.
By the year of 20 1 1 and 65438+February, the top three group buyers were Handan, Meituan and Wowotuan. Monthly sales exceed 200 million, the so-called "200 million club".
There are two things that I find very interesting at this stage.
| What about the agreed "fast and unbreakable"?
Isn't this almost regarded as the iron law of Internet success?
In the Thousand Regiments War, the opinions about why the Meituan survived are similar, including not advertising to make money through the cold winter, attaching importance to technology to improve operational efficiency, and attaching importance to users' launching many service policies, which have nothing to do with "fast" and are all practicing internal strength.
In fact, I don't think Wu Bo's idea is wrong. If the IPO fails, the pattern of group buying may be rewritten. Although it will eventually expose the problem of insufficient internal strength, there may still be time to solve it.
However, when we use the strategy of "only fast but not broken", we should also pay attention to what is the essence of this business, is it suitable for 100-meter sprint, marathon or something else? If it is a marathon, you should also pay attention to cultivating your internal strength while thinking quickly, especially if you can't rely on all kinds of fathers and have enough money to let you play casually.
Just like the white crow said when the group purchase first came out:
Quoted from 20 10.4.8? Sina. Wang Xing: Entrepreneurship is to predict the future.
| How does Wang Xing keep the rhythm when the outside world is so crazy?
Zhang Tao of Public Comment said.
Quoted from 2016.11.936kr "Public Comment on Zhang Tao: Past successful experience may be the root of your next failure".
I checked, when was the first financing of $65.438+0 billion from Public Comment? 20 1 1 April, at this time, it is indeed the time for group buying to advertise overwhelmingly.
As mentioned earlier, Wang Xing has also wavered, and his advertising budget has been more than 654.38 billion. But I didn't get lost in the end. I must have resisted the heavy pressure from inside and outside. When everyone is burning money to advertise, thinking that this is a game to seize the market quickly, he can see clearly where the focus of this business is and continue to open the city and provide services at his own pace.
No matter how crazy the outside world deviates from the essence, we must constantly judge the essence of things and take a lonely road that can't see the result in a short time. Sometimes, it's really important, especially marathon business.
Combing the time and things when Meituan and Shoushou got financing, we can see what they did when they got the money and how they played when they had money and no money.
20 1 1. 10-20 15. 10
February 20 12, meituan released a cat's eye movie (then called meituan movie). In March, monthly sales exceeded 300 million. In August, monthly sales exceeded 580 million, ranking first in the industry. In the top five in September, in addition to the three mentioned above, there were reviews and glutinous rice nets.
20 13, layout of hotel group purchase. Third-and fourth-tier cities opened their gates in May. In 20 13, the movie tickets of Meituan accounted for 50% of the movie tickets of group purchase, and the hotel group purchase accounted for 70% of the market.
20 14, the layout is out. In May, we got a $300 million C round investment. There were a lot of advertisements in June. At that time, it accounted for about 55% of the group buying market.
On October 20 15, 15 10, we got a series d financing of $700 million. 10, merged with the second review in the industry. Since then, I have really stabilized the group buying boss.
What I am interested in at this stage is:
What did meituan do with three aces left, deuex?
What are the criteria for choosing vertical industries?
The market share in 20 14 years is 55%. Didn't you win? Why are you advertising again?
Why is 20 13 the time to do vertical business? Why is the focus not on Kaesong?
What did Meituan do with three years left, deus ex?
As can be seen from the figure, 20 1 1 has three "200 million clubs". From March 20 12, the sales of Meituan maintained rapid growth for several months, and finally became the first.
At this stage, there are not many business strategies or product strategies in the article, but we can see that at the end of 20 1 1, Gan, the former vice president of Ali B2B, was appointed as, who helped the US Mission to establish an iron army. Maybe that's the main reason.
| What are the criteria for choosing vertical industries?
An article in 20 14 said that the scale of the catering industry at that time was about one trillion, with 800 billion weddings, almost 300 billion hotels and ktv, and 0/0 billion movies.
Then why did Meituan choose smaller movies instead of weddings and ktv when choosing vertical industries?
In this regard, Wang Huiwen, the second person in the American Mission, said this:
Quoted from 2017.11.18 Sohu. Com "Mei Tuan Comments Add * * * Enjoy the Super Platform Value of Automobile Capital Market"
This answer is really a bit too macro ... so I guess they don't think weddings and ktv will change much in the short term. ...
| 20 14 has a market share of 55%. Didn't you win? Why are you advertising again?
When and how to advertise is still very particular. During the Thousand Regiments War, Wang Xing did not spend money offline on a large scale, but focused on online accurate delivery. (Of course, it was mainly because there was no money at that time ...) At first, I was not eager to build a brand, but focused on word-of-mouth marketing. In fact, group buying was still a new thing at that time, and advertising at that time was equivalent to helping competitors educate users.
By 20 14, although the market share is 55%, it has just become the boss, so it is necessary to open the gap with the second echelon! (Of course, because I got the money ...)
Quoted from 20 14.5.2 1 donews? "Meituan has shown its majesty: it's time to advertise! 》
| Why is 20 13 the time to do vertical business? Why is the focus not on Kaesong?
This question is no good, please ask the great god to answer it. ...
20 15. 10- till now
20 16, 1 month, Meituan take-out accounted for 32.3% of the take-out market. In February, the Home Improvement Division was established. In April, Cat's Eye Film became an independent company.
February 20 17, Meituan took a taxi in Nanjing. In April, the US delegation traveled online.
20 17 12, organizational structure adjustment. Business components are as follows:
Newly arrived business groups: catering, catering ecology, comprehensive payment, etc.
Large retail business groups: take-away, fresh food, etc.
Tourism division
Former hotel tourism enterprise group
2065438+March 2008, Meituan took a taxi in Shanghai.
It's too difficult. I only have one question:
| Why does Meituan do everything and can do it well?
Wang Huiwen said this:
Quoted from 2017.11.18 Sohu. Com's "Meituan Comments Add * * * Enjoy the Auto Capital Market and Interpret the Value of Super Platform _ Sohu Auto"
This paper combs the biography of Meituan, mainly looks at its business strategy, and then talks about its product strategy.
| The scene where only one product is launched every day. Why is it possible when group buying just started, but not now?
This extended question is actually: when do we need to give users appropriate restrictions and when do we give them freedom of choice? Just like 20 10, 1 1 or so, some people tried this model: users put forward demands to let merchants customize goods in groups. Why not?
I don't have a good answer at the moment, so I feel I can write an article by myself ~
| When will we talk about user stickiness?
When Handan.com was first introduced, it adopted the groupon+foursquare model. I wonder how many people remember the latter. At that time, it was a very popular check-in application. Wu Bo is very proud of his invention. I believe that group buying users are not sticky, but signing in can stick to users well.
Let's not talk about whether signing in can really enhance stickiness. Generally speaking, we always think that a function can make users more sticky. But in some cases, the priority of user stickiness is not that high.
First look at the value provided by the product. Group buying provides low prices and convenience. Users are not easily sticky. As long as there are cheaper and more convenient (or simply cheaper) products, users may leave. Secondly, look at the stage of the business. In the early days of group buying, what matters is the size of users, and user stickiness is not that important.
Then there is the problem of short-term stickiness and long-term stickiness. In the short term, interesting behavioral stimuli such as price and check-in are not as effective as price. Look at long-term stickiness, or basic services and ease of use.
Finally, a few more Heng Pao, watching the history of the Internet is always too late to stop a wave of times:
I forgot where I quoted it. It doesn't matter.
References mentioned:
2011.11Start a business? Why Handan? Is com so "red"? /a/20 1 10 1 1 1/ 182093 . html
2018.3.23 36kr "15 years in China, where is the way home?" 》/I/20 10-04-08/ 16384034544 . shtml
2016.11.936kr "Public comments on Zhang Tao: past successful experience may be the root of your next failure"/p/p/5056147.html.
2017.11.18 Sohu. Com * * * Enjoy the value of the super platform in the automobile capital market/A/205188953 _ 579461.
20 14.5.2 1 donews？ "Meituan has shown its majesty: it's time to advertise! 》/idonews/article/3024.shtm