Wo Wo is committed to connecting local life service providers with consumers through the Internet, especially the mobile Internet, helping businesses to directly sell surplus service capabilities online and manage repeat customers, and helping consumers to choose economic and rational consumption, aiming at building the largest online shopping mall for eating, drinking and having fun in China. Wo Wo has gathered hundreds of thousands of online brand stores of life service businesses all over the country, including various group purchases, vouchers, discount vouchers and limited-time promotions. , covering food, movies, leisure and entertainment, tourism, hotels, beauty care, wedding and other industries. And it basically covers people's daily needs.
Wo Wo cut into the field of life service e-commerce by group purchase (Wo Wo Group), and launched the group purchase form of one city with multiple orders and one order for multiple days. At the beginning of 20 12, the mall model was launched to help merchants open online brand stores and operational support, so that merchants can directly sell products and services. On July 20 14, the online store upgrade service was launched, providing merchants with their own online stores, including mobile store clients and brand stores of independent merchants, and one-stop access to third-party platforms to help merchants directly connect users, realize online direct sales, membership operation, dynamic promotion and brand display for merchants, and rapidly promote the development of life service businesses to mobile e-commerce.
The purpose of Wowotuan is to provide intimate and personal group buying services for consumers, and at the same time provide localized online advertising services for merchants by consulting and marketing.
Wowotuan is one of the first 29 group-buying websites in China that have passed the e-commerce credit certification of the Ministry of Commerce, one of 17 websites that have obtained "good" credit certification, and one of only a dozen legal group-buying websites that have obtained the Internet Business License (ICP certificate) in China.
However, as of 20 14, the top three market shares of group buying websites are Meituan.com, Dianping.com and Baidu glutinous rice. On the contrary, pioneer group buying websites such as Wo Wo and Handan. com have shown an obvious downward trend.
Today, Handan has been acquired by Hongtu Sanpower. Whenever the domestic group buying market is mentioned, it is always said that Meituan, Public Comment and Baidu glutinous rice have killed the Three Kingdoms. I don't know how long it has been, intentionally or unintentionally, to selectively forget Wo Wo Group.
20 15 65438+ 10/0, Wo Wo Mall (Wo Wo Group), one of the domestic life service e-commerce platforms, submitted its prospectus to the US Securities and Exchange Commission (SEC) and officially announced its listing plan.
WOWO Group plans to raise up to $40 million through IPO transactions, and plans to land on the Nasdaq market with the stock code "WOWO".
Wowotuan, whose performance is not remarkable, can get the biggest supplement after listing: capital. Money makes the mare go, the reputation of Wowotuan can be greatly improved, and actions can be drastic. On the other hand, you can't try something new, and the capital side pays more attention to the benefits, even if it hurts the user experience.
Nowadays, when the group buying market of glutinous rice, reviews and Meituan is still hot, Wo Wo Group is planning a new market direction. Judging from the recently launched "online store link", Wo Wo Group has clearly released the signal of going out to do group buying and transforming the O2O life service platform.
It can be seen that Wo Wo Group pursues long-term market opportunities in the life service industry, and is unwilling to consume them under the group purchase mode. First of all, group buying is only a means of promotion for businesses, not a healthy business model, which cannot support the industry to go further. Secondly, the mobile Internet has fragmented traffic, and the group purchase war of burning money and fighting for traffic has not made much sense. It can be seen from the data representation after Meituan, Public Comment and glutinous rice have successively "taken refuge" in BAT. Finally, the rapid growth of mobile Internet users and mobile consumption has brought huge growth space for local life O2O. Otherwise, BAT will not choose traditional group buying websites to buy shares in succession and launch its own "connecting merchants and users" application. In Xu Maodong's eyes, group buying is not the future of life service industry. Now it is time to focus on the future market development. As a result, Wowo Group transformed into a life service platform. As for group buying, it will become an integral part of the ecosystem of Wo Wo's life service e-commerce platform and continue to promote sales for businesses.
The form of group buying is to stimulate the consumer market first, and then force the service industry to submit to it. Wowotuan's calculation is that if a large number of merchants can be stabilized through the system, users will naturally follow, serving the merchants first and then serving the consumers. This is the biggest adjustment of Wowo Group's business strategy. Moreover, service providers don't have to fight for funds and traffic for the time being, but fight for the ease of use of the system, which is an opportunity for Wo Wo Group.
Service is not a commodity, the commodity is standardized, and the service is flexible, so it cannot be sold in the mode of supply and marketing. Life service industry needs to rely on its own transactions to participate in online competition, rather than packaging services into products and selling them to e-commerce websites.
For life service providers, the online shop communication of Wowotuan is a positive attempt. Through the unified background system, businesses have the right to make their own decisions, and they can be more flexible and quick in product innovation, optimization and price adjustment. The unified background system is also convenient for businesses to do operational data analysis and CRM marketing management. After the service industry is networked, not only the location, but also every detail can have an impact on the performance of the store. The competition between Tmall stores is the most direct portrayal of the future.
For the service industry, group buying makes it aware of the power of e-commerce, but group buying is not the best form of e-commerce in the life service industry, and the consumption of life service will tend to be constant in the future. Just as Taobao won the favor of consumers with its price advantage, the current price is not the only factor of e-commerce, but more attention is paid to service quality, as is the e-commerce market of local life service industry. This is the law of the market.
There is more market potential to help life service providers adapt to network operation, rather than drinking poison to quench their thirst in the form of group purchase. Some people say that group buying can really realize the remaining consumption space of stores, but whether leading stores do group buying should not be the group buying website, but the stores themselves.
To put it bluntly, group buying is just a rough form of playing with traffic at present, but in the future, it will focus more on operation. In the early days of Taobao, you could make money by opening a Taobao shop. Now operational ability is the basic skill. The extensive development of O2O life service industry is coming to an end, and the refined competition will follow. (PS: A large wave of training in the operation, analysis and marketing of teaching shops and agency companies will appear soon. )
Xu Maodong said that Wo Wo should be the Tmall of life service industry, that is, a platform. This direction may suit Ali's appetite. If Wo Wo Group can achieve good results, Ali will not be stingy with its investment. Perhaps Wo Wo Group's strategy of giving up group buying and providing a life service platform is correct, at least the prospect is more imaginative!