2015 is known as the year of the concentrated firepower war O2O, looking back at 2023, it seems to see the situation at that time again, and the local life is back in smoke.
"Placing orders" has become more and more the norm in people's daily life. Short ** and live broadcast, with the lower cost of traffic, coupled with the advantage of being easier to stimulate consumer desire, have quickly become a new channel for consumers to buy products or services online, and even increasingly occupy the mainstream position. Based on this, the competition between Internet platforms is becoming more and more fierce, especially in the field of local life services, Meituan, Douyin, Kuaishou, Xiaohongshu and other platforms will increase their efforts in 2023, and meet the personalized needs of users through low prices, algorithm innovation, service upgrades, etc., in order to seize the highest point of the local life track.
It is obvious to all that since 2023, brands and businesses covering almost all segments of local life such as catering, housekeeping, tourism, supermarkets, fitness, and movie performances have been rushing to the short ** platform, especially Douyin - as early as January this year, the number of daily active users (DAU) of Douyin has exceeded 1 billion, and Douyin has been adjusted several times to visit stores and ** as an important way for merchants to obtain increments. For local lifestyle merchants, operating the Douyin platform has become a must to leverage traffic and drive revenue growth.
The fierce battle of Internet platforms and the participation of large and small brands and merchants have jointly promoted the hustle and bustle of the local life track, and the degree of enthusiasm has even surpassed that of 2015, which is regarded as the "* era" of O2O (online-offline). Of course, compared with 2015, with the innovation and development of 5G communication, artificial intelligence and other technologies in recent years, the current local life field has changed the mode of online and offline interconnection, and new paths and patterns are constantly emerging and evolving.
Count O2O to local life.
O2O is actually the same as the concept of "local life", which refers to the business model of providing goods or services in the same city or region to meet the daily needs of residents, and its essence is to give full play to the advantages of the Internet information platform and improve the efficiency of information dissemination, including catering, supermarket home delivery, housekeeping maintenance, leisure and entertainment, parent-child, education, film performances and other more than 10 subdivisions.
Judging from the timeline, this model can be traced back to around 2010, imitating and copying foreign groupon's *** piled up, the number of ** as high as one or two thousand, the mainstream ** report in 2011 used the "Hundred Regiment War" statement, this 1The scuffle during the 0 period, roughly by 2014, Meituan sat firmly on the top spot in the market and came to an end, and ** entered the "cold winter" for a while.
By the end of the year, with the popularity of smartphones and the prosperity of the mobile Internet, the concept of O2O quickly became popularWith the opening of the 0 period, the link between offline merchants and online traffic has become active again, and various O2O entrepreneurial teams have formed round after round of financing. During this period, in the major mainstream business districts, the local pushers wearing different clothes shouted "scan the code and send gifts" to become a landscape, and the era of O2O ended with the capital integration of several major platforms.
In recent years, Douyin, Kuaishou and other short ** platforms have exploded, brushing ** and watching live broadcasts have become more and more important in people's daily life, and even form habits, especially in 2023, the local life service track war has intensified, and the platform, brand merchants and the ** chain behind it, consumers and other parties have participated in it in an all-round way, consumers hope to obtain cost-effective products and services, and the platform intends to establish its own ecological closed loop, and merchants are trying to open up new market increments.
Business continues to develop, and the operation of short-term platforms such as Douyin is a must. In the middle of this year, Swan Daojia, as a typical enterprise of local life services, vigorously transformed into the field of live broadcasting, introduced talents from platforms such as Douyin and Didi, and set up a professional short and live broadcast team to stimulate consumer demand and deliver brand and service value through diversified, vivid and direct pain points.
Compared with the 2015OO, the technology giants, the Internet platform for the local life services and the allocation of resources are also riveting, at the same time, the short ** makes the connection between online and offline more convenient, the anchor of each live broadcast room and the former local push personnel may also be "shouting", but the efficiency of information access has grown exponentially, coupled with the accurate matching of AI algorithms, as 3The local life track in the 0 era has been upgraded by leaps and bounds.
Catching it is a common issue.
From 20 to 30. From 2015 to 2023, the competition for Internet platforms is still continuing, although the array of key "players" has changed, and the investment in technology empowerment and service upgrades has increased unabated. In particular, it is worth mentioning that based on hobbies, search and browsing habits, geographical location and other AI algorithm upgrades, whether it is "goods looking for people" or "people looking for goods", it is not only very convenient, but also greatly improves the accurate matching of demand and supply. with 2The "crowd tactics" of the offline operation team in the 0 era have increased exponentially. The scuffle of Internet platforms - such as Douyin and Meituan are trying to break into each other's "hinterland", expand market share, attract more local consumers and merchants, and bring more discounts and benefits to consumers.
The relevant person in charge of Swan Daojia said: "The effect of Douyin operation is very intuitive and obvious, not only for aunts, but also for users, 85% of Douyin live broadcast orders are new users, which means that the live broadcast has a more efficient reach ability compared to traditional local push or Internet ** promotion." Local push mainly relies on crowd tactics, the labor cost is relatively high, and the reach is limited, which creates a better infrastructure for business. "Through the short operation, Swan Home also allows more people to know housekeeping, understand these simple workers who rely on hard work, and the difficulty and value of the job behind it.
From 2015 to 2023, the logic of local life O2O has undergone fundamental changes, but it should be noted that for brands and merchants, a common topic and test has not changed, that is, how to catch the traffic, continue to operate, and amplify the value of the traffic, and this is the direct test of the "core strength" of the participants, and it is also the most talked about industry "moat" in the café.
Taking Swan Daojia, which is making efforts at the first end, as an example, the company has been deeply involved in the industry for many years and has built a complete set of housekeeping full-chain service system, which has become the "confidence" of its infrastructure to undertake traffic. The whole system includes, from the front-end of the service, the skill improvement and employment guidance system that focuses on service majors and helps workers find employment, as well as human resources systems including resumes, physical examinations, and demand matchingto service tracking, customer service system support and housekeeping insurance;and then to the post-service review, the selection of "Swan Star" outstanding workers and the "Goose Treasure Plan" housekeeping children's education support and other life support. Industry insiders believe that the full-link service chain is very important, which can ensure that traffic is digested and absorbed, thus forming a positive cycle of traffic and business.