Wedding O2O eruption "Dawei Wang" fission

Marriage websites abroad are doing much lighter. This is related to their simple marriage customs, and domestic social and entertainment are naturally heavy models.

From the point of view of the domestic website's business, the cost of acquiring customers is one-time, and we hope to tap one-stop worth as much as possible.

Marriage websites can do a full-category platform, just like creating a wedding version of Taobao, but they must focus on what they are best at and actually participate directly in the transaction.

Married sweet, but can not worry about preparing for the wedding: wedding merchants do not know where to start from a large number, go home to consult a tired person, not goods than N and worried about consumer unhappy.

This has led many entrepreneurs to see the opportunity to use the Internet to integrate fragmented wedding merchants. Shen Bin has done a B2C hiker China.com, but as a founder, he quickly discovered that it was only as an information publishing platform. The wedding industry is too shallow to enter into transactions, so instead of launching C 2B's Juxi cat this year, we first attract customers with the wedding plan D IY and then recommend suitable wedding merchants to choose from. In this regard, the senior expert of the China Electronic Commerce Association, Zhuang Shuai, agrees that C 2B custom wedding services are more likely to control the trading process, but Chairman Qian Xuefeng of Hanli Capital believes that the audience is narrow and difficult to scale.

Wedding B2C "Cash Bear"

Statistics show that the annual output value of the wedding market is about 800 billion yuan. The attractiveness of the cake has attracted many entrepreneurs. But from the preparation of the wedding to the wedding and then to the honeymoon, the industry chain is so long. Where should we start?

“B 2C, one stop.” Shen Bin has given two keywords to the Chinese website Xijia, founded four years ago. Whether it is wedding photography, wedding planning, wedding hotel, or jewelry diamonds, wedding dresses, honeymoon tourism, Most of the categories of businesses related to weddings can be found above.

However, such a huge amount of information cannot be converted into a "cash cow."

After some sorting and analysis, Shen Bin found that wedding merchants are different, it is difficult to rely on a model to get through: dresses, jewelry, tobacco, alcohol and other physical goods are more likely to “touch the net”, these years, electricity suppliers have vigorously cultivated the people line The habit of shopping; but the transaction is not big, after all, married the business, the face is less than 1% of the crowd of people, and online sales are much cheaper than the line, Maori space is limited.

Whereas weddings account for the largest consumption of local services such as weddings and weddings, it is difficult to form effective closed-loop information. For example, consumers chose the right hotel on the Internet, but did not go to the scene to see the environment, can not immediately make a reservation, right? This is especially true for weddings that involve a series of individual needs such as planning, creativity, and layout. "For these traffic flows from online to offline, it is difficult for merchants to confirm which website is the source of the visitors. Secondly, most of them are also able to escape as far as possible." With emotion, the vast majority of B2C marriage websites have become free public service platforms. This model is difficult to go on. Southern Reporter learned that currently HiChina is no longer operating.

How to prevent the jump order

In contrast, the same four-year-old company was founded in the past four years ago. Today, it is still firmly following the B2C path. In July this year, it received the tens of millions of dollars of B financing from Sequoia Capital and Fidelity Asia Investment Fund. To Xila CEO, I believe, B2C is still the mainstream mode of the wedding website, after all, for most consumers, the initial wedding merchants through information browsing screening do have a relatively large market demand.

In the cut-in session, we have hosted a wedding booking. He analyzed the reporters of Nandu. On the one hand, wedding consumption is the highest category of wedding consumption. In Shanghai, this proportion is nearly 50%. On the other hand, newcomers usually look forward to booking weddings a year and a half in advance. For wedding services, in other words, it is relatively easy to make reservations for the upstream wedding party and to extend it to other parts of the downstream.

But the jump order is still a problem that cannot be solved. How can it be broken?

He told the Southern Reporter that it is of course impossible to publish information, and someone has to follow it up online. He told Nandu reporters that at the client's end, it usually takes about 30 days to find a suitable wedding hotel. During this time, the website will send a wedding adviser to keep in touch with them until he decides which one to choose. The other is to use a discount to bind customers. Book the same hotel and give extra gifts. As for the cooperative business side, the platform incorporates their integrity into a set of systems. If there is a suspected stumbling block through back-office data analysis, someone will follow suit.

However, wedding bookings for well-known hotels have already fallen short of supply online. How big is the incentive for them to cooperate with wedding websites? In this regard, Yi said that they would cooperate with merchants who are willing to try new models, and those hot wedding venues that are difficult to book are not their partners. According to the introduction, Xila is currently integrating tens of thousands of wedding hotels in the country.

In this regard, Fang Guang Capital Partners Zhang Xuting in an interview with Nandu reporters believes that whether the B2C marriage website can be made, or look back at the company's own resource integration capabilities, can not be generalized, in the final analysis, the customer value is the platform booking High cost performance.

Hanli Capital Chairman Qian Xuefeng admitted to the Southern Reporter that the current marriage O2O model is not complete, because the customer's deposit is paid offline to the wedding hotel, and then the platform is divided into commissions, and the ideal model should be like Ctrip. In that case, the customer's deposit is directly given to the platform, forming a closed loop of payment, which still needs to be explored.

Deep C2B intervention

Marriage website is more than B2C. Hibernation of China's Web did not make Shen Bin discouraged, from another perspective, for non-standard wedding services, C2B customization model may be able to move customers? This year's poly-hime cat is his new attempt.

In Shen Bin's view, the B2C's information platform is too shallow for the wedding industry and there is no direct customer pain point. In fact, most people know very little about the wedding industry. In the end, how to choose a business, how to talk about the price, and the bottomlessness of the industry, coupled with the lack of industry standards, different businesses even offer different standards, it is difficult for newcomers in a short period of time Which one is the most reliable and the most cost-effective? That being the case, Juxi cat first starts with each customer's wedding plan, and then it is targeted to recommend the right business to them.

Specifically, when customers come in, they are not looking for businesses. Instead, they first do a wedding DN A test. You want a fairy-tale wedding style or an idyllic wedding arrangement. More than 100 sets of templates are available for selection. Wedding elements, can be based on their own preferences DIY, generate wedding programs, and then view the site by matching a number of wedding companies and the corresponding wedding quotes. Shen Bin told the Southern Reporter that the idea of ​​a DIY wedding is especially welcomed after the 85 and 90 pursuit of individuality. There have been hundreds of new couples who have customized wedding programs through the Juxi cat.

For merchants, the appeal of C2B websites is to bring accurate traffic. He went on to analyze that the girl who had no plans to get married recently may also get on a cat to play with D IY and look at his future wedding designs, but he will not come to this stage. Once the price link is reached, it is basically married in about two months, and there is a high possibility of placing orders. This is more efficient than surfing the net on the B2C website. As for the profitability of the platform, Shen Bin told the Southern Reporter that in the early period, both the customer and the merchant were free. With the expansion of the scale of the customer and the increased stickiness of the merchants on the poly cat, they may adopt a method similar to the bid ranking in the future. Businesses want to get more exposure and recommendations, they must pay the platform.

The same attempt to C2B model also comes from the transformation of traditional wedding companies, but it's not in the wedding plan, it does not recommend the wedding company to the customer, but after the communication needs of the customer service personnel, directly to the right wedding people. According to Han Shuo, CEO of eCommerce, the DIY that customers need is not to create a wedding, but to form a wedding team. The former is plainly the venue layout, and the more core is the person who performs the service.

However, in the past, weddings, such as hostesses and makeup artists, were mostly provided by wedding companies as intermediaries. Why did Yijiewang disperse this chain? Han Shuo explained that once the traditional model has a limited number of wedding guests to choose from, customers often fail to pick the right ones. Secondly, the wedding company will make a difference and the customer won't know how much it will cost. When he also operated the wedding company online, he discovered that many guests were quite repulsive to the intermediary. Among the customers of their company, one-third of them would find their own people through Weibo and WeChat.

“Customer needs are so, why don’t we take advantage of the situation and let the wedding people and customers have a more transparent docking.” Han Shuo told Nandu reporters that in the initial stage, the host, make-up artist, photographer, and cameraman must be promoted in four categories. The customer can make all four kinds of reservations, or just select one item. While recommending the candidate wedding person, the website will also make comments and suggestions to help customers who do not have professional knowledge to understand the differences between different plans until the wedding team is established.

This is only the first step. In the next wedding preparation process, Yijienet will also assume the role of “supervisor” and supervise the implementation of the wedding team. He pointed out that this is somewhat similar to the Internet decoration company Tubaba, the contract is signed by the tripartite party, the site must first charge a sum of money, after the end of the wedding to evaluate the entire service, the customer is satisfied with the final settlement. "From a team, a team, to an assessment team, we are involved very deeply. Only in this way can we be eligible for payment and customers are willing to pay." Han Shuo told the Southern Reporter. At present, this model of Easynet is still in its infancy, but it has been favored by venture capitalists. It recently won a multi-million dollar A-round investment from IDG Capital.

For the exploration of peers in the wedding C2B, Zhai said that it will not be ruled out after hi hi to adapt to the needs of different types of customers. However, he did not agree that he was deeply involved in the wedding process, and feared that it would affect the neutrality of the platform as a third party. For instance, it was recommended that merchants pay high commissions, which would adversely affect the customer.

From the perspective of investors, Qian Xuefeng analyzed that compared with the broader B 2C marriage website, there are relatively few potential customers for the C2B model, and it is not easy to replicate scale. The senior expert of the China Electronic Commerce Association, Zhuang Shuai, is optimistic about this model and provides third-party wedding customization. It is equivalent to becoming a business owner, and it is easier to control the trading process.

One-stop surgery industry specializing in

Nandu reporters note that no matter which link or mode they take into the wedding industry, most of the domestic wedding websites are on the same route. Ultimately, they refer to the service platform of the entire industry chain.

For example, Juxi cat only docked the wedding company in the early stage, but then it will open the “hotel” and “wedding” section along the “one-stop” direction of HiChina.com.com; on the one hand, it will host wedding bookings. On the other hand, it has extended wedding photography, wedding malls, etc.; while easy netting focuses on wedding people, but ultimately it will be necessary to expand wedding venues, wedding dresses and wedding supplies.

In contrast, foreign wedding websites have few “large stomach kings”. For example, WedPics, which was financed last year, is an application that specifically covers wedding photographers. It allows guests to record weddings together in a crowd-sourced manner; Lover, known as the wedding version of Pinterest. Ly, the Nuggets visual social segmentation market, through the online photo stream, plus fragmented expression, to help prospective brides to conceive of their own creative wedding, while providing a reference program for the wedding supplies needed to organize the wedding.

In this regard, Shen Bin analyzes that foreign wedding websites are indeed doing a lighter job, which is related to their simple marriage customs, while domestic social and entertainment are all heavy models; from the point of view of the website's business, most people live their lives. Once we get married, the cost of acquiring customers is one-off. Of course, we hope to dig out the value as much as possible so that all the other related expenses of the other party can be completed here. For customers, it is also possible to worry about all the needs of a wedding website.

Qian Xuefeng suggested that the marriage website can be used as a full-category platform, just like creating a wedding version of Taobao, but it is necessary to select a field to do it. "The other extensions in the industry chain do not have to do it by themselves. To provide a platform for presentation, focus on the parts that are best at and actually participate directly in the transaction."