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O2O“生死劫”:烧钱补贴,刷单自嗨

作者:西安网站建设 日期:2020-03-17 10:44 | 阅读数:

O2O烧钱.jpg

2014NIAN1YUEFEN,DANGSHIHAIWEIHEBINGDEDIDIYUKUAIDEXIANQILEYICHANGQUANMINDACHESHAOQIANBUTIEDAZHAN,SHUANGFANGZHANHUOYIZHIMANYANDAODANGNIANNIANDI,ERSHUANGFANGDUIWAIXUANCHENGGEZISHAODIAOBUTIECHAOGUO10YIYUAN。DIDI、KUAIDEQILESHIFANZUOYONG,YINIANJIANDALIANGREQIANTOURUGEZHONGO2OXIANGMU,SUIZHIERLAIDESHIGEZHONG“ZISHI”DEBUTIESHAOQIAN,NAIZHIO2OGONGSIBUZUOBUTIEDOUJIUGANCHENGZIJISHIZUO“O2O”DE。

直到今年情人节(2月15日)滴滴与快的宣布合并后,在打车APP领域中,出租车业务的市场份额超过90%,形成垄断地位后,出租车业务的补贴也随之停下。不过烧钱的步伐也未停歇,补贴转向了专车业务,Uber、易到用车、西安做网站专车火拼。同样在过去一年中,饿了么、美团外卖、百度外卖烧钱补贴最为疯狂的一年,还不包括那些不知的O2O公司。

你要知道的烧钱“姿势”

YIFANGMIAN,O2OGONGSITONGGUOSHAOQIANBUTIEFANGSHINENGGOUXUNSUHUOQUYONGHU,ZENGJIAJIAOYIE,QIMUDESHIQIANGZHANSHICHANGFENE;LINGYIFANGMIAN,O2OSHAOQIANBUTIEJIASULEZIJINLIANDUANLIEFENGXIAN,QIEZHIJIECUISHENGLESHUADANLUANXIANG。SUOYIWOMENKANDAOLEGELEIYOUGUAN“O2OSHUADAN”DEFUMIANBAODAO,DUIYUXINGYECONGYEZHEERYAN,QISHIZHEIYIJINGSHI“QIANGUIZE”,JIANGUAIBUGUAIDETONGSHI,WOMENPANGGUANZHEGENGXUYAOLEJIESHUADANBEIHOUDESHANGYELUOJI。

好吧,编者简单总结下了烧钱补贴的三种“姿势”:

DIPINXIAOFEI/GAOKEDAN:DIANXINGLINGYU——CHE、FANG。BIRUERSHOUCHEJIAOYI,C2CXUNIJISHOULEIDIANSHANGRURENRENCHE、HAOCHEWUYOUDOUSHITONGGUOO2OMOSHILAIWANCHENGJIAOYIDE,TAMEN3%DEFUWUFEIDOUSHISHOUBUQIDE,ZAOQITAMENYIBANYIYOUKA、YONGJINZHEKOUDENGFANGSHIZUOWEIBUTIE。ERERSHOUFANGDANGQIANHAICHUYUMAIFANGSHICHANG,HENSHAOYOUPINGTAISHANGZUOBUTIE,LIANJIADEZUOFASHIRUGUOGOUFANGZHESHI“ZIRUKE”,NEIMEZAIQIMAIFANGSHIYUANLAIZHUZIRUDEZUJINJIUBIANCHENGBUTIEFANHAIYONGHU。ZONGDELAISHUO,DIPINXIAOFEI/GAOKEDANLINGYUBUTIEXIANXIANGSHAO。

ZHONGPINXIAOFEI/ZHONGKEDAN:DIANXINGLINGYU——LVYOU。BIRU,XIECHENG、QUNAERDENGOTALINGYUGONGSI,CHANGYONGDEZUOFASHIYONGHONGBAOJILIYONGHUZAIYIDONGDUANXIADAN,ZAIJIANGJIPIAOXIAOFEIEDUZHUANHUACHENGJIUDIAN/JIESONGJIZHUANCHEDEXIANEDIKOUHONGBAO,MUDEJIUSHICIJIKUNBANGXIAOFEI。ERTUJIAZHEILEIGONGXIANGMOSHIZHONG,YIBANSHIJIANGXIAOFEIEDUZHUANHUACHENGDENGHUODONGHONGBAOFANBUYONGHU,EDUYUXIAOFEIJINEXIANGDENG,DANYONGHUHENNANQIANGDAOYOUXIANDETIYANHUODONGJINXINGXIAOFEI。

GAOPINXIAOFEI/DIKEDAN:DIANXINGLINGYU——DACHE、WAIMAI。ZHEIKUAISHIWOMENCHANGJIANDELE,DACHEYUWAIMAIPINGTAIYIBANHUIDUIYONGHUHESHANGHUJINXINGSHUANGXIANGBUTIE,HAIYOU“MANXYUANJIANXYUAN”,BUYIYANGDEDINGDANEYOUBUYIYANGDESUANFA,YONGHUDEBUTIEZHIJIEBIANCHENGJIAGEZHEKOU,JIESUANSHIYIJINGDIKOU。ZAOQIMEIYOUPINGTAIFUWUFEIHEYONGJINDEQINGKUANGXIA,PINGTAIFANGDINGQIJISHANGHUHUAKUANJIESUANBUTIE。

BUGUANSHINAYILEISHAOQIANBUTIE,DOUSHIYONGZAIXINYEWUTUOZHANHEXINYONGHUHUOQUSHANGDE。HUXIURENWEI,SHAOQIANBUTIEDUIYUO2OGONGSIERYANJIUXIANGKE“CHUNYAO”YIYANG,YIDANTINGXIALAI,YUANLAIDEYEWUZENGSUFANGHUAN,YONGHULIUSHIJIUCHENGLEYAOHOU“FUZUOYONG”。ERSHAOQIANBUTIEZHIJIEJIAJULEO2OGONGSIDEZIJINLIANJINZHANG,TEBIESHIGAOPINXIAOFEI/DIKEDANGONGSI。

烧钱补贴给刷单涨“资”势

SHUADAN,BINGBUSHIO2OGONGSISUOZAOCHULAIDECI。ZAITAOBAO、JINGDONGZHEIXIELINGSHOUDIANSHANGPINGTAISHANG,SHUADANYIJINGZAOYISIKONGJIANGUAN,DANYAOQUFENERZHEDEDONGJIBUTONG,LIYISUQIUDIANBUTONG。LINGSHOUDIANSHANGPINGTAIDESHANGHUSHUADANSHIWEILEDIANPUPAIMING、XINYUZHI,ERO2OGONGSIDESHANGHUSHUADADUOSHIWEILECONGPINGTAIFANGPIANQUBUTIE,SUOYIDUIPINGTAIFANGDELIYISUNSHIGENGDA。

ZAISHUADANFANGSHISHANG,LINGSHOUDIANSHANGPINGTAIHAIYAOYOUWULIUDANHAOPEIHE,YIBIANDOUHUIWULIUDINGDANCHANSHENG,ZHISHIJICHUDEBINGFEISHISHIPAISHANGPIN。ERO2OSHUADANCHENGBENDECHENGBENXIANGDUIJIAODI,XUYAODUOGESHIMINGZHANGHAO(DIANHUAHAOMA、ZHIFUZHANGHU),SUOYITAOBAOSHANGCHUXIANLEDAPIO2OSHUADAN“GUYONGJUN”,SHUADANDETONGSHIHAIFUDAISHUAPINGLUN,ZHIZAOYIZHONGXUJIAFANRONG。

WULUNSHILINGSHOUDIANSHANGPINGTAIHAISHIO2OGONGSI,DOUZAISHENGCHENGYAOYANDASHUADAN,BINGTONGGUOJISHUSHOUDUANFANSHUADAN。ERSHISHISHANG,DABUFENPINGTAISHIDUISHUADAN“ZHENGYIZHIYANBIYIZHIYAN”。SHUADANZIHAI,MABIZIJITONGSHI,YIZAIDAILAIZIBENKUANGHUAN。

SUIRANSHUADANHUIDUIO2OGONGSIZAOCHENGFANBUDESUNSHI,DANSHUADANZHIJIEZENGJIALEGMV,JIANJIETIGAOLEZHEIJIAGONGSIDEGUZHI,DUIYUZHEIXIEO2OGONGSIERYANXISHENGDANGQIANDEBUFENLIYI,NENGZAIXIAYILUNRONGZINADAOGENGDUODEQIANYESHIZHIDEDE,TOUZIZHEDUIYIDINGFANWEINEIDESHUADANYESHINENGJIESHOUDE。

XUNUOZIBENTMTTOUZIHEHUORENCAOBINGRENWEI,SHUADANLVKONGZHIZAI3%-5%YINEI,JIUSHIFEICHANGHAODEBIAOXIAN,ZAI10%YINEIHAICHUZAIKEYIJIESHOUDEFANWEI,RUGUOCHAOGUO20%,ZESHUOMINGPAOMOHENDA,XUYAOZUOCHUGAIBIAN。

CONGZHANGYUANLAIKAN,SHUADANPOHUAILEPINGTAIDELIANGXINGJIZHI,SHIBUKECHIXUDEZENGZHANGFANGSHI。RUOYAOZHIZHISHUADAN,ZUIYOUXIAODEFANGSHIJIUSHITINGZHIBUTIE。

O2O公司补贴、刷单“生死劫”

DEQUE,ZHIYESHUADANRENDEHAORIZIJIJIANGDAOTOU,QUDONGDONGLIZHENGZAISHUAITUI。BUTIESHEZHIZAIJINEYUZHOUQIZUOGUOYUSHE,BUTIEJINEHUISUIZHESHIJIANLAZHANGERJIANSHAO。SUIZHEZHEITIAOGUIJI,DANGQIANO2OHUOPINZUIJILIEDELINGYUDACHE、WAIMAI,TAMENZAIBUTIEJIANSHAOYIJINGFEICHANGMINGXIAN。

YIFANGMIAN,YONGDIDIKUAIDEZONGCAILIUQINGDEHUASHUO,XINYEWUYIJINGSHIXIANLE“CONG0DAO1”;LINGYIFANGMIAN,ZHENGGEZIBENSHICHANGSHICHANGZHEIMIANLINYANDONG,TOUZIZHEDUIO2OBIANDEJINSHEN。YUANWEIYINGLIDEO2OYAOGUODONG,YIJINGCHANGSHIKAIYUANJIELIU。

HAISHIDAJIABIJIAOSHUXIDELIZI。YOUSIJIXIANGHUXIUFANKUI,DIDIKUAIDESHUNFENGCHEYEWUZAI6YUEFENGANGSHANGXIANSHI,ZAOZHONGWANSANGESHIJIANDUANDOUYOUGAOBUTIE,ERDAOXIANZAIJIBENSHANGYIJINGMEIYOUBUTIE,YOUSHIHOUJIUXIANGZHENGXINGDE1YUANBUTIE。

同时,滴滴快的已经在出租车业务上进行抽成,虎嗅在上周打车去机场时,就遇到出租车司机跳单情况。常见的情况司机在接单后单方面取消订单,但依旧履约,将乘客送到目的地后,会给出自己的微信二维码让乘客扫描支付车费,或者直接收取现金。外卖方面,饿了么品牌馆都是接入自建物流,每一单都要额外收配送费,其配送员又充当销售,卖品牌馆物流服务的会员卡——季卡、月卡。

YOUYIGEXIANXIANG,MEITUANZAI“QIANTUANDAZHAN”ZHONGKEYIBUSHAOQIANZAGUANGGAO、MAILIULIANG,DANZAIO2OLINGYUZHIYAOYISHAOQIAN,GENBENTINGBUXIALAI。TUANGOUSHIDAI,ZHISHILUDIZHANZHENG,ERO2OZHONGDUCHUIZHIDEZHANZHENGYIDANBAOFA,JIUHUISHIYICHANGHAILUKONGDEQUANMIANZHANZHENG,SHENZHILIANJIANJIDELEIXINGDOUBUYIYANG。

O2OCHUANGYEJINGSAI,MEIGEXIFENLINGYUZAISHICHANGSHANGZHINENGHUOXIAQIANLIANGMING。SHEIYEBUYUANYISHIQUFAYOUSHI,WEILEYEWULIANG、SHICHANGZHANYOULV,ERO2OSHAOQIANBUTIEDEXIANXIANG,ZUICHUYOUZIBENZONGRONGYANBIANCHENGHOULAIDEZIBENBANGJIA。

ZUIHOUZAIPAOCHUYIGEWENTI,BUYONGSHAOQIANBUTIEDEFANGSHIZUOO2O,RUHE“PAOMAQUANDI”?

已经成型的O2O公司已经开始停补,他们开始搞联合促销活动(业务关联公司、同一股东的O2O公司),将补贴转化成红包、优惠券,通过微信、微博等社会化媒体渠道传播,变成主流推广方式。

BASHAOQIANBUTIEKANZUOYIZHONGYONGHUHUOQUCHENGBEN,YUDIANSHANGGUANGGAOTOUFANGDECHANCHUFANGSHIBUYIYANG,TASHIZHIJIEJIANGHONGLISHUXIANGYONGHU,ERTINGBUHOUDE“YONGHULIUCUNLV”CHENGWEIHENGLIANGSHENGSIDEZHONGYAOZHIBIAO。SHEIYEBUXIWANGYILUNSHAOQIANZHIHOU,“MANDIJIMAO”。


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