Baidu Nuomi Zeng Liang: Willing to support entrepreneurs to jointly explore the blue ocean O2O market

Zeng Liang revealed to entrepreneurs the three main reasons for the failure of O2O entrepreneurship, and said that under the glutinous rice + strategy, he would leverage Baidu glutinous rice's platform and traffic advantages to help entrepreneurs jointly welcome the blue ocean O2O market.

On February 26, Zeng Liang, Vice President of Baidu and General Manager of Baidu Nuomi, was invited to attend the 11th event of the Maker 100 Open Day. He shared the development history and competitive trends of domestic O2O with entrepreneurs and guests attending the meeting, and pointed out that the domestic O2O market is not Red Sea. At the same time, Zeng Liang revealed to entrepreneurs the three main reasons for the failure of O2O entrepreneurship, and said that under the glutinous rice + strategy, he would leverage Baidu glutinous rice's platform and traffic advantages to help entrepreneurs jointly welcome the blue ocean O2O market.

90% of O2O startups end in death, but O2O is still a blue ocean.

At the market sharing meeting, Zeng Liang said that since 2003, O2O has experienced a chaotic period, a budding period, an initial development period, and a period of rapid development today. Among them, 2015 became a hot year for O2O investment and development, but more than 90% have died or cannot get the next round of financing. This has given many practitioners the illusion that O2O has become a red sea, but this is not the case.

Baidu glutinous rice Zeng Liang: Willing to support entrepreneurs to jointly explore the blue ocean O2O market.

In Zeng Liang's view, the O2O market, which seems to be a red sea, is actually a blue ocean. Last year, Baidu glutinous rice created its own festivals to seize market hotspots such as public holidays, and its performance showed a spiral upward. Through Baidu glutinous rice's consumption big data, it was found that women played a major role in the growth of O2O consumption. At the same time, from the perspective of the film field, when the box office of China films was 18 billion yuan three years ago, the O2O penetration rate was only 15%, but this year it is expected to reach 60 billion yuan, and the O2O penetration rate is as high as 80%. In the trillion-dollar catering sector, the penetration rate of O2O is less than 10%, and the penetration rate of KTV market, which reaches 600 billion yuan, is less than 3%. These data all show that China's O2O market still has great potential to tap and is far from entering the Red Sea category.

Lack of traffic, false demand and fierce competition are the three main reasons for the failure of O2O entrepreneurship

. However, the current fact is that in the blue ocean O2O market, many entrepreneurs are dying quickly. Zeng Liang believes that there are three major reasons why it is difficult for O2O entrepreneurs to succeed: lack of traffic, false demand and fierce competition.

Zeng Liang said that since most of the Internet traffic is concentrated in the entry-level products of Internet giants, ordinary entrepreneurs have higher costs to acquire users and need to spend a lot of money to circle users. However, some O2O entrepreneurial projects unilaterally move offline models directly to online., it is neither just needed nor high-frequency. It has not transformed traditional industries or industries at all, and has not really improved efficiency and achieved service connection and reconstruction; Finally, many entrepreneurs and small businesses have suffered from disasters in the context of giant competition due to shortages of capital, technology, and talents, and it is difficult to obtain stable development opportunities.

Traffic sharing, scene reconstruction, integration and symbiosis of Baidu glutinous rice and entrepreneurs

As a blue ocean market with a scale of up to one trillion yuan, it is unrealistic for any giant to completely control it. Zeng Liang said that under the strategic system of glutinous rice +, Baidu glutinous rice will actively access more third-party service providers. While building Baidu glutinous rice into a true one-stop life service platform, it can also better support small and medium-sized entrepreneurs share the future trillion-dollar O2O market.

Zeng Liang said in the sharing that in 2015, Baidu Nuomi launched the "glutinous rice +" strategy to fully open up resources and traffic, link up upstream and downstream partners to create two major alliances, and jointly build a win-win cooperation and a new O2O ecosystem. On the one hand, Baidu Nuomi helps third-party platforms with a wide range of users realize traffic monetization and create a "partner alliance" for revenue sharing; on the other hand, Baidu Nuomi opens up its own user resources and traffic and connects to more third-party vertical O2O service providers., sharing content, sharing traffic, and creating a "service alliance" in depth.

Under the "glutinous rice +" system, Baidu glutinous rice connects with the three killer application portals of Baidu Search, Mobile Baidu and Baidu Map, providing traffic resources to the two major alliances. At the same time, through technical applications, product innovation, market activities and other means, according to location, Different scenarios such as time, and crowd can be used to achieve the opening of various food, movies, hotels, KTV and other categories, and build a Baidu glutinous rice "scene" ecosystem, making it possible to make personalized recommendations for individual users.

Zeng Liang revealed that as early as the second half of last year, Baidu glutinous rice's rapid deployment in third-party categories had won a leading position in the industry. As third-party vertical O2O service providers successively entered the Baidu glutinous rice platform, Baidu glutinous rice was able to integrate its originally fragmented life service APP effectively to provide users with one-stop life services. Behind the third-party categories here are many small and medium-sized entrepreneurs.

At the sharing meeting, Cao Jian, founder of Maker 100, pointed out that the "glutinous rice +" alliance initiated by Baidu glutinous rice can provide a platform for O2O entrepreneurs, provide traffic introduction, and provide a complete set of solutions from operations to technology to payment to assist them. Spend the most difficult period, use large platforms to drive small verticals, create a good entrepreneurial atmosphere, and work together to create a truly one-stop O2O life service platform, which will provide O2O entrepreneurs, users, As well as to Baidu glutinous rice itself, it has positive and far-reaching significance.

Editor: vian