I love the car wash O2O money burns down thinking

There was no statement and there was no official company dissolution meeting. "I love car wash" CEO Li Dongjin quietly dissolved the company's QQ group, deactivated the common mobile phone number, and left more than 2 million yuan in debt. A retired executive who "I love car washes" thinks, although the network car wash market looks very hot, but joins in and discovers that all is "pit". Previously, the startups that fell into pieces all appeared to have died on the surface of the "fracture of the capital chain," but it is undeniable that the "O2O Burns Wars" bubble burst.

Public data shows that since 2015, more than 40 O2O projects have emerged in the automotive aftermarket. “I love car washing” has become an O2O company that has been frustrated in the car wash field, such as e-washing, express car wash, and cloud car wash. In the field of Internet car wash, such companies are constantly overwhelmed. I love car washing or can become a car wash O2O collapse. A sample in the tide. The once-door car wash business, once regarded as the darling of the car's after-market capital, is now falling to the verge of death across the board. And this kind of collapse tide, just above the door car wash began, and gradually spread to other home O2O areas.

In the one-to-one home O2O field, such as nail art, beauty, etc., if the customer price is less than 100 yuan, the survival probability is very low, especially in the first-tier cities; one-on-one high price range, Diao Ye has said that this interval competition The efficiency of “individual matching” is a bit of a private custom; in a one-to-many field, it is relatively easy to raise the unit price of customers, such as burning a table dish and only picking up the group business.

The door-to-door car wash as a one-on-one door-to-door O2O service uses a subsidy “burn money” model to win over users. Many people say that even if the existing service model does not make money, but after accumulating a large number of users in the previous way, I used to burn money. I can translate them into related high-value categories. And regardless of the loyalty of users with money, conversion rate is also a big problem. However, it is not desirable to exchange such high-frequency and low-cost items for car washing in exchange for high-value items such as his maintenance, because the car-washing on the house is just like the concession coupon, and the customer group cannot be retained. Once one has a large discount, The customer will be able to keep the customer's car wash word of mouth. There are very few customers that can keep the money. Moreover, the unit price of passengers is low, and it is difficult to eliminate profit by eliminating labor costs, transportation costs, and the fixed costs of related car wash tools.

For example, the e car wash starts by subsidizing the user to the C terminal, and adopts the self-built car wash team + crowdsourcing. In March, when interviewed by Huhunyun.com, the e car wash announced that it had covered 11 cities, accumulating millions of users, and reached 3,000 cooperative merchants. The average daily orders exceeded 15,000.

The number of accumulated users is not small, but according to Zhang Kuan, the product director, the conversion rate of the car wash users who choose the car wash is between 5% and 6%. The poor stickiness leads to a lower conversion rate of the maintenance business. The spending habits of maintaining cars on and off the line are far from being developed. In the end e car wash had to close the door car wash and maintenance business, and drastically reduce the size of the staff, from a maximum of 160 people reduced to more than 20 people.

O2O has many fields. The car washing service at home is just a microcosm of it. The O2O market will be more orderly and sound after the big waves break.