Love me, love my family, die quietly, but leave a warning to the world like thunder keeps ringing.

There is a saying that once became the supreme truth of the entrepreneurial circle: pigs can fly in the wind.

Love my family, once became the best verifier of this sentence, and also created the myth of internet entrepreneurship. Since its establishment, it only took 18 months to complete five rounds of financing, making the valuation reach one billion dollars. In less than three years, it suddenly fell to the ground from the "unicorn company with the fastest financing since its establishment", and it was smashed to pieces and could no longer clean up the ground.

Surprisingly, I love my family, whether in the field of real estate agency or in the internet venture capital circle, which can be described as a gorgeous star, but when it dies, it seems that it can only disappear quietly in the shade alone, without many people's regrets. Even in the past year, it can only find sporadic related news from some media.

Love me, love me, love me, love me, love me, love me, love me, love me, love me.

Some analysts believe that putting the "subsidy" and "burning money" modes of Internet projects in the intermediary industry cannot deeply understand the low-frequency and irregular characteristics of real estate transactions, and it is impossible to fill this bottomless pit with more investment.

Secondly, the so-called "internet innovation" is essentially just a routine of digging brokers with high salaries, high commissions and low commissions, and has not had a substantial impact on the industry.

Finally, the general environment and national policies are unpredictable, and it is not hard enough to strike while the iron is hot. With the hot money of capital, everything can only be dispersed with the wind.

Restore the business model of loving my family and loving my family.

First of all, let's take a look at the five-year history of Love My Family:

20 14 love me, love my house, was founded by internet executives to solve the pain points in housing leasing and trading in China. Only four months after its opening, it has won nearly 30% of the Shanghai rental market. And in that year, it obtained three rounds of financing from ABC.

20 15, aiwujiwu successively completed the DE round of financing, with a valuation as high as 6 billion; Quickly occupy the market through commissions below the market average;

20 16 aiwujiwu began to adjust its business structure, and the company changed from offensive to conservative. Large-scale layoffs began at the end of 20 16, and the advertising volume decreased, and the transaction volume also fell sharply. More importantly, I love my family, and my family didn't get a penny;

In 20 17, 70% of employees were laid off by Aiwuji House, and the total transaction volume dropped significantly;

20 18 continued to lay off employees, and the business came to a standstill;

On February 20 19, the APP was officially closed and the last store was closed. Finally, the story officially ended.

From birth to death, love me, love my family, to paraphrase that sentence: watch him rise from Zhu Lou, watch him entertain guests, and watch his building collapse.

Aiwujiwu, a company with Internet real estate agency as its positioning, originally conceived to break the traditional asset-oriented model that the intermediary was "bound" by offline stores, build an intermediary platform with the Internet model that was in the limelight at that time, reduce costs, and quickly facilitate transactions with a low commission of 1% and a more efficient service process.

Aiwujiwu was founded in March of October/Kloc-October/April, and it quickly recruited people on a large scale. In April of that year, the housing management system was quickly launched. In July, they recruited the first batch of brokers with the scale of 100, and tested the water in Shanghai. In August, Aiwujiwu chose a relatively simple rental business subsidy model. In September, Love Me Yoshiya began to make eye-catching advertisements to attract more customers.

At the same time, in order to improve the enthusiasm of brokers, Aiwujiwu once raised their commission rate to 65% far beyond the industry level, and the company only got a small percentage of business commission.

Broker's commission is high, tenant's commission is low, and advertising bombing is crazy. Love my house and Yoshiya use the usual opening method of the Internet industry-high subsidies, burning money to seize the market. In this way, love me, love me, love me, love me, love me, love me, love me, love me, love me. According to public data, as of June 5438+February of that year, its leasing business accounted for 28% of the Shanghai market share, and the Beijing market reached 10%.

After the Spring Festival of 20 15, Aiwujiwu, which has made great achievements in renting business, immediately launched the second-hand housing business in Shanghai and Beijing. Then it will enter Guangzhou and Shenzhen in May, Tianjin and Hangzhou in July, Wuhan and Chengdu in August and Nanjing and Chongqing in September.

The slogan they shouted was very popular and lethal: "Kill the intermediary and make the shop rough".

However, as early as 20 15, the same policy report already issued a warning: "From the end of 20 15 1 1, Aiwuji House can support losses for at most three months, and it must make a profit at the beginning of 20 16."

I died because I burned too much money.

In order to improve the enthusiasm, Aiwuji once raised the brokerage commission rate to as high as 65%, and only got a small percentage of business commission. Shanghai rents a house with a commission of 35%, and loves my house and gives it to tenants free of charge. Beijing rents a house with a commission of one month's rent, and loves my house and my house by half. Second-hand house commission is 2.5%, love me, love my house 1%.

When the basic salary of the real estate agency industry is 2000-3000 yuan, the basic salary given by Aiwujiwu is 4000-6000 yuan. Other companies give 20% to 40% commission, and Aiwujiwu gives 60% commission. Founder Deng Wei admitted in an interview that the company has more than 10,000 employees and the average labor cost is 10,000 yuan.

The most expensive place is marketing. In the early days, Love Me, Yoshiya entered the market through overwhelming advertisements. In the acquisition of housing, Aiwujiwu actively entrusts owners through advertisements, accounting for about 50%, which is one of the main sources of housing, 30% is developed by Aiwujiwu's agents, and other channels account for 20%.

In addition to the endorsement fee paid to Cai Ming, we should also pay the admission fee to advertising platforms such as TV, radio and subway.

According to the data of 20 15, the revenue of aiwujiwu is 400 million, the distribution is raised to 200 million, the labor administrative cost is 654.38+0 billion, the advertising cost is 300 million, and the platform operating cost is 654.38+0 billion. One plus one reduces the net loss by 654.38+03 billion, which is equivalent to a loss of 60,000 for every house transaction.

I wanted to subvert the industry, but I ended up hurting myself.

Love my family's attack on the city at its peak, which made the big names such as Chain Home and Zhongyuan Real Estate panic for a while, and also forced the intermediary, a traditional industry with a little soil, to move towards the "Internet model" collectively.

But now, if we re-examine the business model of love me, love me, love me, love me, love me, the whole link fails to reflect creation and value-added. In essence, it is just a so-called "O2O innovation model" in which brokers are hired with high salaries and high commissions, and low commission losses subsidize buyers. This mode and mode of operation is in the same strain as their belief in burning money to buy customers, frantically financing to make data, and the capital operation logic of Deng Wei's Li Yongjin and N companies, which were founded earlier, to sell quickly.

Some people also say that this kind of "spending money to intercept competing products" is an internet thinking, and it has to reflect the temperament of "people are stupid and have more money" in marketing costs.

However, the fact is, as you can see now, the result of "strong" can only be "gray".

Marketing needs cost, but it also needs digital management.

John wanamaker, an advertising guru, once said, "I know that half of my advertising expenses are wasted, but unfortunately, I don't know which half is wasted."

Understand this sentence from two aspects:

First, 85% of marketing expenses have disappeared (data source: Harvard University statistics);

Second, half of the marketing expenses are wasted, but I don't know where and where to waste them.

For traditional enterprises, let alone wasting half of advertising fees, that is, wasting a penny will also hurt. Without understanding these data, it is almost impossible to accurately market, reduce costs and get customers with half the effort.

Indeed, in this era of information overload and increasingly dispersed consumer attention, how to attract accurate users and effectively form sales transformation, and how to get back half of the wasted advertising budget is still a difficult proposition for most traditional brands.

The so-called precision marketing, we must first clear three principles:

First, it is necessary to drip irrigation accurately, not flood irrigation. Drip irrigation, like farmland irrigation, can save water as much as possible on the basis of solving water problems.

The second is to clarify the user portrait and not blur the user portrait. Through the behavior data, scene data, transaction data and traffic data presented by the data, we can grasp the real needs of consumers, so as to accurately market and realize the effective reach of users.

The third is to substitute the scene into the experience. A simple transaction process is likely to be a customer's "only" consumption. If different consumer experiences can be designed according to users' preferences, consumers' repurchase rate and brand loyalty will be greatly improved.

Digital management is digital transformation and upgrading.

In the information age, digital marketing and management has become a necessary condition for all enterprises.

But among entrepreneurs, there has always been a saying that enterprises must transform, and transformation will die quickly, but not slowly.

This article will not discuss why there is such a statement, but there is a data that can explain some things: at present, the success rate of traditional enterprise transformation is less than 30%.

Originally a weapon to boost the higher development of enterprises, how did it become a means of suicide?

Here, I have summarized several misunderstandings about the digital transformation of enterprises for your consideration and discussion:

Myth 1: Digital transformation is a technical challenge.

The success rate is less than 30%, and the other side is high mortality. Many enterprises think that digital transformation is a technology-related challenge, but it is not. Digital transformation begins with the enterprise's future-oriented strategy, and technology is only part of the problem. We should regard transformation as a vision.

Myth 2: Digital transformation must take a step-by-step approach.

Many enterprises believe that digital transformation must take a gradual approach. But this is not the case. In addition to making gradual changes to the enterprise, a better way is to rethink your business model.

Myth 3: Successful digital transformation begins at the front desk.

Many enterprises believe that digital transformation must start from the front desk, but in fact, the background is the best starting point for transformation. With a standardized and orderly background environment, it is easier for enterprises to reach an agreement with customers.

Myth 4: Customers are eager for automated services.

There are different opinions in the industry about what kind of service customers want. But the illusion of most enterprises seems to be that customers prefer automated services, but it is not. Customers want personalized service, not automation. (