高成本获客能走多远？从巨头崛起看行业适配本质

Core Viewpoint - The article discusses the concept of "Internet thinking" and its applicability across different industries, emphasizing that not all sectors can benefit from high-cost customer acquisition strategies. The key to success lies in high-frequency usage, user stickiness, and network effects, which are essential for sustaining customer engagement without ongoing subsidies [1][2]. Group 1: Understanding "Internet Thinking" - "Internet thinking" refers to attracting a large user base through free strategies or subsidies, which can later be monetized as user habits are formed [1]. - Successful examples of "Internet thinking" include platforms like Taobao, Didi, Meituan, which have established strong network effects and user habits, allowing them to retain users even without subsidies [2][4]. Group 2: Characteristics of High-Cost Customer Acquisition Models - High-cost customer acquisition models are sustainable only if they meet three criteria: high-frequency usage, user habit formation, and the ability to create a dual-sided network effect [2][4]. - Platforms like Taobao and WeChat exemplify high-frequency usage, as users frequently engage with these services, forming habitual usage patterns [2][4]. Group 3: Unsustainable High-Cost Customer Acquisition Models - The second-hand car e-commerce industry illustrates the pitfalls of high-cost customer acquisition, as it is characterized by low-frequency, high-value transactions, making it difficult to cultivate user habits [6][9]. - Companies like Uxin faced significant losses despite high gross margins, as their marketing expenses exceeded revenues, leading to unsustainable business models [6][5]. - The real estate sector, represented by companies like Aiwujia, also struggled with high-cost acquisition due to the low-frequency nature of transactions and the inability to build user loyalty [10][11].