Analysis on the mode of electric business website: What do we think of O2O?

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Recently discussed O2O's post more up, this for the people engaged in this line, is a good news, and listen to Ming plaintiff dark.

I have always been concerned about the field, so the generation involved in this aspect of the post will be carefully studied, summed up, found that some friends in the discussion, seems to be a bit of thinking shackles, now stripped out everyone together debate.

First of all, talking about O2O, often speak to the consumer, think that there is the consumption of consumers this model, do not have to O2O. Those who hold this view send a lot of people, I see no less than 10, these friends are generally just out of Taobao, is in contact with the company or is just in contact with the company for some time, is the wonderful of the company of the crowd. In their eyes, there is no business can not do, what goods as long as you are willing to buy online.

Indeed, as long as you want to get the goods, there are always businesses regardless of the cost to let you experience the business, but these friends, did not think, if you buy is not a commodity.

Yes, O2O is to live in the service appears, this is not through the paper box to send the brothers sent to you.

Now it's time to know. Any model has its limitations rather than any model has its applicability, when you talk about O2O role in goods, we are talking about O2O function in the service, in fact, we are talking about is not the same thing, you have to wear underwear outside Superman, who can not save.

This is a cognitive problem, that's all.

The second is a lot of friends, about 90% of the speakers will think that this O2O ah, the first O, that is, the online, is defined as the front of the on-line payment. In fact, this definition is mostly affected by the group buying site, I think, the discussion O2O if not from the group to jump out of the site, will inevitably lead to thinking again restricted.

Group buying site management to the present season, in fact, has basically completed its historical mission, as Kai-Fu Lee said, group buying is just the tip of the iceberg O2O, now the industry generally believe that group buying is the primary stage of O2O, and from the history of group buying can be seen from a group to a day, from a hodgepodge to fine vertical classification, These are all things that can be thought of as the fittest species evolve, but there are always bottlenecks in evolution, such as glutinous rice, such as the map model (Http://www.nuomi.com/youhui/ditu/shanghai) is not a common bag buying station can afford to play, Slowly this has become the industry barrier.

The advantage of this industry barrier is, can help some has the strength to have the potential to buy the website, slowly to the higher Order Life Service website Evolution, the evolution Ultimate may be the mature O2O, may also be a middle state.

In other words, group buying is dead, but the group purchase site is not extinct, only can not change or upgrade the group buying site is really extinct.

Then go back to why online does not represent the payment of the front, because in this closed loop, the problem of how to pay is as a branch of experience exists, not as a node of the process.

In other words, without the front of the online payment, does not mean that the flow is not run, and have a front online payment, does not mean that users do not sell the account. For the two simplest examples, I am in pursuit of the ultimate experience, can completely let users do not pay online, or even pay the front, directly to the shop consumption, and then pay to leave, is not it? You have to ask how the settlement, very simple, you have the strength to handle UnionPay not on the line, the terminal card machine experience is not more natural? You can't handle UnionPay, it's your own ability problem, of course you just have to let the consumer add additional decision costs and sacrifice the experience to pay for your incompetence.

I use the front line to pay, does not mean that the experience is absolutely not good, Wenfeng 3000 card, I use bargaining ability to negotiate, to 1000, provided that the front of the online payment, that is, prepaid for greater concessions. Consumers themselves will consider, according to their own target consumption of different expectations of the value of the choice will be made in accordance with their own interests.

Here's the value of the expected judgment, or recommend Jinxin article "Why would someone buy clothes on the internet to buy shoes" http://www.marsopinion.com/2010/11/24/math-class-for-e-commerce/, This article makes a very subtle exposition.

Thus, online refers to not limited to the front of the online payment, including on-line service information retrieval and acceptance, online booking, online experience and so on, separate one to discuss, are not comprehensive.

The 3rd is a lot of friends, think group buying website already good enough, no need to evolve, also do not need any O2O, that is to say total negation of the second article.

As mentioned above, since it is the primary stage, then there must be an insurmountable disadvantage in the initial stage, such as

Competition for user means is poor, low price is its only valid card;

Consumer groups are affected by the value of the site's price-sensitive, thereby ignoring the purchase network itself brand;

Group buying site mixed, so that consumers risk increased decision-making costs, and thus affect the industry's reputation;

Is the merchant thinks is the marketing platform, purely for the merchant to do marries the clothing, rarely can repeatedly buys the same commodity, the consumer seeks two times the preferential need to go to the other group buying website or the direct waiver to go to the line shop, diluted the website to the user stickiness, the user also cannot obtain more benefits

Few can combine the regional business Circle search, the localization is big, the commodity hit rate is low, the user consumes the cost is high;

In the long run, users can not actively choose the consumer services, in what to eat what stage, can not meet the real potential needs of users

The O2O of the future can do at least

low-priced non-mall only selling point, the occasional consumption and guide users to do happy consumers, so as to increase user stickiness;

Relying on the telecommunications level, UnionPay-class professional merchant bargaining capacity, to introduce high credibility of well-known businesses, the trust of users;

Goods exist in the mall cycle long, for users to repeat consumption, conducive to the development of consumer inertia

Combining lbs, on this basis to provide businesses and commodities, to give users the real choice and convenience

To determine whether a pattern can be sustained, not to look at the surface of the shiny, or to see how difficult the mature model is, but to see whether it is beneficial to consumers, and whether there is more conducive to the consumer model exists.

4th, many of the discussion talk about the user's security system, completely ignoring the needs of businesses. In fact, in the O2O closed loop, the role of the merchant is huge, do not serve good merchants, you will never serve users. And most of the generation of netizens because there is no actual research experience, so do not pay attention to this aspect.

A large number of business research reports show:

For businesses, unless the order is particularly large, otherwise he does not want to give their own procurement (if any) too much pressure, or even beyond his control capabilities, that is, O2O may inventory management disappeared, but the pressure shifted to the merchant;

The same is for businesses, he is not willing to upset the original business process for a few orders, do not send hope that all businesses will arrange for you to bring users to the settlement, there is a very versatile terminal, is a very strong negotiating capital.

Or for businesses, terminals, the average business can accept the limit is 3, if there is a terminal, one of them must be UnionPay, and most of the business in addition to UnionPay in addition to their membership card, 0 tolerance, which means that you have to seize the quality of customers, not win UnionPay is a failure, and there is no quality merchants, you can be prepared to close the door.

And when it comes to terminals, in fact, as long as you lay in, there are people waiting to help you develop free.

5th, think O2O anyone can do, very energetic idea.

As mentioned above, if you need to enhance the experience of the merchant and the user, then put in front of the mobile level, the bargaining capacity of the UnionPay level you have not, not to say that the money is abundant, the other side is also not lack of money, see your cooperation can meet his demand point, and these enterprises to work together cooked not to do, if you are not long-term cooperation, There is no hope of cooperation on a project.

Can talk about these giants, you can be qualified to say you have to cooperate with the business resources, or even if it is to comment on the net or ding ding net, business resources this piece of the foundation is slightly shallow, not to mention advocating O2O who can do those people.

6th, Word-of-mouth Network, comment on the network is O2O

They are just more focused on food and beverage information, just do a shallow try, and even do not touch on other industries, this view of their site's corresponding classification content, tags can be learned one or two, some sites or even just send takeout.

In fact, in addition to food and beverage, in the life, leisure and entertainment in various fields have a lot of development space, of course, for those who have the strength of the company.

The future development, must be closely linked to mobile Internet, Solomo for enterprises or consumers, for everyone is very tempting.

I would like to express my views, but found that my views are fused in the above six points of discrimination, it is no longer covered.

PS, in fact, in the process of competitive research and analysis, found a lot of not well-known but experience and processes are quite excellent sites, there are 4S, there are wedding, a bit of food, there is tourism, all kinds, and the current platform of the all-inclusive + independent trend, in the inability to do the premise of the, Digging a particular industry to do a deep, in itself is an industry barrier to establish the process.

So the content that this article says is not absolute situation, each industry has the exception and opportunity that the sky drops pie, see you can hold.

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