O2O Gene: The trinity of electric quotient, region and service

O2O, currently one of the most popular symbols of the internet, these two years, for the traditional industry transformation, mobility, localization services, and so on, almost as long as a model, always to stand on a little O2O gene, it seems that this is the current investment and integration of the most fashionable career, is said to be the tuyere, but it is difficult to see the soar benchmark.

O2O, online screening, online payment, online access to services, this is called the O2O closed loop. Seemingly simple, many internet companies, in this effort to pay a lot of efforts, the process is long and arduous, has not been successful, it will fold the battlefield. In order to close the loop and close the loop, ignoring the essence of O2O, the futility is inevitable, success is accidental.

From the current point of view, based on localized life services O2O products More, can be divided into the following categories

These projects tend to be based on a service project to win with a single attribute.

This kind of platform often with the shallow massive information, raises the user custom, by the big data support, forms the line to the line to get through.

This kind of platform, mainly relies on each kind of community's inhabitant, emphatically solves the community last kilometer O2O service question, has certain social attribute and the service attribute.

Such platforms, based on different industries, such as mother and child, real estate, home and other industries, to provide information to the relevant industries in the depth of service.

This kind of platform, the electricity merchant is its fundamental attribute as well as the bearing way, differs from the traditional electric power merchant, the regional attribute is more obvious, often has the entity shop or the independent logistics system composition.

The above case, in addition to platform class O2O, most of the O2O or based on local physical stores, such as pharmacies, laundries, convenience stores, material management, shopping malls as the basis, Yan stretched out its own unique way of dealing and service. From the platform-level O2O view, the current platform to classify information, reviews, group buying, such as the main business, O2O for the future development and transformation direction.

O2O Gene: The trinity of electric quotient, region and service

First of all, we must first profoundly realize that the O2O is a certain transaction attributes, the process of online transactions, destined to a certain degree of electrical property, but with the traditional platform of electronic commerce, such as the difference between the Consumer-to-consumer and other ways, lies in the O2O based on localized living services of regional attributes.

Whether it is shun Fung's hey Guest, or Vanke live here, or ding dong and benefits and other O2O projects, have a common feature: based on end-user service last kilometer, this is a very clear geographical indications. In practical terms, similar to the O2O model, the radiation range is based on the area within 3 km of the service point diameter.

The last kilometer settlement is an important aspect of O2O, but it can not fully expound the O2O meaning of the regional localization refinement service and the electric trader transaction.

O2O platform: The paradox of quantity and quality

No matter what Internet products, all want to quickly become a billionaire user platform, but based on regional attributes obvious O2O, especially localization services, the number is fragmented.

For example: a community of 1500 households, occupancy rate of 90%, about 4050 people, the last kilometer of the service group is the 4,050 target customers, assuming that the surrounding 3 similar communities, serving about 12000 people, but in fact, this 10,000-target customer base to promote the transformation is an extremely complex thing, How to talk about the follow-up service.

For the O2O platform, 10,000 of users, but the depth of the user service is not so far, so platform-level O2O and localization O2O is the depth and quality of service

From this point of view, regardless of platform-level O2O or localized O2O, two issues need to be addressed: standardization and large data.

We all know, like KFC and other Western fast food, have strict time control, more than a certain amount of time products can be discarded, also will not be sold. Localized services based on regional attributes, the establishment of similar service standards, particularly important, similar to the Vanke property has a similar independent department, called Quality Management Department, the department often unannounced visits, such as the door to break into the community, to see whether security interception, wall into the community to see whether the security system played a role, or even check the trash box, If more than 24 hours of garbage are found, the manager is removed from office and a similar service quality system is not available to many internet companies.

Internet companies are more willing to solve the problem by technology, which is really hard to come by O2O nature. But Vanke's stay here, it is possible to introduce a similar management system to improve their quality of service.

There's a lot of discussion based on big data, and O2O's big data use, is more practical, if the traditional electric power to use the Internet without Borders to form a scale, O2O large data use is the pursuit of a certain boundary range of more refined use, such as: According to a user's grain and oil products purchase records, calculate the next time to buy , early delivery home, and help users to pour out the Chen, new meters into the box, and then pour Chen.

This is based on large data and standardized service cases, the ordinary electric platform can not be achieved, the large platform can not be done, and based on localization services O2O, it is difficult to form a standardized execution, the formation of a paradox.

O2O a higher demand for our service.

Cask effect: Closed loop with the cart before the horse

A cask, as long as there is a gap, can not be full of water. O2O, too, is a systematic project involving numerous details. Marketing promotion again strong, if there is no good service support, O2O shell Gorgeous, closed loop complete, meaningless, all for closed loop and closed-loop O2O too metaphysical and lose its essence.

Based on the localization of the O2O, social, is a threshold, a lot of products, are based on this consideration, and even implanted in the product of the corresponding function, in another aspect, most products are also relying on micro-BO micro-credit and other social platforms to promote, think it is important.

In terms of Internet properties, we usually describe the Internet as a virtual world, each user has its own corresponding role, but as in real society, we still have their own needs in the world, and through the exchange of social properties, access to more information to screen, and eventually converted into line under the Act, this behavior is not necessarily a transaction , may involve activities, share information, or initiate discussions.

Localized O2O of area attributes, has this condition, but the scope is small, from the operation management angle, the massive information flow, through the UGC way, the screening, the recommendation itself is a difficult problem, even if decomposes to a certain scope, like the community, will be a terrorist management matter, and has certain legal risk.

The user's demand for information, in the current Internet industry, is already excessive, this kind of social action, it is difficult to form long-term viscosity and user habits, the cycle is too long, for the O2O closed-loop transaction process is extremely unfavorable.

However, many platforms, or a large number of inputs to the energy, the purpose is through long-term operation, cultivate this viscosity and generate commercial value, this judgment is a problem.

We should profoundly understand the difference between community and social socialization, as far as possible in a light way to transform, the depth of content services suitable for vertical industry O2O, not suitable for most localized O2O.

Mobile development: The Truth without truth

Many O2O, without an app, seem embarrassed to greet the industry, Android, Apple iOS dual system support, the major distribution platform must pursue installed capacity and open rate, active degree.

Mobile development, there is no conclusion, and app must not be the ultimate way to move, in fact, the app is more similar to the PC era of tool software, and the mobile end has not yet formed an app monopoly, and the trend of serious app development, creating more waste, From the recent contraction of the distribution platform and the decline in the effect can be seen.

New technologies based on mobile terminals, such as HTML5, have been used in a better way to interact with the marketplace, and are expected to be in the market for some time, but will not be the ultimate way to move.

Maybe you're still studying mobile sites, researching app features and user experiences, or researching public numbers and microblogging marketing, and have to say that the mobile Internet is growing so fast that everything is likely to be out of date.

Instead of excessive pursuit of mobility, it is better to continue to strengthen the quality of their products and services, cultivate the first batch of deep fan-level users, more practical.

Summary: Themes of subversion and vertical eternity

No matter how the market changes, we should be glad that everyone is standing in the air. Mobility must be a subversive revolution, from the point of view of localization services, for O2O practitioners, we need to find our place in the change, and properly prepare for take-off and landing safely.

Compared with platform-level products, phased, vertical, based on localized O2O, more suitable for future O2O development trend, but the depth of service, urgent need to form an enforceable standardization.

For O2O products, in addition to one-way information display and release, we should pay more attention to the web2.0 era of the UGC concept, in the closed loop to form Interactive, improve user experience, cultivate their own fan groups.

From the operational point of view, in addition to providing a platform, O2O platform can also be used in reverse, such as singing the acquisition line under the KTV model, is similar to the use of the Internet to transform traditional industries, based on O2O platform transactions, the formation of scale, I am afraid the capital value more than simple O2O platform O2O should form its own entrance value.

Based on localized O2O operations, is the Internet to refine the trend of the road, you can see is also a long time in the future, one of the popular Internet, based on good products and services, this is the essence of O2O, O2O upgrade the Internet service online mode, upgrade the line service standards, This is what the new technological revolution should have.

O2O, everything is just beginning!