O2O model is reclassified and respected

Enterprise's biggest challenge: How to play Offline resources

The high level of financing, so that investors and entrepreneurs to the electricity quotient "bubble" after the rupture into the winter more worried. But when winter comes, is in the shortest time reclassified and respected O2O (onlinetooffline) mode.

This advocates the use of online consumers into the real store, so that the Internet + become the front of the offline trading model becomes very hot. According to the relevant data, to now a total of 64 O2O mode of enterprises to obtain the favor of venture capital, the amount of investment has been close to 7 billion yuan this year. In Wan Haoki, a partner at Jingwei Ventures, O2O's appeal is "this is an existing market". In line with the basic necessities of daily water in the area of hundreds of billions of "in the huge market size, even if you only occupy 1% of the market share, or even 1 per thousand, may become a listed company."

O2O of the new classification

Innovation Workshop chairman and chief executive Lee Kai-Fu said: "Group buying teaches offline businesses can get local users online, teaching users can search for local services through the network, to O2O (that is, onlinetooffline) paved the way, the work must be done." ”

As a pioneer, group buying makes "online ordering, offline consumption" This typical O2O mode is understood. At the moment, this concept is accompanied by mobile interconnection, lbs and other Dongfeng, in the continuous evolution. To the public comment network for example, in the era of mobile interconnection, the public comments network makes use of mobile phones to local merchants to "positioning" to become a reality, which allows users of the past PC-side quickly transferred to the mobile phone, online traffic transfer for offline consumption time shortened. As of August this year, the public reviews the number of independent users of mobile phone clients has exceeded the tens of millions, the number is nearly 20 times times last year, showing the mobile internet and traditional industries combined potential.

Wan Haoki in an interview with reporters in the south, said mobile games, mobile phone advertising is to "create a market", but O2O is concerned about "an existing market", so attract investment agencies concerned. "Market size is a key factor in venture-investment assessment," he said. O2O is the development of existing offline businesses, and shopping, eat more than billions of water per year, as long as O2O enterprises can successfully obtain 1%, or even 1 per thousand of the market share, may become a listed company. ”

However, although the concept of O2O this year, but its mobile coupons, lbs and other models have begun to develop a few years ago, "this year is a unified classification of the new concept of O2O, it appears that VC attention to its rapid increase." "Wan Haoki said.

This year alone, hotel reservations mobile products "hotel talent" access to innovative factory investment, the provision of mobile electronic coupons business Pudding received by the Qing branch to invest nearly million dollars a round of financing, Guangzhou local O2O business community integrated Platform Street network access to the investment of the banner investment ... Following group buying, a series of O2O projects are being closely watched.

Collision under Line

However, despite the trend of the rise, but O2O is essentially a threshold business model, it tests the enterprise's grasp of offline resources.

This August, the media chairman and CEO Jiangnan Spring said that the audience has officially entered the interactive era, will be through the O2O way to let users directly experience the product, to the immediate sale. October, the audience in Beijing, Shanghai, Guangzhou and other 7 cities upgraded more than 30,000 units with three interactive small screen led, and launched a matching Q card, the user will be the card number on the back of the card with their own mobile phone to bind, and then put the Q card into the small screen under the RFID (Radio frequency identification) sensor mouth, The trial offers will be sent to the user's phone to bring the user to the physical terminal.

"The goal of the audience is to do the largest promotional information platform in China," Shanhairong, vice president of the media, said in an interview with reporters in the south. "At present, the number of users of Q card has reached 700,000, the audience plans to expand Q card to 20 cities next year, the estimated user will increase to 10 million." Shanhairong that the issue of Q card can let the customers from the brand customers, expand to catering and other life services customers, and ultimately let the advertising content and offline products and services docking up.

Jingwei Venture partner Wan Haoki also believes that, unlike traditional internet projects, the key to the O2O model is the ability of an enterprise to operate offline. "Ostensibly to design a mobile phone client, but it is actually a solution for offline businesses." "He believes that this will solve three problems: can be brought to the merchant customers, can calculate the input-output ratio, such as how many customers are due to the merchant to put coupons, trial coupons to consumption; Finally, it is to create some new requirements of the crowd, such as lbs function, found that just have friends around, triggered by consumption. "These all decided that the enterprise is not only the operation online client, but also has the formidable offline operation ability." ”

From this point of view, at least in the calculation of input-output ratio, at present, most of the enterprises advocating O2O has not been able to make breakthroughs, such as interactive LCD and q card of the advertising model adopted is the time long charge mode, rather than the effect of charging mode, and the public comment on the network also to advertising sales, search rankings for profit means.

Public comment Network as the integration line under the resources of the pioneer, its director, Senior Vice President Longwin Summary is: "Offline traditional merchants have some congenital deficiencies, may be operating efficiency is low, can not scale, etc., the Internet + traditional merchant model will make up for these deficiencies, so that the traditional industry quickly improve efficiency, expand user volume. With the rapid development of Internet and mobile Internet, more local merchant or traditional merchant will enter this tide. ”

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There are two kinds of O2O mode, one is the platform model of the public comment class, one is the mode of the upper and lower line of the car rental, but no matter what kind, the successful O2O case still takes 2-3 years to see. "Understand the line and understand the line is different two groups of people, this running-in still need time, good team is still very scarce." ”

Donshau, managing Director, ——— Qiming Venture