O2O Web site faces a common dilemma: How to gather online users ' evaluations

O2O This concept came to the world has been 4 years, 2 years ago, Kai-Fu Lee said to the outbreak, but has been to this day, the land is O2O seeds, flowering or that a few big players. In addition to Amoy Valley in Australia listing, the entrepreneurial camp has not found the fuse, the rest of you seem to have entered the haze area, breathing difficulties.

Players know that O2O needs to be offline business opportunities and the Internet to join together, the Internet into a sales front, used to showmanship, showmanship after the success of the guests choose the line of service, to store consumption, complete the settlement. However, 020 of players often feel feebly. With the increasingly intense competition, from the Chengting Hotel, to later on the public comment network, are facing a common problem: how to bring online users to gather, complete offline consumption.

How to gather the user's evaluation?

I think, at present, there are two major difficulties in the development of O2O: gather the user to evaluate and complete the consumption verification. The first difficulty, how to gather the user's evaluation. The reference value of user evaluation is very high, which often leads to the consumption decision of new users. Where do these evaluations come from? Not from the merchant itself, nor from the navy, preferably from the real consumer, so often needs a UGC user community, to retain consumers, to produce these content. It is difficult for the UGC community to do it.

If you pass the subway in Suzhou Street, will see often a lot of young people standing in the street to send ads, whether it is the cold winter or the sweat of the cool summer, every day can see men and women to the passers-by to distribute ads, took a look, content is xx hotel dining concessions, add a certain website can enjoy 80 percent discount. A website friend told me that in such a mode to pull a user into the community, the cost may be more than 100 yuan. They have their own words, work every day, working, not struggling to advertise a single side of the road is struggling to send ads on the road.

After consumption is completed, the platform does not verify the record

The second difficulty, the so-called consumption verification, consumption is often completed after the platform does not verify the record. This may be the problem most O2O face. The key to the O2O business model is to look for consumers on the internet and then bring them to the real store. However, in fact, the record of the store consumption, the platform is often out of control. Because to the physical store, consumers can pay cash, can brush membership card, not everyone will brush platform app payment, as a result, payment is not related to the platform.

At that time Baidu did Baidu side, Ali did Word-of-mouth, Tencent has done QQ food, including pudding to love life, such as pudding, these practices now look, have gone klacka. And why? O2O into a public comment, everyone killed into the public comments occupy an absolute advantage in the field, to rob cake with him.

Why not?

Kelly, author of Runaway, puts forward the idea that the future should give up the idea of control, and the whole technological revolution has brought about a dialectical relationship between runaway and control of mankind. The self-organization system does not exist the external instruction, the system according to the mutual tacit understanding some kind of rule, each do its duty and the coordinated automatic formation orderly structure, to the O2O platform, can find a balance point in the runaway and the control. And his system is organized by external directives. Millet O2O is a kind of self-organization, Millet did not use the traditional way of laying, but the accumulation of rice noodle marketing, it does not interfere with the "rice noodles" in what to do. Similarly, micro-letter is also self-organizing, the user spontaneously create micro-letter content, at the same time to share with each other, to share with the user, MA also can not control.

Facing the O2O bottleneck, in the O2O platform construction, if the center of gravity to the self organization how? Let consumers organize their own consumption, so that businesses to organize their own consumers, or even between the Alliance to organize their own businesses? If the consumer verification is difficult, simply do not consider validation, if the analysis of user needs trouble, simply by his own match. Cargo is a group of loyal and effective self-organizing groups, I do not know such a group of 10, the longest history can be traced back to the 2000 Sina Food BBS.

Self-organized more internet genes, self-organization easy to form new resources, new channel model, new management requirements, which gave the industry an innovative wind. Some people say, who can mobilize the content of their own organization, perhaps who mastered the self-organization, also mastered the future of business.

2014 may be the life and death of O2O industry, PK will become a hot spot. As the industry's big head, pure group purchase no longer sexy, the Giants are all DT--O2O large data resources, are racking their brains to think how in the mining line data in this area to find a breakthrough. However, the common practice has not been exciting, such as through the provision of life-class electronic coupons, online shopping online experience, two-dimensional code, etc., has lost the luster of the encounter.

If the micro-letter and Taobao O2O War, will impact small and medium-sized O2O

In such a depressed environment, Taobao issued a big kill recruit. Taobao ads are full of Bewitched, "March 8 mobile phone Taobao Life Festival, 3.8 yuan to watch movies, eat 38 percent, K song 3.8 Yuan." 3.8 Promotion So much strength, the merchant is not afraid to lose money? It is said that Taobao tyrants will give subsidies---will return the preferential rates to the store, such as 76 yuan to buy 200 yuan of consumer coupons, mobile phone Taobao will return 124 yuan to the store---similar subsidies quick taxi.

Taobao is not silly, otherwise will not be a groundless "export subsidy" such as the country's foreign trade class big strokes. Such tricks originated in the legendary martial arts cheats "internet thinking", is the ancient master Feng Qing and ponyma duel mobile phone taxi kung Fu. O2O Big Data, you don't come to occupy, others occupy. Who wants to give it away? Obviously, a big recruit, indicating the key to the development of the industry time, must first strike for strong. I think, the electric business website, not how long also will a home jump in to catch the fight.

From this, I think of two scenes, the first one is: If a businessman in Taobao store, and other apps opened in Saturday, then what? can it gather customers through other apps, go to the store satiated, and finish the checkout through Alipay, thus enjoying the subsidy from Taobao? Both are O2O, and one is self-organization, A subsidy, which is more advantageous? These two modes seem to work together for development, why don't we meet 381 of them?

Another scene: Cargo after the meal drunk, micro-letter "AA", and then light up the electronic membership card to the front checkout. The boss said, you heroes, the humble shop also opened a micro-letter payment, as everyone micro-letter checkout it? Oh, to add that yesterday, the micro-trust platform payment function has been officially opened for application. Naturally, this scene may not happen in 38 knots, Alipay said, I also have mobile app, I also support a AA checkout! 38 is mine, Taobao has subsidies, why do micro-letter?

The Battle of the Giants is about to hit again, isn't it? Just like tick-tock taxi and quick taxi subsidy war, the market resources quickly concentrated to Tencent Ali double giants, many of the same small companies to cry without tears. If the micro-letter and Taobao O2O War, the impact on small and medium-sized O2O is obvious.