On the four realms of enterprise O2O

Absrtact: Watch a film, comfort women, find a lady, marry a daughter-in-law, the traditional enterprise O2O process, is abandoning the media and the intermediary gradually, establishes own marketing system and the platform direct user, however the traditional enterprise lacks is not IT system but "net" the operation idea and the landing method, this is soft, but is the transformation process fatal factor.

Original title: From watching a film to marry daughter-in-law Enterprise O2O four realms

Author: Chi Qiang

Marx in "capital" said: "Commodity to money is a thrilling leap." If it falls down, it is not only the goods but the owners of the goods that break. ”

Commodity to the exchange of money, the enterprise sold the use value of the goods to get the currency, and consumers pay money to get the use value, this is called the thrilling leap. There are two core subjects are enterprises and consumers, however, the media has been the third force in the exchange process, but in the traditional enterprises more and more attention to O2O, combined online and offline, the role of the media is being further reduced.

This article will discuss the problem of O2O in traditional enterprises, since media operation is the most important part of traditional enterprise net process. The paper will backtrack on the relationship between the traditional enterprise and the media in the exchange between the commodity and the currency, and analyze it from four different scenes, such as yellow film, comfort women, looking for the Lady and wife. The media discussed in this article is a generic concept, not the media we understand.

See a film, in the media era, the enterprise is completely passive, the product is through the channel into the market, the end will reach the hands of consumers. Enterprises only know the product targeted at the people (that is, for whom, what to use), but the enterprise is difficult to obtain the final consumer information and information, they are also channels of information, for the Enterprise channel is more like their users.

At this time the media is the control of the content of the manufacturing power, the traditional enterprise only to see the part, completely without a sense of participation. Just like watching a film, enterprises can never contact their own users, only the fantasy, through the media to analyze the needs of users, and then through the media to express their voice to the end consumers, let the end users choose their own products. At this time the media is more like making a film manufacturers, through a variety of postures to please the enterprise, to earn profits from advertising revenue, the media with a tube, holding a needle in the hand, the enterprise to give money to blow, do not give money on the air.

The movement is like the comfort women, and then there is a big market under the line, here to Beijing Zoo Clothing wholesale market as an example. At this time, the market became the intermediary between the enterprise and the consumer, the market through the rental booth, the enterprise's goods through stalls to reach the end consumer. If there are people who are going to move through the experience, there must be such a memory, people like the sea, we lined up to enter the wholesale market, stroll around the waist are folded, finally amoy to clothes, when people ask you where to buy clothes, you are difficult to accurately say the name of the store, but only remember the move batch.

This is similar to the lens of the comfort women in the anti-Japanese drama on TV. Japanese soldiers lined up in a long line into the tent, when the Japanese soldiers came out, who will remember who is in the tent?

Taobao is like looking for a lady. Taobao appearance, Ma Yun Nature is to undertake the move batch of things, shopkeepers can open shop on the net, the original to move to the market managers money to Taobao, to get better rankings.

Then look at the relationship between the three, enterprises can and consumers to establish contact, but also can grasp the information of people who buy things, but still relatively passive. and Taobao through a variety of means to draw people to their own large platform, through the rental of users and traffic to earn profits, more like the role of a pimp, dressed in the "dressed up" of the various shops introduced to consumers. Consumers can remember the store by browsing, buying, collecting and so on. This is to find the girl to find the rhythm of feelings, become a regular consumer consumption.

Taobao's convenience more embodies the characteristics of rapid consumption, but the enterprise is still on the third party platform to complete the interaction with consumers. That is the era of electricity quotient 1.0, the traditional enterprise does the electric dealer always has the self build platform or uses the third party platform discussion. However, after entering the O2O era, self-construction became inevitable.

Traditional enterprise O2O, looking for a consumer is like looking for a daughter-in-law. This is a very interesting process, consumers through the enterprise from the media platform to complete the interaction, experience, purchase, service and other processes. And the enterprise can know through these processes who is the consumer? What are they thinking? Improve products and improve services to meet consumer requirements. In this process, the consumer community into the enterprise's production process, determine the number of orders enterprises.

The enterprise determines how many products the factory produces by the function predetermined on its own platform, and then produces the products directly to the consumers. In the process of commodity and currency conversion, it is different and prior to the consumer to pay money to get personalized products.

In the process of consumer discourse is also strong, in the social media developed today, enterprises must be careful to protect their users. Originally said the customer is a food and clothing parents, and now the user is more like a daughter-in-law. You have to be careful, always care about his feelings, enterprises and consumers through the enterprise from the media platform to completely integrate into one no longer separate.

Speak human, do personnel. Technology can solve the problem is not a problem, with whose product is not important. In the traditional enterprise O2O process, the enterprise from the media operation Landing is the heaviest part. Say that the consumer can understand words, stand in the user's perspective to consider the consumption scene, through the media channel to restore the real self, to consumers. Office personnel is to plan the activities of consumers can participate, through the combination of online and offline, so that consumers can touch enterprises or products, through the "skin of the Pro" to the enterprise has more perceptual understanding.

Watch a film, comfort women, find a lady, marry a daughter-in-law, the traditional enterprise O2O process, is abandoning the media and the intermediary gradually, establishes own marketing system and the platform direct user, however the traditional enterprise lacks is not IT system but "net" the operation idea and the landing method, this is soft, but is the transformation process fatal factor.

Consumers understand, experience, and eventually will produce transactions, your marketing can continue, traditional enterprise O2O not impatient, haste, waste ...

Note: This article stems from an in-depth discussion, in the Saturday Wang Jiajia and Zhang Xizhen teachers come to my home, Wang Jiajia has been working for the traditional enterprise O2O practice, the topic has been launched, and finally organized into the above. In the process of net transformation of traditional enterprises, the lack of IT system and the whole operation thought and landing means.