Reservation, another effective O2O marketing model

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The day before yesterday wrote an article "The pursuit of perfect O2O closed-loop mode, it is better to make the cake big first, soon after a few friends contact the author, and a friend is engaged in O2O marketing related work, his company intends to achieve the perfect closed-loop mode before the official listing operation, And their competitors have begun to negotiate cooperation with the offline business, so the friend is worried. His marketing point of view and the author is more consistent, all want to first cultivate a good market, and then slowly realize O2O closed loop, perhaps because of each other have the traditional industry channel work experience, so the thinking will be more close.

In the author's eyes, O2O marketing model is only a form of network channel dealers, the role of the site platform and ordinary dealers played a similar function, at least for the vast majority of small and medium vertical O2O platform for the author that this is the case. After all, to the entire O2O website platform to do very well, can meet for offline businesses to attract online passenger flow, but also to allow these consumer data stored on the site platform, the formation of a variety of large data after the analysis of consumer behavior patterns. These ideas in the author, all belong to more illusory things, because the author has always thought that can achieve large data analysis of the website platform, the country comes and go only those few giants, more grassroots O2O vertical web site to the final final positioning is still a display-oriented website trading platform.

However, in the author and many engaged in O2O marketing friends after the exchange found that their "perfect closed-loop mode" That kind of rush attitude, let them ignore the idea of making money for offline businesses, which makes the author feel more incredible.

As a traditional industry once the channel workers, but also as a former Taobao shopkeeper, I believe that regardless of technological progress or marketing concept changes, channel work has always been ça:

1, as a sales terminal, in the face of consumers, want to survive and development, they must regard them as their own food and clothing parents, anytime and anywhere to observe their potential needs, and constantly meet their desire to consume;

2, as a channel agent, in the face of the final customer at the same time, but also have to take care of the upstream ideas, considering their survival status, after all, when the channel business hard for a brand to open up a good channel, the upstream supplier for all kinds of reasons for the closure, not only spent the mind all in vain, But also waste a lot of work time, it does not outweigh the gains.

Therefore, as a O2O website platform, we do need for those who are willing to cooperate with their own offline business mutual trust and reciprocity, support each other, and grow together, because for most traditional businesses, want to make them willing to contact network marketing, but also need to have success stories to convince them, and these successful cases, often need us to personally experience , and feel more persuasive.

One, what kind of offline businesses need O2O?

If we do a lot of group buying, then maybe we can find some common features of offline marketers that have implemented O2O marketing campaigns:

1, the weak body of the merchant more willing to accept O2O

At this stage, what kind of offline businesses would prefer to use O2O marketing tools for their own services? In the author's actual work, found that the current initiative to request the use of O2O marketing means most of the merchants are some new businesses or regions in the competition for larger businesses. For those businesses that are thriving, there is no time, no mind to talk to you about what's going on online to attract customers.

2, a long-term vision of businesses will accept O2O

Of course, the above situation is not absolute, such as the author of a promotion of a karaoke KTV in the volume of KTV, Tianhe Sports Center is located opposite (Guangzhou Heng Brigade opposite the home), the following is the Guangzhou subway station, next to APM (passenger automatic Transit system), BRT (rapid transit system) and multi-channel urban public transport system ... If the single talk about traffic, Guangzhou City is difficult to have other KTV has such a good traffic environment, at the same time this area within 500 meters has several super shopping malls-Tianhe City, is good square and Tianhe another city, the daily flow of people up to millions of.

Because of this, the karaoke KTV every day is overcrowded, even in the early morning time to sing K, if there is no advance booking will not let you enter. As a business of the volume of selling KTV, but also willing to use O2O marketing means to promote, perhaps it is optimistic about the online customers and their potential target customer overlap, but the KTV is willing to accept the O2O form is not a group, but booking mode.

Second, booking, in addition to the effective O2O marketing model

May be the group to do too successful, and many people said O2O marketing will be the first time to mention group buying, thus ignoring the other O2O mode, and the booking is also an effective O2O marketing means, in fact, the earliest O2O platform is to make a reservation from the hotel to do Ctrip.

1. The growth of Ctrip

In the early days, because the electronic means of payment has not been so developed, when consumers through such as Ctrip, such as the hotel reservation site, in the arrival of hotel consumption, can be directly seen on the site on the preferential prices to spend, at that time Ctrip is also constantly developing their own O2O closed loop, From the beginning, there is no electronic payment means, only rely on the site consumption points to retain the old customers, through the telephone booking can have twice times points, through the website booking can have 3 times times integral ... In this way, after years of continuous improvement, and finally developed to now not only can realize real-time booking of the world 138 countries and regions of more than 5,900 cities, as many as 32,000 cooperative hotels, but also a wealth of extended service expansion, to occupy more than 60% online tourism market share of the absolute market leader.

2, Amoy K Network Development

Perhaps for this site, a lot of people have not heard its name, but since May 31, 2010, since the establishment of the station, after years of low-key forward, Amoy K Network has finally developed into the canton volume-selling KTV booking market more than 50% market share leader. In Guangzhou, there are many friends who like to sing K if they want to go for a song, it is natural to think of this site provided by the KTV booking service, by telephone or online booking contact to Amoy K Network Professional customer service, you can for these friends in a very short period of time to achieve free KTV box booking services, At the same time can let them enjoy from the Amoy K net exclusive preferential prices.

Consumers are not required to pay in advance, when they sing in the KTV in accordance with the site to show the price of the discount, at the end of the month, KTV in accordance with the consumer to shop total consumption of consumption Commission to the site, is this closed-loop mode is very imperfect O2O trading process, so that consumers, KTV and the benefit of the three sites. And some KTV in access to the benefits of online drainage, the initiative to give the site a separate package concessions, I hope the site can be more efforts to promote ...

Iii. Summary

Still remember before 2000, when the first network trend, the concept of a variety of electric operators surging, all kinds of venture capital around looking for investment opportunities, website platform everywhere, it seems as long as you enter the site work, then the stock options will wave to you, but such a bubble in 2001 completely shattered. Over the years, the electric business platform, but a lot of web site with finally to calm, but also have a lot of pragmatic entrepreneurial spirit of the platform can be steadily developed, beginnings: slow is fast.

Maybe when we're planning a good concept, may consider the survival and the development question, must know, the O2O platform's successful creation, cannot be accomplished overnight, when so many buys the website to keep on failing at the same time, perhaps we should slow down the footstep, to see whether the market is ready to accept O2O change arrival? If not, So should we bake the cake first and then eat it slowly?

The author of this article Ilovegoktv, reproduced please indicate the source http://www.taoktv.com, thank you for your support.