Shujun: O2O is just a channel supplement

Although the current O2O spread in full swing, but for the retailer's home, to achieve O2O landing, but also need sufficient user support. GXG General manager Shujun in the "mobile internet age retail O2O innovation" as the theme of the "electric Business thinking Stew" campaign said that for gxg such brands, O2O is still just supplementary.

I want to talk about my own simple understanding of O2O.

I have three understanding of O2O: First, O2O is just a supplement of a channel, the 2nd is the supplement of customer experience, the third is the supplement of payment system, for the enterprise is the overall upgrade of retail system.

For us, O2O will not be the mainstream and channel of performance in the short term. But the concept of O2O will bring you the four major aspects.

O2O is just a channel supplement

Let me explain why I understand it as a supplement to the channel.

We do retail are aware that the line is basically there are stores, department stores, shopping malls, integrated stores and super terminals, online has the self-owned official website, department stores, such as channel official website, the third party platform, the vertical platform, special selling platform, the brand's own app. I think the lines under the line are in the past, retail in fact, from the world's earliest experience of a century of history, the internet has experienced more than 10 years of history, such a situation offline automatically formed such a channel interval.

If we want to do O2O, first understand what is the core of O2O? The core point is to get through: The first is the platform and merchants and customers through the path, the second is the product access, the third is the brand shop and shop to get through, the fourth is a member system to get through, the fifth is the wallet through.

So far our brand up to the current channel accounted for, we are now on the line accounted for the ratio is 20%, online accounted for a ratio of 80%. Online does not contain this phone Taobao, our wireless payment reached more than 35%, the PC end to 65%.

So I think in O2O, we are not yet officially successful. If this channel in the future will bring performance accounted for not more than 5% to 10%, I think this is a pretty big number, to do 3-5 years very mature O2O after can do. Of course, different categories vary.

Four possible scenarios for O2O

Offline experience is that customers like to take away, and online experience is through 0 distance browsing, customers are a one-to-many, the way to pay more than a class, in addition to UnionPay card, we will increase Alipay or micro-payment, which is less than a cash payment. The goods are either delivered by the merchant or shipped on the platform.

The scene has just said some, some people say the line up and down single, offline delivery. If it's not urgent to wear it within 2 hours today, or not by the way, this scenario will not exist, and the ratio will be very small.

The second possibility is to try on the line and buy online. Online or offline shipments, is this possible? If the store is not available, if there is goods, it took away, there is no need for wireless payment, wireless purchase.

The third possibility is the most likely to occur, namely wireless purchase and physical delivery or merchant delivery. What is a wireless purchase? Everybody goes to the shopping mall, the man accompanies the woman to go shopping, you are particularly vexed, want to wait in the Starbucks or the movie theater or the game room, Idle has a WiFi will enter this area to browse to buy. And when I physically try to wear the process of the tangle I was buying gxg good or Taiping bird good time, will think in Starbucks sit down, think about it or buy Gxg bar. If GXG has WiFi, it will be on the wireless list. Now most still use Alipay, the micro-letter is because the flow is not enough. This is the most likely scenario.

The fourth possibility is a loyal customer experience. From the GXG data, our members ' loyalty to the brand is very high. Even if you are on the new product or say that you will give him a sample in advance, he is willing to, can not enter the entity to try on, you can buy wireless. So it will also be a great possibility to be a wireless shopping and O2O scene.

Mobile payments are still being replenished

Payment supplement I understand this, now you go offline with cash, no cash, a bank card. There are some electronic coupons, I use the most Alipay is our company's Chinese food, we AA system, I particularly like to pay well after, looking for payment objects, this sound is very nice. After the payment will have a coin fall off the animation I like. In addition to the money, who helped me buy something, I will pay him, I think it is very convenient. But in the shopping and direct consumption experience, no one is willing to use the two Internet payment finance.

E-Coupon This 38-section case, online voucher, I said to the operations Director that day, the 38 line to the line to get coupons, but if the line is wired under the same price can buy the same prices, he also decided to buy, why do he have to take this coupon to the offline purchase? So there are only 2 stores in 29 stores that are actually used. After the use of the increase in the amount of consumption is actually not much, is a thousands of yuan. This is so far I think the proportion of payment system is still the main cash and bank cards, internet finance as a supplement, electronic coupons almost zero.