Talking about O2O

O2O is certainly not a business-to-consumer. Many years ago, when we were building a localized vertical mall, we thought that most of the online payments were not reliable, and that the function did not go on. Some metaphysical people question the idea : "What is this mall? Can't pay online?" Today, such a mall has been named, there is a loud called O2O, a time like a star.

Customer four things again. A bunch of people who are "out of theory, results or regression theory" start arguing: O2O is what ? Some people give O2O the superfluous: "Local mobile O2O payment and logistics How to solve?" Some other thought theory may not be solved in order to conceal their stupidity, began to say: "O2O is actually a concept, Zi Wu must have!"

So, what is the legendary O2O? Noun no longer introduced, directly talk about attributes:

O2O has localized properties.

For years, we have not been deep enough to describe localized attributes, which means we don't know enough. The word "custom, non-standard, commodity" was originally used to describe localized attributes, but this does not clearly point to the core of localization. The word o2o is inspiring: "Online soliciting, offline buying", which accurately describes behavior. But what is the nature of it? A few months ago, I finally realized the exact word: experience.

The same approach is taken when people buy commodities, buy goods that cannot be described by indicators or standards, buy goods that rely on human craftsmanship, and so on: live experience.

Since it is necessary to experience the site, it must be related to the localization attribute, which is related to lbs, so it is best to be related to mobility. In terms of concept, however, it is best to recognize that lbs is not necessarily related to mobile attributes.

What are the benefits of experiential behavior?

1, real, with details, including the process.

2, high conversion, real plus interaction, the result is a very high ROI. This has been proven in a number of cases in years of practice.

Second, the O2O has the socialization attribute.

No digital technology can replace the display of real people, just like the human communication process: No matter how accurate the rational words are, it is not as convincing as a vivid example. Therefore, we see the so-called 3D video and other cases of repeated defeats, and Mushroom street, such as social cases on the irresistible. This is the requirement of experiencing this core attribute: "Detail, process decision is authentic." "So, O2O has to have social attributes, only socialization can process, details, can be the most real."

Just saw a friend of the local website field, Taizhou network Zhang Wenguo said a passage: "Now the car channel changed our Taizhou network, I heard yesterday Xinchang Port Lu Ping said they do the site is small Sina, small Sohu, originally we Taizhou network is also so, our car channel began to do, The previous input is basically very small, now the network market share has reached more than 65%, the other several sites are a fraction. Local sites often exist in the form of local communities. The truth of the O2O is extremely consistent with the nature of the word.

The local website mainly carries the service of life service consumption, then, the objective law of "experience" decides the community is the best bearing mode. The end of the struggle for survival is long doomed.

Third, O2O represents the Internet will return to the nature of the service industry.

From the first day of the internet's birth, there are many Mad men who think the internet can replace everything and change many of the realities of society. Today, we take a serious look at the services provided by the Internet, can be said to be miserable-subjective, and superficial.

Some have joked about the service model of the city of 58: "If the magic of the 58 city can materially change the business landscape, then I go to the downtown office and rent an office in the downstairs to buy a billboard can be rich!"

In the face of the concept of not like the "Internet" site, the so-called Internet industry people obviously full of sour water unintelligible. For example, the industry clearly believes that the market value of the baby tree will be much higher than the Guangzhou mom net, in Tencent injected 50 million of investment when amazed. For example, when the 365 real Estate home network was applying for an IPO, someone took it for granted that property regulation would affect the site's performance and arbitrarily question the profit model of the site. Yesterday I was like this answer a friend of the industry's question: "(365 Property Home network characteristics) Depth of professional services, and socialization of the vertical operation, continuous business innovation, positive marketing strategy." Today, a friend said, the real estate customers are very recognized 365 of the O2O-real estate sector model. ”

What does a business service website offer to a net friend? If only through technical systems and editors, the services you can provide are always superficial, we think: the way to the local community lies in business, business is not mercenary but profound localization services. Do news to make the Yellow pages--these old Internet services are actually very superficial, and platform services are provided by a real business! This is the core meaning of O2O.

Iv. O2O will have fragmentation characteristics.

Business to meet the large VC "do the industry first, large-scale" needs, O2O so far still very difficult to expand rapidly. The breakdown of the group buying network bubble confirms the problem. In the traditional commercial field, the O2O is similar to the chain retailing industry, and the requirements in this field are detail, efficient management and cost control. Internet Enterprise Management level is still in the workshop level, in 5--10 years difficult to have refined management of enterprises appear. Therefore, in the short term, O2O will be a feast for local websites.

Fragmentation, perhaps just for a moment.

Combined with the above four points: in recent years, O2O will be highly integrated with the local community areas, perhaps through the integration of the Internet's localization services to form a large-scale.

An article pointed out: The goal of O2O is to fill the line between the lines of the gully. The core of this gully is that the Internet people do not know what they do, refuse to understand the real value of the Internet through practice, do not understand the core of survival is to provide good services to the community. I expect O2O to fill the gap between Internet applications and reality.