Traditional enterprises to do O2O? Three rules to pay attention to

Veterans yesterday's article "O2O, in the end, who is in the consumption of you?" after the street, in the O2O industry circles sparked controversy, a friend letters told me that industry development is not easy and the line and cherish, do not go to do spoilers. I do not intend to discredit this industry, but I think that only a more rational and different voice in an industry, this is the performance of a thriving industry. For yesterday's article, I would like to talk about a few points, I hope that the traditional enterprises to do O2O some inspiration.

1. Do not violate the consumption trend to construct the so-called O2O closed loop. O2O is just a constructed concept, not a new business model. The innovation of any new business model is an update to the original process and structure of the industrial chain, making it more responsive to consumer demand. For example, the company is a new business model, it is the original sales channels of the revolution, enterprises through the Internet link to the terminal, knocked out the intermediary channel Business Link, this is a great business model innovation. For example, C2B is also a new business model, it is from the consumer demand, the original supply chain model has been reconstructed. And O2O, just the Internet and part of the real estate trade process redefined, and did not involve the process of change.

Maybe some people will say, I have the original line of the user drainage to the line is not the process reengineering it? This is a reversal of the trend of history, the root cause of the success of the business model is that the Internet has led to a consumer consumption scene reversed, from offline to online, And the current online consumption of the total consumption of the proportion is with the infiltration of mobile internet to accelerate the upgrade, the original on-line can deal with users to the line down, this is a perverse approach. Ali built O2O Ideal kingdom is such a train of thought, this is the veteran not optimistic about Ali O2O reason. And some industries such as home decoration, automobiles, real estate, catering and other industries, consumers must go offline consumption, which is determined by product attributes, it does not involve process reengineering, we can give them a nice name called O2O, but does not mean that it is a new business model, in fact, It's more like the extension of the word, or the way it is. This gives the traditional enterprise the inspiration is do not violate the consumer trend to construct so-called O2O closed loop, your user is where, your marketing should be where. If your user consumption scenario has started migrating to the Internet, the business is not to draw users down, but to learn how to intercept the Internet.

2. Do O2O have their own rhythm. The success of the new concept must be based on the needs of the market itself, it is in the market, it must not be designed. Ali Jing Dong's o2o, just oneself behind closed doors to build the ideal kingdom. Even if we recognize it as a new business model, it still needs to be built on the basis of the original consumer process that has been transformed into a market space. For example, Ali O2O selected one of the industries is the apparel industry, which is the most mature electric power industry in the field, the annual output value of more than tens of billions of dollars, in the development of more than 10 years after the electrical penetration rate is 20%. Ali idealized path is to hope that the online transactions of the user through coupons to lead the way to the line. Ali put 80% of the market space does not go to reform, but tangled in the 20% proportion of the users have not yet sold, the transformation of the difficulty can be imagined, this and enterprises want to get more traffic is the opposite of the demand.

So Ali's O2O even success will not be in the field of clothing, but similar to custom furniture and other needs of users offline consumption. and Jingdong based on logistics built O2O closed loop seems perfect, the current stage is still no way to solve the flow, price, consumption habits and so on. Test Ali Jing Dong O2o color, ultimately depends on the time. This to the traditional enterprise inspiration is to do O2O can not be led by the nose, the Giants do O2O ultimate goal or Hope offline users can transform online, do not think they will stand in the corporate position to design O2O. Also less to participate in the so-called various O2O forums, the so-called winners are either to promote their own, or to cheat people, O2O practice to have their own rhythm, their own methods.

3. Don't do O2O for O2O. Many companies have internet anxiety, fear of subversion, as long as a concept created by the pursuit of the following, but not according to the Enterprise's own situation to consider the development of their own Internet growth practices. If the concept of O2O is of value to the traditional enterprise, at least it admits that the consumption experience is the core element, through O2O to enhance the sense of consumption experience is not only the core value of O2O, but also meet the changing rapid needs of consumers. In this sense, O2O is based on the service level of consumer innovation. In fact, in addition to the consumption level of innovation, in the Internet age, innovation can also be product level, supply chain level, marketing level. Whether the enterprise needs to do O2O to consider whether the consumption of their own products is consistent with the consumption situation is reasonable, there is no need for enterprises to O2O to do O2O. For most of the enterprises in the transition, to upgrade their electric business operation level is far more important than to do O2O.