Wang Lijie: Solomo is more suitable for grassroots entrepreneurs than O2O

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Solomo and O2O, the founder of Angel Investor and Mobile 2.0 forum, who are popular with entrepreneurs in the next mobile internet field, Wang Lijie that they should be treated rationally and not herd. He believes that the Solomo model is more suitable for grassroots entrepreneurs than the O2O model; Wang Lijie also believes that mobile Internet is not an extension of the Internet, but surpasses. When Ma said all the industries would be internet, Wang Lijie's understanding is that all industries will be mobile internet!

Angel Investor, Mobile 2.0 Forum founder Wang Lijie

The following is the full text of his article:

Recently often with the entrepreneur mentioned a topic is the difference between Solomo and O2O, in order to improve the efficiency of communication, or write to share it, but also welcome to spread, so that more entrepreneurs from here to get a glimmer of entrepreneurial inspiration.

First of all, O2O representative from the line to take users to offline consumption, it can be said that groupon.com detonated the O2O concept, imitators have. This model is very easy to get the approval of the online merchant, because the traditional offline merchant bosses most core thinking of the three questions are:

1 How to get more new customers;

2 How to retain more old customers;

3 How to make more profits from each customer;

O2O's idea solves the first problem most directly, bringing new users, so in order to cooperate with the "group buy" site, often to do a lot of work and training, and give a very high discount, these costs are counted in the "marketing cost", although group buying itself can not bring considerable profits, or even lose money, but the most important, Expect a certain percentage of new users to convert to old users, often back to repeat consumption, and secondly, by the way to empty inventory, especially immediately to expire products.

However, the O2O mode of entrepreneurship for the entrepreneur has a fatal problem, that is, where the flow of the line? Entrepreneurs and Internet portals and other giants compared to the online traffic is simply different, so the O2O model is particularly suitable for vertical portals and network giants as a flow of the replenishment, Especially when advertising sales are depressed or profits are falling; O2O model is not suitable for entrepreneurs to enter the market in the first step of the model.

The Solomo model is relatively more suitable for entrepreneurs. Let's understand social, local and mobile:

1 Mobile:

The traditional understanding is that mobile Internet is an extension of the Internet, because the existing Internet and then mobile Internet. But I think, surpasses, 5 years later, the Internet is the mobile Internet, because smartphones + wireless broadband brings four of the "PC Internet does not have the characteristics": 1, based on the SIM card and carrier network of personal identity; 2, 3g/4g and WiFi networks are always online; 3, Based on GPs and base station positioning of the user location, 4, based on built-in and external sensor unlimited expansion of application services. So when Ma said all the industries would be internet, my understanding is that all industries will be mobile Internet! In the future, the ideal information flow is: At the right time, the right place, the appropriate information to the appropriate way to pass to the right person! Mobile internet has made this "5 fit" realization closer and nearer to us.

2 Local:

Consumption is a part of the user's life and work, and the consumption decision always needs the help of "information". The mission of Information technology is in: "Speed up information dissemination" and "eliminate information asymmetry"! To make our lives better, we need to get the information we need anytime, anywhere, as a reference to consumer decisions, and today's Internet development is far from enough, even if we can get our phones ready to search the Web, But there are a lot of flaws in the information we have:

A the site has no precise information (such as a profile of a personal trainer at a fitness center, a car accessories in the 4S shop and 2S shop parity, a hairdresser's special expertise, the operation of a massage court qualification, a travel agent complained about all the incidents, a plastic surgery hospital all the medical accidents, etc., Where you are going to eat the pork is cultured, you drink the wine is true or false);

(b) Accurate information is overwhelmed by irrelevant information;

(c) False information was substituted for accurate information; (I've been through a company move, executives search for a phone call from a fake brand relocation company)

This requires a new era of IT workers to try to make more and more accurate, valuable information appears on the Web, and can be accurately displayed on the phone screen when the user retrieves it, and can appear automatically without even searching, for example, when a user is about to step into a dishonest merchant who has been complained many times, Mobile Pop-up alert users do not recommend this consumption ... This requires that in every segment of the offline consumer domain, there is an entrepreneur who collects this information, or sets up a mechanism for this kind of information to be ordered, quality and organized in a way that is UGC (User Generate Content) and provided to potential consumers in the right way. #p # subtitle #e#

3 Social Social:

The generation and dissemination of information require the participation of consumers, consumer generated information called: UGC, Consumer communication information called: Sharing (Share)! The identity of consumers, the "consumer-generated information", "Consumer information movement" constitutes the three elements of "social Information", so I have mentioned on Weibo: Social is isn't only about sharing. Because sharing is only one of three elements.

A the identity of the consumer: the emergence of Weibo, the consumer in a field of professional competence, influence, relationship network, his/her preferences, habits, careers and even family information are "digitized", "networked" and "quantification" (number of fans, comments, forwarding number, etc.). I think the first element of social networking is "social identity", the identity of "quantification", "Digital and networking" after the offline consumption is very good promotion. In the past we have countless online businesses with CRM (Customer relationship Management) system to improve the proportion of old users repeat consumption, they racked their brains to gather information about their users, but looking back, online merchants collected consumer information that was just "contact" and "consumer Records" in our store, with naked consumer information on Weibo, Difference。 This gives us the inspiration is also very direct, why not take the Weibo account as the consumer offline consumption of "membership card ID", our booming "cut off" (Check in) service can be inspired? Turn a social entertainment application into a social CRM version? Can merchants according to the user's number of fans (one of the factors) to correspond to give different consumption discounts and service treatment?

(b) Consumer-generated information: the process of consumption is the process of information production, but in the past has never been too many mobile applications focused on this detail, but the content of the generation process of each complex step will greatly reduce the production power of consumers, which requires in the ease of operation, motivation, such as mining more fuss. In the mobile internet age, photos can produce content, click Touch Screen to mark the merchant can also produce content, and even convert the voice to text to reduce the entry threshold can also stimulate more consumption-related content produced. Motivation, some consumers generate information for themselves, collections or records, always do not share the purpose, but also a part of consumers to participate in the interaction to promote the restaurant to become better, such as comments and ratings, and a part of the consumer production of information is the main purpose of sharing the spread, Whether it's praise or criticism, or just showing off, it's all about sharing.

C Consumer communication: when it comes to communication, its motives and motivations are not the same, perhaps in order to show off, perhaps to "help" decision-making, perhaps to "recommend" consumption, perhaps in order to "complain" anger. For whatever motives and purposes, consumer-generated consumer information dissemination helps "eliminate information asymmetry", in the past a dishonest black merchants can theoretically put all passers-by cheat again, and in the future, a merchant's life cycle, it as long as a dishonest operation may lead to no more consumers into the shop, This is the good future that information asymmetry is destroyed. And for those who really treat the user as God's high-quality business, with the help of micro-blog and other social media viral Word-of-mouth spread, can quickly renowned. and quality merchants to disseminate information to consumers, but also have a good incentive mechanism, for example, after each consumption reached the average consumption level, consumers get to the merchant comments scoring permission, and if they are willing to synchronize the comments to the user's microblog, then the next consumption will be based on this micro-blog in this short period of time generated "commercial value" Give a discount on a discount. The first discount comes from the number of Twitter followers (influence index), and the second is from the Weibo coverage (forwarding number, comment number, browsing number, etc.).

In this way, in the near future each consumer to the offline merchant consumption, will use "Micro-blog Sign in" to get the first discount, and in the clearing before the "share of consumption experience, comments and ratings" for the next consumer application for the second fold fold; Consumers become "Weibo fans", more understanding of each consumer at the same time, but also to obtain a more humane way of information interaction (micro-blog or send letters than the phone to send text messages to be more accepted by consumers).

Here, you should be able to understand why Solomo is more suitable for grassroots entrepreneurs as a starting point, because although the entrepreneur does not have the natural online traffic, but can be targeted for a subdivision of the offline consumer domain to develop a social CRM platform, help offline merchant " Increase the proportion of old users repeat consumption to 50% ", let the old user to bring new user consumption ratio also increased by 50%." With this idea, in the sweep street to find a cooperative merchant while collecting real customer needs, refining the common, perfect products, improve practicality, on the basis of a small number of cooperative merchants to demonstrate repeatedly, optimize the "user experience", improve the new user "arrival rate" and the old user "return rate", to help businesses improve income after the successful test, Formally to the market, become the segment of the field of "Public Comment 2.0"!

Finally, to remind you that the Solomo is parasitic on the local (domestic merchants) on the basis of the traditional business with a very close combination, the pace is also more pragmatic, the choice of entrepreneurial in the Solomo field, advise you:

1 Do slow company, do not do Fast Company, down-to-earth, step-by-step, quick success is big bogey;

2 Find suitable relevant subdivision of the partner, go to the line, behind closed doors is a big bogey;

3 in a small range of test profit model, control costs, income, blind expansion is taboo. (VIA preangel.net)