Who can see through the essence of O2O?

The internet is an impetuous and stable frequent turnover of the industry, in 2013 really became the focus of the Internet industry O2O, was once used by the heart, deified it after the personal gain. It is undeniable that in the complex O2O circle, the private exchange O2O when only said this is a marketing hype concept, has not been appropriate.

The increasing investment of traditional enterprise online, Internet enterprises under the penetration of the line has initially created a case of O2O ideal development, but in O2O abnormal hot behind, many of the three or four-line city users, thought did a micro-letter did a micro-blog app is in the case of doing app, O2O should also keep the essence of his individuality externally.

O2O Application Scenario Personalization analysis helps businesses find out the business logic of individuality

At the December 25, 2013 International Conference on Electronic Commerce, Taobao Department of O2O executives at the conference put forward a point of view, "for the O2O, the channel is very important, different application scenarios of targeted business logic more important." For the secret of this view, I very much agree with, or even the combination of Tencent's new Act, is also a reminder that we face reality.

Tencent into the capital of Beijing-East, its current in the field of the Best Xun network (market share of about 5%) or will be merged into Jingdong, this kind of news is interpreted by many analysts as: Tencent's commercial practice shows that he did not succeed in the field of electrical business, using existing funds, users, channel advantages, The vision of creating an Internet industry full of coverage has also been brutally broken. Making specific choices for specific situations at a particular point in time may be the development of iron laws that are rooted in growth. Tencent's compromise is to start the Ali Tencent war to achieve greater competitive advantage, and this decision in my opinion, is full of personalized analysis. Tencent is able to have the strength of personalized segmentation after the user, more accurate and powerful use, at present, the development of O2O is precisely the need for such a personalized analysis of the time.

O2O is a large scale of up to trillions of market, such as catering O2O, department stores O2O, Education O2O subdivision O2O field is very much, O2O therefore also in the subdivision of the field has a lot of application scenarios. Take catering O2O For example, I think to give food O2O to play the adult label, most catering enterprises will be the operation of the line and line under the unified operation of the form of development, "the line to do brand drainage, online experience Word-of-mouth" will no longer absolute.

In such a mature environment, the experience will become simpler for consumers when they experience dining O2O scenes. Marketers are uniformly targeting the increasingly standardized catering O2O applications personalized analysis, although the increase in the operation of the dimension, but in a unified operating environment to better in the personalized standardization of the application of the scene, to explore the personality of the business logic, and ultimately improve the overall efficiency of the operation.

The core of O2O is to build the ecological settlement of individuality

Including catering O2O in the domestic subdivision of the O2O field, to create a unified personalized O2O environment, have a long way to go. In the process of continuing to work towards this goal, first look for the personalized segmentation O2O field of application scenarios, and then scan the scene of the personalized users, and then to this group of personalized users to carry out a comprehensive analysis, along with the analysis of the business level derived from a number of commercial models, to create a personalized ecological settlement, I think this is the core of the development of O2O in the subdivision field.

Department store O2O, payment is a scene, the creation of a product purchase awareness experience is another scene. Limited by the type of life of traditional businesses in the development of many years, has long nurtured the user's traditional buying habits, and to create a traditional purchase experience factors, department store O2O as the core of life O2O, the development of the problems encountered in the very many, Whether it is on line or below the line on the line has not achieved more satisfactory results. (including the new problems that come out after the line is merged gradually)

Prior to the introduction of the third generation of search engine to provide users with a different search experience, in the mobile Internet layout of the main battle is intended to create mobile personal portal entrance of the search. The reason for the mention of the search is because the search for Yue in the process of moving toward the entrance of personal mobile portal, has preliminarily formed a kind of personal ecological settlement, may be the author wants to mention the predecessor of the ecological settlement.

Search, news reading, social, navigation, downloading, mobile business and other types of services, may already have the ability to initially meet the needs of individual mobile internet access, but people are fond of, to really impress a person to become a person's intimate secretary, but also need to understand this person based on grasping a person's interest in depth understanding.

Take the mobile business area, search before the eye and many enterprises have cooperation, if the initial cooperation based on the excavation to more and better businesses to enter the search for Yue's mobile merchant entrance, by the O2O life is getting closer to people's lives, the advantages of meeting people's basic entrance requirements, Also according to user preferences to provide access to navigation services, search Yue will also better serve as a personal intimate assistant.

The realization of personal intimate assistant has not finished, personality is not equal to individual, the rumor of independent personality of the show personalized, but also redundant "with similar personality of the crowd" to show. In other words, O2O ultimately not to provide a person with the personality of the O2O life experience, but for a group of small groups with similar personalities formed by the analysis of the settlement for such an ecological settlement to provide a unified service.

Individuality o2o= settlement O2O individuality is O2O essence

In combination with the foregoing, Xiao Qian believes that in the current market, personality O2O can be equivalent to the settlement O2O. We subdivide the field of O2O development, the need to subdivide the O2O domain users first dismantled to the individual, through the understanding of individuals, and then back to have similar personality of the settlement analysis, and ultimately to the people in the settlement to provide personalized O2O services.

O2O itself is due to the promotion of personalized appeal exists, the current O2O chaos makes O2O personalized This essence is submerged, although draped in o2o body of the number of coats is very much, and also in the rapid increase, but the essence of personalization is O2O core, business unified operation O2O lack of personalization, Focus on the analysis of individual communities in the area after subdivision, or O2O the direction of development.

Author: Small modesty, internet observer, it commentator, Micro Blog @ small Mo Shi, micro-letter attention Small Modest said (net1996), private micro-letter contact net1996.

Original link: http://tuhaonet.com/keji/dianshang/o2o/2014-02-27/2125.html