Why are we entering O2O?

All business activities have an original purpose, that is profit. There are a lot of ways to increase profits, but in terms of internet models, the Internet offers three ways to increase profits by building brands, reducing costs and expanding the number of users. Prior to that, either business-to-business, Business-to-consumer or consumer-to-consumer can have a significant impact on these three elements. So what about O2O? To mention the O2O, we are constantly talking about is to get through the line and offline? We do not ask is online and offline how to get through, we first need to know is: why should the line and the line through?

Those unreliable O2O reasons.

We used to think that the entertainment industry is always a noisy industry, hot emerging, ear Fifi around, but now I am more and more intuitive feeling is: the original internet industry than the entertainment industry still lively. This, as long as we look at the so-called technology from the media platform every day to distinguish the headlines, too many concepts and disregard, too many views and innovation, which the model training industry is in it. To sum up, the O2O reasons they preach are as follows:

O2O can be a sales channel. In fact, the so-called O2O channel is only the original and offline channel combination, no new ideas. Originally many enterprises offline and online channels are separate, different channels of sales of alienation products, such as Haier is to do. Now, O2O, led to the right hand to peer. So, the so-called O2O channel, in my opinion is a pseudo proposition.

O2O can be a marketing method. The so-called O2O marketing is nothing but the offline delivery of a coupon, and then can be used for online consumption, or online tying a discount package, can be used offline consumption. Funny, huh? In my opinion, this kind of marketing experience is very bad, I am the entity shop to buy a clothes, you still want me to cost eldest brother strength, to lose a verification full, why not directly in the entity store for me to redeem gifts? There is no way to experience bad marketing, to be able to do a great thing.

O2O can make products. Mention O2O, must mention millet, it seems that Millet is playing O2O play big. To tell you the truth, I did not find any of millet in the O2O, if there must be, that is, Millet attracted a large number of technology enthusiasts, for millet to find loopholes, in research and development in addition to a force, such as large-scale public testing. But what's the connection to the so-called O2O?

O2O can be a user. Two ways, one is based on the user's preferences, the product is recommended, such as mobile group purchase, is the position preference. A way to circle users, such as Friends Circle, circle a bunch of people, and then send ads, selling products. This is called O2O?

Therefore, many of the reasons for the temptation to enter the O2O, are specious, can not afford scrutiny.

Those so-called O2O success stories

Many people may retort that there are many successful cases using O2O. Please, could you please not mention some of the beads cases, such as the sale of Friends circle. So, we first look at the big business, is how to do O2O?

Formosa Glasses: Drainage

Formosa glasses The so-called O2O case is this: the same year in Formosa glasses to buy a pair of glasses, send you 20 coupons, 20 Yuan coupons can be in the physical store consumption, when you are in the physical store, and then send you 20 Yuan coupons, you can spend on the official Internet. This is called through? Get through the line and offline? Brother Bao, why don't you give me a discount.

Erdos Woolen Sweater:

When you buy a woolen sweater at the Ordos cat Point, they will distribute the nearby store so that you don't have to transfer it from Inner Mongolia. Consumption does not matter how you distribute, as long as the wool sweater can be hand on the line. Such a process, you dare to say that the realization of O2O?

Haier Electric:

Consumers can buy a batch of electrical appliances online, which are not available offline. and the entity store can buy the electrical appliances, may realize the line does not have? What are you, a pit dad? I can't buy it, sell it I need, this is called O2O?

Therefore, many claims to realize the O2O of the case, are a taste, the composition of a lot of flicker.

What the hell is O2O going to do?

In my opinion, the so-called O2O is nothing but two main functions.

One is to achieve the user online behavior and offline behavior sharing. Later our lives may be networks and entities. All along, the behavior of individuals in the network and physical commerce is divided. You buy things in the sky cat, forming a batch of data, including size, style, preferences and so on. When you are in the mall, there are a number of data, such as consumption amount, order quantity and so on. When we are in an environment where we are using a packet. Now O2O implemented two packets of combination, you go to the cat shop, they will appear may be clicked ads, you go to the physical shop, the shop assistant wants you to recommend information, is based on the information you left on the Internet. Alibaba and Yintai cooperate, just want to do this thing.

The second is to realize the mutual promotion between the entity product and the virtual product. We have been focusing on the same product, the same enterprise line under the open, not to pay attention to the different lines of the line between the offline contact. You have to play a game, must be playing online, before, if you do not surf the internet, it is impossible to access the relevant game information. But now, you finish eating noodles, give you a discount card, is a film group purchase website discount card, you log in to the site, the consumption. This process, the entity products to help the virtual product publicity, the use of virtual products, enhance our reliance on physical products, this is O2O.

In short, the so-called O2O is connected to two spaces-network and reality; two different product categories-entity and virtual. Understand this point, will understand the O2O. This is the starting point of O2O.

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