8 difficulties that may need to be overcome in O2O practice

Abstract: Although the imagination about O2O is very rich, but O2O advocated the line of the next one eventually still need to fall. In this process, what are the problems that traditional brand merchants need to meet? How to solve these problems? Day and Day Shun, head of the official flagship store

Although the imagination about O2O is very rich, but O2O advocated the line of the next one eventually still need to fall. What problems do traditional brands need to meet in the process? And how to promote the resolution of these problems? Zhang Zikuan, head of the official flagship store, gave Japan and Japan the experience.

From the budget, Japan and Japan shun the official flagship store its model is positioned as a whole network, everyone electric O2O's first shop. Because all including O2O words, now basically involves small appliances, big appliances side. But everyone electricity is now Haier to do the first, his mode and we now open a shop, from the online reception, and then the order through the grid information, that is, through the user's grid, is his distribution address, we have divided the country into 1800 grids, the national area according to the street into 1800 grid. Then we put the order through the grid information, through the user's logistics information, and then the order distribution to 1800 grid, and then by the 1800 entities of the store to do the distribution.

In the O2O practice of Japan and Japan, we think that we may need to overcome 8 difficulties, we also share with you the experience of day and day:

The first is the question of the threshold of sweep code. Because we now store all the user into our shop inside, because we also calculate a bit, 10 people come to our shop to buy big home appliances, about 2 people customer deal (is to buy Haier's other products I do not know). But how many of his users would like to get a cell phone in your store to sweep the two-dimensional code? There are dealer bosses do not want to do, because they think clearly online can be sold orders why transfer to the line, and the ratio does not necessarily mix to us here, because we have more than 1800 grids nationwide.

The second issue is the problem of interoperability under offline line. Is the problem of collaboration. From the bottom of the line now, we want to let 20,000 Haier offline shop to rob a single service qualification, but at first everyone felt that the offline boss is a dry entity, also did not do E-commerce, suddenly can the sky cat enthusiasm is very high, all go to rob a single, but after finished found that we have a very big impact on his price, This is the system of the day, because the price of the online monopoly. I just ran into a case where Yantai poured a user to buy a fridge, this refrigerator is 3,000 yuan, in Yantai, this island has a physical store, he is our service grid, he usually sell 4000 dollars, so a refrigerator can sell 1000 dollars, because we have to involve a price of the whole country a question, So we marked the price at 3200 yuan. Therefore, the island of Yantai dealers are unwilling to deliver, but our daily logistics to delivery, we have to pass the total warehouse of Yantai to TC Library and then through the ship to the user's home to the refrigerator, so our logistics costs are very high. So how to get through the line, can transform? We are now a lot of physical stores how to transform from the perspective of the electricity quotient.

The third issue of the price system. A share of the entire value chain, including the pricing of our value issues, involves the issue of reseller profitability. Here is the third question.

The fourth is the problem of inventory synchronization. The biggest problem with O2O is the entire inventory, and how the 1800-grid inventory is displayed in the Sky Cat. We also did a lot of work, did three areas, went to the province to the city due to the county, we also did the show. But the biggest problem is that we have a lot of high-end models in this inventory, these models in each grid can not be to help you stock, for example, I shop more than 100 models, the results of dealers are not willing to follow you this preparation, he felt that your model he is the best selling on the line will not be prepared for you.

The fifth one is the issue of the Promotion Commission.

The sixth one is the problem of product differentiation in the area under line online. Because Haier's products are North and south of the region, the south is suitable for the southern region of goods, the north is suitable for the northern region of the goods, resulting in the north-South regional differences, and lead to the problem of different steps. North and South This model is a large number of goods, the north of this model a large number of this model are not goods.

The seventh is the limit of the area grid. I through 1800 grids to separate the country, including two-dimensional code sweep code up, this user is not necessarily to your shop, this order does not divide your grid. So the area grid limit is my biggest problem.

The eighth question is the membership system as a whole. Including CRM, how to do this membership of this system. Because the official flagship store has only been doing for three months, has just passed the shop trial operation period.

For these 8 questions, I would say a day-by-day solution.

The first is the question of the threshold of sweep code. How do we do this sweep code? Let the dealer to cooperate to do. We now turn the Haier offline shop into an experience shop, turning 1800 of our shops into flagship stores. That is, he as a store terminal, or some store user experience Pavilion, so that the user set the shop directly after the experience, through the shelf without boundary, you can put this order into the line. This issue is also the direction of our group reform, if we really do this step, two-dimensional code scanning becomes very simple.

What about the actual effect?

We open all the stores, such as the full experience, after the experience to the line on the list, this is a direction we consider, advance or have difficulties, but our group chairman is also set this direction, must do so.

The second one to open the line under the collaboration problem. We now day Shun official flagship store through the Haier supply chain through customization. Customize some of the high margin models or the differentiated models, our Haier Day Shun cat shop starting, and then we through the micro-Amoy platform to the high margin of this model or differentiated this model to publish this information, so that the offline distributor or his users know this model, in the day cat shop starting, Let the dealer has the enthusiasm is lets the dealer have the profit.

How to deal with the third price system? I made a pool of funds, because all of my 1800 stores are joined not to operate their own, to let him cooperate with me, so he may appear now unwilling to deliver. I made a capital pool at Headquarters, let some drainage orders, it is possible to drain a lot of orders to produce real sales, he has orders will be divided into his place. So I put the drainage caused by the real order of profit to take part out, from the dealer out to the headquarters to do a pool of funds, and then give the drainage distributor to do a commission.

The fourth is inventory synchronization. This is also the biggest problem of O2O, which is the direction of group reform, Haier Group is now doing is a, Haier has 90 central warehouses, including Xinjiang, Tibet, and then in the center of the warehouse he made a branch library, which is the inventory by dealers, or dealer owners buy car distribution we made 500 branch library, Then go to the distribution, let the dealer make money. The original is through 1800 mesh points more dispersed, and then we compare together, through 500 branch warehouse to do inventory sharing, and then we can through the transfer of real right, the inventory synchronization system through.

The fifth is a commission. I have some ideas of my own. Although it was really a very troubling question I was asking, what do I do now? Because we Haier has a village-level service network settings, our network has entered the town into the village, we now do a village-level service station project, all the village inside the canteen, the canteen inside the boss, Turn him into a liaison at our village level. He goes through this service station, for example, through the micro-Amoy platform to do a service station account, for example, he bought things in this shop and then you sweep. I think if through the micro-Amoy and day-by-day cooperation, the first four or five market to the micro-Amoy two-dimensional code into the village of this level, I think this is also I can consider a direction, do not know into immature.

The sixth one is the difference of products between offline and offline regions. This has just been said, will not wordy. is to do the project customization, the line below the area through the planning line for the specific model, let me do with these dealers can go to do this program customization, you can go to rob a single, these order models will be sold in its stores.

The seventh problem is the grid. Of course, the pattern is not the same, I will not talk to you, I have also said.

Eighth question about membership system. Haier is a member of the system is very large, but micro-Amoy system I did not involve, if we micro-Amoy intervention, our Haier system is not the micro-Amoy took it? This is certainly impossible. But we can through the line, in the store, in the town to do activities, we send eggs, and so on, there will be a lot of people to queue for this egg, there will be a very large number of members collected. But how do we pass Haier village face, these members of the town through Micro Amoy platform how to collect members, micro Amoy can use up, this is the later in-depth cooperation.

I think for a moment, one is to push one is pulled: when I pull through some small gifts under the line, including the offline free cleaning machine once, including the maintenance of services, the members of the collection of information. We also through the micro-Amoy this platform to collect. Then push the words through the micro-blog interaction, micro-Amoy some interaction, including some of the interaction of SMS. Because in the village has a message sent to the station, the car to a message sent past, this piece of all people know. So we push through the two ways of SMS microblogging, so that these members can go to our store to spend.

I basically came up with these eight questions.