About O2O protracted war, nine ask entrepreneur

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Offline businesses have the service experience, as well as the consumption of psychological grasp, is to do the Internet people are very deficient

The last two days in Nanjing happened to meet the O2O field of an entrepreneur who has got tens financing, and his communication, let me benefit. In particular, his thorough thinking about O2O, but also updated my usual understanding. If this article were to be written by him, it would certainly be better. But he says entrepreneurs should grow as if they were grass. In the current general impetuous investment and entrepreneurial environment, to be able to maintain calm and down-to-earth is not easy, especially in the O2o field of Tuyere and has been a huge financing of the entrepreneurs can do so, but also let people admire. The author with the memory of the point of view sorted out, and share with you.

1. When we mention O2O, what are we talking about?

O2O this term, a little biased, it is mandatory to split into online and offline two kinds of state. It is more reasonable to say that people through the Internet to obtain the target information (including business information, service information, discount information, historical evaluation information, after-sale information, etc.), to do consumer decision-making, and then to enjoy the process of service. So, if you want to cut this process, it should be: decision consumption + payment + enjoy consumption. Must be offline, only to enjoy the process of consumption. So O2O, is a process state, is the information is constantly being internet in the process of a middle state.

In the field of life services, there is a more consistent view is that the Commission than the advertising fee model is more reliable and more easily bigger. Therefore, many local BBS is also trying to do transformation. If the user pays for this piece in the merchant where it is done, the platform loses control and the charges become very difficult. At present, everyone in the robbery, is the most decision-making power is the most important to pay this, because if the Internet can provide enough information, and there is consumer assurance, then payment is very easy to obtain information in the place (that is, the online platform to guide consumption) completed. Now the problem is that users can not get enough information online, not enough protection, so do not dare to pay online, that is, O2O can not achieve closed loop.

Therefore, essentially speaking offline is not good, in fact, because the online part of the Do not enough, that is, information is not enough.

2, under the current situation, how do we solve it?

The three parties involved in the transaction of life services: Customer, merchant, platform. The complete consumption process is: the customer obtains the information in the platform, the customer goes to the merchant to consume, the consumer and the merchant settlement, the platform (obtains customer's consumer information) and the merchant settlement.

In situations where users are not paid on the platform, there are three common practices:

The first is to enable users to bind to platform information (bank cards, credit card bindings, or coupons) through a certain amount of discount (which allows the user to achieve satisfaction), so that the platform can instantly receive consumer information

The second, through a certain incentive to guide users to online drying orders, business lag to obtain customer consumption information.

Third, the platform uses dedicated customer service to track customers ' access to consumer information (low frequency, large amount of consumer industry common practice).

3, when will the O2O form a complete system, no longer split?

The specific time node is not good to say, but should be within five years. In the future once all the information is offline, the business, service, evaluation, discount information and security system is relatively complete, the user's consumption decisions and payments are resolved through the Internet, just wait for access to services. O2O closed loop is complete, there is no so-called O2O problem. This Taobao with the purchase of goods in fact very much like, Taobao users to buy goods, in fact, is to obtain goods, discount information and service security of a process, Taobao and Alipay to this information and services system to do a particularly perfect, so everyone in Taobao pay to buy things. At present, in the field of life services, do the best is to buy, it is also the system to do a relatively good job, so you will be in the purchase of the platform to pay.

For instance. Now we get married and shoot wedding photos, all on the platform to get information, and then to the offline payment and consumption. At this time, do the platform is very difficult to do, because the cost of service is too large, but also easy to run a single, not to make much money. If it can be done, the person who wants to get married only needs to fill in all the information of their own, that is, waiting for the internet to recommend all the appropriate sets and prices, as well as other users of the evaluation and minimum discount. Then figure out the lowest price and whether there will be a lower price for the next three months. Choose to pay later, waiting for the merchant to pick you up, and then send you back after the photo. Exaggerate, you really don't even want to take a picture, then give you PS. Come out dissatisfied, pat or refund. At this time, there is no reason for users to pay offline.

4. What efforts should be made in the current situation?

The core of this thing is two points: the first is the Internet of online Service information (standardization and information), and the second is the precise grasp of the user's complex consumer behavior.

According to these two points, the difference between the same industry is very big. Some industry consumption is high frequency low, and some industries are low frequency rate, and users in the choice of different services when the attention point is very different. This time everyone's solution is not likely to be the same, but one thing is certain, that is there will be a relatively good solution, we are doing some of the current seems to be more effective attempts, this is inconvenient to disclose.

5. How do you think of the verification machine mode of Tintin net?

Not optimistic. It's too heavy and stupid. It looked more like a sum of money from Ali, who was forced by Ali to spend the money to seize the market. This is a solution that everyone can get, and it's money. I believe this is not the best solution, there must be a better solution for innovation in the future. Of course, there is a possibility that there is a bigger and more effective action behind it, at least for the moment I haven't seen. If only the model of the verification machine, the basic will die undoubtedly.

6, offline businesses can do their own internet?

Of course, this is the best, we also hope that offline businesses have this awareness, so that our work will be much easier. Now the most difficult piece of work is the standardization of offline services and information, if they do this part, the whole industry will be much easier to do, I think all engaged in life services Internet industry will be grateful to them. There are some offline businesses that are already trying, but it's very difficult because they've been doing it for decades and it's too hard to change ideas.

Offline businesses have the service experience and consumer Psychology of the grasp of the internet is very lack of people. So the founding team must have a traditional industry origin.

7, the most vulgar question, the giant come in how to do?

First, over the trillion market size and imaginative space, the Giants must come in.

Second, in fact, the Giants are already in. O2O field, Bat has done a relatively large layout.

Third, do not go head-to-head with the Giants, the resources of the Giants are easy to make, try not to touch. I have seen an entrepreneurial project this two days, online Express, fill out the sender and recipient information, choose Express, waiting for the door pick-up. You don't have to call to fill out a list. This is a relatively thorough internet of information. It's a good thing, but Alipay is a solution, and if you do this, it's too easy for the giant to kill you.

Four, if there is no head-on with the Giants, there is nothing to fear, the Internet of life services is still in a relatively early stage, some resources must have advantages, but not necessarily a good thing. In particular, some subdivision of the vertical field. Trees under the tree to grow flowers, to plant a tree is not very good, the giant, it is not easy to start from scratch.

8, O2O was fired so hot, standing in the tuyere, how do you feel?

People are more concerned about the industry, probably with the recent bat these giants are in this field has a relatively large action. In addition, capital began to enter the industry to carry out some investment in the card position. The entry of capital and the attention of the market must be a good thing, because it will promote the development of the industry. Compared to other pioneering teams to get financing first, proved that at this stage we are more advanced, capital also more recognized us.

However, the Internet of Life service industry is a relatively long process, the cultivation of the market and industry competition will continue for quite a long time, so we are also ready to fight a protracted war.

9. What else is worth looking forward to?

Users are very situational when they use a product and make a consumer decision. This trend is becoming increasingly apparent.

I personally very much agree with Wang's four longitudinal three transverse theory, apply this way I think the use of the scene can also be converted into four vertical four horizontal frame, four longitudinal is: information, communication/social, entertainment, business. Four transverse is: PC, mobile end, TV/living room, car. This way you can roughly tell what scenarios users will use and what to consume.

As early as 2005, when Mr. Jobs was talking to gates at the D5 conference, he expressed the view that the user's entertainment needs were anywhere, so Apple had to do a device that would allow users to entertain anytime, a mobile entertainment center, and then have the ipad, This is the product defined by the scenario requirements. From this point of view, very interesting. Recently some companies in the country began to try this, like the recent comparison of the fire of the US figure mobile phone, music video TV, Wanda Intelligent Square are pretty good. In this regard, the future opportunities are quite a lot.

Disclaimer: Part of the article described or inconsistent with the client's words, please forgive me.