Alipay Wallet: The phone makes O2O a symbol

Last year, Internet finance and O2O became the two hottest terms in the industry. The former, with Yuen Po as the representative, has come up with several clear roads, and the latter has so far not been a successful sample. However, ranging from time to time, the mobile Internet dividend raging mended in the mobile O2O is reduced to a "symbol" at the same time, the pioneer in the field of Internet finance micro-gold service has played a big O2O idea.

The phone makes O2O a symbol

"Now I light up the phone screen and watch the phone, which is online," Liu Lejun picked up the phone at the O2O training camp in Beijing and put it back - "Down is offline." In the mobile Internet era, online and offline Switching under is a very fast process. "

As an Alipay purse trader, Liu Lejun knows the importance of mobile phones to modern people - the phone has become a "new organ", people online 24 hours. "O2O is not a particularly important issue for users online and offline, so O2O is just a symbol now."

This change not only created many new business opportunities, but also made profound changes in traditional business. To Liu Lejun, "user thinking" is the core idea of ​​O2O business era - who is my user and what his needs are. In the traditional business thinking system, "market share" as the core of "scale thinking" is valued. It has also become the biggest bottleneck for "traditional businesses" struggling to win in the mobile Internet era.

Seize 20% of the core customer base

Despite the differences in thinking, the marketing in the mobile Internet is not out of business essence. For example, the "28 law" that is widely used in commerce should be followed here too.

Liu Lejun believes that after moving from "operational products" to "operating users," enterprises need to go through four steps to increase their share of users: discovering users, continuously interacting, deepening the development of high-end members and mining the value of their members with data. In fact, in the vast majority of fields, 20% of high-end members contribute 80% of the profits, found that users and continuous interaction is the forerunner of "identify" 20% of high-end members, then businesses can use various means to "operate "these people.

"We have five tools for everyone, WiFi, two-dimensional code, card coupons, service windows, mobile payments." In fact, look at the layout of the small Dijon service before the format, it is easy to find what to do - to increase the pyramid Top of the proportion of users, and let these users contribute more revenue. For example, the company launched a free WiFi program in cooperation with the Coleus network and incorporated basic services such as traffic violation payment, telecommunications, registration and train purchase into the service window to develop "pay-as-you-go" products such as sonic payment. Liu Lejun said that small Dijindong service will soon launch stored-value electronic membership card, which not only helps small and micro enterprises to safeguard their members, but also hope to become their important new financial financing channels.

Alipay O2O logic

According to Liu Lejun, "connection" is not enough to generalize the business model of O2O. "The pain of offline business lies not in connecting, but in communicating with." The Alipay to do, that is, to achieve interoperability of data, the process of opening up, the user and business communication, so that businesses adapt to "experience economy" era of business model. "Experience the economy is not a new concept, it is precisely the entire retail industry to return to the direction of industrial rationality."

In the process, Liu Lejun hopes to Alipay into a businessman's "brain" to help enterprises tap the value of membership users to fine operation and precision marketing. "Alipay offers a suite of business intelligence systems that sell high-quality data analytics cheaply to everyone, and you can also develop a data analysis system yourself based on the interfaces Alipay offers if you require a little more. It is also our core competence. "

This applies not only to traditional businesses, but also to e-commerce platforms. Liu Lejun revealed that the current micro-Djinong service is being carried out with the No. 1 store data sharing attempt, hoping to use the data in exchange for partners.

Beijing Business Daily reporter Xiao-Meng Meng