All vertical field O2O are moving towards a new stage

The current O2O related entrepreneurship in full swing, the O2O of the exchange of discussions are endless. In this article, I hope to further from the angle of B-terminal information system, across a number of industries to discuss the vertical areas of O2O development and implementation of some laws and trends.

To say which industry has achieved the earliest O2O and has developed to a more mature stage, should belong to the online film ticket industry. From the early movie ticket purchase to the current online selection of tickets, the line has been basically completely through. According to Yu Dong, chairman of Boehner film, only 2014 years ago eight months, Taobao movie ticket sales have exceeded 5 billion yuan, Guevara 16, 1.7 billion, plus cat's eye film, micro-letter film tickets, time network, etc., network ticketing accounted for the total box office more than 50%, is expected to reach 70% or even higher next year. Although other insiders say the statistics are "slightly exaggerated", it is widely believed that by the end of this year, the net ticket house can reach about 40% of the total box office. Hermitage, Japan and other mature market 50~60% has little difference. This proportion was only 20% in 2013.

In order to select the online ticket sales, 2013 This part of the box office size has exceeded 1.2 billion yuan, accounting for the total annual box office of 5%. The industry expects this figure to grow to 10~15% in the next two years. In the first half of this year, Guevara's online sales reached 600 million yuan, which is expected to reach 1.5 billion yuan by the end of this year. In the author's regular activities in Beijing Zhongguancun, Xidan and international trade three areas, weekend hot films if not advance election tickets, Prime time is basically a vote difficult to ask. This shows that the online movie ticket industry's O2O model has been generally accepted by the public, permeability has reached a higher level. And compared to the price concessions, more and more consumers are more interested in the online selection of convenient and quick seats.

If the group Buy is 1.0 O2O mode, then the online selection is 2.0 O2O mode. The most important difference is that group buying is just the superficial cooperation between the online platform and the offline movie theater, while on-line selection, on-line platform directly docking the line of the movie theater of the election ticket system.

The online movie ticket industry can get through O2O's deep cooperation mode so early and quickly, and it has important relation with the high concentration degree and the supervision system of the industry chain of our country film industry.

China's cinema lines, cinemas by the SARFT under the "National Film development Special Funds Management Committee Office" (referred to as funds) direct supervision, 5% of the box office income was collected as "film special funds." Capital Office to ensure that the major cinemas report the authenticity of the box office, all cinemas nationwide must use the designated ticketing system.

At present, the country has a total of six designated theater ticketing system suppliers, including: Stars, Fire Phoenix, Flamingo, Zhongxin Branch, Vista (Vosta) and Ding. By the end of 2013, China's cinemas have been approved by the SARFT of the urban Hospital Line 39, affiliated cinemas 3,831. Among them, the fire Phoenix covers more than 450 cinemas, hundred cinema coverage reached more than 60%, the stars cover more than 1200 cinemas.

The high concentration of the ticketing system in cinemas provides a great convenience for the realization of the online ticketing O2O mode. Online ticketing can help the film lock in advance box office, the formation of large data to help guide the hospital line more efficient layout. The result of multi-party win is that the direct connection of information system is realized quickly, and the O2O mode can be quickly landed and promoted.

Air ticket industry is another very early realization line under the information directly connected to the industry, behind the strong state monopoly color.

In foreign countries, airlines, hotels, rental cars and more through the GDS (Global distribution System) mode to sell. And in our country, only in the aviation industry exists the only GDS (Travelsky, yes, defeated the flying Constant air information management application "Aviation Brigade aspect" is their home, this application of ease of use is simply hard to believe that China Aviation letter is a state-owned enterprises. China Airlines letter was listed on HKEx in 2001. China Airlines service customers include nearly 30 domestic airlines and nearly 200 regional and overseas airlines, domestic 169 airports and nearly 7,000 air ticket agents. Domestic and foreign airlines must pass the China Aviation Letter system for product sales (exception of spring and Autumn Airlines), with a high degree of monopoly.

Through direct access to the GDS platform, all OTA, group purchase, offline travel agencies and other agents are able to obtain real-time flight information and changes, and help C-end users to make reservations and choose seats.

Compared with the film and aviation industry, China's hotels, restaurants, retail, and even entertainment, medical, fitness and other industries are not so lucky.

According to Iris data, as at the end of 2012 China has a total of 220,000 hotels, including 10,000 economic chain hotels, not rated star of the social hotel near 200,000. Star Hotel Stone based information Iphotel system occupies most of the market share, economic chain hotels such as Han court, seven days, etc. are using their own hotel management Information System (PMS). For the majority of the number of social hotels, the use of PMS software suppliers are highly dispersed, the larger there are soft and good Thai, Beijing Thai, Guangzhou million, and its coverage of the number of each but one thousand or two thousand. Many single hotels, inns and even no PMS software, entirely by manual record.

The hotel industry's sales channel system is diverse, the pricing method is complex, direct sale includes own reservation system, own member, agreement customer, front-end and so on, the distribution has OTA, the line travel agency, buys, the tail room and so on various modes, each price, the Commission distribution difference is big. For middle and high-end hotels, on the one hand, want to maintain a higher margin of direct marketing channels, on the other hand do not want to operate sensitive information leakage, so most of the refusal to open ports and the use of automatic/semi-automatic docking system (including OTA provided by the ebooking system), which caused the telephone, Fax this ancient original form in the hotel reservation in the enduring, occupy the Ctrip, Art Dragon and other OTA most of the human resources. In addition to the high cost of labor, it is difficult to real-time, accurate tracking hotel dynamic inventory is an important factor in online enterprises, and will affect the user experience. Hotel Industry O2O The ideal state is to achieve online OTA enterprises and offline hotels directly connected, be able to search real-time information and prices, to help guests make reservations, modify or cancel orders, the hotel also can obtain the basic information of guests, stay history, booking status, housing preferences and other information.

However, the current line to achieve direct link under the difficulties of the hotel, information systems vendors to diversify the interests of the game becomes very complex, OTA has to face a variety of PMS interface, as well as uneven level of information. In the current middle and high-end hotel reservation pattern basically settles the situation, the Art dragon, goes where and so on has looked to the quantity to be bigger, the informationization level is more Backward inn, the Inn and so on field. From providing free PMS software for B end, it became an important means for OTA to rob this part of the merchant.

At present, the market's leading provider of Free Inn management software: Art Dragon's head of the cloud, mango nets under the green Mango, as well as tomatoes, and so on, most of Yunnan Lijiang, Dali and other tourist spots as the base, to other important tourism areas to launch the push. Cloud shopkeeper already has ten thousand or twenty thousand customers, tomatoes also have thousands of. Ota through the investment acquisition of free PMS software suppliers and this part of the merchants to achieve direct connection, such as the Art Dragon's live philosophy to promote free PMS software, within six months to achieve direct Even the inn reached more than 3,000.

However there is also a long educational process for this part of the single pub. According to the author interviewed that the use of free PMS Software Inn active degree can reach 30% or 40% even if it is good, many inn owners still lack of business mentality.

Hotel Direct-attached deep O2O model although still difficult to advance, but after all, has taken a considerable pace. However, for the market more dispersed, product standardization of lower food and retail areas, the realization of deep O2O docking obviously more than a long way.

China's various types of restaurants, restaurants 400多万家, supermarkets, convenience stores and so on more numerous. The geographical location of the restaurant is obvious, the corresponding catering information system suppliers also show a very significant regional, for example, Guangdong Zhongshan Super Yue (God of the SOFTWARE, 2010 Kingdee acquisition, customers about 2,200), branch veins, dark Horse (food for the day software, with more than 70,000 customers at home and abroad), Beijing, the Son of Heaven, Food Tong, Suzhou Zhi Jie , Shanghai Ishikawa Technology, works and so on. Market share is very small.

Most of the fast-expanding takeaway O2O companies are bypassing the restaurant's own information system, if you're hungry? To the middle and low-end restaurant free promotion of Napos system, the U.S. Regiment takeaway, public comments, etc. in the merchant mobile phone or computer directly install an application software, I have takeout to provide free O2O takeout machine, For the merchant receiving the cashier to receive orders and communicated to the kitchen. According to the author visited the restaurant, small and medium-sized businesses are often installed at the same time several applications, busy times often overwhelmed, for example, to send information to mobile phone public comments on the sale is easy to be overlooked by businesses, hungry there is a high decibel beep. In general, this approach also brings a lot of inconvenience to the business.

For ordering a meal O2O company, they need and restaurant information system for more in-depth docking, to get recipes, seats and other more diverse information, access to the booking system and so become more difficult, promotion speed is also relatively limited. has been the public comments on the investment of the big mouth, using the relatively heavy B-terminal system docking mode. The merchant needs to open the food Information System API port, the entire installment debugging to the training use time reaches 5-7 days, to the product operation and the promotion influence is big. The current big mouth to Beijing expansion frustrated, and retreated to the base of Shanghai. Micro-letter to do "smart restaurant", providing queuing, shop ordering, checkout, call waiters and many other functions, it is more like a benchmark behavior, rather than large-scale promotion. According to insiders said, micro-letter "smart Restaurant" at present, the main choice of high level of information, with O2O to promote the willingness of the restaurant to cooperate.

Anyway, there have been many Internet enterprises, such as easy to Amoy, Lala, dinner, Mattomi, etc. in the constant O2O to the restaurant booking more in-depth exploration, such as Cloud restaurant SaaS service providers are also emerging, B-end such as seabed fishing, grandmother's home and so actively embrace the Internet restaurant is also more and more, User habits are gradually being developed. Future reservations in advance restaurant seats, mobile phone app selection dishes, see the raw materials, taste, single rate, online reminders, checkout, etc. may not be far away, after all, Beijing has appeared in the experimental nature of the restaurant.

Retail areas, small supermarkets, convenience stores, the information level is also very low, many even directly to the catering, hotel information system for direct use after modification. At present, community O2O to explore the Community 001, love fresh bees and other models, facing an important problem is not real-time access to business inventory, on the one hand, the SKU is severely limited, on the other hand, manual monitoring and maintenance also cost a lot of costs, reduce efficiency. If the future retail sector can also achieve direct connection, community O2O will be another picture.

In fact, not only did Ali buy the stone, Ctrip, such as the acquisition of PMS manufacturers, in the field of fitness, there are green orange from the B-terminal information system software into the gym, providing online courses, coaches choice; Fast Guest erm do vertical education in the field of CRM and ERP, to help offline K12 agencies at the same time doing a good line operation management, Through the O2O closed loop, the medical field, Alibaba Future hospital, micro-trust hospital, are trying to and hospital his, CIS information system docking, through the queue, registration, payment and other processes, to achieve the Internet medical field of O2O.

Each vertical field of O2O constantly deep, to promote the information isolated island constantly open interconnection, and ultimately to "connect everything" direction to develop, perhaps has not just a dream.