Another talk about Chinese-style O2O: things that businesses and businesses must understand

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Objective：

On the O2O, there is too much controversy on the internet, a variety of freshly baked theories and so-called dry goods. I wrote two articles before and after, is the "Chinese style O2O: How to become a survivor of Death games", "Chinese style O2O: actual combat home industry O2O closed-loop Cabinet chapter" This is the author of the third article on O2O, and then two articles, also about million words, is a million about vertical field O2O marketing. These three articles, some people read is a different industry marketing techniques, some people read the industry thinking, someone read may be a laugh.

You reader, do not on the content or individual industry to single look. Although the article can not stir a ripple, but also want to give the people who want to think about the Internet is thinking. For those who are willing to work in the field of the traditional industry related personnel, bring some inspiration and marketing methods of change. The author suggests three articles together to see, can more understand the author's good and bitter intentions. O2O marketing, in fact, so simple, but so difficult!

The real meaning of O2O closed loop for Internet and industry

Yesterday, in Xiamen, met the first two articles of a reader, he asked me why must write home industry, and do not choose me to better understand the real estate industry, is not. Back to the beginning, for all the Internet industry practitioners, O2O operators, enterprises and businesses, the actual significance is not that I completed a closed loop, but must have a deep understanding of the industry, O2O platform, the Internet, ça. For the Internet practitioners, it is your opportunity to understand the industry, can develop products suitable for the industry, rather than into the industry to adapt to your product misunderstanding. For businesses and businesses, whether it is any O2O or electric platform, you can be based on their own volume, the Internet will be their own brand, product utilization platform, in line with their own value or beyond the value of the sale, to obtain business benefits.

Industry's O2O closed-loop implementation is based on the Internet social Marketing, Word-of-mouth marketing, Internet products and platform is to achieve this closed-loop conditions, but not absolute conditions, and then a good product without accurate flow of conversion, but also failure.

A lot of people, simple online view is the online display, and offline simply think is offline experience and trading, the Internet platform to pay more attention to the flow, and for businesses and businesses, platform based traffic transformation is very important. Here in a certain period of time, there will be conflict: large platform flow source composition is very complex, due to KPI's assessment relationship, Alexa rankings and backstage traffic data is very beautiful, but the actual value of the flow is not enough. And businesses and businesses can not get accurate flow, so the effect of online display is diverted, effective flow can not be directly reached, the conversion rate is low, affecting marketing. Therefore, the formation of a vicious circle, resulting in low viscosity of the platform, businesses and real users continue to lose, for the platform is a significant loss, and businesses are also seriously hurt.

Therefore, although the O2O platform provides a certain display opportunities, if the arrival rate and conversion rate can not support the normal sale, such O2O closed loop, although there are occasional cases, but can not support the profits of enterprises and businesses, and no reference significance.

Myth One: O2O closed loop for Closed loop

Conventional closed loop technique:

Flow →o2o platform → flow → online products → online understanding → production intent → online transactions → online purchase behavior.

Generally to this stage, we think that the closed loop is complete, so we often see many platforms preach that they have achieved the closed loop and so on.

However, this low flow conversion, although occasionally successful, but the lack of more industry's replicable. This is completely a closed loop for the wrong way, easy to the industry customers misleading, and eventually a vicious circle: the platform is getting more and more water, the income is decreasing or basically 0 income.

Such a closed loop is very confusing, so the common enterprises and businesses often hold the master's book and a lot of "dry goods" step-by-step, the most common practice is: The master said that every day to micro-letter push information, to micro bo hair how many content similar to such a textbook-style method, O2O is also, so, do not close the loop for closed loop.

Misunderstanding two: The more O2O platform the better

In the internet age, for businesses and businesses prone to impulse. In the face of various electric dealers and O2O platform of the turn bombing, and often see the Masters and brick Home "dry goods", see listen to all excited, think about moving, so put into action. For example, a master advocated micro-credit marketing, so on the micro-letter open an account. A master said, Weibo and how, so on Weibo open an account. Start their so-called micro-Bo and micro-credit marketing tour, in this before and after, opened over NN platform account, the full development of O2O marketing, because in the concept is very hot, whether it is group buying, electric business, micro-blog, micro-letter are claiming to be the best O2O platform.

So, businesses and businesses pay a lot of money, but very little profit, after walking this extreme, businesses and businesses for all kinds of platforms, especially the Internet people are dismissive, that is seriously deceived, the internet is a liar.

Here to tell the truth: now some platform or related practitioners are to improve the quality of time.

Myth Three: O2O can be hosted on behalf of the operation

Now, the popularity of hosting, the most common microblogging and micro-credit marketing has emerged a large number of Internet and public relations companies to participate in a monthly fee ranging from 10,000 to hundreds of thousands of, it is obvious that this is based on platform fees and another big trap, the reason is very simple. This kind of generation operation or the so-called electric business generation operation, because the professional reason, can not solve the actual problem, completely is the use of asymmetric information, to obtain short-term benefits, commonly known as fast money.

O2O as the current more popular so-called electric business model, indeed glorious, but in fact, is not particularly mysterious, many years ago, the country has already achieved the O2O closed loop. As long as the understanding of the industry, do a good job of social marketing key links, their own team than on behalf of the operating team will be more professional.

Misunderstanding four: O2O platform can solve all problems

Many enterprises and businesses, in the use of O2O platform to do business, encountered some problems, hope that the platform to help solve. There are two kinds of situations, one is the platform can not solve, for example, to ensure conversion rate. On the other hand, there are some seemingly able to solve problems, but will not solve the problem, such as the emergence of negative information, how to do?

This misunderstanding, in fact, is still guilty of excessive superstition error. Now many platforms in order to attract users in the early stage of the industry, opened a lot of good, but also made a lot of beautiful conditions to lure, when you have been found at all is not so, such as the current large-scale blocked accounts, arrears of money and so on sad reminders.

For marketing only, the conversion rate of products, in the O2O link, is not entirely dependent on the platform to solve. In terms of the actual situation of many domestic platforms, there is a serious lack of support and service to the industry users.

Key to O2O qualified closed loop: The ultimate mystery behind 2 words

O2O's benefits are self-evident, the Internet is a virtual society, has a vast world, because the original traditional business space has been broken, small businesses may also create a sales miracle.

In this age, computers are getting smaller and bigger. The consumer habits of the target group are constantly changing, how to impress the consumer, so that he or she can generate a purchase action against you? So, O2O more attention to onlin and offline, but forget the middle of the 2 words, is to!

In my opinion, this is a kind of attraction to the end customer, is not the so-called online display and the offline experience, and this to is gives the terminal consumer customer service the process, runs through the entire transaction flow, even longer.

The author believes that the qualified closed-loop should be combined with services, in order to achieve the completion of the transaction, to ensure the formation of word-of-mouth, thus achieving the fundamental guarantee of continuous transactions.

The service here can be either online or offline, here are two examples:

The boss of a home improvement company, who does not surf the internet before doing O2O marketing, still keeps a finger on the level of Zen typing, but he keeps doing such things every year:

1. Key festivals, visit old customers, gift holiday gifts, such as dragon Boat Festival to send Zongzi, moon cakes.

2. Customers are dissatisfied, there is a complaint, do not rule out his own steps to solve the problem: often carrying a fruit basket, to apologize to obtain understanding. Or personally grasp the site supervision, timely rework.

3. Every year will also invite old customers to eat.

I know a boss selling furniture, and even to the network of customers door-to-door, very heavy solid wood furniture, to the chairman of the top, personally carry the attic.

The final results are very surprising to them: because of the old with the new, network reputation is also very good, continuous transactions, occupy a large part of the platform to become a platform oligopoly.

Therefore, we o2o, is in doing social marketing, to build Word-of-mouth. Therefore, each industry can find their own in different platforms to do service flow and depth of service examples, even if it is a greeting, but also the embodiment of service, which is to do social marketing, Word-of-mouth marketing the most basic requirements.

With a good reputation, O2O marketing can be more effective, and rigid O2O marketing will be more flexible, we must always remember: although we provide a lot of services seemingly free, in fact, are valuable, value of the memorial for the brand, pricing will be very helpful, this is a long-term accumulation and adherence to the process.

Conclusion：

In the face of O2O tide, industry users should pay attention to screening, choose their own marketing platform, face new products, avoid impulse, do not read dead books, copy the contents of the textbook. We should pay attention to the essence of marketing, in the entity management of some good experience and methods can be boldly improved and implemented on the Internet and running-in. The importance of doing services in the social marketing role, as well as the help of O2O marketing. The purpose of service is to help social marketing, in fact, to build their own seed customers, a spark, slowly began a prairie. Do not be superstitious platform, in front of the platform, in fact, you and your own team is the most professional.

O2O promising, all is just beginning, know the line of unity can play turn real O2O, let us together on the road. (Text/Ningjie network Xinyu)