Besides O2O: A study of six-degree space theory practice

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"Editor's note" the author @ zhongguancun Old Lee in the Lei Feng network before the article "O2O on the mobile phone" and "personalized mobile phone recommendations to obtain business opportunities." Because there are still a lot of readers are very concerned about the O2O market, so the author wrote this article as "mobile phone O2O" Supplement, put forward some of the views of the previous article, using the six-degree space theory to O2O a more thorough discussion.

I. Socialization

I often think of a problem, why a lot of good O2O applications, business abroad can be successful, but to the domestic but difficult to survive?

Theoretically speaking, the GPS function of smartphone brings us more position information than PC, can bring more convenience to people, why is lbs business not well popularized? Instead it became a flash in the pan?

Figure 1, location-based group buying navigation

1. Information Technology

Many people think that the level of information construction at home and abroad is different. The internet has brought us closer to the world. Foreign restaurant bosses are not necessarily internet people, and their understanding of computers may not be much stronger than the domestic bosses. If not for work, not for business, they may not be willing to touch these "black boxes." You don't have to try to teach them the computer lessons you've been learning in college for years, they just need to know how to use them, and there's no need to understand how these "black boxes" are "tempered".

Information for today, is not the biggest obstacle! This is often mentioned, technology is not a problem, the problem is the market, is a business model!

2. Differences at home and abroad

Since it is not the difference in information, then what is the difference? I took a friend to do the actual case to analyze the essence of the problem.

A friend made a reservation in foreign countries, the website, to provide customers through the Internet to order meals, booking services, is a standard O2O service.

I have seen them on their website, almost all of the cuisines, is a authentic dining portal! There are different cuisines of the world, with fast food, slow meals, a meal or a reservation.

If a customer orders a meal on this site, the site will send a command to the restaurant backstage. Restaurant management staff, will be the booking information to the kitchen production, after the completion of the production, inform the logistics personnel come to pick up meals, delivery. In general, the logistics staff will be based on the average restaurant production time to determine when the past to take meals.

For reservations, it is much simpler. At the time of booking, it means that there are several, what time passes, if more than a certain time limit, for example 15-30 minutes, reserved seat automatically canceled.

For restaurants, this business does not increase their cost, but improves the efficiency of the kitchen, in the unit time, can bring more revenue, without adding hardware resources (such as more space, tables and chairs, tableware, etc.), also do not need to add more staff (such as logistics, waiter), this is a good business in miles Why not?

Very simple account, I believe the domestic bosses are also calculated. I also believe that the above rules are also in the domestic, but why is it so difficult to carry out?

Socialization!

3. Socialization

The difference at home and abroad lies in the domestic rules and non-compliance, the price of the violation is too low, too easy. This is the talked of the lack of integrity.

This is a social development to a stage must face. We do not yet have a credible mechanism to guarantee the development of the business on which it is built.

Ii. Building Good faith

At this stage, with the merchant to establish the integrity of the method, there are two kinds, one is Solomo, relying on the strength of the community to bind the merchant; one is to bind merchants in the way of industry informatization. Either way, it will lengthen the time axis of cooperation, increase the chance of cooperation, so that the cost of business violations increased, the likelihood of non-compliance and will be reduced.

1. –solomo of Community

If this contradiction is to be resolved in the present, there is no way. With the development of urbanization and community in China, the breakthrough in solving this dilemma is community-centered. In the past, we thought that the solomo= local = same city, the scope is too big! To continue to refine, the community is the basic unit of local Service!

Look back and think, what area do you spend 80% of your time in? Do you go to a faraway place on a weekend shopping trip?

A few years ago, I might, but not now. Because big shopping malls, supermarket basically cover to each big community, there is no need to cross several areas to go to a certain mall to buy a certain brand of merchandise. 80% things can be solved at home.

When I first went abroad, I did not understand why the industry is so vertical. In any industry, you can see that several of the biggest companies monopolize the market, all over the country. There may be many reasons, but the most important thing is that the market needs it. Is it not so in the big cities of China today? Big shopping malls, the same brand, different branches covering the whole city, the province, and even across the country. Consumers can buy their favorite brands and favorite goods in any store.

Figure 2, Solomo localized life based on community

With the advancement of urbanization, the characteristics of Solomo are highlighted, and the demand of cross-regional is gradually transferred to local completion. The local living group has become the main body of the local life service! Their use density and frequency are higher than the foreign population.

More importantly, the community of Solomo, part of the solution to the merchant and O2O Company's integrity issues. Look up and see, the merchant will not damage the long-term cooperation for the short-term benefit, for them, the foul cost increased.

Last article, I mentioned that O2O should go to the middle and lower level user groups, today I want to mention or go down. This goes down, from the city level, to the community! This community is not SNS, but a real community!

2. Vertical Industry Informatization

Just take a friend's company. He started serving the catering industry a few years ago, helping large and medium-sized restaurants make CRM systems. Several years down, with thousands of large and medium-sized restaurants accumulated good relations, and mastered a large number of data. Imagine, if they come to do the catering industry O2O, whether it will be better than self-made, no accumulation of good?

The answer is yes, the merchant has a mutual understanding and trust with each other due to their long-term cooperative relationship. This solves the most difficult problem between the merchant and the Merchant-mutual trust! In fact, the demand is the actual existence, it is because both sides of the mistrust, mutual understanding, it led to a variety of contradictions, and even intensified, a beat two scattered.

The development of the market needs time to test, but both sides have no trust, no patience, how to promote the new business? The new business in the initial to both sides need to pay more efforts! It is not simply by O2O the electricity business family to do OK.

Therefore, from the current point of view, to the information angle to cut into the catering and traditional industries, is a good way. When all the "smart" tricks are no solution, often to return to some solid hard work.

In addition to CRM, there are several good "ideas" that can be cut into this market. Let's say "queue", say "electronic menu".

The individual is more optimistic about "queuing"

All the better restaurants will be lined up, and I'm sure you all have the experience of waiting in the seabed? I once saw a faithful "cargo" in the bottom of the sea to wait for one hours!

We don't consider the rationality of this behavior, we return to the topic, I once did a simple market research, 80% of restaurants, if free, are willing to access the queuing system. Queueing systems are great for a lot of restaurants because some of the users are running out of queues and the examples above are few (I think). If the restaurant can master this part of the user's information, of course, very meaningful. This part of the population is "willing" to the shop, what is more than "come", but because of the line and walk away more obvious will? After that, can be a variety of advertising means to pull the TA back again.

If there is a system like this, does the restaurant need it? I have seen operators in a certain province do similar business, very successful. Customers are large and medium-sized catering enterprises. A three-dimensional marketing system, based on the CRM marketing system.

If walk into the operation of the catering business, there will be such distrust?

Want to do an industry, first want to understand this industry, walk into this industry. Play to their advantage, to avoid their own disadvantages. Do not go aloft high fight, floating in the air. The road at the foot, go down, respect the laws of the industry, respect the market, return to the market itself, use new technology and products, redesign the market, restructure business processes and role definitions. That's the way!

To borrow another one of my most admired celebrities, a correct starting point and a correct way to draw a correct conclusion!

Find a good point, find a good way, the road at the foot!

Iii. Local Planning & Cluster Group

1. Local planning

If not a strong local operations team, including cooperation, planning, operation, customer service, sales, etc., it is difficult to do local life services. Where does this tough local planning team come from?

Read one of the best-selling books written by Gladwell, the tipping point. Gladwell to the reader a magical phenomenon, the distance between people will not exceed five steps! And in these five steps, the probability of being above 60% is converging to a handful of people (a tree structure), which is called a "contact". In the viral transmission model, the contact is playing a pivotal role! Without them, the virus cannot spread in the tree-like web!

This, in our side of the "micro-bo Society" reflected incisively and vividly. You will always find people who are recognized and followed by their fans, who are naturally "socially" genetically and adept at dealing with people, though they may be virtual worlds. They are very capable of driving and influencing other people's behavior, and can even drive people's emotions. The book "Contact" is active in the SNS community, Micro blog, blog, such as a variety of virtual world of people.

Figure 3, all kinds of talent

These people, active in every corner of the city life, every aspect. They are living a different life with their own understanding, they are the active elements of city life. They have the ability to teach others how to spend a small amount of money, but can try a different life, they are the best candidates for local planning team! My original under the command of so several, looking at their daily life are colorful, but not spend a lot of money, is very envious! To tap the potential of the "talent"!

2. Cluster Group

Do local life, or say do O2O avoid generalize, must subdivide the crowd, subdivide your customers, vary, provide differentiated services. Not that the high-end market needs differentiated services, the low-end market does not need differentiated services, this is the wrong concept. If you have 500,000 users, you organize the event, come 1000, but are different age, different sex, different income, different education background of users, you want to organize one of the activities? Is it going to be okay?

Figure 4, the needs of different groups are different

Why embarrass yourself? This, I agree with Tintin map of the practice, the user group into different groups of interest. This will not only reduce your users, but users of each group will feel that your organization's activities meet their actual needs instead of accommodating others, increasing their dependence on the community and forming a virtuous circle. On the other hand, the object is specific, you organize activities are easy, businesses are willing to cooperate, a series of problems to comb clear.

Figure 5, Cluster Group

Birds of a feather flock together. The socialization that I mentioned in the last issue means this meaning.

Iv. pc+handhelds+ Line

The previous article mentioned that the existing O2O to ignore the online data part of the analysis and mining, recently saw many businesses gradually began to pay attention to this part of the work, very good. But there is still some ambiguity in the sense of understanding, and there is a need for further clarification.

Before the development of mobile Internet, there are only 2 O2O, that is, online-offline, or PC offline. But now, with the development of mobile Internet, this model has been changed. Now actually formed the PC (online)-handhelds (the handset terminal still belongs to the line!) -Three segment of offline entity. The phone is also online, not offline! But it can act as a very good line under the link! It can be accessed through the wireless network to the online information, but also to face offline merchants! In the past, I have never seen a PC to the offline business to see what it is.

Figure 6, based on the historical online data analysis, mining

Then we have more reference to improve the transformation of O2O. This is the O2O model, injected with new genes, new energy, we need to use this gene well.

First of all, we should be on the existing PC-side or on the internet left the data for in-depth mining, analysis, to obtain valuable conclusions, such as:

What service products have my customers purchased?

What kind of products do they like?

What is the general time to spend?

It can even be judged that customers are men and women (with certain accuracy), consumption capacity and so on.

With this information, we can be targeted to reverse the search for businesses. This stage, it is best to find a chain of merchants, once signed, there will be a certain amount of volume to ensure the availability of applications; At the same time, because the concentration of merchants, or maintain their relationship between the formation of a virtuous circle, conducive to the development behind.

After this stage of work, we can focus on the handhelds. If the PC to bring us a static information (often the user's attributes, such as preferences, gender, consumption capabilities, etc.), then the mobile phone can bring us is dynamic information (such as geographical location, time stamp, etc.).

Figure 7, moving track and other dynamic information

Although at this stage, we can not effectively sum up how a person in the track, to a certain location, what will be needed. But we can still be based on the transmission of static information, through the "online" capture traces, to their preference for the recommendation. This, in particular, adds to the usability of the application, with the user's own interaction.

Figure 8, preference based recommendation

Believe that, with the mobile phone "dynamic" information data accumulation increased, it will be more and more accurate definition of the actual needs of users, to recommend the correct answer.

Summary

The above is based on the previous article, on a number of issues. O2O BD is difficult because of the degree of socialization, and the community can make up for this deficiency, which is a very worthwhile market today.

Birds of a feather flock together, localized life to want to do well, one is to launch the strength of people, the second is to subdivide the crowd. O2O industry chain with the rise of mobile internet, increased the link on the mobile phone, so that online and offline in the phone end of the perfect combination, to play good value of the mobile phone end!

The "on site" business model mentioned in the previous article is worthy of being popularized, and the way out of the O2O is "below"! (Please continue to follow the article)