Business closed-loop value and problems, from online shopping, buy, shopping guide talking

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

When many people talk about "closed loop is a pseudo proposition", I believe that many real people in the industry will be reported to "hehe". The so-called internet closed-loop, that is, rely on the core products so that the entire business model chain every link, can realize value, each link has a ring-ring clasp of the circular relationship-and if the lack of two of any one function, can not be called closed loop.

Online shopping is the most typical business model closed loop, and now the word closed loop is often used in O2O mode. Then Lenovo to buy and shopping guide industry, they are in the industry in fact, in the process of building a closed loop at different stages, the overall business system there are many need to fill the place. But perhaps it is this incomplete, which contains endless commercial potential.

Two forms of commercial closed-loop

Let me give you two examples of what I've encountered to illustrate the value of a business closed loop:

While still in Beijing, go to the mall to buy a Parker im series of pens, at that time the counter price is 160 yuan, I asked the teller there is no discount, he directly recommended me to the cat flagship store to buy, is now doing activities only need 150 yuan, was that handsome teller moved splinters.

Another example is going to a very tasty restaurant (to avoid the trouble of the merchant, so hidden go to eat shuttle side fish, after eating, I asked the waiter there is no coupon, homeopathy will take out the phone to use the public comment on the client to check, this time the waiter told me, you do not download coupons, we directly according to the preferential prices to you ......

These two things brought me no small revelation, in the first example, when the handsome clerk of Parker sees my cute (narcissistic, not spouting) factor, he offers me a preferential channel to show that he doesn't mind if I buy it from the cat or buy it directly from the store. Even intentionally led me to visit their cat flagship store. But in the second example, the waiter apparently deliberately let me bypass the public comment, so that I and they have a more direct transaction. Of course, it seems to us that the clerk's behavior must be dictated by the boss.

The same is the integration of the online link, why a deliberate to cater to, the family is not afraid of it? In fact, the biggest cause of these two attitudes is the value of closed-loop.

I buy in the cat shop, as long as the normal flow, do not appear after the various issues such as after-sale, I will generally give a favorable comment. Even if I forget, a few days later the cat will also default to a favorable comment. And these praise, can give this store and this commodity to bring some credit accumulation, in order to attract more people to buy.

And I through the public comments download coupons, businesses can not actually get too many benefits, on the contrary, if the comments are based on coupons download to the merchant fees, the merchant also pay a comment on the promotion fee. Although there are also comments on the business comment information, but not fully integrated into the user's consumption process, that is, even if I eat, and is also in advance from the comments on the recommended dishes, under the coupon, but the final evaluation is completely to see my mood.

Restaurant practice is very representative, that is, O2O mode is often online below the link is difficult to form a closed loop, which is not mature enough O2O model, urgent need to solve the pain point.

Taobao Online Mall model, the completion of a typical business closed loop. Taobao's greatness lies in the user selection, purchase, payment, evaluation, after the sale of all the links to a line, and to form a complete closed loop. In this closed loop, consumers, businesses and Taobao separate their respective roles, through the maintenance of the closed loop to ultimately benefit.

But in the local life service domain, this closed loop does not form, namely the public comment actually did not be able to make the tripartite form an interest the aggregation body. Service providers more to the business is a loose service system, the promotion of its store, two marketing and not too good guidance. This also is the service group buys the website to face the problem.

Group Buying mode solves the problem of closed-loop, but service still has limitations

The value of group buying is to provide a pre-charging system and a relatively complete closed-loop verification system for group buying websites. The general process of group buying is that consumers pay the purchase after the purchase site, and then by the group purchase site to consumers a verification code, consumers take this verification code can directly eat. Then the merchant must record this authentication code to and the purchase website settlement, the last group purchase website according to the sales to charge a certain commission.

The advantage is that businesses and group buying sites do not have to worry about each other "escape list" behavior, like the previous mentioned to the new spicy way to eat, shop staff bypass the public comment on the practice, in group buying will not appear. But only in this way, in fact, can not meet the needs of businesses.

The nature of group buying is actually the business by reducing their own profits to pull customers, group buying site in which the role is to be this preferential information to let more people know, that is, the media. But the merchant gradually will feel, I reduce the profit pulls to the customer, the last recruit is often those cheap person, but actually can convert to be able to make money is also the loyal customer very few people, if this is so, to oneself will have what value?

This problem will eventually lead to two kinds of situations, a situation is the price advantage of group buying gradually lose, the merchant thought is, anyway in the group buying site is equivalent to advertising, but also less lose a little, put the price up. Seems to have a statistics, group buying in less than 3 years time, the price of 70%. But this situation will lead to user dissatisfaction, if group buying has no price advantage, why users want to buy it? The second situation is that the quality of the purchase of business in the gradual reduction, and the ordinary business in the constant increase in the quality of business, buy is actually helping to pull the new guests, but there is no follow-up service, and so , why do you want to do group buying? The most classic example is that Wanda has rarely done a group purchase. This situation will make consumers feel that group buying are some new businesses, some well-known businesses do not do group buying. If the group-buying site does not have those well-known businesses, users will also use group buy it?

However, the number of Chinese merchants is good enough, but there is no such sign. But in the long run, the embarrassment of group buying will eventually lead to the development of these group-buying sites to the depth of services. or the public comments as an example, in the next step, the general public reviews will likely be in the provision of new services to the merchant, will be a combination of coupons and their merchant evaluation, that is, users can download coupons free of charge, but the premise may need to give the merchant an evaluation, or change coupons free download mode, through the comments on the purchase Comments will be sent to consumers immediately a coupon, to stimulate the user's two times back. Then, according to the user's purchase records, reviews can give these users a virtual online membership card, so that these users regardless of whether the business has preferential information, can enjoy a discount, if further, there can be some privileges, such as no arranging and so on.

With this as the benchmark, the final comment will probably also need to help the merchant establish its CRM system, help the merchant to differentiate which is the new guest, which is the repeat customer, which is the loyal user, then carries on the targeted marketing. At the same time, reviews can also develop its online booking, online ordering and other similar to OpenTable services, eventually forming a whole business closed loop. In this, it is likely to need is similar to the micro-letter service account and micro-credit payment to help achieve, I believe this is why has been proud of the comments agreed to Tencent shares one of the reasons.

Shopping Guide: Evaluating the value of closed-loop

In fact, in essence, the local life service needs to be resolved in the existing basis of group buying, the final form of a evaluation and payment closed-loop unification. Also in the shopping area, actually need to go through this process. However, from the current domestic similar to beautiful said, Mushroom Street, folding 800 such as shopping Guide website development, this closed-loop value system is still in its infancy.

Shopping guide in its closed-loop road, in fact, largely depends on its target site, that is, the original target site system. Though Beauty says, Mushroom Street has now been transformed into self-employed, but in fact, to a large extent, is still the use of the shopping guide platform operating mode, but from before the flow of Taobao into a proprietary platform (in fact, now in the beautiful said and Mushroom street, there is also a part of the flow is directed Taobao day cat). And this also can help the shopping guide website better completes own closed loop. For this kind of shopping guide operation into the characteristics of the mall's operating mode, we simply call it "shopping guide platform."

Before I in the "Shopping guide platform, no difference is no future," a simple mention of the lifeline of the shopping guide is its differential survival, that is, can help users to pick goods. But from the long-term development of shopping guide, how to create more interaction with users so as to produce more intentional things to the shopping guide site is essential.

On Taobao, users need to give praise after purchase, and in the shopping guide platform, often the practice is the user's open comment. Whether the user has bought or not, the product can be evaluated. What is likely to happen in this system is that it is difficult for users to find information that is truly useful. For this question, the Shopping Guide website solution is, more uses the PGC namely to edit the recommended content to enhance the user's trust degree. For example, beauty said often do some tide people with special topics, and folding 800 do more simply, all the recommended products by their editors to bargain with the merchant.

But this is obviously not a long-term solution, relying only on the way editors recommend, and ultimately will likely lead to a reduction in user interest points, one months a day to see can, but one year, two years, three years ... Users will inevitably produce aesthetic fatigue. It is a good practice to buy a sheet of paper, and then you have purchased a user to make a purchase (such as a logistics account, order number, etc.) so that users can quickly find valuable information. and the shopping Guide website may give the Sun single user some points or other rewards, to maintain the enthusiasm of the sun list.

Buy a sunburn-reward-buy-get a sunburn, and this creates a closed loop for evaluation. From the current shopping guide website, fold 800 Although there is a free for users to exchange for prizes points Mall, but the lack of the process of drying, beauty said, Mushroom Street in the reward system is not perfect, what is worth buying is not a good integration system, and the 55BBS problem is that the user is too narrow, subject to geographical constraints, and not focus , there are no particularly obvious differences between lines.

And for the closed loop of payment, many people think that the shopping guide site does not involve the payment of the link, the pursuit of this closed loop what is the significance?

In fact, in the above evaluation closed loop, if the shopping guide platform can have a payment feedback, in fact, it is easier to achieve this closed loop. In fact, if Taobao customers can real-time feedback to the merchant data, shopping guide The closed loop of the platform is easy to confirm whether the purchase of a single. This is why Beauty says, Mushroom Street after turning into the self platform, have to realize this kind of closed-loop soil. Because the purchase data can have a more real-time feedback, so that users can be more motivated to contribute valuable content, and businesses will pay more attention to this content.

The magic of business closures is actually reflected in the corners of our unconscious. The realization of the closed loop, can be all the commercial links through, thus forming a virtuous circle. But for any company that wants to be a giant, the more closed-loop completion often means the more complete the line of business, the higher the commercial barriers.

Pull it off, the sauce.

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