Can the traditional chain enterprise O2O subvert the electric business giant?

Electric dealers gradually entered the end of the dividend, Beijing-east, Tencent, Ali three dead rivals in the Battle of O2O nearly white-hot. At the same time, once "net" touch badly beaten traditional chain enterprises, will O2O as the only resistance to the power of the dealer's weapons. At present, there are two main ways for traditional chain enterprises to explore in O2O: self-built channels and cooperation with electric business platform. Among them, the O2O mode of cooperation with the electric power trader has now plunged into the irreversible crisis.

Cooperate with electric O2O to become the accessory of electric business

Network booking shop, network booking shop to send, as the electric business experience Shop is a chain of business and electrical cooperation commonly used O2O mode.

Consumer online Shopping Select the way to receive goods, logistics and distribution can also be selected from the store. This is the most popular two kinds of O2O form now: NET Order shop and net order shop send.

Tangju convenience store and Beijing-East cooperation, become Jingdong parcel from the point and "1-hour delivery" distributor. But it is understood that at present Tangju convenience store orders only 0-3 per day, the system has not been docked in place, but also by manual processing orders.

A chain of enterprises O2O in charge, said, "The net order shop to send" to the line under the guidance of only orders, and did not bring new passenger flow, the service advantage of the store under the line failed to play out, and turned into the distribution center of the electrical business. and the consumer demand for official pick-up point is not strong, courier has already spontaneously to the unit or grocery store developed into an ideal place.

Industry insiders also remind the chain enterprises: with the electric business platform cooperation, beware of the fall for Internet companies seeking expansion of ancillary products.

Last November, Cat and Red Star, such as the United States and other home brand cooperation O2O Program is: Users in the cat shop to take down a deposit or coupons, and then by the verification code received to the offline store experience, the input verification code Brush Payment PO POS machine can complete the entire transaction process.

This scheme means that the day cat users to the offline home store experience shopping resources, so that the electricity merchants Mobile POS transactions, offline stores can not get "benefits." Obviously, the cat's ambition is to turn the mall into his experience shop.

South China electric business researcher Electric business veteran Matador to this analysis: The giants of the O2O strategy are mainly based on their own strategic interests of the development of closed doors, and did not stand in the interests of customers or businesses to implement O2O. And the giant hopes is to lead the offline customers to the line, and most of the traditional enterprises are the most urgent from the line for their own drainage. The appeal of both is in the opposite direction.

Self-built O2O channel to counter subversion war against electric dealers

has been in the domestic well-known chain enterprises to provide O2O solutions to the Micronet micro-network also believes that with the electric business platform, means that the entry of the online platform in the hands of each other, if the project development is not good, the other side may stop cooperation, if the project development than expected, The other person may put aside their own operations or make harsh conditions. Therefore, the chain enterprises must build O2O closed-loop channels, in order to better control the future.

In this respect, Micronet micro-network recently officially released the "chain store O2o+mlc+api" closed-loop O2O solution (hereinafter referred to as the branch of the O2O model), the use of branch O2O model Enterprises in addition to building a basic head Office-branch O2O Framework, can also be used MLC multi-level domestic system to solve the problem of online distribution, and the use of open API interface to complete the line under the system docking.

It is rumored that this set of comprehensive layout O2O closed-loop mode, is regarded by the industry or will subvert the traditional electrical business of the new O2O model. The reason is that it through the dual-line shopping, dual-line search, two-line docking, just aim at the electric dealers can not get rid of the four heart injury: can not be physical experience, after the issue of cumbersome, high logistics costs, online traffic is expensive.

Double Line shopping: the perfect shopping at any time when the line is online

There are a number of direct shop butterfly color mother and child department store chain Enterprises, in order to provide customers with a variety of shopping options, not long ago using the branch O2O mode. Into the Zhongshan Road, located in the butterfly color chain stores, shopping guide to take the mobile phone, warmly for journalists to explain this line under the integration of the new shopping way. The shopper told reporters to sweep the two-dimensional code on her cell phone to get points. When a journalist asks if she is worried about a customer taking online purchases after her explanation, shoppers said that, because the two-dimensional code with a guide to the independent identification, customer scan two-dimensional code, online all the trading guide can get the corresponding commission, so not a bit worried, but have more power to do.

The shopper told reporters that if you want to self-service shopping, alignment of the required merchandise independent two-dimensional code to scan the details of each item, direct online payment after the store management will immediately receive order information packaging, customers can take a few minutes to the cashier to pick up goods, not long queues waiting for the checkout. If the goods in the shop do not like the color or paragraph color, just online orders, the next day can be door-to-door.

According to the Guide to introduce, attention to the head office of the micro-letter number, into the head office of Micro-letter mall, the system will automatically obtain the location of the customer and push the nearest branch to him, customers after the order if the choice of "logistics distribution", the system will automatically assign orders to the nearest branch distribution, once the shortage of funds, the head office can immediately call other stores of goods Such "near delivery", saving the logistics costs, but also faster delivery of goods to customers in the hands of higher efficiency.

And if the customer chooses "the store to mention", according to the branch map navigation can quickly find the nearest branch, after the store to show the two-dimensional code, the clerk picked up the phone to sweep the two-dimensional code can see the order details, the goods to the customer after the shop clerk in the Order Details page click "Confirm" receive goods, save to the computer for cumbersome operation process.

Whether it is in the real store real-time online purchase, or the net order shop, net order shop to send, as there are physical stores as a support, online shopping customers can enjoy the same line under the same after-sales service, return goods are also a lot of trouble.

Butterfly color chain owner said: "This kind of O2O is the real consumer-centric model, combined with the online shopping convenience and efficient and offline appropriate experience and services, to meet consumer all-round, diversified shopping needs."

Double-line search: Two-way drainage on line

Many stores, more resources, product category, but the lack of consumption frequency, customer loss is serious, can not carry out two times marketing. This is the traditional chain enterprises generally face the situation. Faced with the current situation, many traditional enterprises still work with the traditional vision, did not think of the offline passenger flow through technical means to pull to the line.

Similar to the practice of most traditional enterprises, in the business of a high-end beef enterprise, the first is also from the line under the drainage, but finally found that this diversion is a drop in the bucket, all to the flow of O2O, no!

and simply on line as a drainage channel will soon fall into the same dilemma as the electrical business: the need to obtain customers at a very high cost. It is understood that the cost of acquiring a new guest has soared to 300 yuan. In other words, if you want to flow smoothly from the line to the line, unless the traditional enterprise has a large number of stable, low-cost sources of online traffic. But the general traditional enterprise electric quotient gene is weaker, basically impossible.

To this micronet micro-network proposed the use of MLC Multi-level Commission to achieve closed-loop drainage, that is, the line under the wire as a traffic entry. The specific approach is: first, the line store rich and low-cost passenger flow to attract micro-letter, then through the micro-letter platform and micro-letter mall marketing capabilities, such as various online activities, to provide consumers with targeted product recommendations, such as consumers will again lead to the offline consumption, so the formation of a benign O2O drainage closed loop: Customers from the line down, Go down the line again.

Closed-loop drainage is not limited to pulling existing customers, but also to developing new customers from existing customers.

Through MLC Multi-level chain of employees or line of new and old customers, as long as the online registration to become a chain of members, can be very convenient to the micro-letter Mall in any of the merchandise to share the circle of Friends, micro-blog, QQ space, add their own experience, according to the effect of the promotion of Commission income. Also through the recommendation of new customers, new customers to develop new customers this level of customer-level development, to achieve online rapid expansion of new guests. Users can be very intuitive in their member center to see their promotional performance, chain stores can also be very convenient to see the promotion of each member's effect.

"This is a" person is the Channel "promotion concept, so that new and old customers and shop assistants become business salesmen. "The chain store that uses the branch-maid to expand the business says.

Double-line docking: Seamless docking of the system under line

Reporter learned that to achieve "dual-line shopping" and "double-line to seek customers", must be online orders, members, inventory, merchandise data docking.

In the interview, a mother and child chain Enterprises said that they in the development of O2O found that their original company structure is not suitable for the O2O mechanism, line and line has been in a fragmented state, member points, promotional activities are separate two lines, member data, inventory data and other resources are not shared. In order to smooth the transformation of O2O, the mother-child chain through the System API interface, the line offline information systems, commodity systems, supply chain systems, payment systems and membership system to get through and deep integration.

After the system to get through the mother and child chain stores, line on which side of the branch of the merchandise information has changed, such as prices, online will be real-time updates. Online or offline stores have changed the inventory, will be immediately updated to the head office inventory, convenient data inquiries, facilitate the transfer of goods, to prevent the purchase and wrong buy. and to achieve membership information at any time to inquire and exchange demand, to the physical shop only need to show the micro-letter membership card.

Dual-line shopping, dual-line search, double line docking, a series of cases show that the line under the complementary resources, reached the "1+1>2" effect, beyond the limitations of traditional electrical business. And compared to the single traditional O2O mode, "chain store O2o+mlc+api" closed-loop O2O more "model effect." But does the closed-loop O2O really subvert the traditional electricity dealers?