Chinese style O2O: How to be a survivor of death games?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A long, long time ago, there was a thing called ICQ, and later he died in the Chinese market.

A long time ago, there was a thing called ebay, and later he died in China.

A long time ago, there was a thing called MSN, and later he died in China.

They live very well abroad.

Early and now the Internet, there is always a group of very good people, in the United States Silicon Valley, came to China, brought the advanced Internet technology and mode, they at the end of the century, to the people opened a treasure door, but also created a lot of creation myths, all kinds of advanced models, in foreign capital markets are very popular.

Later, many cattle in the country learned to imitate and transcend, the former said ICQ and MSN, I am afraid is the death of nearly 600,000 horse to sell the OICQ, today's QQ. ebay is being carried around the bag to sell the classified information Yellow pages of the ugly man Jack Ma reverse attack.

In the era of China's internet boom, a group after group of people. such as the old Banyan, which sells big dates on Weibo, have done brilliant 8848,10246.html "> acquisition of IBM Personal computer business Lenovo please TSE Front endorsement FM365, do the game of the 9 city is a community, happy net of the vegetable field in the already Hung Yat-fei Ridge is can grow flowers ...

Foreign incoming new products and new models, so many technical curtilage the internet people excited unceasingly, the Chinese, launch, on-line, operation, financing, burning money, refinancing, and then burning money ... Finally died, as the author of this article released the date, the same thing in the occurrence and circulation, nothing but different products and models.

O2O: Product failure does not represent a pattern failure

Recently popular mode, called O2O, the author before writing, there is webmaster persuasion: Do not write O2O, the Internet is full of this article. Yes, when a fresh pattern is born, the debate chatter. They are also a cycle, such as Weibo: Two years ago we were all advocating microblogging marketing, two years later today, we are singing decline bo. Recently began to preach micro-credit marketing, a lot of network writers from a variety of products and models, so drift, but also experienced wind and rain, do not change the color of the wall grass.

O2O, the Internet is so defined: O2O that online to Offline, also will be offline business opportunities and the Internet together, let the Internet become the front line trading. This line of services can be used to line up showmanship, consumers can use the line to filter services, there are transactions can be online settlement, quickly reached the scale. The most important feature of the model is: the promotion effect can be checked, each transaction can be tracked.

So, some people think that group buying, is a kind of O2O, obviously, died countless group buying website, everyone's conclusion is: not reliable. Some people think that coupons are O2O. Recently said two-dimensional code and micro-letter is O2O ... The author thinks, this is the typical electric quotient O2O syndrome!

There is an old Chinese saying: 360 lines, the line of the champion. This word in the Internet industry, still not false. E-commerce: What we need is to sell a variety of products and services to profit from it.

In ancient times, a market, barter derivative for money to buy things, and then there are shops and East Square, the distribution center of the west, and then there are shopping malls, after the liberation of the marketing and marketing cooperatives; now we have shoppingmall and can pry the GDP of the online shopping.

All the trading process, it looks like money to buy goods and services, in the electricity business, we consider the conversion rate, and in the traditional business, there is still this problem. On the internet, everyone's thinking is relying on traffic to improve the conversion rate, and in the traditional business, unless large-scale activities, otherwise the so-called "flow" is more scarce, but consumer behavior is more fixed, and this is what we call "shopping habits."

O2O that online to Offline, simple look, is online to solve the customer in the traditional commercial shopping behavior in all the problems, and to buy under the line, and the transaction will be conducted online.

Weibo has a very famous joke: A Beijing people in Shenzhen after the return to Beijing, the plane just landed that received three text messages. Intermediary A: Today strong rain will thunder, the road to pay attention to safety; intermediary B: Liu, has arrived in Beijing, today to see the house hard, intermediary C: The owner or insist the original price, I brought some fruit to his home at night to sit.

If I am a Beijing person, I will eventually choose to trade in C intermediary, which is called the user experience.

The O2O mode, which relies on the simple traffic support, can not solve the user's experience problem. In addition to standardization is relatively high, the user is more familiar with the brand, the unified modular production of O2O products can not stimulate user interest, and produce shopping behavior.

Chinese-style O2O keywords: localization, service, persistence

All-Inclusive, is currently a variety of web sites still exist common problems, the frequent expansion of hundreds of local stations, and the sale of products by the Headquarters unified design arrangements, whether it is suitable for this industry? It does not seem to be in the scope of their consideration.

Products of a single function, excessive packaging, resulting in the customer's aversion and resistance, that the final effect and salesman original propaganda difference is too large, salesman ability and professional level of uneven also destroyed the essence of the product.

Most crucially: The current O2O products are very weak when facing different industries. For example: Food and beverage selling coupons, travel coupons, photo studio to sell coupons, home sales coupons, or low prices to sell products. Consumers are at a loss, and low prices mean less profit for businesses, although there may be a number of cases to make up for this, but not all businesses can succeed. So shoddy services and products, and help the vicious circle.

Consumers really need O2O services, is based on localized services, when the station in the landing, often take the form of outsourcing, or the form of direct battalion, seemingly resolved on the surface of localization, in fact, even the edge is not next to each other.

A medium-sized city with a population of 3 million, I'm afraid the market capacity will not be covered by one station, more than 10 employees or dozens of employees, right? It is a great evil deed to win the customers by unscrupulous means and to pay for the performance.

And each industry has different rules, in the hot industry: real estate, home improvement, automobile, marriage, parents and other large consumption of the market is self-evident, although there are vertical access to the site, in addition to very individual sites have made achievements, the current market is not completely lost, and other relatively thin profits of the industry, but also become "O2O" , there is a vicious circle of the previous article.

Localized services, can not rely on the site to solve the independent, but not by simple internet products to solve, should launch the power of businessmen to solve O2O related issues. The final service, can not be resolved by the website, and the answer Bell people need to fasten the bell people, many people say this is not reliable, in fact, now micro-blog has sprung up a lot of successful germination, including some Taobao merchants, can better solve all or part of the service problem.

Good products, good service, good buyers, this can form online to offline virtuous circle. And the site needs to do:

1. The establishment of suitable products for businesses in different industries have the opportunity to show themselves.

2. Allow businesses to operate and maintain their products.

3. Merchants and websites all form Word-of-mouth effect.

4. So that businesses and users can not be separated from your platform, only your platform to buy good products and services.

5. Online communication, Offline trading

6. Internet consumption represents price/performance, but does not represent low price and low quality.

7. Promote the influence of the representative, so please forget the flow and SEO bar.

8. Stick to it.

PostScript：

Many people read, may feel that the author is a Utopia, in fact, the text described in the actual case, and the author so Far think can be achieved is a lot of local portal sites, but also many sites have done very well. An industry income million even tens of millions of thousands, as for conversion rate Mody? There are home decoration industry merchants can do more than 80% customer conversion. It's not a big city yet.

So the market is huge, and the road is remote, impetuous Internet, any mode, only the quiet heart to do professional, in-depth and effective service. Professionalism and depth are not technical majors, but professions and depths. This can finally get the market, everything else is nothingness.

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