Classification, value and operating threshold of O2O

Personally, O2O is a very broad concept, but according to the online offline (that is, the Internet to the user consumption chain) of different penetration, can be divided into different levels of O2O different models. Different levels of O2O mode, the platform for the operating threshold requirements are different, at the same time the platform for the offline service companies and consumers produced value is also different.

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O2O mode of Word-of-mouth--

such as comment mode. platform to converge on large-scale popularity, through the consumer's word-of-mouth spread, to achieve for the purpose of business promotion. The platform participates in the first two links of the user's consumption chain.

The O2O mode of making an appointment

such as ordering small secretary, Rice model. The platform serves as one of the reservation channels for restaurants, helping restaurants to distribute seats, but only involves reservations for seats, and does not involve ordering and payment links. The platform participates in the first three links of the user's consumption chain.

O2O model of total consumption chain--

such as the thousand-product model. The platform by helping the merchant to open the model of the network shop, will the entity shop completely move to the Internet, and realize 24 hours not closing. Because only changes in the consumer and business communication channels, and the content of communication unchanged, so the platform can participate in the entire consumption chain of all five links.

The value embodiment and operating threshold of three kinds of O2O models

Value to the Merchant

Platform operating threshold (facing merchant angle)

Consumer selection costs (user selection on the platform, if not satisfied with the cost of production)

Platform operating threshold (facing consumer perspective)

O2O Mode of Word-of-mouth

Customer Word-of-mouth as the core of business marketing, but because of the behavior of consumers can not be traced, so the marketing effect is difficult to measure

Design a reasonable comment mechanism to ensure the authenticity of the content of the comments

Not high (unpaid, the cost of switching to another restaurant is 0)

Design effective incentive mechanism to encourage users to comment

O2O mode of making an appointment

With the platform of the user size, to achieve the purpose of distribution. But can only be traced to the user booking seat, the subsequent consumption behavior can not be traced, so the marketing effect has a certain measurable

Docking with the merchant system to ensure real-time control of the remaining number of seats in the store

Not high (unpaid, cancellation cost is 0)

Make sure the location of the user reservation is retained

O2O mode of total consumption chain

① with the platform of the user scale, to achieve the purpose of distribution, can track the entire process of user consumption, so the marketing effect can be quantified, the merchant input-output ratio of the highest

Good data system building capability, data mining ability, electronic business operation capability

High (order on line, pay first, after consumption)

① Design effective merchant cooperation mechanism to protect consumer's profit after paying

② can provide a comprehensive statistical analysis of consumer behavior, including preferences, levels of consumption, path selection, etc., to help businesses pinpoint new users, run old users and forecast future consumer trends

② Design Standardized products, standardization of ordering this non-standard way to adapt to online booking method

from this, the whole consumption chain of the O2O model, the greatest value to the business, marketing effect of the highest measurable, but at the same time decided that the operating threshold of this model is the highest. And the model of thousands of cash coupons, can be a good solution to the total consumption chain mode, O2O platform for the consumer's operating threshold, because the cash coupon model can be a la carte link to the line, the user to the entity shop ordering, after the consumption of cash coupons to complete payment, not only protect the interests of users, but also achieve the standardization of online sales products.