E-commerce subvert people's shopping habits, micro-blog subversion of the track of mass communication

If E-commerce subversion of people's shopping habits, Weibo subversion of the track of mass communication, the Internet box overturned your living room. What will be the next one to be subverted by the Internet? The answer can only be the traditional service industry with nearly a trillion market, that is, the so-called O2O (online to Offline), or o2p (online to place). That is, through the PC, mobile terminals (internet-based) browsing, and then under the line of trading behavior.

At the beginning of the year, when the author attended a gathering in a financial circle, we all inferred that the Chinese economy would move towards the service industry, draw off the hot money in the real estate, and put it into the stock market and life service consumption. Indeed, as everyone expected, after the two sessions, the Government in the efforts to move forward in this direction, including Shanghai, Shenzhen and other registered services enterprises can also obtain government tax exemption, office space and other preferential policies.

Like our national policy direction, the Internet is also slowly infiltrating the offline services sector. From the early classification of information to subvert the real estate intermediary, to buy to the offline merchants to draw passenger flow, and then to the current offline businesses with micro-letter to establish their own CRM (Customer relationship Management) business ecology. We seem to be accustomed to such subversion, even though it is constantly changing.

O2O's past and present life

Before we say O2O, we have to mention lbs (Location Based Service location-based services). Because there is no lbs, also will not have today's O2O pattern, let alone mature o2p.

As with the development trajectory of many technologies, the original LBS is the military technology, and then slowly used to police alarm positioning system. When the telephone alarm, the police can locate your specific location in order to quickly find you.

It was not until 2009 that the advent of Foursquare, a geographically shared app in the United States, really counted the technology into civilian life. In fact, Foursquare's founder had already studied lbs and founded Dogdeball as early as 2000. He sold dodgeball to Google in 2005.

Almost a year later, the other side of the ocean in China also ushered in the application of the class Foursquare open, cut off, the street side, and these applications at the time the core function is "check-in." To tell the truth, I think the simple "check-in" and no value, so that I was impressed by a beverage company at that time to get a sign in to send drinks activities. I was still thinking, is the value of the check-in is the marketing tool?

In fact, with the Sina Weibo, micro-letter, the public comments on the LBS technology to continue the micro-innovation, but also let us change the value of the LBS technology, in which the public comment is through LBS technology successfully reversed the O2O market.

All business will O2O

Imagine when you are in a strange environment, want to eat a meal or open a room to rest, but fear into the shops be slaughtered, or can not find the right place, this time you take out the phone to open the public reviews to see the nearby shops, find the ideal store, and then see the other people on the store evaluation, so whether it can improve your decision-making efficiency.

Not only that, but even a taxi was overturned. In the past, we can only through the roadside and so on or through the call to increase taxi, and now just use a taxi app to release a demand for voice, the driver will contact you, and then door-to-door to pick you up and send you to where you want to go.

Even the traditional pornography industry has been O2O subversion, open the micro-letter "People nearby" will always find a few look so different ID, point in a look at the original is naked prostitution. The ladies are not only waiting for your search, they will often take the initiative to use the micro-letter "people nearby" to find their potential target users, and actively chat with each other.

As we have seen, the subversion is not only the basic necessities of the community. Traditional retail, life service, medical, education and other fields are O2O infiltration. Eat with the public comments, open the room with Ctrip, call the car with tick-tock taxi, it seems that all the business and O2O Hook.

What is the nature of O2O

Back to the essence of O2O, O2O is point-to-point demand convergence, is the user initiative through the Internet to initiate a demand, and then by the O2O service providers will be transferred to the corresponding offline services businesses, from offline businesses to meet user needs. That is to say, the focus of O2O is not the O2O service provider, but the offline business can be very good to meet the needs of users, to create a good user experience.

Then, as a O2O service providers need to do is how to control the quality of business services under the line, and according to user feedback to help the online merchants to improve the quality of service, thus forming a visual closed loop, and through this closed-loop to reduce the cost of consumer decision-making, cultivate the user's consumption habits.

And how to integrate the offline business resources, to mobilize the enthusiasm of businesses under the line, to affect, change offline businesses will be all O2O practitioners face the problem. Because for the O2O platform, there is no good product and service resources are simply unable to keep users.

As for the online business attitude to the Internet is not dare to say is an abhorrence, is definitely a respectful distance. The reason for this result is not the error of the pattern, but the execution of the details. Because the group buying site is not tailored to the offline merchants, resulting in the customers around the area because of price factors and the illusion of consumption, resulting in low customer retention rate. It also makes it difficult to change this by allowing offline marketers to develop a perception of internet errors.

Three big internet giants gather in O2O field

Faced with the possibility of a trillion-scale O2O market, how can the three big giants do nothing.

Ali may be the first to see O2O business opportunities of the Internet company, as early as in 06 Ali bought the original Ali Lee O2O Entrepreneurial company Word-of-mouth Network (now Taobao local channel), just under the time, user habits, offline business resources integration and so on a series of problems have not developed, And in this mobile internet tide, perhaps Taobao local can play a turnaround.

Ali on the O2O on the layout of the core of the "one Amoy" to pay for the core of Alipay, to map as the core of the Taobao map, to buy for the core of the gathering cost-effective, catering as the core of Taobao points. Ali not only through the internal product innovation for O2O layout, but also in the capital way to intervene in O2O layout, such as the core of the LBS map provider map, a stake in local life services of the United States network, Tintin nets. In general, Ali's expectations of O2O are high, and all the layouts basically form a large business ecological closed loop.

And Baidu in the O2O field has been in the following state. With its leading position in search, Baidu built a map as the core to Baidu side, Baidu Group purchase as a means of O2O layout. At the same time in order to consolidate such a layout, Baidu bought or said the local Life service website glutinous rice Network.

In fact, Baidu Group Buy is a very chicken products, early Baidu group purchase and Baidu's other vertical search products, just do the flow distribution, and then do not know which is not right, suddenly they do a group purchase business, after the discovery of income is not as good as the flow distribution, and then have today's Baidu buy. A glutinous rice as the focus, and do the referee and do the contestants Baidu Group purchase.

Relative to Baidu, Tencent O2O layout should be much clearer, through the main product micro-letter into the O2O, based on "micro-scan" two-dimensional code, based on "Tenpay" micro-letter payment, based on lbs "nearby people", based on the "micro-life" and other means to consolidate its O2O layout.

The future of the O2O pattern will be how, it is still difficult to say. However, as the three major giants have joined the O2O field, the days of future public comment will be difficult. Because the three giants have their own unique advantages, Baidu's search advantage, Ali's business ability advantage, Tencent's relationship chain advantage. Combined with the involvement of traditional business groups such as Wanda, O2O into a free-for-all.