Experiment with 40 million. Cross-border O2O marketing model

With 40 million inputs to test the Cross-border O2O marketing model, can really form a 20% conversion rate?

What can O2O do for the enterprise at this stage? Formosa Glasses Chairman Wang Zhimin's answer is precision marketing. On Taobao, the electric dealers actively prepare for the "double 11", Formosa glasses and seven Le Kang Online pharmacy jointly launched the "Cross-border O2O double 11 New Horizons" activities to promote O2O across the border consumer experience.

Cross-border O2O

The so-called cross boundary O2O is actually very simple, the specific activity content is "double 11th" day, in seven, Le Kang large pharmacy to buy 200 yuan of merchandise, you can get a designated lens Exchange coupons (market value of 200 yuan), with coupons to Taiwan more than 1200 stores in the country to exchange for free, but also enjoy the "free optometry" professional services.

For seven Shizhenyang, chairman of the online pharmacy, this is a very cost-effective business, the event involved in contact lenses related products customers can be free access to the Taiwan glasses under the Professional optometry service, for the promotion is undoubtedly a significant positive. And through seven Lecang sent out 200,000 of the value of 40 million of electronic consumer coupons will be all by Formosa glasses to pay.

From the usual business logic, this line under the combination of online marketing model, will be online flow of people into the line, but the reality is not as good as imagined. Shizhenyang admits that the people who buy contact lenses online are not the same consumer group as the mainstream people who spend their online glasses stores. He is not worried about those who buy contact lenses on the Internet as a long-term client of the offline glasses shop, "it is a matter of consumption habits, generation after year, is growing on the internet, they will not because of a single discount on online shopping habits." ”

What did Wang Zhimin think?

"This 40 million is from Taiwan glasses advertising fee." "Wang Zhimin in an interview with" Business value ". In his view, the Chinese media is also in the transition period, the company's advertising is chaotic and expensive. The seven Lok Kang Online pharmacy currently has 150,000 people daily traffic, as long as 20% of the offline consumption conversion rate, is enough to maintain the island's store operation. Compared with the traditional media advertising, Wang Zhimin use O2O way to do marketing another big advantage is that can accurately calculate the cost of investment, issued 200,000 of electronic coupons can be clearly know who issued to, and finally whether they really go to the store. Usually, not all the consumers who get the coupons will go offline, so the island can calculate the investment cost accurately.

As for the Cross-border O2O marketing model with seven Lok Kang, whether it really can form a 20% conversion rate, Wang Zhimin Frankly he does not know now, just based on the changes in the market environment, he believes that the traditional enterprises such as Formosa glasses, O2O is an important development direction. Now we must do some of these attempts to explore O2O's best development model for Formosa.

After the rapid rise of the consumer army, the net purchase from the computer to the end of the mobile phone, the decline in the gold week sales, the past industrial clusters were gradually broken, shopping malls with the development of the subway network and other environmental factors, let Wang Zhimin keenly aware of the future market environment and consumption habits of the changes. The development of online business is urgent, and Formosa glasses began to set up the electronic commerce sector to develop E-commerce 3 years ago, but Wang Zhimin is not satisfied with the development situation. "Formosa glasses as a traditional enterprise, we do not have the electric quotient gene." Wang Zhimin said he thought it was the biggest impediment to the development of the electricity business in Formosa.

"Why do we have to do our own electricity business?" The big business in the future must be a resource integration. "Based on this idea, also based on with seven Le Kang chairman Shizhenyang between the like-minded cultural concepts, so the two sides of the O2O marketing cooperation." "Treasure Island and seven Lecang originally have cooperative relations, we have a legal license to operate glasses, one side has Internet access, two can spell into a complete glasses shop." "Wang Zhimin said.

Group Purchase O2O

The future of the traditional enterprises, including the electric business of the whole channel development strategy, now has become a consensus of many entrepreneurs. Formosa glasses After many attempts, Wang Zhimin also see the current popular O2O is the best precision marketing model. With seven Le Kang's cooperation is only the first step, the other is his optimistic model is to help Chinese cinemas sell 70% movie ticket group buying mode, "group buying is the largest O2O, the pre-sale model and the traditional website is tied together is the most perfect O2O." Wang Zhimin said this December, he will also try to cooperate with some group buying website 2nd round O2O mode.

Since the O2O positioning in the marketing model, there is a natural opportunity to choose the problem, November is the contact lenses sales off-season, borrow the day cat push Double 11 chance, it is a good time to do marketing promotion of Formosa glasses. "If it's the sales season, maybe we won't do it," he said. ”

The precise grasp of the development characteristics of the glasses industry is also the reason for the Wang Zhimin investment O2O, the entity eyeglasses shop experience function is the online consumption irreplaceable, the frame and the lens combination must be completed on-line, this formed the Development O2O Foundation. He plans to do 10 O2O of precision marketing next year, almost once a month, and the ideal effect is to use 2,500 stores to achieve 10,000 stores sales performance.

In Wang Zhimin's view, traditional enterprises do O2O, fun things have just begun.