"Faith" or "superstition" behind the frenzied O2O market

Source: Internet
Author: User
Keywords Well faith or realize

When a concept flourishes, N industries go crazy. I have to say that the market does need some good ideas, because the market is always driven by inexperienced references to the broad prospects of the Internet and the operation of the market, as we have often said, "a person or a good faith", in fact, many times the concept is the belief of the market, can in such a market to see a glimmer of light, is undoubtedly very good , but at the same time the market is also very afraid of some such good "faith", because the "faith" is not good to become a "superstition", and this "superstition" also represents the unknown results.

On this "faith", now the most fire is undoubtedly O2O, crazy entrepreneurs, smart investors ... A lot of people have been looking for a good model of line-and-line bonding before, and O2O was already being tried before the O2O concept flourished, but there was no doubt that there were more of them in this pool of muddy water ... Many enterprises, the industry in the consumer has not formed, or even did not realize their own O2O needs and habits, began to set out in the layout, Stones a gang of people walked to the middle of the river after the Epiphany, the original O2O imagined already is difficult, but it will be more difficult to implement.

Why are there so many difficulties in O2O's implementation? Let's first think about how the O2O mode is coming out of the line. Public comment Zhang said, O2O's opportunity lies in the service industry market information asymmetry, this I very much agree. For example, a few years ago, when the train ticket was not connected to the national network, I squeeze on a train, at the beginning may be very crowded, but then a few stations may be less, but the realization of the national network, from the car to get off the people will be very crowded, but from the point of view of transport, it does meet more travel needs, This is the benefit of information symmetry.

For the O2O market, the consumer's many needs actually under the line is the merchant may provide the service, but in the O2O realization process, the on-line and the offline docking process has appeared various problems. For example, I want to go to the store or I want to eat that thing, online, how did not see their information? For example, there are so many businesses that can provide services, which should be chosen? For example, after a bad service experience, can I still believe this mode? Imagine if information could be symmetrical? Are most of the consumer's needs almost perfectly satisfied? A market model if it is perfect enough, the formation of consumer habits and the cultivation of market size is only a matter of time, and for the current O2O, obviously there are many deficiencies.

Many articles have summed up: O2O platform of business integration costs high, O2O business investment return is low, consumer o2o psychological expectations difficult to meet, O2O quality evaluation difficulties, O2O marketing form is still biased to the traditional ... In addition to these deficiencies, we can get a clue, that is, the market or the original market, imposed on the O2O appears some acclimatized.

O2O In fact is not a simple onlineto offline or offline to online process, but a whole service process conversion, line online is not in the original mode to achieve two-way card, more likely to be online low-cost but require high-quality access, Below the line high level completes the consumer demand (if the deviation is too big that touches the punishment mechanism is also very stern), simultaneously will the information networking, forms in the O2O form a net closed loop. In order to exchange information on the quality of service, or in the number of businesses, in the service unit price management or into a virtuous circle.

Read a story from the Internet: "A pancake Aunt told you what is called O2O" a school next to the Pancake booth aunt quickly to the rice mouth, cell phone Q rang non-stop. She built a Q group, class students in the group message in the list, she according to Q name Good label, students pay money to take the goods. She said this method has been in use for five or six years, and the effect is very good. See, this is o2o!.

How did the aunt's O2O succeed? I summarized several points: 1, the platform cost is low, the free QQ Group, 2, has satisfied the consumer demand, has provided the convenient; 3, the product competition is transparent, does not have the vicious price competition, 4, the long time accumulation, the consumption habit has formed; 5, the same pattern operator is few.

In contrast, now many businesses in the O2O field of failure can be imagined, but the author is not the exclusion of O2O, but the status of the O2O is not optimistic about the market integration ability is not optimistic, this stage of the O2O, may be in addition to a few with life-related industries better do, such as catering, Because consumer habits are better developed, and the platform in order to attract people will be focused on factors such as influence (but does not mean that there is no problem), other industries O2O a large part may be wasted.

To this most still stay in the concept of the O2O market Basin cold water, O2O concept again good, now are far from the general promotion of the extent, O2O market is not enough fullness ... The idea of seizing the market opportunity is good, but in the immature market environment to settle into the O2O market, it is too high risk. In short, do not turn to the market "faith" into the market "superstition", at least for now, from the big market O2O is still far from the realization of the poor!

(Author: Sina Weibo @ painting Bamboo rice white, email: 475538983@qq.com)

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