First, the origin and evolution of O2O, 2nd, the development background of O2O

I will speak first of the origins and evolution of O2O, 2nd, the development background of the O2O, the 3rd of the domestic O2O a more famous case, the 4th of the domestic current O2O noteworthy cases, 5th said I know O2O, is mainly the central idea and understanding, 6th to talk about O2O implementation of the core.

Then I began to share my personal understanding of O2O.

The first part, O2O originally meant, online to Offline, online online marketing mode, the earliest like foreign group on and so on more typical, mainly for some life service business, to initiate a line up and down a single, offline transaction of a way, this is its origin, The subsequent evolution in China has also been through some of the development of group buying websites.

Today, from my personal experience, in fact, now talk about O2O is more traditional brand retailers, what is the traditional brand retailer? I think there are two characteristics: first, the first online already has a certain market share, the brand's reputation and visibility is also a certain basis; second, he has a relatively mature distribution system, the entire distribution channels, retail channels are relatively sound. However, in the face of the entire Internet tide, the traditional brand retailers start to think about a problem, my line under how to cooperate? How to choose a whole? How to combine better? Therefore, this is the O2O in the domestic evolution so far a process, has become a traditional brand retailer's important topic.

The progress of the European development has been a one-way arrow from the line to the line, developed into a line down to the line, the line down to the line of a two-way network, which is my traditional retailer implementation of the O2O strategy of a basic understanding, we originally just said that want to deal with online orders, online payment system, Then go to the scene to enjoy the service, but in the process of development, the entire line to the offline overall relationship has changed.

The second part, the background of O2O development. I think the background of O2O development is three: the first is determined by China's demographic structure, since China's reform and opening-up, almost from 1980 to 1991, the total population was born a trend of increase, starting from 1991, the total number of births began a downward jump.

Now the whole society often mentions a concept: The population structure of the whole Chinese society is aging. For example, the shortage of migrant workers is a gradual loss of the demographic dividend of a superficial symptom, in this result we can find that the original to the main users of the electricity quotient, with the passage of time, the total number of new users of the Internet has become less.

This explains the domestic many brands have met the financial crisis, why in the past few years after the rapid development of the current encounter some problems? It's not just a matter of inventory, more is his consumer base has been greatly reduced, I think do o2o an important background, in such a structural context, we found that if we want to develop China's O2O, we have to go to catch the new generation of the whole mobile internet, they Their habits are already very dependent on mobile internet. On the other hand, we can not ignore the older part of the crowd, in fact their whole behavior is biased in line, the two-way O2O is imperative.

The second important background, I think is the online provision of goods or services, the overall range of the number is limited, we should remember that a short time ago, Ma Yun Barber's a photo, but also triggered the industry inside the crazy forwarding, from behind this can be seen a clue. Our entire online, we can provide goods and services, the limitations of this is undeniable. In fact, in the future in Europe and the United States, including the development of the Asian electricity industry more advanced countries, the overall total online retail transactions, also did not exceed the total retail sales of goods transactions 20%.

This means that the future of China's entire online retail development, not like Ma Yun and Wang Bet, Ma Yun said to reach 50%, I think in the short term can not achieve such a share.

The third background is the irreplaceable of the line. There are a lot of offline retail or service, or can not replace the offline, the entire retail industry probably experienced from the manufacturer associates to the wholesale department store, then to the chain monopoly, and finally to today is basically shopping mall a mode of the industry. We should also have hands-on experience, we go to the city of shopping mall to go shopping to leisure time, we should find that there are many functional lines can not be replaced offline.

This is O2O's three background, under these three backgrounds, we can clearly see that the entire share of the entire retail trade is not likely to reach a relatively high proportion in the short term, while the next part of the goods and services can not be replaced, then the brand or service providers, it is necessary to take a O2O way. Here is back to the problem of population structure, any enterprise, whether the Giants or in the start-up period of the enterprise, line of these two groups of people can not be ignored, so, under such three background, I think the choice of O2O is almost every enterprise's inevitable choice.

The third part I talk about domestic O2O a famous case, is Lingyou and micro-letter cooperation, of course, I personally think this case more is in the hype.

In fact, the whole O2O process is not fully implemented, it does a very good point is its membership system, is the line under the synchronization through to the electronic membership card as media, as O2O means and tools, I think this is done very good, but Lingyou from the line to the line, The path from the line down to the line did not get through, so I think this is a famous case of hype before.

Part IV I talk about domestic O2O more noteworthy cases. My personal concern is carving Ye's beaver home, I think this is a very ambitious O2O model, as we all know, carving ye now or a monthly guarantee 5,000 dollars to keep a group of nail division in the Beaver Home. The direction of his whole strategy was very clear, through a service such as manicure, the first is to circle as many as possible, young, the pursuit of fashion, basically white-collar female users, and then around this user base, in the future to provide not only a nail this service, once the entire user stickiness to achieve the desired effect, I believe that the Beaver family will do a variety of services to expand their own services, I think this is the domestic current O2O more noteworthy cases.

Part V I talk to you about a thought and direction of O2O I know. I think for the retail industry, all the service providers, brand business is the pursuit of the maximization of profit, to achieve maximum profit, it is necessary to do once you are the user stickiness of a pursuit, so I very much agree with Taobao mall Huang Jo Teacher's words, judge the value of an enterprise only look at three points: the first profit model, how to make money? Second, operational efficiency, how fast enough? Third, the user stickiness of the enterprise, the loyalty of these users to the brand, and its repurchase rate? I think the O2O model is the same.

All O2O Enterprises must pursue two goals, one is the operating efficiency of the enterprise, each enterprise's sales margin and a balance of inventory, the balance between the three indicators is a measure of operational efficiency of the standard; the other is the stickiness of the user, the final manifestation of the data is the repurchase rate, because everyone knows that The cost of acquiring a new user is much higher than the cost of maintaining an old user, so the future of the enterprise to do O2O should pursue these two goals.

Many people ask, do O2O, is from line to line to start a good, or from line to line to start doing? I don't think that's a problem at all. The real question is how do I serve? Around these two purposes, how do I serve my users well? Pleasing my users? Based on these two points of understanding, it is easy to understand O2O as the whole transaction of E-commerce.

What is the business of the idea of a commercial transaction? For the moment, we roughly divide the whole transaction into such a process as transmission, transaction, payment, distribution and after-sale.

We all know that communication is a media necessity, the whole deal is to need the scene, payment is required means, distribution and service is needed a system to support, then we further analysis, in the dissemination of our traditional enterprises may be more in the use of traditional media, as in the past to do a one-way brand promotion.

What should we do in the O2O? We must be the application of E-commerce technology, the use of some of the characteristics of SNS media, the entire brand of our communication strategy to make a reorientation, to plan again, the first part how to catch the last? The other part how to seize the aging population characteristics? The third part how to seize the only electrical business users with the changes in the age of a behavior habit? I think this is a few of the issues we need to focus on O2O.

2nd, the deal needs a scene.

The original traditional enterprise online under the scene of a few: stores, shopping malls, etc., but in the era of E-commerce, we want to establish a three-dimensional channel, how to establish a three-dimensional channel online? First of all, we need to analyze the matter in the dry, analyze the whole user habits, you know, we are now facing a multi-screen era.

Multi-screen ERA said we used to get brand merchandise information, we notice is not brand information, originally we are from the television media, television newspapers, magazines and so on to obtain, I am talking here is the scene of the deal stage, its media changes. For example, when we walk on the road or say lunch break, we face the current screen at home when the face of the TV screen, in the shopping mall we face is the screen of the huge screen, in the movie theater to face is the film, so there is no doubt that this is a multi-screen era, Can we buy things in the cinema in the future?

I think this is a question worthy of our deep thinking, and when we take the high speed railway, can we not go shopping directly when we fly? There is no doubt that this is entirely conceivable, and that companies are already starting to do so. OK, let's look back, what should our business do in front of a user with a few features like that? There is no doubt that we have secured the position, that is, when consumers want to get our brand of merchandise information and deal with the scene, we can provide them as three-dimensional. Say, for example, I am a shoe salesman, then I can ensure that my users want to see my product information, want to go to the operation of the transaction, he is in his various screens can receive my message.

The payment link is the same. We need to provide users with a variety of means of payment, such as a user into our store, he can use Alipay, can be used to pay the micro-letter, can be used to pay the balance card, or even the members of the points to pay, which is what we call the O2O application in the payment link, A service that we should provide to our users.

That is the same in the distribution link, customer needs what kind of service? For example, we went to shopping mall, I was going to the cinema, but I bought a suit in the clothing store, I do not want to take it to see the movie, OK, then the merchant can provide the distribution, even knew your movie time finishes, when you arrive at the same time to distribute to your clothes, this completely can realize.

Our after-sales service links are the same, do business businesses do not want to open the door nine o'clock in the morning a large number of customers rushed into the quality of goods, a little experience of friends know this is very unlucky things, then we can through data analysis, this kind of after-sale problems to make predictions, Then put this possible public relations crisis to dissolve in the invisible, I think O2O in the after-sales service can be used by various means. This may turn the tide, but will enhance the user's stickiness.

Let's go back and review what I personally understand, in fact, e-commerce in the trading links, in the trading links of various nodes, at various stages, I use e-commerce technology, my goods and services further optimization.

Take my old club, O ' Connell, as an example, and show you a scene of O2O. When a client walks into the O ' Connell store, through face recognition technology, the hand of the shopping guide's mobile phone equipment has been acquired by the customer (before the customer) 's age, consumption preferences, shoe code data, the recent propensity to consume, according to these data, shopping guide can be more biased to guide, May be in one of our experience areas, there are physical shoes, but more likely to be virtual display of some products, through electronic dress up technology, let customers see the effect of the upper body, but also including the matching and other services we provide.

When a customer orders, our enterprise's entire data processing center, has already brought the similar order from the country to carry on the centralized merger, then orders to do, this inside everybody can see clearly, it has realized the C2B the order system, certainly this is a very idealistic scene, in the short term may not be able to realize, But I think the future is entirely conceivable. On the C2B, because the whole supply chain technology has changed a bit, may be a small batch of many batches of form, that in two or three days after the customer can be confirmed, if the rookie logistics can really be like Ma said to do four hours of delivery, within two days can receive fully customized shoes is completely no problem.

Part VI, the core of O2O implementation. The first core is the integrated operational strategy, what is the integrated operational strategy? is when enterprises consider the development strategy of e-business, must not be separated from the development strategy of the whole enterprise, that is, every thing to be done is a comprehensive consideration, it can not be said that E-commerce in a separate department to operate, offline and set up a separate department, there is no connection between the two, there is no integration, I think this is a huge waste of resources, even in the future can cause a tiger-like situation. Each enterprise has a different strategic choice, this here can not generalize, but must be integrated to operate the enterprise strategy.

Two core is the whole information management system, without a complete set of information management system, the whole O2O is impossible to achieve, because O2O is actually the use of large data, in the data if we can not effectively integrate, O2O is unable to do.

The 3rd is the membership system.

If we line the entire membership system can be used in a better way to get through, including membership points, members of the interactive system, with the integration of technology, then I believe that the whole O2O implementation is very simple. There is a concept is to center and to intermediary, enterprises and brands, and users do not need too many intermediary between, our best way is the brand directly to the user, users directly to the brand to communicate. This whole relationship will become very close, the user stickiness will be higher, the repurchase rate will be higher, so that membership system is O2O implementation of the core point.

4th, the application of E-commerce technology.

Finally, in the whole Tencent has been holding an open mind against the background, to the micro-letter current user occupancy, to the micro-letter of the current opening rate to micro-letter the entire openness, I think there may be a lot of the birth of classic cases, is very worth looking forward to.