Dot guest Huangmeng: Outside of the mobile business, let's talk about mobile O2O

Mobile electric business is very hot, purchasing, mask popular micro-trust friends Circle, in the "Go to the center" under the banner of the micro shops are springing up. Some time ago, it was also reported that a mobile service provider to 1 billion U.S. dollars in the valuation of financing 350 million dollars.

And mobile O2O, mobile, although the undercurrent surging, but not so dazzling, obviously underestimated. Millions of the electric dealer needs to upgrade into the mobile electricity quotient, the larger quantity traditional merchant group also has the urgent demand to the mobile O2O transformation. After all, the mobile Internet is taking over every industry and every nook and cranny of our vision by means of model innovation and efficiency improvement. Mobile Internet strides forward. In the internet age, traditional businesses have been hit by electricity dealers. Due to the price advantage of the electricity business to consumers, the merchant's physical stores become a huge burden. But in the mobile internet age, consumers are too lazy to search for parity on small screens, and people who are getting richer are less sensitive to prices than they were before, and consumers are starting to recognize brands rather than prices. In this case, the traditional business of the physical shop as a relationship with consumers to establish and maintain an important fortress, value again highlighted. Mobile O2O How to do? The key is still flow, traffic is the basis of all business. Mobile O2O is the core of traffic, but is based on the relationship between the traffic, traditional businesses can through micro-letter, Alipay Wallet, Baidu Direct number and other channels and consumers in the mobile phone to establish contact. There is a relationship between the merchant and the consumer more closely; with the relationship, the merchant can realize the fission spread of the product or service on the consumer relationship network. There are many methods of mobile O2O, but it can be summed up as two steps. Import offline traffic from the entity store

Traditional businesses can rely on physical stores, according to consumer positioning, contact point analysis, business scene design and support system to establish four steps (dot Customer cabs Law), with a series of operations or technical means, the traditional line of traffic into the mobile end of the line flow, and strengthen the operation to enhance the interaction with this core flow group, to promote this group online and offline continuous consumption.

First of all, businesses should be clear about their main consumer positioning, know the major consumer groups of gender, age and other structural characteristics. Different people, in the mobile phone end of the use, browsing habits very different, business mobile O2O operation means to match it.

Then, the merchant needs to list each point of contact with the consumer (touchpoints), to ensure that the follow-up can seize every opportunity to turn the offline customers into mobile on the customer line. For example, consumers see the Business Flyer is a contact point, in line outside the shop is a contact point, to the waiter to WiFi is a point of contact, payment is also a point of contact. At this stage, the business needs to do is to all online, offline, in the field, outside the contact point list complete, to ensure that there is no omission.

Next, the merchant should make the commercial scene design for the contact point listed above, design the corresponding scene skill to create the value for the consumer, and can transfer the consumer to the mobile end user. What is a bad scene design? Many supermarkets have two-dimensional yards on their shelves, but consumers will never be swept away because they cannot bring direct value to consumers. What is a good scene design? For example, consumers can automatically connect to free WiFi when they are concerned about the store's micro-letters. Consumers are willing to sweep because they do have value. Finally, the merchant has to build a good supporting system, in the incentive, assessment, training, process and so on to ensure that the staff of all positions do a good job diversion. Whether the front desk can take the initiative to let the queue of consumers sweeping micro-letter implementation line, the cashier is active to let consumption with pay treasure purse sweep code to pay, this is a systematic project. Tap the social potential of existing traffic to achieve traffic expansion

From the entity store to import offline traffic, the merchant has the basic traffic. Based on this, the traditional merchants can through the content operation, game interaction, coupon donation and other means to encourage consumers through the micro-trust friends Circle, Micro-letter group, such as mobile social channels to forward, spread, bring more traffic. So the cycle, the snowball effect. Social networking is the basis of mobile Internet, businesses can fully explore the social potential of consumers, create fun content, with consumers to achieve fission-type mobile social communication. To launch a game that needs people to participate, or to issue a similar drop of a taxi, such as in the circle of friends, micro-letter groups in the scramble for corporate red envelopes, coupons, can be very good to trigger the spread. Originally is the consumer a person with the merchant relations, will evolve into the consumer address book many people to have the relation with the merchant, by this realizes the flow the rapid expansion.

The future of mobile O2O

The traditional merchant may be the restaurant in the shopping mall, the flower shop in the community, the nail shop, is the basic element of our society's operation, closely related to each of our lives. The internet age of the past more than 10 years has been the center of the Times, businesses that operate physical goods are marginalized, and consumers are accustomed to purchasing lower-priced goods through several big electric-power websites, and businesses that operate their services are feudal, forming a certain degree of dependency with group buying websites or life service websites, Profits are going to be cut off by these sites a lot. The gradual prosperity of the society and the rapid development of mobile internet have promoted the coming of the era of the central trend. Low prices are no longer so important, small and beautiful businesses will have more relaxed development space. Consumers can choose higher quality products and services, although prices are not necessarily so cheap. Predictably, the next 2 or 3 years, most of the business will be more or less moving O2O to enhance the efficiency and efficiency of the business, this is a large scale in the market of mobile electricity companies.

About point guest: Dot Guest is a mobile marketing service provider focused on O2O field. has been in the catering, training, hotels, real estate and many other industries to introduce real depth to the traditional business process of the functional modules, to help traditional businesses realize the line under the seamless mobile O2O. It is understood that the point of the current valuation of customers 1 billion, is currently the largest mobile marketing service providers.