Payment unification, inventory synchronization and consumer unification O2O 3 hurdle to cross

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Since the beginning of the concept of O2O in the 2012, O2O has begun to move towards practical applications. But in this process to complete implementation is not easy, the author thinks that payment unification, inventory synchronization and consumer unification will become 2014, O2O concentrated breakthrough 3 points.

In my O2O practice and entrepreneurial experience summary to analyze, O2O in 2014 is about to achieve three core breakthroughs, so as to truly realize the online electric business platform and offline traditional enterprise integration, this integration is not only the efforts of the traditional enterprise upward integration, but also the online business enterprise downward integration. These three core breakthroughs are:

I. The unification of means of payment

Both online and offline payment methods have been separated in that industry. Online from the beginning of the effort to develop their own means of payment. Consumer-to-consumer is the first online payment, foreign is PayPal, China is Alipay. Through the way of guarantee transaction, the online payment means is accepted by more and more consumers, which leads to the rapid development of the electric business. Later, the emergence of C2B from the consumer to design the payment of goods to payment means, through the emphasis on low-cost authentic, hand-paid delivery mode makes the acceptance of online shopping faster. In these two kinds of mainstream electric business model, the share of Chinese net purchase in 2013 has been approaching 8% of total social retail sales!

The above two means of payment along with the popularity of the first-line city has been the popularization of online banking synchronous promotion, and offline entity shop payment method is still mainly cash-card supplemented. Online and offline payment means have been in a parallel way, the former and the bank directly connected, the latter is mainly UnionPay POS machine monopoly. In this case, offline enterprises can only operate separately when they carry out electric business on line, because they must follow the payment method of the online electric business platform, and the offline entity store can not dock the on-line payment means.

On the one hand is the complexity of the system docking, on the one hand, it is impossible for consumers to pay online through the computer provided by the store because of the safety and operation problems, and finally, the shops in the commercial real estate building can not be used in the on-line payment means, because those commercial property developers do not agree, this will greatly damage their commercial interests!

It is obvious that online electronic business platform in the payment method than offline payment means for consumers faster and more secure, for businesses, more money efficiency, lower cost. For example, the focus of the department store POS cashier to the Merchant's buckle point is 10%~25%, the period of 60-90 days, or artificial way in the back to make business headaches unceasingly; The electricity quotient platform majority is 5%, returns the section period 1-7 days (depending on the buyer receipt confirmation to be accurate), moreover is the system automatic settlement (The buyer's procurement model is similar to the department store)

Payment means can not be unified, O2O line offline fusion can not be truly established. So like Alipay Alipay online payment tools to start development Alipay POS, and want to penetrate the line of brand merchants, so as to achieve the unification of payment means, to achieve the unified management of payment. It is only regrettable that this practice still violates the interests of commercial property developers and UnionPay is strongly resisted.

In fact, mobile phone payments can be achieved online and offline payment means of unification, but operators limited by the system and a variety of reasons have been unable to pay the popularity of mobile phones.

Ii. Inventory Synchronization

This breakthrough is based on the unification of the means of payment. Now offline entity stores every sale of merchandise through POS and ERP or WMS Management System, can automatically deduct inventory. Online sales of a product can also do this, but the two are not efficient integration, because not only the line channel diversification, online sales platform and the way also presents a variety. This increases the difficulty, high cost, accuracy and timeliness of each channel and platform in the system docking, so so far the problem of inventory synchronization has not been well solved.

Inventory can not be synchronized so that the commodity management can only be separated, the final is the physical store returned to inventory, the electrical business part of the Self-built warehouse is a pile of inventory. Or is the physical store sold out, but do not know how many stores of electricity dealers, also can not quickly deploy to all over the physical store, and vice versa! Because the inventory can not be synchronized, O2O after the sale of the most recent inventory detection (physical store or warehouse) to the lowest cost of the shortest time distribution to consumers, the production can also be sold by mail, To the physical shop or door-to-door pick-up to achieve the design can only be a good idea can not be achieved.

What way can be faster and lower cost to achieve inventory synchronization, perhaps the merchant at one end of the custom through the bar code into businesses and consumers can accept the two-dimensional code to achieve line under the common sweep code shopping, perhaps a good way.

Third, the consumer's unification

How to identify offline shoppers and go back home through computers, PAD, mobile phone shopping is the same person, this may be a lot of businesses would like to know, because this can be true precision marketing and provide online integration of the member services, only in the current environment, Offline is not easy for consumers to provide information they can accurately identify, such as real name, cell phone number or network ID (micro-BO signal), not to mention the home or the unit address. And this information is easy to access on the Internet, how to make a breakthrough? Purely promotional incentives may be effective for some consumers, but it is almost impossible for all consumers to unify.

Perhaps eventually, like the Minority Report sci-fi movie, the same person is judged by the face or pupil-recognition camera to achieve online and online consumer unification. This sounds very sci-fi, but attended the Shenzhen High Fair and recently went to the Beijing Dongzhimen Shopping Center underground first floor experienced face recognition camera and gesture recognition camera friends, to achieve consumer unity get O2O breakthrough has been very close to us!