Guangdong has a lot of traditional enterprises to invest more than 4 million to do electricity business

Previously Weibo has a blog post, said that Guangdong has a lot of traditional enterprises to invest more than 4 million to do the electric business, and finally burned without a trace; We talked too much about the feasibility of the traditional enterprises to do electric power and mode of theory, really fell to the real, but inevitably to the abyss.

Juakiping on the current many traditional businesses in the B2C+O2O or simple O2O model, put forward a few worries, and do a traditional business hit 4 million after the failure of the summary.

First: conflict of interest under line online

The Chinese do things, the first consideration is the interests, into the interests, the loss of profit. Although many of the business operators introduced the O2O model, expect the two mix to achieve the maximum effect, do not know that both feet are tired of walking.

Some traditional giants and some businesses on the day cat Although the introduction of the O2O, called the line to see prices, offline experience, but the actual operation of the process you will find that the online operators for their own interests, they will persuade consumers to order on-line, some consumers do not live under the lobbying, will be online orders, The intention of such a rule-making person is violated;

The idea for consumers who want to experience offline experiences is that the online and offline styles are different, the online is more favorable, and whether this is true or false, it is confusing to the user.

The original intention is to introduce users to the online experience shop, through experience to enhance customer loyalty, reduce the rate of withdrawal and avoid impact to other dealers of the interests, but because of internal interests and impact the good wishes.

Do not listen to the lobbying consumers go to the offline experience shop, offline sales will try to persuade you to deal, and said that the line is more favorable, and the style of different steps;

Two teams in order to compete for customers, on hand will have a certain discount authority, so will appear online and offline die knock on the situation, the same will disrupt the original price system.

Second: Flow tracking

Do the people are very clear, what position of the flow into which page, finally whether there is a deal, which product, in the background of the cat can track to, so that in time for the introduction of the flow of the location, as well as the landing of the product analysis and adjustment, so that the highest ROI;

If the flow into the line, the line does not deal, the site can be obtained on the data only for UV,PV, bounce rate, page arrival rate and so do not have marketing data; it is said that a lot of electric companies for this kind of situation assessment, just for UV,PV, bounce rate and so on. Based on these data to assess the performance of the team and channel input budget.

Such statistics and assessment is very unscientific, do network advertising marketing people know that the flow value of different channels are different, the same search engine traffic, different words introduced to the conversion rate is also different;

So only from these do not have the marketing data to decide to put on the budget, often with great blindness; so a lot of home electric quotient 4 million into after, it is difficult to see the spray, because you simply did not vote on the channel;

Third: Waste of resources

1: A number of cities spread out, many home businesses in order to achieve immediate results, or in order to prevent the flow of waste (traffic across the country will flood the site), or the understanding of the O2O is not deep enough, just electric shock on the national spread, but also easy to cause hemiplegia; 4 million of advertising fees even for a Can not be said to be very sufficient, not to mention the face of a number of cities or the country.

Flow in the process of transformation, the Operation team and the landing team between the most important, in the early stage of trust has not been established before, more should be limited operators, concentrated in one or a limited number of cities docking, let individual cities first operation.

2: no flow distribution rights; A lot of home traders simply understand that as long as the flow of distribution to all over the store can, but forgot another fact, is the transformation of the stores around the capacity; In the case of limited budget, the allocation of resources to the highest conversion rate of the city, I think this is a lot of marketing people understand that the actual operation of the process ?

The distribution of traffic must be controlled in the hands of the operation team, according to the transformation of the stores around the control and assessment, whose conversion rate is high, the flow of distribution to who, rather than allowing the natural distribution of the flow.

IV: There is no perfect flow converter funnel

Back to the front of the problem, O2O although it is simple from the line to the offline, website promotion and store sales, I think these two basic skills is very good practice, but the key question is, how to put the traffic into the site, import line store. As well as in the process of import, which team is the implementation of the problem, punish which team, reward which team, promote which links, etc., these need to have a perfect flow funnel.

A lot of electric shock enterprises do not do a complete flow conversion funnel, but by virtue of the final sales performance to measure the work performance of each link, to be decided to launch and assessment, resulting in internal contradictions of the debate.

The above four points is Juakiping from the actual operating process angle, summary of the B2C+O2O, or pure O2O model Why do not have the reason why, success has contingency, failure has all sorts of feasibility, or that sentence, different enterprises have different problems, can not generalize, above four points, only for reference!