Home chain giant Red Star United States Kai-Lung is claiming to have just marched into O2O

Known as the media man Shangxiang on Weibo, home chain giant Red Star Mei Kai Dragon has just marched into the O2O, to 300,000 to 600,000 of the annual salary to recruit senior talent, from this position, we can see that there are probably product planning, Ui,ue, product development project management, product operations, data analysis and mining, Advanced E-commerce modules. See this rich and rich recruitment information, personal analysis of the past, according to the price and the center of gravity, Red Star Mei Kai Dragon's O2O plan I am afraid to have some bias, at least in my experience, the O2O model is not the focus of the construction itself, O2O is not a business model, Web site is only a user online and offline a carrier, the key is the brand can provide users with what online and offline interactive services, this is the core point.

This article first from the O2O line positioning, and then to O2O need two of the talent plate to talk about, Red Star United States Kai Long to do O2O will face the problem.

What is the difference between the online and offline positioning of the Red Star O2O?

For companies such as the Red Star American Kai Lung, the line has a large number of chain stores, how to locate online and offline? We take the same type of Haier Mall for example, Haier Mall in the online positioning is "C2B", the user in the Haier Mall can realize the appearance of home appliances, functional modules customization, users only for their own needs to pay. If the Haier mall does not have Haier brand endorsement words, Haier Mall existing model do O2O, I think there is an advantage, the user online to submit the demand, to experience the quality of Haier electrical products, and then promote the deal, but Haier Mall has Haier to do the brand endorsement, the user of Haier's quality recognition, so online will have a very high conversion rate, There is no need to import users offline.

That also for the Red Star United States Kai Lung, O2O (the tentative hongxing O2O website called Red Beauty O2O) to provide users what? As the second flow window of the offline store? The online display window for the difference in the offline product? Where is the promotion offer? Or is there a special custom service like the Haier Mall?

Let's analyze it and unravel the veil.

Online display of differentiated products? This is a lot of traditional brands in the electric business is commonly used in a way of thinking, this kind of thinking is really good, both to avoid and offline conflict, but also to meet the online users. But in other words, if hongxing is a small brand, this kind of thinking can be used for reference, but for the Red Star United States Kai Lung, O2O is actually to upgrade the whole line of the battle strategy, how to help offline and online fusion, is they do O2O essence, so there is no need to rob the line of those who are the fraction, and the individual layout sku to do online, for many brands, meaning is not, and from the perspective of market share, will still lead to online and offline conflict of interest issues.

Do the second flow window of the offline store? This seems to be a good idea, but also a lot of enterprises do O2O usually adopt a kind of thinking, online at each intersection layout ads, desperately pulling traffic, and then to provide users with local store address, through to the line under the gift, receive concessions, discount promotional forms, prompting users to experience the offline, and then reach a deal.

This can indeed get a part of the conversion rate, but this is based on the brand's personality charm, or the strength of the Red Star endorsement, or Red Star inside a home brand endorsement. From the actual operation level, we have to consider a point, if the red American O2O network promotion costs can be about equal to zero, that this rely on the "personality charm" conversion rate, red beauty O2O acceptable, but now the network traffic costs, I don't say too many people are clear.

Therefore, the conversion rate of the natural into the store, input-output ratio will be very low, then the entire red-American O2O operation, on the online users do not have any restrictions on the point, so there is no way to "bind" customers into the store to achieve the expected indicator line, even if the red-American O2O just start to play like this, but not a long time they will find this play does not work

For example, those who are flattered for the typical case of O2O, Ling, Tianhong, and so on, should have tasted such a hardship.

Does c2b like Haier Mall? Red Star U.S. Kai Lung is home to the circulation of the distribution center, a large number of home brands settled Red Star United States Kai-lung, with the help of Red Star United States Kai Long to do brand endorsement, access to users and users trust to complete the long tail of the brand's centralized marketing. The brand in the red beauty market is a third party, red beauty on the product and not in addition to quality supervision of the control, so red beauty O2O from the point of view of a single product c2b, it is difficult to achieve, you let a brand to accompany you play C2B is not very difficult, but let a lot of home brands to play, I am afraid this integration is difficult.

What about the whole house C2B? This is possible, Red Star Kay Longli Many home brands, can basically meet the needs of the public home consumers of the whole house, through the professional collocation of home designers, and then to provide users with personalized solutions, online as a personalized program for the entrance, the line to see the design and experience products, Then the customer selected home brand, distribution to the stores in the various brands of the store to deal, this is a worthy of consideration.

But from the implementation level, still difficult, because this is not the focus of this article, the first to take.

At the moment, we're not quite sure what the red-American O2O's online positioning is, so for the red-American O2O, should focus on "positioning" and "implementation of positioning" on these two, how to put the line and the line is very good distinction between good, and strong to market, this is the red beauty O2O should spend the focus to do things, Also is the red beauty should spend heavily to recruit talent, good strategy no good talent also difficult to implement in place.

What "executive talent" does the red-American O2O need? ”

Red beauty O2O Good positioning, the next should be O2O recruitment, according to personal experience, platform-type O2O at least have the following parts:

First, the flow of people is the most important talent

Platform-type O2O promotion difficulty, from the source of the flow, will be more difficult than the promotion of independent O2O website, because the platform-type O2O site, covering more brands, so you can promote the force point more, the promotion channel is a platform-type O2O site advantages.

Take the search engine such as keyword source of the promotion way to do an example, because of the number of home brands involved, so the key words library will be very large, because of the Red Star in the United States and Kai Lung in the various stores in the country, the capacity of the store digestion, brand is different, so certainly need to carry out the sub-account management, according to the Red Star in the layout , you have to open a number of accounts, accounts and accounts before the overall operation of the co-ordination, it is necessary to have a strong overall account management capacity, and not as much as the outside of the electric Business Company, the piece to the Baidu official to take care of. Not like the day cat merchants, open drilling exhibition, play through the through train, one or two promotion Commissioner can cover the whole country, do not need to take into account the affordability of all parts, as long as the headquarters inventory monitoring can be.

The recruitment of the promotion of talent is red beauty and other O2O platform needs one of the key exerting force, whether independent brand O2O or independent-type O2O, the continuous source of traffic is the key factor to ensure smooth operation of O2O, so how to go with the ratio of pay and free, and how the flow line to control, This piece needs to have the ability very strong operation talented person to carry on the control.

Second, interactive talent is the key to get through the line and offline

From the definition of O2O, O2O is a kind of online and offline interactive mode, this interaction is not only the interaction between users and web products, more is the interaction between users and businesses, there is no interactive site, no sticky to users, users only in the in-depth understanding of the brand itself, The likelihood of subsequent conversions will be higher.

So the other talent of the red beauty O2O is the building of an interactive team, however, this interactive staff is not a simple definition of online customer service staff, can do the customer services duties, but also to achieve sales responsibilities, simple "you ask Me", and not from the "hard" angle to seize the customer.

Or take the Haier Mall for example, users and Haier mall interaction, not only to the electrical appliance itself, but also including his personalized needs for mining and suggestions, first of all to be able to answer the user initiative to ask the question, but also to guide customers to say some deeper, but Haier itself wants to, through the "digging pain point, Solve the point ", the user and Haier mall between the stickiness is greatly enhanced. Of course, Haier Mall this kind of c2b customization or belong to "light customization", such as home customization depth will be deeper, customers need to know more content.

So a high-quality team to build, is the red-American O2O from the line to the key point under the line.

Third, the landing sales team to rebuild is a new way out

Many O2O companies, including the Red-American O2O, are trying to get through the store's existing sales team to complete the closed loop from line to line, lest they be disappointed. The nature of the customers and customers from the line, from the customer's value, as well as customer characteristics is completely different.

From the user's approach, most of the cases, from the line of the customer's purchase ability than the nature of the customer to enter the store is much weaker, when the number of customers under the line store saturation situation, the line of the sales staff will be selected to customers, resulting in the result that the flow of the line down to the conversion, thus the ROI is severely pulled.

On the other hand, the introduction of online users and offline natural customers, we have also analyzed the O2O of the red-American online positioning, is likely to be c2b, of course, may not be, is the other point, but this point is different from the possibility of offline, so let the same sales learned two ways of marketing, This is going to be a lot more difficult.

Network sales Team building, from the sales of ideological training, customer transformation methods and so on are different from the store sales, so such a set of team, also need a very experienced direct sales staff to manage.

So O2O the line of the team to build, but also O2O model redefined a piece, this team to build good or bad, directly determine the rate of conversion of the flow.

The building talent of the website

I'm not saying I don't value it, it's not the key to O2O success, search engine marketing is very hot at that moment, a lot of business only by virtue of a single page site, plus Baidu promotion, dug to a large bucket of gold, such businesses can make money is not the reason for the site to build a good, but he behind the set of models, They are very clear that the site is only a load-bearing role, the decision is how to use the bearer page, so that users and businesses to achieve interaction, this is the key point.

I personally think that the site data mining personnel and analysts, for O2O is very important, the biggest advantage of the electric business is that the user's every step of the action to achieve data, accurate flow tracking, in order to analyze the site's problems and various operational links exist problems.

As a traditional large-scale chain enterprise, in the electric business exploration ups and downs, can again stand out again, itself need great courage, strategy although we all very clear, but implementation to the specific level of implementation, talent team first have to set, otherwise everything is in vain.

Wen/Juakiping