Hot reading: What is O2O?!

Since the start of the billion-euro network, often people will ask me two questions: 2 Why would venture to do a O2O media? (The implication is that the media is not a lucrative business, and O2O is not a big industry).

Asked more times, Pugo has been trying to write something to unify the response, plus some time ago Pugo to the two or three-line city business trip, found that many people are still in blind worship or blind contempt of the stage. As a O2O industry media, billion European network has the responsibility to spread one's own voice to the outside; just yesterday another friend strongly suggested, so Pugo is going to write a series of O2O basic articles. Unlike Mr Putin's previous argument, Pugo as much as possible to talk about their own meaning, but also want to get friends feedback;

This article first answers the first question mentioned in the article: what is O2O? Most of the friends who ask such questions are initially exposed to the concept of O2O, and people who receive such questions (including Pugo), although they know something about O2O, often don't know where to start. According to the online general dissemination of the explanation is "the offline business opportunities and the Internet, let the Internet become the front of offline trading." Obviously, this explanation won't convince too many people.

When the August 2010 American Alex Rampell first proposed the concept of O2O, he did emphasize that "the Internet became the front desk for offline trading", which, in Alex's view, was "traceable, measurable and predictable", which could not be accurately measured by the previous advertising model (the industry has "half the advertising fee is wasted , but not knowing which half "argument" is a great progress. Alex put forward the concept of O2O, and at that time the gradual heat of Groupon, OpenTable, Restaurant.com, Spafinder and other sites, these sites are indeed different from the pure advertising mode of Yelp.

But O2O not hot in the United States, but after August 2011, the concept of O2O gradually in China to obtain a wider spread. The first group of people to discuss the concept of O2O, most of them belong to the classic concept pie, open their mouths close to the "closed loop", emphasizing the importance of advance payment; This was related to the unusually hot buying in China. 2011 and 2012 O2O, mostly also limited in the field of life services, in order to intuitively understand, at that time, many people simply equate O2O with life Service Electric quotient, different from the past 10 years of physical network shopping.

Indeed, there is considerable overlap between the O2O and the Life Service electric quotient; but from the very beginning, the concept of O2O is destined to break through the restrictions of life service; The O2O concept of the group purchase site itself in addition to a restaurant group purchase also has a real purchase list. In China, the concept of O2O has been gradually generalized since 2012; the traditional retail enterprise, represented by Suning, announces that it is a O2O enterprise, on the grounds that they have a website on the internet and there are physical stores under the line, and the two can cooperate with each other to promote.

But the line with the promotion of online is not easy, many traditional enterprises line under the lines are two different systems; but there are also such as Suning Enterprises began to try to "line the same price", the line under the different ambiguity. Not to mention the effect of such practices, but it is true that the line is mixed together. At the same time, with the large number of group buying sites dead, large traditional companies from the end of 2012 became the spokesperson of O2O.

In large traditional enterprises, O2O and the whole channel concept has a lot of overlap, life service O2O previously stressed "closed-loop", "advance payment" was neglected, gradually become a non-necessary condition; any line under the lines of mutual cooperation can be the banner of O2O, these measures can be online under the unified sales, can also be online under the line of marketing cooperation, line online under the customer system to get through and so on.

And internet giants on the online population dividend gradually disappeared against the background, from the beginning of 2013 actively to penetrate the line under the banner of Internet companies and offline traditional business cooperation also O2O. In fact, a lot of internet giants do offline an important purpose is to circle the user under the line; Of course, they also invest and share in the offline enterprises, so that online business can and offline cooperation. For many internet companies, O2O is the channel sink.

Therefore, O2O development to 2014, the industry is very few people to tangle is not closed loop, do not advance payment, divided into physical services. Billion European network that no matter what the industry, whether sales, marketing, or customer relationship management, as long as the line under the lines of mutual cooperation, can crown O2O; whether the traditional enterprises to promote the transformation of the line to upgrade, or Internet companies to use the line down to achieve channel sinks, can be called O2O.

Such an answer, it is likely to let a lot of people disappointed: tall O2O unexpectedly not a shocking explanation! Many people even have the psychology of being cheated. However, O2O still has great significance, online Internet companies, offline traditional enterprises in their respective development for many years, finally began to have a clear intersection, the two will certainly rub Sparks, the future will not be pure Internet companies, and will not have a pure traditional enterprise; O2O is indeed different from business-to-business, Consumer-to-consumer and Business-to-consumer.

Future O2O Star Enterprise will be born on line, but do O2O subject comes from offline; billion European network will be more from the perspective of offline enterprises to study O2O; about why Pugo to be a O2O media, and why the billion-euro network claims to be "mobile O2O new Media", these questions will be answered in the next article.