If you don't understand what O2O is, then you must know how to buy

▶ "If you do not understand what O2O is, then you must know that group purchase, group purchase is O2O the initial level of application," This is the O2O in China when the industry experts on the O2O value of the tone. Through the extraordinary 2014, review group buying O2O in China's development of the "Warring States Period", it from the initial "elated", to today from the bubble burst only "one step away", the process has many worthy of our reflection and summed up the internet thinking, O2O past? What about the future? Let's open the O2O. The year of haste.

Trend one, is the industry trend, or "after"? --Industry development trend more than hype stunt

▶ in the process of group buying development, the vast majority of the platform and merchants are abnormal low-cost gimmick for the operation of the originator, from the entire industry ecological chain, the loss of profit to make a yell and lead to the future chain fracture is not "Arabian Nights", Many businessmen blind to the large number of promotional positioning led to the problem of consumer speculation has gradually become a puzzle to develop a double-edged sword. But looking at the trend of Internet development, group buy O2O still exist huge development opportunities, with the popularity of 4G mobile phones, mobile interconnection, the rise of mobile phone plate becomes the Internet terminal, line under the seamless docking, bringing real integration, will certainly produce new effects, a superposition, even cumulative effect, at the same time, A large number of real consumer market O2O still not contaminated, 9 trillion of the consumer market is also a huge future development opportunities.

Trend II, "Heroes have Dreams", so bubble unlimited? --Domestic group buying O2O mostly anti-human

▶ "Want to drink coffee, Jing Dong next single, good neighbor will send upstairs", this is the most famous 2014 Beijing-East O2O layout, Jingdong based on O2O concept to create "real-time point-to-point" logistics distribution system, 1 hours to be served, convenience stores 15 minutes, in the ideal of this is a new "Jing Dong Ecological Chain", But it's not hard to analyze. Traditional retail trade margin is generally less than 20%, large commercial brands grasp the initiative of negotiation, do similar group buying marketing is simply "You are the problem", for small and medium-sized businesses such as vulnerable groups, they compressed their own meager profits, with speculative customers in exchange for good business illusion, The real thing is to pay a sum for every sale, and the more you sell it, the quality of service due to sudden changes in the flow of people, resulting in discontent and complaints, and group buying platform to use channel advantages in exchange for their own expansion and brand voice, do not care about the survival of small and medium-sized businesses pressure, often drag the merchant's money not in time to return money, Small and medium businesses become consumers and channel between the sandwich biscuits, the pressure of the big visible, this heroic feat is to change the world or anti-human, look at the capital market and user needs between who can really hold to the end.

Trend three, from the "grass under the tree", to the O2O multipolar "map"-different from the electric business, O2O flowers bloom

▶ Industry public opinion no matter is "holds" is "kill", cannot deny O2O in the future huge prospect, the line of applauded, the giant's strong favor, the capital's warm pursuit, all at all times drives the entire O2O profession the rapid development. According to rough statistics, the current domestic and O2O related enterprises already have nearly 1000. From the ecological perspective of the industry, the electric business field, in addition to Ali and Jingdong, vertical electric quotient is dying in large quantities, O2O but difference with electric quotient, O2O of the line Advantage and region attribute let it have bigger existence space and value, under the current situation of monopoly of electric business giant, O2O still can be small and beautiful alive.

Electrical Business Heavy products, O2O Heavy service, this is like online and offline gap and collision, today's O2O platform more let us see is "line the next two pieces of skin." A large number of internet people still take "mode as King" and "Product is king" electric business thinking runs the so-called O2O, but in the actual operation of the process often found that in such a two-piece skin mode, users can buy online products, but not to buy offline services. Because this kind of "the loss makes a yell, the flow is king" The traditional Internet pattern lets the entire O2O ecosystem chain not to exist the space, cannot obtain the healthy development the opportunity. The internet industry has grown rapidly in China, but on the domestic consumption market volume is still the tip of the iceberg, many of the offline traditional services still have many difficult to shake the market advantages, such as spa, hairdressing, foot industry and so on, these areas occupy an unprecedented market is still difficult to be overturned by the Internet, while, Traditional industries do not have the benefit of the drive at the same time also do not want to provide online service advantages to online consumers, online hard to affect offline, offline can not reverse line, this is the typical "O2O failure."

O2O from countless people's continual failure of the journey, to this day, many practitioners and experts have been aware of the mistakes of the past, thinking how to use Internet tools to the online resources to achieve the real "seamless", in the process they have done a lot of experimentation and innovation, such as the Now Emerging honey birds , is to build China's first local life social platform electric business, to mobile payments for small and medium-sized businesses to provide cross-border value-added services, all-round construction of "eat and drink" consumer ecological circle, through the provision of technical support platform to serve small and medium businesses to profit as the ultimate goal. Use Internet thinking to help businesses break the limits of time and physical space, thus subverting the future business model of Chinese small and medium-sized merchants. With innovative business Model United small and medium-sized businesses for the consumer's regular original price consumption to provide consumption rebate.

Internet ecology is always as unpredictable as "heaven", the electric quotient's ecology is under the big tree inch is difficult to live, but O2O's ecology will be hundred flowers, at present O2O each subdivision domain has risen a batch of outstanding enterprises, whether is the dining, the traveling, the domestic economics, the beauty, or the medical treatment, the real estate, the community, the wedding For example, large search car for the majority of owners choose the "best second-hand Cars", soufun for the Netizen to provide "the highest quality of housing", the search for the Birds of the world "never close" for the vision of such a group of enterprises will be the future subdivision of the field of O2O ERA!

Trend four, O2O solo or will "After the future"? --O2O to win the same

▶O2O Platform Since its inception, has gone through the fourth year, group buying site since the guidance of their own boast, the merchant is indifferent, one side to see the play. These four years of "solo" did not let O2O platform in the heart of the merchant left a "savior" image, on the contrary, four years of O2O development, in fact, no one has benefited from the commercial. Whether it is the user's accumulation, operating scale (such as chain), brand-building promotion and so on, even the most basic internet means did not learn how much, the same as the medical industry internet marketing mistakes.

To provide users with consumer services, experience, feelings of the protagonist is a merchant! When the interests of the merchant is not able to protect, the merchant did not participate, it will inevitably lead to the market share of group buying stagnation.

In the past, "Traffic is king" is the universal Internet model, but with the change and development of Internet ecology, traffic flow business is gradually declining. At first the vast majority of restaurants and merchants believe that O2O will bring great traffic to the enterprise, but with the time and effect of the test, the model of the loss to make a yell is likely to be only the consumer speculation, do group buying when the crowded, do not buy when the empty, small and medium-sized businesses of the Internet O2O Marketing first step into a vicious circle, Mental exhaustion does not believe in "love". Mutual benefit is the law of commercial permanence, and when one party's interests are impaired, the short-term cooperation cycle will form but not be sustainable. O2O platform to sing the Best of the kingdoms, so that the platform, merchants, users can benefit altogether. Of course, from the merchant point of view, also need to enhance content, enhance the customer experience. For enterprises that wish to plough deep into the O2O industry, how to start from the internal management of enterprises, improve the supply chain management, internal staff management, how to develop more cross-border Internet value-added services for B and C, how to break the limitation of time space for O2O mode, is a problem that needs each enterprise to locate and study.

Trend five: From platform to transaction "Interstellar crossing"--from the simple information intermediary to the transaction platform development

▶ and recently in the forefront of Peer-to-peer industry similar, O2O in the early development of the hope that only the real pure information intermediary, to create a large platform, but because the business model is not clear, resulting in this information intermediary "information" is difficult to be present, the upfront investment is too large, the need for long-term support and pursuit of capital, but in China "the second Beijing East "It's not going to happen so easily, and in order to keep the cash flow of the company and the consumer habits of the future users, the trading platform will become an important development trend, and in the future, large orders such as second-hand car trading and housing transactions may be realized online."

Trend VI, localization, socialization, cross-border integration, to create O2O "super Body". ---O2O future development blue ocean is localized, socially and unbounded

▶ with the progress of the O2O field, low pattern and high permeability of the field of industry opportunities have become less and more opportunities in the future may be similar to local services, home economics, health, wedding, second-hand car, etc. such as the bottom category, how the future of the O2O platform to create more localized, social, How to develop more business model and realize trans-boundary operation in blue Sea will be the key to O2O "super body" in the future.

For small and medium-sized businesses, "repair internal strength" is always more important than "borrow external force", the future of O2O, is a will pay more attention to the interests of small and medium-sized businesses, so that small and medium-sized business success of the eco-chain, to the real platform to integrate the road of interconnection, in 2014 the entire Chinese consumer market growth slowed the winter, the platform between how to hold a group of heating, Use the platform to attract more users, fully tap the value of users, so that consumer behavior and the real relationship between the merchant, is the internet thinking so that the real benefit of the merchant embodiment. In this important era of cross-border integration, break the time space limit business model, is the future important development of blue ocean.