Instead of pursuing the perfect O2O closed-loop model, make the cake bigger!

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

If in 2004, Taobao on the pursuit of opening an online shop needs to pay this fee, put a picture to pay that fee, sell a product to pay how much commission words, there will be today's Big Mac platform appear?

Many years after Taobao appeared immediately from ebay ebay to open shop Taobao sellers, Taobao is being attracted by a variety of free measures, only willing to open the shop on Taobao, to know that ebay's online shop in spite of paying a lot of money, but in Taobao before and after the period of time, Sales are much better than this new E-commerce platform ...

Since the advent of the O2O marketing Model a few years ago, in a period of time, a number of related concepts have emerged, including "O2O closed-loop mode" More let a lot of people in the discussion of O2O when the opening, it seems as long as your E-commerce platform does not achieve this "perfect closed-loop mode", then you are not engaged in O2O commercial operations.

1. What is O2O?

O2O, full name online to Offline, also known as the online integration of E-commerce, different from the traditional business, business-to-business, Consumer-to-consumer and other E-commerce models. In fact, in this concept, and did not say that we must achieve O2O closed-loop mode, that is, the so-called O2O closed-loop mode, in fact, just O2O marketing model of a derivative concept.

2, what is O2O closed loop?

O2O closed loop refers to the two o to achieve docking and cycling. Online marketing, publicity and promotion, to lead the flow of passengers to the line down to the consumer experience, to achieve transactions. But this is only a O2O mode of trading, has not done closed loop, to achieve closed loop, it is necessary to return from the line from the line up. Online user consumption Experience feedback, offline users to the online communication, online experience and so on behavior this is the realization of the closed loop, that is, from the line to the line, and then back to the line.

3. The purpose of O2O closed loop

In the process of O2O transaction, the behavior of consumers is divided into two parts: online behavior and offline behavior. If the consumer because browses the O2O website The related information, bypasses the website platform direct and the merchant to deal with, then also represents the website loses to the merchant the control, this not only has lost the source, has not let the platform obtain the income, but also has lost to the merchant's bargaining power and so on, So O2O site platform can only be used as a platform for displaying information, so many O2O sites want to do this O2O closed loop is very perfect, just willing to let their platform online trading.

4, is the platform to think too much or reality so?

The author is a very like to buy the guy, because the purchase of this cheap E-commerce model, so that I have the opportunity to constantly go to Guangzhou large and small restaurants, restaurants to enjoy food, but also become a few store old customers, every once in a while will repeat consumption. In the author's frequent consumption of those restaurants, in addition to one of the initiative to hope that the author of a detour to buy the site directly to the shop to buy price consumption, there is no other store to make similar requirements.

I have also been familiar with the store management staff to communicate, according to the author understand that they treat the site as their own network dealers, they feel that often buy the same shop with a store of people not a lot of, in their eyes, the group purchase site is the source of fresh faces, the accumulation of old customers is less, the profit is very thin ... and the benefits of group buying are far less good than they had imagined-using one or several low-cost packages to attract customers, and then constantly accumulate old customer consumption.

5, closed-loop mode has its unique, but not absolute

Why I do not want to bypass the group buying site directly to the shop prices to store consumption? actually very simple.

First of all, some group purchase site consumption of 200 yuan after the comments can be returned to the present 1 yuan, such as handle nets;

Second, some group buying sites often do some play games to get coupons probability of a great chance to win, such as Baidu Group buy;

Finally, these group purchase sites are doing everything possible to use a variety of concessions to consumers here to spend.

Based on the above three reasons, I can often use less than the price of the shop to enjoy the fun of food, this is the key.

Another point is that if the author to the store direct consumption, have to give cash, because there are many catering industry in Guangzhou to carry out consumption to a certain amount of more than can swipe card, for the author such a credit card, the use of cash is undoubtedly a very painful thing, after all, they are used to return the number of cards.

Therefore, the closed-loop model has its reasons for existence, because from the consumer's point of view, the Web site in the consumer can enjoy a variety of concessions from time to time, but also more convenient. For the website platform, after closed loop, not only can obtain consumer's consumer information, in order to better control the situation of the offline merchants, and if the data accumulated to a certain extent, you can dig consumer behavior habits, in order to better consumer guidance. But for offline businesses, what are the benefits of this closed-loop model? The author keenness, still can't think out at present.

6, closed-loop mode and offline business conflict

At present, in the field of O2O platform, the closed-loop mode to do the most outstanding or group purchase site, from the offline business information release, to the online customer's drainage, whether it is consumer browsing information or consumer payments, and so on, group buying sites have all the links done in place, The relationship between the consumer and the offline merchant is that you come to my place to eat or pick up the goods and then dour well bye!

For the group purchase website, the consumer's personal information, consumer behavior data and even paid funds are stored on the platform in the form of data, the site firmly grasp the important information of these consumers, the right to speak is not small also, for offline businesses, although at the beginning they think group buying site is only their own network channel business, In fact, this pattern has changed, because group buying is gradually changing people's consumption behavior, especially with the continuous development of mobile Internet, let this pattern changes faster and faster.

According to the author understand, now more and more consumers even want to go to their favorite businesses, more willing to buy the way to spend. So this closed-loop model allows the group to participate in the purchase of the offline business, in particular, those who do not have too much strength of the business, can be said to be miserable, on the one hand, the site fully mastered the online customers all the resources, on the other hand, they can own the offline resources are running to the Internet to find concessions, the most painful is, Group buying platform to ensure that their profits continue to squeeze the benefit of the offline business.

7, the construction of a three-party benefit of the O2O platform to enlarge the market

Perhaps we would prefer to see a pattern of win-lose development, for example, 2004 Taobao appeared, until today, so that those who can persist in the waves in many years to adhere to the business to obtain a very good growth opportunities, from a small shop to have a substantial store of large electric business enterprises, the need for mutual trust between the site and merchants, Common development.

The large number of offline businesses that O2O mode can touch is far more than the total number of all the electric-business companies that are now combined, so the model will be very bright once it is launched successfully. Therefore, if we can find a way to let users, offline businesses, O2O platform can benefit from the three methods, so that more offline businesses can embrace the network to earn profits, memorable network marketing for their benefits, and let the leader of the O2O platform with the common progress, Then there must be a broader market.

Therefore, I think that our vision can be put in the long term? Rather than the pursuit of the perfect O2O closed-loop mode, it is better to make the cake bigger! Don't let the offline merchant feel that the O2O platform is useless or even counterproductive to chasing profits. After all, we need to keep reminding ourselves that O2O mode and the biggest difference between the business, is that these offline businesses do not participate in the site specific operations above, once the offline business feel from the O2O model here to make a reasonable profit and give up the network channels, or their own direct construction site channels, then the O2O mode will be changed to the business-to-business.

So, how to the website platform how to O2O the market of this piece of cake to big? The author thinks, perhaps we can learn from Taobao's operation experience there to absorb nutrition?

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