"Internet +" depends on what roots? O2O is also

O2o

2015 is destined to become the "public entrepreneurship, innovation" year one. Spring Festival, the annual hot Word will be repeated, from the entertainment industry's "duang" to the media "under the Dome", and then to the scientific and technological community and even the national level of "Internet +."

Of course, the hottest non-"internet +". On the morning of March 5, the Government's work report this year suggested that the government would develop an "internet +" action. At this point, the first by the Analysys International, and by the National People's Congress, Tencent board chairman and CEO of the MA-teng, the words are officially included in the government work report, rising to the national will.

But the "Internet +" is more focused on the strategic level, its landing practice is still inseparable from the "o2o+". "Internet +", namely the Internet and the traditional industry innovation integration, specifically refers to the Internet with its information transparency, reduce transaction costs, promote division of labor to deepen and enhance labor productivity and other features, promote transformation and upgrading of all walks of life. On the practical level, "Internet +" specifically through what mode to roots? The answer is the "o2o+" that prevails in the entrepreneur community.

"' Internet + ': Starting from O2O breakthrough"

"' Internet + ', starting with a breakthrough in O2O. The people's post and telecommunications have evaluated the way. Last August 18, Alipay announced the first maternal and infant health Care hospital in Shanghai to build a mobile medical service platform, the launch of the "Future Hospital" program. The people's Post and Telecommunications report: Internet enterprises and traditional enterprises in the escape from the misunderstanding of O2O understanding, found a new to create "Internet +" business model of the breach.

This myth is that one-sided view of O2O boundary has natural limitations. In fact, in recent years O2O has expanded from the original retail and catering and other localized life services to the entire tertiary industry, the formation of such as internet finance, Internet traffic, Internet medical, Internet education and other new industries, but also to the first and secondary infiltration. August 12, 2014, Sinopec announced that Sinopec coverage of the national gas station convenience store network will be connected with Shun Fong Logistics network, and jointly expand O2O and other emerging businesses. According to the agreement, the two sides will mainly in the O2O business, oil sales, logistics and distribution, cross marketing and other areas to carry out three aspects of business cooperation.

The continuous expansion of the O2O boundary shows that "o2o+" not only has a powerful landing operability, but also a tool for the Internet to transform the traditional industry, namely "Internet +" breakthrough.

On the one hand, the "Internet +" emphasizes the convergence of traditional industries and the Internet, through the Internet's strong organizational efficiency and innovative ability to transform traditional industries, especially manufacturing, will be the internet and with industry, commerce, financial services, such as the overall integration, to achieve innovation-driven.

On the other hand, the traditional industry in the face of "Internet +" tide, the general face to turn the hardware into services, the function into experience, the user into a difficult transformation of fans. "O2o+" for the "Internet +" effective landing provides a way of thinking: by emphasizing user supremacy, offline experience, and online payment, O2O has successfully turned customers into users and fans, and, with the help of a fan economy and online payments, offers the possibility of hardware service through soft and hard integration and the pursuit of the ultimate experience. such as Millet mobile phone is a typical case.

O2O and "o2o+"

About O2O (Online to Offline), the relevant discussion has been many. Generally speaking, O2O refers to the offline business opportunities and the Internet, let the Internet become the front line trading. So, what is "o2o+"? As the name suggests, "o2o+" namely O2O mode and other modes of organic integration, including the Business-to-consumer, C2B, Peer-to-peer and F2C models.

In this paper, two major reasons determine that it is difficult to appear in the practice of pure O2O mode enterprises, but only "o2o+" Mixed Mode enterprises:

First, O2O is more of a line of integrated thinking than a mature business model. A business model is a conceptual tool that includes a set of elements and their relationships to clarify the business logic of a particular entity. It describes the value that a company can provide to its customers and the elements of its internal structure, partner networks, and relational capital to achieve (create, sell, and deliver) this value and generate sustainable earnings. Unlike the customer, C2B, Consumer-to-consumer and Peer-to-peer, O2O does not have a clear target market, marketing positioning, trading structure and other essential elements, only emphasis on line integration, online payment and offline experience and other thinking.

Second, a single pattern is usually not applicable at the practical level. Zhang Ligang, Chairman and CEO of Caritas State group, believes that a single business model is a big risk to the company, especially in China. Take Peer-to-peer as an example, because the domestic credit system is not perfect and the resulting information disclosure, financial supervision, platform responsibility and risk issues, leading to online credit qualification audit risk immaturity, including video certification, check bank bills, identity certification. This also determines that the lending Club as the representative of the net Line loan mode does not apply to the domestic, and the line under the combination of "P2P+O2O" Mixed mode is more practical.

Mixed Mode "O2o+x"

About the Mixed mode "o2o+x", I had a lot of discussion before (see Titanium Media article: "o2o+" mixed mode, the future of the fresh electricity dealers here?) "and" Peer-to-peer +o2o "mixed mode, perhaps is the next Tuyere").

and macro "Internet +" different, "o2o+" more microscopic, more by the vast number of small and medium-sized entrepreneurs favored. Although the mixed mode "O2o+x" is very popular among the entrepreneur groups and has been widely used, it has seldom aroused the widespread concern of the society. With the help of the "Internet +", this paper tries to sum up the mixed mode again, and expects that "o2o+" can be promoted as a basic strategy or a business model:

"O2O+B2C"

Some argue that O2O began in retailing. The transformation of O2O to traditional retailing is not only embodied in its great destructive impact force, but also in the "O2O+B2C" mode of the electric business giants who have invaded the offline retailing. This also explains some people's doubts about O2O, that is, that O2O is a pseudo proposition, because the ultimate goal of retailers is the Pan channel.

With the 2014 Beijing-east, Ali and other power companies listed, the traditional department store retail industry further decline, and increasingly face the infiltration of the former crisis. Early last year, Ali, Jingdong and Tencent and other giants are intensively released O2O strategy, that is, "O2O+B2C" strategy: Liu will be o2o as one of the 2014 most important five things, seeking to work with the offline supermarket convenience store cooperation; Tencent CEO Wu Guangguang frankly PC end traffic has been dying, Tencent will use the micro-letter, through the flow of information and capital flow will be O2O as an ecological to build; Ali also integrates several project teams into O2O, while working closely with the offline Yintai department store. Suning in 2013 on the launch of "Suningyun Taiwan", open the store, finance, it and other resources services, to achieve the Suning entity store platform, E-commerce platform and logistics data, such as the bottom platform open, will be the combination of consumer and O2O innovation, push line online retail seam combination.

"O2o+" also applies to other industries. In the car maintenance and tourism leasing industry, passers-by and passers-by network through with the offline entity store cooperation, using a unified management approach, and constantly groping "o2o+" mixed mode.

"O2O+C2B"

About "o2o+ c2b" mixed mode, I in "o2o+" mixed mode, the future of the fresh electricity business here? "The article is discussed early (the title is edit error, should be" o2o+ c2b ").

Due to the slow development of agricultural electric dealers and the particularity of fresh products, domestic fresh market sits on hundreds of billions of markets, but almost universal losses. Fresh short shelf life, easy to save, user consumption habits diversification, logistics and distribution requirements of strict conditions, so that the fresh market in a short period of time to achieve pure online standardization of large-scale development. In the existing logistics and refrigeration technology, such as the prerequisite conditions, fresh electricity business, and even the entire agricultural product development of the breakthrough can focus on user needs, the innovation direction from B to the C-side, that is, "o2o+ c2b" mixed mode, Representative case has the United States fresh electricity Dealer "Farmigo", the British supermarket Argos, Domestic daily fresh, Campin sinks and so on.

"o2o+ C2B" hybrid mode is suitable for the diversification of user needs, customization, strong offline experience, and in a short period of time can not achieve standardization on the online scale effect, need to use the line under the integration of the industry field. For example, Shang home in the personalized needs of the obvious furniture industry also on the "o2o+ C2B" carried out a fruitful application.

"O2O+P2P"

"O2O+P2P" mixed Mode in my Titanium media published in the "Peer-to-peer +o2o" mixed mode, perhaps the next tuyere is discussed in detail in the article. What needs to be explained is that Peer-to-peer (Peer to Peer), from technical terminology, for point-to-point, peer-to-peer network meaning. In domestic business, Peer-to-peer is not only used in internet finance, but also widely used in car rental, tourism, real estate and many other fields, sometimes by the crown to "Consumer-to-consumer", "crowdsourcing", or even "share economy" terms.

Because of the great difference of social development at home and abroad as well as the imperfect of the domestic credit system, the online Peer-to-peer mode is not suitable for domestic, and "Peer-to-peer +O2O" blending mode is the most practical choice. See the above article for details, no longer repeat here.

"o2o+lbs"

LBS (Location Based Service), namely location-based services, means to obtain the position information of mobile terminal users through the wireless communication network or the external positioning mode of mobile operators, and to provide a value-added service for users with the support of GIS platform. LBS is a combination of mobile communication networks and computer networks, where the two networks interact through gateways and are widely used in entertainment games, tourism, life services and social networking.

LBS not only has natural commonness with O2O, but also brings O2O service into the era of mobile interconnection. LBS coverage and accurate positioning of the characteristics, just make up for the O2O model target market ambiguity, marketing positioning is not accurate and so on. At present, the "o2o+lbs" hybrid model has formed a clear profit model: The platform of advertising, distribution and through the difference to obtain revenue, from the group purchase business to share and with the group purchase site divided into four stable profit paths. In the future, the "o2o+lbs" hybrid model will gradually permeate the social sphere.

In addition, the "o2o+lbs" mixed mode is one of the main differences between Chinese and foreign LBS models. LBS originator Foursquare initial profit mainly through two major channels: commercial advertising revenue and statistical information sales revenue, fully concentrated on the online level. As a world-class platform, although Foursquare accumulated hundreds of millions of information and users, but never to expand and operate offline merchant resources at the strategic center of gravity over; the domestic lbs enterprise and its business is mainly based on the development of O2O and offline business, such as the public comment network, Baidu map, micro-letter and so on.

"O2O+F2C"

F2C (Factory to customer), that is, from the factory to the consumer, refers to the manufacturer directly to consumers, products can be directly from the production line to consumers. As there is no intermediary between the channels, quality assurance at the same time, the price is much cheaper than the same type of products. To repay the consumers, service to consumers. The advantages of quality and price are unmatched by other platforms.

Due to its high quality and broad prospects, F2C model is rapidly popular with internet and online payment. Subject to the development phase, F2C mode manufacturers can not provide and guarantee the perfect user experience, so a short period of time can not completely leave the franchisee and entity stores, while consumers also need to carry out offline experience, and require manufacturers to carry out a series of offline certification, bank credit guarantee, insurance company risk guarantee. This determines the inevitability of the "o2o+f2c" mixed mode in China at present.

Because of service quality and user experience first-class, the current "o2o+f2c" more popular in brand companies, such as Ourile, the Charm clan, the Big Dipper mobile phone network, IKEA, decathlon, Lochaus, ZARA, h&m and so on. It is reported that Obauli and China's major banks in close cooperation to achieve credit guarantee. Tdiam Diamonds provide double protection for diamond purchases.