Marketing perspective: O2O shopping model to make urban consumption more active

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Recently I read a South du weekly to Wanda Group Mr. Wang a character interview, although the vast majority of the content has been forgotten 7788, but remember Mr. Wang said that "many O2O cases are not really successful cases, most of them are just a shopping guide mode ..."

It is true that what Mr. Wang said is not unreasonable, now a lot of O2O business model is really just playing a shopping guide role, at best the offline business of a network agent, but if this shopping model can bring consumer convenience for the offline business to bring new profit growth point, so it is not a successful marketing case? ?

Perhaps Mr. Wang is not optimistic about this type of shopping O2O mode is for their Wanda Electric quotient O2O mode propaganda to do it, but in addition to some of China's larger cities, there are many three or four-line cities are no Wanda Plaza stationed. Even if you are fortunate enough to win the City of Wanda Group, there is a chance to build Wanda Plaza in a corner of the city, but can this Wanda Plaza radiate the entire town's offline businesses?

The emergence of O2O mode, not for those who are very powerful offline businesses to bring online opportunities to make money, but to let more not much strength, but still have a good operating prospects of the offline businesses a lucrative opportunity.

One, O2O Shopping guide mode can let more good business by consumers know and understand

In Canton this gourmet city, there are many traditional old business area is not large, they do not expand the market share of ambition, but have to do the wish of the Hundred-year-old shop. "Honest business" is their mantra, based on this mentality, let these old brands have a lot of loyal customers. One of the most classic examples is the construction of three roads in Guangzhou, there is a stall selling cattle miscellaneous businesses, every day only to do a few hours of business, 10 yuan a box to sell the end, even so many people want to buy his home cattle miscellaneous. But for the quality of the product, sell the cattle miscellaneous uncle firmly carry out selling not sell business policy, so persisted for 30 years. In fact, in Guangzhou, such as cattle miscellaneous uncle such a lot of businesses, they are more willing to earn their own money, but also have the mentality of evergreen, however, O2O shopping style can let them be more consumers understand and understand.

Second, the O2O of the nearest consumption model can become a bridge between consumers and merchants

O2O In addition to let us know what our city has to eat and drink useful information, there is another advantage is that we can spend near.

1, group purchase

I know a lot of people have this consumption habits, once they decide not to go home to dinner, will use a computer or mobile phone to browse the site, to see their own near what cheap restaurants, if found appropriate immediately buy coupons, and then go there to solve the food problem. Despite the growing number of group purchase site closures, but more people like to buy, there is no doubt that group buying is changing the habits of some people, because group buying is constantly becoming a bridge between consumers and businesses.

2. Booking

When the author into Amoy K network work, and gradually found that booking this consumption pattern is quite in line with the consumption habits of some people. The emergence of booking mode, in the final analysis, because some industries are very fastidious about time, such as KTV business, they have different prices at different times, such as day is the most unpopular time of day, and some businesses even open in the afternoon. However, KTV often to the 5 o'clock in the afternoon, the popularity will gradually erupt, to the evening 8 o'clock is the most popular, this time if the consumer did not advance booking KTV box, it is very easy to appear without room embarrassing situation, so booking this consumption pattern has the existence of space.

By booking in advance, let those who like to sing K and party to have a free KTV box opportunities, but also can enjoy a certain discount (such as member prices), so the subscription consumption model since the emergence of the market has grown, and even gradually erode the share of the group buying market.

In fact, booking consumption is usually the nearest consumption, consumers from the site to browse the vicinity of what fun the volume of KTV, and then through the box decoration, buffet sumptuous degree, can enjoy the discount and other users of the comments and other information to classify the comparison, choose their favorite KTV merchants, Then make a phone call for the box booking, and then by virtue of the booking number to the KTV reception room consumption.

Because the booking of this type of proximity is a shopping guide mode, it can give consumers a certain convenience, but also for KTV businesses from the Internet to bring new profit growth point, so it is to connect consumers and businesses between the bridge.

Third, O2O shopping model to make urban consumption more active

If you want a consumer to thoroughly understand their city all beer and skittles information, it's an incredible thing, but through the web, we can easily search and filter information, and when we get some useful information by comparing it, we can learn what the best products or services are. It can then lead to a transaction.

Some people think that O2O must realize electronic payment, and form a closed loop, so as to calculate the successful mode. So if we find a business through the network, found that the product is very suitable for their own, decided to buy when the bank card did not have money, then we choose to give up this product, or directly to the cash business? In fact, the answer to the question is very simple. The benefits of electronic payment, convenient consumer consumption, and it can make the flow of cash clearer, we can learn more data, but in any case, to facilitate the transaction is the ultimate means of all marketing models, therefore, electronic payment is only a means of trading, it does not occupy absolute status.

Some people ask if it is O2O to buy a dozen beers from a community convenience store through a community website and then pick up the goods. Although this seems to be the fundamental consumer, in fact this is the total O2O consumption pattern, after all, the concept of O2O is developed from the customer, but it is more urbanized, Community-specific characteristics of e-commerce.

Admittedly, many O2O cases are actually just a kind of shopping guide mode of development, but O2O is the basic online to Offline, it through discounts, provide information, service booking mode to the offline business products and services information through the network to the consumers interested in the hands, Then become a bridge between consumers and businesses, so that they can reach a deal with each other, so this is the Wanda Group Wang's view of the shopping model can be quickly recognized and accepted by many people, but also has its own foundation.

In fact, the O2O mode of Wanda Electric business will be developed to what extent, we still need to wait and see, but the current comparison of the traditional O2O shopping guide mode, has been subjected to a lot of tests have been recognized by many people, after all, this model makes urban consumption more active.