My O2O attempt to run the supermarket of the urban-rural integration

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What is the true meaning of O2O? is not to say that a business of a product, I can buy from the line, just my home near the merchant also has a storefront, I go out can buy, line online, any choice, this is O2O? But if your product, I do not need, or your store is open in the slums, cannot afford to spend. The so-called O2O is nothing but an armchair. Does that mean that O2O have to get online, now experience payment, such as buying furniture, furniture does need to be so, but not all of the goods need to experience consumption? Especially FMCG industry, whether can not play turn O2O?

So in my opinion, the so-called success of the O2O, not only refers to experience, payment, logistics these links, the important core or two things: demand and emotion.

If the product use value, price, quality and consumer demand to meet, using the O2O model, can break the limits of the operating region to a certain extent, to obtain more consumers, but also to strengthen local consumers. If you can use the O2O model, strengthen the contact with consumers, can be more low-cost to enhance customer stickiness, to obtain more repeat customers. To achieve the above two points, is the value of the O2O model.

Below, I am operating in a city and rural areas of the supermarket case, to explore the meaning of O2O.

Demand

It is not difficult to open a supermarket in the combination of urban and rural areas. For example, the supermarket products to middle and low, mainly to the daily household category, reduce the fresh type, because the fresh class for the supermarket put forward higher requirements, such as logistics, refrigeration, at the same time operating costs are also greater, the category of reduction, reducing the city and rural integration of the supermarket operation difficulty. Now the way to think about it is how to reach the line? There are two extension directions, online access to customers, and access to suppliers. In recent years, I have also contacted some of the requirements of the establishment of independent online mall customers, I often ask them: Why not go Taobao line? Now I understand that these customers are doing department stores under the line of retail. Whether it is Taobao or cat, on the line category are limited, so it is not possible to move all categories to the Internet, you can choose each category to open the shop independently, but the cost will increase, so they want to make another "cat." The result was a nine defeat. This is enough to show that offline supermarkets want to get consumers online, almost impossible. Then choose the second one and get the supplier online. Taobao Bazaar has a large number of sellers, including both manufacturers, but also dealers, but under the cost of Taobao optimization, many even transferred to the line, there is still no market. They are my supermarket suppliers, at present, my supermarket has the general merchandise is from Taobao sellers hand take the goods.

How to meet your needs

I think, at the moment, my act has met at least two requirements. First, to meet the needs of the offline consumer. In all fairness, the current supermarket most products only belong to qualified, do not dare to call high quality. Including some small household electrical appliance products, there are problems such as short service life. But because of the price advantage, and the purchase group is mainly low-income groups of migrant workers, so cheap, mediocre quality products are their most acceptable, I met their needs. Second, to meet the Taobao sellers to find sales channels of demand. Many Taobao sellers are only doing online, not offline. However, my mission, some products more suitable to carry out offline, especially the quality of general products, I provide them with a line of sales channels.

Emotional

With my rough insight: O2O mode cannot but pay attention to the relationship between merchants. For online suppliers, I am a guest. For the consumers of supermarkets, I am a merchant. Dual identity positioning, so I have to manage two aspects of emotion, enhance my relationship with consumers, and I and suppliers. I have mainly taken the following measures and methods.

How to form viscous

Free service for consumers: My supermarket not only offers the sale of merchandise, but also provides additional services, such as mobile phone repair, recharge, electric car recharge, bicycle cheer and so on. And most of these services are free. Supermarkets open at the intersection of three roads, is a lot of migrant workers and factories to commute to the road, many people seem to have a fixed mode of life, such as Chong 10 Yuan phone bill, by the way to buy something.

For suppliers to provide access to the source: many of the supermarket sources are from different Taobao sellers, I am in some product price labels printed two-dimensional code, photographed two-dimensional code into the merchant's shop. Of course not all of the products are marked, mainly small appliances and large value products, will be labeled, such as tobacco and alcohol. This can help Taobao shop sales, due to provide a source of the entrance, I can also receive discounts offered by suppliers to take goods concessions.

I'm not sure that my supermarket business follows the O2O Standard model, but what I can say is: I'm trying.

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