Nine ask O2O (four): is the flow of O2O model really worthless?

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Talk about the word flow, webmaster Most have regrets, a few years ago also can rely on massive PV hanging some alliance advertising can monthly income tens of thousands, but the arrival of mobile internet to make the site profit into a dilemma, simply rely on the amount of money to profit thinking obviously does not apply now, open mobile phone is a variety of Who will use the browser to visit your website again? The advent of intelligent terminals so that people who would not have access to the Internet can easily access the Internet, the mobile Internet users to use a large increase, forcing bat and other internet giants including all businesses are uniformly exerting the mobile internet, and when the O2O mode because of the increasingly hot mobile interconnection, But there is a voice saying that the flow of the O2O era has depreciated, is it really so?

This is the fourth article in this series, the first three articles respectively wrote O2O closed loop, entrance and form, originally this article is to write to pay, in view of the recent industry people generally O2O times of the flow of the song, the author also in this article to talk about the relationship between flow and O2O, that is, the flow of O2O model is still valuable, their own words, The improper place also looks to pat the brick.

Try to define the flow as a whole

Internet companies will have a team dedicated to engage in traffic, or to work with people or their own activities to optimize, in short, the internet is no traffic is not, especially by the amount of advertising to attract the profit platform. Offline enterprises also need traffic, why shopping malls will choose in the community gathered place? Why does the mall have endless activities? Why do mall ads do big screens and buses? But also for more to go into the mall, these ads attracted to the majority of people are consumers and potential consumers.

I have said that the Internet is a copy of all the lines under the line, this sentence is not false, because you can see the line needs of the passenger line also need UV, line under the activities of the promotional line need to drainage, since the birth of the traffic has been a considerable emphasis on the index. So what is traffic? In business terms, traffic is the people who can produce consumer behavior, but not everyone in this crowd can consume, so there will be the difference between UV and PV on line.

We can see that in the above the author explained that the flow is not differentiated line and line, but the overall flow under a definition, so the flow should not be divided into line and line, traffic in the previous version is always in Split, now because of O2O this pattern again confused. The flow of O2O is not a simple line or an inflow or outflow of line flow, but the line under the lines of traffic, in addition to line flow and online flow of these two, but also wired and online between the third interactive flow, you can drain each other to form a cycle, which is the so-called closed-loop business.

Why sing the flow of the O2O era?

The mobile internet era is becoming more and more diffuse. The reason for the decline in O2O mode of traffic is because in the mobile Internet environment traffic is no longer searched, social, communication and other access control, traffic is due to the rise of a variety of mobile applications become more and more dispersed, a dozens of millions of users can create a O2O environment, of course, there are tens of millions of users over billions of super use, These applications are to the traditional large cluster of traffic decomposition, this determines that the mobile internet will not have more than 10 billions of of large traffic generated, and secondly, users will choose multiple applications to adapt to their needs, which is not every application has a fixed flow; Moreover, the internet age itself is a time of fragmentation, It can also be said that a flow of debris in the era, this case could not produce large flow.

We can also try to analyze traffic from the perspective of business models. O2O This pattern comes with the rise of mobile internet, in this model, we can still see the shadow of a consumer-to-consumer or a customer, such as a business through its own platform or a third-party platform to send customers the preferential information, such as micro-letter on individual product sales, of course, can also see the form of C2B, such as the public. So the O2O model is a model of the electric quotient, a variety of electrical business model can not be separated from the flow, O2O also inseparable from the volume, but the flow of O2O required more accurate, or O2O closed loop let flow variability, rather than the PC era of directional flow, the characteristics of this flow is not like surging River general, It is not a gurgling stream.

Is traffic really worthless to O2O?

According to the current people's understanding of O2O, whether it is the line of drainage to the offline or offline drainage to the line, this flow does not have much meaning, because these traffic is only a number of existence, the actual case shows O2O performance and traffic is not too much relationship, which makes people have to consider the value of traffic to O2O.

We say that the current form of O2O is basically low-cost drainage, that is, through discounted prices to attract people to place orders, so into the store consumption. This is the offline and online promotional methods commonly used, from the marketing aspect, the low price does bring the flow, but the important is not the flow itself, but this flow brings the marginal consumption level two times consumption. Without this so-called "low-cost drainage" there will be no later chain reaction, this is similar to the logic of free, no traffic is certainly not, but the flow is not fundamental, the value lies in more humane service charges.

So, for the relationship between low price and flow rate, only low price can attract traffic? In theory, but not all. To know that a lot of consumers do not care about the price, they are mainly impressed by the brand connotation, these are certain brands of fixed consumer groups, for this part of the people to buy or other O2O mode is nothing but a description and positioning, where can buy authentic is their concern, This is the role of the O2O model based on lbs.

For group buying in O2O mode, merchants on the one hand is for advertising, this is the Internet marketing itself to determine the media attributes; On the other hand, the author believes that even if the cost of buying a business is not stupid enough to let their own loss, you must have seen some places, "2 Yuan supermarket", ask these supermarkets will run at a loss? In fact, this is like "electric business War" in the exposure of some businesses to hit the price even higher than the usual prices.

The previous article also mentioned, in fact, O2O there is another similar c2b flow, that is, businesses do not have to have to O2O mode to sell things, but also through the O2O model to engage in the C2B task, this is known as the reverse O2O model of the financial field in pursuit of the object, Also become a start-up team, especially the first choice of intelligent hardware projects, some time ago, I saw someone through the public raising the way to a book for themselves, although this is inseparable from strong social relations, but is a O2O field of a successful case, but also the value of O2O flow.

Regardless of whether the flow is valuable for the O2O mode, and regardless of whether the O2O model will not be derived from the flow-free mode, it is beyond reproach that the essence of the businessman is the profit, and the essence of business is profitability, the best business model, although standing in the "service consumers" angle, but also the most easily profitable, Therefore, the study of O2O business model, when there are many people.

I am Wang Jiwei, jiwei1122, micro-credit Mcjave, Sina Weibo @ Wang Jiwei-Welcome to Add.