O2O a lot of them! Is it the emperor's new clothes or the great pioneering?

The current discussion of O2O is in full swing, no time in the year of group buying and lbs. However, after a calm reflection, I found a lot of them! Especially in the industry to make the so-called "O2O closed loop", this is a great pioneering or the emperor's new clothes?

In reflection, I found 3 questions:

Does the question 1:O2O exist?

In the case of the calendar year, the answer is YES! However, with these industry companies, the difference is that the O2O of these merchants is not what card, what coupons, but Word-of-mouth! Do you think that the way the seabed is fished does not contain O2O? Do you think the O2O of the seabed is not closed?

Doubt 2:O2O closed loop system exists?

Weekend to participate in activities, a group of net people said their own experience. He got a discount at a restaurant in Wanda Plaza using Ding Ding's app, which he thinks is a closed loop. This is the legendary closed-loop? Is this brother because of the app to spend or because of consumption and use of apps?—— coupons closed loop is not closed. Midway through the event, another product manager in charge of the project said that UnionPay paid for a really closed-loop solution!—— don't know if you believe it or not, I believe it!

Doubt 3:o2o will be platform?

Because you have mastered the merchant resources, so you O2O, so you will form a platform?—— wishful thinking! My experience tells me that, based on the current O2O, if you want to ground up a platform, absolutely not! Where is the problem?—— need to think about it!

What is the problem? After meditation, I found that there were 3 O2O:

O2O cannot be one: cannot generate traffic.

For example, you go to Wanda Square to see a movie, you prepare to eat a Korean food, so you take out the mobile phone to look at the app. Even if the app is growing fast enough, you can make a reservation with your mobile phone. At this point, is Wanda Plaza to the Korean restaurant brought customers, or this app?

You can say, a lot of people will soon get used to the public comment for food, however, well-known stores are the object of choice, and those who have just opened the name of the store will be used by the so-called O2O system to get people?

O2O can not be the second: can not solve the conversion rate

Just now, the unnamed shop will never solve the problem of people's flow because of the O2O system. What is the reason? The user eats the fame, the choice is because trusts. The conversion rate does not depend on whether or not you are O2O, but on whether you are famous or not. O2O is not the so-called media, how to create the so-called brand? Can not create a brand and how to solve the conversion rate?

O2O can not be the third: can not solve the heads

The consumers ' turn back is fundamentally due to the service experience gained. No one will patronize a 50-dollar coupon to a store that adds a cockroach to the dish? Because you're O2O, because you have a repeat of the so-called closed loop. O2O can't change the basic logic of business, O2O is just a tool!

The people at O2O startups are going to want to swing a brick at me right now! Before the slabs fell, I began to say my conclusion:

1, from lbs to Solomo to O2O, the industry has been a function of a tool mistakenly read as a complete system.

2, O2O is a model rather than a complete set of business model, O2O must be with the flow of media and provide word-of-mouth communication of social media to achieve the so-called closed-loop. On Weibo to see the comments, in the public comment on the shop, you say who has achieved consumer guidance?

3, O2O tool only to solve the consumption line under the transformation node problem, do not feel that this is a platform! If I am a businessman, I will use micro-blog and BBS dissemination, with micro-letter to interact, to O2O tools to guide the order.

If you run a O2O website and your clients ask you for a single quantity, do you really want to pay for the ads? Do you really think Tintin's model is a pure O2O?