O2O and the impact of the electric dealers on the traditional chain enterprises is a gradual development process

O2O and the impact of the electric dealers on the traditional chain enterprises is a gradual development process. The first wave of the impact is the sale of standardized products under the chain of enterprises, especially the shelf life is relatively long, easy distribution, relatively fierce competition, homogeneity of more serious popular products, the impact is relatively large.

The second wave is likely to hit a chain of companies that serve offline. Strictly speaking, these companies have not been hit very much at this stage. But the shock will come sooner or later, and it will grow bigger.

Although under the line chain Service Enterprise still has the development opportunity, but from the service flow, the marketing way and so on positively embraces the mobile internet is the inevitable trend. Since the end of the year, the majority of the time spent on the mobile phone, they determine the direction of the future development of the market.

At present, traditional offline chain enterprises to O2O transformation to pay attention to the following points:

First, the team should have the ability to learn quickly. Some team members cannot keep up with the process of industry development and can only be eliminated. Some teams want to bring in some fresh blood, learn from young people, or dig up people with internet experience to improve the efficiency of the whole system.

Second, the organizational structure to be more mobile internet, more flat. Consumer demand in the mobile internet age is changing, and first they can't wait to be faster, and secondly they will change more. We should adjust the organization of consumer's consumption habits, form the rapid reaction ability to consumers, and quickly meet the needs of consumers. In addition, the changes in service flow brought about by the O2O model also lead to changes in the organizational structure. In the past, the general manager just offline distribution, delivery, open shop, and now also pay attention to the online section. Perhaps more is the shop chief, the shop assistant faces the consumer. Now consumers will first through the micro-letter service Team booking service, feedback information, micro-trust service team to become the first channel of communication with consumers.

Third, reasonable distribution, do not pour too much on the online resources. Many chain Enterprise boss was frightened by O2O, felt that there is no line, the line can not do, so excessively elevated the status of the online part. For example, some enterprises hastily introduced 85 managers, directly after 85 to do the whole group of general manager, or too much to allocate resources to the line, this is not sensible.

To the enterprise's own service flow, business model and resource situation to determine the line of resources allocation. Different industries, the specific way of O2O. Many of the business characteristics of the chain decided to be the main line, supplemented by the line, it is necessary to do reasonable resource tilt.

Four, the site changes. In the O2O mode, the chain enterprises ' dependence on the prime location is not so strong. Traditional offline chain, location is very important. The location of the store determines the flow of business, generally speaking at intersections or good commercial areas, business will be better. Perhaps the service difference is not very big, the difference lies in whose position is better. And the way the O2O to capture customers changed, no longer rely solely on natural passenger flow, but can be from the line to the line under the diversion. This is not so high on the line position requirements. Some chain brands move the shop from the first floor of the rent to the above office, the rent will be cheaper.