O2O entrepreneurial tide approaching: from one-way transformation to mutual integration

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Tencent Science and Technology ran the August 28 report

This year's Internet conference, heavyweight guests are rare. But an interesting phenomenon is that O2O become a high-frequency word that runs through the General Assembly. The O2O forum is packed with enthusiastic entrepreneurs, and the main forum can occasionally hear guests about O2O.

In the 2010, Alex Rampell first proposed the concept of O2O, but O2O was not popular in the U.S. market. On the contrary is 2011 before and after, by the time group buying market hot, O2O in the Chinese market became a "new economy".

The impact of the internet on the traditional economy and transformation can be pushed forward to 10 years ago or even 15 years of vertical class sites. Automobiles, real estate and other industries at that time experienced the first step of the Internet: simple information display and business marketing needs.

And when the purchase appeared, the online prepaid way through the closed loop, "closed loop" has become a large number of investors and entrepreneurs to pursue high.

As the O2O process continues to accelerate and delve into more subdivision areas, today's O2O form is no longer just marketing, paying so single. The management of commodity information, the improvement of operation efficiency and the analysis of member data have become the driving force of traditional operators ' net.

At the same time, with the participation of these traditional operators, the whole O2O field has deepened the understanding of the offline link, and gradually began to transform from One direction to the other.

O2O infiltration into more segments

From catering, real estate, automobiles, to home economics, laundry, maternal and child leave, education, it seems that the line under all types of industry has become a O2O of experimental plots, O2O in various forms in front of consumers.

With the Internet huge in the flow of the competition has become a foregone conclusion, the improvement of the overall living standards of consumers, as well as the general business to the Internet to accept the degree of improvement, the Internet has entered a new battle, that is, began to find every segment of the industry opportunities, transformation and integration.

From the perspective of Internet companies, the Giants are speeding up the layout of O2O through investment and mergers, and entrepreneurs are struggling to find the next traditional economic pattern.

"Less than a week to receive a few projects on O2O, are embarrassed to say that they are doing investment," Jia Wei, founder of the fund in a recent real estate O2O Congress, has so described the current O2O heat.

Traditional online merchants have also begun to face the trend of the Internet, and the traditional retail giants, represented by Wanda and Yintai, are actively deploying their O2O strategy.

Chen, CEO of Yintai Business Group, said at the Internet conference, "four or five years ago, Yintai faced the impact of the Internet also once want to hide, but later still welcomed the front." Yintai from the deployment of the highest commercial-grade WiFi system, to try to do the Yintai network, with micro-letter, Alipay cooperation, push virtual Membership system, is constantly exploring O2O possible forms.

In addition to the big players, o2o field of entrepreneurs, there are many offline entity operators figure.

Main domestic service aunt came, itself is from the line of the domestic company Jia Le will be transformed. Similar to the "door-to-door delivery, bag charging" to attract users of the Rongchang e bag wash, and its behind the Rongchang laundry itself is a more than 1000 of the traditional business of laundry stores.

O2O, do the landing first.

O2O represents online and offline two links to get through, the final consumption or service experience link still fall under the line.

The role of Internet companies that do not operate offline is more of a diversion and matchmaking business. For example, the public comments, catering and other types of businesses to take the potential customers have the desire to spend. Search rooms in real estate developers, agencies, brokerage firms and buyers of housing tenants, to match each other's needs.

Once, when the Internet platform to develop offline business, more or less have expressed "kill intermediary" meaning. But with the deepening of the transaction, the integration of services, more heard is "intermediary is irreplaceable."

Search House chairman Tianquan face second-hand housing storm, said, "Search room can never do intermediary, or to and for your".

Home in the field of the aunt is also so, because the provision of services concentrated in the child-rearing sister-in-law, month sister-in-law such a high unit price, long cycle of products, the aunt came at the end of 2012 introduced a similar real estate intermediary broker system, through brokers to balance the needs between employers and aunts.

The logic behind this is that in the trading of non-standard products, such as real estate transactions, real consumption decisions and buying links are quite complex and lengthy, in which brokers balance the needs of buyers and sellers and provide additional services, this link is difficult to pass the entire online package.

And more O2O of the field of business start-up team, also began to intervene in the offline link to strengthen the control of the service link. Cleaning services to the main e home clean, through the opening of stores online, the completion of the early Aunt interview audit and later training, this kind of from the pure Internet model slowly into the line of business in the O2O field is not uncommon.

The degree of O2O in different industries differs

The O2O process is still accelerating, with entrepreneurs looking for opportunities under different consumer scenarios.

However, because of the characteristics of the traditional industry and the inconsistency of development degree, different forms of O2O face the difficulty degree, and the pain point to solve is not consistent.

The first is the ability to manage information. Under the Chinese market, there is a general problem of low level of information management in small and medium-sized service businesses. In the catering industry, even today, the level of IT applications in small and medium-sized restaurants is still relatively low.

But there are some exceptions, such as KTV, cinemas, itself have been used to compare the background of cash Management system, online on-line access to the process of access to information and consumer data are relatively easy.

Sing it, CEO Chen (Weibo) said of Tencent technology to the offline KTV business. KTV Internet technology is very good, even can be said to be the best, because the user came to KTV room consumption is not food, but an IT software system-this is our innate genes.

The second is the standardization of services. In different industries, the standardization of services to achieve the degree of ease is also different. Cloud Home Economics CEO Xueshuai said, "When the offline operating place and the consumer place is separate, the service supervision is more difficult to control, the domestic industry is a very typical example."

The operating and consumer experience services of domestic companies are separate in the scene, unlike other service industries such as catering. Therefore, we see different types of domestic O2O entrepreneurs, the standardization of Services as the first task to be solved.

Finally, the industry's own gross margin level. The industries with fixed cost and high interest rates are naturally easier to O2O. For example, in community O2O, laundry may be a relatively better incision.

"The gross profit margin of the laundry industry can reach 80%, and most of the cost belongs to fixed costs such as laundry equipment," said Zhang Rongyao, founder of Rongchang e-bag. Then through the Internet to bring online users, can effectively stall thin laundry industry fixed costs, improve income levels.

The O2O can be used to summarize the patterns that are matched by the wired line, and may also appear in every traditional subdivision industry.

When the internet has gone through the battle stage of traffic and entrance, the infiltration, transformation and integration of traditional economy have become the trend in the process.

For entrepreneurs waiting for opportunities in the O2O field, it doesn't matter what O2O should be, but it's better to understand and adapt to the offline economy.