O2O burst, and the opportunity of local portals came

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The emergence of micro-letters involves many new industrial chains, and there is no more than this year's network of O2O (online to Offline, that is, let the Internet become the front line of trading), another analysis points out that in the next three years, the O2O field will be more than hundreds of billions of dollars market size temptation, Life service sites are looking for breakthroughs.

To have the community, media and E-commerce, the triple attribute of the local portal community website, if said before the center of gravity in the community and media functions in the cultivation of the rise of E-commerce is to do "internal strength", then in the O2O business opportunities frequently burst today, when the external conditions are increasingly mature, The local portal community website, with its local roots, has found a way to commercialization in a O2O manner to the understanding, coverage and influence of local businesses. For the local community website, O2O is bursting with a shout, do you dare to say yes?

O2O mode, love where

O2O future development will blur the boundaries of line no longer in line with the previous unilateral online or offline consumption to make a clear difference, the development of O2O will be to provide consumers with cross-border seamless, better experience of services; This means that the integration of retail services, that is, internet practitioners, Life service providers will use O2O mode to achieve services, which online on this O (on-line) will involve different digital terminals: mobile phones, television, pc,pad, vending machines and so on specific occasions.

And on the practical level, the craziest O2O apps will explode in this year's double-xi., but is it really useful for users? The O2O forms of each site are not the same, how users can distinguish between different consumption patterns. O2O more emphasis on service consumption (including catering, film, Beauty, SPA, tourism, fitness, car rental, rental and other services, the user fragmentation time for integrated management, to provide a more convenient way of consumption, such as at the bus stop at a h&m clothing information, think OK Scan micro-letter two-dimensional code , fill in the relevant information and pay, simple to complete the purchase. The user's fragmentation time is sorted out, shopping is everywhere, do not need to surf the internet repeatedly contrast. However, in a variety of O2O service consumption, of which the catering category O2O for the first attempt of an industry, but will not happen similar to the symptoms of group buying industry, we all go to the fire pit to pick, you can jump?

Unity is strength, but it is not to be taken together.

Back to the previous group buying industry, as a result of group buying profit model is simple, not too big threshold, hundreds of dollars of the program can easily produce a group purchase site out, crazy follow-up imitation throughout the country, many local community sites are involved, fully interpreted the "unity is the strength" this great revolutionary thought. The peak of the time of domestic group purchase site more than 5,000, each group to buy the site of the surprising strokes, in the market, the capital market is also seize this opportunity, crazy investment, further aggravated the group buying market crazy development. However, the madness of the advance and the development of the group, but left behind the development of profound drawbacks.

This form of group buying attracts customers to pay for cheap consumption, so "can you get the same service at a lower price?" The same 200-dollar package, others spend 99 yuan to get, how? The nature of such practices directly damage the interests of the normal consumers, and group purchase once the user has lost the price advantage, it will be difficult to retain them, after all, group buying site thousands, one can not continue to change! In addition, in the back development, Group buying industry presents a Red sea, in order to maintain its own site advantages, the purchase site and the business signed between the terms of service are not the same, users in different group buying sites will get the same service, "Why do you have a two-person package with me a ham?" This will lead to the loss of some users, into a vicious circle constantly repeated, after the test of time survived only so few. Compared to foreign group purchase site development trajectory is more stable, more is to provide users with a convenient way of consumption rather than through the price war to attract users, has been emphasizing grounding gas at the same time also need to take into account the interests of most users are not harmed.

Domestic food and beverage O2O also began to show such a situation, the current stage of catering O2O market is almost entirely driven by online Internet companies, the line of catering businesses are mostly passively accepted. Many of the O2O mode banner companies springing up, constantly wandering in the line between the merchants to promote their business. Although the O2O model is good, but also need to have the industry rules to constrain, the site combined with the existing resources in accordance with their own needs to choose, blindly follow the bandwagon will only outweigh the gains. Otherwise, such as the enthusiastic outbreak of group buying, silent death, injured is to support your users.

Based on lbs service, O2O value is interacting with diversity

It is generally believed that the key of O2O is to construct the consumption closed-loop, and realize the value of the O2O platform by realizing the construction of the consumption closed-loop and realizing the precision of the data accumulation and marketing. Like other websites, the profit of the community website mainly comes from the derivative products of advertisement and advertisement, such as the traditional page ad bit and the text link. For the combination of O2O mode, the local community website can play more imagination space.

The advantage of local community website is that the cost of online and offline combination is lower, the degree of interaction is higher, the cost of precision marketing is lower, and the effect is relatively obvious, this is the most direct embodiment of vertical service advantage. It does not need its own initiative to mining user needs, due to the nature of the forum, users will spontaneously express their own demands. Local community website users include many types of users, users need to post from the community website, the content of the replies can be judged. Based on the analysis of User Content data collection, the site to do is to find the needs of the integration, through the different types of offline merchants to discuss cooperation, and merchants to achieve matching.

Although the group buying mode has suffered many people's criticism, however, with the help of the O2O model, local community websites can spread the online marketing activities around the topic and application, through the network to promote the on-line consumers gathered, and through lbs (location-based services) to find the corresponding business, in the real store to pay on-line, Purchase the goods and services under the line. However, for other limited financial and human constraints, it can be through the Kangaroo shop platform docking network of data, combined with their own site users need to mainstream group purchase site or other sites of specialty products to screen, the local characteristics of the label products to match, and support the synchronization of updated commodity information, Create a local specialty light shop.

In addition, with the combination of site purchase, more is to achieve and offline business diversification of the interaction, forming a unique industrial chain. For example, by O2O, local community Web sites can be used to advance people who need to buy a car, through preheating activities will these people's information, and then with this information to and business docking, will they guide to the offline entity shop to understand the relevant information about the car, such as model, style, finally on the day of the formation of the purchase. And can be purchased after the derivative needs of the development, and other auto parts business, auto insurance companies and other businesses docking, leading two of consumption, forming a good O2O industry chain, to provide users with convenient and increase the revenue of the website. For the site, through the development of user needs, the next is the follow-up of the interactive and after-sale services, but in fact this is the greatest value.

Author: Benli, welcome attention to my micro-letter: yeyuanxinzhizhu_1217