O2O how to retain users?

Alipay Wireless Division general manager Liu Lejun recently at a business meeting, specifically set out Alipay O2O strategy and planning. This is the first Alipay wireless external system elaborated O2O strategy. In Liu Lejun's opinion, the O2O of a platform needs to be truly divided into four steps. He disclosed that in the future Alipay Wallet will provide merchants with a complete set of O2O solutions through card coupons, free wifi and QR codes.

The following is Liu Lejun speech Record:

In the past few months, Alipay has prepared some good O2O toys for everyone. Let me also tell you about O2O that I understand.

First online to offline switching process is a very fast process, we can see the phone in my hand, I now lit the phone screen, looking at the phone, which is online, down is offline. Switching online and offline is a very fast process. In fact, people are already online for 24 hours. Online and offline are not particularly important to users, so O2O is now just a symbol.

Whether it is online or offline, the user's thinking is the core idea of ​​O2O. In traditional enterprises, it is easy for people to confuse "market share" and "user share", and the scale effect that market share can bring is the driving force for the development of the past enterprises. But this thing is not a concept in the Internet industry, we need to quickly capture the user's needs within a short period of time.

How to increase user share? We summed up the four steps to operate a user.

The first step to find users

The concept of discovering users defined here is the way you first need to have a user's reach. The traditional way for the industry to reach users is SMS or email, but this is outdated. Users think this is harassment. We think the idea behind the discovery of users is that you need to have a user ID.

The traditional offline industry, if access to Alipay, the user pays when the behavior of all transactions and the behavior of the order will be associated with his Alipay account, that is, we say the user ID, you can think of him as the Internet An ID card. With such an ID card, your users either online or offline, in other communities or in your own APP, or in the Alipay service window such tools inside the ID system to get through to achieve understanding of the user The most basic work, this is Alipay has a strong foundation.

The second point is continuous interaction with the user

After we have identified the user's data, we have to communicate and interact with him. In the past the traditional industries and user interaction, I see the most is the promotion. I believe many traditional businesses are accustomed to marketing and communicating with Weibo, WeChat, and the community nowadays. However, this kind of communication lacks users' knowledge because you can not link your enterprise attributes with broader concepts. There is no way To expand business marketing boundaries and business extension. Behind the Alipay wallet will provide a series of continuous interaction with the user's tools to help you solve this problem.

The third step is to further develop high-end member users

O2O this industry, also follow twenty-eight law, 20% of high-end users contributed 80% of the profits, this part of the people we need to focus on mining and grasp. We have prepared for you five tools, Wifi, two-dimensional code, card coupons, service windows, mobile payments. For example, when a user to the store, we will prompt him to have a free WiFi here, you are authorized by Alipay wallet, you can log in to use a key. After landing, he will pay attention to your service window, you can give some information to the user, and some of his information will also be entered into your CRM system.

Card coupons are also a good tool, and people in traditional industries certainly have such a tangle with my new user in the end. Alipay wallet in the future there will be a card coupon center in the card center inside, you can issue your own coupons, Alipay will analyze the user data, these coupons accurately to recommend to users in need, the user if you buy He will also pay attention to your service window, it will become your new member.

Many merchants under the line are small and micro enterprises. The stored-value card is not only a means for maintaining membership but also a very important financial financing channel for him. We will soon launch an electronic membership card (stored value card) Small and micro enterprises to service.

Alipay's service window, he is a bit like a public account number, but different from the public number, behind him is the recommendation of thousands of noodles personal data. In the future, we will share the Alipay accumulated 1,000 users' tags and Ali's 5,000 data tags to all partners and merchants.

The fourth point is based on Alipay's data capabilities to tap the value of members

We have the ability to open data, there will be a large number of reports, including customer segments, we will provide a large number of reporting capabilities to the traditional business, these are just for the Internet company is a basic foundation, without this Internet company There is no way to operate, but this is a good tool for traditional merchants. We are still exploring another thing, in the marketing system, the user's model, the model of the product is a matching relationship, the touch of the product to the user, you need to have a tag or a lot of data, the data is the means of production, Alipay has The establishment of a large number of algorithm models, algorithm model library is also open to partners.

We hope to share data to partners, in exchange for cooperation with partners, we are doing such an experiment with the store, I hope the sharing of data can become the industry standard.

Not all businesses and all businesses can set up a big data department, but Alipay will open up production tools and means of production. We hope that all traditional enterprises and partners, or hiring two or three of them, will be able to use the means of production and production tools we provide to serve their own businesses. This is our vision for the data.