O2O How to solve the problem of "last kilometer"

O2O most difficult to solve is the "last kilometer" problem, that is, logistics distribution or for users online door-to-door service. Although O2O has become the mantra of entrepreneurs, but really can be the most fundamental problem-"the last kilometer" to solve not many. Today, the author summarizes 5 kinds of the last kilometer of innovative mode, these enterprises in order to solve the problem of offline, almost resorted to all the means, and no exception is the heavy logistics or heavy resources model, they basically represent the current "last kilometer" solution best mode, nature is also the investment agencies crazy Rob, The service provided to the user is also the most efficient at present.

1. Self-Construction Logistics center study Jing Dong

Suitable type: Fresh O2O, catering O2O

Typical representative: Every family to send hotpot, home food will

Self-built Logistics center model is for goods distribution efficiency, goods personalized customization has very high requirements of O2O enterprises, such as fresh O2O and catering O2O type. Their approach is to put a large number of logistics center costs, at the root of the delivery time to the lowest, and ensure that each delivery of goods are guaranteed quality.

Farm House every family to send hot pot is to build a O2O logistics idle logistics timely distribution of the way to provide the Internet hot pot door-to-door service. Eating hotpot is a dining habit that almost every female user can't stop. Every family sent in Beijing Chaoyang District since the establishment of 14 distribution stations, providing different areas of the multi-center logistics and distribution, and in the user demand, combined with the social idle logistics resources, personnel training, post after delivery. Every family to send the hot pot needs of the dishes, such as mutton, vegetables, spices, etc. after a simple processing, through a multi-center logistics distribution can solve 95% of the logistics problem, users from the order to eat hot pot in the fastest 1-3 hours can be resolved.

Home food will be very alternative to the take-away O2O mode, and the United States to sell, hungry light asset model is different, their heavy logistics is alternative, self-built logistics system, expanded hundreds of people to do distribution. Catering is not like other O2O services, the user's orders are very large, but also more important is the order response capacity and distribution efficiency. Therefore, with the positioning of students and the lower end of the catering and other catering O2O service is different, home food will be positioned in the high-end restaurant, which cost even though the expenditure is slightly higher, but the profit is correspondingly increased.

The way to build a logistics center, will bring O2O entrepreneurs a lot of cost, so the growth also limits too fast expansion, the provision of services, whether in the region or the crowd, will have certain limitations. But this mode of O2O enterprises to provide services from the efficiency, quality is very assured, can win a certain economic base of the people like.

2. Build the distribution station next to the community

Suitable type: Community O2O

Typical representative: Community 001, Shun Fung Hey guest

The Community O2O Service provides the purchase demand of the residents around the community. In the logistics can not cover, or the distribution of high demand for logistics, O2O Enterprises set up a dotted service site, will be sent to the goods here, and then based here, sent to the residents in the vicinity of the hands of the community, even can go to their own.

Community 001 is the whole of Beijing zoned 5 kilometers of the business Circle, the center of each business district set up a community 001 of the site, arranged 10 to 20 distribution personnel. Within 5 kilometres of all the offline business is within the scope of this store. This can achieve its description of the 1-hour distribution effect, the equivalent of their own goods station into the user community, and then distribution.

Shun Fung Hey customer way is offline display virtual goods, online browsing, two-dimensional code scanning and then purchase the form. The store does not display the kind, the product is presented in the form of picture and poster. The advantage of this approach is that the user satisfaction with the purchase of goods will be very high, but the disadvantage is not to solve the problem of direct delivery, and the cost is quite high.

Overall, the Community O2O offline practice has certain limitations, that is, the need to constantly and offline ultra and freight station cooperation, or a lot of stores. O2O is to go to the center of the service, but if the goods in the business super or is their own store again, in fact, logistics cost and efficiency has added a link, is not the real online to Offline. In addition, like the youth dish gentleman, put the line pick-up point near the subway station, users can take the subway to pick up the goods, to some extent, to solve the problem of high logistics costs, but also partially solve the distribution problem, but still do not fundamentally solve the ultimate goal of door-to-door, and continue to work with the offline store, there is still a logistics transfer station exists, In addition to the distribution of inevitable mistakes in the problem, distribution efficiency also played a certain discount.

3. Professionals to provide on-site services

Suitable type: Home Economics O2O, American industry O2O

Typical representative: Aunt Help, Beaver Home

Domestic O2O and the United States O2O solve the problem is lazy people clean the room, beauty and so on things. But the question of why a house doesn't sweep the world is a contradiction between supply and demand. Users find a good housekeeping service, or a nail artist, the cost of time is very large, and domestic service, nail teacher, such as the frequency of orders are also unstable, so if you can have a certain professional skills of the resources to master, to provide users who need services, both sides of the problem are resolved.

Aunt and Beaver Home heavy O2O mode, is signed a lot of aunts and nail division, give them wages, and after professional and rigorous training, on the platform to provide door-to-door service content. In addition, Aunt Help also set up the aunt's database, Aunt's age, good skills, as well as a single status, evaluation and other detailed data are available to users to view, by the user choice. Through the user evaluation system and return visit system to protect and improve the quality of users.

The advantage is that users and service groups have access to the services and stable sources of the economy, but for O2O Enterprises, the heavy resources brought about by a substantial increase in costs, especially the beaver home, carving ye willful said also to burn off 500 million, is clearly not an entrepreneur should have the mentality and sustainable development model.

4. Integrated logistics idle resources to provide fast service

Suitable type: Fresh O2O

Typical representative: Love fresh bee, every family send hotpot

Fresh O2O Logistics and distribution can be said to be O2O enterprises face the most headaches. If delivery is less than, the user's return rate will be quite high, satisfaction drops very fast, fresh food is very poor freshness, loss will be very large. In addition, the high standard of logistics, and will bring about the cost of improvement, therefore, logistics efficiency and transport costs this contradiction can not be resolved, fresh O2O enterprises will die undoubtedly.

The front said each family sends the hot pot distribution custom The hot pot service, since constructs the logistics solves 95% the distribution demand, but still has about 5% people in oneself request time not to obtain the timely distribution, this is the fresh O2O all faces one big problem. Every family to send hotpot solution is, use the community or courier to work or rest time, extra pay delivery, express or community shopkeepers hope to earn more money, every family send and users want to send hot pot to the destination as soon as possible, so suppliers, logistics and consumer demand are guaranteed.

Love the practice of fresh bees are similar to ensure delivery within 1 hours, is to play the resources of idle logistics, will reduce costs. Love Fresh bees use idle resources (canteen shopkeeper), the formation of the last kilometer distribution capacity. Love the Fresh Bee "fresh Bee" (delivery) is basically the residential and office area surrounding the shop owner. This crowd is characterized by more leisure time, at the same time close to the user. In the background, the order is distributed to the shop owner nearest to the user, and the last part of the distribution is completed by the shopkeeper. According to the current actual experience, the ideal distribution speed can reach within 30 minutes.

and self-built logistics encountered problems, although not the same, but this use of idle resources for distribution, the same will encounter growing pains. Self-built logistics system is to hinder the rapid growth of O2O enterprises, and the use of idle resources is limited distribution demand is relatively small, if the volume of large orders, will still encounter users in the time of want to get the goods appear.

5. Provide service on line for line

Suitable type: Medical O2O

Typical representative: Clove Garden doctor, registered net

Medical O2O over the past year to receive the collective favor of the Giants, Tencent has invested heavily in the Clove Garden and registered network. One of the medical O2O is to solve the problems of patients and registration, the traditional line is too heinous, in addition because the patient and the doctor information asymmetry, resulting in a lot of patients can not be properly resolved, so the line to understand the doctor information, and then according to their own needs, registration, appointment to become a patient's just need.

Last year, it was rumored that Lilac Garden will open a line clinic, with its 4 million professional members, 2 million coverage to 80% of the country's professional physician advantage, online under the opening of a general out-patient clinics for practising doctors to provide a service platform, so that both doctors and patients in the final online completion of the treatment process

The registration NET is solves the problem which the user cannot hang the expert number. The establishment of "micro-medical platform" will optimize the treatment process, in-depth registration payments and follow-up follow-up and settlement, to achieve registration to diagnosis, treatment and payment of integrated services.

This model is in fact the mobile Internet in a medical solution, to solve the problem of O2O offline, is a lot of tedious, waste of time to repeat the errand children. This approach needs to have a large database base, as well as the basis of professional resources, so entry threshold is higher, the effect of the solution is very good.

O2O is not the business of burning money, whether to B or to C, but certainly not to VC. So the author here feel that these O2O models are recognized by VC, is to solve the offline problem model is very subversive, coupled with the value of personal brand is optimistic. If a lot of O2O Enterprise's practice thus becomes the money to construct the offline mode, after the entry to create the threshold, but can not solve the problem under the user line, is not healthy development. From the long-term O2O development, many O2O models have to find ways to reduce the logistics loss, to make the O2O not just stay in the capital investment phase, but to create a good industrial circulatory system, thoroughly solve the enterprise, the user's demand and supply.