O2O is a concept, not a pattern.

"O2O that online to Offline, also will be offline business opportunities and the Internet together, let the Internet become the front line trading." This line of services can be used to line up showmanship, consumers can use the line to filter services, there are transactions can be online settlement, quickly reached the scale. The most important feature of the model is: the promotion effect can be checked, each transaction can be tracked.

For O2O business companies, it is important to facilitate the measurement of performance, which is one of the purposes of O2O business. Traditional business uses things like cookies and pixels to track changes. Zappos can determine ROI for online marketing (ROI) because each completed order has "tracking code" on the confirmation page. Offline business does not have that advantage. But O2O makes it simple because transactions happen online, and the same tools can now be used in the offline world, just through middlemen, such as OpenTable or Spafinder. This model is much more profitable and easier to scale than selling ads to local businesses, thanks to the ability to pay through online middlemen.

The key to O2O business is to find consumers on the internet and then bring them to the real store. It is the payment model and create a combination of passenger traffic for shopkeepers (for consumers, is also a "discovery" mechanism), to achieve offline purchase. It is measurable in nature because each transaction (or reservation) occurs online. This is significantly different from the catalog model because payments help quantify performance and complete transactions.

The difference between O2O and Consumer-to-consumer: The consumer, Consumer-to-consumer, online payment, the purchase of goods will be stuffed into the box through the logistics company to your hands. O2O and buy the difference: O2O is online mall, group buying is a low discount temporary promotions. ”

According to Baidu Encyclopedia explanation, O2O for the merchant is indeed a good model, but the question is it can meet the needs of users, because the end of the need to pay the user rather than the so-called "O2O" mode.

What benefits can O2O for the user? Users get promotional information through O2O? Merchandise discount? Is there anything else? If this is the case, why do users have to pay online? Just for the sake of the picture so a little discount, to the user meaningless! To the user is a kind of constraint, because you discount less than group buys, and coupons similar to, and group purchase the same service without any protection, users have to pay first. So the user is not really as direct download a coupon to spend, at least the user is paid, more or less a bargaining chip.

So what is the benefit of O2O to users? That is why users are willing to pay online first and then go offline consumption, He Yi that the user is not for online transactions and a little discount, more importantly, it can meet the needs of users outside the demand, such as trading security, integrity protection and other value, because O2O is a word-of-mouth platform, in this network era, Business Word-of-mouth decision to purchase the case, through O2O purchase can enhance the consumption of security and protection factor (if the O2O platform dares to defy the user's right to comment, the occurrence of the deletion of comments and other acts, will have serious consequences).

Here, the O2O platform is mainly the referee role, acts as the guarantor between the merchant and the user, the merchant sells the product or the service on the platform, the user buys in the platform, then goes to the offline consumption, then appraises. Businesses need to do is to provide good products and services, users to give real evaluation, have more power of speech.

He Yi that O2O is just a concept, not a pattern. O2O is a new, trendy, and a future trend. It gives us infinite imagination space, let we can go to play, to create. O2O is not a model, because the model can be a methodology, a theory that guides us through the task.

O2O, online payment, offline consumption mode, in fact, another form of E-commerce, O2O did not create a new model, it is still the field of E-commerce. So he's just a concept, not a pattern.

He Yi that the future development of O2O more suitable for vertical businesses, those who can not be delivered through the delivery of tangible products to use E-commerce, such as catering, leisure, fitness, education, O2O can take the mode of social E-commerce, through with lbs, group buying and so on, take the vertical platform model, form a mobile internet era of Word-of-mouth media + vertical social power platform.