O2O is just a concept for most companies.

The company announced last week that it would officially be listed on the main board of the Hong Kong Stock Exchange on July 8, with ticker symbol 06188. The listing is not special, especially when I look at Di's letter of the prospectus, I found that di O2O business as a focus of the company, the prospectus in the analysis of the company's sales model mentioned that a large part of the sales are mainly through the O2O platform, reasons: 1, The offline channels include 1512 stores in 21 provinces and 4 municipalities in China (including 956 independent stores and 556 franchise stores), a number of wholesale distribution network and 1500 in the operator stores in the office sales point 2, online channels mainly include E-commerce sales platform and other virtual platform, such as the company's own internet platform and the cat, Amazon, shop 1th and other Third-party Internet platforms, other virtual platforms including television sales channels and credit card shop;

Literally understand, Di Tong has very strong offline sales channels, all over the country sales outlets and mobile phone sales network is the core capacity of Di, at the same time in a few electric Shangping Taiwanese businessmen opened the shop, this even if the realization of the O2O?

O2O realizes is the complete line on-line Exchange, is the user experience consistency, the payment, the consumption, the product, the data two-way interchange, this interworking result is the expectation can realize to the user the long-term management, lets the user continue to create the value. This is also a missing point in the prospectus, Di-Tong How to provide users with continuous service, how many users in the Di-letter after the purchase of mobile phone can again give di to create value. I believe that there is almost no, all the shop consumption, should be one-time consumption, no data tracking, let alone O2O.

The only commercial value that traditional business users consume is the consumption itself, and the money the user pays is the whole of the business chase. But in the global data age, all consumption is not one-time, the user's every consumption at the same time, in fact, expressed their consumption preferences, consumption capacity, activity location, payment habits, but also in a fragmented manner submitted their own gender, age, work, current needs and so on. Consumers through the consumption of a constant three-dimensional consumption of their own image. All these data if the long-term tracking, excavation can be clearly pieced together a complete, three-dimensional consumption image. A figurative, digitized, measurable consumption image is more commercially valuable than a single consumption. It not only helps business to provide more targeted services; More importantly, more accurate insight into the potential needs of consumers, know at what time and where consumers can be the type of consumption, or even accurately predict the needs of users, users are not fully determined by the circumstances, to provide more than expected products and services. All these more precise services bring higher service premiums and higher profit margins. It doesn't really matter whether the user is online or offline. To do this is the real O2O.

O2O consumption model requires a few steps: 1, the expansion of the impact of the site to import valuable traffic; 2, guide users to the offline merchants, 3, users online shop to complete the consumption, 4, offline merchant records user consumption data, and the data submitted to the website; 5, the website through the precipitation of user consumption data to achieve user characteristics to determine; 6, Web site for different characteristics of the user groups to provide targeted services; 7, the site will be different characteristics of users again introduced offline merchants to spend ... In this process, the site is a comprehensive management of this role, throughout the only service, hope that users can cycle repeatedly in this ring action, must allow users to meet all aspects of the services provided.

I think it is not important whether O2O is online or offline, it is important that O2O is not the so-called online display and offline experience, but a process that gives consumers complete service, throughout the entire transaction process, even longer. Qualified closed-loop must have a complete service, in order to achieve the completion of the transaction, the user's initiative to share, so as to achieve the fundamental guarantee of continuous transactions. The service here can be either online or offline. Even companies with a wide range of offline resources are more capable of achieving O2O than pure Internet companies.

Offline Enterprise Implementation O2O, there is a most critical place is how the user line of consumer data back to the line. If users only consume online, it is of no value to follow up on continuous tracking and long-term service. For the offline retail channel, the realization O2O is very clear, is revolves around the commodity to carry on a no end point, serves the consumer the marathon movement. Therefore, each design needs to focus on the "data retention", "sustainable Operation" and "profitable" three basic indicators of judgment. Without these, even if listed, O2O is only a bluff (Shenlu Administration/text).