O2O is not a closed loop.

Many businesses that do O2O like to pull closed-loop eggs, often claiming that they have closed the ring. But the problem is, you have a closed loop, how can you still do it? That only means that your closed loop is a dead ring, connected, but still dead.

So closed loop is not a closed loop, exactly, it should be "closed pipe", what is called "closed pipe"? Is the external is a ring, there is water flow, and you want to let the water flow up, you can not but the light to close the tube, but also in the pipe Kaikoko, give the inside Non-stop inject power. At present, most of the closed loop, just realized, line on the streamline consumption and then back online registration or other, next time consumption? I don't know where to go. Or to spend another round of promotional promotion, there are promotional promotions there is income, not promotional promotion, there is no. into the electricity business website to buy traffic there is a deal, do not buy traffic there is no dilemma.

National day period, there is a O2O activities are very bright spots, can be called the standard O2O "closed pipe", very worthy of reference. At the same time, this case also has a very distinctive feature is that there is no site side. Completely based on the System 2 platform handset-side implementation. If you have read my O2O article before, you will know, O2O may not need a website to drainage, details can refer to a previous article "Zong Ning: Intelligent pos from the payment link into the O2O."

Activities organized by the company is Shanghai Wing Code, China's largest two-dimensional code service provider, you may not have heard, but it is the largest, the current annual code volume in 200 million (meaning 200 million mobile phone number ah, 200 million real users ah.) During the seven days of the National day, this event is seven times times that of 3 million last year, with a turnover of more than 50 million. Ps: The business model of the wing code is also very simple, to help businesses generate a code and exchange will charge about 1 yuan of service charge. PS: Tencent micro-letter O2O Big case McDonald's tea card, is its home products. and http://www.aliyun.com/zixun/aggregation/8144.html "> China Merchants Bank's two-dimensional code service is also its home to do.

This activity is called "The Love Pats National Day Big Dispatch", is the national 10 big city 16 business circles 800 merchants jointly to hold. The shop door of these merchant shops, there will be roll up, printed above the activity two-dimensional code entrance. You just see a pat, you will enter a mobile phone-side WAP games, easy customs clearance, there will be prizes, 100% Jackpot, and prizes are all the price of cash coupons two-dimensional code, rather than coupons. What do you mean, cash coupons? For example, there is a cool stone voucher, you take a two-dimensional code directly to change ice cream is good, no other consumption. There are also movie tickets, Holiday Inn cash coupons, etc., are all "valuable" products. It is reported that these products are the major businesses to their own advertising costs to reduce the delivery, and then converted into cash coupons to the wing code, the purpose or through the real concessions, to attract customers to their stores. The effect is very good, it is said that a shopkeeper's shop, there is a user for several days in a row, to play this game for ice cream coupons. Since come, naturally, also embarrassed not to consume.

We take a look at this closed loop to build, first of all, the source of the user is not the traditional online drainage, but the real offline drainage, the user in a shop, access system play game to get a B store cash coupons, this time completed the membership registration, and then in B Shop after consumption. In order to get the B-store discount again, they will go back to a shop to spend. Customers in this way in the ring flow up, when the type of AB shop enough, users can always find their own prizes, will be within the system, the natural flow. This formed a real "closed pipe", and the flow of power, is the store to provide real gold and silver cash coupons, and these real gold and silver, but also from the cost of advertising, it may affect the development of advertising industry. Because of this two-dimensional code exchange, you can track the user, you can know where he obtained the cash coupon, also can know when he spent this coupon, can achieve very accurate promotion, solve the problem of untraceable advertising.

We can see that such a "closed pipe" ability, the premise is the offline enterprise deep cooperation, and very powerful platform strength to build, the so-called Internet experience, here and there is nothing too much embodiment. But it is difficult for Internet companies to realize the purpose, cost and benefit of drainage. Practice proves that O2O to do well, 2 platform technology and the understanding of the needs of the offline Enterprise is the first, as for the drainage part, in fact, there are many ways to solve, including the previous credit card payment link registration, now this case of the shopkeeper passenger flow sharing, are more accurate and effective than the Internet drainage. At present, the popularity of mobile phone end lbs, also let the Internet in the O2O field of importance, increasingly diluted.

So there are several main problems that O2O to consider at present: Mobile end, 2 platform, offline merchant and user driving force. Shut the loop or something.

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The author of the micro-letter public number is zn10961242