O2O is not so prevalent and not widely known.

At the beginning of the 2010, O2O was not so prevalent, nor was it widely known. And when I jumped from the position of Asia's largest glasses group shareholder and chief strategist, I was completely unaware that my business model was O2O.

Frankly speaking, from an investor's point of view, I have no internet genes at all. Even though I yelled at myself, I graduated from computer science and had planned to set up the first liquor b2c+o2o in China. But there is no bat or 360, Jingdong and other large network companies working experience, my face was early on the "traditional gene" brand. You know, in the era of the TMT investment Madness, the "traditional gene" means that you have little chance of getting money from investors.

Our project positioning is to enable customers to choose the style of the glasses frame through the online website, then we through the optometry car from the line of the glasses door-to-door to customers try to wear, test wear directly in the optometry car after the optometry (the beginning of the business we did not buy optometry car, completely rely on their own private cars and crude inserts optometry equipment to door-to-door service). So, first of all, there should be a website for customers to select online. When I rely on my own strength, in less than 1 months to make a very good in my opinion of the spectacle of the display site, really is holding a buxinxie "revenge" mentality.

Initial use forum, QQ group to do the promotion

Forum, QQ Group in 2010 is still relatively popular free promotion mode, I almost 88 hours a day in there with people chatting or deliberately pick up the fight, the goal is only one, that is through the Internet to broaden contacts, so as to sell glasses. But accustomed to meeting in large companies, directing and running directly to the market, I am not really a chat online. Although there have been a day or two to sell through the forum more than 10 glasses of the miracle, but that is not a sustainable development of the value of the promotion model, at best, the grass dozen rabbits, playing a count of one.

After more than 10 years of strategic management and brand marketing, I am well aware that if enterprises want to grow and develop, they must first solve the problems of standardization and replication and sustainability of each link. That by me a person all day stroll forum, chat QQ to sell glasses obviously cannot achieve this goal. So I began to find the Internet companies in the company's friends, students to consult, want to get out of their mouths to set up a doorway. Can finally get the unified answer is: either SEO, SEM, or Taobao. But SEO to spend money to find a special person, SEM also to give Baidu to send white silver. You know, we start the start-up capital Shang add up to only 90,000 oceans, where there is that cast do not know donkey only effective cash AH?! Balance to the end I chose Taobao.

Settled Taobao platform, drubbing and return

So I began to use their contacts, to the side of all kinds of handsome beautiful sister netting over, and found a photographer friend to help me to make every pair of glasses into a fine model and still life photos uploaded to the newly opened Taobao shop. In this way, less than a week's time, my glasses Taobao shop on the successful online. In my face smile color waiting for the order when it was found that Taobao has already passed without the promotion can have orders, the through train of the burning Money index is no more than Baidu bid ranked cheap. More importantly, the glasses on Taobao belong to a very small category, someone else Ma Yun did not take into account. So in addition to the display frame, lenses can not be related to sales, and as for selling glasses essential link-optometry, there is no point in the slightest. Even if the strength of a half-day, sold to a pair of glasses, customers may be Beijing, Ningxia, Guizhou ... In Shanghai, we have no way to the mirror rack door-to-door. This is no doubt contrary to the O2O model we originally planned, and it is far from our dream of subverting our glasses retailing model.

Taobao shop online less than one months I decided to decide not to continue, first of all because it does not conform to our mode of positioning. In addition, it is true that the meager start-up funds have been scarce, even if the savings, every day only out of the last is also a dead end. Forget who said: "When the direction of the business is wrong, stop is moving forward." Re-comb your thoughts, look at yourself and the detour you took before, the reason is actually concentrated on one point: indeed, the Internet is a layman! But so what? More than 10 years of front-line market experience and the ability to co-ordinate management is not the Internet experience to overwhelm it?

Back to the line, the lean market, build Word-of-mouth

"The rally, back to the line, the lean market" was the decision I made immediately.

First of all, we have their own design and production of exquisite products catalog on the hundreds of beauty salons, hairdressing shops, nail shop. Then we came to communicate with these store owners and shop assistants, claiming that it was not simply selling glasses, but that they wanted to create new relationships with their new and old customers through glasses as a topic and medium. For example, beautician in giving a customer to do beauty, if always recommend membership card, that customer will be annoyed, the effect is often counterproductive. But if the timely delivery of a glasses album, the beautician can be through "a pair of glasses is how to correct the face and skin color" of the topic of successful diversion. Customers will not be disgusted with the beauty-related glasses topic, and will naturally narrow the distance between the beautician. This way, the membership card sales will be much easier. At the same time, the sale of glasses is also a logical thing. We told the store, as long as customers have glasses sales demand, you can choose the glasses frame through the catalogue, and then we can make an appointment by 400 telephone to provide optometry car door with glasses service. Sales success can also be a rebate commission. As for the staff must understand the "glasses Facebook type, skin color correction technique" is precisely our normal sales of glasses standard words, so training staff to natural familiar. In this link, in addition to catalog Atlas need to spend a thousands of of the ocean, the rest are all rely on Xianqing, Zuakin.

Second, through their own contacts, we have successfully entered dozens of employees hundreds of thousands of foreign companies, "Welfare mirror" in the name of the live group. In this link, the use of network, but also basically no capital investment.

In addition, we also use all available free time to sponsor or host all kinds of associations, alumni, seminars and so on. And the goal is only one, is to let more people know and understand us this provides optometry car home with glasses brand, know glasses can be at a lower price to buy better products and more convenient service. Organize this kind of activity, usually is a AA system, the money does not need us to dig.

When we get more and more people to understand and accept us through the various promotion and marketing methods under the line, as a business model that wants to do strong and rapid development and subvert the industry, we should do subtraction at this time. Starting the third year, we got an angel investment from Mr. Lingdaihong, the famous investor. It is also in this year, we really get rid of the dilemma of using private car door-to-door test wear and optometry, the real sense of an independent design and development of the legal optometry car.

With the online promotion and service accumulation of customers more and more, many old customers began to repurchase, but also produced a certain word-of-mouth effect. A customer began to use Baidu Search, was originally abandoned very long site began to have orders. After Mr. Lingdaihong's investment into the account, we did not like other start-up companies, a high-profile start to do online promotion. Instead, we increase offline marketing efforts, just the original line under the reservation method from the phone appointment gradually adjusted to the online appointment. In this way, the original beauty salon, hairdressing shop, nail shop women began to bring people around to participate in, and finally evolved into an order to complete a family of the matching sales. At the same time, prior to receiving the benefit of the mirror customers because of experience products, when the family, friends with the needs of the mirror will also be recommended. If you have to say that we later on the online part of what to do, it is possible to introduce a Web site art a program development.

Internet element Join

Actually here, it's not that we've formed a closed loop from offline to online. At the end of 2013, the company came and talked to me in the office for nearly 6 hours and decided to invest in us. In fact, he decided that the initial amount of investment is not much, but when I know his personal background, can be described with ecstatic. He is the banner of Taiwan's internet industry, Mr. He Yingjing, who is known as the godfather of Internet entrepreneurship. It is no exaggeration to say that his position in Taiwan is the equivalent of Mr Ma's position on the mainland. Immediately I accepted his investment intention, and I sent him an invitation to serve as director and chief strategist of our company. And he gave me a surprise reply: "0 salary"! At this point, my entrepreneurial team finally has a heavyweight internet person, the enterprise finally has the majority of investors are looking at the Internet gene.

On-line key layout moving end

If the 2013, mobile Internet is still in the unstable phase, then 2014 years with the outbreak of micro-letter, it can be said that the embryonic form has been present. So we started to lay out the mobile internet strategy. The 2013 strategic focus was on the PC side, and in 2014 we began to tilt toward the mobile end and we developed our own public account service around the micro-letter. At the same time, offline promotion is also redefined by us. From the original around the service and sales model to promote, become around the micro-letter public number promotion. Wired under the basic customer resources and optometry car home delivery mirror service system to do the basis, the effect of mobile end is very impressive, in 2014 only the first 5 months we achieved an average monthly performance of 50% of the growth, a day a single optometry car sales glasses are more than 5 traditional glasses sales stores.

Revelation: The line is the expansion of the channel, offline is the core

Perhaps many readers will say that this is the power of Internet genetics and mobile Internet. But in my experience as a company, more important is the first pure offline marketing accumulated customer base and brand Trust degree.

Therefore, standing in the personal perspective of O2O, I would think: offline and online are only one wing of the angel, only to embrace each other to fly. Offline is the foundation, the line is the future!

Wen/Makin