O2O is now a hot topic for all internet and Internet-owned businesses.

O2O is a hot topic for all internet and internet companies, and a very urgent business topic. With MA (micro-Bo), said, is "the electrical business is O2O replaced, do not do O2O Enterprise will die."

As a result, whether it is to business people of the electric business platform, such as Ali, Beijing-east, or the social platform of the people to gather business, such as Tencent Micro-letter, Sina Weibo and so on, of course, including the traditional retail enterprises such as Wanda, Suning, as well as information classification sites such as 58 with the city, net and so on, there are group buying sites and other types of electric dealers, are actively exploring the n possibilities of O2O patterns.

The essence and problems of O2O

In his opinion, O2O no new business model, its essence is the internet era of a natural evolution of commerce, that is, through new technical means to optimize the circulation, reduce operating costs, improve the service experience of business innovation. O2O is the core of the key elements, through the line of technical advantages and the line of humanized services to perfect integration, reduce the traditional business unnecessary process loss, optimize the profit distribution two times, maximize the consumption experience to meet customer needs.

With a plain, O2O is the essence of who has the most service to consumers, the best attitude, who will get more profit returns.

Now trying to "exam" Internet companies, online (online) at one end are doing well, the richness of information integration, the convenience of online payment, logistics and distribution of friendliness, and so on, have done a lot of screaming service innovation, but at the end of the line (Offline) are generally bad, the idea is very old-fashioned, The model is very primitive, the practice is very old-fashioned, people have been feeling not to pick up the atmosphere, and even have an unreliable criticism.

This O2O mode side big (heavy), Side small (light) of the uneven, not only seriously affect the Internet business sexy image, but also really sorry to call the Internet thinking revolution of the blood it entrepreneurial youth. Brother Sesame thought that the internet era, the most needed for business, but also the most scarce is a reliable business creation, especially in China. Look at foreign internet companies in the endless commercial innovation bar, we in addition to blindly copying plagiarism, is not also a bit embarrassed?

What do we have to say about the internet thinking, in addition to the right and useless, even incorrect and harmful nonsense, where is the constructive solution? Where's the good idea? Hush ... you reader a little. First do not defy the spirit, and the first product of Sesame Brother in the spirit of "get the heather himself, illuminate others" of the firefly spirits, in good faith boil out of the high calcium "creative" chicken soup, like a little praise, do not like your mouth again, Chang Yi criticism, how?

From the power of an aunt

2013, "China's aunt" in the gold market full display of the world's shocking consumption power, 300 tons of gold wow, 100 billion yuan Ah, the instant was Aunt Auntie as the mainstream of Chinese housewives "away". Such a domineering buying power, it is no wonder that the Wall Street Journal of the United States has to quietly create an exclusive English noun "dama" to salute them.

In fact, "Chinese aunt" has always been the backbone of Chinese society, not to mention the foolish spirit of "holding up half the sky" when they were young, even though they have retired or partially retired from their jobs, in the family building, they have a basic lifelong power to be Chancellor of the Exchequer but never give up, always firmly control the "money bag "Savvy enough to make businesses pay attention. Please them, use them well, half the world is yours.

Fashionable electric dealers love to talk about "female economy", like to stare at young white-collar women, to stimulate their consumption. Can be in Sesame brother, so do the orbital is too shallow. And why? Because in China, to talk about "female economy" is actually talking about "aunt Economy". Don't disobey me, brother.

According to Arrey official said, as of December 31, 2013, the balance of treasure customers reached 43.03 million, the scale of 185.3 billion yuan. As we all know, the balance treasure most customers are young people, we assume that half of the wealth of young women, the other half is young couples, or single men to marry a daughter-in-law to save investment, but in the final analysis is also by young women or will be controlled by young women, all add up is only less than 200 billion of the size.

Another set of comparable data is that as of the end of 2012, Chinese residents ' personal savings balance is as high as $41 trillion, and it can be guessed that a sizeable proportion of this huge household savings pool is owned or controlled by "aunt".

If you still suspect, then think about the social news, why the liar's most gullible person is an aunt? And a cheat is hundreds of thousands of? Again objectively think of oneself from small to big family financial situation, is not more circumstances is niang to say clearly, and she is the boss?

In short, in China, "aunt" financial strength and consumption potential is far from Twitter, pick and choose, love as "cock silk" young people can imagine. As far as consumption power is concerned, this is a market bonanza to be excavated in depth.

As we know, not every generation of middle-aged and older women can be called "Chinese aunt". This term refers specifically to a group of women born in the 560 's, about fifty or sixty years of age. This generation was in the mountains when he was young, under the township, poor too afraid, but because at that time still small, too young too simple, during the Cultural Revolution is more than the role of soy sauce, so the poison is not too much, the only time mark is the collective sense of honor strong, strong organizational, competitive face-saving.

Their best life time is in the reform and opening-up market tide spent, efforts, toss over, of course, also harvested, so have accumulated a certain amount of economic strength. Speak more straightforward, 80, 90 after so fragile, love chewing old, not all of your parents blessing? Of course, Dad is also listen to mom, so the prosperity of the community, young people's blessings, in the final analysis by a 80, 90 after the Niang convergence of the "Chinese aunt" credit. So do not laugh at "Aunt", because the head may have your mother.

Now, although the ladies will be laid off or have been honorably laid off, but the spirit of God is still in, plus the body, good quality, wide field of vision, experience, you said that in addition to their loud singing red song, in the square dance, do not feel pity and waste it? Think again, how high is the manpower cost of the big city nowadays? Many young people are unwilling to do and do well. Specifically to the O2O line this piece, what is the most headaches of the electric business? is the community channel sinking slow, high penetration cost, service landing difficult?

Well, young man, to know the answer, then put down the prison, ears, stretch the brow, let sesame brother gently tell you how to let your aunt to help you earn your aunt's money, at the same time to solve these problems.

What can an aunt do?

Internet business is the world of young people, and, more specifically, is a self-proclaimed can change the world of cattle break young or not old old boy world. They have a little bit of technical control and business addiction, often love to say that they are wandering in the intersection of science and technology and humanities. In fact, in addition to a mouthful of the train to apply those dragging the big words, from science and technology and the essence of the humanities are still very far. If all the Internet thinking is the user first, product first thinking, then please spare those who have been repeated countless big words, walk heart, and then tell me or aunt, you know your users, your product really good?

OK, OK, little heart don't bang, face also don't red, criticize you is love your performance. Now formally answer your question: Don't you want to ask what the business model is? Don't you want to ask aunt's business value? Don't you want to ask the secret of community O2O innovation? And listen to me in one by one ways.

Brother Sesame thought that the graceful business model should be based on the insight and respect of human nature. As far as O2O business models are concerned, services that simply upload small ads to the web and do information classifications are too simple and brutal, although operators may not earn less money, but you think those mixed water fish cheats, unscrupulous traders of the money is not less, this business model although sensational, such as dirty living, dirty, hard work is not less dry, But the consumer experience is no better.

and Ali, micro-letter to pay on the line, on behalf of the electricity and water costs, buy phone cards, ordering what the service, although effective and useful word-of-mouth, but also too simple, not to mention how advanced. As for the general retail electricity business, at the O2O level is only a concept, more is a number of water test projects, more constrained by the community needs too fragmented, unable to effectively gather, landing costs due to rent, manpower and other costs too high factors to be deterred.

We assume that there is such a Big Mac Internet companies, such as Ali, Jingdong, Tencent and so on, or a new start-up company, organized such a so-called "cool elder sister" (Aunt Love Cougar, called elder sister they will prefer) community service network, and in the way of Star Scout, in various communities dig a large number of high-quality aunt, Then through the organization of training and appropriate packaging, can be involved in advertising marketing, electric dealers, retail, logistics and other aspects of Internet enterprises to provide the following services:

1. Live advertising. As we all know, Chinese aunt love to dance, every city, regardless of size, no matter is the landmark of the Grand Square, or the community-style small square, almost all of them are tenacious occupation, always everywhere, years of age are singing and dancing, become a city can not ignore the scenery line. And regardless of the topic of public opinion, but on the commercial level of observation, so eye-catching media carrier, there is much of the potential to implant advertising.

How about a T-shirt with an advertiser's two-dimensional code on the back, for example? All for the elderly consumer groups of products, such as food, health products, clothing, cosmetics, gold jewelry, kitchen supplies, health experience, investment and financial management can be, but it is best not to drug ads. This generation of the mother is not the other generation of the aunt, the body bone good, also understand science, as well as health care, drug advertising can not be flattering. Also don't let aunt distribute what small ads, tired not tired, annoying for annoying?

Sesame Brother has a word of advice: the Internet age, let the mother of the campaign, the key to let your products or services, and the mother of the essence of the spirit of the match, not too tacky, so that the mother play Meng can, but the fool will not be happy. For example, the sale of mooncakes, let her play the Chinese version of Cosplay do not? Sell kitchen utensils, and make a symphony of pots and pans for Auntie (Square dance edition) ok? Sell hairy crabs, let an aunt get a crab-style eight-paragraph Jin exercises do?

2, warmth marketing. In the age of the Internet, the biggest difference between the electric business and the traditional enterprise is the use of new technologies and large data advantages, rapid and accurate mining target customers consumer demand and personal preferences, and through emotional marketing, in-depth interaction to integrate into their lives, the achievement of a interdependent, with a long new business relationship.

For the electrical business, the key to deal with this relationship is people-oriented, "heart" for, as in love, only to completely float the hearts of consumers in order to exchange their goodwill and loyalty to the brand. and the best person to mind, nature is not Aunt Mo. In other words, the mother is the electric business Enterprise's best PR Commissioner and customer service representative, is also the best brand personification charm performance.

We can imagine the future, the community will be active a group of such an aunt: they wear beautiful fashionable professional horse folder (such as "Jingdong Aunt" wear red, "Ali Aunt" wear green, "Tencent Aunt" wear blue), the neck hangs a cool smartphone, handheld the latest tablet computer, hale and hearty, smiling, will be at the right time, the door to send you some surprise products or services. Do not worry about the disturbing, the internet age, the attention is big data mining and precision marketing, aunt only for the power of the members of the service, before the door, aunt through the backstage database, the details of your file has been clear with the chest, such as age, sex, place of origin, family members, personal preferences, consumption habits, etc. (digging this kind of information is easy, Everyone in the Sun era, micro-letters, micro-BO, QQ space and other public social platforms to reveal enough personal information, and consumer data analysis is not a cinch. ）。

So, she will vote for you, send to eat, try, try to wear a variety of promotional products, a few days to return to the door, if you are cargo, she will share with you the nutritional value of a fruit or health experience, if you are a housewife, she will communicate with you some of the use of household detergent tips, if you have children or old people, She will discuss with you some of the recipes or the use of some new diapers ... In the process, she will naturally take out a cell phone or tablet, to show you and recommend products, if you are happy, will be booked on the spot or directly to pay the order.

Before leaving, if the talk is very happy, Italy is still not done, she will take the initiative to add you or micro-letter. After that, more and bigger surprises are waiting for you. You in the micro-letter complained of a long acne on the face, Aunt immediately recommended you a skin care products, and tell you that the community has many people are using, interested in group chat, and then can buy together, aunt will give you fold, and door-to-door. With the constant accumulation of data, the mother of your physiological cycle has also been at hand, always at the critical moment to give you warm tips, recommend related products, if sometimes forget, it does not matter, give an Aunt micro-letter, will first send you a few packets of emergency, and it is your preferred brand and model.

If you have dysmenorrhea or not tuned performance, she will also give you targeted guidance, such as the recommendation of a related app, a list of supplements, a health care agency recommended. For example, when you are pregnant and have a baby, from the pregnant woman conditioning, baby fetal education to the hospital booking, baby supplies, milk nourishing generous, aunt will be responsible for the whole guide, not only can you save the month sister-in-law a large fee (the next month sister-in-law charge is high, and the level difficult to assess. , and when you spend to a certain level, but also free to give children a large pile of toys, urine not wet, books, etc., you say such intimate service, counter days have wood? Want to scream with wood? The urge to order is strong. On the electrical goods brand goodwill enhanced have wood?

3. Send and receive and purchase service. Whether for consumers, or for the electrical business, logistics and distribution of the "last kilometer" is always a problem. Now there is a very embarrassing phenomenon, that is because the young people have limited time to work, so the online shopping more than write the address of the unit, resulting in work distraction has wood? Causing trouble to the unit have wood? Two shifts to the house. and the electric business and express Company the biggest headache is the community end dot repeat construction brings the end link all kinds of operating costs (venues, personnel, energy consumption, communications and so on) high, although nowadays many electric dealers, courier companies will find community laundries, convenience stores, property companies to establish Third-party collection platform, but the actual effect is not much good , one is not standardized, and the other is not insurance, typos these small shopkeepers are hugging grass dozen rabbit psychology, not to serve the heart, the natural user experience is very poor. There are also some electrical and courier companies in the community center, public areas of real estate set up from the point or automatic container commercial test, sesame Brother thought is not good enough.

If the Internet companies really respect "all to enhance the user experience as the highest standard", then the "last kilometer" service is so blind or cold, we do not feel very affected by the consumer experience?

If you really want to make the "last mile" service look big, sesame Brothers think the best way is in each of the building, preferably a family location, good spirit, good service attitude of "Miyoshi" aunt for the representative to do on behalf of sending and receiving work, so take goods not only more convenient, and service also has the temperature of human nature. The specific procedure is: 1, in these optimal Aunt home remodeling a room, to create a set of three-dimensional information storage cabinets, real-time monitoring; 2, in order to ensure the privacy of users, this group of storage cabinets can be set up electronic password locks, users can be based on electricity or courier companies sent to the phone on the random password door-to-door extraction; 3, Mother to help the electrical or courier companies to send and receive the real estate and the surrounding residential residential package services, of course, also provide door-to-door distribution services; 4, aunt for the area of those who do not surf the internet, but also have the network to purchase demand residents to provide online purchasing, advance payment services.

If this mode in the form of "micro-chain", the realization of regional urban Community network full coverage, its market potential and operating space are surging and surging. And it's hard to say which company can pry open the market. Predictably, there will be a lot of companies will do this, but the real can be done, do a good job, in addition to a large enough platform and data base, the key is to the internet thinking of the true meaning and human nature of the details are thoroughly.

How to use a good aunt

In terms of human resources, aunt's advantages and advantages can be summed up to four points: first, the human cost can be controlled, young employees to consider five insurance, housing subsidies, such as not a big drop it? Of course, an aunt is a part-time job, its legitimate rights and interests must be a strong guarantee. Second, familiar with the local, well-connected. Aunt not only familiar with the basic situation of community residents, is who's car accounted for the road, who's dog took a dump in the chest, and when it comes to the relationship, we all know that China is a human society, with aunt in the community for decades of mixed, on to the neighborhood, police station, down to the cleaning security, tour operators, which will not give an aunt a face? Third, human sophisticated, experienced. Do PR, push marketing, engage in service, the most test is not enthusiastic, shrewd and discerning? Think carefully about the aunt around, is not in this aspect of the weight are very sufficient? Four is the value of porcelain, with community influence.

This is not much explanation, just want to say in the consumption aspect, the "herd" effect is very obvious in the Aunt Circle. For this, you just have to think about why an aunt always like to buy things in droves will come to understand. China has a lot of abnormal market phenomena, such as snapping up gold, salt, radix isatidis and other events, is largely ulterior motives of the business or capital, the sinister use of this herd mentality and buying the dominant ability, or hype, or the result of the homeopathy. And many internet companies have vowed to do great business, naturally cannot follow this "the next three indiscriminate" means.

In the opinion of Sesame brother, the O2O of the electric business enterprise in the community, the final core competitiveness is embodied in the quality of service. In addition to online (online) one end of the category richer, more convenient to pay, more rapid logistics competition, the most test is the offline (Offline) end of the service innovation and service stickiness. And to sum up, no matter to the user, or to the merchant, "the world only Aunt good, aunt service consumers like a treasure" consensus should be able to form. But to the mother of the "detachment" of the organization, training good, and ultimately the "war" to play well, but not easy. Internet companies like to talk about "humanized" management, then Sesame Brothers on the way to serve three warm suggestions:

1, decent. Internet companies are best to hang on the veil of sentimental, do not expose the ugly face of capital, to the mother's work clothes design beautiful, cool some, with mobile phone and flat also try to appear tall, preferably with a personalized leather cover. Now the aunt most love Cougar, others 20 years ago was also the great Ming Lake Summer Rain lotus. You just have to remember that they dress up, your corporate brand is the spirit, so that they appear tall, your corporate image will be tall.

2, Respect point. An aunt has 100 good, but after all, the age limit, there will also be many shortcomings, such as slow action, poor memory, less energy, language wordy, but all please human resources (HR) of the young supervisor a lot of understanding, and know how to accommodate, as far as possible with flexible management methods, to their polite. The right is to accumulate management experience for future deferred retirement. In addition, in the staff welfare such as physical examination, tourism, annual meeting and so on, also must fully consider the age characteristics and group preferences, to make them comfortable and happy as the principle. Otherwise, your Internet companies are keen to invite an AV actress, technical male is cool, can let the situation of the aunt under the Taiwan?

3. Be fair. A fair pay, two to evaluate reasonable, not every day KPI (performance appraisal) hanging on the tip of the tongue, you see Millet Company no KPI, so it is not doing very good? The mother is not afraid of competition, is afraid of sadness, and once unreasonable assessment indicators too much, many motives are very good service will eventually be alienated deformation, and will be very annoying consumers (as long as the insurance, real estate, financial management, training and other aspects of the harassment phone, will be very sympathetic). And do the service, but also unavoidably in the customer there are some unfair treatment, then may wish to pass the Grievance Award, Toil Award, Wisdom Award, Vitality Award, etc., dispel their hearts grievances.