O2O is the opportunity for the electric trader to overtake the tradition

CEO of Wine and Beauty network

The prevailing view was that the relationship between online and offline was a life-and-death one. However, the electric business quickly discovers: Although can buy anytime, but the fatal weakness of the online channel is that the user cannot experience firsthand, its judgment of the commodity mainly comes from the product description itself and other user's appraisal, but can do the real field experience exactly is the bottom line channel's biggest advantage.

So the electric dealers shout out to the traditional brand to learn the O2O mode, hope with the help of http://www.aliyun.com/zixun/aggregation/7963.html "> Line online under the effective coordination of two channels to maximize the user experience: the line of each channel system can become the region's users of the experience of the site and the local warehousing center, after the experience, users can be familiar with the line below the online channel to achieve purchase. In this way, the electric business through the line under the effective synergy, mutual support, optimize the user experience, to achieve "1+1>2."

To wine in the United States as an example, different from the line or large or small regional wineries and stores, with the help of the electric business model, wine United States has established a high reputation and reputation of the "cost-effective" red wine direct purchase platform of the national brand image. Through the online experience shop to the brand image landing, can be the wine of the United States to further enhance the competitive advantage of the network, and users through the field to understand, experience, purchase, evaluate products and services, and further increase the user's brand of wine and the United States online Experience shop recognition, enhance user stickiness.

Based on this judgment, this year, the U.S. network is expected to open a nationwide 100 online experience shop, the next three years, the number increased to 500.

However, with the electric commodity licensing for offline channels to take the initiative to learn and integrate attitude, from the practice, so far, the traditional brand for online channels, seems to be more concern and worry.

Because of the limited radiation area of a single channel, traditional brands have to open many stores in order to cover a larger market. According to the asymmetric and opaque characteristics of the product and price information of the offline channel, the traditional brand also often adopts the differentiation strategy, and different regions and different stores have different price is the normal.

Online channel time and space on the full coverage of the characteristics of the commodity and price information to achieve full transparency, which has long adhered to the traditional brand of differentiated goods display and pricing system has brought difficulties. such as the force on the line, the first to different regions, different stores to achieve the same price, this is so difficult, will inevitably touch the interests of many channels, and may lead to online prices under the conflict, causing confusion in the channel.

In reality, many brands take a compromise strategy, either a new brand, or a new SKU, so that the line under the line, so that it does not beat each other, but it also did not play the brand advantage of traditional brands, line online under their own single fight, there is no effective synergy, can not coordinate Even the low price and quality problems on the line have caused many fatal injuries to the brand.

The concern of the traditional brand may just give a good chance to catch up with the O2O of the electric goods.

Luide, wine, the United States Network CEO, has been a network of excellence cto,1999 years involved in E-commerce, one of the earliest E-commerce practitioners, for the vertical electric business has a unique view.

(These views do not represent the opinion of this newspaper)