O2O mode closed loop? Or a closed loop?

O2O fiery moment, now people talk about O2O, first of all think it is the best business model of mobile Internet, not to talk about O2O has become a complete model, but this argument let more people flock to, all want to be in O2O this field a piece, early do is right, Whether the future success or not at least can accumulate experience, perhaps still yang a name.

The second argument is that the O2O mode must be closed, and when people say the word closed, I think that no one has yet defined the concept of the closed loop. Everyone is listening to the big guys spit out the word at some press conference, so what is the O2O closed loop that I understand in the speaker's mouth opposite me? And the concept of closed-loop thinking more, the concept of closed loop is really not so simple, then how should you understand the O2O closed loop? Let me say that, it should be from the internet giants closed-loop ability to start.

Internet platforms lack the ability to really close the loop

We can start from the homeopathy point of view, the public understanding of the closed loop is a platform-style extension, that the platform will play each of the different, the fact is this? Now it seems that the actual problem is that the major platforms are only good at a few areas, such as Tencent's game, Ali's electricity, Baidu's search, in addition to their expertise, Other areas can be done, but many years of practice has proved that they do not really drop, so only then Ali combined micro-bo, Tencent Hand in Beijing east of such a big event, said the purpose of this is nothing more than to confirm a saying: The Giants are not yet able to really close the time.

Another way of thinking, the big platform really want to close the ring? For example, micro-letter through a few years to develop to more than 600 million users, such a large software environment is enough to make it all the way, under pressure micro-letter did do some of the large "heinous" things, sealed off a lot of their dislike of the large, Several times toss let insiders believe that the micro-letter must be closed, but some time ago Sogou suddenly increased the function of micro-letter search, the public number of articles can be through micro-letter search out, obviously, Tencent does not want to do the real closed loop.

It's a way to parse the big boys ' closed-loop thinking.

To say, the Giants must have their closed-loop thinking, that is the most ideal business, from the development of the Internet in recent years can be glimpse, here is simply said. For example, in previous years, all the platforms were pushing open platforms. Of course, in order to attract more entrepreneurial team to join, so that more teams or enterprises to work for themselves, as a landlord to enjoy the harvest of their own, but also do not have to deal with these future may be the enemy of the team and worry, If tens of thousands of entrepreneurial projects on its own platform can cover the "360 Lines" of the world, isn't that a closed-loop ecological environment?

Again, as in the media, now many portals and media sites are launched from the media platform, this is why? or the closed-loop thinking mentioned above, but for the media, these people from the media have a considerable part of the right to speak in their own territory to give a suitable position, after all can not be like a dark horse cloud every day black himself ? Of course, we do not laugh, Ma Yun was black is reasonable, only the topic of the characters are easily black, can continue to create the focus of public opinion is not simple, is not it? Well, some digress, I'm just saying that the big giants are doing their own ecological environment, there will be a closed loop.

And for the user, the platform sincerely hope that users come in and do not go, we can provide a full range of services, eat and drink and even solve single and maternal and child services I have to solve for you, this vision can be achieved after the visual n years, that is, human evolution is only one brain and can be eye-catching to distinguish between the left and right hemisphere of the era. In fact, you have not found the idea of the platform as the current line of Wanda, Yintai and other commercial real estate giants, to create a diet, shopping, culture, entertainment in one of the consumer complex, in this, whether online or offline, it is similar.

Four types of closed-loop O2O

The front said so much, not to mention O2O closed loop, O2O closed loop what meaning? In the case of offline consumption, a consumer's buying behavior usually follows the process of "cognitive-interest and demand-experience-pay-buy", usually paid and purchased, and the traditional business model stops to purchase. If the consumer's shopping experience is very satisfied will also share to other people, so that the role of Word-of-mouth publicity, and then produce repetitive consumption, this is not a kind of offline closed loop?

In fact, the line is almost the same as the line, through observation, the author believes that the O2O model of the electrical business can be roughly divided into the following four types.

First, the Internet platform strategy after landing, the entire platform from the line to the offline closed loop, group purchase, such as local life site as a link line and offline existence, in the first half to become the giants of the object of madness, this closed loop is aimed at consumers closed loop.

The second is the line down to the closed loop, such as Yintai and wangfujing, and so on now large shopping malls, from the offline drainage to the online, to improve the user experience through the Internet technology, so as to provide consumers with better services, while some projects must be online to pay offline consumption, which became a offline-line-offline closed loop.

The third is the reciprocal closed loop, which is the advanced form of O2O, the second type above also contains the reverse, but only for consumers, where the reciprocal closed loop is correct to the consumption of closed-loop and reverse supply closed-loop, consumers can participate in consumption and can reverse supply, the current O2O model has not yet developed to this stage, This closed loop is to use the Internet to transform the supply chain, but is replaced by mobile internet.

Here, plus the fourth closed loop, the industry closed loop, is the so-called vertical industry O2O, is a mobile application or mobile hardware products created by the industry or the business of closed loop. The former has to sing and so on app, as long as the landing will be the original industry impact, the product itself has solved the flow problem, the next only to the amount of physical consumption, consumption links also need to use mobile applications; the latter have millet and other brand merchants, accumulated by the product of a large number of loyal fans to form an ecological environment, These fans no matter what products will be purchased millet, so as to achieve a brand based on the ecological closed-loop.

O2O is not necessarily a closed loop.

But does O2O have to be a closed loop to be successful? It turns out that this is not the case, the previous article has proved that the so-called closed-loop is only a description of the model, which platform which is not willing to really close the loop, otherwise it will be "closed to the world" no difference, the great Qing Dynasty can be so finished. So we play O2O when the mouth or closed loop, in fact, constantly expanding their own sites, hate can not put the other platform to rob their own side, the continuous mergers and acquisitions, acquisition and reorganization of the enterprise is this truth.

In fact, now said not to say closed loop has no matter, the past the Internet and try to pull people to the line, and now think of trying to put people to the line under the lead, this road is twists and turns. The current situation is that there are still so many people who do not have Internet access, and the mobile internet began to daxing, naturally we all want to circle this part of the traditional internet lost people. is, there will be so many businessmen began to do smart hardware, began to make inroads into the home of the Internet smart Home area, because these are to be humanistic, want to know the family Internet friends, you can search my article "smart home should be" people-centered "".

Finally, for the concept of closed loop, what I said is not necessarily right, it should be said that the major Internet giants, business model researchers and more entrepreneurs have their own understanding of O2O closed loop, in fact, no matter how understanding, to the end are the same, if you can create a real profitable O2O business model, What's the need for a closed loop and no need to change?

I am Wang Jiwei, Weibo jiwei1122, Sina Weibo Wang Jiwei-, Welcome to add, explore related topics.