O2O mode, in the era of transition from PC to mobile end based on e-commerce

O2O mode, in the era of transition from PC to mobile end based on e-commerce, among the many visitors, especially the online and offline giants of the participation, and become unusually lively and eye-catching, nowadays is becoming a traditional enterprise, internet companies, street vendors, entrepreneurs and media, such as attention, discussion, trial, Participation in the national sex activities. Almost everyone wants to have a piece of the O2O feast.

At present, the O2O model is only a relatively vague business model, has not yet appeared a successful enterprise, all enterprises are groping.

Mode one: Offline under the steering line

This model is typical of the cat. With a huge online brand influence, as well as last year, "Double 11" to create 35.019 billion-dollar volume of transactions, began to reach the line, the full start O2O strategy, trying to pry through the online trade under the vast number of community store resources. Cat Design business model is, offline community franchisee to the cat to pay 1980 yuan for the purchase of online flow resources, days of the cat for the offline franchisee to provide diversion, franchisee can be for the day cat network to buy people to provide their own services. After joining formalities, the line shop will be connected to the unified logo, such as with the "Day cat from the point" or "Cat franchise shop" typeface box. At present, this model has been in Beijing, Shanghai, Dongguan, Jiaxing, Wuhan, Hangzhou and other more than 20 cities, close to 3,000 convenience stores, community property landing.

As a result of the physical network of goods and parcels occupy the original valuable and valuable store operating area and human resources, in order to compensate for its resource consumption, the franchise will seek compensation channels. As a result of 5 days of franchise stores can not be collected from the terminal network to collect custody fees, it can only be charged to the courier company custody fee. But the cat will not let each franchise to negotiate with each express company, and the way to package agent with the Express company negotiations, and then to a ladder price package sold to the franchise shop. With the franchisee to bring resources, the day cat in the company and express the ability to negotiate very strong. Of course, The courier company will not be in accordance with the cat made this game to play, they will be compared to the construction of the physical network goods terminal from the point of delivery, door-to-door and other ways and unified use of the cat from the point of economic and political interests weigh. The cat can not be forced to force the express company must be the physical network of goods into the terminal to join the Community shop since the point.

As the number of people arriving at community stores is directly affected by the number of parcels that are willing to put parcels into community stores, it is possible to arrive at a franchise store every day, the parcel is scarce, and the purpose of the parcel is very clear, is to take parcels, not shopping, so it is difficult or less in the Community shop to generate impulsive or related shopping, To the shop rate will be very difficult to convert to the actual shopping rate, not to mention the customer unit price. As a result of the physical network of goods parcel occupied the franchise shop area, the franchise will have to reduce the number of stores and not increase the amount of SKU, then to shop consumers of the product selection surface is compressed, and then affect the actual purchase of consumers.

The day cat gives offline community franchisee is just a theoretical online flow resources, instead of the actual to shop volume, store conversion rate, and occupy the Community Shop store management resources, requirements online store marked "Day cat from the point" or "cat franchise shop" Words such as the logo, the cat not only does not pay custody and promotion costs , but to the community to join the store to pay 1980 yuan for the purchase of membership qualifications, such transactions are estimated that not many people are willing. In short, the cat O2O mode is the key value of the line flow into the line, and the actual effect as the above analysis, can not bring more economic benefits for the community store, but to help the cat do promotion, advertising, and can not achieve a real win. This kind of O2O path is not president.

The breakthrough of the O2O of the real commodity community store in the optimization and efficiency improvement of the supply chain between the manufacturer and the first class wholesaler and the dispersed community shop at present, there are software companies to develop the enterprise OA, ERP and CRM system and lbs Community Store location visualization software, while realizing with Taobao platform, Beijing-east platform, Self-built Mall , micro-shop and other lines under the line of commodity customers and distribution of the combination of data integration to get through, production and marketing chain of collaborative application of the Internet and E-commerce is the O2O of the road.

Mode two: On the offline steering line

This model is most typical of Wanda. Since the company leader Wang put forward the electronic commerce as Wanda for the Internet era transformation and upgrading of strategic decision-making, E-commerce has been identified as the four pillar industries after another pillar industry.

Eager in the E-commerce pillar industry has made a contribution to the Wanda, in addition to the announcement of 5 billion yuan in huge sums of money, but also dug around the elite talent, and the current known electric quotient model has been basically tried again. First in the early 2013 on the line to the business model of the electronic Commerce platform million network, but the platform does not support the purchase of physical transactions, to a large extent, just as Wanda Ultra and department stores under the offline Shopping guide platform. As Wanda is a commercial real estate developer, it is not familiar with Ultra and department store operation, so in ultra and department stores, Wanda's layout basically declared failure. The data show that Wanda's revenue only completed 91% of the adjusted plan in 2013 years, with net profit Shang 7%. This is the first time in the history of Wanda department store has not completed the profit plan, but also the group's only to complete the poor indicators of the company. This shows that the WAN Hui network has not achieved for ultra and department stores diversion to enhance the business performance of the task.

Because it is located in the business process, which is not practical, it is more like a O2O mode, occasion the popularity of O2O, Wanda announced that it will adopt more advanced than the company and the actual O2O electric business model. Unlike the Internet in the traditional sense of the electrical quotient, O2O and based on the O2O model of the electric dealers, in addition to goods, more emphasis on services, for the internet companies, large O2O platform to the disadvantage of landing on the line at the end of the service capacity, because in addition to providing a platform to solve the business, Based on the service in the business process is more critical, O2O to provide not only cold express, but also the internet has been advocating the social really into the offline. Based on Wanda's own advantages and resources, O2O is indeed the choice of Wanda Electric business.

As the core solution of O2O electric business model, enterprise leader Wang put forward the latest one card, that is, it can be used in the National Wanda Plaza, hotels, resorts, consumption and home purchase, there are discounts, points, lottery, value-added services and so on. This seems to be no different from any business group's membership discount card.

The nature of the card is the identification of consumer customers (for all levels of preferential settings or points rebate) and payment, in the face of solid card forward to smart phones, wearable equipment, such as the mobile end of business and payment app for large-scale successful commercial applications, membership scorecard, bus cards, City Card, hospital one card, Campus card and other entity cards are gradually out of the market, especially when sweeping code payments, sound waves pay, shake a roll to pay, or even more tall on the "Empty Pay" (Kungfu) (Alipay in 2014 launched a new payment method. By scanning authorization, set limits, can be given any kind of value, with that kind to pay. Whether it's portability, security, or efficiency, new customer identification and payment techniques are more than one card. This may indicate that the Wang of the real business is not quite familiar to the true electric business field.

The Real O2O application field in the non-in-kind service commodity transactions, rather than in the physical commodity transactions, because the electric platform of search and parity efficiency, SKU, based on the mechanism of integrity protection, logistics speed and so on online shopping with offline entity shopping incomparable advantages, Therefore, O2O in the non-physical service commodity trading, which is the hotel, cultural entertainment, catering and other resources of the O2O direction of the Wanda. As in August this year, the train ticket booking app high-speed butler and the art Dragon Travel Network announced the formal strategic cooperation: Yi Long Travel network access to Gao Tietian Hotel channel Operation Rights, commitment to open all domestic contract hotel inventory, and in the price concessions to give maximum support. In recent years, the rapid expansion of domestic high-speed railway lines, making mobile train ticket booking into the online tourism market, another strategic level of traffic entry. Data show that the high-speed train butler is currently the largest number of ticket app, day payment orders have more than 100,000. User travel frequency is high, has the mobile payment custom, causes the high-speed train steward to have the good flow value. This is a line with the very strong relationship between consumption, the two sides will certainly achieve the mutual benefit.

According to eating, living, traveling, playing, and buying this consumer's daily work and Life Behavior Dynamic Line Association logic, Wanda O2O should further strengthen the hotel, cultural entertainment, catering and other resource advantages and external network resources docking and integration, rather than in their own internal resource integration. At the same time, in the non-physical service-oriented goods display, in Wanda Properties, the use of the most advanced Internet camera technology, the realization of real-time consumers to share dynamic images to friends mobile terminals or social networking sites, the effect is far more than in the past by pictures, text as a way of sharing the means of display, and at the same time realize the manager of the service scene real-time control

The Internet is only a tool, it can be fully recognized and used, it will bring real results to the enterprise, and not just let O2O become a slogan or not much real value of false tags.

Wen/Shen Soldier Jiang Yingyu