O2O: Model or model?

The current discussion of O2O is in full swing, no time in the year of group buying and lbs. However, after a calm reflection, I found a lot of them! In particular, people in the industry to make the so-called "O2O closed loop", this is a great pioneering or the emperor's new clothes?

In reflection, I found 3 questions:

Does the question 1:O2O exist?

In the case of the calendar year, the answer is YES! However, the difference with these industry companies is that these merchant's O2O way is not what card, what coupons, but Word-of-mouth! Do you think the way the seabed is fished does not contain O2O? Do you think the O2O of the seabed is not closed?

Doubt 2:O2O closed loop system exists?

Weekend to participate in activities, a group of net people said their own experience. He got a discount at a restaurant in Wanda Plaza using Ding Ding's app, which he thinks is a closed loop. This is the legendary closed loop? Does this brother use apps because they have apps to spend or because they consume? The closed loop of coupons is not closed. Midway through the event, another product manager in charge of the project said that UnionPay paid for a really closed-loop solution! I don't know if you believe it or not, I believe it!

Doubt 3:o2o will be platform?

Because you mastered the merchant resources, so you O2O, so you will form a platform? --Wishful dream! My experience tells me, based on the current people think of the O2O, if you want to ground up a platform, absolutely not reliable! What's the problem? Need to think about it!

What is the problem? After meditation, I found that there were 3 O2O:

O2O cannot be one: cannot generate traffic.

For example, you go to Wanda Square to see a movie, you are ready to eat a http://www.aliyun.com/zixun/aggregation/39119.html "> Korean cuisine, so you take out your mobile phone to see the app." Even if the app is growing fast enough, you can make a reservation with your mobile phone. At this point, is Wanda Plaza to the Korean restaurant brought customers, or this app?

You can say, a lot of people will soon get used to the public comment for food, however, well-known stores are the object of choice, and those who have just opened the name of the store will be used by the so-called O2O system to get people?

O2O can not be the second: can not solve the conversion rate

Just now, the unnamed shop will never solve the problem of people's flow because of the O2O system. Why? The user eats the fame, the choice is because trusts. The conversion rate does not depend on whether or not you are O2O, but on whether you are famous or not. O2O is not the so-called media, how to create the so-called brand? Can not create a brand and how to solve the conversion rate?

O2O can not be the third: can not solve the heads

The consumers ' turn back is fundamentally due to the service experience gained. No one is going to patronize a store that adds a cockroach to a 50-dollar coupon? Because you O2O, because you implement the so-called closed loop, there are repeat customers? O2O can't change the basic logic of business, O2O is just a tool!

The people at O2O startup must be trying to get me a brick now! Before the brick fell, I began to say my conclusion:

1, from lbs to Solomo to O2O, the industry has been a function of a tool mistakenly read as a complete system.

2, O2O is a model rather than a complete set of business model, O2O must be with the flow of media and provide word-of-mouth communication of social media to achieve the so-called closed-loop. On Weibo to see the comments, in the public comment on the shop, you say who has achieved consumer guidance?

3, O2O tool only to solve the consumption line under the transformation node problem, do not feel that this is a platform! If I am a businessman, I will use micro-blog and BBS dissemination, with micro-letter to interact, to O2O tools to guide the order.

If you run a O2O website and your clients ask you for a single quantity, do you really have to pay for the ads? Do you really think Tintin's model is a pure O2O?