O2O Quest: Reverse mode, with online experience to drive online consumption

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"Guide" Home online experience Pavilion program-I This idea is a reverse O2O mode, with the offline experience driven online consumption. Consumers will have consumer demand unity, and then do brand promotion, after that is convenient shopping. That is, O2O is advertising platform rather than retail platform, nor is the mall platform.

These days there is a person who has a reader pestering me to write a plan for him, home industry. I have no contact with home, how to write it. There is no way to learn from the past to see a report, designed the Home Line Experience Museum program. Writing, I seem to have found a little hidden meaning in the O2O pattern. Like a door, heavy weight, not easy to open a seam saw the dawn is not the whole picture. I will now write the idea of one by one, look at the force of the crowd to open the door O2O mode.

First of all, talk about my plan. My plan is this, in each city to buy a set of properties, and then to the household products manufacturers merchants. All merchants to enter the manufacturers, all need to provide their own products for the property of the decoration. Of course, the overall design of the decoration and layout, collocation and so on need professional designers to operate. After the exquisite decoration, in the audience launched an invitation to the House to decorate the owners to come for free visit. In the course of the visit, there are natural staff for each home of the manufacturers, work evaluation, sex prices and so on to introduce. After a tour of the model room, the staff to consumers a network of home shopping platform links, the above listed businesses are manufacturers directly or regional agents settled. So consumers will have more choice of space and lower prices.

The idea is a reverse-O2O model that uses offline experience to drive online consumption. Some people will think this is superfluous, direct promotion online platform is not good? Using offline experience to drive online consumption is the dawn that I found in the O2O mode exploration.

The reason why I think that the owners will be decorated first to the model room for a visit, then introduced online home shopping platform, because I think the consumer is about to spend the moment before, is the brand value to play a role. Home products because of its difficult to replace the characteristics of the general use for several years or even more than 10 years will take into account the replacement. In other words, a consumer has only a few opportunities in his life to deal with home brands. Brand manufacturers as long as the key point in time to consumers to highlight their brand value, so that consumers identify and accept, then consumers from potential customers to become real customers will be greatly increased. The key point of time is when the homeowner is about to decorate. The so-called Model House tour only uses a gimmick to focus the potential consumers at this critical point in time, and then instill the brand concept.

Then there will be the brand concept of consumer guidance to online consumption, one is to strike the iron, while the consumer's brand concept is still, immediately the desire to vent their consumption. The "WYSIWYG" that many internet people have been emphasizing is presumably in this regard. The other is to avoid consumers to decorate the city around, this comparison is easy to dilute the concept of the brand to be molded, by unscrupulous traders with low prices to attract the past. Third, in order to improve the turnover rate, the cost of the network mall is much lower than the real shop, naturally low-cost is also profitable.

In stating the benefits of my home experience pavilion, I wondered if that was the case with the so-called O2O correct model. Consumers will have consumer demand to unify, then do brand promotion, after that is convenient shopping. That is, O2O is advertising platform rather than retail platform, nor is the mall platform.

Take group buying to make analogy! Consumers will go to buy food and beverage business information only when they have dietary needs. Group buying sites have been impeccable in their focus on potential consumers. Only group buying sites insist on low prices, which a strong discount, consumers go where the brand of food and beverage companies to establish no help. Consumers do not have the concept of brand, natural to the high consumption of large brands will not buy, and then to the catering business is to "do buy a customer but will lose money, do not do group buying will not lose money, but did not pay" such consequences.

The debate has never stopped on the question of whether the group buying site is a successful O2O model. My view has been very clear, group purchase is not a successful O2O mode, the successful model is to remove external forces to promote (marketing) after the formation of a virtuous circle, group buying site can not do this is a failure.

I think the best way to achieve a virtuous cycle is to improve the brand value of a product. But in the context of online shopping becoming a trend, the way to enhance the value of the brand is becoming more difficult. Shopping in the mall, consumers can make a direct evaluation of clothing materials, workmanship and other fabrics. Brand value is reflected in these intuitive evaluation. Online shopping, consumers most intuitive feeling only two aspects of style and price. Models can be modeled, prices on a certain basis is the material, workmanship, fabrics and other concentrated embodiment. Online shopping can not make material, workmanship, fabrics and so on intuitive feelings, thinking, consumers will choose a lower priced brand.

So, a good brand reputation of a big brand in order to get better sales in the network shopping platform, had to lower the quality, compression costs, and peer hit the price war. In the same cycle, a vicious circle arises.

O2O mode of the proposed I think is the best way to resolve the above contradictions. There is no doubt that online shopping has a convenient and fast characteristics, and the embodiment of brand value must be through the intuitive experience of the kind to obtain consumer recognition. So whether it is from the line of drainage to the line, or offline drainage to the line, are the online as a rapid purchase platform, offline as a brand promotion platform, the rest is how the line to get through the problem.

There is no definitive conclusion on how to be the correct O2O model in the entrepreneurial world. I'm here to make a point, and we may have a different idea.

(Author: Chow, a freelance writer.) Keen to explore and study the new Internet model. E-mail: 991670615@qq.com)