O2O seems to have a chance, but just looks beautiful and still faces challenges

About O2O (that is, online to Offline, offline business with the Internet in the next step on the micro-letter layout, there has been news: micro-letter "Friends" page, will add "nearby businesses", micro-letter intends to this way, combined with the development of the "micro-letter Membership card" business, To make a deeper bundle with the merchant.

In the present form, micro-letters seem to have a very good chance of O2O, for example, already has 300 million users, such as the acquisition of CRM marketing Company "card", such as the popular two-dimensional code scanning portal, but just look beautiful, there are two reasons for the micro-letter to do O2O still face a big challenge: Tencent's product genes, Second, the concept of O2O is still too early in China.

1 Tencent to C gene

Tencent as a to C company, its direct user-oriented products are very successful, but enterprise-class products RTX development is not satisfactory. This is not RTX products do not good, but RTX products for the B-class companies.

To sell products to B companies, more important is the operation and sales, need to continue to actively promote. And for individual users of products, as long as the function well, experience good, will automatically attract users. Tencent has long been accustomed to improving its products, attracting users through its functions, and not doing well in marketing for B-type companies, which is more like a "traditional business".

This is the same as the micro-letter line. At present the micro-letter O2O part mainly by the Dai team, this is also a pure Internet entrepreneurship team, from Discuz to be Tencent after the acquisition of QQ Food, it began to slowly from the line involved in the line, but any one of the Internet team in the face of Class B enterprises, are facing a heavy process from the light.

This is two kinds of thinking, like Jingdong mall Liu recruit people, do Internet products may not look, and do Internet products recruit people, Liu will not see. In other words, offline has not been Tencent's strength, the conversion process is not so easy.

2 Micro-positioning: Social

This is a core reason, micro-letter to the current biggest positioning or acquaintance social. The gene for this product determines that when you open the application, the goal is to replace the SMS, telephone communication, or photo sharing.

According to Baidu Vice president of sales Assistant Shu "Two page principle" product logic, the user will focus on a product at most two pages, so it is best to achieve business value in these two pages.

And look at the current micro-letter to O2O entrance, actually has to the third, fourth level. And to this very deep level, users also need to click the operation 3-4 steps to complete the merchant and coupon information to view.

To the user, the O2O in the micro-letter is only a subsidiary function, just like "shake", if there is no special purpose, just to pass the boring time of pastime. If you really want to find a restaurant merchant, why not open a more direct public comment or other app?

3 Internal Friction

Known as the "Father of the Zhangxiaolong," the product is good, usually he is also only responsible for the product, for others want to graft in the micro-letter business, the principle is "I do not interfere with you, you do not interfere with me," which means that such a "heavy" O2O business to the micro-letter, can get much resources to support it?

To know that many accounts just in the micro-letter platform Small dew skill, immediately be severely adjusted. For O2O, can not go over to harass users, but also need to cultivate the user's use habits, how to achieve this process?

On the other hand, Tencent's "big business disease" is obvious to all, which is why Tencent has made great efforts to make structural adjustments this year, but adjusting the structure does not mean that inter-departmental communication and collaboration can be improved immediately.

Mobile Internet profit is difficult to see now, the next 2-3 years the most effective way to commercialize the game, for Tencent, its PC-side game business scale has been quite large, in the last quarter to achieve revenue of 5.97 billion yuan, occupy Tencent group total revenue of half.

But so obvious commercial combination point, Tencent but shut not talk, external more emphasis is still "O2O".

Here is the PC side of the game how to move to transform the problem, but there are internal sources said, Tencent Gaming division and micro-letter differences, in the game of grafting ideas have not been agreed. On the other hand, the user time game time is limited, if the user time consumption shifts to the handset side game, and becomes the large-scale development tendency, will affect the PC side game's income inevitably.

Tencent system as a few of the high popularity, not profitable, but also need a lot of resources to build products, micro-letter will need to commercialize to find a saying, this time shout for many years of lbs, two-dimensional code and so on concept, the achievement of the micro-letter to do O2O best support.

4 How to leave the user?

Micro-letter to do O2O the most self-confident reason is the number of users, 300 million users if there are 1% of users into the third layer of the page, the use of O2O function, will bring huge traffic, and offline merchants value is also traffic, which is also a number of coupons card issuing companies, group buying site gradually disappeared reasons, The merchant does not have that big loyalty, the migration cost is very low.

But does the O2O of micro-credit leave users? At least the current scan of two-dimensional code consumption is not a special process experience.

Take Beijing Yu Xiang family as an example, in the shop sweep two-dimensional code, there will be several different coupons, the user can select a coupon, and then activate the operation, the activation of the need to find a restaurant waiter, the newspaper on the micro-signal, by the restaurant service staff in the QQ food backstage to do the verification, through the later can be used. And its concessions, through group buying, public comments, and so most can also be obtained.

While the user is willing to try something new, she loses patience when she finds that the experience is general and the discount given is general.

Here micro-letter O2O also faces a formidable competitor-------public comment. Although in the past few years the public comments have been in a tepid state, but the mobile Internet has given its opportunity to explode, the public comments the biggest advantage lies in the accumulation of traditional merchant resources, not only covers the first-tier cities, two or three-line cities have in-depth infiltration.

According to the public comments October data disclosed, large mobile end of the number of users more than 40 million, access to more than the PC side, accounting for 60% of total traffic. On the mobile side, in addition to adding passport-related features, and also began to do "electronic Membership card", this part of the micro-letter membership card for direct competition.

Or the sentence mentioned above, when you want to find around the merchant, you will be the first time to open the public comments, or need to click several times the micro-letter? Recall that once all kinds of lbs check-in from the hot to the decline, is facing the offline resources how to accumulate the problem of collection, at least at this stage, Micro-mail is not a killer O2O experience, so that users loyal to use.

5 weak payment closed loop

Whether it is o2o accumulation of merchants, or open the account on the public platform of the electricity business site, micro-letter is currently only a channel, to provide only preferential information or customer service, to solve the problem of direct communication between merchants and users. In the complete transaction payment, the micro-letter did not participate in, missing the most likely to deposit the part of the fund.

The good news here is that Tencent has its own payment tool Tenpay. At least Tenpay has been the external position, is actively promoting cooperation with the micro-letter, such as two-dimensional code after scanning can be "to buy", such as micro-letter membership card users can make timely payment, thereby eliminating the reservation, queuing and other problems.

But the bad news is, tenpay in the market performance is very weak, the market development pace is not fast, the above function is not fully launched.

and the micro-letter can not access Alipay, let their core data flow into the competition, when the payment link is not smooth, the user abandons the use of the cost will become higher, these barriers to the micro-letter is difficult to achieve at the O2O level to pay the closed loop, or can not quickly perfect the closed loop.

On the other hand, the essence of O2O is to get the line and the line through, the key is the sharing of data information. But the information system this thing, this is still not important in most of China's business, and this part of the education cost is very high, even through the two-year group buying website carpet-type negotiations, popularization, still did not see much improvement.

This is also a problem for the micro-O2O team, only hundreds of people of the team, coupled with the acquisition of the CRM marketing company, the first line of the city of the offline merchant is not easy to cover, not to mention that each merchant also has different needs, regardless of technical education or data docking, it will take a long time.

The idea that O2O looks beautiful is too early in the Chinese market, and in the eyes of most entrepreneurs, it is not clear if it will succeed, and how successful is the micro-faith in this? I'm afraid it's an unknown.