O2O, this concept has been coming out for years.

O2O This concept for years? Internet created a variety of concepts tend to appear soon benchmark, what Consumer-to-consumer, and business-to-business, what SNS ah, mobile internet ah, many, can immediately think of a few famous family name, Prestige Big Coffee. Only this O2O, Internet entrepreneurs with the "change", "subversion" of the traditional industry dream, one time to practice the online to Offline (offline) concept, but so far did not toss out a decent thing.

Who are you talking about? Public comment? In addition to Shanghai and good city, you have submitted comments, 150 dollars a default comment on the market you know? And I think, Baidu Map can completely replace the public comments. Who else? Group？ Is there a live free group buy, or have a group buy website "Subversion" which line of the shop? There are a lot of them that have been tossing and falling yellow. Order？ I don't really know what I mean except the bottom of the sea. And there's really nothing to say.

According to my Fat Fei habit, I'll start with the concept.

O2O, line up and down. In a straightforward way, it is the business model of gathering people online, directing them to offline consumption and benefiting through conversion. The three sides of the model can benefit: Consumers receive concessions, offline businesses get customers, the site gets commission. We say that if the three parties that make up the business model benefit, this is healthy.

But why is the reality different from what we think? Let's see what reality looks like.

A few taxi software "sticker money" war, we all know, a burst of hot spell who subsidized more farce after the taxi market does not really run up. Two rich second generation in order to win the hearts of the silk consumers, Senter took his father's money to "subsidize", sandwiched between a group of chicken thieves of the interests of drivers-taxi drivers. So the result is that consumers know, also experience, but, cock silk consumers did not with the rich second generation of feelings, but was a chicken thief driver education became mercenary no loyalty of speculators. We go back to the three sides of the pattern: taxi software, taxi drivers and consumers. Taxi software "won" the market, the driver got the source and profit, consumers have been convenient and rebate, seems to be right ah.

What's the problem? The problem is that it violates the "Basic Law of commerce-fairness".

Drivers should profit from the increased customer and he got a "subsidy" that he did not deserve, and the subsidy became the main source of new revenue (see map, many drivers think they are more reliable), and consumers get an undeserved subsidy, a person who is going to spend 20 of dollars on a taxi, Because you're a rich second-generation subsidy, he can spend 10 dollars less, it is wrong to give a person a fish (without three water); Finally, the taxi software with Dad's money for more than a few times to be experienced, this is called "Internet thinking" or to cultivate the market, anyway, this play did not really let the market formation.

So, I said the taxi software is not worth learning. Because they use a lot of strength, do not let the business model turn. I say "turn up", is not rely on money to be able to realize the circulation of the way, that is healthy.

2013 years before the double 11, the cat made a big round of O2O promotion, in 27 provinces and autonomous regions 1133 counties of the department store put up the banner, issued more than 100 million coupons, face value of more than 1 billion yuan (data from the cat's case). They are in the country's big stores tell consumers, now can not buy, wait until the 11 day, online with the same style, and Half-price oh. At the same time, the cat also with Yintai department store made a grand conference, announced in double a day two together, Yintai department store all merchandise in the day cat can buy, also participate in promotion. I thought it was weird. Because as a store, need to have more people to shop, even if it is to let people to their own online shop to buy or, at least, no one would like to have entered the shop customers said "Do not buy, a few days to buy somewhere else." And this kind of play, is actually from the line pull people to the line up.

This is actually very good understanding of Taobao play: Double to complete the sales target, from the conversion rate back to the day of the arrival of UV (independent visitors), and then decomposed into the source of various sources of UV, this will necessarily be wired under the task of guiding UV, and this so-called O2O project is the means to complete the flow target, the store is not concerned about the cat. (If you do not know the conversion rate, you can refer to my previous article "to elaborate conversion rate")

Cat this summary ppt put out on the net, I will forward to say "originally Online-offline by the cat played into the Offline-online", from the line soliciting further squeeze under the trunk purchase. More frightening is the need to concentrate on 1111 outbreaks. So this is a black hole type of promotional means, not self-interest. "Then the cat's PR boss replied that this period is biased marketing some, the back of the model to promote gradually."

Then, of course, there's no more. The cat can never let the transaction flow to the line down, so, such a O2O play, the next side of the line did not benefit, nature also has no meaning.

What's the problem? The problem is that it violates the basis of business cooperation.

Each benefit is the only win. Offline need to be able to pay customers, online also need to pay customers, and want to take what other people need to bring over their own use, fooled once can, again a try.

Therefore, the line under the O2O cooperation direction of the store should be: Online to guide customers to focus on offline consumption, earn value-added services under the line of profit; offline stores encourage customers to buy online, get traffic and sales on line, and get more opportunities under the line. To put it simply, the cat encouraged customers to participate in the activities of Yintai department store in Sunday by Huchihaihe to see the film, Yintai department store to encourage customers to the cat Silver Thai flagship store to participate in the evening rush.

My wife ran a scenic garden restaurant in Hangzhou. Starting from the opening, there has been a group buying site with O2O banner to talk about cooperation, the form is no more than you do a special package, or make a coupon, they put online to sell, users buy after the shop to the consumer verification, and then they deducted points after the settlement. For the restaurant, it's good to get an extra source, and it's OK to let the customer come back for the second time and it's all our food, environment and service. I would like to say that these sites, such as comments, the United States and so on, they will not let the restaurant idle, always fooled the restaurant to do promotional. Dining This line is very interesting, the vegetable margin in 45-55%, do the promotion, the preferential package proportion is bigger, the entire gross margin will reduce the bigger, therefore the promotion period gross margin often reduces the half, at this time must keep has the profit to increase the source, but increases the customer the simple method is to do the network promotion To put it bluntly, group buying has left many restaurants in a state of semi drug use. To say a few words, if the restaurant to improve profitability, it can only make a fuss on the ingredients, so we eat in most restaurants, the real good is really not much.

What's the problem? The problem is that the internet marketing plays too single and quick success.

Why do you have to discount on selling things online? In addition to discounts, there is no other play, say good story? Conversely, the internet is too much to be offline as a "promotional tool" rather than a "marketing tool." I think that the next line of O2O should go online and tell potential consumers "I'm good" rather than "I'm cheap", but the reality is the reverse.

2014 38, Ali made a tepid O2O activities, claiming to invite the people all over the country to eat and drink. The internal summary report is naturally piled up "xx seconds to steal xxxx xxx", such as the parallelism sentence, but the common people level of heat but insipid to death. Put aside or in a low price seconds to kill such a bad street practice do not say, carefully look at their sales performance, we are not difficult to find, selling the best, is the "movie ticket" and such as "grandmother's home" such as chain of stores such as discount coupons. Such commodities have a common feature: standardization. Consumers have a common understanding of the quality of goods, the level of the cinema is similar, the quality of food chain restaurant is also guaranteed. So, the result of this play is that the beneficiary is a big shop, the store did not get the benefit. And if a practice does not allow the middle and lower classes to benefit generally, it is difficult to form a scale and to form a driving force to drive the mode of operation.

Of course, from the point of view of cooperation, of course, is to find a large chain more convenient and quicker results, but there must be something wrong, so that ordinary businesses do not have a good sense of participation.

What's the problem? The problem is that the distribution and management mechanism of resources on line is too concentrated and artificial, and there is no normal promotion platform.

We will find that whether we buy, get a good local group or do seasonal promotions from time to time, are "activities" nature, such activities are "centralized flow of resources redistribution" process, so will use the human brain to allocate resources, the spirit of "icing on the cake" principle, good resources to the good business. The stronger Matthew effect of the strong is naturally becoming more apparent. Due to the lack of normal promotion platform and mechanism, the operation of the whole model relies heavily on the number, distribution and human cost of online resources. From this point of view, this cannot be turned around.

So, learn Taobao just start, let sellers feel hopeful and tell sellers how to play, let them play themselves, rather than every time to play with someone, it is possible to get big.

There is a saying: Buy is O2O 1.0, order is 2.0, to 3.0 will be subversive. What a feeble logic it is! With tens of thousands of online businesses with a group of Internet tyrants Blind toss and try wrong?

Can only say, so think of the person is too TM Internet, too stand in the first O point of view to consider the problem, but itself O2O is a cross-border thing, the other O is cross, is the focus of thinking.

We analyze it from the O2O consumption experience process.

The O2O process is that consumers get information online, generate buy/subscribe, go offline, and then give feedback (or maybe not) online. Compared with the ordinary online shopping process, the difference is as follows.

We can know a few things:

1. O2O experience, offline consumption and core, which is precisely the part of the line beyond control.

2. No matter how good the online experience is, there are still a lot of variables in offline consumption. Consumers will experience the effects of ingredients, waiters ' attitudes, social atmosphere, and even the decoration activities of surrounding shops.

3. The business direction of the entire O2O operation is "experience", which is very different from the "transformation" of online shopping pursuits.

4. Offline experience is not good, consumers will think online site is not reliable, which makes online site feel powerless.

This is a strange phenomenon, how to break it?

First of all, do not bully the bow, to understand the offline merchant.

From the previous stories we know that many of the mistakes are because the internet entrepreneurs have dreams, and whether they are willing to, understand or not understand, anyway, I just come to "subvert" you. But often these entrepreneurs themselves do not understand what the offline businesses want, and even complain about the offline business why "so stupid." For example, offline stores need extra customers, but don't like the customers who come on sale, they don't like customers who are going to spend, because there is a discount on the line and they have to pay less. Offline shop Most need is to have customers from the online to understand their own shops, and generate interest in the shop to spend, they think they are selling services and products, not discounts. The offline store wants to build a long-term, rather than a one-time, relationship with the guests, and that's exactly what the Internet should do without doing well. It's more important to think about how to create benefits for others.

Second, maintain a healthy relationship.

As explained in the previous paragraph of this article, a good business model must be able to "turn itself". Stakeholders must "benefit equitably" from it. British taxi software is good enough, idle private cars to provide rental services after registration, the price set by standard, cheaper than the operating taxi. A taxi can save money by calling a car, a car hire can make money, a software company is a rule-making person and can profit. (Do not discuss the black cars, please pay attention to the business model operation problem.) Similarly, if an online operator can make the offline store less profitable, get more customers, that people will be willing to give you divided, and now the practice of "discount promotions" to form the basis of cooperation, businesses to chop a knife after their own to give you cents, this relationship is really unhealthy.

Third, more for offline businesses to consider, create a sense of participation.

We should try to create more marketing tools for businesses so that they can solicit customers on the internet, so that they can participate in the whole process. Let merchants learn more about customers from the Internet, encourage them to give back to consumers through better experience, and help us to complete the core of O2O experience. Think about it, if Taobao sellers are waiting for Taobao to do activities of resources to sell goods, Taobao can not do it, and Taobao's success is the result of each seller's brains to participate. To give a man a fish, a fish of three o ' water.

Here, let's summarize:

1. O2O has not made a appearance, is not playing a self driven mode.

2. Any good mode, you must have their own driving force, the money can not hit the driving force, but also to hit the loyal customers.

3. O2O experience process, offline is the core, can not use online shopping ideas to do things, pay attention to "experience."

4. Must let the line, the line, the consumer three maintains the healthy relations, only then the offline merchant has the strong participation feeling can have the effect, also can let the Internet not so lonely.