O2O Why is there no successful case?

O2O from last year since the double 11 began to become hot, bat and other big guys have been layout, acquisition, mergers and acquisitions, the case is not uncommon, but the mature mode is still not seen. We can not help but ask, why O2O to do so difficult, is not the line online to get together?

At present, it is generally believed that the key of O2O mode is to use PC or mobile terminal as the operating platform, through this platform to connect businesses and consumers. As a result, the Internet traffic giants have laid out online search, payment and offline traditional department stores, shopping malls and other cooperation to achieve their own closed loop. Traditional retail industry is eager to use online drainage, activating offline entities. So what are some of the problems that are going to happen to real O2O?

1, online commercial profit contradiction

Before many people look, think the traditional enterprise transformation O2O a big problem is the offline distributor, franchisee and headquarters of the interests of contradictions. So, let me give you an example of this.

Last year, seven Wolves began to do O2O, here are three numbers, seven Wolves main clothing, seven Wolf Line under 2000 more stores, he has more than 2000 stores, to do O2O easy, the foundation well, but why the problem. Last year's seven Wolves for seven consecutive years the lowest profit, continuous losses as high as 2%, profits fell as high as 20%, last year, at least close 500 stores, of course, this is not just seven wolves, the entire apparel industry is not optimistic.

O2O is not a tool, is not to do the consumption of the form? is not to do the operation of the means? Why do seven wolves such enterprises do not, lack of funds? In the words of Zhoushaoxiong said he did not know that there is money to take to toss what, not lack of money. Is there a shortage of talent? He can't be. There is a great contradiction of interest.

Seven Wolf line all so many shops, this shop is seven wolves own it? No, it is a distributor, distributor, Agent. What do their products do every year, spring Open Spring Fair, is to see you this place how many goods, give me the next order, after a single deposit you start to produce, you sell out, sell not to go out is your problem, he is responsible for the whole image of marketing well. So 20 percent, 30 percent, Even 18 percent for you to ship, you are doing, in fact, you are a profiteering, you are still doing the most original behavior, you pull back opened a seven Wolf store, and then opened a seven wolf shop in the street, you in order to compete with him, he 65 percent, you are bound to 60 percent, he said 50 percent clearance, you 40 percent sell.

Seven Wolves said we are going to start O2O, we open a website, we sell seven wolf costumes, in order to cost-effective we shout out tonight 20 percent, you wait online, I seven Wolves at night 20 percent, you high unhappy. Happy, but can you wear the seven wolf numbers? You run to seven Wolf line down to the physical store, rummaging through the test, this is good, buy do not buy, now 55 percent, calculate the 880 yuan, assuming that 20 percent cheaper, then wait for the night to buy online. So you take advantage of the line O, and you go back to the seven Wolves trading on the official website, you are successful, you bought a good performance of the clothes, this is the original intention of the Seven Wolves, seven wolf products also sold the tail, seven wolves should be very cool, but the next seven wolves are not happy, why he is unhappy.

Small a opened a seven wolf store, small b also opened a, and then small c also opened a, unfortunately, seven Wolves said every city only a shop, the Wolf is destined to kill each other, you are enemies, not good friends, because you want to compete. See who sells good, finally headquarters and rebate. Finally you three find out why the recent into the Seven Wolf shop is so large, but sales so bleak, you will discuss, you found a few phenomena, first, these people have to try my clothes never traded with me, why? The original seven Wolves opened their own official website, to sell this product, so it is uncomfortable.

Seven Wolves robbed your business and he used you. You, also uncomfortable, when you are unhappy, where there is oppression where there is resistance, you will stand up. So the Seven wolves in the last year, these agents, the total distribution is also stood up, called the Siege of seven wolves, have to strike not dry, so it is so turned off, so the seven wolves still want to o,o down? Seven wolves and want to online sales of this piece, but also can't bear their own interests to others, this is an automatic interest contradictions. For ABC you only use my physical store, but did not create value, I certainly can not let you exist, this is called business profit contradictions, so they can not do O2O.

2, a single brand can not achieve greater and stronger O2O

Last year, a friend chatted for a long time, about his want to do shoes O2O, according to his words, money, but do not know how to do, can do. Then we came to the conclusion that there was no way to do it. Why? If I made a shoe brand, it is called "Force lattice" bar, then how do I do O2O I am just a single brand in O, the consumer's choice of space is small, it is doomed to do little. I am a "force lattice" I do not like Alibaba, Jingdong such a comprehensive platform, so friends finally gave up, ran to invest.

Then this model will be to suning and gome on par, to Suning, gome to buy home appliances, the brand is not much, the choice is not much, he is not a single Haier customers or do the United States customers, he did is the whole market, any buy home appliances can be bought in my place.

3, the electric business has been standing in the opposite of tradition

Then after finishing the example above, you will think that the line of interests under the conflict is the biggest irreconcilable contradictions, however, I have been in contact with so long after awakening, O2O the biggest contradiction is the internal contradictions. Why traditional enterprises can not do the Internet, the Internet is difficult to achieve traditional entities. Because internet thinking and traditional thinking are two opposing viewpoints. Some people think, do O2O, find a gang to do the electrical business and another gang to do entity, internal or is divided into entity operation and electric business operation, actually back to the line under the contradictions.

The electric dealer thinks that all the traditional entities are too slow, the product cycle is slow, and there are too many things to do, they think the internet can achieve a short period of production. Then, the dry entity is that do not understand the electrical business line, will only empty, all is nothingness. So the internal first hit the badly beaten.

The biggest difference between the electric quotient and the entity lies in the different ways of thinking, so it is difficult to talk about fusion, at most it is compromise and find the best balance point.

O2O promotes traditional retail return to products and services

When Trout put forward the positioning theory in 1969, he proposed that "the nature of commercial competition is not a product dispute, but a cognitive struggle". In China's export-oriented footwear industry, in the face of the international market shrinkage, coupled with anti-dumping and other trade protection measures from major market countries, to allow Chinese shoes to be recognized by foreign markets for a long time, we must adopt an active coping strategy to promote brand upgrades and learn Japanese and Korean export brands rather than export products.

O2O in a first-line city, however, we can not see the two or three lines of the city also began to quietly layout. Xiamen has a new company called Million Shoes Cloud, has started on the September 6 line under the trial. I also held a skeptical attitude to observe one of the shops, the experience shop, and the traditional shoe shop is somewhat different, the first area is large, more than 1000 square meters, clean, tidy, quite Ikea, Apple experience shop feeling. Experience shop with children's play area, coffee Lounge, 3D Experience Museum, of course, in addition to these and shoes do not lap the value-added service area, there are foot-type measuring instrument, intelligent shoe-selecting machine and other High-tech products. From the distribution, the whole pattern is divided into personality Chao Licensing hall, fashion hall, charm famous pavilion, Life Leisure Hall, business and other venues. This distribution is a bit like the electrical business style subdivision.

Liu in the Sino-European speech mentioned in the sugarcane theory, said that the profit of an industry is fixed, enterprises only in the industrial chain involved more links, that is, eat more of the number of sugarcane, when the industry tends to rational, enterprises have the ability to obtain the best interests. So as a footwear O2O retailer, million shoes cloud business does not have its own simple positioning for a shoe sales enterprises, simply do marketing and sales, but extends to the downstream storage, distribution and after-sale, based on the entire shoe industry chain integration, so that enterprises because of the extension of the industrial chain to gain more profit space.

The Internet is a tool, and the shoe is an industry, the internet can make the shoe industry become more flexible and effective. Shoes is a retail industry, only products good enough customers will go to consumption, so do production companies must be very cattle, of course, the prerequisite is to do the conscience of enterprises. The impact of the internet on shoes is that it enhances the penetration and influence of the industry, and it enhances the efficiency of the entire industry, however, whatever the political reform. For the retail industry, whose products do a better job, I will buy the list, and the purchase experience of the service has become one of the criteria. No good products and services, why do I go to your home to buy it?

(Responsible editor: Mengyishan)