O2O worries: The bulwark behind Wei Guang

Online screening, online payment, offline access to products and services, seems so simple a so-called closed-loop, constitute the O2O of all. This year, there has been a lot of debate about internet thinking and O2O. Seems to have their body, they can really leather the life of the traditional industry, meet do not say point subversion, are embarrassed to say that they are the Internet circle, impetuous wind as always, the Internet circle has been production, it is not strange tight.

Things always have two sides, in addition to the magic of the miraculous effect of decay, all kinds of cases and models must be nested in the corresponding concept, otherwise can not be referred to as the classic case, million essential oil and perpetual motion, it is inevitable that the moon in the water, looks universal the so-called model, created by those myths and people, We must be cautious and optimistic if we can experience the test of market and time.

There is no need to use too much rhetoric to describe O2O's future, whether for the traditional industry, or the internet industry, O2O will be a long time in the future, the traditional industry to use the Internet thinking of the best mode of transformation, this is an irresistible trend, but in the actual operation, will encounter numerous barriers, like an insurmountable mountain, Hindered the rapid development of O2O.

1. Product and technology thinking barrier Internet product thinking and technical thinking pattern view, created a lot of good platform and small and beautiful mode, O2O in addition to solve the online demand, more user experience is to be resolved on-line, user screening process is through the product side to solve, but the existing products are difficult to establish versatility, The needs of various industries are also tailored. Platform products can not fully meet the needs of various categories of O2O, and the service attributes obvious or large consumption of products, need multi-directional information to the user's consumption behavior to transform. Completely rely on products, technology to solve complex business logic, it is clear that in the short term, not realistic, the need for market evolution and constant trial and error, the final formation of O2O related industry product rules, for the current Internet products and technology practitioners, the difficulty is self-evident. In the past, large-flow multi-user forwarding of extensive behavior, not suitable for the O2O era.

2. Ecological barriers when our first generation of netizens are keen on chat rooms and telnet, better QQ group and BBS let us get a better experience, when we are immersed in Chinaren and other alumni software, SNS in the school again. When we immersed in the happy net of stealing vegetables, forget the once Yat-fei Ridge Garden and Nine city community games, but see the lonely net. This is the evolution of the Internet, in fact, the constant is our own needs, this demand, the construction of today's Internet ecology. No million essential oil platform, to meet all the ecological needs of the Internet, this communication between people and social networking, creating the Internet, it is not any bat can monopolize.

People in this special world of the Internet, the general name of the mode of activity formed by work, study, intercourse, communication, leisure and recreation, and the values and social mentality embodied in it, including the psychological state, mode of thinking, knowledge structure, moral accomplishment, value concept, aesthetic appeal and behavior style. These aspects of the various phenomena, creating the current Internet ecology, especially the various interactive and communication platform. Using this kind of Internet ecology to promote the viral replication of product and service reputation is the O2O of success. The problem is that the ecological construction and selection platform is very important, the ecological construction time is longer, the good ecology not only does not consume the flow, will produce the flow more, looks for the suitable O2O growth soil, needs the unceasing trial and error, The price is too high.

3. Industry barriers We always talk about the traditional industry's Internet transformation, O2O use, but it seems that everyone currently involved in the industry is either pancake fruit meat sandwich, beef brisket barbecue and fresh or beautiful massage stick. Eating and drinking, looks not lively, however, we cannot help but consider that the real depth of application and the transformation of traditional industries, relying on the current Internet practitioners and practitioners of traditional industries professional level, can break the industry barriers. Professionalism and depth will be the great challenge facing O2O. What the Internet brings to the traditional industry is the evolution of the industry, not simply by moving the product onto the Internet, or by instrumental marketing or electronic business. Based on the overall transformation of the industry itself, in ensuring industry advantages and product services under the premise of breaking the existing business rules, the establishment of the Internet in line with the ecology of Cross-border, for many industries, is difficult to break through the short term, but the time can be resolved slowly, the inevitable need for the industry itself to seek breakthroughs and integration.

4. Standardization barriers to rapid replication is a good model must go through the stage, based on the concept of O2O itself, the industry itself needs to undergo transformation, standardization is the most important, this is also evolving. Mr. Rojun, the CEO of the home network, once told a case of their own experience, in order to complete the standardization, they acquired a hotel group as a pedestrian model hotel Management Section, in the service process, some guests complained that there are mosquitoes in the room, and then discovered after research, the original traditional industry hotel cleaning room is often used to open doors and windows, And passers-by have a number of houses are villas and apartments, in the summer will inevitably have mosquitoes into the house, and then they modified the process of cleaning the room, the problem was resolved.

But the commercialization of more industry itself is not mature enough, even without standards, no standard means that products, services and even Internet products can not be developed. The traditional electric dealer solves many standardization characteristic obvious commodity circulation, but more humanized demand, the service, the commodity transaction, is difficult to standardize solves.

5. Regionalization barrier O2O Advantage, a lot of solution is to solve the problem, especially localization problem, in fact, localization of the landing itself is a big barrier, especially for large platforms, or so-called vertical Web sites, simple and rough templating services, can not meet the needs of local businesses, In particular, the three or four-line city of Word-of-mouth spread, sometimes do not need to go through the current so-called mainstream platform, perhaps the traditional advertising or a local portal to a popular post, you can achieve a business, the country has more than 3,000 counties and cities, the market is big, in last year, some people claimed to be a billionaire market, no exaggeration, but the same, The contradiction between the cost and the performance of an Internet company is also an obvious difficulty in the face of the market. But the regional attribute of the localized consumer market is obvious, it is also a challenge for internet companies, but fortunately, the regional portal has done a powerful supplement and has done a good job, this is the so-called grounding gas bar, a single Internet platform can not solve this problem, and many areas attribute very obvious features of products and services , third-party service companies can supplement, but not solve the fundamental problem.

6. Gene barrier gene theory in the O2O field, the same applies, the electrical quotient of the gene is destined to consume the flow, but O2O is not necessarily, but how the characteristics of the obvious products must be hard set O2O this skin, it seems not suitable. For example, just break through the 58 of the same city, the early years have been claiming to be the largest classification information site, but now has been advocating that they are O2O, if the product does not reform, the marketing model does not change, and O2O relationship is really small. There are good opportunities for Internet products with good UGC genes in front of O2O. Compared with the traditional industry, it is also true, good product service essence and benign business model, facing the consumer group positioning to be accurate, the choice of O2O platform must also be accurate and practical, the operating effect will be maximized.

To sum up, O2O behind the lively, need to think about a lot of topics, the traditional industry and the Internet industry practitioners should calm down, from the traditional business point of view, business evolution is the purification of the market, making our life more and more good, good business model should not be blinded by the so-called concept, But should be bold on the Internet to use, read the history of China's Internet, Chinese characteristics of the Internet culture and ecology, good at using media thinking, the Internet for online communication, and constantly improve the standardization of product services and quality upgrades than the constant hug thigh change tool more practical.

For the Internet circle, the service will continue to upgrade the traditional industry, the requirements of users will be more and more high, we have to ground gas to look at the development of O2O, grounding gas in this respect, will be a major challenge, especially the three or four-line city is not a major Internet company's strengths, On the contrary, the golden age of regional portals, the transformation of the Internet industry and popularization, it will take a lot of time, fortunately, we both have to prepare. The trend of the internet is mobile, fine, mobile internet and the traditional internet is the Internet, complementary to each other, there is no so-called elimination of WHO, not to mention the mobile Internet play and mode is not conclusive, meticulous consideration is the Internet industry professional degree and depth. Mutual promotion, constant subversion and guardian will be a common situation in the next few years in the O2O field, which is precisely the evolution of the market, the Internet era is more easily catalyzed, it is such a self evolution and purification will be achieved.