Online and offline, after 10 years of development finally appeared at the intersection

First of all, what is O2O? All of us will think that O2O in the past, we think that in the past decade, online and offline, these two commercial forms are two parallel lines, incompatible.

But today, when O2O came out, we found that two parallel lines converge, at this point it will form a signal, is what kind of signal? The formation of such a signal is that we will find that the era after this intersection is a data age, Before the intersection of the era is an industrial era and the internet era.

So, O2O is the end of the industrial Revolution, the red light, the end of the information revolution yellow light. Why?

The information revolution refers to the Internet business, Internet business brings the shape of a data business, but does not have the soul of data business, then it is the future of our data Era green light. The gate of the data age opens, starting with O2O. So what do I say about O2O? O2O is the data of business.

correspond to us. What is E-commerce? e-commerce is the data of commodity. So what is the change in the shape of our business shop? It represents the user's data, is offline business to the line, representing the user's data process, it is the user's data, commodity data and business model data to O2O, just let our entire business into the future data age. The changes brought about by this era are great. This is what I study in the book.

Traditional companies cannot resist the advent of the Internet and the data age. But in the present, once the choice is wrong, again effort is useless. We can see what lei is doing, what Ali is doing, what Ma is doing, and how much of our traditional business Haier is doing, we can understand.

O2O's four battlefields:

The first battlefield is called the entrance battlefield.

For example, millet mobile phone, millet push the phone to push the internet TV, push the internet TV push soybean milk machine, push WiFi, routers, you know why? In fact, it is very simple, what is millet doing? To do the first level of the problem, the future belongs to the data entry, he occupies the entrance. Because everyone has to get a cell phone? When you want to shop, would you like to open the micro-letter to open it from the phone? So he's taking the entrance.

Second, why Tencent and Ali, a want to buy a public comment on a want to buy a map of high Germany? The next line of shop service network settings have a core entrance is the map, offline consumption, from the line up and down orders, offline consumption, the most core tool is what? It's a map. One buys the public comment, one buys the gold. In fact, China is now the actual internet map of the three-point world, Lei, Alibaba and Tencent. In fact, has quietly changed, Baidu has lagged behind, Baidu's strategy has not been able to keep up, has been completely in the elimination of the path, if the robin Li self-help faster, may be two years he also rescued.

Third, the direction of creativity and design will explode in the future, for example, our past clothing design, this industry online will be the next most typical entrance, there is a, custom, is the custom of consumers, I call the inner ring customization, and then the LBS map sales, I said this is the online entrance.

Four, the offline entrance. What does the shop become? The shop becomes the factory, the shop becomes the customer service center, the store becomes the Logistics Storehouse center, the shop becomes the young person to start the platform, this is the Future shop. I this is very old, did not change, we can remember to live OK. So the first store in the future is the logistics center, the second is the production center, the third is the youth free Entrepreneurial Center. And the fourth is the center of cultural consumption. In the future this is the offline shop, is the four kinds of forms under the line.

There's a lot of fun in the battle of the entrances. For example, what is the ipad? The ipad is a TV. is the watch the future a watch? No, the future is a mobile phone. The ipad is a computer, what is the iphone now? The iphone is not a mobile phone, it's a computer.

So, in other words, all the perceptions based on the future era, you look at the current society in turn, and look at the present with future thinking to see what is now, and that is the real strategy.

O2O will promote the "data currency"

The future of the cloud is from the MEDIA plus Word-of-mouth search plus Cloud Shop (is the micro-shop), since the media in the future inevitable rise, the elimination of traditional media, the elimination of popular plate media.

It is also because of this, the future business will appear new currency-data currency. Actually already appeared, integral. Instead of spending 100 bucks to reward me 100 bucks, I'm giving the 100 rewards to the people who sell them, paying the points to the consumers, and the instant data money is generated.

The future consumer actually has very big change, actually does the marketing person is the person who does the boss.

Now the boss will pay attention to marketing, because marketing and investment has a relationship. For example, I am in charge of marketing in the enterprise, I was responsible for marketing when found two problems, the first question is what? My money is not effective, the impact on sales change little. The second problem is that the efficiency of my investment is getting lower, and the efficiency of media usage is getting lower.

Consumer role analysis, roles determine your motivation, behavior, and needs. For example, the title is a role, "small two" role, you think how he will do things? The customer is very high, I am a run hall of small two, the mentality is right. Look at the past. In order to enhance the professionalism of the manufacturer, Sales engineer, tell you I am very professional, as a customer do not understand, please do not argue with me, you see, behind this is the sales form, call the salesman, you want to buy, you do not buy, anyway, you can not buy. "Salesman", I have a lot of goods I want to sell you, Sir, buy one of mine. So appellation, role determines your motivation, motivation determines your behavior, behavior determines demand. The change of behavior determines the change of the whole sales form in the market, and the change of demand determines the change of the organization supply. So where is the foundation of the whole marketing? It's a change in the new consumer role, right?

So what is the new role of consumers?

I think there will be six new roles:

Consumers are increasingly starting to value innovation

Consumers pay more attention to privacy

Consumers pay more attention to individuality

Consumers pay more attention to value

Consumers pay more attention to social circles

Consumers are increasingly inseparable from the network

Even if your experience is doing well, your idea is old-fashioned and consumers will abandon you.

Second, if you're just responding to the needs that everyone can see, your business is not going to make much money now, why? Because this part of the demand for the future is free. What makes money? Lei not tell you how to make money. For example, sell a mobile phone, a silicone phone sleeve to reduce vibration, he can earn a lot, why? Large quantity, low cost, high gross margin, right? mobile phone free, silicone sleeve to make money, a data line to make money, and so on. So I say this is a private, internal, internalized need, so I call it internalized, and it's a new role.

Third, individuality, more and more customization.

Fourth, the value of people, I increasingly pursue the satisfaction of non-material, but psychological satisfaction. I say this is called the pursuit of value people.

Fifth, have friends, not lonely, there is a circle, the sense of existence. This is our company's culture, that is, I cast the name of the company's corporate culture, there is a word in our culture: circle, the sense of existence. Each of us pursues our own sense of being, and I encourage all of us to go out and make friends.

What is real marketing? marketing is sharing. What is a real brand? So I say it is because of the new role, the new motivation, the motivation is not to be understood, in other words, you will know at every moment the change of a person's motives, a role can be for several motives, a motive can be for several kinds of behavior. What do you mean? For example, a person is hungry, I want to eat. You see, the role of a hungry person who wants to eat produces a motive to eat. How much action do you think he has? His behavior is that he can rob money to eat a meal, he can also go to eat a steak, he can also go to Sha County snacks. So a motive for several kinds of behavior, the motivation is changed with time and region change, eat enough he still want to eat? Don't want to eat when you're full? It is because of this motivation that you have no way to produce, but we can sum up people with common behavioral characteristics as a pattern of behavior, This behavior pattern can determine your market shape. I'm going to talk about what the market will say about our future market is the cloud market. Why is the cloud market? From here, because it is the cloud market, common behavior characteristics, so I say called sadus behavior pattern.

We used to call consumers God, I now say he is an ascetic, he is a saint, he pursues such a behavior pattern, first is custom search, demand search, through micro-letter and micro-blog search, then generate attention, then generate payment, purchase, then generate the use of experience, and then generate sharing.

This time the purchase is a fake action, what is real consumption? What is the consumer's fake action? What is the real consumption of your brand? Is his share, his share is really to your brand to pay. It is because of the consumer such a state of change, we will form a cloud market. That is, cloud customization, in the cloud market to form a transaction, the formation of cloud life, Cloud logistics, cloud distribution, this is our future cloud market and data.

Therefore, it is precisely because of the emergence of the cloud market, this market will be a data market, so will produce the data of the currency, the data of the currency is my points, but the integration of the play to change, to be from the points to his points, such as now is to me, to reward you, to pay to the seller, become his integral. Second, if you have a 1:1 reserve for points and notes, what do you know? Now in fact, is now 100:1 of the reserves, in fact, it doesn't matter, if you make 1:1 or 100:1 or whatever, you just have this real reserves, if all people believe, the credit money will produce, In fact, this trend has become more and more obvious.

It is precisely because of this market, the emergence of data currency, the past price market into a value market. This value market has been revolutionized, for example, the traditional products have no profit, the hardware is not profitable, so slowly free, so free trend will appear. The second, rare, want to buy things that are not bought, slowly rising prices, become a luxury, which is the marginal effect of value pricing, polarization. What was the price in the past? 10 dollars cost 15 dollars. But value pricing is not the same, bipolar, a very large number of homogeneous products free of charge, a rare product, luxury goods, become a serious shortage of goods, so is the poles. So I say value market, we will find in price market when value equals cost.