Opportunities in O2O mode

When you are in a strange business circle, want to find a café rest, open your mobile phone, search above and find a favorite café, from mobile applications can also find the Café coupons to learn about preferential information, convenient, fast, save money, this is the O2O application scenario, that is, online to Offline , connecting offline business opportunities with the Internet, making the Internet the front line for offline trading

The combination of mobile e-commerce and line online allows many applications of the O2O model to be used in smart terminals, where many entrepreneurs see opportunities and investors begin to be enthusiastic.

Express giant Shun Fung in Shenzhen, opened in the previous 20 convenience stores have been implemented online retail and offline integration, after the unified circulation Group also announced that 7-11 in 2012, the mainland's operating mode will be combined with the entity stores and network to launch new business projects.

The concept and application of O2O bring the impetus to the distribution of e-commerce in these traditional industry enterprises.

Clients deliver new customers to offline stores

The real-world sales of physical stores is the biggest opportunity for mobile e-business O2O mode.

Space Network CEO Zhong said that E-commerce has been in the traditional PC end of the limitations, in the mobile E-commerce O2O model has been a breakthrough, O2O through the mobile terminals, the uniqueness of the user identity, user location traceability and other characteristics, so that enterprises can catch the potential of the impromptu consumer users, These users do not coincide with traditional customers based on the traditional store business circle, and the online user's acquisition cost is far lower than the store itself, there is a broad market space.

The O2O model identifies users to the market by using new technology and product patterns, and becomes a new business opportunity from the concept to the user experience of real products.

EVO Global Customization Co., Ltd. (hereinafter referred to as EVO customization) has just introduced the men's custom client, the user can only take out the mobile phone to complete the measurement of the size, but also through the mobile phone to order; Members can also get face-to-face service, designers will take the ipad door-to-door to provide advisory services, According to personalized requirements generated by the effect of the map can be timely to see users.

For online and offline applications, EVO, a custom CEO He Guanbin, told the China Business newspaper that for middle-and high-end consumers, many people do not like online buying, because this part of the user will habitually believe that the online purchase of low-end products, and O2O mode is just enough to meet the personalized service needs of such users. At the same time, combined with EVO customized offline shop, can also complete the entire apparel customization process. This is attractive enough for high-end users.

Zhong to reporters that the most opportunities for mobile E-commerce O2O model from the offline entity stores in the physical category, such as custom-like clothing, home, these products are more standardized than the service sector. However, now a large number of domestic chain-like enterprises are just involved in business, for mobile E-commerce O2O Market awareness has not awakened.

The research center of the Qing branch believes that catering, car rental, hotel accommodation and tourism will provide a great opportunity for the development of the O2O model. However, Analysys International chief analyst Shou sent also pointed out that O2O market opportunities, although very large, but the user habits of the cultivation of the time, offline merchants on the use of mobile Internet lack of rational understanding, immature application will let the merchant to join O2O hold a wait-and-see attitude.

Become a service-oriented enterprise

Want from O2O mode into mobile E-commerce enterprises, can not only be located in the "Light Company", it is best to become a service-oriented enterprises, help offline Enterprise branding.

Huge market space indicates the potential of the O2O model, relative to other areas of mobile Internet, O2O technology threshold is not high, the profit model is also relatively clear, so attracted many entrepreneurs have entered, a variety of applications also poured out, the application of homogenization has been the beginning of the show. For example, in app, only the application of hotel category is up to more than 10.

For now, the mobile internet has moved from the net fishing stage to the placeholder stage. He Guanbin pointed out that the O2O consumer group personalization is more obvious, so its application should be to the differentiation. For example, clothing customization should be based on each user different information to provide the corresponding services, but to do a good job of differentiation, more or more from the offline businesses to provide what kind of services.

Therefore, it can be said that the integration of offline business is the most difficult aspect of the O2O model. Many entrepreneurs who have O2O models in the catering industry have told reporters: China's service industry is very backward, especially in the two or three-line cities, there is no motivation and awareness to promote. Therefore, the current O2O application of customer contention are concentrated in Beijing, Shanghai, Guangzhou, Shenzhen and other front-line cities.

Zhong also remind: Want from O2O mode into mobile E-commerce enterprises, can not only be located in the "Light Company", it is best to become a service-oriented enterprises, to help the offline enterprise branding, including marketing, data analysis, customer comb research, but this for the professional requirements of the enterprise is very high.

Avoiding giant competition with "minimalist" doctrine

Mobile Internet entrepreneurs should take a "minimalist" route on their products, avoiding competition with giants first, to accumulate users and experience.

O2O class application in the initial stage, will be faced with the accumulation of users and offline resources to expand the dual challenges, and once touched the interests of the Internet giants, will attract the ban.

Yi, secretary general of China Mobile Internet Industry Alliance, told reporters that O2O, like other mobile internet domains, could not be overcome by several mountains. Although compared with the Giants, these entrepreneurial ship small good turn, but once the industry giant intervention, the entrepreneurial enterprises are facing the plight of being suppressed.

For example, Ctrip in 2011, more than once to cooperate with group buying hotel issued a ban. But in the end, still have to follow the trend of mobile Internet, the introduction of group buying using app sales tail room and so on. It can also be seen that the mobile Internet emerging mode trend has been unstoppable, and this model is weakening the original advantages of PC-side creation.

Fortunately for now, the mobile e-commerce field of the big O2O platform has not appeared, grassroots entrepreneurs face unprecedented opportunities.

How to seize this opportunity? Zhong that the size of the internet giants, it is difficult to focus on a small project, and large companies within the project will PK, willing to cut off their hands to support a new business, in this project and business adjustment of hesitation between the choice, just for the start-up enterprises to bring development space. Zhong suggested: Mobile Internet entrepreneurs should take the "minimalist" route in their products, and avoid the competition with the Giants first, to accumulate users and experience. In addition, the entrepreneurial enterprise than the giant response faster, innovation faster, so do not blindly strive for big, but first the product to do the simpler the better. Mobile internet users like the simple and fast, focus and innovation, which is the advantage of small enterprises to achieve a breakthrough.

Whoever gets close to the user wins.

Yes, managing director of the venture in Qing Dynasty

Over the past year, the concept of O2O has been pursued by the continued capital. However, looking at how good a pattern looks, the Red Sea competition is much more brutal. O2O application projects are facing the monopoly of the Giants, homogenization of competition, the spread of the difficult under the multiple pressures. Capital side how to view the current situation and future of O2O project, this reporter interviewed the Qing branch of the Yes Director general Manager.

"China Business newspaper": At present, the capital in the mobile Internet field has gradually returned to the rational, your mobile Internet under the O2O development trend is how to judge?

Yes: First, we are optimistic about the general direction of O2O. Both businesses and users have been educated. After the baptism of group buying, consumers have accepted the online service mode, and businesses know that internet users are very meaningful to them.

Compared to the Internet, mobile internet to do O2O has a lot of innate advantages, through the site to find businesses are certainly not as open mobile phones, through the geographical location of the way to find businesses more convenient. From the use of habits, wireless internet undoubtedly has a natural advantage. In this general direction, investors are concerned: who will win in this field first? O2O Project How to solve the real problem of business and user.

In fact, users and businesses are chicken and egg relationship, no business, users will not install your software, and no users, businesses will not cooperate with you. Take pudding as an example, he walked a more skillful way, that is, first through the big business to do user volume. such as McDonald's, KFC, such as some of the national chain stores, its own coupons can be free online access, and the pudding put their application on the phone, so that the user to do the amount. And with the user volume, and then to find different businesses to cooperate, it is much easier.

"China Business Daily": Is it a good time to invest in O2O projects in the future?

Yes: In the next 24 months, there will also be an increase of 200 million ~3 billion smartphone users, the use of habits, the use of different purposes, so this is a larger market. This is still a great opportunity for O2O applications.

Recently, although I feel that the investment of mobile internet is a little weak, but the time will come. Good projects will still be competing, the capital of winter is mainly the winter of the C round investment, so the valuation of billion dollars is not very good to take, but small investment projects or there will be good financing opportunities.

"China Business Daily": Wireless O2O application seems to be a low threshold of the industry, what do you think this area of the challenges for entrepreneurs? How should entrepreneurs respond?

Yes: The future, the Internet giants will enter, for entrepreneurs, mainly with the public reviews, fairs, 58 with the city and other companies to compete. To the current situation of the pudding facing the case, the market, 58 with the city has not done, coupons are not the focus of public comments, but when the future coupon mode is gone, can produce more benign cash flow, the challenge will appear.

However, once the mobile Internet brand is established, it will be closer to the user. For example, the idea of a coupon, it will associate the pudding, this is the establishment of a first brand impression, such association will make the brand invincible. Therefore, aiming at the user needs, to achieve a certain demand in the field of the first brand, is the key to the success of entrepreneurs.

Return to the user nature

"A clay tile man-days wages 300 yuan, a construction small man-days salary 150 yuan." "Microblogging on such a piece of information, let a lot of white-collar ashamed, when blue-collar pay has been far more than white-collar workers?" Yes, the market environment and employment structure is undergoing tremendous changes, but the closest talent recruitment site is difficult to find all this.

The traditional recruitment network industry is still stuck in the stage of attracting only junior white-collar workers, the lack of bold innovation in products, service for many years, even so, the market share has not changed, the status of this industry is a unique stagnation. The reasons for the slow development of Internet enterprises are no more than two, one, the industry is satisfied with the rigid needs of users, ignoring products and user experience; second, the industry has set a large pattern, the lack of innovative impetus.

Can not meet the user needs and lack of innovation results have emerged, the high-end talent more inclined to introduce friends, the first into the workplace people gradually realized that the sea cast resume has no effect. Public information shows that in the domestic recruitment site three giants, only worry to maintain profitability, Zhaopin and Chinahr are long-term losses.

The effect is the ultimate goal, and innovation is the price of constant trial and error. But now the feedback from more recruiting websites is that the new model does not have a good effect. Throughout the industry, when the big giants are unwilling to pay for the cost, they give new entrants a chance. A list of excellence, the network are in the use of market segmentation and social model of the advantages of slowly accumulate users, the new model obviously needs an accumulation of the process.

In the era of the king of products, recruitment site is not a new product launch, compared to the hot U.S. professional social networking sites, the domestic more prominent network recruitment business side of the price, but neglected the user's interaction and service, ignoring the C-end users, put the cart before the horse, this has become a lot of large-scale comprehensive recruitment site of the mishap.

How can a service-oriented web site that ignores users attract users, and how does no user attract business? Now many network recruitment companies do not start from the nature of online recruitment, but only to continuously improve the quality of services, so that individuals better to find work, so that enterprises better recruit talent, return to the nature of network recruitment, Traditional network recruitment enterprises can develop healthily until profitability.