Point Guest Huangmeng: The value of mobile O2O era

Recently, a name called "Duck" brand, swept the catering O2O enterprises. Its founder Chibo bluntly, called a duck May launch, June one day sales breakthrough 100, the end of July to complete the first round of financing. Growth rate is a raspberry. Chibo interviewed said that the current sales of micro-letter accounted for the bulk of sales. And he used a little bit of customer micro-letter "Micro catering" system. O2O is currently the most widely used in the micro-letter order system, point customers at the same time catering, real estate industry, such as the first launch of 30 sets of industry version, has been sought after by the industry.

Of course, backed by micro-letter success is not only Chibo, just a few days ago, a micro-letter http://www.aliyun.com/zixun/aggregation/8887.html "> Friend Circle Marketing as the core mobile service provider, Financed 350 million dollars, and the company valued more than 1 billion dollars. Micro-letter, obviously has become the most important hub to get through the whole O2O link. Dot Dot Guest CEO Huangmeng this phenomenon to "grand mobile O2O", and said: A larger number of traditional business groups have to move O2O the urgent need for transformation. The mobile internet is taking over every industry and every nook and cranny of our vision by means of mode innovation and efficiency improvement.

So what is the value of the O2O that touches "every industry and every corner"? How does the traditional enterprise realize O2O? Around these two topics, the point of the CEO Huangmeng the depth of thinking ...

Improve efficiency, reduce costs, achieve a win for consumers and businesses

O2O will make the internet as the front of the physical store, and the Internet is a good solution to the business and consumer information exchange asymmetry between the weaknesses. Relying on micro-credit to achieve online ordering, the hotel will get a better experience. Putting money in advance on the line increases security and speed, while also offering more discounts to consumers, while attracting more consumers, while also benefiting companies. In general, the Exchange cost and transaction cost of information are reduced.

Micro-credit communication is an interactive communication between acquaintances, since all acquaintances naturally solve the problem of trust, and friends recommend more than all publicity. For example, the use of point-and-order restaurant template of the traditional business, its customers after consumption, if we feel that our dishes are good, in the circle of friends to share, automatically issued coupons. Then the user as long as a simple link sharing, will bring a large number of sharing friends of the attention, enjoy the discount. Not only does it save the cost-efficient behavior of sweeping the streets, but it also expands new users. It's a win-win thing.

In addition, the point of the customer also launched a micro-letter orders, micro-letter queuing, micro-letter lottery, such as a series of functions, simple and efficient to save the user's cash register costs, customer queuing cost problems.

Exploiting the social potential of existing traffic and discovering new users

Of course, a traditional business, in addition to maintaining the old users, to continue to expand new users, in order to win the market. The real O2O is not to output the micro-credit flow, the more important thing is to stick to the seed customers, and expand their customer base.

When a traditional merchant has a loyal customer on the Internet, through the content operation, game interaction, coupon donation and other means to encourage consumers through the micro-trust friends, micro-group and other mobile social channels to forward, spread, bring more traffic, and these incremental traffic into their own loyal customers, O2O is truly valuable.

In this regard, the customer has also done in-depth research, such as the latest introduction of the discount card package, social donation function, can achieve information fission transmission. Through the public number of direct bulk coupons to the public number of fans card bag, users can use social donation function. When you receive a coupon, you can share it directly with your friends; API donation, through two development, to achieve more advanced donation. For example, buy 10 lottery tickets, sent to the circle of friends or micro-letter group, we Rob together. To the user, invisible has enhanced the emotional bond between each other. They do not have to send people, but also can be bought specifically to send people, new users will be more and more.

Click on these innovations, quickly become the industry's leading. In addition to the introduction of these interesting features, a little bit of the micro-credit marketing has a more profound thinking.

Contact point situational Design brings value to consumers

Point in the industry took the lead, "Contact point analysis, business scene design" concept. Through a series of operations or technical means, the traditional offline traffic into the mobile end of the line flow, and strengthen the operation to enhance the interaction with this core flow group, promote this group online and offline continuous consumption.

Once the merchant determines its own main consumer, the merchant has to do is to match the effective mobile O2O operation means. The merchant only needs to list each point of contact with the consumer, ensuring that the follow-up can seize every opportunity to convert the offline customer to the customer on the moving line. Point customer analysis that the merchant's flyer is a contact point, in line outside the shop is a contact point, to the waiter to WiFi is a contact point, payment is also a contact point ... Then, according to the point of contact to do business scene design, business scene must be designed to create value for consumers, but also to transfer consumers to mobile end users. For example: Many supermarkets have two-dimensional yards on their shelves, but consumers will never sweep them because they cannot bring direct value to consumers. For example, consumers can automatically connect to free WiFi when they are concerned about the store's micro-letters. Consumers are willing to sweep because they do have value.

Although the value of O2O more and more attention, but its development prospects still have a lot to think about. The CEO of the point of view: "The gradual prosperity of society, the rapid development of mobile Internet, the promotion of the advent of the central era." Low prices are no longer so important, small and beautiful businesses will have more relaxed development space. Consumers can choose higher quality and more distinctive products and services. Predictably, the next 2 or 3 years, most of the business will be more or less moving O2O to enhance the efficiency and efficiency of business, this is a bigger than we imagine a market. The