Public comments and Formosa glasses publicly signed a cooperation agreement, announced the joint launch of O+o electric business Platform

Absrtact: The recent O2O cooperation between internet giants and traditional retailers has become the most lively thing in the whole industry, April 9, the public comments and Formosa glasses publicly signed a cooperation agreement, announced the joint launch of O+o Electric platform and traditional retail industry cooperation new model, is

Recently, the internet giants and traditional retailers O2O cooperation has become the most lively thing in the industry, April 9, the public comments and Formosa glasses publicly signed a cooperation agreement, announced the joint launch of O+o Electric platform and the traditional retail industry cooperation in the new model, is to catch up with the industry boom.

According to official explanation, O+o mode is the public comments and Formosa glasses together to build, the two sides will focus on "mobile commerce" in-depth cooperation, the content includes: Store information management, Member precision Marketing management, optometry appointment service, lbs marketing, etc., is committed to creating a deeper O2O model.

O2O "Evolution" of traditional retailing chain

With regard to this cooperation, Wang Zhimin, chairman of the star Creation Vision, believes that the internet has caused a change in consumer habits, with China's digital Aborigines (12~35岁) having more than 500 million people, who grew up in the environment of PCs and smartphones, accustomed to searching for information, commodities, participating in reviews, contrasting prices in E-commerce platforms Shop, pay, and interact with merchants anytime, anywhere. The high efficiency of the Internet information flow is applied to the traditional industry, and the two combine to promote the industry. With the advent of the mobile interconnection tide, O2O for every industry is inevitable, the retail industry is a business model of a revolution.

As a traditional enterprise, the star of the vision of Taiwan's Formosa glasses do not have "internet gene." But with the changes in the market environment and consumption habits, Wang Zhimin realized that the Internet must evolve. January 2013, Formosa glasses set up the electric business department. However, Wang Zhimin that the experience of the physical glasses shop is irreplaceable online consumption, frame and lens combination must be completed online, which formed the basis of O2O development. Only online and offline at the same time do the best to survive in the future business environment.

"On-line O represents the convenience of consumers, to facilitate their search, comment, sharing, payment, and so on, while the line O, is a more in-depth, more intimate service experience, which can attract more consumers to shop consumption. "Wang Zhimin with Formosa glasses will be with the public review of the introduction of the Optometrist appointment service products for example." "Like a haircut, sometimes you don't go to a store, you're looking for a hairdresser in the shop, and if the hairdresser changes places, you'll follow him." Wang Zhimin said, "In the future we put the optometrist's information online, with the customer comments on them, other guests can be based on this information to make appointments to the optometrist." "This product will change the service industry in the glasses industry." "The optometrist used to work in a fixed store and then he went there to offer a service when the customer made an appointment." ”

In O2O practice, Wang Zhimin found that the public comments on the platform to provide a complete service, for consumers, can meet his inquiries, purchase, payment, appointment, access to concessions and privileges, evaluation of the full demand; for businesses, not only to the traditional enterprises to bring the enormous flow of internet, but also to carry out information management, Word-of-mouth management, In the shop center backstage carries on the line marketing management, the member management, the communication CRM as well as the effect analysis and the transaction management one-stop demand.

For the deep cooperation between the two sides, the star Creation Horizon Chairman Wang Zhimin is very looking forward to, public comment Chief information Officer and Vice President Wangyu also optimistic that: "The retail access platform is a key business area for the public comment, the public comments will help Taiwan glasses will be online potential users of the drainage to the line, and Formosa glasses can be based on the needs of users, To provide more concessions and personalized, customized services, to give a better user experience. ”

1+1>>2 expanded Common Market

For and the public comments O+o mode of deep cooperation, Wang Zhimin emphasized the following elements:

1, the introduction of traffic and information management

First of all, as the main entrance of local life consumption, the public comments to the Formosa glasses brought a clear consumption will of the precision user groups. Previously, the store is the brand and consumers only contact place, and now, every day there are a large number from the PC side, mobile phone end of the Internet users to contact the brand store. Consumers based on their geographical location, preferences to take the initiative to obtain shop information, and through the comments, Formosa glasses can also be more than 1200 of its stores information for unified management, such as in the official album show New products.

Counterfeit brands are also a big problem for retail chains. And through the public comments, Formosa glasses can also through the background system to exclude the false Treasure Island system of information, "the protection of Taiwan's chain of brands, allowing users to identify authentic Formosa brand, to enable users to help protect the purpose of the island."

2, Word-of-mouth Management

In the public comments, each consumer can freely publish the comments to the merchant, share their own consumption experience, good reputation, bad is the derogatory. Through the public comments, Formosa glasses can be more than 1200 nationwide chain stores Unified word-of-mouth management. Always understand the service situation of each single shop in each city, according to each individual shop consumer's consumption evaluation has targeted to optimize the service experience. Wang Zhimin said that whether to do O2O success, but also in marketing and customer interaction between the link.

3. Online Marketing Management

Cost control is a big proposition of retail chain industry. Through the public comment on a one-stop marketing program-including electronic coupons, group buying, and so on, merchants can not only reduce the cost of marketing, but also according to their operating time to choose different marketing tools, objective analysis of marketing results.

I browse the public comments on the Shanghai station included a treasure Island glasses store found, the store has launched a total of 70 yuan, 399 yuan, 599 yuan, 1499 yuan, such as different price of the Mirror Group purchase package, has been nearly 4000 people to buy, of which 198 yuan, 599 yuan and 399 yuan package of the highest sales, accounting for more than 80%. In the form of marketing activities, stores can be promoted alone, but also with the national store linkage for marketing activities, the use of online platforms, greatly simplifying the traditional mode of promotional operations. Wang Zhimin said, compared with traditional media advertising, the O2O way to do marketing can accurately calculate the cost of investment.

4. Member Management

If you say group buying, electronic coupons to help businesses attract new customers, electronic Membership card is the merchant attracts new members, maintain old users and focus on the entry of member management. In the public comments on the business center backstage, the electronic membership card records the consumption of all store users, frequency, preferences, the user's birthday, festivals and other information, merchants can better understand users, targeted to different cities, different stores, different consumers to provide more personalized service and accurate marketing activities. For Formosa glasses of the original CRM system, the public comments on the electronic membership card can be seamless docking, Formosa glasses do not need to do CRM system and terminal equipment transformation, you can import the original entity membership card membership information, and Formosa glasses members through membership card can see their own points, rights and activities, operational efficiency greatly improved.

5. Transaction Management

In February this year, the public comments after the strategic cooperation with Tencent, in addition to occupy the micro-letter on the local Life service purpose of the exclusive entrance, but also really completed the consumer closed loop, that is, consumers can complete online search, purchase, payment, evaluation, offline consumption experience of the complete flow; and the merchant can also complete the acquisition of users, marketing, Transaction, marketing effectiveness of the data analysis, Word-of-mouth management of one-stop service flow. With such a complete set of services and experiences, the traditional retail chain will be upgraded to a new stage.

O2O trend of retail chain industry

At present, many traditional industries, such as catering industry, have been actively exploring O2O. Since last year, Suning, Tianhong, Yintai and other physical retailers have been testing water O2O. And this time Formosa glasses and the public comment on the cooperation, on the one hand is the chain retail industry O2O line + offline depth integration, on the other hand, through the internet on the scattered long tail traffic effective integrated marketing, this is called "0" for the "whole". In this process, the traditional retail chain enterprises will be explored the confusion and transformation of the pain, but Formosa glasses and the public comment on the case of cooperation shows the retail chain Enterprises O2O transformation of a thinking.