Qiao Jiangnan Zhao Xigang: O2O should not be the emperor's newly installed cooperation to have the future

"When internet entrepreneurs are trying to ' subvert ', traditional companies are more eager to collaborate. The description of Zhao Xigang, senior director of South Beauty, represents the needs of many catering businesses.

June 17 afternoon, friends and Zhao Xi just in-depth communication, trying to South Beauty as a representative, to understand the brand catering company how to see O2O, hope from the offline point of view, what businesses need, and internet companies can meet their needs.

A brief introduction to the background, Qiao Jiangnan is a high-end chain catering group, its own Qiao Jiangnan, Orchid Club and other catering brands, South beauty brand annual turnover of about 1.6 billion yuan, there are more than 70 stores, per capita consumption of 200 yuan.

Zhao Xigang, its senior sales director, is a rare "versatile" with it, accounting firms and then traditional catering group experience. It can be said that his interpretation of a more representative meaning, there are many "dry goods."

Zhao Xi just shared his views on the O2O line and the evaluation of the O2O products more valuable is that the South beauty and the public comments are trying to the South beauty of the core data through the "intermediary Library" filtered after a deep open cooperation attempt, this cooperation may represent the future direction of O2O.

O2O: Collaboration is a prerequisite

"Internet thinking netting a group of silly kings, waiting for a batch of internet for us to weave the new clothes of the internet ..." After listening to the propaganda of the "subversion" manifesto of many internet users, Zhao Xigang wrote the above words in the micro-trust circle of friends.

"Of course, this argument is a joke." I think the line to collaborate is to do a good job O2O premise. "In the interview, Zhao Xi just made this explanation.

He repeatedly stressed that the two ends of the O2O represented, online and offline, that the Internet company and the traditional merchant should be a mutual win, rather than who to subvert the problem.

There is no doubt that O2O has become a current craze. Advocating O2O, think O2O is false proposition or, catering business has arrived must deal with online customers and offline customer relations, because mobile Internet is an irreversible market trend.

According to the data of the O2O, the market size of China's catering industry in 2012 was 38.66 billion, which grew by 87.1% in 2011, and the 2013 market grew by 61.1% to 62.28 billion. It is expected that by 2015 China's catering O2O market will reach about 120 billion.

So far, the local life O2O leader of the public to comment on the user has already been billion, ranked second in the group of users also claimed more than 90 million, but according to Zhao Xi just actual experience, these Internet users, although the total amount of considerable, but in a relatively decentralized state, streaming to the specific merchant side, the data is

South Beauty more than 70 stores, more than 8 million passenger flow per year is the same. If you can integrate the data under the line, this is beneficial to both sides. South Beauty can enjoy the Internet platform attracted by the passenger flow, and Qiao Jiangnan own users can also be drainage to the online platform.

In fact, local life internet companies have already recognized the importance of the "last 10 meters" publicity. Many internet companies adhere to the door of the merchant put X exhibition racks, cards, door stickers and other materials, is to the accurate passenger flow from the line to the line.

And for the merchant, the merchant needs to attract the passenger flow through the internet means, increase the running water, but also need to avoid the internet "harm". For example, excessive group buying affects brand value, and extreme promotional activities affect normal passenger flow.

Therefore, the line of cooperation between the two sides really need to explore a more in-depth way of cooperation, to achieve mutual win.

Existing model analysis: promotion, group buying, booking, takeout, coupons

Catering is a very wide segment of the industry, so internet companies are trying to use a standard template to serve all the needs, this is difficult. Of course, internet companies recognize this.

So internet companies and some high-end traditional catering businesses began to carry out in-depth data integration attempts.

Zhao Xigang based on the actual operation of Jiangnan experience on the catering industry now optional O2O products do their own interpretation. such as local life service O2O company public comments from the previous comments on the promotion of business, increased group buying, booking, takeout, coupons and other forms of cooperation.

Standing in the traditional catering industry perspective, group buying is a sharp weapon. It is a kind of fast cooperation way that can attract the passenger flow quickly through the big discount.

Take Qiao Jiangnan, the online group purchase package can be achieved in the short term a good sales performance, but from the overall sales, the group purchase and sale volume accounted for less than 6% of the proportion. South Beauty has not vigorously developed a group buying another reason, many customers have a "line of cock silk, high on the line" characteristics, in the enjoyment of the preferential use of group buying, but the service is more picky, because in group buying has been "hurt" users always worry about their own buy is not "low price quality" products.

Therefore, the south beauty of such high-end catering businesses will be selective to do some group buying, but will not be more dependent on group buying. At the same time, making a group purchase package online or offline decision-making is quite easy. Therefore, group purchase cooperation level is rather shallow, can not be in-depth.

Coupon form is actually the expansion of group buying business, in other words, group buying is a more extreme coupons. For the southern beauty of this do not want to buy customers impact to existing customers of the merchant, coupons is a better transition products. According to Zhao Xigang, Qiao Jiangnan in the public comments on the last year's sales coupons about 25 million yuan, compared with group buying users, this part of the online users more in line with the expectations of South Beauty.

and booking and take-out are two very big industries. Booking is a relatively high level of application form, the use of reservations more scenarios are, resources in a relatively scarce state. If a merchant has a location at any time, it naturally does not need to make a reservation. Of course, booking can also meet two requirements, one is business banquets, need to confirm the time and place in advance. One is the user in addition to the food care about other feelings, such as table location, whether to insist on a particular dish and other personalized needs. From these dimensions, the existing booking products can only meet the time and place of the confirmation, others need to do some personalized improvement.

Selling is another fairly large market, but the takeaway is more suitable for popular catering consumption than for high-end catering. At the same time, South Beauty considering the taste of dishes, store services and other factors, has not yet decided to promote the sale of the related business.

As long as the cost-effective way to promote the network, Qiao Jiangnan will make some attempts to adjust according to the actual effect. In addition, Qiao Jiangnan now choose with the public comments on the depth of cooperation, because at present all engaged in O2O related companies, only the public comment is the whole marketing platform for cooperation, while the public comments on the user group relatively high-end, users are very concerned about the experience rather than only concerned about prices.

Zhao Xigang also suggested that the catering group is not a good choice for independent app, most of the brand catering user's use of the frequency is not worth the user specifically on the phone to keep a stand-alone app.

Overview, catering businesses are keen to cooperate with the Internet companies, but the existing products can not meet the needs of traditional industries.

Future: Secure and trustworthy data in depth docking

Internet companies also recognize that through group buying, booking and other individual services, may not be able to serve all the merchants. So in the Merchant field more in-depth public comments and brand traditional merchants in the data integration of the cooperative attempt. Okay, here's the point. How do Internet companies and businesses do a good job of deepening and winning cooperation? Please see this section.

In order to more in-depth routine business cooperation, Qiao Jiangnan is with the public to do the system and data docking, of course, in order to the South beauty of the core data more than one layer of protection, Zhao Xigang advocated in the two sides data docking to add a "middle library", the equivalent of the South beauty of the data added a If the project develops successfully, can realize Zhao Xigang to expect, will the user of South Qiao Jiangnan to the public comment, and the public comment will present the real time data situation of South Beauty store.

The scenario that can be imagined is that the users on the mobile phone can see the real situation of the merchant side of Jiangnan, such as real-time table information, real-time dishes and prices, real-time discount activities in the store, the user's existing points, real-time membership card amount, Whether your favorite meal is in the Free State and whether you like the dishes have preferential data.

And the realization of such cooperation, Qiao Jiangnan own users will be through the public comments to understand the real situation of South Beauty, and the public comments on the user can also be transformed into the Jiangnan member users, to achieve online data docking and complementarity. And then based on such data docking to do accurate marketing campaign planning and User Service operations. This kind of cooperation is the Internet company and the traditional industry to get through the real sense.

Why do you want to do the "Intermediate library" program? Intermediate Library "belongs to Zhao Xi, the English name is sid (Share information datebase). The background of this project is that many Internet products try to get through with the IT system of the catering merchant. However, catering of IT systems is very complex, there are POS management, BI, supply chain, CRM and other systems.

But some catering businesses are not willing to link core data directly to external companies. From the enterprise data wind control point of view, this is very easy to understand. For example, from the technical point of view, completely through the IT system after the Internet company can be directly in the background orders, the next single system will be directly to the food link, and then directly to the settlement. The fact is that no one comes to the store to spend.

To avoid the risks that the core data might encounter, Zhao Xigang the idea of creating a "middle-library" of shared data, a buffer and filtering between merchant-sensitive data and Internet company requirements. Through the "intermediate library" buffer, the public comments become the South beauty products of the Internet collaboration of the host platform. Because the public reviews have a relatively high-end user population, integrated marketing solutions, and have a matching technical team.

Lei, director of e-Commerce Research Center, pointed out that it is not possible to say that the project itself can be successful, but it is the right way to explore the safe and credible depth data docking between the Internet platform and the traditional brand merchant.

And in order to cooperate with the merchant from "Light" to "heavy", from "shallow" to "deep", the public comments have been prepared for a long time. Through the acquisition of Chi Long, the combination of micro-life team, merchant end of the research and development, and other ways to work. After all, it may take only half an hour for a merchant to make a buy or not, and it may take at least a few months for the decision and execution of a partnership to get through the data.

Zhao Xigang that the real understanding and access to the line under the demand, the realization of the business and Internet companies, is the future of local life O2O, is the birth of connecting people and service giants. In the future, the local life O2O market should be born many listed internet companies.