Red Star Macalline re-enter O2O

Well-known self-media Gong Wenxiang microblogging broke the news, home chain giant Macalline Red Star has just called into the O2O, 300,000 to 600,000 annual salary to recruit high-level talent, from this recruit posts, we can see that there are about Product planning, UI, UE, product development project management, product operation, data analysis and mining, e-commerce advanced modules.

When I look at this rich and powerful recruitment information, personal analysis of the past, according to this price and attract people's attention, the Red Star Macalline I am afraid there is a partial miss of this O2O program, at least in my experience, O2O mode The focus is not on the site itself, O2O is not B2C mode, the site is only a user online and offline carrier, the key is the brand to provide users with online and offline interactive services, this is the core point.

This article begins with the online positioning of O2O and then to the two sections of talent needed by O2O to discuss the issues that Red Star Macron will face as O2O this time.

Red Star O2O online and offline positioning where the difference?

For Macromedia such enterprises, there are a large number of chain stores, how to locate online and offline? We take the same type of Haier mall to do for example, Haier Mall online positioning is "C2B", users can achieve the appearance of home appliances in Haier Mall, the function module customization, users only pay for their own needs. If there is no Haier Haier Haier brand endorsement of the brand, Haier Mall existing mode of doing O2O, I think there is a great advantage, the user submit online demand, to experience the quality of Haier appliances offline, and then promote the transaction, but Haier Mall has Haier Endorse the brand, the user of Haier's quality recognition, so there will be a high online conversion rate, there is no need to import users offline.

That same for the Red Star Macalline, Red US O2O (tentative Red Star Macron O2O site called US O2O) to provide users with what? As a second-line store flow window? Differences in offline products online display window? Promotional discount access to? Or like Haier Mall has a special custom service inside?

We come to analyze one by one, one by one to untie this veil.

Do differentiated products online show? This is a lot of traditional brands in the electricity business is often used as a train of thought, this idea is indeed very good, both to avoid and offline conflicts, but also to meet the online users. In other words, if Red Star Macalline is a small brand, this kind of thinking can be used for reference, but for Red Star Macalline, O2O is actually used to enhance the operational strategy of the entire offline store, how to help offline And online integration, is the essence of their O2O, so there is no need to grab those parts of the line, and a separate layout of the SKU to do online, for many brands, the significance is not significant, but also from the market share Rate point of view, will still lead to online and offline conflicts of interest issues.

Do offline stores the second flow window? This seemingly is a good idea, but also a lot of businesses do O2O will usually adopt a line of thought, the layout of each intersection ads online, desperate to pull traffic, and then give users the address of the local store, through to the line to receive gifts, Concessions, discounts, promotional forms, prompting users to experience offline, and then reached a deal.

This does get part of the conversion rate, but it's based on the brand's charisma, or the endorsement of Red Star, or the endorsement of a home brand on Red Star. At the practical level, let's take into account that if the cost of promoting O2O in Hong Kong can be about equal to zero, the conversion rate of "charisma" would be acceptable to O2O, but the current network traffic costs I do not need to say too much to everyone.

Therefore, this conversion rate by natural into the store, the input-output ratio will be very low, then the entire O2O US operations, the online users do not have any constraints, so there is no way to "bind" customers into the store to reach the expected Indicator line, even if the United States O2O Hongmei just started to play this way, but not long before they will find this play does not work.

For example, those who are flattering as a typical case of O2O Wanda, Acer, Rainbow, etc., should have tasted this bitterness.

That C2B like Haier Mall? Macalline is the home distribution center, a large number of home brands settled in the Red Star Macalline, Red Star Macron brand endorsement, access to users and users trust, to complete the long tail of the brand's centralized marketing. Hong Mei Mall brand are assigned to a third party, the United States and the United States is not in addition to the quality control of the product outside the control, so Hong Mei O2O from a single product C2B point of view, it is difficult to achieve, you make a brand C2B difficult to accompany you to play, but so many home brands to play, I am afraid this integration is very difficult.

That does the whole house C2B? This may be possible, a large number of Red Star Macquarie home brands, the basic home to meet the public demand for home consumers, through the professional designer home furnishing, and then provide users with personalized solutions, online as a personalized Application of the program entrance, offline look at the design and experience products, and then the customer selected home brands, distribution to the stores in the various brands to deal, this is actually a thought worth considering.

However, from the implementation level, it is still very difficult, because this is not the focus of this article, take for granted.

At present, we are not yet sure how the online localization of Hongmei O2O is going. So for Hongmei O2O, we should focus on "positioning" and "performing positioning" Good distinction between good and strong market, this is the red beauty O2O should focus on doing things, but also the Red United should spend heavily to recruit talent, good strategy is not good people are also difficult to implement in place .

What are the "Executive Talent" needed by Hongmei O2O?

Hong Mei O2O good positioning, the next should be O2O executive recruitment, according to personal experience, platform-based O2O at least have the following components:

First, traffic acquisition talent is the primary talent

The difficulty of platform-based O2O promotion will be less difficult than the promotion of independent O2O websites because of the source of traffic. As the platform-based O2O website covers a large number of brands, it can promote more power and promotion channels Broad platform is the advantage of O2O website.

Take search engines such as keyword based on the promotion of ways to do as an example, due to the large number of household brands involved, so the keyword library will be very large, as the Red Star Macalline across the country a different number of stores, stores digestion, Brands are different, so it is certainly necessary to sub-account management, in accordance with the layout of the Red Star in the country, have a lot of open accounts, account and account before the overall operation of co-ordination, you need to have a strong overall account management capabilities, not Like many outside the electricity supplier companies, this piece to Baidu official to take care of. Not like the Lynx merchants, open drilling exhibition, play through train, one or two promotion specialists can cover the whole country, do not need to take into account the affordability of all over, as long as the monitoring of the headquarters inventory can be done.

Promotional talent recruitment is one of the key strengths of Hong Kong-based O2O platforms. No matter whether O2O is an independent brand or independent O2O, the continuous source of traffic is the key factor to ensure the smooth operation of O2O. Therefore, from the perspective of paying and free ratio To go with, and how to control the flow lines, this need to have a strong operational staff to control.

Second, interactive talent is the key to getting through online and offline

From the definition of O2O As the name suggests, O2O is an online and offline interaction mode, this interaction is not only the interaction between users and website products, more is the interaction between users and businesses, there is no interactive website , The user is not sticky at all, the user only has a thorough understanding of the brand itself, the possibility of subsequent conversions will be higher.

So the other talent of Hongmei O2O focuses on the establishment of an interactive team. However, this interactive staff is not a simple definition of online customer service personnel, both customer service and service responsibilities, but also sales responsibility. "You asked I answer ", and can not grasp the customer from the" hard "point of view.

Or to take Haier Mall for example, the interaction between users and Haier Mall, not only on the electrical own advice, including his personal needs to dig and advice, we must first be able to answer the user's initiative to ask questions, but also Can guide the customer to say something deeper, but also the problem that Haier itself wants, through "excavates the pain point, solves the pass point", the viscosity between the user and the Haier mall greatly enhances. Of course, Haier Mall C2B customization or belong to the "light custom", such as home depth of this custom will be deeper, customers need to know more.

Therefore, the building of such a high-quality team is the key point for Hongmei O2O to go offline from the online.

Third, the re-establishment of the floor sales team is a new way

Many O2O enterprises, including Hongmei O2O, attempt to close the loop from the online to the offline through the existing sales team in the store, which may disappoint them. Natural into the shop customers and from the online customers, from the customer's value, as well as the characteristics of the customer is completely different.

In terms of the user's handling, in most cases, the purchasing power of online customers will be much weaker than the nature of the customers into the store, when the offline store's customers are saturated, offline sales Staff will pick the customer, the result is that the flow of online down can not be converted, so roi was severely pulled.

On the other hand, the introduction of online users is different from that of offline offline customers. In front of us, we also analyzed that online positioning of Hongmei O2O is likely to be C2B, and of course it may not be other points, but This point is different from the possibility of a great line, so let the same sales learn two marketing methods, this difficulty will be relatively large.

Network marketing team to build, from the ideological sales training, customer conversion, etc. are different from the store sales, so such a team to build, but also need a very experienced direct sales force to manage.

Therefore, O2O offline work structures, but also O2O mode redefined a piece of this team to build good or bad, will directly determine the flow conversion rate.

Fourth, the site's building talent

This is not me to say that this is not important, but this is not the key to the success or failure of O2O, search engine marketing is very hot at the moment, many businesses rely on a one-page website, plus Baidu promotion, dug a vat of gold , This kind of business can make money because the site is not built much good, but the model behind him, they know very well that the site is only a bearing role, the decisive role is how to use this page, so that users and Business interaction, this is the key point.

Personally, I think that the diggers and analysts of website data are very important to O2O. The biggest advantage of the e-commerce company is that the merchants can digitize every step of the user's actions and perform accurate traffic tracking so as to analyze the existence of the website The problems and problems in each operation link.

As a traditional large-scale chain enterprises, ups and downs in the e-commerce exploration can once again stand up and re-cut itself in need of great courage, although we all know the strategy, but the implementation of the specific implementation level, the talent team first To take a right, otherwise everything is equal to Joker.

Author micro-channel public number: yignxiao00544