Reverse O2O and turned out: yards on the Amoy, Shun Fung Hey guest

When people don't even know what the O2O is, reverse O2O and turned out: code on the Amoy, Shun Fung Hey, friend Bao and other modes of appearance, so that the online experience and online payment combined more closely, expanding the online sales category, but also to some extent, to eliminate some of the traditional online shopping obstacles. But what is the reverse O2O connecting the line? How do I get online users? After getting the online user, where is the real imaginary space of the reverse O2O? We recently invited Ali Wireless business to Amoy director Zhang Yi and brand business reporters together to discuss the code on the Tao to understand these issues.

First, what should users go to sweep code? How to cultivate users, improve user stickiness?

World Network Business reporter Ma Xiaodan: Access to the user is not easy things, code on the overall promotion of Amoy and spread out, how to train users to sweep code online shopping habits, improve the user's stickiness? Please describe several scenes in detail.

Zhang Yi: The cultivation of user habits need to guide the scene, this has been a lot of attempts, there is demand, can solve the real problem of the scene, is the key to the beginning. Ali will use the power of the platform, the integration of a lot of resources under the line, together to help businesses cultivate users to sweep code habits and exposure, the main scene now has media code, service code, commodity code, code on the store. To cite a few specific cases, service code, is the package inside the code, this can be extended to a lot of similar scenes, such as the receipt of parcels, can be traced to the introduction of goods, after-sale Customer service communication, confirm receipt, evaluation, and even for the courier evaluation, can be a station to solve the problem, this is the existence of the demand It is now a more convenient mode to solve.

Cho Cochun (Bao Sheng International Electric Business Development Division general manager): physical stores each product has a two-dimensional code, the consumer active sweep code where the motivation?

Zhang Yi: Just say some of the needs that are currently being seen, and really good ideas are coming from the elite who are in combat. The two-dimensional code is a carrier, the following can be loaded with: Broken code broken color fast under the single, sweep after the members of the exclusive price, and then to the bottom of the Guide staff Incentive, membership system, this is not unfamiliar, two-dimensional code provides a channel and carrier, can be in the scene,

Quickly link consumers to online marketing systems. The service code does not charge, this will become a merchant's basic service.

Cho Cochun: What is the security of two-dimensional code? Is it possible to transfer the direct payment to the store account?

Zhang Yi: Security issues, in fact, with the Internet, such as fishing sites, this aspect of Ali in the safety of fishing, cheating and other more than 10 years of accumulation, can be reused. Moreover, the present Code platform, ma.taobao.com to the entire lifecycle from code creation to management, security assurance is higher.

Ali's trading system and the internal settlement of the Huijin system, both support real-time split-time, such as domestic workers, the problem is not big.

Second, how to solve the contradictions on the line? Through the code on the Amoy feeling is offline for online drainage, the significance of the involvement of brand-makers where?

Wang Zifeng (Tinydeal data Analyst): is the payment done through the user exchange, or is the same group of users? What is the meaning of this drainage, whether it will increase operating costs, increase the shopping flow?

Zhang Yi: The problem of the son wind is the shop inside the code on the store scene. The role of the code is certainly the current line of the scene, not simply to complete the payment of a function, lack of color missing code, is a need to solve a situation by sweeping code under the order, is to help quickly docking the entire order fulfillment system, itself does not add new costs.

Code is a URL, online, is a wireless internet age connecting line on a fast track, brand designer online marketing and interactive scene, better understanding of the brand, better understanding of membership rights and interests, more convenient to remember new products, more convenient to buy.

Cho Cochun: The lack of color broken code order fulfillment, the premise is the whole network invoicing integration.

Zhang Yi: Yes, for sweep code, is to help the next scene in the online, how to directly introduce virtual marketing capabilities, such as membership exclusive price, enjoy the diversification of the display of goods, new tips on the replenishment, the expansion of the shelves, etc.

Code is to help consumers directly from the offline connection to the online environment, order fulfillment is only fulfillment, the user is looking for the commodity is the pre-sale choice for some infrastructure construction, such as whether the entire channel stock, the commodity whether to get through, to the member system construction degree, to the commodity informationization degree, this is needs the synchronization advancement.

Wang Zifeng: Two-dimensional code color code technology is considered to adopt it?

Zhang Yi: Now for offline shops, there is a light commodity distribution system, this part does not count as commission. The Code platform currently provides some color two-dimensional code template, with the goods and scenes better integration, this is also conducive to sweep code conversion rate, just to consider the cost.

Cho Cochun: Commodity library, need to sync to Ali platform? or access the merchant's private database?

Zhang Yi: Alibaba has been insisting on doing things, how to use the platform to accumulate a large number of data, consumer information, commodity information, marketing capabilities, etc., to help businesses do business, code is in this large premise, on the offline and online business integration of an extension. The display channel and exposure mode of the product are chosen by the merchant.

World Network Business reporter Qi Yu: How to evaluate the effect in the case, such as sweep rate?

Zhang Yi: If you want to sell online, you can go directly to the existing commodity system, if only offline sales, you can only specify the area in the designated store display, or scan code has shown.

Sweep code of the overall data, are provided to the merchant, as long as the code platform generated code, all sweep code data can be tracked throughout, including the region, the crowd, Sweep code action, transformation and other analysis.

Cho Cochun: From the perspective of diversion, Ali is hoping to line down to the main line guide? or the line to the line under the main diversion?

Zhang Yi: All of the value-added experience provided is provided to consumers by scanning code, from the observation of the number of more than 00, sweep the code far more than the last. Things that do not conform to business logic will certainly not be done, and today we are going to talk about whether offline businesses need to be digitized, whether they need to provide a richer marketing experience, whether they need more interactive and long-term interaction with consumers, and certainly no one will disagree.

Three, yards to Amoy and Ali's other O2O project difference is what, how do we understand these differences?

Zhang Yi: O2O This proposition is very large, Xiaoyao son last gave an evaluation, this is a pseudo proposition, we actually explore the offline business how electronic, to recognize the difference between the two industries, to do fusion, do value promotion, this is the common purpose.

Just in fact, someone mentioned, sweep code to place a single, to solve the problem of the lack of color broken code, this is a further basis for the solution of goods, inventory consistency, to solve the basic problem of order fulfillment.

Sweep code members exclusive, the premise is offline is not a member system, there is a marketing system, to do not make members of the electronic, to do long-term value and stickiness, electronic is the means to solve the offline real business problems, improve efficiency is the purpose

So these projects are all figured out.

I am in charge of Taobao open platform in 2011, 2012 is responsible for Poly Stone tower Business, after 13 years to carry out a lot of wireless terminal infrastructure, as well as the code on the Amoy business, back-end supply chain system, commodity system, order fulfillment system, these cloud basic services, is gradually build up a new business model of the foundation.

Code platform, large data, media resources, etc., is in this system to continue the basic work of the extension, plainly, or services and businesses.

Finishing/World Network business Ma Xiao