Reverse O2O Case Analysis: Return offline can bring the gospel under the line

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Offline to online, can you bring the Gospel to the offline company?

It is always said that O2O (Online to Offline) is a concept of pit dad, but all doubts can not block our continued discussion of it. Taobao, Tencent Micro-letter, the public comments are in the planning of their own territory, in addition, many start-up companies began to make a fuss from this end. Their base area is restaurants, shops and shopping malls, want to solve is the original O2O in the dead end problem, for the offline store hardware, and then the flow from the line into the line-yes, their approach is to return to offline.

We might as well call them offline to online mode. Compared with other offline industries, catering and retail industry more developed information, after the baptism of group buying hurricane, it is likely to breed a series of new models. What are the real needs of these stores, and are they more willing to try new tools for IT operations? Will the hardware and solutions be sold together to make it easier for offline businesses to accept?

Another key point of this topic is "people". This is a group of online entrepreneurs, how quickly become the offline model of the real professionals? Perhaps group buying has taught them lessons, but they still need to accept unprecedented challenges.

Catering: To handle the position, booking, customer management links

Case: Guest like cloud, Hua Hua, OpenTable,

Buzztable

The entry points of these businesses look finely fragmented, but they tread on demand points that have not been met by catering customers, but also can be reasonable extension: the management of customers booking information, and even can do order online, direct payment on the line, and then order and the restaurant's CRM software interface, or in the presence of diners, for diners to do a bit reminder; After consumption, the data automatically into the customer management system.

Such startups generally offer supporting hardware to customers. For example, the original 24 coupons COO Penre founder "Cloud", the main push "hardware and software flat system architecture", including tablets, Internet phone boxes or other devices. The buzztable approach for American companies is to develop apps that address the problem of diners, where they have two apps that can be alerted in real time, as well as an app for employees to manage, and now charge a fee for providing a SaaS platform for restaurants.

There are also attempts to succeed, listed companies OpenTable is an online booking platform, on the restaurant site can be directly booked, and can quickly know whether a time period has a location, how long can have a location such precise information. Of course, this is related to the degree of it in the American catering business.

Retail: Enter the shop reverse check-in, shop information push

Case: Shopkick, Opentable, Swarm,

Visit the store treasure, Tu

Such applications are mainly concentrated in retail outlets. August 2010 Shopkick has a certain technical threshold, its self-developed hardware identification system can achieve accurate indoor positioning, as long as the shop cloth on these "check-in box", customers arrive at the mall can automatically sign in and get coupons, discount codes, vouchers, etc. Its virtual currency kickbucks can be exchanged with the Facebook virtual currency credits. Shopkick has appeared in a number of brand stores such as Best Buy, in addition to the products such as Procter and Gamble, Coca-Cola and other companies, as long as the scanning of two-dimensional code can also get kickbucks points, through visa and master credit and debit card shopping Shopkick users can also receive points back.

Swarm is in the cooperative store to provide free WiFi, customers will connect mobile devices, the browser will automatically pop-up the business site, push the current store in the goods, coupons and so on.

Indoor map or indoor positioning technology has also selected shopping malls, Shopping Mall as their business model of an important export, partners can be shopping malls, can also be a variety of brand stores.

Other: Offline resource utilization

Case: Prism skylabs,openbucks

From a offline point of view, the use of offline management of new resources, there are many things to do. Prism skylabs The images captured by the store's webcam, analyzing consumer behavior through image recognition, has been the founder of SV Angel, Milner (Yuri Milner) and TechCrunch, Michael Al. Arrington and other star investors of all ages.

Openbucks can allow users to use an entity gift card to pay for online goods and services that are not relevant.

Confession: This is a bitter business, 35 years after the harvest

Penre: Founder of Cloud

I think the traditional said O2O inside very important point is that the current did not collect the merchant information to move online, for example, the Business menu, membership card scorecard, the traditional existence of these things for many years, and not be internet.

Guests such as the cloud chose to do the booking, reception, because there are many businesses there its own internal system, and we just want to be responsible for the interaction between the business and consumers, from helping it to dig old users, its own financial, invoicing, warehouse, I do not move. User calls, our equipment will be bounced out of the user's number, with equipment to complete the booking, queuing, ordering; the next time the user calls, the information will be stored as a record, so that the old customers feel better.

My data is all in the cloud, and can be docked with its headquarters backstage. Now the network is good, if not, we can also help store upgrades using 3G. But this is the more bitter work, the basic structure to do well, 35 years before harvest.

I know catering enterprises have their own CRM system, but these systems will be too complex, too biased financial, or just a decade ago, sales channels may be mainly in the way of agents, not direct marketing, so I think the cloud or there is a lot of space.

There are countless companies in the industry that want to do apps in the business, but there are still few companies that really want to build platforms in hardware, in applications, and in the Web. There are only a bit of apps abroad that are lighter than us. Where you cut in, the order is different, and your background and ability determine how big a cake you will eventually get from the market.

Customers like the cloud will provide hardware to businesses, because we believe that commercial applications must be in professional equipment to enable businesses to form a certain dependence, put here, let them develop the habit of using. In fact, Apple, Millet are doing hardware plus service mode. We choose some of the market's mature hardware, to do the assembly, but also in the development of their own independent brand hardware. In the future idealized situation, is to look at the store has several La carte machine, several registers, uses our equipment to replace it.

I think businesses will also be willing to try to order online, in fact, this industry is now in a relatively bright environment, compared to who can play better than others. The new mode opens a new window for them.

Confession: Be sure to get the attitude of the store and the merchant

Yang: Founder of Tu

From the past, the indoor map is a big blind spot, offline information is completely not timely and effective conduction to online, a building has what the company, which stores, online map can not find. Tu currently mainly do geographical information data, as the indoor Geographic information node, with API interface to the data distributed to Baidu, Sina, Tencent, etc. or app developers, let them in our data based on development.

Shopping malls, shopping is the easiest way to form a profit model. We have chosen similar to three Li Tun Sanlitun this kind of big, complex, the pedestrian volume many shopping place, has made the app for it alone, lets you see the indoor panorama, but also has "the finger to go shopping". It is easy to think of this technology in the future and the combination of shopping malls, such as to do a brand new product discounts, freshly baked bread, such as instant snapping.

This market is still slowly in the warm state, many locations are not found. The best thing about public comment is that restaurants can find it. So as a data provider, we need this to be more power. Now Tu probably has more than 10,000 domestic market level building data, we generally do not talk to it, advanced to direct mapping, and then talk about. This thing to the mall, if you do not want us to take your data from Baidu down, so that they are anxious, or to be. But if you want to shop a WiFi box requires hardware installation costs, the mall is not willing to, their annual market budget is very low, the shop rented out enough.

You can also work with brand shops to establish cooperation, they are sure of this matter. Users in Baidu check the time can be connected to the indoor map, your brand can be played on the logo, pop-up preferential information is very tempting, but to be like group buying sweep a lap brand. In the future we would like to work with a cool store like Apple, of course it has its own map. Big companies can be cool, small companies can't make money.

Comments: Entrepreneurs are still a little behind closed doors

Marketing Manager of a medium-sized catering brand

Many companies want to put some hardware in the restaurant, first solve the customer information management, and finally with the restaurant's entire IT system. This is a very difficult thing. Catering Company's IT systems, such as financial systems, invoicing, customer management systems are often disconnected. For example, after you order the data directly into the financial system, but the customer calls after the information is entered into the customer management system; Because there are many stores, invoicing system is difficult to statistics, you can not predict what the day of the food will be quickly consumed, a lot of data are scattered, and require manual operation.

Catering to the IT system is the most troublesome in a variety of industries, many do CRM companies to avoid the catering industry does not do. I once wanted to connect our company's "three major systems" and failed two times.

But these entrepreneurs are undoubtedly looking for the right demand. We need to work customer management. My company for once ordered the customer has done activities, the consumption of 300 yuan to send vegetables, the last 10% of the old customers come over, bringing the sales of 100,000 yuan, and the cost of only mass text message costs.

Those companies also said that the pad for the store, if it is a pad for each table, how much does it cost? or each waiter takes a pad to order, and to solve the problem of the store WiFi, if the bandwidth is not enough, there is no real-time synchronization of information. And that kind of pad is not the ipad, the user experience is not so good, need to teach the waiter to use. If it involves online ordering, I think it's more idealistic. Online order is only suitable for the menu is not too changeable, business good to online traffic does not matter or only a single restaurant. First, Chinese food is difficult to estimate the ingredients, and the menu is the food industry some secret things-I now take a look at the menu, you can estimate the gross profit margin. In my opinion, these entrepreneurs still have a bit of a mentality of being behind closed doors.

Comments: These models will give food and beverage stores trouble

Zheng Zhihui: Founder of Swallow Cloud small dill

I worked for OpenTable more than 10 years ago, when no one knew the product, and ten years later it was a fire. From the point of view of the value chain, catering business is based on quantity, not much money, how to support the income of such service providers? Finally you are poor and I am poor. Conversely, you still need to have a lot of customers.

If the main from the customer system, some of your ideas will actually affect our rate of turnover, so that our process more cumbersome. Whether to adopt this kind of product, the boss first thought is the employee's fatigue degree. I'm not afraid to invest in hardware, I'm afraid everyone is not available. When I was a party B, I couldn't figure out why you didn't use it so advanced. Dining is one of the oldest industries in the world, do you think we will not think about how to make more money?

Some of the models for retail outlets, including the automatic triggering of WiFi, are interesting, but at the moment they are relatively geek. Shopkick in the United States is not bad, moved to China do not know what will happen. Americans use Groupon to really want to save money, but when Chinese group buying is hot, many people use group buying just for fun.

Comments: Offline IT systems are critical

Erhai: Managing director of June Lian Capital

If the IT system is developed under the line service, it will be easier to make the traditional O2O. For a long time, the user in Ctrip up and down the order, Ctrip needs by fax, telephone and hotel confirmation, only part of the hotel's room management system can be connected with Ctrip's system. Visible, there are a lot of it infiltration is not enough areas, which is the place of opportunity. And it and network to the offline business continuously infiltration, is irreversible trend.

From its own business value, if you can get through CRM and marketing, the market will be very large. Sales force has started from the traditional sense of CRM into the market, but in China, sales force itself installed very low, and not too many advantages, there should be very good entrepreneurial enterprises appear. The second category is targeted at the store customer marketing, management business, may produce small and beautiful companies, volume is not large, but very professional, but also very valuable, more like solutions or software companies, often through SaaS delivery. Third, if the real ability to integrate offline resources, and become an important infrastructure in E-commerce, will have a winner-take-all situation, there will be large enterprises, but the ability to integrate offline resources requirements are high.