See real business people understand O2O

Recently, Alipay held an O2O combat training camp at the Tsinghua University auditorium in Beijing. Due to the widespread concern of O2O as a hot spot, almost all of the upper and lower floors of the auditorium in Tsinghua University are attracted to merchants. Under the guidance of the host CEO Wang Lifen of UniNet, the leaders from No. 1 shop, Pintou Network, Diaoyutai Beef Brisket and Revitalizing China Power Fund, Sinopharm Holding Guoda Pharmacy Co., Ltd. and "World Network Business" discussed their respective businesses O2O in the eyes: How to connect online and offline, in which the difficulties encountered. For these enterprises, O2O, which is only limited to interactive marketing, is not a real O2O. Emphasis and personalization are the "discovering" of users, and maintaining users is the real O2O.

Carving Lord Sirloin: Let the user from the name of the dish

Almost from the Internet "start from scratch" to create a brand of catering enterprises, carving Lord Sirloin that in today's Internet and mobile Internet era, only the traditional brand is not enough, we must rely on the strength of a third party to lend.

For Glyph sirloin, third parties include payment methods such as social software and Alipay. Through the use of social software, Diaoyu Sirloin has gathered 100,000 customers, of which about 50,000 are VIP customers. Diaoyu Sirloin currently has 12 dishes, each month at the new dishes. When you start serving, you will be invited to taste and give feedback. Carving Lord Sirloin will be based on the most popular elements of the introduction of dishes, and even the name of the dish to the customer. For example, when the Korean drama "You From The Stars" and the American TV series "The Song of Ice and Fire" became popular, Gorgon's Sirloin introduced Cold Soup from the Stars and Song of Ice and Fire. In addition to Alipay, carving Lord Sirloin has also been introduced in Bitcoin payment

Commodities Network: marketing, consulting, docking talent

Different from the actual enterprises that do O2O customer maintenance, QPH provides O2O services. For example, the case presented to the customer to provide professional advice to clients, to help clients docking talent.

Liu Wanlan CEO Journey Network said she had served IKEA, Coca-Cola. Years of service experience in the retail industry gives her a better understanding of the pain points of the traditional retail industry, and it is these companies that have a strong desire and desire for O2O.

Shop No. 1: What we lack is the offline scene

"When did the user think of using the No. 1 store?" This is the first question to be clear. Executive Assistant to the No. 1 store manager Zhang handsome said that businesses do O2O is not running hot concept, but want to clear contact with users, find the user, to maintain the user's tentacles.

Shop No. 1, if in accordance with the "online", "offline" two scenes to points, then the lack of a shop is the line under the scene. How to do? Then build the scene under the line: put the two-dimensional code in Shanghai Metro Station, which is the first shop in the first think of contact with the user's tentacles. Beginning this year, No. 1 shop began with Alipay Alipay wallet service window. Relying on Alipay this platform, can have more scenes to reach the user, allowing the No. 1 store and users have a relationship.

After "discovering" the user, Shop 1 can see the preferences of different people based on the big data. From this precise recommendations. All in all, Shop 1 is looking for offline spending scenarios, reaching users, marketing or direct sales.

Zhang handsome can say that online and offline integration is difficult. For example, Shop 1 we engage in a virtual store, the user runs out, will not become repeat customers? APP how to capture and maintain the most effective user? In his opinion, the exploration of O2O in the industry is still in its infancy, mainly marketing mostly and has not yet formed a system.

"World Network Business": the establishment of "buy dining area"? That is an insult to the user

Ye Ting, general manager of "World Wide Web Merchants," believes that two O2Os have different advantages and disadvantages for merchants, both online and offline. For some businesses that only have online websites, there is often a lack of grasp of old and new users online; however, most traditional enterprises often lack online experience.

For all businesses, the development of members, members of the drainage, its reproducibility is not too strong. Businesses must figure out what they lack and what they want to do. Not when it comes to O2O is buy.

For example, he said, for example, some businesses may sometimes find out some locations for merchants who purchase coupons, that is, "group dining areas". This actually reflects that the merchants did not get through the system well, The harm to the user, can be said to be an insult to the user.

Ye Ting believes that "the old shop and the new shop is completely different, when the new store will need to open some customers to stimulate the old shop only need to slowly shop some members in my capacity for service has not yet prepared When my brand is damaged, these two points should be the bigger difficulties we now face, and now some of the status quo. "

Revival of China Power Fund: Large companies should play the platform responsibility

Qian Zhonghua, managing director of Renaissance China Power Fund, said: "For any business, we want more customers, greater sales and better profits, which are the goals of each of us. But you How to find customers in the vast sea of ​​people, huge potential customers, to serve customers, understand customers, interact with customers, improve customer satisfaction, and ultimately make our business more users and more sales. In this series of processes, it is very difficult to completely rely on the traditional method to do this by a small enterprise system because you can not identify who is your potential customer. These potential How can a client turn him into your client. "

For many businesses, from online to offline, or from offline to online, some people need their sister to do a bridge to provide basic services. Who will do this thing? Companies with platform effects and data control can do this, as Alibaba and Alipay do.

Sinopharm Holding Guoda Pharmacy Co., Ltd.: O2O is more familiar with big data more mysterious

Sinopharm Pharmaceutical Holding Co., Ltd., deputy general manager of State Grid Ge said the pharmacy, O2O is not mysterious. In fact, many people now talk about O2O, more end in marketing and CRM, and no further application.

"Now many Internet companies like to say O2O, online virtual shop, take a cell phone swept, the goods arrived home .I think this is a very good situation, but if the edge has a very beautiful and beautiful The little girl came to tell you that kind of feeling is very good, many of our stores in the community, in fact, he does not need big data analysis, she and the customer say hello, communicate with the customer two, she You know what customers need for traditional businesses, now more fashionable approach is omnichannel marketing, we know which aspects are the most efficient, which aspect is the fastest and easiest, this is what we need to pursue of."

In his view, the real O2O should actually be the opening up of the supply chain and omni-channel marketing. This is difficult, very important. Offline stores are a way to utilize social software and utilize Alipay service windows as an alternative, they are two-legged while developing. The primary task now is to make the integration of employees into the tide of mobile Internet.

Zhang Ge introduced Road, Alipay users have a lot of data tags that allow Alipay partners we identify these customers. And then match with the transaction, businesses can have some basis on this analysis.