Suddenly as a spring breeze, thousands of shop million shops O2O

"I was in Daci Temple, Wuhou Temple to go," May Day holiday, Chengdu taxi hard to find no load, white-collar Wang Qiang, but calmly took out his cell phone, called the nearby taxi. Pay with the phone fare after the fight, Wang Qiang also near the food, cinema and other entertainment live net. He said that now his cell phone is equivalent to a wallet, but also mortgage, credit card, cell phone recharge, can easily be completed.

"Suddenly a night of spring breeze, thousands shop shop O2O." This year O2O (online to offline online on the line) hot, behind the scenes is undoubtedly the biggest promoter Tencent Ali two Internet giants, tipping point is taxi subsidies battle. From January onwards, Tencent's two major taxi applications Didi taxi and fast taxi take turns to return to the taxi passengers and drivers. The two giants invested a total of 1.9 billion yuan for this purpose real money.

Tencent, Ali move, in order to copy the mobile payment from taxi to other business transactions, so that the phone into a wallet. The continuous evolution of O2O, will subvert the traditional business model, so that everyone can be "privately tailored." By that time, 1.9 billion was a drop in the bucket compared to a few trillion transactions.

>> Reporter experience

Shopping mall to eat hot pot mobile phone wallet

Tencent Ali lent by taxi subsidies, much more than online trading, but also extended to the line of a larger market. In early March, Huaxi Dushi Bao reporter in Beijing experienced a fresh deal.

Beijing Wangfujing Department Store, the reporter selected two garments on the second floor, holding a small ticket, under the guidance of the sales clerk, the reporter came to the floor there are Weibang payment counter.

Took a small vote, the cashier asked reporters to use cash, credit card or micro-channel payment? After hearing that the reporter chose to pay by WeChat, he scanned the ticket and presented a two-dimensional code on the cash register screen. "Scan this QR code with your mobile phone and follow the prompts to finish the payment."

Take out the phone, open the WeChat, scan the QR code, the reporter saw the page showing the amount of shopping, confirm the order, click "pay now", enter the password and confirm that the payment is completed. The whole process is only about 10 seconds. Cashier also told reporters that attention to the official micro signal, select the clothes, enter the receiving address, click Pay Now, you can complete the purchase, the rest is waiting for the receipt.

Subsequently, the reporter arrived at the sea fishing Xidan, when ordering with the iPad, just choose the bottom of the pot, jumped out of the micro-channel payment can be reduced by 10 yuan tips.

After the meal is completed, the waiter asked reporters what kind of payment to choose, with particular reference to the WeChat payment. That reporter selected micro-channel payment, the waiter let reporters confirm the details and amount of consumption, after a short wait, she took the QR code on the iPad so that reporters scan. Scan into the payment page, enter the payment password, click OK to display the payment is completed.

After the waiter handed the reporter a small ticket, holding a small ticket at the service desk to open a good invoice, so far, the entire process of consumption and payment completed. Attendants also said that after paying attention to their WeChat public number, you can use it to book a seat, if we advance through the WeChat well pot and small material, and to complete the payment, there will be gifts to the store.

>> Secret O2O

Fight "experience card" variable off for long-term members

"Enable customers to feel better service, increase the frequency of consumption," sea fishing information management minister Feng Hailong a trick. The purpose of sea fishing is not to pay, but rather to grasp the behavior of customer spending, and to allow customers to pay attention to its WeChat public number, interact with them, through the WeChat public number, customers can order, take-away. "Our goal is not to raise the number of meals, but to focus on the feelings of consumers in the process of using FIT to convert long-term members."

Intime Department Store and Alibaba (rolling information) cooperation, the focus is also on the virtual membership card, customers at the counter with Alipay wallet sonic payment, and pay close attention to Intime Departmental Alipay service number, can become a virtual member. Hu Xin, director of public relations department of Intime Department Store Marketing Planning Department, said that with the online promotion of mobile phones Taobao and Alipay, the membership of virtual membership cards exceeded 1.7 million in a month, exceeding the total number of members accumulated in online physical stores for 16 years.

More importantly, under the O2O model, enterprises can obtain a large amount of consumption data through the Internet and grasp customer spending habits. Even ordinary people can easily realize "private subscriptions." In the traditional business era, VIP members often want to enjoy a variety of customized services.

>> Chengdu case

Reverse O2O let customers become repeat customers

As Alibaba mobile catering platform "Amoy something" in Chengdu, the first batch of user companies, fans are still long beans doing O2O. "The O2O we are doing now goes from offline to online." Zeng Yanxiang, the chairman of Fanzhuoyu, said in an interview with reporters that they are doing reverse O2O.

Fans are still beans fishing O2O start buying two years ago popular. "Compared with other guests, we pay more attention to customers who buy, and they provide VIP service." He said that the purpose of making a group purchase is to convert individual customers into VIP members, other places are not valued group of customers here But more favored, strong contrast allows them to admiration for the restaurant.

Zeng Yan Xiang revealed that they buy customers conversion rate up to 30%, which means that 10 to shop customers, three are willing to pre-paid membership card into a long-term membership.

After the popularity of WeChat, Zeng Yanxiang drew consumers 'attention to fans' appetite by discounting coupons or sending drinks. He also hired a dedicated team to develop his own APP, which had a prepaid credit card code and an online payment function, equivalent to a virtual membership card. "Many WeChat fans will be converted to APP members."

APP members can bring a lot of consumer data, such as what kind of taste guests like, garnish, like to sit where the location, etc., once the guests order, the waiter can treat the old friend like the proper arrangements for the feel of home away from home. "I'm actually doing O2O2O, from offline to online and offline, the core is the data + service." Zeng Yanxiang so concluded.

Prodigal Huanghua: selling fans cooked food industry, "millet"

Japanese sales of 2-3 million, shop less than a year, the old flower halibut let fumble for many years of traditional catering raspberry, "This is the Internet speed," said co-founder Gao Zhen proudly said.

Gao Zhen made more than 10 years of Internet, from hackers to community sites and then mobile advertising, and finally returned to the traditional industries. He founded the prodigal son won the championship in CCTV "China Business Model" Sichuan Division, the goal is to do China's delicatessen industry's "millet phone."

"Millet is a mobile phone takeout, I do is takeaway food delivery, but the concept of the model is almost." Gao Zhen said that the old flower Halo a Taobao shop, a physical store, customers are mainly from the Internet orders, they do the same city and the country Delivery.

Like millet with rice noodles, Gao Zhen's guests are mainly from "pollen." A "pollen" has even become his staff, the college graduate girls hooked on the old flower halibut, and then attracted a job seeking posts. "Traditional food and beverage are all about product promotion, I do brand culture, make friends with customers, they like the old flower", will buy to eat. "Gao Zhen said. Through WeChat, Weibo, etc., as well as a variety of offline activities, Gao Zhen spread the brand culture of Lao Shui Hua Lu to the outside world. This is not like making meals and more like making media.

If fans are still fishing line is the experience of victory, then the old flower is the line of culture to win, but the two sides agreed on the same goal, are variable customer as a member, to provide personalized service. Huaxi Dushi Bao Luo Ji Wang Jigao