The concept of O2O is becoming more and more rational

O2O concept is becoming more and more rational, channel for Wang, the concept of the King of electricity has become a legacy, manufacturers, electric business platform, traditional channels of their respective roles, the price is relatively more and more transparent, product upstream and downstream of the interactive infiltration frequency increased, combined more and more closely.

With the rapid development of the mobile internet era, O2O This topic again, may wish to review the three processes that O2O has gone through and analyze the trajectory of its development.

O2O Three Stages

The first stage of O2O development is the impact of the electric business platform on the traditional manufacturers. This stage many large traditional enterprises because of the mainstream of sales still in the traditional channels, mostly in the wait-and-see state, the rise of a group of the original unknown only to do the Amoy brand, such as the clothing industry crack silk, Han, clothing, cosmetics industry, the Royal Mud Square, Household appliances industry, puppy electrical appliances, Bellede and so on, this phase of the line and online integration is still in the initial stage.

The second stage of O2O development is the impact of electronic business platform on traditional retail channels. This stage is a lot of PC platform electric Business gold period, consecutive years of "Double 11", "6 18" greatly promote the sales climbed, a large number of consumers began shopping on the electric platform, online retail share of the rapid reduction of the proportion of traditional channel sales, Finally, the traditional brand manufacturers under the line will focus on the electric business platform, began to put into the electricity business channel regardless of cost, this phenomenon reached a climax by 2013. The main features of the O2O during this period are the fire of the online PC business and the plight of the traditional marketing channels under the line. This stage line under the channel integration of cases emerge, Suningyun, shop 1th, Beijing-East since the construction of logistics, Jingdong, Taobao began mergers and acquisitions offline retail outlets.

The third stage of O2O development is the impact of mobile commerce based on micro-letter on PC platform Electric Quotient. The first two stages is the development of PC platform of the Golden Age, but when the electric business platform to the flow of control more and more strong, the flow costs more and more high, online low-cost advantage no longer, offline retail is also in an unprecedented period of downturn. The introduction of micro-letter will be online under the one-sided trend of the first to adjust to the relative balance stage, micro-letter directional communication, circle economy, application convenience, experience service characteristics to promote the rapid development of mobile business platform, a new round of shuffle and online under the rise. This stage O2O is more close to the essence of marketing, customer-centric, customer experience, customer service as an important means of communication, attention to customer management, data marketing, personalized customization and other marketing processes. This stage of micro-electricity, micro-payment, mobile phone mall, micro-letter from the media and other forms of rapid change.

After reviewing the three stages, it is easy to see that the concept of O2O is becoming more and more rational, and the concept of channel for Wang and electric power business has become the past, manufacturers, electric business platform, traditional channels of their respective roles, the price is relatively more and more transparent, product upstream and downstream of the interactive penetration frequency The demand for sales and service landing is getting higher.

How to do good customer communication, to provide more to meet consumer demand for products and services is the key to O2O landing.

C2B mode of electric quotient platform

Ali recently under the package of the United States, nine Yang, Supor and other 10 brands of 12 production lines, the use of C2B mode, specifically for the day cat special small appliances. Ali through the master of the transaction data and analysis of the results to guide these production lines of research and development, design, production, pricing. Custom consumers need the most products, using their own electric business platform to get through the O2O.

The idea of the C2B mode of the cat is designed as follows: According to the consumer data accumulated over the years, from the price distribution, key attributes, flow, turnover, consumer evaluation and other dimensions modeling, mining the function selling point, the mainstream price segment distribution, consumer demand, value-added selling points to guide the research and development of manufacturers, design, production.

This kind of electronic business platform of the reverse customization thinking is not new, in many traditional channels have precedents, that the Yue own brand. such as Suning's own home appliance brand Pine Bridge, Wal-Mart's own brand benefits. These own brands are from the store platform want to use their own grasp of a large number of consumer transaction data into upstream production resources, in an attempt to achieve greater profits of the original intention.

This time Ali just changed the means, or retain the brand of production enterprises, and customization are all category manufacturers of leading enterprises, seemingly conform to the rules, but actually undercurrent dark.

I think this C2B model is doomed to be a chicken!

The demand deviation under the thinking of exploding money. Taobao platform's burst thinking, will make the data collected to produce a certain demand deviation, the public demand for the function, selling point will be misleading. Products based on these analyses produce a lot of Huo and bargains. For example, in the data cube data reflected in the demand is the rice cooker products mainly concentrated in 199-238 yuan price, material for stainless steel, the control mode for LCD digital, volume of 5 liters, the main purchase crowd for 25-35-year-old housewife.

But the actual demand may not be reflected by these bold data, such as the diversity of consumer buying behavior, conformity, and the blind obedience of product selection, will make the actual demand change. For the rice cooker, many consumers only need 2 liters to meet the daily life of 2 people can, but see promotions and sales of the largest volume of sales, will produce a choice bias.

According to the above needs to make products if branded labels, plus the cat platform of the priority promotion measures, there will be a large number of sales, to become a burst.

But the brand manufacturers that produce such products are basically unprofitable. Most are to allow smaller manufacturers to OEM production, manufacturers of the product configuration also to be very simplified, so that the more products sold, the more unprofitable products for technical transformation and research and development, disguised as the damage to consumers.

Platform on behalf of the factory threat. The Platform customization product will become the future eliminates the production enterprise brand the trap. The greater the dependence of a production enterprise on a single product, the more unfavorable the development of itself, the more deformed. Guangdong's many foreign trade-type production enterprises are this type, often foreign sales channels of the generation of factories, once there is no order, will face extinction. The purpose of the C2B customization of Ali platform is to form its own brand for the next step, so that the enterprise becomes its own platform's generation factory. Believe that the strength of the brand enterprises will not take into account the threat, but also to take appropriate countermeasures to avoid becoming a platform for the generation of factories.

The custom of the cat is not a real c2b. I believe that the purpose of the cat is to sell more goods, monopolize more other platforms can not replicate the explosive resources. This is doomed to the cat in the custom idea can not take Haier and other brands to implement the C2B strategy.

Manufacturers to carry out C2B product strategy to consider a broader range, not only is the consumer demand, but more detailed requirements of the dimension of the lock, such as the main consumer of the manufacturer and the consumer of electricity platform of the difference. May need more subdivision, more accurate positioning of the population, the function point, there may be a difference with the competition, the consumer some of the key needs will be focused on, such as washing the sweet potato washing machine is based on the needs of rural consumers designed.

In charge of the cat customized products of small two most of the product manager without the manufacturer as professional, more understanding of consumers, only by analyzing large data, can not meet the specific consumer's personality and potential needs.

The interest game between the manufacturer and the electric business platform. In order to deal with the price competition and promotional activities of the electric business platform, manufacturers want to do their best, the most common is AB, to the Beijing-east platform for a machine, change the packaging to the cat for the Day B machine.

Wen/Sha Zonglei