The electric business giant moves frequently, can first seriously engage in O2O not

In the time of the one months, the internet is really lively, I heard that Jingdong to be listed, this side of Ali's O2O There is a new action, so the night I gave two great god together to send a gift, as much as two owners accept ; This article does not comment on Jingdong's previous O2O , nor does it justify Ali's new O2O masterpiece, also do not talk about the two platforms in fact, from the point of view of the actual use of the business, these two if you want to do O2O If we don't do the following three points, we don't say O2O !

First: The product needs to have a high enough customer unit price

stand in personal view of the individual, if those dozens of pieces of clothing, FMCG, etc. please do not come together this lively, because there is not high enough customer price do not do O2O;

　　1 : If you don't have a high enough customer price, users can not have the patience to accompany you for a while online, a while offline, we can not ignore is that the time cost to the user, but also a huge cost, so it is not a particularly high customer price products, users do not have the patience to play with you ;

　　2 : If the customer unit price is not high, that means that the profit is not high. Perhaps your profit is high, such as cost price ten yuan, then the price of hundreds of fifty or sixty, but although the profit ratio is hundreds of thousands, but, I'm sorry, you have to do O2O, you face the competition, Not only with the flow of the competition, but also can be said to be the conversion rate of contention, you must have enough traffic to face a layer after layer of conversion rate. Although the profit is very high, but the flow costs can no matter which industry you are, labor costs will not care what industry you are ;

Second: Brand must have a unique place

The first paragraph also mentions that the O2O is required to undergo a layer of conversion rate, finally to receive the money of consumers, so in this process of transformation, in addition to customer unit price, the brand also needs to have a unique place, users have the patience to play with you, the past that rely on discounts, signs of the transformation form, has not been able to keep up with the times, said the ugly point , the parking fees are now more expensive than what you have given them, so you have to have a distinctive place in it; This includes the service features and product features of the brand;

1: Brand service features, such as my personal micro-letter mentioned in the bathroom as a buddy, if they show the bathroom, can only provide touch to see, or to engage in a real bathroom scene, such a brand service full street are, users will not have too much loyalty to be dedicated to accompany you a brand play, so you in the process of transformation, will be very laborious;

Another point is that your brand-specific services, to meet these three characteristics: User experience threshold low, employees can quickly replicate, competitor imitation has difficulty

Low threshold: If you join too many thresholds, such as the need to pay advance deposit, etc., this will also lose a lot of the intention of customers, for the need to deal through the O2O model products, users on the Internet behavior, more information collection behavior, it is difficult to talk about payment, only to expand the flow of the entrance, To screen out the final conversion of customers.

Rapid replication, refers to a set of very standardized provision of service mechanism, so that your staff can quickly start, so that will not increase your labor costs, and staff will not because of the provision of services to spend too much time and energy, and difficult to carry out;

Competitor imitation is risky, that is, competitors are not so easy to imitate your service, otherwise others follow together, you have no characteristics! This is also the enterprise to do O2O barriers, no barriers to do O2O, like no barriers to do the same, can only fight price war.

2: Product features, if your brand service has no characteristics, that your product must have the characteristic, besides like the traveling, the real estate, the decoration, the dining, the beauty such must go to the scene experience the product, like clothing, 3C, the book and so on, does not have the special necessity, you sell the clothing, 3C, the book, is very difficult to do O2O

So, if you want to do O2O, you need to transform these products, from the original simple selling clothing, selling 3C, selling books, upgraded into a service-carrier products. If you come to the scene, according to your current needs, such as marriage needs, job requirements, dating needs, workplace needs, officialdom needs, tailored for you a set of clothing from the inside out;

such as books, there are professional librarian, to help you diagnose the needs of the present, more in-depth can be based on your current problems or situations, give advice, and then with a set of books suitable for you;

Such products, it is no longer a simple selling a single product strategy, but a set of personalized features tailored products, there are experience, personalization and other elements in the inside, the user has a strong to the online experience of the attraction, and this product model under the O2O competition, is no longer pure traffic competition, product price competition, But the service competition between each brand, this kind of competition, is advantageous to the consumer, and can form the benign competition;

Third, to have an independent O2O operating platform

To have an independent O2O operating platform, such as independent website, independent app, independent of the cat Jingdong store, do not mix with the existing business mode;

1: Different operating mode

The focus is on online payments, and O2O emphasizes offline and offline interactions, so the standards are different for operators online in both modes of operation.

In the mode of business, in order to promote the transaction, operators will be from the product material, brand, price, promotion and other aspects of the issue, prompting customers online payment, this time more emphasis on the direct turnover ratio.

O2O's model, operators online operating standards, more to convince users to go to the line to experience, around the point is more in the brand service characteristics, or product characteristics above. At this time more emphasis is from the line to the line into the shop rate, has not yet to deal with the conversion rate of the part.

2: Preventing conflicts of interest

If there is a simultaneous presence of the Business-to-consumer, the operator in charge of the business is easy to guide the local O2O customers to pay online for personal benefit, violating the principle of O2O localization, which will impact the original interest of the native store; Most crucially, the financial settlement of local stores and operations headquarters is problematic;

There are two financial accounting between headquarter and each store, one is the accounting of product's sales, the other is O2O drainage cost accounting. Product production and sales accounting does not conflict, still normal, the conflict is the drainage cost accounting, such as the brand introduced 1 million of the cost of the flow, if there is both the O2O and the traffic, it is difficult to separate the flow of those flows to which mode, this time offline stores for their own benefit, will evade the flow of responsibility costs.

3: The user's needs are different

Online user preferences point and offline user preferences are different; Online users more is the pursuit of cheap and easy to use, offline users to pursue more quality services, so the two different requirements mix together, so that users difficult to choose, and can not understand the real positioning of your brand.

As soon as I finished, I estimated that two leaders were big; from the perspective of the platform, the two O2O to achieve the environment is really good, but also engage in offline payment POS, but also the logistics of rapid Tatsu, but also with the convenience store cooperation, but these are only O2O implementation of the hardware, is not O2O implementation of the software, If not from the point of view of the business operation of their big O2O strategy, then I think, this plate O2O is also difficult to continue to play.