The future of O2O

The internet's thinking is the first product, for the traditional enterprises, their thinking will undoubtedly have performance and image considerations. With so much money and only one app out there, it looks like the project couldn't be done at the beginning. According to the relevant information, we know that the recent Wanda everywhere in the recruitment, the people said, one of the requirements is that to work every day must wear a suit, which is not the same as the spirit of the Internet Enterprise T-shirt, jeans.

Now the more common explanations for O2O are two of the following.

"Traditional e-commerce is to sell in kind, but O2O to sell is the service"!

In fact, group buying is the first O2O practitioners, but sell or products, service in the end who is doing? In the final analysis, the entity business.

"From the perspective of import traffic, O2O is the future mobile Internet portal!"

Don't tease, physical store, overcrowded peak season do not need traffic, waste is shameful. Mature chain restaurant, which shop is not in front of the queue? Traffic? waste or shame!

Must say: O2O is not omnipotent, at least today has not been deified.

The natural loss of traditional electric power quotient

According to the normal thinking mode, the electric quotient should be the most successful form in the O2O mode. Is that really the case?

First, make an analogy with the mode of group buying net. In many people's eyes, electricity and buy is the type of close to the industry, especially for ordinary consumers, on the United States and the sky cat are browsing products, selected products after the order to pay, it seems that the difference is not small. But people who are more careful will find that the two types of products sold are essentially different, catering, entertainment, tourism, car rental, and so on, these non-standard "life products" is the core of group buying, and standardized home appliances, clothing, digital, books is the scope of the electric business.

In fact, the essence of O2O should be the transmission of people, and this is the innate lack of traditional electrical business. The cat double 11, achievements, but was the entity of the collective boycott, the first 19 home stores together to kill the cat, after suning in the latest TV ads on the irony of the cat has no line advantage.

In the final analysis: The Merchant's business model is to send products to your home, using the logistics system. O2O is to send you to the product home, using the transportation system.

In other words, the essence of O2O is the flow of people into the physical store, whether through the PC or mobile phones and other terminals. For the physical store, the electric dealer brought them too much pressure, O2O is precisely a very clear opportunity to counterattack.

So, whether it's from the nature of the O2O model or the willingness of the physical store, electric business to cut into the O2O are not small obstacles, of course, do not forget that the electricity business has a strong cash flow, in this money can make the era of grinding and pushing ghosts, also do not rule out the construction, mergers and acquisitions and the possibility of strategic cooperation. Yintai department store, not also obediently devotion.

The dream of traditional business is far

Although the traditional electric dealer to enter O2O resistance heavy. Traditional commerce seems to occupy the day (the rise of mobile payments), geographical location (full possession of the offline end), people and (the most end of the crowd).

But the O2O model, which is created under "Internet thinking", must also rely on the internet and mobile Internet tools, and will rely on mobile payments in the future. From the way of thinking to the landing of marketing promotion, are not good at traditional business.

Wanda Electric Business For example, Wanda is undoubtedly the largest commercial real estate, hotels, department stores and theater chain, can be said to have the most powerful business resources and huge flow of people, simple online already can provide one-stop service. O2O's resources and foundation are abundant.

However, Wanda to achieve the O2O, but let a lot of people can not understand. Wang introduced Wanda Electric business model: "Wanda Electric business model, not Taobao, not Beijing-east, not Tencent, not Baidu, is a line of online under the integration of E-commerce Mode (020)." "The core is divided into three parts:" Big member system, large data system, high gold members. "and specifically launched the pc-based Web site: Wan Hui.

What is not understood is the location of the site, as Wanda's current resources and positioning, mobile app is clearly the first choice as a portal, the value of the network itself seems small. Personal feeling this is a traditional enterprise's genetic decision, the Internet's thinking is the first product, and the traditional enterprise thinking must have performance and image considerations. With so much money and only one app out there, it seems like the project won't be able to do it at the beginning. In addition, it is understood that Wanda recently in the whole of the people, informed that one of the requirements is, must be every day to work in a suit, this and Internet enterprises T shirt, jeans spirit is also incompatible.

It can be seen that the traditional business into O2O dream may be further. However, it does not rule out the possibility of a quick layout by acquiring a mobile internet company that can be used to service apps in the local life. Perhaps this topic can be discussed in another article.