The industry's understanding of the boundaries of O2O is debatable, but 020 has become one of the hottest concepts of the moment.

While the industry's understanding of the boundaries of O2O is controversial, 020 has become one of the hottest concepts of the moment, and it's not easy to play around. In the future, how O2O will further change people's life and business model, how should the merchant more fully tap the consumer's inner needs? O2O mode of great changes in the difficult place, C2B large-scale customization era has come? ...... April 21, in the 2014 Green Company annual meeting of the "O2O Gap" forum, and island adjacent Zhang Glory, Li Lianju, Jiangyongxiong, such as the combination of their own business exploration experience, and the guests of the island, Mr. Cai Jian has a wonderful comment. This O2O feast, the Island gentleman invites you to share.

After the transformation, the competition pattern has changed completely.

Zhang Rongyao (Rongchang Yrsa chain Group chairman): Laundry is a very traditional industry, the quality of staff is not high, I started from such a starting point, such as my business can be pondering the innovation, transformation, all the traditional enterprises are possible.

As a traditional laundry business, I certainly do not have the mobile Internet as a marketing tool. I think the mobile Internet product design is around the ultimate user satisfaction to do the design, the mobile Internet product design, then to build a team, operations, financial assessment and so on is more reliable. I think the real value is my data, my customers, so over the years I from the original channel to the franchisee transformation, the beginning of a comprehensive transformation, all the resource elements, all put to the middle of the user above. After my transformation the competition pattern completely changed, the original competitor is sells the equipment, now my competitor is the Internet enterprise. I now feel more difficult than the original, because the opponent has become the mobile internet all enterprises and peers. The former rivals have become my partners.

Future C2B will be a better direction

Li Lianju (Chairman of Guangzhou Shang Home Co., Ltd.): Over the past few years, China's furniture industry has been in the weak, has been doing furniture enterprises for more than more than 10 years, almost no growth in recent years, it is not a setback is good. But in this situation, the industry that provides custom furniture to consumers as well as our products is growing very fast. This illustrates a custom requirement, including a future trend.

C2B will be a better direction in the future. Whether it is a shallow custom or a deep customization, many industries can be customized, now apparel customization has been very successful. It is a trend to make customization of a few people the life of the majority, and the customization of a few will become the life of most people. It's hard for you to think about it, actually. I used to be a software company, and it's also a cross border. Now our production line now about average dozens of kinds of products, finally installed, free to the doorstep. This involves industrialization, the integration of information, of course, now more strong competitiveness lies in cloud computing, large data.

Everything is free to prepare for the charge

Jiangyongxiong (Chairman of Taiwan Crown Enterprise Group): Mobile interconnected thinking is now seriously impacting the entire industry. As a traditional industry, we have been doing luggage for 40 years. In the 90 's, we trained millionaires, and there were many millionaires who sold crown bags. And now I find that the brand is no use, this is a very terrible thing. The biggest success of mobile interconnection is the use of the character of our Chinese, I call it two sides. A good face, you usually look at the micro-letter, is not often see some touching, feel the need to help the news, you will not hesitate to directly spread it out, in fact, this is the use of people's good thoughts do spread. The other is greed. I can make 5 bucks, or 5 cents, who don't want to. Micro-letter Red envelopes is so, I just on the phone on the log on it, with good thoughts and greed can do business.

In the past we are called good thoughts and evil thoughts, but now the good thought has not changed, but evil has become greedy, people's thinking has undergone significant changes. Evil is called the harmful. But greed is selfish and not necessarily harmful. If we understand such thinking, then everyone can be a competitor and a challenger. We used to exchange products for money, and now we may be able to trade products for services and services to change money. So our thinking is summed up in one sentence, all the free is to prepare for the charge.

Without solving the problem of trust, the O2O divide cannot cross

Cai Jian (Executive director of the Institute of Innovation, Peking University): O2O is recently put forward the concept, in fact, the Internet has always been O2O, but the original equipment manufacturers do not see consumers, but the terminal or consumers. The past is called supply chain, today is called value Net. What is the O2O gap is the gap between reality and ideal. In the past, the manufacturing industry was strong enough to make the cost of manufacturing process very low. But the cost of the future is not the cost of production, nor the transaction costs of the first generation of business today. What's next called cost? Start-up costs, one thing said you do not believe that this matter can not be done, the cost of entrepreneurship is extremely high.

The future does not solve the problem of trust, this gap can not be crossed. Trust is now based on the brand, to the future No brand concept, is based on the "brand", this person I believe him. And our past thoughts have led to the very high cost of our trust, the government's distrust of companies and the distrust of government. The Government does not trust the university, the university does not trust the government, the result is very confusing, the cost is very high, unable to do things.

The chasm is trust. It's not just technology, but companies and governments are working together to create a credible business environment, as well as infrastructure, which is the process that we must go through to O2O the future.

If there's no trust, we're going to lose.

Q: How to solve the food safety trust problem?

Cai Jian: There are two industries in China, one is education, the other is health care, education ranks first in the industry, and medical care is in the worst position. I have a good friend is a famous doctor, he told me, now do high-end medical care, many people do not believe how to do? I said, you do not make medical like the general industry, you want to when medicine, absolutely not. Health care is essentially the same as education, not consumption, although it is a service. What is the medical profession? With the patient, the doctor put his life, the patient to get health; you pay, I go out of medicine, we work together to study how to solve the medical treatment. Then he changed the way, we are the healthy investors, defenders, because the school education is investment, I and life is the relationship between investment, I will use life for your success, of course, we a success. If there is no trust, we all fail, so after the concept is transformed into a cooperative relationship.

Li Lianju: I used to do Shang home with a metaphor, others sell furniture is open pharmacies, we sell furniture is to open a hospital. At that time, I only think of a thing, because we are a hospital, so I am using solutions, including the help of customers or the trust of my customers, this service is valuable, service is free, with such services, the final customer bought more furniture. There is a thing to say to you, when you are making products, to the safety of the security or your credit to let it visible.

Do Internet marketing, you have to cater to consumers

Q: How do you turn your former competitor into a partner? How are the benefits distributed? How can they be willing to work with you?

Zhang Rongyao: The design of mobile Internet, I set it as three elements, first, is the interest point of mobile Internet; second, the interest chain; third, supply chain. These three factors are very important, such as interest point, because this industry I have been working for 20 years, I know it is high, but basically very lose money. Its fixed cost is very high, washing 500 pieces a day is similar to washing 50 pieces of cost. Because the mobile internet subversion, to estimate the industry. We take the measure is to transform into a group, the first analysis of the industry is not adequate processing, and then the customer, such as a bag inside five to 10 pieces, the 100 bags to a shop to the bulk of the group, so that the integration of the benefit chain is more convenient.

Q: Furniture, one is bulky, one is to be installed on the door, what is the buyer's request?

Li Lianju: I have always felt that when the domestic discussion to see the industry, our furniture industry is the first ground shop, first in the ground to shop hundreds of stores, and then in the Internet. Frankly speaking, I do not like to sell furniture on the network, because 2000 years when I did one thing, the tiles sold 50 yuan, must see the CHU will buy, this is the characteristics of the industry.

We are in the traditional industry, but also to think of their own things and others have what is different, unlike the standard of things, may use O2O way. You see now some specialized furniture, originally only do online shop, now have to open the ground on the physical shop, this is consumer behavior decision, not how manufacturers do. So the overall idea or from the consumer that end, to see what the consumer needs, how convenient he wants, how to service, how he experience your products, your service, you must cater to it.

The age of youth sovereignty has come

Liu Donghua: In fact, the so-called O2O era, its background is definitely a mobile internet coming. I put forward a statement that the age of childlike sovereignty has come, or the age of youth sovereignty. Why, because the younger the closer to the Internet, after the 00, is the Internet and even mobile interconnection of the Aborigines, human communication has undergone a fundamental change in the way the restrictions on time and space completely compressed. You want to be with anyone in the world, you want to get any information, you can get directly. And the way we used to get information and communication, and the way we deal with people, has fundamentally changed. As this thing changes, all other changes are now under this premise. Just now Cai Jian teacher said, the gap between the O2O is mainly the gap between reality and ideal, and the gap between reality and ideal, the most important obstacle is trust, so now how to solve this thing is right and the island is now exploring.

Now the transition is not easy, if you do not want to turn, not willing to turn, or the transformation does not have confidence, in fact, to sell, become an investor, is a realistic choice.