The O2O class is currently in a strong typhoon port.

O2O class is currently in a strong Typhoon mouth, maps, social, buy, electric and other types of apps are expected to become O2O entrance, internet companies are prone to create "O2O closed loop." But the reality is, a lot of app on the connection to do the homework is insufficient, no accurate matching users and services, to the user caused bad experience, a "O2O closed-loop" service after the user abandoned.

A failed "O2O closed loop" service

Let's look at a case like this. On weekends, Mr. Chen sleeps until noon, hungry, he picks up his mobile phone to open a group buying app, hoping to find a nearby takeout. App based on the mobile phone's GPS positioning, recommended the vicinity of the restaurant to provide takeout services, Mr. Chen carefully screened the selection of a restaurant, mobile phone payment, completed a "perfect" O2O closed-loop consumption.

However, Mr. Chen waited 1 hours for the takeaway to arrive home, and not taste, let him in a rage to the restaurant "black." Is this not exactly the "O2O closed loop" that everyone is advocating? Entrance → (application) scene → payment, the user through online (online) app find offline (Offline) restaurant, through online (online) payment, and to the offline (Offline) entity shop to enjoy its online services, but the problem?

"O2O closed loop" is not a simple purchase process, it needs to focus on people and services, requirements and satisfaction of the "effective" matching and connection. Not only the user in this service closed loop to complete the demand, merchants can also be based on consumer feedback for the iteration, so that users can find the real needs of restaurants, movies, books and other services, businesses can be based on consumer behavior and evaluation of consumers continue to improve, retain old customers, to achieve Word-of-mouth marketing.

"020 closed loop" key to success or failure: The scene of the connection

To understand why Internet giants are so keen on O2O, it is important to find the key to closing the loop in addition to interpreting its concept correctly. BAT Three are currently working to form a "O2O closed loop": Ali has a strong payment, expand offline resources, Tencent has a large set of users, to create the scene, Baidu has a rich scene, urgent need to pay.

In fact, the key to "O2O closed loop" is not payment, no users, no scenes, exaggerating any of them is sweeping. is to have a healthy business model of the "O2O closed loop", or only to provide online purchase offline consumption of the pseudo closed loop, the key is three links between the effective connection.

The so-called effective connection, can be divided into three parts: the application of the scene → demand docking ↔ needs to meet, which requires a typical application scenarios, but also requires strong data analysis + artificial intelligence, to achieve the needs of understanding and accurate matching.

Micro-letter Create scene odds geometry?

We can analyze the most powerful micro-letters at the moment.

First of all, micro-letter mobile scenes to shape the less smooth. In terms of fundamental needs, micro-letters mainly achieve social needs, then games, and consumer demand after both.

Micro-letter in order to guide the user consumption, created a micro-letter red envelopes, tick-tock taxi, the public comments, such as a series of scenes, but the cost, slow results, the reason is still social scenes and consumption scenes are fundamentally different. When you open a micro-letter, your basic claim to communicate with friends, this and open group buying app has a spontaneous purchase appeal completely different.

The cost of forcing the transition from a social scene to a consumer scenario is huge, and if Tencent stops paying off the tick-tock subsidy, there will be a significant reduction in the amount of users and drivers using the micro-credit.

Secondly, the micro-letter also has the problem of supply and demand docking. Micro-credit has a huge amount of social data, but it is impossible for micro-letters to analyze users ' real needs from their chat records, whether in terms of technology or privacy restrictions.

In a way, the micro-credit model is now very close to the App Store model, and the user itself doesn't know what to get out of the micro-letter. For example, a newly opened micro-credit public number, unless the development of a variety of promotional channels, otherwise the effect is limited, and users search for the public ID unless the name is known, it is difficult to find.

What if we change to Baidu?

Compared to Tencent, Baidu in the scene of the connection has a certain advantage, because Baidu pc Internet era is the most adept at connecting users and information (the search of the hyperlink itself is a connection). In the data source, Baidu in the mobile internet era of the portal has search, map, video, application stores, all kinds of data variety, this is better than Tencent's social-oriented data.

On the social platform, people's real needs will not necessarily be revealed in chat (even if Tencent also can not use), imagine a user and friends chat revealed that the recent trip to Tianjin, the results of Tencent immediately pushed a group of Tianjin Hotel information to users, users will not feel that privacy has been violated?

But the user active search, the situation is different, search can be said to be more privacy than social user behavior, it better embodies a person's spontaneous appeal. Baidu's demand data can make the advantage of large data play out, the user intelligent recommendation, to achieve effective demand docking.

By facilitating the efficient docking of both the demand side and the provider, the business model of the future search engine is likely to shift from a collection of promotional fees to a sales commission. This smart-recommended connection also allows both data and feedback to flow in both directions, facilitating the iteration of business products and services.

Of course, from the reality, Baidu's payment layout is late, the account system is also weaker than Tencent and Ali, can become the winner of the O2o war remains to be seen. If you must compare, whether it is from the specific practice, user feedback and Tencent financial results, micro-letter O2O Imagine space is not so big, but more and more like a QQ brother, the future can be expanded space is still Tencent's old line: games and Internet value-added services; seemingly tepid Baidu, The early development of hundreds of 14 of millions of users of the app, in group buying, maps, video, music, literature and other fields have built a consumer scene, with the gradual effect of technology, pay the short board of the completion, after the possibility of winning the greater.