Today we say O2O, must be inseparable from the rapid progress of mobile terminals

Today we say O2O, must be inseparable from the rapid progress of mobile terminals. If there is no mobile e-commerce, no mobile phone, no smart phone, our O2O can not do. In 2011, I tried O2O, but it was not good, because the interconnection of people and goods is not the same as the mobile era can be done anytime and anywhere interconnection.

But with the advent of the mobile Internet era, we can see that the speed of the mobile Internet in the next few years will be the increase in geometric multiples, it brings a huge market, but also online under the line of retail cooperation and change. And as Yin said, changes in the mobile age will be more pronounced.

O2O in foreign countries more people think is the whole channel, in fact, is a meaning, the core is to consider what the ultimate consumer to bring what content. The Starbucks example is classic: As long as you turn on your phone and say I want to choose a cup of coffee in any location, it can be based on your lbs location and your point of coffee taste, arrange the nearby Starbucks to send you over, and help you complete the points, and according to your previous shopping habits to send special small gifts.

O2O Shopping: The essence is the experience that the consumers get through

O2O Shopping is the essence of the consumer experience to get through, I think here is divided into convenience, certainty, good shopping experience and membership personalized service four parts.

Facilitate

The convenience of experience is divided into two aspects: the convenience of information and the convenience of shopping.

Access to information, there will be two scenarios: one is I want to buy a wire today, this time I want to go everywhere to buy. When O2O realized, I can find the shortest time I get a charger in the business, or which one can send to me; the second is activity, and I can know at home at the weekend which mall activities are most attractive to me (not just on sale, of course).

The second is the convenience of shopping. Shopping is actually not a distinction between online shoppers and offline shoppers. For all retail enterprises, we have to meet the online and offline at different times, different scenes of shopping to meet, so that is more substantial consumers.

Certainty

The cat is always talking about certainty, so is O2O, O2O will make this certainty become more determined. For example, if I had a piece of clothing, this suit would fit well. In that case the line said the price, material has been very good, today I order. But I have been worried about whether this dress is suitable for me, or where needs to be modified, and when combined with the line, the line below the next single try, I can try to pay by mobile phone.

Good shopping experience

What is important in O2O is the linking of information, because offline and online are really fragmented. Under the line there are shopping guides, including like a washing machine, shopping guide to say how good the washing machine, I believe that a lot of people do not believe in shopping. But online comments and information about the product are true. So online comments and shared content are important additions.

A good shopping experience is also included in the service, no matter where you buy the clothes and merchandise, your service is at any node, both online and stores are connected.

Finally, the member personalized service

The core is personalized content, like McDonald's, different members of the introduction of the content is not the same. This involves the identification of members. We can imagine, when every consumer arrives at the shopping guide side, the shopper can understand the identity of consumers, his habits are what it looks like, the guide is more effective? Is the trend of the future and what we want to achieve. At present, we do is in different scenarios, tailored to different consumer marketing.

The existing problems of traditional commerce and the problems that O2O can solve

The trend we have just talked about is O2O's experience of consumer shopping, and we believe that this change in the shopping experience will move consumers ' shopping behavior and habits, because everyone wants me to have good service. Then think about O2O for the entire enterprise, for the enterprise, the most important first is the interaction, from marketing into my people here, to marketing all the people who are likely to buy or buy from me, the opportunity SNS and lbs to push or query their information, the second is anytime and anywhere member interaction. Not only in the store but also online.

The third is the million elder sister and Zhang always mentioned about the application of shopping guide treasure, each store is the most complete experimental shop. In summary, better service consumers, and effective cost reduction, will be mentioned in the following ways.

The whole of Alibaba in the O2O scenario that O2O is based on cloud to end of the interaction, these are based on mobile end and social, LBS. Efficiency is generated by the interaction between data and contacts, and by the analysis of the source of different data contacts.

Ali Retail O2O Scheme framework

For different enterprises, the stage of doing O2O is not the same. For example, day and Gxg, has been doing for many years, ready is also very complete, already know our problem is what. For these companies, O2O most important not to destroy their own business, first of all the offline stores to get the real benefits, and the minimum cost to complete these modifications. Speaking of Ali specific solutions, including four parts: public accounts, full drainage, affiliate marketing, offline payment.

Public Account Service page: Business Operation position

We have a Public Account Service page, is the business operation position. This content is actually based on store POI Information Shopping Guide. In this page, what functions can the merchant present to the consumer?

The first is to look at the new dynamics, what the store does. The second for department stores, you can see in the department store in the vicinity of what kind of business, such as the market inside the cinema and restaurants. The third is a membership card service, refers to the offline electronic membership card and online access to the membership card.

In the public account service industry, there is a coupon. In each of our stores there will be coupons, while for brand service providers can focus on the flagship store. This is an official custom version of the operating position. You can see how I am responsible for each store operation.

Resource support: Full network traffic guide

Now online, many businesses are facing traffic problems. We want to have two ways of traffic guide, the first is the holiday traffic guide, the second is the characteristic service traffic guide.

Characteristics of the drainage of the most direct example is the 38 period: in the characteristics of service this position, will appear offline shopping malls and brand shop two lines, respectively, for the brand chain and brand in the area of the counter for drainage.

The third drainage is micro-Amoy, as well as micro-letter and sweep code.

Coupons Guide Consumption

Coupons to guide Consumers is the online we find important means of draining under the wire. If a consumer gets this coupon online, it can exist in the mobile phone, as long as consumers want to spend online under the time, it can be paid by the Alipay direct sweep code, to pay off.

In addition, after the completion of the payment page, we will add a page, which is called the payment after the marketing page, can do is to focus on public accounts, as well as more coupons and membership cards, after the marketing. In this way, each payment, through the payment under the line, will be converted to micro-Amoy fans, each line will become a micro-Amoy fans, so you can better use micro-Amoy to do marketing.

Pay

Mobile payment is simple enough for the consumer, open the Alipay client select Sweep, then align the screen, pay, complete, simple four steps only need 15 seconds.

Ali's O2O Data solution

Ali has been talking about data, what kind of products will the data eventually be made? The data we can now see include population fermentation, transaction data tracking, equity data assessment, and geographic assessment.

Take Ali and Yintai cooperation as an example. We first the silver Taihe Taobao coincide with the member pull out, to these members marking.

Marking a latitude is a member of the data and the geographical distribution of people marking. Its role is that he goes to a new city, choose location, can be in the new city have familiar with his customer base to open the shop.

In addition, we will be marking the brand preference. In the past, people often receive leaflets online first action is to take a look, and then determine whether or not to choose whether to throw the garbage cans directly. But today, if it is to go to the computer city, I was a more literary fan, received an Apple promotional list, may immediately go to the Apple side to see. The essence of the process is to determine what the demand is at this time based on the customer's transaction record and his geographic behavior record, thus directing it to the online or offline shopping.

To add that we are doing a project, called Intelligent Stocking. We all know that once the goods are scattered in the store, it is very difficult to take it back. The problem that needs to be faced for a long time is to measure how much goods are to be kept in a store. And intelligent stock This tool is through the online data, integrated membership matching, forecasting consumer consumption habits, including consumer concentration range, size, chroma and so on.

Finally, the sentence summed up, the entire mobile internet now let us from the it five times to the DT era, large data era, the most important feature of this era is the use of data to activate productivity, enhance the efficiency of enterprises. Now, we are facing the change of thought and the change of the whole organization.