Transaction and payment in O2O mode

The transaction and the purchase link, is O2O the entire business model to exist the very core link.

An essential issue in this process is how consumers can complete transactions and purchase actions throughout the mobile Internet experience chain. This involves O2O platform need not to pay the user, the meaning here is that the O2O platform is positioned in a pure marketing media platform or a trading platform. If it is a pure media platform, then it means that it only interacts with the user in the information flow, providing the appropriate message, but not involved in the transaction. If it is a trading platform, is to intervene in the transaction to complete the transaction and purchase action.

Media platform O2O

We first examine as a pure media platform of the O2O, that is not involved in the transaction, which also has a very typical example, is a tenant. Generally speaking, people and property through the real estate intermediary to complete, that is, from the user to the real estate intermediary to real estate resources such a pattern. The essence of the housing business model is that it intervenes in the intermediary interaction among people buying houses or renting houses, and it is inserted between consumers and real estate intermediaries and becomes intermediary. On one side of the platform, for real estate agents to release a variety of house sales or rental information, the other side of the platform is a large number of consumers. It undertakes the responsibility of a real estate intermediary information release platform, which enables consumers to retrace to find the appropriate real estate intermediary, to the house they want to further contact. The service that the tenant provides to the consumer so far, has not involved in the transaction and the purchase link, after the subsequent consumer any transaction purchase direct and the intermediary carries on, the tenant no longer intervenes.

Trading Platform O2O

Another is to intervene in the purchase of a transaction. There are two situations in which a payment is made in advance online, that is, before the actual interaction is used and experienced. More typical like group buying, wireless "one shop", and so on. Another category is to pay, after the goods arrive or to the scene after payment. Adopt to pay the mode also a lot of, for example the most typical like Ctrip, the consumer arrives at the selected hotel, only then pays the corresponding sum, this belongs to pays the pattern.

With the development of O2O mode, there are more and more business models, and more and more rich this platform mechanism, but the payment process still faces many challenges. Taking the "Tonight hotel Specials" For example, the whole business model is very good, but the biggest challenge is paying. Because the "Tonight Hotel special" is the user on the mobile phone to pay the intended mode, which is to ensure that the hotel is the key to the end of the room, but also the entire business model to smooth operation of the key link. Users need to have Alipay client and bank card support, but also need users to be able to use mobile phone to pay and have such habits, from the current point of view, although there are hundreds of thousands of of users download the app, but the real use of the platform for consumption of users, only 10%, a considerable number of users are stuck in the payment of this link. Therefore in this process need O2O merchant and the third party payment company, the application store platform, the terminal manufacturer unceasing running-in and the improvement.

Mobile payment is the key

With the rapid development of O2O mode, more and more mobile Internet applications are very urgent to the demand of mobile payment. For example, most of the clients in the public comment network are active users, this part of the user often use mobile phone to look around the information, and have access to the transaction and purchase links, need to be associated with mobile payments, including in the process to do check-in, including through the signing of vouchers to achieve concessions and discounts, as well as the use of more group buy network applications. And in the classified information site, NET is also the case, net mobile phone client over 20 million, mobile phone clients in particular in the search for housing, trading second-hand and job search played a particularly important role, then need to solve the problem of mobile phone payment.

Along with the huge demand of mobile payment in the process of transaction and purchase in the development of O2O mode, some foreign Internet enterprises have also launched their own payment strategy. Companies such as Google United Citibank, MasterCard and others have announced a Google Wallet based on NFC technology. Google Wallet has been growing fast, based on Google's vast information resources, its rich application product lines and the high penetration of its users, and its support for NFC-enabled Google handsets. With the iphone's global sales, the mobile payment market will surely have Apple's place once Apple launches a new generation of hardware services that supports on-site payments. In addition, Amazon is considering a live payment system and service system based on NFC technology, and Facebook's goal is to build a rich ecosystem around the virtual currency of Facebook to encircle the mobile internet market. Another notable company is square, founded by Twitter's founder, Jackdorsey, to read credit card data using a small white box-shaped card reader that plugs into the iphone's headphone jack and communicates with the iphone's app to the back-end server and completes the payment , the current daily turnover of more than 3 million U.S. dollars, monthly processing transactions up to 1 million, the card reader's shipments also have 500,000.

In fact, in the current trend of development, O2O in the field of trade and payment innovation, will drive the entire mobile internet industry e-commerce level of a huge leap.

Author Micro-Credit public account: shentuo-2011

Author Sina Weibo: @ Shen 2011