Ultra O2O, this is a big topic.

Ultra O2O, this is a big topic. When I took this topic as the theme of this issue of O2O Salon, I found that I had a big event! Why pinch? The reason is easy to explain: this is a very large industrial chain, not a few words can be said. From the current point of view, the media reported Ultra O2O, is a relatively narrow concept, mainly refers to the business over the market, after the impact of mobile Internet consumers for the shopping process. How to influence consumer decision is the core of this concept.

From the broad sense of the ultra O2O concept, it covers a wide range, including mobile internet consumer behavior, as well as the supply chain, warehousing the concept of data, and the above all kinds of large data analysis. All right... So today we are talking about the relatively narrow concept of ultra O2O.

Come, before the industry is ready to send, we first to preheat, talk about what is in the secret.

1. Why do we need business O2O?

Maybe it's the beginning of everything, like eating when you're hungry. We need existing requirements and then, based on this demand, open a software that looks for nearby restaurants and then consumes. For now, this is the most typical and simplest form of offline O2O. And Ultra O2O is much more complicated than that.

This point, the Pakistani people should be divided into male and female users of two categories. In general, female users of the passive consumption behavior (cough, that is, "shopping") more frequent, that is, their first decision to purchase a shopping mall. And they don't know what they want to buy, their potential need to influence the purchase decision of the product or means, ultimately constitute consumption. Whereas men, often purposeful consumption is obvious, for example, the Pakistani people want to buy a shirt, often will go straight to Uniqlo or no printed goods, up to 15 minutes to resolve the whole process of selection to payment. (That's why the mall puts menswear in the upper floors because you have the same effect on one and 10 floors)

Well, say so much, summed up in a word is that the main business of female-oriented super user groups, need to make two decisions in the shopping malls. This is the previous group buy electricity and general map guidance products can not solve the problem. Thus, similar to the general public comment on this destination guidance products, is not ultra O2O ultimately needed, they are only responsible for the user to lead the door to the mall, even with buy coupons to go to a shop consumption, but out, there are still two times the possibility of consumption. So, at this point, we began to consider the issue of field applications and commercial WiFi.

2, the business exceed which needs will be first excavated?

This problem refers specifically to the mall, in general, in the shopping malls when we rarely look at the mobile side of the shopping. Therefore, in the Pakistani people's view, let the user in the market to create mobile Internet value is not in the process of shopping, but in the consumer rest, or walking way has been unable to meet her needs to find the case. Consumers often stop at this time. Then, the mobile phone debut, people will take out the phone, if you are on the road you will use Baidu high Germany map click Near, and in the mall, these two applications are basically abolished. People have created two of demands at this time, "I want to surf the Web" and "I'm looking for it."

Today, a more valuable estimate than water is wifi. The same is true in the mall, the Pakistani people want to find a net, generally will silently stand in front of the Starbucks ... You know. Can't the mall have WiFi? Obviously, this idea is reliable, and at present, many families have been involved in this area. But what does it mean to be WiFi, Starbuck, when you're connected to a WiFi, you're already staring at Starbucks. First, you need a mobile phone number when you surf the Internet, which gives Starbucks a convenient future for precision marketing.

Second, Starbucks will allow you to first log on to their web page, the two publicity in the café provides the opportunity. Third, the length of your Internet connection directly determines what kind of people you are for Starbucks. Do you feel the value of WiFi? Obviously, WiFi can be said to be in the Shang O2O chain is a "portal."

It's not over, finding WiFi is just the first step on the internet, even if the mall pushes you through WiFi, but how? Tens of thousands of square meters of shopping malls plus the signs are not clear, the general will drive people crazy. At this time, indoor WiFi appeared. Compared with the traditional positioning technology through the satellite and base station Unicom to obtain the location, the indoor positioning technology is much higher, including the inertial positioning, WiFi positioning concepts. But once demand erupts, the Pakistani people believe that it will not be a problem.

3, pay, what should we pay attention to?

The recent POS hot everyone must be quite concerned about, and the cause is the micro-letter payment and Alipay to pay the channel under the line of contention, from the taxi app ignited, has been burned to the mall supermarket. In Pakistan's view, it is not very meaningful to discuss whether micro-credit payments and Alipay can overturn UnionPay. The important thing is that they create a business model that is able to correspond to the ultra O2O model above, and eventually a small closed loop.

Compared with UnionPay, the advantage of micro-credit payment and Alipay is that both are more internet-like, and they are more likely to be used as "modules" in the store supermarket sales system, and UnionPay in this respect is very heavy. While the two-dimensional code is likely to prevail over NFC as a payment mainstream, payment does not make the hardware "heavier". After you spend, as long as your phone has a sweep code function can be done. The whole process you need is only your smartphone.

4, to raise a big data problem

Although the big data is still a very virtual concept, but here is still to say. Each of these behaviors can be repeated under the influence of large data, for example, when your mobile phone is automatically connected to commercial WiFi and indoor positioning, you walk through the mall in every brand store will be recorded, lbs and the combination of store information, will be for you to push the preferential information to lay the foundation.

The value of large data is not just to analyze the present, but to predict the future. Ultra O2O's large data value can not be belittled, it provides a strong behavioral model to support the precision marketing and the shelf-position of shopping malls.

Finally, the Pakistani people should emphasize that these are actually just the tip of the iceberg of the industry chain. And Ultra O2O itself also feel more than commercial WiFi, indoor positioning, payment, large data so simple. It will be a big issue for traditional industry and internet people to think about.