What are the "dirty water" spilled on O2O in the last two years?

Absrtact: From 1980 of the average day Baidu search index to 4638 of the average day Baidu search index, O2O in this year to achieve a big leap, from the demand point of view, rose by one times. Entrepreneurs, VC agencies, angel investors, offline large groups, the media and so on O2O carried out a very

From the 1980 average day Baidu search index to 4638 of the average day Baidu search index, O2O in this year to achieve a big leap, from the demand point of view, rose by one times. Entrepreneurs, VC agencies, angel investors, offline large groups, the media and so on O2O has been a great pursuit, the market on the O2O books, analysts analyzed to analyze, or said the line important, or analysis of the line, or the connection is important, It is much more in concept than in understanding O2O.

One reason for the rapid slump in emerging markets is that a large number of people who understand or don't understand the rapid influx, wearable equipment, O2O, group buying, and so on, can see a lot to see the lively mentality of the person in the "Jiangshan, inspired words." The internet, mobile Internet has changed the existence of many inherent things, but too hot to get the market to adapt, so that users adapt, rather than is sought after, rather than in the splash of dirty water.

What are the "dirty water" spilled on O2O in the last two years?

No.1 Market Size

Many people think that O2O (online to Offline) represents all offline and online products, so as long as can and O2O have a little bit of grazing, can be regarded as O2O services. Third-party statistical agencies in the calculation of the size of the O2O market, all of the "net" related to the industry, so you can imagine, why the market analysis agency said O2O market size will exceed trillion?

Agriculture, catering, medical, entertainment, tourism, food, industrial products, real estate, etc., the Internet can almost change all of these existing industries, and this overall economic size? Data from the Bureau of Statistics show that in August 2014 the national total retail sales of consumer goods reached 2,113,390,000,000 yuan, which is only the retail market.

The market size of the O2O was deduced, and the market scale of the electric dealer was similar. Seems to have a lot of market space, is actually a distant "dream", to change the existing traditional enterprises from marketing, payment, supply chain, management and many other aspects, is a long time to the progressive, changes too fast, user habits have not developed, After all, still discreetly. Talk about the O2O market scale is poured to O2O biggest pot of dirty water, since the market size so big? Why are there no giants in the O2O field? The early network marketing for a concept called O2O, this also count?

No.2 Group Purchase Service

Someone put a group buy platform as a O2O platform, I think this is a very funny behavior. O2O can have a group buy this function, but absolutely forced to only buy. O2O for the value of business, from a direct point of view, one is to bring the passenger flow, one can bring the brand effect, of course, in the payment chain, customer relationship management, staff management, supply chain management is also an indispensable link, and group purchase function, only to help businesses profit, increase a part of the brand, nothing more. Even for many businesses, doing group buying is a loss.

No group buying platform will help businesses do customer relationship management, staff management, supply chain management? Group buying scene application is also relatively single, for the purchase of the relationship is not the use of the scene is not applicable, and O2O many of the application scenarios there is no direct purchase relationship, including and not included in the relationship. In fact, group buying does not bring great value to the business transformation, not to mention that the O2O platform, the two must not be confused. Said more people, we all think group buying is O2O platform, this basin of dirty water splashed.

No.3 Universal Payment

When Alipay, micro-credit payments and other mobile payment tools are gradually changing our habits, analysts think these easy to use payment method is omnipotent, users have to be in any line of payment methods to use it. Cash payment, credit card payment, micro-letter payment, Alipay payment, all payment method is only one of the user's payment method, how to choose the user's freedom, as a business does not have to let the merchant deliberately use some kind of payment method.

Main various payment methods of the concept store, actually use is very inconvenient, clearly can use cash to pay, why should each user to use a third party to pay? In case there is no binding, then there is no way to pay? Is there a feeling of farting in pants?

Payment link Another big problem is that Alipay, micro-letter payment of the user is limited, whether the vast number of offline businesses or users, in the promotion of their use of payment habits above, will require a certain amount of time, so excessive emphasis on the use of Third-party payments, but not the best time, When a sufficient level of users have a third party payment habits, businesses and users will take the initiative to get through the payment of this link, rather than the current stem in the payment of this link, to know through cash payments, can still record the user's consumption record data. The universal payment is not omnipotent O2O the biggest problem, the payment is just, the choice right in the user.

No.4 Micro-Letter

Mobile social "Big Brother" micro-letter carrying Tencent too many dreams, but also carrying the entrepreneurial team, businesses, businesses and other parties dream. When the concept of O2O was born, micro-letters were endowed with the new mission of O2O. Many businesses joined the micro-letter of the Army, all open the micro-letter public number of businesses, but in fact? Can micro-trust really have such a magical effect? subscriptions, payments, and information requests, although they are required by the user, are not needed for these features.

For businesses, to create high-quality content for a long time is difficult, and for users, the micro-credit of the public number of fatigue is the phenomenon they see. Right and right, it doesn't seem that simple.

Of course, the micro-letter is just a sign of a mobile social tool, other things such as the Mo, contacts and so are also given the so-called O2O effects, really? Let the merchant do O2O, is oneself open a micro-letter public number, do not want to send ads to users? This is certainly not the answer that both sides want, o2o≠.

No.5 Large data

A high-definition movie with about 1.3G,1TB can store 787 of movies, TB above also PB, EB, ZB, YB, in volume, a restaurant store data storage is difficult to reach the "bigger" level of data, whether it is a Third-party service company or a large O2O platform, will be large data this tall concept bundled to the merchant.

In the short term, the business of the relevant data is absolutely no way to constitute large data, a lot of offline small business boss, even the account is not clear, you let people play big data, that is not a pit mody? Product purchase, consumption, inventory, the user's per capita contribution value and so on, this data can become a business database, but far from the so-called big data. Should be the traditional product purchase, consumption, inventory, the user's per capita contribution value and other physical data into digital numbers, and then the data processing analysis, products or services to improve, this is the role of business data collection.

O2O can change the business form, but not change the nature of the product or service, such as the delicious food or not, the quality of domestic service and so on, these are O2O can not change. O2O in the past several pots of "dirty water", the whole industry chain chaos, too many people in the right nonsense. People who know the internet and mobile internet are not good at products or services, for example, the industry's "five major public nuisance", do something nasty not to do; good products or services, do not know how to "embrace" the Internet, mobile Internet, the line under the good products, good service more to go, so empty.

O2O is a "can be far view but not obscene play" shengjing.