What does a local portal do "O2O"?

Now, O2O this concept is very hot. The so-called O2O, according to the official explanation is online to Offline, also will be offline business opportunities and the Internet together, let the Internet become the front line trading. According to this explanation, the official group buying site to O2O the concept of the main bearer.

In fact, strictly speaking, although the concept of O2O has just come out for two or three years, but O2O this model was already existed at the end of last century, the carrier of this existence is the local portal site. Such a scene, we should be very familiar with: in a local life portal, a food and drink entertainment plate and a restaurant to jointly initiate a meal of the preferential activities, 20 people through the online enrollment, and then go to the store to carry out the actual consumption.

The above scenario we can call the early O2O model, I believe that the future of China's local Web site is still the main direction of development is a combination of line O2O mode.

Below I combine the experience that I operate the local portal website and to some successful website's learning experiences, to everybody to say that the local website exactly how should do O2O.

Before that, let's start with three places to look at:

1. Local Web site O2O do not easily touch the standardization of products (electronic products, books, etc.)

2. The rigid need to live in local netizens, and it is best to do the category of frequent consumption. (eating, singing, etc.)

3. Do not easily reduce the level of participation in the purchase.

Well, since to do O2O, we should first do the site. Here again, some people say, now microblogging and other SNS potential strong, directly in the micro-blog or Baidu Bar to launch a number of promotional activities, netizens to participate in the line? However, we note that the essence of the O2O is online services, microblogging and other SNS forms can not be achieved at this point, of course, the future I believe that micro-blog must be cut into line services ( Even the cut will work with local portals.

As I said before, for local portals, the key to success is not in production, but in operation. Making a website is not much of a technical job, but running a website can be a lot of learning. The internet after years of development, for local sites, site building regardless of the system environment or program support has been very mature, so here the foundation of the site does not discuss.

After the website is completed, the channel and the plate are set up. {A qualified local portal should include at least three elements of information, community and personal space}. Many short-sighted Web site owners may recruit a group of people to push the carpet advertising investment, this way is undoubtedly the goose, but is currently a lot of marketing or the ability of the Web site to adopt, often hit a gun for another place. This kind of web site can survive, but not the value of survival.

A real want to long-term development, for the local Internet Service site, in the site after the perfect, first of all I think should be perfect content. The perfection of this content is not simply an upload of local merchant information and the posting of local posts, and content is not just published by site owners. An ideal model is that the content is uploaded by the user, the site staff do a good job of guiding and editing. But to allow netizens to contribute content spontaneously to the site, without a strong appeal and incentive mechanism is not. Because this period specializes in local website How to do O2O, although do O2O to go through the website first to make a stage of popularity, but because of the space reason, here does not make the narration. If someone really interested in "how to operate a local site", then please Baidu Search "Dingdao Division of the first lesson: the operation of local Web site", I use 5000 words of the article for you to do a detailed elaboration.

Well, the site and content to improve and make a certain popularity, it is necessary to consider how to do O2O. First of all, we have to choose the category, any one place the people's rigid demand is nothing more than beer and skittles. So we have to talk about the business also must be from the masses of just need to start.

The two-year Chinese film market has grown rapidly, with an annual increase of more than 30% per cent, even hero than the growth rate of the Internet. Some of the three or four-line cities also have a large number of cinemas, but the fares are very expensive and attendance is less than 10% a year. Local consumers do not have the ability to consume a value hundred films, and the cinema will not be the price of their own to the 20 yuan, the two sides there is a contradiction between supply and demand? If the Internet does not appear, this conflict may not be resolved. Because there is a contradiction between supply and demand, so there is a place for our local site. This time the local website can cooperate with the theater, in the website to launch the preferential list, lets the Netizen participate, participates in after the Netizen will receive the text message, the Netizen may by the text message to the movie theater consumption (basically again rotten movie theaters all have the computer which can surf the net).

Here may also be asked, there are too many swindlers, every year, China's failure of thousands of local sites to talk with the theater, in case the cinema is worried about the failure of the site can not get the money, so do not cooperate with the website? This time can take a roundabout strategy, consumers through the site to pay 1 yuan orders, and then directly to the cinema to pay. This eliminates the concern of the cinema, talk about cooperation to also convenient a lot, after the list, there must be a lot of consumers to participate. Of course, through the movie made up her mind not to earn too much money, the website relies on this finally to earn is the market, is the user. As long as there is a user to carry out what category of O2O projects are to say.

After the movie is eating, singing, hairdressing and other life services, similar operation.

Today, take a local site and restaurant cooperation as a cut, to share a practical case.

1. Choose the right Restaurant

First, the site should be in the early selection of the restaurant to do Kung Fu, last year I took some people in the industry to the United States Network, F Group (now high peer network), such as website headquarters to visit the study, by this kind of website strict audit mechanism, often a list can be online need to go through more than 5 procedures of the audit to ensure the quality of the list. So the local Web site should be the same, the list to be online strictly controlled.

Before choosing a restaurant, the relevant operators of the website should first be a few guests of the restaurant, from the location of the restaurant, dishes, services and other aspects of the investigation and comparison, around to discuss cooperation.

2. Cooperation negotiation

In general, the local site to make a point of popularity, there will be a big restaurant to find the door to seek cooperation. But basically, the initiative to find the door often depressed or new restaurant, full of uncertainty. So we should be in accordance with the established choice to talk about, of course, directly to the restaurant front desk to talk about cooperation, maybe the other side will not respond, be driven out of the possibility of very large. To the restaurant, do not directly introduce the advantages, cut into cooperation, because the lobby of the server and the manager does not have this permission. This time you can skillfully use some words, let a person to make up your marketing intent, for example: I am manager Yang's friend, help find the manager Yang, I and he made an appointment, 3 o'clock in the afternoon meet (or show a little generous, to see the feeling of old friends: Yang Manager Office is which, you see I came a few times did not remember to live?) )

In general, if you can see the restaurant's boss (the actual decider) even if the success of half, stating your advantages, now the traditional corporate bosses want to embrace the Internet, the chances of success is high.

The beginning of cooperation, the site to show sincerity, you can draw a small amount of cooperation commission (percent or so), so as to achieve a little. Not only improve the enthusiasm of the restaurant, but also to consumers to obtain tangible benefits. To do this, the early stage involves operating expenses, the website is bound to make a loss for some time.

3. Agreement signed

Most websites and local merchants talk about cooperation, because the amount of money involved is too small to often ignore the signing of the agreement. It is difficult to get legal protection in case of a dispute. The signing of the agreement on the one hand can clarify the responsibility of both sides of the act, on the one hand also counted a bumper. Therefore, before beginning cooperation, must sign the cooperation agreement.

4. Promotion

After the list is online, the promotion link is the most expensive and the most troublesome part. Do local O2O the best way to promote the promotion of "viral marketing-style word-of-mouth promotion." Let the user take the initiative to spread, successfully invited to a user, to the user account returned to the current 5 Yuan voucher.

5. Customer Service

Although it is a local site, but customer service can not rely on the restaurant to do a good job, the site to set up a customer service department to solve the problem of consumer complaints and consumer behavior to guide.

It is worth mentioning that the operation of the earlier mentioned is suitable for the initial stage, the development of a certain phase, the formation of scale, the capital flow must be formed to control. The payment system of the website wants to play a role, all the list pays directly on the net (the way that the previous text is more information circulate online, rather than money circulation), the offline consumption, the final money returns to the merchant, this is also the current American group buys a website mainstream pattern.

is the local website as long as can make the life service completes, after mature can be involved in the real estate and so on commodity field O2O? I do not feel that even when it comes to large products such as houses are also in the form of pseudo O2O, when it comes to policies and large sums of money, the site will return to an information platform. In a word, local Web site into the O2O must be grounded gas.