What kind of thinking do we need to do O2O? Non-internet thinking is important

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Do any thing, if the idea is wrong, then from the beginning of the wrong, things must not do well, do not. So, the first thing to do is to know what kind of thinking to think about the problem.

For doing O2O project, I think, is a test of IQ, very challenging things, and the traditional industry, but closely linked to the same as the Internet, but involved in offline operation, regardless of domestic and foreign, there is no experience to talk about, who can not say whose business model and operating mode is now verified to be correct. And the success of the model is likely to be in China as a consumer power, and not only large companies can do well. Everyone has the same starting point and the same opportunity.

In this case, we must calm down, starting from the starting point of doing things, to find the right direction and route, then, first of all, we need to understand what kind of thinking to think about O2O things, and then only possible to do the right.

Here may as well discuss with everybody to do O2O the thought which needs.

Integration of Thinking

I was contacted in 2002 about the concept of resource integration. At that time to see the relevant introduction, can't help spirits, suddenly realized that they do not have the resources, integration of resources can also create value. After some thinking, I wrote on a piece of white paper "resource sharing, complementary advantages, strong combination" 12 words, did not expect this unexpectedly become my pursuit of career development, to achieve the principle of self-worth. In accordance with this policy, I thought in 2004, "Alliance + members" of the two-way integration of the framework; 2006 again, think of and try to marry shopping for market entry, to the consumption rebate for docking mode, the operation of "marriage discount shopping Group" project; until 2011, Try again to operate the project "excellent customers" that serve the residents ' living expenses. Although the project for various reasons again interrupted, but still do not change the original intention, with Chantayon fishing posture waiting for a new opportunity.

This course, let me firmly think, do O2O need to have integrated thinking.

In retrospect, why try to enter the market by marriage shopping? The biggest reason is that marriage shopping is a series of consumption process, and the series of consumption involving different industries, so that the value of integration. Later, I also think of another series of consumption: Home decoration, also has the value of integration, and then, why try to involve the "food and clothing to live with the line, entertainment, medical and bodybuilding" consumption of the top ten levels of consumer brokerage services, but also because the series of life consumption resources integration has a greater value.

And why is it that the retail industry is a giant? Why are more and more giants in the Internet industry making platforms? or because they are able to consolidate resources and become rule makers, creating enormous value, despite the lack of creative and productive resources. This is also the author in the "Test water O2O operation, do" film "or Do" line "?" The reason why the film is advocated.

Ii. Systematic Thinking

The so-called platform, the supporting role is a benign operation of the system. As a system, you can not lose, Gu tou lost tail. Like a car, even if missing a screw or a detailed design is unreasonable, it is likely to cause the car broke down or accident.

Once the O2O project does not think with systematic thinking, it can also cause problems.

Some in order to win more users, sacrificing the interests of businesses, such as group buying, initially to get a particularly low price, but the time is long, honest merchants only found that do buy is not worth the net push, even if do group buying, also no longer give so low price. Ask, there is no special advantage of the group buy and other O2O mode what is the difference? Of course, the author is not to deny to do special, but must take into account whether it will harm the interests of the business, the most reasonable way to do special, this will use systematic thinking to think this way. There must be a way.

Some in order to win the business, do not consider consumers to the process of consumer pursuit of simple, convenient, fast demand, trying to change consumer logic and habits of consumption. For example, store shop, Q Card, Chengdu Pupa card, etc., enjoy concessions have to pay for the card. Our card has been more and more, we all think how to "go to the card", do not bother? If one day the card is not brought, or lost, most users will not use your service. This does not form a virtuous cycle of system operations, and the resources that are consolidated will become looser and eventually less. I think that such a model is not a systematic thinking of the results;

Some for the operation of their own platform, to engage in a number of special terminal equipment to install in the merchant store. Merchant bosses are very tangled, or even outright rejection: "The cashier has been filled with a wide variety of terminal equipment, now sent to me, I do not want!" In this case, how many merchants can your merchant's extension staff sign in one months? Without enough merchants, what attracts consumers? How long will it take you to make the project? So it's still a matter of system thinking.

The author thinks that the systematic thinking of the O2O project is to consider whether our practice satisfies the needs of the merchant, the user and the platform operator, and whether it is also conducive to the rapid promotion and integration of the necessary resources, including merchants, users and other Third-party service providers, whether a benign operating system has been established, Whether to use the minimum input to the operation into the benign operation cycle.

Iii. Non-Internet thinking

Until now, there are still many friends in the Internet people's way of thinking to do O2O. Here, I firmly believe that the idea of being used for the internet is undesirable.

One is, several technology to gather together, set up a Web site after the start of the "Operation", thought to get SEO, everywhere to engage in links, and constantly lead the flow over the line. Look at the analysis of the data to know, now rely on the flow is not reliable, the conversion rate is ridiculously low, it is better to do traditional advertising effective. So, this time has passed;

One is that several people who have engaged in the Internet or E-commerce to form a team also began the journey of O2O, they firmly believe that the Internet is the future, do not understand the operation and marketing offline, do not know what the offline merchants want, what. Do not pick up the Earth, nor see the internet is increasingly not a virtual world, but fully integrated into the offline, and ultimately for offline services such a trend. To know, the Internet can not completely solve the problem offline, O2O project team, should be understood by marketing, understand the operation of the line of people to dominate, pure internet people should be vigilant;

There is another is, do not consider the profit model, do not consider making money, like doing the internet as much as to throw money into the. Heavy online O2O also so play, I am afraid it really does not work. 2011 Group buying industry smashed so much money, now really have a profitable website? Always feel that they are still in chew, a façade. I think it's like doing traditional business, especially O2O chain. First make a model, make money, and then money, snowball. No profit model, not from the model market to make money, continue to do, I am afraid to invest more, lose more.

Iv. Anti-advertising thinking

What is anti-advertising thinking? The era of information occlusion, advertising, guests will come. The Internet age, information explosion, are widely advertised, information is submerged, the power of advertising is not so big. It's time to do the opposite. Like Baidu, to provide you with the initiative to search the information we want to the platform to create new value, so he became a giant. O2O also so, to provide users with a simple and convenient initiative to find suitable for their own consumer businesses, is to create new value.

The other side of the

anti-advertising thinking is that O2O no longer achieves revenue by charging advertising fees or annual service fees. Of course, the advertisement of the brand promotion class can be excluded. The value of O2O is to provide businesses with a lower cost, less risk, more efficient precision marketing, and this is taking full advantage of the massive data processing technology brought about by the value of the inevitable to achieve the results paid by the merchant. Rather than advertising, this way of paying service commissions on a deal effect lowers the cost of the business and works well. This and the advertising has a qualitative change in progress, has been to precision marketing of the advanced state. A friend once summed up this: O2O should be the terminator of ineffective advertising.