What should retail O2O do in the future?

What is the retail O2O? In simple terms, is the line under the combined way to sell goods, even if the line play a supporting role, such as online payment or marketing is also counted as retail O2O. Retail O2O is based on the Internet, each retail business is determined by the basic conditions, traditional supermarkets, department stores, convenience stores based on information technology, logistics and urban settlements.

Shopping demand is real, the key is the user to use which way of shopping, a few years ago, the rapid popularization of PC Internet, so that the creation of Ali, Jingdong, only products such as pure electric business model, the recent years of the popularity of smart phones, subway almost all people are staring at the screen, the popularity of smartphones so that consumers net more fragmented and heart, The internet has a lasting impact on consumers. All this is equal to the basic conditions change, and now that the basic conditions have changed, then the commercial state will follow the change, even the new state of subversion.

What is the ultimate retail business model based on mobile internet? No one can give a standard answer, we can only be sure that mobile Internet will change the retail business, and then use retail O2O to describe the future business trends. Uncertain future trends have the opportunity, various industries, businesses, capital into the retail O2O field, a large number of capital, talent constantly trial and error, quantitative change to qualitative change, when the time comes when the tide of sand, perhaps will rise up based on mobile internet subversion business model.

One of the ways retail O2O affects business is optimization, and the second is subversion. Optimization is to help traditional retail enterprises to enhance the efficiency of experience, such as supermarket department stores with Alipay payment, improve the efficiency of the cashier, customers in the clothing shop encountered broken code, so in the store under a single missing code merchandise door-to-door. Subversion is the life of the traditional enterprise, such as quick taxi on the development of the car business, beavers rob the traditional nail shop customers.

Most of the subversion comes from a humble point where Nokia, BlackBerry, and Microsoft launched smartphones or systems before the advent of the iphone, and touch-screen technology has been invented for 1971 of years. Retail O2O will be the same, is still on the eve of a major change, now more than subversion, no one can see the future, maybe someone one day to step in the retail O2O key points, the Subversion mode, everyone just feel the change is taken for granted.

What did the retail O2O do?

There are three main forces into the retail O2O field, respectively, internet companies, traditional business enterprises, entrepreneurship across the border.

I. Internet

China's largest online enterprise Ali operating Word-of-mouth network, poly cost-effective, local life projects, invested in Yintai group. At present, the focus is to build Alipay O2O, for different scenes to establish different tools, such as taxis, supermarkets pay, registered, self-service drink machine to use a quick taxi, scan payment, mobile phone vouchers, acoustic payment solution. In addition Alipay is also building "intelligent Business Circle", the establishment of businesses and users accurate matching bridge.

Jing Dong O2o by Vice President Dengtianzho, directly to the chairman Liu Report. O2O in Beijing East is the innovation Incubation department, first with the million convenience stores to make a network of shop and network order shop to send, and then try to make the wrong Beijing-East fast, fresh channels, investment hungry Mody. Layout in retail O2O areas through cooperation, experimentation and investment.

Another shop opened the line service shop, with the United States and special supermarkets to do regional network super, Amazon and the family of convenience stores to make a network booking shop, poly beautiful products, Dream Bazaar, Big Park and Amoy Changzhou, and most of the electric business platform opened under the line shop, Jiuxian net absorption line under the store launched the "Wine Fast" service, Tencent launched micro-letter Pos machine, micro-Lok Fu, WiFi Alliance, and through the micro-letter Help offline merchants link customers, Baidu launched Baidueye let offline business more cool, 360 launched the "to shop through" and Baidu "direct number" aggravating competition. Almost all internet companies want to make a difference in the O2O field.

Ii. Traditional Business Enterprises

Traditional business is the biggest impact of the impact of the electric business, from looking down, not understand to keep up. A step slow pace, Ali Jingdong has dominated the line, the traditional business is difficult to break through the pure electric business platform, so to the O2O era, the traditional businessmen dare not indifferent, are actively engaged in the field of O2O, these traditional businesses may be divided into supermarkets, department stores, shopping malls, professional stores these categories.

Supermarkets: Wal-Mart holding a number of stores, the big run Fat supermarket launched a flying cattle network, step by step high group launched Backgammon Mall and cloud monkey nets, China Resources million home e million has been measured. In addition, the United States, Yong-hui, China, China Merchants, Ginza, 7-11, the United States and so on almost all well-known ultra have been and pay Bao micro-letter cooperation, first with online tools to try to pay and marketing.

Department Store: Wangfujing department Store using IBM program, the introduction of PC-side, micro-letter, mobile web, APP, shopping table, self-service terminals, virtual shelves, etc., to the physical store as the basis for the layout of the entire channel. Big business group recruit the internet veteran Liu Sijun on the launch of Dog Network, to line up under the integration, to achieve a single product management, the salesperson into a waiter, to build a marketing platform. Tianhong Shopping Mall opened a O2O convenience store, the acquisition of million shop Qualcomm, the release of Tianhong micro-products, providing supply chain and platform services to encourage staff to open a micro-shop. Tri-Cell Group acquisition of Nanjing New Hundred, combined with the introduction of the business district network, the intention is based on the CBD building a large platform.

Shopping Center: Wanda United Tencent Baidu launched O2O Big Platform is the 2014 big news, Wang's ultimate goal is to Wanda Plaza as a starting point to the O2O platform to the whole society. November Yue City O2O Platform online, providing navigation, car search and membership services. Wanda Electric Business former CEO Yi Yitao set up the company dedicated to traditional shopping malls to provide O2O services, has recently been ping group investment.

Professional SHOP: Professional shop coverage types are more, such as operating electrical appliances, suning gome, operating baby supplies friends, the operation of the love of drugs, people. Operating clothing of the top grade discount, DE, Ling to fashion, operating home supplies, le Meimei, Red Star United States Kai Lung, incredibly home. Basically, all category retailers are trying to do the wrong retail O2O.

Iii. Entrepreneurship Across borders

There is also a type of retail O2O business is a pioneering team or cross-border, they are optimistic about the trend of retail O2O, according to their understanding of the layout of the error.

Shun Fung Hey shop has opened hundreds of stores, the intention to create a comprehensive online service shop. Lacaraben is the payment tool, launched a store and fresh channels, from the store to cut into the O2O field. Century days music based on the wholesale market of Beijing Zoo launched a mobile batch network, in the country to set up a number of cities terminal shop to build online clothing wholesale platform. Sinopec and Tencent in the areas of payment, marketing, navigation and other fields of cooperation, Sinopec Sen U.S. "Car e" focus on service owners.

Youth Food June Online order, store the mode of taking goods to get the capital market, get tens a round of investment. Lenovo investment "15 cent green" after many transformations, and finally established offline store online platform combination of operating mode, currently has opened 70 stores. Community 001, 500 meters Cloud supermarket, life radius, the community worry-free, social treasure net, etc. want to meet the community residents shopping fast delivery needs. and Cat House, receiving goods from the express delivery, optimize the delivery of the last kilometer delivery service.

Retail O2O How to do

Retail O2O trend and direction has been universally recognized, but what to do, electric business platform, retail enterprises, entrepreneurial teams are different, because their respective resources, different goals, experience, different ideas, the final practice is different.

Even if all are peer enterprises, such as Wal-Mart, big run hair, step by step high, Yong-hui are mainly supermarkets for the main business, but Wal-Mart mergers and acquisitions, big run hair do Mall, step by step high push Cloud monkey platform, Yong-hui and pay Bao micro-letter cooperation. They put in different directions and try to err, the retail O2O has too many sets of practices.

So many different roads, who choose the most correct, now no one can give the answer, all depends on the results. To be sure, most of the trial and error will fail, innovation is a high-risk thing, ta die, step in the life, tens of millions of road always have a reliable tread. All attempts will be made through the idea, try the wrong idea, expansion of these three stages, improve the success rate of these three stages, naturally improve the success rate of retail O2O project.

"Put forward the idea" this thing often meet the resources of the people to shoot the head, no resources are empty ideas can not be landed. Many traditional retail decision-makers are familiar with the retail industry, but many of them are forums whenever, not very understanding of the Internet, whereas many Internet executives are unfamiliar with traditional industries and elephant. If you rely on the fearless decision-making command, may launch the baffling project, take the unnecessary detour.

"Put forward the idea" to be reliable, the first project auditor should go into it, to the industry has the essential understanding, to the Internet, to the counted mode. Auditors must have a wealth of experience in the industry practitioners, but also have a theoretical basis, or need to complement the composition of the audit team, the traditional retail enterprises need to properly introduce the Internet veteran into the decision-making level, prevention of one-sided decision-making, perceptual.

"Trial and Error Idea" is an innovative project must pass the inspection link, once farming announced three years to create tens of billions of electric business platform, the United States and the U.S. high profile promotion M2s model, the results are now lost voice. "Annual goal-annual plan-execution" is only suitable for cases of 1 to N, while innovation is 0 to 1, which requires flexible adjustment of space. In fact, many innovative projects are meant to do a, the results of the process of discovering B opportunities, the ultimate success in C, such as the only goods will do before the location of the flash purchase is a luxury electric dealer, Li started just want to provide search engine services for portals, if they do not have the flexibility to adjust the edge to learn, there will be no later only products and Baidu.

Which ideas are worth trying and wrong, what does not need to try and make mistakes, also should be by the deep team audit tracking, consider the factors including feasibility, replication, resource matching, trial and error costs, if the project thinking itself feasible, but because of insufficient resources, or implementation is not in place and failed, then too bad. In the trial and error process should also learn to fine-tune, a lot of time a slight adjustment of a small place, the whole project presents a different effect.

"Expansion" is relatively easy for innovative projects, from 0 to 1 more difficult, from 1 to n easier, but they are quite different. Some teams are fit to do 0 to 1 things, and some teams are fit to do 1 to n things. Many of the innovations were developed by barbarians, then inherited and strengthened by "civilized people", such as America, where only the poor, fugitives, and Vagabonds went, but later the United States attracted the smartest people in the world to build. Once the project is in the 1 to n phase, the start-up team should adjust itself in time to make the team and the system fit for the project.

Really want to make retail O2O or to in-depth specific industries, specific models. In the logical feasibility of trial and error, in the trial and error fine-tuning and optimization, the author has also proposed a specific retail O2O mode, this model belongs to "subversion" rather than "optimization", can see "community O2O platform how to monopolize the user 70% demand."