You all understand wrong, O2O the most important thing is management

Saturday attended a O2O salon discussion, found a problem, O2O market is very large, but most of us do not understand what is O2O, this let the whole discussion online under the Enterprise promotion, on-line enterprise drainage, as well as the product network brand to shape a few problems on the turn, basically say not very clear what is called O2O, So I need to comb the problem.

First of all, the concept of O2O as a whole is a pseudo concept, because online and offline is a combination, is only a matter of degree and dominance. Many people take group buying as a typical O2O is a big misunderstanding. Group buying is currently only a O2O model of semi-finished products, it has solved two problems to achieve a short-lived success, that is, non-standard product standardization (such as the package form of catering) and prepaid. But in the long run, is an unstable business model, a big problem is that the flow of the price more and more expensive, and buy the flow of waste is very serious, accurate to the area of drainage can not be achieved, so the product region is too strong, bring the flow of waste. This is not the same as the electric dealer, no matter where the flow, can be delivered, this is the ceiling of group buying.

And the future trend is that group buying this form will be the user as the content of the online transmission channels replaced, the user constructs the preferential package by oneself, then passes to the mobile phone map such entrance or micro bo Everybody that spreads the channel to go up, then can realize more accurate, the cost is lower, the flexibility does not need to arrange the time and does not require the armored drainage.

Of course, here's what it says about trends and the right approach, but it is not a successful O2O, all based on the "drainage" ideas, do not do well O2O, of course, the two words is basically the poison of the Internet, everyone is staring at this thing, so the internet people are rarely able to do O2O.

We naturally think that businesses need customers, and then the self-righteous to give them drainage, this is actually some of the internet people's ideological limitations. For any traditional business, the most important is always the regulars, not the new guests. Regulars are generally the main source of revenue for a traditional merchant. This is what we do O2O the resources and business contradictions. Of course, small businesses what customers need, but you will find that large businesses do not like group buying. First, prices will be anchored to disrupt their price system, the second will reduce the user experience of old customers.

Some time ago wrote a phrase, the current Internet companies do not have the ability to push the basic do not O2O, no closed-loop ability to do bad O2O, no CRM management promotional capabilities, but also do not O2O. And another paragraph is, many experts began to say micro-letter Street View Subversion O2O What are pure layman, with drainage consideration O2O is a typical internet fantasy idea. Offline businesses a little more reliable, busy when people shop is already full, more queuing will only reduce the user experience, so the first need is a phased drainage. Electronic coupons are not reliable, Qiao Jiangnan to the Internet, said that their own coupons more can stimulate consumption, so the need is the management of regulars. This basic is a O2O tone, several keywords, push, closed loop, CRM precision management. was quoted by an author, wrote a manuscript called "O2O is the essence of service" I said, you run away, the essence of any one thing can be said to be a service, this actually has no information. and O2O This field most important, actually is the customer management, the accurate management.

For O2O, the line o we don't talk, this is too familiar. Offline o We are certain need to push the ability to understand the needs of merchants, and merchants to deepen cooperation, not push, impossible. Merchants never have the time and energy technology to take the initiative to use your products. Closed-loop means that your product can be validated on this platform, or even paid, verification means that your rights and interests are controllable exclusive rights, rather than the full distribution of coupons. This closed loop is built in NFC in Japan and is currently a two-dimensional code in China. If there is no closed loop, then you have no control over the entire business model, that is, you can not advance the user's money, and no restrictions to the merchant settlement, then the business model is very unstable. The third CRM system, is the merchant specially needs a product, compared to the drainage, he hoped that you may let his customer again, the regulars are more stable, consumes also more, moreover will bring more people, forms the word-of-mouth. It's a lot better than the people on the internet simply for cheap.

Here we can answer a basic question, what O2O is, what it can do. In fact, the O2O is far more than the line to the offline drainage so simple, for example, Apple's experience shop, you can experience offline, and then back online consumption. McDonald's two-dimensional code activities, you can film on TV activities, and then go to the line to receive the prize. In addition, you can go online, do activities, advertise, do research, and even research and development, and then you can feed back to the offline entities, as well, what the Internet does, it may also translate to the line. So O2O is definitely not the drainage so simple, the most important thing is two word "management". Using Internet tools to manage activities and users accurately, this is the core function of O2O.

I have met two very interesting O2O platform companies, in fact they do, I think is the real O2O, are IT companies, not internet companies, which is very interesting, in line with what I said, internet companies can not do the concept of O2O. The first, Shanghai Wing Code, the oldest two-dimensional code service company, can send more than 100 million yards a year, a code collection of 1 yuan, revenue tens of millions of, the value of the product on the code nearly billion, if the water, not the same as the group, the key is that people still profitable. As we all know, the typical case of micro-letter McDonald's tea card and China Merchants Bank's two-dimensional code services, are their home. They do is a two-dimensional code verification closed-loop, the major enterprises of the two-dimensional digital code after the digitization, the code, the user by code to collect products or services, in the terminal, have their equipment can be verified. A lot of people do not understand this industry will tell me, two-dimensional code also need money, not free to do? I want you to send 1 million of the two-dimensional cone, and then let the user code to the night after 10 o'clock to change the cone, you think your free can achieve it? Now they in addition to 2B business, also began to do 2C business, to provide small merchants with coding services, I said above the user to do the content, and then choose their own channel release, the effect is not bad. In particular, many businesses are now willing to change the advertising fee into cash coupons to users, to pull consumption. This is not good news for the advertising industry. However, the problem is that the lack of internet genes, the voice on the line is not large, promotion is not much.

Another company's product called the Yeepay, is the following product, is a smart pos machine. His O2O logic is based on payment, when the user pays the credit card, as long as leaves the telephone, can generate the member automatically, if you are in its channel card, will have the data to analyze your consumption level and the consumption habit as well as the consumer area, like this can give your handset to push the nearby coupon accordingly. has completely disconnected from the web, is a thorough CRM management. Because it is from the payment link, so the entire information and data control, very informative. At present can achieve 40% promotion effect, the effect is still good. Because the company is still biased internet point, the disadvantage is that the ability to push is still relatively weak.

So O2O is not a simple matter, I hope that experts can further study.

PS: Tencent Micro-letter 5.0 Obviously O2O things are not as important as the game, can almost declare failure. and Baidu Map key dozen O2O, also not too optimistic, the ability to push, closed-loop ability, CRM ability a wood has ah ... Or can only do the entrance, unable to do management ...