? With the popularization of mobile internet technology and the rapid development of emerging technologies such as artificial intelligence and Internet of Things, the boundary between online and offline is blurring. In the new era, people have higher requirements for consumer experience, and the business model will be recreated. This paper analyzes the main characteristics of OMO(Online-Mobile-Offline) marketing system in combination with the current consumption trend, systematically expounds the planning and construction elements of OMO on this basis, and analyzes and summarizes the feasibility and difficulty of implementing OMO in view of the actual situation of most enterprises and the development of industries, thus providing a reference for enterprises to implement OMO strategic transformation.
first, under the background of artificial intelligence, the consumption experience is upgraded
? The development speed of science and technology today is amazing, and the changes that science and technology have brought to people's lives are also obvious. Every technological change is accompanied by a huge update iteration of business forms, followed by changes in people's consumption patterns. Driven by the new round of technology, enterprises/merchants pursue more efficient and accurate operation and greater profits, and consumers pursue better consumption experience. Only under the premise of meeting the needs of consumers can enterprises achieve their own business goals.
? I roughly divide the changes of consumption patterns into the following stages:
? In the era of consumption 1.1, that is, there is no online shopping, and in the era of pure offline consumption, consumer places rely on physical stores.
? In the era of consumption 2.1, that is, the era of PC Internet, e-commerce has developed initially, allowing people to go online from offline for the first time and buy goods from all over the world without leaving home;
? In the era of consumption 3.1, that is, the era of mobile Internet, the mature development of mobile e-commerce, Wechat business and mobile payment has enabled people to shop online not only at any time, but also at any place, not limited to fixed terminals. The development of mobile Internet provides great convenience and rich choices for people's consumption.
? The era of consumption 4.1, based on artificial intelligence technology and Internet of Things technology, is an online-mobile-offline consumption mode (OMO). The core advantage of online is convenience and efficiency, but online lacks the real and high-quality experience offline. Consumers in the new era no longer only pay attention to the price and quality of goods, but pay more attention to the comprehensive consumption experience other than brand culture, service, shopping experience, personalization and interest.
second, the development status of OMO system
? The concept of OMO was first mentioned by innovation works in September 2117, which contributed to the emergence of OMO, such as the popularity of mobile internet, the development of Internet of Things and artificial intelligence technology. According to relevant data, "China is the country with the earliest popularization and largest scale of mobile payment. According to statistics, by the end of June 2117, the number of mobile payment users in China reached 512 million. Among the various ways for consumers to pay for online payment scenarios (catering, retail, entertainment, transportation, shopping, etc.), mobile payment accounts for more than 61% on average. The scale of mobile payment in China is about 51 times that of the United States. " Thanks to the vigorous development of cmnet, cloud computing, Internet of Things and the sound infrastructure, China will probably become the first country to usher in the OMO era. At present, related enterprises in China have tried OMO system. For new retail enterprises such as Box Horse Fresh Life and Super Species, in the system they build, users can scan the code online to pay, and then the data is collected offline. Their channels for obtaining users are not only online APP, but also offline stores, and online and offline data are synchronized.
? In short, OMO has just been mentioned, and everything is still being explored. Enterprises in China should seize the opportunity and plan as early as possible in this wave of dividends.
3. Analysis of the characteristics of OMO marketing system
? Consumption experience runs through the whole process of consumption, so to enhance the experience, we should start from all aspects such as before, during and after consumption. According to the consumption decision-making model, the user's purchase decision should go through several stages, such as "understanding the demand, collecting information, evaluating the scheme, purchasing and post-purchase behavior". Before consumption, what enterprises should do is how to grasp the potential needs of users more accurately, and it is the key to stimulate demand through appropriate means. Accurately grasping the demand requires information collection and analysis, which requires enterprises to establish an information and traffic portal that can reach users, an online and offline data conversion mechanism and a corresponding data analysis platform; After mastering the needs of users, we need effective channels to accurately put the information needed by users in front of them and interact with them. In addition to the traditional media channels, enterprises should also build some new channels with the help of new technologies, such as information push based on near field communication and various intelligent devices. The delivery of information should be based on big data analysis, and the information that users really need should be pushed to users, and what you see is what you need. ? After a series of marketing work, when users decide to buy, they should provide users with a convenient enough purchase entrance. The way users buy is nothing more than physical store purchase or online purchase. Online purchase can be easily realized through some links and online platforms; For offline store purchases, there must be enough convenient guidance to the store.
? For example, one day, you were walking in the street and suddenly asked about the smell of food. You couldn't help saying, "It smells good". Merchants hear your "needs" through voice monitoring technology, and then push food information, store information and promotional offers to your mobile phone or smart wearable devices (such as smart glasses) through entry communication technology. And tell you the guidelines for entering the store, you can also queue up directly, or pack and take out, or even take out at any time and place through drones according to the real-time positioning of the mobile phone in the moving process, thus breaking the current situation of take-out at a fixed delivery address.
? Now, or, one day, you are walking down the street, and you see someone wearing nice clothes, and you want to buy them. At this time, as long as you take out your mobile phone or other smart devices to take photos of the clothes, the system will automatically match the information of the clothes, such as the details of the clothes, which online stores sell the clothes, and which stores in the surrounding physical stores buy the clothes. You can choose a physical store to navigate to the store to try it on, or you can place an order directly online, and then pick it up at the surrounding physical stores or deliver it to your door.
? On the whole, the marketing scenarios of OMO are very rich, and the main features of the system can be summarized as follows:
? 1, online and offline boundaries disappear, integration. Offline is a new traffic portal. Users can be identified offline through intelligent devices and artificial intelligence technologies, and information can be collected and stored. As long as users are within the effective sensing range of intelligent devices, they will touch the net. Unlike traditional online, you need to register and log in through a special channel (such as APP) before you can identify it. For example, through the intelligent monitoring face recognition technology, users can be recognized as long as they arrive at the store, and the face ID is used as the user's identity number, which is included in the system to form a member.
2. Online and offline collaboration. That is, improve efficiency online and make up for the experience offline. The convenience of online shopping is self-evident, which breaks through the limitations of space and time and mainly solves the problems of efficiency and convenience. For example, for merchants, they can trade with consumers all over the world without a big warehouse or even a warehouse or a physical store. For consumers, they can buy all kinds of things around the world without going out. However, there are many limitations online, such as you can't try it before buying, you can't feel the texture of the goods, you may have to wait a long time to receive the goods after buying, and so on. And these online limitations are exactly what offline is good at. The core of OMO is to combine the advantages of both.
? 3. Marketing scene. The user's demand is natural, but it needs to be in a certain environment, so that the demand can be stimulated and the user can have consumption motivation. For example, when you are running, you want a bottle of water; When you want to climb a mountain, you want a pair of hiking shoes; When you are waiting at the airport, you want a cup of coffee. When you are reading, you want to make a note ..... Therefore, scene marketing is a marketing means to guide and stimulate the potential needs of users in a specific scene, and finally meet the needs of users and achieve corporate goals. OMO system can identify and construct scenes more accurately through intelligent perceptual devices and artificial intelligence algorithms, which provides more possibilities for precision marketing. In fact, users do not reject marketing, but reject mediocre marketing. When you show consumers what they want, they will feel very cool. This is also a key link to enhance the consumer experience.
4. data closed-loop business intelligence. Data closed-loop and business intelligence are concepts that many enterprises have been advocating. However, due to the current technical and industrial environment, the real data closed-loop and business intelligence have remained in the conceptual stage and failed to really land. However, with the rise of artificial intelligence technology, it will provide an effective solution for data closed-loop and business intelligence, and make it a reality.
iv. planning elements of OMO system
? The value of OMO is obvious, which will help enterprises integrate business resources, expand benefit channels, improve business efficiency and enhance user experience. Based on the characteristics of the above OMO system, the key factors of establishing the OMO marketing system should include online and offline data conversion system, online and offline platform, marketing scenario, intelligent data processing system, etc., as shown in the following figure.
? 1. Online and offline data conversion system: intelligent sensing terminal. It will include intelligent sensors, face recognition, speech recognition, gait recognition and other technologies, and provide online and offline integration, offline data digitization and other functions. The system has become a new traffic portal, undertaking drainage, data conversion, etc., and integrating online and offline. In the era of consumption 3.1, there are some specific channels online and offline, such as various apps and websites. From offline to online, users need to complete some processes such as registration, login and information entry. In the OMO system, users don't need to do anything from offline to online, and intelligent perceptual terminals automatically complete the data conversion from offline to online, such as user identification, registration and recording, and online traffic conversion portals are everywhere offline.
? 2. Offline supporting environment. At present, the pure online system technology is very mature, the construction cost is getting lower and lower, and it is easier to build. Offline support mainly focuses on improving experience and services, including offline experience stores, offline logistics services, supply chains, after-sales services and so on. The offline is an extension of the online environment, and the offline environment cannot be faulted with the online environment. Therefore, the offline environment also needs to integrate modern technology. In addition, we should also consider the combination of humanities, art, ecology and other factors.
3. Marketing scenario. The core of the scene construction is to enhance the experience. Scenes are divided into: virtual scenes and real scenes. Virtual scene is the specific content of the media, which can be the specific bridge of movies and TV, or the specific content of browsing web pages; The real scene is the real environment in which users live, such as taking the subway to and from work, shopping in the mall, passing a restaurant and so on. The judgment of virtual scene is a screening of electronic data content, which is relatively mature, so I won't repeat it here. The judgment of the real scene is the focus of OMO. With the help of intelligent sensing equipment and monitoring equipment, we need to judge the potential needs of users at a specific time, at a specific place, with a specific person and doing a specific thing, guide and stimulate them, and finally provide solutions to meet the needs. There are two modes for enterprises to design marketing scenes, as follows:
? Mode 1: user-centered, emphasizing comprehensive coverage of user needs;
? Mode 2: Starting from the enterprise's own conditions, it emphasizes meeting some needs of users. Obviously, mode 1 has a wide coverage and scene service, which has more marketing space, but the construction cost is high; Mode 2 emphasizes only a few specific scenarios, so the construction cost of the system will be relatively reduced.
? 4. IT platform. At present, most IT systems are purely online, and OMO's IT systems require offline integration and integration of software and hardware. Its core lies in connecting online and offline based on business flow to form a complete business function model. Internally, effectively support the business flow of enterprises and coordinate the management of resources; Externally, connect users and form interaction.
? 5. Intelligent data processing and analysis system. It is the core brain of OMO, responsible for the control and data processing of the whole system and forming a complete closed loop from online to offline. Its core technologies cover artificial intelligence, big data analysis and so on. Some marketing models, such as precision marketing, user portrait and intelligent push, will all rely on the system.
v. Feasibility analysis and future development form of OMO system
? From the above analysis, it can be seen that OMO system is a high-tech system including Internet of Things technology, artificial intelligence technology and Internet technology, and it is also a marketing system that understands user needs and scenarios. The construction of the system needs to integrate various resources and unify integration. From the technical point of view, at present, artificial intelligence technology and intelligent sensing technology of the Internet of Things are still in the development stage, and the technology is not yet fully mature. The core technologies and talents are currently mastered by large enterprises such as BAT and Google, so for most small and medium-sized enterprises, enterprises do not yet have the technical strength in this field. But in terms of marketing, these SMEs know their customers better, so they are also better at building marketing scenarios. Therefore, if OMO system is to be implemented effectively, it needs the cooperation of the whole industry. The future of OMO may have the following two forms:
? 1. Platform service provider: A technical team launched an OMO service platform for the industry (just like the current Meituan and Public Comment). On this platform, businesses and enterprises can freely settle in and build their own marketing scenarios on the platform.
? 2. Self-built system of merchants: Some powerful companies take the lead in implementing OMO marketing within the company through technical integration;
VI. Conclusion:
? To sum up, OMO system is the mainstream in the future, and its key elements include: the disappearance of online and offline boundaries, integration, collaboration, marketing scene, and closed-loop business intelligence of data. Because it is more conducive to the construction of various marketing scenarios, it will play a huge role in consumption upgrading, experience upgrading and industrial upgrading, but its development and popularization depend on the maturity of artificial intelligence technology. Enterprises should take the lead in planning the OMO system if they want to stay ahead in the future competition. And some entrepreneurial innovators will seize this opportunity to build an OMO integrated service platform, which will be promising.