What does the O2O e-commerce model mean?
Simply put, O2O is an emerging industry that combines online and offline, and it is a combination of the Internet and traditional industries. The former provides information channel release and technical support, while the latter provides products and after-sales service, and creates a new ecosystem through the deep integration of the Internet and traditional industries. This is the O2O e-commerce model.
The O2O e-commerce model combines offline business opportunities with the Internet, opening up new market channels for traditional enterprises. Nowadays, the business of traditional enterprises is becoming more and more difficult and the cost is gradually increasing. Adding through the Internet can reduce marketing costs and open up new market channels.
Mode classification of O2O:
1- group purchase
Group buying is subdivided from the e-commerce market. Because it is mainly engaged in local life services, and the group buying model is becoming more and more mature and stable, group buying is considered as the representative model of O2O. The group buying industry has basically covered all aspects of the local life service market and can be divided into three categories: catering, service and entertainment.
The second type-coupons
Mobile coupons are the most basic online-offline combination of mobile Internet. Users only need to show the coupons on their mobile phones to the merchants when eating, and the merchants use the coupons for marketing to attract consumers. This form is very practical, convenient for users and beneficial to merchants, but for coupon platform operators, the actual effect of coupons is difficult to evaluate and the profit model is not easy to grasp;
The third type-WeChat
Unconsciously, WeChat and O2O have a close relationship, and the media and retail circles have high hopes for WeChat O2O. Wechat will soon have 300 million users, which is a huge potential market for local life service providers. Merchants hope to establish CRM through WeChat and form a local life service market with the same data management method as the online retail market. In this way, first, it is convenient for merchants to manage customer relationships; Second, form accurate and sustainable marketing channels; Third, you can make a data analysis of your own business situation, so as to improve resource utilization and service quality;
The fourth type-mobile payment
In addition to paying great attention to WeChat O2O, the media and retail circles also have high hopes for mobile payment O2O, especially Alipay. In the future mobile Internet era, O2O will become another major consumption form, representing the development direction of the local life service market, and the mobile Internet is the main carrier from online to offline. Local life service will be closely integrated with mobile internet, and mobile payment will bear the heavy responsibility of capital circulation after integration;
The fifth type-two-line retail
Brands and retailers with online and offline retail channels can be collectively referred to as O2O；;
The sixth type-Wanda E-commerce
Wanda e-commerce O2O is quite representative. The bustling Wanda e-commerce has been heated up since March last year, but so far, the Wanda e-commerce project has not been officially launched.
Matters needing attention in O2O entrepreneurship:
The concept of O2O has been on fire for a year or two. Although many entrepreneurial projects have been carried out in this area, especially some investors should have a deep understanding. Of the expected 10 business plans, 5 are labeled as O2O. The following are ten suggestions on entrepreneurship in the O2O field for your reference:
First, be a vertical industry.
For ordinary entrepreneurs, try not to block the way of giants, choose a vertical industry and be a depth that giants can't reach.
Second, avoid the catering industry.
In 20 12, the catering market in China exceeded 2 trillion, which was the largest in the life service industry. This has also led to the fact that catering O2O is undoubtedly the most competitive field at present. Everyone, including many giants, mainly focuses on catering, but for entrepreneurial teams with general funds and resources, I suggest avoiding catering O2O as much as possible and choosing small industries.
Third, big industry segmentation.
If we really want to consider big industries with fierce competition, such as catering, then I think it is best to explore opportunities for segmentation as much as possible and avoid blindly imitating public comments, coupons, group purchases, Taobao and so on. Try to tap some niche and personalized needs, or make some innovations by integrating social elements, such as the Home Food Party, which mainly provides errands for restaurants that don't deliver takeout, and Yan Fei. Do online ordering from the perspective of gifts. If the segmentation demand is accurate, not only can you not blindly rely on discounts, but even users with premium are willing to pay the bill.
Fourth, small city entrepreneurship.
In a short time, or for a long time, the giants basically have no time to take care of some smaller cities. They basically concentrated their firepower on first-tier cities such as Beijing, Guangzhou and Shenzhen. Therefore, O2O in second-and third-tier cities will have a certain window period for entrepreneurs. If we can take advantage of this opportunity to develop, even if the giants reach out to second-and third-tier cities in the future, the local entrepreneurial team will have the strength to compete with it. Like many large national group buying websites, it will be defeated in many cities.
Verb (abbreviation for verb) integrates idle resources
In this regard, I am not sure whether it is rigorous to describe it as "integrating idle resources". However, the main meaning is that projects like short rent, Easy-to-Use Car and E-Drive have the same starting point-that is, there are basically no offline stores for services. This service provider will have a stronger demand for online marketing. In addition, these services do have some idle resources, mostly personal resources. This is actually a bit similar to Taobao's C2C model, except that they are not products but services. Taobao developed Tmall after C2C, largely because these small sellers were well integrated, and it was difficult to incite those big companies at first.