The concept of O2O was put forward by Alex Rampell in August of 20 10. When he analyzed Groupon, OpenTable, SpaFinder and other companies, he found that these companies promoted the development from? Online to offline? So he defined this model as online to offline, namely O2O. What's the difference between online and offline and B2B/B2C/C2C modes? We can analyze and compare their characteristics by table 1.
As can be seen from the table 1, the business model of O2O is different from B2B/B2C/C2C. Electronic marketing+passenger flow? Mode, which is based on? E-marketing+logistics? Model. In particular, their relationship with the real economy is different, with emphasis on online and offline? Experience or spend in the store? And what does B2B/B2C/C2C emphasize? Online shopping or consumption? . Online to offline is actually a combination of offline business opportunities and Internet technology, making the Internet a front desk for offline transactions, and at the same time promoting the promotion and trading of offline business.
Online to offline opportunities
First of all, there is a huge potential market from online to offline. At present, the development of O2O in China, catering industry, tourism industry, hotel industry and car rental industry all provide great opportunities for the development of O2O. According to the data released by iMedia Research, the size of China O2O market reached 98.68 billion yuan in 20 12, and will continue to grow rapidly in the next few years. It is estimated that it will reach 4188.5 billion yuan in 20 15 years. This stage is only the initial stage of the O2O market. With the increasing popularity of smart phones, a huge potential market based on users' personalized needs will emerge within the user's consumption radius.
Secondly, SoLoMo based on mobile Internet has broad prospects. The wide application of mobile Internet has become the best carrier for seamless connection between online and offline. With the development of mobile Internet, people's consumption habits and behaviors gradually transition to mobile terminals. Mobile e-commerce has two characteristics from online to offline, namely real-time and convenience. Mobile Internet integrates a large number of resources, has a huge amount of information, and can efficiently transmit this information. As long as there are mobile terminals and wireless network coverage, you can quickly find the required service information in real time and place an order directly online.
SoLoMo is a social, local and mobile word, right? Socializing? Besides? Local? Besides? Moving? . It indicates that the combination of social, local and mobile products will become the next big trend of e-commerce, and online to offline is the best embodiment of SoLoMo's concept. For local businesses, the effect of online advertising is directly transformed into actual purchase behavior. Every completed order is on the confirmation page? Tracking code? While mastering the return on investment in online marketing, businesses can continue to deepen CRM management.
Finally, data mining technology has penetrated into the commercial field. With the development of Internet and the popularity of mobile Internet, interactive social interaction has come from the era of media. Online and offline interaction has brought massive data, which contains great commercial value. Big data is driving a powerful business revolution. Baidu went all out to develop its own big data processing and storage system, and Tencent realized that it has now entered? Digital operation? In the golden age, how to dig these treasures has become a key task in the future.
E-commerce always produces a large amount of data. Using data mining technology, useful information can be mined for market analysis and market forecast. Discover customers' consumption behavior preferences from customer background information, send accurate and applicable information to customers, realize O2O precise marketing, and then improve customer viscosity. At the same time, through the O2O marketing model, merchants can inquire about the promotion effect, and every transaction of customers can be tracked. By mastering these user data, we can greatly improve the maintenance of existing customers, and at the same time, we can better understand and meet the needs of users through online communication with customers.
Advantages of online versus offline
One is? Win three? Effect. For offline merchants, O2O uses online payment, and payment information will become an important channel for merchants to obtain consumer consumption information. Online to offline, you can also make intuitive statistics, analysis, tracking and evaluation of the marketing effect of merchants, which makes up for the unpredictability of the previous marketing promotion effect. For consumers, online and offline provide them with comprehensive, timely, rich and suitable business preferential information, so that consumers can screen and order suitable goods or services more quickly. Searching for businesses online can not only get richer and more comprehensive information about businesses and their services, but also get cheaper prices than offline direct consumption. For platform manufacturers, online to offline can bring high-viscosity consumers, which has a strong promotion effect and measurable promotion effect, and can attract a large number of offline life service manufacturers to join.
The second is to enhance the user experience. B2B has changed the transaction mode of manufacturing industry, while B2C and C2C have changed the retail mode and people's consumption lifestyle. What is the biggest limitation of B2B/B2C/C2C business model? User experience? With the increasing demand of users for product experience and product services, the bottleneck of single online mode is highlighted. O2O has obviously solved this problem effectively, and this leap has also made online to offline a new mode and direction in the field of e-commerce. Offline services cannot be packaged and delivered, and express delivery itself cannot convey the happiness brought by social experience. But through online to offline, offline goods or services will be displayed to provide online payment? Make an appointment to spend? For consumers, this not only broadens the choice, but also allows them to choose and enjoy the most anticipated and suitable service through online comparison.
The third is to achieve precise marketing. The virtual nature of the Internet enables B2B/B2C/C2C mode to realize online transactions, but it can't control what happens offline, and this extensive transaction can't improve the transaction efficiency of e-commerce. The biggest advantage of online versus offline is that he is interested in every transaction? Traceability? , promotion effect? Traceability? . On the one hand, it introduces more passengers to merchants through online platforms, improves the collection of user consumption data, and helps merchants achieve precise marketing; On the other hand, fully tap the offline business resources, so that users can enjoy more convenient and suitable products or services. Problems and challenges from online to offline
( 1)? Online information? With what? Offline merchant service? Symmetry problem
The platform attracts users online, and the products or services that are really consumed must be experienced by users offline, which puts higher demands on offline services; Whether online can control the stable offline service system and grasp the quality of offline service will become a big problem. ? Online payment+offline experience? Pattern, easy to cause? There is God before payment, but there is no God after payment. An embarrassing situation. If the service users get offline does not meet expectations, or is lower than the information advertised online, will users use it? Negative word of mouth? Feedback experience effect. Without good reputation and credibility, experiential services will be difficult to develop healthily. In a sense, the sinking of group buying is due to the lack of offline service system, which hurts the user experience. Therefore, how to ensure the symmetry between online information and offline services will become the key point to challenge the success or failure of online and offline services.
(B) Internet giants and offline businesses in-depth cooperation
Faced with huge market potential, Internet giants are actively deploying O2O. Teng Xun relies on reputation, Ali lives on Taobao, and Baidu relies on maps. The three giants have their own advantages in the O2O market. Tencent mainly uses WeChat as the entrance, Ali mainly uses Alipay, and Baidu uses Baidu map. What does WeChat have for users? Day and night? Effect; Alipay is clearly positioned at the back end of the O2O chain, providing financial and data services for other platforms and clients inside and outside Ali; Baidu actively promotes Baidu maps by using LBS (Location Based Service) technology.
At this stage, these network giants are trying their best to hype the concept of O2O, and the Internet platform has become the main driving force for O2O practice. As a platform, its products are standardized and universal. At present, O2O experiments conducted by offline entities basically rely on Tencent or Ali. Product? , the core of its products is based on? Passenger flow introduction? Main scene and business settings. The operation of the platform generally includes diversion, preferential treatment, mobile payment and membership, and will be extended to CRM, data analysis and membership management later. The starting point of the platform is to change the passenger flow path through preferential treatment and price reduction, rather than around the merchants? Goods or services? The application of new technology is based on improving the consumer experience. As an independent profit organization, platform vendors should first consider their own strategies and profit models, and it is difficult to take into account the in-depth operation level of the consumer experience of specific offline entities. How to cooperate between platforms and merchants can improve the user experience, which will become a major problem in the process of cooperation between platforms and merchants.
(3) Improve offline business? Sustainable management? Ability problem
Offline merchants should take into account both online and offline, so it is particularly important to provide safe, efficient and complete operational support online and offline. Among them, the security content, security process, security standards and security institutions must be standardized. The essence of operation support system is the comprehensive embodiment of organizational execution. People? Carry out supporting actions according to the supporting behavior norms, realize standardized implementation, and realize the efficient operation support of the organization. Many organizations have proposed to build core technology and brand strength, but few people can turn their strategies into effective actions. The problem lies in the lack of effective execution, that is, how to effectively implement the strategy is often an organizational problem. The operational support system is a comprehensive expression of organizational execution, which supports behavioral norms, actions and effective implementation through standards. In essence, the executive power is designed, and the supporting system is also designed. Table 2 shows the online to offline operation support system.
What is the ideal state of products/platforms/tools in supporting operational behavior? Automatic? Processing does not require human experience and personal wisdom to judge the work, and data operation supports more exclusive personal judgment. A standardized system is the standard and basic principle of management and the standard supporting the implementation of the system. When the operation forms a system, its execution can be guaranteed. The above only puts forward the scope of O2O operation support system. In daily operation, the operation support system itself is a cyclical process of generating and solving problems. Therefore, in order to gain a foothold in the O2O interactive market, we must constantly optimize the O2O operation support system. The main objectives of operational support data analysis are service quality, cost and operational efficiency, and achieving these objectives, especially high service quality, will be a huge challenge for businesses trying to test water O2O.
conclusion
O2O transcends the concept of industry and involves almost all walks of life. It drives the innovation and change of the overall business ecology. However, no matter how O2O walks between fiction and fact, the ultimate goal is to provide users with a sensible and touchable life scene and way. To achieve this goal, it is inseparable from the realization of consumer behavior, so we should constantly eliminate any possible obstacles that consumers face when purchasing products and services. The arrival of the era of big data provides enterprises with unprecedented opportunities and challenges. Can enterprises follow the trend, provide users with the ultimate experience and improve themselves? Sustainable management? Ability has become the core issue of whether online and offline can really land. Although online to offline has many advantages, it also faces many difficulties, but its essential problem is how to create the ultimate experience for users. Only from this perspective can we continue to promote from online to offline from now on? A promotion? Stage by going up one flight of stairs? Ultimate service experience? Stage upgrade.