How to gather online users and complete offline consumption?

The concept of O2O has been in this world for four years. Two years ago, Kai-Fu Lee told everyone that it would break out, but until today, O2O seeds are everywhere, and those big players are still blooming. Except for the listing of Taotao Valley in Australia, the entrepreneurial camp has not found the fuse so far, and the rest seem to have entered the smog area, making it difficult to breathe.

Players know that O2O needs to combine offline business opportunities with the Internet, turn the Internet into a sales front desk and attract customers. After successfully attracting customers, customers choose offline services, spend in the store and complete the settlement. However, 020 players often feel weak. With the increasingly fierce competition, people from Ctrip to Dianping.com are facing the same problem: how to gather online users and complete offline consumption.

How to collect users' comments?

I think there are two major difficulties in the development of O2O at present: gathering user evaluations and completing consumer verification. The first difficulty is how to collect user comments. The reference value of user evaluation is very high, which often affects the consumption decision of new users. Where do these evaluations come from? It can't come from the merchants themselves, and it can't come from the water army list. It's better to come from real consumers. Therefore, a UGC user community is often needed to retain consumers to produce these contents. UGC community is difficult to do.

If you pass the subway entrance of Suzhou Street, you will often see many young people standing on the street advertising. Whether it is cold winter or sweaty summer, men and women can be seen advertising passers-by every day. You see, the content is XX hotel catering discount, and you can enjoy a 20% discount when you join a website. A friend on the website told me that this model may cost more than 100 yuan to pull a user into the community. They have their own opinions, and they work hard every day, either struggling to advertise or struggling on the way to advertise.

After the consumption is completed, the platform has no verification record.

The second difficulty, the so-called consumption verification, is that there is often no verification record on the platform after the consumption is completed. This may be a problem faced by most O2O. The key to the O2O business model is to find consumers online and then bring them to real stores. But in reality, the platform often can't control the store entry records. Because after arriving at the physical storefront, consumers can pay in cash and brush their membership cards, not everyone will brush the platform's APP payment, so the payment has nothing to do with the platform.

At that time, Baidu was already around Baidu, Ali had made a reputation, and Tencent had made QQ food, including pudding, pudding and love of life. These practices now seem to have gone astray. Why? O2O has become a public comment, and everyone has entered the field where public comment has absolute advantages and grabbed the cake with him.