What does the O2O e-commerce model mean? O2O e-commerce model diagram

O2O, Online To Offline, refers to combining offline business opportunities with the Internet, making the Internet the front desk for offline transactions. This is a very important concept in the development of modern commerce. If merchants can make good use of the O2O e-commerce model, they will certainly succeed in the modern consumption model.

The concept of O2O is very broad, which can involve both online and offline. It can be called O2O. Mainstream business management courses introduce and pay attention to O2O, a new business model. In 20 13, O2O entered a high-speed development stage and began the localization and integration of mobile devices. As a result, the O2O business model came into being and became a localized branch from online to offline.

Two routes of O2O:

Online and offline

Everyone is talking about O2O, and we are also talking about O2O. O2O seems to be about to break out abroad, and we should be full of expectation and confidence. There are also O2O that help Americans take taxis and help Americans advertise, all of which have been mobilized. Remind everyone that jumping into O2O still needs to consider the differences between China and the United States. China and the United States are not particularly different in games, and it is easier to accept games or socialize. But O2O is different. Our users are very avant-garde and can catch up with Americans. However, our online business, those grocery stores and restaurants, is not ready yet. They are not as ready as consumers and users. It's different in America. American companies are ready to connect with mobile Internet users. O2O itself is the behavior of online users connecting offline businesses. In China, because the business is not so mature, there are certain challenges in this respect.

Now we can see two trends, one is the rapid development of online. Whether it's pudding or hotel housekeeper, these products are developing rapidly offline. But this kind of products are facing the problem of homogenization. What if someone else does it? Because there is only online, not offline. On the right is offline behavior, and the family food party is a very interesting example. They did offline food delivery service, but in a very hard but competitive way. Once completed, this may be a bit like JD.COM's practice. That is, you are a food delivery team, and then you contact every business. They don't understand the Internet. It doesn't matter. I'll explain it for you. I'll do it for you. If you are willing to go this far, you can do O2O, but the cost is relatively high and the development is relatively slow.

On June 8, 20 13, Suning had the same price online and offline, which opened the curtain for online and offline.

There is also a new online and offline online to offline, namely life service O2O, such as China, Weibo. Form a new business model of offline services through online sales, purchases, transactions and comments.

Online

With the rapid development of the network, O2O has also developed into another way. The main core of reverse O2O, that is, Offine To online, is to use offline information display channels (including QR codes) to guide users online. ) and various offline promotion activities. Then there may be a reverse transfer from online to offline to promote offline sales.

Online to offline:

For traditional enterprises, there are three main ways to develop e-commerce online and offline:

1. In the form of self-built official mall+chain store, consumers place orders directly to the store online, and then experience the service offline. In this process, the brand provides online customer service, and can adjust the goods at any time (in case of out of stock), and the franchisees receive the goods and deliver them, which is suitable for the national chain enterprises. The advantage is that online and offline stores can correspond one by one. The disadvantage is that the investment is large and the promotion needs a lot.

2. With the help of the national third-party platform, realize the perfect combination of the affiliated enterprises and the sub-station system, and with the help of the huge traffic of the third-party platform, promote it quickly and bring customers.

3. Build Micronet WeChat mall system, carry out various forms of promotion and advance payment, and sell offline services online, which is suitable for localized service enterprises.

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.

Sixth, the position of light decision-making

O2O has become the focus of attention because of the rapid development of the mobile Internet in recent two years, because O2O is recognized as one of the few major profit models of the mobile Internet. To achieve O2O through the mobile Internet, basically only the road of "location" is a little more reliable, but it is not omnipotent.

What services will users choose and buy through their mobile phones? Basically, it will be some light decisions, such as eating, singing, doing spa or manicure. And many times users are outside, eager to find a suitable business, and the requirements for location are naturally harsh. For those big decisions, such as taking wedding photos, looking for decoration and other services, I think few people may make decisions through mobile phones, and users are not demanding the location of such services. It is entirely possible for users in Xicheng to choose businesses in Dongcheng to take wedding photos.

7. Industries with greater pain points

Although many service industries have some pain points, some pain points will be slightly smaller, while many industries still have relatively large pain points. Like the catering industry, on the whole, because of the constraints of platforms such as public comments on businesses, the consumer experience has improved a lot and there are fewer pain points.

Which service industries have more pain points? To put it simply, at least those service industries on classified information websites such as 58 Tongcheng are basically miserable, because these services, even without comments on untrue transactions, are just a jumble of inferior information. For this kind of service O2O, there is a lot of room to improve the user experience, which means it is easier to attract users and even change their original habits.

Eight, do not fight price wars.

Many people still think about group buying when doing O2O. It seems that they only know how to attract users with discounts, so that businesses can easily give discounts, discounts and profits. Simply relying on discounts to attract users has no long-term value for businesses, so group buying has formed a vicious circle because of ultra-low discounts. Users buy because of the ultra-low discount-the merchants have no profit or repeat customers-the merchants are not enthusiastic about the service-the user experience is poor-the users stop buying, the merchants stop playing, and the group buying website closes down.

Is there really no other value that can attract users except discounts? Absolutely not. In fact, there are many value points that can be tapped, such as the intimate experience; Fast-let users choose and buy services in the shortest time; Socialization; The quality of service is constrained and guaranteed; Transaction security; Enjoy privileges, etc. Of course, it's not completely impossible to drive appropriate concessions, but we should strive for concessions as little as possible and maintain reasonable concessions as much as possible without sacrificing the service quality of merchants.

Nine, small and beautiful

Assuming that the group buying website always insists on one or several groups a day instead of 1000 groups a day, it will carefully control the quality of each package while controlling the quantity. Generally, if you sell hundreds of copies, you won't sell them. You should spend more energy to urge businesses to provide good services and ensure the consumer experience. Will such a team of more than a dozen people live well? Unfortunately, many people come with the goal of financing and being acquired, and naturally they can't help the temptation of scale.

As for starting O2O, I think it is also a good choice. Make it smaller, do it better, gradually form a reputation, and attract users without preferential treatment, so that the profit margin will increase and the value to businesses will be greater. Finally, you can live well without financing.

X. To whom?

Who sells O2O mainly has the following two directions:

1, sold to online companies: this direction can refer to the opportunity to provide third-party services to many e-commerce. There are more and more O2O projects, and the conditions for whom to sell them in this respect have become more and more mature;

2. Sell to the right business: In the future, millions of offline service businesses will go online, and this trend is inevitable.