Can You Afford To Play O2O Games?

Whether from online consumption to offline experience, or from offline experience to online ordering, or online and offline interactive Unicom, are collectively referred to as O2O mode 。 More and more enterprises believe that this model is reliable and practical, which not only takes advantage of the original offline entity channel foundation, but also fully complies with the vigorous development of online channels, which is in line with the psychological expectations of enterprises both online and offline. As everyone knows, O2O is the exclusive and privileged business of "high resource" enterprises. Can you play?

In my opinion, the O2O mode has higher requirements for enterprise resources, and has a certain foundation for the online distribution and offline laying of channels, and it can work together. This requires that the enterprises that want to be O2O can not only have a relatively sound channel foundation, but also have personalized products and distinctive services, and have a better brand consumption experience. Those enterprises that possess these resources and are good at integrating and interacting with each other can rise rapidly, so that they will not let the "real gold and silver" invested.

If you want to test the water O2O mode, you must first identify the following two questions.

Can you get the standard of "rich handsome"?

One is to have a high brand experience.

There are various forms of O2O, but no matter what form, it requires a relatively good consumption experience. High brand experience is a high demand for enterprise resources and capabilities. High brand experience requires enterprises to have ample marketing personnel, to have more diversified marketing promotion methods, to make use of scenario interpretation of products, and to accurately grasp the psychological needs of users. These are not all enterprises can do.

High brand experience requires enterprises to have higher ability of resource allocation. If there is no good resource allocation, consumers' brand consumption will be different. The price of purchased products will be different, and the service experience will also be different. "Only the early adopters, no repeat customers" become the typical manifestation of low brand consumption, and the O2O mode is no more than a nominal one.

Two, we must have strong channel foundation.

Since it is the O2O mode, that is, the interconnection, interaction and coordination of online and offline channels requires enterprises to have strong online and offline channels, and maintain certain links and interactions.

Online channels should have at least experiential web pages, interactive communication tools, a wide range of network authorized stores, etc. at least one micro store can allow consumers to place orders; offline channels should have at least one sales terminal, experience sites, and so on. There must be some two-dimensional code and digital vouchers to realize Unicom interaction.

The three is to have explosive products and special services. Not all products and services are suitable for Internet sales. Not all products and services are applicable to O2O mode. Personalized products and special services are really suitable for Internet operation.

In essence, Internet economy At present, Internet consumption is still in the period of "price supremacy". Shoppers' demand for affordable prices is much higher than that of brand experience, quality first and service provision. This requires that enterprises should have better product design, better product selling points, high quality and distinctive service design. Only in this way can we attract more consumers, speed up online and offline collaboration, raise customer price and improve customer retention rate, so as to better amortize pre operation costs.

Without personalized products and special services, you will be disappointed if you do O2O. Homogenized products can only spell prices after the products are launched. The so-called "explosion" is largely a synonym for low price, low quality and impulse not to earn money.

At the same time, the cost of station drainage is still high, and the profits of enterprises are greatly reduced. Moreover, the homogenization of services makes enterprises unable to provide a better consumption experience, unable to achieve linkage between online and offline, and can not absorb consumers nearby, consumers who sign in, customers of group buying, etc., without huge consumer traffic, and the life span of O2O mode is not long.

Do you have four essential conditions for O2O?

First, efficient and unobstructed docking pipeline. This is a typical feature of the O2O mode. There are stable ports on the line, or soft ports such as App, micro-blog, WeChat, etc., or hardware ports such as PC, mobile phones, Pad, products and so on. Docking can interact with each other to improve customer stickiness; smooth interactive channels, or product evaluation pages, or service experience sharing, or trial product / service reports, or online community / online tribes; unified digital credentials, or two-dimensional codes, or numeric string codes, or exclusive codes. Unified digital credential is an important evidence for online and offline transaction payment, preferential treatment and rebate payment. Without this, O2O operation has lost the best and most authentic carrier.

Without a smooth "butt pipe", O2O can not speak of it.

Without digital credentials, there is no way to verify commodity transactions, customer information, etc. without smooth interactive channels, enterprise communication is blindly and passively, without improving products and improving services, and the rate of customer churn will remain high. Without smooth docking ports, there can be no interactive communication between online and offline businesses. It can only be a pure online marketing and offline physical marketing, far from the O2O gap.

The two is standardized and easy to operate operation process.

The operation process of O2O is very complicated. Therefore, it is necessary to have a standardized, standardized and easy to operate operation process standard and have a standard to execute quickly. Only in this way can we timely pay cash / service transactions in order to promote the smooth development of O2O project.

The three is agile and efficient supply chain support. The front end of O2O is commodity / service payment, and its background supply chain support needs to be promoted from four aspects.

The first is the efficient design system. With new product planning, bright product design and characteristic service design, it can promote a large number of fast purchase, otherwise, you can only spell on the price, and ultimately no one will make money; secondly, the agile purchasing system. With many high quality product suppliers and high quality service providers, they can flexibly cope with them and greatly enhance their delivery capabilities. Otherwise, the production can not be properly scheduled, goods can not be delivered in time, and the retention rate of consumers is low; thirdly, the flexible production system. For example, small batch, multiple batches, VIP, custom customization and so on are getting more and more attention. Enterprises need to make new tradeoffs between batch and batch, and finally, efficient logistics system.

Four is a coordinated online and offline. Consumption experience 。 O2O pays attention to the high degree of synergy between online and offline. The consumption experience of the two parties can only be maintained for a relatively long time. First, the need for sensory experience is relatively uniform. Whether it is PC online browsing, mobile terminal online search, or offline entity terminal experience, the consumer's sensory experience is lasting, in order to truly reveal the brand value; second, the communication experience is relatively consistent. China's consumption has entered the service era. Communication lies in two-way interaction, online and offline collaboration, timely transmission of data and communication, rapid definition of customer characteristics, and fast implementation of one to one communication. These can greatly protect the consistency of consumption experience.

O2O is a game of "rich handsome". Can you afford it?