The Combination Of "Double Eleven" B2C And O2O Is Just A Temporary Move

" Double Eleven "The war will soon be approaching. The traditional B2C electricity supplier has offered the O2O, and put forward the combination of online and offline. It looks like a nuclear weapon. But all of this is like a temporary carnival.

O2O is a combination of Online and Offline. This mode has always been there, but the mobile terminals such as group buying and map downloads, which are downloaded from smart phones, are more and more popular. O2O is more focused on service consumption, and can not be separated from physical shop support. For example, accommodation must be laid on the bed in order to consume, such as foot massage, even pack and take away.

Therefore, the Internet revolution can not destroy the lives of these stores, because consumers need these stores to complete their consumption. Last year, Dalian Wanda Wang Jianlin and Alibaba Ma Yun had a bet: 10 years later, if the electricity supplier accounted for 50% of China's retail market share, Wang Jianlin gave Ma one hundred million, otherwise Ma Yun gave Wang Jianlin one hundred million. Wang Jianlin dares to fight this bet because he sees the irreplaceable vitality of experiential consumption.

But the Internet can change the business models of these stores. Most shops have to advertise. Even famous brands such as McDonald's and KFC are no exception. For those new generation who like to try everywhere, the Internet is the guide to action. They have already chosen consumers and clicked the payment key on the Internet, but the remaining part of the transaction is only completed. Under such an ecological environment, shops will naturally approach all kinds of Internet platforms.

B2C is a familiar mode for consumers, which is being done by Jingdong, Gome, Suning and Tmall on the Internet. The speed of development has been fast. But this "double eleven", they suddenly burned to the line, business mode has become a mixture of B2C and O2O.

Under the B2C mode, consumers are mainly visible in buying goods. Consumers purchase products can be roughly divided into two types: tangible and intangible. Intangible products can not be separated from physical shop support, but tangible product transactions can be completed through the Internet long ago. Nowadays, e-commerce providers have emphasized online and offline interaction. In name, this is to increase the consumption experience and increase the pleasure of consumption. In fact, it is because of the escalation of competition. The entity shop of traditional electricity supplier is not worth much at all. At this point, it can be pulled out and become the advantage, and competitors are easy to be drawn in.

Of course, some areas are not suitable for B2C. Some products are not standardized. Consumers usually need to make repeated comparisons to make decisions. B2C platform wants to enter this field, it is necessary to use offline stores, such as furniture industry.

Recently, a family clothing The company also announced its entry into the O2O mode, making it an Internet tailor. But if it is not for the more favorable price on the Internet, consumers try out the favorite products in the fitting room. Why not buy them on the spot? If the orders in this dressing room are all personalized products, then the background will undoubtedly become numerous small factories, which will increase the manufacturing cost and increase the cost of communication.

What determines consumers' on-site experience and buys services online? Most of them are for more favorable and cheaper prices. "Double eleven" attracts public attention because businesses announce more concessions. If O2O is popular, people choose products online, and online transactions can save the clothing and electrical appliances that are affected by the network. If shops are just used as experience, there is no need to have so many physical stores. The reduction of physical stores should still be a matter of time. B2C and O2O The combination is just a temporary move.