Hold Got It! O2O Is Just A Way To Make Money.

For many enterprises, we have caught the move. Internet And the chance of O2O means that it may seize the next 10 years.

However, from the present point of view, the O2O thinking of most enterprises is still at the initial stage: that is, knowing that O2O must be done, but do not know where to start. This is very similar to the fact that a few years ago the traditional enterprises began to engage in e-commerce. They were surrounded by a deep sense of crisis. But in the encirclement of fragmented information, they did not know how to make decisions.

Therefore, many enterprises choose the simplest way, that is, devote themselves to a mature platform, with a large amount of money, and follow the feeling. Today, the concept of WeChat O2O fire, then put a WeChat's two-dimensional code in your shop, tomorrow Alibaba micro Tao said to do O2O, and hurried to apply for the hope that they will not miss the opportunity. Which is the choice of WeChat or micro Amoy? Or two elections? No one has a mind.

However, to know which platform to choose, it is still necessary to clarify its own problems first. What is the purpose of doing O2O for yourself? What are the problems that you want to solve and the most difficult to solve? Then you should consider which platform is better for your own problems.

　　 The ultimate goal of O2O is the transformation of marketing methods.

A Amway salesperson calls you every day to send text messages, tell you dreams, tell the future, and wish you good health and good luck. Happy holidays are not just like making friends with you. Even if Amway friends add your WeChat, micro-blog or dealings, do you think he really talks and talks with you?

As an enterprise, whether it is to engage in e-commerce or O2O, the only purpose is marketing and making money. Of course, business people earn money on their own skills. Some enterprises are skilled and refined products. They sell products. Some enterprises can sell their voice and sell them; others sell lots, some businesses sell popularity, some sell services, others sell ideas. But in any case, all O2O that is not for business is a hooligan.

The essence of O2O is to open up the online and offline marketing system, realize online sales and offline services, and upgrade and upgrade the cost, supply chain and other pre links through the offline consumer demand. Perhaps, in a familiar sentence, it is C2B.

Many retail stores had their own CRM system before, but why couldn't they implement O2O? Because most enterprises used to be only consumers' basic information, telephone, address, ID card and other information, so the marketing way was only in the way of telephone, DM, mail and so on.

The development of Internet enables users to expose a lot of information in the Internet era. Even through the behavior of some users on the Internet, it can also identify users' personal preferences, time paths, consumption habits and other information. Therefore, only by opening up the O2O of online users can enterprises have the significance of change. Only by mastering the user data of the Internet age can enterprises effectively change their marketing methods.

　　 WeChat O2O value lies in customer service center

Although the concept of WeChat O2O is very hot, when I chat with a lot of enterprises, I often find that many enterprises have attracted customers through WeChat scan code, and after establishing customer relationship, they often don't know what to do next. Most businesses find that getting the customer's micro signal and getting the customer's mobile phone number are just from text messaging to WeChat chat or dynamic development; from DM to WeChat subscriptions. For enterprises, WeChat is just a tool for chatting with customers. At the very most, it becomes a customer service center.

Also due to WeChat It will not provide commercial traffic to enterprises. Enterprises need to make marketing changes on WeChat unless they spend money on them. Smashed the money to lead traffic, smashed money to build the system, smashing money to accumulate users.

However, this may not be effective. Take the WeChat O2O project, which is currently the most hot and hottest, as an example. If the customer does not deal with the store, the user needs to pay attention to the service number of WeChat, such as a user after the public account in the ONLY, from entering the mall to the choice of goods to the final transaction, at least ten steps above, how many people have the patience to finish the complete ten step process? The user will not be satisfied with the selection of the commodity in a certain brand business city, the user needs a horizontal contrast style, the vertical comparison price, and the shop on the screen of the mobile phone is of little value to the diversified shopping choice of the user.

Therefore, making O2O through WeChat is the sales department in the community, selling more popularity and services. If you want to earn money for your partners, you must have the same customer service attitude and preparation as the 24 hour operator. But if you set up a firecracker in a small area to set up a stall for a big promotion, it is estimated that even if the residents do not bother you, the property must catch you away. At the same time, do not expect WeChat to bring new customers to the enterprise. Think of WeChat's attitude towards the marketing of friends circle.

　 The value of O2O is data bank.

Take a look at the O2O of micro Amoy, in fact, for enterprises, the biggest value of micro Tao is the big data accumulated by Taobao in the past decades, what users like to buy, when they want to buy, and the user behavior after buying.

It can be said that Taobao's more than 10 years of user transactions is an unlimited value "data bank". Users buy a piece of clothing, Taobao has the user's favorite size, color, style and so on. Therefore, in cooperation with O2O, in fact, it is necessary to consider the problem of how to use big data after micro scouring.

At the same time, in terms of traffic volume, the mobile phone Taobao client itself is a large shopping mall. The location of the micro entrance is like a boutique city on the first floor of the shopping mall. Even if the user is not satisfied with the counter, users can see what they can buy in other counters. There are no shortage of community canteens around us, but this will not affect the business of shopping malls. We need more choices when shopping, we need to compare among brands, and we also need professional services. If we always have only a few small shops around, then we are not back to the most primitive form of consumption?

Of course Micro scouring There is also a practical problem in making O2O. It is the requirement that the quality threshold of the city is too high. Users must install Taobao to scan the code. The data disclosed by Taobao mobile show that there are about 1/4 users who use mobile phones to do shopping. If a store has 80% users, Taobao users will enter 10 stores, maybe 8 of them are Taobao users, but there may be only 2 people who scan the code, which may be the real weakness of O2O.