Analysis Of Traditional Enterprises In 2014 How To Play O2O Mode?

< p > how will Ali play O2O in 2014? It has caused a lot of repercussions among WeChat fans, asking a href= "http://www.91se91.com/news/index_c.asp" > traditional enterprise < /a > how to deal with O2O. And the strategic training of Ali O2O will officially come to an end in January 13th in Taobao City, Hangzhou, which is similar to the application scenario mentioned by the veterans in the article.

For the traditional enterprises in pition, how should we adjust them? < /p >

< p > before talking about coping strategies, it is necessary to comb out several highlights of this Ali O2O project.

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< p > the first bright spot: Map shopping.

Ali is planning to build a business model of SOLOMO, the panoramic commercial application of Social (SOCIAL) +Local (localization) +Mobile (mobile).

Ali has invested in Sina micro-blog in social networking. On LBS, he has acquired the High German map and has Taobao and Alipay wallet on the mobile end.

The acquisition of High German map is an important part of Ali's strategic layout of mobile e-commerce.

In 2014, map shopping based on location technology will become a priority commercial application in Ali O2O project.

At the time, these applications will appear on the mobile client side, which deserves the attention of the electric business enterprises.

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< p > second highlights: the role of micro Amoy will be highlighted.

The role of micro Amoy is mainly the CRM management of corporate members, similar to WeChat's public account.

The ideal path of O2O is: after paying attention to the enterprise's Micro Amoy account, users can receive the preferential price of the company's Micro panning at any time. They can also manage the members' categories, distinguish new customers from old customers, and recommend different commodities or coupons for different customers, and the payment can be paid in the micro village, and there is no need to return to the main shopping process.

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< p > third highlights: Mobile Internet is the foundation for the implementation of the entire O2O project.

If we focus on this Ali O2O project, we will find that all application scenarios are developed on the mobile phone side.

The commercial logic behind this is that the traffic bonus of the PC terminal has been gradually disappearing, and the mobile terminal can be brought to the cooperative business incrementally.

Two, the mobile terminal is the only intelligent terminal device that can solve the problem of electronic commerce all the time.

Customers are not allowed to go shopping on their backs to the computer or to set up PC in stores to solve the O2O problem.

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< p > Fourth highlights: data sharing.

Under the big platform of Ali, there are hundreds of millions of user data. These data are the consumer data that other platforms do not have, and how to play their role to solve all kinds of problems in the actual business scenario, which is also the value of the membership system.

In the case of Ali's O2O cooperation, Yintai, GXG, Saturday and so on are Ali opened some consumer behavior data for business analysis.

For example, is the customer's shopping scene at home or office, the customer's purchase age level? Customers' preferences for style and size, and here we have to mention whether Ali is willing to open more member data to businesses. How can the balance of Ali be tilted under the commercial interests of user privacy and business? < /p >

< p > at this O2O feast, what should we do to make the traditional enterprise of the electricity supplier get a cup of tea from the giant? The following are worth pondering.

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< p > first, attach great importance to the construction of wireless terminal.

Tmall stores will notice that wireless shops can be described simply and roughly in the first half of 2013, hardly to mention construction.

But in the second half of the year, the wireless store slowly separated from the PC terminal, adding a number of functions.

According to Ali's plan, there will be many new functions on the wireless terminal in 2014. Many of O2O's application scenarios, such as store navigation, are achieved by mobile terminals.

In addition to Tmall wireless store, if you have enough foresight and resources to invest, WeChat's public account, the wireless terminal construction of its own platform, and so on, all wireless terminal traffic entry products can also try to get through together.

Of course, in the case of insufficient resources, and want to force the mobile electricity providers, you can give priority to Ali platform.

The electricity supplier is the core of Ali, and all the projects are carried out around the electricity supplier. On this point, Tencent, which is good at social networking, has a long way to go in order to cut into the mobile e-commerce providers.

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< p > Second, O2O should take the upgrading of < a href= "http://www.91se91.com/news/index_c.asp" > user experience < /a > as the core.

Never do O2O in order to do O2O, if customers themselves can easily complete all pactions on the Internet or in stores, do not force to another O terminal traction.

Don't start with a lot of incremental mindset to do O2O. Otherwise, the greater the disappointment, the greater the disappointment.

First make connections, make closed loops, do online and offline coordination, and provide users with the most convenient solution to consumption.

The core of cooperation between Yintai and Ali O2O project is user payment experience.

It took about 3 weeks for both sides to complete the docking development, testing and personnel training of the system. About 1500 Alipay cashiers in 29 stores supported the payment of the wallet. This is good for Yintai, which has greatly improved the user's payment experience and reduced queuing time.

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< p > Third, you can do < a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a >, and attach importance to the application of micro scouring.

Ali's O2O core strategic partner is only 100, but it does not mean that other enterprises can not do O2O landing.

Many of O2O's commercial application scenarios are open and are not open to specific businesses. Businesses can make O2O themselves.

At the same time, enterprises should pay attention to the promotion of micro Amoy, from the page presentation of the store to the integral policy, and then to the preferential treatment for the fans of micro fans.

Although Ali lacks the patience to do social business, under the pressure of WeChat, the importance of micro Amoy is far greater than any social application before Ali.

At present, the location of micro Amoy includes Taobao mobile client and PC home page. In the new version, there are also micro entry entries, which is worth the attention of all businesses.

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< p > Fourth, online and offline traffic access.

Therefore, the result of low dumping is the conflict of interests with distributors and the mess on line.

How to balance the conflict of interests with distributors is one of the topics that O2O needs to focus on.

Offline payment and the amount of payment online are another problem.

The biggest highlight of Tmall O2O project in 2013 is that Alipay POS does not need customers to go back for paction confirmation. But when POS can not continue to use, can Alipay mobile wallet solve this payment problem? Especially in the bulk product area, the issue of payment limit for Alipay wallets may be a bruising. In addition, if customers do not install Alipay wallet, it will require great communication cost.

Therefore, solving the traffic path is not only a problem for enterprises, but also a problem for Ali to solve.

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