Zhang Bo: Future O2O= Fragmentation Channel + Personalized Content

Not long ago, the reporter interviewed Shanghai wing code Strategic Cooperation Manager Zhang Bo. Zhang Bo is China's first O2O book: O2O: the business revolution in the mobile Internet era, the O2O business researcher. In Zhang Bo's view, the current hot group purchase, though also online to offline, is still a drainage tool, rather than a real O2O.

As for the real O2O, Zhang Bo's definition is: in the mobile Internet era, a new business mode of living consumption is through the interaction between online (virtual world) and offline (real world). The essence of O2O is fragmented channels and personalized content. The following slowly came:

Let's start with the problem of online and offline, that is, the virtual world and the real world. Without Internet, all of our commodity trading behaviors are completed online. For example, buying clothes and buying a cell phone. With Taobao and Jingdong, you can "digitally" the offline products through the Internet. You can "Browse" freely on the Internet. The hot O2O in recent two years is mainly the digitalization of life services, such as the digitalization of air tickets and movie tickets. Through the Internet and mobile Internet, digitalization of real world goods makes transactions easier. Now how many people are buying tickets for the movie?

　　 The channel is broken.

In the mobile Internet era, the entry has broken. The so-called "entrance" is the way to play PC Internet. For example, search engines, browsers, in the mobile Internet era, these entry values have been greatly weakened.

The emergence of smart phones has made the original fragmented channel become more "fragmented". For instance, search based on location is both information and commodity. Shopping is a kind of scene. Nowadays, shopping can be done in many scenes, because smart phone contacts are everywhere! The Internet is the "entry theory". Mobile Internet is the theory of "going to the portal". After the emergence of two-dimensional code, using mobile phones can make the real world interact with the virtual world.

User experience has moved from the "entrance" of the PC era to the new mode of interaction with trigger experience and mobile social interaction.

　　 Personalized content

What will happen after the fragmentation of the channel? Or what does it mean for businessmen? "Advertising ability is weakened, interactive marketing is strengthened". Zhang Bo believes that after fragmentation, businesses can directly face users and "point to point". Ten years ago, a restaurant company went to the local city newspaper to advertise. Zhang Bo thinks that in the mobile Internet era, businesses can directly feed back the money of the original advertisement to users instead of advertising. Directly facing users, businesses can better manage and manage their fans.

As for personalized content, Zhang Bo quoted the concept of "community" from the media. The brand and products of a company can be very good if you grasp a small number of people in this society and let them become your loyal fans.

When asked about the current hot O2O Zhang Bo was remarkably calm when he looked at it. He believes that whether the O2O launched by the Internet giant, or the O2O test of traditional enterprises, or the US group and public comment that stride forward, they do not really penetrate the essence of O2O. Internet giants are too impetuous and noisy, so traditional enterprises are easily fooled by Internet users. There are still many "detours" to go. When asked how to see the US group and the public comment, Zhang Bo asked, "what do they have?"

"In the age of O2O, Retailer The supply chain will gradually open to infrastructure. The 5 major elements of the supply chain are: 1, passenger flow; 2, payment; 3, logistics, 4, technology platform, 5, procurement system. Zhang Bo believes that if we can become a giant in the O2O era, we must be able to control one of them.

If I want to sum up, I think mobile. Internet In the era, everything is redefined. Your audience needs to be redefined. Who is your loyal fan needs to be redefined. After the two elements have been redefined, your product and brand have also been redefined. Fans, products, products, when more and more elements are redefined, there will be more and more new brands and new gadgets. Interested friends can think about which elements are redefined.

Finally, what we want to say is: as a vertical media of e-commerce, we hope that it is not only a producer of content, but also a connector. About O2O, we will continue to explore, including interviews, activities, forums and so on. You have any comments and suggestions that you can bring up at any time.