Mobile Internet And O2O Bring Consumers Seamless Experience Opportunities

Metersbonwe CIO shares Metersbonwe in mobile Internet And O2O experience, he believes that the mobile Internet and O2O brings a seamless experience. The following is the oral collation.

What we are going to talk about today is the seamless experience of retail. In the traditional channel, the experience happened before entering the shop, so there was a single channel before talking about the channel. This is also reflected in our budget. We used to decompose the budget in the past. For example, how much income do I have to make this year, and from the financial budget into two specific budget, one is the merchandise budget, the whole sales rate is budgeted; the second is the channel budget, according to the growth of our company, how many markets haven't opened yet.

To a certain extent, the location below the line is traffic, location is business. However, today's consumers are changing. For traditional retailing, the attention of consumers is shifting, and the channel of consumption has also changed from single channel to multi-channel to the whole channel or pan retail channel.

Behind the mobile Internet needs to see more than just shopping.

Before reading an article, shopping is more and more not a thing, because today has a cell phone. Shopping is a scene in the past, but today we can shop in many scenes.

Today, we are in the scene to complete the shopping process. We take a consumer scenario to see common scenes. For example, I take the subway today, sweep a two-dimensional code of coke for a dollar, chat at work, say you buy double. shoes Let's look at the link. Magazine subscription. You can see every scene in this area. After having a cell phone today, you can really add a lot of shopping links.

In this case, O2O needs to first identify and get through. For example, we used to see consumers are concerned about your brand after entering the store, and communicate with the shopping guide to form the demand for purchase. To see today, he may actually cross, may see others share, or through the community, form the final purchase decision. From the line and line down, if you can get through some links in the back end, you may buy more paths than before, but you don't know.

Because consumers perceive your brand and merchandise through every channel. How can we discuss the last link today? That is to say, to purchase or purchase a shopping cart is a way to integrate online and offline resources. So I think this is also my view that O2O's value to traditional enterprises may be greater than the value of pure Internet brands. Of course, advantages will often become your burden. When you can't let go, you always feel like you will succeed. It's not your own advantage that often subverts you.

Another point is the value of marketing in the past. More about the value of income and the amount of income I make in a year. What we are looking at now is the value of interaction. Through this interactive behavior, you can know which ones you want to increase, which will be bought last month, and then there will be an early warning of loss. This is more concerned about our process, from the results to the concerns of the process.

From O2O's essence, one is the closed loop of consumer experience, which is relatively easy, because giants are pushing this matter, so long as they can get through it, it is not too difficult. The difficulty is that the consumer experience is closed loop. But are you ready to provide experience for consumers? Does information form a closed loop within you? Your core is commodity. Can your interest distribution mechanism push this kind of liquidity? So I think this is probably what we see behind O2O.

　 Mobile Internet provides a link opportunity.

Another point is that we feel that both WiFi and 4G provide a possibility for future connection.

Today, consumers want to pick up their phones at any time. Consumers in some big stores, whose demand for WiFi is relatively large, and basically like to shop down, that is, we hope to set up some areas to make him seem to be experiencing, in fact, they want to multi screen, so that he feels that besides buying here. clothes In fact, it can also be an experience or social place. For example, we are now on the five floor, where people meet regularly, not necessarily buying things. Actually, I feel that this will continue to infect the consumer brand through this socialization. In fact, the brand must not be a category, but an emotional feeling.

Another is the quick retrieval of goods for payment. I hope we can finally build our own online and offline space. This is also our 09 years to start independent platform, with this platform, let us be able to hand WeChat right hand to Alipay, is also a more valuable point.

Before making APP, especially after WeChat came out, many people were saying whether APP was dead. In fact, we also had this worry. Based on this worry, we made a WAP station ourselves, because WAP's visit is very easy, but APP downloading has certain threshold for users. In fact, from our transformation point of view, we found that the conversion rate of APP is higher than that of WAP, although the flow rate is WAP. But in fact, the real purchase is still on the top of APP, that is to say whether my APP can form some core things that can be used by consumers instead of just shopping.

So, APP, I think the mobile Internet is just the front end of shopping, it may die quickly, but if it becomes the entrance of the service, is it possible that there will be such an opportunity? Because in my own experience, in fact, first of all, Tmall, I didn't install it. It didn't work for a long time. It hints that I can unload it and I will unload it. But I didn't unload the wireless Taobao because I could check the order and logistics. Maybe this function. I will install wireless Taobao, and I will use micro Amoy.

This may be the point when we think about mobile terminals, and why we use them.

Building O2O's consumer experience requires back-end inventory.

In the past, traditional retailing talked more about people, goods and markets. People look at the inside is shopping guide, goods, stores, how to display my area, how should be put. Today, people may really want to become consumers.

Goods are actually commodities. Because traditional retailing inevitably faces the problem of missing and broken codes. The inventory of each store is based on our actual retail sales. There may be ten stocks on the system, but there may be five items in the store, maybe several in the hands of consumers. Unless like UNIQLO, the goods you see are in the store, and there will not be too many stores behind. Under such circumstances, how can we gradually catch up with demand and get through all channels of goods?

May be subject to the past clothing The pressure of industry inventory, I think this spring dress is very conservative, whether clothes or shoes, shoes may be more obvious, I think the volume is less. But in fact, in some cases, the loss caused by shortage is greater than that caused by inventory. Of course, there must be a balance between them and reasonable inventory is the best.

For us, how to form such a consumer demand and the entire backstage commodity to get through. This is also very powerful. Surface access is easy to do. It is very difficult to get through the background. We began to do it in 2011, and found it absolutely a very big project. We also hope that we can achieve the integration of this kind of goods in the shortest possible time.

There are shopping experience, mobile payment scheme, including the intelligence of shopping guide, and the experience of logistics, the core is the real integration.