Wechat O2O: Weakening Drainage, Outstanding Payment

"WeChat is the game prop, and the premise that O2O can play well is the operating ability of the physical store." recently, WeChat opened its own role in the open class of more than 500 people in the Grand Theatre of Beijing world trade scale. Of course, in fact, in addition to providing props, WeChat is more important in formulating the rules of the game.

Since the beginning of this year, WeChat has continued to clean up the public numbers, including service numbers and subscription numbers. In April 4th, the new operation rules were issued, including provisions on over marketing, copyright and so on. For the new rules, WeChat product open platform center senior business manager Liu Hantao summed up three latitudes: first, laws and regulations, in addition to legal compliance, mainly to protect intellectual property rights and protect users' data; secondly, behavioral latitude, but harassing users more, the most rational state is when users need to appear; three, content, encourage originality.

Although the rules are clear, but the discretion is in the hands of WeChat to conciliate all kinds of public numbers, Liu Hantao summed up the eight misunderstandings of the new rules, and stressed that WeChat did not prohibit mass issuance, prohibit the public numbers from pushing each other, and prohibit people in the vicinity. The key to combating mass development is to see whether the contents are false or infringing, and to attack public numbers. The main purpose is to see whether interest is exchanged, malicious powder or malicious promotion.

Within the rules, the props provided by WeChat to O2O businesses are very simple, one is the public number and the other is the payment. The former completes the functions of member management, business interaction and directional dissemination, which can be provided by SNS, while payment makes data consumption offline become a key channel connecting two O.

Unlike Alibaba, WeChat does not promise businesses to replicate the O2O integration solution, or even provide data mining and analysis. Even many businesses initially expect the draining, WeChat says it is not their strength in the O2O field.

Cai Cansheng, director of the business unit of platinum Tao Group, a 7 Days Inn management company, mentioned that the 7 day O2O was coming back from the offline line, and guided the crowd into the 7 day of the line to use the online services on WeChat public accounts. What WeChat is offering is a contact point after leaving the store.

In addition to 7 days, SF EXPRESS, top grade discounts, Lenovo and so on do not take WeChat as an entry under the drainage line, but a platform for member management. The basic logic and interpersonal interaction are similar: after strangers meet, they exchange telephone numbers, manage contacts, phone calls or SMS greetings. In order to increase the frequency of greeting, WeChat revised its rules in April 15th, changing the group permission granted in the past month to four times a month.

WeChat's social sharing feature can help businesses play free advertising. In the top grade discounted WeChat experience store, the items can be retained for second days after joining WeChat's virtual "shopping cart" and shared with friends circle.

Of course, timing release and information sharing are the simplest member management models. All O2O businesses want to achieve precise push. To achieve precision, data must be accumulated, and the most practical and even way to obtain data is to "confirm transactions through payment".

Without payment, O2O is an advertisement. "Customer to store - customer identification - WeChat payment - customer departure customer analysis" in the so-called O2O closed loop, the biggest difference between selling under the traditional line and the traditional line is the digitization of the transaction process, and the key is also being paid.

Apart from department stores, logistics and chain hotels, all kinds of offline businesses such as friendly treasure vending machines, seabed fishing restaurants and Unicom operators have begun to connect to WeChat. In the future, they will also be connected to hospitals and TV content providers. The O2O model needed for business may be different, but using WeChat payment is a must for all kinds of businesses.

Taking hospitals as an example, WeChat can be registered in the process, including registration, payment and prescriptions. It can be quickly registered through two-dimensional code, sound wave, and even face recognition in the future. No queues, direct WeChat and other notifications are required. After the drug is opened, WeChat pays for it and sweeps the code for medicine.

Speaking of which, we should understand that all the fatal injuries that O2O now encountered, including WeChat, is the two-dimensional code problem. After the central bank halted the payment of two-dimensional code, the technology of acoustic payment can not replace the two-dimensional code to solve the problem of near-field payment in terms of convenience and accuracy.

Recently, the top grade discount WeChat experience shop, which has just opened in Hangzhou, is carefully testing the attitude of regulation. Does the store bypass the "two-dimensional code for payment of minefields"? Anyway, Tencent is still very sensitive about the question of two-dimensional code in the outside world, and remains silent. They also worry and observe the attitude from "above" in silence.

Top grade discount WeChat experience shop in the face of the logic is: all offline products (SKU) data, fully open online and offline inventory. The customer scanned the two-dimensional code of the goods through the sweep function of WeChat, making the real goods become the virtual goods in the online shopping cart, and then entered the "remote payment" interface after the order was generated. The back-end payment process is similar to the online shopping experience. This does not appear to be a "two-dimensional code payment" that the central bank strictly prohibits.

In this process of implementation, in fact, "bull" is not WeChat, but top grade discount. Because domestic department stores or clothing brands, can be able to achieve merchandise data, virtualization of a handful. Shen Huifeng, chief executive of the top quality discount company, told Caixin reporters that in order to achieve full access to products, top grade negotiated with various brands in the past few years was very difficult.

Understanding WeChat O2O After the basic play, let's take a look at the following group of players who have "small test knife" to further understand the application scenarios of all kinds of WeChat O2O.

7 Days Inn: connect WeChat platform with its own member CRM system. Specifically, the first step is to get through the WeChat membership system; the second step is to open the store system (PMS), that is, the store's daily operation system; then the store networking, and through the scanning code and payment channel to open up two systems. The specific method is to store a two-dimensional code plate scanning map, and then the guest becomes the public number's attention through payment action, and the guest becomes a member.

1 WeChat operation 2 technology development, 30 customer service, 6 months, 7 Days Inn public number achieved 1 million 350 thousand fans, WeChat daily booking more than 5000 single, two times daily booking room number of more than 70%, WeChat paid to settle accounts for more than 40%, the proportion of unsubscribed from 20% to 4%. Conservative forecasts are that 100 million orders can be achieved through WeChat in 2014.

　　 Shun Feng Express: WeChat public number provides online self-help tools. It doesn't need to dial 114 every day or inquire about the SF customer service phone online. The order is self-service in WeChat. By filling in the electronic order, the receiving clerk prints the order directly with the electronic printer. In June this year, SF EXPRESS will open WeChat payment, one is sweep code payment, the two is WeChat app internal payment. It can substantially save the cost of subsequent settlement and reconciliation.

Lenovo: after customers purchase, WeChat generates dynamic two-dimensional code, and customers scan code to pay attention to the public service number, thus obtaining a series of user information. This year, 100 WeChat stores have been opened to browse products in WeChat's physical stores, but the backend member management system and WeChat's attention to public numbers have been opened.

Friendly treasure vending machine: the three step operation completes WeChat payment. In December 2013, it was officially commercial, and realized WeChat payment in 50 cities and 7500 vending machines. At present, twenty thousand sets of friends treasure can support WeChat's payment. There are more than 7 WeChat payments per day, and the number of users using WeChat is close to 500 thousand.