Wechat O2O First Mention "Core Competence Is Connection"

　　 WeChat O2O Fine operation to form demand

Wu Yi, deputy general manager of WeChat products, said that with the development of the electricity supplier and the fierce competition in the offline stores, the days of offline stores are becoming more and more difficult. At that time, more elaborate operations are needed through O2O.

He describes: to a shopping mall, open a mobile phone WeChat, get a business coupons, enter the store to sign in, see their membership levels and enjoy the discount, browse the goods, you can share with friends, listen to your friends' opinions. If you look at a garment, you don't have the right size, then you can transfer the goods through other stores, use the coupons you just received when you pay, complete the bonus points or get coupons from other brands, leave the store and get the WeChat notification. After a while, maybe you will receive news about the new products of the same kind.

The above is the scene of shopping through WeChat to offline retail stores.

Wu Yi said that many clothes buyers are willing to spend 20 yuan on the cost of each new user, or sell 3C electric providers willing to spend 100 yuan to pull a new user, because through the analysis of user data, even if the user leaves the shop, it can also reach users through SMS or e-mail, so as to achieve a user's two or three consumption, which is not enough for offline stores.

But the advantage of offline stores is that to a clothing store, you can see how the fabric is and how well the waist is collected. Instead of looking at a picture of PS on the Internet, there are also guides purchasing products on the line, or looking for girlfriends or boyfriends to go shopping. These are all mobile phone screens that can not be realized.

　　 WeChat payment: the starting point for the next single business

Wu Yi said that WeChat payment is the starting point of O2O (online to offline). WeChat's red packets and tick taxi are all related to WeChat's payment. The red envelope is the social payment of WeChat's attempt to achieve capital flow between people and people. "There is a poster on the subway station, for example, Jay Chou is going to hold a concert. If you are interested, you may call or buy tickets on the website. The poster is just an advertisement. If you add a two-dimensional code to the poster, you can buy tickets if you want WeChat scanning to complete the payment. Wu Yi said that in the completion of the payment, an important point is that businesses can deposit user data through two-dimensional code, including seeing which posters are being scanned the most, which are scanned, but may not buy much, and which places may only sweep 1 or 2 times, but they are all closed. In traditional industries, the end of payment means the end of the transaction. In the era of O2O, payment is the starting point for the next business.

"But WeChat's ability is not everything, it's just a push for business." Wu Yi said that this kind of thrust is equivalent to the props in the game. Some players may not play well without props. Using props may enable some ordinary players to surpass their strong opponents, but if the players themselves are not enough, even if they use this prop, they will not defeat players with strong ability.

　　 WeChat core: a platform for connecting the world

Although the market is talking about the layout of WeChat in O2O, where is the core competency? Yesterday, Song Shichen, senior business manager of WeChat product department's open platform center, said WeChat's core competency is to connect the world, including information, services, hardware equipment and enterprises.

WeChat connects information, such as a star, the media, and even the relevant government agencies such as the State Council, WeChat public number, to get all kinds of gossip or authoritative information; in WeChat connection service, users can get personalized services, such as binding the CITIC Bank (601998, stock bar) credit card public number, can quickly repay, get brush reminder, and some airports will provide WeChat special channel. WeChat connects hardware devices, such as WeChat, remote control air conditioning, television, etc., to achieve one-stop management of smart home.

In addition, in connection with enterprise level, such as Meitu Xiu Xiu's WeChat share, users can share the photos to friends circle, pay attention to the public number of China Southern Airlines, become a member, realize air ticket inquiry, purchase, check on the security check, etc.

Song Shi Cheng revealed that WeChat's open platform made it possible to connect everything. Prior to this, WeChat has opened 9 major interfaces and fully opened WeChat payment. The most recent adjustment is that the frequency of service numbers has increased from 1 months to 1 times to 4 times in 1 months, and new voting and multi customer service functions have been added.

"Certified WeChat public number" can be added to the picture and text message edit box. For example, the use of "gossip" and "treasure" can be used to show users' attitude towards love through voting. Song Shichen said that when the enterprise sends new products, it can also vote function to investigate the feedback of users.

WeChat Public address It is a process of market elimination.

At yesterday's WeChat open class in Shanghai, the audience enthusiastically asked questions, including businessmen and third party developers.

I am a business man. There is always a puzzle. What is the essence of O2O? Is it localized or city?

Wu Yi: O2O is different from traditional Internet. The traditional Internet is to create a valuable platform, such as Taobao, is a shopping platform, Tencent QQ is a platform for chatting. After gathering large scale users, the Internet will create value for users around the development of charging business.

However, when we go to the O2O era, many platforms are not online, but offline, a restaurant, department store or hospital may be platforms, users and traffic are not online, but in these restaurants, department stores and hospitals, as long as there are users shopping in the mall, dining in restaurants, to see a doctor in the hospital, these offline platforms will not be subverted by the Internet.

WeChat payment and public numbers do not want traffic to be aggregated to this platform, hoping to provide the ability to give offline platforms to enable offline platforms to use the Internet to upgrade their capabilities.

I am a third party developer. I want to ask what capabilities WeChat will open in the field of O2O. What are the recommendations for the third party developers in the O2O field?

Wu Yi: WeChat's idea of offline business is to improve the ability to connect. Now it may only be connected through a two-dimensional code. In the future, it is hoped that the connection between online and offline will be more relaxed, simple and natural, so the main energy of WeChat will be in connection ability.

For the proposal, I hope that the third party developers should not always chase the concept of O2O or open platform, go deep into the industry itself, how the industry operates, what problems and short boards, which business ceilings may not be solved before, and now it can be solved through WeChat.

As for selling things in WeChat, WeChat is not a marketing tool. What should we pay attention to if we want to open a mall on WeChat?

Wu Yi: now we can regard WeChat and WeChat public numbers as mobile Internet, the website or mall built by developers, which belongs to developers themselves, first of all, it requires legal compliance. WeChat hopes that many developers or third parties will build a third party platform on WeChat, and finally what will be developed is the process of market knockout. Like eBay before, it was subverted by Taobao. It depends on whether the value of cultivation is recognized by users.

If a lot of users complain that there is a false transaction, WeChat will shut down.

Be in harmony with WeChat What is your expectation for WeChat in the process of cooperation?

Good pharmacist chief technology officer Wang Letian: now a good pharmacist is doing O2O, hope that through the geographical location of the interface, when the user leaves the pharmacist's shop, when opening WeChat, can know which shops nearby, and so on, the current step through WeChat's open interface can not be achieved.

Shi Yonghui, the science and Technology Management Office of the Wuhan Public Security Bureau, said that the number of users of the Wuhan public security public number is 500 thousand. Users can pay attention to the service. We hope that non WeChat users can also enjoy services. For example, people who dial 120 or 110 can automatically pay attention to WeChat public numbers and locate the location of users through WeChat's location service.

　　 [expert opinion]

Government O2O is service, business O2O is sales.

Fudan University Business School professor Wang Youwei: business O2O has at least some sales, such as transaction form and service form, but the WeChat operation of government affairs is more service products, not real transactions, do not sell things. There are tens of thousands of transactions, and it is difficult to manage goods of large scale. One way is WeChat access, in order to do this thing well, there are a lot of standardization work to do, including the integration of multiple sales channels, personnel in all regions should also do well, depending on the type of products you sell, single operation or more operation, for the government, this is not the same.

Government O2O first lies in Chen Yongdong, a scholar and associate professor in the field of consciousness communication and marketing. When the government departments talk about the so-called O2O, the first thing is not the ability problem, but the thinking problem, especially the service consciousness.