Analysis Of Four Major O2O Models In China

< p > although the mode of "a href=" http://www.91se91.com/news/index_c.asp "O2O < /a" has penetrated into all fields, it is still at an early stage of development.

Data show that online consumption accounts for only 3% to 8% of total consumption in China and the United States.

Therefore, Li Kaifu, chairman of Innovation workshop, believes that once the real integration of online and offline, there will be huge market forces.

According to AI media consultancy data, the scale of China's O2O market in 2011 was 56 billion 230 million yuan, and it is expected to reach 418 billion 850 million yuan by 2015.

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There are two basic ways and means to implement the < p > O2O mode: Online to Offline (online marketing and paction to offline experience) and Offline to Online (offline marketing to online completion pactions), respectively, referred to as the first online offline mode, the first line offline mode.

On this basis, there are two other ways and means of implementation: Online to Offline to Online (online marketing to offline experience, then online pactions) and Offline to Online to Offline (offline marketing to online pactions, and then offline experience), respectively, referred to as the first line up and down the line and then online mode, the first line, the next line and then offline mode.

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< p > Zhang Bo thinks that only Online to Offline and Offline to Online are O2O, and only stay in the traditional channel competition mode of single channel drainage, that is, the theory of "entry" and "ship ticket". If we can not understand Online to Offline and Online, we will never know that mobile Internet has entered the multi-channel drainage cooperation mode, so the "fan trigger" theory has replaced the "import" theory.

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< p > in fact, each way and path is not absolutely isolated. Instead, it forms a closed loop of online and offline integration after interaction, thus forming a continuous and complete O2O mode.

But in order to facilitate the interpretation of O2O, we divide it into four modes of operation.

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< p > < strong > mode 1: first line offline mode, < /strong > /p >

< p > the so-called first line offline mode is that the enterprise first builds up a < a href= "http://www.91se91.com/news/index_c.asp" > online platform < /a >. Based on this platform, the offline business flow is imported into the online market for marketing and paction, and at the same time, users can enjoy the corresponding service experience under the line.

This platform is the foundation of O2O operation. It should have strong ability to pform resources and facilitate interaction between online and offline.

In reality, many local life service enterprises have adopted this mode.

For example, Tencent relies on its accumulation of resource flow and pformation capabilities and economic foundation to build the O2O platform ecosystem.

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< p > in the O2O layout, Tencent has built a large platform of Tencent department, and has built the O2O ecological chain: with WeChat platform as the big entry, the rear end has Tencent map, WeChat payment and so on to support, and integrate the local life services in the middle, for example, the catering is carried on by the public comment, the taxi is mainly based on the tick, the movie ticket is mainly based on the Gao Peng network, so as to build a close loop between the line and the online interaction.

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< p > WeChat can meet the needs of social interaction and games, guide business flow, and create a series of scenes such as WeChat's red packets, Didi taxi, public comment and so on.

Although the pformation from social scene to consumer scenario may be challenged, the massive social data WeChat can grasp is not to be overlooked, because it provides a rich source for business flow.

In the meantime, it mainly faces the problem of supply and demand in commercial flows. The two interfaces of Tencent's open payment and map API provide technical support for the third party service providers to make WeChat O2O, and enable the third party service providers to play a more active role in the WeChat ecosystem chain.

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< p > specifically, it covers the following key links: first, WeChat, < a href= "http://www.91se91.com/news/index_c.asp" > 2D code < /a >, QQ map is the key entrance of online and offline.

WeChat scanning the two-dimensional code has become an important entry, and the map platform is also the entrance of Tencent.

In 2011, Tencent began to do Street View service, its street view supports mobile phone application, and LBS application can also call its street view and map interface. The open API also allows developers to access and invoke.

Secondly, we launch the "QQ colourful" plan, open up the general scoring system of the electricity supplier and life service platform, carry out precision marketing, and integrate deeply with the financial Fu Tong, and pry open the mobile payment market.

In addition, Tencent invested in Gao Peng and other group buying businesses, and worked with Wangfujing department stores, top grade discounts, and undersea fishing lines to build a platform. The two businesses that are relatively shaped are O2O and O2O, which integrate their rich merchant resources to boost the development of Tencent O2O.

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< p > < strong > mode two: first line, down line mode < /strong > /p >.

< p > the so-called "first line offline mode" is that the enterprise first builds the offline platform, and carries out offline marketing based on this platform, so that users can enjoy the corresponding service experience. At the same time, the offline business flow is introduced into the online platform, and online pactions are conducted, thus promoting interaction and forming a closed loop on line and online.

In this O2O mode, enterprises need to build two platforms themselves, that is, offline entity platform and online Internet platform.

Its basic structure is: first, open the physical store, then build the online shopping mall automatically, and then realize the synchronous operation of the offline store and the online shopping mall.

In reality, the majority of entities that adopt this O2O mode are the O2O platform ecosystem built by Su Ningyun.

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Under P online, sunning Yun has more than 1600 store platforms, as well as storefront platforms for acquisitions and cooperation in other areas.

On line, its built suning.com network platform has covered traditional appliances, 3C appliances, daily necessities and other categories.

In 2011, suning.com strengthened the synchronous development of virtual network and physical storefront.

According to the financial report, in 2013, the total revenue of Suning cloud business reached 105 billion 292 million yuan, an increase of 7.05% over the same period last year, and the simultaneous growth of sales on line and offline. Suning.com realized sales revenue of 21 billion 890 million yuan, an increase of 43.86% over the same period last year, ranking the top three in the domestic B2C, and 6.36% growth in line business, ranking the first place in the domestic retail industry.

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< p > Su Ning Yun puts forward the operation mode of "electricity supplier + store business + retail service provider". Through the store, PC, mobile phone and TV terminal, the offline experience and online convenience can be seamlessly merged to establish a win-win development mode of retail business, consumers, suppliers and businesses.

Its roadmap is "one body and two wings": Taking the Internet retail as the main body, taking the O2O full channel operation mode and the online and offline open platform as the two wings pformation path.

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For P, sunning Yun took many positive measures: < /p >

< p > breaking organizational barriers.

In February 2013, we adjusted the organizational structure, set up the headquarters of commodity operation, the headquarters of the electronic commerce operation and the headquarters of the chain operation platform. After that, we merged the headquarters of the chain operations and the headquarters of the e-commerce business into a large "operation headquarters". We also established a company directly affiliated with the red children, PPTV, commercial plaza, material flow, finance, telecommunications and so on, giving them greater management autonomy.

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< p > break through the price barrier.

In June 2013, the implementation of online and offline parity was carried out nationwide, which marked the full operation of its O2O mode.

Although the online and offline parity strategy has been questioned by the outside world, it is a positive attempt.

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< p > build an open platform.

In the supply chain, we should change the mode of negotiation oriented game and pform the mode of commodity cooperation driven by user demand.

In September 2013, the 3 version of the open platform "Suning cloud platform" was released.

The open platform provides upstream businesses with differentiated choices outside Tmall and Jingdong. It is an extension of the online service platform based on stores in the past, forming a more comprehensive integrated service system for the upstream and downstream, including stores, e-commerce, finance and logistics.

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< p > breaking through the barriers of experience.

From the three dimensions of global experience, global experience and full experience, we can upgrade the consumption experience comprehensively.

In December 2013, guided by the shopping experience in the layout of shops, the Internet store was built in an all-round way.

Establish O2O integration and multi terminal interactive full channel business mode, such as free WIFI, electronic price tag and multimedia electronic shelf to meet the needs of global experience; establish the core competence system of all resources to meet the needs of users in the whole process of pre sale, sale and after sale; use mobile Internet, Internet of things, big data and other technologies to meet individual needs; for example, in May 2013 mobile terminals also added "nearby Suning" store search function, users can quickly locate their location and search peripheral stores to meet the full needs experience.

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In 2014, around P O2O operation, Suning will open up resources such as mobile communications, social networking, shopping, entertainment and information, and provide users with value-added services such as social entertainment, video entertainment, online and offline shopping, financial management, smart home and so on.

At the same time, it will seize the entrance of the living room, and achieve seamless integration with suning.com through PPTV-BOX hardware products.

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< p > < strong > mode three: first line offline, then line mode < /strong > /p >.

< p > the so-called online first and offline online mode is to build an online platform for marketing, then online business flow into the offline user experience, and then allow users to online trading or consumption experience.

In reality, many group buying, electricity providers and other enterprises have adopted this O2O mode, such as Jingdong mall.

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< p > December 2013, Jingdong identified the O2O mode as one of the important strategies for its future development.

The O2O eco chain of Jingdong is: first, build Jingdong online mall on its own, marketing it on its own platform, offline self logistics system and cooperation with entity stores, so that users can enjoy their offline service experience and allow users to trade on online Jingdong mall.

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< p > online, Jingdong mall, which is mainly based on its own, has become a banner in the field of B2C. It is the starting point and platform for Jingdong O2O.

In the first half of 2012, Jingdong bought its website, such as full net, tick group and handle network.

In September 2013, Jingdong took out the takeaway order website to the food fair.

Jingdong has stepped up its own operation of Beijing Ping Hui, through the form of huge capital buyout, combined with many high-end high-end life service brands to provide users with low discount exclusive stored value cards.

In addition to 3C's home appliances, books and other fields of self-reliance, most other categories of products are open platforms, such as collaboration with mainstream platforms such as social networking, maps, search, local life services, and the introduction of external traffic resources.

This series of initiatives further expands the online platform, consolidating its O2O layout foundation.

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"P" online, on the one hand, for many years has been invested in the huge investment and self construction logistics network, has 1400 distribution stations and more than 15 thousand distribution personnel, which has become the post advantage of the Jingdong O2O; on the other hand, with the offline entity shop enterprises, build "1 hours local life circle", so that Jingdong O2O direct "ground gas".

For example, in the field of home appliances, integrate terminal stores of three or four and five level markets, so that users can collect orders online on Jingdong mall and complete distribution service by cooperative stores under the line.

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< p > to strengthen the service basis of the line and fill the short board of the stores under the self run line, Jingdong has intensified its cooperation.

In November 2013, in collaboration with a local Tang Kong convenience chain store in Taiyuan, Tang Jiu convenience store opened a sales area in the Jingdong mall. After the user placed the order, the background system was automatically matched with the nearest convenience store where the user's address was filled.

In March 2014, Jingdong and fast food, good neighbors, good friends, every night, people, Mei Yi Jia, central red, a group of fire, today's convenience, Li Ka and other chain store convenience store brand cooperation, involving more than 11000 stores, covering many cities throughout the country.

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< p > Jingdong will link its own IT system to the offline convenience store IT system, share online traffic with them, and import accurate users into their online stores in Jingdong mall, and effectively increase their sales volume, such as Jingdong to Tang day convenience store to bring thousands of orders per day.

In this process, Jingdong also obtained the offline traffic, realized the channel sink, and expanded its own commodity category in disguise.

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At P, Jingdong continues to improve user experience through technology.

In addition to offline stores, Jingdong also works with SAP, IBM, Hai Ding and other ERP software providers to seamlessly link the retail ERP system and Jingdong platform, enabling pactions, settlement, logistics and after-sale customer service links to be visualized, and support its electronic membership card and mobile payment function, so as to realize the sharing of online and offline membership systems.

Through the convenience store official website on Jingdong platform, users can also use LBS positioning to search for the nearest storefront in all its stores to enjoy shopping and enjoy a convenient online shopping experience.

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< p > < strong > mode four: first line, next line, next line mode, < /strong > /p >.

< p > the so-called "first line, next line and next line" mode is to build up the offline platform for marketing, then put the offline business flow into or take advantage of the nationwide layout of the third party online platform for online pactions, and then let the users enjoy the consumption experience under the line.

In this O2O mode, the selected third party platform is generally a ready-made and influential social platform, such as WeChat, micro panning, public comment network and so on, and it can borrow multiple third party platforms at the same time, so that the third party platform can be leveraged to drain, thus achieving its business objectives.

In reality, catering, beauty, entertainment and other local life service O2O enterprises take the majority of this mode, so is John.

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< p > John, a chain restaurant pizza brand, has gained two digit growth through O2O online ordering mode, of which takeaway accounts for 30%.

Its O2O ecological chain is: users can find the offline John bar store through online APP and the third party platform, through online payment, and then enjoy the service to the offline bar John store.

Specifically, under the online bar, John has opened more than 4000 chain restaurants worldwide, which is the starting point for his survival and survival.

On the line, on the one hand, John made APP and opened his own online ordering platform. On the other hand, with the help of the third party platform, WeChat platform and the public comment network platform were used.

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< p > after finishing the layout of the offline line, it will fuse the line and the offline to create a O2O closed loop.

John's approach is to unify the order platform, user experience and supply chain.

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< p > unified order platform.

Business flows come from different channels. They may come from outlets, private online ordering platforms, or from different third party platforms. If they make their own decisions, they will easily lead to confusion and inefficiency.

For this reason, John will integrate the order information flow from the three party platforms of the next store, his own network ordering platform, WeChat and public comment network to his own enterprise information system, so that his order platform can be unified and be allocated to the corresponding stores in time.

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< p > unified user experience.

Service centers or call centers receive order information from different channels. If external services are not unified, user experience can be varied.

Therefore, on the basis of the unified order platform, rod John unified the service center to standardize the external service and make the user experience consistent.

At the same time, in order to enhance the user experience, John launched an electronic membership card, that is, the two-dimensional code of mobile phone. It sets the functions of pre saving, prepaid card, recharge and so on. Users can scan the two-dimensional code and use WeChat to pay. After that, they can enjoy the same meal as the queuing users.

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< p > unified supply chain.

Catering takeaway is faced with the integration of supply chain, especially price data.

Because for catering takeaway O2O, if you can not timely grasp the information about product prices, inventory and other stores near the user orders, you may not be able to deliver them within the promised delivery time, so orders and distribution sheets must be integrated.

John integrated the data chain, so that the entire supply chain data can be unified, so that the delivery order can automatically generate user address, product information and even distribution route, etc., and display on the distribution cell phone, each link will be executed according to the process, so that the takeaway can be delivered to the user in time.

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< p > with the continuous development and popularization of mobile terminals, the development direction of O2O will be clearer and clearer.

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