Department Store Old Man Introspection: Where Does O2O Lose In One Win Or Nine Defeat?

Just like the emperor's new clothes, there will eventually be "naive" people piercing the false and telling the truth.

stay Shenzhen An old man in a well-known department store seems to be unable to play a redemptive role in the failure of the mobile Internet and O2O. Even ignoring the invasion of electricity providers, department stores haven't been able to grasp the essence of Retailing in the past decade and learn to manage and operate commodities. Traditional retail unwilling to accept the stubborn idea of trial and error, in pursuit of "nine lives" in the race, the Internet group far left.

Can the advent of mobile Internet and O2O play a redemptive role in the past failures of department stores?

　　 Abandoning the original advantage Learning faster depends on people.

Reporter: people in department stores began to contact the electricity supplier very early, but they couldn't establish the real Internet thinking. Compared with the electricity suppliers, are they really hard?

Deep throat: even if it takes a lot of time to eventually establish an e-commerce channel, but whether it can really decide whether to survive in the new mode is whether you are willing to give up your dependence on the original business advantage.

In a comfort zone, your learning ability, business ability, business awareness and business model will affect all vested interests of traditional enterprises. In the era of the whole channel, how can our organization use the new channels? What changes do we have in the organizational system? What changes should we make in our operating capacity? For example, O2O, before the shopkeepers only managed the physical stores, now every shopkeeper is required to run two shops under the online and offline businesses. Perhaps it can give shopkeepers limited space and channels, such as giving a WeChat platform, but must develop a sense of online operation and online operation.

Let's talk about a lot of fun. We do mental tests to form a team that lets you sell your product in 24 hours with your own social skills. We find that every team will use the Internet means, such as friends circle, brush face to sell, but when this method has been exhausted, they will invariably think of going to the store to expand, and finally send a small detachment to the O2O module. Looking back at the similar expansion of the shop staff, it is found that the people on the line play online and start exploring for a long time, but soon they can play the online game smoothly.

When the line goes down the line, the O2O barrier is particularly large. Because the logic of traditional retail business is very complicated, the logic of e-commerce is relatively simple. Offline people have been in the traditional field for nearly 30 years, so long as there is a sense of change, it is very fast to develop online business consciousness and online operation ability. Electric business kids have worked for two years or five years, and do not understand the actual retail business. When they are doing O2O on line, they can not even figure out the way to go. This is the most difficult thing. So, when we thought about O2O, we were thinking about how to expand the line to the line. Now, in turn, O2O is the path down the line, the path is more smooth and the learning cost is the lowest.

Now the traditional retail and WeChat do a lot of cooperation, in fact, is to help WeChat understand each industry. Tencent people even know the rules of online games, but he doesn't understand each industry. The real combination of these two businesses is that people on line must wake up and take a deep understanding of online business, and you will be able to integrate business with online means. In fact, in every industry, there is a special need for bridge talents. If every business owner can make bridge type spanformation, will this bridge type idea be put into practice and help the industry. In the era of traditional retail entering the Internet and mobile Internet, if there is no such bridge type talent or enterprise as a pioneer, there is no suitable path and way.

Reporter: O2O has no direct help to the pure electric business enterprises, instead, it gives the traditional enterprises under the line some opportunities to overtake corners.

　　 Deep throat WeChat walking on the Internet will be very light. They are the places where they can control and can dance. Once they get to the line, they will go heavier.

The people below are willing to look up, and the people on the top also get a chance to land. I think this is a win-win situation. The same is true of cooperation with Alibaba. He has a lot of big data on the Internet. If there are no physical stores to make application scenarios, this data will always be a fortune that can not be realized. But with a large number of interactions with us, we will be able to cash in, and big data will be valuable.

O2O can not make up for the short board nature of e-commerce is to enhance efficiency.

Reporter: some people say that the essence of traditional retail is efficiency, and O2O is only a means to enhance efficiency. Looking at the past five years, how to evaluate the success or failure of department stores as an electronic business? To survive is success. As long as we can continue to survive, O2O is only an auxiliary means, plus points. Do you agree?

Deep throat: I think it's efficiency. At the very beginning, when the concept of O2O came out and tried briefly with this industry, everyone would think it was a gimmick. Everyone is empty and vague. There is a sense of illusion and vanity. When they really get to the ground, they will feel that the competition is efficiency. I feel that in this spanformation, who first completes all the business spanformation, based on the new platform, technology and store Internet, I think this is very fierce.

We have a common disease, the idea is the earliest, but the action can not guarantee? What is the speed? What is the efficiency? The service efficiency can not be improved, and naturally can not create greater value for customers.

Reporter: WeChat payment also does not think that it can subvert the industry, and the final value is embodied in efficiency. How to solve the problem by WeChat payment no longer let consumers queue up to settle accounts is improving efficiency. I think it is the same from the retail angle.

Deep throat: when we start to make mobile terminals, all designs are not looking at what is popular now. Instead, we follow the other path to open up the offline process. How many pain points do we have? What kind of pain points can be solved by the current mobile Internet? All product designs are designed around how to solve these pain points, which is very close to the offline business. If this product can really be shaped, it must be based on the logic of solving problems and improving efficiency. At the beginning of its establishment, it has a good foundation and can survive.

Reporter: department stores in the era of PC spanformation of electricity providers are not too successful, the news can usually see a decline in profits, profits decline, close shop...... These are the pain spots in department stores. Now, O2O and mobile bring new opportunities, can we turn the past passive?

Deep throat: one side is the impact of the electricity supplier, while the other is mobile new opportunities. I think the two problem is that B can't solve the problem of A. Even though I am now using B to solve A, I think the impact of the electricity supplier on the entity should not be said to be the problem of the electricity supplier, nor the entity problem, but the consumption pattern. Even if I use mobile solution today, it is impossible to reverse customers' consumption habits, and can only adapt to this habit to make changes.

Obviously, no matter the Internet or the mobile Internet, I can not restrain the substitution process of the electric providers. Just put the big cake, the original pure line of people in operation, now one of them is drawn, the people below the line also share. Therefore, the electricity supplier's cake will continue to expand.

Another part of the cake is not created in the original sales mode. I think this round of change is definitely not about defending the share of the original model, but in this new plan, you can create new consumption patterns, interact with customers, and then strive for those offline share. The original two cakes are absolutely independent. I sell them in my mode. You sell them in your mode. Now you can sell them to my customers in the new mode. You can also sell my cake in your module.

Physical stores can not be closed, experience guarantee, genuine price guarantee, this channel itself is valuable, and will not perish. If we want to symbiosis in the future, are there any qualitative changes in these two paths? We must not delusion that it is impossible to defend our customers in the physical stores through the overlay of mobile technology in the original way.

In the future, online and offline are definitely not the two competitive modes that are totally fragmented. Just like the game I mentioned just now, which one is easier to train online people's ability to go down and the ability of people to go up under the line? It can see that people from bottom to top can cultivate and have the ability to learn quickly. If every company is willing to exert great efforts, eventually these people can turn these offline operational capabilities into online business capabilities.

Reporter: the boss of traditional enterprises will have a state of mind. They do not want to lag behind Internet Co. For example, Wanda, Wang Jianlin changed from the richest man to the fourth richest, which prompted him to speed up the pace of e-commerce. So a lot of people will feel that the speed of grafting the Internet from outside is more appropriate than the time cost of training, but slowly, the traditional retail industry will find that this grafting mode may not be appropriate.

Deep throat: after the arrival of grafted people, you will always be able to help you build this channel.

Like we have many people from outside, what we can do with us is to make products and channels well. But in the end, who will use these products and channels, or the original ones?

Therefore, we will feel that channels can be copied and plagiarized, but in the end, who really can make good use of it and really have this business capability is the core. Now, if a traditional person does not brainwash, he will eventually find that the monk who has been invited from outside for three years will not be able to pry your big cake. You will still be strong when you are still strong. The Internet people feel that we must accomplish one thing at once. He may feel unable to endure after two or three days. The process is too long to wait, so it is impossible to continue. On the contrary, the people who originally came out of this enterprise feel that this is a mission. This is a long way to go. We must convince the big elephant to wake up and learn to dance.