The Death Point Of O2O Mode Is "Channel Is King".

Rather than 020 is the integration of online and offline, it is better to say that 020 is the integration of virtual economy and real economy, the integration of virtual channel and physical channel, and the integration of Internet business mode and traditional entity business mode. The author believes that the 020 mode of the future will promote the integration, supplement, mutual promotion and common development of the two formats.

Reuse of fragmentation time to change consumption habits 　

The rise of 020 is closely related to the development of mobile Internet. The integration of mobile technology and Internet technology has not only brought about technological change, but also brought about changes in consumer behavior. The public is in the "ubiquitous information service". Anyone can share all media information through terminals at any time and at any place. The masses use the waiting time of cars, meals, people, and other elevators to spend time on the app side, which gives birth to a new era of fragmentation and fragmentation.

In this era of people looking down at the mobile phone, mass consumer behavior has changed quietly. Information acquisition, information sharing and shopping are not limited to the PC side, but are moving again and again from the PC terminal to the mobile terminal. The traditional electricity supplier mode gradually can not satisfy the development of new mobile Internet business.

This change of consumption behavior not only once again oppresses the traditional electricity supplier, but also brings new challenges to traditional enterprises. This challenge is to urge traditional industries to make use of Internet thinking and technology to change traditional business models and operation systems, and is a qualitative change.

　　 Business enterprise and traditional enterprise's strain, let 020 become a trend.

First look at the electricity supplier format, the rapid development in recent years, electricity providers rely on low prices to participate in competition, price led, all the way to seize the opportunity. However, the way of relying on capital burn up and traffic flow can only play a role in short-term operation, which has led to the loss of electricity investment in recent years.

Another Aspect The traditional electricity supplier delivers through logistics, and consumers finish the shopping experience in the instant of opening the box. Some shopping experiences and on-site services are unable to complete the packing and transportation. These experiences and services can not allow customers to truly complete the "experience" when they actually participate in traditional e-commerce transactions.

Suppose that men and women in the world only consider the price when shopping, there will be no products that provide services. If so, modern business will be too sad. The public needs more than just lower transaction costs (including convenient shopping methods, lower prices, better products), and there is also demand for shopping experience, even if the price is high.

While many Internet companies are shouting their business models to get rid of the traditional mode, many brands, such as Yin man and Han Du, such as clothes house, dream bazaar, lanu, diamond bird and diamond, are in the opposite direction. In addition to setting up entity experience shop and experience hall, music network even set up flagship store to solve the problem of consumer experience.

Look at the traditional format, the market has long been eroded by the electricity supplier, which is undoubtedly a pain for traditional enterprises. Traditional enterprises have been facing the embarrassing situation of collective rebound of entity channels after they have experienced sub product line and sub regional distribution of water test providers. When Le Tao CEO shouted "e-commerce is a liar", traditional enterprises have to think about whether the old road of traditional electric business can save themselves.

　　 comprehensive In the above, whether they are e-commerce enterprises or traditional enterprises, have found the bottleneck of their respective development models. They all hope to enhance their own Hang Hang power through finding ways to integrate and develop them online or offline, and find a more competitive mode.

As a result, because of the mobile Internet technology, consumers have developed the fragmentation time to see the consumption habits of app, and the Internet terminals no longer rely on PC. Therefore, traditional enterprises and traditional electricity providers all feel the impact of the mobile Internet at the same time. In order to respond, traditional enterprises and traditional electricity providers both take the mobile Internet and WeChat as the main platform, and have stepped up the integration of online and offline businesses. .

The integration of online and offline marketing tools has made qualitative changes in traditional marketing.

Traditional 4P marketing is mainly based on channels, supplemented by high altitude communication. It is an era of product imitation, advertising in the sky, ground floor shop and ground marketing. This traditional way of marketing is more suitable for the traditional economy that used to sell to the masses, occupy channels and shelves, and rely on monopolistic media to spread.

The 020 mode is the combination of virtual economy and real economy. It is a new business mode based on online payment and offline experience. It focuses on fragmented consumer groups, fragmented consumption time, and the media is fragmented, which is different from the traditional economy in covering mass consumption. It covers a small group of people, small, personalized, customized consumer groups. Therefore, the 020 mode is essentially different from traditional marketing in essence.

Yes? such The ultimate state of the 020 mode of development is C2B customization. In the era of C2B customization, physical channels will gradually fade, and the role of channels will be very different from the traditional economy.

However, in the early stage of the development of the 020 mode, that is, the current stage, because Chinese enterprises are still dominated by channels, channels are still a barrier for Chinese traditional enterprises. Therefore, the current 020 mode of marketing will be more to integrate entity channels and online platforms. However, the marketing method used has not only limited to traditional channel marketing techniques, but has begun to use the mobile internet marketing tools.

From this, we can see that the way of survival, development and marketing of online and offline businesses is undergoing a fundamental change.

In 2013, Shanghai marketing company was invited to give a marketing consultation to a cosmetics company, Shanghai Lai Ting cosmetics company, which has a history of 10 years.

In the process of gradual deepening of the project, as we predict, from the cosmetics industry as a whole, the franchised store channels have been marginalized, and the market share is being carved up by the electricity supplier industry. All brands of cosmetics monopoly stores appear consumers do not enter the store, after entering the store and can not retain the situation. These two problems are common problems in cosmetics monopoly stores.

As Lai Zi enterprises themselves, because of the weak brand, can not help dealers open more County stores.

How can we solve the problem of attracting customers and staying at the franchised stores? How can we help the franchised stores to bring the consumers who are diverted by the electricity supplier back to the franchised stores? How can we help the distributors open the big stores? These three problems are actually a problem, so long as we solve the problem of consumers' absorption, the three problems will be solved.

Relying on traditional deep marketing and terminal promotion, the above problems can no longer be solved. To this end, we put forward the "micro marketing platform + deep coordination, online and offline to open up a large shop" solution. That is, making full use of the combination of mobile Internet and traditional channels, setting up the 020 marketing mode of Lai Zi.

　 First, Lai takes the first step in establishing the 020 layout through establishing a micro mall.

Secondly, the development of terminal stores and consolidation of key markets through the "micro marketing platform" and "deep coordination marketing" in the key markets.

First, help terminal stores set up their own micro mall, display the goods and services under the line, and satisfy consumers' consumption habit of using "fragmented time" to shop around. And through the micro mall to issue coupons and activities information, to attract customers, to promote customer consumption. Customers can book online, experience and purchase online. You can also experience online shopping in physical stores. Through online and offline integration and communication, we can effectively combine the advantages of the physical store with the advantages of the Internet sales platform. So that consumers can enjoy the online preferential price while enjoying the personal service under the line.

Second, by providing consumers with online "reservation consumption", releasing the beauty related information of consumers' attention, and establishing customer relationship management, establishing long-term contact with consumers, improving the stickiness between terminal stores and consumers, realizing users' development of users, and users driving users.

Third, in addition to online and offline integration and customer relationship management, online marketing activities will continue to be carried out under the "pre-sale + focus promotion" campaign and combined with micro mall.

It is this integration mode of online micro mall and offline promotion that makes it open to stores and stores in every county and city. In November 2013, he sold 123283 yuan for 5 days in a terminal store in Handan, and the average passenger price was as high as 457 yuan. After that, she opened dozens of large stores in Taiyuan, Zhengzhou and Ji'nan, and realized high sales. The success of Lai is due to the success of the 020 wave.

　 O2o integration, let qualitative change happen!

In the 020 mode of operation, enterprises lacking the offline channel system often fail to achieve 020, which is why the traditional enterprises may become the leading role of the 020 mode mentioned in the opening chapter. Similarly, entities lacking the online system often fail to achieve 020.

The 020 mode is to grasp the virtual network with one hand, and grasp the entity system with one hand. Only by enabling them to realize online, offline links, integration and integration can the real transformation be successful.

However, we need to make it clear that although 020 has become a hot topic nowadays, the current 020 mode is not yet mature and is still under exploration. Only after some major 020 how to solve the problem of fusion, can the 020 mode be truly successful, such as:

First, since the 020 is the integration of online and offline, how to integrate online and offline information, procurement, logistics, warehousing, distribution, experience and other supply chain is a big problem.

Secondly, the traditional industry is dominated by channels, and the 020 is users. So the problem is how to change the business mode of the 020 era? How to change the business mode of the traditional enterprises and change it from the traditional business mode to the new o2o business mode?

　　其三，中國企業基本都是以渠道為王的，020模式使企業有可能直面消費者，這時候，如何解決廠商的利益分配問題，也是一個難題。目前市場上020服務供應商因為不了解傳統渠道，不了解傳統商業，不了解經銷商與終端，也不了解企業與各渠道的利潤分配，一旦廠商原有的利益分配機制被020模式所打破，將像傳統電商一樣觸發實體渠道反彈。另外，此類服務供應商由于對地面渠道缺乏了解，目前僅僅是在技術上進行了線上線下的融合，這是無法真正實現線上線下的融合的，更無法形成020閉環。