O2O Has Two Changes In The Era Of Group Buying.

We didn't know that in 2003. O2O 。 In 2011, O2O was completely on fire, but it was just the beginning. In the face of more than 20 trillion markets, the road to comment was very long.

In recent years, all kinds of thinking are rising, what Internet thinking, O2O thinking, various forms of subversion of traditional industries, all kinds of draught, all kinds of pigs, too busy.

In fact, think carefully. For O2O, what are the essential changes of these bustling activities?

The first phenomenon is price. 2010 is the era of group buying. Up to now, group buying is O2O. So far, group buying is the most complete closed loop and the largest scale in O2O. This year, it is expected to increase by nearly 100 billion over last year.

The most prominent feature of group buying is discount and super low price. This has led many enterprises, including reviews, to spend a lot of time thinking about what the low price has brought to the business in the past four years and what has been brought to users.

Now, I deeply feel that the price should not be the only subversion of O2O. Although group buying is the most advanced, it is only a starting point: the discount area is changing.

Vouchers came out, accounted for a large proportion, rarely appeared 50 percent off lower prices, mostly 7.5-9 discount, and then Group buying The name is sold, but it is actually a coupon paid in advance.

There is also much room for improvement in form, such as time limited concessions. I opened a shop and found the weather was bad and business was affected in the morning. Then I can do this: special discounts for users 1 kilometres near the store. This problem has not been solved yet, and the form is very good: it does not damage the price system, but also plays a stimulating role. Consumers are also very good.

The review made some attempts to pilot in Beijing and Shanghai. You will see that in the original business, there is a discount which will start soon, with a total of 30 percent off, which is limited to 2-4 p.m. on weekdays.

The second phenomenon is membership management. For example, membership card, there is a shop in Shanghai, a discount of 1000 yuan to send 250 yuan, take this to the store to replace the membership card.

But there are two mistaken ideas.

Many enterprises will focus on pulling traffic and do marketing and promotion. However, how to convert the people who are dragged into loyal customers and increase the frequency of customer purchase is not taken seriously.

This year, the comment received the micro life from the Tencent, merged into the public micro life, and helped the enterprises to manage the membership well. We have two very strong capabilities at the C end: one is WeChat and the other is public comment.

Another mistake. The most important thing about O2O is not all kinds of concepts and thinking, but products and services. Taking food and beverage as an example, tastes, links and services are most critical. In this regard, reviews have formed an evaluation standard to help enterprises do word of mouth management. Some enterprises also take these three elements as the assessment criteria of stores.

Last year, we launched the commenter housekeeper, the APP of businessmen. They can read and read information: word-of-mouth management, recent changes in passenger flow, the number of comments, changes in nearby competitors, etc. Besides catering, reviews have been expanded. O2O Various fields, such as entertainment, shopping, etc.

We do O2O earlier, and will not hype up some concepts just like the companies just came in, and will not rush to battle before we want to clear the business logic.