How Can We Play After Reflecting On Double Eleven O2O?

Physical retail is in trouble. Is O2O a life-saving straw?

This year, the "double eleven" electricity supplier's sales volume has reached a new high. With the rapid growth of online retail, traditional retail seems to be losing its vitality, and almost all sales are declining.

This includes several mainstream formats of traditional retail: department stores, supermarkets, shopping centers, franchisees, etc.

Of course, we do not exclude enterprises that are particularly salient in sales.

In fact, online channels should be viewed objectively.

On the one hand, it stimulates the purchasing power of consumers, for example, the "double eleven" sales can rise to a new high, instead of letting consumers release their purchasing power in the National Day holiday and overseas markets; on the other hand, let traditional sales channels rethink how to integrate with online channels.

At present, there is not enough interaction between the online and offline businesses.

Enterprises should not only attach importance to "single line", but also accelerate the pformation of new Internet marketing, and form a full channel sales mode that integrates online and offline development. This is just like the double eleven day. The Shanghai CPPCC has disclosed a report on accelerating the pformation of Shanghai's business pformation: "the business director of the Shanghai government should guide commercial enterprises to speed up the linkage with new sales channels such as new network sales, TV sales, telemarketing, and other channels, so as to accelerate the formation of a full channel sales mode of online and offline integration and development, so as to cope with the impact of the current electricity supplier."

Returning to the essence of Commerce, whether it is traditional retail or online retailing, it is only one of the retailers' sales channels. According to UF NC, in the era of "full channel retailing", whether online, offline or O2O, as long as it can help retailers make money, it is a good channel.

It should be noted that the development of online business is not the same as abandoning traditional business, but how to deal with the change of channel balance and operation mode and how to deal with conflicts between online and offline are all important issues for traditional enterprises to develop O2O.

Only by truly integrating O2O with traditional business and information systems of enterprises can we truly become the competitiveness of enterprises.

Internet: empty talk O2O meaningless

After analyzing the changes of O2O to enterprises, we will analyze the problems that traditional retailers must face when they make O2O.

Whether the fast moving products industry or manufacturing enterprises, once the O2O business is developed, data and orders will inevitably be generated between platforms. Online data interchange and online communication are inseparable from the integration of platforms.

For example, after launching O2O, enterprises are facing more sales channels and more complex customer needs. At this time, whether the supply system of enterprises can satisfy both online and offline needs, and whether storage can be kept in a reasonable range is very important for enterprises.

At the same time, the most attractive attraction of O2O for traditional enterprises is undoubtedly the drainage of customers. At the beginning, the customers under the line were more drained onto the online platform and became members of the enterprise.

And when the online business matures, it is necessary to unify online resources and offline, so that online customers can get better experience when they consume online. This is the time for the enterprise customer management system to show its talents.

Comparing the entire enterprise to the human body, O2O and e-commerce are the mouths to draw nutrition, and the information systems such as ERP and CRM are used to digest the spleen and stomach.

Without the effective management of distributors, suppliers and agents, O2O business can not be carried out.

The integration of online and offline businesses poses a great challenge to the informatization of enterprises. O2O is not a simple customer marketing, but it needs a series of IT systems to support it.

For example, the order processing center of UF NC helps enterprises realize seamless connection between ERP and online orders, and provides strong backstage management systems to enterprises, helping them to manage detailed dismantling, placing orders, exchanging goods and so on.

We know that the essence of meticulous management is clear and comprehensive understanding of every link of product marketing.

That is to help enterprises achieve two demands: meticulous accounting, management and continuous operation of customers.

Online purchase orders and offline sub orders gradually become mainstream. Online purchase orders can achieve the nearest principle of distribution.

Through the ERP system, UF's B2B can clear up the distribution system, clearly understand the specific inventory situation, and truly achieve accurate distribution and distribution.

Traditional enterprises can not blindly compare horizontally, but should compare vertically from top to bottom, understand their unique advantages in the industrial chain, and learn to solve the key problems in the industrial chain with O2O mode.

Compared with Internet Co's O2O, e-commerce in traditional enterprises is not the online payment import line.

The advantages of traditional enterprises lie in the channels, supply and production links under the line.

For traditional enterprises, O2O does not consider the Internet platform as a sales outlet, but an e-business based on the Internet platform.

It should be based on the internal industry chain and win the battle through a sound information system.

Most people think that

The biggest change that the economy brings to the global industry is the change of product form and category richness.

Actually, this is not the case.

Studies have shown that the biggest change in the age of Internet economy should be the rapid development of enterprise development mode and industrial ecology.

In the era of Internet economy, ERP is also Internet based. It is not a single e-business, nor is it a single online and offline collaboration. It is an interconnection of enterprises.

In the future Internet economy, customer C is indeed an important body.

But with the entry of B in Chinese enterprises, the consumption Internet will be integrated into the industrial Internet.

And B will play an increasingly important role in it.

Referring to UF NC, the interconnection of enterprises can be divided into five stages:

The first stage is all media marketing.

The so-called industry has specialties, each media has its corresponding subdivision audience.

In the industrial interconnection, enterprises will not let go of any media, but will choose all media that they can reach and convey their products and services to customers.

The second stage is full channel retail.

At this stage, enterprises redefine distribution channels and re divide the interests between different channels.

The third stage is the whole customer operation.

The Internet tells us that the customer is the main body. Now the enterprises are concerned about the repeated purchase of customers, that is, the continuous and multi category operation of customers.

Customer is the core asset of an enterprise, and it has become more and more important to the customer's life cycle operation. The whole customer operation is also a real value-added point of the future enterprise value.

The fourth stage is the whole industry synergy of the channel.

To do Internet marketing, enterprises need to integrate peripheral suppliers and pull the whole back end industry chain onto the Internet platform.

The fifth stage is full data drive.

Customer's marketing needs to be driven by data, rather than relying on human experience to make decisions.