The Business Model Has Finally Come To A Radical Change Era.

The first is the end of the era of demographic dividend.

One of the key supporting forces behind the high-speed economic development over the past thirty years is "demographic dividend". In this period, manufacturers consider more about how to scale and occupy the market and how to speed up expansion. A large number of cheap resources (including human resources) can be used, there are lots of blank areas to be developed, and no need to consider intensive cultivation. Finally, China ushered in the "turning point of population" in 2013. Data show that the total number of marriageable age groups will decline for the first time in 2015. The same is true on the Internet. The era of rapid growth of traffic has passed. In terms of business, the cost of rent and wages continues to rise rapidly, and the cost of obtaining traffic is higher and higher, while the conversion rate is getting lower and lower. Take the data disclosed by Huang Huang Yao, a well-known supplier, for example, the traffic cost of a user ten years ago is about 5 yuan, and now the average cost is 100 yuan or more. At the same time, the conversion rate of traffic has dropped to less than 1%, and the annual customer turnover rate is more than 1/3. A large number of data show that in the past, the development mode (including online and offline) has already reached the limit. Brands and businesses must change their thinking and spanform from the extensive mode of "high drainage, low conversion and low viscosity" to the fine mode of "improving customer satisfaction". Take the customer experience as the center and rely on the guest residence tablet to form a virtuous circle.

Next is the arrival of mobile Internet era.

In the past era, due to the limitations of information technology, it is very difficult for manufacturers to communicate with a large number of dispersed users. And mobile Internet has changed everything. Mobile phones make everyone almost always "online" and use all kinds of fragmented time to communicate and entertain. Everyone is the recipient of information everywhere and at the same time, it is also the creator and disseminator of information. "De centralization" is certainly one of the most striking features of the mobile Internet era. In this era, every businessman and every individual can become an important node of information link and interaction. The space of "self media" has never been so wide. You may become one of the centers of traffic. "Precision" is far more valuable than "massive".

Let's take millet as an example. Xiaomi's business started with the development of MIUI system. They first found about 100 fans from various technical forums and persuaded them to try them on. MIUI system 。 Through in-depth interaction with these 100 "dream sponsors", the MIUI system can be rapidly improved and propagated through the forum. A year later, when the first generation of millet phone was launched, the MIUI system had accumulated more than 500 thousand users. This is the first and most popular fan group of millet. By 2013, the annual sales volume of millet was over 26 billion, and the number of users of MIUI system was over 50 million. This is hard for the entrepreneurs of traditional industries to imagine. It is this "sense of participation" mode that is deeply interacting with users and growing together, which is the solid foundation for laying the super high speed development of millet in the past four years. With this mode, it is against the traditional mobile phone manufacturers.

In my view, the essence of the O2O business model is to enhance the user experience satisfaction and loyalty with the core of "managing fans", and carry out "word of mouth marketing" through fans to form the operation of enterprises. Benign circle 。 Seamless link is the core way to achieve this goal. Any O2O who does not aim to precipitate users or run fans is a hooligan. From this point of view, the specific application of O2O in various industries, no matter what entry is, and how to integrate with entity business, the core and most valuable part must be "big data for members". If you can not get a large number of member data through O2O, and can not activate all kinds of member data that has been quiet inside the enterprise, then this O2O will eventually be empty.

　　 O2O mode Itself is a new mode of "deep integration of traditional industries and mobile Internet". From this perspective, it is the Savior of traditional industries. In 2015, O2O mode will be widely applied in various traditional industries, and many successful cases have emerged. Companies that embrace O2O will gain the fruits of mode spanformation. And more companies still lingering on the sidelines, and even those who are still invisible to the mobile Internet will face more severe shocks. In this sense, O2O will be the subversive of these enterprises.

So, for a large number of entrepreneurs in traditional industries, what can we do to "fall in love with O2O"? Is there any path and specific method that can be followed?