Traditional Retail Industry Tries To Get Through O2O Closed Loop

According to Cai Jiefeng, when mobile payment was on the line for a month, Mei Yi Jia's single day trading volume exceeded 10 thousand, and then increased gradually. According to the regional division, mobile payment in Guangzhou, Shenzhen and other first tier cities is relatively active; the utilization rate of the three or four tier cities is relatively low.

As early as several years ago, Mei Yi Jia began to try to integrate online and offline channels, and tried group buying website mode, but the result was not good.

In the past two years, with the emergence of the concept of O2O, Mei Yi Jia began to cooperate with the e-commerce website, combined with the advantages of 5600 stores under its own line, launched the service line under the electricity supplier line, and launched new service and preferential information display service under the store, and gradually began to link up every link in the O2O chain.

Last year, with the large-scale promotion of mobile payment tools such as Alipay wallet and WeChat payment, Mei Yi Jia started to build its own "complete" O2O closed-loop with the help of two platforms. On a mobile phone, Mei Yi Jia establishes direct contact with users, opens up a closed loop under the online and offline lines, and then achieves accurate marketing through analyzing the member data, and finally brings online users to offline stores.

However, Cai Jiefeng said that it is too early to talk about big data and precise marketing. The most important task is to cultivate users' mobile payment habits. First, let more customers become fans of Mei Yi good public accounts. This is the first step.

Cai Jiefeng believes that it is the greatest significance of O2O to traditional retail industry to open up online and offline and guide more customers to enter the offline stores and increase their customers' traffic.

As early as 2012, Mei Yi Jia began to cooperate with some electronic business platforms such as Tmall, and thousands of stores under its line began to collect electronic business packages, thereby attracting these online shoppers to shop. Cai Jiefeng said that this mode of self promotion has made it possible to cut O2O from logistics. At present, 100 thousand packages are collected each month.

After that, Mei Yi Jia displayed the information and preferential information on the electronic commerce website in the store, introduced the customers from offline stores to the online, and cut the O2O chain from the information flow. And part of the electronic business package produced by this way will also enter the United States.

Last year, Mei Yi Jia made use of Alipay wallet and WeChat to build its own O2O closed loop. In December 22, 2013, Mei Yi Jia worked with Alipay to pay for Alipay's wallet at the next 5600 stores of Mei Yi Jia. This time, self built O2O, Mei Yi Jia's breakthrough is in the capital flow.

According to the industry's understanding of the concept of O2O, more is the abbreviation of online to offline, which also meets the needs of the traditional retail business mode. But self built O2O, enterprises want to achieve online. Precision marketing The purpose of offline transactions must first be the reverse operation of offline to online, which will introduce offline users into online businesses and become fans of enterprises.

Cai Jiefeng told the twenty-first Century economic news reporter that this is the most critical step and the most difficult step. Mei Yi Jia has tried group buying mode to build a shopping mall online, and drainage has become the most troublesome thing for these traditional enterprises. But with the emergence of mobile payment tools and social platforms such as Alipay wallet and WeChat, the problem seems to be improving.

　　 Mei Yi Jia Every store has two dimensional code. customer Scan, which currently runs public accounts of Alipay's wallet and WeChat's two big platforms, according to Cai Jiefeng, the former fans have reached about 400000, and the latter has nearly 300 thousand. Two dimensional code becomes an important entry of offline to online.

According to the logic of O2O mode, after having a large number of fans or members, enterprises need to further grasp their information to form big data. User consumption data is collected through the payment link. When the salesclerk scan the personal bar code of Mei Yi Jia fans by scanning the code gun, the consumer records will be entered into the background, and eventually accumulate some data with the accumulation of consumption times.

However, only customers' consumption records can not form a complete big data, let alone the precision marketing afterwards. Because enterprises can not understand who is buying behavior. According to the twenty-first Century economic report, the data of users' age, gender and identity belong to platforms such as Alipay and WeChat. Mei Yi Jia does not have these core data, and can interact with customers only through the public account platform. Mei Yi Jia's current practice is to encourage fans to improve their personal information through the electronic membership card.

With the above conditions, coupled with strong user stickiness, enterprises can carry out big data analysis, and then carry out precision marketing through pushing commodity information and preferential activity information, so as to guide online users to enter the offline stores for consumption.

Cai Jiefeng believes that once Mei Yi Jia forms a O2O closed loop on the mobile Internet, there is still room for further development, such as takeaway service based on LBS.

In the public account of Mei Yi Jia, there is a function of finding nearby stores. In the future, users can choose near Mei Yi Jia stores on mobile phones. According to the list of goods, orders can be paid through mobile payment, and eventually the door will be delivered to the store. But at present, this method only stays at the theoretical level.

Jian O2O is regarded as the Savior of many industries by many traditional retailers. Cai Jiefeng said that no matter the way of logistics, or the way of information flow, including the current self built O2O, it will become the future direction of the development of Mei Yi Jia.