How To Turn O2O Into Crisis And Online Brand Still Have Room For Breakthrough

< p > "we want to open a physical store."

When the chief executive officer of AI Ken Cowboy (hereinafter referred to as "Ai Ken") threw this topic to Hebei, the youth business leaders' action meeting of East China University of Science and Technology Business School suddenly became noisy.

< /p >

It is not the first time for P to put himself in controversy in public.

This enterprise, which created the myth of original brand in Taobao, is trying to confirm in this way whether it should devote itself to a change.

< /p >

< p > Tao brand wants to take O2O route < /p >.

P, founded in 2010, became the first sales of Tmall Taobao cowboys in 2011. After a year of expansion of other platforms such as Jingdong, Dangdang, and No. 1, the sales of AI Ken finally increased to 80 million.

"Estimated 160 million in 2013, net profit 30%."

A group of figures was revealed to Ji.

< /p >

< p > online, do you want to do offline? AI Ken is not satisfied with the network platform. It hopes to realize the docking between online and offline.

< /p >

< p > AI Ken is not a "Leng Qing Qing", how to do docking, the decision-making level has already thought of a path, this path should be divided into four stages.

The first stage is experiment.

That is, the use of offline direct camp form, in the relatively concentrated areas of members do some auxiliary brand promotion activities, expand offline members.

< /p >

< p > second stages, AI Ken will make use of the successful offline outlets or experience points to reproduce.

On the one hand, it is connected with online members and online experience, and the other is copied to the area where the sales network is not fully covered and members are not very concentrated.

< /p >

< p > to the third stage, AI Ken will make use of the expanding market to expand the products and expand the channels so as to radiate the whole country and even the international market. The influence of the entity store will be the re direction of this stage.

< /p >

< p > to Ji, after completing the first three steps, it can form a very complete retail system, cargo control system and service system on the platform of AI Ken and its retail channels, and establish a seamless consumption experience, eliminating the doubts and entanglements that consumers buy online or buy on line.

< /p >

< p > despite the fact that AI gave a clear plan, Gao Song, a professor at East China University of Science and Technology business school, cautioned that O2O (Online To Offline) was also about to combine offline business opportunities with the Internet to make the Internet the front desk for offline pactions. The mode looked beautiful, but it had many dangers.

The most easily causing problem is the cost.

< /p >

< p > in early 2012, Fang Jianhua, CEO of online brand, said publicly: "in 2012, Inman will expand more than 60 self operated stores and more than 60 joint stores with a total of 130 stores in a direct and joint way."

< /p >

< p > but six months later, Xu Xianling, the director of public relations of Yin man, made a public statement: "our strategy has been readjusted not long ago, concentrating on online operation, and not mentioning it offline."

< /p >

< p > Zhao Tianji, head of Tmall think tank, also revealed that all the businesses inside the company have been suspended and the shops under the line will be shut down one by one at the youth business leaders' Action Learning Association of East China University of Science and Technology.

"The most important thing is time cost, store cost and so on.

< /p >

< p > there are many successful online brands like this in line.

< /p >

< p > O2O mode how to turn danger into machine < /p >

< p > however, although there are few successful breakthroughs in many electric water trial stores, many people have indicated that the experience of online integration is a general trend. Failure of some enterprises can not explain the failure of O2O mode, and online brands still have room to break through.

< /p >

< p > the key to breakthroughs is customer experience.

< /p >

< p > insiders pointed out that the success of O2O mode mainly includes three aspects. First, customer experience is more complete; second, brand equity should be more complete; third, the growth strategy is more complete.

In these three aspects, the most important thing is to have a more complete customer experience.

< /p >

For a long time, online brands often operate offline shops under the idea of offline distribution, thus distorting the original meaning of O2O mode. P

< /p >

< p > Gao Song said that O2O is only a means, not a fundamental goal, and the ultimate goal is to gain profits and increase sales.

If online brands can make products according to customer needs, including designing marketing system and the entire supply chain system, giving customers different product experience on line and line, letting customers feel valuable differences, they can attract customers, realize online and offline docking, and achieve growth.

< /p >

P, Sai Fu investment fund, said that fan shop is a way to enhance customer experience.

"You can open some experiential shops. The single store area is very small. Like Hong Kong Hui or Lujiazui, there are some demonstration shops in the large business circle, more than ten square meters, very new, very cool, high-tech, and there are very strong sexy elements shop.

The main position is brand experience.

< /p >

< p > "experience is not just a product that customers can go to touchdown online, but also a product that will be released by enterprises in the future to be placed in the physical store first, so that customers can have expectations and wait for online ordering."

Zhao wants to go back to the meaning of O2O and consider the problem.

< /p >

< p > for these suggestions, Takamatsu said that in the current changing environment, it is almost impossible to find the best O2O operation mode.

"Iteration is a very important idea of Internet.

In fact, the environment faced by enterprises often changes.

Only by constantly refining the implementation can we deepen our understanding of the problem.

Gao Song affirmed the practice of AI Ken. He should cut in from a smaller point and not expect too much of the investment return.

< /p >

< p > "that is to say, for every detail in the operation process, we collect customer behavior and market feedback, propose possible solutions, verify whether the problem is solved through practice, and then move on to the next step.

In doing so, the risk of success is greater and risk control is better. "

Kao said.

< /p >