O2O Is A "Hooligan".

< p > the initial concept of O2O is online drainage and offline consumption.

The typical O2O mode, like the US group and the public comment, must be consumed or experienced under the line.

However, business platform such as Tmall Jingdong, their O2O purpose may not be the same.

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< p > electronic business platform to do O2O, first of all is to solve the problem of experience.

We know that some commodities, such as household non-standard commodities, require physical experience before buying, otherwise it will seriously affect the conversion rate of purchase.

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< p > followed by the development of electronic commerce has reached a historical turning point, that is, the development of pure line has been weak.

The growth of Amoy brands is limited. If there is a new round of rapid growth of the e-commerce platform, we must rely on the strength of traditional brand enterprises to integrate the operation of brand enterprises into the business scope of their own e-commerce platforms.

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< p > in fact, the vast majority of traditional brand enterprises have already operated on the electronic business platform, but this is only the brand electric business department.

Because the business structure of the electricity supplier, especially the cost structure and the traditional distribution system's management structure are very different, so the general brand enterprises have adopted the "dual track system" of the online and offline products and prices.

As a result, the participation of e-commerce platform operation is only the brand enterprise's electricity supplier department, its traditional distribution system can not play with the electronic business platform.

Therefore, the O2O of the electronic commerce platform is to put the offline distribution system of brand enterprises into their own "a href=" http:// "www.91se91.com/news/index_c.asp" > operation system < /a >.

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< p > a typical case is the O2O strategy of 2013 double eleven section < a href= "http:// www.91se91.com/news/index_c.asp" > Tmall < /a >, so that the brand electric business department which has been operated by Tmall will play double eleven sections with offline dealers.

However, Tmall's O2O strategy met with a boycott of home shopping malls under the line.

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< p > O2O is originally one-way, that is, from online to offline.

But how did it come to the concept of closed loop, and not closed loop? < /p >

< p > no matter how the people who support the O2O closed loop describe the beauty and rationality of the closed-loop, the most fundamental motive is only that the electronic business platform needs to profit from O2O.

Think about the e-commerce platform will line the flow guide line, if there is no closed loop, then how does the electronic business platform profit from the O2O process? So the O2O designed by the electronic business platform must go back to the line, so O2O must be closed loop.

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< p >, why do we say "a href=" http:// "www.91se91.com/news/index_c.asp" > O2O < /a > doing the closed loop is playing the hooligan?

< p > we can see that on the one hand, the electronic business platform has to go down to do O2O, on the other hand, it must return to the line to form the so-called closed loop.

What we need to ask is: is such a O2O closed loop consistent with the principle of maximizing efficiency? Do users want such a O2O loop? Is the traditional distribution system of brand enterprises willing to participate in such a O2O closed loop? < /p >

< p > first is efficiency.

From online to offline, online information search and offline physical experience are in line with the rationalization process of consumption process. It is a consumption process that makes full use of online information resources and offline physical resources.

So it has vitality.

But what is the reason for consumers to return to the Internet? Is it mobile payment? In the concept of O2O, payment is not the key.

Payment is payment, and it does not constitute any O in O2O.

If mobile payment is the O on the line, which O is the mobile POS? < /p >

< p > followed by user experience.

Do users need O2O closed-loop to improve the consumption experience? In addition to special goods, the average user is not required to return online.

If the O2O of the electronic business platform is to design a closed loop, it is not based on user experience.

We keep improving the user experience, but when it comes to benefits, we throw the user experience behind us.

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< p > finally, does the traditional distribution system of brand enterprises welcome the O2O closed loop? If the flow of lines is directed to the line, it is desirable for offline stores. But if the traffic is closed through the loop and then pulled back to the line, can dealers under the line agree? The experience of the dual eleven home shopping malls and Tmall's encounter is actually a game between the home business department of Tmall chariot and the home business dealers on the traditional shopping arcade.

The campaign, which Tmall did not fight, showed that its O2O closed loop strategic planning was resisted by the offline distribution system in the early days.

In other industries that have not been resisted, Tmall's O2O closed loop has not resulted.

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< p > a business process, a strategic plan, which neither accords with the principle of maximizing efficiency, but also damages the user experience, and does not get the cooperation of offline distribution system. It is also necessary to do it. This is not a hooliganism. What is /p?