Enterprise School: O2O Mode To Become A Magic Weapon For Electric Business

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< p > recently, on one occasion, Dangdang CEO Li Guoqing and Suning vice chairman Sun Weimin put forward the opposite view.

Li Guoqing said that 020 is just a desperate struggle for traditional retail. Dangdang will never try O2O.

Suning Sun Weimin, who has always held high the banner of O2O, thinks that O2O is not going offline, and online companies must take the road of O2O.

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< p > if Li Guoqing was a big brother two years ago, "a href=" //www.sjfzxm.com/news/list.aspx "ClassID=101112107105", Dangdang "/a", his words would get more recognition.

But the times are changing too fast. Two years ago, the concept of O2O, a group of appendages on group buying, has been widely applied in all walks of life today.

It is not excluded that some enterprises do O2O just for gimmicks, but whether they are Ali, Baidu, Tencent or Suning and Jingdong, they are all making efforts to do O2O. Objectively speaking, although O2O is still in the exploratory stage, it is advancing rapidly.

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< p > as Li Guoqing insists that Dangdang will never build logistics itself and become more and more marginalized, Dangdang will not continue to slide without O2O.

Of course, Dangdang may agree with the value of self built logistics, and also know that O2O is a trend. It is just that we have no ability and courage.

Pango has always looked at Dangdang Dangdang, but this article does not aim at criticizing Dangdang. In combination with its own understanding, Pu Ge talks about why online businesses, especially online business enterprises, also need to pay attention to O2O. Those who do not have the ability to line up and ignore O2O will lose their advantages in the future competition.

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< p > < strong > compared with online, the next line is larger flow entry < /strong > < /p >.

< p > many people who have long been engaged in the Internet have some bias and think that the Internet is omnipotent; most of them rely on the Internet, and most of them are also Internet circles, which will cause the illusion that the Internet has completely penetrated into the daily life of ordinary people.

CNNIC data showed that as of the end of June 2013, the number of Internet users in China was 591 million, the penetration rate of netizens was 44.1%, the number of online shopping users was 271 million, and the utilization rate of Internet users was 45.9%.

This official data does show the great power of the Internet, but since the development of China's Internet, dividends from the population base have been exhausted. The growth of Internet users and the growth of online shopping users have slowed down.

In the past few years, almost all the major e-commerce websites have publicizing the general mobilization. The incremental effect of pferring the offline users to online users is weakening.

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< p > the core of the Internet is traffic. BAT, which accounts for the traffic flow, can derive many ways of cash flow.

There is a basic knowledge that is ignored: almost all people, including online shoppers, are offline users who use offline shopping.

Compared to online, offline is actually a bigger traffic entrance.

It is very important for Internet companies to realize this, because most Internet companies are experiencing traffic bottlenecks, and many users can not increase users online.

Tencent WeChat and major retailers have opened up a membership system to turn WeChat members into WeChat users. Tmall, Alipay and offline shopping malls and brand cooperation under Ali attract users to use their own platforms and tools. Recently, Jingdong and convenience store's a href= "//www.sjfzxm.com/news/list.aspx ClassID=101112107107" > O2O < /a > the main purpose of cooperation is to convert the offline traffic of convenience stores into Jingdong's online traffic.

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< p > < strong > compared with the electricity supplier, the local business O2O is more efficient. < /strong > /p >

< p > electricity providers need to pform from the extensive development of the whole country to the local business O2O mode.

Whether online or offline, consumers consider several factors: price, convenience and service.

The electricity supplier has certain advantage in price, and also improves with the development of logistics, but it is harder to serve than offline.

In line with the advantages of online and offline, the local business O2O mode that shortens the distance of user service will be more efficient, while the local business O2O mode requires coordination between online and offline businesses.

At present, a large number of Internet start-ups (such as 19e, community 001), which integrate large convenience stores and surrounding businesses, are recommending the development of local business O2O; while some of the offline business enterprises such as Jingdong are considering the use of distribution personnel to promote community O2O; like "cat house" will also play a role in the strategic landing of Tmall O2O.

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< p > < strong > below the line is a market far greater than the line < /strong > /p >

< p > from a more realistic perspective, online businesses, especially online business enterprises, need to pay attention to the offline, because the offline market is much larger than the online market.

Pago also used to stare at Ali and Jingdong every day, thinking that the electricity supplier was invincible, but later found that if sales standards were adopted, Tmall Jingdong could enter the top ten of China's retail sales, but the number of pure electric business enterprises in the top 100 retail enterprises was very small, and the total sales volume of traditional retailers was also far greater than that of online retailers.

And in the field of life services, including catering, tourism, the United States, the scale of life services market is more than trillion, pure electricity providers obviously can not solve the problem, the line of experience in this market is indispensable, and can only be made into O2O.

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< p > at present, most of the traditional electricity supplier enterprises are making efforts to O2O, trying to cut into a broader market under the line.

In the US side, Amazon has its own group buying business, Amazon Local, and has invested second major group buying websites, LivingSocial, from physical shopping to life service O2O expansion; eBay adopted the way of cooperation with offline retailers to fight against Amazon, and launched a href= "http:// www.sjfzxm.com/news/list.aspx ClassID=101112107108" > eBay "www.sjfzxm.com/news/list.aspx".

At home, Tencent's WeChat is popular with retailers. Ali takes Tmall and Alipay to win over the business and brands, while Baidu takes map as the center to build a life service platform. Jingdong and Suning also have a lot of layout in O2O recently.

If online companies do not cut the line, when the enterprises under the same line learn to use the Internet, the O2O market will be different from the traditional electricity supplier.

In Cai Wensheng's words, the future belongs to those who understand the Internet in traditional industries, not those who understand the Internet but do not understand traditional industries.

Pu Ge can also boldly predict that those who do not have the ability to line down and ignore O2O will lose their advantages in the future competition.

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