O2O refers to Online to Offline, that is, a mobile Internet business model in which goods or services are associated with online related services in the real world. We can understand O2O from three angles.
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The first angle is that O2O brings online consumers to real stores or services, that is, online inquiry, payment, purchase of offline goods or services, and then enjoy services offline. This is the first understanding of O2O.
The second point is that in the process of e-commerce, e-commerce consists of information flow, capital flow and logistics. The characteristic of O2O is to transport information flow and capital flow online and put logistics offline. Intuitively, those tangible products or intangible services that cannot be delivered by express delivery are precisely the strengths of O2O.
The third angle is that O2O embodies the importance of supporting the client-to-end experience in the era of mobile Internet. The so-called end-to-end here refers to the complete process from consumers searching and finding the goods or services they need, to trading and purchasing, to delivering and using goods or services, and finally to consuming or sharing again, which constitutes an end-to-end experience. Overall, the O2O platform is an enhancement of consumer end-to-end experience support in the era of mobile Internet. In this process, a large number of various subdivided business models have appeared on the O2O platform.
Among the existing mobile Internet business models, there are many models that belong to the O2O category, such as buying and selling second-hand goods, buying and renting houses, finding jobs, finding hotels, finding tourist destinations, finding restaurants through the mobile Internet, etc., all of which belong to the O2O category. With the rapid development of mobile Internet and the mobility, location and socialization brought by mobile Internet, there are more and more business models of O2O. It is necessary for us to establish a complete analysis framework for the O2O platform and determine the key elements for the successful operation of the O2O platform.
Starting from the consumer behavior in the era of mobile Internet, we can build a process of providing customers with overall support to complete the consumer behavior chain on the O2O platform.
Generally speaking, a user in the era of mobile Internet needs four links to complete a complete consumption behavior. The first step is to search and discover; The second step is to trade and buy; The third step, delivery; The fourth step is to consume again and share again.
Among them, search discovery means that after consumers have a certain demand, or inadvertently find a certain commodity or service that they are interested in, they can further lock their trading needs through further information inquiry or consultation with netizens. Among them, transaction and purchase refer to the payment action or purchase action completed by the consumer after locking the purchase intention; Among them, distribution and use refers to the process of consumers arriving at real-world stores, such as coffee shops, bars, gymnasiums, restaurants, gas stations, hair salons and so on. , experience the services they need, or get the goods they need. Re-consumption sharing refers to the process in which consumers derive new consumption desires to satisfy them in the process of using them, and the process of sharing their experiences in the whole consumption behavior chain with others through mobile internet means. Generally speaking, the above four steps constitute a complete consumer behavior chain in the era of mobile Internet, which is also conducive to us to establish a complete understanding of the business model of O2O platform.
In the process of search and discovery, consumers use the mobile Internet to actively or passively search, read, compare and choose the products or services they want to buy. According to the research of customer consumption behavior supported by O2O platform, we divide the customer behavior in this process into several types, one is called demand-driven; The second type is called price-driven type; The third type is called experience-driven type; The fourth is called scene-driven. The O2O platform has different business models for different types of customers.
In the process of searching and discovering demand-driven customers, consumers themselves have subjective willingness to spend. For example, consumers need to buy a house, find a job, find a hotel, and find a restaurant. And they have such needs themselves. The most typical demand-driven O2O business platform model is classified information platform model. Typical representative enterprises in this respect are Jiji.com, 58 Tongcheng and People.com.
The basic feature of classified information platform model is practicality, which mainly meets the practical information of consumers' personal life. In addition, its scale is very large, and a large number of similar information or advertisements are put together to form supermarkets of various consumer goods and services on the Internet, which is convenient for consumers to compare and choose. In addition, the price of information published on classified information platforms is low, and some published information is free, even in the charged part, the price is cheaper than other media. Classified information websites are also self-help. In essence, it belongs to the mode of Web2.0, and quite a lot of content is filled in by users. Classified information websites also have obvious communities, and each post can be further improved through reply or vertical community interaction.
Classified information platform has a large amount of information and a large number of users, and its business model has considerable room for expansion. A more natural extension is that classified information websites can follow consumers' search behavior, that is, gradually move towards trading and purchasing, thus naturally entering the business model of group buying. In addition, in order to avoid users' one-off transactions and establish the stickiness of users' lasting use, community is also a typical direction of such websites.
Taking Jiji.com as an example, several new businesses, such as marriage and love, short rent and group buying, have been launched recently. Because of the advantages of classified information website in information and passenger flow, it is natural to cut into the field of group buying. Group buying business of Jiji.com. Com has not been developed for a long time, and it has reached tens of millions of transactions every month, and soon achieved profitability. More importantly, because group buying is essentially a regional business, and these classified information websites themselves are also developed for each city in the early stage of business system deployment, it is more convenient to realize the reuse of human resources and customer resources, thus rapidly expanding group buying business. In addition to group buying, Jiji.com has also opened up the model of ant short rent, bridging the gap between landlords and tenants. Compared with Ctrip.com and eLong.com, it is differentiated competition, and it is more located in idle houses with low prices, with an average lease term of one to five days. To ensure reliability, Gigi. Com will arrange a special person to verify the property and ensure that the house is kept.
Price-driven customers, as the name implies, are relatively price-sensitive customers in the process of search and discovery. The typical model of O2O platform corresponding to this kind of consumers is comparative shopping search. Comparative shopping search is a professional vertical search engine, which mainly provides consumers with comparable commodity information by collecting and sorting out massive commodity information. The main difference between this shopping search engine and the general search engine is that it can directly compare the prices of goods, and it can also compare goods with online stores, which often has a greater impact on consumers' final consumption decisions. Moreover, professional comparative shopping search, as a screener in the process of search and discovery, will test the quality of commercial products to ensure that users have quality assurance for the purchased goods.
This kind of price comparison search website generally does not charge users any fees, but earns income from the shopping payment that consumers click into the website. Back-end merchants either pay the booth fees of these price comparison search websites or pay per click for the traffic brought by the price comparison search engine. There are many websites searching for price comparison in China, such as "Where to Go" for air tickets, Langlang price comparison network for books and magazines, and price comparison network for electronic products.
There are many similar websites abroad, and we can focus on Kakaku, Japan's price comparison website, which is the largest price comparison website in Japan. One in five Japanese will go to Kakaku before shopping. Japan's online e-commerce and offline physical commerce have reached a high degree of interoperability, that is, the level of O2O is relatively high. Users can immediately jump to the merchant's electronic store online or directly go to the physical store to buy the goods hung by offline merchants on Kakaku platform. As a result, Kakaku has become an information collection platform connecting users and manufacturers. Manufacturers provide users with commodity information and price information, so that users can compare prices on an equal scale. At the same time, the product reviews fed back by users also provide valuable feedback for merchants and first-hand guidance for subsequent buyers. At the same time, through this process, Kakaku also obtained a large number of consumer purchase behavior data, which can also be sold to manufacturers after sorting out and analyzing. Therefore, it also has the basis to provide targeted segmentation advertising data for user behavior.
Kakaku's profit models are mainly as follows: one is that merchants enter Kakaku platform, and websites charge fees according to the number of clicks or actual transactions of goods; The second is the promotion service, that is, the transaction volume or transaction amount directly promoted through Kakaku platform, and the manufacturer pays the promotion fee; The third is information provision, such as selling user behavior data to manufacturers; The fourth is to provide users with commissions for tourist hotels and air ticket booking services, and the fifth is advertising. In order to remain competitive in operation, Kakaku keeps regular monitoring on the price changes of commodities, and actively obtains the price information of related commodities every morning 10 and 1. At the same time, Kakaku set up awards every month to encourage users to participate in publishing articles in the entertainment and word-of-mouth editions. The more they write, the higher their chances of winning. Kakaku also edited and published a professional shopping guide magazine. Each issue will have a special column, a serial attention column, the latest product evaluation column, each special commentator's topic, and some grassroots comments and research, all aimed at helping users make informed shopping decisions.
In addition to price comparison search, group buying is the most typical price-driven O2O representative type. Compared with the traditional e-commerce mode of electronic market plus logistics distribution, the group purchase mode is actually the mode of electronic market plus store consumption. In the past year or two, group buying is almost one of the hottest concepts in the Internet field. Group buying attracts customers online through offline commercial organizations, and consumers receive services offline through network screening. Even in the United States, where e-commerce is the most developed, online e-commerce accounts for only 8%, that is to say, the proportion of offline consumption based on entities is still as high as 92%, so connecting online customers with physical store consumption contains huge business opportunities. Consumers spend most of their time in shopping malls, restaurants, cinemas, beauty salons, KTV, gyms, dry cleaners, gas stations and other commercial service places. There is a lot of room for O2O group purchase in such service stores.
At present, the business model of group buying is also changing, for example, from short-term promotion to long-term consumption, that is, the relationship between group buying websites, consumers and businesses is changing from short-term relationship to long-term relationship. I don't want consumers to spend once and never come again, but I want to keep customer loyalty for a long time. Therefore, we can also see that in addition to the coupon model, group buying websites are also expanding the scope of goods, and even adding many community elements, all of which are aimed at optimizing the group buying business model itself.
Experience-driven customers refer to those who are very concerned about the experience of others in the search and discovery process. Experience-driven customers have spawned a very important business model, which is the review model in O2O. The typical representative here is public comment. Com, an independent third-party comment platform, has always stressed that it is only a community, allowing diners to express their views on the restaurants they have visited. It relies on the evaluation of third parties to attract consumers, thus attracting restaurants to join. The website will automatically display the home page of this area according to the IP address of customers, and provide the catering information of this area for users. Users can start their own journey of food discovery by taking the leaderboard as a starting point and adopting various standards such as category, region and price. It can be seen that the public comment network actually adopts the typical user-created content web2.0 model, which is based on the spontaneous information accumulation of netizens and does not require enterprises to collect information themselves.
Generally speaking, we can see that the profit model of this review website generally includes several categories, including collecting commissions, collecting membership fees, publishing food review books and so on. Public comment. Com has never intervened in the reserve to maintain its status as an independent community. In essence, as a typical online to offline, public comments. Actually, com helps consumers reduce the search cost, and effectively capture their consumers through a large amount of information they consume in the process of search and discovery. This is the space of this business model.
In the field of tourism, there are more and more such comments from online to offline. Take the mobile phone as an example, its positioning is to provide search and discovery services for consumers before traveling. Ant cell hopes to make the travel strategy with comment connotation to the extreme, and extend the travel experience of consumers to some extent. On the one hand, it also uses UGC mode to make the first-hand information submitted by users as a beautiful manual like Lonely Planet, including transportation, food, accommodation and shopping, and then publish it on the website for users to download for free and carry easily. On the other hand, it has also set up a split rudder form, and organized a group of enthusiastic users who are very familiar with the destination and travel needs as helmsmen, relying on these helmsmen to maintain and update the content. Travel users can see constantly updated and accurate travel strategies on mobile phones and PCs. Users can always find what they are interested in from these strategies to meet their own needs. In fact, cellular service not only provides services for people who want to travel, but also stimulates potential travel users. Those users who wander around cellular services, bombarded by photos and words, can often stimulate their desire to travel.
Scene-driven customers are customers who prefer real-time experience that is highly relevant to their location, that is, their mobile Internet behavior is closely related to their scenes. For example, if consumers want to find a convenient and cheap accommodation nearby, they can use this APP, open it after 6 pm, and search the surrounding hotels through LBS positioning to find a suitable room. If he pays for the room with his mobile phone iPhone, he can check in directly. At this time, there are many four-star or five-star hotels to choose from, but the prices are similar to those of budget hotels such as Home Inn and Hanting Hotel. On the one hand, this model integrates the unsold weifang of the hotel on the same day, on the other hand, it uses mobile internet technology to aggregate consumers in specific scenarios, so that consumers and weifang inventory can find each other.
Because the hotel's customer inventory generally exists in large quantities, especially in the off-season. At the same time, the fixed cost of the hotel is very high and the marginal cost is very low, so there is always an urgent demand for the sales of weifang. At the same time, especially in relatively high-end four-star and five-star hotels, they would rather leave their rooms empty than sell them at low prices in the market. They think that the brand image of their hotel will be affected if they sell at a low price. The mode of "Hotel Special Tonight" just meets the needs of hotels. It does not carry out this special promotion through public service advertisements. In addition, it also provides information about Weifang to consumers who actively look for surrounding locations within a certain period of time. This makes the hotel not only protect its own brand, but also facilitate the sale of its own room inventory. Hotels that cooperate with "Hotel Special Tonight" will check the number of their vacant rooms before 4 pm, and will select some vacant rooms to put on the platform. This platform will get these remaining rooms from the hotel at a very low price and provide them to users after 6 pm. After opening the APP, users will search and book according to personal preferences such as distance, star rating, price and style. The difference between this reservation price and the price obtained through "tonight's hotel special" is
Another O2O consumer discovery model provided by the e-commerce website "1 Store" is also very innovative. At present, mainly in Beijing and Shanghai, users around the business district and subway can see some billboards. These advertisers are mainly drinks and snacks that are closely related to life. There is a QR code under each product. Consumers can directly scan the QR code with their mobile phones to purchase, confirm the quantity, fill in the address and place an order. These snacks can be delivered to its office on the same day. This is actually a "virtual supermarket" from online to offline.
This virtual supermarket takes advantage of users' fragmentation time. Generally, we don't choose the goods that need detailed selection and comparison by users, but try to use the goods that are frequently used and purchased in daily life, which is suitable for fast-paced urban people. In the layout selection, we should consider places with dense passenger flow and convenient viewing. After the introduction of online to offline, it has brought important long-term value not only to consumers, but also to the development of enterprises themselves. Since the purchase of every product is related to the QR code, Store 1 can implant tracking information into the QR code of the virtual shelf, so that the backstage can count the usage rate of each subway station and even each billboard, thus continuously optimizing the layout of the virtual supermarket, and even analyzing the consumption habits of people at different stations according to different subway stations, such as which products are more sensitive and which brands they like, which provides a very important basis for personalized optimization of the virtual shelf. You can even build a user's consumption behavior model through the user's purchase behavior related to the search purchase information in the past, and make personalized product recommendations, so that users can quickly see what they want and place orders easily and quickly.
The essence of online to offline is to make it easier for goods and consumers to find each other, which is actually equivalent to expanding the scope of supermarkets. Shopping, trading, search and discovery are everywhere, and trading is everywhere. Especially with the development of mobile Internet and the continuous introduction of LBS elements, there is still a huge space for this scene-driven search and discovery mode. In fact, "tonight's hotel special" is an example of helping a person find the hotel tailhouse around him, and the wireless "1 shop" virtual supermarket is an example of interacting with the surrounding purchasable items in a consumer's scene. Along this line of thinking, in theory, consumers can interact and connect with all kinds of goods and services around them in any scene. Moreover, after interactive connection, if the above classification information, search price comparison and comment search comparison are superimposed, the user's consumption experience in the scene can be greatly enriched.
Generally speaking, in the first step of users' consumption behavior, that is, the search and discovery link, there are a lot of mobile Internet business opportunities around how to make users find it more conveniently, how to search faster and how to compare it more perfectly.