Lighting industry to do O2O need to recognize the three major errors (two)

Error three, pay attention to short-term effects do not attach importance to marketing channels

The "how many days fix many fans how much sales misleading to O2O growth expectations as well as sales of many companies for a period of time, if sales do not, began to blame or questioned on what they are doing right now. A customer is not concerned about the sale of goods consulting sales, but concerned about the amount of online users and an increase in the amount of orders. They are a traditional service enterprises, the original all the business from the line. Do O2O the purpose of this project is to occupy the online channel, if the user wants to online orders, especially the new young consumer groups, can meet their needs, let them know the old brand in the new channel is also convenient. So they are patient to integrate online channels into the original system.

Another customer goods transit consulting has been at the electricity supplier sales of their products, but is not suitable for online sales, after a period of time to think, they think more about the online channel as a display window, even if the online purchase of the crowd are more likely to see their low value products. To let the user know what is positive, can truly reflect the brand value of the product, it can not be online to sell and sell.

Because many people ask what the O2O meant, so I wrote an article "what is the meaning of O2O", however, when I gave all the goods transit customer consultation, we never discuss what is O2O, we only discuss:

What is the core business and positioning?

- how to make products and services better through the Internet?

- how to narrow the distance between themselves and consumers through the Internet?

After two years of O2O to discuss the streams of people busily coming and going, I particularly want to say is, we turn our attention back to the fundamental business, it is recognized by the fans in your home can provide better and more cost-effective products, the gift of the gab telling stories or flirting everywhere know the boss can attract users attention, but in the end there are stories you should be talking about products, regardless of any Internet or the Internet thinking tool, can make a very low price to life, the masses are sharp glasses, will eventually use their money to vote. We might as well do not talk about what exactly is the meaning of O2O, but to study the Internet tools can help enterprises to provide users with better products, more enjoyable experience, more attentive service.

Let us in the analysis of any O2O case, focus on considering the Internet thinking and tools to enhance the company's quality in what place, rather than going around the concept with no reality whatever.