The first "soft" lighting industry O2O is the channel for the king (two)

The interests of the terminal store level redistribution and hinder the implementation of O2O place, the performance in the following three areas:

Self stores and franchise stores, the difference between the third party stores: Enterprises Direct stores, want to promote the O2O, as long as the interests of the distribution of good store and the benefits of shopping guide, it is not a problem. However, the franchise stores, it is much more complicated. Once to build O2O system, to improve the POS system of franchised stores, membership system, franchised stores do not have this enthusiasm; third party shopping malls and stores often do not agree with O2O, as before because they wish to pay down the line scan code, and O2O is likely to buy from online?

How to open up the membership system: store membership system and information technology, the store is a problem, the store will not be willing to give their membership system. What should I do?

How to distribute the benefits of shopping guide: traditional mode, the shopping guide is a key part of the channel chain, because the consumer's recommendations and experience, the role of the shopping guide is essential. In O2O mode, the guide is still the most critical part of the O2O. How to enhance the enthusiasm of the guide? What if they resist it? When the customer line experience, online orders, how to shop with the order docking, how to achieve the purchase of the commission?

The redistribution of interests within the enterprise team is focused on:

The O2O team and traditional team interests: Generally speaking, the enterprise is in O2O mode, the O2O team will rise to the strategic sectors, will lead the national data, products and services for the entire supply chain to guide the future. In contrast, the traditional sales department, the status will decline and weaken. How to avoid the contradictions and internal friction between the two? Shenzhen golden lighting industry Co., Ltd.

Comprehensive above, in the early stage of the O2O model, that is, the current stage, as the Chinese enterprises are still channels to the king, the channel is still a traditional Chinese enterprises around the past one. O2O model makes it possible for enterprises to face the consumer, this time, how to solve the problem of the distribution of interests of manufacturers, is a problem.

The O2O third party service providers on the market because of the lack of understanding of traditional channels, do not understand the traditional business, do not understand the dealer and the terminal, do not understand the profit distribution of enterprises and other channels, once the allocation mechanism of the interests of manufacturers have broken the original O2O model, will be like a strong rebound in the traditional electricity supplier a trigger entity channel. In addition, such service providers due to lack of understanding of the ground channel, currently only is the integration of online and offline in technology, it is impossible to realize the fusion line under the line, but can not form a closed loop O2O.

Thus, the O2O model is still in its infancy, not yet mature, how to build the system, not only need O2O experience and technology, the traditional channel system needs more familiar, the two indispensable. It can be said that the "channel is king", is the traditional enterprise O2O transformation of the "dead".