What is the essence of the O2O model?

Introduction: O2O lighting industry is becoming a hot word, many companies are actively studying, and eager to prepare for the implementation of. I heard some of these companies, its O2O construction plan is: in the presence of existing physical outlets based on the construction of network sales platform, and the two will be integrated online single, offline services. It looks very much like O2O, but in essence it has its own shape and not actually. In fact, the number of store brand is not suitable for O2O, a large (measured by the single brand exhibition area) is not suitable for O2O.

What is the reason, first understand the background and characteristics of O2O, summed up as "convenience", "cheap", "experience" and "service"":

First, based on the convenience of network sales. Network marketing has become very popular in many product areas, especially in consumer electronic products such as mobile phone, FMCG in cosmetics and household products, so that the food in the fresh food, consumer durable goods in the car, will enter the business channel. Source of electricity supplier "convenience" is the human nature "," lazy lazy "economic" performance.

Two, cheap, which is based on the reduced costs and simplify the intermediate links. A convenience is not enough, but also to bring the store because of saving for intermediate circulation and make commodity prices far lower than the store. The circulation of saving and consists of numerous stores and as much as possible to display products needed to store area rent and operating costs. The price of the products sold through the O2O mainly includes two parts: the cost and profit of the manufacturer, the operating cost and the profit of the store.

Three, experience. Most of the sales of building materials products need to experience, the line is to meet the needs of the living experience, so the building materials store will not be difficult to replace.

Four, service. The presence of the line entity stores also need to serve as a center.

In the case of O2O become the main sales model, the future sales of building materials is expected to show the following changes:

1 store size, especially building materials stores. Not only reduce the number of display area will be greatly reduced. The main functions of the store into online shop display shop and after-sales service center. The number of stores in a city will be reduced to meet the level of consumer lazy can not need to shop for goods than three.

2 reduce the number of businesses, physical store area decreased. Business functions into the network shopping guide and after-sales service. The future of a store may be a businessman. The size of a city according to the size of the city needs only one or two stores and businesses.

3 show will be in the form of physical display + virtual presentation. Virtual display will be displayed through large screen display, tablet PC, 3D imaging, etc.. Building materials household products will be simulated real estate owners in the way of product DIY, auxiliary sales.

4 transactions will change. One is the consumer independently on a computer or mobile phone orders, mobile phone orders based on third party payment platform, can achieve scan two-dimensional code to complete the payment of the two-dimensional code information in the store can be scanned, can also be in the online scan; secondly, under the guidance of the scene in the business can be implemented through the network (single store unified cashier), cash registers will generally disappear into transfer mode. Like online shopping, unconditional return will also appear in the whole process of the transaction.

5 big data will guide the production and marketing. Consumers to buy building materials brands, categories, prices and consumer spending habits will become a big data guide businesses (stores) for shopping guide, guide manufacturers to production, inventory and raw materials procurement. Around the O2O model, manufacturers will have a huge change in the mode of operation.