O2O is the general trend. Just as the emergence of the internet paved the way for e-commerce, once the time comes, the momentum will be unstoppable. Combining the current maturity of the Internet and the popularity of mobile terminals, O2O in the traditional sense has emerged. Especially at the beginning of the year, Premier Li Keqiang proposed the concept of "Internet +", which directly affirmed this trend.
However, it is regrettable to say that there are not many successful O2O companies at present, and it is even impossible to talk about companies with dominant positions. Everyone is discussing, trying, and moving forward enthusiastically, but it feels like licking a cake through a glass. Although academic circles have not given a conclusive concept for O2O, they basically agree that it is the combination of online e-commerce and offline physical store experience sales, and they use this understanding to layout their own enterprises and plan their future development directions. I have seen too many O2O operation cases, and after careful consideration, I discovered that O2O is not a new thing.
The two popular words nowadays are "cross-border" and "closed loop", which were also brought out by O2O. While everyone complained that it was difficult to do business in physical stores and had to combine online and offline, they also found that even if they combined online and offline, the business was not much better. Therefore, based on the "product combination boxing" routine, we used "product diversification" and "cost equalization" Amortization" and "maximization of marginal benefits" began to play in various cross-border activities - those who played in finance made mobile phones, those who played in mobile phones made home decoration, and those who played in game pretending did crowdfunding. They were all having fun. In the end, they found out that they should just do whatever they want. When they were tired and couldn't play anymore, they started to try "closed loop" - taking a short break. When he calmed down, he would "open the loop" again.
Let’s take a closer look at O2O. First of all, these two O’s are closed themselves. That is to say, regardless of “closed loop” or “open loop”, it is a false proposition, a false high-level concept. What determines the influence of these two O’s is the size of O. An infinitely large O is the overlord, and an infinitely small one is the overlord. O, it’s just a point. The one who talks about “closing the loop” is because we don’t have the ability to play big at the moment. Secondly, these two O’s seem different, but in fact they are the same. They look the same, read together, and operate the same. Just like e-commerce and physical stores, two seemingly incompatible things are actually platforms.
How to correctly interpret this O2O?
I showed this concept to a customer and explained it to him for a long time. Finally, he said: "I can't read the O2O you mentioned, and my cultural level is low. In my opinion, the most popular interpretation should not be read in English, but the most vivid Chinese can explain it. It is just a trap!"
I was surprised to find that we so-called elites can only talk on paper, and such a high-level model was explained so thoroughly by a low-level customer.
The understanding of circle is very clear to us. When you know a person, it is a point. If you have continuous contact with this person, a network is formed. A network is a line, which changes from a point to a line. The popular saying in the past few years, "Human connections are financial lines", explains the role of this line well. And if you get to know his through the person you know, Friends become a circle of friends, and the line turns into a circle, a circle of friends, a circle of colleagues, a circle of relatives and friends... various circles. The more circles you make, the larger your circle will be. If the circle is infinite, your financial resources will be infinite. Those who make lamps and lanterns squeeze into the circle of electricians and improve their own benefits. Those who run physical stores participate in e-commerce and also improve their own benefits.
From this point of view, O2O is really not mysterious, or in other words, the boundary between virtuality and reality will eventually be erased, and the only thing that matters in the end is who has the biggest circle.
After talking about this, I understand why there is no O2O overlord at present. It’s not that you don’t operate well, but that your circle is not big enough.
ANNA