The direct literal meaning of O2O refers to the combination of online and offline. So, are businesses and businesses opening a "micro mall" or APP, which allows consumers to pay by mobile phone orders, even if it is O2O? Is it, as some propaganda says, that "WeChat marketing" will have countless users coming to you? What is the real nature of O2O? Let the author tell you: O2O is mobile. Internet The new business model of the times.

The essence of O2O is to help brands / businesses establish four levels of seamless links with users.

As a bone ash IT man, he is helping. Traditional industry In the process of "embracing the Internet", the author deeply realized that the essence of O2O business mode is to help the brand / business to establish four levels of seamless links with users. The four levels are commodity, service, emotion and career.

Commodity links: weak links. When Consumer He or she is only a "customer" by buying goods and establishing links with businesses / brands. When the purchase is over, customers will not be able to visit you in minutes. After all, this is an era of goods richness and customer satisfaction.

Service links: strong links. Service can enhance customer satisfaction and effectively enhance his / her imprint on service providers. Service itself is a very important "experience". When the two sides establish links through services, consumers will become "users" of businesses or brands.

Emotional links: strong links. After integrating into the emotion, the "user" is upgraded to "fans". How powerful is the "fans"? Look at those idols and big V. The most successful use of "fans economy" is millet. As a senior rice noodle, I will not only buy all kinds of millet products (from cell phones, routers, accessories, T-Shirts, rice rabbit dolls), but also enthusiastically recommend millet products to friends, and even spend a lot of time buying them for friends. Fans will not only establish strong emotional ties with brands, but also have strong sense of identity among fans. All kinds of fan groups, support clubs and city associations are created by enthusiastic fans and even become part of some fans' lives.

Career links: deep links. Based on the deep identification of brands, some fans will join the brand sales or service system and become part of their ecosystem. For example, "millet house" service stations all over the place are almost created by local senior rice noodles joining millet. There are quite a large group in the millet MIUI system development of various themes, and then on the "millet mall" sales, get divided. They are no longer simply "consumers" but are "brand partners" of the brand. The brand has deeply imprinted their lives.

The essence of O2O is to help brands / businesses keep in touch with users at any time and anywhere, and let more consumers turn from "customers" to "users", become "fans", and even develop into "business partners". And mobile phones, tablets, and more and more smart devices make it possible to connect anywhere and anytime.

So why is it so important to achieve seamless connection with users and even become a new business model?

Let's take a look back at the form of retail business in the past. In essence, we are doing "traffic" business. At the earliest time, businesses scrambled to open shops on crowded streets. In order to get the exuberant "passenger flow" with expensive rental cost. Later, large shopping centers, Shopping Mall and urban complex began to rise, becoming the first choice for brands to open stores. Its essence is to exchange passengers for high rent. Then brand businesses will continue to put a lot of advertisements to attract customers. Ten years ago, the rise of PC Internet and e-commerce broke the barriers of distribution between production and retail, and made information transparent and channel flat. Finally, BAT became the three "traffic giant". The three giants of Baidu, Alibaba and Tencent provide free services. And their huge income comes from "click traffic" in essence. Another example is the 360 guard who started with free antivirus software. Sina, which provides free information services, first attracts users by attracting users free of charge, and then achieves the realization of "traffic value realisation" through three major channels, such as advertising, games and electricity providers. Traditional business is "channel is king" because channel terminal controls passenger flow. PC Internet era is more prominent, "traffic is king".