Four key links in O2O operation

Although everyone has been playing with O2O in recent years, only a few have been able to apply O2O well in practice. Instead, there are countless companies that have failed or are in the process of failing on the O2O road. So, how should O2O be played?

O2O has been rampant for these years, it's time to show it off

Although everyone has been playing with O2O in recent years, only a few have been able to apply O2O well in practice. Instead, there are countless companies that have failed or are in the process of failing on the O2O road.

Why does O2O, which we talk about and learn about every day, not work well in practice? What is the perfect operation ? Before answering this question, let’s first unify our values. What kind of O2O can be considered a perfect success? Putting aside all the jargon-like professional terms, it is to achieve closed-loop sales online and offline, that is, to remove the middle links and advertising costs between the two Os (online and offline) that I created, to achieve seamless connection between enterprises and consumers, products can be sold in a closed manner, corporate profits are increased, and consumers get benefits. What a perfect and harmonious picture.

Ideals are beautiful, but reality is cruel. The first problem is attracting fans (that is, starting from establishing an online O). My project has finally attracted fans through advertising, gifts, and free trials, but the fans fell into oblivion after the free trials. Not only did no secondary sales occur, but I didn’t even gain much word of mouth. The C-end (consumers) have been spoiled by free trials. Even consumers giving your product a free trial is giving you face. It’s really anxious. What should you do?

1. Transform from operating products to operating content

In fact, I have said it a long time ago that if you are still relying on free trials and buy-one-get-one-free promotions to attract fans, you are too out of date. It is only a matter of time before you are pushed off the O2O train by consumers. When building O2O, what you really rely on is your content. Only when the content is good will people spread it, appreciate it, and pay attention to your product. Although communication is very lively nowadays, good original content still dominates the market. It is not difficult to understand why the investment led by Wu Xiaobo is mostly concentrated in the field of professional self-media with strong original content.

If the company has not changed its organizational structure and has not figured out how to rely on content to attract fans, it is recommended that it focus on directly operating product sales on vertical platforms such as Taobao and JD.com and do a good job of online customer service communication.

2. Planning is the soul of O2O operations

O2O operations place higher demands on planning. Traditional planning only requires a few festivals and anniversary celebrations, and the copywriting is mainly based on discounts and promotions. The planning function is relatively weak because the traditional method of attracting consumers to your store truly tests the sales skills of the promoters. O2O planning is not that simple, because there is no face-to-face group, you don’t know who will pay attention to you, and you don’t know where people are or what they are doing, so the difficulty increases sharply. Note the following points:

1. Density is increased. Content planning needs to be done from morning to night. Fans can see your information after they wake up every day. This will cause a large number of traditional planners to die.

2. Selectively attract fans, and absorb people with the same ideas and interests. This is the basis of O2O community operation.

3. You must be able to keep up with the planning of hot events as soon as possible. There are too many people who use hot events to make plans, but it is rare to find such planning talents who can really keep up and keep up with them brilliantly.

3. Participation is the key to traffic conversion

The first step was finally completed and a certain number of users were attracted, but how to achieve traffic conversion became a problem again. The purpose of establishing a community and attracting attention is to allow users to enter the mall and complete product transactions. Of course, you can also say that my model does not require consumption from users at all. I just need enough fans. I want to let the pigs pay for the profits. Well, it depends on whether your funds can support you in attracting the “pigs”. First, in reality, few companies can play this way. Do you think your boss or the board of directors will not punish you to death if you do this? Second, Ma Huateng’s myth cannot be replicated in the real world. Besides, if you don’t have a good product experience to interact with, who would be willing to play with you every day?

When it comes to traffic conversion, everyone is worried that once the conversion is not good, the community you have worked so hard to build will easily fall apart. In fact, there is a key link that needs to be laid out in ambush, that is, the sense of participation in the product design stage. User opinions and preferences are incorporated into the product when it is launched, making people feel that it is designed for them. Because there are personal elements, the expectation and attention index will naturally be very high, which will whet their appetite. Coupled with a certain amount of hunger marketing , the formation of sales power will naturally not be a problem.

One thing I want to remind you here is that hunger marketing should be used in moderation and not overdone. If people are often hungry, they will naturally look for substitutes. If the substitute happens to be OK, you will be in trouble and become someone else's pawn. I personally feel that Xiaomi’s hunger marketing has gone too far. Mi fans can’t get the phones, so how about trying Huawei? It works well at first, and then Xiaomi has no chance to play anymore, while Huawei is secretly happy.

4. The role of offline (store)

If you have enough online users and traffic conversions, offline stores will play a greater role in carrying brand image and product experience. Just like a luxury store on a busy street, it is not important whether or not the goods are sold. What is important is the brand communication function, telling consumers that I have always existed and am awesome. After consumers go in, try out the new models, get a feel for the products, and then go shopping. Then, the offline role has changed. You only need to keep a flagship store in the central city and focus on online marketing and community maintenance.

After the successful operation of O2O, many companies will choose to become offline franchise agents in various places. I really don’t agree with this. Of course, franchising is very good for cash flow, but after joining, you need to build another system to manage the franchise, which not only adds difficulty but also adds burden, which is absolutely taboo. What you need to do is speed up the iteration of new products and use new products to maintain user interaction and expectations. This is why in the long run, Huawei phones have gradually caught up. Huawei's new product iteration (the frequency of releasing new phones around March) is something that other phones cannot achieve.

If all of the above are achieved, it is possible to draw a perfect O2O. But rationally speaking, O2O is just an operating model suitable for mobile Internet , not a panacea for solving sales problems. There are many companies that are thriving even without O2O. You cannot abandon your original advantages for the sake of O2O. Before operating O2O, you must have a management structure and talent system suitable for O2O. Otherwise, even if it looks beautiful, all you will be left with is bitterness.

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