O2O is not a strange word for everyone. As far as home e-commerce is concerned, the O2O model is not unique. It is divided into group-buying online convening, offline experience and purchase, as well as online purchase and offline logistics. form.
First, the O2O mode is beautiful? In the actual operation, it tastes
Originally, it was intended to enhance the loyalty of consumers by exposing users to offline experience stores, reducing the rate of returning orders and avoiding the impact on other dealers, but it shocked the good wishes because of internal interests.
Many home B2C e-commerce companies have introduced the O2O model, and they hope to mix the two to achieve the maximum effect. I don't know if the two feet are walking.
Some home giants and some merchants on Tmall, although introducing the O2O code, call it online to see the price, offline experience, but in the actual operation you will find that the online operators are for their own benefit, they Will persuade consumers to place orders online, some consumers can not help lobbying, will place orders online, which is contrary to the rules makers.
Their rhetoric for consumers who think about the offline experience is: online and offline styles are different, online is more favorable; whether the rhetoric is true or false, the feeling for the user is very confusing.
Originally, it was intended to enhance the loyalty of consumers by exposing users to offline experience stores, reducing the rate of returning orders and avoiding the impact on other dealers, but it shocked the good wishes because of internal interests.
Some consumers who do not listen to lobbying go to the offline experience store, offline sales will try their best to lobby you for the deal, and said that offline transactions are more favorable, styles are not synchronized...
In order to compete for customers, the two groups of people will have certain discount rights at hand, so there will be a situation of online and offline death, which will also disrupt the original price system.
Second, the performance of the assessment to see the flow? Misreading indicators lead to blind delivery
People who do B2C are very clear, which location of traffic into which page, whether there is a deal in the end, which product is sold, can be tracked in the background of Tmall, so that the location of the traffic can be timely, and landing The product is analyzed and adjusted to maximize ROI.
If traffic is introduced to the line and the line is not sold, the data available on the website is only UV, PV, bounce rate, page arrival rate, etc. There is no marketing data; it is said that many e-commerce companies only rely on these Item data to assess the performance of the delivery team and the channel's input budget.
Such statistics and assessments are very unscientific; marketers who do online advertising know that the traffic value of different channels is different. The traffic from the same search engine, the conversion rate of different words is different. Therefore, just relying on these non-marketing data to decide the budget to be placed often has a lot of blindness; therefore, after many household e-commerce companies have invested 4 million, it is difficult to see the waves because you have no channel at all. .
Third, do you have to invest in e-commerce? Money is not spent on the blade.
Even if the advertising fee of 4 million is for a first-tier city, it can't be said to be very good, let alone facing multiple cities or the whole country.
Multiple cities spread out
Many home businesses in order to achieve immediate results, or to prevent traffic waste (flows across the country will flood into the site), or the understanding of O2O is not deep enough, just electric shock spread across the country, it is easy to lead to half-length; 4 million Even if the advertising fee is for a first-tier city, it can't be said to be very good, let alone facing multiple cities or the whole country.
In the process of realizing the flow, the docking between the operation team and the landing team is the most important. Before the trust between the two parties is established, the limited operators should be concentrated in one or a limited number of cities to connect. The city works first.
Operation team has no traffic distribution rights
Many brand owners simply understand that as long as the traffic is distributed to stores around the world, they forget the other fact that the conversion capacity of the stores is everywhere; in the case of limited budget, the resources are allocated to the city with the highest conversion rate, I Think of this reason many marketers understand that the actual operation process?
The distribution right of traffic must be controlled in the hands of the operation team, and controlled and evaluated according to the conversion situation of the stores in each place. Whoever has a high conversion rate and who the traffic is allocated to, rather than letting the natural distribution of traffic.
Fourth, measure performance based on results? There is no perfect flow conversion funnel
With the final sales performance to measure the performance of each link, the decision to launch and assessment, it seems that fairness does not distinguish between right and wrong.
Speaking back to the previous question, although O2O is simple from online to offline, website promotion and store sales, I think these two basic skills are very good, but the key question is how to import traffic into the website. Store. And in the process of importing, which team has a problem with the implementation, which team to punish, which team to reward, which link to upgrade, etc., all need a perfect flow funnel.
Many electric shock companies do not have a complete flow conversion funnel, but rely on the final sales performance to measure the performance of each link, and decide to launch and evaluate, resulting in a surge in internal contradictions.
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